Running Head: APPLE COMPANY OPERATING BUDGET 1 APPLE COMPANY OPERATING BUDGET 2 Apple Company Operating Budget Professor’s Name Student’s Name Course Title Date Apple Company Budget Budgeting refers to the premeditated execution of an organization’s business plan. Budgeting is meant to assist the organization to attain the goals set in its strategic plan. For instance at Apple, “Capturing Bigger Market Share as Well as Producing Quality Durable Products” is our goal. To achieve this goal as a company, we need a budget that can be able to finance our business plan, help in setting measures as well as indicators of performance and make the necessary changes as we progress which will ensure that the company’s goal is realized. In this paper, I will present the Operating and Capital Budgets of Apple Company (Rubin, 2016). Operating Budget This is the Apple budget category that shows the Company’s revenues and the associated operating expense of the daily activities of the Company (Hirth, & Steckel, 2016). Annual Apple Company Operating Budget Revenue (Anticipated)$ Total Computer Sales 900,000,000 Total iPhone Sales 510,000,000 Total Apple Watch Sales 440,000,000 Total Apple iPad Family Sales 490,000,000 Total Revenue $2,340,000,000 Expenses (Anticipated) 1. Administration $ Office supplies and Equipment 20,000,000 General insurance 90,000,000 Liability (vehicles) 15,000,000 Liability (operations/premises) 15,000,000 Sales Interests 25,000,000 Inventories 15,000,000 Total Administrative Expenses $190,000,000 2. Salaries, Wages & Benefits $ Employees salaries and wages 300,000,000 FICA (Social Security) 75,500,000 Health care & group life insurance 80,000,000 Employees’ retirement benefits 110,000,000 Total Salaries, Wages& Benefits $565,500,000 3. General Operations $ Branch offices rent & mortgage 60,000,000 Food 30,000,000 Staff travel 20,000,000 Staff training 10,000,000 Maintenance & repair 5,000,000 Costs of Materials for New Project 100,000,000 Execution Total General Operations Expenses $225,000,000 4. Marketing Expenses $ Marketing/ PR Consultants 40,000,000 Advertising Agencies 12,000,000 Social Media Specialists 15,000,000 Media Advertising 30,000,000 Website Advertising 50,000,000 Networking 32,000,000 Total Marketing Expenses $191,000,000 5. Other Miscellaneous Expense $60,000,000 TOTAL EXPENSES $1,231,500,000 Capital Budget This is the Apple budget category that is aimed at allocating resources, controlling risks in decision making as well as setting priorities in the Company’s long term operations. For instance, the Apple Company will invest on liquid metal Technologies worth $320 million annually and buying more manufacturing machines which will cost the company around $260,000,000 annually (Brüggen, & Luft, 2015). Liquid metal Technologies will help the Apple Company to make advanced iPhone antennas as well as seamle.

1. Running Head: APPLE COMPANY OPERATING BUDGET
1
APPLE COMPANY OPERATING BUDGET
2
Apple Company Operating Budget
Professor’s Name
Student’s Name
Course Title
Date
Apple Company Budget
Budgeting refers to the premeditated execution of an
organization’s business plan. Budgeting is meant to assist the
organization to attain the goals set in its strategic plan. For
instance at Apple, “Capturing Bigger Market Share as Well as
Producing Quality Durable Products” is our goal. To achieve
this goal as a company, we need a budget that can be able to
finance our business plan, help in setting measures as well as
indicators of performance and make the necessary changes as
we progress which will ensure that the company’s goal is
realized. In this paper, I will present the Operating and Capital
Budgets of Apple Company (Rubin, 2016).
Operating Budget

2. This is the Apple budget category that shows the Company’s
revenues and the associated operating expense of the daily
activities of the Company (Hirth, & Steckel, 2016).
Annual Apple Company Operating Budget
Revenue (Anticipated)$
Total Computer Sales 900,000,000
Total iPhone Sales 510,000,000
Total Apple Watch Sales 440,000,000
Total Apple iPad Family Sales 490,000,000
Total Revenue $2,340,000,000
Expenses (Anticipated)
1. Administration $
Office supplies and Equipment 20,000,000
General insurance 90,000,000
Liability (vehicles) 15,000,000
Liability (operations/premises) 15,000,000
Sales Interests 25,000,000
Inventories 15,000,000
Total Administrative Expenses $190,000,000
2. Salaries, Wages & Benefits $
Employees salaries and wages 300,000,000
FICA (Social Security) 75,500,000
Health care & group life insurance 80,000,000
Employees’ retirement benefits 110,000,000
Total Salaries, Wages& Benefits $565,500,000
3. General Operations $
Branch offices rent & mortgage 60,000,000
Food 30,000,000
Staff travel 20,000,000
Staff training 10,000,000
Maintenance & repair 5,000,000
Costs of Materials for New Project 100,000,000
Execution

3. Total General Operations Expenses $225,000,000
4. Marketing Expenses $
Marketing/ PR Consultants 40,000,000
Advertising Agencies 12,000,000
Social Media Specialists 15,000,000
Media Advertising 30,000,000
Website Advertising 50,000,000
Networking 32,000,000
Total Marketing Expenses $191,000,000
5. Other Miscellaneous Expense $60,000,000
TOTAL EXPENSES $1,231,500,000
Capital Budget
This is the Apple budget category that is aimed at allocating
resources, controlling risks in decision making as well as
setting priorities in the Company’s long term operations.
For instance, the Apple Company will invest on liquid metal
Technologies worth $320 million annually and buying more
manufacturing machines which will cost the company around
$260,000,000 annually (Brüggen, & Luft, 2015).
Liquid metal Technologies will help the Apple Company to
make advanced iPhone antennas as well as seamless gadget
cases that will contain holographic logos that will be cast right
to the metal. This will be in line with the Company’s goal of
producing quality durable products which will move the world
to the next level. Also, the liquid metal technology products
will market the company's products in the global market as it
will be totally unique from other software company products.
This will further give the company a competitive advantage in
the market (Agénor, & Neanidis, 2015).
Additional machinery into the company will ensure that the
quality products that are already being produced will at an
increased pace from the production line. From the company’s

4. goal, acquiring a large portion in the market has been factored.
It’s good to note that, it will not be easier for the company to
get a larger market share if it cannot satisfactorily meet its
customers’ demand. With the additional machinery, the
company will increase its productivity hence satisfying its
customers fully (Bill, & Brown, 2017).
References:
Agénor, P. R., & Neanidis, K. C. (2015). Innovation, public
capital, and growth. Journal of Macroeconomics, 44, 252-275.
Bill, A., & Brown, H. M. (2017). BUDGET ESTIMATES.
Brüggen, A., & Luft, J. L. (2015). Cost estimates, cost overruns,
and project continuation decisions. The Accounting Review,
91(3), 793-810.
Hirth, L., & Steckel, J. C. (2016). The role of capital costs in
decarbonizing the electricity sector. Environmental Research
Letters, 11(11), 114010.
Rubin, I. S. (2016). Budget reform and political reform:
Conclusions from six cities. Local Government Management:
Current Issues and Best Practices: Current Issues and Best

5. Practices.
Running Head: APPLE COMPANY OPERATING BUDGET
1
APPLE COMPANY OPERATING BUDGET
2
Apple Company Operating Budget
Professor’s Name
Student’s Name
Course Title
Date
Apple Company Budget
Budgeting refers to the premeditated execution of an
organization’s business plan. Budgeting is meant to assist the
organization to attain the goals set in its strategic plan. For
instance at Apple, “Capturing Bigger Market Share as Well as
Producing Quality Durable Products” is our goal. To achieve
this goal as a company, we need a budget that can be able to
finance our business plan, help in setting measures as well as
indicators of performance and make the necessary changes as
we progress which will ensure that the company’s goal is
realized. In this paper, I will present the Operating and Capital

6. Budgets of Apple Company (Rubin, 2016).
Operating Budget
This is the Apple budget category that shows the Company’s
revenues and the associated operating expense of the daily
activities of the Company (Hirth, & Steckel, 2016).
Annual Apple Company Operating Budget
Revenue (Anticipated)$
Total Computer Sales 900,000,000
Total iPhone Sales 510,000,000
Total Apple Watch Sales 440,000,000
Total Apple iPad Family Sales 490,000,000
Total Revenue $2,340,000,000
Expenses (Anticipated)
1. Administration $
Office supplies and Equipment 20,000,000
General insurance 90,000,000
Liability (vehicles) 15,000,000
Liability (operations/premises) 15,000,000
Sales Interests 25,000,000
Inventories 15,000,000
Total Administrative Expenses $190,000,000
2. Salaries, Wages & Benefits $
Employees salaries and wages 300,000,000
FICA (Social Security) 75,500,000
Health care & group life insurance 80,000,000
Employees’ retirement benefits 110,000,000
Total Salaries, Wages& Benefits $565,500,000
3. General Operations $
Branch offices rent & mortgage 60,000,000
Food 30,000,000
Staff travel 20,000,000
Staff training 10,000,000
Maintenance & repair 5,000,000

7. Costs of Materials for New Project 100,000,000
Execution
Total General Operations Expenses $225,000,000
4. Marketing Expenses $
Marketing/ PR Consultants 40,000,000
Advertising Agencies 12,000,000
Social Media Specialists 15,000,000
Media Advertising 30,000,000
Website Advertising 50,000,000
Networking 32,000,000
Total Marketing Expenses $191,000,000
5. Other Miscellaneous Expense $60,000,000
TOTAL EXPENSES $1,231,500,000
Capital Budget
This is the Apple budget category that is aimed at allocating
resources, controlling risks in decision making as well as
setting priorities in the Company’s long term operations.
For instance, the Apple Company will invest on liquid metal
Technologies worth $320 million annually and buying more
manufacturing machines which will cost the company around
$260,000,000 annually (Brüggen, & Luft, 2015).
Liquid metal Technologies will help the Apple Company to
make advanced iPhone antennas as well as seamless gadget
cases that will contain holographic logos that will be cast right
to the metal. This will be in line with the Company’s goal of
producing quality durable products which will move the world
to the next level. Also, the liquid metal technology products
will market the company's products in the global market as it
will be totally unique from other software company products.
This will further give the company a competitive advantage in
the market (Agénor, & Neanidis, 2015).
Additional machinery into the company will ensure that the

8. quality products that are already being produced will at an
increased pace from the production line. From the company’s
goal, acquiring a large portion in the market has been factored.
It’s good to note that, it will not be easier for the company to
get a larger market share if it cannot satisfactorily meet its
customers’ demand. With the additional machinery, the
company will increase its productivity hence satisfying its
customers fully (Bill, & Brown, 2017).
References:
Agénor, P. R., & Neanidis, K. C. (2015). Innovation, public
capital, and growth. Journal of Macroeconomics, 44, 252-275.
Bill, A., & Brown, H. M. (2017). BUDGET ESTIMATES.
Brüggen, A., & Luft, J. L. (2015). Cost estimates, cost overruns,
and project continuation decisions. The Accounting Review,
91(3), 793-810.
Hirth, L., & Steckel, J. C. (2016). The role of capital costs in
decarbonizing the electricity sector. Environmental Research
Letters, 11(11), 114010.
Rubin, I. S. (2016). Budget reform and political reform:

9. Conclusions from six cities. Local Government Management:
Current Issues and Best Practices: Current Issues and Best
Practices.
Running Head: COMPANY SELECTION 1
COMPANY SELECTION 4
COMPANY SELECTION
Name
Institution
Company selection.
I choose to develop a strategic management plan for the Apple
Company. The company is famous since it is among the most
significant manufacturing iPhones, MacBook, iPad, Apple
watches as well as breakthrough camera systems. It has a unique
manufacturing system in that it produces products with high
quality graphics and improved progress and dependability. Its
pricing policy is also efficient within the competitive market
(Blenko.et.al, 2016).
The company is known for the manufacture of high quality
technological devices. The company works towards advancing
the world’s mobility by creating products that offer workers all
they need to become better decision-makers at all times. It

10. ensures the connectedness of people through manufacturing
secure, intuitive and compelling devices through which they can
communicate effectively (Daniel.et.al, 2017).
I choose this company for the reason that it has a clearly
outlined vision of what it works to achieve. Having a clear goal
shows the enthusiasm of the company in its bid to make the
world a highly connected region. By providing products that are
necessary for communication, different individuals are at a
better position to communicate, which promotes international
unity. It also helps in improving business transactions amongst
people by getting them more connected (Kim & Jun 2017).
Also, I believe that the progress of the company will keep other
manufacturers on their toes in a bid to match the quality of
products offered by the organization. Consequently, different
competitive organizations produce high quality goods as
required in the market. Being a global market, the company
could be a benchmark for other competitive establishments.
The company is also a source of wealth to many countries in
which it has its branches as well as those that provide a market
for it (Chen & Bai, 2016). Setting up new strategies to market
Apple products will assist the company to develop further as
well as accomplish its goal of increasing the connectedness of
different nations.
References
Blenko, D., Waldron, K., Cornelius, J., Nespoli, G., & Lee, D.
(2016). ORGANIZATIONAL ANALYSIS: APPLE RETAIL
STORES.
Chen, J., & Bai, H. (2016, September). Analysis of the Reasons
for Social Responsibility Management Deficiency of
Multinational Corporations' Supply Chain Based on PDCA
Model-a Case Study of Apple Company. In 2016 6th
International Conference on Management, Education,
Information and Control (MEICI 2016). Atlantis Press.
Daniel, M., Neves, R. F., & Horta, N. (2017). Company event
popularity for financial markets using Twitter and sentiment

11. analysis. Expert Systems with Applications, 71, 111-124.
Kim, J. M., & Jun, S. (2017). Integer-valued GARCH processes
for Apple technology analysis. Industrial Management & Data
Systems, 117(10), 2381-2399.
Running head: APPLE COMPANY 1
APPLE COMPANY 5
APPLE COMPANY
Name
Institution Affiliation
History of the Apple company, and the contributions of various
executives
The Apple company was founded in the year 1977 from very
humble beginnings in a garage. It was founded by Steve Jobs
and Steve Wozniak. The company is known for designing,
manufacturing, and marketing mobile phones, media gadgets,
computers, and digital music devices. In 2018, the company had
achieved an incredible milestone by reaching trillion-dollar
capitalization. The 10th, 9th, and 8th generations of the iPhone
product were the definite golden geese of the company due to
their worldwide recognition and generation of billions.
In 2003, the company launched the iTunes music store where
customers could purchase music for about ninety-nine cents.
According to Steve Jobs, this provided a legal means for the
customers to download music, and also protected the rights of

12. the musicians (Galloway, 2017) In 2004, the company launched
the Apple iMac and the revolutionary iPod mini gadget. The
iPod received an upgrade the following year, which enabled it
to have video capabilities.
The first iPhone was introduced by Steve Jobs in 2007, which
really helped in globalizing the company and increasing revenue
generation. As the company kept growing, they introduced the
first iPad in 2010, and smart watches in 2015. That 2015, the
company experienced its highest revenue generation of about
235 million dollars. Although this revenue had a sudden decline
in 2016, it had a six percent recovery in 2017.
The company has enjoyed such innovativeness and growth due
to its various of executives over its history. Currently, the CEO
is Tim Cook, who launched the iPhone X in 2017. Other
important figures include the likes of Phil Schiller, who is vice
president of the global marketing. In 2018, the COO of the
company, Mr. Jeff Williams, introduced the latest Apple watch
which has a wide range of cutting edge features, like the
detection of falls, and the heart rate (Daniel, 2016) 2018 also
saw the introduction of the most expensive iPhone gadget, by
Tim Cook, at a price of about one thousand dollars.
The current mission statement and code of ethics
According to Steve Jobs, a human being is creates change
within the environment, hence he/she shouldn’t be a subordinate
to systems. The mission statement of the company is somehow
unorthodox and states that the company aims at designing the
highest quality computers in the world, as well as the best
operating systems, and software. Additionally, it aims at leading
the digital music market through its innovative products like the
iTunes and iPods (Cheng, 2016). The statement also speaks
about revolutionizing mobile communication through various
devices like the iPhone.
The company’s code of ethics states that Apple has a
commitment to abide to the best communal and environmental
requirements. The company stores should provide the safest
working conditions, in addition to treating the employees

13. respectfully and with dignity, and also utilize practices that are
environmentally friendly in the production of products and
services. The code also emphasizes on the compliance to the
rule of the land, and the importance of integrity (Chen & Ann,
2016)
Areas of concern
The company’s mission statement is unorthodox and could not
be clear to some. The code of conduct should also be expanded
to cover other areas of concern like the important labor rights
and managerial practices. Incorporating the labor rights would
ensure that their employees are fully covered. Subsequently,
covering the managerial practices would ensure that everyone
knows their roles and responsibilities clearly, and also ensuring
that the right channels are followed (Paulins, Hillery & Sturgill,
2016).
New mission statement
“commitment to making the best computers, phones and other
digital media in the world, via the provision of state-of-the-art
hardware, software, and online services.”
This statement is shorter and goes straight to the point,
highlighting the general purpose of the company, in simpler
terms.
References
Chen, C. M., & Ann, B. Y. (2016). Efficiencies vs. importance-
performance analysis for the leading smartphone brands of
Apple, Samsung and HTC. Total Quality Management &
Business Excellence, 27(3-4), 227-249.
Cheng, C. (2016). Samsung Elecs. Co., Ltd., et al. v. Apple
Inc. Intell. Prop. & Tech. LJ, 21, 157.
Daniel, S. F. (2016). Apple Watch App Development. Packt
Publishing Ltd.
Galloway, S. (2017). The Four: The Hidden DNA of Amazon,
Apple, Facebook, and Google. Penguin.
Paulins, A., Hillery, J., & Sturgill, A. (2016). Developing
Value-Driven Mission Statements. In Developments in Business

14. Simulation and Experiential Learning: Proceedings of the
Annual ABSEL conference (Vol. 43, No. 1).
Running Head: APPLE COMPANY
1
APPLE COMPANY
5
APPLE COMPANY
Name
Institution
Apple Company
Industry description
It is a technology establishment based in California that trades
electronic gadgets, software and also online services. The
company also sells hardware products such as iPhone
smartphone, iPad tablet computer, Mac PC, iPod media player,
Apple watch smartwatch, Apple TV and the HomePod smart
speaker. Software sold in the company includes iOS and macOS
operating systems, Safari web browser, iLife, and iWork
creativity as well as productivity suites. I want to focus on
iPhones.
The Apple Company is continually growing and expanding its

15. markets. The company is also increasing in terms of developing
its products in a way that creates more advanced products that
meet the preferences of its clients. In 2018, the company
recorded the highest revenue of 265.6B U.S dollars. iPhone
generated most of this income with its sales amounting to 218B
U.S dollars, which is about 82% of the total revenue. Most of
this revenue is plowed back into the company to facilitate the
production of new and upgraded products.
iPhone smartphones are in the maturity stage of product
development. The company has made a lot of products and
examined new competitors, new potential markets and also any
modifications necessary in brand image. At the maturity stage,
the establishment is making many sales and is at the climax of
the business. At this stage, it is only focusing on maintaining its
competitiveness to in turn support its client base (Arocha,
2017).
Among the target markets for iPhone smartphones from the
company are college and university students, business people
and even adults. Students require smartphones to record and
also keep their notes organized. Business people need iPhones
for effective communication with their clients while adults use
these smartphones for the camera, internet connection, storing
documents and also for map directions (Ng.et.al, 2017).
Target market
I choose the business people as one of the primary target
markets for iPhone smartphones. The main features of these
people are that they make a lot of communications regarding
their businesses and also need to store a lot of data concerning
the same. This makes smartphones an ideal gadget to possess
for their companies.
Most business people look for different features of an ideal
smartphone to use for their business transactions. Among the
highlights are functionality, design and data security, among
which are the top priorities for iPhone smartphones. The iPhone

16. has set a high benchmark for other mobile phone providers
through setting high quality for their products. They are,
therefore, a favorable choice for any business person.
Business people are the main topic for the iPhone smartphones
industry. The clients' reviews posted on the company's website
and social media platforms are taken seriously, and the company
strives towards fulfilling the needs of clients.
Competitive analysis
Among the main competitors of Apple Company in the line of
iPhone smartphone production is Samsung Company.one of the
strengths of the competitor company is that it has a broader
range of products extending to home appliances, semiconductors
and even consumer electronics. The company is also a strong
brand with a stable client foundation form Europe, and Asia.
However, the company has a weakness in that it has an
extensive product portfolio. Hence, it fails to create its identity
in the minds of its clients and cannot perform to its optimum
level for all of its products (Rani.et.al, 2016).
The target market for Samsung is broad in that it targets any
individual from 20s and above who can purchase their products.
I believe that the company should have a specific target
population that will create the basis of their production. It is
essential since the company will be able to come up with the
best products they could offer by focusing on a specified line of
products.
The marketing strategy for both companies is different in that
Apple Company is more specific than the Samsung Company.
Apple Company checks the needs of the clients to produce
goods that meet their preferences while Samsung Company, on
the other hand, is much diversified and does not focus on any of
the target markets (Peñaloza, 2018).
Regulations
Apple Company is based on the privacy policy that guides its

17. operations. The system guides the company in covering
collection, usage, disclosure, transfer and even storage of
private data. The company's products, therefore, contain data
and privacy information for specific features that require access
to an individual's private information (Reyes.et.al, 2018).
References
Arocha, J. B. (2017). Getting to the Core: A Case Study on the
Company Culture of Apple Inc.
Ng, S. F., Hassan, N. S. I. C., Nor, N. H. M., & Malek, N. A. A.
(2017). The Relationship between Smartphone Use and
Academic Performance: A Case of Students in A Malaysian
Tertiary Institution. Malaysian Online Journal of Educational
Technology, 5(4), 58-70.
Peñaloza, L. (2018). Apple: from subculture to cultural
dominance. The Business & Management Collection.
Rani, H. M. N. S., Zuber, F., Yusoof, M., Zamziba, M., &
Toriry, S. (2016). Managing Cross-Cultural Environment in
Samsung Company: Strategy in Global Business. International
Journal of Academic Research in Business and Social
Sciences, 6(11), 605-613.
Reyes, A., Qin, P., & Brown, C. A. (2018). A standardized
review of smartphone applications to promote balance for older
adults. Disability and rehabilitation, 40(6), 690-696.
Running Head: STRATEGIC MANAGEMENT PLAN 1
STRATEGIC MANAGEMENT PLAN 2
STRATEGIC MANAGEMENT PLAN

18. Professor’s Name
Student’s Name
Course Title
Date
Internal Portion
Apple in an American corporation which designs manufactures
and sells personal computers, media devices and mobile
communication. The organization has various internal factors
which informs the decisions of the management in developing
the company. The company has a strong brand image. It has one
the strongest and the most valuable brands in the globe. This
helps it to introduce new products in the market by virtue of its
strong brand. However the company has limited distribution
networks. This is attributed to its policy of exclusivity. For
instance the organization selects sellers of its products. This
limits their market reach despite their having a strong brand
(Blenko et al., 2016).
The organization has an opportunity to develop new
products. Their current products have been well received in the
market. However, innovating further, the organization can
achieve more success in the market just as it has happened with
the Apple watch. Development of new product can significantly
support business growth not only in the local market but also in
the international market (Castro, 2016). One internal threat that
affects the organization is employee turnover. Some employees
feel that they are not given an opportunity to develop their
careers through training. Some other employees could leave the
organizations after being motivated by a higher pay. Employees
will likely consider leaving your organization if they are offered
a better pay no matter how much they love their work.
External Portion
The company enjoys stable political environment in developed
countries. Developing countries have developed free trade
policies which helps the apple company to distribute more
products to different geographies in the world. Few political

19. issues affect their business therefore giving the company an
opportunity to grow. The company has a weakness of
overdependence of high end market. This process only attracts
customers from the high income bracket and prevents low
income customers from purchasing their products (Chen & Ann,
2016). The low income customers represent the largest global
market while high income earners represent the minority and
this affects the organization in a big way. This weakens the
distribution of their products in the market.
Technological factors such as growing app market,
technological integration and cloud computing trends present
the company many opportunities. Cloud computing is gaining
significant popularity among many organization and
individuals. The company can offer cloud friendly apps and
devices to exploit this opportunity. Technological integration is
becoming a popular trend and Apple can use this opportunity to
provide products which can easily connect to each other. The
company is facing the threat of tough competition in the
industry. Their competitors such as Samsung use rapid
innovation to grow their market share. They also face the threat
of imitation. Due to their rapid innovation many other firms
design products which have the same features as of apple’s
products (Kim & Jun, 2017).
Strategic Goals
One of the main strategic goals for Apple Company is broad
differentiation. This strategy aims to differentiate the
organization as well as its products from competitors. This will
help the company to stand out in the market (Khan, Alam &
Alam, 2015). Product development is another strategic goal for
the company. Product development will need the company to
design attractive products which will help in growing its market
share. The company will implement this strategy by innovation
through the development process. The third strategic plan is
market penetration. This involves gaining a larger market share
by selling current products.

20. References
Blenko, D., Waldron, K., Cornelius, J., Nespoli, G., & Lee, D.
(2016). ORGANIZATIONAL ANALYSIS: APPLE RETAIL
STORES.
Castro, R. B. (2016). Apple Inc.–A Marketing Success Story.
Chen, C. M., & Ann, B. Y. (2016). Efficiencies vs. importance-
performance analysis for the leading smartphone brands of
Apple, Samsung and HTC. Total Quality Management &
Business Excellence, 27(3-4), 227-249.
Kim, J. M., & Jun, S. (2017). Integer-valued GARCH processes
for Apple technology analysis. Industrial Management & Data
Systems, 117(10), 2381-2399.
Khan, U. A., Alam, M. N., & Alam, S. (2015). A critical
analysis of internal and external environment of Apple
Inc. International Journal of Economics, Commerce and
Management, 3(6), 955-961.
Running Head: HR STRATEGIES 1
HR STRATEGIES 2

21. HR Strategies
Professor’s Name
Student’s Name
Course Title
Date
Goal Choice
My chosen goal for this project is product development. With
the rapid changes in technology, the company needs to develop
new products through innovation to remain competitive in the
market. The will also help the Apple company grow its market
share. The products full of creativity and imagination will have
formative and invisible influence on the society. This goal will
also help the organization provide its customers with products
which align with their changing lifestyles. This will make the
organization’s products to stand out in the market.
Attract
Employees must be action oriented, intelligent and flexible to
help the organization achieve this goal. Employees need to be
able to take action and take chances. Although it may
sometimes lead to failure, they will lead to success in most
cases. This will boost the product development goal of the
organization. Intelligent employees tend to be innovative. They
do research on their own and can spot opportunities that the
organization can use to drive this goal. Flexibility is also
another key element that can help the organization achieve this
goal. Instead of resisting change blindly, good employees adopt
and embrace it to help the organization achieve its objectives.
The organization will always come up with changes to develop
new products and therefore flexible employees will play an

22. important role to enable it achieve that goal.
The organization will take talent seriously and differentiate
itself to attract qualified employees. Most employees want their
talent to be natured (Wisse, Barelds & Rietzschel, 2015).
Embracing talent in the organization will attract qualified
employees and this will build and support product development
due to the motivation which comes with talent. The organization
will also have a good employment value proposition to attract
qualified employees. This will ensure that the organization hires
qualified employees who believe in what they are doing and this
will promote product development in the Apple Company. These
strategies ensure that we attract people from different religion,
ethnic communities and regions thus building a diverse
workforce. People from different diversities look at things from
different perspectives hence promote innovation.
Develop
The best way to train employees is face to face. Face to face
training enhances communication and develops relationships
which are vital in the success of any organization. Good
communication will enable employees to work together towards
achieving this goal. Training of new employees should cover
business ethics and organizational culture. This will enable
them to become part and parcel of the organization. Existing
employees need to be trained on current industry trends and to
improve their skills. This enables them to relate the
organizational goals and the tasks they are doing. It is important
to use mentors in training to ensure that employees value
diversity and work as a team (Barrett et al., 2019).
Retain
Organizations need to engage employees in everything they do
and make sure that their salaries are competitive to retain high
performing employees. The disadvantage of engaging employees
is that some of them may resist important changes without
taking time to think about the importance of the changes (Aruna
& Anitha, 2015). The advantage is that employees will be open
to air their grievances which provide a good working

23. environment. The importance of offering competitive salaries is
that it improves employee’s satisfaction hence good
performance. The disadvantage is that the organization may be
spending much of their profits on salaries hence affecting its
growt (Anitha, 2016). This strategies increase the employee’s
satisfaction hence play a significant role in retaining a diverse
team.
References
Wisse, B., Barelds, D. P., & Rietzschel, E. F. (2015). How
innovative is your employee? The role of employee and
supervisor Dark Triad personality traits in supervisor
perceptions of employee innovative behavior. Personality and
Individual Differences, 82, 158-162.
Barrett, A. D., Chamberlain, P., Galindo, A. L., Moore, J. R., &
Bacon, J. (2019). U.S. Patent Application No. 15/997,691.
Aruna, M., & Anitha, J. (2015). Employee retention enablers:
Generation Y employees. SCMS Journal of Indian
Management, 12(3), 94.
Anitha, J. (2016). Role of Organisational Culture and Employee
Commitment in Employee Retention. ASBM Journal of
Management, 9(1).

24. Running Head: APPLE COMPANY
1
APPLE COMPANY
5
APPLE COMPANY
Name
Institution
Apple Company
Industry description
It is a technology establishment based in California that trades
electronic gadgets, software and also online services. The
company also sells hardware products such as iPhone
smartphone, iPad tablet computer, Mac PC, iPod media player,
Apple watch smartwatch, Apple TV and the HomePod smart
speaker. Software sold in the company includes iOS and macOS
operating systems, Safari web browser, iLife, and iWork
creativity as well as productivity suites. I want to focus on
iPhones.
The Apple Company is continually growing and expanding its
markets. The company is also increasing in terms of developing

25. its products in a way that creates more advanced products that
meet the preferences of its clients. In 2018, the company
recorded the highest revenue of 265.6B U.S dollars. iPhone
generated most of this income with its sales amounting to 218B
U.S dollars, which is about 82% of the total revenue. Most of
this revenue is plowed back into the company to facilitate the
production of new and upgraded products.
iPhone smartphones are in the maturity stage of product
development. The company has made a lot of products and
examined new competitors, new potential markets and also any
modifications necessary in brand image. At the maturity stage,
the establishment is making many sales and is at the climax of
the business. At this stage, it is only focusing on maintaining its
competitiveness to in turn support its client base (Arocha,
2017).
Among the target markets for iPhone smartphones from the
company are college and university students, business people
and even adults. Students require smartphones to record and
also keep their notes organized. Business people need iPhones
for effective communication with their clients while adults use
these smartphones for the camera, internet connection, storing
documents and also for map directions (Ng.et.al, 2017).
Target market
I choose the business people as one of the primary target
markets for iPhone smartphones. The main features of these
people are that they make a lot of communications regarding
their businesses and also need to store a lot of data concerning
the same. This makes smartphones an ideal gadget to possess
for their companies.
Most business people look for different features of an ideal
smartphone to use for their business transactions. Among the
highlights are functionality, design and data security, among
which are the top priorities for iPhone smartphones. The iPhone
has set a high benchmark for other mobile phone providers

26. through setting high quality for their products. They are,
therefore, a favorable choice for any business person.
Business people are the main topic for the iPhone smartphones
industry. The clients' reviews posted on the company's website
and social media platforms are taken seriously, and the company
strives towards fulfilling the needs of clients.
Competitive analysis
Among the main competitors of Apple Company in the line of
iPhone smartphone production is Samsung Company.one of the
strengths of the competitor company is that it has a broader
range of products extending to home appliances, semiconductors
and even consumer electronics. The company is also a strong
brand with a stable client foundation form Europe, and Asia.
However, the company has a weakness in that it has an
extensive product portfolio. Hence, it fails to create its identity
in the minds of its clients and cannot perform to its optimum
level for all of its products (Rani.et.al, 2016).
The target market for Samsung is broad in that it targets any
individual from 20s and above who can purchase their products.
I believe that the company should have a specific target
population that will create the basis of their production. It is
essential since the company will be able to come up with the
best products they could offer by focusing on a specified line of
products.
The marketing strategy for both companies is different in that
Apple Company is more specific than the Samsung Company.
Apple Company checks the needs of the clients to produce
goods that meet their preferences while Samsung Company, on
the other hand, is much diversified and does not focus on any of
the target markets (Peñaloza, 2018).
Regulations
Apple Company is based on the privacy policy that guides its
operations. The system guides the company in covering

27. collection, usage, disclosure, transfer and even storage of
private data. The company's products, therefore, contain data
and privacy information for specific features that require access
to an individual's private information (Reyes.et.al, 2018).
References
Arocha, J. B. (2017). Getting to the Core: A Case Study on the
Company Culture of Apple Inc.
Ng, S. F., Hassan, N. S. I. C., Nor, N. H. M., & Malek, N. A. A.
(2017). The Relationship between Smartphone Use and
Academic Performance: A Case of Students in A Malaysian
Tertiary Institution. Malaysian Online Journal of Educational
Technology, 5(4), 58-70.
Peñaloza, L. (2018). Apple: from subculture to cultural
dominance. The Business & Management Collection.
Rani, H. M. N. S., Zuber, F., Yusoof, M., Zamziba, M., &
Toriry, S. (2016). Managing Cross-Cultural Environment in
Samsung Company: Strategy in Global Business. International
Journal of Academic Research in Business and Social
Sciences, 6(11), 605-613.
Reyes, A., Qin, P., & Brown, C. A. (2018). A standardized
review of smartphone applications to promote balance for older
adults. Disability and rehabilitation, 40(6), 690-696.
Running Head: COMPANY SELECTION 1
COMPANY SELECTION 4

28. COMPANY SELECTION
Name
Institution
Company selection.
I choose to develop a strategic management plan for the Apple
Company. The company is famous since it is among the most
significant manufacturing iPhones, MacBook, iPad, Apple
watches as well as breakthrough camera systems. It has a unique
manufacturing system in that it produces products with high
quality graphics and improved progress and dependability. Its
pricing policy is also efficient within the competitive market
(Blenko.et.al, 2016).
The company is known for the manufacture of high quality
technological devices. The company works towards advancing
the world’s mobility by creating products that offer workers all
they need to become better decision-makers at all times. It
ensures the connectedness of people through manufacturing
secure, intuitive and compelling devices through which they can
communicate effectively (Daniel.et.al, 2017).
I choose this company for the reason that it has a clearly
outlined vision of what it works to achieve. Having a clear goal
shows the enthusiasm of the company in its bid to make the
world a highly connected region. By providing products that are
necessary for communication, different individuals are at a
better position to communicate, which promotes international
unity. It also helps in improving business transactions amongst
people by getting them more connected (Kim & Jun 2017).
Also, I believe that the progress of the company will keep other
manufacturers on their toes in a bid to match the quality of
products offered by the organization. Consequently, different
competitive organizations produce high quality goods as
required in the market. Being a global market, the company
could be a benchmark for other competitive establishments.
The company is also a source of wealth to many countries in

29. which it has its branches as well as those that provide a market
for it (Chen & Bai, 2016). Setting up new strategies to market
Apple products will assist the company to develop further as
well as accomplish its goal of increasing the connectedness of
different nations.
References
Blenko, D., Waldron, K., Cornelius, J., Nespoli, G., & Lee, D.
(2016). ORGANIZATIONAL ANALYSIS: APPLE RETAIL
STORES.
Chen, J., & Bai, H. (2016, September). Analysis of the Reasons
for Social Responsibility Management Deficiency of
Multinational Corporations' Supply Chain Based on PDCA
Model-a Case Study of Apple Company. In 2016 6th
International Conference on Management, Education,
Information and Control (MEICI 2016). Atlantis Press.
Daniel, M., Neves, R. F., & Horta, N. (2017). Company event
popularity for financial markets using Twitter and sentiment
analysis. Expert Systems with Applications, 71, 111-124.
Kim, J. M., & Jun, S. (2017). Integer-valued GARCH processes
for Apple technology analysis. Industrial Management & Data
Systems, 117(10), 2381-2399.
Running head: APPLE COMPANY 1
APPLE COMPANY 5
APPLE COMPANY

30. Name
Institution Affiliation
History of the Apple company, and the contributions of various
executives
The Apple company was founded in the year 1977 from very
humble beginnings in a garage. It was founded by Steve Jobs
and Steve Wozniak. The company is known for designing,
manufacturing, and marketing mobile phones, media gadgets,
computers, and digital music devices. In 2018, the company had
achieved an incredible milestone by reaching trillion-dollar
capitalization. The 10th, 9th, and 8th generations of the iPhone
product were the definite golden geese of the company due to
their worldwide recognition and generation of billions.
In 2003, the company launched the iTunes music store where
customers could purchase music for about ninety-nine cents.
According to Steve Jobs, this provided a legal means for the
customers to download music, and also protected the rights of
the musicians (Galloway, 2017) In 2004, the company launched
the Apple iMac and the revolutionary iPod mini gadget. The
iPod received an upgrade the following year, which enabled it
to have video capabilities.
The first iPhone was introduced by Steve Jobs in 2007, which
really helped in globalizing the company and increasing revenue
generation. As the company kept growing, they introduced the
first iPad in 2010, and smart watches in 2015. That 2015, the
company experienced its highest revenue generation of about
235 million dollars. Although this revenue had a sudden decline
in 2016, it had a six percent recovery in 2017.
The company has enjoyed such innovativeness and growth due
to its various of executives over its history. Currently, the CEO
is Tim Cook, who launched the iPhone X in 2017. Other
important figures include the likes of Phil Schiller, who is vice
president of the global marketing. In 2018, the COO of the
company, Mr. Jeff Williams, introduced the latest Apple watch
which has a wide range of cutting edge features, like the

31. detection of falls, and the heart rate (Daniel, 2016) 2018 also
saw the introduction of the most expensive iPhone gadget, by
Tim Cook, at a price of about one thousand dollars.
The current mission statement and code of ethics
According to Steve Jobs, a human being is creates change
within the environment, hence he/she shouldn’t be a subordinate
to systems. The mission statement of the company is somehow
unorthodox and states that the company aims at designing the
highest quality computers in the world, as well as the best
operating systems, and software. Additionally, it aims at leading
the digital music market through its innovative products like the
iTunes and iPods (Cheng, 2016). The statement also speaks
about revolutionizing mobile communication through various
devices like the iPhone.
The company’s code of ethics states that Apple has a
commitment to abide to the best communal and environmental
requirements. The company stores should provide the safest
working conditions, in addition to treating the employees
respectfully and with dignity, and also utilize practices that are
environmentally friendly in the production of products and
services. The code also emphasizes on the compliance to the
rule of the land, and the importance of integrity (Chen & Ann,
2016)
Areas of concern
The company’s mission statement is unorthodox and could not
be clear to some. The code of conduct should also be expanded
to cover other areas of concern like the important labor rights
and managerial practices. Incorporating the labor rights would
ensure that their employees are fully covered. Subsequently,
covering the managerial practices would ensure that everyone
knows their roles and responsibilities clearly, and also ensuring
that the right channels are followed (Paulins, Hillery & Sturgill,
2016).
New mission statement
“commitment to making the best computers, phones and other
digital media in the world, via the provision of state-of-the-art

32. hardware, software, and online services.”
This statement is shorter and goes straight to the point,
highlighting the general purpose of the company, in simpler
terms.
References
Chen, C. M., & Ann, B. Y. (2016). Efficiencies vs. importance-
performance analysis for the leading smartphone brands of
Apple, Samsung and HTC. Total Quality Management &
Business Excellence, 27(3-4), 227-249.
Cheng, C. (2016). Samsung Elecs. Co., Ltd., et al. v. Apple
Inc. Intell. Prop. & Tech. LJ, 21, 157.
Daniel, S. F. (2016). Apple Watch App Development. Packt
Publishing Ltd.
Galloway, S. (2017). The Four: The Hidden DNA of Amazon,
Apple, Facebook, and Google. Penguin.
Paulins, A., Hillery, J., & Sturgill, A. (2016). Developing
Value-Driven Mission Statements. In Developments in Business
Simulation and Experiential Learning: Proceedings of the
Annual ABSEL conference (Vol. 43, No. 1).
Running Head: HR STRATEGIES 1
HR STRATEGIES 2
HR Strategies
Professor’s Name
Student’s Name
Course Title
Date

33. Goal Choice
My chosen goal for this project is product development. With
the rapid changes in technology, the company needs to develop
new products through innovation to remain competitive in the
market. The will also help the Apple company grow its market
share. The products full of creativity and imagination will have
formative and invisible influence on the society. This goal will
also help the organization provide its customers with products
which align with their changing lifestyles. This will make the
organization’s products to stand out in the market.
Attract
Employees must be action oriented, intelligent and flexible to
help the organization achieve this goal. Employees need to be
able to take action and take chances. Although it may
sometimes lead to failure, they will lead to success in most
cases. This will boost the product development goal of the
organization. Intelligent employees tend to be innovative. They
do research on their own and can spot opportunities that the
organization can use to drive this goal. Flexibility is also
another key element that can help the organization achieve this
goal. Instead of resisting change blindly, good employees adopt
and embrace it to help the organization achieve its objectives.
The organization will always come up with changes to develop
new products and therefore flexible employees will play an
important role to enable it achieve that goal.
The organization will take talent seriously and differentiate
itself to attract qualified employees. Most employees want their
talent to be natured (Wisse, Barelds & Rietzschel, 2015).
Embracing talent in the organization will attract qualified
employees and this will build and support product development
due to the motivation which comes with talent. The organization
will also have a good employment value proposition to attract
qualified employees. This will ensure that the organization hires
qualified employees who believe in what they are doing and this
will promote product development in the Apple Company. These

34. strategies ensure that we attract people from different religion,
ethnic communities and regions thus building a diverse
workforce. People from different diversities look at things from
different perspectives hence promote innovation.
Develop
The best way to train employees is face to face. Face to face
training enhances communication and develops relationships
which are vital in the success of any organization. Good
communication will enable employees to work together towards
achieving this goal. Training of new employees should cover
business ethics and organizational culture. This will enable
them to become part and parcel of the organization. Existing
employees need to be trained on current industry trends and to
improve their skills. This enables them to relate the
organizational goals and the tasks they are doing. It is important
to use mentors in training to ensure that employees value
diversity and work as a team (Barrett et al., 2019).
Retain
Organizations need to engage employees in everything they do
and make sure that their salaries are competitive to retain high
performing employees. The disadvantage of engaging employees
is that some of them may resist important changes without
taking time to think about the importance of the changes (Aruna
& Anitha, 2015). The advantage is that employees will be open
to air their grievances which provide a good working
environment. The importance of offering competitive salaries is
that it improves employee’s satisfaction hence good
performance. The disadvantage is that the organization may be
spending much of their profits on salaries hence affecting its
growt (Anitha, 2016). This strategies increase the employee’s
satisfaction hence play a significant role in retaining a diverse
team.

35. References
Wisse, B., Barelds, D. P., & Rietzschel, E. F. (2015). How
innovative is your employee? The role of employee and
supervisor Dark Triad personality traits in supervisor
perceptions of employee innovative behavior. Personality and
Individual Differences, 82, 158-162.
Barrett, A. D., Chamberlain, P., Galindo, A. L., Moore, J. R., &
Bacon, J. (2019). U.S. Patent Application No. 15/997,691.
Aruna, M., & Anitha, J. (2015). Employee retention enablers:
Generation Y employees. SCMS Journal of Indian
Management, 12(3), 94.
Anitha, J. (2016). Role of Organisational Culture and Employee
Commitment in Employee Retention. ASBM Journal of
Management, 9(1).
Running Head: STRATEGIC MANAGEMENT PLAN 1
STRATEGIC MANAGEMENT PLAN 2

36. STRATEGIC MANAGEMENT PLAN
Professor’s Name
Student’s Name
Course Title
Date
Internal Portion
Apple in an American corporation which designs manufactures
and sells personal computers, media devices and mobile
communication. The organization has various internal factors
which informs the decisions of the management in developing
the company. The company has a strong brand image. It has one
the strongest and the most valuable brands in the globe. This
helps it to introduce new products in the market by virtue of its
strong brand. However the company has limited distribution
networks. This is attributed to its policy of exclusivity. For
instance the organization selects sellers of its products. This
limits their market reach despite their having a strong brand
(Blenko et al., 2016).
The organization has an opportunity to develop new
products. Their current products have been well received in the
market. However, innovating further, the organization can
achieve more success in the market just as it has happened with
the Apple watch. Development of new product can significantly
support business growth not only in the local market but also in
the international market (Castro, 2016). One internal threat that
affects the organization is employee turnover. Some employees
feel that they are not given an opportunity to develop their
careers through training. Some other employees could leave the
organizations after being motivated by a higher pay. Employees
will likely consider leaving your organization if they are offered
a better pay no matter how much they love their work.
External Portion
The company enjoys stable political environment in developed

37. countries. Developing countries have developed free trade
policies which helps the apple company to distribute more
products to different geographies in the world. Few political
issues affect their business therefore giving the company an
opportunity to grow. The company has a weakness of
overdependence of high end market. This process only attracts
customers from the high income bracket and prevents low
income customers from purchasing their products (Chen & Ann,
2016). The low income customers represent the largest global
market while high income earners represent the minority and
this affects the organization in a big way. This weakens the
distribution of their products in the market.
Technological factors such as growing app market,
technological integration and cloud computing trends present
the company many opportunities. Cloud computing is gaining
significant popularity among many organization and
individuals. The company can offer cloud friendly apps and
devices to exploit this opportunity. Technological integration is
becoming a popular trend and Apple can use this opportunity to
provide products which can easily connect to each other. The
company is facing the threat of tough competition in the
industry. Their competitors such as Samsung use rapid
innovation to grow their market share. They also face the threat
of imitation. Due to their rapid innovation many other firms
design products which have the same features as of apple’s
products (Kim & Jun, 2017).
Strategic Goals
One of the main strategic goals for Apple Company is broad
differentiation. This strategy aims to differentiate the
organization as well as its products from competitors. This will
help the company to stand out in the market (Khan, Alam &
Alam, 2015). Product development is another strategic goal for
the company. Product development will need the company to
design attractive products which will help in growing its market
share. The company will implement this strategy by innovation
through the development process. The third strategic plan is

38. market penetration. This involves gaining a larger market share
by selling current products.
References
Blenko, D., Waldron, K., Cornelius, J., Nespoli, G., & Lee, D.
(2016). ORGANIZATIONAL ANALYSIS: APPLE RETAIL
STORES.
Castro, R. B. (2016). Apple Inc.–A Marketing Success Story.
Chen, C. M., & Ann, B. Y. (2016). Efficiencies vs. importance-
performance analysis for the leading smartphone brands of
Apple, Samsung and HTC. Total Quality Management &
Business Excellence, 27(3-4), 227-249.
Kim, J. M., & Jun, S. (2017). Integer-valued GARCH processes
for Apple technology analysis. Industrial Management & Data
Systems, 117(10), 2381-2399.
Khan, U. A., Alam, M. N., & Alam, S. (2015). A critical
analysis of internal and external environment of Apple
Inc. International Journal of Economics, Commerce and
Management, 3(6), 955-961.