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Acknowledgement

At first we present our due regards to the Almighty, who have provided us the brilliant

opportunity to build and complete this report successfully with good health and sound mind.

We would also like to give our hearties thanks to who helped us in their busy working schedule

to gather lots of useful information about the companies’ activities and particularly on the

marketing strategy of, to prepare this report. Special thanks to our respondent who give their

response to support my analysis part.

We would also like to thank all the other people who have helped us during the process of

making this report, our friends and family who have supported us mentally to make this report.

At last we would like to thank the readers who have expended their valuable time in reading this

report.

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CONTENTS

  Chapter 1 : Introduction

1. xecutive summery !

". origin of the report #

!. methodology #

#. key part of the report #

$. ob%ectives of the report #&$

'. limitation $

Chapter 2: Apple Inc.

(. introduction '

). profile '&(

*. Apple +nc. overview (&*

1. history 1&11

11. vision - ission 11

1". advertising 1!&1"

1!. social contribution 1!

1#. Apple +nc. plan matrix 1!&1$

1$. limitation 1$&1'

1'. conclusion 1'

1(. recommendation 1'

1). /ibliography 1'

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Chapter 1

Introduction

1. Executive Summary

0hese are the times for growing and competitive business world. or the contemporary business

and corporate world, marketing is a must for the survival.

+n world, the electronics sector is one of the most developed hi&tech sectors which is contributing

in the country’s economy.

2eading electronic companies are expanding their business with the aim to expand export

market. 3ecently few new industries have been established with high tech e4uipments and

 professionals, which will enhance the strength of this sector.

Apple 5omputer’s !&year history is full of highs and lows, which is what we would expect in a

highly innovative company. 0hey evolved throughout the years into an organi6ation that is very

much a representation of its leader, Steven 7obs. Apple made several hugely successful product

introductions over the years. 0hey have also completely fallen on their face on several occasions.

0hey struggled mightily while 7obs was not a part of the organi6ation. Apple reached a point

where many thought they would not survive.

Apple rarely introduces a new type of product. 0hus, instead of being the pioneer, they are an

expert 8second mover9 by refining existing products. :ortable music players and notebook 

computers are examples. Apple increases the appeal of these products by making them stylish

and more functional.

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2. Origin o the report

0he process of ob%ective self&study is necessary for any institution wishing to remain vital

and vigorous and is particularly crucial for institutions of higher learning. :eriodically

reexamining the institution’s purpose, mission, goals, planning, and assessment helps to

maintain 4uality educational programs and fosters innovative thinking. ;nly by carefully

examining the past and honestly evaluating the present can an institution effectively plan for 

the future.

0his report is generated under the academic supervision of our course teacher niversity. 0his report is prepared as the re4uirement of 

Social science. 0he topic is 8A multinational company proile" #ominating proce$$e$ on

glo%ally.

&. 'ethodology

0he data the pro%ect report contains is all secondary data. 0he secondary data was collected

from the internet, books, %ournals, maga6ines and newspapers.

Secondary data are those data that have already been collected by someone else and have

already passed through the statistical process.

0he secondary data is the type of data chosen by us.

(. )ey *art$ o the report

0he main view of the report is to identify how a multinational company operates their business in

?lobally.

+. O%,ective$ o the report

  +.1. -road O%,ective$:  0he main ob%ective of the study is to evaluate the how a

multinational company operates there business in the world.

  +.2. Speciic O%,ective$:

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0he main ob%ectives of the report are

0o be ac4uainted with the multinational electronic company.

0o learn clear knowledge of operating forces.

0o learn about new product launching process in electronic industry.

0o have the practical knowledge of theoretical knowledge of arketing theory. 0o know the present and future strategies of the company.

0o focus on the significance of doing the compensation strategy during in the

organi6ation .

. /imitation

We are very grateful to our honorable course teacher to give us such opportunity.=uring

 preparing our term paper we will learn lots of new things, which are much related to our course

materials. +t helps us to fulfill our study which is really needed for us. /ut still we face some

 problem for our report&

1. =ue to wide spread information of the data, the scope of pro%ect becomes very wide.

". All the matter has been collected through secondary sources@ hence, the errors might have

crept in.

!. ?iven the time constraints, all the information could not be gathered.

#. =ata being very vast, appropriate information could not be gathered to the pointspecific

re4uirement needs.

Chapter 2

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A**/E I0C.

. I03O#4CIO0

Apple +nc. is an American multinational corporation that designs and manufactures consumer 

electronics and computer software products. 0he companys best&known hardware products

include acintosh computers, the i:od and the i:hone. Apple software includes the ac ;S

B operating system, the i0unes media browser, the i2ife suite of multimedia and creativity

software, the iWork suite of productivity software, and inal 5ut Studio, a suite of 

 professional audio and film&industry software products. 0he company operates more than "$

retail stores in nine countries and an online store where hardware and software products are

sold.

stablished in 5upertino, 5alifornia on April 1, 1*(' and incorporated 7anuary !, 1*((, the

company was called Apple 5omputer +nc. for its first ! years, but dropped the word

C5omputerC on 7anuary *, "( to reflect the companys ongoing expansion into the

consumer electronics market in addition to its traditional focus on personal computers. Apple

has about !$, employees worldwide and had worldwide annual sales of >SD!".#) billion

in its fiscal year ending September "*, "). or reasons as various as its philosophy of 

comprehensive aesthetic design to its distinctive advertising campaigns, Apple has

established a uni4ue reputation in the consumer electronics industry. 0his includes a

customer base that is devoted to the company and its brand, particularly in the >nited States.

ortune maga6ine named Apple the most admired company in the >nited States in ") and

in the world in "*.

5. *roile

Apple was one of several highly successful companies founded in the 1*(s that bucked the

traditional notions of what a corporate culture should look like in terms of organi6ational

hierarchy Eflat versus tall, casual versus formal attire, etcF. ;ther highly successful firms with

similar cultural aspects from the same time period include Southwest Airlines and icrosoft.

;riginally, the company stood in opposition to staid competitors like +/ more or less by

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default, thanks to the influence of its founders@ Steve 7obs often walked around the office

 barefoot even after Apple was a ortune $ company. /y the time of the C1*)#C 0G ad, this trait

had become a key way the company attempts differentiated itself from its competitors.

6. Apple Inc. overview

ype

:ublic E

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0im 5ook E5;;F

:eter ;ppenheimer E5;F

/ob ansfield

7onathan +ve E+ndustrial =esignF

*roduct$

 ac E:ro, ini = iac = ac/ook, Air, :ro = BserveFi:od EShuffle,

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A personal computer is made up of multiple physical components of computer hardware,

uponwhich can be installed a system software called operating and a multitude ofsoftware

applications to perform the operators desired functions.0hough a :5 comes in many different

forms, a typical computer consists of a case or chassis in a

tower shape EdesktopF, containing components such as a motherboard.

6.& Computer Sotware

5omputer software, or %ust software, is the collection of computer programs and

related data that provide the instructions telling a computer what to do. We can also say software

refers to one or more computer programs and data held in the storage of the computer for some

 purposes. :rogram software performs the function of the program it implements, either by

directly providing instructions to the computer hardware or by serving as input to another piece

of software. 0he term was coined to contrast to the old term hardware Emeaning physical

devicesF. +n contrast to hardware, software is intangible, meaning it Ccannot be touched9.

Software is also sometimes used in a more narrow sense, meaning application only. Sometimes

the term includes data that has not traditionally been associated with computers, such as film,

tapes, and records.

6.( Con$umer Electronic$

5onsumer electronics include electronic e4uipment intended for everyday use. 5onsumer

electronics are most often used in entertainment, communications and office productivity. Some

 products classed as consumer electronics include personal computers, telephones, :!players,

and network media tanksKmedia players, audio e4uipment, televisions, calculators, ?:S

automotive navigation systems, digital cameras and playback and recording of video media such

as =G=s, GLSs or camcorders. 5urrently, the global consumer electronics industry is mainly

dominated by 7apanese, South Morean and American companies. +ncreasingly, these products

have become based on digital technologies, and have largely merged with the computer industry

in what is increasingly referred to as the computeri6ation of information technology.

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1?. i$tory0he Apple +, Apple’s first product. Sold as an assembled circuit board, it lacked basic

features such as a keyboard, monitor, and case. 0he owner of this unit added a keyboard and a

wooden case.

Apple was established on April 1, 1*(' by Steve 7obs, Steve Wo6niak, and 3onald

Wayne, to sell the Apple + personal computer kit. 0hey were hand&built by Wo6niak and

first shown to the public at the Lomebrew 5omputer 5lub. 0he Apple + was sold as amotherboard Ewith 5:>, 3A, and basic textual&video chipsFNless than what is today

considered a complete personal computer. 0he Apple + went on sale in 7uly 1*(' and was

market&priced at D'''.'' ED".$$ thousand in "1 dollars, ad%usted for inflation.F

Apple was incorporated 7anuary !, 1*(( without Wayne, who sold his share of the

company back to 7obs and Wo6niak for D). ulti&millionaire ike arkkula provided

essential business expertise and funding of D"$, during the incorporation of Apple.

0he Apple ++ was introduced on April 1', 1*(( at the first West 5oast 5omputer aire. +t

differed from its ma%or rivals, the 03S&) and 5ommodore :0, because it came with

color graphics and an open architecture. While early models used ordinary cassette tapes as

storage devices, they were superseded by the introduction of a $ 1K# inch floppy disk drive and

interface, the =isk ++.

0he Apple ++ was chosen to be the desktop platform for the first Ckiller appC of the

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 business worldNthe Gisi5alc spreadsheet program. Gisi5alc created a business market

for the Apple ++, and gave home users an additional reason to buy an Apple ++N 

compatibility with the office. According to /rian /agnall, Apple exaggerated its sales

figures and was a distant third place to 5ommodore and 0andy until Gisi5alc came

along.

/y the end of the 1*(s, Apple had a staff of computer designers and a production line.

0he company introduced the ill&fated Apple +++ in ay 1*) in an attempt to compete

with +/ and icrosoft in the business and corporate computing market.

11. @i$ion 'i$$ion

11.1@i$ion Statement

Can is the creator of change in this world. As such he should be above systemsand structures, and not subordinate to them.C

11.1.1 Explanation o vi$ion

Apple lives this vision through the technologies it develops for consumers and corporations. +t

strives to make its customers masters of the products they have bought. Apple doesnt simply

make a statement. +t lives it by ensuring that its employees understand the vision and strive to

reach it. +t has put systems in place to enable smooth customer interaction. +t has put ob%ectives

in place to continuously move forward@ implemented strategies to fulfil these ob%ectives@ and

ensured that the right marketing, financial and operational structures are in place to apply the

strategies.

11.2'i$$ion Statement

8Apple is committed to bringing the best personal computing experience to students, educators,

creative professionals and consumers around the world through its innovative hardware, software

and internet offerings9

11.!.5orporate affairs

Apple has a history of vertical integration in their products, manufacturing the hardware onwhich they pre&install their software.

=uring the acs early history Apple generally refused to adopt prevailing industry standards for 

hardware, instead creating their own. 0his trend was largely reversed in the late 1**s beginning

with Apples adoption of the :5+ bus in the ($K)$K*$ :ower acs. Apple has since

adopted >S/, A?:, Lyper0ransport, Wi&i, and other industry standards in its computers and

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was in some cases a leader in the adoption of such standards such as >S/. ireWire is an Apple&

originated standard which has seen widespread industry adoption after it was standardi6ed as

+ 1!*#.

ver since the first Apple store opened, Apple has sold third party accessories. 0his allows, for

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hardware line. 0he logos shape is one of the most recogni6ed brand symbols in the world,

identifies all Apple products and retail stores Ethe name CAppleC is not even presentF and has

 been included as stickers in nearly all acintosh and i:od packages through the years.

1&. SOCIA/ CO03I-4IO0Apple strongly believes that business has a defining role in building communities, and

0heir social program, is in keeping with the same spirit. Apple long&term commitment to the

 people of world and its belief in the power of technology to improve the lives of the world

 people.

+t is now widely acknowledged that +0 and computer literacy play a key role in the

growth of developing countries. Apple Lope is a social program that aims to

 bridge the gap and narrow the divide between the Ocomputer literates’ and the Ocomputer 

illiterates’. As a global leader in =igital 0echnology, Samsung is committed to the cause

and is certain that this program can play a very important role in the development of 

society at large.

1+. Apple Inc. plan matrix0he following table, shows Apple +nc.plan

Strategy  *urpo$e  Intended re$ult  Communication$ teamrole 

7re;uency 

Intranet  

Lome page  /usiness metricsKdashboard

0o keep employeesup to date on progress

>pdate data that is notautomated

=aily

=epartmental page =epartmentaldashboard.5ontractsK budgets

0o keep employeesup to date on local progress

 

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messages

• ;ther

organi6ationalinformation

Activity reports +nform mployeesunderstand what therest of theorgani6ation is doing

5ollect and publish monthly

'eeting$ 

5offee with director +nform, clarify,exchange

  Attend, notes if re4uired 0wice a month

/rown /ag lunchesK infosessions

+nform, clarify,exchange

  :lan, announce Garies

2eadership teamemployee meeting Eopento allF

odel openorgani6ation,inform

  0ake notes Weekly

All&manager meetings +nform, clarify    nderstanding

>e%$ite page$ 

onthly news e&6ine 5onnect people tocolleagues, toorgani6ation and toto %ob

mployees connectedand informed

=evelop, publish onthly

=irector staff meeting

notes

5onnect people to

organi6ation and todocumentorgani6ationalhistory

mployees connected

and informed

=evelop, publish Weekly

;rgani6ation calendar :rovide visibilityover organi6ationactivities

  aintain As re4uired

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giants, such as =isney and :ixel. Apple rarely introduces a new type of product. 0hus, instead of 

 being the pioneer, they are an expert 8second mover9 by refining existing products. :ortable

music players and notebook computers are examples. Apple increases the appeal of these

 products by making them stylish and more functional. 0hey now appear poised to make

significant strides in the home computer market and to creating a total digital lifestyle whereby

the home is a multimedia hub.

15. 3ecommendation$ to Company

P 5ompany should regulate pricing strategy between all levels of distribution.

P 5ompany should conduct regular training programmers.

P Apple should focus on the point of contact with customers, retailers and make sure they are

satisfied.

P Also, the company should continuously attract the customers by providing them promotional

offers.

P 0he company should work more on price, so that it can be reduced to competitor levels.

P Apple should also conduct an advertising campaign stressing on the benefits and advantages of

a Samsung product over its competitors. 0hey should display its technological advancement and

superiority also.

  16. -I-/IOD3A*

•  Samsung.com

•  ?oogle.com

•  Scribd.com

•  arketing 3esearch I& Larper W. /oyd,

 

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