Apple

America. He also explains how human manipulation of the plant has weakened it, so that “modern apples require more pesticide than any other food crop. ” I think the most standing out argument in this chapter is John Chapman insisted planting the apples from seeds although the fruit will taste bitter rather than sweet. He wanted to preserve the apple’s wildness. This phenomenon led to the apple wine is permeated in the most American families.

However, some apple trees were planted by grafting buds onto young tree stalk to satisfy people’s desire for sweetness. The intended audience of the book is people who study in biology and environmental, or anyone wish to learn about how to view the world by using a plant’s eye and what is the role of plants in our lives. The author’s purpose Is to inform the domestication of the apple and entertain people by using a plant’s eye to view the world.

In addition, the author persuade grower don’t plant the apple only to satisfy the people’s desire of sweetness because stripped of the genetic diversity plants rely on to survive disease, the relatively few popular apple varieties grown in monoculture have become increasingly vulnerable to Insects, bacteria and viruses. Furthermore, according to this chapter, “The next best world, though, Is the one that preserves the quality of wildness itself, It only because It Is upon wildness-of all This opinion Indicates the author don’t support the artificial modify.

However, he changes his tone. He thinks If there Is no civilization without wildness. He considers the complex relationships between human and natural. The author combines literary, historical, and scientific references to attract audience to ponder, Is the human domesticate nature or contrary. In Pollen’s writing, he supports that man and nature will use of each other. The Botany of Desire By Laughing of plants in our lives. The author’s purpose is to inform the domestication of the increasingly vulnerable to insects, bacteria and viruses.

Furthermore, according to this chapter, “The next best world, though, is the one that preserves the quality of wildness itself, it only because it is upon wildness-of all things”(Pollen). This opinion indicates the author don’t support the artificial modify. However, he changes his tone. He thinks if there is no civilization without wildness. He considers the complex and scientific references to attract audience to ponder, is the human domesticate

In the year 1976, it was a dream for most people to buy a computer for their homes. Back then the computer community added up to a few brainy hobbyists. So when Steve Wozniak and Steve Jobs sold a van and two programmable calculators for thirteen hundred dollars and started Apple Computers, Inc. , in Jobs garage, the reach for success seemed far. But these two young business men, Wozniak 26 years old and Jobs 21 years old, had a vision. Computers aren’t for nerds anymore, they announced. Computers are going to be the bicycle of the mind.

Low cost computers for everyone. From the first day on the founders of Apple kept their vision intact and they spoke it at every turn. They only hired people into the company that had the same visions as they did. Even though Jobs was the founder of Apple Computers, he resigned from Apple Computers in 1985 to form NextStep Computers after losing control of Apple. Steve Jobs was re-hired in 1997 to save Apple from its beleagurement when the past three CEO’s could not bring Apple to its glory days again. Steve Jobs is one of the founders of the Apple.

From the beginning his main goal was to make technologies that will change the life style and that will serve the customer. Jobs left the apple during the 80ies, only to return in 1997 and completely shake things up. He is known not only as a good visionare but as well as someone whose decisions are always unpredictable (switching to Intel). He is as well known for publicly provoking his competitors (Mac vs PC videos and talking how Michael Dell and his empire are far behind Apple when it comes to innovation and that they can only copy them.

Knowing to implement excellent design to all of its products – Apple is putting a lot effort when it comes to design of all its products. After Steve jobs returned to the company, both desktop and laptop computers received new stylish helmets. Even the OS X and later Tiger had better appearance than Windows. Apple Computer, Inc. has experienced both the best of times and the worst of times. The further survival and success of this company will depend on what strategic course they decide to pursue. In order to do this, the company must first re-establish what it actually is and what it aims to become.

It is important to start a course of action and develop a culture that understands and supports Apple’s mission. The computer industry is important for Apple. It should therefore concentrate in its expansion. However, survival in the computer industry depends on the development of new products and technology. Products are subject to quick obsolescence and being a leader in new products is essential. In the past, a budget was cut as a cost saving measure. This is still advised due to the importance of developing new technology. Another is to consider the licensing of clones.

Apple is the only company in the PC market that makes both computers and the operating systems to run them, whereas the market is dominated by computers that combine Intel processors with Microsoft operating systems. Because of their financial situation, they need to better position themselves to quickly produce and distribute any newly developed products. For example, if they developed a revolutionary new product, cloning companies could assist in the production and distribution of this technology. Revenues would be generated from the licensing agreements.

This could result in quickly establishing this new technology in the industry and re-establish Apple as a leader in technology development. Developing a better marketing and distribution of their products is a further recommendation for Apple. Apple products are not as available as PCs to the retail market. People should have as easy access to Apple products as they have on other PC’s. Next, Apple should develop an integrated and easy-to-use computer system. This system could be targeted to young children and older individuals that would be interested in using a computer but do not want the hassle of setting up equipment.

Although there are many different strategies to consider, Apple’s future success will depend on their future strategic decisions. Next, Apple has proved to be much more innovative in the industry than Microsoft. By trying to be always one step further, Apple has managed to develop the iPod and iTunes, as well as the iPhone which are all complements to the digital industry. Microsoft has not developed anything new and original for a long time now. It seems that all they do is creating advanced version of the operating system that is not always compatible with the old ones. Unlike Microsoft who is desperately trying to buy Yahoo! nd stay competitive, Apple does not have to do anything to prove its popularity. It already has faithful customers and their numbers are increasing every day. The reason for this is Apple’s good knowledge in customer base. Apple’s move into new industry may have different effects on its core business. However, given the success of the iPod and iTunes as well as the further promotion on the iPhone, it is safe to say that Apple is doing well in both industries. This means that Apple has already shifted in a different direction (digital music) but so far it has had a lot of success.

In fact, some people might have heard about the iPod first, and then found out that Apple is actually a big and successful company that manufacturers computers as well. If a customer is satisfied with one product, he/she will be willing to buy another from the same company. If a person sees that Apple is selling all of these different products, and they are all popular and good quality, there is no reason why this person would not buy from Apple. Apple already has loyal customers and any innovation that may happen could only lead to more success.

It will also increase its profits and gain more popularity. This is why, we believe that moves into new industry might impact Apple’s core business, but in a good way – bring better promotion and reputation. There are number of reasons why apple is set up for success within computer and music industry. It designs a very good quality, compatible hardware and software products. The operating system that runs on the Mac hardware (Mac OS X) remains as the major advantage over any version of Microsoft poor quality operating system with a lot of viruses, worms, spyware, and adware.

Apple creates programs that run on Mac Os X operating system, and this brings bigger market share. Apple is set up for success because it targets a niche market: the Apple users. As the case study presents, it creates its own miniature techno-environment, economy with a wide range of products offered to their clients, this builds up their market share, and strengthens their position, creating future loyal customers. Apple sets up its own stores to display their products; in this way it catches new potential clients.

Apple launched many advertising campaigns; one of them featured “real people” who had “switched” from the Microsoft Windows platform to the Mac. A popular advertising slogan “Think Different” remained the integral part of Apples identity. Put simply, Apple approaches the customers, with original, funny ads, this precipitates to the creation of the products considered as fashionable, well designed and build on Apple technology. Apple owns a big share of the market, which makes it easier for the future success. It is better to work for Apple because it s a dynamically growing company with well developed campuses where the employees play and work at the same time. With the high technology used in the Apple product, employee can participate in the development or learn how company like Apple works. Apple is a rewarding environment in which employees can build their career using their special skills and talents. Apple is looking for newly graduated students, and professional programmers who are looking for work sacrificed for people who would like to work in different departments, starting from Mac Hardware Engineering finishing on Retail.

It is worth working for a company like Apple because of the success that the company has achieved. Steve Jobs has done an amazing job at revitalizing Apple Computers. He took over Apple when it was at the brink of death, and brought back with much life. In spite of the bad publicity about its unprofitable quarters, predictions about its death, falling market share, and advice on how to save the business (i. e. make Windows compatible hardware), Jobs continued to prove the critics wrong.

Even with the 5% market share, Apple is trying hard to increase its market share. As the world’s lowest paid CEO at $1 per year (Guinness World Records, 2000), Jobs strives to make Apple provide the best computing experience to its users. To be a successful CEO, one must understand the market they are competing in. Even though the previous CEOs did not have any computer related experiences, but was highly successful and regarded at their previous positions. The CEOs did fail to adapt their strategies remain competitive in the computer market.

Scully could not maintain the competitive advantage it once had, and the other two CEOs did not have the right strategies to bring Apple back to its glory. Because they did not fully understand the computer market as Jobs had done, they unsuccessfully struggled to keep Apple from falling farther down the market. With Jobs deep understanding of the computer market as a pioneer in two businesses, consumer, and a technician, he implemented many of the strategies Apple should have done in the beginning.

His added value to the Mac with software, customized the products to a target market, and simplified the product chart. Steve Jobs has successfully saved Apple from death, but he faces a greater challenge, increasing market share. As long as Jobs can maintain Apple’s competitive advantage and sustain it, increasing market share should not be too much of a problem.

References

1. http://www. bloggingstocks. com/category/battle-of-the-brands/
2. http://piqued. brianfrantz. com/? s=apple
3. www. dailyindia. com4. http://www. operating-system. org/betriebssystem/_english/bs-macos.

To describe how marketing techniques are used to market products Apple. Apple Inc. Is an American multinational corporation headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software and personal computers. Its best-known hardware products are the Mac line of computers, the pod media player, the phone smartened, and the pad tablet computer.

Apple uses the marketing technique of line extension and new brands a lot by using this keep improving their product for the best as it has had a good effect s the majority of the world population has an phone or pad and using the technique new brands they have used the technology they have to make new and better products. The marketing has helped understand customer trends by keeping up to date with the times and also setting trends for example apple would put something completely new into one of their products that no one could think of which then becomes iconic.

Apple keep ahead of the competition even though they never use commercial adverts, they’re the top phone company, apple stay ahead cause of the ideas they come up with apple ,has access to new component technology months or years before its rivals. This allows it to release ground-breaking products that are actually impossible to duplicate. Marketing has helped Apple communicate effectively with consumers because the original phone said it was 5 years ahead of the competition.

This means that all apple products are way more developed than any other phone company and this is what the consumers want something new every time. Nikkei. Is an American multinational corporation that is engaged in the design, development, manufacturing and worldwide marketing and selling of footwear, apparel, equipment, accessories and services. It is one of the world’s largest suppliers of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of IIS$24. 1 billion in its fiscal year 2012 (ending May 31, 2012).

Nines Marketing techniques for apple and Nikkei By alveolar update themselves timely product differentiation, new branding and line extension. The marketing has helped understand customer trends that have different nationalities, genders, cultures, and ages. To enable this, Nikkei introduces its latest products through a marketing communication group that can strengthen the “positioning of, and key messages about, the Nikkei brand,” through different forms of visual aids and point-of-purchase advertising.

Nikkei keep ahead of the competition by appealing to the masses and always staying in time with what people seem to like for example running shoes are on a rise and appeal more to girls so Nikkei take that and try to appeal to them even more and lots of boys are into football boots so Nikkei focus on that at the moment as well. Marketing has helped Nikkei communicate effectively with consumers because Nikkei has always recruited top performance athletes from all over the world with strong personalities consistent with the brand values.

For instance, Michael Jordan started appearing in swoosh campaigns at the rise of his basketball career, in 1987, and so did Dennis Roadman and Charles Barley. High performance athletes have always been role models with extreme power over their audience (mainly teenagers and young people) often influencing them into buying products not otherwise thought of.

Drew Adams Intro to Art (FINE 1001 002) Learning to Look 02/07/2013 Source. iPhone. Apple. 2009 Formal Analysis The product that is advertised in this advertisement is the new iPhone. The composition of this advertisement is only a concept version of the iPhone. It is showing only the back of the iPhone, which gives a different perspective of the main product which makes viewers want to learn more. The color palette of this advertisement consists of mostly dark colors with the print being in white.

There is bold print that says, “Touching is believing”, this statement is bold to show the slogan of the advertisement. The advertiser uses the contrast of the black and white colors to give emphasis to the slogan, which could be the focal point of the picture. The black color maybe gives the sense that the product has great innovation. The viewer can clearly see the Apple logo and knows that the product is made with good quality. Interpretation

This advertisement could be trying to show how different apple is than other companies in terms of being innovative. The product being shown is the iPhone, this is Apple’s most prized product on the market. There is text in the middle that is in white and it says, “Touching is believing”. A key feature is shown as a subtitle under the main slogan that states, “The new, faster iPhone now with 3G”. The image characterizes the company as superior to other companies. Evaluation The main goal of this advertisement is to get the viewer to buy the product.

It surely does a good job of grabbing the attention of the viewer and making people curious about their product. The main audience of this advertisement seems to be anyone who enjoys technology or wants the “newest” and “superior” device. By the look of the advertisement it seems to do a good job at reaching the audience that they want to reach. What is impressive about this advertisement is that it is simple yet effective in getting the point across and getting the viewer to be curious. Image of Advertisement

Important Note: This sample essay mainly illustrates the structure of your assignment on ethical issues of a company selected by you. You may first identify two or three ethical problems and then discuss how to solve them. Remember including relevant citations to support your evidences and viewpoints. Ethical issues in iPhone 1. Introduction . With an elegant combination of a mobile phone, iPod and personal digital assistant (PDA), iPhone was launched at Apple and AT&T stores across the US on June 29, 2007(Place, 2007). iPhone is by no means a prodigious success by selling one million iPhones within 3 months (Wolverton, 2007).

However, what coupled with its splendid success are numerous criticisms from the general society. This paper firstly examines two of the most severely unethical issues in iPhone’s marketing activities, and then provides some possible suggestions to these problems. Finally a brief conclusion will be drawn. 2. iPhone’s Unethical Marketing Activities . Deceptive Advertising Practices On July 26, 2007, a class-action lawsuit was filed against Apple and iPhone carrier AT&T for deceptive advertising over the iPhone battery (Lane, 2008).

According to the lawsuit, apple engaged in “purposeful and fraudulent concealment” of the fact that iPhone purchasers were required to pay $89. 95 to get the device’s battery replaced, which means the replacement fee would become an annual charge based on the expected life of battery – 300 to 400 charge cycles. According to Lane (2008), Apple faces criticism because it did not disclose the actual cost and inconvenience of replacing the battery until three days after the iPhone’s release. Also the battery information was difficult to find on Apple’s website.

In sum, the fact that Apple did not immediately communicate the exact cost of replacing the battery, along with the fact that the iPhone battery was not replaceable by users, had generated an outrage among iPhone users. 1 Environmental Problems Back in May, 2007, Apple head Steve Jobs pledged that his company would become greener and that it would out-pace the competition when it came to removing toxic chemicals from the production of its devices (Stevens, 2007). This was largely seen as a response to a Greenpeace-led campaign.

Now, Greenpeace was at it again, calling Apple out for taking a step backwards when it came to the toxic chemicals found in the iPhone (Riley, 2007). These chemicals also included Bromine, which had been banned in European toys thanks to its apparent impact on hormone levels in children. Greenpeace claimed that Apple was far from leading the way for a green electronics compared with its competitors, like Nokia, who hasd already sold phones free of Polyvinyl chloride (Stevens, 2007). Based on these findings it was hard to doubt that Apple took a step back from its green initiative to get the iPhone out the door.

However, it was questioned whether the company would respond to this Greenpeace challenge like it did the last. 3. Suggestions . Deceptive Advertising Practices Although deceptive practices may benefit more profit in the short run, such practices will eventually harm their business in the long run. If consumers do not get what they expect, they will switch to more reliable products. This can also cause a backlash, if corporations are more focused on profits than customer service, particularly for a company such as Apple, which claims a long-term relationship with customers.

Therefore, Apple Inc. should do its possible endeavor to avoid deceptive practices in the future and implement some initiatives to minimize trouble and inconvenience made to consumers, such as giving a discount to the first batch of iPhone purchasers to replace their batteries. Environmental Problems Nowadays, more and more companies are adopting policies of environmental sustainability, which is a management approach that involves developing strategies that both sustain the environment and produce profits for the company (Armstrong, 2008; Kotler, 2008). Apple Inc. as a leading corporation in the field of electronic products, should also initiate the environmental sustainability policies. Regarding the environmental problems involved in iPhone, Apple should respond to this Greenpeace challenge to solve the problem as soon as 2 possible and in the future Apple should try best to act as a leading giant for a green electronics. 4. Conclusion . This report investigates two of the major problems concerning the ethicality of marketing activities of iPhone including 1) deceptive advertising practices and 2) environmental problems.

It can be concluded that despite the worldwide popularity, iPhone still faces some ethical problems. Suggestions to improve the image of iPhone by enhancing its ethical issues have also been discussed in this paper. They include: 1) avoiding deceptive practices in the future, 2) taking initiatives to minimize the troubles caused, 3) responding to the Greenpeace challenge and 4) maintaining the policies of environmental sustainability. In this way, iPhone could probably both enjoy the success in selling and maintain an ethical image.

Reference: Kotler, P. (2008). Principles of Marketing. Pearson Education. Lane, F. (2008). Court Pulls Plug on Apple iPhone Battery Lawsuit. Sci-Tech Today. Retrieved September 26, 2008, from http://www. sci-tech-today. com/story. xhtml? story_id=62144 Place, N. (2007). ‘Mac-tastic’ arrival: iPhone goes on sale today at 6 p. m. The News Herald, Panama City, Fla. Retrieved June 29, 2007, from http://www. newsherald. com. Riley, D. (2007). Greenpeace: iPhone Not Good for the Environment.

TechCrunch. Retrieved October 14, 2007, from http://www. techcrunch. com/2007/10/14/greenpeace-iphone-not-good-for-the-environment/ Stevens, T. (2007). iPhone Bad For Environment, Says Greenpeace. Switched. Retrieved October 15, 2007, from http://www. switched. com/2007/10/15/iphone-bad-for-environment-says-greenpeace/ Wolverton, T. (2007). Apple sells 1 millionth iPhone. San Jose Mercury News. Retrieved September 11, 2007, from http://www. mercurynews. com.

* History: * Apple is a company which produces computers and technological products like computers, mobiles . On April 1, 1976, the Apple computer was established . Steven Wozniak, a high school drop-out who worked for Hewlett-Packard, dabbled in computer-design and created what would become the Apple I. His high school buddy Steven Jobs, also a drop-out, worked for Atari and convinced him that the two should form a company to market the new computer, which eventually took off in 1977 with the Apple II. * * By 1980, the Apple III was released and their company employed several thousand workers.

It began in Egypt in 1990 and produced their products in 1991. It began to produce the first computer Mac in Egypt but there is a disadvantage that faces the company in Egypt which is the high cost! * * The computers in this time were sold by 60,000 to 70,000 so few people bought it. The owner of the Egyptian company is called Mohamed Medhat . The company also in Egypt began to produce this computer. In 1991 the company produces approximately by 1500 prices only. The company in Egypt doesn’t correct their wrong and still the high prices of computers raises up. * In 1991 the price of iMac is 35,000 L. E. It is too much. In 1992 Apple Company makes a high loss, because of the high prices. So they began to think in another way to reduce the cost of the company. They reduced the cost to half but they also made a lot of losses. Steve is still thinking how to save the company and began to make profits. * * * Mohamed Medhat followed him in his steps to save the company in the Middle East because in this time the only branch for Apple Company in the Middle East in Egypt only in this time, but now in Egypt and UAE.

They began to produce new products by low cost so they can save their company and began to make high profits. Now in 2012 apple makes a great successful product than Microsoft and become the leader of the technological market Apple Company produces a lot of unique products like: Macbook _Macbook ProMacbook Air| Next-generation quad-core and dual-core Intel processors. The 13-inch MacBook Pro now features a 2. 4GHz Intel Core i5 processor or the fastest dual-core processor available — the 2. 8GHz Intel Core i7. With Turbo Boost speeds up to 3. GHz, these processors allow the 13-inch MacBook Pro to perform up to twice as fast as the previous generation. 1But we couldn’t leave fast enough alone. The new 15- and 17-inch models bring quad-core power to almost everything you do. The available 2. 5GHz quad-core Intel Core i7 processor — with Turbo Boost speeds up to 3. 6GHz and up to 8MB of shared L3 cache — enables these MacBook Pro models to run applications up to twice as fast as their top-of-the-line predecessors. 2| iPad ( 3G – Wifi)| In work Mail, Calendar, Notes, and Safari in a beautiful, thin and light design, so you stay productive anywhere.

With easy, secure integration into business environments and a robust platform for app development, iPad is ready to start working when you are. In Education iPad inspires creativity and hands-on learning with features you won’t find in any other educational tool — on a device that students really want to use. Powerful built-in apps and apps from the App Store let students engage with content in interactive ways, find information in an instant, and access an entire library wherever they go. And now, with the introduction of Multi-Touch textbooks, iPad takes learning to a whole new level. iPod (Classic – Touch-Nano)| It used for listening music and people can also watch some movies. | Services: If we talk about the apple’s services . the company give to there customer a good services through selling the product and after purchasing the product . apple’s services contain (warranty on it products for along time (between 1 to10 years ) , hardware services for instance , mousse , keyboards , monitor , track pad , printers, hard disk and Etc. . the services contain software services also , for instance operating system (OSX ) . that’s some services after purchasing . n other hand the service before purchasing . the sales person give the full information about the products to customers , make an offers to attract more and more customer , for instance in 2011 , there are many offers which the company made ,for example , to buy I phone and get I pod Nano with full accessories . and another one to buy any laptop and get ( software and full applications for free during the offer period) in usually you should to buy them software with 250 L. E and applications with 650 L. E . so it is very attractive and good offer . Apple company provide a good packaging to save it’s products .

Vision Of Apple : Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. 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. Mission Of Apple: 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.

Apple campaign for I phone 5: This is the last marketing campaign for the newest product will be in the market next summer . This advertising tell the customer for a new generation of I phone ( I Phone 5 ) with a new feature and quality . the advertising tell the customer . the new I phone is totally different from the I phone 4 , 4S and has a changes in every things . This Advertising show that apple was more interesting and focus on its segment and target it seriously . using the full capacity to stratify the targeting market SWOT analysis for Apple company:

Strengths : apple OSX ( operating system ) is more strengths than PC , the OS of apple no virus can hit it and can work on it for along time , Apple OSX support the graphic programmer so the designers use the Apple OS , because it more professional and fast . OSX is a heavy duty operating system , can use for along time without corruption or errors , and other Strength point is Apple gets to set the specs in detail, and deliver to the customer through a controlled retail experience (Apple Store, Apple On-line Store) that helps them explain the value to the customer and extract a premium for that value.

Weakness : Apple prices . the cost of apple products is very high so it can’t compete in the Market . Dell and HP compete it by the same products but with less prices . so it represent a big weakness point face the company in Egypt . other point , the there is a big problem in I pod Nano screen . the production team discover this problem after produce the product , so this problem lead to spend a lot of dollars to solve this problem , In addition this problem led the company to increase the price of music download form I Tunes . this led apple to spend by 10 million dollar to fixed this problem .

Opportunity : Apple has the opportunity to develop its iTunes and music player technology into a mobile phone format. The Rokr mobile phone device was developed by Motorola. It has a colour screen, stereo speakers and a advance camera system. A version of Apple’s iTunes music store has been developed for the phone so users can manage the tracks they store on it. Downloads are available via a USB cable, ands software on the handset pauses music if a phone call comes in. New technologies and strategic alliances offer opportunities for Apple.

Threats : The biggest threat to IT companies such as Apple is the very high level of competition in the technology markets. Being successful attracts competition, and Apple works very hard on research and development and marketing in order to retain its competitive position. The popularity of iPod and Apple Mac are subject to demand, and will be affected if economies begin to falter and demand falls for their products. PESTEL analysis: Economic : apple company effected by the economic situation , the economic crises effect on the company production and company sales . he apple products have a high cost so it has a big related with the economic . ,for example, the company after the revolution , recorded a big loses in its sales and profit . after the revolution people avoid to buy the luxury products like I pod and I pad . apple recorded in 2011 loses in Egypt more than 50 Million . and in the economic crises in USA . apple recorded loses by 700 Million dollar . Technology : apple company strongly effected by technology factor , the company should to has the final technology tools that the world use it in this time . pple company every time develop their products with new feature and technology , for example I phone developed to 3GS to 4G and finally 4GS and 5G soon . other products like I pad develop it to work with the third generation of communications (3G) . apple now is the best company all over the world use the touch technique in its products and devises . Political : Could be new laws or regulations , for Example in last time the GPS ( Navigation system ) in Egypt is not allow to use so apple stopped this program in Egypt tell 2008 and after this the government allow to use the navigation system In Egypt . o apple supported their devises by the GPS system . Social : Means social trends. If you are a phone company, Apple’s entry into the cellphone market created a demand for touch screen phones, (about time! ) for example. Thus Nokia and co. had to respond. (I like Nokia, but they should have been ahead of the game in this one, so I’m glad Apple kicked them). Environmental factors: environmental factors include the weather and climate change. Changes in temperature can impact on many industries including farming, tourism and insurance.

Apple may not effect with climate strongly but it may be effected by tourism , this will effect all process of the company ( production process and sell process ) Customer Analysis: Demographic ( Age – Gender – Family size – Life cycle or Income ) Apple company make different products to different ages , for instant they made I pod Nano for the children and youth and after that they made I pad for businessmen and the youth can also use it form 15 to 60 years old , they made also I Mac form grand ages .

Apple is completely successful to target different ages with different product . Apple not forget to make a different between gender or sex, for example they made MacBook Air for female and made MacBook Bro for male, and also in colors they produce some laptop’s covers with pink color to target girls or female . Apple produce different products to different age and life – cycle groups . Apple company not forget to target income . they are produce a different products with different prices to be fit to any individual depend on his income , for xample there is I pod classic with 2000 pound and there is one with 3500 pound for I pod touch so any one can buy any thing from Apple depending on his income. Psychographic ( social class and life stile or personality) If we divide the market to class A – B – C , Apple target one or two from this segments . Apple will target the class A , because they provide a high quality and good products with high cost so the class A is the more segment will use apple’s products after that class B a few of them will use apple’s products .

Behavior ( User Status – User Rate – Loyalty – Benefit – Occasion ) User statue : apple market divide into ex-user , who use apple’s products from along time , and first –time user who is the first time to use apple products , and potential user and we have a regular apple user how is use apple a lot of times . User rate : apple market divide into light , medium and heavy product user of apple . Loyalty : divide on completely loyalty that is mean some one buy all brands form one company . or example, buy I phone I pod , I pad that is mean he buy all things he want form apple , he/she very loyalty to the company Some-what loyalty , buy two or three products from apple and them go to buy any thing form different brand , for example , some one buy I phone and I pod then he shift to buy Nokia and HTC. and we have finally no loyalty , who didn’t buy any thing form apple . Target Market : There are a lot types of market targeting (undifferentiated – differentiated – concentrated – micro ) market , apple use differentiated market ( segmentation ) .

It is produce different products to one or more segment (class A and a few of class B) . Differentiation and positioning Competitive advantage : apple have a lot of competitors in it’s fields for example , Mobil phone there are a lot of competitor (Nokia – Samsung – HTC , Blackberry ) , in computers the biggest competitor is ( Microsoft ) in entertainment field there is ( Mp3,4) . so apple should to have an competitive advantage to be able to compete the other and should to have a unique feature in it’s product to be different . it should to have a good sales offer and this give it is to make a high profit and attract a lot of consumers .

Apple now a days try to produce a products with a low prices to attract more and more and gain a more profit , so it can compete all competitor . Position strategy : Apple should to know the consumer the place of there products and where they sell it’s product . they are make perceptions of consumer about place . next step they try to give him a good impressions about products and serves and features , the third step is feeling , to give the consumer the feeling to buy the product of apple and give him the special feeling this product is the best one between the other product in market Market Share of the company :

Apple in Cell phones ( I phone ) A the chart show to us the I Phone is not the market leader in cell phones only 13% of the market ,Nokia 20% and Samsung 31%,so Blackberry is the market leader. Questionnaire: Gender : Male……. Female…….. Age: *18-20…… *21-30……. *40 and above……. 1) Did you hear about Apple I phone 5 ? Yes No 2) Can you remember the ad ,? Yes No 3) Where did you see or hear about the ad? a. Internet b. friend c. Magazine d. billboard e. Conference -other, please specify………………. ) How you think about Apple I phone 4 ads and campaign? 5) Did you purchase the I phone 5 after watching the AD? Yes No Evaluation of product in cutomers,s eyes: First of all, these questionnaire was distributed on 38 students in MSA university ,20 of them was females and 18 was males aging from 18 to 22 years old In first question, when we ask people about do they hear about the I phone 5 ad ? about 75% of target audience answers by yes, that they hear about I phone 5 ad

Most of students answer by yes said that they already have I phone products so the company itself send them direct mail to them to know about product ,others said that they know about I phone from their friend whom they attend an event for company. In second question, when we ask about do the ad was memorable or not? About 20% of audience cannot remember it but majority do remember it The 80% students who are member the Ad ,they said they remember it as it was very simple ,also it looks with dark background that reflects the highly selective style. In third question, when we ask where did you see the ad ?

Most of people see it on the internet whether face book or twitter, others access the apple website itself, other people answers by they know about the AD from their friends as Apple has positive word of mouth and company itself depend highly on the positive WOM, very rare people answers by they know about it from conference. In question four, asking about the opinion of customers in the campaign of apple I phone 5, people said that it is creative, unique, also some people really like the usage of white and black colors, people said that this is normal as we always expect the best from Apple.

In the last question, people answer by yes that they purchase the I phone 5 after the ad about 65% bought it as they see it high technology and satisfy all their needs Expert interview with company: We made an interview with Mr. Samir Galal the general sales manager in Apple company-Egypt asking him about the tools of IMC they used, the budget, also about Apple opinion in using celebrities, as well as ask them also about who are their competitors. 1) How do you distribute the budget on IMC tools?

Mr. Samir galal tell us that they use the internet and public relation the most tools they use as they have a website from the best websites in the world as they do a lot of updates to their website and put all their new products on it. According to the budget assigned to the internet they pay about 5 millions on these tool every 6 months ,however for the public relation tool, they pay about 600 thousands Egyptian pound every 6 months, they use interviews ,conferences as a tools of PR .

As well as ,they use direct marketing by using mails ,if there is any problem facing customer ,they use skype for direct interaction. 2) Which tools from IMC are the most effective tools working with Apple? He tell us that direct marketing and public relation tools are most effective as they are most targeted tools as Apple targeting only A class ,however if they make a TV Ads it will be useless and high costs without return as mass market will view it however they are not targeted so direct marketing and public relation are the most selective tools that goes forward for the targeted customers. ) Do you use celebrities at promoting for your product? Mr. samir answers that they don’t use any celebrities as they don’t need as Apple Word of mouth is already positive so why they will think of using celebrities and they already have a positive brand image and the brand is already highly positioned in the customer’s mind, but Apple do care a lot for their customers as they take their contact information so to make a conference inviting customers to show them the new products ,new technology. 4)who are apple main competitors in all product segments?

In computer segment ,he said that Microsoft operating system is the main competitor as it has high quality but with low prices, however in mobiles ,Nokia consider high competitor as they copy everything from Apple and with moderate prices lower than Apple so a lots of people can afford it for example when Apple launch the touch option Nokia launch the same touch option with lower prices than Apple, also Nokia is targeting the mass market so they make intensive distribution but Apple has only few stores as they have a problem in distribution . 5) What is the SWOT analysis of the Apple company ?

Strengths : apple OSX ( operating system ) is more strengths than PC , the OS of apple no virus can hit it and can work on it for along time , Apple OSX support the graphic programmer so the designers use the Apple OS , because it more professional and fast . OSX is a heavy duty operating system , can use for along time without corruption or errors , and other Strength point is Apple gets to set the specs in detail, and deliver to the customer through a controlled retail experience (Apple Store, Apple On-line Store) that helps them explain the value to the customer and extract a premium for that value.

Weakness : The company has not cover the market and not has a perfect distribution . the company can’t cover the hole market , in this case , the bad distribution lead to a lot of loses tothe company and can’t help it to chive its profit and not give it the ability to make good sales to its product. other point , the there is a big problem in I pod Nano screen . the production team discover this problem after produce the product so this problem lead to spend a lot of dollars to solve this problem , In addition this problem led the company to increase the price of music download form I Tunes . this led apple to spend by 10 million dollar to fixed this problem . Opportunity : Apple has the opportunity to develop its iTunes and music player technology into a mobile phone format. The Rokr mobile phone device was developed by Motorola. It has a colour screen, stereo speakers and a advance camera system.

A version of Apple’s iTunes music store has been developed for the phone so users can manage the tracks they store on it. Downloads are available via a USB cable, ands software on the handset pauses music if a phone call comes in. New technologies and strategic alliances offer opportunities for Apple. Threats : The biggest threat to IT companies such as Apple is the very high level of competition in the technology markets. Being successful attracts competition, and Apple works very hard on research and development and marketing in order to retain its competitive position.

The popularity of iPod and Apple Mac are subject to demand, and will be affected if economies begin to falter and demand falls for their products IMC Tools that Apple uses Advertising:- In fact Apple Company uses advertising a lot but not too often mainly it uses product placement, most movies of mission impossible can be said that it was sponsored by apple all actors were using laptops, I pad and I phone apple. They succeeded by doing this a lot because mission impossible is one of the most seen movies worldwide, 50% of the pie chart.

Public relations:- Most of the time consumers would like to know what you are selling in your company if it’s easy to use or so complicated if it’s going to help them or not, apple communicated directly with its customers with only two simple words that changed their minds upside down and be interested more in trying new products…. “Think Different” apple earned customers trust and acceptance only by these words because it did change their way of thinking when purchasing a product, 30% of the pie chart is public relations. Internet:-

The website of apple that apple provide flow mutual benefits and information with the company and its customers, the company benefits from understanding its target market more can be able to know their needs and wants and what they usually ask and look for on their websites, how can they help them in order to spread word of mouth as well, according to customers they can know everything about the product they are searching for details and prices and feel the difference between apple, Dell and Samsung, 50%of the pie chart is internet.

Direct Marketing:- Customer service of apple is always available to their customers over the internet, they communicate directly with each other through internet if there are any complaints or anything that needs an explanation they will answer them immediately, in direct marketing apple uses only the internet to interact directly with its customers, 50% of the pie chart is direct marketing. Personal selling:-

Apple products is not in a need of persuading or convincing their customers to buy them as they are most qualified with its applications and software, the huge campaign of apple made people talking about apple most of the time when it comes to technology best features as apple also can tailor specific shapes and orders depend on individual needs, also the flexibility in apple stores between buyers and sellers allow for more profits and target marketing, best prospects which is known as “creme de la creme” are niche markets apple make huge efforts with them to have them more for long periods of time as they are very loyal and extremely profitable, 150% of pie chart is personal selling. Sales promotion:

In fact due to the perfect image of apple they feel that if they added any sales promotion to their IMC programs they will lose their picture in consumer minds, as its considered to be more luxury one of the most expensive equipments, they can see that although they are expensive there are a huge demand on their products and they see that there is no need to make sales promotion because they are not targeting the whole segments, they know exactly their target audience and can satisfy them more than any other companies also exceeding their specific details that vary from one person to another so that they feel delighted and special and will not think of shifting to another brand of technology equipments. Recommendations for IMC tools that apple can use it for better reach and sales: Advertising:-

Apple doesn’t need to advertise much as it is already grabbing large segments of customers and when doing product placement every now and then it’s very important to do it but the problem here is increasing the percentage of demand by more advertising not just through product placement, it would be better if they increased the billboards around to remind people about their products and keep themselves in consumers mind for example if they added more billboards on way of malls were there are many electronic stores if someone was thinking to purchase specific type of laptop and find apple billboards they will shift to it and it will grab their attention more. Public relations:-

Apple doesn’t concentrate much on public relations as it fails a lot to make any event or to sponsor more events for example north coast events or charity events they don’t share in anything of it which can allow the press to make negative image in consumer minds about apple that would affect the publicity as well so it’s better to think more about taking care of their image because the image of the company can drag you down or pull you up also it will add public value. Internet:- According to the internet apple focuses in it a lot and put aside the idea that internet is not a mass medium and fails to reach all segments and niche markets orders only the tailored products but other half of the segment have the ability to buy apple products so apple shouldn’t focuses much on internet as not all its customers have an access to the internet. Direct marketing:-

Only direct selling is available with apple its better if they add catalogs and send it to their customers and their customers would give them the telephone number of their friends and family to contact them telemarketing also send them the same catalogs to see more categories of apple products, that would make apple more spread, dominant an unique in the market. Personal Selling:- Apple is not in need to increase its personal selling because it is perfect on it but it’s extremely expensive and it’s so difficult to tailor products and deliver it to customers with the same consistency each time, its more applicable make things more reliable and equal so that if they keep doing this and once something happened by not delivering the needed tailored product they will fail and in 1 minute the customer perception of apple will change totally also I depends on every customer privileges. Sales promotion:

Apple is one of the multinational companies that if they made any sales promotion they would gain new customers but loses the old ones as it is not preferred to do it because it will hesitate their image in the market because its known that apple is for special segment and sales promotion wouldn’t add anything new simply it will be switching segments they will gain part and lose the other part and according to profit it will decrease badly and the company will keep losing and will suffer a lot in order to get its image and old customers back. General Recommendations:- Its more applicable that apple make all tools work together in harmony so that to be differentiated more from any other companies and keep the uniqness of its products but still keeping themselves away of sales promotion, as it’s known the benefits of IMC tools when they all work with each other it will save time, money and stress, also will boost them up to profit, finally it will have competitive advantages like no other company.

Apples and Oranges: A Comparative Essay Is the old adage “you can’t compare apples and oranges” correct? Besides being food, both of these produce items have much in common. They both are located under the Fruits and Vegetable category of the Canadian Food Guide; they are both spherical in shape, making them fit in the palm of your hand; and they both have a considerable amount of moisture under their skin. However, in both nutritional value and aesthetic appearance the orange far out weighs the lowly apple.

Although, according to the Canadian Food Guide, a serving of apples and a serving of oranges are both considered one equal serving within the Fruits and Vegetables category, the nutritional value of oranges is far superior to that of apples. First, oranges have a higher concentration of vitamin C. This vitamin is essential in strengthening and maintaining a healthy immune system. Thus, the greater the vitamin C—within reason—the greater the functioning and resilience of our immune system. Furthermore, peeling an orange often requires extreme dexterity and excellent hand-eye coordination.

Thus, when eating an orange one is not only receiving an excellent dose of vitamin C, one is also practicing hand-eye coordination and honing his/her dexterity. On the other hand, apples, although a good source of vitamin C lack the concentration that is obviously present in oranges. Thus, when eating an apple it seems that the apple’s nutritional value is simply calorie intake—fuel for the body. While this function is necessary, oranges ‘play double duty’. They provide us with calories at the same time as helping us to fight viruses and disease.

Furthermore, eating an apple only requires a strong jaw and teeth. It does not help us to practice transferable skills such as dexterity. While the nutritional value of the fruits we consume is important, their aesthetic appearance is of greater concern. The appearance of an apple is pleasing; its symmetry, shine, and contours emulate marble sculptures. However, there is one essential flaw in the aesthetic of the apple. It lacks a strong and invigorating aroma. When an apple is bitten, it emits a deep musky smell, one that is unique but in no way mood-changing.

Oranges, when peeled emit a heavy citrus scent which, studies have shown, help us to become re-energized. Perfumers have even attempted to capture this scent in their colognes, body washes, and au de toilets. But no synthetic concoction can truly mimetic the revitalizing effects of citrus. The very prestigious study of aromatherapy has verified the mood-changing effects of the citrus scent; “citrus is often used by psychologist to treat patients with depression with some promising results” (Fakes 2).

Thus the orange combats both diseases of the body and diseases of the mind. Although there are many superficial similarities between apples and oranges, oranges are of greater nutritional and aesthetic value. Apples are valuable in their caloric value and their appearance, but they lack both the concentration of vitamin C as well as the revitalizing citrus effects. Therefore, perhaps the old adage is correct: “You can’t compare apples and oranges”.