Consulting and Executive Coaching on Future Trends: The Need for a Long Term Vision with Apple and Samsung
Jeffrey Gardere, Dan Sharir, Yair Maman

Abstract
As executive coaches and consultants we have conducted P.E.S.T.L.E and S.W.O.T analyses. We are presenting our findings about the various economic, social, technological, legal and environmental factors that might affectApple and help its management assess the risks that the identified factors pose. This information will be used to lead Apple towards a less risky future as well as better in decision making. We will consult on the additional openness that is needed internally between the upper management and the rest of the company as well as on external dimensions involving the public and a long term vision that has currently held together the long-tenured management team under the current C.E.O. (Tim Cook), one that was inherited from Steve Jobs who we highlight here as a great innovator. As such we will bring attention on some current issues of importance to Cook and his company, namely the use of his pulpit to relay goals to the public, one that was provided to him by Apple’s worldwide platform to opine on subjects as diverse as human rights, show also in the latest revision of the mission toward inclusivity and diversity. Out findings will focus on the need to communicate this important message and a message of social responsibility but will also feature our contention that Apple should focus on the creation of new product lines where competitors such as Samsung are catching up fast. In this context we will address the organizational development and future trends necessary for openly speaking up within Apple’s internal and external environments on challenges in innovation and professional development and strategy sessions that will need to be continued after the consultancy is terminated. We will also be providing recommendations along international lines where the company will need to continue and monitor its brand and to monitor environmental and political changes at play. This will include recommendations within the United States and beyond, such as closely looking at how the Chinese are progressing with their labor skills, infrastructure and labor and tax regulation and other international partners where Apple could manufacture and operate successfully.

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