Apple E Business

Topics: Supply chain management, Apple Inc., Marketing Pages: 7 (2472 words) Published: May 3, 2013

Consultancy Report

Word Count 2,349

Apple Inc has been hailed as one of the most emerging company of the past decade. This company has progressed from a struggling computer company in 90’s to one of the major leaders of the computer industry. There are many factors that have led to the success of this firm. One of them is setting up a strong e-business strategy. E-commerce has been pivotal in Apple operation. This is because of the reason that the company relies on the internet to market, sell and receive payment for its products. This paper will analyze Apple Inc e-commerce strategies and the benefits accrued from it. Apple is an American firm that designs and sells computers, electronics and computer software (Apple 2011). The company got its inception in 1976 by three main people. They were Steve Jobs, Steve Wozniak and Ronald Wayne. At start the company only focused on the manufacture of computer hardware. Its first product of computer was named Apple I. The company later introduced its other products in 1977 and 1980 respectively (Apple 2011). These were named Apple II and Apple II. The company later introduced the Lisa and Macintosh in 1982 which had more advanced features. Apples Inc started to grow when it ventured into the manufacture of mobile computing devices. In 1991 Apple released a portable computer named PowerBook, which laid the formation of laptop computers (Apple 2011). Later it made improvements to the operating system. This upgrade was called system 7. With the introduction of iMac in 1998, its profitability further increased (Apple, 2011). In 2001 Apple put its step in entertainment industry by introducing iPod. This created a platform for the domination of Apple Inc in the mobile industry. It later released the iPhone and iPad which have been a worldwide success. In the past ten years the company has also released a variety of other software which includes the iTunes, iWork and iOS marking its present in this industry. Apple is now going into the field of e-business. E-business came through the spread of the Internet as a platform for inter-organizational systems (IOS) in the late 1990's and is particularly important for the development of the business and strategic management of supply chains and networks. Evans and Wurster's (2000) are of the view that the rise of the Internet as a communication channel (and their support systems and software) has changed the economics of information, created new opportunities and new forms of transaction between organizations. In other words, E-Business/E-Commerce has a significant impact on the level of analysis and problems in management research. It especially deals in broadening of perspective for analyzing supply chains and networks. As noted by Croom et al. (2000), while research on these levels of analysis includes a comprehensive and global chains and networks of research is relatively poor. Van Hoek (2001) has also claimed little research into the management of the e-supply chain was conducted. Concentrating on the implementation of e-business for supply chain management, Tan (2001) highlights potential for improvements arising from adopting e-business systems in the many areas. They include ‘Cost performance customer service (service quality); process capability (quality consistency); and productivity and dependability (from increased control of material flows along the supply chain)’ (p.23). For marketing people who are engaged in industries, e-business has initiated a growth in interest in network levels of activity which looks on how decisions are made on the issues of supply chain (Borders et al. 2001). Avlonis and Karayanni (2000) highlight the how e-business has contributed to ‘value added services to the end customer’ and how it improves relationships between customer and supplier. A centralized control system backed by e-business infrastructure lets companies to take advantage from decreased inventories, a...

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