Introduction to Management

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Introduction to Management
Apple Inc.

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Table of Contents
Summary....................................................................................................................................2
Customer Base...........................................................................................................................2
Mission and Core Values...........................................................................................................3
Vision.........................................................................................................................................3
Corporate Level Strategies.........................................................................................................4
Business Level Strategies...........................................................................................................4
S.W.O.T Analysis......................................................................................................................5
References..................................................................................................................................8

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Summary
Apple Inc. is currently one of the world’s most recognised and remarkable brand in
the technology field. Since its incorporation in 1976, the company has achieved many
milestones in consumer electronics, software, hardware, and digital distribution industry. It is
the first ever technology company that has reached a market valuation of $1 trillion (Davis,
2018). The company offers its services across the globe which includes major markets such
as the United States, Canada, the United Kingdom, and China. Its headquarters is situated in
Cupertino, California and it is a part of one of the big four of technology along with Amazon,
Google, and Facebook (Rawlinson, 2017).
The company has opened 506 retail stores in 24 countries from which 272 are located
in the United States (Macrumors, 2019). The company was founded by Steve Jobs, Steve
Wozniak, and Ronald Wayne and currently, its CEO is Tim Cook. The total number of
employees of Apple has reached more than 132 thousand in 2018 (Statista, 2018). The
organisation reported annual revenue of $265.6 billion in the 2018 financial year. It is one of
the most valuable brands in the world with a positive brand reputation and a high rate of
customer satisfaction rate. Due to its market share, the company has generated a competitive
advantage over its competitors and built a loyal customer base.
Customer Base
Apple serves a wide range of customers that include children above 13 years to older
people above 75 years. The customers of the company are diversified since its products are
sold on a global stage. They belong to different race, caste and religion which require Apple
to take appropriate actions to maintain and protect diversity interest of customers (Latif,
Jaskani, Ilyas, Babar & Gulzar, 2014). Mostly, the mid to high-income individuals are the

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ones who purchase the products of the company; however, older generations products of the
company are also popular among low-income individuals. Customer loyalty is strong in the
case of Apple since customers are tied into its “ecosystem” after which they are likely to
purchase Apple’s products in the future.
Mission and Core Values
The mission statement of Apple provides that it designs various revolutionary
products such as personal computers, OS X, iLife, iWork, and other professional software.
The company also lead to the music revolution through its products such as iTunes and iPod.
The company has also reinvented the smartphone industry by launching the iPhone and App
Store. The organisation achieves this mission by complying with its core values are offering
great products which disrupt industries which are highlighted by the mission statement of the
company (Narayan & Ramu, 2018). The company also believe in collaborating with other
experts while developing products and saying no to those products which did not focus on its
core values. The company accepts its mistakes and maintain a sustainable ecosystem which is
managed through its products.
Vision
The vision of Apple provides that it is committed to bringing the best personal
computing experience for students, creative professionals, educators and consumers from all
across the globe through its innovative software, hardware and internet offerings (Brennan,
2013). It shows that the company focuses on the interest of a wide range of stakeholders
while developing its products to cater to their demands while developing its products. The
company also prioritised its customers above anyone which shows that the company did not
operate to maximise profits for its shareholders. The future of the company is supported by