Acknowledgement

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.

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

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

1. and assessment helps to maintain quality educational programs and fosters innovative thinking. Methodology The data the project report contains is all secondary data. 3. Only by carefully examining the past and honestly evaluating the present can an institution effectively plan for the future. This report is prepared as the requirement of Social science. Periodically reexamining the institution’s purpose. journals. 5. Department of BBA. 5. books. The topic is “A multinational company profile” Dominating processes on globally. The secondary data was collected from the internet. 4. mission. magazines and newspapers. Specific Objectives: 5 . planning.2.2. ASA University. 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. Broad Objectives: The main objective of the study is to evaluate the how a multinational company operates there business in the world. goals. Secondary data are those data that have already been collected by someone else and have already passed through the statistical process. This report is generated under the academic supervision of our course teacher Nausheen Rahman. Objectives of the report 5. Key Parts of the report The main view of the report is to identify how a multinational company operates their business in Globally. The secondary data is the type of data chosen by us.

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

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

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

com 9.74 billion (2009) Profit ▲ $8.1 Headquarters 9 . Mini · iMac · MacBook. iOS Services Stores (retail.300 (2009) Subsidiaries Braeburn Capital.Apple.91 billion (2009) Operatingincome ▲ $11. Classic.24 billion (2009) Total assets ▲ $47. iLife.Cinema Display. FileMaker Inc. Nano.64 billion (2009) Employees 34.300 (August 2010) Area served Worldwide Key people Steve Jobs (Co-founder. Chairman and CEO) Tim Cook (COO) Peter Oppenheimer (CFO) Bob Mansfield Jonathan Ive (Industrial Design) Products Mac (Pro. iWork. iBooks)MobileMe Revenue ▲ $42. Touch)iPhoneTV. Website www. online. Pro · Xserve)iPod (Shuffle. Air. App. Time CapsuleMac OS X (Server). iTunes.50 billion (2009) Total equity ▲ $31. AirPort.

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

because it came with 11 .000 during the incorporation of Apple. Multi-millionaire Mike Markkula provided essential business expertise and funding of $250. RAM. who sold his share of the company back to Jobs and Wozniak for $800. Apple was established on April 1. Sold as an assembled circuit board. It differed from its major rivals. and case. monitor. They were hand-built by Wozniak and first shown to the public at the Homebrew Computer Club. 1977 without Wayne. History The Apple I. The Apple I went on sale in July 1976 and was market-priced at $666. The owner of this unit added a keyboard and a wooden case. the TRS-80 and Commodore PET. it lacked basic features such as a keyboard.) Apple was incorporated January 3. and basic textual-video chips)—less than what is today considered a complete personal computer. and Ronald Wayne.10. adjusted for inflation. The Apple I was sold as a motherboard (with CPU. Apple’s first product. 1977 at the first West Coast Computer Faire.55 thousand in 2010 dollars. Steve Wozniak. The Apple II was introduced on April 16. to sell the Apple I personal computer kit. 1976 by Steve Jobs.66 ($2.

creative professionals and consumers around the world through its innovative hardware.1. 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. Apple had a staff of computer designers and a production line. 11. and ensured that the right marketing. As such he should be above systems and structures. implemented strategies to fulfil these objectives." 11.Corporate affairs Apple has a history of vertical integration in their products. The Apple II was chosen to be the desktop platform for the first "killer app" of the business world—the VisiCalc spreadsheet program. software and internet offerings” 11. Vision & Mission 11. While early models used ordinary cassette tapes as storage devices. and not subordinate to them. VisiCalc created a business market for the Apple II.color graphics and an open architecture. By the end of the 1970s. manufacturing the hardware on which they pre-install their software. 11. Apple doesn't simply make a statement. Apple exaggerated its sales figures and was a distant third place to Commodore and Tandy until VisiCalc came along.2Mission Statement “Apple is committed to bringing the best personal computing experience to students. It has put systems in place to enable smooth customer interaction. It lives it by ensuring that its employees understand the vision and strive to reach it. It has put objectives in place to continuously move forward.1Vision Statement "Man is the creator of change in this world. According to Brian Bagnall.3. financial and operational structures are in place to apply the strategies. and gave home users an additional reason to buy an Apple II— compatibility with the office. It strives to make its customers masters of the products they have bought. they were superseded by the introduction of a 5 1/4 inch floppy disk drive and interface. the Disk II. educators.1 Explanation of vision Apple lives this vision through the technologies it develops for consumers and corporations. 12 .

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

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.In 1998. Apple began to use a monochromatic logo— supposedly at the insistence of recently returned Jobs—nearly identical in shape to its previous rainbow incarnation. It is now widely acknowledged that IT and computer literacy play a key role in the growth of developing countries. Apple Inc. plan matrix The following table. 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 . 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. and Their social program. 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. As a global leader in Digital Technology. 15. However. 13. Contracts/ budgets Project KPI dashboard. SOCIAL CONTRIBUTION Apple strongly believes that business has a defining role in building communities. 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. Apple Hope is a social program that aims to bridge the gap and narrow the divide between the ‘computer literates’ and the ‘computer illiterates’. with the roll out of the new iMac. The logo's shape is one of the most recognized brand symbols in the world. shows Apple Inc.

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 .Information bulletins • Director messages Other organizational information Inform. 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. inform Inform. clarify Attend. logistics Monthly Twice a year Staff meetings Team meetings Corridor conversations Cafe based conversations Website pages Monthly news e-zine Inform. clarify. notes if required Plan. clarify. announce Take notes Twice a month Varies Weekly Note taking Planning. to and informed organization and to to job Connect people to Employees connected Develop. progress. publish colleagues. publish Weekly and as understand our necessary purpose. clarify Inform. exchange Inform. exchange Model open organization. develop. clarify Daily work Various Understanding Connect people to Employees connected Develop. engage Employees Consult.

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

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

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