Professional Documents
Culture Documents
A design firm
A media platform
A publishing company
A computer builder
A movement
Dell on the other hand, have a mission Who we are and What
we do To be the most successful computer company in the world
at delivering the best computer experience in the markets we serve.
The strategies that Dell is using are:
Place-Distribution
1. Sells mostly on the internet- direct to customer
2. Customized laptop- just in time
3. since 2007 started distribution through retailers- just
customer products
Pricing strategy
1. prices comparatively low
a)Just in time production
b)Low inventory costs
c)Direct distribution
4. Customization
Branding
1. RESEARCH PROBLEM
2. SCOPE OF STUDY
3. RESEARCH DESIGN
From one perspective, Apples world could not be rosier and its
future shinier. Rising from the rubble of a disintegrating company
So why does Apple treat its customer and workers by two different
standards? When iut comes to customer, Apple is a bold
innovator that leads the industry into new direction and forces
other to follow. However, when it comes to the management of its
supply chain and treatment of workers in the Chinese factories
that make its product, it hides behind the constraints of prevailing
industry practices. What is even more disconcerting is the fact that
these practices are in violation of not only local and national law,
but also of Apples own voluntary self-imposed code of conduct. It
is important to note that this voluntary code of conduct breaks no
new ground. It is at best a modest attempt to ensure that workers
will be treated fairly and provided with a safe work environment.
In my view, apples good and bad sides both emanate from the
same business philosophy: adroit exploitation of market power for
the sole benefit of the company and its investors. This model does
not consider what is fair but what is competitively achievable in
higher prices for products sold and lower costs for products made.
Apple plans to initiate a quarterly of $2.65 per share later this year
its first since 1995. The move is one of several changes made to
the way the company operates since Mr Cook became chief
executive last year.
If that is true, its taking a long time to come about. Though the
growth of Android has been rapid, the question o that is in the
lead depends very much on what you measure. In terms of
handset profitability, for example, Apple is very much ahead.
When it comes to the tablet market, such a thing barely exists.
There is an iPad market and, two years after Apple launched its
device, no sign of significant competitors.
Not only growth up like that, in this day Apple inc. is the big
superstar of the 2011 Top 100 Global Brands list was an Apple.
Oot only did Apple get designated as one of the top ten brands in
the world, its brand value rose 58% more value able in 2011 than
it was in 2010.
The cultural revolution of Apple did not take off until the reveal of
the original iPod. The iPod turned Apple into the technological
mecca it is toduya. However, Apple would not be the same
grandiose corporation if it were not for its branded image. Apple
turned from another computer company, such as Dell or Gateway,
into its own separate category. Apple, with the help of Steve Jobs,
built the companys image separate from any influence. Our
society in intrigued by what Apple product will amaze us next in
thanks to the company branding. Apple advertised the iPod nano
with a commercial featuring the music video 1,2,3,4 by feist.
According to Nielsen BuzzMetrics-which monitored such search
terms as 1234,iPod, Nano and campaign Web discussion
is increasing by triple-digit percentages weekly. In the days
following the singers Aug. 27 appearance on Late How With
David Letterman, where she performed 1,2,3,4, online buzz
increased 190%. On the heels of labor Day weekend, discussion
of the iPod Nano ad soared 402%. One week later, there was a
166% spike in discussion (paoletta). This demonstrates the
power os the apple brand. It has sominated our culture for the
last decade especially in my age group. Anything apple relared is
considered cool and a must have for any American. Children are
pleading their parents for whichever Apple product is going to be
released next. Apple has changed the consumer market single
handily.
The world of music and media were forever changed with the
evolution of Apple. iTunes and iPods became synonymous with
Bhai Parmanand Institute of Business StudiesPage 22
music in general. Lawsuits were beginning to be filed against
illegal downloading such as LimeWire. iTunes led the way in legal
music downloading with Apple reaping the benefits from other
artists. However, iTunes helped unknown musicians become
popular quickly with the instant downloads of singles. Word of a
good song spread fast through the list of top downloaded songs in
iTunes. Programs such as iMovies allowed average people to
create professional movies. I even learned how to play the guitar
off of the program Garage Band. Apple has benefited the
academic world and the lives of many through their technology.
Technological segment
In the computer hardware industry, technology is the top factor
that influences the success of a company. The innovation of
technical progress provides better, faster and cheaper electronic
products every year as it also creates a market segment as new
products and markets are created. Therefore, the innovation in
technology makes the industry fiercer as a whole each and every
year.
STP process
It consist of set of three strategies namely ( Segmentation,
Targeting, and positioning) that is created after branding and
further helps in developing marketing strategies for Apples brand.
Positioning is all about the perception, and it may differ from one
person to another. E.g. What you perceive as quality, value for
money, etc, may be different to another persons perception about
it.
Price
Promotion
According to Villing and company (2011), promotion refers to the
act of communicating the benefits and value of your companys
product to their consumers. Apples commercial spots are
instantly recognizable by everyone whether you are a fan of their
products or not. It is easy to identify their commercials
immediately because of the use of the simplistic approach of the
layout of their product featured on a while background, with catchy
music playing in the background, using the approach Less-is-
more products, meets less-is-more advertising. Everything in
their advertisements are visual and visually plentiful, but not
overpowering as some ads can be. When a new product gets
launched, along with the pass conference, several major tech
blogs and websites also take part in converting the event. Apple
spends half billion dollars annually on paid media, which is
actually lesser than rival brand Microsoft and Dell. However, given
the memorability of Apples advertisements, it seems to be more
pervasive than it actually is. In addition, if there was a poster child
for the powers of word-of-mouth marketing and brand loyalty, it
would be Apple.
Strengths
Weakness
Opportunities
Threats
Apples marketing
According to Rob Enderele (2004), apple really stands out in its
marketing. The company simply seems to u8nderstand what will
get people excited about its products and services, then only it
executes on its version. They dont talk about features or
technology, but about how the computers will make your life
Apple has their own retail stores, though many of the companies
failed miserably at having their own stores. However, for Apple
this has been one of the most brilliant moves they made. The
reasons that why some other companies tired owning their own
stores and failed was due to location or a lack of priority, but
Apple got both of those correct.
Apple had been very careful about how people buy their products,
authorized retailers with small shops that carried Apples products
and accessories, also they provided an outlet for support and
repair. They later decided to control the retail experience
themselves instead if investing heavily in external retail
experience.
Market positioning
2. Basic: the company sells the Product but does not follow up in
any way.
It can be seen from the case provided that Dell has a partnership
approach with its customers as it not sell PCs, but also manages
their large customer PC
International strategy
Dells operation in international markets have been well arranged
by choosing vitally important locations for manufacturing,
distributing and selling. The company manufactures its computer
products in six locations, which basically cover the whole potential
markets where Dell can sell its products.
Strategic alliances
Dell went into alliance with EMC which created huge value and
strong relationship that resulted in more than 1500 Dell/EMC in
installation by the partnerships first anniversary in October 2002.
Online presence
a) Relationship customer:
b) Transactional Customer:
Product:
Pricing:
Place:
3. Leadership in cloud
Weaknesses
Opportunities
Threats
1. Data security
3. Economic crisis
Apple has taken a different path than Dell. Apple cannot afford to
live on the same small profit margins that Dell can. Since its
market share in the home computer industry is much lower than
Dells, Apple has focused more money into Research and
Development and created an innovative MP3 player. As of july
2006, the Apple iPod enjoyed a 73 percent market share, putting it
stop the industry. Although Apple does offer its products online to
customers, they have store fonts across the country where
consumers can get a hands-on look at their innovative products.
Since it is unable to cp,pete toe-totoe with Dell in the home
computer market, Apple hs positioned itself in niche that identifies
itself with customers interested in Simplicity and innovation
(Green, 2008).
Dell is going after Apple AAPL +1.75% in promos for its new
mobile workstation, following favourable reviews for its XPS
products.
For laptop reviewers, Dell has become the new yardstick for
comparisons with Apple. Dells newest Xps 13 laptopo is getting
rave reviews and invariably just a positioned with the MacBook Air
(which Ive done too). Now, dell is weighing in and pitting its new
precesion M3800 bmobile workstation against the MacBook Pro
by way of Dell-commissioned perfromanve study, ehich ho[es to
demonstrate ways in which the M3800 outperforms the MacBook
pro for tasks like video edting, Dellsaid in a new post on Friday.
Dell cites new hardware, including a Nvidia Quadro K1100M
graphics card, for delivering the improved performance. The new
M3800 also boasts a 15.6 inch 4K(3,84022,160) display.
they set a nice arand our goal is to exceed it in any way we can,
Frank Azor, executive director and general manager pf Dells XPS
brand, told me in an interview this week, referrig soecially to Apple
comparison with the XPS laptop brand.
Market
The market place is highly competitive and is characterized by
large number of competitors, aggressive pricing and reduction in
margins. The introduction of new product is frequent and products
have sort life-cycle making sustained cash-inflows very difficult.
Customers are price sensitive and seek continual improvement in
price and performance. It is also characterized by rapid advances
in software technology, hardware performance and new features.
PC industry as a whole is also moving towards consolidation and
there has been a lot of acquisitions and sell-offs. At present it is
also facing stiff competition from mobile devices like cell phones
and tablets.
Pros
Cons
You dont choose to work for Apple; the company chooses you-
small wonder given that Apple is widely recognized as one of the
most desirable companies in the world to wwork for.
Geographic Reach
Apple sells its product worldwide through its retail stores, online
stores, and direct sales force, as well as through third-party
cellular network carriers, wholesalers, retailers and value-added
resellers. In addition, it sells a variety of third-party iPhone, iPad,
Mac and iPod compatible products, including application software,
and various accessories through its online and retail stores.
Customers downloaded more than 85 billion items from Apples
app store in 2014. The company operated about 260 retail in the
US and 254 international retail stores. About 22% of sales come
through the doors of its stores.
Financial performance
Pros
Cons
Dells name rings from the desktop to the data center. The worlds
#3 supplier of PCs (behind #1 Lenovo and #2 hewlett-Packard)
dell provide a broad range of technology products for the
cusumer, education, enterprise and government sectors. In
addition to its line of desktop and notebook PCs, Dell offers
network servers, data storage systems, printers, Ethernet
switches and peripherals such as displays and projectors. It also
markets third part software and hardware. The companys
services unit provide asset recovery, financing, infrastructure
consulting, support, systems integration and training as well as
hosted IT services. Dell was taken private in 2013 in a deal valued
at nearly $25 billion.
Operations
Dell has traditionally been a desktop PC company and desktop
PCs have generated a quarter of the companys total revenue.
While there has been shrinking demand for PCs, Dell has posted
eight quarters of growth in that business.
Apple 42%
Dell 38%
Samsung 12%
Others 8%
Apple
Dell
Samsung
Others
Interpretation
Out of this total respondent, 42% said Apple brand comes in their
brand when they think of laptop ad for Dell its 38%. In other
choices many respondent chose Samsung 12% and Others 8%.
Yearly 12%
Once in 5 year 12%
Once when needed 58%
Never 18%
Yearly
Once in 5 year
Once when needed
Never
Interpretation
Out of the total respondent, 12% said that they change their
laptop yearly, 12% said that they change their laptop within 5
years and 58% said that they change there laptop when they
needed and rest 18% said that they never change their laptop.
Apple 28%
Dell 38%
Samsung 16%
Others 18%
Apple
Dell
Samsung
Others
Interpretation
Out of total respondent, 28% said Apple, 38% said Dell, 16% said
Samsung and 18% said Others they are using the laptop brand.
Configuration 26%
RAM 10%
Graphics 30%
All of the above 34%
Configuration
RAM
Graphics
All of the above
Interpretation
Configuration 32%
RAM 22%
Graphics 18%
All of the above 28%
Configuration
RAM
Graphics
All of the above
Interpretation
Yes 76%
No 24%
Yes
No
Interpretation
Out of the total respondents, 76% said that they are satisfied with
their choice of laptop and 24% said that they are not.
Apple 62%
Dell 24%
Samsung 8%
Others 6%
Apple
Dell
Samsung
Others
Interpretation
Out of the total respondents, 62% feel that Apple gives the best
customer services, 24% feel that Dell gives best customer
services, and rest respondents feel that Samsung and other
companies give best customer services.
Shape 16%
Brand name 28%
Specifications 32%
Price 24%
Shape
Brand name
Specifications
Price
Interpretation
Out of the total respondents, 16% said that the shape of the
laptops matters while buying the laptop, 28% said that they are
interest in name of the company while purchasing the laptop, 32%
said specification are all they need to decide which laptop to buy
and rest 24% said that the price matters while purchasing the
laptop.
Apple 70%
Dell 20%
Samsung 6%
Others 4%
Apple
Dell
Samsung
Others
Interpretation
Out of the total respondents, 70% said that Apple is the best in
terms of design and colours, 20% said Dell, 6% said Samsung,
and 4% said Others laptops are good in design and colours.
Apple 62%
Dell 26%
Samsung 8%
Others 4%
Apple
Dell
Samsung
Others
Interpretation
Out of the total respondents, 62% said that Apple has best
programs and interior design, 26% said Dell, 8% said Samsung,
4% said Others.
Apple 68%
Dell 14%
Samsung 12%
Others 6%
Apple
Dell
Samsung
Others
Interpretation
Out of the total respondents, 68% said Apple uses the best and
innovative technology, 14% said Dell uses modern technology in
its services, 12% said Samsung and 6% said Others.
Apple 74%
Dell 16%
Samsung 6%
Others 4%
Apple
Dell
Samsung
Others
Interpretation
Internet 48%
Newspaper 18%
Television 14%
Others 20%
Internet
Newspaper
Television
Others
Interpretation
Yes 80%
No 20%
Yes
No
Interpretation
Out of the total respondents, 80% said that Apple is better then
Dell and rest 20% said that Apple is not better than Dell.
3. Retailers are satisfied with sale of Apple but they also expect
better benefits like repairs charges, maintenance, etc.. so, that
they can sell more Dell provides better benefits and hence Apple
should also do to same.
5. Apple should also focus on age group 31-45 and 45-60 and not
only teenagers and students.
Not long ago, prior to technology further booming over the past
five years, Apple and Dell were very similar companies. In fact,
one wouldnt be going on a huge limb to say that Dell was a more
successful company. However, Apple poised themselves to
compete better in a dya and age where rapid technological
improvements occur. That seemed to be key discovery that was
made, although both companies are in the information technology
industry. Apple does a better job of competing in other industries,
whereas Dell is currently being hurt by the diminishing need for
PCs. Nevertheless, right now, as this report states, Apple is
thriving and competing at such a high level, that theres no
question theyre currently a more successful company than Dell.
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08652286295634
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article/key-success-online-retailing-appealing-women-128808.html
>http://www.vcircle.com/news/technology/2012/02/15/grocery-e-
tailing-start-ups-dime-dozen-investors-wary
>http://traks.in/tags/business/2011/08/23/india-online-internet-
users-survey-report-2011/
>http://www.imediaconnection.in/article/806/Research/mobile-
commerce-in-india-buzzcitys-report.html
>http://informationmadness.com/blog/965-mobile-commerce-in-
india.html
>http://blog.dreamstarts.in/survival-of-e-commerce-startups-in-
india/#more-161
>http://www.boston.com/business/blogs/global-business-
hub/2012/03/the_sizzling_in.html
a) NAME:-
b) AGE
a) 15 to 20
b) 21 to 25
c) 26 to 30
d) 31 to 35
c) GENDER
a) Male
b) Female
d) PROFESSION
a) Working
b) Student
c) Other
e) INCOME
a) 1 to 2 lakh PA.
b) 3 to 4 lakh PA.
c) 5 to 6 lakh PA.
d) More.
a) Dell
b) Apple
c) Samsung
a) Monthly
b) Yearly
c) Never
a) Apple
b) Dell
c) Samsung
d) Other
a) Configuration
b) RAM
c) Graphics
a) Configuration
b) RAM
c) Graphics
a) Yes
b) No
b) Dell
c) Samsung
d) Other
a) The shape
b) Company name
c) Specifications
a) Apple
b) Dell
c) Samsung
d) Other
a) Apple
b) Dell
c) Samsung
d) Other
a) Apple
b) Dell
c) Samsung
a) Apple
b) Dell
c) Samsung
d) Other
a) Internet
b) Newspapers
c) Television
d) Others
a) Yes
b) No
1. Working title:-
4. Methodology:
Research Design :
Data Collection Approach:
Sampling Method:
Measurement techniques:
REMARKS:
STUDENT NAME :
ROLL NO. :
EVALUATORS FEEDBACK :
MARKS AWARDED :
SIGNATURE OF EVALUTOR
NAME:
DATE:
Course : BBA(Gen)
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