Apple – the Best Global Brand

I. Introduction Hello everyone, my name is Tu? n from group 4: Bad apple. Though all of you seem quite tired after hearing a lot of presentations, we highly appreciate your attendance today. Firstly, let me introduce 6 members of our group: …. Have you ever heard about Apple. inc? I’m sure you all know about this as it’s so famous of high-tech products. So today, we're very pleased to be here to talk about a topic that we think very close to all of you : Apple- the best global brand. Which reason makes us talk about Apple it’s because Apple has a large market share and it is having lots of influence on technological revolution.

We hope that through this talk, everyone will have a sufficient overview about Apple. Now, to make it easy for you to approach the presentation, let’s look over 4 main ideas in our talk. First, we’ll tell you about Apple’s history. After that, We’ll give you some information about its human resources. Next We’ll mention development strategies. And the final thing is achievements. We will represent it briefly so it's expected to take you about 30 minutes. We’d be glad to answer any questions at the end of our talk. Now let’s start with Nhung in section 1: Apple’s history. II. Body 1. history

All of you must have known Apple and their products, right? But are you sure that you know Apple’s history? That bring me to my part of our presentation As you know, Apple Inc, originally Apple computer Inc is well – known as one of the most successful multinational companies. I’m sure that everyone here know it is engaged in designing, manufacturing. Apple is also famous for selling mobile communication, media services, personal computers, portable digital music players, computer software and a wide range of applications. Now, let’s take a look at the screen, I will show you a brief overview of Apple company.

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Dated back to April 1, 1976, Apple was established by three young men. Who are these geniuses? They are: Steve Jobs, Steve Wozniak and Ronald Wayne. With their great efforts and talent, they have built Apple into unbeatable empire in technology world. The world corporate headquarters are located in the middle of Silicon Valley in Cupertino California where hundreds of breakthroughs have been appeared. Now, I ‘d like to draw your attention to the next part of my talk. All of you may know the official logo of the company, an apple with a bite. So unique, right?

But what I want to tell you is its history. Apple‘s first logo, designed by Ron Wayne, depicts Sir Isaac Newton sitting under an apple tree. However, it was almost immediately replaced by Rob Janoff‘s “rainbow apple”. The logo was designed with a bite so that it would not be confused with another fruit. The colored stripes were conceived to make the logo more accessible and to represent the fact that second generation product, Apple II, could generate graphic in color. Since 2001 till now, a version of monochrome logo has been used. So, that’s enough for background information of Apple.

You must be surprised when know that Apple has 393 retail stores in fourteen countries as well as the online apple stores and iTunes stores today. It is the largest publicly – traded corporation in the world by market capitalization with an estimate value of $626 billion as of September 2012. The apple market cap is larger than that of Google and Microsoft combined. So, what are the factors contributing widespread success of Apple? What makes it become one of the most famous and valuable brand names? Please keep paying attention, find out the answer and welcome to the next part of our presentation!!! . human resource Yes, one reason for the success of Apple is human resource. That brings me to my presentation, human resource of Apple. It’s about Apple’s leaders and employees At first, I would like to give you some information about Apple’s leaders. Such a successful company like Apple certainly has many wonderful leaders. Board of directors now is: 1. Tim Cook- theCEO 2. Eddy Cue- Senior Vice President Internet Software and Services 3. Crag Federighi-Senior Vice President Software Engineering 4. Jonathan Ive- Senior Vice President Industrial Design 5.

Bob Mansfield- Senior Vice President Technologies 6. Peter Oppenheimer – Senior Vice President and Chief Financial Officer 7. Philip W. Schiller – Senior Vice President Worldwide Marketing 8. Bruce Sewell – Senior Vice and General Counsel 9. Jeff Williams – Senior Vice President Operations Now I will bring to you some information about amazing CEO, Steve Jobs – a visionary leader of Apple. Steven Paul “Steve” Jobs ( February 24, 1995 – October 5, 2011) was an American entrepreneur. As you know, he is best known as the co-founder, chairman and CEO of Apple.

Through Apple, he was widely recognized as a charismatic pioneer of the personal computer revolution and for his influential career in the computer and consumer electronics fields. Therefore, his death in 2011 is a big missing in the field high tech and entertainment, especially Apple. Now I will move to the next part, the employee. Since the formation in 1977, Apple Computer, Inc. has employed over 75,000 people worldwide. The majority of Apple's employees have been located in the United States but Apple has substantial manufacturing, sales, marketing, and support organizations worldwide, and some engineering operations in Paris and Tokyo.

Let’s consider Apple jobs in US in more details. The number of Apple jobs based in the U. S. has more than quadrupled over the past decade, from less than 10,000 employees in 2002 to more than 50,250 today. That number is more than doubles again when we include vendors that employ more than 50,000 people who directly support Apple. These jobs require people with a wide variety of skills — including construction workers, component manufacturers, retail specialists, tech support representatives, salespeople, marketers, and the best hardware and software engineers in the world.

How can these geniuses make Apple as success as today? Let’s find out in the next part of our presentation. 3. development strategies As you know, Apple has so many cults following all around the world. So, why can they become such a fame, such a phenomenon? That brings me to my part of presentation, development strategies. Development strategies of Apple is divided into 2 parts: marketing and competitiveness. Let me bring to you some information about marketing first. The first subject of marketing is logo. Let me go back to the logo history of Apple. As you can see, the bitten logo is very unique.

It’s so remarkable that when people see it, they will think about Apple. The logo was designed with a bite so that it would not be confused as another fruit. Very interesting, right? The second thing I want to mention is Apple’s slogans. Apple's first slogan, Byte into an Apple", was coined in the late 1970s. From 1997–2002, the slogan “Think Different”used in advertising campaigns, and is still closely associated with Apple. Apple also has slogans for specific product lines — for example, "iThink, therefore iMac" was used to promote the iMac, and "Say hello to iPhone" has been used in iPhone advertisements.

The third but not less important subject is advertising. Let’s face it. Apple is a master at marketing. The advertising campaigns of Apple are amazing, diversified, and varied. They use mass media so effectively and perfectly such as: magazines, ads on TV, short films…. Apple is also well known for their genius ads, for the amazing ideals that memorize people so much. Here are some unforgettable advertising campaigns: think different, get a Mac, 1984, what’s on your PowerBook? , Switch, iPod. Now let me move on to the next part of my presentation, competitiveness of Apple.

In mobile technology, Apple is not the only company. How can Apple be so successful as present? I want to talk about the competitiveness of Apple with 4 aspects: The first one is the superior features of products. Besides the spectacular design, Apple products are all designed with the user first, they are such a simple products that have a minimal number of buttons and just do what they’re intended to. Apple tends to avoid overcomplicating devices it builds and tries to make things as simple for the user as possible. Not only Apple’s products are amazing, but Apple support is also unbelievable.

It’s wonderful that you generally get really good community support, and when that fails, Apple support is amazing. You are totally able to get support without any form of warranty and just walk into an Apple store and talk to a genius if you have a problem. The next aspect is Apple’s application. I want to talk about the iTunes. iTunes is a free application for Apple products. It lets you organize and play digital music and video on your computer. It can automatically download new music, apps, and book purchases across all your devices and computers. And it’s a store that has everything you need to be entertained.

Anywhere. Anytime. Have you ever once want to own an Apple product? I guess the answer is yes. In today’s Network World’s, there are more than 70% people asked want to purchase Apple products without knowing anything about the product. Amazing, right? That’s the power of Apple. They have lots of cult following all over the world. Whenever Apple releases a new product, billions of people pay attention to it. Apple is very successful in making belief in customers, and their products totally gain the loyalty from customers. So, you see, Apple has been a very successful company.

That brings us to the next part of our presentation, achievement. Please keep on listening. 4. achievement I’m Ngoc and I will bring to you the final information about Apple. inc. The final issue I’d like to focus on is Apple’s achievements. We’ll have a look at this section through 2 aspects: Apple’s products and its position. Firstly, Apple’s remarkable success lies in the company’s ability to create truly innovative products with vast customer appeal. Their products can call attention from all over the world. The reason is that Apple has opted for constant product innovation, resulting in fanatic consumer loyalty.

Let’s consider this in more details. The first product I want to mention is the Mac. It comes with the latest technology. From the outside in, a Mac is designed to be a better computer. The Mac is applied for education and business as it gives students and businessmen the power to create amazing projects, and even more. The second one is the Ipod. The Ipod has evolved to include various models targeting the wants of different users. It is the market leader in portable music players by a significant margin. And the Iphone - a convergence of an Internet-enabled smartphone and iPod.

It has a remarkably slim design and ultrafast wireless. Besides, it owns all-new headphones designed to sound great and fit comfortably. Finally, I’d like to bring you the Ipad, Apple’s much-anticipated media tablet. It offers multi-touch interaction with multimedia formats. In terms of education, iPad takes learning to a whole new level. For businessmen, it gives realtime information, and improves efficiency of common office activities. Now, let move on to another aspect: Apple's global market position. With a market capitalization of more than $ 500bn, Apple is among the most valuable and profitable companies in the world.

Apple has been building up a very big reputation and a very strong brand, I suppose that Apple is within the most expensive brands on earth. Everybody associates automatically Apple with innovation, design, quality, difference, etc. Apple has positioned itself to a certain type of customer, wealthy people, innovators, people with good jobs, good lifestyle, etc. To make it clearer, let’s have a look at this chart. The chart illustrates Apple’s quarterly revenue by product category in a period of almost 6 years from 2006 to 2012. In general, Apple’s revenue increased with some slight decrease over the period.

The Iphone generates almost two-thirds of apple’s profit while IPads likely contributes about 10-15% of its profit. In addition, Macs and Others likely account for just under 30% of the company’s revenue. That’s some information about achievement of Apple. Inc. III. conclusion Unfortunately, we seem to have run out of time, so we will move on to the end of the presentation. But before we stop, let me go through our mains again. Our presentation can be divided into 4 parts. First, we talked about history of Apple Inc. Next, we showed you some information of human resources. then, development strategies was brought to you.

And finally, we talked about achievements of Apple. I think human resources is the key issue for the success of company. Apple had a great CEO. Yes, I think all of you know him - You-Know-Who. He is the genius with amazing strategies that promote Apple and their products so much. We’d therefore recommend that we should have some experience with Apple’s products. With them, we can study, work or entertain everytime, everywhere. To sum up, I believe Apple is the best global brand of the world in mobile technology. OK, I think that’s everything I wanted to say. Thank you all for listening . Now, we just have time for a few questions.

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