Contents

1. Introduction

1.1 Background……………………………………………………………….1
1.2 The situation of Apple Inc in 2011………………………………………..1
1.3 Apple’s quality control……………………………………………………1
1.4 CRM of Apple Inc………………………………………………………...2

2 Competitors

2.1 SWOT……………………………………………………………………...3
2.2 Porter's five forces………………………………………………………....4
2.3 Market trend……………………………………………………………….4

3 Cross culture issues

3.1 Apple’s product in different country……………………………………….6
3.2 Apple’s management in different country………………………………….8
3.3 Hofstede’s cultural dimensions theory for Apple…………………………..9

4 Corporate social responsibility and profitability

4.1 Economic…………………………………………………………………...11
4.2 Environmental………………………………………………………………11
4.3 Social………………………………………………………………………..13
4.4 Recommendation……………………………………………………………14

5. Conclusion…………………………………………………………………...16

6. Reference…………………………………………………………………….17

1 Introduction

1.1 Background

Apple is a multinational company. The company's headquarters is in California in the United States. Headquarters is responsible for product design, development and marketing of consumer electronic products, computer software, and personal computers. All the products, the most well-known product are the Mac series of computers, iPod, iPhone and iPad. Apple has two million employees. Research and development personnel accounted for 2% of the total of 20,000 people. In 2011, Apple's turnover is $ 108.2 billion. This data is far more than our competitors. They are: Nokia, Samsung, Microsoft, Facebook and Google. The company was founded on April 1, 1976, and incorporated as Apple Computer, Inc. on January 3, 1977. (ADVFN PLC，2013)

1.2 The situation of Apple Inc in 2011

Apple Inc. | | | Age | | 1976 | Turnover | | 108.2 billion (2011) | Profit | | 41.7 billion (2011) | Number of