The Impact of Warranty Services on Performance

This assignment examines the relationship between warranty services and company performance within the technology industry. Students will analyze the financial statements of Apple, Samsung, and Sony to assess the impact of their warranty policies on overall performance. The analysis will involve comparing key financial metrics, exploring customer satisfaction data, and drawing conclusions about the effectiveness of different warranty strategies.

DISSERTATION
(Apple’s key success factors that could be learned from and applied by
other companies in the same industry)
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Table of Contents
INTRODUCTION..............................................................................................................7
Rationale..................................................................................................................9
Framework and analyses.......................................................................................11
Chapter structure...................................................................................................13
CHAPTER 2- LITERATURE REVIEW............................................................................15
Factors affecting success of organisation..............................................................15
Significance of various factors in development of business...................................20
Ways to improve organisational performance in global market.............................25
CHAPTER 3- RESEARCH METHODOLOGY ...............................................................28
Introduction............................................................................................................28
Research philosophy.............................................................................................28
Research design....................................................................................................29
Research approach................................................................................................26
Data collection.......................................................................................................29
Sampling................................................................................................................31
Data Analyses........................................................................................................34
Ethical consideration..............................................................................................35
Validity and reliability............................................................................................. 35
Research limitations...............................................................................................36
Scope for future research......................................................................................37
Summary............................................................................................................... 38
CHAPTER 4: FINDINGS AND DATA ANALYSES.........................................................39
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Introduction............................................................................................................39
Data Analyses........................................................................................................40
CHAPTER 5: DISCUSSION ..........................................................................................65
Products.................................................................................................................65
Price.......................................................................................................................66
Place......................................................................................................................67
Process..................................................................................................................67
People....................................................................................................................69
Promotion.............................................................................................................. 69
Physical évidence..................................................................................................70
CHAPTER 6: CONCLUSION AND RECOMMENDATION ............................................77
Conclusion.............................................................................................................77
Recommandations.................................................................................................80
REFERENCES...............................................................................................................82
APPENDIX 1................................................................................................................. 90
Questionnaire........................................................................................................ 90
APPENDIX 2.................................................................................................................. 95
Illustration Index
Illustration 1: Apple's income statement.........................................................................95
Illustration 2: Samsung income statement......................................................................96
Illustration 3: Sony income statement............................................................................97
APPENDIX 3 98
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Model summary, ANOVA and Coefficients TABALES
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Acknowledgement
I would like to express my sincere gratitude to my supervisor who has supported
me and has given me guidance for completing this dissertation. I would like to thank my
family members who have supported me and have given me inspiration.
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Declaration
I declare that it is my original work and it is not submitted for any other work. I
have faithfully cited all sources and I have used books, journals and internet articles for
completing this dissertation. I declare that there is no plagiarism.
Date 30/03/2018
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ABSTRACT
Apple is a multinational brand, which offers unique products and services to its
consumers. The current study discusses the key success factors that could be applied
by other companies in the same industry and market in order to grow their own market
share. This dissertation covers various components and their possible significance for
the development of other firms. Furthermore, the performance of Apple is examined in
order to analyse various factors, which have supported the company in gaining success
in the UK market.
INTRODUCTION
In today's world, every organisation seeks success and competitive advantage, and to
achieve these objectives, there are key factors playing key roles. It has been
established that there are several factors, which have great impact over the success of
any organization. These include customer orientation (Burke, 2013), innovation (Burke,
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2013), process, placing strategies , leadership (Booth, 2014), digital marketing (Barron
2013), and production (Cloud, 2010). Such as when the firm caters for the needs and
wants of the customers; this bring the organisation success; innovation helps to bring
new ideas, which can also help, in the success of the firm.
Organisations believe a large customer base and excellent brand image are essential.
These are the key factors, which help them to achieve success in the marketplace. In
today's world, customer orientation is the key concept at which every organisation work.
Customer orientation is the way by which an organisation can find the demands and
desires of customers and then try to produce those goods, which, first, serve the highest
level of satisfaction and, second, cannot be supplied by other
organisations/competitors .
In addition, innovation is another factor that helps the organisation to gain a
competitive advantage and success. It has been identified that there are several factors
that help the venture to gain success. In today's era strengths are called core
competencies of the venture (Yeoh and Popovič, 2016). When it comes to the plans of
the venture, strategic and tactical plans help the organisation to gain success. In brief,
businesses need to write and execute the different plans made by them, if they want to
move towards success.
Moreover, leadership is another key factor that helps the venture to gain
competitive advantage. Every organisation has expert people to focus on the big picture
in order to convert the plan into real life implementation. These leaders “must neither be
lost in the trenches; nor consumed with putting out fires; nor grinding their own axes.
They must be there for the business, and able to guide in powerful and sensitive ways”.
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(Aquilani and Gatti, 2017) With that communication and connection also play very
significant roles in the success of the organisation as well as in making customer
connection. Customers are key people of the venture, for whom different decisions are
made by venture. For customers the organisation tries to make innovative products and
services so that their demands and desires can be provided, and for them the
organisation implements different techniques and technology (Yusubova and Clarysse,
2016).
This is the era of digital world, where people communicate with the help of different
digital platforms such as social media tools, applications etc. In order to connect and
communicate with different people who are far away, social media platforms are
adopted by the individual. This strategy of communication and connection is being
adopted by the organisation to connect with large target market. Digital marketing is
very effective compared to physical marketing; this is because it helps the organisation
to grasp mass target audience with low cost. If these tools are effectively used by the
venture in order to attract, persuade and retain customers, the venture can gain
success (Vuksic and Merkas, 2016).
In addition, production is one of core competencies of the organisation, which
helps them to gain success in the market. Every venture serves some products and
services to customers for the value, thus it is the responsibility of the organisation to
supply their needs and and demands with the help of products and services. There are
a large number of competitors in the marketplace who sell the same products and
services as the venture produces (Behari and Soar, 2016). It is significant for such firms
to differentiate their products from their competitors so that they can create ideal image
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in the minds of customers. Such innovations and variety of products play a significant
role in the production process that helps them to gain competitive advantage and
success of the organisation.
Continuous quality improvement is also one of the major factors for the success
of a venture, which helps the venture to gain success and competitive advantage in
their business. The firm cannot stand still; otherwise, their products will become
obsolete. If they do not avoid obsolete products by coming out with something better,
their competitors will do it for them and take the firms customers (Yeoh and Popovič,
2016). If the organisation does not continuously eliminate errors and defects, their
customers will be disappointed and their costs will go up. (Aquilani and Gatti, 2017).
Having highlighted these factors, this study aims to shed more light on some of
Apple’s key success factors in the UK that could be learned and applied by other
companies from the same industry and market in order to grow their own market share.
To achieve this aim, this study investigates ‘what factors are having an impact on
Apple’s success?’ To narrow down the focus of this study, this research question is
broken down to following sub-questions:
 Are marketing and design of product the aspects that create competitive
advantage for Apple?
 How Apple’s way of doing business is different from its competitors? How Apple can improve its performance in the global market?
By investigating the above questions, this dissertation has the following objectives:
 Identifying factors that contribute to Apple’s success
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 Evaluating the significance of classified factors that create competitive
development in comparison with competitors
 Determining Apple’s performance in comparison with competitors like Sony,
Samsung, etc.
Rationale
In recent era, competitive advantage is a key aspect for any organisation because
level of competition has been advanced in a critical manner. By applying of diverse
strategies in terms of business management and marketing, companies are improving
their operations. Along with this, innovation is a factor which needs to be referred by
companies for sustainable values. Therefore, goals and objectives can be achieved. In
this dissertation, Apple Ltd, an American multinational organisation with headquarters
based in California is selected. This company produces electronic devices such as
smartphone (called iPhone), tablet (iPad), Mac personal computer, portable media
player (iPod), smart-watch, TV, and the Home-pod smart speaker etc.( Essays ,UK.
2013).It also designs, develops, and sells computer software and online services,
particularly macOS and iOS operating systems. To extend Apple’s list of products,
iTunes media player, Safari web browser, and the iLife and iWork creativity and
productivity suites can also be added. The key reason for selecting the organisation
Apple is that the firm is a very successful organisation and there are several reasons for
the success of their venture.
The firm is very successful in the market of hardware, software and online
services. There are several reasons that helps the organisation to success and gain
competitive advantage (Key Reasons for Apples Success and the Effects of Apple on
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Society, 2015). One of the major factors of their success is their product mix which
consists of several product lines such as hardware, software, online service which
consist of iPod, Safari web browser, IWork, Apple TV digital media player, iPhone etc.
They regularly innovate and improve their products so they can stand out as leader in
the market among their competitors. Innovative spirit of Apple Inc. has been approved
across the world. In 2005, Boston Consulting Group held a poll which is called Top 20
Innovative Companies in the World. IPod, one of products of Apple launched in 2001
was in the list. The product has attracted customer attention because they can listen to
several songs anywhere. Meeting the entertainment demands of customers by this
product has greatly enhanced Apple’s performance.
Then, in the year 2002, Apple Inc. launched the second generation of iPod,
which began to support Windows OS. As a result, iPod became more widely popular
with both Macintosh and Windows users. Further, in the year 2005, they created an
iPod which can play both audio and video files (ibid.). Moreover, for users' convenience,
the battery life was longer than before. In 2007, the newest generation with larger
capacity which could store up to 4000 songs or 100 films, was launched. Another
rationale behind selecting Apple is that this company is considered as an innovative
firm. However, innovation is only one factor which provides success to business. It is
also essential to ensure what kind of other elements and factors are being referred by
business entity in order to attain better success.
Another relevant point to highlight is their marketing strategies and tactics.
Marketing plays a very significant role in an organisation’s success. Marketing of Apple
is classified in two ways, which are advertisement and communication style. When it is
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concerned about the advertisement strategy, it has been found that apple slogan are
being seen everywhere such as at bus stops and on the large screens of squares.
(ibid). An important point to be borne in mind refers to the nature of ‘communication’
which involves two sides. At the time of establishing a communication, on one hand,
there are managers internal to the business with better understanding of their
organisation. On the other hand, there are outside audiences who are external to the
company and whose perception matters as well. It is necessary for a business entity to
ensure that public audience is attracted towards their products and services.
Considering the customer’s demands is crucial to the success of the company. (ibid)
Framework and analyses
It is considered as essential part of the dissertation, that it identifies the method
used to conduct the study. In the current study scholar will use a descriptive research
design. It will help researcher in describing each element related to factors that
contribute to the success of the organization. In the current dissertation researcher will
apply a deductive research approach. Investigator will formulate hypotheses and will
involve statistical calculation in this study. I will take support of Marketing mix theories
and models related to factors that contribute in the success of Apple and analyse the
information accordingly. Furthermore, data will be gathered through primary and
secondary data collection sources. Researcher will use books, Journals, internet articles
in order to developing understanding about the topic. In order to analyses the data
researcher will use thematic analysis technique.
Chapter structure
The structure of entire dissertation will be as following:
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Chapter 1: Introduction
An overview of the factors that contribute to the success of Apple. In this section
researcher will explain rationale, significance, main objective of the study.
Chapter 2: Literature review
In this chapter I will review earlier literature related to the same topic.
Chapter 3: Research methodology
This chapter will describe various tools and techniques that have been used for
completing this investigation. Rationale of selecting these methods will be explained
here.
Chapter 4: Data Analyses
In this chapter researcher will analyse the data and will present information to
support the findings.
Chapter 5: Disscussion
This will be a connection and bridge between literature and my data while I
also add my own critical interpretation.
Chapter 6: Conclusion and recommendations
This will summarize the entire study and will give necessary recommendations
related to the issues.
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CHAPTER 2- LITERATURE REVIEW
INTRODUCTION
Apple has proved to be successful in the UK and international market. This section
focuses on literature which covers general factors which influence the success of any
business.
These include marketing strategies, pricing, product design, place, promotion,
technological advances, responses to strategy, training and development and internal
organization.
Factors affecting the success of an organisation
Hamzah and Sutanto, (2016) argue that Marketing Mix is one of the major tools that
supports the firm in promoting its products and services in an effective manner.
Product is one of the major elements that influences the minds of consumers. If a
company is able to provide quality products to the clients then it will help the firm to
attract new buyers and retain existing clients for longer duration. Jackson and
Ahuja, (2016) argued that place is the major factor that affects the overall
operations of the firm. It is essential for the firm that it opens its stores and other
retail outlets at most visible and accessible places. This may be high street, malls
etc. According to Mohammadi, Saghaian and Alizadeh, (2017) price is the factor
that influences consumers. If people are getting high quality products against the
price then they feel happy and satisfied. However, if they are paying high prices and
unable to get valuable products then they may turn towards other firms. Promotion
is the factor that supports the firm in making people aware of the products and
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services of the business. Personal selling, advertisement, personal relationship etc.
are various promotional strategies that are used by different organizations.
Noormoradia and Mozafarib, (2017) stated that people play a significant role in the
business unit. If people are providing high quality services to the consumers then it
will help in enhancing satisfaction level of customers and the firm will be able to
retain them for longer. Process is another main element that affects the
performance of a company. If a company is delivering goods and services to the
end users timely and resolving their complaints promptly then it will make people
positive towards the brand and will make them loyal. As per the view of Hamzah
and Sutanto, (2016) physical evidence attracts people towards the corporation. It is
essential for the firm to make their physical outlets attractive so that clients feel
happy and comfortable.
According to Safko, (2010), there are a number of factors such as innovation,
technology etc., which could affect the success of any organisation. It can be said that
internal communication is a factor which needs to be considered in order to ensure that
key values such as customers’ satisfaction, use of authentic information, are well
maintained. (Burke, 2013). It means the perception and morale of employees will also
be affected which will impact the performance. (Key Reasons for Apples Success and
the Effects of Apple on Society, 2015).
Barron (2013) has also stated that one of the most important factors is
communication, whether it is internal or external. The company needs to focus on a
range of elements such as interpersonal relationships, training materials, newsletters,
philosophical statements and policies. If such values are not appropriate within an
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organisation then this will have an impact on the workplace standards. For example,
when employees do not have proper coordination with each other then it will affect the
work efficiency. In other words, the issues of work efficiency could be resolved if
managers and leaders of the company gained a proper knowledge and understanding
of workplace coordination within their organisation. This also helps to ensure that
activities are accomplished in the desired period.
Craig (2008) has contended that by raising morale the performance and
commitment towards work can be advanced. It has been noticed that by being clear
about their organisational policies the company can improve the performance in
practice.
Cloud (2010) has stated that Apple has decided to set out as standard that every
employee should participate in team fun activity such as picnic and relaxation activities
so that level of team coordination can be advanced.
In the view of Dickson (2017) training is also an element or process which needs
to be referred by businesses to attain better success. Apple trains its employees and
makes them aware of the latest technologies. Apple adopts e-learning and class room
training models for providing training to its employees (Training and Development
Program for Apple Inc. 2017). In these programs trainer gives all necessary detail about
technologies, needs of consumers, market condition to workers so that they can
perform their duties effectively.
According to Kippenberger (2010), financial resources play a significant role in gaining
good results. If an organization has adequate monetary resources then it is more able
to implement effective marketing strategies and to attract more consumers towards the
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brand. In 2017 Apple was known as the highest brand equity in the world. It is the
topmost ranked brand in the world. The brand worth of Apple is 170 billion dollars.
Average selling price was $659 whereas the biggest competitor, Samsung was $500
less.(forbs.com,2017)
Ahmad (2009) has contended that pricing decision also needs to be taken into account.
If customers are unable to afford high prices, then the pricing need to be lowered
enough to convince the customer to purchase the product or service. Otherwise, it will
jeopardise the success of business.
If the company does not have strong relationship with its suppliers then it may affect the
overall operations of the entity. Suppliers can strongly influence business operations.
They have high power to influence performance of the company. If these suppliers do
not provide timely delivery of raw material at affordable rates then entity will not be able
to fulfil demand of the customers. It is one of the main components which can affect
overall operations. One of Apple's strengths is its efficient supply chain. This consisted
of over 200 suppliers in 2015, many of them small firms. However it also includes
Samsung and this is an advantage to their rival in that it increases their production and
therefore reduces manufacturing costs.
(Seth,S.2015).
Booth (2014) argued that technological factors are the main element that contribute to
the success of the business unit. Technologies help in improving operational efficiency.
But technologies get updated all the time and firms need to respond to this, especially in
a competitive industry where rival firms are also trying to gain advantage from the latest
technology. This will increase the operational costs of the firm.
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According to Adler and Gundersen (2007) place is an important part of marketing. If
the company establishes its outlets at the most visible places or in high traffic areas
then it attracts more people towards the firm. It has around 450 stores within the US
It has opened all its branches in traffic areas such as shopping malls. Its shops
are designed to be simple and that gains attention of the audience. Apple stores look
completely different to those of its competitors. This reinforces the distinctive brand
image of Apple and makes customers feel that they are getting a very different product
and service .Selection of appropriate place make it easy for consumers to reach the
branch and buy products.
Ahmad (2009) considers that promotion is an essential aspect in the marketing
mix. Promotion supports the firm in making people aware with the products and making
them positive towards the brand. Social media marketing is considered as one of the
modern marketing tool that helps an organization in making connection with mass
audience and motivate them to buy products. Below is an example of simple,clean and
to the point image of difference between Macintosh and PC, made by Apple.( Hitesh
B.2018)
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Source: Marketing Strategy of Apple Inc, 2018
Cloud (2010) agrees that marketing and promotion is a major component which effects
the success of industry. Apple offers:
A Superior technology products – Macbook and Iwatch are clearly leaders in their
market space because of the OS and the technology used.Brand equity – Apple has
repeatedly taken the top spot for its brand equity and has a cult following since
ages.Revenue over time – Apple has deep pockets due to its high margins.R&D – A
major competitive advantage of Apple is the amount it spends. Apple has a very smart
retailing setup. It has introduced the Apple Genius Bar, which is a walk-in service
center and can resolve cusromers’ issues. (Apple Inc, 2018)
In the view of Cloud, (2010) 7p's of marketing plays very significant role for the
success of the venture. When it comes to product, then firm need to serve quality and
differentiate products to the customers so that they can find good features and benefits
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in the product. On the other hand firm need to select the best pricing strategy so that
customers find the products and services at reasonable price. When it comes to place,
the firm needs to reach their target market so that they can buy the products and
services to the venture. Another major aspect is promotion, when the venture select the
best marketing strategies, then they can attract and retain more customers. Process is
also one of the factors for success, an accurate and quick response to customers’
needs. (Kotler, P., & Lee, N. 2015).
Significance of various factors in development of business
Marketing and product design significance for business
The heart of each and every business success lies within the marketing. Marketing
is an essential process through which an organisation or brand introduces and
promotes their products or services. Marketing plays an important role in developing
and maintaining the advertisement, market image, public relations etc.
In the view of Barron (2013) gaining popularity is one of the important aspects.
An organisation needs to discover and attract new customers. This can be done through
effective marketing of the company, products and services. Marketing helps in
increasing the awareness of the products or services a company is offering.
For Craig (2008), increasing sales is another aspect. Effective marketing helps the
companies to increase the sales and profit. Ahmad (2009) states that marketing helps to
promote the existing products as well as newly launched products in a particular market.
Galbreath (2016), argues that building a reputation is one of the significant
aspects. The companies' reputation is very important for the achievement of their goals
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and success. The marketing tools help to build a positive image of the company. For
example – involvement in social and environmental programs, conducting various
welfare programs help the
Adler and Gundersen (2007), state that if an organisation changes or modifies the
prices of the products it can use various marketing tools such as advertisement to reach
the customers. This also reaches to the competitors, and therefore it helps in creating a
healthy competition environment within the market. Burke (2013) says that suppliers
also impact on the success of the business unit. Mobile phone industry is facing high
competition. In such an environment it has become very difficult for the firm to sustain
its position in the market for longer duration. If a company does not have strong
relationship with its suppliers then it may affect its overall operations.
Importance of product design for a business
Product design is also a major element that needs to be considered by every
business organisation. According to Dolata, (2017) the design of a product decides if a
customer will choose it or not. The product's design is the first thing the customer sees
while buying any product. The organisation can effectively design a product and its
packaging to attract the customers.
In contradiction Adler and Gundersen (2007)argue that designing does not
impact so much on the success of a business. Designing is a secondary part but
customers mostly look at the pricing element. If product prices are high then they are
less likely to buy.
Product design helps an organisation to differentiate its product from other
products. Attractive design of a product can effectively increase its sales and demand in
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the market. Innovative and creative product design can catch the attention of the
customers, and it also encourages choosing the product over other products in the
market. A great product design can effectively change the purchasing decision of the
customers and it is very important for an organisation as there are many similar
products available in the market, there must be some innovation or uniqueness in a
product which enables an individual to buy it. As I argue in chapter 4, this is particularly
significant factor in Apples success.
Ahmad (2009) states that if a company does not have advance technologies
then it will not be able to design products well. This may affect its overall sales and
operational efficiency level. Whereas product designing does not influence purchasing
decision. Use of advance technology changes consumers’ minds and influences them
to buy products of the company. People do not concentrate on designing, they get
influenced by marketing tactics.
Significance of technological advancement
As per the view of Burke, (2013) technology is the major element which
contributes well to the success of the organization. It is the tool through which a
company can enhance its communication. Use of internet, intranet, social media, emails
etc. help the firm in developing interaction between customers and employees. That is
the most important component which supports in analysing their needs and make them
positive towards the brand. In this way people are persuaded to buy products of the firm
rapidly. Bonnici, (2011) agrees that advance technology is the major component which
helps in manufacturing high quality products. It enhances satisfaction level of the
customers and they become positive towards the brand. Technological advancement
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raises the operational cost of the firm, due to which overall expenditure goes up. But
with the help of these techniques operational errors can be decreased which may
support the firm in raising its profitability.
On other hand Barron (2013) argues that use of advance technology increases
the operational cost of the company. The company then has to offer high price products
to its consumers so that it can recover its cost. These high cost products cannot be
afforded by all class consumers.
According to Burke (2013) technological advancement is the tool which is
generally applied by companies for research purposes. For example to collect relevant
information about market conditions and needs of consumers. It helps in making
changes in the operational process of that organization which can meet with the
expectation of its valuable consumers.
Significance of training and development
Booth, (2014) also argues training and development is a beneficial aspect for the
employer. By providing necessary training to the staff members employers can make
them able to perform their duties well. In this way people will deal with the customers
well and will resolve their queries soon. It can enhance the satisfaction level of the
clients and in this way they will give positive reviews to others as well. It will spread the
brand image of the company across the world and more clients will buy its products. In
contradiction, Burke (2013) states that the training processes would be a waste of time
and energy that will cause the performance of the organisation to slow down and
distracted from the productivity goals. Cloud (2010) also says that the quality of the
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product or the services is most prior and important in the organisation, whereas too
much employee involvement can cause performance glitches.
Significance of pricing strategy
As per the view of Bonnici, (2011) price is the main element which can influence
the decisions of buyers. If a company offers quality products at affordable prices then it
can help in attracting new buyers and retaining existing consumers. Apple provides high
quality mobile phones, camera, laptop etc. it is essential for the firm to look at the
budget of the consumers. It targets high income consumers, those who can afford its
products and services. If a company adopts a competitive pricing strategy then it may
be easier to gain a competitive advantage. Booth, (2014) argues that high price
products can only be afforded by high income class people. Firms always have to
consider prices which can be afforded by all ranges of people.
Competitors’ performance comparison with Apple
According to Bonnici (2011), in recent era the level of competition is increasing
day by day. There are a number of competitors in the market such as Samsung, Sony,
etc. Booth (2014) also argued that there are many mobile phone companies giving
tough competition to Apple. Products of Apple are very expensive and thus people may
move towards other brand such as Samsung, Sony, etc.
)
Ways to improve organisational performance in global market
Bonnici (2011) leadership is the significant factor that impacts on the
performance of company. If leader is able to lead team well and motivate them then it
25

will be beneficial for the organization in retaining skilled employees. According to
Dickson (2017) there are some external factors which impact on the success of the
company. Changes in government norms and modifications in technologies impact on
the business.
There are various ways to improve the organisational performance within a firm such as
engaging the people .The most important method to improve the performance of an
organisation is to engage the workforce in the organisational operations and decision-
making process. Aquilani and Gatti (2017) argued that engagement of the human
resources or employees aid the organisation in developing new ideas and innovation.
On other hand Dickson (2017)argued that employee engagement increases complexity
in the business, because people take their job for granted and they do not follow
instruction from their higher authorities. On other hand Booth (2014), stresses high
impact leadership techniques. The leader should develop an effective and well
managed communication channel within the organisation. Ahmad (2009) said that it
helps the leaders to properly direct and guide the employees to perform a specific task
in a most effective way. This results in the increase of productivity. Booth, (2014) stated
that Training and development program – The organisation should plan and conduct
training and development programme are useful. to improve the skills and knowledge of
the employees. The employees working in an organisation have some existing skills
and talent; in order to polish their skills and knowledge or introduce new skills that are
needed for the business operations the organisation can create and conduct a well
design development and training program. The introduction of the organisational
strategies and plans to the employees or workforce is very important for each and every
26

organisation. According to Adler and Gundersen (2007), the employees should be
aware of the business plans and objectives. There are various short term objectives that
are needed to be achieved and for attaining them the organisation's management
develops various strategies. These strategies and plans should be introduced to the
employees to work accordingly and effectively achieve the short term goals or
objectives
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CHAPTER 3- RESEARCH METHODOLOGY
Introduction
Research methodology is the process through which I can gather data about the
research problem and can conduct study in effective manner (Saunders, Lewis and
Thornhill, 2012). Research onion is a framework that explains various methods that can
be used in dissertation. It refers to the sequential steps that are adopted to address the
research problems. In the outer layer research philosophies are examined and inside
that research approaches are explained. In the internal layer time horizons and data
collection methods are presented. (Research Onion – Made easy to understand and
follow, 2017).
Researcher has to use various tools and techniques in order to answer the
research questions (Sahu, 2013). In the research methodology scholar tries to find out
answers of all given questions from different ways in order to get desired results. It is
essential for the researcher to select the appropriate tool for the study.
Research philosophy
The philosophy of the research helps in determining belief pattern of the scholar.
This belief pattern is being followed by the researcher in order to conduct the study in
systematic manner (Sessler and Imrey, 2015). It is essential for me to select appropriate
tool which can give support to the entire study.various philosophies underlie approaches
to research. Three of the most important are positivism, interpretivism and realism.
Positivism is the method which pays more attention of stability. The emphases is
on observation and describing elements from the objective point of view. It is the
method which states that observation needs to be repeatable (Stanley and et.al, 2015).
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Based on this philosophy the researcher make prediction on the bases of previous
observations.
Interpretivism is another type of philosophy which pays more attention on subjective
study. Researcher emphases on such detail which are currently existed and real. It
involves scientific knowledge and accordingly researcher peruse entire study. It involves
human in the investigation in order to gather realistic information about the topic.
I have used positivism research philosophy. The main reason of choosing this
method is that it gives more scientific results thus, results are trustworthy. As statistical
tools will be applied in this investigation thus, researcher has used this method. (Sahu,
2013). Positivism philosophy is generally applied in the quantitative type of
investigation. In this study I am going use figures, data in order to compare financial
performance of Apple with its competitors. But I have not done any mathematical
calculation thus, use of positivist philosophy is not appropriate for the current project. I
have focused on qualitative evaluation. This enables me to gather information about the
various factors, their significance in the business unit (Sessler and Imrey, 2015).
Positivism philosophy has helped me discover various elements about the
performance of the company, competitor analyses.
Research design
Research design identifies ways to conduct the investigation. There are various
kinds of designs which are applied in different types of research projects. There
are mainly exploratory, experimental and descriptive designs. Design explains the
type of study, it is the type of framework which help me in finding answers of
various research questions (Sahu, 2013). It can be defined as arrangement of
29

conditions for analysing and collection of the information so that overall purpose of
the study can be met.
In exploratory design data is collected through open ended form. It is applied in
studies where a new area needs to be investigated.
On other hand descriptive research design is another type of technique which
helps in getting picture of the whole situation. It is generally applied in order to describe
current practices. In this type of method I takes support of various theories and models
which help scholar in describing each element in effective manner (Stanley and et.al,
2015). It emphasis on providing factual information about the topic.
In the current study I am going to employ descriptive research design. It is the most
appropriate method for the current dissertation because it will help me analyse various
aspects related to Apple’s competitive performance, factors that contribute in the
success of business unit (Mangal and Mangal, 2013).
Research approach
Research approach can be defined as planning which involves broad
assumptions related to data collection and analyses. Selection of appropriate approach
depends upon the nature of research problems. There are mainly two types of
approaches used in dissertation. These are inductive and deductive (Barquero and
Bosch, 2015). Both these have unique characteristics and nature. Qualitative data
generally takes support of inductive approach for carry out the investigation. On the
other hand, in the presence of quantitative data the researcher makes use of deductive
approach. In mix type of approach both approaches are being used by the researcher.
(Pahwa and et.al, 2015).
30

Before selecting a research approach, I need to examine which is the most appropriate.
The deductive approach conducts the study from general to specific. Starting of
the investigation is done from the general point of view about the topic and later on it
moves towards specific information and analyses (Gordon, 2014). The researcher
formulates hypotheses to an existing theory. After formulation of hypotheses research
test these hypotheses and on the bases of the test results a conclusion is drawn. The
Inductive approach is another type of technique which is generally applied in qualitative
type of instigation. In this method, data is used in order to generate untested
conclusions. It carries out the investigation from specific to general (Gabriel, 2015).
Data collection is generally conducted in such manner so that facts can be explored,
create conceptual framework. On the bases of this approach the researcher generate
theory that support in finding results.
Present study is based on various success factors that has supported Apple in
gaining competitive advantage. For the present dissertation I have used a mixed
approach. I have developed hypotheses and also created some themes in order to get
accurate results (Lakatos, 2014). I will develop hypotheses and will test these
hypotheses in order to get accurate results.
Data collection
In order to conduct the investigation in an effective manner I collect data from
various sources. These sources support me in developing understanding about
the facts and finding answers of research problems (Achana and et.al., 2014).
There are generally two main types of data collection sources: primary and
secondary.
31

Primary data collection is the gathering first-hand data. These are such details
which have not been used earlier to any investigations (Burger and Louw, 2014).There
are various primary data collection sources such as observation, interview,
questionnaire, survey etc. Questionnaire method is the commonly used tool which is
used in qualitative dissertations (Wan and et.al. 2014). One major benefit of applying
the questionnaire technique is that it is cost effective. It is the method which may be free
from bias if it is applied with rigorous. Participants give accurate information about the
current situations (Billingham, Whitehead and Julious, 2013).
On other hand secondary data collection is another tool which helps in gathering
such details which have been used in previous studies. I can get secondary data from
variety of sources such as trade journals, books, public records, company website etc
(Lakatos, 2014). It is essential to check reliability, accuracy and suitability of data before
using these details into this study. Published and Un published sources can be used.
In the present dissertation I use primary and secondary data collection methods. In the
primary data collection I employ questionnaire technique (Barquero and Bosch, 2015).
This has supported me in gathering information about the key success factors for Apple.
I have also used secondary data collection sources -books, journals, internet articles.
This combination of primary and secondary data collection has supported me in
accomplishing the objective of the study. (Mangal and Mangal, 2013).
Sampling
Sampling is the process of selection of representative group which can give
accurate information about the subject matter. It is the responsibility of the
researcher to select correct number of sample from the population so that quality
32

data can be collected and valid results can come out (Gabriel, 2015). The sample
are the people who participate in the investigation. There are various sampling
techniques probability and non-probability. Simple random sampling is the most
common technique which is applied in most research. Random sampling is the
method in which the researcher selects the sample randomly. All people get equal
opportunities to be selected. It is free from bias. With the help of this tool the
scholar can gather quality information about the topic. Systematic sampling is
another type of method (Wan and et.al, 2014).
Stratified sampling is another method which is generally applied in order to reduce
sampling errors. In Stratified sampling the population is divided into subsets. (Gabriel,
2015). For example, female or male, according to age etc.
Convenience sampling is another type of sampling technique which is applied to get
data inexpensive truth about the topic. (Billingham, Whitehead and Julious, 2013).
Quota sampling is another sampling method the researcher divides samples in quota
and accordingly individual collect data about the subject matter.
In the current investigation I have applied random sampling. It is the most
suitable technique because it gathers information which is free from bias. Each
respondent gets equal chance to be selected so accuracy of data is increased (Gabriel,
2015). Saunders et al., (2007) state that Sample sizes larger than 30 and less than 500
are appropriate for most research. Where samples are to be broken into subsamples;
(male/females, juniors/seniors, etc.), a minimum sample size of 30 for each category is
necessary. In order to get detail about the factors that contribute in the success of Apple
I will choose 40 respondents as sample size.
33

In the present study employees of other organization those who have experience of
mobile technologies have been chosen as sample. .They are able to give detail about
products features and excellent feature of Apple that make it differed from others. These
all are in the same group. With the help of 40 sample size researcher will be able to use
statistical tool and will be able to test hypotheses related to factors that affect success of
the business. (Mangal and Mangal, 2013)
Data Analyses
I have to analyse all collected information so that results can be obtained as per
the objective of study. Data analyses methods are different in qualitative and
quantitative type of studies (Pahwa and et.al, 2015). In the qualitative study
individual takes support of theories and models related to the subject matter. In
this individual has to develop themes and accordingly have to analyses these
details. On other hand in quantitative type of investigation researcher has to use
statistical tools in order to get results. Scholar applies statistical tools such as
SPSS, T test etc., it supports in testing hypotheses and getting accurate results
(Billingham, Whitehead and Julious, 2013).
The current dissertation is based on the factors that impact on success of Apple.
For this study I have used mixed analyses technique. I have applied SPSS tool in order
to get results about the relationship between these factors and Apple's
performance. .Researcher has also done secondary research analyses that has helped
in learning about the facts that impact on the business and those which contribute in the
success of the organization (Pahwa and et.al, 2015).
Ethical consideration
34

For the research, I have collect data, from books, journals and questionnaire.
(Billingham, Whitehead and Julious, 2013). For that I have used internet and has got to
information from many sites. I read the articles developed understanding about the
critical success factors of Apple. I have not copied any material from any website. This
has supported me in avoiding plagiarism issue in the dissertation (Lakatos, 2014).
I have also collected information from primary sources, using questionnaire
technique. For involving respondents in the study, researcher has not forced any
participant. I have sent consent form to respondants . After reading this consent form
respondents have sent their signed consent form which shows that they are ready to
share their views with the investigator. (Pahwa and et.al, 2015).
Data protection and confidentiality are major ethical concerns. I have saved all
data in password protected computer and have not leaked any information to a third
person. Password of the computer is not shared by the researcher with anyone. I have
maintained transparency and honesty in this investigation (Mangal and Mangal, 2013).
Validity and reliability
Reliability can be defined as consistency of measures. It can also be explained
as repetition of the data by using same instruments in many times. It is essential for the
scholar to maintain high level of reliability in the investigation. This helps avoid false
information. (Achana and et.al. 2014). It supports the getting accurate results as per the
research objectives. Reliability issue is associated with the observer's subjectivity. If the
research is reliable then the results will be the same if it is carried out by another
researcher.
35

Validity is another most important part of research. The research is valid if the data
answers the research objective. If researcher does not gather valid data then final result
will not meet the research objectives. Appropriate methodology needs to be use and
correct sample size should be used (Wan and et.al, 2014).
In the current dissertation, I have considered all these aspects. I have selected
the most appropriate research method to gather valid and reliable results. I have
involved 40 respondents as sample size in the investigation. (Pahwa and et.al, 2015).
Research limitations
In this quantitative study it became difficult for the researcher to collect as much as
good information as expected. Interpreting the findings was the difficult task for me. I
had to formulate hypotheses and sometimes results were opposite to the expected
outcome. That was major limitation for me but due to having good information about
SPSS I was able to interpret the findings well. Quantitative studies require much more
extensive statistical analyses and as I was from non-statistical background so it was a
difficult task for me. But as I have gathered in-depth understanding about SPSS and
how results are generated. So I become able to manage this thesis well.
Selection of appropriate sample size was difficult but with the good understanding about
sampling I became able to include right number of respondents into the research.
I had limited time to complete this study. Due to limited duration it was very difficult
to collect data about factors that contribute in the success of the Apple (Mangal
and Mangal, 2013). But I scheduled the task into sub activities which helped me in
completing the task within stipulated period of time.
36

Slow response of participant was another major limitation of the current project.
Before involving them the study I had to take permission from them. It was time
consuming and respondents have taken lengthy time to give their response. But proper
communication and support of the researcher has motivated them to share their views
about the subject matter (Gordon, 2014).
Scope for future research
In the future researcher can carry out investigation on downside of Apple and what are
the things that need to be concentrated on by Apple for improvement. As Apple
recently is not adopting more promotional strategies. Currently it adopts simple
advertisement strategies and circulate common message to all, thus, in the future
other aspects such as, Endorsements, User trial, direct mailing, Free gifts,
competitions, Joint ventures, can be focused. So there is scope to conduct a study
on its existing promotional strategies and how it can make it more impressive. In
addition, there is scope to conduct research in the future on technologies use by
Apple that makes it different from other mobiles. That will define quality of its
products and reason of earning such high revenues. In 2017 Apple revenues was
229.3 billion (Greenfield, M.2017) in the market.
Researcher can use thematic approach for analysing the data this will help in presenting
data in different manner by using charts and graphs. Financial analyses or
comparison of financial records of Apple with its biggest competitors can be done in
future studies. This will help in identifying strength of the company.
37

Summary
From the above chapter it can be concluded that selection of appropriate tool and
technique is very important in the dissertation. It can help the researcher in gathering
deep details about the subject and analysing information in accurate manner. Use of
positivism philosophy was suitable for the current study. As researcher has used mix
approach which has helped in formulating hypotheses and applying theories as well. It
has developed understanding level of the researcher about success factors of Apple.
Furthermore, investigator has used SPSS analyses tool, it has helped in getting
accurate results from applying various test.
38

CHAPTER 4: FINDINGS AND DATA ANALYSES
Introduction
Data analyses considered as one of the important chapter which supports in
finding accurate results. As current study is based on quantitative method thus, I have
applied statistical tools. All statistical analysis was carried out using IBM SPSS statistics
version 21. I will apply t-test, regression, correlation in-order to analyses key success
factors of Apple. As I have used marketing 7Ps matrix as a framework to analyse my
data, by using these techniques' I will be able to examine how and to what extend these
factors contributes to the success of Apple. 8'Ps of the Apple will be involved in this
chapter. These are price, place, promotion, people, process, physical evidence,
productivity and products. By taking into consideration to these elements all data will be
analysed and results will be presented. Each factor will have appropriate heading.
Researcher has used interview technique to collect data. Interview has been conducted
with 40 employees of different company’s participants and they are employees of
different firms with good knowledge of mobile technologies. All these participants are
technical experts of mobile companies, Samsung, HTC and Sony. Researcher has sent
them consent form and after signing this form by respondents’ interview has been
taken.
Data Analyses
PRODUCT
Frequencies
39

Table 1 Products of apple are in high demand
Products of apple are in high demand
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Design,
Technology
17 42.5 42.5 42.5
usefulness 8 20.0 20.0 62.5
Warranty 10 25.0 25.0 87.5
value 5 12.5 12.5 100.0
Total 40 100.0 100.0
Referenced by Author
40

Designed by Author
Interpretation: Above table shown that maximum respondents (42.5%) have
viewed that design and technology is the main feature that enhances demand of Apple's
product in the market. In addition, warranty feature that is provided by Apple to its
consumers attract them towards the brand and increase its demand. In the findings,
25% people stated that warranty is provided by the firm for after-sales services.
Table 2 Products apple satisfactory
Products apple satisfactory
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
yes 31 77.5 77.5 77.5
no 9 22.5 22.5 100.0
Total 40 100.0 100.0
Above statistical outcome reveals that 77.5% people had considered Apple’s
product satisfactory whereas only 22.5% do not believe this.
Table 3 Factors that contribute to success
Factors that contribute to success
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
41

Valid
quality products 17 42.5 42.5 42.5
advanced
technology
9 22.5 22.5 65.0
customer service 11 27.5 27.5 92.5
strong network 3 7.5 7.5 100.0
Total 40 100.0 100.0
From the table it is shown that 42.5% views are for the product of the company
that Apple is providing quality products to consumers that is why it is able to gain
success in the market. However, 27.5% feels that excellent customer services are the
main factor behind its success whereas 22.5% believe that advanced technological use
is the critical factor.
Table 4 Apple's performance
Apple's performance
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid strongly agree 17 42.5 42.5 42.5
Agree 14 35.0 35.0 77.5
Disagree 6 15.0 15.0 92.5
strongly
disagree
3 7.5 7.5 100.0
42

Total 40 100.0 100.0
From the above table it is shows that 42.5% people are strongly agree that Apple
is performing well in the market and 35% of the audience just agreed with it. However,
very less proportion of the people did not agree with it.
Table 5 Quality products create competition level
Quality products create competition level
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
yes 31 77.5 77.5 77.5
no 9 22.5 22.5 100.0
Total 40 100.0 100.0
The findings supports that there is no doubt that exceptional product quality
contributes in maximizing competitiveness. It is because, 77.5% people agreed that it
strengthen competitive position of the firm.
43

PRICES
Table 6 Pricing strategy of apple
Pricing strategy of apple
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Penetration
strategy
6 15.0 15.0 15.0
cost plus 21 52.5 52.5 67.5
Loss leader 13 32.5 32.5 100.0
Total 40 100.0 100.0
Interpretation:
Penetration is a pricing strategy where in the beginning period, companies set
prices too low to rapidly reach a greater market share and thereafter, prices are cut
down to retains customers. The mechanism is based on believe that customers decides
to move to other prices just because of availability of substitute product at less cost.
On the other side, in the cost plus pricing method, prices are decided by adding a
certain specified mark-up or profit percentage in the total cost, called cost-plus pricing
strategy.
In spite of this, in the loss leader strategy, price is sold below the cost of the item
to stimulate the sales volume of more profitable products and facilities.
44

Above table show that maximum responses to 14 (52.5%) are with the cost plus pricing
mechanism, in which, prices are fixed adding a mark-up. The strategy covers
cost and also assures return to the firm.
Frequency Table
Table 7 Price influence mind of customers
Price influence mind of customers
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
strongly agree 3 7.5 7.5 7.5
agree 6 15.0 15.0 22.5
Neutral 2 5.0 5.0 27.5
disagree 21 52.5 52.5 80.0
Strongly
disagree
8 20.0 20.0 100.0
Total 40 100.0 100.0
Looking to the graph; it is observed that maximum number of responded (52.5%)
disagreed and replied that prices did not have a significant influence over the mind of
customers. It clearly reflects that despite premium product prices for Apple’s offerings,
customers still prefer buying its products because of high quality, innovation, design and
45

unique features. Thus, the finding demonstrates that prices did not play a significant role
in the consumers buying decisions. In other words, buyers will still prefer purchasing its
offerings regardless their prices because of premium quality.
Table 8 Do you obtain cost effective products
Do you obtain cost effective products
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
yes 25 62.5 62.5 62.5
no 15 37.5 37.5 100.0
Total 40 100.0 100.0
62.5% valid percentage are for that yes variable that people are able to get cost
effective products from Apple.
.
Place
Frequencies
Table 9 Consumers buy products
Consumers buy products from
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
46

Valid
retail 18 45.0 45.0 45.0
wholesale 8 20.0 20.0 65.0
internet 6 15.0 15.0 80.0
Local-
export
8 20.0 20.0 100.0
Total 40 100.0 100.0
From the above table it is shown that maximum consumers (45%) buy Apple's
products from its retail stores. However, 8 (20%) purchase the products from wholesale
distributors and only 6(15%) prefer online purchase. The main reason behind high
buying preference from retailers is staff members may suggest the right product to the
customers. Dedicated retailers of Apple provide an exceptional experience to the buyers
by assisting them choosing a right product to meet out their demand.
Frequency Table
Table 10Physical outlet are at convenient places
Physical outlet are at convenient places
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
yes 30 75.0 75.0 75.0
no 10 25.0 25.0 100.0
Total 40 100.0 100.0
47

From the table it is shown that 75% valid percentage is for yes that physical
outlets of Apple are at convenient places that helps buyers in goods purchase.
.
Promotion
Frequencies
Table 11 Apple promotes its products
Apple promotes its products
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Advertisement 18 45.0 45.0 45.0
asking
recommendations
6 15.0 15.0 60.0
Providing special
offers
7 17.5 17.5 77.5
offering gifts 9 22.5 22.5 100.0
Total 40 100.0 100.0
Interpretation: From the above table it is shown that Apple promotes its products
mainly through advertisements as in the findings, 45% people respond it. It also offers
gift to customers on their first purchase that enhance sales volume of the organization.
Apple do its marketing in an intelligent way all the commercial advertisement are
extremely creative & attractive thus, creativity helps business to generate a good
customer crowd and a key of success.
48

Frequency Table
Table 12 Marketing strategy
Marketing strategy
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
strongly
agree
13 32.5 32.5 32.5
agree 17 42.5 42.5 75.0
Neutral 5 12.5 12.5 87.5
disagree 5 12.5 12.5 100.0
Total 40 100.0 100.0
From the above table it is shown that 42.5% people consider the marketing
strategy of Apple is effective hence, they agree with it. However, 32.5% people strongly
agree with it. In contrast, a little proportion of people are disagree with the effectiveness
of its marketing strategy.
People
Table 13Working culture of Apple
Working culture of Apple
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
49

Valid
Extremely
good
13 32.5 32.5 32.5
healthy 9 22.5 22.5 55.0
good 17 42.5 42.5 97.5
bad 1 2.5 2.5 100.0
Total 40 100.0 100.0
Interpretation: From the above table it is shown that maximum respondents
(42.5%) have viewed that working culture of Apple is good. However, 22.5% people
said that Apple has viewed it as healthy and 32.5% considered it extremely well.
Employees are performing their duties well that is why it is able to resolve consumer's
complains on time.
Frequency Table
Table 14 Does staff member provides assistance
Does staff member provides assistance
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
yes 30 75.0 75.0 75.0
no 10 25.0 25.0 100.0
Total 40 100.0 100.0
50

From the table it is shown that valid percentage is 80% that yes, Apple’s staff
members provide their assistance to the people whenever they enquire about the
products. Employees assist people by providing them full knowledge of various
features, designs, OS and other important aspects and help people in good buying
decisions.
Process
Table 15Service delivery of Apple is fast
Service delivery of Apple is fast
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
yes 30 75.0 75.0 75.0
no 10 25.0 25.0 100.0
Total 40 100.0 100.0
Interpretation: Above results show that maximum respondents 75% believed
that service delivery of Apple is quick that creates positive image in the mind of
consumers. That is the leading factors in the success of Apple. However, just 25%
people did not believe in the same means they believe that Apple service delivery
system is not really effective.
Table 16 Apple resolve customer complaints quickly
Apple resolve customer complaints quickly
51

Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
yes 25 62.5 62.5 62.5
no 15 37.5 37.5 100.0
Total 40 100.0 100.0
Interpretation: Above table shown that 76% responses are in favour of Apple
that it resolves complains of customers quickly. That enhances trust of users and they
get promoted to buy its products and services.
Frequency Table
Physical evidences
Table 17 Office premises of Apple have standards
Office premises of Apple have standards
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
strongly
agree
19 47.5 47.5 47.5
agree 14 35.0 35.0 82.5
Neutral 5 12.5 12.5 95.0
disagree 2 5.0 5.0 100.0
Total 40 100.0 100.0
52

Interpretation: From the above table it is shown that maximum respondents (47.5%)
viewed that they are strongly agreed for that office premises of Apple has standards.
Cited firm maintain standards in its all branches that attract new consumers towards the
brand.
Table 18 Physical appearance of Apple is attractive
Physical appearance of Apple is attractive
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
yes 31 77.5 77.5 77.5
no 9 22.5 22.5 100.0
Total 40 100.0 100.0
Interpretation: From the above table it can be interpreted that physical appearances of
Apple's physical outlets is attractive that gain attention of mass audience. As in the
survey conducted, 77.5% people agreed with it while just 22.5% gave negative
response.
Frequency Table
Table 19Physical outlets maintain standards
Physical outlets maintain standards
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
53

Valid
yes 32 80.0 80.0 80.0
no 8 20.0 20.0 100.0
Total 40 100.0 100.0
From the above table it can be interpreted that 80% valid percentage is for the
yes that physical outlets of Apple maintain standards they look likes sophisticated and
attracts more consumers.
Productivity and quality
Table 20Apple provides warranties to customers
Apple provides warranties to customers
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
strongly
agree
19 47.5 47.5 47.5
agree 11 27.5 27.5 75.0
Neutral 5 12.5 12.5 87.5
disagree 5 12.5 12.5 100.0
Total 40 100.0 100.0
Interpretation: From the above table it can be interpreted that maximum respondents
(47.5%) strongly agreed with it whilst 27.5% agreed that yes, Apple provide warranty to
its consumers whenever they buy company's products and services. It is the main
54

element that contributes in the success of Apple. It is the after-sales services offered by
the firm to their customers to satisfy them.
Frequency Table
Table 21Quality and productivity enhance trust for users
Quality and productivity enhance trust for users
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
yes 32 80.0 80.0 80.0
no 8 20.0 20.0 100.0
Total 40 100.0 100.0
From the above table it can be said that a strong number of audience (80%)
agreed that there is no-doubt that product quality and productivity contributes towards
increasing trustworthiness of the people.
Table 22 quality products create competitive environment
quality products create competitive environment
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid yes 31 77.5 77.5 77.5
no 4 10.0 10.0 87.5
55

not
sure
5 12.5 12.5 100.0
Total 40 100.0 100.0
From the table it is shown that a sizeable proportion to 77.5% people believed
that product quality increases competitiveness of the enterprises. However, just 10% did
not gave favourable response.
Table 23 Biggest competitor
Biggest competitor
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Samsung 20 50.0 50.0 50.0
Sony 9 22.5 22.5 72.5
Microsoft 6 15.0 15.0 87.5
one plus 5 12.5 12.5 100.0
Total 40 100.0 100.0
56

Produced by Author
On the basis of given data it was interpreted that, out of many competitors Sams
ung is the most powerful. 50% population would think that Samsung is the mosteffective
competitors because Samsung contains high flexibility and longlasting feature. Because
of that, it is the big rival company of Apple. Furthermore, another feature of Samsung be
at Apple strategy is pricing concept. They provide mobile phones at low price as compar
ed to Apple. On the basis of individual choices they prefer Samsung than Applebecause
of high durability and pricing factors. Next competitor of Apple is Sony. 22.5% populatio
n think that Sony is the next competitor of apple. In terms of new techniques and innova
tive features Sony is the best company who provide unique software and services in the
ir mobile phonies. Another competitor is Microsoft. It is itself a software company which
gives new unique feature in their phones apart from Android due to that, people would s
uggest that Microsoft is better than apple. Apart from that another competitor is One Plu
57

s. 12.5% population thinks that one plus is another competitor of apple. Due to having lo
ng durability and preferences people suggest buying One Plus rather than iPhones.
Table 24Difference between apple and Samsung
Difference between apple and Samsung
Frequency Percent Valid Percent Cumulative
Percent
Valid
products 14 35.0 35.0 35.0
price 10 25.0 25.0 60.0
Place 6 15.0 15.0 75.0
Promotion 4 10.0 10.0 85.0
customer services 2 5.0 5.0 90.0
Process 2 5.0 5.0 95.0
Physical evidence 2 5.0 5.0 100.0
Total 40 100.0 100.0
Interpretation: Researcher has raised question about difference between Apple
and Samsung working operations then 35% results were found in favour of quality of the
products. It has been analysed that Apple provides high quality products to its clients. It
is the unique feature of the firm due to which many people are attracted towards the
brand. On other hand 25% results are found in favour of price. The price of Apple's
products are very high which the firm is differs from its competitors. On other hand
Sony's mobile phones are quite affordable to customer. Sony offers low price phones to
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the clients that are why a wide range of people can afford its products whereas Apple's
products can be afforded by only wealthier customers. 10% results are found in favour
of promotional strategy. It is analysed that promotion and marketing strategies of both
the firms are different from each other. Apple takes support of social media sites; it
makes connection with the consumers through social networking sites which help in
increasing customer data base of the firm. On other hand Sony advertises its products
through print media. 5% results are found in favour of customer service. Customer
services of both firms are very different from each other. Apple has developed own
website where consumers can raise their queries and customer services representative
resolve their quarries immediately within 24 hours. Whereas customers of Sony have to
go to its stores in order to resolve their issues related with phones.
Impact of product on company’s performance
μ0: There is no significant impact of product quality on the performance of the Apple Inc.
μ1: There is no significant impact of product quality on the performance of the Apple Inc.
Results
Table 25Model Summary
Model Summary
Model R R
Square
Adjusted R
Square
Std. Error of
the Estimate
1 .331a .110 .086 .89750
a. Predictors: (Constant), Products apple satisfactory
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Table 26ANOVAa
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1
Regressio
n
3.766 1 3.766 4.675 .037b
Residual 30.609 38 .806
Total 34.375 39
a. Dependent Variable: Apple's performance
b. Predictors: (Constant), Products apple satisfactory
Table 27Coefficients
Coefficientsa
Model Unstandardized
Coefficients
Standardize
d
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) .975 .440 2.217 .033
Products apple
satisfactory
.735 .340 .331 2.162 .037
a. Dependent Variable: Apple's performance
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Evidencing from the results, it is seen that as per the “Model Summary” effects,
correlation coefficient is determined to 0.331 that lies in the range of +0.25 to +0.75
which shows that Apple’ products quality follows a moderate level of relationship with
the performance of the enterprise. The findings of correlation coefficient evidenced that
superb quality product and devices of Apple helps firms enhancing their performance to
a moderate extent or vice-versa.
The value of sig is 0.037<0.05 that is a clear indication of significant statistical
impact of its product quality on the entity’s performance. The results states that
improved product quality including product features, design, technology, warranty
facilities, value and others significantly contributes towards maximizing the performance
of the company which clearly evident that both the components follow favourable
association. The statistical outcome supports alternative hypothesis which shows that
good quality helps Apple in outer-performing over Samsung and Sony.
Impact of prices on company’s performance
μ0: Product price does not have a significant impact on the performance of the Apple
Inc.
μ1: Product price does not have a significant impact on the performance of the Apple Inc
Table 28Model Summary
Model Summary
Model R R
Square
Adjusted R
Square
Std. Error of
the Estimate
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1 .278a .077 .053 .91358
a. Predictors: (Constant), Pricing strategy of apple
Table 29ANOVA
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1
Regressio
n
2.659 1 2.659 3.186 .082b
Residual 31.716 38 .835
Total 34.375 39
a. Dependent Variable: Apple's performance
b. Predictors: (Constant), Pricing strategy of apple
Table 30Coefficients
Coefficientsa
Model Unstandardized
Coefficients
Standardize
d
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 1.034 .493 2.097 .043
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Pricing strategy of
apple
.387 .217 .278 1.785 .082
a. Dependent Variable: Apple's performance
Interpretation: The findings from the regression output reveal that correlation
coefficient between prices and apple’s performance 0.278 that is little bit above the level
of 0.25. According to ANOVA statistics, the sig. value is 0.082>0.05 which clearly
evident that there is no significant impact of Apple’s product prices on the performance.
It means that prices of its offering did not have a significant statistical impact on the
performance of the enterprise.
SUMMARY
 From the statistical findings of the study, it is clearly evident that product has a
significant statistical impact over the Apple’s performance because high quality
products with unique features helps maximizing people satisfaction level, in turn,
drive success.
 Prices did not significant effect customers because despite high prices, they are
ready to purchase Apple’s products due to its advanced features, therefore, it
does not recognized as a significant predictor for company’s success.
 Although, maximum number of buyers prefer purchasing Apple’s products from
retailers because they provide assistance to the buyers and helps them in
choosing perfect product that matches their need, still, place of delivery did have
not significantly affects to its performance by sig value of 0.53>0.05.
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 Promotion significantly affects its success because credibility of the information
leads to aware people about its features and advantages that generates more
demand, in turn, drive sustainable growth.
 People help buyers by providing them assistance and knowledge about the use
of Apple’s devices, phones and other items, which is a significant predictor for its
success.
 Physical outlet standard evident significantly statistical impact on the success of
Apple Inc means best quality standards leads to generate good success.
 With reference to process, warranty services is a one of the major factors
influence buyers. (Appendix3, Table 49). Extended warranty services, 24*7
technical assistance by staff via telephone, online and at physical stores and
easy availability of its authorized repairers helps people to quickly repair their
device which encourages people to buy Apple’s products rather than Samsung.
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CHAPTER 5: DISCUSSION
In this section I drew on the literature review and the finding of my data to consider my
research questions. Also to answer the objectives of this study I have involved 7P’s of
marketing mix and quantitative investigation. I will discuss the extent to which these
research questions have been answered.
Products
Findings derived from frequency tables number 1, 3, 5 to answer the first research
question is that design and technology that is used by Apple is what makes it differed
from other mobile firms. Apart from this its products are very useful and company also
provides warranty to the users. AppleCare+ plan provides mechanical damage
coverage for two years while on Samsung, customer can avail such benefits for one
year only. Besides this, AppleCare+ warranty plan do not charge any amount from
customers for battery services and for other like screen damage. (Wiggers, 2017). Also
finding from table 21 shows It is the reason why people favour Apple instead of
Samsung.
The findings of the Frequency table1 to 5 and Analysing Anova table 25, 26, 27
accomplish the first research objective. It is inferred that one of the factor is
quality .Apple products are quite costly, but due to their high quality consumers are still
attracted (Table 22, 23). (Cekic and et.al, 2018). That is the main reason that every year
sales are increasing day by day. Apple has a strong and loyal chain of consumers. The
finding is further supported by Booth, (2014) who argued that products play a significant
role in the success of company. Apple provide unique warranty to its clients (Table 15,
21). That is why products of Apple are in high demand.
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These quality products make customers loyal and they remain with the corporation for
longer duration. (Rothe, 2012). Apple is popular for its innovative product lines (Chen
and Ann, 2016). Over the period of time, it has made necessary changes in its
operations so that it can design unique products. Five game changing innovations of
Apple are iPod, iTunes, iPhones, App exchange and Apple store (Vuksic and Merkas,
2016). iPod of Apple has amazed the population because before this product there was
no other firm which had provided this stylish MP3 player facility in mobile phones.
Price
The research question of the dissertation was How Apple’s way of doing business is
different from its competitors? This research question has been partly answered by
pricing and place element.
From the frequency table 24, 25 Samsung is the biggest competitor of Apple.A
major difference between products of both firms is pricing. Frequency table 6, 8 show
that maximum people are saying that pricing is the major difference with both
companies. In order to recover operational cost, Apple has to increase its prices. On
other hand Samsung provides goods and services to customers with a lower profit
margin. (Vuksic and Merkas, 2016). The finding is further supported by the literature in
which Ahmad (2009) has stated that high price put the success of the business at risk.
Also Bonnici (2011) agrees if the company charges high price then people may move
towards other brands easily. Apple however, remains more successful despite their
higher prices. (See Annual reports in Appendix 2). In my opinion this may not continue.
In order to improve performance and gaining further success Apple may be required to
reduce its prices. This will help in increasing number of customers of the organization
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which will be beneficial for the organization in sustaining into market for longer duration
and gaining competitive advantage (Gaouar, Benamar and Bendimerad, 2015).
Place
Results derived from frequency table 9 that maximum people buy products of Apple
from its retail stores, rather than online. Most of the retail stores of Apple are at visible
places. From the results research question has been answered that placing element of
company is a significant factor that creates competitive advantage to Apple.
The finding is further supported by the literature in which Adler and Gundersen (2007)
stated that place plays a significant role if company opens its branches at visible place
then it will attract more consumers .Apart from this now it has entered into e-commerce
business, and many people are able to buy its quality products from online as well.
(Yang, Nam and Kim, 2017).
In my opinion there are still many locations where there is no retail store of Apple. It has
outlets in only big locations and still some of the areas have no retail stores. This is
another aspect that Apple can improve in future.
Process
The research question of the dissertation was How Apple’s way of doing business is
different from its competitors? This research question has also been answered by the
process element. (Appendix 3)
Apple conducts market research to identify needs and requirements of the
consumers. Accordingly, it makes modification in its process. This helps it in attracting
new buyers and retaining existing consumers in the marketplace for longer. Apple has
strong network across the world, it has strong relationship with suppliers. This feature of
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the company supports it in getting raw material on time. Results derived from table 15,
16, 17 is that employees provide immediate services to consumers and resolve their
queries promptly (Safko, 2010). That makes people positive towards the brand. . In
order to improve performance, most corporations make changes in their product's
quality. They adopt advanced technologies in order to improve quality of goods and
services. Apple is operating in global market, it is well aware of the latest technologies.
It implements innovative ideas in its product development. (Quick and Choo, 2017). I
would argue however, that its main competitors are also now using advanced
technologies and innovations and therefore Apple may have to raise its game in the
future.
Apple has customer service department where consumers resolve their queries. It has
its own website on which people can ask for the products and related issues. Whenever
an individual raises a query, then it generates a complaint number and issues get
resolved within 24 hours. Thus, the effective customer services of Apple has created a
positive image of the firm in the mind of consumers (Philip, 2011). It has supported the
firm in increasing sales volume and profitability of business unit. Quality products and
effective customer services impact on business performance of Apple. Findings derived
from frequency table 16 is that service delivery of Apple is fast. Due to its smooth
process it is able to meet with the needs of customers. (Dolata, 2017). The results are
further supported by Dolata, (2017) who argues that if process is smooth then a firm can
reach to the mass audience and can enhance their loyalty as well.
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People
With the help of table 13, 14 in chapter 4 and literature review I have found another
factor that makes Apple’s way of doing business stand out among its competitors-its
employees.
Although Dickson (2017) argued that employee engagement increases complexity
in the business, it is highlighted in the Descriptive table that employees are one of
the major factors which influences the success of Apple. In the literature also
Booth, (2014) also argues that by providing necessary training to the staff
members employers can make them able to perform their duties well.
Apple hires skilled employees in the workplace. These people provide quality
services to the consumers. That is the main reason that most of its consumers are
highly satisfied with the brand and its services. Customer service and store
representation of Apple is effective.
Results derived from frequency table 11, 12 reflects that designing and marketing
strategies of Apple are unique and that creates competitive advantage for the
business unit. The finding is further supported by the literature in which Adler and
Gundersen (2007), stated that quality products and effective services are the
major factors that can attract customers.
Promotion
Apple uses social media for communicating with consumers and making them
aware of products and services. This promotional strategy aids the firm in enhancing its
brand awareness and attracting new buyers towards the brand (Yeoh and Popovič,
2016). Tag lines and images used in marketing of Apple's products are quite interesting.
69

It helps the firm in gaining the attention of mass audience. In this way it will be able to
enhance its profitability. Market research assists in identifying needs of consumers and
providing them products as per their requirements.(Yusubova and Clarysse, 2016). But
Apple uses Facebook, Twitter in order to communicate with mass audience. Through
these social networking sites entity can enhance its brand image which has supported
the Apple in entering into global market.
Physical evidence
It has been achieved through analysing data, table 18, 19, 20 Apple brand packaging
attracts many buyers towards the location.
Its stores are highly attractive and are placed in the most visible locations. Staff
members have long term experience of this market thus they are able to meet with
the needs of consumers and resolve their queries.
From table 1 and 2 shows that quality products are significant element in success
of Apple and Table 15 shows that customer services is significant factors of
performance. This answers my second research question. Both these components
impact on the business environment of the organization. Apple conducts market
research and analyses market trends. It identifies innovative ideas and makes
necessary modifications in its operational process. Safko (2010) agrees that in this way
organization is able to provide satisfactory products and services to consumers. For
example Apple has introduced mobile phone iPod which has widescreen with touch
control facilities. The iPhone of Apple is far ahead of any other mobile device. Camera
quality photo management options of this mobile device are superior to any other
product. Apple employs highly advanced operating system in its products which make
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them easy to use. These features have improved quality of Apple's products. Though it
charges high prices people are ready to pay high prices for such progress applications
(Rothe, 2012). Also it was mentioned in literature review by Adler and Gundersen
(2007) that all its outlets have a standard that shows the quality of products and
services of the firm.
Results derived from chapter 4 show that Apple is performing well in the market and its
products and technologies are different from other competitors. That is why it has been
able to expand its business in the international market as well. This can be supported
with the literature Design of a product decides if a customer will choose it or not.
Determining Apple’s performance in comparison with competitors like Sony, Samsung,
etc.
Modern era competition is very high and in such a highly competitive environment
enterprises have to struggle in order to sustain their place in the market. If a company
does not have a long chain of loyal consumers, it will not be able to increase its sales
which may affect its performance (Byrom and et.al, 2017).
Considering the smartphones industry, a comparison of the sales figures for Apple,
Samsung and Sony show that Apple has maintained or increased its relative
position(despite some fluctuations.)
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.
Illustration 1: Apple sales
Source :(Apple is spending billions on secret R&D projects - and it keeps spending
more. 2017)
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Illustration 2: Sony sales
Source: (Sony Mobile reports full year profit; expects sales growth next year. 2017)
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Illustration 3: Samsung sales
Source: (Samsung introduced 10 times as many phones as Apple last year, but its
mobile division made half as much revenue. 2017)
.
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Source: Apple Inc 10-K Annual Report 2017: Apple Inc. CONSOLIDATED
STATEMENTS OF OPERATIONS 2017 from Apple Inc website page 39:
75

Source Samsung Electronics Sustainability Report 2017: Samsung CONSOLIDATED
STATEMENTS OF PROFIT OR LOSS 2017 page 111 from the Samsung website
76

CHAPTER 6: CONCLUSION AND RECOMMENDATION
Conclusion
With the assistance of literature review, data analyses and discussion it can be
concluded that there are many factors that contribute to the success of Apple. The
major components are product, place, price, promotion, physical evidence, people,
process and productivity and quality. All these elements impact on the business
performance and create a unique brand image in the mind of customers.
Apple is a multinational brand that operates its business successfully in many
countries. The company has to face fierce competition and this has encouraged it to
implement innovative ideas and continually improve the quality of the products so that it
can gain competitive advantage.
Rate of competition is high and firms aim at understanding the requirement of
customers and delivering them services that are helpful enough to raise their
satisfaction level. In such highly competitive environment firms are required to add
some unique features to their products and services to attract customers. There are
many key factors which supports Apple in gaining success and sustaining in the UK
market. These components make it different from other firms which are operating in the
same industry. The majority of competition that Apple is facing is in the smartphone
sector. There are a large number of android service providers in the market which
provide the same kind of services. Samsung is one of the major competitors in the
market. Sales of other smartphones as compared to iPhone have increased in recent
years. One of the key reasons behind the success of its competitors is low pricing and
high-quality products availability.
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The design of a product decides if a customer will choose it or not. Product's design is
the first thing the customer sees while buying any product. Outcome derives from
chapter 4 table 2 is that design technology and warranty of Apple's product made it
different from others. Thus, it can be concluded that the performance of Apple is good
because it concentrates on consumer's needs and provides them high quality products
that can fulfil their requirements.
Apple distributes its products and services to end users through direct selling, online
stores, and third party selling. This supports the firm in increasing the customer data
base and sales volume. Company adopts simple process, Ingram micro is the trade
partner of Apple. With the support of this trader company is able to distribute its product
across the world. It sells its products through retail stores and through online platform.
Its distribution is niche and only premium retailers get products of Apple for reselling.
Apple sells its products through e-commerce as well as through its own portal. From the
findings and data analyses it can be concluded that the service delivery of Apple is
quick and that creates a positive image in the mind of consumers. Apple resolves
complaints of consumers quickly. This strategy of the firm make it different from other
competitors such as Sony etc.
Apple has become popular for its innovative activities. Apple has launched game
changing devices. The last major innovation (2014) is Apple pay, which enables users
to make retail payments with their phone or Apple watch. Apple has introduced iPod,
iTunes, iPhone, Apple watch etc. This has improved the brand image and differentiated
it from its competitors. Apple marketing strategies effectively reinforce the brand image.
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Marketing focuses on the product (not price) and on the difference between this product
and others.
Apple rarely sells at a discount or uses sales as promotional tools. High pricing does not
seem to deter Apples consumers. From the results derived from chapter 4 it is found
that consumers are able to get cost effective products.
In the year 2017 expenses in research and development of Sony was 4.02 Billion US
dollars, Samsung has invested in R & D in the year 2017 12.5 Billion. Apple has
invested 10.5 billion in R&D in 2017. (statista.com, 2017)
Because they are highly priced the products of Apple are affordable by only high income
groups. But UK, like other advanced economies, is a country where population have
adequate income sources and like to buy branded products. In these markets Apple has
been very successful with middle income as well as high income groups.
Apple conducts market research and fined innovative ideas through which it can meet
the expectations of customers. With the implementation of innovative ideas the firm
creates unique images in the mind of consumers. No other competitor is offering the
same features in their mobile phone.
Apple trains its employees and makes them aware with the latest technologies. From
the frequency table in chapter 4 it is shown that working culture of company is good that
helps in keeping employees satisfied and raising their performance as well. .
From the above study it can be concluded that performance of Apple is good because it
concentrates on consumer's needs and requirements. The launching of iPhone, iPod,
iPad has changed the scenario of the mobile industry. These innovative advance
features have supported the firm in building its brand image and gaining competitive
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advantage. Apple provides quality aftersales services to its customers. This has made
people loyal towards the brand and they are ready to pay a high price for its advance
products and services.
Wide range of quality products and effective customer services are the main key
success factors of Apple in UK. Products of Apple are easy to use, for example for
many years the operating system on Apple computers was much easier to use than
operating system of rival Pc’s. Customers who were attracted to Apple because of this
have remained loyal to the company. Apple has diversified from computers to digital
music, mobiles, and watches - a wide range of products. It has attracted a wide range of
users, business, education, government agencies as well as individual consumers.
Recommendations
From the above study it is identified that Apple has created a positive brand image in
the mind of consumers. Other firms can adopt several strategies to improve their
sales volume as well.
Other firms should invest more in Research and development in their products and to
improve their product designing. They should follow Apple’s example and try to
employ the best engineers and designers in the field.
By improving their advertisement and marketing tactics, other companies can
develop a strong relationship with consumers. These firms need to use social
networking sites and they have to send attractive discounts and promotional
offers to customers. This will gain attention of mass audience and people will
make their mind to buy its products. They need to try to match Apple’s success in
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creating a strong brand image. Regardless of any other features, people buy
Apple products because of the brand.
Other business firm can benefit from enhancing their number of stores provide easy
online selling options to consumers.
Improvement in distribution channels will be beneficial for the company and will
support the firms in getting more success and gaining competitive advantage in
the market.
Apple's products are highly expensive and only a limited number of people can
afford them. iPhone, iPod, iPad are very costly. Apple can benefit if it reduces
its product's costing by increasing its production units. This will support it in
increasing its sales volume. In this way it will be able to reduce prices and it
would be able to reach to the mass audience.
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APPENDIX 1
QUESTIONNAIRE
Demographics:
89

Name
Q: Which factor encourages customers to retain Apple’s offerings in high demand?
 Design & technology
 Usefulness
 Warranty
 Value
Q: Does Apple’s products perfectly satisfy customers?
 Yes
 No
Q. Do you think that performance of Apple is better than competitors?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
Q. Do you think that quality products create competitive development?
 Yes
 No
Q. Which pricing strategy do you believe that Apple adopts?
 Penetration pricing
 Cost plus pricing
 Loss leader
 Other (Specify)
90

Q. Does price influence the mind of consumers?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
Q. Do you obtain cost effective products?
 Yes
 No
From where, do you often buy products?
 Retailers
 Wholesalers
 Internet
 Local-export
Q. Does Apple's physical outlets are at convenient places?
 Yes
 No
Q. How apple promotes its products?
 Advertisement
 Recommendations
 Special offers
 Gifts
 Others
91

Q. How well do you agree that its marketing strategy is quite effective?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q. Kindly specify Apple’s working culture?
 Extremely good
 Health
 Good
 Bad
Q. Does Apple’s staff member assist you at the point of purchase?
 Yes
 No
Q. Do you believe that Apple’s service delivery system is fast?
 Yes
 No
Q. Does Apple resolve their customer’s complaint quickly?
 Yes
 No
Q. Do you think that process of company is smooth?
92

 Yes
 No
Q. Does physical outlets of the Apple are maintaining standards?
 Yes
 No
Q. Does physical appearance of the Apple Inc is attractive?
 Yes
 No
Q. Does Apple provide warranties to their customers?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q. Do you think that product quality enhance trust of users on Apple?
Yes
No
93

APPENDIX 2
Illustration 4: Apple's income statement
94

Illustration 5: Samsung income statement
95

96

APPENDIX 3
Impact of place on the performance
μ0: There is no significant impact of place of delivery on the performance of the Apple
Inc.
μ1: There is no significant impact of place of delivery on the performance of the Apple
Inc
Results
Table 31Model Summary
Model Summary
Model R R
Square
Adjusted R
Square
Std. Error of
the Estimate
1 .309a .095 .072 .90462
a. Predictors: (Constant), Consumers buy products
b. from
Table 32 ANOVA
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
97

1
Regressio
n
3.278 1 3.278 4.005 .053b
Residual 31.097 38 .818
Total 34.375 39
a. Dependent Variable: Apple's performance
c. Predictors: (Constant), Consumers buy products from
Produced by Author
Table 33Coefficients
Coefficientsa
Model Unstandardized
Coefficients
Standardize
d
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.365 .292 4.672 .000
Consumers buy
products from
.243 .121 .309 2.001 .053
a. Dependent Variable: Apple's performance
Interpretation: From the Model Summary Statistics, the correlation coefficient
between place of delivery and company’s performance found positive to 0.309 depicts
moderate relation. The value prevails in the range of 0.25-0.75 that clearly denotes that
place of delivery is favourably associated with the performance.
98

However, the sig. value of 0.053 that is above the alpha statistics value of 0.05
clearly indicates that place from where it sold its product to the buyer did not
significantly affects the performance. Thus, the relationship between both the
components does not seem statistically significant.
Impact of promotion on the performance
Table 34Model Summary
Model Summary
Model R R
Square
Adjusted R
Square
Std. Error of
the Estimate
1 .340a .115 .092 .89454
a. Predictors: (Constant), Does Apple's marketing
strategy provides credible information
Table 35ANOVA
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1
Regressio
n
3.967 1 3.967 4.958 .032b
Residual 30.408 38 .800
Total 34.375 39
99

a. Dependent Variable: Apple's performance
b. Predictors: (Constant), Does Apple's marketing strategy provides
credible information
Table 36 Coefficients
Coefficients
Model Unstandardized
Coefficients
Standardize
d
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.774 .428 6.483 .000
Does Apple's
marketing strategy
provides credible
information
-.705 .317 -.340 -2.227 .032
a. Dependent Variable: Apple's performance
Model Summary reported correlation coefficient of 0.340 that is between the
value o 0.25-0.75 Sig. value under ANOVA statistics is determined to 0.3 2<0.05 which
represents that credibility of authenticity of information provided by the company
through various marketing channel significantly affects its performance. It is because,
with the help of advertisement and other marketing channel, customer get knowledge of
its products and decides whether to buy or not.
Impact of process on the performance
100

μ0: There is no significant impact of service delivery promptness on the performance of
the Apple Inc.
μ1: There is significant impact of service delivery promptness on the performance of the
Apple Inc
Table 37Model Summary
Model Summary
Model R R
Square
Adjusted R
Square
Std. Error of
the Estimate
1 .420a .177 .155 .86298
a. Predictors: (Constant), Service delivery of Apple is
fast
Table 38 ANOVA
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1
Regressio
n
6.075 1 6.075 8.157 .007b
Residual 28.300 38 .745
Total 34.375 39
a. Dependent Variable: Apple's performance
b. Predictors: (Constant), Service delivery of Apple is fast
101

Table 39Coefficients
Coefficientsa
Model Unstandardized
Coefficients
Standardize
d
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 3.000 .417 7.197 .000
Service delivery of
Apple is fast
-.900 .315 -.420 -2.856 .007
a. Dependent Variable: Apple's performance
Interpretation: From Model Summary report, the correlation coefficient is 0.420
shows good association between promptness of service delivery on its performance. It
clearly means that quicker the delivery of services to the customers helps to raise
performance. ANOVA reported sig value of 0.007 below the alpha statistics of 0.05
which evident significant impact of quickness or promptness of delivery on the
performance. Hence, the results validate alternative hypothesis. Thus, it suggests that
waiting time of the services must be reduced and product must delivered to the users on
promised time duration, otherwise, company may lose their customers as they might
prefer buying Samsung or Sony’s products due to delayed delivery.
Impact of people on the performance
102