Corporate Communication Function at Apple

CORPORATE COMMUNICATION FUNCTION AT APPLE

Table of Contents
1. Executive summary...............................................................................3
2. Apple overview .................................................................................................3
Mission ......................................................................................4
Vision........................................................................................4
Competitive advantage...................................................................4
3. Analysis of communications at Apple......................................................5
Strategies of Apple........................................................................5
Analysis.......................................................................................6
4. Suggestions and recommendations.............................................................10
5. Conclusion........................................................................................12
6. References........................................................................................14
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EXECUTIVE SUMMARY
Communication plays a vital role for any firm and Virgin group is no exception. In past
decades it has become a general practice for firms to spend millions of money in
communication, both internal as well as external. Majority of people think that the firms
to make people buy more of their products invest this money, but it is actually far beyond
this. Main goal of any firm is to make people aware about their services and goods and
about their existence on a whole (Steyn and Puth, 2000). Also firms form corporate
communication strategies with an aim to interact properly within and outside the
company in order to make things clear to both the staffs and the customers. Corporate
communication is that plan of the firm, which the firm undertakes with an aim to reach its
audiences, partners, stakeholders, customers and employees on time and with correct
information. Main definition of corporate communication says that, “it is strategic
management procedure through which a firm communicates with its several audiences
for the common benefits of both as well as with an aim to improve its competitive
advantage” (Apple, 2018).
To undertake the entire process of corporate communication firms require several tools
and techniques. These techniques and tools are generally called communication tools.
This report will critically assess and evaluate the corporate communication strategies and
tactics that Apple as a mobile manufacturing firm uses within and outside the company.
This report will analyze the firm’s communication strategies and process and thereby will
bring out the loopholes in the same. Lastly the study would recommend for several
changes or steps that can be undertaken in order to enhance the firm’s outcome through
better communication (Argenti, 1986).
APPLE OVERVIEW:
Mission and vision-
Apple’s mission statement and vision statement are bases for the firm’s success.
Mission statement is:
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“Apple designs Macs, best computers in the globe, along with OS X, iLife, professional
software and iWork. Apple leads the digital music revolution with its iTunes and iPods
online store. Apple has reinvented the mobile phone with its revolutionary iPhone as well
as App store and is now defining the future of mobile media and computing devices with
iPad.
This firm is actually committed towards bringing the best personal computing experience
to the students, educators, creative experts and buyers around the globe via its innovative,
software, hardware and Internet goods and services (Sung and Cho, 2016).
Vision statement-
The firm believes that it is on the face of earth to make great goods and that’s actually not
changing. Apple constantly focuses on innovation and believes in being simple and not
complex in any field. Apple thinks that it requires owning as well as managing the
primary technicalities behind its goods and services that it provides and must participate
merely in markets where it can make major contribution. The firm even says no to several
projects which it feel non feasible and non-profitable for itself. This strategy help the firm
focuses on major projects that are truly beneficial for the firm. Apple believes in deep
collaboration as well as cross-pollination of its groups that permits the firm to innovate in
a way that other rivals cannot. Apple never ever settles down on anything, which is less
than excellence in in every group in the firm. Apple carries self-honesty towards
admitting the wrong if done and accepting its faults and correcting them periodically
(Sung and Cho, 2016).
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