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At first we present our due regards to the Almighty, who have provided us the brilliant opportunity to build and complete this report successfully with good health and sound mind. We would also like to give our hearties thanks to who helped us in their busy working schedule to gather lots of useful information about the companies’ activities and particularly on the marketing strategy of, to prepare this report. Special thanks to our respondent who give their response to support my analysis part. We would also like to thank all the other people who have helped us during the process of making this report, our friends and family who have supported us mentally to make this report. At last we would like to thank the readers who have expended their valuable time in reading this report.


objectives of the report 6. Apple Inc. plan matrix 15. advertising 13. limitation 16. conclusion 17. profile 9. social contribution 14. limitation 3 4 4 4 4-5 5 Chapter 2: Apple Inc. Apple Inc. overview 10. vision & Mission 12. 7. Executive summery 2. origin of the report 3. key part of the report 5.CONTENTS Chapter 1 : Introduction 1. Bibliography 6 6-7 7-9 10-11 11 13-12 13 13-15 15-16 16 16 16 2 . introduction 8. methodology 4. history 11. recommendation 18.

3 .

Chapter 1 Introduction 1. In world. Apple increases the appeal of these products by making them stylish and more functional. which is what we would expect in a highly innovative company. Apple reached a point where many thought they would not survive. Recently few new industries have been established with high tech equipments and professionals. instead of being the pioneer. They struggled mightily while Jobs was not a part of the organization. Apple Computer’s 30-year history is full of highs and lows. They have also completely fallen on their face on several occasions. For the contemporary business and corporate world. they are an expert “second mover” by refining existing products. which will enhance the strength of this sector. Thus. They evolved throughout the years into an organization that is very much a representation of its leader. 4 . Apple made several hugely successful product introductions over the years. the electronics sector is one of the most developed hi-tech sectors which is contributing in the country’s economy. Steven Jobs. Executive Summary These are the times for growing and competitive business world. Apple rarely introduces a new type of product. Leading electronic companies are expanding their business with the aim to expand export market. Portable music players and notebook computers are examples. marketing is a must for the survival.

Only by carefully examining the past and honestly evaluating the present can an institution effectively plan for the future. and assessment helps to maintain quality educational programs and fosters innovative thinking. 4. This report is prepared as the requirement of Social science. Department of BBA. The secondary data was collected from the internet. journals. ASA University. Methodology The data the project report contains is all secondary data. This report is generated under the academic supervision of our course teacher Nausheen Rahman. The topic is “A multinational company profile” Dominating processes on globally. Specific Objectives: 5 .2. 5. 3. Objectives of the report 5. books.2. goals. magazines and newspapers.1. Origin of the report The process of objective self-study is necessary for any institution wishing to remain vital and vigorous and is particularly crucial for institutions of higher learning. Periodically reexamining the institution’s purpose. Broad Objectives: The main objective of the study is to evaluate the how a multinational company operates there business in the world. planning. 5. Key Parts of the report The main view of the report is to identify how a multinational company operates their business in Globally. mission. Secondary data are those data that have already been collected by someone else and have already passed through the statistical process. The secondary data is the type of data chosen by us.

During preparing our term paper we will learn lots of new things. All the matter has been collected through secondary sources. To learn clear knowledge of operating forces. Given the time constraints. To focus on the significance of doing the compensation strategy during in the organization . Data being very vast. To have the practical knowledge of theoretical knowledge of Marketing theory. which are much related to our course materials. 6 . 3. But still we face some problem for our report1. the scope of project becomes very wide. hence. appropriate information could not be gathered to the pointspecific requirement needs. the errors might have crept in. all the information could not be gathered. It helps us to fulfill our study which is really needed for us. To learn about new product launching process in electronic industry. 2. 4. Due to wide spread information of the data. 6. To know the present and future strategies of the company.The main objectives of the report are       To be acquainted with the multinational electronic company. Limitation We are very grateful to our honorable course teacher to give us such opportunity.

The company's best-known hardware products include Macintosh computers. California on April 1. the iTunes media browser. but dropped the word "Computer" on January 9. For reasons as various as its philosophy of comprehensive aesthetic design to its distinctive advertising campaigns. Profile 7 .000 employees worldwide and had worldwide annual sales of US$32. 8. the company was called Apple Computer Inc. the iLife suite of multimedia and creativity software. and Final Cut Studio.Chapter 2 APPLE INC. The company operates more than 250 retail stores in nine countries and an online store where hardware and software products are sold. for its first 30 years. 1976 and incorporated January 3. Fortune magazine named Apple the most admired company in the United States in 2008 and in the world in 2009. This includes a customer base that is devoted to the company and its brand. INTRODUCTION Apple Inc. 2008. the iWork suite of productivity software. particularly in the United States.48 billion in its fiscal year ending September 29. a suite of professional audio and film-industry software products. Established in Cupertino. Apple has established a unique reputation in the consumer electronics industry. the iPod and the iPhone. 7. Apple software includes the Mac OS X operating system. 2007 to reflect the company's ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers. 1977. Apple has about 35. is an American multinational corporation that designs and manufactures consumer electronics and computer software products.

2007) Founded Cupertino. (April 1. Other highly successful firms with similar cultural aspects from the same time period include Southwest Airlines and Microsoft. California. 9. U. Steve Jobs often walked around the office barefoot even after Apple was a Fortune 500 company.S. U. thanks to the influence of its founders. (January 9. Cupertino. Originally. etc). the company stood in opposition to staid competitors like IBM more or less by default.S. Inc. casual versus formal attire. Apple Inc. California.Apple was one of several highly successful companies founded in the 1970s that bucked the traditional notions of what a corporate culture should look like in terms of organizational hierarchy (flat versus tall. this trait had become a key way the company attempts differentiated itself from its competitors. By the time of the "1984" TV ad. 1976) Founder(s) Steve Jobs Steve Wozniak Ronald Wayne Headquarters 1 Infinite Loop. overview Type Public (NASDAQ: AAPL) S&P 500 Component Industry Computer hardware Computer software Consumer electronics Digital distribution Predecessor Apple Computer. Number oflocations 8 .

Pro · Xserve)iPod (Shuffle.Cinema Display. Air. iTunes. iBooks)MobileMe Revenue ▲ $42. Mini · iMac · MacBook. Website www.24 billion (2009) Total assets ▲ $47. Touch)iPhoneTV.300 (2009) Subsidiaries Braeburn Capital. iWork. App.Apple. iLife. Nano.74 billion (2009) Profit ▲ $8. Chairman and CEO) Tim Cook (COO) Peter Oppenheimer (CFO) Bob Mansfield Jonathan Ive (Industrial Design) Products Mac (Pro. FileMaker Inc. Time CapsuleMac OS X (Server). iOS Services Stores (retail.91 billion (2009) Operatingincome ▲ $11.com 9.1 Headquarters 9 .50 billion (2009) Total equity ▲ $31.300 (August 2010) Area served Worldwide Key people Steve Jobs (Co-founder. online.64 billion (2009) Employees 34. Classic. AirPort.

either by directly providing instructions to the computer hardware or by serving as input to another piece of software. Software is also sometimes used in a more narrow sense. at 1 Infinite Loop. South Korean and American companies.Though a PC comes in many different forms. The term was coined to contrast to the old term hardware (meaning physical devices). communications and office productivity. Some products classed as consumer electronics include personal computers. 9. meaning it "cannot be touched”. and records. is the collection of computer programs and related data that provide the instructions telling a computer what to do. California. such as film.2 Personal Computer Hardware A personal computer is made up of multiple physical components of computer hardware. or just software. This Apple campus has six buildings that total 850. software is intangible. meaning application only.'s world corporate headquarters are located in the middle of Silicon Valley. uponwhich can be installed a system software called operating and a multitude ofsoftware applications to perform the operator's desired functions. 10 . containing components such as a motherboard.000 m) and was built in 1993 by Sobrato Development Cos.4 Consumer Electronics Consumer electronics include electronic equipment intended for everyday use. a typical computer consists of a case or chassis in a tower shape (desktop). 9. California. telephones. tapes. calculators. Currently.3 Computer Software Computer software. MP3players. VHSs or camcorders. Cupertino. digital cameras and playback and recording of video media such as DVDs. audio equipment. and have largely merged with the computer industry in what is increasingly referred to as the computerization of information technology.Company headquarters on Infinite Loop in Cupertino. Consumer electronics are most often used in entertainment.000 square feet (79. Program software performs the function of the program it implements. 9. these products have become based on digital technologies. Sometimes the term includes data that has not traditionally been associated with computers. GPS automotive navigation systems. Apple Inc. the global consumer electronics industry is mainly dominated by Japanese. In contrast to hardware. Increasingly. We can also say software refers to one or more computer programs and data held in the storage of the computer for some purposes. televisions. and network media tanks/media players.

1977 at the first West Coast Computer Faire. Apple’s first product. to sell the Apple I personal computer kit. it lacked basic features such as a keyboard. It differed from its major rivals. Apple was established on April 1. and basic textual-video chips)—less than what is today considered a complete personal computer. who sold his share of the company back to Jobs and Wozniak for $800. monitor.55 thousand in 2010 dollars. Multi-millionaire Mike Markkula provided essential business expertise and funding of $250.000 during the incorporation of Apple.66 ($2. The owner of this unit added a keyboard and a wooden case. the TRS-80 and Commodore PET.10. and Ronald Wayne. Steve Wozniak. 1976 by Steve Jobs. RAM. The Apple II was introduced on April 16. History The Apple I. The Apple I went on sale in July 1976 and was market-priced at $666. and case. Sold as an assembled circuit board. adjusted for inflation. The Apple I was sold as a motherboard (with CPU. 1977 without Wayne. They were hand-built by Wozniak and first shown to the public at the Homebrew Computer Club.) Apple was incorporated January 3. because it came with 11 .

they were superseded by the introduction of a 5 1/4 inch floppy disk drive and interface. and not subordinate to them." 11.3. Apple doesn't simply make a statement. financial and operational structures are in place to apply the strategies. The Apple II was chosen to be the desktop platform for the first "killer app" of the business world—the VisiCalc spreadsheet program. creative professionals and consumers around the world through its innovative hardware. the Disk II.1. As such he should be above systems and structures. It strives to make its customers masters of the products they have bought. Apple had a staff of computer designers and a production line.2Mission Statement “Apple is committed to bringing the best personal computing experience to students. The company introduced the ill-fated Apple III in May 1980 in an attempt to compete with IBM and Microsoft in the business and corporate computing market.1 Explanation of vision Apple lives this vision through the technologies it develops for consumers and corporations. educators. It lives it by ensuring that its employees understand the vision and strive to reach it. manufacturing the hardware on which they pre-install their software.color graphics and an open architecture. VisiCalc created a business market for the Apple II. By the end of the 1970s. While early models used ordinary cassette tapes as storage devices. software and internet offerings” 11.Corporate affairs Apple has a history of vertical integration in their products. Vision & Mission 11. 12 . 11. Apple exaggerated its sales figures and was a distant third place to Commodore and Tandy until VisiCalc came along. and ensured that the right marketing. implemented strategies to fulfil these objectives. It has put systems in place to enable smooth customer interaction. 11. According to Brian Bagnall. and gave home users an additional reason to buy an Apple II— compatibility with the office. It has put objectives in place to continuously move forward.1Vision Statement "Man is the creator of change in this world.

though it has been criticized for the claims of some more recent campaigns. instead creating their own. Almost immediately. This allows. Apple has sold third party accessories. Books from John Wiley & Sons. and the separation of light by prisms (the colors). Apple has since adopted USB. depicts Sir Isaac Newton sitting under an apple tree. HyperTransport.” the nowfamiliar rainbow-colored silhouette of an apple with a bite taken out of it. AGP. though. Turing is regarded as one of the fathers of the computer. 12. particularly 2005 Power Mac ads. While it is generally accepted to have referred to Isaac Newton. as does Microsoft. Apple has been recognized in the past for its efforts towards effective advertising and marketing for its products. also sells its Mac-compatible software. The publisher's line of books were banned from Apple Stores in 2005 because Steve Jobs disagreed with their editorial policy. for instance. Adobe. Apple’s first logo.During the Mac's early history Apple generally refused to adopt prevailing industry standards for hardware. Wi-Fi. and other industry standards in its computers and was in some cases a leader in the adoption of such standards such as USB. who sells Microsoft Office for the Mac. FireWire is an Appleoriginated standard which has seen widespread industry adoption after it was standardized as IEEE 1394. this was replaced by Rob Janoff’s “rainbow Apple. designed by Jobs and Wayne. 13 . Advertising Since the introduction of the Macintosh in 1984 with the 1984 Super Bowl commercial to the more modern 'Get a Mac' adverts. who publishes the For Dummies series of instructional books. another explanation exists that the bitten apple pays homage to the mathematician Alan Turing. This was one of several designs Janoff presented to Jobs in 1976. are a notable exception however. This trend was largely reversed in the late 1990s beginning with Apple's adoption of the PCI bus in the 7500/8500/9500 Power Macs. The rainbow colors of the logo are rumored to be a reference to the rainbow flag. possibly as a tribute to Isaac Newton's discoveries of the gravity (the apple). as a homage to Turing's homosexuality. Ever since the first Apple store opened. Nikon and Canon to sell their Mac-compatible digital cameras and camcorders inside the store. one of Apples oldest software partners. who committed suicide by eating an apple he had laced with cyanide.

It is now widely acknowledged that IT and computer literacy play a key role in the growth of developing countries. plan matrix The following table. Apple Hope is a social program that aims to bridge the gap and narrow the divide between the ‘computer literates’ and the ‘computer illiterates’. Apple began to use a monochromatic logo— supposedly at the insistence of recently returned Jobs—nearly identical in shape to its previous rainbow incarnation. The logo's shape is one of the most recognized brand symbols in the world. SOCIAL CONTRIBUTION Apple strongly believes that business has a defining role in building communities. Apple Inc. is in keeping with the same spirit. no specific color is prescribed throughout Apple's software and hardware line.plan Strategy Intranet Home page Departmental page Business metrics/ dashboard Departmental dashboard. Samsung is committed to the cause and is certain that this program can play a very important role in the development of society at large. shows Apple Inc. and Their social program. However. Contracts/ budgets Project KPI dashboard. with the roll out of the new iMac. identifies all Apple products and retail stores (the name "Apple" is not even present) and has been included as stickers in nearly all Macintosh and iPod packages through the years. 13. 15. Contracts/ budgets To keep employees Update data that is not up to date on progress automated To keep employees up to date on local progress To keep team members up to date on project None Daily Daily Purpose Intended result Communications team role Frequency Project page None Daily E-mail 14 . Apple long-term commitment to the people of world and its belief in the power of technology to improve the lives of the world people. As a global leader in Digital Technology.In 1998.

clarify Daily work Various Understanding Connect people to Employees connected Develop. clarify. notes if required Plan. and how they connect • Activity reports Inform Employees understand what the rest of the organization is doing Collect and publish monthly Meetings Coffee with director Brown Bag lunches/ info sessions Leadership team employee meeting (open to all) All-manager meetings All-employee meetings Inform. to and informed organization and to to job Connect people to Employees connected Develop. progress. logistics Monthly Twice a year Staff meetings Team meetings Corridor conversations Cafe based conversations Website pages Monthly news e-zine Inform. clarify Attend. announce Take notes Twice a month Varies Weekly Note taking Planning. publish colleagues. publish Weekly and as understand our necessary purpose. inform Inform. develop. clarify Inform. engage Employees Consult. publish organization and to and informed document organizational history Provide visibility over organization Maintain Monthly Director staff meeting notes Weekly Organization calendar As required 15 . clarify. exchange Model open organization.Information bulletins • Director messages Other organizational information Inform. exchange Inform.

activities Meeting actions Provide organizational accountability Document organizational decisions Connections to organization Employees connected Develop. times changed. • Consumer considers every factor while purchasing IT products. • Apple has the highest market share in all the zones. publish and informed Organization has record of decisions Employees understand how organization fits together Develop. As required 1. Findings from the study • Apple has got the highest market share in Mac book as well as in CRTs. Less than 10 years later. • Apple innovates and updates its product lines at regular intervals of time. • Offers play a major role in attracting customers for purchasing IT products. Apple attributes their recent success to robust sales of iPod music 16 . coordinate. Business Week ranked Apple as the top performer in its 2008 Business Week 50. 17. infrastructure development Develop communications Consulting plans for other parts of the organization Single organizational message. publish As required Organizational distribution lists Organizational performance reporting Information management Infrastructure development Employees connected to work Single source Maintain all staff lists To be determined To be determined As required Monthly. publish As required Organization support. communications activities are coordinated Lists are current Performance is visible Information under configuration control Develop. • Apple has got maximum number of product series in comparison to other brands. Conclusion Well. publish Weekly Decision log As required Field-guide to organization Develop.

the company should continuously attract the customers by providing them promotional offers. • Also. Portable music players and notebook computers are examples. such as Disney and Pixel. • Company should conduct regular training programmers.players (62 million in 2008). Apple increases the appeal of these products by making them stylish and more functional. retailers and make sure they are satisfied. Recommendations to Company • Company should regulate pricing strategy between all levels of distribution. They are optimistic about the economies of scope with media giants. They should display its technological advancement and superiority also. Boyd.com Google. BIBLIOGRAPHY • • • Samsung. • 17 .Harper W. They now appear poised to make significant strides in the home computer market and to creating a total digital lifestyle whereby the home is a multimedia hub. instead of being the pioneer. they are an expert “second mover” by refining existing products. • The company should work more on price. so that it can be reduced to competitor levels. 19. • Apple should focus on the point of contact with customers.com Scribd. Apple rarely introduces a new type of product.com Marketing Research :. 18. • Apple should also conduct an advertising campaign stressing on the benefits and advantages of a Samsung product over its competitors. Thus.

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