APPLE
COMPANY POLICY
On April 1, 1976 Three partners Steve Jobs ,Steve Wozniak and Ronald Wayne found the company.
At Macworld Expo on Januray 9, 2000 The company prefered to use the name APPLE instead of APPLE COMPUTER . Jobs announced that tradational product line based on computers improvs towards mobile electronic devices
Today, Apple is an American multinational corporation that desings , develops and sells consumers electronics ,computer softwares and personel computers
CLASSIFICATION
According to Office for National Statistics (ONS) Apple can be classified as:
1.Other non_food retails (new goods)
2.Sales not in stores _mail orders,stalls,markets
CORPARETE CULTURE AND STRUCTURE
Apple provides service and goods at public sector. According to Cox and Britain the company’s structure can be identified as pulicy-traded corporation.
The company has 72.800 permanent full- time employees and 3.300 temporary full-time employees.
Apple insists on individuality and creativty. For this reason, Apple has lauched the Apple
Fellows Program for recognizing the most talented employees and engineers or managers
who makes the gretest contribution to the company.
MARKETING MIX
Apple operates its business functions and marketing operations under four section of
the marketing mix product, place, price and promotion
Place: where to sell product ,physical distribution and company located on
1.Central Location: Apple’s central headquarter is located in the middle of Sillicon
Valley at Californi,the USA. The valley offers a large are for installation.This head quarter organizes and regulates Apple’s corporative functions
2.(EMEA)Location: Apple’s headquarters for Europea,the Middle East and Africa are locoted in Cork in the Sourth of Ireland.This area is a low-tax place and saves the company pay high-taxes for land.Apple’s international sales and distribution organizations are carried out there.
Promotion:Advertising,sales promotion,personal seling,public relations
1.Logo and Slogans:Steve Jobs spend his childhood in an Apple form,Apples were inspration for him.While he was establishing his firm.He thought,this name was “fun,spirated , and not intimidating".
Apple is never adhared to the same slogan.Apple created many slogans ,but the most loved slogan is ‘Think Different’ This slogan is always associated with Apple.In addition, ‘I think there for iMac’ was the promotion comparing of iMac and ‘Say Hello to iPhone ‘ belonging to iPhones.
2.Endorsment: Apple intends to boost the popularity of products by giving roles to famous names in the advertisements
For example ,In 2008, during her show, Oprah declared herself an iPad fan and she highlighted the iPad’s eReader capability like touch-screen, changing pages and showed off the iBookstore
Product: : This included issues such as design, quality, stylin, guarantees, and after-sales services.
Apple has a wide range of product line. Its front-bencher hardware products are the Mac line of computers, the iPod, the iPhone, and the iPad. Its software involves the OS X and iOS operating systems, the iTunes media browser.
Apple themselves announced that they sold over 37 million iPhones in Q4 2011. IDC also provide a chart showing how market share has changed across recent quarters.
The following graph shows that apple obtain a huge proportion income from sales of iPad and iPhone. However, the figures of iPod and MacDestkops are in the decrease
Price: This included discounts, allowances,price promotions and payment terms.
Apple is conducting a systematic pricing policy.The company sets up its pricing policy in three steps:
1. Apple brilliantly charges more for a reduction in wait time to the consumer.
2. Apple tiers prices along a value metric. As an example, Apple removed radio application from new series of iPhones in order to push the sales of iPods up.
3. Apple creates a fervor for their products.
(5.P) People:this component stands for consumers.
Apple has achieved to pose a huge mass of customers loyal to the company.Such customers keep track of its newest product or order the latest technologic devices of it on the internet.
In 2002, NetRatings did a comphrensive research indicating that the avarage Apple’s customers was more affluent and better than other PC customers .This stems from that Apple offers higher service-standards and more specific designs to its buyers.
(Research by NetRatings for the USA)
APPLE STORES
,Apple operates a worldwide chain of retail stores comprising of 395 stores Apple puts Macintosh personal computers, software, iPods, iPads, iPhones, third-party accessories, and other consumer electronics such as Apple TV on markets at its stores.
Store Locations and Desings:Apple gives importance to setting up its “flagish” stores the busiest areas like London,Tokyo and Sdney etc.
a)Extraordinary archtecture:Different store images and unique desings can be seen on Apple’s stores like glass stairs,immersive showcases and wooden tables.The most popular store “Cube” at Fifth Voneue Street ,New York.
b)Genius Bar:All of Apple stores have a ‘Genius Bar’ where its customers can receive technical advice or repair service.
The Cube in New York
The Genius Bar at Apple Store Regent Street, London.
Macworld Conference & Exposition
International Data Group (IDG) which is a technology media, research, event management, and venture capital organization runs Macworld Conference & Expo.
MacworldExpo is a trade-show where taking place in different cities like Bostan,Paris and Londan. the newest products are introduced each year to the industry and public.
Visiters get chance to experience the newest products and get technical information from component directors at these exhibitions.
COMPETITORS
Smartphone manufacturers:
Apple faces with challenging rivals at the smartphone market. July 2012 data from IDC for worldwide smartphone sales put Apple and Samsung phones on top for Q2 2012.
While the most remarkable advance in the smartphone market comes from Samsung, The
sales figures of Apple only incresed by 1.9%
Smartphone operating systems:
Apple also forms smarthone operating system which is iOS . Gartner's analysis of global Q2 2012 smartphone sales also shows the Android operating system dominating market share:
The Challange at Advertising Sector:
Apple spent $193 million in the first six months of this year for advertising campaigns at the USA.This is an indicator for that advertising expenditures has been increasing for each year.
For example, the excessive amount of advertising investments has forced that Samsung went up its spendings for advertising.
The Lawsuit: Appe VS Samsung
In San Jose California ,in April 2011 .Apple filed its patent infringement lawsuit . Because of the following grounds , when Samsung realesed Galaxy SIII similar to iPhone 5, Apple stated: ”Samsung must play by the rules. It must invent its own stuff. Its flagrant copying and massive infringement must stop.”
FINANCE FOR APPLE
The main financial success of Apple is being a prestigous glabal brand taking place at all of continents. More than half of its revenue came from outside the American.Its transnational retail sector provide a great income by 66%.
These sales and profits are getting to grow as well. This first chart shows 2012 projections of revenue and profit.Apple leads the total profit race.
In 2012, Apple managed to gain $ 108.2 billion revenue from rettail sales. This figures made Apple the third company in the most revenue.However, the profit of the firm is in the highest level with $ 25.9 billion at technology industry.
Interbrand released its 13th annual Best Global Brands Report showcasing the value of different brands.
In recent times, Apple has accomplished to setle in the top rakings of business magazines.In this list, Apple is the second most valuable brand, jumping from 8th position.
In 2012, Apple managed to gain $ 108.2 billion revenue from rettail sales. This figures made Apple the third company in the most revenue.However, the profit of the firm is in the highest level with $ 25.9 billion at technology industry
In the same year, Apple hit a record by reaching to $ 625 billion market value and became the largest public-trade company.
UK’s Mobile Customers
25 Million UK consumers are estimated to own smartphone devices, accounting for 51% of the total mobile market and nearly 10 percent of all Internet traffic.
A new report by comScore provides details about the current trends in usage of mobile phones and other Internet-connected devices across the United States, France, Germany, Italy, Spain, United Kingdom, Japan, and Canada.
56.6% of UK users access the mobile Web. This is the highest in the West, but is far behind in comparison to Japan, where over 76% of mobile users access the Web. 42% of users in U.S.A. and 40-50% of users in the 4 main EU countries use smartphones to access the mobile Web.
Google’s Android OS and Apple’s iOS are the leaders in most markets, with Android leading with nearly 50% market share. However, Apple’s iPhone is clearly the most popular single device across all markets.
ENVIROMENT FOR APPLE
Greenpeace Blasts Apple For Eco-Unfriendliness
Just like many global companies, Apple is in search of cheaper areas , row-materials and human resources.
Faxconn in New Taipei and Chinia which is the world's largest maker of electronic components is an example for this.
There are many allegations of poor working conditions discrimination against mainland Chinese workers by their Taiwanese co-workers, and the usage of chemical substances at the company.
Apple is subject to critisims from enviromentalist group. These groups protest its products.
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