For more information, contact Richard Doty, (937) 775-3232. 
May 17, 2006 Students develop business plan for Apple Computers Apple Computer, Inc., is a study in contrast. On one hand, state-of-the-art projects like the Ipod generate rapidly expanding sales and profits. On the other hand, Apple’s financial statements over time reflect a roller coaster of extreme highs followed by sharp declines.Developing a strategic business plan for the computer giant to sustain a competitive edge was the challenge confronted by Wright State University Raj Soin College of Business students in the 2006 Society for the Advancement of Management nationwide case competition. Their task was to research Apple product lines, international management tactics and marketing strategies to find ways to capitalize on its brand recognition. Their innovative plan garnered them top awards in the national competition. This is the fourth consecutive year Wright State placed in the top three in the nation. The undergraduate team of Lauren Boggs, Chris Hill and Jennifer Williamson and the graduate team of Julie Birchfield, Josh Burke and Adam Koenig each placed third in their division. A total of 40 teams competed in the finals held in Orlando, Fla. The students were judged on the basis of clear analysis, in-depth decision making, effective presentation and professionalism. The Wright State students spent three months preparing a strategic business plan for Apple that included making simulated managerial decisions. Their research recognized the brilliance of Apple CEO Steve Jobs but determined areas of improvement are needed in everyday management of the company. “We felt that Apple needs a good management team that can see beyond the innovation and make sure products like the Ipod are profitable for the company in the long run,” said Birchfield. “Our team felt Apple should leverage the success of Ipod and capitalize on the brand recognition they are receiving from this product. With that suggestion, they could take their high liquidity and begin opening more stores in major cities to give customers the specialization and customer service they have been demanding for years.” Birchfield added that the competition “ties all the business classes I have had into one huge life learning experience. It enabled me to place textbook material into an applicable business model.” “The students did an outstanding job on research, presentation, delivery and answering questions posed by the judges,” said WSU faculty member and team director Lisa Crawford. “Both teams performed extraordinarily well in a real-world applicable case. The students’ dedication, commitment and success demonstrate the strong education students receive at the Raj Soin College of Business.” “This competition is just one of the many ways our top-notch students develop their analytical and communication skills to compete for the best jobs when they graduate,” said Berkwood Farmer, Ph.D., dean of the college. “Our students prove time and time again that they are tops in the nation when it comes to both theoretical and practical business skills.” 
Communications & Marketing
Open Monday - Friday 8:30 a.m. - 5 p.m. 106 Allyn Hall Wright State University 3640 Colonel Glenn Hwy. Dayton, OH 45435-0001 (937) 775-3232 Fax: (937) 775-3235 Com_Marketing@wright.edu |
