Global Marketing Leadership | Report
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Added on 2020-02-12
Global Marketing Leadership | Report
Added on 2020-02-12
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Global MarketingLeadership
Table of Contents1.0 PURPOSE OF REPORT...........................................................................................................12.0 SCOPE OF THE REPORT........................................................................................................13.0 LIMITATIONS OF THE REPORT..........................................................................................14.0 OVERVIEW OF APPLE INC...................................................................................................14.1 Apple’s achievements.......................................................................................................24.2 Challenges faced and overcome by Apple Inc.................................................................35.0 DELIVERING APPLE’S MISSION AND VISION.................................................................35.1 Apple’s vision...................................................................................................................35.2 Apple’s mission statements from Steve and Tim.............................................................46.0 ACHIEVING SUSTAINABLE ADVANTAGE.......................................................................4Leadership and innovation role in Apple ..............................................................................77.0 ACHIEVING MARKET LEADERSHIP..................................................................................78.0 GENERAL RECOMMENDATIONS.......................................................................................99.0 CONCLUSION........................................................................................................................10REFERENCE LIST.......................................................................................................................11
1.0 PURPOSE OF REPORTThe current report is aimed at providing an insight into the aspect of global marketingleadership and is projected to help the readers to understand the variety of factors that come intoplay while operating in an international market. The theories, principles as well as practices willbe covered in depth about about Apple Inc. in this current report2.0 SCOPE OF THE REPORTWell-known global organisation which is Apple Inc. is selected to understand thedifficulties and obstacles faced by the organisation while operating in the global market whileacknowledging their achievement. The mission and vision, as well as the path, are taken by theorganisation to fulfil these objectives, are discussed. This is to be done in order to develop anunderstanding of sustainable advantage and the ways to achieve market leadership. The reportwill also provide sustainability-oriented general recommendations for the Apple.3.0 LIMITATIONS OF THE REPORTThe current report will, however, fail to discuss the various organisational aspects of theApple Inc. which would limit the understanding of their global marketing strategies. Since thereport will be furnished without any specific geographic requirement, the readers will be onlymade aware of the general dilemmas and factors that influence and impact the concept of globalmarketing leadership. The challenges and obstacles will be more general and thus, in overall, thereaders will not be able to get the in-depth knowledge about the functions and operations of theorganisation. There are legal and ethical issues in place along with the limited accessibility toinformation and other related resources which definitely can be categorised as a limitation of thereport. Moreover, it doesn't comprise of any primary data, complete report is evaluated on thebasis of secondary data. 4.0 OVERVIEW OF APPLE INC.The firm that has been chosen as the model for this report is Apple. This is amultinational tech organization which is expanded in many countries. The company is involvedin mass producing and selling electronics and other related paraphernalia to the consumer (Liang,2015, p.141). The company also provides software support and services which have grown indemand due to the rapid pace of global technological advancement. 1
Steve Jobs was the founder of Apple and was ousted from the company due to a run ofbad spell wherein the products were unable to garner customer’s attention. This allowed Jobs tocontemplate the future of his own existence and was smart enough to identify the potential ofdeveloping organisations and heavily invested in them. 4.1 Apple’s achievementsApple’s achievement has been mostly IT and computer oriented as Apple had a hugeimpact on the computer industry which was previously dominated by companies such as IBM.The first generation of iPod allowed the consumers to digitally carry all their music anywherethey wanted and this changed the game entirely. In words of Chan et al. (2013, p.105), over thetime the quality and reliability of the of the products the company sells have greatly improved.They also have a very adept understanding of the needs and wants of the consumer. Steve Jobshas been a guide and mentor to the organisation even till his last breath and all of theachievements that Apple has accomplished is due to the mastermind work of Mr Jobs. they havebeen able to take down competition, establish brand image and loyalty throughout the variousage groups of the targeted market. As per the Forbes report, in terms of world's biggest publicfirm it comes on the 9th place, 7th in sales, 1st in profit making and market value. It is the worlds'most precious brands and comes on the first place according to Forbes report for consecutive 7years (Forbes, 2017). In 2017, its brand value has raised to $170 billion with market cap of $712billion and sales of more than $217.48 B. The iPod launched by the Apple is considered to theirbest innovative creation during that period. Further, they have invented iTunes, I phone, Mac,iWatch and many more electronic products which are highly preferred by the consumers as itenhance their lifestyle.From the beginning the firm is famous for its personal computer, keyboards and monitor.In year 2002, it was awarded as Technical Grammy Award which was first awarded to any PCorganization. From past 20 years, company is recognized for its advance technology, marvellousdesign and creative innovation. The latest product launched by it was the Apple watch which washuge market success. It took less than 10 years to Steve Jobs to take the company to height.Currently the CEO of the company is Tim Cook from year 2011. The main profit is earned bythe company due to their iPhone and other electronic gadgets. 2
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