Analysis Of The Enders Game - Free Essay Example

Sample details Pages: 11 Words: 3216 Downloads: 2 Date added: 2019/08/02 Category Literature Essay Level High school Tags: Enders Game Essay Did you like this example? Bibliography: Card, Orson. Enders Game.   New York: Tom Doherty Associates Book, 1991. 370 pages Title: It is called Enders Game because the main characters nickname is Ender. He ends the final game by winning the battle for Earth against the buggers. It is also called Enders Game because if they didnt win everything was over for Earth.   The human race was going to be extinct and the buggers were going to colonize Earth.   Characters: Ender is the protagonist and the main character of the story. Everything in the book and movie is based around him. Physically he is skinny, has a large head, and is not athletic. He is also portrayed as nice, but strict and a good leader. Don’t waste time! Our writers will create an original "Analysis Of The Enders Game" essay for you Create order Petra is a main character and one of Enders first female friends at battle school.   She is athletic, fast, and strong. She is also nice, open minded, and a strong leader too. Alai is Enders first friend straight out of the fresh group of Launchys. He is skinny, has a small head, and he is also not athletic. He is also kind, open minded to all, and a good group leader. Dink is Enders second best friend while in Rat Army under command of Rose the Nose. He is athletic, fast, and strong. He is also commanding, a teacher, and a leader. Graff is the Colonel of the International Fleet who first came to recruit Ender from his house back on Earth. He is fat, slow, and not athletic. However he is also smart, tricky, and a mental torturer. Bean is Enders best friend while he was commanding Dragon Army. He is small, skinny, and athletic. He is also smart, quick minded, and a take charge person. Major Anderson was in charge of all the battles that Enders army fought against other armys. He is overweight, tall, and not athletic. He is also kind, outgoing, and a giver. Valentine was the main lover in the book. She was Enders older sister who loved him with all her heart and he loved her with all his heart. She is athletic, tall, and skinny. She is also known as a lover, is open minded, and intelligent. Setting: The main events take place on Eros at the command training center. The Protagonists childhood occurs on Earth through the age of 6. Eros is a dark and scary place where an alien species colony was murdered by the humans to make a space outpost. In the book, Earth is turned into a war zone between all the worlds leaders countries and are hungry for world control. Plot: Chapter 1: Third The first chapter begins with Colonel Graff and Major Anderson having a conversation about if Ender Wiggin is the one to save the human race from the buggers. They also are debating whether he is the same as his brother or sister or a good mix of both. Graff and Anderson decide to see what Enders reaction would be to the kids at school if he were to have his monitor chip, in the back of his neck, removed. This same thing happened to his siblings, but not for the same reasons. Him losing his monitor chip creates others to hate him. A bully named Stilson was picking on Ender and pushing him around.   Ender defended himself with a sharp object.   Stilson fell to the ground and Ender began kicking him repeatedly. Friends of Stilson asked Ender to stop, so he did. Chapter 2: Peter Chapter two begins with Colonel Graff approving of how Ender reacted to the beating of the school bully Stilson. They then start thinking that they dont need to make Ender happy. They need to make it to where hell save the world for them. They start comparing Ender to Mazer Rackham who died in the second Invasion at Earth against the buggers. Mazer was a man who Ender grew up watching and studying on videos through his young ages.  Ã‚   Chapter 3: Graff Graff and Anderson talk about how they need Ender to come with them to battle school. But arent sure if he will love his sister. They had a very strong bond. So Graff goes to get Ender from his household. He first brings up the fight with Stilson as if they are there to punish him. Then they ask why he did it and Enders answer was, I wanted to end all the battles to come, not just that one. Then Graffs reply was, Ender I would like to invite you to our Battle School. Chapter 4: Launch Graff and another adult are deciding on what to do with Ender. They then decide that Ender must be isolated to become the soldier they want him to be. They want him to be a super smart genius and have authority and leadership skills. Enders first observation of the other children there is they act like kids, laughing and playing. He knows they are being watched by the adults and commanders. He decides he must be serious and show he is a leader.   He begins to realize that the gravity will affect them differently in space than on Earth. He begins to think of how things look to people in space because of the foreign gravity to all the children. This are the kinds of things that make Ender stand out from the other children. Chapter 5: Games Graff continues to insist that isolation is best for Ender. They want him to think no one will ever help him, in and out of a battle. Ender and his other launchies in his group are introduced to Dap who is going to be taking care of them. Ender then goes to the game room to get the feel of it. He then challenges an older student to best out of 3 matches. Ender loses the first by a lot. Then barely takes the victory the second time around. Then on the final game Ender sweeps the student making him furious and forcing that boy and his friends to remember the six year old Ender Wiggin. Chapter 6: The Giants Drink At the start of this chapter Graff is discussing with another adult that Enders launchy group is split apart because there is a bully that dislikes Ender because they know how he is favored by Colonel Graff. Ender begins playing a video game called Fairy Land to escape from the others. This game messes with Enders head and makes him have suicidal thoughts.   It had been known to do that. Ender and the other launchies take their first trip to the battle room to get a feel of null gravity. They arent used to the suits and how they feel. Ender and Alai quickly figure out how to rebound in null gravity and start experimenting with their freeze guns on themselves and other launchies. Chapter 7: Salamander The chapter begins with Graff having a conversation with General Levy about Levy being concerned and having doubts about Ender being a kid. Graff is happy now that Ender got past the Giants Drink, an extremely difficult level on the game Fairy Land that Ender has been playing. Levy is concerned that none of the students at the battle school act like actual kids at all. Levy tells Graff not to hurt Ender any more than he has to. Ender ends up finding out later that not that he has been transferred to the Salamander Army under the command of Bonzo Madrid. Graff felt that it was time for Ender to leave as he was starting to see Ender get close to some of the other launchies, isolation was key to them. The salamander Army has a battle when Ender first arrives. Commander Bonzo informs Ender to stay back. Ender defies orders and goes in anyways and was the only soldier to be totally untouched. Chapter 8: Rat Graff wants Anderson to set up unfair battle simulations for Enders army. So it challenges him and puts him to the limit. She objects, saying the school is based off the fairness of the battles. Ender is again transferred to Rat Army which is in command by Rose the Nose. Rose says he cant sue his desk where he plays games and cant practice with launchies anymore. But then a boy named Dink in the same army says Rose cant do anything to stop him from doing either of those. They then have a battle against Centipede Army. Ender is sent out first just so he can get frozen. But before he is frozen he freezes a couple of the enemy players. He then talks to Dink and finds out he was promoted to commander twice, but denied the promotion every time. This is because he didnt like bossing people around. Chapter 9: Locke and Demosthenes Graff is enraged that the computer threw an image of Peter, Enders brother, into the game Ender plays. Graff asks a computer expert why it is doing this .He explains because the game is between the computer and Enders mind. He said the computer must think that it will help Ender in some way, shape, or form and that is the only reason. Enders 8th birthday arrives and Valentine is at home and lights a fire in honor of Ender who is up in space. While she is doing this, her brother Peter is torturing a squirrel. She asks why he would be doing that. He tells her to shut up or he will kill her too.   Valentine knows that Peter will never actually kill her. This is because Peter only does things that are calculated to help what he needs, there is no reason to kill her. She thinks he is planning to do something bad very soon to Earth though. Peter convinces Valentine into making fake net profiles to try and gain control in government. Peter is Locke and Valentine is Demosthenes on the fake profiles. Chapter 10: Dragon Graff issues the order to make Ender commander of a retired army called Dragon Army. The only catch is that Graff is picking the list of members in the army. Also Ender isnt allowed to make any trades with other armys. That day right after Ender meets all army members he takes them straight to the battle room to test their skill levels. Bean, who is a short dragon army member, asks to be a toon leader. Ender denies the request. He thinks about why he did that to Bean and realizes the same thing happened to him when Graff isolated him. He realizes that by doing to Bean, what the commanders have been doing to him all along, he will be a better platoon leader later on. Chapter 11: Veni Vidi Vici Graff and Anderson discuss what they think of Dragon Army and how well they will do. This is because Anderson has scheduled a lot of battles for them, sometimes they will have three in a day instead of one.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Their first battle is an easy one for them they destroy their opponent Rat Army. Enders Army functions weirdly and different from others. Each of his five toons can work without the others help. Ender starts realizing that because of his successc Petra and Dink dont seem like they are friends with him anymore. The next day Dragon Army beats Phoenix Army which Petra is commander of. Ender knows this didnt make anything better for their friendship. Chapter 12: Bonzo The chief of the I.F. police comes to see Graff because of a report saying that the battle school is an unsafe environment. That there is nothing stopping kids from fighting or bullying others. Graff says that Ender needs to stick up for himself because no one can help him against the buggers besides himself. Ender gets a warning from Petra about him being in real danger with Bonzo. Ender doesnt care and goes to sleep. He later wakes up and goes to take a shower.   While there he gets ganged up on by seven people including Bonzo. He convinces Bonzo to fight him alone without his back up to help him. Dink comes and tries to tell Bonzo not to fight him. Bonzo attacks anyways. Ender dodges and hits him in the face then hits him in the crotch, but notices that Bonzo is not moving once he fell. Dink takes him away before anything else could happen. Bonzo later dies, but Graff never told Ender that directly.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This incident makes Ender want to quit and leave school. Chapter 13: Valentine This chapter starts with two officers talking about Peter and Valentine stirring trouble on the net. Graff tells them to leave the two alone. Valentine likes being her fake profile and her and Peter know that the world is preparing for war. They believe that a war is going to break out as soon as the buggers are defeated. They believe that no compromise can stop this event from occurring. Valentine is brought to see Ender who has been staying at a Lake House on Earth for two months. Graff believes that Valentine is the only person that can get through to Ender and get him to attend with him to command school. Graff tells her they need to prepare for the attack that is coming soon. Valentine goes out with Ender on the lake and goes for a swim. Her presence convinces Ender to return to school. They part ways and say goodbye while Ender goes to the shuttle take off station. They depart to Eros to command school. Chapter 14: Enders Teacher An admiral greets Graff at command school when they arrive and wonders whether the 3 month trip vacation to Eros was good for Ender or not. Ender begins to spend his time all by himself or with Graff. The next morning Ender wakes to an old man waiting in his room on the floor. They begin to fight and Ender learns a valuable lesson from the man, that he isnt always going to win. The man introduces himself as Mazer Rackham the pilot that supposedly died saving Earth in the second invasion. Ender begins to ask how he could be alive. In response Rackham shows him deleted footage of his cockpit cam of him ejecting right before he crashed into the mother ship. Ender begins to do simulations with his crew including all his once friends from battle school. They win every battle simulation once a day every day for months. Then they have their graduation simulation. They succeed on destroying all the buggers ships. They then use the biggest and newest little doctor, a machine that tears apart molecules and turns it to dust. It destroys the entire planet, setting off a chain reaction destroying all the buggers. However, it also destroy all the I.F. military ships, including all the human men on board.   They were sacrificed, but the Enders army did not know this at the time. They always thought the battles were simulations. Afterwards all the high ranking officials come and thank Ender and his commanders. Ender is confused on why they are so happy. They tell him that all the battles were never simulations, but actual battles. Then that hits Ender. He just then realized that he killed off an entire race and thousands of Earths soldiers. They trank him so he doesnt overreact. Chapter 15: Speaker for the Dead Ender awakes to find out that he is being prosecuted for murder against Stilson and Bonzo. Ender stays in Eros through all of the trials. The court finally comes to the verdict not guilty because they found it to be self-defense both times. Ender wants to return home, but cant according to Valentine. Valentine claims that she made it to where Ender can never go back to earth. Her and Peter had made a pact with all of the government officials on Earth to not allow Ender to ever come back to Earth for his own safety. He stays on Eros and starts the first outer space colony for the humans. He also begins to search the universe for a colony spot for the Buggers final queen egg to hatch. Ender was the only one that knew that the queen egg was never actually destroyed. He looks for a long time to find the right place.   He realizes now that they meant no harm to the humans. So he feels that is his duty to do this for them as payment for what he did. Symbols: The first symbol is Peter as a reminder to Ender to never to purposely become a bully and a killer like him.   One instance is when Ender retaliated against Stilson for picking on him.   Another example, is when Ender got ganged up on by Bonzo in the showers. Ender didnt want to harm them, in fact, he didnt want to fight them at all. He only did in self-defense. He always thought of his brother as a reminder of how he did not want to become.   The second symbol is Valentine who represents love and family and someone that will always be there for Ender.   One main example of this is when Valentine creates the pact to never allow Ender to return to earth. She loved her brother so much that she couldnt risk him coming back to be harmed, even if that meant sacrificing being with him again.   Another example is how Valentine was always there to support Ender, she always had a strong love for her brother and it showed. Theme: I think that the message to be learned from Enders Game is that love and compassion conquers all.   I feel this theme was present through a lot of the book.   For example: Enders sister Valentine risked having her brother ever returning home to be with her.   This was done out of love for her brother and his best well-being.   Another example, is the compassion that Ender showed the Queen Bugger at the end of the story.   He understood that they didnt want to harm the humans and they didnt need to fight anymore. He was compassionate by finding a safe place for the queens egg to hatch, so it would not be found.   I believe the authors purpose for telling the story was to show the hardships a young boy faced.   He encountered isolation, hate, murder, and war.   However, in the end all Ender wanted was love and compassion for all. For all humans and non-humans to love one another.   Movie and Book difference description:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In the book Ender goes from Salamander Army to Rat Army then to command of Dragon Army. But in the movie he went from Salamander Army to command of Dragon Army. In the book he met Dink in Rat Army. In the movie he meets him in Salamander Army. In the movie Ender goes by himself to discover the queen Bugger egg. In the book he goes with a little boy from his colony on Eros. In the movie he discovers the egg then leaves right away in the book he consults with Valentine about leaving with him. Also in the movie Valentine never travels to Eros with the first colony. In the book she comes to Eros to see Ender and help him with the colony. Those were the major differences between the book and movie.

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Environement Essay Example For Students

Environement Essay Features of Argumentation The logic of everyday argumentation should be based upon common data or information that is accepted by everyone. A warrant need to be used in order to relate the evidence that is presented in an argument to the claim that is being made. When creating an argument, one usually uses grounds that are well known by their peers of the same field of study. In this way, most arguments are specific to a certain area of study; however, information that is considered common knowledge is easily warranted in other fields of study besides philosophy. Once an argument is written, a very important warrant is distinguishable. The language that is used in the argument can be interpreted as grounds for the actual argument. The style that is used represent how strongly the author believes in the argument, and where their position is on the conclusion of the claim as well as playing an enormous part in convincing the reader to think further about the claim that is being presented. A claim is presented that give a possible conclusion to an argument and then evidence is presented that supports the claim. This is not enough for a, Complex academic argument, the author also has to create warrants that link the evidence to the claim being made. Often times a narrative can is used as a basic warrant. In this method the author gives details and describes events and situations that can establish a relationship between the grounds being made about the claim. A Complex Academic Argument, is based on a claim and the grounds that are made to support it. In previous papers I have used this technique in supporting my argument. The mistake that I made in the past was that I always to a pro or con position. A Complex Academic Argument, only gives the reader a single view on a subject, not an overall decision of pro or con.

Iphone Vrio Model Essay Example

Iphone Vrio Model Paper Apple Inc. Case Study # 1 iPhone [pic] Professor Chug-Shing Lee BUSA 499 Capstone October 1, 2008 Analysis Conducted By Apex [pic] Ryan Boykin Ashley Fiorini Lance Tanaka Matt Webb Executive Summary Apple has demonstrated that innovation can lead to market dominance with products like the iPod. With products such as this, Apple has developed a brand that has built a customer base with astonishing loyalty. According to Business week, Apple was thirty third for top brands in the world. (Businessweek. om, 2007) Since they have developed innovative products with intuitive designs it has helped establish it as the premiere business for handheld electronics. Over the past few years Apple turned its eyes on the cellular phone market which created some issues that our team has been able to identify. Team Apex discovered that the current price did not appear appropriate for the target market. At present the current marketing for most of Apple’s products seems to be for a more youthful and technologically advance demographic. It is difficult to imagine the target market being able to afford the iPhone. This demonstrates that Apple’s target market may not be the right one for the current iPhone. Apple has had success over the past few years with mass production of electronic devices and would appear reasonable for them to exploit their brand to its full potential by developing new products. Currently Apple creates immense value for their consumers by offering products that are difficult to imitate. Unfortunately, this will not stop current and possibly new companies from copying Apple’s success by developing similar products and launching similar target methodologies. One way Apple has continued to be successful is by staying ahead of their competition and keep up on a constant stream of new products. When entering the cellular phone market Apple is facing numerous competitors and must offer a product that is unique to those counter parts. After analyzing Apple’s new product, the iPhone, it seems that there are a few courses of actions that could be taken. We will write a custom essay sample on Iphone Vrio Model specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Iphone Vrio Model specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Iphone Vrio Model specifically for you FOR ONLY $16.38 $13.9/page Hire Writer When addressing the issues we have identified it seems that Apple should continue with the theme of developing multiple versions of the same product. Team Apex would suggest that Apple create a cheaper version of the iPhone more suited for business professionals and would be primarily used for phone calls, e-mail and web-browsing. This phone would have less memory then the current iPhone allow them to charge a lower price. This would in turn increase the volume of iPhones being produce and allow Apple to charge lower prices for all of their phones. This case study has helped our team discovered new aspects about business that we never believe to be good courses of action. Apple has demonstrated to us that if you are not reaching the right market creating a new product specifically designed for that market. Looking at Apple’s line of iPods it seems almost ridiculous the amount and variety they have developed but when looking at it with the insight from the classes we have taken it can see that Apple has developed a digital music player for almost any type of consumer. In the long term that is what our team would like to see happen with the iPhone. We also found that using strategic analytical tools such as Porter’s Five Forces and VRIO models, can help determine key issues a company faces while determine how they can create a competitive advantage. Developing these competitive advantage has been a key to Apple’s success and they must continue to determine how to sustain in order to stay dominate in the electronics. In our analysis of Apple Computer, now known as Apple Inc. , we will unveil the company’s intricacies and how Apple has successfully positioned themselves within the communication industry. Apple Inc. esigns, manufactures, and sells computers, music players, and now mobile communication devices. Apple Inc. has always been known by its users as a revolutionary and innovative company that never fails to deliver quality products that make you say â€Å"wow†; the iPhone is no exception. With its introduction to the public at the Macworld convention in 2007 the vision for the iPhone was introduced as a bold, risky, and amazing concept with the focus on revolutionizing handheld devices and their total package capabilities. The ultimate goal for Apple Inc. s to transform and dominate the handset industry. In this study we will use proven industry testing methods such as Porters 5 Forces Model and Strategic Analysis to show the strengths and weakness of the corporation. Both me thods will help us understand how Apple Inc. is currently functioning within the communication industry and where its real impact is on the structure of the $11 billion dollar a year mobile phone market. 2. Background Apple Computer Inc. was founded by Steve Jobs and Steve Wozniak in April 1976. It began as a computer software and hardware manufacturer. Apple Computer Inc. s noted as having one of the largest and most loyal customer bases that have helped solidify consistent growth for the company. In 2007 Apple Computer Inc. became Apple Inc. to reflect its expansion into the consumer electronics market while still maintaining its traditional focus on the personal computer. Apple Inc. has metamorphed from being known as strictly a computer company into a diverse technology company that is known for its art, video, graphics, and always pushing the envelope as a content creator. CEO Steve Jobs is not only the company leader he is one of it principal visionaries. Jobs latest creation is the iPhone. He refers to it as a â€Å"magical device that will change the world. † 3. Mission and Objectives 3. 1 Apple Inc. Mission Statement Apple Computer is committed to protecting the environment, health and safety of our employees, customers and the global communities where we operate. We recognize that by integrating sound environmental health and safety management practices into all aspects of our business, we can offer innovative technological products and services while conserving and enhancing recourses for future generations. Apple Inc. strives for continuous improvement in our environmental, health and safety management systems and in the environmental quality of our products, processes and services. (Apple) 3. 2 Issues Problems With careful analysis of Apple Inc. ’s current market positioning we have collectively agreed that there are two major criteria that Apex strongly suggests Apple Inc. re-evaluate in regards to the manufacturing, marketing, and selling of the highly recognizable iPhone. The first problem that the group identified is the current pricing of the iPhone. Cost is extremely high and not within the budget of its target market. The second problem is the target market. To date Apple is focusing on the younger â€Å"techno† crowd. Though these consumers do covet the phone few actually have the resources to actually purchase it. 4. Strategic Analysis 4. 1 Porters 5 Forces Model v ^ ^ 4. 1. 1 Threat of Entry Apple Inc. not only had to face a number of barriers to entry in the development of the iPhone but they must also worry about potential competitors overcoming them as well. Although Apple currently has an advantage with its innovative products it must always be aware of the ease that a competitor can copy its products, especially in the extremely competitive field of cellular phones. However those new companies to the market will not only have to compete with the strong brand that Apple Inc. has built but will also have to face barriers more strenuous then what Apple had to face. 1. Economies of Scale Apple Inc. had an existing experience in manufacturing mass-market consumer electronics devices, many of which share similar components of the iPhone; so Apple Inc. was not negatively affected by this barrier. Since Apple Inc. had the production lines and personnel to make advance electronic products such as, the iPod and their line of computers, it wasn’t difficult to develop a production line capable of mass production of the iPhone. New entrants may not have that comfort as the cell phone market is almost defined by its mass-market environment. A new company entering this market would have one of two choices available: 1) They sell their product at a higher price to make up for the fact they can’t sell the same volume as a company like Apple Inc. and must hope that the consumer sees the higher price as a indicator of better quality. Or 2) They sell their product at a lower price probably occurring a loss per unit in hopes of selling a high volume and banking on sales of applications that can be purchased for the phone. In either situation it is extremely risky as both could lead to the company’s collapse. 2. Access to Distribution Channels Although Apple Inc. has had success with the distribution of its products it does face issues with this barrier due to the limited retailers of the iPhone and the fact that there is currently only one service provider. The iPhone is only available through a limited number of distribution channels those being Apple Inc. nd ATT stores and auction websites, like eBay, and it is only supported by the ATT network. A future entrant to the market could create an advantage by make their product more available for multiple carriers and multiple retailers. 3. Product Differentiation In general this trait is favorable for Apple Inc. because the iPhone is significantly different th an most of its competitors. First and foremost, the iPhone 3G is a revolutionary phone with a high call quality as its main point of parity. A list of the iPhone’s highlighted features includes the iPod, Internet tool (Wi-Fi, 3G and EDGE network). Apple Inc. also has a certain amount of protection through the strength of its brand identity. The problem with cell phones is product differentiation can be emulated, to a certain extent. Cell phones are pretty uniform in functionality and use and not overly differentiated between each other. However, recently LG with Verizon have just release the Dare, an iPhone like product, in hopes of attacking some of Apple’s market share. Not to mention companies like, Samsung and Nokia, have released designs and plans to develop their own versions of an iPhone. 4. Capital Requirements Since Apple Inc. ad already been successful with their computers and the iPod they had an advantage with having the capital required to start mass production of a new product. Apple Inc. also has experience with developing software and hardware, which gives them another advantage as they do not need to spend as much time and money in the research and development stages as a new phone manufacturer would. S o, to most effectively compete with the iPhone they will need to invest significantly in certain areas. Apple Inc. itself did not face much resistance with this barrier because of their experience creating both software and hardware. Companies looking to enter this market with have difficult barriers to overcome in order to compete at the same level as Apple Inc. and unless a company has experience in developing consumer electronics it seems very unlikely that they can experience similar success. 5. Government Policy Any company looking to enter this market has two governmental factors they must consider before entering the market: 1) the strength of current manufactures patents and 2) the regulatory obligations and approval requirements of the FCC (Apple Insider, 2007), which governs communication technologies in the United States. Apple has gained another advantage by acquiring a patent and FCC approval for the IPhone. This will make it more difficult for competitors to copy the iPhone but we are sure will not stop companies from developing their own versions of this successful product. 4. 1. 2. Threat of Substitutes Porter’s five-force model validates that all forms of communication devices threaten the mobile phone industry as a whole. The iPhone’s top priority is to provide its customers with a complete solution in the mobile phone industry with added features and benefits. Quoting Steve Jobs â€Å"the original iPhone, it combines three products in one — a revolutionary phone, a widescreen iPod, and a breakthrough Internet device with rich HTML email and a desktop-class web browser† (Steve Jobs, 2008). Examples of substitute industries include landlines, pagers, walkie talkies, computers, fax machines, and snail mail. If the mobile phone industry cannot meet the needs of its customers at a reasonable price, then substitute products play a key threat. Landlines are evolving to be more of a direct competitor to the mobile phone industry, but they still provide its services at a different vantage point. Landlines are non-wireless receivers that are offered at a much lower cost than mobile phones. Computers (notebook and desktop) offer numerous options in the communication sector, which include electronic mail, live chat, and communication software. Collectively, fax, snail mail, pagers, and walkie talkies make up a small portion of the market share, but still pose a threat for unsatisfied customers in the wireless industry. . 1. 3. Threat of Buyers The buyers market consists of a large amount of individuals or corporations that own one or multiple cell phones. Due to the large market, the lost of a buyer is not a key threat. When a buyer is purchasing a new cell phone, the process at times is overwhelming due to the wide variety of differentiated products. Buyers play an important role in the strategic pricing for a new cell phone b ecause they have no obligations in purchasing a cell phone from a single supplier. Buyer’s spending habits will change accordingly with the economy’s position. For example, if economic profits are high then buyers are willing to spend versus saving their disposable income. Mobile phones have become integrated as a point of parity in the American lifestyle, and economic profits will determine the price a buyer is willing to pay for a cell phone. 4. 1. 4 Threat of Rivalry The number of competing firms within the mobile phone industry is increasing, while a few firms make up the majority of the market share. Provided by CNET is a list of suppliers that operate within the same industry as Apple’s iPhone, and a count of their product offerings. [pic] Direct competition includes all mobile phones that can be subcategorized as a basic, smart, camera, mp3, or videophone. The industries large selection of mobile phone manufacturers creates a strong threat of rivalry. The iPhone has made its debut as a smart phone targeting the higher-income demographic, but this does not eliminate the fact that all subcategories of cell phones contribute to the strengthening threat of rivalry. According to CNET Senior Editor Kent German (2008), the editor’s top cell phones include the LG Dare, RIM BlackBerry Curve 8320, Nokia N95, Samsung Instinct, Sony Ericsson W760i, and the newest edition of direct competition comes from Google introducing the T-Mobile G1. 4. 1. 5. Threat of Suppliers There are several suppliers of component parts in the mobile communication industry; therefore, manufacturers are able to make preferable purchasing agreements, allowing their manufacturing cost to then be reduced. The low cost from suppliers puts pressure on manufacturing to in turn pass on the savings to the end consumer. Other suppliers offer specific applications to be used on mobile phones, including the use of digital games (Electronic Arts, 2008). Employees also are a key component as they supply knowledge and expertise to the development of mobile communication products. Without their skills, innovation would be limited, an imperative factor for survival in this industry. Research and development in this industry is vital to the success of a mobile communication product. Suppliers in this industry are fundamental to a product’s successful development and its competitive advantage. 5. Assessment for Competitive Advantage 5. 1 Internal Strengths and Weaknesses A firm strives to achieve a competitive advantage in the marketplace to maximize value, and this is achieved using the VRIO framework. The VRIO framework consists of four questions that are used to analyze a firm’s internal strengths and weaknesses that determine its current situation. Provided by Barney, J. B. , and Hesterly, W. S. (2008) is a compiled list of the VRIO framework’s four questions, 1) The question of Value: Do resources and capabilities enable a firm to exploit an external opportunity or neutralize and external threat? 2) The question of Rarity: Is a resource currently controlled by only a small number or competing firms? 3) The question of imitability: Do firms without a resource face a cost disadvantage in obtaining or developing it? 4) The question of Organ ization: Are a firm’s other policies and procedures organized to support the exploitation of its valuable, rare, and costly-to-imitate resources? 5. 1. 1 VRIO Model VRIO | | | | |Value |Rarity |Imitability |Organization |Competitive Implications | |Brand |Yes |Yes |Yes |Yes |Sustained Competitive Advantage | |Design |Yes |No |Yes |Yes |Temporary Competitive Advantage | |Logistics |Yes |No |No |Yes |Competitive Parity | |Marketing |Yes |No |Yes |Yes |Temporary Competitive Advantage | Apple Inc. relies heavily on its brand’s reputation to sustain a competitive advantage in the marketplace no matter what product or service is being sold. They are recognized as a top performance firm because they have learned to exploit the brand name into the marketplace creating a high-perceived value by customers, which are not easily imitated. The question of rarity defines the iPhone’s highest internal threat because other firms are able to share this field of expertise, which include its design, logistics, and marketing. The iPhone’s design and functions are unique, and the bar is set high for competing products. The question of imitability has allowed the iPhone as an emergent product to have a temporary competitive advantage, until firms were able to launch its competitive products. Depending upon the imitation product, the value detracted from the iPhone is strengthened as a variety of direct and substitution products are developed. Apple Inc. apabilities in exploiting their resources and capabilities to its fullest have landed the firm a spot as the seventh contender in Fortune’s top 20 most admired Amer ican companies of 2007. Provided below is eight key attributes in scoring brand reputation (Fortunes, 2007). [pic] 5. 1. 2. Resources and Competencies In the resource-based view, the resources of Apple Inc. , the developer of the iPhone, include both tangible and intangible assets. The corporation’s tangible assets are its numerous factories and equipment, and its iPhone brand product (along with the Macintosh Computer and iPod). Another tangible asset of Apple, Inc. is its distribution system which consists of online retailers including Amazon. om; the Apple website; Apple stores; major retail stores including Wal-Mart, Best Buy, and Circuit City; and through cellular providers (Klazit, 2007). An organizational resource is its reputation among customers. Apple is known for its creativity and innovation which is an intangible asset. An effective capability of the company is its superior development of innovative products. Human resources are imperative to the success of Apple Inc. ’s iPhone, as every employee provides innovation, experience, intelligence and important relationships. 6. Industry Trends The wireless industry has experienced a tremendous growth in both its suppliers and buyers. According to Plunkett Research, â€Å"There were more than 3 billion global cellular telephone subscribers by mid 2008, including more than 260 million in the U. S. alone† (2008). The mobile phone industry exploits its product’s lifecycle that continuously update its technology between the growth and maturity phase. This sequence has allowed for numerous amounts of technology to enter the mobile industry’s boundless lifecycle. The increasing competition in the wireless industry has plummeted pricing strategies for manufacturers and service providers. Cellular phones are becoming a necessity in today’s demand for immediate communication. Previously mentioned is the growing numbers in wireless subscribers, and there is a large market opportunity in potential buyers hat include first time subscribers and those who are ready to upgrade in technology. Quoting Plunkett Research (2008), â€Å"new cell phone handsets have been selling at a rate of more than 1. 2 billion yearly-making the cellular phone the fastest-selling single item of consumer electronics by far. † The following statistics do not reflect Apple Inc. ’s target market for the iPhone, but its does demonstrate the industry’s increasing demand. According to the Cellular Telephone Industries Association (2008), â€Å"today, approximately 79% of all teens (17 million) have a mobile device – a 26% increase since 2005, and most teens have a conventional cell phone while about 15% own a smart phone. Economic variables will affect consumer behavior in purchasing a cellular phone, but it is inevitable that mobile communication devices have become integrated into the human lifestyle. 7. Strategic Development Recommendation 7. 1 Strategic Option 1 The first option that we think Apple Inc. can implement helps cover both of the dilemmas we have identified. This option would to develop a new marketing campaign that would start to target business professionals. This would consist of dual advertising with one set of ads directed to the consumers who want an iPhone for personal use and media aspect of Apple Inc. ’s products, such as music and videos. The other advertisements would be directed to business professionals with a stronger emphasis on more business useful applications like web browsing and e-mail. 7. 1. 1. Disadvantages of Strategic Option 1 However, there are advantages and disadvantages to this option. The first and largest disadvantage would be the capital and resources required to develop this new stream of marketing. Since Apple Inc. has had great success with their products, thanks to intelligent marketing campaigns, it seems that this would not be a major issue for them. Another disadvantage of undertaking a duel marketing campaign is that it could dissuade one of their target markets. One of the markets could start to feel that the iPhone is not a good product for them because of advertisements suggesting that the product is more suited for business professionals or media users. The last disadvantage we have identified is that with any new marketing there is a chance of failure which could lead to a loss of capital for Apple Inc. 7. 1. 2. Advantages to Strategic Option 1 One advantage of this new campaign would be that Apple Inc. could tap into the professional market and create a new source of revenue. This would also allow Apple Inc. to being to receive a portion of the market share that Blackberry has over business professionals. Another great advantage is that Apple Inc. could begin to create corporate accounts; these would be a lower price per unit to companies willing to buy a large volume for employees. By offering lower prices to companies purchasing mass quantities not only creates incentives for businesses but could also lead to a lower price across the broad for the iPhone. Due to economics of scale if Apple Inc. could begin to sale a large volume of iPhones they could eventually drop the price for all consumers. This could also allow Apple Inc. to start building more relationships with corporations and begin to interest companies into building their IT departments around Apple Inc. roducts. Currently Dell is the largest retailer to corporation as a majority of businesses have developed their computers systems around Dell personal computers. If Apple Inc. could build on relationships established by accounts for iPhones they could possible create incentives for business to convert to their line of comp uters. 7. 2 Strategic Option 2 The next option our team discussed and believes would work best for Apple would be to approve the research and development of a new iPhone. The new product would be specially designed for the business professional while leaving the current iPhone for a more youthful or media oriented consumer. Our team believes that Apple could design an iPhone with better business applications and wouldn’t require the memory and storage the current iPhone needs for media options. An idea our team had was to develop an iPhone with which a professional user could possible view a power point while taking a call so that person could view and hear a presentation anywhere. 7. 2. 1. Disadvantages of Strategic Option 2 The disadvantages here are even more severe then the first option as the money and time required to develop such a product would be great. This also gives time to the competition that are already targeting business professional to strengthen their grip on that market. Other disadvantage are similar to our first strategic option as consumers might choose a different brand if they feel they can’t get all the options they are looking for with either iPhone. Apple Inc. could also end up spending a great deal of money on an unsuccessful product as they not only would have to create this new product but again would need to create marketing for it as well. 7. 2. 2. Advantages of Strategic Option 2 One advantage would be the ability to offer this new iPhone at a lower price than the current one. Since the new iPhone would not have to have as many applications and storage space as the current one, they could sell it at a lower cost to the consumer. Again building corporate accounts could be another benefit of developing this product and businesses could have more of an incentive for this product as they would feel that it is a product built for business uses. Apple could also begin to sell a large number of this new product and could lead to them being able to offer both iPhones at a lower cost and take control of both markets. Apple Inc. could also become more actively involved with corporations and could again work on building relationships to interest companies in purchasing computer systems by them. 7. 3 Measurement The strategy chosen will be measured in a number of ways. One way that the results will be measured is through Apple Inc. ’s market share of the mobile communication industry. This will be calculated as a percentage of the total market share in sales. Another way the strategy will be measured is through an increase of sales. Taking into consideration external forces including competition, the economy, and other influences, an increase of sales may indicate whether the implemented strategy has been successful. 8. Strategic Implications 8. 1 Managerial Implications Evaluating the mobile phone industry as a whole, we better understand the difference between root causes and symptoms when analyzing Apple Inc. The issues we have identified in this case helped instill the fundamentals of obtaining a sustainable competitive advantage.