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UNIVERSITY OF GREENWICH
BUSINESS SCHOOL.
MARK1117: DISSERTATION PROPOSAL
ACADEMIC YEAR 2012/13

Name of Student: Orynbayeva Zhaniya
Faculty: BA(Hons) Marketing Management, Year 3 Semester 5
Proposal Short Title: The investigation of effectiveness of Apple Incorporation Company towards offering their product and price quality to customers.

Research Title:
The investigation of effectiveness of Apple Incorporation Company towards offering their product and price quality to customers.

Contents

Research Background
Research Problem
Research Question
Research Objectives
Research Methodology
Literature Review
Appendix 1 & 2
References

Research Background

Apple Inc. (NASDAQ: AAPL, formerly Apple Computer, Inc.) is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. Known hardware products of the company include the best Macintosh line of computers, IPod, iPhone and IPad. Apple software includes a Mac OS X operating system; ITunes media browser; iLife suite of multimedia and creativity software; IWORK set of office programs, Diaphragm, a professional photography package; Final Cut Studio, Suite of professional audio and film - industry software products; Logic Studio, a set of music production tools; Safari Internet browser, and IOS, mobile operating system. Established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977, the company was previously named Apple Computer, Inc., for its first 30 years, but removed the word "Computer" on January 9, 2007, to reflect the company's ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world in 2008, 2009, and 2010. The company has also received widespread criticism for its contractors' labor, environmental, and business practices. What stands out to me as I look at the next Mac operating system, Mountain Lion, and the next iPad and iPhone operating system, iOS 6, is how Apple is focused on practical innovations and features. Many of the features it announced are extremely practical and useful.. Take, for example, the advancements in the phone features. When a phone call comes in, you’ll be able to ignore it and automatically send a text message to the caller or set a reminder to call the person back. All with the quick touch of a button. This is extremely useful. Or take the new feature in Safari called iCloud tabs. It allows you to bring up a website on your Mac and then move to your iPad or iPhone and pull up that same website with the touch of a button. This is an extremely useful feature and one that you’ll appreciate if you Safari on a computer and an iPad or iPhone frequently. With these new features in Mountain Lion and iOS, Apple has demonstrated that it’s interested in solving real-world problems for its customers. Research Problem

To ensure a high-quality buying experience for its products in which service and education are emphasized, the Company continues to expand and improve its distribution capabilities by expanding the number of its own retail stores worldwide. Additionally, the Company has invested in programs to enhance reseller sales by placing high quality Apple fixtures, merchandising materials and other resources within selected third-party reseller locations. Through the Apple Premium Reseller Program, certain third-party resellers focus on the Apple platform by providing a high level of integration and support services, and product expertise. One of the Company's customers accounted for 11% of net sales in 2009; there was no single customer that accounted for more than 10% of net sales in 2010 or 2012. The Company is confronted by aggressive competition in all areas of its business. The markets for the Company's products and services are highly competitive. The Company's...
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