In recent years, the world’s smartphone market has become one of the fastest growing businesses and, as a result, has been extremely competitive. Of about 1.4 Billion phones sold this year, only 35% are smartphones of which more than 80% is captured by Apple and Google. In the first quarter of this year, Google’s Android obtained 59% of the smartphone market globally, up from 36.1% and Apple had 23%, around 5% increase. Nokia’s Symbian OS, fading out as Nokia changing its direction to a software from Microsoft, fell dramatically from 26% to around 7%, resulting in a 10,000 job-cutting action by the end of 2013, whereas RIM dipped to 6.4% from 13.6%, causing its new chief executive to review the company’s strategies after losses have risen and the stock has fallen. However, the market leaders, Google and Apple, has predicted that the market of smartphones can grow up to 75% in the next 5 years. This leads them to fight for continuing their market shares over the growth of the market that has been expected. Therefore, this essay will identify the management methods that Google and Apple employ as a tool to fight against each other in order to expand their market shares and will also explain the organisational and management concepts and theories that are related to each method.
A Definition of Organisation
Before discussing about managing methods and strategies of each company, we first should consider a company as an organisation and realise some of the definitions. An organisation can be defined as “Social units (or human groupings) deliberately constructed and reconstructed to seek specific goals” (Etzioni, 1964: 3). Another definition is “a consciously co-ordinated evolving social entity, involved in some sort of industry; it is meant to be goal-directed, with a conscious structured activity system and a relatively identifiable boundary within a dynamic environment” (Robbins & Barnwell, 2002: 6). However, this text will use the word... [continues]
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