Since the start of apple in 1976 apple has established a unique reputation in the consumer electronic industry. Apple started out as a computer company and expanded into other electronics within the last decade. Apple has about 35,00 employees world wide and had world wide annual sales of 32.48 billion in its first fiscal year ending September 29,th 2008. (Para Amitt, Singh 2004) This paper will explore how Apple used the Four levels of management, planning, leading, organizing and controlling, and the impact the four levels had on internal and external factors. Planning
According to the web site apple.com Apple incorporated just celebrated over one billion applications downloads in less than five months (2009). How can a company such as Apple Incorporated create a product that would attract one billion transactions in less than five months? The answer is in the application of the fundamental management principles. The first stage in managing is planning. The purpose of planning is to identify the goal that is desired and deciding what course of action will be taken to achieve the goals. Planning is vital to insure the future success of the project being considered. Apple Inc. had to take many factors into consideration when planning the variety of products they would make available to consumers. Apple Inc. chose a line of products marketed under the “I” brand. IMac, IPod, Iphone, and Itunes are some of the hardware and software Apple Inc. planned to build and market to consumers. Planning of the I brand had to take into consideration globalization. In planning, internal and external impacts of globalization had to be considered. How could a product be made that would appeal to a global market, and yet not be effected negatively by global competition? Apple Inc used technology and innovation to plan a product that appealed to the mass market and was superior to all other competitors. Technology allowed Apple Inc to plan their line of products that would not be affected by PC based viruses giving them superior advantage. Innovation allowed Apple Inc to plan a seamless I brand of hardware and software that would function across any given I brand platform giving them global appeal. Diversity and ethnicity were factors of planning as well. Diversity of style, music tastes, computer literacy, hobbies and most every facet of human/computer interface had to be planned for. As one example, Apple Inc took diversity into consideration in planning the Ipod and came up with a variety of choices. Consumers can choose from Ipods as small as a postage stamp, up to the size of a larger cell phone and get them in a variety of colors. Ethnicity had to be planned for considering the impact of global diversity in ethnic background. To appeal to a global market the planning needed to insure their products could function and appeal worldwide. Over one billion application downloads in less than five months is testament to the successful planning of ethnic appeal. Controlling
The controlling function of management is one of “monitoring performance and implementing the necessary changes” as stated by Bateman-Snell (2009). This essentially means that the manager must be aware of how the employees work and what needs to be done to fix problems and improve performance accordingly. Some internal factors that may affect a manager’s controlling decisions are major changes in work habits, new regulations and rules, and the task being done. The external factors affecting the controlling function of management would be customer complaints, economic conditions, and the state of the business overall. They not only have to worry about what the employee needs to change they also have to worry about whether or not that employee’s performance is hurting the company and needs to be let go. The two major points a manager needs to consider when evaluating performance and...