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Management and communication: The case of Apple

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documents in English
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case study
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49 pages
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  1. Introduction
  2. The historical values of the company
  3. The main aspects of the company's communication strategy
  4. The iPod, the new competitive advantage
  5. Conclusion

Apple has continued to develop in the IT market since its establishment in 1974, by visualizing the future to change the world. Apple has opened its lines of communication and has secured a strong position in the market.

Apple in California (Silicon Valley) specializes in design, manufacturing and distribution of computer hardware and software. The customers for these products are from various sectors like educational institutions, IT developers, businesses and the general public.
To meet its international demand, Apple has chosen management by geographical area from which a significant relocation of responsibilities are allocated for the countries that are affected by the market. However, the U.S. accounted for 51% of sales of the market in 2003 which made the company more vulnerable to economic crises.

Apple adopts a policy for innovation, where vision and perfection are the main values of the company., Apple has nourished a historic commercial success despite the threatening competitive pressure that is increasing day by day.

With the current CEO and one of the founders of Apple, Inc. Steve Jobs, the sales amounted to about $13,931,000,000 in 2005. It provided $14.8 billion for 2006. In this respect, 2009 was estimated to be the peak of the market with an increase of 30.4% since 2004, which was significant. In other words, the market trend looks promising for the coming years.

In 2005, the budget devoted to advertising amounted to $206 million with15% of its turnover. Different lines of were used to promote the brand and its products:Bus, consumer magazines, transit, street furniture, newspapers, exhibitions, shows, movies, radio, advertising on the point of sale, TV and more recently the Internet banners.

In this study we shall also see that Apple's strength can be summarized by the culture ofits company. Communication of Apple is a vision of what is happening internally in the company.

From the external point of view, with the involvement and commitment by the customers, one can see that there is an opportunity for innovations and this can add to the development of the company. Even if Apple has experienced difficult times, it is now one of the top selling brands in the market and with the arrival of the iPod, it will once again revolutionize people's lifestyle. Through this product, we'll see how Apple will compete against the ?competitive clones? and how it will survive with continuous innovations in the market.

[...] Conclusion of part In conclusion, communication consists of Apple commercials which founded a historical image of the strong brand and a true identity to each product. More recently, we see that Apple assembles its products in a single advertisement. This is the case of the iMac, the iTunes and the iPod. Communication of the apple is now experiencing a legendary success through the massive campaign dedicated to the iPod. This product introduced in the market in 2002 was represented by advertising the features that are not going to be forgotten. [...]


[...] By optimizing the group , Apple strengthens its external competitiveness, and makes its management team a real competitive weapon. Individual flourishing The management team interacts with various personalities. To create unity, the company relies primarily on individual development. When there is self-confidence and integration of the team there is always more productivity. Working at Apple makes one have real passion for the brand products. Once employed, we feel recognized (Apple uses only the best) and therefore the sense of security is strengthened. [...]


[...] The advice he applied in the company, which are still valid today, are: - Never handle the press - Remain courteous (always return phone calls) - Each press relation must be an investment in the long term. - Book exclusive scoops with the press Therefore, management of public relations at Apple consists of honesty and an atmosphere of ?entente cordiale?, which requires an upstream communication management. This is why Apple restricts the number of people responsible for public relations to strengthen and develop certain complicity between the two actors. 5.The major communication campaigns Since the official launch of the Macintosh, Apple has launched several advertising campaigns. 1984 : The clip for the launch of the Macintosh. [...]

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