Free Essay

Examine the Various Approaches to Strategy Evaluation and Selection That Are Applicable to Apple Inc

In: Business and Management

Submitted By lynkcat
Words 5496
Pages 22
Table of Contents Executive Summary 2 Introduction 3 I. Alternative strategies to achieve goal and objectives of the Apple 4 1. Evaluation according to the methods of growth. 4 2. Evaluating the strategies according to market- product strategies. 6 3. Evaluation the strategies according to the diversification 8 4. Evaluation the strategies according to the potential risks. 9 5. Evaluation according to the benefits and costs of the strategies. 11 II. Selection the strategy 12 1. The advantage and disadvantages of the strategies. 12 2. Suitability, feasibility and acceptability to stakeholders of the strategies 14 3. Ranking and scoring the strategy. 16 III. Compare the roles and responsibilities for strategy 20 IV. Identify and evaluate resource requirements to implement a new strategy for Apple Inc. 24 V. Propose targets and timescales for achievement in Apple Inc. to monitor a given strategy 28 Conclusion 36 Reference 36

Executive Summary
Business Strategy is a subject to develop the learner’s ability to evaluate and select strategies appropriate to business organizations. This will involve an analysis of the impacts of the external operating environment and the need to plan organization strategies to ensure effective business performance. (Business Strategy course book, BPP professional education, 2004).
The report is to address the following areas: This is a continuation of your previously prepared report for Assignment 1-Strategic plan. It reviews the previously prepared report on Apple Inc., the directors are now interested in examining the various approaches to strategy evaluation and selection that are applicable to Apple Inc. In addition, the directors are also keen to analyze how strategy implementation can be realized in the company. * Evaluate possible alternative strategies such as substantive and limited growth or retrenchment strategies for Apple Inc. * Based on the above analysis, select an appropriate future strategy for Apple Inc * Compare the roles and responsibilities for strategy implementation in two different organizations * Identify and evaluate resource requirements to implement a new strategy for Apple Inc. * Propose targets and timescales for achievement in Apple Inc. to monitor a given strategy

Introduction
In the very first page of Apple, it was called as Apple Computer, Inc., established in 1976 as a computer company with the outstanding computer - Apple Macintosh, However, it has expanded into majoring in more than just computers. In 2001, Apple launched iPod- the music player which open the significant new page for Apple, help it dominate the music players market. Additionally, along with iPod, the iTune music store was introduced in 2002. iPhone marked a milestone in 2007. This product informed that Apple joined the phone industry in which it becomes widely successful. Apple is famous for not only high quality products but also aesthetic designed ones. Besides, the distinctive advertising campaigns are also one of its success reasons. However, all these things are based on Apple’s compass: “Think different”.

I. Alternative strategies to achieve goal and objectives of the Apple
As the first report mentioned before, the brand APPLE has become more and more familiar with Vietnam market. Apple can see that they can invest, develop and gain profit from Vietnam market because there are many advantages in Vietnam such as: rich labour source, hard-working and interested in technology people, a strong developing economy and so on. From the first assignment, there are three objectives have been mentioned: * Increase the sale growth rate to 40% in 2008-2013. * Open two officials representative in Hanoi and Ho Chi Minh City. * Increase the service quality
Following the objectives, there are some strategies: * Having more distribution channels in Vietnam * Localize iStores and Apple Stores in Hanoi and Ho Chi Minh. * Doing research the customer’s behavior toward Apple’s service
1. Evaluation according to the methods of growth. No | Strategies | Method of growth | | 1. | Having more distribution channels in Vietnam | Joint venture | The standard of living of Vietnamese people increase gradually. Apple should joint venture with some distributors such as Vinaphone, Mobiphone or Viettel, FPT to transport the products to customers | 2. | Localize iStores and Apple Stores in Hanoi and Ho Chi Minh | Building up new businesses | - Focus on taking care of customers and rising up the reputation of Apple in customer’s mind.- Protect the customer’s rights within the boundary of Vietnam, avoid the fact that many fake iStores are overwhelming the market | 3. | Doing research the customer’s behavior toward Apple’s service | Joint venture | Apple should build up a department where collects the information concerning to customer in Vietnam. This department can support for Apple in many aspects, for instance: helps manager in making business decision, research the circumstance of market. |

* For the first strategy, Vinaphone, Mobifone and Viettel could be Apple’s partners as their strength in Vietnam. Besides, there are a lot of applications and tools in Vietnamese forums which might be work for Apple. To conclude, working with third-parties to make more Vietnamese applications is important. * For the second strategy, these stores mainly located on Hanoi, Ho Chi Minh City, and Hai Phong. Agree that these 3 cities are big city in Vietnam but there are many more developed cities in Vietnam that Apple can open stores such as Da Nang city. Furthermore, Apple’s products mainly bought in stores while buying through website was not supported. * For the third strategy, as to the method of growth in joint venture, the co-operation between Apple and the other companies is very useful. Apple can receive the support in supplying information from the partner about customer’s feedback
2. Evaluating the strategies according to market- product strategies.

No | Strategies | Types of market- product strategy | | 1. | Having more distribution channels in Vietnam | Market development | It is the process by which the firm seeks new market for its current products. When having more distribution channels, Apple has to find the new market for the product. With the development of economy in Vietnam, the condition of the people is raising, so the demand of the people toward the technological equipment will be increased. Thus, expanding the distribution channels to the other cities in Vietnam is the good strategy to develop the business. | 2. | Localize iStores and Apple Stores in Hanoi and Ho Chi Minh | Market development: | This kind market is applied for the new market and current product. For the Vietnam market, Apple is a new company to them although their reputation is known widely. New market will be the new challenge for Apple. First they need to focus on Hanoi and Ho Chi Minh cities, two biggest cities of Vietnam. From here, they need to start to investigate as well as find out about their current situation and appropriate policies for their products for profit in the future. | 3. | Doing research the customer’s behavior toward Apple’s service | Market development | It is the process by which the firm seeks new market for its current products. When having more distribution channels, Apple has to find the new market for the product. With the development of economy in Vietnam, the condition of the people is raising, so the demand of the people toward the technological equipment will be increased. Thus, expanding the distribution channels to the other cities in Vietnam is the good strategy to develop the business. |

3. Evaluation the strategies according to the diversification
There are two types of diversification: related diversification, and unrelated diversification. In the below table, the strategies will be identified their kind diversification, and its function. No | Strategies | Type of diversification | 1 | Having more distribution channels in Vietnam | Vertical intergration. It occurs when a company becomes its own supplier or distributors. With this method, Apple’s stores in Vietnam can be the distributor of for the other cities. Apple can control the process of supply to the each place that leads to reduce the cost for transportation, and prevent the products of Apple from overflowing in the stores, where are not under the control and management of Apple Inc. | 2 | Localize iStores and Apple Stores in Hanoi and Ho Chi Minh | Related diversification (horizontal integration). This kind of integration is the development of the activities, which are competitive with or, complementary with the current operation of the company. Look at first, two Apple stores can be considered as competitor of each other, but the truth is they are contributing for the sale volumes and benefits of the company. | 3 | Doing research the customer’s behavior toward Apple’s service | Related diversification (vertical integration).This kind of integration is the development of the activities, which are competitive with or, complementary with the current operation of the company. This strategy is in the objective of increasing the quality of customer service. Hence, it is supplement the benefits of the holding company of Apple in USA. Having the thorough grasp of information of Vietnam’s customer is very necessary. It is the base for Apple to start the first steps in making business in Vietnam as general. |

4. Evaluation the strategies according to the potential risks. No | Strategies | Potential risk | 1 | Having more distribution channels in Vietnam | They might be the business risk and the financial risks. The economy in the small cities of Vietnam always changes; it can impact on the effectiveness of the strategy in the process of the strategy performance. For example, the inflation is happening in Vietnam, the purchasing power of each place will be different. If Apple keeps the same strategy, it is very hard to achieve the good result, and goes along with the damages in the financial risk, such as the cost to carrying the strategy. | 2 | Localize iStores and Apple Stores in Hanoi and Ho Chi Minh | Apple should take a prompt action to this strategy due to the fact that there are many fake iStores all around Vietnam. This is a really serious problem towards Apple as their development in Vietnam market in the future. It not only ruins the reputation of Apple but also makes customers feel untrustworthy towards their expectation. Although Apple hasn’t made any announcement about their official iStores in Vietnam, but at least they should do something to make their customers feel that they are protected when using Apple products. | 3 | Doing research the customer’s behavior toward Apple’s service | The trend of the Vietnamese in technology and lifestyle is always changing. So if the information is collected from the paper, its exact is not high. Thus, Apple shall get the wrong data and information. This has the strong influences to the operation of Apple’s stores in Vietnam. For example, if the potential risk is easy to happen, typically can cause the business risk for Apple. Attitude of the employees impacts on many things, especially the evaluation of the customer toward the stores of Apple in Vietnam. The misunderstanding the importance of the attitude of staffs can cause the physical and prestige damages for the company. |

5. Evaluation according to the benefits and costs of the strategies. No | Strategies | Benefits | Costs | 1. | Having more distribution channels in Vietnam | - Control the process of supply to the places. Prevent the costs in many sections for the holding company, like delivery cost, transportation cost, and many more. - Enhance the close relationship with the stores of the other joint venture. The profit will be shared at all stages of the value chain. | - Transportation cost to delivery to the brands, or the stores of the joint venture company. - Advertisement cost to advertise the products of Apple in the small cities. This way is to introduce the new distribution channels of Apple.- Training employees in using the products and guiding them the way to introduce effectively to customers. | 2. | Localize iStores and Apple Stores in Hanoi and Ho Chi Minh | * Bring the reputation of Apple to Vietnamese consumers widely and more popular * Bring more loyalty customers to the company * Rise faith of customers in purchasing products | * Spend money on finding places and building and recruiting * Need time to recruit people working in the building * Expanding into other provinces costs a lot of money in finding places and recruiting people again. | 3. | Doing research the customer’s behavior toward Apple’s service | - Get the suitable strategies in designing the stores and marketing to introduce the customer to achieve the good result. - Identify the kind of customer that will have the demand toward its products. Apple shall have the solution to reach the good result in operation in Vietnam. | - Apple takes a lot of time to collect the information, clarify and remove the wrong information, and come up with the change of the lifestyle as well as the trend of the consumers. |

II. Selection the strategy
1. The advantage and disadvantages of the strategies. No | Strategies | Advantages | Disadvantages | 1. | Having more distribution channels in Vietnam | Reduce the costs in many sections for the holding company when they expand their business. The relationship with the some joint ventures companies with Apple will be closer and improved. Reduce the overflowing products of the stores which are not under the management and permission of Apple. | Apple have to increase the volume of products to meet the needs of the brands. It is cause the lack or surplus the goods. Besides, the competition among the suppliers will be weak that leads to the reduction in the result while the cost keeps on high. | 2. | Localize iStores and Apple Stores in Hanoi and Ho Chi Minh | -The financial ability of Apple Inc allows Apple to invest this amount of money to expand their market segment. -Build up a new business selling Apple products in Vietnam also control the quality of their products, protect the brand name of the company in Vietnam market.-Increases the profit and customized the vision, mission of Apple. There won’t be any risk of running off existing employees, vendors or customers. | -It will cost Apple a lot of financial and other kinds of resources such as human resource, etc-The legal procedures also need to be completed.-Apple will have to build the business relationships, product lines and workflows to enable them to service their customers—once they have them.-The risk will be higher and directly effect on Apple. | 3. | Doing research the customer’s behavior toward Apple’s service | - Apple can forecast the position of it on Vietnam’s market. Also, the company can know that the products are suitable or not with the lifestyle as well as technological skill of people. | Population of Vietnam is quite crowded, so to do research is hard and waste a lot time. - Vietnamese often think highly of the function of survey, so their answer is cursory. It leads to the exact in result of survey is not both high and effect. |

2. Suitability, feasibility and acceptability to stakeholders of the strategies No | Strategies | Suitability, feasibility and acceptability | 1 | Having more distribution channels in Vietnam | - Exploit the strengths in terms of finance and the prestige. - Create more chance to spread business in a potential market. - The products’ life cycle are short. Apple can reduce the glut that cause the increase of cost and loss in profit and loss account - Maybe it is difficult to bring profit for stakeholders in short time but gradually the prestige of Apple will increase - Bring long term profit in dividend for shareholders. - The customers in Vietnam will served by the professional employees, and the guarantee services trained carefully and professionally, so they can reliable in the service of Apple. | 2 | Localize iStores and Apple Stores in Hanoi and Ho Chi Minh | - Improve the current distribution system of the company. This is to satisfy the customers. And also help the company sell more products. - The relationship between Apple and its hardware suppliers is very tigh. It’s high feasibility to implement the manufacturing strategy to give the high quality products for the products development strategies. - Bring many profit to stakeholders such as reputation, revenue and closer relationship with customers so it is acceptable | 3 | Doing research the customer’s behavior toward Apple’s service | - Exploit company strengths and distinctive competences. - At present, some of subscribers such as Mobiphone, Viettel are the sole agents selling Apple products imported from other countries. It proves that the relationship between Apple and Vietnam’s companies is closer. Apple will be more and more improve the firm position for the prestige of the company in Vietnam, and increase the high percentage of success in increase the high quality of customer - The managers can make strategies that are suitable with the economic development of Vietnam. Apple can set a suitable level of pricing that has the advantages for both the customers and for Apple. The strategy will influence to owners decision. They examine whether the objective are optimistic, and achieves the high profit or not. From that, their acceptability is made- In term of customers, this strategy is an opportunity to send their opinions to receive the service with better quality. |

3. Ranking and scoring the strategy. Ranking and scoring matrix | No | Strategies | Scoring for each above criteria | | | Potential risk | Benefits | Costs | Advantages | Disadvantages | Suitability | Feasibility | Acceptability | Total | 1 | Having more distribution channels in Vietnam | 2 | 2 | 2 | 3 | 2 | 2 | 2 | 3 | 18 | 2 | Localize iStores and Apple Stores in Hanoi and Ho Chi Minh | 2 | 3 | 3 | 3 | 2 | 3 | 3 | 3 | 22 | 3 | Doing research the customer’s behavior toward Apple’s service | 2 | 1 | 3 | 3 | 2 | 2 | 2 | 2 | 17 |

Ranking and scoring matrix | ObjectivesStrategies | Increase the sale growth rate to 40% in 2008-2013 | Open two officials representative in Hanoi and Ho Chi Minh City | Increase the service quality | Score | Ranking | Objective weighting | 2 | 3 | 1 | | | Having more distribution channels in Vietnam | X | √ | √ | 4 | 2nd | Localize iStores and Apple Stores in Hanoi and Ho Chi Minh | √ | √ | √ | 6 | 1st | Doing research the customer’s behavior toward Apple’s service | X | X | √ | 1 | 3rd |

We can see that the “Localize iStores and Apple Stores in Hanoi and Ho Chi Minh city” strategy has the highest score, the second is the “Having more distribution channels” strategy and has the lowest score is the “Doing research the customers behavior toward Apple’s service” strategy. This order show the potential for each strategy to reach the objectives that the company set up at the beginning of the plan. It also shows the priority that the company should invest into each strategy to reach the objective of the company.

Aware of the important of these strategies for meet the objective of the company, Apple should consider to have some added activities to improve the efficiency of these strategy. Strategies | Adjustment | Having more distribution channels in Vietnam | Apple needs to apply facilities which goes along with training their employees about making use of the function of the products as well as how to keep the product in the good condition to prevent the breaking. Besides, Apple should consider about the design for the section of its products. Apple should combine all the transportation to deliver goods in time. This is identified according to the distance between the distribution channels to the stores in two cities Hanoi and Ho Chi Minh City | Localize iStores and Apple Stores in Hanoi and Ho Chi Minh | To expand for the operation of Apple in Vietnam, Apple needs to have the firm base. Apple can have some activities such as collect information and data about the economic circumstance of Vietnam in recent years, especially from the year of economic crisis. Apple needs to research the impact of economic crisis on Vietnam to have the solutions for the future threats. . Besides, business law of Vietnam is needed. As to each the company, when expanding the business in the new market, culture and law of this place is very necessary. It impacts on not only the operational system of the company but also on the profit, and revenue. The information concerning to these section will be useful. Besides, Apple can build the information searching department.-Research to find out the best suitable location for this store in HCM city-Start to build the infrastructure for the store -Finish build up and open the official Apple store | Doing research the customer’s behavior toward Apple’s service | Apple can have some activities, for instance: collect information and data about the Vietnamese economic circumstance of Vietnam in recent years. Apple needs to research the impact of economic crisis on Vietnam to have the solutions for the future threats. Besides, consumer law of Vietnam is needed. As to each the company, when expanding the business in the new market, culture and law of this place is very necessary. It impacts on not only the operational system of the company but also on the profit, and revenue. The information concerning to these section will be useful. If Apple open stores in two cities, Apple needs to maintain the strategy. It is able to be considered as a long term strategy in each objective. Apple can build up the office in which all opinions and feedbacks of customer will be received and noted. And all this information will be transferred to the information research department to consolidate and classify. |

III. Compare the roles and responsibilities for strategy
Roles and responsibility of the strategy are very important. Based on them, Apple knows their significance, and understands the responsibility in which the company has to take. In this part, two these aspects will be analyzed, and compare with the other strategy.

Two stages of the strategy will be analyzed according to below table:

Stage 1: 2008-2010: Prepare and start building the iStores in Ha Noi and HCM | Stage 2: 2011-2013: Finish and launch the stores | Dept | Roles | Responsibilities | Dept | Roles | Responsibilities | Marketing dept | Research to find out the customer’s expectation about the new location of the company and the external environment of business | -Conduct some necessary surveys such as customer’s survey, business environment survey, etc.-Analysis and draw the conclusion for the upper managers in the company to strategic plan.-Prepare the plan to marketing for the new location | Marketing dept | Implement the marketing strategy for the new stores and evaluate the results. | -Applied the marketing mix to decide the price, place, promotion, etc.-Applying the more effective of new location.-Analyze the changes in market demand for new stores to have the adjustment.-Monitor the process of marketing activities-Monitor the result of the marketing | Research and development | Researches for the location | -Idea Generation from the marketing’s researches.-Give the idea and plan to build stores | Research and development | Evaluate the quality and regulatory compliance | -Evaluate the operation of the new iStores and the meet expectation of customers. | Sale | Prepare the guide customer about the method of promotional program. | * Broadcast to customer about the form of promotional program: discounting or gifts. * Monitor the process of promotional program. | Sale | Broadcast and guide the marketing activities to customers. | * Supply the information promotional program to customers in the new stores * Increase the sales up to 15% | Human resources | - Announce about the new stores will be built up to attract the employees | - Recruit and train the skillful workers. -Support them with the new knowledge to produce the new products for the company.-Maintain the organization culture of Apple.-Reward the good person and punish the bad behavior person | Human resources | Recruit and train employees to fulfill their selling and marketing skills to put a good impression on customers about Apple. | - Recruit and train the skillful workers.-Train them the new knowledge about the new products. -Improve and enhance the sale person’s behavior attitude to satisfy their customers.-Maintain the organization culture of Apple.-Reward the good person and punish the bad behavior person | Finance | Ensure that there are adequate funds available to acquire the resources needed to help Apple build up stores | -Prepare the plan for approval of the shareholders and the upper management of the company.-Mobilize the capital from different sources of finance.-Ensure the balance and good health of cash flow of the company. | Financial | Ensure that there are adequate funds available to acquire the resources needed to help Apple implement their marketing and distribution activities | -Prepare the plan for approval of the shareholders and the upper management of the company.-Mobilize the capital from different sources of finance.-Ensure the balance and good health of cash flow of the company. |

IV. Identify and evaluate resource requirements to implement a new strategy for Apple Inc.

Objective | Department | Department’s objective | Department’s activities | Resources | Open two officials representative in Hanoi and Ho Chi Minh City | Marketing | Enhance the effectiveness for the advertisement of Apple’s new stores | * Research about the function and effectiveness of new location. * Perform clearly and express to customer about the new stores and its benefits. | * Intangible resource, or outside information * Finance, human resource. * Physical resource | | | Increase the quality of promotional activities for Apple’s brand to 20% | * Improve the serving quality of employees in promotional activities. * Suggest more the present campaigns for the promotional activities. * Invite the celebrities to be a Master of Ceremony for the promotional activity or program. | * Human resource. * Finance, physical resource. * Finance, intangible resource. | | Customer’s information department | Create the methods to receive the opinions and feedback of customer. | * Carry out the survey to examine the opinion of customer about the current feedback system. * Open the section for opinions of customer on the website of Apple. | Human resource. * Physical resource. | | | Open the offices or hot line to answer all wonders of customers. | * Build up the system in all Apple’s stores to receive the opinions of customers. * Open a hot line according to telephone to answer all questions. * On- line answer the wonders of customer according to the technological equipment. | * Physical resource. * Physical resource. * Finance. | | Sale | Using the new approaches to introduce and broadcast the promotional program of Apple’s service to customers. Increase the sales up to 15% | * Indicate directly the benefits of promotional program. * Organize some performance in the outside background of Apple’s stores to attract customers. * | * Physical resource * Human resource, intangible resource | | | | * | | | Human resource | Increase the management of the working quality of employees. | * Monitor the working behavior of the employees. * Note the mistakes of employees in the process of work. * Guide employees in communication with customers. * Use the software in managing the human resource | * Human resource, physical resource. | | | Improve the potential of the employees. | * Research about the strength and weakness of employees in the work * Train the employees having the potential ability. * Indicate employees about their weaknesses to rectify. | * Human resource and physical resource * Finance resource | | Finance | Ensure the funds are available.Maximize the benefit of revenue | -Prepare the plan for approval of the shareholders and the upper management of the company.-Mobilize the capital from different sources of finance.-Ensure the balance and good health of cash flow of the company.- Forecast the sale, production, expenses and all the budgets related * Calculate the benefit of all the stakeholder and balance | Physical resource.Human resource | | | | * | |

V. Propose targets and timescales for achievement in Apple Inc. to monitor a given strategy

Objective | Department | Department’s objectives | Department’s main activities | Target | Time | Measurement | Open two officials representative in Hanoi and Ho Chi Minh City | Marketing | Enhance the effectiveness for the advertisement of Apple’s new stores | * Research about the function and effectiveness of new locations.. * Perform clearly and express to customer about the new stores and its benefits. | * Have a report about the data, and popular level of each new location * Perform the advertisement on the public new location.- All the services are performed in the advertisement. | - From February to May in 2008 - From Jun in 2008 to Jun 2009.- From Jun 2008 to Jun 2009. | The report with all data and information about the new location.The advertisement appears on all new locations.All locations performed in the advertisement. | | | Increase the quality of promotional activities for Apple’s brand to 20% | * Improve the serving quality of employees in promotional activities. * Suggest more the present campaigns for the promotional activities. * Invite the celebrities to be a Master of Ceremony for the promotional activity or program. | - Skills of employees in the process of serving increase to 15%.- Rise up the broadcast for new stores to 20%.- Invest 10% for this activity. | - From August to October in 2009- From November to December in 2009. - In December in 2009. | The good assessment from the customers. The good feedback from behavior of customers. Sign the contract with a celebrity in order to invite them to be a representative for them. | | Customer’s information department | Create the methods to receive the opinions and feedback of customer. | - Carry out the survey to examine the opinion of customer about the current feedback system.- Open the section for opinions of customer on the website of Apple. | - 100% of the survey needs to be completed and made by the customers. - Design a logical website, and have a large number of updated turns. | - From January to the end of February in 2010- From May to July in 2010 | 100% of survey was ticked by customers. The appearance of website on the Internet and the number of visitors. | | | Open the offices or hot line to answer all wonders of customers. | - Build up the system in all Apple’s stores to receive the opinions of customers.- Open a hot line according to telephone to answer all questions.- On- line answer the wonders of customer according to the technological equipment. | - Invest 10% for this section in employees, and equipment.- Have the individual hot line for Apple in Vietnam, and introduce to customers. - Expand the relationship with customer through the technological equipment to 20%. | - From July, 2010 to December 2011.From August, 2010From August, 2010. | The system is built and operates. A phone number for the hot line, and the call from customers. Questions of customer on the website | | Human resource | Increase the management of the working quality of employees. | - Monitor the working behavior of the employees. - Note the mistakes of employees in the process of work. - Guide employees in communication with customers.- Use the software in managing the human resource | - Increase the standard of working behavior to 6%.- Reduce considerably the weaknesses of employees.- Make employees to be clever in answer- Improve to 15% in computer skills of management | Starting from January in 2011. The end of each monthFrom March to Jun 2011In every month. | - The working behavior of the employees is managed more strictly.- Report about the mistakes of employees.- The progress in communication through the feedback.- Table of time and attendance of employees are made by software. | | | Improve the potential of the employees. | - Research about the strength and weakness of employees in the work- Train the employees having the potential ability.- Indicate employees about their weaknesses to rectify. | - Identify and have a report and summary about the features of employees. - Develop the potential ability in investing more the training. - Reduce the weaknesses to 6%, and increase the strengths. | From July in 2011 to December in 2011- From August in 2011 to December in 2013. - From September in 2011 to December in 2011. | - Have a report which is enough information of each employees.- The progress of potential ability in the work, and quality of work.- Share out the report, which shows the weakness of each employee. | | Sales | Using the new approaches to introduce and broadcast the promotional program of Apple’s new stores to customers. | * Indicate directly the benefits of promotional program. * Organize some performance in the outside background of Apple’s stores to attract customers. | - Increase the sales up to 15% | From March to Jun of 2012 | Report the revenue for the shareholders to ensure that the new stores work well | | | | | | | | | Finance | Ensure the funds are available.Maximize the benefit of revenue | -Prepare the plan for approval of the shareholders and the upper management of the company.-Mobilize the capital from different sources of finance.-Ensure the balance and good health of cash flow of the company.- Forecast the sale, production, expenses and all the budgets related * Calculate the benefit of all the stakeholder and balance | - Have a report about the budget for this activity.- Mobilize the investment from the shareholders. . Have a report about the budget for this activity. | From November 2012 to February of 2013.From February 2011 to June of 2013From June to December, 2013. | - The fluency in talking, and introducing in front of customers.- The evaluation of customer about the quality of information. - The number of customer comes to the performances. | | | | | | | |

Conclusion

The assignment about Apple Inc is significant one that helps students practice all the knowledge relates to the strategic process especially evaluation, selection and controlling implementation of Strategies. Moreover, Apple Inc is an outstanding company that gives the students an overview about how the business strategy should be. During doing the assignment, the information about Apple in Vietnam is a little, which limits the variety data about the resources of Apple in Vietnam. The limitation of time and number of world also prevent the assignment cover all the factors of each categories. All the analysis is in the key word forms in logic way and easy to understand.
Reference

BPP, Professional Education, Business strategy, 2004, chapter 8
BPP, Professional Education, Business strategy, 2004, chapter 9.
Tutor 2u, 2012, Marketing and business, Available at < http://tutor2u.net/business/strategy/resources.htm> [ 2nd February, 2012].…...

Similar Documents

Premium Essay

Marketing Strategies of Apple Inc.

...INTRODUCTION If one had to summarize Apple Inc.'s marketing strategies in one word, it would have to be “differentiation.” The Marketing Strategies of Apple, Inc. Market segmentation strategy involves dividing the market into groups, where individuals have similar needs and wants. Apple position itself as a niche player in laptop industry and concentrate on the professional segment. Market Development In the Market Development, Apple could use different marketing strategies in order to sell existing products/services to new markets and increase its profit. It could achieve that, either by expanding to other geographical areas or by looking for users that will use the product in a different way. A common example is by expanding to foreign markets or to expand from the private sector to the public.Some examples of Apple are the following: Apple did not stayed on selling only to U.S but expanded on all over the world and in 2010 it earned $24,298 from America sales and $30,929 from worldwide. Another example is that when Apple introduces a new product to the market, it leaves the previous one for some time in the market in order for the customers with low income to buy it. With this technique Apple gain a new market and make a small profit. Apple Inc., formerly Apple Computer, Inc., is an American multinational corporation headquartered in Cupertino, California that designs, develops, and sells consumer electronics, computer software and personal computers.......

Words: 2475 - Pages: 10

Premium Essay

Apple Inc Financial Strategy

...Apple Inc Financial Strategy ------------------------------------------------- 窗体顶端 Search 窗体底端 * Home Page » * Business and Management Apple Inc Financial Strategy In: Business and Management Apple Inc Financial Strategy Apple Readers of this blog know that I’m not a huge fan of Apple, but that’s neither here nor there. No matter what you read in the press or business press about Apple and innovation, marketing, or product development, the fundamental business strategy at Apple is a financial one. Apple’s fundamental strategy is to squeeze as much profit as humanly possible from every sale it makes. Apple’s financial strategy, then, is to maximize its margins, a financial strategy it has pursued single-mindedly since Steve Jobs returned to the company. This foundational financial strategy informs every other aspect of its business model. Product development — to maximize margins, Apple has to offer products that consumers can buy nowhere else. This involves one part cutting-edge design, one-part unique, hard-to-emulate features, and several parts marketing. Always be launching – A standard truth about marketing is that early adopters are willing to pay the highest prices – and highest margins. The Apple launch strategy involves super-hyping products in order to build the largest army of early adopters possible. All those nice people who stood in line for an iPad on the day of its launch were willing to pay a pretty penny to get their hands on the device....

Words: 357 - Pages: 2

Premium Essay

Strategies at Apple Inc.

...The normal thing organizations do is define a single ambiguous strategy like differentiation by development of core competence, intense efficiency leading to cost leadership or choosing a niche market. The thinking is that should firms choose to pursue more than one strategy at a time, they will run into confusion and may fail Somehow, select firms like apple has done what can be termed “quantum strategy” (loizos hercleous 2012). They are able to balance contradicting strategic features like groundbreaking innovation and quality with rock bottom cost to achieve extraordinary performance. The leadership at apple is at the heart of this competitive advantage. The leadership aims at strategic alignment, focus, simplicity, synergies and systemic connections to bring about a balance on competing demands and gain strength in the industry. In the past fifteen years, Apple Inc. has brought a revolution in the personal electronics, telecom, computer and media by string of excellent products, offering unique, designer and exciting customer experiences. They have exceeded industry expectations thereby exerting significant power over both customers and industry players, with outstanding financial results. In August 2012, Apple inc was announced the most valuable listed company having a market value of $ 623 billion. In September 2012, it had the highest cash reserves of USD 121 bn. achieves a net margin of 20 % with a revenue increase from us $ 65.2 bn in 2010 to us$108.2 bn in 2011......

Words: 1281 - Pages: 6

Premium Essay

Apple Inc. an Analysis of Business Strategy

...Running Header: APPLE INC. IN 2010 Apple Inc. in 2010 An Analysis of Business Strategy American Military University BUS620 16 February 2014 Running Header: APPLE INC. IN 2010 Abstract 2 Apple Incorporated is an industry leader and this piece will serve to address questions pertaining to Apple’s competition in the Personal Computer (PC), MP3, and smart phone market and how its strategy has evolved along with the evolution of the products. Threats and challenges that Apple faces as is moves forward are also identified. Finally a brief assessment of Apple Incorporated after the exit of Steve Jobs as its Chief Executive Officer and his effectiveness as a strategic manager. Keywords: Personal Computer Running Header: APPLE INC. IN 2010 Apple Inc. in 2010 An Analysis of Business Strategy 3 Apple is extremely competitive in the personal computer (PC) market and has carved out a very specific niche for its brand through an evolution of product development and marketing strategies. The market for personal computing evolved as quickly as technology could be developed and Apple’s approach was to offer the consumer a “plug and play” option, meaning everything needed for desktop publishing and education (from hardware and software to peripherals) were integrated in the Macintosh system and could readily and easily be utilized (Pearce & Robinson, 2013). Apple offers a level of exclusivity for its consumers. The cost of an Apple machine is expensive, but the quality......

Words: 1218 - Pages: 5

Premium Essay

Apple Inc.

...Copenhagen Business College By group 2. International Business Department 09 IM Hand-in date: October 17th 2011 Team members: Wang Lehuan , Apple Inc. Fei Xuan , Liu Danfei , Jiang Yongming , Zhang Hao , Li Changhua Counselor: Sun Na Synopsis The paper is about Apple Inc. which is a famous IT company in the world. It's main business is to offer different kinds of high information technology electronic products. Through the internal and external analysis by using SWOT, STP, 4Ps, PEST models for Apple Inc., some problems are indentified. Firstly, in the analysis of internal environment, the paper tells that Apple's products are high quality and attractive. Apple is the world's most successful and healthy IT brands. It holds the leadership in electronic industry. Apple lead the production design in high technology. Most employees in the company are creative and pay attention to innovation. It prefers to build up good relationship with customers so that to attract them to buy their products again. But Apple don't have a wide distribution channels and its market is limited which only focus on middle and high income people who are pursuing modern, vogue and innovation, most of them are in developed countries. And their suppliers pollution issues are exposed in 2011 which is harmful to Apple's brand image. Apple products are hardly compatible with other companies' electronic products. Secondly, in the analysis of external environment, the paper tells that it is a big......

Words: 5223 - Pages: 21

Premium Essay

An Evaluation of Marketing Practices Used by Apple Inc.

...An Evaluation of Marketing Practices Used by Apple Inc. In the last few decades, with the advent of personal computers (or PCs), a handful of companies have battled for a market share in this continually growing industry. One such company, Apple Incorporated, has proven to be exceptionally innovative and successful at creating product lines that easily distinguish themselves from competitors’ products. Apple, under the leadership of CEO Steve Jobs, has even begun to diversify its production, and in recent years, includes everything from music and entertainment software to numerous electronic appliances. Across all its different business sectors, Apple has been widely praised as being creative and original in its advertising and marketing strategies (insidecrm.com). It can be argued that Apple’s massive success and profitably are strongly connected to the company’s ability to accurately ascertain what the public wants and effectively market their products to customers. This paper will outline different marketing policies and strategies used by Apple Inc and compare them to academic marketing theories such as the Marketing Mix, Relationship Marketing and Marketing Warfare. As one of the older and more prominent theories discussed here, the 4-P Marketing Mix was created by E. Jerome McCarthy in 1960, which incorporates the aspects of product, price, place and promotion. In terms of products and services, Apple Inc’s main sources of revenue are from sales of PCs and......

Words: 2713 - Pages: 11

Premium Essay

Critically Examine the Effectiveness of Various Approaches That May Be Used to Reduce Macroeconomic Instability.

...1. Critically examine the effectiveness of various approaches that may be used to reduce macroeconomic instability. According to Mc Vaish (Macroeconomics theory, p123) Macroeconomics can be defined as the analysis of the economy wide aggregates such as the analysis of the total output and employment, total consumption, total investment, total saving and national product. Macroeconomic theory employs technique of general equilibrium in order to study the determination of the general price level, money supply, total employment and output levels and fluctuations in these aggregates magnitudes. A macroeconomic stable environment can be defined as one in which inflation is low and predictable, the exchange rate is near its equilibrium level, the government budget is well managed, the budget deficit relative to GDP is at a reasonable level and the use of central bank credit to finance the budget deficit is kept at a minimal level. Macroeconomic stability sends important signals to the private sector about the direction of economic policies and the credibility of authorities’ commitment to manage the economy efficiently. Such stability, by facilitating long term planning and investment decisions, encourages savings and capital accumulation by the private sector. Macroeconomic instability takes place in two forms namely exogenous shocks and inappropriate policies. Exogenous shocks (such as reversal capital flows, terms of trade and natural disasters) require compensatory......

Words: 2805 - Pages: 12

Premium Essay

Quantum Strategy at Apple Inc

...com/locate/orgdyn Quantum Strategy at Apple Inc Loizos Heracleous Over the last 15 years, Apple Inc has revolutionized the personal electronics, telecom, computer and media industries through a string of blockbuster products that offer unique, designer, integrated customer experiences. In the process, the company has helped to accelerate the blurring of industry boundaries through the spread of devices that offer convergent technologies, and to position itself so that it exerts significant power over both consumers and industry players, with outstanding performance results. Apple became the most valuable listed company, with a market value of US$623 billion in August 2012, and has gathered the highest accumulation of cash reserves ($121 billion in September 2012) of any listed company. It regularly achieves net margins of above 20 percent in industries where most competitors achieve single-digit margins. Its net margin was 26.7 percent during 2012, having increased from 23.9 percent in 2011 and 21.5 percent in 2010. During the same period, Apple’s revenues increased from US$65.2 billion in 2010 to US $108.2 billion in 2011 and to US$156.5 billion in 2012. The chief architect of the business model and value system that led to this exceptional performance is widely acknowledged to be the late Steve Jobs. With Jobs’ passing in October 2011, many have wondered whether the magic at Apple would last, or gradually fizzle out. In this article, I take an in-depth look at the......

Words: 5440 - Pages: 22

Premium Essay

Apple Inc Financial Strategy

...Apple Readers of this blog know that I’m not a huge fan of Apple, but that’s neither here nor there. No matter what you read in the press or business press about Apple and innovation, marketing, or product development, the fundamental business strategy at Apple is a financial one. Apple’s fundamental strategy is to squeeze as much profit as humanly possible from every sale it makes. Apple’s financial strategy, then, is to maximize its margins, a financial strategy it has pursued single-mindedly since Steve Jobs returned to the company. This foundational financial strategy informs every other aspect of its business model. Product development — to maximize margins, Apple has to offer products that consumers can buy nowhere else. This involves one part cutting-edge design, one-part unique, hard-to-emulate features, and several parts marketing. Always be launching – A standard truth about marketing is that early adopters are willing to pay the highest prices – and highest margins. The Apple launch strategy involves super-hyping products in order to build the largest army of early adopters possible. All those nice people who stood in line for an iPad on the day of its launch were willing to pay a pretty penny to get their hands on the device. The second part of the strategy is to continually relaunch products. The Apple financial strategy – maximize margins as much as possible – is wedded to a marketing strategy of maximizing early adoption. Why is Apple so secretive to the......

Words: 1530 - Pages: 7

Premium Essay

Corporate Responsibility and Marketing Strategies of Apple Inc.

...Corporate Responsibility and Marketing Strategies  Apple Inc is known world-wide because of the quality of the products it produces. This is a primary reason why its sales have remained high. The mission of Apple Inc is to ensure that it remains socially responsible to the community it serves in addition to persuading the supplier store comply with socially ethical issues. The mission expresses the commitment of the company in implementing corporate social responsibility activities, apart from providing innovative product store the customers .Corporate social responsibility is an important product to companies because it builds up the reputation of a company by showing the society that the company is not only after generating profits but also intends to support the society in other ways. The employees, suppliers and public members are all necessary for support. As for Apple Inc, their corporate social responsibility can be rated as average. It is not okay that the company has done nothing in terms of implementing corporate social responsibility (Backer, 2013). Internally, the company ensures that its employees are well compensated in relation to the performance of the company. On some occasions, the company has issued some of the products it makes to the employees for free, this includes Macbooks, iPads, and iPhones. Additionally, the company has issued shares to the employees for free or at a lower price. This shows that the company is employee friendly. Pros about the......

Words: 1117 - Pages: 5

Premium Essay

Apple Inc.

...Executive Summary Apple Inc commonly known as Apple has effectively managed to be a successful company in a very competitive consumer electronics industry by been innovative and differentiating the company’s products with similar products in the markets by offering high quality products and good customer service while the actual manufacturing of the products is outsourced to trusted third party suppliers. On a wider perspective, the company has set high standards that even the company itself has to be on its level best to maintain the standards that it has set. Over the last few years, the consumer electronics market has become heavily commoditized which as a result has seen intense completion from competing firms in the industry where price has become the main aspect of the competition. By making use of the talented research and development team, Apple has been able to position its products as the best in terms of innovativeness, performance and reliability while compared to similar products in the market. However, Apple needs to continuously review its strategies to make sure that the company maintains its position in the industry for many years. This strategic plan review Apple’s performance and environment from various perspectives before strategic recommendations are made on the conclusion section. Among others the Internal Factor Matrix, External Factor Matrix, SWOT strategies and SPACE matrix have all been used in order to establish Apple’s current position in the......

Words: 7587 - Pages: 31

Premium Essay

Apple Inc. Marketing Functions and Strategy

...Apple Inc. marketing functions and strategy Module Code: 203MKT Module Title: Marketing Management Lecturer: Ng Siah Heng Group members: LE THI DOAN QUYNH G1148492T RACHELLE BENGALA F2302665K WU YONGXIN G0948676W JIANG ZHIQIAN G1327308T Apple Inc. marketing functions and strategy Module Code: 203MKT Module Title: Marketing Management Lecturer: Ng Siah Heng Group members: LE THI DOAN QUYNH G1148492T RACHELLE BENGALA F2302665K WU YONGXIN G0948676W JIANG ZHIQIAN G1327308T Coventry University Coventry University Table of Content 1.0 Executive Summary…………………….…………………….4 2.0 Introduction ……………………………………………………4 2.1 Introduction…………………………………… ………4 2.2 Mission Statement of Apple Inc…………………….5 2.3 Vision Statement of Apple Inc………………………5 3.0 Marketing Objective……………………………………………4 3.1 Competitive Advantage………………………………..6 3.1.1 Differentiation Strategies……………………6 4.0 Objectives of the Firm…………………………………………7 4.1 Long-term………………………………………………..7 4.2 Short-term………………………………………………..7 5.0 Value……………………………………………………………..7 5.1 Value for customers…………………………………....7 5.2 Value for shareholders…………………………………8 6.0 Marketing Strategies……………………………………………8 6.1 Generic Strategy…………………………………………8 6.2 Value Map………………………………………………..9 6.3 Product Growth Strategy……………………………….10 6.4 Specific Marketing Strategy……………………………10 6.4.1 Offensive Strategy……………………………10 6.4.2 Service Marketing…………………………….10 7.0 Marketing......

Words: 6465 - Pages: 26

Free Essay

Apple Inc Marketing Strategies

...of Apple Marketing Strategy on Consumer Self-concept and How Various Products Appeal to the Different Types of Self In their marketing strategy, Apple Inc capitalizes on their consumer’s self-concept such as their beliefs, opinions, preferences, attitudes and what they think about the Apples brand (Schneiders, 2011). As explained by (Budnikas, 2010), Apple Inc marketing strategy focuses on the customer experience as it is fully aware that all aspects of the consumer experience are important to the success of their brands. Apple Inc develops products that are beautifully designed, innovative, ergonomically simple to use and user friendly interface. Additionally, Apple has also spent as much time and resources on the design of their products packaging as on their products hence they have created an experience among their customers that is impossible to match. Apple Inc also uses scarcity as its marketing strategy (Katie, 2013). The company stocks a limited number of their products. Due to the limited availability of the products, people perceive their products as high quality and of great value (McCormack, 2016). This creates very long queues which helps publicize their products and increase demand. Apple has also come up with Apple Genius. These are employees trained and certified to provide technical assistance to apple stores. This creates trust in their products and conveys their products as superior. Apple Inc products include Mac, iPod, iPad, iPhone and Apple......

Words: 812 - Pages: 4

Premium Essay

International Operations Management Strategies of Apple Inc.

...International Operations Management Strategies of Apple Inc. Introduction Apple is an American multinational technology corporation which has been highly regarded for its innovative products for a long time. Apple is recognised by customers for its hardware products including iPhone, iPad, iMac, iPod and Apple Watch, which ingeniously combine advanced features, unparalleled user experience and attention to small details in design (University Alliance, 2016). As an multinational company, Apple has its well-appointed retailing system with 475 retail stores in 17 countries (MacRumors, 2016), as well as online Apple stores and iTunes Stores of different regions. According to Forbes Lists, the market Cap of Apple is $741.8 billion in May 2015, which was identified as the most valuable brand (worth $145.3 billions) in the world (Forbes.com, 2015). For the first fiscal quarter 2016 ended December 26, 2015, Apple reported quarterly revenue of $75.9 billion with a net income of $18.4 billion (Apple Reports Record First Quarter Results, 2016). $65.5 billion of the revenue was driven by the sales of iPhone, iPad and Mac; $6.05 billion was contributed by the sales of services including Internet Services, AppleCare, Apple Pay and other services; other ptoducts like Apple TV and Apple watch brought $4.35 billion of revenue to this quarter (See Appendix I). Apple Corporation was founded by Steve Jobs, Ronald Wayne and Steve Wozniak in 1976 to sell personal computers (Richardson,...

Words: 3561 - Pages: 15

Premium Essay

Apple Inc.

...CSR Activities in Electronic Industry Table of Contents Executive Summary……………………………………...………2 1. Introduction……………………………………………………2 2. CSR activities of Sony, Dell and Apple……………………….3 1. Employees………………………………………...…...……4 2. Environment ………………………………………………..5 3. Consumers…………………………………………………..6 3. Evaluation on CSR activities………………………………….6 3.1 Employees………………………………………………...6 3.2 Environment……………………………………...………7 3.3 Consumers ……………………………………………….8 4. Conclusion…………………………………………………….8 References…………………………………………………………….9 Executive Summary Recent years, encouraged by cultural and economic globalization, the world market is growing rapidly. With the market becoming increasingly mature and rational, corporations not only pay attention to profit and business opportunities, but also the obligation and responsibility to employees, environment and customers. Therefore, corporate social responsibility (CSR) has become more and more popular among enterprises and markets. Thus, it is important to study the way CSR initiative depicts what corporations have to do in order to shoulder the responsibility for their employees, environment as well as consumers and CSR’s influence on various economic behaviors. This report analyses the CSR activities of Sony, Dell and Apple which are three electronic corporations. Specifically, it focuses on the effect on their employees, environment and consumers. The first part will mainly introduce their CSR initiatives......

Words: 2092 - Pages: 9

Vaiana, la légende du bout du monde | January 2017 | Ticket to L A