From: Kimberly Davis (Managing Partner, Canes Consulting) To: Consultant

Subject: Apple Project

Apple is planning to open another major office that will house at least 5,000 mostly new Apple employees including engineers, computer scientists, and management personnel. Tim Cook has asked all of the top consulting firms including Cambridge Consulting Group, McKinley, WolfBain, and of course ours, to each choose what we think is the best city for Apple to locate its new office. Tim has committed that he will make the firm that recommends the city Apple ultimately chooses the exclusive management consulting firm for all future Apple projects. In other words, if Apple chooses the city we recommend, our firm stands to make millions.



You will lead this engagement.

Tim has asked each consulting firm to deliver the following:

1. Written Report: A formal written proposal describing why the city we recommend is the best choice for Apple.



Unfortunately, Tim was intentionally vague about providing us with any additional information. He made clear that he expects us to determine what Apple’s most important criteria should be (e.g., proximity to major airports, climate, low corporate or income taxes, transportation, location etc.), as well as argue how our recommendation best satisfies those criteria. It’ll be up to you to determine--among other things--which city to choose and what criteria should drive Apple’s decision.

You’ve done a great job over the last few months; I’m confident you’ll make us proud.

Thanks, Kim

Jacksonville, Florida

Airport: 13 miles (21 km) north of Downtown Jacksonville

Climate: Jacksonville, Florida gets 50 inches of rain, on average, per year. The US average is 38 inches of rain per year.

Jacksonville averages 0 inches of snow per year. The US average is 28 inches of snow per year.

On average, there are 221 sunny days per year in Jacksonville. The US average is 205 sunny days.

The annual BestPlaces Comfort Index for Jacksonville is 7.2 (10=best)

• Jacksonville is the most populous city in Florida as well as the southeastern United States, and the largest city by area in the contiguous United States.



• 25 miles (40 km) south of the Georgia state line and 328 miles (528 km) north of Miami.



• Safety: Jacksonville's military bases and the nearby Naval Submarine Base Kings Bay form the third largest military presence in the United States.



• Significant factors in the local economy include services such as banking, insurance, healthcare and logistics. 



• Jacksonville's early predominant position as a regional center of business left an indelible mark on the city's skyline. Many of the earliest skyscrapers in the state were constructed in Jacksonville, dating to 1902.



• Jacksonville's location on the St. Johns River and the Atlantic Ocean proved instrumental to the growth of the city and its industry. Jacksonville has a sizable deepwater port, which helps make it a leading port in the U.S. for automobile imports, as well as the leading transportation and distribution hub in the state. The strength of the city's economy lies in its broad diversification.



• The area's economy is balanced among distribution, financial services, biomedical technology, consumer goods, information services, manufacturing, insurance, and other industries.



• Jacksonville has long had a regional legacy in banking and finance. 



• increase in tech talent, Jacksonville continues to be ranked by Forbes as one of the fastest-growing regions for high-tech jobs.