Running Head: Strategic management: Apple Company 1 Strategic management: Apple Company 2 Abdulaziz Alroumi Institutional affiliations Course title Instructor Date of submission Strategic management: Apple Company Apple Inc is a company that has been successful in the field of technology especially from its manufacture of high quality computers. The company also has been successful due to the market grip by iPhones and iPads (Carlton, & Kawasaki, 2013). The company has been making huge profits in the recent past. Recently, the market share of the company has really reduced due to the entry of so many companies making cheaper phones and computers. Strategic management is therefore important to restore the profit level of the company. The market for mobile phones, pads and computers is a competition where there are no restrictions to entry and exit. There has therefore been an influx of companies selling their own brands of mobile phones and computers. The prices offered by these companies are lower than the price of apple products. As a result, it is important for the company to strategize on how to reclaim its market share. The main competitors of Apple include dell, Samsung, Toshiba, Compaq, Acer, Asus, among others phone and computers manufacturers (Carlton, & Kawasaki, 2013). The company’s strategic management has identified intensive marketing and promotions as the step the company will make to reclaim the market share. The management of the company believes that, intensive advertising would solve the company’s decreased market share nightmare. The company’s management has identified several modes of advertising that will be utilized to implement this strategy. The company will for instance put advertisements in the media. The media advertisements will be centered at making the public understand the products that the company offers (Lavidge, & Steiner, 2012). In televisions, there will be exhibit of the real products that the company offers. The will be display of mobile phones, iPhones and iPads on the television screen. The adverts will be a minimum of one minute long to increase the time that prospective consumers see the adverts. As a result, the company is likely to attract more customers. The company will also utilize billboards to achieve its new marketing strategy. Billboards are large pictorials that are placed mostly on road sides and also across walls of tall buildings. The aim of billboard advertising is to ensure that, the adverts are seen by as many customers as possible (Rossiter, & Percy, 2011). The billboard pictorials will have pictures of the company’s products, which include the mobile phones, iPads, iPhones and laptops. The pictorials will exhibit the quality of the products. Alongside the pictures of these products will be the description of the features t ...

1. Running Head: Strategic management: Apple Company
1
Strategic management: Apple Company
2
Abdulaziz Alroumi
Institutional affiliations
Course title
Instructor
Date of submission
Strategic management: Apple Company
Apple Inc is a company that has been successful in the field of
technology especially from its manufacture of high quality
computers. The company also has been successful due to the
market grip by iPhones and iPads (Carlton, & Kawasaki, 2013).
The company has been making huge profits in the recent past.
Recently, the market share of the company has really reduced
due to the entry of so many companies making cheaper phones
and computers. Strategic management is therefore important to
restore the profit level of the company.
The market for mobile phones, pads and computers is a
competition where there are no restrictions to entry and exit.
There has therefore been an influx of companies selling their

2. own brands of mobile phones and computers. The prices offered
by these companies are lower than the price of apple products.
As a result, it is important for the company to strategize on how
to reclaim its market share. The main competitors of Apple
include dell, Samsung, Toshiba, Compaq, Acer, Asus, among
others phone and computers manufacturers (Carlton, &
Kawasaki, 2013).
The company’s strategic management has identified intensive
marketing and promotions as the step the company will make to
reclaim the market share. The management of the company
believes that, intensive advertising would solve the company’s
decreased market share nightmare. The company’s management
has identified several modes of advertising that will be utilized
to implement this strategy.
The company will for instance put advertisements in the media.
The media advertisements will be centered at making the public
understand the products that the company offers (Lavidge, &
Steiner, 2012). In televisions, there will be exhibit of the real
products that the company offers. The will be display of mobile
phones, iPhones and iPads on the television screen. The adverts
will be a minimum of one minute long to increase the time that
prospective consumers see the adverts. As a result, the company
is likely to attract more customers.
The company will also utilize billboards to achieve its new
marketing strategy. Billboards are large pictorials that are
placed mostly on road sides and also across walls of tall
buildings. The aim of billboard advertising is to ensure that, the
adverts are seen by as many customers as possible (Rossiter, &
Percy, 2011). The billboard pictorials will have pictures of the
company’s products, which include the mobile phones, iPads,
iPhones and laptops. The pictorials will exhibit the quality of
the products. Alongside the pictures of these products will be
the description of the features that these products have.
The company will also do intensive internet marketing to reach
customers online. In the recent past, the usage of computers has
increased and much of the information that is needed by

3. customers is available online. The world has become a global
village by virtue of the use of computers (Lavidge, & Steiner,
2012). As a result, the company has strategized to utilize this
large potential customer base. The company will therefore start
by its own website. Displaying the products of the company
they consider hot on the company’s homepage. By so doing,
every one that visits its official website is capable of seeing the
products alongside with description of the features associated.
The company will also use advertising and sales website to
market the products. The company’s strategic management has
planned to place the products of the company for instance on e-
bay. At these online marketing platforms, many people are
capable of viewing the products and the sales will increase. An
internet advertising feature that has been successful in the
technology market and the general market has been placement
of adverts such as pictorials of the products of a company on
the sites that people use for information search. They do not
change the information needed on search engines but viewers of
the information are capable of seeing the pictorials of the
company’s products, features and the reason why they should
buy these products.
To this end, the company has approached Google Inc, the
greatest internet information provider according to Lavidge, &
Steiner (2012) to make a deal that will see information pages
customized to have adverts of the Apple Company on the sides.
Google Inc has accented to this deal apple company is likely to
benefit greatly from this. Advertising on information pages has
proven a successful strategy as it has been used by the coca cola
company. This strategy is therefore likely to bear fruits for the
Apple Company.
The company has also strategized to advertize its products in
events of world interest. These include football matches such as
the world cup and leagues that capture the attention of people
internationally. These include the European champions’ league,
the Barclays Premier League, among others. During breaks, the
company will seek to get a chance to place short

4. advertisements. These advertisements will reach a large number
of people in the world as they are watched internationally by
large number of potential customers.
In conclusion, Apple Company has been a market giant for quite
a long period having large number of customers according to
Carlton, & Kawasaki (2013). In the recent past, there has been
an influx of companies offering different brands of the products
of Apple. Due to their low price, most customers have shifted to
these products and therefore Apple is almost losing the market
grip. Advertising is the strategy that the company’s management
is planning to use to restore that market share. Advertising
makes the products of the company more known to the public as
well as creating a good public image.
References
Carlton, J., & Annotations-Kawasaki, G. (2013). Apple: The
inside story of intrigue, egomania, and business blunders.
Random House Inc..
Lavidge, R. J., & Steiner, G. A. (2012). A model for predictive
measurements of advertising effectiveness. Advertising &
Society Review, 1(1)

5. Rossiter, J. R., & Percy, L. (2011). Advertising and promotion
management. McGraw-Hill Book Company.
GLOBAL GEOGRAPHY (ENVI 419)
TERM PAPER EVALUATION SHEET
Please use this as a guide as you write your term paper. I will
be using this guide as I grade.
A. Research: Solid research generally results in great papers.
Research that includes sufficient detail leads to clear, insightful
descriptions of concepts that can be used to support later
conclusions. Research that is multi-sided, and contains accurate
information makes it easier to analyze your topic and reach
logical conclusions.
1. Sources must be reliable, accurate, analytical, and/or
scholarly.
2. There must be enough sources (be careful when using internet
sources, especially Wikis)
3. Sources must be appropriately current and/or reflect the most
recent thought and events on the topic.
B. Content: Substantively, your term paper must demonstrate
that you know your subject thoroughly. Do this by providing
substantiated and accurate facts, specific detail, presented in a
framework of sound logic.
1. Sufficient factual basis: facts must be supportable and
accurate.
2. Information must be specific rather than vague. Include
adequate detail.

6. 3. Logic must be clear and supportable; arguments must make
sense.
4. Conclusions must be supported by evidence, not merely
stated as fact; just because something is written and published
does not make it true. Draw on your factual content to make
your case. AVOID PERSONAL OPINION.
C. Organization: In order to be most effective, your term paper
must be logically organized. A common and straightforward
way to organize writing is chronologically (from an earlier
point in time to a later point in time). Good organization leads
the reader (me, your instructor) from the facts to a well-
supported conclusion.
1. Points must follow in a logical progression
2. Points should be made clearly, and not repeated.
3. All points should be relevant (NO irrelevant points).
D. Grammar, spelling: The writer must use correct grammar
and spelling
1. Grammar should be excellent.
2. Spelling should be error free.
E. Citations: The purpose of citations is to make it possible for
the reader to look up the source. Citations acknowledging
sources must be included in text. In addition, a “Works Cited”
page must be included at the end of the text.
1. Citations must be included in text (they are required).

7. 2. Citation information in “works cited” must be complete
(author and/or title, dates, etc.) --- even for internet sources (a
URL is NOT complete citation for internet sources). Citations
must use a standard format of your choice APA, MLA or
University of Chicago/Turabian). For help, go to “Citation
Wizard” (http://workscited.tripod.com/).
3. “Works Cited” list or page must be included.
GOOD LUCK!
ANSWERING AN ESSAY QUESTION
Introduction
Answering an essay question is not difficult, although it
requires thought. The challenge in an essay exercise is that the
question to which you must respond is given, and it is up to you
to develop a thoughtful, logical answer that is relevant,
accurate, and complete. This handout is designed to help you
develop your skills in this area.
Steps in Formulating a Response
In the case of essay questions, there are several generally
accepted steps that will help you to organize your thoughts and
write a logical answer.
Read the question carefully
This may seem like an obvious point, but it is critical to
success. Take your time to make sure you understand exactly
what the question is. Break it down into its component parts,
making certain to identify each question and sub-question to
which you must respond. Make notes if necessary. Look for
specific language used in the question that may give insight into
the exact meaning of the question, and therefore clues about the
appropriate response.
Think

8. Again, another obvious point, but one that sometimes is
overlooked in the heat of the moment. Take the time to
organize your thoughts, including developing a brief written
outline of the points you would like to include in your response.
Order your points from most important to least important, in
case you run into time or length restrictions. Make sure you
respond to each part of the question as it is posed.
Organize your thoughts; research if it’s a take-home essay
Take a few moments to organize your thoughts, re-reading the
question and your notes. Make sure that your ideas respond to
the question. Eliminate irrelevant points, add newly-
remembered relevant points. Ask about each point you have
listed, “does this help me make my point?” If it does not,
eliminate it. Think about the order in which you will present
your arguments in order to come to a convincing conclusion.
Use examples to support your ideas whenever possible
(however, be aware of other examples that may refute your
ideas).
Consider challenges to your ideas
Part of the challenge of answering an essay response is in
developing a persuasive argument. There are several pitfalls in
this area to avoid. First, avoid emotional appeals. Even if you
feel strongly about your position, remember that a logical
argument is more persuasive than an emotional appeal. Second,
examine the issue thoroughly from every side, especially from
opposing sides. Know the pros and cons thoroughly. Be able to
make a logical case for your position, but be aware of opposing
views that may undercut your argument, and develop your
response accordingly. Review your notes and modify them as
necessary.
Write
After this preparation, begin to write. Begin with an
introductory sentence that in some way restates the question to
which you are responding. (This is especially important if you

9. are responding to an essay question that is a choice from among
several.) State your position clearly, and present your case
logically. Again, be sure to respond to each part of the question
as it is posed.
Re-read, proofread, and edit
Take the time to re-read your response. Make sure that you
have responded clearly and completely to the question as it is
phrased. Make sure that your spelling and grammar are correct.
If you are using a word-processor (as you might in a take-home
essay), use the spell-checker, but be aware that a spell checker
does not catch every misspelling. (For example, if you’ve
written “from” as “form” the spell-checker will not see a
mistake.) There are several strategies for editing. If the essay
is a take-home, you might read your response aloud to listen for
grammatical mistakes, or have someone else read it. However,
if you are at all unsure of your own abilities or those of your
proof-reader to catch all grammatical mistakes, in the case of a
take-home, have someone at your college’s Writing Center
proof it for you.
Prepare your finished product
After you have written, re-read and edited your response,
prepare your finished product. In the case of a take-home
essay, if you are using a typewriter, make sure that all
corrections are made neatly and clearly. If you are using a
word-processor, produce a clean copy to submit. The product
you submit should be of professional quality. In the case of an
in-class essay, write as legibly as possible.
Points to remember:
·
Keep in mind your course subject as you develop your
responses; use themes covered in class to help frame your
arguments whenever possible

10. ·
Use documented facts, figures, and examples to support your
position
·
Steer clear of emotional rhetoric
·
No filler (this is an all-natural exercise)
·
Use citations as needed
Evaluation of essay questions
In general, an essay will be evaluated according to the
following criteria:
Substance
·
Relevance of your response
·
Accuracy of facts, figures and examples
·
Consistency and clarity of logic
·
Consistency of content with course subject
·
Thoroughness of analysis
·
Absence of filler and emotional rhetoric

11. Form
·
Use of citations where needed
·
Correct spelling and grammar (make use of the Writing Center
if necessary)
Format
·
Follow the format that your instructor recommends
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