project text for marketing

8/10/2019 Project Text for marketing

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Strategyformation is a part of the process of strategic management and consists

of 3 phases: 1.Determining a view of the future 2.Developing various strategies 3.

Evaluation and choice of a strategy

1.

Determining a view of the future of Apple: involves an image of the future of the

Apple organization being sketched. We need to check if the objectiives can beachieved in the future by using the current strategy. This difference between

desirability and reality occurs in Apples case, since Apple operates in a fast-

changing environmentthe technologies, and also, the competition on the mobile

market is very strong.

2.

Developing various strategies: Every big company, as Apple, knows that if one

strategy fails, it might have other options to diminuate the fail. For example, Apple

released on 19th September the iPhone 6 and iPhone 6 Plus. Also, the company

developed a new productnew Apple watched, released on 30thSeptember. Other

strategies:They have a medium and long term time span; They are related to the

organization as a whole; They create opportunities to promote new investments; 3

categories discussed: Strategies dependent on the market share of the organization;

Stategies dependent on the extent of turbulence in the environment; Expansion

strategies (the product market matrix). We believe that, since Apple is a big, leader

company, inevitably, is implicated in all kind of strategies on top mentioned. If we

talk about Strategies dependent on the market share of the organization: that type

of strategies that exhibit clear differences in their market share, we divide the

organizations in: Market leaders,Challengers ,Followers,Specialists. As a market

leader, Apples aim is to : 1. Increase the total market (Increase the number of

users: extending experience, Stimulates the current users to increase their

consumption: turning the Ordinary into Something Beautiful, Attracts new users:

communicating in the Language of the Audience); 2. Defend its own market

share (Position strenhthening: Differenciation ,Attacks the flanks: videos with

experiments how Iphone is stronger than Sumsung Galaxy); 3. Expand their

market share (Enhancing mobility: Apple creates options to move activities to

other markets : Apple is a design firm, media platform, pulishing company,

software powerhouse, computer builder etc). Stategies dependent on the extent ofturbulence in the environment : Stage1: immunization (New production

techniques,New markets with new products); Stage 2: adaptation(Ability of the

organization to adapt itself to changing circumstances); Stage 3: manipulation

(Manipulation can be defined as the total or partial recovery of earlier loss of

influential power); Stage 4: innovation ; 3. Expansion strategies


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3.

Evaluation and choice of a strategy: After the strategies have been set up, as any

other company, Apple makes preliminary choices. Thease strategies will then be

evaluated in terms of their medium term prospects.

Planning and implementation The output of strategic management

consists of a strategy or a plan.Implementation of a strategy involves translating it to a shorter time frames and

lower hierarchical levels. Planning cycle has the following stepts: 1.Strategic

planning;2. Operational planning;3. Function specific planning 1.Strategic

planning (Quality campaings each day;Product development and market

introduction;Information planning and computerization projects). 2.Operational

planning (Strategic plan sets up the business plan of a company while business

plan in turn establishes the business operation plan. Operational plan is the key to

run the entire business of company. Operational business plan covers the all areas

of company including the finance, manufacturing, internet, operations, R&D,

human resources and marketing. Apple Inc. was known because of its lenient

business thinking. Apple Inc. has the design, marketing and manufacturing

services. Company develops designs and markets the musical players with

important accessories. The business of Apple Inc. is managed on geographic basis.

There are five operating segments of Apple Inc. such as America, Europe, Japan,

retail and others. In US, Canada, UK and Japan Apple owned stores are currently

operating. Operational management is linked with the production divisions

activities.The people in Apple Inc. are grouped together on the basis of theirexpertise and resources. It enabled the Apple Inc. to learn from its functions. The

present structure in Apple Inc. has focused upon those activities which reduce the

costs and increase the flexibility in its operations. The managers in Apple Inc. have

a greater control of the organizational activities and avoiding the tall and other

several hierarchies. A relative flat structure of the Apple Inc. has decentralized the

authorities and responsibilities of its management. The managers and employees at

lower levels are encouraged to take part in fostering the companys strengths. The

advantages of decentralization are numerous i.e. enhancing the planning, decision

making and control processes. Apple Inc. has focused on its marketing operationson the major business areas like iPod and iTunes. The marketing department shows

a great responsiveness to the outside world. The finance treasury division of Apple

Inc. provides the financial policy to company. This department is responsible to

handle the international capital transactions of company, liquidity guaranteeing and

risk management. In Apple Inc. the role of the financial manager is crucial for the


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strategic management. The capital required for the R&D is raised by the Finance

division which maintains the innovation position of the Apple Inc. Internal

problems of Apple Inc. were in the form of the sale force accessing directly to

corporations. Apple Inc. relied on the 300 manufactures while IBM had 6000 to

7000 direct salesman. However the Apple Inc. has focused to establish more salesstaff. Many issues concerning to these sales person were noted regarding the prices

of products. Apple Inc. has also marketing problem as it failed to communicate the

Macintoshs business image in market. The fact that marketing strategy was not

according to requirements and did not make it more famous in market; it also did

not focus upon the technology. Products are manufactured on the basis of

customers needs. Apple Inc. needed the fundamental importance of getting close

to market.)

Span of control- Delegation involves handing over tasks and the associated

responsibility and authority

to lower levels. The person that delegates the tasks retains ultimate responsibility

for those tasks. To make sure that the delegated tasks are carried out as required,

those who have been given the tasks must be managed. This is the managers span

of control. Span of control has two dimensions: The horizontal dimension; The

vertical dimension. Apple operates with a horizontal dimension, known as the span

breadth. This one is determined by the factors: the good managers qualities, the

qualities of emploees, the nature of the organization; the nature of the work; the

character of the job.

Team work pursposeful and efficient team work depends on a clear

awareness of the various roles that

need to be fulfilled within a team and the conditions needed to ensure the good

welth of the company. Apple created strong teamworks among its employees.

Roles: the coordinator, the shaper, the innovator, the evaluator, the contact, the

team worker, the organizer, the quality guard. It is known that Apple, when

innovates a new project opens the applications for those how want to participate in

it. So, every employee has the chance to show his/her abilities.

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