Global Management

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Global Management and Apple, Inc.

Abstract
Apple, Inc. is a highly innovative company that stays on top of the industry with its cutting edge technology. We will take a look into the global operations of this company to see how it operates it international sectors. One of the sectors we will be looking at is the European operations in Italy. The main topics to be addressed are the company’s mission, their corporate strategy, product differentiation, their international operations, their code of conduct for all business, and how they operate their storefronts.

Introduction
There are many companies that operate globally, but Apple, Inc. is a unique one. This company has maintained the status of being one of the greatest innovators of technology. This paper will break down the basics of the company: the background, the global corporate strategy and the advantages and disadvantages of operating globally. In every business there are economic conditions that effect the operations, as well as risks in the international business world. Apple manages its company as a global company. Every store in Italy is held to the same policies, codes, and expectation as every store in the U. S. is held. Consistency is what impacts the brand. Company Background

Apple, Inc. is a highly innovative company that operates internationally in 14 different countries (apple.com). This company is known for the manufacturing and designing of computers, tablets, cellular phones, and portable music devices. They also have a variety of software, networking, applications, and operating systems that they produce (Apple 10-K). They also deliver and sell digital content through iTunes Store, iBookstore, and the Mac App Store (Apple 10-K). According to Interbrands, Apple has become ranked eight out of one hundred in being one of the best global brands. (pg.20). Apple has created themselves as being an iconic symbol for having delivered a unique experience through the meeting of great branding and great technology (Interbrands pg. 20).

Global Mission
A mission is describing a company’s product, market, and areas of technological emphasis with reflecting the principles, values, and priorities of the strategic decision makers of the company (Pearce and Robinson pg. 11). According to the investor tab of the Apple website, Apple’s mission statement is: “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.”

According to an article written about Apple’s mission statement, some say that a company that is such a leader in innovation, it is not of the standards that we would expect from them. The article quoted the late CEO Steve Jobs, with a statement that seems to be a better fit if incorporated into the mission, "Man is the creator of change in this world. As such he should be above systems and structures, and not subordinate to them."

Corporate strategy
Corporate strategy is the framework of all the decisions and activities that a company is going to make (Stahl and Grigsby pg. 9). According to the Apple 10-K form located on the investor portion of the Apple website the business strategy of Apple, Inc is that through their products such as hardware, software, peripherals, and services, that they are able to bring the best user experience to their customer base (pg 1). Apple’s strategy is use the leverage it has by producing almost everything in its own products. They develop their own operating systems, hardware, software and applications (Apple 10-K pg 1). This allows for superior quality and ease of use that is expected of Apple products. Apple strategically invests in research and development of new and innovative products...
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