This essay provides help in obtaining a good understanding of the environmental factors affecting the organization and their inter-relationship to formulate a sound competitive strategy, which is imperative for the success of an organization. The analysis of the strategic direction of Apple, Inc. clearly address the issues that are facing the organization and analyze the situation by the means of applying the concepts and tools taught in the leading to the formulation of specific strategic direction and plans of action for the Apple, Inc. The essay will provide a brief background of organization and industry in which it operates and competes, as well as undertake a situational analysis in order to evaluate the vision, mission and current strategy of the organization and how it influences its overall success. Furthermore, the research will provide the organization’s external, internal and competitive environment using the relevant tools learned in the module such as PESTLE (political, economic, social, technological, legal, and environmental) analysis, SWOT (strengths, weaknesses, opportunities, and threats), TOWS analysis, and Porter’s 5 Forces. The past strategic choices will be assessed and critiqued; and generic strategies and growth strategies for the future direction of the organization will be proposed by taking into account any expected changes in the environment and/or its competition. At the end of the essay, the recommendations for the further business strategy of the Apple, Inc. will be provided. The industry and the publicly traded corporation within that industry that I have chosen to write about in this essay is Apple Inc. In order to evaluate the segments of the general environment, forces of competition that are the most significant for the corporation, the external threats affecting this enterprise and the opportunities available to the corporation and the greatest strengths and most major weaknesses of the company, the Supplier Code of Apple and a strategic analysis of Apple Computer Inc was examined. The Supplier Code of Apple is believed to be one of the most scrupulous and the toughest among the industrial electronics, as the company holds a strict policy towards its suppliers. As the Supplier Code shows, by 2014 Apple went deeper into the supply chain in order to disclose and correct problems that cannot be fixed by action plans and audits. While exploring these issues, the company focuses on training and educational programs in order to bring real changes into the supply chain. Apple, Inc. trails its vision announcement and mission declaration in order to uphold its competitive approach. The vision statement depicts the course of the corporation’s evolution and merchandise manufacture. On the other hand, Apple’s mission declaration designates the activities required to guarantee that the corporation remains to be on its achievement pathway. Apple’s up to date vision statement has been presented by the CEO of the company Tim Cook, who specified: We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and contr