Apple Corporation: Responsibility and Marketing Strategies

Abstract

This research undertaking analyzes corporate responsibility and marketing strategies with regard to Apple Corporation. It focuses on aspects of product development that suffice in Apple’s quest for profitability and dominance in the market. It covers diverse parameters that define Apple’s position as an authority in the development and propagation of technological solutions.

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This essay highlights numerous challenges encountered by Apple Corporation as it strives to satisfy customer needs through the development of products and services that reflect recurrent needs in contemporary market segments. It also offers solutions for challenges that arise in the market. Among other things, this research undertaking focuses on pertinent issues such as wages, employee benefits, and safety in the workplace. In order to achieve the above objectives, this essay incorporates information from reputable sources and authoritative academic publications.

Introduction

Apple Inc. is an American corporate entity that preoccupies with the design, production, and distribution of electronic and communication gadgets. Its operations involve the development and dissemination of technological solutions and other related facets of engagement in contemporary market segments (Reilly, 2004). Apple initialized its operations in 1976 after Steve Jobs, Steve Wozniak, and Ronald Wayne came together as co-founders of the corporation. Their initial plan embodied the development and distribution of personal computers. After operating for one year, they decided to diversify into the production of consumer electronic goods.

Currently, Apple is successful in all areas of interest in the market (Reilly, 2004). For instance, the company ranks second in the category of entities that preoccupy with the provision of technological solutions. With regard to the production of mobile phones, Apple ranks third after Samsung and Nokia. In the recent past, Apple Corporation has received accolades from authoritative entities such as Fortune Magazine. For instance, Apple Corporation sufficed as the most preferred corporate entity in the United States of America in 2008. Similar surveys indicate its influence in other markets around the world (Lashinsky, 2012).

Apple Corporation operates over 400 retail stores in countries and regions across the world. In order to maintain and propagate current trends of success in the market, there is a need for consistency and unwavering commitment to quality and superior service. This is not an easy task due to the numerous dynamics that characterize corporate engagements in contemporary society. In most cases, organizations secure their market positions through recurrent efforts that gear towards the development of superior products and services.

Despite the competitive nature of business in the modern world, Apple Corporation has managed to sustain its operations and authoritative inclination in the market. However, Apple Corporation has encountered numerous challenges with regard to operations in the market. Such hiccups have led the corporation to adopt strategies that support dynamism and qualitative engagement in the market. This reality justifies its current position as a leader in the provision of technological solutions in the contemporary world (Lashinsky, 2012). Apple’s ability to sustain operations in the contemporary corporate context is commendable.

Apple’s current position on ethical and social responsibilities

Ethical and social responsibilities are important aspects with regard to organizational development. Most corporate entities understand the relevance of both principles in overall growth and sustenance in the market. Therefore, ethical and social responsibility should suffice with regard to the corporate culture within organizational entities (Lashinsky, 2012). Human rights activists, citizens, mass media, and government oversight authorities accuse Apple Corporation of human and labor rights violations.

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For instance, the corporation has been accused of abusing privacy provisions that guide the use of information gathered from users and subscribers. The corporate entity has also been accused of failing to uphold environmental safety and sustainability. Apple Corporation has also been accused of compromising political leaders in order to receive benefits such as tax cuts and other forms of exemptions. However, Tim Cook, the current head of Apple Corporation, understands the nature and scope of the aforementioned accusations.

According to him, people should not worry about such allegations because most of them are formulated by business rivals who wish no good for the giant corporate entity. He has embarked on a public relations campaign that seeks to sensitize people on operations and practices that suffice with regard to Apple Corporation (Hasan, 2013). The undertaking by Tim Cook is an example of efforts that seek to consolidate Apple’s position in terms of ethical and social responsibility. Apple’s current position on ethical and social responsibility revolves around reinvention and consolidation of its position as a leader in the development and propagation of technological solutions.

An example of this position is the public relations exercise that seeks to sensitize people on the operations that suffice with regard to Apple Corporation (Hasan, 2013). Through this exercise, the corporate entity hopes to realize numerous gains that will ultimately bolster its position and authority in the market. Another example of Apple’s position revolves around its restructuring efforts that seek to change current perceptions with regard to its ethical and social responsibility domain. Apple Corporation should focus on promoting its products and services in order to guarantee success among its enthusiasts in the market. This will, in turn, bolster its stature and authority.

Impacts of publication of ethics and social responsibilities violations by suppliers

In the past, Apple Corporation has had problems with suppliers who disregard ethics and social responsibilities. In such cases, suppliers engage in activities that contravene statutory provisions that define appropriate patterns of behavior in corporate contexts. For instance, Apple Corporation conducts business with suppliers such as Foxconn and Wintek Corporation (Hasan, 2013). Both Foxconn and Wintek Corporation enhance operations in Apple’s Chinese market. According to reports published by Chinese watchdog authorities, both suppliers are guilty of human rights violations and disregard for labor laws and regulations.

Foxconn and Wintek have no regard for safety at the workplace. They subject workers to poor working conditions that ultimately predispose them to diverse occupational hazards. The publication of ethics and social responsibilities violations has impacted on the reputation of Apple Corporation. Reputation plays an important role with regard to sustenance and propagation of operations in the market. In the absence of reputation, corporate entities find it difficult to market and promote their goods and services. Therefore, it is evident that publication of such reports has been detrimental to productivity and sustainability in the market.

Due to such reports, Apple Corporation has faced numerous lawsuits instituted by victims of violations. This has led to loss of money in terms of settlement and compensation procedures that seek to regulate labor undertakings in contemporary society (Hasan, 2013). An example of impacts is when activists and regulatory agencies called for a boycott on Apple Corporation’s products. This affected the reputation and position of Apple Corporation in the market. Another example is when workers in Chinese supply outfits called for industrial action due to violations that were evident at the workplace.

This incident also affected Apple’s reputation and dominance in the market. However, it is important to note that the current management team is actively involved in efforts that seek to guarantee sustainability and profitability with regard to Apple’s operations in the market (Hasan, 2013). Apple Corporation should devise and develop programmes that empower suppliers in terms of knowledge and ability to understand their mandate as partners in business. Suppliers should also take responsibility for inappropriate actions.

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Methods to ensure that suppliers adhere to wage and benefits standards

Adherence to wage and benefits standards embodies deliberate efforts that guarantee propagation of acceptable practices in commerce. It is important for Apple Corporation to ensure that suppliers understand statutory provisions that guide such commercial undertakings. In the past, there have been numerous challenges that involved violation of wage and benefits standards. Consequently, Apple Corporation experienced unprecedented decline in profitability and influence within its market (Hasan, 2013). Therefore, the corporate entity should institute measures that ameliorate its reputation as a leader in development of technological solutions.

For instance, Apple Corporation should invest in proper advisory to its suppliers in order to ensure adequate knowledge on the issue. There have been complaints that most suppliers do not have the requisite information with regard to expectations that suffice in such scenarios. In most cases, suppliers negate wage and benefits standards due to ignorance and ineptitude. Apple Corporation should invest in advisory services that enlighten and sensitize suppliers on the importance of compliance (Hasan, 2013). They should outline all possible repercussions that could arise from violation of the aforementioned standards.

In absence of proper institutional oversight, Apple Corporation risks losing out on crucial opportunities in the market. Apple Corporation should also invest in structural frameworks that facilitate quality assurance and sustainability among its suppliers. For instance, the corporation should establish a department that evaluates compliance with regard to its code of conduct (Hasan, 2013). The company should severe ties with suppliers who fail to uphold the desirable thresholds of operation. On the other hand, Apple Corporation should reward suppliers who demonstrate commendable effort towards realization and sustenance of compliance to wage and benefits standards.

This is a justifiable course of action because it guarantees retention of high standards of motivation in the workplace. It also enables the corporation to maintain trust among consumers of its products and services. Moreover, the aforementioned actions bolster the overall existential threshold of Apple Corporation in its market segment across the world (Hasan, 2013). It is important for Apple Corporation to guarantee sustenance of wage and benefits standards. This increases morale and safety of workers in the workplace.

Purchase decision by Apple’s customers for Apple’s products

As earlier mentioned, there has been recurrent discourse on the issue of wages and safety with regard to Apple’s workers. Most observers fault Apple Corporation for inability to reign on its suppliers regarding workplace safety and adequate remuneration (O’Grady, 2009). According to critics, the corporation should ensure that workers have access to measures that guarantee safety at the workplace. However, it is important to understand issues that determine provision of the above conditions in the workplace. For instance, Apple Corporation must consider the financial aspect with regard to safety in the workplace.

In as much as the corporation must offer safe working conditions, it is important to consider its desire for profitability (O’Grady, 2009). The corporation should balance safe working conditions, profitability, and provision of affordable products and services to its customers. In my opinion, customers would be willing to pay more for Apple’s products in order to guarantee better wages and benefits for workers. However, this delicate situation would necessitate sensitization and trust among customers. For instance, it would be necessary for customers to ascertain validity and rationale for such institutional efforts. This would involve propagation of demonstrable effort towards improvement of working conditions and compensation for its workers. In absence of such measures, the increase on price would lead to protests and possible boycott on Apple’s products.

Previous market surveys indicate that customers are always willing to pay more for products as long as the products have quality and ability to satisfy their needs. Therefore, Apple Corporation should be willing to guarantee quality of products and services in the market (Allan, 2001). Provision of quality products and services would increase confidence among customers. Evidently, customers would be willing to pay more for Apple’s products in order to guarantee better wages and compensation for workers. It is important to note that apple corporation has a duty to protect interests of consumers and workers. Therefore, all efforts should focus on value addition with regard to issues that affect consumers and workers. Such undertakings are integral to development of products and services that satisfy recurrent needs in the market.

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Apple’s marketing strategy

Marketing is an important aspect with regard to product development and dissemination in the market. It involves creation of frameworks that guarantee presence of products in order to satisfy needs among customers. Devoid of proper marketing, corporate entities cannot entrench dominance in competitive business environments. Therefore, it is important for corporations to institute measures that enhance proper distribution and availability of products in the market (Hasan, 2013).

Apple Corporation understands the essence and rationale for proper marketing of products and services. For instance, Apple invests in product development and distribution within its market segments. The company has a vibrant marketing department that focuses on sensitization and promotion of products. This gives it an opportunity to present its products to customers in a timely and convenient manner. Besides, Apple Corporation sets aside sufficient funds for marketing and promotion of products. This ensures that customers are aware of products that are new in the market. Such information is instrumental in creating desire for products that suffice in the technology market (Hasan, 2013).

Another aspect of Apple’s marketing strategy involves development of quality products. Whenever corporations develop quality products, they increase chances of popularity among customers in the market. In most cases, customers prefer products that offer desirable services. Therefore, they are always willing to spend money on such products because they guarantee value for their money. In order to increase its competitive advantage in the market, Apple Corporation should focus on advertisement and product awareness in order to reach more customers (Hasan, 2013).

This is an important area of interest because it guarantees exposure among customers in existent and new markets. Advertisement also offers room for constructive criticism from customers and competitors. Apple Corporation should also focus on development of quality products that satisfy recurrent needs in the market. The above actions are effective because they entail proven best practices as articulated by experts and business scholars. Generally, Apple Corporation should embark on efforts that ameliorate its position as a leader in development and dissemination of technological solutions (Hasan, 2013). Such efforts will entrench apples validity and authority in the market.

References

Allan, R. (2001). A History of the Personal Computer: The People and the Technology. New  Jersey: Allan Publishing.

Hasan, R. (2013). Apple Inc: An Analysis; PESTEL Analysis, Porter’s 5 Forces Analysis, SWOT Analysis, Comprehensive Analysis of Financial Ratios, and Comprehensive Analysis of Share Performance of Apple Inc. Newyork: GRIN Verlag.

Lashinsky, A. (2012). Inside Apple: How Americas Most Admired and Secretive Company Really Works. Newyork: Grand Central Publishing.

O’Grady, J. (2009). Apple Inc. London: ABC-CLIO.

Reilly, E. (2004). Concise Encyclopedia of Computer Science. Newyork: John Wiley & Sons.

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