A Capstone of Apple, Inc.

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Running head: A CAPSTONE OF APPLE, INC.

A Capstone of Apple, Inc.

BUS 599
Assignment 5
June 10, 2012

A Capstone of Apple, Inc.

Analyze the company’s mission and vision statements against the performance of the organization. Then, evaluate how well the company lives out its mission and vision statement. Provide support from the organization’s performance in your evaluation. Apple Inc's mission statement is as follows - Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through innovative hardware, software and internet offerings' Ebben (2005) provides that a mission statement indicates a company's business strategy and that it is developed in relation to customers' perspective. Apple Inc's mission statement clearly identifies what the company does, how it does, and for whom it does for. The mission statement provides that the organization is focused on quality and innovation to reach its target customers. Apple Inc's vision statement is 'Man is the creator of change in this world. As such he should be above systems and structures and not subordinate to them'. The vision statement focuses on the customer whereby the company targets to make them masters of products. Apple Inc therefore aims to focus on the customer in order to offer products that meet consumer needs and therefore promote company growth. The company's performance is in line with its mission and vision which is reflected in its performance. Performance indicators such as sales, operating and net income show that the company has managed to maintain growth through strategies employed. In the financial year ended September 2011 the company registered 66% increase in net sales compared to previous year. Apple had net income of $ 25,922 million in 2011 compared to $ 14,013 million in 2010 (U.S Securities and Exchange Commission, 2011). This indicates that the vision and mission statements are in line with company performance. Apple Inc is reputed for offering products that are high in quality and are innovative which is in accordance with the company' mission statement. In its mission statement Apple aims to provide customers with the best computing experience therefore markets products that meet customer needs in terms of functionality and quality. An example of the company's performance in line with its mission statement is the fact that the company is ranked as the largest vendor of smart phones accounting for 20.3% of shipments and 18.5% of global market share (“Strategy Analytics”, 2011). This indicates that the business strategy employed is working out effectively to ensure organizational growth. Assess how the organization’s strategic goals link to the company’s mission and vision. Apple Inc's strategic goals include attracting customers and building customer loyalty, and also to differentiate company products from competing products. The company aims to achieve the goals through different strategies but the central strategy is differentiation where the company designs and markets products that are seen to be cool, stylish, easy to use and high in quality. This is line with the organization's mission statement whereby the company intends to provide the best computing experience to customers through innovation. It is also in line with the company's vision statement since the products are designed in such a way that they are easy to use thus the customer is above the product. CRM Editors (2009) provide strategies employed by Apple Inc to increase customer loyalty include consistency in product offerings, new innovations, and attractiveness. Apple delivers consistency in product attributes whereby thus building on customer loyalty, the company is innovative in developing new products or improving existing products, and also the products are aesthetically appealing. These strategies encourage the company to develop the best product possible...
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