Table of Contents
I. Company introduction ............................................................................................................................ 4
II. Explain with examples the Business Process and the Supporting Processes in the company ......... 5
1. Business process .................................................................................................................................. 5
1.1. Definition ....................................................................................................................................... 5
1.2. Example in Apple: New product launch process (iPhone 14) ....................................................... 5
2. Support process ................................................................................................................................... 7
2.1. Definition: ...................................................................................................................................... 7
2.2. Example of support process in Apple: Recruitment process (Including 4 rounds of interviews) .. 8
III. Use examples to distinguish unstructured and semi-structured data in the company................... 9
1. Definition ............................................................................................................................................. 9
2. Difference between semi-structured and unstructured data: ......................................................... 9
3. Example: ............................................................................................................................................ 10
IV. Evaluate the benefits and drawbacks of a business intelligence software that the company is
using or going to use. ................................................................................................................................ 11
V. Introduce a recent business decision of the company ....................................................................... 11
VI. Compare the types of support of some key stakeholders at varying levels for the decision ........ 11
VII. Justify with examples the key features of the business intelligence software .............................. 12
1. Visually explore and analyze advanced data with shapes, diagrams, utility structures ............. 12
2. Extensive integration with many enterprise tools .......................................................................... 14
3. Ribbon interface, easy-to-use Task Pane ........................................................................................ 14
4. The ability to handle larger data than Excel .................................................................................. 15
VIII. Compare and contrast the software with at least TWO other business intelligence
tools/systems/technologies/softwares. ...................................................................................................... 15
IX. Conclusion. .......................................................................................................................................... 17
References .................................................................................................................................................. 18
3
I. Company introduction
Apple Inc. is an American multinational art corporation headquartered in Cupertino,
California, that designs, develops, and sells used electronics, computer software, and online
services. It is considered one of the Big Five of the US information technology industry, along
with Amazon, Google, Microsoft and Meta. Its hardware product lines include iPhone
smartphones, iPad tablets, Macbook laptops, Mac personal computers, iPod portable music
players, Apple Watch smart watches, variety players technical media Apple TV, AirPods
wireless headset, AirPods Max headset, and smart HomePod speaker. Apple software includes
the operating systems macOS, iOS, iPadOS, watchOS, and tvOS, the iTunes media player, the
Safari web browser, Code Shazam, iLife and iWork creative and packaging work, and also
specializes in Apple software. applications such as Final Cut Pro, Logic Pro, and Xcode. Its
online services include the iTunes Store, iOS App Store, Mac App Store, Apple Arcade, Apple
Music, Apple TV+, iMessage, and iCloud. Other services include the Apple Store, Genius Bar,
AppleCare, Apple Pay, Apple Pay Cash, and Apple Card.
Apple's total annual worldwide revenue totaled $274.5 billion for fiscal year 2020. Apple
is the world's largest technology company by revenue and one of the world's most valuable
companies. It is also the world's third largest mobile phone manufacturer after Samsung and
Huawei. In August 2018, Apple became the first publicly traded US company valued at over $1
trillion and just two years later, in August 2020, became the first company to be valued at $2
trillion. trillion US dollars. Apple employs 147,000 full-time employees and maintains 510 retail
stores in 25 countries as of 2020. It operates the iTunes Store, which is the largest music retailer
in the world. As of January 2020, more than 1.5 billion Apple products are in active use
worldwide. The company also enjoys a high level of brand loyalty and ranks as the world's most
valuable brand. However, Apple has received a lot of criticism regarding its contractors' labor
practices, environmental practices, and unethical business practices, including anti-competitive
behavior, as well as the origin of the original material. (Vnexpress, 2022)
4
II. Explain with examples the Business Process and the Supporting Processes
in the company
1. Business process
1.1. Definition
Business process is a series of activities that are linked together to accomplish an
organizational goal. These operations are defined for related only. They will perform a possible
job with the goal of providing products or services to customers. (Misa amis, 2022)
1.2. Example in Apple: New product launch process (iPhone 14)
Step 1: Introduce about product (iPhone)
When talk about iphone, even those who love Apple, independent technology experts must also
give these smartphones the most respect.
Love it or not, everyone admits that the life of the iPhone is the first bell of a revolution in the
smartphone market, a step forward in the development of the electronics company and Apple.
launched to truly become the world's leading art corporation.
Through world products, the latest version Apple is about to release is the iPhone 14.
5
Step 2: Select market focus and positioning brand
- Market segmentation and target market selection
+ Geographical area criteria
+ Criteria for customers
- Product Positioning:
+ Pioneering in creating new product
+ Positioning the product as a high-quality product
+ Still support old product lines to upgrade the system
Step 3: Price decision
Price is directly related to the company's revenue and profit and is a strong driving force
affecting consumers' purchasing decisions.
- Set a high initial selling price to gain value for money.
- The reference aims to position the brand value, hit the consumer's psychology and combine the
integration strategy behind.
+ Cost control plan.
+ Reduce operating costs: use Macintosh's own software to save money.
+ Hit the psychology of consumers through if they can accept a lower configuration and
still meet their needs, it is a huge savings and promises to bring high profits, Compared
with dozens of units When new phones come out to compete with iPhones, the cost of
components is only a few dollars less than the selling price. However, by accepting this
cheaper price, those businesses can sell products in larger quantities, unlike the iPhone
when Apple has pushed the price up much higher than the actual value.
+ Copyright costs.
+ Advertising costs.
+ Pricing products higher than competitors.
6
- Pricing depends on the market.
- Lifecycle discounts to compete and create a price umbrella.
Step 4: Promotion strategy
- Promote value-based products with convenience and class instead of use value.
- Limit advertising, take advantage of PR.
- Turn virtual customers into real customers.
- Control information and hit public opinion.
- Customer relationship.
- Strategies to keep stock and create a price fever.
Step 5: Distribution strategy.
- Exclusively through major carriers (USA, China, Vietnam, Singapore).
- Combine pricing strategy with distributors.
- Supply chain management.
Step 6: Additional solution
- Product solutions (Need innovative and breakthrough designs as well as product upgrades).
- Solution on price strategy (Beware of over-skimming strategy).
- Solution for distribution strategy (Expand and strictly control the product distribution system).
- Solutions on promotion strategy (Strict control of information to attract customers, find out
market demand for appropriate supply).
(Misa amis, 2022) (Tran, 2022)
2. Support process
2.1. Definition:
Support processes are all processes whose sole purpose is to ensure the operation of key
processes and the overall operation of the company. (Manegementmania, 2019)
7
2.2. Example of support process in Apple: Recruitment process (Including 4 rounds of
interviews)
Step 1: First round of interviews:
- Participate in Apple's working workshop
- Introduce yourself and explain why you are applying
- Answer some behavioral questions at Apple Store
- Suitable candidates will be notified for the next round
Step 2: 2nd round of interview:
- Apple's recruitment department calls each candidate and interviews in person
- Candidates answer the question: Why do you want to work at Apple? Through the job seminar,
which position do you feel is suitable? Apple doesn't hire geniuses, they need individuals who
can start from the bottom?
Step 3: 3rd round of interview:
Video call interview with interview questions around the following issues:
- Why do you want to work at Apple?
- Tell me about a time when you were disappointed in yourself?
- How to behave when customers are not satisfied with the service?
- Candidates can ask employers about Apple Store operations.
Step 4: 4th round of interview:
Candidates will be invited for an interview at Apple's headquarters in Cupertino,
California with a top manager. Candidates will answer the basic questions of a job interview to
learn more about the candidate's abilities and future career plans. (Thảo, 2022)
8
III. Use examples to distinguish unstructured and semi-structured data in the
company
1. Definition
- Unstructured is no data structure. Features like:
+ Usually opinions and assessments are subjective
+ Only exists as text
+ Hosted in Word, Elasticsearch, Solr
+ Difficult to collect, retrieve, store and organize in conventional databases
+Cannot use data analysis tools and methods
- Semi-structured is structured data, but it is not organized in a logical pattern, like an objectbased table or chart.IV. Evaluate the benefits and drawbacks of a business intelligence software
that the company is using or going to use. (Ha, 2021) (Thestrologypage , 2022)
2. Difference between semi-structured and unstructured data:
Properties
Semi-structured data
Unstructured data
Technology
It is based on XML/RDF(Resource
It is based on character and binary
Description Framework)
data
Transaction
Transaction is adapted from DBMS not
No transaction management and no
management
matured
concurrency
Version
Versioning over tuples or graph is
Versioned as a whole
management
possible
Flexibility
It is more flexible than structured data
It is more flexible and there is
but less flexible than unstructured data
absence of schema
Scalability
It’s scaling is simpler than structured data
It is more scalable.
Robustness
New technology, not very spread
Query
Queries over anonymous nodes are
performance
possible
(GeeksforGeeks, 2021)
9
Only textual queries are possible
3. Example:
- Unstructured: Reviews of customers using Apple store
(Apple store, 2022)
- Semi-structured: Apple devices revenue chart
(F&F, 2019)
10
IV. Evaluate the benefits and drawbacks of a business intelligence software
that the company is using or going to use.
The Business Intelligence software the company is using is: Power BI.
Table comparing advantages and disadvantages of software
Advantages
Disadvantages
- Low investment cost
The datasheet link is not perfect
- Custom visualization
- Configuration of the image is not sharp
- Quick integration with Excel
- Dense and cumbersome user interface
- Smart data connection
- The formula is still stiff
- Quick update in real time
- Having problems handling large volumes of
- Ability to embed data
metadata
- Personal portal
- Complicated to understand and do if a
- Data accessibility
beginner.
- Interactive visualization
(Soft365, 2019)
V. Introduce a recent business decision of the company
Apple launched iPhone 14 with a new screen without "rabbit ears", better battery life with
5G chip, super memory, eye-catching color design, improved battery capacity and charging,...
VI. Compare the types of support of some key stakeholders at varying levels
for the decision
Customer
- About 55% of customers will exchange new products (iPhone 14).
- About 35% of customers exchange products with lower versions (eg 13,
13pro, 13promax,...).
- About 15% of new customers just started buying and using products that
are priced in line with their income.
11
Producer
- Upgrade product quality in terms of configuration, color, interface,
materials to make products.
- Offer the right price for the product.
- Make high demands on accessories and components supplied by
factories.
Authorized
- Have a suitable product promotion campaign
Distributor
- Offer many promotions to attract potential customers to change new
products.
- Lower prices of lower-generation products to solve the problem of
goods circulation and attract new customers.
VII. Justify with examples the key features of the business intelligence
software
Key features and functions of Power BI software
1. Visually explore and analyze advanced data with shapes, diagrams, utility structures
Power BI impresses with its ease of use. Users can dig deeper into the data themselves,
quickly finding, grouping, forecasting, and clustering data. Advanced users have full control over
the data model.
12
Figure 1: Apple's gross margin over the years.
Figure 2: Revenue of Apple product lines over the years.
13
Figure 3: Change in Apple's revenue and net profit over the quarter.
2. Extensive integration with many enterprise tools
Positioned as a flexible and powerful solution for businesses, Microsoft Power BI
integrates tightly with products not only from Microsoft such as SharePoint, Office 365,
Dynamic CRM, and also products from other brands such as Spark, Hadoop, Google Analytics,
SAP, Salesforce, MailChimp,etc.
3. Ribbon interface, easy-to-use Task Pane
Developed by Microsoft in the design language of the Office suite that is very familiar to
users, it doesn't take long to get used to the interface of Power BI, significantly reducing learning
and working time. with this tool, increase work productivity, create more value, in less time.
Figure 4: Excel's Ribbon and Power's Ribbon
14
4. The ability to handle larger data than Excel
In the context of the increasing demand for data storage and processing in businesses and
organizations, the limitation of Excel's data is creating difficulties such as computer crashes.
slow or impossible processing. treatment, thereby requiring a more effective and satisfactory
alternative. That's why Power BI was born - with up to 8-10 million lines to adapt to the age of
data.
(Hocexcel, 2022) (24h, 2020)
VIII. Compare and contrast the software with at least TWO other business
intelligence tools/systems/technologies/softwares.
Comparison item
Free version
Power BI
Tableau
Qlikview
The free version of
Although it's free, it
The free version of
Power BI has all the
has limited reporting
Qlikview is limited in
features you need to
features.
many features
build reports. Just
compared to the paid
download the free
version.
version and use it.
15
Paid version
- Pro will cost
$70/person/month
$30/person/month
$10/person/month
- Premium will cost
$4000/month
Analysis and
Power BI has many
Tableau also has the
Qlikview is weaker in
deployment
features to build
same outstanding
terms of analysis and
reports according to
features as Power BI
reporting features
various requirements
to create dynamic
than the two tools
and the ability to
reports.
above.
easily expand reports.
Usability and
Power BI can be
Tableau uses a
Qlikview will be
Deployment
considered an
platform that
more difficult to
evolutionary tool of
combines many
implement and use
Excel, almost every
separate products, it's
because it lacks in the
interface, toolbar and
more difficult for one
modeling features to
feature is similar to
person to get the hang be able to drag and
Excel. Even
of it than it is for
PowerQuery and data
them to understand
models are available
how to work with a
in Excel for easy
single product like
integration.
Power BI.
Because Power BI is
Tableau also has a
Qlikview is used
part of an Office365
distinct community,
mostly by people
package, Microsoft
and being the first
with deep knowledge
has long built a
and pioneering tool in and data
community of Power
data analysis and
programming so the
BI users, like any
visualization,
vast majority of their
other product.
Tableau's community
community members
is also huge.
are programmers and
User community
16
drop reports easily.
programmers. There
won't be the same
variety of analysts as
in the other 2 tools
Strengths
- Low price
- Best quality in
- Scalability to
- Familiar interface,
visualizations and
connect with other
easy to use.
charts
applications
-Technological vision - Focus on optimizing - Product marketing
and continuous
user experience
feature
Weakness
capabilities
- Product vision
- Focus on Cloud
- Competition
- Lack of self-service
Analytics (Azure)
features
analytics
- Various unused
- Price and product
- Expensive cost
features
set
- Company
- Too much
- Lack of ability to
management team
interaction between
support complex
- Poor conversion
products with
models
ability
Office365
- Product and
- Not many features
technology vision
yet when working
with other products
(Nguyen, 2019)
IX. Conclusion.
In this report, I have presented the concept of business process, support process of Apple
technology company as well as given specific examples. At the same time, the concepts of semistructured and unstructured in the company are also given with specific examples. I have
analyzed and evaluated the intellectual software that the company is using to see the pros and
cons of that software. Finally, I was able to plan my own business and understand the importance
of several stakeholders at varying levels in my decision to have a successful business.
17
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