Acknowledgement

At first we present our due regards to the Almighty, who have provided us the brilliant
opportunity to build and complete this report successfully with good health and sound mind.
We would also like to give our hearties thanks to who helped us in their busy working schedule
to gather lots of useful information about the companies activities and particularly on the
marketing strategy of, to prepare this report. Special thanks to our respondent who give their
response to support my analysis part.
We would also like to thank all the other people who have helped us during the process of
making this report, our friends and family who have supported us mentally to make this report.
At last we would like to thank the readers who have expended their valuable time in reading this
report.

CONTENTS
Chapter 1 : Introduction
1. Executive summery

2. origin of the report

3. methodology

4. key part of the report

5. objectives of the report

4-5

6. limitation

Chapter 2: Apple Inc.

7. introduction

8. profile

6-7

9. Apple Inc. overview

7-9

10. history

10-11

11. vision & Mission

12. advertising
13. social contribution

11
13-12
13

14. Apple Inc. plan matrix

13-15

15. limitation

15-16

16. conclusion

16

17. recommendation

16

18. Bibliography

16

Chapter 1
Introduction

1. Executive Summary
These are the times for growing and competitive business world. For the contemporary business
and corporate world, marketing is a must for the survival.
In world, the electronics sector is one of the most developed hi-tech sectors which is contributing
in the countrys economy.
Leading electronic companies are expanding their business with the aim to expand export
market. Recently few new industries have been established with high tech equipments and
professionals, which will enhance the strength of this sector.
Apple Computers 30-year history is full of highs and lows, which is what we would expect in a
highly innovative company. They evolved throughout the years into an organization that is very
much a representation of its leader, Steven Jobs. Apple made several hugely successful product
introductions over the years. They have also completely fallen on their face on several occasions.
They struggled mightily while Jobs was not a part of the organization. Apple reached a point
where many thought they would not survive.
Apple rarely introduces a new type of product. Thus, instead of being the pioneer, they are an
expert second mover by refining existing products. Portable music players and notebook
computers are examples. Apple increases the appeal of these products by making them stylish
and more functional.

2. Origin of the report

The process of objective self-study is necessary for any institution wishing to remain vital
and vigorous and is particularly crucial for institutions of higher learning. Periodically
reexamining the institutions purpose, mission, goals, planning, and assessment helps to
maintain quality educational programs and fosters innovative thinking. Only by carefully
examining the past and honestly evaluating the present can an institution effectively plan for
the future.
This report is generated under the academic supervision of our course teacher Nausheen
Rahman, Department of BBA, ASA University. This report is prepared as the requirement of
Social science. The topic is A multinational company profile Dominating processes on
globally.

3. Methodology
The data the project report contains is all secondary data. The secondary data was collected
from the internet, books, journals, magazines and newspapers.
Secondary data are those data that have already been collected by someone else and have
already passed through the statistical process.
The secondary data is the type of data chosen by us.

4. Key Parts of the report

The main view of the report is to identify how a multinational company operates their business in
Globally.

5. Objectives of the report

5.1. Broad Objectives: The main objective of the study is to evaluate the how a
multinational company operates there business in the world.

5.2. Specific Objectives:

5

The main objectives of the report are

To be acquainted with the multinational electronic company.

To learn clear knowledge of operating forces.
To learn about new product launching process in electronic industry.
To have the practical knowledge of theoretical knowledge of Marketing theory.
To know the present and future strategies of the company.
To focus on the significance of doing the compensation strategy during in the
organization .

6. Limitation
We are very grateful to our honorable course teacher to give us such opportunity.During
preparing our term paper we will learn lots of new things, which are much related to our course
materials. It helps us to fulfill our study which is really needed for us. But still we face some
problem for our report1. Due to wide spread information of the data, the scope of project becomes very wide.
2. All the matter has been collected through secondary sources; hence, the errors might have
crept in.
3. Given the time constraints, all the information could not be gathered.
4. Data being very vast, appropriate information could not be gathered to the pointspecific
requirement needs.

Chapter 2
6

APPLE INC.
7. INTRODUCTION
Apple Inc. is an American multinational corporation that designs and manufactures consumer
electronics and computer software products. The company's best-known hardware products
include Macintosh computers, the iPod and the iPhone. Apple software includes the Mac OS
X operating system, the iTunes media browser, the iLife suite of multimedia and creativity
software, the iWork suite of productivity software, and Final Cut Studio, a suite of
professional audio and film-industry software products. The company operates more than 250
retail stores in nine countries and an online store where hardware and software products are
sold.
Established in Cupertino, California on April 1, 1976 and incorporated January 3, 1977, the
company was called Apple Computer Inc. for its first 30 years, but dropped the word
"Computer" on January 9, 2007 to reflect the company's ongoing expansion into the
consumer electronics market in addition to its traditional focus on personal computers. Apple
has about 35,000 employees worldwide and had worldwide annual sales of US$32.48 billion
in its fiscal year ending September 29, 2008. For reasons as various as its philosophy of
comprehensive aesthetic design to its distinctive advertising campaigns, Apple has
established a unique reputation in the consumer electronics industry. This includes a
customer base that is devoted to the company and its brand, particularly in the United States.
Fortune magazine named Apple the most admired company in the United States in 2008 and
in the world in 2009.

8. Profile
Apple was one of several highly successful companies founded in the 1970s that bucked the
traditional notions of what a corporate culture should look like in terms of organizational
hierarchy (flat versus tall, casual versus formal attire, etc). Other highly successful firms with
similar cultural aspects from the same time period include Southwest Airlines and Microsoft.
Originally, the company stood in opposition to staid competitors like IBM more or less by

default, thanks to the influence of its founders; Steve Jobs often walked around the office
barefoot even after Apple was a Fortune 500 company. By the time of the "1984" TV ad, this trait
had become a key way the company attempts differentiated itself from its competitors.

9. Apple Inc. overview

Type
Public (NASDAQ: AAPL)
S&P 500 Component
Industry
Computer hardware
Computer software
Consumer electronics
Digital distribution
Predecessor
Apple Computer, Inc. (January 9, 2007)
Founded
Cupertino, California, U.S. (April 1, 1976)
Founder(s)
Steve Jobs
Steve Wozniak
Ronald Wayne
Headquarters
1 Infinite Loop, Cupertino, California, U.S.
Number oflocations
300 (August 2010)
Area served
Worldwide
Key people Steve Jobs
(Co-founder, Chairman and CEO)

Tim Cook (COO)

Peter Oppenheimer (CFO)
Bob Mansfield
Jonathan Ive (Industrial Design)
Products
Mac (Pro, Mini iMac MacBook, Air, Pro Xserve)iPod (Shuffle, Nano, Classic,
Touch)iPhoneTV,Cinema Display, AirPort, Time CapsuleMac OS X (Server), iLife, iWork, iOS
Services
Stores (retail, online, App, iTunes, iBooks)MobileMe
Revenue $42.91 billion (2009)
Operatingincome
$11.74 billion (2009)
Profit
$8.24 billion (2009)
Total assets
$47.50 billion (2009)
Total equity
$31.64 billion (2009)
Employees
34,300 (2009)
Subsidiaries
Braeburn Capital, FileMaker Inc.
Website
www.Apple.com

9.1

Headquarters

Company headquarters on Infinite Loop in Cupertino, California.

Apple Inc.'s world corporate headquarters are located in the middle of Silicon Valley, at 1 Infinite
Loop, Cupertino, California. This Apple campus has six buildings that total
850,000 square feet (79,000 m) and was built in 1993 by Sobrato Development Cos.

9.2

Personal Computer Hardware

9

A personal computer is made up of multiple physical components of computer hardware,

uponwhich can be installed a system software called operating and a multitude ofsoftware
applications to perform the operator's desired functions.Though a PC comes in many different
forms, a typical computer consists of a case or chassis in a
tower shape (desktop), containing components such as a motherboard.

9.3

Computer Software

Computer software, or just software, is the collection of computer programs and

related data that provide the instructions telling a computer what to do. We can also say software
refers to one or more computer programs and data held in the storage of the computer for some
purposes. Program software performs the function of the program it implements, either by
directly providing instructions to the computer hardware or by serving as input to another piece
of software. The term was coined to contrast to the old term hardware (meaning physical
devices). In contrast to hardware, software is intangible, meaning it "cannot be touched.
Software is also sometimes used in a more narrow sense, meaning application only. Sometimes
the term includes data that has not traditionally been associated with computers, such as film,
tapes, and records.

9.4

Consumer Electronics

Consumer electronics include electronic equipment intended for everyday use. Consumer
electronics are most often used in entertainment, communications and office productivity. Some
products classed as consumer electronics include personal computers, telephones, MP3players,
and network media tanks/media players, audio equipment, televisions, calculators, GPS
automotive navigation systems, digital cameras and playback and recording of video media such
as DVDs, VHSs or camcorders. Currently, the global consumer electronics industry is mainly
dominated by Japanese, South Korean and American companies. Increasingly, these products
have become based on digital technologies, and have largely merged with the computer industry
in what is increasingly referred to as the computerization of information technology.

10

10. History
The Apple I, Apples first product. Sold as an assembled circuit board, it lacked basic
features such as a keyboard, monitor, and case. The owner of this unit added a keyboard and a
wooden case.
Apple was established on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald
Wayne, to sell the Apple I personal computer kit. They were hand-built by Wozniak and
first shown to the public at the Homebrew Computer Club. The Apple I was sold as a
motherboard (with CPU, RAM, and basic textual-video chips)less than what is today
considered a complete personal computer. The Apple I went on sale in July 1976 and was
market-priced at $666.66 ($2.55 thousand in 2010 dollars, adjusted for inflation.)
Apple was incorporated January 3, 1977 without Wayne, who sold his share of the
company back to Jobs and Wozniak for $800. Multi-millionaire Mike Markkula provided
essential business expertise and funding of $250,000 during the incorporation of Apple.
The Apple II was introduced on April 16, 1977 at the first West Coast Computer Faire. It
differed from its major rivals, the TRS-80 and Commodore PET, because it came with
color graphics and an open architecture. While early models used ordinary cassette tapes as
storage devices, they were superseded by the introduction of a 5 1/4 inch floppy disk drive and
interface, the Disk II.
The Apple II was chosen to be the desktop platform for the first "killer app" of the

11

business worldthe VisiCalc spreadsheet program. VisiCalc created a business market

for the Apple II, and gave home users an additional reason to buy an Apple II
compatibility with the office. According to Brian Bagnall, Apple exaggerated its sales
figures and was a distant third place to Commodore and Tandy until VisiCalc came
along.
By the end of the 1970s, Apple had a staff of computer designers and a production line.
The company introduced the ill-fated Apple III in May 1980 in an attempt to compete
with IBM and Microsoft in the business and corporate computing market.

11. Vision & Mission

11.1Vision Statement
"Man is the creator of change in this world. As such he should be above systems
and structures, and not subordinate to them."
11.1.1 Explanation of vision
Apple lives this vision through the technologies it develops for consumers and corporations. It
strives to make its customers masters of the products they have bought. Apple doesn't simply
make a statement. It lives it by ensuring that its employees understand the vision and strive to
reach it. It has put systems in place to enable smooth customer interaction. It has put objectives
in place to continuously move forward; implemented strategies to fulfil these objectives; and
ensured that the right marketing, financial and operational structures are in place to apply the
strategies.
11.2Mission Statement

Apple is committed to bringing the best personal computing experience to students, educators,
creative professionals and consumers around the world through its innovative hardware, software
and internet offerings

11.3.Corporate affairs
Apple has a history of vertical integration in their products, manufacturing the hardware on
which they pre-install their software.
During the Mac's early history Apple generally refused to adopt prevailing industry standards for
hardware, instead creating their own. This trend was largely reversed in the late 1990s beginning
with Apple's adoption of the PCI bus in the 7500/8500/9500 Power Macs. Apple has since
adopted USB, AGP, HyperTransport, Wi-Fi, and other industry standards in its computers and
12

was in some cases a leader in the adoption of such standards such as USB. FireWire is an Appleoriginated standard which has seen widespread industry adoption after it was standardized as
IEEE 1394.
Ever since the first Apple store opened, Apple has sold third party accessories. This allows, for
instance, Nikon and Canon to sell their Mac-compatible digital cameras and camcorders inside
the store. Adobe, one of Apples oldest software partners, also sells its Mac-compatible software,
as does Microsoft, who sells Microsoft Office for the Mac. Books from John Wiley & Sons, who
publishes the For Dummies series of instructional books, are a notable exception however. The
publisher's line of books were banned from Apple Stores in 2005 because Steve Jobs disagreed
with their editorial policy.

12. Advertising
Since the introduction of the Macintosh in 1984 with the 1984 Super Bowl commercial to the
more modern 'Get a Mac' adverts, Apple has been recognized in the past for its efforts towards
effective advertising and marketing for its products, though it has been criticized for the claims
of some more recent campaigns, particularly 2005 Power Mac ads.
Apples first logo, designed by Jobs and Wayne, depicts Sir Isaac Newton sitting under an apple
tree. Almost immediately, though, this was replaced by Rob Janoffs rainbow Apple, the nowfamiliar rainbow-colored silhouette of an apple with a bite taken out of it, possibly as a tribute to
Isaac Newton's discoveries of the gravity (the apple), and the separation of light by prisms (the
colors). This was one of several designs Janoff presented to Jobs in 1976. While it is generally
accepted to have referred to Isaac Newton, another explanation exists that the bitten apple pays
homage to the mathematician Alan Turing, who committed suicide by eating an apple he had
laced with cyanide. Turing is regarded as one of the fathers of the computer. The rainbow colors
of the logo are rumored to be a reference to the rainbow flag, as a homage to Turing's
homosexuality.
In 1998, with the roll out of the new iMac, Apple began to use a monochromatic logo
supposedly at the insistence of recently returned Jobsnearly identical in shape to its previous
rainbow incarnation. However, no specific color is prescribed throughout Apple's software and

13

hardware line. The logo's shape is one of the most recognized brand symbols in the world,
identifies all Apple products and retail stores (the name "Apple" is not even present) and has
been included as stickers in nearly all Macintosh and iPod packages through the years.

13. SOCIAL CONTRIBUTION

Apple strongly believes that business has a defining role in building communities, and
Their social program, is in keeping with the same spirit. Apple long-term commitment to the
people of world and its belief in the power of technology to improve the lives of the world
people.
It is now widely acknowledged that IT and computer literacy play a key role in the
growth of developing countries. Apple Hope is a social program that aims to
bridge the gap and narrow the divide between the computer literates and the computer
illiterates. As a global leader in Digital Technology, Samsung is committed to the cause
and is certain that this program can play a very important role in the development of
society at large.

15. Apple Inc. plan matrix

The following table, shows Apple Inc.plan
Strategy

Purpose

Intended result

Communications team
role

Frequency

Home page

Business metrics/
dashboard

To keep employees
Update data that is not
up to date on progress automated

Daily

Departmental page

Departmental
dashboard.
Contracts/ budgets

To keep employees
up to date on local
progress

None

Daily

Project page

Project KPI
dashboard.
Contracts/ budgets

To keep team
members up to date
on project

None

Daily

Inform, engage

Employees
Consult, develop, publish Weekly and as
understand our
necessary
purpose, progress,
and how they connect

Intranet

E-mail
Information bulletins

Director

14

messages

Other
organizational
information

Activity reports

Inform

Employees
understand what the
rest of the
organization is doing

Collect and publish

monthly

Meetings
Coffee with director

Inform, clarify,
exchange

Attend, notes if required

Twice a month

Brown Bag lunches/ info

sessions

Inform, clarify,
exchange

Plan, announce

Varies

Leadership team
employee meeting (open
to all)

Model open
organization,
inform

Take notes

Weekly

All-manager meetings

Inform, clarify

Note taking

Monthly

All-employee meetings

Inform, clarify

Planning, logistics

Twice a year

Staff meetings

Inform, clarify

Team meetings

Daily work

Corridor conversations

Various

Cafe based conversations

Understanding

Website pages
Monthly news e-zine

Connect people to Employees connected Develop, publish

colleagues, to
and informed
organization and to
to job

Monthly

Director staff meeting

notes

Connect people to Employees connected Develop, publish

organization and to and informed
document
organizational
history

Weekly

Organization calendar

Provide visibility
over organization
activities

As required

Maintain

15

Meeting actions

Provide
organizational
accountability

Employees connected Develop, publish

and informed

Weekly

Decision log

Document
organizational
decisions

Organization has
record of decisions

Develop, publish

As required

Field-guide to
organization

Connections to
organization

Employees
understand how
organization fits
together

Develop, publish

As required

Develop communications Consulting

plans for other parts of
the organization

Single organizational
message;
communications
activities are
coordinated

Develop, coordinate,
publish

As required

Organizational
distribution lists

Infrastructure
development

Lists are current

Maintain all staff lists

As required

Organizational
performance reporting

Employees
connected to work

Performance is
visible

To be determined

Monthly.

Information management

Single source

Information under
configuration control

To be determined

As required

Organization support,
infrastructure
development

1.

Findings from the study

Apple has got the highest market share in Mac book as well as in CRTs.
Apple has the highest market share in all the zones.
Apple innovates and updates its product lines at regular intervals of time.
Apple has got maximum number of product series in comparison to other brands.
Consumer considers every factor while purchasing IT products.
Offers play a major role in attracting customers for purchasing IT products.

17. Conclusion
Well, times changed. Less than 10 years later, Business Week ranked Apple as the top performer
in its 2008 Business Week 50. Apple attributes their recent success to robust sales of iPod music
players (62 million in 2008). They are optimistic about the economies of scope with media
16

giants, such as Disney and Pixel. Apple rarely introduces a new type of product. Thus, instead of
being the pioneer, they are an expert second mover by refining existing products. Portable
music players and notebook computers are examples. Apple increases the appeal of these
products by making them stylish and more functional. They now appear poised to make
significant strides in the home computer market and to creating a total digital lifestyle whereby
the home is a multimedia hub.

18. Recommendations to Company

Company should regulate pricing strategy between all levels of distribution.
Company should conduct regular training programmers.
Apple should focus on the point of contact with customers, retailers and make sure they are
satisfied.
Also, the company should continuously attract the customers by providing them promotional
offers.
The company should work more on price, so that it can be reduced to competitor levels.
Apple should also conduct an advertising campaign stressing on the benefits and advantages of
a Samsung product over its competitors. They should display its technological advancement and
superiority also.

19. BIBLIOGRAPHY

Samsung.com

Google.com

Scribd.com

Marketing Research :- Harper W. Boyd,

17