Case report on Human resource function of apple
COMPANY: APPLE INC.
INTRODUCTION OF APPLE INC.
TRAININGS AND DEVELOPMENTS
Apple Retail Employees Training
AppleCare Technician Training
Employee Stock Purchase Plan (ESPP):
Apple Inc 401k
Parental Leave Policy, Sabbatical and Educational Reimbursement
10 Employee Discount Program
INTRODUCTION OF APPLE INC.
Apple is a consumer electronics company and a retail division with more than 416 stores in the world in 2014. Apple also has retailing business online including the online Apple Store and the world largest music retailer: iTunes (GMID, 2014). Apple designs, manufactures, and markets a broad range of technological products including smart phones, personal computers, notebooks, software, and hardware products. The products of Apple include iOS, Safari, iPod, iPhone and Mac. Mission Statement
The mission statement of Apple is to bring the best personal computing experience to students, educators, creative, professionals and consumers around the world through its innovative hardware, software and internet offerings. Corporate Strategies
The customers of Apple include individual consumers, small and mid-sized businesses, enterprises and governments. Apple adopts the strategy of holding high price position beyond its competitors to represent its high quality and high price brand image. This brand image is also reflected in its stores, which are all located in desirable high-traffic locations with premium store designs and customer services (GMID, 2013). As a reason, the majority of Apple’s consumers are price-incentive due to brand loyalty and the pursuit of high quality. Furthermore, to maintain the high price position and avoid price sensitive markets, Apple implements rigorous control of how and where its products are sold. From Apple’s successful product innovation, hard retail control, advertising capability and brand image control, Apple achieved a 17 per cent growth in 2013 (GMID, 2013). Apple’s Scope
Apple’s current CEO is Tim Cook. Apple has over 80,300 full time employees in 2013, increased from 72,800 in 2012 (Statista, 2013). In addition, the number of employees in Apple’s retail segment increased by 400 to 42,800 in 2013 (Apple Inc., 2013). According to the Glassdoor’s Employees’ Choice Awards 2014, which is a website that allows employees to rate their employers, the rank of Apple dropped slightly from 34 in 2013 to 35 in 2014 (Glassdoor, 2014). SWOT ANALYSIS
Apple has developed a well-known brand identity as one of the leaders of the technological industry, which provides customers high quality and innovative products. According to Interbrand (2014), a brand consultancy specializing in areas of brand strategy, brand analytics and brand valuation; Apple has the world highest brand value of 120 billion in 2014 (Interbrand, 2014). The extreme success in developing brand value and brand identity comes with high willingness to pay and consumer loyalty (Chen, Chen & Huang, 2012). Moreover, it creates a strong desire of customers to purchase Apple’s products as a way to build their personal image (Ryan, 2011). On the other hand, Apple is exceptional in providing a unique retail experience to its consumers. It offers consumers premium in-store services, generous warranty and commission-free store staffs to further improve the reputation of its brand (GMID, 2013). According to a research of retail industry experts, Apple was rated as the top company of the world in providing the best shopping experience in to customers in 2010 (Ifo Apple Store, 2010). This strength further strengthens the brand identity of Apple and builds consumer loyalty. Weaknesses
Apple focuses on providing customers...
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