Usingthe Grand Strategy Matrix, draw the strategic tool and position Apple Inc. in the appropriate quadrant using the information in the case study below. Based on the chosen position, what are the first three alternative strategies should Apple use to improve and/or maintain their strategic position.

Apple is the world's largest corporation based on a market capitalization of about $683 billion on 11-5- 15. However, according to the CPM scores, it is trailing Samsung overall. Apple designs, manufactures and markets the world's single-most popular smartphone, the iPhone, even though Apple has only about 15 percent of the global market share in smartphones. Apple's products are of excellent quality but lack many features that allow users to tailor the devices to their own personal preferences. This strategy has served Apple well for over 10 years, but as users become more mature, it is unclear if Apple should stick to such a rigid philosophy.