...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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...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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...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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...Introduction Apple Inc. designs and manufactures computer hardware, software and other consumer electronics. The company’s most popular products include the Macintosh Computer, the Mac OS X, iTunes, iPod, the iPhone and the recently popular iPad. The company currently owns 284 retail locations in 10 different countries. April 1st, 1976 by Steve Jobs, Steve Wozniak first established Apple Inc. with the creation of the Apple 1, the first computer system with an encased circuit board. On June 5th 1977, Apple Inc. released the Apple II, the first ever computer made for non computer users, in essence, it was the first ever personal computer. The Apple II was the only computer at it’s time that was able to display not just text, but simple pictures and graphics. The Apple II later evolved through various different models to become the most popular home computer during the 80’s and 90’s. most elementary schools were using the Apple IIe as the standard computing equipment. By the time the Apple II line became obsolete, more than 2million computers had been sold worldwide In 1984, Apple released the fist Macintosh. Together with it, the most significant commercial release. The commercial featured a depiction of a future where “big brother” told everyone what to do and think leaving everyone with no freedom of choice. A female heroine representing Apple, frees the people from “big brother”. During that time, “big brother” was perceived to be IBM, while Apple was the heroine that gave...
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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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...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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...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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...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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...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 company expanded into...
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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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...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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...watching movies. I think Apple needs to continue to develop its creative ideas to meet people’s improving demands. Another advantage that makes Apple different from other company is its customer service. I am very sure that maybe you can’t find any other company that can provide better customer service than Apple can. The team of Apple’s customer service always keeps working on satisfying every customer’s demand. Because of its good fame of customer service, apple gets excellent feedback from its customers. Moreover, it gets huge users group. On the other hand, apple also faces lots of competitive pressure and challenges. For example, Google Company. As we all known, Android cellphone and pad computer are the most dangerous competitor of Apple’s. Android has more than half share of the mobile device market. It also can attract lots of software developers to help them develop applications. I think apple should devote more energy to accelerate its pace to seize a larger market. At the same time, apple should keep the high quality of its products and service. Only apple can keep their competitiveness, it can keep its leadership in IT field. 5.identify corporate/business level...
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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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...businesses, it requires recreating the corporate image and vision and utilizing strategic management to sustain competitive edge. Apple, Inc. is just one example of a company that constantly readdressed its strategic vision and image. During the 1990s, Apple suffered from its multiple changes in executive management and inconsistent strategies. Under Steve Jobs’s leadership, Apple’s vision was to be a continuous pioneer in the PC industry in order to become “an enduring company where people were motivated to make great products...a company that will stand for something a generation or two from now” (Katzenbach, 2012, para. 5). Unlike previous CEOs and much of the competition, Jobs continually strived to keep Apple innovative and exert cultural influence. However, this focus on innovation has forced Apple to continually adapt and offer new products to maintain a marginal advantage in an rigorously competitive industry. The 1990s In the early 1990s, Apple Computer was well received and uniquely valued by PC consumers. This enabled Apple to offer its products at premium prices. However, senior management realized that creating products valued as unique was not enough to sustain profitability. As IBM, its major competitor, dropped prices, Apple needed to alter its business strategy by offering “products and prices designed to regain market share” (Yoffie & Slind, 2008, p. 3). Apple Computer then went through numerous changes in corporate leadership, employed strategies to...
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... Range: The MacBook Air is available in two sizes, with the diagonal length of the display determining the model size: 13.3-inch and 11.6-inch (or 33.78 cm and 29.46 cm, respectively). A range of model choices with different specifications are produced by Apple, and as of 2011, all Air models use solid-state drive (SSD) storage and Intel Core i5 or i7 central processing units (CPUs). Packaging: Apple is known for its stark white box, common for all its computers, tablets and phones. On opening the box, one is greeted by the silky smooth bare aluminum lid of the MacBook Air. The packaging used by Apple for all its products including the MacBook Air is a factor differentiating them from products of other brands. Place Mix: Apple’s marketing mix involves a holistic approach to distribution, taking advantage of different distribution channels. In general, the company uses a selective distribution strategy, which involves some degree of exclusivity that could limit market reach. Apple authorizes sellers to ensure control over this...
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