...Introduction: A strong corporate correspondences system helps associations viably speak with inward and outer stakeholders, including representatives, merchants, clients and the general population on the loose. At the point when done successfully, it streamlines correspondences among business capacities, helping administration, human assets and showcasing keep up a brought together voice and reliable messages. Creating a robust corporate correspondences system can help a business flourish by keeping the immoderate mix-ups that unavoidably come about because of miscommunication. LO 1: Understand the importance of corporate communication 1.1Discuss the purpose of corporate communication strategies Corporate Communication is the aggregate of a partnership's exertions to convey viably and gainfully. Clearly the activity that any specific organization takes to accomplish that objective depends in extensive part on the character of the association and its association with its stakeholders (suppliers, group, workers, and clients). In practice, corporate correspondence is a vital device for the contemporary company further bolstering addition a good fortune over its rivals. Directors use it to lead, rouse, induce, and educate representatives and people in general also. (Knaap and Judith, 2003) Motivation behind corporate correspondence is reputation à attempting to addition scope from the broad communications in very nearly any way that could be available...
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...g [pic] [pic] SCHOOL OF MANAGEMENT Brand Image of Apple Inc. [pic] BSc in Business and Management Studies [Marketing] TABLE OF CONTENTS[pic] Page ACKNOWLEDGEMENT Executive Summary [pic] Chapter 1: Introduction 1.1 Industry Summary 6 1.2 Company Profile 6 1.3 Brand Personality and Strategy 7 1.4 Line of Flagship Products 8 [pic] Chapter 2: Literature Review and Theoretical Framework 2.1 Literature Review 9 2.2 Corporate Marketing v/s Product Marketing 2.2.1 Corporate Marketing 11 2.2.2 Product Marketing 13 2.3 Definition and Importance of Corporate Image, Reputation & Brand 2.3.1 Corporate Image 14 2.3.2 Corporate Brand 15 2.3.3 Corporate Reputation 15 2.4 Impact of Exogenous Factors on Corporate Image 2.4.1 Effect of Country-of-origin (COO) on Corporate Image 16 2.4.2 Cultural and social influences to Country-of-origin (COO) 17 2.5 Importance of Corporate Communication 2.5.1 Total Corporate Communication Mix 18 2.5.2 Corporate Communication Wheel 19 2.6 Consumer Behavior 2.6.1 Maslow’s Hierarchy of needs 20 2.6.2 Consumer Buying Decision Process 21 2.6.3 Influence of Reference Groups 22 2.6.4 Family Influence on Consumer Behavior...
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...When people talk about stories behind companies, corporate culture and corporate identity are always two important topics people will refer to. Some worldwide well-known brands, such as Apple, Samsung, Nokia or Enron, corporate culture and corporate identity have an enormous impact on their way to big names or final bankruptcy. This essay attempts to explain the background to organisational culture, the definition of corporate identity, and then to explore how does corporate identity affect and how is it affected by corporate culture in more detail via using Apple as an example. A summary and conclusion will be drawn at the end of this essay. Background to organisational culture Organisational culture is a complex and multi-facet conception. The notion of organisational culture has been explored by social scientists over the past decades. Andrew Brown stated the definition of organizational culture in his book Organizational Culture as follows: “Organizational culture refers to the pattern of beliefs, values and learned ways of coping with experience that have developed during the course of an organization’s history, and which tend to be manifested in its material arrangements and in the behaviours of its members.”1 According to Ravasi and Schultz, organizational culture is a set of shared mental assumptions that guide interpretation and action in organizations by defining appropriate behaviour for various situations.2 Martins and Martins thought organisational...
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...years many multinational corporations have made headline news with accusations of human rights violations. Such allegations erodes corporate image in the eyes of consumers. Apple Corporation has fallen under public scrutiny for the treatment of its factory workers in China. These allegations have forced Apple Inc. to bring forth solutions to answer the question. What are the social and ethical responsibilities of Apple Corporation, and how can these strategies be employed to restore corporate image to better market products? Apple’s current position on ethical and social responsibilities. Corporate Social Responsibility or CSR is defined by The European Union as ‘the responsibility of the enterprise for their impact on society’. The US has no governmental regulations concerning CSR. This leaves US manufactures like Apple little legal incentive to enforce a code of conduct. Apple’s choice to further implement a strict business conduct policy reflects a commitment to the highest standard of social responsibility. Apple has always operated under a Supplier Code of Conduct that outlines expectations as a condition for doing business with Apple. Implementing this across a multinational supply chain that employs 60,400 full time employees and some 2,000 to 3,000 part time and contract workers was not always a high priority in Apple’s corporate culture. With increased occurrences of child labor, excessive work hours, ethnic discrimination and instances of suicide...
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...as the core indicator of its operations' decisions. It starts with a clear social strategy which is executed by the board, management, and employees of the institution. Corporate Social Responsibility is intertwined with Social Performance as it involves the firm utilizing its resources to respond or solve a social problem and achieve a social goal at the same time (Myers, 2013). The discussion highlights the elements of social performance and responsibility linked to Apple Inc, and shares insight on various corporate social responsibility concerns associated with the firms' past operational practices. Apple Products Over the last decade, Apple has managed to build a recognized brand in the communication industry. The electronics industry is very competitive with various companies offering diverse and innovative products and services (Myers, 2013). Apple Inc is an established American Hi-tech firm that has been in operation for over four decades with its headquarters in Cupertino California. The multinational corporation offers general hardware products, but it specializes in software and technology relied on by its customer niche on a daily basis. As explicated by Khan, Alam, and Alam (2015), Apple explores a unique top-down organizational model within its corporate structure. The firm is corporate based owned by stakeholders. Employees of the company are encouraged to come up with ideas, and the rest of the workforce team is invited to contribute key points that will...
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...article titled “Apple in His Own Image” published in The Wall Street Journal Wednesday, November 2, 2011 writer Jessica E. Vascellaro brings to light some of the key differences between former CEO Steve Jobs and current CEO Tim Cook Tim Cook is already, if not remaking, at least tweaking Apple in his own image. He’s been reshuffling Apple’s corporate structure and changing some of its corporate philosophies, The Wall Street Journal reports. He has, for example announced that Apple will now match employee donations to charities and nonprofits up to $10,000 a year, this is something Steve Jobs always opposed. Tim Cook has already split the business (Apple) into a sales arm and a marketing arm. Mr. Time Cook, as you embark on your journey as new CEO of Apple here are a few things you should look out for when transforming Apple into a Team/group company. * Social Loafing- individuals in the workforce put forth less effort when they work in teams than when they work alone. * Synergy- an effect wherein the total output of a team is greater than the combined outputs of individual members working alone. * Social Facilitation- Tendency for Performance to improve or decline in the presents of others. Transforming a company into groups/ teams has its benefits; however I strongly believe tweaking Apple into a “team” would be the best idea. My recommendation for you moving forward as new CEO would be to make a slow transition with reshuffling or tweaking Apple. The company...
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...Running Head:APPLE RESPONSIBILTY AND STRATEGIES Apple Company responsibility and strategies Latoya Loving Contemporary Business Dr Jeffery Weaver Institutional Affiliation April 21, 2014 Corporate responsibilities and Marketing strategies Apple Inc is known world-wide because of the quality of the products it produces. This is a primary reasonwhy its sales have remained high. The mission of Apple Inc is to ensure that it remains socially responsible to the community it serves in addition to persuading the suppliers to comply with socially ethical issues. The mission expresses the commitment of the company in implementing corporate social responsibility activities, apart from providing innovative products to the customers. Corporate social responsibility is an important product to companies because it builds up the reputation of a company by showing the society that the company is not only after generating profits but also intends to support the society in other ways. The employees, suppliers and public members are all necessary for support. As for Apple Inc, their corporate social responsibility can be rated as average. It is not okay that the company has done nothing in terms of implementing corporate social responsibility (Backer, 2013). Internally, the company ensures that its employees are well compensated in relation to the performance of the company. On some occasions, the company has issued some of the products it makes to the employees for free, this...
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...1. Because of Apple’s innovative products and marketing strategies, Apple has grown into one of the most admired and successful brands in the world. To millions of consumers, Apple’s brand represents quality, prestige, and innovation. Although, introducing a new product can be expensive and risky, Apple has reinvented the concept of a new product. Apple products provide a function that is already on the market, however, Apple’s products are different, distinctive, and are often viewed as superior to the competition. Apple’s product strategy is based on innovative designs, ease-of-use, and seamless integration. There are few companies that have been able to exploit the concept of product modification as effectively as Apple. There is no other company has mastered the concept of product differentiation better than Apple. The company’s retail stores and service have helped create a complete product that is unlike any available in the marketplace. This aided Apple in becoming a cultural icon with loyal followers devoted to Apple products. This cultural branding resulted in consumers exhibiting cult-like loyalty to their products. In addition to the company’s revolutionary products, Apple’s success in pricing, promotion, and distribution have also contributed to their popularity. Apple supports “evangelism” of its products, which refers to its employees who extensively promote their products; acting as both employees and loyal customers. These “evangelists” spread enthusiasm about...
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...| | |CORPORATE LEVEL STRATEGY | |APPLE COMPUTER, INC | | | |PREPARED BY: | |TETY JUANITA MOHD KAMAL | |WONG WAI SIONG | |LAI CHOON HOONG | |WAN HAZIRA WAN MUHAMMAD | |WAN HAMIZA WAN MUHAMMAD | |7/31/2010 ...
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...Corporate Responsibility and Marketing Strategies As part of integral system to society corporate has responsibility towards community and also part of corporate self-regulation integrated with into business. Increasingly, companies are putting a public face on their corporate social responsibility (CSR) activity, but is it driving customer trial, purchase and loyalty and ultimately brand equity? Too frequently these activities are unconnected or, worst of all, go in opposite directions, which for certain types of companies become catastrophes. The authors describe three different approaches for incorporating their CSR activities with their marketing activities. The current CSR debate is clear evidence of missed opportunities to leverage CSR in brand-building activities. More money than ever is being invested in CSR and companies are making wide-reaching organizational changes to support it. Most now have CSR departments reporting to the chief executive, publishing CSR reports and developing CSR strategies and plans. However, despite this intense investment activity, results are few and far between. Instead of bolstering the brand and bottom line, CSR efforts have come under fire both from investors, who cry misuse of shareholders’ money, and from consumers and interest groups who criticize companies for promising more than they deliver. Shell, the Coca-Cola Company, and British American Tobacco are just some of the latest organizations to have experienced backlash for their...
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...Apple’s Corporate Responsibility and Marketing Strategies Name: Course: Professor: Date: Table of Contents Abstract 2 Apple Products 2 Apple’s current position on the company’s ethical and social responsibilities 3 Impact of publication of ethics and social responsibilities violations made by Apple’s suppliers on Apple’s reputation 5 Methods that Apple can utilize to ensure that its suppliers adhere to wage and benefits standards going forward 6 Apple’s customers willingness to pay more for its products if Apple were to increase the selling prices in order to provide better wages and benefits for suppliers’ workers 7 Analysis of Apple’s current overall marketing strategy and actions that Apple can take in order to improve its competitive advantage in the global marketplace 8 Conclusion 9 References: 10 Apple’s Corporate Responsibility and Marketing Strategies Abstract In the business world, the ultimate mission is not only to make good returns alone. A company that directs all its efforts in profit making alone is destined to untimely failure. This is because it will find itself on the wrong side with the government, stakeholders and the public as a whole. For this reason, any company that aspires to exist beyond its current boundaries must focus on its ethical and social responsibilities to company’s employees, consumers, shareholders and the public fraternity. Such corporate social practices brand a company positively as a good job provider, investor and provider...
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...The success of Apple’s branding Apple is an American multinational specialized in computer software and consumer electronics. The company is known for its popular products, like the Macintosh computers, the iPod, the iPhone and the iPad. At the moment it is the largest publicly traded company by market capitalization in the world, as well as the largest technology company in the world by revenue and profit (Wikipedia, Apple Inc.). When Apple’s first store in Amsterdam opened at the third of March of 2012, people stood in line for hours to get in to the store. Even though everybody could easily buy their products in other shops without having to wait or online, they all wanted to experience the Apple world in the store and wanted to be a part of Apple experience. This phenomenon has to do with the incredible branding of Apple. What makes Apple’s branding so successful? Majken Schultz, one of the leading writers on corporate branding, emphasizes that the core of corporate branding is the alignment between the company’s vision, culture and image (as cited by Cornelissen, page 68). Employees are central as brand ambassadors. Apple’s vision as stated by Steve Jobs, co-founder, chairman, and former chief executive officer of Apple, is to make a contribution to the world by making tools for the mind that advance humankind. Tim Cook, the new chief executive officer of Apple, has the desire for the future to win over more customers and putting products in people’s hands, rather...
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...Apple’s Corporate Responsibility and Marketing Strategies Name: Course: Professor: Date: Table of Contents Abstract 2 Apple Products 2 Apple’s current position on the company’s ethical and social responsibilities 3 Impact of publication of ethics and social responsibilities violations made by Apple’s suppliers on Apple’s reputation 5 Methods that Apple can utilize to ensure that its suppliers adhere to wage and benefits standards going forward 6 Apple’s customers willingness to pay more for its products if Apple were to increase the selling prices in order to provide better wages and benefits for suppliers’ workers 7 Analysis of Apple’s current overall marketing strategy and actions that Apple can take in order to improve its competitive advantage in the global marketplace 8 Conclusion 9 References: 10 Apple’s Corporate Responsibility and Marketing Strategies Abstract In the business world, the ultimate mission is not only to make good returns alone. A company that directs all its efforts in profit making alone is destined to untimely failure. This is because it will find itself on the wrong side with the government, stakeholders and the public as a whole. For this reason, any company that aspires to exist beyond its current boundaries must focus on its ethical and social responsibilities to company’s employees, consumers, shareholders and the public fraternity. Such corporate social practices brand a company positively as a good job provider, investor and provider...
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...First Mover Advantage and Branding: Apple versus Blackberry Problem Statement / Purpose of the Case The problem highlighted in the case exemplifies the demerits of solely depending on a single strategy, like First Mover Advantage (FMA), and not evaluating the status of the firm on a regular basis. The purpose of the case is to showcase the significance of building brand equity, which can even overtake the benefits of FMA, for a firm to succeed in the long run. Key Issues of the Case Intense competition, the importance of achieving sustainable competitive advantage, strategies employed to do so, the ease of replication, the need for strong branding, sustainability of FMA, and techniques to sustain FMA are the key issues discussed here. SWOT Analysis Problem / Success Factors The main problems mentioned in the case are – (i) Transient Nature of FMA: Even if a brand attains first mover advantage, other brands may soon tap into the same market and strive for market share. So sustainability of the advantage is a big challenge for the brands. The brand managers’ task is a never-ending one since today’s brand may become tomorrow’s product and vice versa. (ii) Fig 1.1: The Product Life Cycle of a Technology –Based Product Expected versus Augmented Products: Though a brand can set benchmark in the industry by augmenting the product, soon as all other brands offer the same products, the product becomes an ‘expected one’. Now some other firm may set the new industry...
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...An Analysis of Sales Strategies Used by Apple Inc. Written By: Samantha Glass Submitted to: Professor Aric Rindfleisch December 15, 2010 Table of Contents 1. Literature Review 1 A. Company and Sales Tactics Overview 1 B. Apple Sales Strategies 3 i. Brand Image and Premium Pricing 3 ii. Retail Stores 7 iii. Innovative 10 iv. Quality Products 12 v. Media Frenzy 14 vii. Competitive Advantage 15 2. Methodologies 18 A. Apple Sales Strategy Survey 18 B. SWOT Analysis 18 3. Results 19 1. Result #1: SWOT Analysis 19 2. Result #2: Apple Sales Strategy Survey Analysis 21 4. Recommendations 23 1. Recommendation #1: Re-enter the corporate market 23 2. Recommendation #2: Apple should make the iPhone and iPad compatible with Adobe Flash. 24 3. Recommendation #3: Ensure that all current and future products have similar interfaces. 25 5. Recommendation #5: Apple should gain access to additional distribution channels and sales outlets in the international market. (international presence) 25 4. Recommendation #4: Apple should reduce prices. 25 5. Appendices (A-D) 27 Appendix A: Environmentally Improved Products 27 Appendix B: Retail Store Analysis 29 Appendix C: Apple Sales Strategy Survey 31 Appendix D: Apple’s Retail Store Customer Feedback Survey 32 6. Endnotes 34 1. Literature Review A. Company and Sales Tactics Overview Apple Computer Inc. was established on April 1, 1976. In 2007, the word “computer” was removed as the...
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