CUEGIS; Apple
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CUEGIS; Apple
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Definition
Term
The process by which world's
regional economies are
Globalisation
becoming one integrated global
unit
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Change
The adaptation of business
objectives, strategies and
operations to accommodate
changes, both internal and
external, within the dynamic
business environment
Culture
Ideas, customs and social
behaviour derived from
different values and
backgrounds that influence
stakeholder motivations and
decisions
Ethics
The socially accepted moral
principles that govern
behaviour and decisionmaking
Globalisation
The process by which world's
regional economies are
becoming one integrated
global unit
Innovation
The introduction and
implementation of new,
radical and improved
products, processes or ideas
Strategy
Significant long-term
planning decisions that
organisations make in order
to meet the needs and wants
of their stakeholders
Set-up of Apple
- April fools day 1976,
incorporated in 1977 with 2
out of 3 of the original
founders
- R. Wane sold his 10% shares
for $800, which are now
worth $60B
Project-based
- Effective, flexible working
organisation
of small teams
CULTURE &
- Self-motivated employees
STRATEGY
over a micro-managing boss
- Limit opportunities for thirdparty communication
resulting in unanswered
complaints
2001 CHANGE &
Steve Jobs replaced by Tim
CULTURE
Cook, new approach
1. Hands-on with China
2. Smaller, cheaper products
3. Moderate combativeness
Scott Forstall,
2012-2013
Maps Fiasco
Scott Forstall, valuable asset
CHANGE &
in development of products
STRATEGY
but self-oriented and rude
- Responsible for Maps
Fiasco of 2012 yet refused to
apologise
- Fired & replaced by 3
employees for different
elements (AI, mapping,
aesthetics)
- Lead to better coordination
and transparency
Shift to fashion
2014, purchase Beats
markets
electronics
CHANGE &
- Signify shift to combination
STRATEGY
of fashion and technology
with changing markets and
trends
Former Burberry CEO
influence marketing
- Advertising in fashion
magazines like VOGUE
- Market Apple watch as an
accessory
Change at
- Steve Jobs > Tim Cook 2001
Apple
- Scott Forstall 2012-2013
- Move to fashion markets
- Adaptation to trends such
as environment and diversity
Culture at Apple
- Small teams working on
projects, strong team spirit
and motivation
- Innovative, clean image with
professed culture
- Enthusiastic and friendly
staff; 'pushing for better';
embrace creativity and
excellence
- Selective system creates
environment of exclusivity
and dedication, contracts of
secrecy
- Self-motivated staff over a
micro-managing boss,
freedom, laissez-faire, task
culture
- Moderate combativeness,
less extreme than Steve Jobs
Innovation at
#1 innocative company
Apple
globally with constant new
products and business
models
- Innovation in both products
and software, match aesthetic
(and culture)
- Focus on culture of
creativity and new ideas
rather than process
- Streamlining to perfection
before release to avoid
failure like Samsung
- 'Thinness war' risk
Thinness war
Competition between
companies to create the
thinnest phone, focus on
aesthetic
- At detriment of battery life,
goes in against demand
Strategy of
- R&D emphasis for
Apple
continuous innovation
- Focus on recognition,
loyalty and image for
continued support from
customers
- Broad differentiation and
constant innovation
- Perfection before release
- Product-driven, consider
demands but prioritise vision
- Lack of communication in
social media strategy
- Standard, global and
guerrilla marketing with
standardised approach to
products
Product-driven
Consider demands but only
nature of Apple
to a minimal extent
STRATEGY &
- Follow own product
INNOVATION
development to create
demand and with success,
such as the portrait camera in
the new iPhones
- Creates prestigious image
- Trust loyalty of customers
Social Media
- Lack of communication is
Marketing
the social media strategy
strategy of
- 'Customers come to Apple
Apple
idea'
STRATEGY &
- Result in sense of
CULTURE
superiority and exclusiveness
Guerrilla
Use of standard, global and
marketing of
guerrilla marketing to exploit
Apple
circumstances in the market;
STRATEGY AND
gain competitive advantage
ETHICS
- 'Leave the world better than
we found it'
- 'Here are some ideas for
everyone to copy'
Zero Waste at
2015 - Zero Waste facility at
Apple
Tech-Com factory in
Shanghai
Ethics at Apple
- Removal and replacement
(environment)
of harmful chemicals
- Invest in environment and
renewable systems in data
centers
- Guerrilla marketing
campaigns
- Tim Cook's shutting down of
anti-environmental investors
Ethics at Apple
- Diverse and inclusive
(social
workforce
responsibilities)
- Labour accusations,
especially in China: respond
with investigation and
confirmation, blame suppliers
but still improve monitoring
and training
- Intense workflow in West
justified with 'challenge but
reward' but detriments health
of Western workers
- Tim Cook's sponsoring of
Human Right's Campaign
- Value of customer privacy,
refusal of monitoring of
government
Apple's strategy
Hands-on approach of Time
in China
Cook with visits and
STRATEGY &
recognition to gain access to
GLOBALISATIO
great market
N
- Dangerous market with
unstable environment, yet
opportunity of growing
middle class
2015 - enter middle class
market with premium
product; attraction of
customers with appeal of
brand and product by image
- Sign contracts with China
Mobile
Apple's strategy
External change: new law
in China
requiring content storage on
STRATEGY &
Chinese servers
CHANGE
- Major drop in sales concern
investors
- Share sales and shrinking
revenue with drop in sales of
product, yet remained high
with population size
Globalisation at
- Multinational company
Apple
known in mostly all MEDCs
- Simplicity of product and
advertisement has worldwide
appeal; standardised
approach results in strong,
universal brand identity and
effective marketing
- Stores fit culture: local
employees, protocol tailored
to region with a personalised
approach with designs fitting
to region (e.g. Haussman
style in Paris for local
interests)
- Outsourced labour
minimises costs and
maximises profit, yet has
ethical implications
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