Apple Inc.

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Apple Inc. To Buy or Not to Buy
Scott Fitzpatrick
MGT/521
November 5, 2012
Stephanie Edens
Apple Inc. To Buy or Not to Buy
Introduction to Company Strategies and Human Resources
Every company on Earth uses strategies to achieve goals and overcome obstacles. With these strategies in place the company can weather any storm. With those strategies, there are tactics involved to make the strategies happen. These strategies are ever changing because of economic and market changes. The glue that combines everything together is the human resources department. We will now delve into the strategies and tactics both now and in the past of how Apple Inc. does their business. We will also look at the human resources department of Apple. Finally, we will decide whether or not to buy into the company or not. Strategies

Apple has had one strategy since the company’s inception. Baxter  (2011),  “Enter new markets when they have the right resources and competencies to succeed, and the potential to completely define it” (para. 5). They have shown this time and time again. The Macintosh was the first graphical user interface on a home computer. The iPhone was the first touch screen interface and turned a person’s cell phone into a personal computer. Finally, who can forget the iTunes store. The store made it possible to add applications and music easily and cheaply to all the customer’s Apple devices. Baxter  (2011),  “Apple is seeking to make the technology irrelevant, so we can use these devices to do—to make, to create, to be inspired from” (para. 24).

With this in mind, Apple also has a branding strategy. This is focused around emotions. It is centered on imagination, passion, dreams and aspirations, and power-to-the-people through technology. Apple’s strategy is about simplicity of people’s lives, customer-driven product design, and a company with a heartfelt connection with that customer ("Marketing Minds," 2012).

Above, we have one umbrella strategy with a smaller strategy below. These are based on four core strategies. The first of these being, identifying their customer is. In today’s society, a company cannot sell to the masses; they need to sell to core groups of people. The company needs to identify with this group to give the group what they are looking for. People today want to connect with the company they are buying from and Apple has produced a means for this to happen (ease of use of their products ("Market Leadership Journal," n.d.).

The next strategy for Apple is value perception. What this means is, how does the customer think the product is worth (both monetarily and mentally). The way people think is the way people buy. Customers buy on intangibles ("Market Leadership Journal," n.d.). Does this product have something that another product cannot offer? Is the price worth what I am going to get back out of the product being bought? Apple’s mindset is to give the customer something that no one else can offer (intangibles), and the price will be worth it because the customer cannot get the same from anywhere else.

Once Apple knew the first two concepts, they embraced the few and forgot the many. A good company needs to know who their best customers and stakeholders are. In finding these groups, the company knows what customer base to release. These companies know how to let go of bad customers ("Market Leadership Journal," n.d.). In Apple’s case, these customers would be ones who buy the competitors brands. These are the people who buy the Android operating system or the Microsoft products.

Finally, the last strategy is that cool always costs more. It is, however, does not always cost more to create. A company must find a way to excite their core customers ("Market Leadership Journal," n.d.). Apple did this with the iPhone when it first came out. A touch screen instead of a keypad was exciting. They made the phone even better with the iPhone 4S when an assistant...
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