TASK 1:

APPLE INC

Apple is an American multinational technology company headquartered in Cupertino, California,

which designs, develops, manufactures and sells consumer electronics, computer software, and
online services. The hardware products of Apple may include the iPhone (smartphones),
the iPad (tablet computer), the Mac (personal computer), the iPod (a portable media player),
the Apple Watch (a smart watch), the Apple TV (digital media player), and the Home Pod
(a smart speaker). The company’s software includes the macOS and iOS operating systems,
the iTunes media player, Safari the web browser, and the iLife and iWork which are creativity
and productivity suites, as well as professional applications like, Logic Pro, Final cut Pro,
and Xcode. The online services include the iTunes Store, the iOS App Store and the Mac App
Store, the Apple Music, and the iCloud.

Apple, the multinational company was found by Steve Jobs, Ronald Wayne and Steve Wozniak
in April 1976 to develop and sell Wozniak's Apple I personal computer. It was assimilated
as Apple Computer, Inc. in January 1977, and the sales of its computers, including the Apple II,
which show a significant momentum and revenue growth for the company. Within a couple of
years, Jobs and Wozniak had hired a number of staffs of computer designers and had a
production line. Apple went public in 1980 to an instant financial success. Among the next few
years, Apple shipped new computers that features innovative graphical user interfaces, and the
Apple's marketing commercials for its products received widespread critical public praise.
However, the high price tag of the company’s products and limited software titles caused many
problems, and there were power struggles between the executives of the company. Steve Jobs
resigned from Apple and created his own company named NeXT.

As the market for personal computers had increased, Apple's computers show diminishing sales
due to lower-priced products from external competitors, in which those offered with
the Microsoft Windows operating system. More executive jobs had been shuffled at Apple until
then-CEO Gil Amelio, in 1997 decided to buy NeXT and bring Steve Jobs back. He regained the
position as CEO, and began a process to rebuild the status of the company, which included the
opening of Apple's own retail stores in 2001, making a number of acquisitions of software
companies to create a own portfolio of software titles, and changing some of the hardware’s used
in its computers. The company again showed success and returned to profitability. In January
2007, Steve Jobs announced that Apple Computer, Inc. would be renamed as Apple Inc. which
reflects its shifted focus toward consumer electronics. And he also announced that the iPhone,
which had shown a critical acclaim and significant financial success. In August 2011, he
resigned as CEO due to his health complications, and Tim Cook became the new CEO. Two
months later, Steve Jobs died, that marked an end of the era for the company

PESTEL ANALYSIS ON APPLE INC.

Understanding the environment where you live in is a very crucial thing to survive. PESTEL
analysis is widely used instruments to measure political, economical, social, technological
changes in an industry.

POLITICAL FACTORS

The most significant political external factors in Apple’s macro-environment present

opportunities. This aspect of the analysis model indicates the influence of organizations, such as
government, on business etc. In Apple, the following are the most important political external
factors:

1. Improving free trade opportunities

2. Stable politics in the developed countries
More free trades policies are created over, especially within the developing countries. An
additional free trade policy can increase the opportunities for Apple to distribute more of its
items to various markets around the world. On the other hand, the stability of political landscape
in many of the developed countries presents opportunities because Apple can expect minimal
political issues affecting their business.
 ECONOMIC FACTORS

In Apple’s case, the following economic external factors are the most significant:

1. Rapid growth of the developing countries

2. Stable economies of the developed countries
The economic stability of the most developed countries creates more opportunities for companies
like Apple to expand their businesses. However, the rapid growth of developing countries is
more specific. For example, the high economic growth rates of Asian countries are the major
opportunities for Apple to increase its revenues through sales in those foreign markets. Based on
this part of the PESTEL analysis, the company must ensure that it effectively exploits these
economic opportunities. Speed and effectiveness are the most important factors because
competitors are also targeting these high growth economies.

SOCIAL FACTORS

Apple’s business is the subject to the effects of social factors. This aspect of the PESTEL
analysis points to the social influences on consumer behaviors and their expectations. Here the
following social external factors which are the most significant in the firm’s macro-environment:

1. Rising use of mobile access of people

2. Rising use of social media worldwide
The main social factors are identified in these section present opportunities for Apple. The trends
of the increasing popularity of mobile accessess are an opportunity for Apple to continue
providing an easy to use mobile device. The firm has already taken innovative steps to exploit
this opportunity, such as through the products called the iPhone, iPad, and Apple Watch. The
rising use of social media is also an opportunity because it gradually increases demand for digital
devices.
 Technological factors

In this model, current technologies and technological changes really affect business conditions.
In Apple’s case, the following factors are the most significant:

1. Cloud computing
2. The technological integration
3. Growing apps market or the apps store
Cloud computing is being more popular and useful among individuals and organizations. Apple
can exploit this by offering cloud-friendly devices or apps. While on the other hand,
technological integration of devices is now a major trend. Apple can take advantage of this
opportunity by continuing its strategy of providing products that can be easily connected to each
other. And, the apps market is growing; Apple has the opportunity to grow its App Store.

LEGAL FACTORS

The following are the most significant legal external factors:

1. The increase in privacy regulations (opportunities & threat)

2. Increasing in telecommunications regulations (threat)
Governments are now realizing the privacy issues that are connected to the digital technology
use. As a result, more privacy regulations are being imposed on businesses like Apple. These
factors are a threat because it creates new challenges for in developing products that involve the
transmission of private information. However, this factor is also an opportunity for the company
to make an improved product features that can protect the privacy. On the other hand,
government is also imposing stricter telecommunications regulations, which are a threat because
they could potentially limit the usability of the products.

COMPETITIVE ENVIRONMENT
Porter’s Five Forces analytical framework developed by Michael Porter (1979) represents five
individual forces that shape the overall extent of competition in the industry. APPLE’s Porter’s
Five Forces are represented as:

(A) Identify the competition

(B)Consider the power of buyers

(C)Identify substitutes for your product or service

Task 2:

HARTSFEILD- JACKSON
ATLANTA
INTERNATIONAL AIRPORT
Hartsfield–Jackson Atlanta International Airport, is also known as the Atlanta
Airport, Hartsfield, or as Hartsfield–Jackson, which is an international airport located 7 miles
(11 km) south of Atlanta's central business district, the U.S. state of Georgia. It is named after the
former Atlanta mayors named William B. Hartsfield and Maynard Jackson.

It is the world's busiest airport by passenger traffic since the year 1998; and by number of
landings and take-offs from 2005 to 2014, losing that title to the Chicago–O'Hare in 2015, but
regained it a year later. Hartsfield–Jackson held its ranking as the busiest airport in 2012, both in
the passengers and in the number of flights, by accommodating 110 million passengers (more
than 270,000 passengers daily) and 950,200 flights. Many of them nearly one million of flights
are domestic flights from within the United States, where the airport is a major hub for travel
throughout the south eastern region of the country. The airport has 210 domestic and
international gates. It covers over 4,700 acres of land and has a five parallel runways.

THE OBJECTIVES OF THE PROJECT

 To meet projected growth in domestic and international travel demand

 To reduce the flight delays that affect passengers
 Increase in the airfield and the terminal capacity
 To enhance overall customer service
 Make growth in the Department of Aviation business opportunities

Project Stakeholder

The US Government - President of the United States