Apple's Corporate Strategy

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University of West London

Corporate Communication Strategy of Apple

Course: MSc International Business Management
Lecturer: Amerjit Walia
Student: Chidi Nlewedim (21159696)
Corporate Communication Strategy5
External Communication6
Internal Communication7
Human Resource Management8
Corporate Image, Identity and Reputation9

In our everyday lives, communication is very important in human interaction and is a quintessential element in building relationships. Same rules apply in the corporate world. An organisation must be able to communicate effectively to its concerned parties; this is known as corporate communication. Successful companies are known to have good corporate communication strategy. This is because corporate communication is the management tool that upholds the company’s values, culture, identity, image and reputation. Corporate communication is the blood circulation system of any organization. (Nell Minow, 1996). The analysed company in this paper, Apple, clearly knows the importance of corporate communication. In this report, Apple’s communication strategy is critically analysed, by applying different academic corporate communication models and frameworks. Apple clearly identifies its stakeholders and uses different communication strategy in both its external and internal communication to command fierce loyalty.

In simple terms, communication is the imparting or exchanging of information or news ( In any organisation, communicating effectively is vital in order to carry out the thoughts and visions of the organisation. For an organisation to communicate effectively, the organisation needs to know the importance of corporate communication. Corporate communication is “an instrument of management by means of which all consciously used forms of internal and external communication are harmonised as effectively and efficiently as possible, so as to create a favourable basis for relationships with groups upon which the company is dependent” (Van Riel, 1995). The process of corporate communication means that the organisations ideals and vision is conveyed efficiently and effectively and that all concerned parties receive and understand the message in effective and efficient manner (Guffey, 2009). For an organisation to build and maintain its brand, the organisation must have a good corporate communication strategy. Apple’s corporate communication is examined in this paper. The resources and knowledge used in this paper comes from University of West London Lectures, Apple’s website, books and literatures. Apple was founded in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne. Apple is headquartered in Cupertino, California, U.S.A. Apple is best known for its Macintosh computers, iPod, iPhone and iPad. As of June 2011, Apple has 60,400 employees, 357 retail stores in ten countries in addition to an online store, has revenue of $108.24 billion ( According to Reuters, as of September 2011, Apple is the largest publicly traded company in the world by market capitalisation and the largest technology company in the world by revenue and profit. The aim of this report is to analyse Apple’s corporate communication strategy by comparing Apple’s corporate communication model to academic corporate communication to gain insight into their corporate values. Also in this report, the communication strategy and methods they use to communicate with their external and internal stakeholders will be assessed.

Corporate Communication Strategy
Effective communication requires effective strategy. An organisation needs an effective communication strategy plan in order for their visions to come to fruition. Communication strategy planning is essential both in the long run and short run as the strategy of an organisation rests on the planning of the communication strategy (E.A. Griffin,...
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