Apple Inc.

Apple Computers Inc. 1 Infinite Loop Cupertino, CA 95014
Argjira Ramosaj Dorina Grezda Nertilë Latifi Vesa Batalli Section 13

Executive Summary
Quick clear description of the business and its goals Apple Inc. is a technology company, which designs, produces and sells goods of the Computer, Music and Mobile-phone Industries. It is differentiated by its brand-perception and identification. Over the last couple of years, Apple has become a cult-brand, thanking it’s iLife, iTunes, QuickTime and iMac lines. Apple Inc.’s short-term goals is currently increasing the sales of the just launched iPad (the most innovative web=browser in market). In the long-run, Apple aims for the top of the market, becoming the number one leader. Identification of unique features of the business that appeal to customers and why they are appealing. Apple Inc has incorporated numerous features that are unique and well known in the market today. We consider that there are several Apple products with several appealing features such as: iMack, iPhod, iPhone and iPad. These products represent a revolutionary era for the development of Apple. By placing such products in the market, Apple Inc. has attracted a lot of customers in one way or another. Highly advanced technology, simplicity and design, and the sense of luxury are the main features integrated in these products. Moreover the comfort and convenience that these products provide are very crucial. A short explanation of why the team chose the corporation “Think Different” One of the main reasons which inspired our team to choose Apple Inc. is its unique, simple and luxurious image that Apple has created in the market over the years. “Think differently” which is an inspiring motto, made us believe that simplicity and creativity combined with luxury can lead to a successful and profitable company, such as Apple. Another component that we found to be challenging for us was to understand Apple’s goals, objectives and their secret of being successful. A very important fact about Apple products today is that these products are globally spread. This has created among us the idea that Apple products are no longer luxuries but real necessities due to the technological developments. Moreover, what has motivated us most to select Apple Inc, is the way we relate ourselves with its products. Each of us being an Apple consumer has build trustworthiness relationship with the products that this company offers. Owning an ipod or iphone today definitely will make your life easy and simple. Single most important issue facing the corporation today As mentioned above, 2010 came with the launching of the iPad, which is a totally differentiated product in the market. It is a web-browser, which also can be used as laptop, and can be useful in every aspect of educational and professional areas. Its price, compared to regular Apple prices, is pretty affordable ($499), which is an incentive for more buyers to purchase. This is the main goal of Apple in the current day. 1

Table of Contents
Business Mission & Vision……………………………………………………………………………………………………………….3 Mission................................................................................................................................................ 3 Vision .................................................................................................................................................. 3 Values.................................................................................................................................................. 3 Description of Business ................................................................................................................... 6 Location............................................................................................................................................... 6 Brief History of Business ...................................................................................................................... 6 Branding& Legal Business Form ........................................................................................................... 9 What are the growth opportunities? ................................................................................................. 13 Will franchising impact on growth opportunities? ............................................................................. 13 What we have learned about this kind of business from outside sources? ........................................ 13 Corporate Goals and Objectives ........................................................................................................ 14 What essential resources is the success of the corporation reliant upon? ......................................... 14 How do the Suppliers and Stakeholders define success? .................................................................... 14 Market Analysis........................................................................................................................ 15 Target Market Identification .............................................................................................................. 15 Age, Gender, Income, Education Level, Place of Residence ................................................................ 15 From the customer’s perspective: What is success of the company? ................................................. 15 Market Growth.................................................................................................................................. 16 SWOT Analysis ................................................................................................................................... 17 PEST Analysis ..................................................................................................................................... 19 Market Segmentation ........................................................................................................................ 20 Five most influential Competitors ...................................................................................................... 21 How does the Corporation promote their Business? ......................................................................... 23 What pricing Strategy have they devised? ......................................................................................... 24 How can the Corporation hold/increase market share? .................................................................... 25 Scenario Planning Processes..................................................................................................... 26 Summary........................................................................................................................................... 48 Bibliography ...................................................................................................................................... 49 Appendix........................................................................................................................................... 55 2

With new digital media Apple Inc. innovation strategy. Sometimes. continues to maintain its global image and lead the technology industry with its original style. With different products and services. that a human has a strong capacity to create huge things with a big impact. follows the strategy. Apple Inc.’s Design Strategy. Company distinguishes itself. ignited the personal computer revolution in the 1970s with the Apple Inc. Devices with high technology performance are built by engineers and also are designed by them. Apple Inc. is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store. Today. started to lead with its new innovative strategies. they tend to design products in their own way of using them. but in most of the cases they fail. Temper Engineering with Art Most of the companies try to be like Apple Inc. According to Bruce MacVarish. This unfortunately demonstrates why a typical device is filled with a lot of confusing features. They really have demonstrated the world. today Apple Inc. states its vision very clearly. OS X operating system and iLife and professional applications. a superior alternative. 3 . and has entered the mobile phone market with its revolutionary iPhone. Don't follow your Customers. We thought it would be interesting to analyze them. Apple Inc. 33) Starting from 1970s. They have changed our life with their products and services. para. Instead this. 1.” (Investor Relations FAQ. we found some guiding principles to be important to Apple Inc. the following guiding principles help Apple in its strategy. They also relate with Apple Inc. Apple Inc. Vision Statement: “An Apple computer on every desk” – Steve Jobs Apple Inc. as a business that creates those alternatives. they need to be shown.Business Mission & Vision Mission Statement: “Apple Inc. Values and /or Guiding Principles: During some research that we made. continues to lead the industry in innovation with its award-winning computers. II and reinvented the personal computer in the 1980s with the Macintosh. which implies that consumers can’t tell you what they want from a product. 2. Lead them Apple Inc. has created a revolution with its unique style starting with music devices to more sophisticated mobile phones. They tap to organize the creative process.

9. apart from beating competitors. tries to narrow it down.” With this strategy to beat itself. Even though he’s still an essential part of Apple Inc. Clear your mind and "Think Different" Jobs say.the product. Institutionalize your "Creatives" Steve Jobs seem to have learned how to change his aggressive personality to a sensible one with a great effect. a powerful disruptive innovation. 5. Apple Inc. Most of the decisions at Apple Inc. On the other hand. Apple Inc. 6. Innovation is not Invention Creating something new of value is innovation.the Innovation Elite The “ Creatives” is a specific group.” The motto “Think Different” explains everything. Apple’s organizational structure is one of the company’s most formidable assets. 4 . is far less dependent on him. 8. Ordinary employees are given clear directives and supervision. process. Apple Inc. is its attempt to beat itself. 4. Focus on the Few to sell to the Many Apple Inc. disruptive innovations are business model innovations that incorporate five. As management guru Peter Drucker noted long ago. or service obsolete is the only way to prevent your competitor from doing so. regardless of job title. On the other hand. Cultivate your "Creatives" . rather than other companies who sell dozen of models at any given time. This is what makes Apple Inc.3. Be your own toughest Critic What contributes to Apple Inc. 7. six or eight different types of innovation. Instead of trying to satisfy every taste. success is that. come from Steve Jobs and his immediate deputies.’s success. which are provided with a meticulous care. beat the competitors too.“Design is a “fundamental soul” that expresses itself through an end result. has expanded its organizational hierarchies. Apple Inc. is focused on selling just few products in each category. “Your being the one who makes your products.’s ability to think differently about itself has kept this company at the head of the pack and has helped to create its unique operating style. which is referred to productive employees. came up with a legal/ business innovation (the iTunes store) and a great industrial design (the iPod). the company has treated many of Job’s values so that now Apple Inc. people who demonstrate talent are given a freer hand. Build your Innovation infrastructure and Fortress Apple Inc.

published in 2009 we found some guiding principles which we thought to be incorporated to Apple innovation strategy. “Communicate environmental. 11. also is very careful in activities to reduce energy. has these three evaluations required to start a product idea. They plan on how to cope with marketing. “ 4. promote energy efficiency and protect the environment. MRD + ERD + URD Apple Inc. use. 5 . and safety requirements. networks and communities) to reorganize inefficient industry models. and prevent pollution throughout the product life cycle.” (Facilities Report. including design.” 2. water consumption and waste production. and environment. “ 3. health. The team focuses on expanding the three requirement documents. and end-of-life management. manage. markets. has been working continuously to reduce greenhouse gas emissions (GHG). Organize Something At 21st century. and if approved. a budget is assigned to the design. 2009. networks and communities can organize economic activities and drive disruptive innovations. Since 2006. and userexperience needs. engineering. Apple Inc. conserve energy and materials. Environment Guiding Principles According to a facility report about Apple Inc. while empowering end users created to Apple Inc. page 3). We will evaluate our EHS (Environmental. and a team leader is chosen. Health and Safety) performance by monitoring ongoing performance results and conducting periodic management reviews. and operate our facilities to maximize safety. a number of innovative business models and designs.User-experience requirements document The documents are reviewed by a committee of executives. “Design. health. and safety policy and programs to Apple employees and stakeholders.10. Here are some of the guiding principles related to environment: 1.Engineering requirement document URD. “Strive to create products that are safe in their intended use. MRD. Apple Inc.Marketing requirement document ERD. Using these (markets. manufacture. “Meet or exceed all applicable environmental.

” Steve Jobs. to produce printed circuit boards and sell them as a product. After completing his basic design of his computer. who were college students. which was to sell personal computers. they started to sell these blue boxes. When he met Steve Jobs. so they would join together as “the two Steves. They shared the same interest in electronics. “He was the only person I met who knew more about electronics than me.” Steve Wozniak It all started with two young people. Cupertino. Wozniak didn’t share Job’s vision. tried to convince Wozniak. California 95014. Steve Wozniak.” According to a book called “Apple Confidential 2. and Steve Jobs. However. Wozniak’s computer could connect to an ordinary television. Jobs. Wozniak showed his work at the Homebrew Computer Clubs meetings. which allowed him to do illegal long-distance phone calls for free. in the middle of Silicon Valley. explaining his initial fascination with Wozniak. Apple’s headquarters are located in at 1 Infinite Loop.0: The Definitive History of the World’s Most Colorful Company” author Linzmayer explains the origin of Apple and all the challenges that Jobs and Wozniak had during the early days of Apple. “Steve didn’t know very much about electronics. where they swapped ideas with other people.Description of the Business: Location(s): Addresses of corporate and regional headquarters. Wozniak started to build electronic boxes. then 26 years old. seeing the opportunity. They both attended the Homebrew Computer meeting club. 6 . 21 years old. not an expensive printer or monitor. At that time Wozniak started to work on designing a computer. Apple operates in ten countries. Worldwide United States Canada Australia Switzerland Germany United Kingdom Japan France Italy China Brief history of business The Origin of Apple Inc. o Identification of countries in which they operate.

According to Wozniak it was Job’s idea that the name for the company is going to be “Apple Computers”. but it was hard to use it. the Beatle’s recording company founded in 1968. in the face of far superior of Apple II. they offered a position in the company to Ronald Wayne. Overall. In order to reduce costs. Jannof added six colorful horizontal stripes. in order to help the company. The original Apple Computer was better than any other computer of that time. Apple I sales disappeared. He would write several software programs for the Apple II. which would become the first retail computer store in the country. Job’s felt that the logo wasn’t the appropriate one. color graphics and power supply. Apple Computers paid the British company $80. Apple II was introduced with a new logo. He accepted. Ten of thousands of useful programs were written in Applesoft for the Apple II series. Thus. Apple II was a successful product. came to help in business plan. Realizing that Apple needed a strong leadership."We were real small-time operators. to become a partner in their company. they signed a secret agreement that restricted the use of Apple trademarks. but he felt that something was missing. Wayne designed the first logo for the company. Having the feeling to simplify the image. Jobs and Wozniak sold a VW and HP calculator. on Apple’s early days To finance Apple I. The trademark problems would arise. However. kind of like somebody who sold arts and crafts on the side. Scott negotiated to pay $21. they needed a name for the company. Furthermore.” Steve Wozniak. and tempted him to join Apple. who operated the Byte Shop. he thought of a bite. They were working constantly in Job’s garage. Apple II plus would later be combined with VisiCalc (a spreadsheet program for personal computers). Thus. Apple’s management believed 7 . Wozniak started to re-design it. in that time there was a company called “Apple Corps”.000 for the worldwide rights to use the Apple name on computer products. it was a complete computer with standard keyboard. in which was shown Sir Isaac Newton leaning against an apple tree. Furthermore. In August 1977. Apple encouraged the owners of Apple I to trade them with Apple II. he turned to Michael Scott. On the other hand. Job’s demonstrated the “Apple Computers” to Paul Jay Terrell. art director Rob Janoff started with a black and white silhouette of an apple. in order to build more computers. It was the first personal computer designed with an attractive lowslung case. by offering ten percent interest in the company. While enjoying the success with this product. featuring a memory disk and additional color capabilities. Starting a business. and was hired as Apple’s first president. and Jobs was planning to expand the business by going into debts with part suppliers. because it wasn’t easy to be reproduced in small sizes. which would later be called as Apple II. In November. Over the years. Microsoft modified code was released as Applesoft. Apple I Computers had made roughly $8000 in profit. Wozniak was searching a way of how to improve his original computer. Later on. Mike Markkula Jr.000 for an eight-year license to Microsoft’s version of the Basic programming language.

This product proved to be very successful. competition was kicking in. Apple would introduce all-in-one Mac Computers. Mike Markkula 4. However. It featured an 80-column text display. but then the sales weren’t that strong. Bill Fernandez 5. The Mac OS X was released in 2001. and Macintosh as e female hero. allied with its competitor IBM and CPU maker Motorola in AIM alliance. NeXT computers didn’t have a strong success. full upper and lowercase keyboard. In 1998. He resigned later. Chris Espinosa 8 . Jobs announced that Apple would be entering in a partnership with Microsoft to release new versions of Microsoft Office for the Macintosh. Apple introduced the Power Macintosh using an IBM’s Power PC processor.that an Apple III would be a solution to the company. At 1997. iMac features a plastic exterior in many different colors. Due to their high prices. Also Apple announced that it would be willing to sell music on the iTunes store. a computer company that built machines. was called the” first golden age” of the Macintosh. Apple released its first Intel chip computers. optimal mouse and monochrome monitor. the board directors of Apple removed Jobs from his duties. MacBook Pro. The Powerbook was perceived as the modern form of laptop computers. Steve Wozniak 2. The success of Powerbook led to increasing revenues. Rod Holt 6. in which the intention was to represent the IBM Pc as the Big Brother. Apple’s earliest employees: 1. Apple introduced Macintosh Portable and in 1991 it introduced the Powerbook. The Lisa would actually succeed the Apple III. Steve Jobs announced a change in name from Apple Computers Inc. On January 2006. which would bring back Steve Jobs in the company. the long waited iPhone was released. to Apple Inc. In 2007. Due to some conflicts between Jobs and new CEO John Sculley in 1985. Lisa was a commercial failure. Steve Jobs 3. The time period from 1989 to 1991. Apple chose to purchase NeXT operating system. Apple Inc. That year. with the development of Microsoft Windows products. Apple introduced Final-Cut software in digital editing video market. Apple would continue to introduce new products such as iPod. In 1983. an Internet-enabled smartphone and video iPod. and founded NeXT Inc.000 units in the first five months. In 1998. Trying to improve the operating system’s multitasking and memory management. It increased the profit of the company by selling 800. because of high prices and limited software titles. It was introduced by a commercial. At the beginning Macintosh sold well. Randy Wigginton 7. Apple released Macintosh on January 24th. In January 2007. Apple IIe was released along with Lisa. 1984. Michael Scott 8. In 1989. Later on. In 1994. However.

506 INSIDER TRADES Last 3 Mo. Description Shares Held 44. 38 2 12 3 26 (211.504.267 23. and power-to-the-people through technology. 9 .. hopes. With its brand identity. Apple’s strategy is to appeal to people’s emotions and feelings. The Apple Brand has created among users not only the so called “the like “but also the feeling of friendship and relation with that product.000) Institutional Ownership supplied by EDGAR Online. also tries to understand consumer needs and wants.269 $126.. VANGUARD GROUP ... EDGAR Online.261. we found a table summarizing the Stock Holdings.. Inc.491. “The Apple brand personality is about lifestyle. RAFAEL BETSY JOHNSON RONALD .. Mergers To view Acquisitions and mergers refer to the Appendix. has created a strong brand personality. innovation.54% 648.. Branding: For several years Apple Inc.. Ownership Summary INSTITUTIONAL Total Number of Holders % of Shares Outstanding Total Shares Held Top 5 Holders FMR LLC BARCLAYS GLOBAL.664.333.617. All rights reserved. Inc. dreams and aspirations. Inc. Table 1.021 1. Apple’s brand manages to attract consumers. Apple also focuses to create the image of simplicity. SERLET BERTRAND PAPERMASTER MAR.109 40.Ownership and Legal Business Form Since Apple Inc keeps most of its information confidential. Apple has managed to beat competitors. All of these have contributed very positively in the Apple’s Brand Strategy.” (Apple's Branding Strategy..2). Number of Insider Trades Number of Buys Number of Sells Net Activity 5 Last 12 Mo. With their simplicity..41 Total Value of Holdings 9 Net Activity 10. or for any actions taken in reliance thereon.. Shares Traded (1. Apple Inc.045 31. shall not be liable for any e rrors or delays in the content.795.704.900) (10. passion..736. PRICE T ROWE AS..702 (897. STATE STREET CO.545 ) ) Last 5 Trades OPPENHEIMER PET. liberty regained. Inc.000) 176 22 (200..360 71. EDGAR Online.351 30. Replication or redistribution expressly prohibited without the prior written consent of EDGAR Online. Copyright 2010. para. imagination.

has managed to simplify people’s life. games. iPhone 3G (the third generation iPhone). is considered as one of the most successful manufacturers of electronics and computer software in the business market. MacBook. There are some types of iPhone such: iPhone. Being such a powerful company Apple is considered a merchandising company. audio media players. Apart from these Apple also is the seller of handy media players. Japan. Apple Inc. Describe the benefits of corporate goods and services from the customer's perspective There are a lot of benefits that customers might have while buying Apple products. most successful product lines are considered: Macintosh. iPod classic. handy media players. iMack. Apple is the seller of personal computers. computer software. which involve in their production line: Mack Pro Mac mini. Starting from the: iPod touch. Canada and Switzerland. and mobile phones are used by people differently for different purposes. With the help of ITunes. movies. The iTunes Store of Music and also the application (iTunes) itself. The advanced applications in Apple computers. In the other side. Apple not only manufactures and sells products that benefit a person with a simple job. and Final Cut Studio. videos. Apart from being present in US market. the iLife a set of multimedia and creative software applications.The design and quality that Apple applies to its products distinguishes these products from other product available in the market. The iPhone is another outstanding product which has been introduced by Apple. Apple is the producer and seller of different products such as: personal computers. videos movies or they simply download them easy than ever. as well. What the product line and/or services are Moreover Apple Inc. an application which is very useful media player application used for music. as well. and also downloading. a product much more beneficial to the film making industry and other audio applications. but they are also used for highly qualified jobs . China. Italy. iPod shuffle. All these are part of the Apple’s well known hardware products. manufacturing and service. Germany. and the latest type iPhone 3GS. Australia. MackBook Air. and the iphone. What are they selling? There are several innovative and creative products that Apple has launched in the market. MacBook Pro. people better organize music. Also Apple offers a lot of services and supporting programs. 10 . computer hardware also hardware accessories and mobile phones. Also Apple has created iTunes. Their range of products varies from the simplest products to the most advances and luxurious ones. Mac OS X. Apple’s most known software products are: the Mac OS X operating system.Business type: Merchandising. and Product (RED)-type of iPod. Apple sells its products in United Kingdom. the line of personal computers. iPod nano. the ipod line of handy media players.

people still are willing and able to buy them despite the fact that they are luxurious products and cost more. Apple provides media player applications such as iTunes. According to an article related to customer satisfaction. This fact makes us believe that Apple products day by day are becoming necessities more than luxuries. One.apart from selling a product which is very comfort and simple.Apple products have been used by different people in different fields. The image of Apple sometimes is considered a synonym for luxury. but a high quality machine. Also the company sells Apple TV and other accessories including Magic Mouse. and iWork. People of different ages use Apple personal computers or even iPods and iPhones based on their needs.One of the elements that customers see as very beneficial is the quality of the product they purchase. How the products and/or services benefit the customer The products that the Apple sells benefit the customer in certain ways. keyboards and Cinema Displays. they are seen as the “most wellmade pieces of electronics” since they’re not made of plastic and other weak materials. iMac is considered a “well built” machine since they are made of metal compared to other plastic products which are “cheap” products. Usage . iPhone. Firstly. videos. photos and movies without any difficulty.The capacity of the storage drive in an iMac. Final Cut Studio which is an application program has been considered an invention in the film making industry. Storage drive and capacity . o o o 11 . who might think that Apple products are attractive only to adolescents and younger generations. if we think of buying an iMac we should consider that we’re not buying a usual PC. Apple is an example of a company which has managed to offer customers a product with high quality. Luxury . iPad which is launched in the market lately is one of the most advanced Apple products. is completely wrong. As a company they have build a market for different groups of people. However.Moreover. The iPod with its capacity storage which varies from 2GB to 160GB allows us to store music. Quick Time Guide. Also iPhone and iPod are other examples of high quality products. Apple has included the sense of luxury in them. ILife. This is one of the main reasons why people use them very often. Further. As we have noticed Apple’s range of products varies from the simplest ones to the most advanced. The advantage that one gets when buying an iMac is its high quality. iPod or other electronic devices and applications services that Apple sells is very big. Quick Time. Professional film makers have considered such an application very helpful in editing and audio production. Quick Time Player and Quick Time Pro. An important fact to mention is that people benefit from these products while performing their job. Compared to other similar handy media players. o High quality .

which resulted in strong earnings that increased for 32%. There are several service-supporting plans for your software: Apple Care Helpdesk Support Apple Care Professional Video Support Apple Care Technician Also there are other service-supporting programs for your server and storage Mac OSX Server Software Support Apple Care Premium Service and Support for Xserve Apple Care Xsan Support Apple Care Service Parts Kits Which products/services are in demand The most demanded products of Apple Company today include: iMac – is considered to be one of the most demanded and sold products of Apple. iPhone. iPod . along with the creative design is what distinguishes Apple products from other available products in the market. While comparing Apple products with other products in the market we might notice important differences among them. one of the most demanded products the Apple manufactures and sells is the line of mobile phones. The company declares that has sold 8. the demand for iMac got higher when there was an increase in shipments in October. According to Apple Care Protection Plan.Level of quality and services that are provided o Quality. It provides feedback and support for anyone who is concerned or interested in a product. In addition you can have one year repair coverage up to three years of world class support. iPhone or your Apple TV. You can get up to two years support via email or phone.based on the fact that Apple has sold 21milion iPod handy media player only in the last quarter. This amount of sold iPods exceeds the amount of 20. Apple Care Protection Plan is available. o Services.36 million.Apple offers a variety of services and support products in order to satisfy its customers. iPhone. we can assume that the demand was extremely higher. you will have the opportunity to extend your computers 90’ days of complimentary support. Apple Care Support website is available for anyone who wants to get information or instruction about products or services of Apple. Also this article states that this increase in earnings is the highest revenue growth in the company’s history.7 million iPhones 12 . were higher arriving at 3. Apart from this Apple also offers other services for your iPod. The announcements for the latest financial results infer that there was a high demand for iPhones. Among different protection and supporting programs.surely. The material that these products are made of. Moreover the article implies that the actual sales compared to the previous sales. According to an article of ZACKS analyst.1 million iPods that were predicted to be sold.The level of quality that Apple provides in its products is considered to be high.

was very profitable. We have used a lot of surveys. In other words Apple is not willing to create partnerships or any kind of commitment with other companies in the market. Also the initiative to sell iPhones in international markets such as China. the opportunities of franchising will not be very beneficial. iPad-the latest most advanced product that Apple has launched in the market has reached high demand in the market. The high demand for this touch screen table device is result of its affordable price compared to other products that Apples sells.over the world. which is the most popular mobile phone market. bankers or franchise owners. What are the growth opportunities? The main growth opportunities for Apple are: Selling products in international markets( such as the case of iPhone in China) Focus on customer needs Create more supporting and protecting programs Use other forms of advertising apart from product placement advertising Open more stores in different places in order to increase sales Will franchising impact on growth opportunities? Taking in consideration Apple’s image which is very different from other companies in the market. One of the causes of such a fact might be the controversial image and business policies that other companies have compared to Apple. as well. The entire research that we’ve done is merit of available online sources. In addition we have managed to collect information from credible sources such as articles and books. we have been able to understand the Apples growth opportunities. That is because Apple as a strong company at the moment doesn’t need such practices or simply is not willing to use such practices. only in the last quarter. All these sources and information made possible for us to come up with better conclusion about the whole business and company. publications) There is not much credible information for our company and business from outside sources such as trade suppliers. Moreover franchising or other similar practices will not contribute on growth opportunities. bankers. weaknesses and customer’s wants as well. franchiser. 13 . stock shares and other statistical information. By analyzing these we’ve compared Apple and other companies in the market. What we’ve noticed while doing research on this company is the lack of Apple’s cooperation with other companies. other franchise owners. Moreover. What you have learned about this kind of business from outside sources (trade suppliers.

They make it by being Wal-Mart..” Apple Inc. Stakeholders. define success based on the stock-values and their trends.. 14 . will focus more opening more stores even on international locations to help increase in sales.” (Training and Development Program for Apple Inc. “Apple Inc. Among some services the most important ones are: Service and Support Resources Consulting Online Resources Training and Certification How do the suppliers and stakeholders define success? Suppliers define success based on the demand for their products towards Apple Inc..Corporate Goals and Objectives 1. and also on the current market share and its global expansion. Brainy Quotes. We make it by innovation. Apple and Dell are the only ones in this industry making money.”(Jobs.2) What essential resources is the success of the corporation reliant upon? There are several essential resources in which the success of company is reliant upon. page 7) 3. in the other hand. and also built trustworthiness relationships with customers. This enables them to better understand their target market. Another objective of Apple is innovation. Steve jobs in one of his famous quotes said: “Pretty much. and also on the price of Apple’s end-product prices.” (Training and Development Program for Apple Inc. plans to keep creating and releasing computers and consumer electronics that are more user-friendly. sec. page 7) 2. Generally Apple’s success relies in resources that they provide for their customers.

they’re the most successful in meeting customer needs and expectations. As for the Consumer Satisfaction. Compaq. Dell landed at the bottom of the PC rankings because it was rated well below the other firms in the areas of being easy to work with and being enjoyable. and Gateway ended up between 63% and 66% while Dell came in at the bottom with a “poor” 58% rating. 15 . HP. which means from the customers perspective. (Temkin. These results clearly show that Apple customers are by far the most satisfied. and Europe. customers of Apple. Depending on the product. Gateway and HP.  The bottom line: The Windows ecosystem needs an extreme customer experience makeover. Dell. thus giving them the best product-experience available in the market. Surveying over 4500 U.Market Analysis Target Market Apple’s target market consists of people with these characteristics:       The Age groups of: 12-35 for Music Fans 18-60 for all products Both Genders Middle and upper economic class. Apple received the highest score for all three components of the CxPi. Within the countries.S.S. Compaq.perception and satisfaction of products and services. Forrester generated a Customer Experience poll in 2009. it is perceived as the simplicity of design and quality. 2009. with a “good” rating of 80%. It had a particularly large lead over all other PC makers when it came to being easy to work with (17%+ better than the others) and being enjoyable (15%+ better than the others). the target market mainly resides the cities From the lifestyle point of view it is people that get pleasure from technology and music but also businesspeople and graphic and moving media professionals. these were the findings:   Apple came out on top. Customer Perception and Satisfaction Customers classify a corporation’s success based on their brand. it could be a 5th grader as well as a professional filmmaker Mostly residents of U. but generally globally resided. that doesn’t hesitate paying more for a product that offers higher quality and better experience The educational level is mostly secondary or higher. and represents a lifestyle. 1). As for the brand-perception Apple evolved to cult. sec.

the market titan Windows has lost market.Market Growth Apple Inc.S. Apple started selling overseas as well. the graph below shows the differences over the past years. (Europe and Asia). after the comeback of Steve Jobs. but Apple also got to have better insights in those markets. From then on it is steeply growing. 16 . Starting in the U.. until 2000. is making more and more sales daily.S.’s Market started growing in 1997 then decreased slightly. Other than that it must be said that since Apple’s market is growing. Since many of Apple’s parts and products are produced outside the U. not only are the production costs lower. Even in the current global economic situation. Apple Inc. the next charts will show difference of Apple product sales from 2008 and 2009.

Important to know, are also Apple’s biggest markets worldwide, for the iPhone and iTouch it is surprisingly not the U.S. as many might thing, and not only not first but as the coming chart will show U.S. is the smallest market for those two products.

SWOT Analysis SWOT stands for Strengths, Weaknesses, Opportunities and Threats, and is very important of finding out where a business currently is and where it could be tomorrow. In order to find out Apple’s position and define the strategy to be used, internal factors (strenghts and weaknesses) and external factors (opportunities and threats) are analyzed.  Strengths: iTunes is a marvelous revenue source, since it also sells its own tool, the iPod; and is accessible on Windows as well. For every hardware Apple Inc. produces its own software as well, and is master of expertise for both. 17

Apple’s price area level provides it with enough room to avoid price competition. Apple’s so much appealing design, is also easy to use. Low debt- gives more space to control finance The good brand loyalty of Apple Computers Mergers with Intel Computers since 2006 High developed Research & Development department Steeply growing market The services/products offered by Apple are original, meaning many people will return to Apple to obtain them.  Weaknesses: Weaknesses of a company or business are the negative elements that could be improved because they are under the control of that business. Weaknesses also express the disadvantages to competition that might not let the business meet the objectives. . Weak relationship with market titan Microsoft Technological products as Apple’s have extremely short lifecycles, this implies that the development and production of new products and services has to be constant Low presence in advertising other than products placement in publishing and educational areas Very little market share compared to main competitor Microsoft  Opportunities: Opportunities are external factors that influence the company’s current and future position; they are presented as offers, trends, needs that promise beneficial outcomes for the company. The production of computer anti-viruses, which are increasing on PC’s Large and increasing population resulting in more potential customers of tomorrow Increasing bonds and partnerships with other companies Increasing online sales Most demanded and sold Apple products are laptops, therefore producing more types to meet as many needs as possible


Threats: Threats are negative external factors the company has no control over. In cases of threats most and best a company can do is identify them and prepare scenario’s of how threats can be turned beneficial or at least do no harm to the company.
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In the Laptop market Apple has very strong competition from Dell, HP, Sony and Toshiba Media piracy: iPod users illegally downloading music for free instead buying at iTunes Its product expensiveness threatens Apple being undercut by low-cost imports. The long lasting economic recession, which might influence Apple’s sales in the near future Window’s 7 (software), which after the flop of vista is gaining more and more market share The very high speed of technology development

PEST Analysis The PEST analysis helps determine the current situation of Apple Inc., identifying potential influences of the political, economic, social and technological sectors; and have a glimpse into the future of Apple inc. Political Influences: It is reported that in 2007 52% of sales of Apple were from outside America. Bad international relations, wars and terrorism might influence Apple in a huge manner; moreover these are all factors Apple has no ability to control. Apple Inc. produces many of its parts and products outside the U.S., like Ireland, Czech Republic, Korea, China, and Cork. Political Conflicts between the U.S. and any of these states may have awful outcomes for Apple Inc. Economic Influences: The global economic depression might have immense impact on Apple Inc. The inflation rate is high, while consumer’s incomes didn’t have significant changes, moreover the unemployment rate has increased, leading consumers to spend less, especially on ‘luxury products’, as Apple products might be viewed. Even though the U.S. dollar has lost value, Apple Inc. is not as endangered economically. The corporation has purchased itself foreign currency, to minimize the economic effects of inflation on Apple Inc. It needs to be said that the U.S. dollar’s depreciation has in fact increased Apple’s revenue in the international market. 19

regarding innovative products. Apple is on top of the market. combining functionality with design.      The computer industry: with the iMac and Macbook desktop and laptop computers and partially with the Apple TV The smart-phone industry: with the iPhone The online-music industry: with iTunes The music-device industry: with the iPod The technological tools industry: with devices used for the main products mentioned above. therefore the products lifecycle is very short. Web piracy might be a threat. All in all. but it’s still better because innovation is a big part of the brand and has shown to pay out. Investing largely in Research and Product Development. adding more competition in the market. Also technology innovations and changes are almost as fast as light. Technological Influences: The technology market for computers and mobile phones has become huge. iTunes. which is segmented in smaller sectors. Who are the five most influential competitors? 20 . leading to brand identification and loyalty. depending on the product-nature. Another big social influence is the music industry. for which technology plays the main role. is well ahead any other competition of this direction. This includes making the work for the competition to follow. mobile phones etc. but quality and design. Today’s World cannot be imagined without technological devices as Computers. How is the current marketplace segmented? Apple operates mainly in the technology industry. Therefore social influences have positive effects on Apple Inc. Mobile-Device Industry etc. Apple having developed the biggest virtual media store. not because of most usage. Apple is active in a number of segments. but most governments punish those behaviors.Social Influences: Globalization includes the interaction of people worldwide. Apple’s image also portrays the modern individual’s lifestyle. which over the last decade has become virtual and set its market to the cyberspace. like the Computer Industry. Apple is the globally seen as the King of technology.

Microsoft Corp. being one of them. Dell inc. those who can influence the market. Hewlett Packard Co as all companies has its own strength and weaknesses. Also. ruled by five great corporations. abbreviates multinational differences in more than 60 countries and that make people feel more related to them and comfortable with their services. What are their strengths and weaknesses? The strength part of Dell Inc. What I found interesting about the company was not marketing their products and businesses so in my opinion they need to focus more in their marketing and do something that will catch people attention. is that they offer to their customer’s direct relationships and that’s why they even were awarded for customer services. HEWLETT PACKARD CO Microsoft Corp IBM Are their businesses: Steady? Increasing? Decreasing? As Apple Inc. The most influential competitors of Apple Inc. those other businesses are increasing and trying to do something interesting for their own good. 21 . is increasing also. we will only take the market leaders into consideration. are: Dell Inc. Apple Inc. needs to make a drastic change. Therefore for the sake of evaluating comparable factors. HEWLETT PACKARD CO as being a large company and doing business in 170 countries gave them opportunity to dominate in the market by selling printers to their customers and also many other companies. weaker is Bill Gates his own because as being the head of Microsoft he didn’t develop still a band of products for his own company. They don’t need to wait for people buy their products only when they are on sale but they need to focus more on the customer support and improve the areas they already have problems.The Computer market in the technology industry is an Oligopoly market. What makes Microsoft Corp.

IBM as a big company has experience and knowledge in planning A&M and also they benefit from their global relationships with clients to the technology layers. Mac has a cooler technology in designing and arts fields and the operating system called Leopard that HP pc doesn’t have. Dell competes on price. or catchy? And how do they reduce their prices for sale? While researching for Dell ways of advertisement we have learned that from an audit that was done in Dell Inc. descriptive. production of videos and web page designing. They also differ on software. In other way they need to work harder in their pre-deal abilities because their competitors are much better than them in this part. Macs are better than Dell’s computers in quality. In the beginning IBM and Apple computers seemed to be similar just before Apple changed visual operating system. Define how each competitor advertises. whether their copy is short. Mac and HP PC also have their differences. Other than Apple. One of the advantages of Microsoft over Mac OS X is the user number. This kind of strategy turned to be very successful for Dell Inc. This way of advertisement tend to be more memorable because as you have the chance to make questions for everything you are interested and get immediate answers than you understand that you are important for the company. Apple Inc. using different operating systems and that is the main reason why it is difficult to compare them with each other. As Apple introduced Mac OS X operating system Microsoft introduced Windows Vista. So they preferred to talk with their customers directly. they moved from mass media to direct marketing. How does their product or service differ? Comparing Dell with Mac is not easy because they differ from each other in many ways. As in the other cases the main difference between Mac’s and other competitor’s computers were the operating system they use. 22 . and Microsoft Corp. ask and answer their questions and also learn more about their needs. Another crucial difference between those two is the price. Microsoft is the most used and taught operating system world-wide. An advantage on price competition of Dell over other companies is the fact that they do not have stores. design. in the computers industry are the biggest competitors. Dell sells over internet and phone.which doesn’t make it the best though. Operating systems of both companies are very different but still both of them have their advantages and disadvantages comparing to each other. People were very enthusiastic about the changes and which increases Apple sales.

while those were sitting home. Advertising plan. in order to make their ads more interesting and memorable Apple use a perfect plan on focusing their advertisement strategy in “special events” like conferences. Things have changed. It seems that Microsoft Corp. Many years ago. Though they were targeting large businesses. They first reduce operational costs which make them save time and money for the company and make possible to offer a competitive prices. So as they moved to centric marketing they started to experiment with new models. The reason why Apple does this is because in those conferences the large number of media representatives is present and many other viewers or guests. During the 90’s it was interesting to analyze IBM’s advertising methods. They also have very low minimum prices of computers starting by 350$.   How does the corporation promote their business? Public Relations plan. HP is trying to connect to the consumer. is one of the companies that have those creative ideas in advertising.therefore has no cost for rent or salespeople at stores. assuming that the best way of promotion is made by media ambassadors in so called special conferences or events. HEWLETT PACKARD CO is doing mass advertising. and is targeting the young age-groups from 18-35 years. It seems that IBM during 2009 moved away from traditional advertisements. Their advertisement plan was designed to introduce Apple creative products to customers in a brilliant way. after long days at work and watching the news at prime-time. They produce stereotype computer models. During all these years Apple Inc. but also by sponsoring games and TV advertised parties and lotteries. This factor makes relationship between company and customers stronger. Those days they put a kiosk in front of Apple store and try to push customer’s record their voice and say “I’m a PC”. Also this can be memorable for them because they will always remember and tell their friends that ones they recorded something for Microsoft and that is a great advertisement. they had ordinary TV commercials just like dishwasher-tablets. was well-known for its advertisements. but also give the opportunity for the consumer to choose the installations and parts of their Dell purchase on their own. According to their scenario planning they made customer the center of them or centricity. The last but not least important thing to mention is the way company reduces prices. 23 . This seems an attractive idea of Microsoft and makes people believe that company concerns about their needs. Microsoft advertises their company with direct marketing because it seems to be more effective. mostly through TV advertisements and web-advertisements. They tried to make the business owners aware of the brand.

in order to make their customers believe that their products are the best ones many years ago ran a “Test drive a Macintosh” promotion. is known for a great price strategy. Apple Inc. This fact describes perfectly the relation that company has with its employees and customers. Jobs has health problems this issue became anxious for the customers but in a way they feel that their loyal company is being honest with them even though they are scared for the Apple Inc. the best advertising slogan and campaign since late 1990s was “Think Different”. What pricing strategy have they devised? For many years Apple Inc.000 applicants. Another important thing that needs to be mentioned is that during holidays Apple discounts their MacBooks for 5-10% comparing with their competitors that had discounts for 50% and still Apple managed their price strategy very good. As it is one of the best brand of computers they don’t want to compete with others in price because they will reduce their reputation that was really hard to won. This campaign remains an essential part of Apple Inc. After that. By doing it they had a successful year with 20% profit and 6% loss for their competitors so they pretty much enjoyed their success with 30% growth in sales than in the whole market. customers related it with famous people like John Lennon and Mahatma Gandhi were. The public relation team closed this topic and comments about it by saying that Mr. until now showed that they are a great team and are capable to manage a company the best way possible and bring back a lot of profit 24 . Apple Inc.In the beginning. Jobs will be the one to announce about his personal life after reading the letter he wrote for them. Interesting and special about this promotion was that the potential buyers of Macintosh’s were able to try it for 24 hours with their credit cards and return them back. One of the best and most profitable strategies that apple did was reducing the size of notebook. He said that he dedicated his life to Apple and that he will always do what’s best for the company first. Even though dealers weren’t satisfied with this kind of promotion because some of the Macintosh’s when returned back were in a bad form and they couldn’t sell them anymore. Jobs. a magazine named Advertising Age named it one of the best promotions of 1984s with 200. During the last couple of days an important issue about relation between Apple and Publics was the crucial part of Apple Mr. It seems obvious. even those days with iPod and iMac also. future if something happen to the head of company. As company announced that Mr.

A principle of Apple is selling luxury technology. This might make Apple take longer to the top of the market. 25 . does it by producing different kinds of products each of them more innovative. This way has proven to be very successful for Apple up until now and promises to increase the market share in the big steps it has started. therefore compete on differentiation rather than price.How can the corporation hold/increase your market share? Corporations can increase the market share in different ways. interesting and attractive than the other. The great example of that was in 2008 when Apple experienced the most successful year ever by selling a record number of iPhone and Apple TV. but is a more stable way to it. A creative company like Apple Inc.

The challenge of this trend is high enough. What we need to know in order to stay on top of this matter is the public opinion. This Image must not only be preserved.Real-Time Reviews 4. and what we need to do is shape it. how will the above mentioned trend affect this perception? The point is to work with the trend and direct the “fate” into the pace we want it to be. considering the fact that it is depended on almost 7 billion opinions all over the World. Next to the good quality products Apple provides. starting from the 1970’s and 80’s up until the present day.Catching-up is the new Laying Back 1. meaning: keep the Apple’ luxury perception’ as one for those who see it as such. Key factors influencing this decision Why not mass-produce and sell at low/cheap prices? –Simple.(F)luxury 2.Economic Growth 6.Population Growth/Urbanism 5. Apple Inc. 26 . 2. 2009). The decision to be taken based on the facing fact towards Apple Inc. but taken to an even higher level floating in its recent tendency.Eco-Easy 3. is currently being viewed as a luxury product company. Apple is not cheap. meaning “luxury will lie in the eye of the beholder and everybody will choose themselves what luxury is”(10 Crucial Consumer Trends.Scenario Planning Processes for the following trends: 1. it also has stabled a noble reputation. and convince the other thinking as well. 1. Trend: Future trend: (F)luxury The (f)luxury trend is described to imply that “luxury is/will be at flux”.

arts. Rarely do people stay resistant to news. The third force is the competition. can cause a trend rightaway in NYC.Being the number one technology-luxury company with magnificent products. Google smart phone). in our reputation and share.and vice versa. Driving forces influencing key factors A driving force is Post-modern society. 3. etc. where nothing is set or settled. as are the iPod and iTunes. fashion trends and their friends & families ideas and influences. They still share some preferences in fashion. or anywhere else in the World. technology. explaining the driving force of communication. of which some can be obtained by greater masses. whereas if we let the image of Apple turn into a cliché we would fail. In the other hand. is what would be viewed a success in this case. Something happening in Paris today and being posted on YouTube. everything is relative and rules change by the second. What we know is that most public opinion is initially created by the media. 27 . therefore good cooperation with the media will be most crucial. being viewed as overdone and not original anymore. people try to be individual. until it pops out with their technological answers to the iPod and iPhone. (ex. sharing thoughts. Basically: managing to stay on top of the trend and build the needed public opinion in the situation would be the success. because so many people have it already and having consumer’s buy the competition’s low-priced products would be the failure in this case. by interacting with each other all around the Globe. which waits in the background. opinions and information. original and up-lifted from the mainstream.

as convenient as it is. People especially like Apple because it is some ‘piece of luxury’-lifestyle they easily can be part of. increasing their presence in that lifestyle by buying more and more Apple products. because people find it boring and overdone. has high likeability all over the planet. Over the last couple of years Dell. Compaq and HP have come up with their versions of luxury products and are selling like mad. each in their rank from iPods. Apple has cut itself a huge piece from the market share pie.4.1 Best Case Scenario It’s 2014 and the presence of Apple has increased by 35% in the global market. Even the virtual iTunes store. so is the expensive price category. all of this thanks to providing enough change & innovation and not letting the brand to turn into a cliché. 28 . Not only the lower priced is in a tremendous sales up-shift. Importance and Uncertainty ranking of key factors and their driving forces Image Media Communication Public Opinion Post-Modernism Competition 5. while Apple is the once too cocky brand that has closed some stores here and there. 5. over iPhones up to iMacs. People literally love the brand and the simplicity in use and design.2 Worst Case Scenario It’s 2014 and Apple has reductions in sales. its products being considered trendy & luxurious.

the (f)luxury trend foreseen in 2009 was not as intensive as predicted. Apple is living on iTunes and is now taking out the survival card. if taken seriously it can be a very welcome trend for Apple. Indicators and Signposts for each Scenario Best Case: Sales increase.and In-between Case. and is trying to get into the game again with a whole new concept hopefully to be successful. but technology was too hard to be individualized. Sales have gone up in its former steep slope and Apple has opened more franchises all over the World. and during all the time being careful for different signposts of various predicted trends.3 In-Between Scenario It’s 2014. since the nature of this trend relies on perception and opinion of individuals. bringing Apple some steps closer to the Himalaya of technology. Apple has gone its pace from then and has launched some new products. Worst Case: In-Between Case: 29 . people’s appearance with Apple products everywhere Sales decrease. Decision Evaluation for each Scenario The (f)luxury scenario decisions are positive in the Best. people buying competition’s products more than before (F)luxury doesn’t become a challenge for technology.People have accepted the competition’s lower price products “luxurious enough”. Having followed the signposts better would have been a much better card. 5. It smoothly touched fashion and arts. competition coming up with new Apple-challenging products. more demand. The brand perception is still luxurious and appealing. 6. nevertheless: risk is high if the trend of (f)luxury is not taken seriously. while Apple could not lower prices because of its all time image. (F)luxury is not easy to evaluate. Most important to end up in a positive position: Follow the signposts! 7. In the opposite case. sales proceed as predicted. but negative in the worst case.

in order to develop our ideas we as a company need to know that we will have profit from it. By this program we achieved to collect over 90% of electronic equipments. environmental friendly policies and will make them also part in contributing in a greener planet. Step 1 Even that our company introduced Apple recycling program since 2001. Apple is expected to succeed in all areas including being green Also. The success/failure of this program will be determined by positively respond of customers toward Green Apple program and increasing rate of recycling equipments. By recycling we will protect the environment so we will have an excellent image to our customers and the most important is that we will use our sold equipments again after recycling. they are constantly responding people needs and wants. Critical assumptions that might define the logic of these responses might be the high importance of Green Apple program 30 .2. In order to make people react more to our recycling program we should install in apple products software a green apple program. we believe that it is still very important to expand and strengthen further our existing policies and programs. especially taking into consideration the environmental difficulties that our planet is facing. Step 2 By adding to our products this important program it doesn’t mean that it will cost a lot of money to us. According to that we don’t need to spend as much money as we did before. Apple will not miss its opportunity to contribute for a greener planet. Green Apple program will introduce that product is recycled. will make people aware for the importance of recycling. Recycling is not considering beneficial only for the earth but also creates a relation between businesses and its customers. In this regard. Apple started this program for our benefit and protection of the environment. Trend: Eco-easy According to apple in 2001 they began an Apple Recycling Program. So.

that for any reason it looks more important than product itself. Other important factor for us as a company is making and processing sustainable products without customer noticing after recycling. this case will consider as a best case scenario. Political factors Step 4 Most important factors Using recycling equipments Protecting the environment Rising self-awareness  Most uncertain factors Consumer Behavior Public Opinion Customer Reaction Those are the most important and uncertain factors identified for our recycling program. 31 . So. but this program will be in addition to the product. Certain  Uncertain Customer behavior Public opinion Also. Customer’s responds are relatively positive but not as we were hoping them to be. responding positively to our initiative and using the same equipments after recycling will definitely bring our company a lot of profit because. support of political factors its certain since government itself introduces green policies in national level. Step 5 Best case scenario: The growing rate of recycling toward our program. In between scenario: Because of the economic crises the importance of the recycling program or recycling policies will not have required importance and it will not stand out as in normal times but still the scenario will goes as it was planned. by recycling we will pay less for our production costs but also customers will pay less and will purchase more. helping protect the environment. Step 3 They key factor that influence growing rate of recycling is desire of people for more green places or clean spaces around them. shipping old equipments for free to us.

sales will decrease and there will be no need for Green Apple Program. they are not so much interested in luxury products as our products are considered and they will not purchase our products so there will be no need for Green Apple Program or recycling. In contrast. company and customers. 3. Trend: Real Time – Reviews 32 . Step 7 If we see that the number of recycling equipments is increasing then we know that we are achieving our goal step by step by people reactions. Even in the worst case scenario we will not have loses but we will produce as much as we purchase and we will try to be more creative with our products in the future. if no one is reacting. Step 6 When studying eco-easy trend in three different cases of scenarios I concluded that the risk of installing Green Apple Program in Apple products it is not high. in between case scenario will not have a progress or retreat but it will stay as it is and customer’s responds will be relatively positive. Rising self-awareness of people for recycling will be helpful for both of us.Worst case scenario: As I said before because the economic crises people are losing their jobs. actually is low. Finally.

Facebook. we have decided to create Real Time. new features and other upcoming future products. Among different trends that our company is facing and apparently will face in the future is Real time –Reviews trend. Online access on Twitter. thoughts and preferences for a particular product. as well. which refers the key decisions that we make. is considered as one of the most successful manufacturers of electronics and computer software in the business market. These conversations have their importance because they gather consumers and other potential consumers who are interested in a particular brand. In our modern society there are a lot of opportunities that stimulate these kinds of activities.Apple Inc. Decision In order to get the best possible feedback from people interested in our products. People that have access in these forums or discussions will be treated as real customers. Successful companies such as Apple identify these trends that affect their performance. While facing different trends companies are exposed to risk. videos and other hints that will be available to everyone. Reviews are very important since they involve people’s opinions. which makes the discussion available and viewable to all. They seem very similar to forums where people debate and inform each other about a particular brand. service or product. Trend Introduction and Decision Issue Real time. My Space. as well) enable people to discuss and share opinions. 33 . meaning that they will receive enough information so they can purchase our are considered as a form of communication among people interested in a particular brand. and try to move along with them in order to be as much productive as they can. It is obvious that companies today face different trends while being part of the market. where people can be aware of our products. Linkedln. Our aim is to inform people about our products. Apart from these online ‘communication tools’ there are also other forms how people can share information. These reviews will be posted and forums will be created within online cyberspaces. That is why we do a scenario planning in order to assess risk. In addition to these reviews there will be also pictures.Reviews that will contain the latest updates for our products and company. (YouTube might be considered. Actually a reviewer posts reviews for a particular brand and then peers try to follow up by creating discussions and conversations.

Another important issue that we’ve considered while organizing real time – reviews is advertising. People in different places of the world have access on these sites and can get any kind of information they want. This will help us think of such questions as: what actually we should produce.Key Factors that Influence the Decision In order to get as much opinions and thoughts about our company. we can secure a better and successful performance of our company. network communications such as Facebook. our aim also will be opening such forums in the most visited online cyberspaces. Another insight. This will help us identify our potential buyers. The information posted in these reviews will be enough to satisfy people as if they were asking for a product in an Apple store. we will provide people with information and let them have access in these reviews as if they were Apple’s regular customers. By being aware of what people think we get to understand how they perceive and behave toward our products. In other words. which is very important and can be derived from these reviews. Also this will help us better decide about prices of our products. Twitter and My Space are used by lots of companies with the purpose of advertising their products or services. If we are able to respond to the two questions mentioned. Further. is consumer behavior. Today the means of communication have been enormously improved and the world 34 . how do people behave toward these prices. are they buying our products or not? Key Factors and Driving Forces by Importance and Uncertainty We consider our products as part of a macro environment and that is why we came up with the real time reviews. This way we have an overall understanding how others perceive our company. and for whom we should produce? These parameters are the main factors why we’ve decided to come up with these reviews. The Driving Forces that Influence Key factors What we’ve considered as the main purpose of organizing such forums is that we face the phenomenon of globalization. In other words. However if we do not rely in these discussions and pay attentions to what people are demanding we might find ourselves in inconvenient situations. organizing such reviews will help us determine what is right and wrong about our products. Since they save time and money. These discussions and forums are considered as a form of advertising by many companies.

Not only that we’ve saved time and money to do so. This way we can decrease the level of uncertainty regarding our customer’s behavior. An option that might help us understand the behavior of our customers might be to create some surveys within these reviews. Facebook. In addition to reviews people should be provided with pictures. However this is dependable also in company’s ability to appreciate these reviews and use them for its own productivity. videos and other hints that show the latest updates. the idea to initiate reviews for our company and its products is very useful. Getting people’s attention to react and feel free to comment on anything they like or not would be the best case. My Space and other sites where a lot of forums and groups are formed. Worst Case Scenario. Also the availability of such cyberspaces such as: Twitter. Also this way we make the advertising process easier. but also we are informing people about Apple’s products around the world. Best Case Scenario: Since the communication among people nowadays has become sophisticated. and making them reachable for people would guarantee us a lot of benefits. Therefore by offering such reviews and getting people from different places to have access on them. Apple gets a lot of feedback from these reviews. The surveys that should be assigned to reviews will contain several questions about our products. so as people get as much information as they can. Worst Case Scenario: 35 . can enhance the whole process of this productivity. we have built a globalized company. An appropriate thing to do would be sharing with people anything about Apple’s products so people can share as much opinions as they can. Thus these two factors: the improvement of means of communication and advertising might be considered as more predictable and certain than consumer behavior. People who live in much more civilized and developed places are prone to attend these reviews and share opinions with others. Therefore creating as much reviews as we can. and In-Between Scenario.has become smaller than we thought it will be. Evaluation of the Decision in Each Scenario There are three cases of scenarios to evaluate what we aim or decide: Best Case Scenario. We might face uncertainty when dealing with people’s opinions especially while predicting their behavior toward our products.

We all know that Apple has reached a very successful position in the world of business technology. being able to get people express their opinions and attend these forums sometimes might not be attainable. If we do not inform others about our features. They use Twitter. People tend to buy less costing products instead of Apple products. What we as a company might consider as appropriate in this situation is to offer products that are attainable so people get more interested about them. The company should consider some changes that might make others see the prices of Apple products as more acceptable. A part of this success is also result of Apple being able to understand its customers. updates. people will be able to share opinions more this time. Such situations might be common in places that are not very civilized. This way they get less interested for Apple as a company and its features. This might be done by giving people these opportunities not always but in particular cases. are productive and benefit the customer but the Apple. This way we will be able to predict different outcomes from these three different scenario cases. Best Case Scenario: People are attending these forums and are part of these cyberspaces. and do not open themselves to such opportunities. However. However. 36 . In other words keeping people interested and viewing these reviews as they were before is a way to keep the process move in a normal flow. the lack of company to post these reviews in the proper way might be a reason for failure of this decision. services. In-Between Scenario: A continuation of the current situation where there is not much productivity or less will correspond to this scenario. and any other kind of news we lose people’s interest. Indicators and Signposts for Each Scenario Based on our planning and decisions that we’ve made for each scenario we can think of indicators and signposts for each scenario. Usually people are not very well informed for the existence of such cyberspaces or forums. where the level of education is low and people hesitate to follow such activities. Facebook and My Space in order to communicate as much as possible and at the same time show their interest for Apple products. as well. Another factor might be also the luxurious image of Apple itself. On the other side. as well. This tells us that the real time-reviews that are part of the plan. This way the risk to lower productivity is high. this doesn’t mean that the company should change its ‘luxurious’ image. Considering all these.

with a large impact. the iPod. the demand for Apple products is decreasing which result with high loses. Therefore. Also Apple luxurious image is still maintained. results to be not very productive. 4. People switch Apple products to other products available in the market that have lower prices. Starting with memorable products—the original Macintosh. Apple continuous to launch in the market innovative product features. the iMac. always trying to reach the customer’s needs and wants. Since its founding in 1976.Worst Case Scenario: People are showing less interest for Apple products and they are not willing to initiate such activities. it 37 . Apple has evolved in electronics. In Between Scenario: The initiative to create such forums and invite people to participate in them. Trend: Population Growth Today Apple’s industry is a large one. However. There should be more initiatives that would attract people more creatively to get interested in the product.

Step 1: The focal issue or decision facing the enterprise Issue: Urbanism. Success would be considered staying on track with current changes and analyzing them. We can also say that Apple has created the so called ‘self identification’ component for people. a failure would occur if we can’t manage to stay on track with current changes.496 million dollars profit. Thus. In which directions population have tendency to move? Clearly. Perhaps. we should consider the competition. in less developed countries. Step 2: Key factors that influence this decision If the population continues to grow. Step 3: List the driving forces that influence these key factors. since most of the population growth will take place in the developing countries.has created a strong impact over the last three decades. poverty. Being a part of urbanized areas. On the other hand. However. limited education and less work opportunities are present. A lot of reasons help people to make this decision. One of them is the urbanization process.People tending to move into urbanized areas. Where will urbanization lead us and what is its impact in our company? For the year 2050 the projection of population growth varies widely. it has become a global company with 3. demands of the people will rise. Another factor would be the demographic and political one. 38 . We should find a way to approach and develop a strategy in those areas. influencing different services and products. This would encourage our company to focus and try to satisfy customer’s needs. We should develop a clear map to stay in current market and to maintain the image that we have created. people’s demands and preferences will rise. the best way to start is to research the economy of those areas. as mentioned before. However. so we should take in consideration the competition. better education and better medical care. the rural population will continue to move to urban areas. from 7 to 11 billion people. would make it easy for us to develop new strategies of being a successful company. We would aim to maintain our position in up-coming urbanized areas. it will be absorbed by big cities with an estimated of 5 billion on 2030. Decision: Maintaining a global image in up-coming urbanized areas With urbanism happening. the future can change since a lot of environmental factors will change. we have decided to maintain our image by offering new product. what about the non-urbanized areas? We should consider the fact that some areas will not have direct access to our products and services. Thus. First. What are the tendencies for the population to grow or to move from non-urbanized areas to big cities? We should consider these factors too. We will not be the only one out there in the market. Reasonably. In urban areas possibilities of finding jobs are higher. Therefore. services and also trying to maximize our customer’s satisfaction by listening to their needs and desires.

Step 4: Rank the key factors and driving forces by importance and by uncertainty All these factors have a specific role and importance and ranking them would help us see where we stand. Apple would achieve to have a cheap labor and would increase productivity. By doing that. political factors and environmental factor. colleges. Apple could consider of hiring people not only in US. On the other hand. consumer behavior and environmental concern. The massive immigration of people from all around the world can be a great indicator of the Apple’s market share. The consumer behavior may also change over the time. we should consider a stabilized world population. people will work more to improve the quality of their life and there will be lower living standards. nationality. Apple should also consider the education of the people. more companies. in future if Apple increase quality. Since technology always comes up with new developments.Some of the main driving forces include demography. With high uncertainty and also with an impact would be technology and innovation. The most certain would be demography factor and for sure urbanization under it. with efficient use of resources. Opening new factories in those areas in which the unemployment rate is high would be a good thing to consider. Step 5: Alternate futures that could impact the decision The three possible scenarios to be considered are: Best Case. With revenue going higher. By managing this. political factors. However. ethnicity and religion. we would have a competitive advantage and we will build a strong relationship and loyalty with our consumers. Public opinion and consumer behavior remain uncertain and have an impact also. will choose Apple over the others. technology and innovation. and its importance. Apple would chose to launch new products. Economy would also be uncertain but not as technology along with political changes and they will have a high impact. the Apple Company could consider expanding in some other places. The company should focus in the quality of the products and also the prices. we have to be careful analyzing all these forces that influence our decision. universities. Other forces can be economic growth. Since the economy now is in its progression time. so it will open new doors of Apple’s success. Thus. Uncertain would be technology. Economy can be viewed as predictable from 4% to 5%. However. Compared to now. In-between Case Scenario: 39 . This provides us with a realistic view of sustainable development. public opinion. Urbanized areas will have higher revenues and that would affect our company’s revenue. but also in other places. With certainty and huge impact is demography. but also we can apply here other analysis of education. In-between Case and the Worst Case Scenario. Best Case Scenario: Urbanization includes a new wave of modern society. public opinion.

future population growth will tend to be absorbed by big cities. There will be a variety of cultures. Step 6&7: Evaluation of the decision and signposts for each scenario By analyzing these scenarios. The services are very convenient even to those with lower incomes. This would destroy the trustworthiness and will lead to the destruction of the market share. the company could find the changes in these factors and try to adapt to these new changes. We can see the preferences for Apple products everywhere we go. Other factor to consider is that when this urbanization process will occur in different places. higher revenues. we can freely say that all of these three might happen. advancement in technology. Best Case Signposts: Sale increases. simply because Apple is known not only for its luxury products. If the population increases more than 11 billion. As population grows. We can assume that this would actually destroy the market share of Apple. especially in a lot of movies and advertisements.What if urbanism would not increase as much as it is expected? This would give us an idea of how things may go in the following years. With analysis. Analyzing the demographic and economic factors. Apple would continue to bring new products and have success because of its image that has created over the time. people will tend to emigrate from one place to another. lifestyles. like they do now. Apple would have nothing new to offer and would have no new creative services for the customers. This would make it difficult for Apple to increase its productivity. since the competition would increase. and also how might we respond to them. Apple should also take in consideration achievements in technology. Apple could take advantage by advertising. but also for its services that offers. Stay on track with competitor’s actions can also help the current situation. the resource consumption will increase. and this could be done only by analyzing thoroughly the changes. in order to attract its customers. high employment rate. architecture. demand increases. by realizing in which areas to focus more. would keep Apple in the right direction. especially students. Apple will keep the same tempo of current market and people will continue to buy its products. Worst Case Scenario: As mentioned early. The consumers will substitute Apple for its low price competitors. in order to be on track with them. for example services. not only in US but in other countries as well. People would continue to like Apple. By developing these scenarios helped us to understand the uncertainties facing us. since it is a global company. Maybe people would switch from Apple to other companies. crowded cities and schools use Apple products. the company should take steps to not come to this situation. it will threaten the traditional characteristics of that place. Worst Case Signposts: 40 . which actually threaten the image that Apple has created. To maintain its position. A further step for Apple would be to develop some changes. Hence. The urbanization process might go in the same direction with no huge increases.

Limited resources. 5. high prices. In-Between Case Signposts: Market share developing in a current pace. employment rate. Trend: Economic growth 41 . not a huge change in sales. no significant changes in population rate. high unemployment rate and high competition.

by having immense losses in sales. market share and labor force the global financial recession is possible. causing a revolution in society and sales. Giving people the opportunity to be with the beloved ones.9 billion revenue. Driving forces influencing key factors For the above mentioned factors (in bold font). their driving forces are respectively: for the losses in sales. most talented people in the world and most creative and adorable products ever. that its ending can only be roughly estimated. Also. but as it had record sales from other products such as the iPhone. but for the economy growth as well. resulting in losses of market share and labor force. Apple will do what it is known for. also Apple doesn’t follow regular economic schools. it still needs to expand its productivity with bigger ideas. The brand identification and loyalty being pretty high.. a great opportunity for Apple would be adding holographic functions to its products. 1. In 2008 when economic stability was low. It must be said. causing a revolution in mobile devices. experienced one of the most successful years ever. the World faced an economic crises that had a globally effects. but make provisions for the future. Key factors influencing this decision In order to not end up like many other companies and whole industries all over the World. Providing the market with this revolutionary technology. 42 . it was a great progress not just for the company’s profit. because of the huge number of customers that the company has. Apple Inc. is constantly introducing creative and simple products. In order to make people react and contribute in economic growth. and the iPod and other $25 billion safely in the bank. During this economy crises Apple was being stronger. unsteadiness of economy in the world will not affect Apple that much. let’s Apple take higher risks. 2.During the last couple of years. and produce holography-featured products. the risk in producing it is reasonable. would not only solve Apple’s current economic threats. even when they are far away. 3. The decision to be taken based on the facing fact towards Apple Inc. therefore offering a break-thru product in this phase is a win-win instrument. long dreamed of and awaited. as are laptops and cell phones. Such a feature will make people want and love that product. These achieved results are thanked to iPhone and Apple TV sales. Another factor is the availableness of such highly advanced technology in the broad market. Even though Apple Inc. These will surely cost Apple more than any other product at the time. According to the head of Apple Inc. but certain is that purchasing power accelerates the process. when Apple came out with record numbers of sales. with $7.

that that feature would stay at the top for pretty long. and R&D costs will be high. The availableness of highly advanced technology in the market is constantly relative.The brand identification factor has evolved over years and only through the hard and creative work of Apple. The decision made resulted as productive for the company and economy growth. they can rely on it. highly advanced technology of today. raising at the same time the demand for such products. compared to other technologies. Losses Brand Identification Advanced Technology Global Financial Recession Purchasing Power Technology Changing 5.1 Best case scenario Its 2015 and Apple is the leading company in the market. The company and R&D have invested a lot of money and the costs for providing such a function are high. and people are still willing and able to buy them. In addition to high costs these product are sold at high prices. The incorporation of such features as holographic functions has made a revolutionary invention in the world. The sales for Apple product which resemble comfort and luxury at the same time are increasing more and more. The plan for installing holographic functions in Apple product is implemented. 43 . could be history tomorrow. Holography is not very developed. Launching luxury products for the mass-market is something nobody else has ever done in the technology industry. but Apple would surely know. Technology changing at such fast speed.

still considering these products as high quality products.3 In-Between Scenario Its 2015 and the plans that Apple has implemented aren’t as productive as they were predicted to be. other innovations encounter. As conclusion. which is innovation. Competitors have managed to copy the techniques of installing holographic functions in their products. People are still buying Apple products. Also there have been done better analysis to signposts that lead the company facing different trends. Signposts: For the best case scenario: Sale increases. decrease in market share. the company has managed to cope with economic growth and built a secure future. competitors approach us. competition isn’t developing strategies to approach us in producing this product. Apple doesn’t manage to survive from economy crises and the growth opportunities are low. The holographic functions in Apple’s devices are not highly demanded. Moreover. after being introduced in the market. 5.2 Worst Case Scenario Its 2015 and Apple has lost its leading position in the market. However. market share is in the same tempo. New products and features are introduced. Doing this they have managed to sell their products at lower prices compared to Apple which sold them at higher prices. For In-Between case scenario: No drastic changes in sales. Apple continues to follow its main principle. demand and revenue move in the ongoing pace. no interest/succes in holography (demand decrease). the breakthrough opportunity of installing holographic functions in Apple devices has resulted to be not productive and attractive.5. The high costs that R&D invested in such features resulted with losses and the company has not managed to cover the costs. 44 . Apples sales of previous products and other new released products in the market continue to increase. unemployment rate. Holograph usage by businesses For the worst case scenario: Sale declines. In addition the trend that planned to integrate holographic functions and features in Apple devices has failed. People are buying these products since they afford lower prices instead of higher prices. as well. demand will increase.

therefore lose markets and become smaller. since the global technology sector is changing very fast. 2.the public opinion about the brand and its identity changes. with the Apple design and logo are sold in the black market. For the Revenue declines the driving forces are: the competitor’s technological answers to Apple’s innovative products have lower cost. Revenue declines. while achieving this leave the competition behind and rule the market. be it Dell. and the consumers come to think that Apple has lost its quality. Microsoft. is an innovator. The decision to be made: Prohibiting the copying and falsification of Apple products. Driving forces influencing key factors For the Reputation loss the driving forces are: copied Apple products. so they can sell at much cheaper prices.Instead of going the present pace. and leaving it with losses. and bought by consumers not knowing it is not original. after revenues declines. Rational behavior leads the consumer to buy the cheaper product. Trend: Catching-up is the new laying back Instead of planning ahead and inventing new products. instead of progressing forward. Key factors influencing this decision Reputation loss. their cost is significantly lower. if it operates the same or similar functions. from unknown falsification companies. taking Apple’s market share. this might hurt the company deeply. wait for the competition to launch the innovative products and then copy them and add your brand-features to it. this might lead to market-share loss. The issue: Apple Inc. which is against Apple’s objectives of the leading the Technology market. 1. saving time and cost for the Research & Development department (R&D). Since they do not have to invest in R&D.6. Apple’s R&D costs are very high to maintain the market share and collect revenue. or Chinese falsifying companies. 45 . because of R&D savings therefore lower prices. Competitors. Apple would sell less. The decision to be taken based on the facing fact towards Apple Inc. by programming highly-advanced protection codes into the software. being the first in the new technology area. Those products then mostly lack on software quality. wait for Apple’s new products to come out. and then copy the logic and sometimes even the design. 3. This is mainly because technology products have very short life cycle. having brand identity as major selling value.

46 . Importance and Uncertainty ranking of key factors and their driving forces Revenue Reputation Market share R&D Price-Competition 5. 4. This is mainly because competitors like Dell. Best Case Scenario It’s 2015 and Apple products are the most demanded world-wide. the brand and success are built on quality and luxury. etc. Microsoft and Hp lost their market share. Worst Case Scenario It’s 2015. Microsoft. and Apple’s revenue didn’t cover the investment in R&D. Apple served the whole package to its competitors on a plate. so other companies would not be able to produce copies of their original products. offered products with similar functions at lower prices. waiting for Apple products to be launched. Revenues are high. while not decreasing its prices. Whereas other competitors such as Dell. so they can bring their copied version of those products in the market. because customers weren’t willing to pay high prices for Apple products. Apple is still providing innovative high quality products incorporating futuristic technology. so is the market share which makes Apple a globally most used operating system and technological supplies.For both of these key factors it is important to mention that Apple will never compete on prices. Thus. therefore competing on price would mean the death of Apple as we know it. Customer’s rational behavior is logical because Apple didn’t pay enough attention to software security. This has led for Apple to rule the market.

as well. Decreasing brand loyalty and customers complaints for prices and services Decrease in demand. unless Apple considers finding a new revenue source. which is considered the last hope. so do demand. so did market share leading Apple to close down departments and concentrate more in iTunes.Revenues declined. it is very uncertain if the coding. if not better products than Apples shortly after them. Apple is on the track of reaching the top of the market. and lacked in quality. Apple’s only way to survive would have been price competing. revenue and profits. 6. protecting. In Between Case Signposts: Similar technological competitor’s products are sold at a lower price but offered at a lower quality and features. competitors have copied some functional or designing parts or concepts of Apple products. revenue and market share. and at lower prices. Decision Evaluation for each Scenario Best and In between case scenarios have positive outcomes. while the worst case scenario has a negative one. Indicators and Signposts for each Scenario Best Case Signposts: The struggling of competition in time to launch new products Significant increasing brand loyalty and brand image Increase in demand and revenue Worst Case Signposts: Competition launches similar. Apple is still ahead with new products and its major target is people who value quality. 7. Apple sales have increased as foreseen and R&D costs are still will be as strong. 47 . Moreover. which would have killed the brand and wouldn’t have covered the costs either. Brand loyalty increases in the current pace. Although our current technological position and possibilities allow us to think we can be pretty sure to achieve it. Brand loyalty is still very high. and safe as planned to be. In Between Case: Its 2015. so is revenue and demand. Since they never could copy the whole package. However. they couldn’t really compete with Apple products.

The most common signposts a company should keep an eye on are: its sales changes.Summary In conclusion. it is important to have a department specialized in trend watching and scenario planning& analyzing. environmental changes and issues etc. is a trend setter itself. Our suggestions imply that since Apple Inc is a global corporate. market analysis (consumer incomes. trust. manager and the directing board should be based on friendship. product development of competitors. public opinion upon events and subjects. demography changes. and develop different scenarios for the impacts they might have. the inter-corporate relations between employees. as well as the competition sale changes. as much as on social ongoing trends. And after all. loyalty and creativity. market segmentation etc). Apple Inc. as uncertain and important they might appear. product prices. 48 . does not rely that much on consumer focus groups and surveys of what they want to have. while doing this research we were able to understand how a strong company can function and have different strategies. To achieve most success in this direction. We also discovered that a crucial factor for a company to stay alive is to stay up to date with ongoing and upcoming trends. Apple Inc.

The Premium Business Information Source ™.com/essays/Apple-Inc/125874 Apple February 19).html Apple Inc Mergers and Acquisitions . Retrieved February Apple Care: Products &Services. Custom Essays. history.).d. Retrieved February 8. (n. (n. 2010. from (2008. 2010. and Book Reports OPPapers.College Essay . from http://www. 2010.wordpress.).d.). Free Term Papers. Custom Essays. Marketing Minds. Retrieved February 8.alacrastore. 2010.ipodtopctransfer.Annegelica.College Essays . (n. 2010. (n.marketingminds. from http://www.AlacraStore.).com.d. (n. http://www. Apple -Support-AppleCare.d. Research Papers.d. from http://www. from http://www. Retrieved January 29. Research Papers. (n. Free Term .com/2009/04/17/apple-beats-windows-in-customerexperience/ Apple's Branding Strategy. from Apple Inc . from 49 .com/news/apple-inc.oppapers. and Book Reports OPPapers. AlacraStore. Customer Experience Matters. Retrieved February 2. Retrieved February 8.Bibliography Articles .). Retrieved February 13.Mo1016. iPod to PC Apple Beats Windows In Customer Experience « Customer Experience Matters.oppapers.).

). (n.human resource management. Retrieved February Apple Retail Store.d.MBA Tutorials – Accounting.). (n. Apple.d. Retrieved February 1. from http://www. www. ( Forums. 2010. Apple.).com. (n.Finance. Apple SWOT Analysis. apple. 2010. from http://www. (n. from http://www. from http://www. (n. Retrieved February 8.).Apple Reports First Quarter Apple Reports Fourth Quarter Results. from http://forums. from http://kb. University of Wisconsin Knowledgebase .d.Mac News and Rumor Discussion. Apple and Dell: Business Models. Apple vs Dell (n. Retrieved February 8.).Strategic Management. (n.php?id=3045 Apple Site Map.). from http://www.).d. 2010. 2010. Retrieved February 8. Retrieved February 4. Retrieved February 8. OSNews is Exploring the Future of Apple Reports Fourth Quarter Results.html Apple SWOT analysis . Retrieved February 8.).osnews. from http://www.d. 2010. Retrieved February 8.php?t=420550 50 .wisc.macrumors. Mac Forums .d.d. (n. from http://www.

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com. Retrieved February 8. brucemacvarish.oppapers. Industry-News. 2010.nasdaq.html 52 .).). from http://industrynews. IBM Clone PCs : Digital Segregation in Schools. 2010."NASDAQ Stock Market Stock Quotes . August 13).com.d. from (AAPL) . Investor Relations. from http://phx.d.College Essays . (n. (2009. Free Term Papers. Retrieved February 2010. from http://www.teach-nology.p. and Book Reports OPPapers.html Hp Company Swot Analysis . n. Research Papers. 2010.. teach-nology.Stock Exchange News .).d. Retrieved January 29. 2010.NASDAQ. T. (n.brucemacvarish.d. B. MacVarish. "Insider Holdings Summary (Ownership) for Apple Inc. 8 Feb.asp?symbol=AAPL&selected=AAPL>.corporateir.iphones/ Hormby. from http://lowendmac.zhtml?c=107357&p=irol-faq#corpinfo2 Macintosh vs. from http://www. Retrieved August Origin of the Apple I and Apple II Computers. Low End Mac: Worth It!.Computers. Guiding Principles of Apple Innovation. Custom Essays. <http://www. Retrieved February 3. (n. Retrieved February 1.d. (n.Rafinn. apple. N.

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Prishtinë Participant in the Art Gallery Exhibition.II Written Argument Expected Graduation 2012 Concentration: 2004 – 2008 PERSONAL QUALIFICATIONS     Willing to accept responsibility Good oral and written communication skills Self-disciplined and able to focus on task at hand Self –confident. Fluent in English. Kosovë 10000 Phone: (044)-541-579 email: argjiro_r@hotmail. Jun. Prishtinë Degree: Bachelor of Science in Applied Arts and Science Management Minor: Public Policy “Sami Frashëri” Gymnasium. Prishtinë RELATED COURSEWORK    Marketing Managing Media Presentation Communicating in Business    Research Techniques College Math for Business EDUCATION American University in Kosovo (AUK).Aug 2009 Sep 2007 April 2008 EXPERIENCE Internship at “TEB Bank”. Basic knowledge in German and Italian.Appendix A R G J IR O R A MO S AJ “Hajdar Dushi” Street. Prishtinë SKILLS Computer:    Microsoft Word Excel PowerPoint Language:    Albanian – Native. REFERENCES AVAILABLE UPON REQUEST 55 . Prishtinë Red-Cross Kosova volunteer. Prishtinë.

on: Social Issues I undertook a research on Social Issues and presented my analysis in the Conference I was awarded with a Certificate of Excellence due to my successful presentation Participant English Centre Summer School July – August. Republic of Kosovo 049/ 692-991 vesa. 2008 Prishtina. RKS - I attended the conference organized by American School of Kosova. UK - I successfully completed the course: English Lessons I attended for 3 weeks teaching lessons at a High School in England I extended my knowledge by living and learning in England for a month Participant January. 2007 Prishtina. 2005 England. 2004 56 . 2005– June. RKS Participant Social Issues Conference April . RKS Sami Frashëri High School GPA: 5/5 CERTIFICATES/ACTIVITIES September.10000. 2008 – May.February. 6/4 Prishtinë.batalli@hotmail.Vesa Batalli Qamil EDUCATION American University of Kosovo (AUK) Sophomore September. 2004 . 2012 Prishtina.

Presenter of ‘Çka ka t’3’ TV Show KTV Kohavision Television/ Kosovo 2006 Prishtina. and forwarded them to the relevant agent of the company. Volunteer SOS Kinderdorf Kosovo 2006 . CH I attended the Cultural Activity on introducing Albanian tradition in Switzerland EMPLOYMENT HISTORY Case Administrator Insurance Company SIGURIA / Kosovo July. 2007 – August . I drafted the concept of the show. 2009 57 . I also provided feedback to our customers in relation to the status of their claim.Folk Dance School SHOTA Switzerland . I help also with cutting the recorded pieces and completing the final broadcast. RKS - On the instructions of the Editor I selected a topic that will be attractive and interesting for the youth. and undertook the relevant research and interviews. 2009 – August . RKS - I administered damaged claims for vehicles insurance.2007 Prishtina. I filed and registered the claims. I successfully managed to raise a considerable contribution from local businesses Call Centre Agent June. RKS - Helped raising money for orphanage children. 2007 Prishtina. and checked if all the necessary documentation is provided from the claimant.

different requests and client complains. including: - Microsoft Excel. RKS - - I received and answered phone calls from clients with the purpose to respond and help in cases of eventual problems. I also received and answered e-mails coming from clients for different issues that they inquire. Microsoft Office Project LANGUAGES Albanian Native Language English Fluent Spanish Fluent 58 . Microsoft Word.IPKO / Kosovo Prishtina. I helped customers use their product and offered advice for technical problems. Adobe Reader Powerpoint. SKILLS Highly skilled with Windows XP Software.

 Problem solver and team player. SKILLS Jun.Jun 2007 59 . INTERESTS Photography Exhibition. volunteer.23. Prishtinë Participated in local exhibitions with personal photographs. no. Fluent in English.Aug 2006 Computer:    Microsoft Word Excel PowerPoint Language:    Albanian – Native. EXPERIENCE “Dorina” cosmetic shop. Calculated total payments received during business hours. Kosovë 10000 Phone: (044)-620-309 email: EDUCATION American University in Kosovo (AUK). REFERENCES AVAILABLE UPON REQUEST May .  Flexible and able to adapt to new situations. Prishtinë. Telecommunication Company. Art Museum.D O R I N A G R E ZD A “Ahmet Krasniqi” Street.dorina@gmail. Prishtinë Visited and took care for children. Orphanage. finance accountant.Sep 2009 July 2007 Jun.II Written Argument Expected Graduation 2012 Concentration: Management 2004 – 2008 PERSONAL QUALIFICATIONS  Self motivated with a positive attitude and a strong sense of responsibility. Internship at “Ipko”. Prishtinë Degree: Bachelor of Science in Applied Arts and Science Minor: Public Policy “Sami Frashëri” Gymnasium. Prishtinë Provided customer service. Prishtinë Provided financial reports. Basic knowledge in Spanish and Portuguese. Prishtinë RELATED COURSEWORK    Marketing Managing Media Presentation Communicating in Business    Research Techniques College Math for Business I. cashier.

References available upon Request NERTILË LATIFI Sofali 86 | 10000 Prishtinë | 049-448-886 | nertilel@aukonline. GPA: 3. supply ordering. References available upon request 60 .2008 to August. Philosophy Club. two semesters. All. Prishtinë. SKILLS & ABILITIES Persuasive Communicator Experienced in creating and delivering multimedia PowerPoint Presentations. Organized art exhibition in the Youth Center Prishtina. and recruiting newcomers. Zürich. College Math for Business.2008 Flexible in jumping in to the variety of work having to be done: EDUCATION Bachelor of Applied Arts and Science. planning of special events. Prishtinë Expected May 2012 Related course work: Marketing. Undergraduate American University in Kosovo. Prizren. Communications Substitute translator for business seminars at University of Business and Technology.67/4. cook. Prishtinë May. individually for family members. Leading team-work member. CH July. Dean’s List.00 Sami Frashëri High School. Wall-News Paper. friends and friends of friends. Communicating in Business.2008 Responsible for deciding advertising.2008 to July. Researching the market for competitors’ activities and bringing new ideas. EXPERIENCE Promoter Duplex Lounge Bar. Advertising Duplex Lounge Bar Prishtina.round gastronomy worker Badi Rüti Bistro. domestic work. Creative& Critical Thinking. Managing Media Presentations.positions. -demand of flyers and their distribution. encouraging others in getting the work done Superior psychological skills in understanding peoples’ behavior and reasoning Excellent critical and analytical abilities Skilled in gathering and interpreting data Trilingual: Albanian-English-German Sales Recently started selling cars on occasion. Prishtinë May 2008 Activities: Raised money for the poor people of Krusha.

Brand and Logo: Apple 61 .

Organizational Chart and Leadership Structure 62 .

Business Conduct Policy Due to the fact that Apple Inc. where that information is accessable: http://www.’s Business Conduct Policy File cannot be downloaded from the page. without special membership. therefore we have provided the URL. Business Process Diagrams: For the (F)luxury trend: 63 .net/finance11/apple-business-conduct-policy-updated-108.slideshare.

For the Eco-Easy trend: 64 .


For the Population Growth trend: Population Growth Urbanism Apple’s Financial Results of fourth quarter 2009 Company’s Revenue of $9.67 billion Apple Store Locations 41 US States 25 in the United Kingdom 14 in Canada 7 in Japan 6 in Australia 3 in Switzerland 3 in Germany 2 in Italy 2 in France 1 in the People's Republic of China Dorina Grezda Section 13 Competition New Products and Services Competitor Analysis Demands and preferences rise Urbanization Global Organization Absorbed by big Cities Demographic Factors Economic Factors Expand in other urbanized areas Higher Revenues Expand Employment Increase Productivity Profit and Success Economy Progression Maintain its global image in up-coming urbanized areas 66 .87 billion Net Profit of $1.

Risk Analysis 67 .

1988 June 7.000 [9] [10] [11] [12] February 7.000.000. 2002 June 11. 2006 Silicon Color December 4.000. Acquisitions Date March 2. 2006 April 24. 1997 NeXT September 2.000. 1997 January 8.000 United States — [29] [30] 68 . Semi Lala. 1999 January 7.926. 2002 July 1.Mergers and Acquisitions 1.000 United Kingdom US$4.000. 2009 Proximity P. 2002 2005 Power Computing-Clone-Making Clone computers [note 1] [13] Xemplar Education Raycer Graphics NetSelector [note 2] Software Computer graphic chips Internet software [14] United States US$15.000 United States — United States — Germany US$ [27] [28] United States US$268.000 United States — United States — Australia — [18] [19] [20] February 1.000 United States US$15.000 United States US$13. 1988 January 3. 2008 December 6. 1988 July 11.000 United States — Germany — [15] [16] [17] Astarte-DVD Authoring Software Software bluebuzz Spruce Technologies PowerSchool [note 3] Internet service provider Graphics software Online info systems services Special effects software Software [note 4] United States — United States — United States US$62. 2001 April 4. 1988 June 27. 1989 Company Network Innovations Orion Network Systems Styleware Nashoba Systems Coral Software Business Software Satellite communication systems Computer software Computer software Computer software Computer programming services Country Value (USD) References [7] [8] United States — United States — United States — United States — United States — United States US$404. 1999 November 3. 2001 December 31.000 United States US$100. 2002 Nothing Real Zayante Silicon Grail Corp-Chalice Propel Software Emagic Fingerworks [21] [22] [23] [24] [25] [26] Digital effects software Software Music production software Gesture recognition company Software Software Semiconductors Streaming Music October 16. 2002 June 20. 2001 July 9. 2000 April 11.000.000. 2000 May 11.A.000.

and has set its priorities and values upon the mixture of quality. Having a large number of consumers worldwide identifying with Apple Inc. creativity and simplicity in functionality and design. all other aims would be not enough for a prosperous and futuristic brand as is Apple Inc. 69 . we assume that: Apple Inc.Assumptions: Based on the research made and considering that our suggestions would be applied. will be market leader by 2020 This assumption is supported by the fact that society is more individualized.

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