Every sector and industry faces stiff competition in various markets. This has benefited customers as they get variety of products. On the other hand, increase in competition allows companies to reduce product quality in order to attract people. It has now transformed the way of doing business (Mishra, Mathew and Lau, 2017). Technology plays a crucial role in providing new methods and processes to produce goods. Innovation in technology has forced companies to invest huge amount in Research and Development. Thus, by providing new services and promoting it, people demands are fulfilled. In addition, rise in new companies has created a great impact on big firms. A new firm has to focus on providing cheap goods to people. Moreover, they are promoting goods with effective marketing strategies. However, in today's world, companies are taking help of Database Administrator to develop strategies through balance scorecard and strategic mapping (Paik and Zhu, 2016). It has enabled them to develop specific objectives according to organisation performance and capabilities. This has given positive results in terms of company growth and successful implementation of strategy. This report will show how Apple Inc. was able to grow using these two methods. For undertaking this assignment organisation selected is Apple Inc.
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1) Complete critically evaluated situational analysis of current performance, productivity and competitive position of