Csr, Pestel, Porter's Five Forces and Business Ethics on Apple Computers

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Business Project
Topic: Apple Computers

Introduction
Apple Inc., formerly Apple Computer, Inc., is a multinational corporation that designs, manufactures and markets mobile communication and media devices, personal computers, and portable digital music players, including a variety of related software, services, peripherals, networking solutions, and third-party digital content and applications. Its most popular hardware products are the series of Mac computers, the iPod, the iPhone, and the iPad. Its software includes the OS X for Mac computers and iOS operating systems for mobile devices, the iTunes media browser, the Safari web browser, and the iLife and iWork creativity and production suites. Apple’s shareholders mostly include companies and institutions as a whole, or individual businessmen and entrepreneurs. As a reference, here is a brief list of some major Apple shareholders: The top ten institutional shareholders

Fidelity Management & Research 53.07M
Vanguard Group, Inc. 33.86M
State Street Global Advisors (US) 31.54M
BlackRock Institutional Trust Company, N.A. 30.28M
T. Rowe Price Associates, Inc. 23.25M
Invesco PowerShares Capital Management LLC 16.09M
Janus Capital Management LLC 12.48M
Wellington Management Company, LLP 11.12M
AllianceBernstein L.P. 10.95M
Capital World Investors 10.57M
The top ten individual shareholders
Jobs (Steven P) 5.55M
Levinson (Arthur D) 225,015
Mansfield (Robert) 40,831
York (Jerome B) 50,000
Drexler (Millard S) 40,000
Cook (Timothy D) 13,659
Oppenheimer (Peter) 8,105
Forstall (Scott) 2,830
Gore (Albert A Jr) 1,000
Johnson (Ronald B) 288
According to Apple’s annual report, we can see that the company’s property and production is still growing. The number of Apple retail stores went from 357 stores at the end of fiscal 2011 to 390 stores at the end of fiscal 2012, up 33 from the year prior, earning an average of $51.5 million per store, up from $43.3 million last year. Apple also expects to open about 30 new stores in 2013, with 75% of those located outside the US, further extending its worldwide business market. Business Environment

PESTEL
PESTEL analysis stands for "Political, Economic, Social, Technological, Environmental, and Legal analysis" and describes a framework of macro-environmental factors used in the environmental scanning component of strategic management in a business. By applying this into the Apple company, we may have a general overview of its current business status.

As a multinational company, Apple’s sales may be largely influenced by political factors outside America, a factor that Apple itself cannot control; it may depend on relationships and status of countries as a whole. For example, sales in China may increase these few years as the relationship between China and America are starting to loosen up, and the Chinese may start to be more accepting to American products. But Apple sales in Czech Republic may continue to be low because of the tense state it is in.

In the economic field, we should see that inflation is a very serious problem in America in these few years. High inflation rate not only makes consumers become less willing to buy “luxury products” such as Apple Mac computers or iPhones; it also lowers the actual profit Apple can get when selling each product.

As Apple always boasts that the iPhone has dominated the phone market, we may see that in recent years, other companies such as Samsung, LG, and HTC has been catching up on the smartphone technology development, as with Windows, Google and Android providing software and system support. With technologic advancing so fast right now, Apple will also have to catch up with the rate of how fast technology grows nowadays.

Environmental factors mainly include how the current climate change problem will affect a business. As a computer and technology retail company, this rarely affects Apple in terms of sales numbers. But as the company was...
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