1.operational level design of SamsungSamsung Electronics has
been making continued efforts to promote sustainable management
under the business philosophy of devoting our human resources and
technology to creating superior products and services, thereby
contributing to a better global society. The year 2011 marked a
historical turning point for Samsung Electronics semiconductor
business. For twenty years, Samsung Electronics has maintained its
position as the predominant manufacturer of the DRAM semiconductor.
Thanks to growth in the Smartphone and tablet PC markets, Samsung
Electronics also experienced tremendous growth in its non-memory
semiconductor business. Samsung Electronics has also become a
leader in the global Smartphone market with its bestselling
Smartphone, Galaxy S, which was introduced in June 2010 and has
since sold 22 million units. The Galaxy S2 was released in April
2011 and 20 million units have already been sold, taking sales of
the Galaxy Smartphone series to over 42 million units. ASIA Samsung
began as a small noodle business in 1938. Since then it has swelled
into a network of 83 companies that account for a staggering 13% of
South Korea's exports. The hottest chilli in the Samsung kimchi
bowl is Samsung Electronics, which started out making clunky
transistor radios but is now the world's biggest technology firm,
measured by sales. It makes more televisions than any other
company, and may soon displace Nokia as the biggest maker of
mobile-telephone handsets. Small wonder others are keen to know the
secret of Samsung's success. China sends emissaries to study what
makes the firm tick in the same way that it sends its
bureaucrats to learn efficient government from Singapore. To
some, Samsung is the harbinger of a new Asian model of capitalism.
It ignores the Western conventional wisdom. It sprawls into dozens
of unrelated industries, from microchips to insurance. It is
family-controlled and hierarchical, prizes market share over
profits and has an opaque and confusing ownership structure. Yet it
is still prodigiously creative, at least in terms of making
incremental improvements to other people's ideas: only IBM earns
more patents in America. Having outstripped the Japanese firms it
once mimicked, such as Sony, it is rapidly becoming emerging Asia's
version of General Electric, the American conglomerate so beloved
of management gurus. Electronics total employment stood at 101,973
working in Korea and 119,753 outside of Korea, with the overseas
workforce surpassing the domestic workforce for the first time in
the history of Samsung Electronics. EUROPE As a responsible
corporate citizen Samsung Electronics takes responsibility for the
impacts of its business on the environment, in the community, on
suppliers and employees. Our principles are embodied in the Samsung
Code of Conduct and we publish a global Sustainability Report to
inform stakeholders of our numerous activities across the globe.
Think of 'Environment' and you may think of woodland, rare species
or open countryside, not mobile phones or laptop computers. But all
our activities have an impact on the environment, and here at
Samsung Electronics we are committed to improving the environmental
performance of our products and minimising the impact of our
operations. Samsung Electronics' first Environmental Guidelines
were adopted in 1992. Over 15 years later, our environmental
activities have grown to focus on minimising environmental impacts
not just in our factories but across the whole lifecycle of a
Samsung product, from the design phase through to manufacturing,
use and end of life. At Samsung Electronics, we are fully committed
to minimizing our environmental impact on the communities in which
we operate by implementing integrated prevention strategies across
all production and service activities. All of Samsung
Electronics'
business activities observe our Green Management Policy. This
policy outlines our commitment to environmental protection and
embodies key principals such as the need to consider the whole
life-cycle of our products from initial concept through to
end-oflife. Specific environmental impacts, such as hazardous
substances, are then addressed by more detailed policies and
initiatives under this broad remit. AMERICA Samsung Electronics
America (SEA) sells everything Samsung, from sea to shining sea. A
subsidiary of electronics giant Samsung Electronics, the company's
Consumer Business division markets consumer electronics and
household appliances, including TVs, Blu-ray disc players, portable
audio players, home theater systems, hard drives, cameras and
camcorders, refrigerators, and washers and dryers. It also sells
printers, monitors, laptops, digital signage, and projectors
through its Enterprise Business division. Formed in 1977, SEA also
manages the North American operations of Samsung Semiconductor Inc.
(a leading global chip maker) and Samsung Telecommunications
America (mobile phones and telephony equipment). Samsung
Electronics organizes its businesses according to its different
characteristics in technology, markets and consumers as either
Digital Media & Communications (DMC) or Device Solutions (DS)
division, strengthening their independent operating structure. DMC
is grouped into Consumer Electronics (CE) and IT & Mobile
Communications (IM) divisions. The CE division took charge of the
visual display business department and home appliances department.
The IM division is in charge of managing wireless businesses, IT
Solutions, Network business, digital imaging displays and the Media
Solution Center.
Global NetworkSamsung Electronics has a total of 196
subsidiaries around the world. As of the end of 2011, Samsung
Electronics total employment stood at 101,973 working in Korea and
119,753 outside of Korea, with the overseas workforce surpassing
the domestic workforce for the first time in the history of Samsung
Electronics.
2.Main distributors
Alloys ASI Solutions Australasian PCDistributors (APCD)
Ingram Micro Australia Leader Computers Multimedia Technology
Synnex Australia Topstar ComputerInternational
Dicker Data Dynamic Supplies ICT Distribution
XiT Distribution
3.Main suppliers
Shared Growth with SuppliersSamsung Electronics expanded its
support programs for outstanding first-tier suppliers to become
global companies, and we began providing various support policies
for second- and third-tier companies to realize shared growth. We
introduced key programs to support supplier shared growth including
training, technological supports, as well as provision of support
funds. We also strengthened communication and more carefully
listened to the voice of our suppliers through a sincere effort
including visits by top management to suppliers on a regular basis.
In line with our efforts, we announced shared growth implementation
policies such as financial support programs for first- and
second-tier suppliers, support for second-tier supplier
competitiveness building, increased trade opportunities,
cultivation of global SMEs, technology innovation contest, and
incentives for first-tier suppliers with good shared growth
practice. We also plan to take various shared growth promotion
measures including co development of core parts for boosting the
competitiveness of suppliers, free use of patented technologies,
support for patent registration of new technology developed by
suppliers, inclusion of shared growth performance indicators in
performance assessments of our employees responsible for supplier
collaboration and responsive adjustment of raw material price
changes in supply contracts. The Korea Shared Growth committee
ranked Samsung Electronics as Excellent, which is the highest rank
in its rating system, recognizing Samsung Electronics achievement
in promoting shared growth. Companies that received an Excellent
rating are exempted from annual surveys on supplier relations
management and are given special consideration in public
procurement biddings. We will continue to strengthen our shared
growth initiative using the progress made so far as a basis.
Shared Growth Management Implementation Plan and Expected
Benefits
4.Product portfolioSamsung Electronics business portfolio
consists of the manufacture and sales of digital media devices
(digital TVs, monitors, printers, mobile phones, communication
systems, air conditioners and refrigerators) and components (memory
chips, system LSIs etc). Samsung Electronics has a worldwide
business network which consists of headquarters in Korea and nine
subsidiaries in various parts of the world which manage production
and sales in their respective regions. The global IT industry is
facing a tide of change as the economic recession continues. In
addition to its excellence in hardware manufacturing, Samsung
Electronics is strengthening its soft power capacity, merging with
promising new businesses and proactively nurturing new businesses
to become the new leader of the IT industry.
Key ProductsLED TV Premium Design Monitor
NotePC
Full HD Camcorder
SPH-M800 Instinct
MP3 Player
SGH-A867 Eternity
Color Laser Printer
SGH-A877 Impression
Microwave
HZ15W
Refrigerator
TL320
Accuvix A30
8M-pixel CIS (CMOS Image Sensor)
1Gb OneDRAM
800MHz Mobile AP
8Gb Flex-OneNAND
Mobile DDI
32Gb NAND
Smart Card IC
32Gb moviNAND
2Gb DDR3 SDRAM
256Gb SSD (2.5")
1Gb GDDR5 SDRAM
15.6" wide LCD panel for notebook PCs
23" LCD panel for monitors
70" DID panel for Digital signage 55" LCD panel for TVs
5.Global Market ShareSamsung as the king of the industry, with a
26% market share. Samsung has sold 93 million phones in the three
months of the second quarter, of which 50.5 million are Smartphone,
a major increase from 44 million in the previous quarter. In the
previous quarter dethroned Nokia Samsung first, and last get to
extend their distance. To get in position, Nokia sold 83.7 million
phones, and Apple 26 million. Samsung Electronics is strengthening
its leadership in various markets including semiconductors, visual
displays and mobile phones. We have maintained a top market share
in DRAM and mobile AP markets. Our market share in smart phones was
only 3.7% in 2009 but has dramatically increased to 19.9%, giving
Samsung Electronics the top market share. We have maintained the
largest market share in the global display product markets,
including sales of TVs and monitors. Increased market share in
Samsung is very large, from 20.7% the previous quarter, to 25.7%.
Nokia has maintained with 23.1% (down 1.6%), and Apple has 7.2% (up
1.5%).
The revenue departments of handset were 17,890 million,
representing a 75% increase over the previous year. Benefits, $
5,900 million, as estimated last week. The arrival of Samsung
Galaxy S3 and its ten million units sold in less than two months
have enough to do in these achievements. The operation of the rest
of the range Android / Galaxy also provides, among all represent
90% of the mobile division.
Division Market Share
Semiconductor
visula display
Digital appliances communications
mobile
IT Solution
digital Imaging
6.Software Development CapacitySamsung Electronics increased the
recruitment of software engineers and restructured its human
resource profile in order to strengthen its software development
capacity. We also began the internalization of software development
to create smarter and more tailored software for Samsung devices.
First, we established a new independent Software Center under the
direct management of the CEO through restructuring in 2011. We also
established the Media Solution Center America, which specializes in
software, in the Silicon Valley in order to build capacity on
content and service development. We are also recruiting talented
software engineers and operating training programs to maximize
their capacity. In August 2011, we created a new workforce group S
to manage core software experts in mobile apps, operating systems
and smart TV software. We also created a special talent-based
hiring process for software workforce who falls into the S group
instead of a more standardized process which was identical to
R&D staff hiring. A new Software Academy was opened for
short-term intensive training of our software workforce. The
Academy has the capacity to provide training for more than 5,000
employees and will be responsible for fulfilling 50% of software
training needs. Samsung Electronics Co. Ltd., a world leader in
advanced semiconductor solutions, announced today that it acquired
privately held NVELO, Inc., a Santa Clara, Calif.based pioneer of
storage software. By intelligently managing and optimizing the use
of SSDs in the storage subsystem, SSD caching has become an
attractive solution for both consumer and enterprise computing
platforms. The timely integration of NVELOs flagship storage
technology into Samsungs best-in-class SSD technologies will give
Samsung customers access to an ever-evolving and more diversified
portfolio of NAND storage solutions suitable for a broad range of
computing platforms. NVELO, Inc. is a pioneer in innovative storage
software, bringing new intelligence into storage subsystems to
break the I/O bottleneck in todays computing systems. Formed as a
spin-off company during the acquisition of Denali Software by
Cadence Design Systems, NVELO employs world-class engineering and
management teams for R&D
on its flagship product "Dataplex", which is now in the process
of being introduced to the market through Computer OEM's, HDD and
SSD vendors. NVELO is located in Santa Clara, California.
7. Advertising strategies
Samsung's strategy is based on personal media, domestic and
mobile. Samsung has unveiled its strategy to changing information
technologies. The main premise of the company is to bring to market
innovative products that did not exist, focusing on quickly finding
accompanying solutions and technology.
The three pillars of Samsung's offer, and in the strategy of the
company, are the personal media, domestic and mobile. In all cases,
Samsung seeks to promote the product analogue to digital. To do
this, has expanded its business structure with Digital Technology
division. This division combines the above divisions strategically
multimedia appliances and media services.
Samsung aims to make it easier for application developers to
deliver advertisements to users of Samsung devices. For this, the
company has partnered with OpenX Technologies, a provider of
digital advertising technologies. Under the agreement, Samsung and
OpenX will create an exchange that will allow advertisers to buy
ads directly from developers and Samsung mobile.
The agreement with OpenX is an expansion of Samsung's strategy
to allow for advertising their products. Earlier this year the
Korean manufacturer created Adhub to sell advertising on their
internet connected TVs and Adhub now extends its possibilities
thanks to the agreement with OpenX to include mobile phones.
Samsung, National Marketing Award for "Innovation"
Samsung has been awarded the National Award for Marketing in the
category of "Innovation" for its ability to integrate and combine
different media in their marketing campaigns, as well as creativity
and art of its actions. As finalists were Google and Sony
Pictures.
Some of the most innovative initiatives undertaken recently by
Samsung have been, for example, advertising and promotion action of
Sol Metro Station Galaxy Note; videomapping presentation in the
city of Madrid, the presence of cameras in the nigth Fashion
Blanhik out with Manolo, the launch of the application for Smart TV
MyMadrid and tablets; including a holographic totem for flagship
phone, the pink ribbon manifest audiovisual communication element;
PhotoEspaa RSC workshops and hospitals or illustration with Galaxy
Note in the Thyssen Museum, and many other powerful actions.
8. Main channels distributionsThe telecommunications division of
the South Korean firm Samsung Electronics expects to focus on
strengthening its distribution channels in emerging markets,
including Latin America, said the vice president of mobile
communications business, Hwan Kim, during a conference call with
investors. The company sold 63.8 million handsets in the second
quarter, 22% more than the same quarter last year. Samsung said the
increase in handset sales in the quarter was primarily due to U.S.
and emerging markets such as India and Latin America.
1.
operational level design of Nokia ASIA
A study of the signature Abi Research on the Asian market of
smartphones reveals that the brand Nokia has not achieved good
results in emergent countries as the India and Indonesia in spite
of the company has supported a market share of 37 %. On the other
hand, in Indonesia, Nokia reduced his users and it remains with
21%. For this reason, Nokia will associate with China Mobile, the
major telephonic operator worldwide, to throw a version of his
telephone emblem Lumia for the biggest market in the world.
China Mobile, which has more than 700 million subscribers but no
contract to sell Apple's iPhone, will initiate the sale of the
Lumia 920T, the first telephone based on the new platform Windows
Phone 8 of Microsoft. The models 920 and 820 of the are considered
to be a crucial element for NOKIA, which tries to recover
participation of Apple and Samsung.
The people in the world are answering positively to the new
devices of Lumia. China Mobile will sell 920T that will use the
standard of networks developed locally TD-SCDMA, and it sent a
message of tranquility to the investors on this new series of
telephones.
Also, Nokia revealed the Lumia 620, his cheapest telephone with
the platform Windows 8. The device will be commercialized in $249
from January, initially in
Asia. There is an hypothesis that the sales of the Lumia might
be stimulated by the fact that China Mobile is the only operator in
China without a contract of iPhone sales.
EUROPE
The behavior in Europe is different because Nokia belongs to
Finland. So, the impact in market in this region would be more
important. But, a cause of the loss of market share, the system
that Nokia based its structure was modified. Since 2010, Nokia has
had to close facilities and layoff expensive employees in countries
like Finland, Germany and the UK. These countries represented the
highest wages of Nokia employees, exceeding on average over $60,000
per employee. Nokia has been focused on shifting from Europe and
increasing employment to less expensive regions like Vietnam, China
and India.
Restructuring its labor and manufacturing models are essential
for Nokia's survival and growth into the future. In February 2012,
Nokia announced it was lying off 4000 employees to move
manufacturing from Europe and Mexico to Asia, exactly to China.
Focusing on smartphones is also essential. Nokia is an essential
piece in the aggregate cell phone market. Telecom and software
manufacturers need Nokia to survive for the sake of parity and
price control in the market.
AMERICA Although Nokia has done a big quantities in market to
participle again, there is no doubt that Samsung and iPhone have
gained territory so far. At the moment, when a person enters to a
cellphone store, it is so rarely to hear that he/she wants a Nokia
cellphone.
So far this year, Nokia has shipped less than 3 million
smartphone devices in North America (compare this to Apple that has
shipped over 10 times as many), so abandoning the market in favor
of strengthening a future product line seems to be a reasonable
move.
The Windows-based Nokia phones are unlikely to ship in any
significant quantities until next year, so expect Nokia shares to
trade in a range between $4-$6 for the next 6-8 months, and then
watch Nokia news carefully throughout this timeframe. Any rumors of
significantly delayed shipments or product integration issues will
bring the stock down whereas an earlier-than-planned release or
strong reviews of the phones should help propel Nokia higher.
2.Main distributorsArgentina Brasil Chile Colombia Ecuador
United States Canada Austria Belgic France Italy Portugal China
Hong Kong Japan Russia Movistar Claro Movistar Claro Claro Verizon
Aliant Claro Tim Entel Movistar Movistar AT&T Fido AMERICA
Personal Oi Movil Claro Tigo Alegro Sprin MTS Mobility EUROPE
Molkom Austria Proximus Orannge Telecom TMN ASIA Telecom CSI
Limited E-Mobile Megafon O.M.V. Nextel Nextel Une T-Mobile Rogers
Orange Mobistar SFR Vodafone Vodafone Unicom KDDI MTC T-Mobile
Nextel Amazonia Celular VIR
3 Base Bouygues Telecom 3 Italia Optimus China Mobile 3 Docomo
Beeline
Wind
3.Main suppliers
STMicroelectronics: A Franco-Italian semiconductor company based
in Geneva, saw the sales and earnings of its wireless division
plummet in the second quarter after Nokia issued a profit warning
in May because of weak smartphone sales.
The company Nokia, through a joint venture with Swedish
wirelessinfrastructure giant Telefon AB L.M. Ericsson, counted on
supplying Nokia with chips for its handsets. In late July,
STMicroelectronics said its wireless division, which is part of the
joint venture, posted secondquarter sales of $347 million, down 34%
from a year earlier, and a $102 million operating loss.
Texas Instruments Inc.: A semiconductor vendor based in Dallas.
It is also struggling because of Nokia. The company shipped 85% of
its applications processors to Nokia last year, covering 92.7% of
all Symbian handsets, according to market researcher Strategy
Analytics. In a mid-quarter conference call, the chip maker cut its
second-quarter sales guidance and blamed the shortfall entirely on
Nokia. Its secondquarter profit fell 13%.
Microsoft: is an American multinational corporation
headquartered in Redmond, Washington that develops, manufactures,
licenses and supports a wide range of products and services related
to computing. As of 2012, Microsoft is market dominant in both the
PC operating system and office suitemarkets (the latter with
Microsoft Office). The company also produces a wide range of other
software for desktops and servers, and is active in areas including
internet search(with Bing), the video game industry (with the Xbox
and Xbox 360 consoles), the digital services market (through MSN),
and mobile phones (via the Windows Phone OS).
4.
Portfolio products
5.Market shares analysis.
This picture looks at the four biggest smartphone manufacturers,
and their past 3 years and a short-term forecast to the end of
2012. First, note a small mathematical anomaly, they had to create
104% as the size of the scale, so that all four it into the same
picture, but now all actual market share are graphically accurate
(the reason we go to 104% not 100% is that the peak market shares
of these four companies, Apple and Samsung in 2012, and Nokia and
RIM in 2009, add up to 104%. Don't worry about it, the individual
graphs are accurate.
First, obviously, Nokia collapse is dramatic. It is actually
historically unprecedented for a global market share leader, in any
industry, ever. No company lost 7 out of every 8 customers it had
in a period of 3 years. But now compare to RIM. Yes, Blackberry is
in deep trouble, but these two are not in any kind of scale. RIM is
in trouble, Nokia is dead. Then look at the two darlings. Apple's
iPhone is growing - but notice how modest is its growth rate, when
compared to Samsung. No wonder Samsung is increasingly the darling
of the tech industry. What Apple needs very soon, is to split its
model
range or it will soon be an also-ran. Now lets look at the
operating systems, and lets start with the three losers.
One reason is Nokia hasnt cracked the biggest market for
smartphones: North America. Is that about to change with the launch
of its Lumia 900 on AT&Ts 4G network? Nokia isnt the only OEM
trying to make it in the States: Sonys buyout of partner Ericsson
in its handset collaboration means it is also going to be pushing
its brand strength in that market. Furthermore, there are already a
number of 4G handsets available. Certainly one of the things that
have been lacking with Nokias previous smartphones has been
processing power; this cant be said of the 1.4 GHz Lumia 900. While
all but the tech-savvy consumer wont care too much about this,
games dominate the app charts, and user experiences in this space
are heavily driven by processing power. Bigger screens are also the
in-thing now, and the Lumia 900 has this too, with 4.3inches of
AMOLED Corning Gorilla Glass.
Nokias new smartphone ticks a lot of the boxes, but will it
crack the US? The company really needs this device to do so,
because its shipment volumes are flagging and the smartphone market
is awash with premium smartphones. Differentiation is key: weve
seen the success of Samsungs 5.3-inch Galaxy Note, a super-sized
smartphone that
stands-out, literally. Will the first true Windows Phones, as
Nokia is calling the Lumia range, raise the profile of its devices
and this platform in general?
Samsung, Nokia and Apple are the leading Mobile vendors by
shipments in Q1 2012, according to a report by Research Firm IDC
(International Data Corporation). The Worldwide mobile phone market
declined 1.5% year over year in the Q1 2012 with worldwide
shipments of 398.4 million units compared to 404.3 million units in
the first quarter of 2011.
The worldwide smartphone market grew 42.5% year over year in Q1
2012 with 144.9 million smartphones shipped compared to 101.7
million units in Q1 2012. Samsung overtook Apple and leads as the
top smartphone vendor based on Shipments. They have also created a
new record for most number of smartphones shipped in a single
quarter with 42.2 million shipments and 29.1%. Apple is in second
spot with 24.2% market share, followed by Nokia with 8.2% market
share that is down by 50.8% compared to Q1 2011.
The table above indicates the Worldwide Mobile shipments based
on the total unit shipments and market share in Q1 2012. Samsung
tops the worldwide Mobile phone shipments with 23.5% market share
in Q1 2012 that is 35.4% more than Q1 2011. Nokia is right behind
with 82.7 shipments but has 23.8% less market share compared to Q1
2011. Apple is in the same 3rd spot. ZTE pushes LG to 5th spot.
6. Main softwares that they use for the monitoring of the sales
and rotation of the product on international markets.The alliance
with Check Point is not only institutional, but it is real in terms
of product testing. Not only is software maker Nokia, also hardware
manufacturers. They have an operating system, the IPSO 4.2., I
checked with each of the new releases from Check Point. Therefore,
the arguments of its customers to repurchase Nokia are the
reliability and support that are critical in the security world.
Nokia has the best response center, probably the world, in terms of
support. And that's one of the things that customers value,
capacity and level of response. If a security manager is
responsible ICT installing antivirus company. Nokia apply CRM to
Monitor key business KPIs in realtime from any location with Mobile
CRM Dashboards and take immediate action.
7.Advertising strategies
Press, magazines and Internet. Fences, Buses, cartels.
Television and radio. Nokia realizes announcements in these means.
In them it stands out principally the fact that those new
telephones are surprising and the quality of attributing it to a
personal complement. In other words, what Nokia claims with the
advertising of those telephones is to emphasize their current
design, to stand out the fact that the user will remain impressed
on having acquired it and to give it a young and modern air.
8.Main channels distributions
Nokia, at the moment of realizing the distribution of his mobile
phones, uses a long channel, since in the distribution the
manufacturer, wholesaler, retailer take part and finally the
consumer. The type of distribution is selective. There are few
wholesale distributors and this wholesale distributor generally can
buy and sell products of the competition. Nokia has 9 manufacturing
plants throughout the world and they have 130,000 employees. The
company owns R&D centers in Japan and China. Nokia mobile
company plays a major role in India and have huge market share In
comparison to other players. They have started its process in India
in 1995 and have their offices in major cities like New Delhi,
Mumbai, Chennai, Kolkata, Hyderabad, and Bangalore. And also they
have targeting all class of people by releasing different kind of
mobiles with different features. China started mobile services in
1988 whereas, India started mobile services in 1995. By 2001 India
exceeded Chinas growth rate in mobile services.
This shows how the distribution channels of the mobile companies
working in India. Here in this report we are trying to bring out
the efficient network of distribution addressed by Nokia in India.
In Spain, there is a distributor of Nokia who has the exclusivity
of sale in the country. This distributor devotes only to the
distribution. Also there is an office of sales, which takes charge
managing all the orders realized to this company in Spain.
Nokia started distributing its phones through a partnership with
HCL (formerly Hindustan Computers Ltd.), which had already built an
extensive network for its own products. Recently, Nokia has decided
to supplement that with its own distribution efforts, because both
companies realized that there was a tremendous growth opportunity
and it was best that they utilized the resources of both
organizations in an optimum manner for addressing some markets
jointly, and that they would individually address some of the other
markets.
APPLE
2. Main Distributors
Amsterdam (Netherlands) Grand Central (New York City)
Upper West Side (New York City) Pudong (Shanghai)
IFC mall (Hong Kong) Opra (Paris) Nanjing East (Shanghai)
Rosenstrae (Munich) Jungfernstieg (Hamburg) Sanlitun (Beijing)
Covent Garden (London) Sydney (Australia) Fifth Avenue (New York
City)
3. Main SuppliersThe following is an alphabetical listing of
Apple production suppliers. These suppliers represent 97 percent of
Apples procurement expenditures for materials, manufacturing, and
assembly of Apples products worldwide. AAC Technologies Holdings
Inc. Daishinku Corporation (KDS) Interflex Co., Ltd. AcBel Polytech
Inc. Darfon Electronics Corporation International Rectifier
Corporation Acument Global Technologies Delta Electronics Inc.
Intersil Corporation Advanced Micro Devices, Inc. Diodes Inc.
Inventec Appliances Corporation Amperex Technology Ltd. Dynapack
International Technology Jabil Circuit, Inc. Amphenol Corporation
Elpida Memory, Inc. Japan Aviation Electronics Industry, Ltd.
Analog Devices, Inc. Emerson Electric Co. Jin Li Mould
Manufacturing Pte Ltd. Anjie Insulating Material Co., Ltd. ES Power
Co., Ltd. Kaily Packaging Pte Ltd. Asahi Kasei Corporation
Fairchild Semiconductor International Kenseisha Sdn. Bhd. AU
Optronics Corporation Fastening Technology Pte Ltd. Knowles
Electronics
Austria Technologie & Systemtechnik AG FLEXium Interconnect,
Inc. Kunshan Changyun Electronic Industry austriamicrosystems
Flextronics International Ltd. Laird Technologies Avago
Technologies Ltd. Fortune Grand Enterprise Co., Ltd. Lateral
Solutions Pte Ltd. Brady Corporation Foster Electric Co., Ltd. Lens
One Technology (Shenzhen) Co., Ltd. Brilliant International Group
Ltd. Fuji Crystal Manufactory Ltd. Lg Chem, Ltd. Broadcom
Corporation Fujikura Ltd. Lg Display Co., Ltd. Broadway Industrial
Group Ltd. Grand Upright Technology Ltd. Lg Innotek Co., Ltd. Byd
Company Ltd. Gruppo Dani S.p.A. Linear Technology Corporation
Career Technology (MFG.) Co., Ltd. Gruppo Peretti Lite-On
Technology Corporation Catcher Technology Co., Ltd. Hama Naka
Shoukin Industry Co., Ltd. Longwell Company Cheng Loong Corporation
Hanson Metal Factory Ltd. LSI Corporation Cheng Uei Precision
Industry Co., Ltd. (Foxlink) Heptagon Advanced Micro-Optics Pte
Ltd. Luen Fung Commercial Holdings Ltd. Chimei Innolux Corporation
Hi-P International Ltd. Macronix International Co., Ltd. Coilcraft,
Inc. Hitachi-LG Data Storage Marian, Inc. Compeq Manufacturing Co.,
Ltd. Hon Hai Precision Industry Co., Ltd. (Foxconn) Marvell
Technology Group Ltd. Cosmosupplylab Ltd. Hynix Semiconductor Inc.
Maxim Integrated Products, Inc. CymMetrik (Shenzhen) Printing Co.
Ibiden Co., Ltd. Meiko Electronics Co., Ltd. Cyntec Co., Ltd.
Infineon Technologies AG Microchip Technology Inc. Cypress
Semiconductor Corporation Intel Corporation Micron Technology, Inc.
Mitsumi Electric Co., Ltd. Ri-Teng Computer Accessory Co., Ltd.
Suzhou Panel Electronic Co., Ltd. Molex Inc. ROHM Co., Ltd. Taiyi
Precision Tech Corporation Multek Corporation Rubycon Corporation
Taiyo Yuden Co., Ltd. Multi-Fineline Electronix, Inc. Samsung
Electro-Mechanics Co., Ltd. TDK Corporation Murata Manufacturing
Co., Ltd. Samsung Electronics Co., Ltd. Texas Instruments Inc. Nan
Ya Printed Circuit Board Corporation SanDisk Corporation Tianjin
Lishen Battery Joint-Stock Co., Ltd. NEC Corporation SANYO Electric
Co., Ltd. Toshiba Corporation Nippon Mektron, Ltd. SDI Corporation
Toshiba Mobile Display Co., Ltd. Nishoku Technology Inc. Seagate
Technologies Toyo Rikagaku Kenkyusho Co., Ltd. NVIDIA Corporation
Seiko Epson Corporation TPK Holding Co., Ltd. NXP Semiconductor
N.V. Seiko Group Tripod Technology Corporation ON Semiconductor
Corporation Sharp Corporation TriQuint Semiconductor
Optrex Corporation Shimano Inc. Triumph Lead Electronic Tech Co.
Oriental Printed Circuits Ltd. Shin Zu Shing Co., Ltd. TXC
Corporation Panasonic Corporation Silego Technology Inc. Unimicron
Corporation PCH International Simplo Technology Co., Ltd. Unisteel
Technology Ltd. Pegatron Corporation Skyworks Solutions Inc.
Universal Scientific Industrial Co., Ltd. Pioneer Material
Precision Tech Sony Corporation Vishay Intertechnology Prent
Corporation Standard Microsystems Corporation Volex plc Primax
Electronics Ltd. STMicroelectronics Western Digital Corporation
Qualcomm Incorporated Sumida Corporation Wintek Corporation Quanta
Computer Inc. Sumitomo Electric Industries, Ltd. Yageo Corporation
Renesas Electronics Corporation Sunrex Technology Corporation
Zeniya Aluminum Engineering, Ltd.
4. Portfolio Products iPad & iPhone o o o o Mac o o o o o o
o o iPad iPad mini iPhone iOS o o o o o o AirPort Express o AirPort
Extreme o Apple Keyboard o Displays o iMac o MacBook Air o MacBook
Pro o MacBook Pro Retina display with o o o OS X Safari Apple TV
Logic Studio iWork iLife Final Cut Pro X FaceTime for Mac Apple
Remote Desktop Aperture Mac mini Mac Pro Magic Mouse Time Capsule
Magic Trackpad Apple Battery Charger
iPod & iTunes
o o o
iPod classic iPod nano iPod shuffle
o
iPod touch
o iTunes iCloud
5. Market SharePc Market At the end of 2011, Apple's Mac reached
5.2% of worldwide computer sales, a 15-year high for the tech
giant, according to a report by Needham & Co. analyst Charlie
Wolf cited on GigaOM. Although that's just a small slice of the
overall computer space, it's an important benchmark for Apple,
which has been trying to grab market share from major computer
makers including Dell, Hewlett-Packard and Acer. Wolf said Mac
shipment growth in the third quarter outpaced the total PC market
for the 22nd straight quarter, 24.6% to 5.3%. In the home segment,
Mac's growth was 25.6% versus 4% for the overall market; among
businesses, Mac's increase of 43.8% far outpaced the wider market's
4.8% rise. Wolf also said Asia Pacific represented the
fastest-growing geographic region for Apple with 57.2% growth for
the quarter, according to AppleInsider. "The growth of Apple's
sales in China represents a perfect storm between an iconic brand
and a rapidly growing middle class that's more brand-conscious than
consumers in most other regions of the globe," Wolf said.
7. Generating its Marketing StrategiesIf we had to summarize
Apple Inc.s marketing strategies in one word, it would have to be
differentiation. Apple makes huge efforts to differentiate its
products from its competitors. Heres a snapshot of Apples marketing
strategies.
Success by design Apples product strategy is simple. It
incorporates superior design in all its products so that these
stand out from its competitors products. Apples design philosophy
is based
on minimalism. It removes clutter both from its products outward
appearance as well as from their user interface. It is no
coincidence that Apple users rave about the exceptional user
interface of their iPads, iPods or iPhones. In addition, Apple
tries to exert control over the users experience with its products.
So, apart from the hardware, the company also develops the software
so that the user has the best possible experience. Pricing Apple is
usually referred to as the technology industrys high-price leader.
However, of late, the company has been offering its products at
lower price points in a clear effort to expand its market. Even so,
Apple, at the launch of its products, targets early adopters with
higher-than-competition prices. It initially adopts skimming
strategy and later launches lower-price versions with fewer
features (for instance, for the iPod) or launches a newer version
while continuing to sell older versions at lower price points (for
example, iPhone). Distribution Apple eschews big-box retailers.
Apple spends considerable resources to expand its stores so that it
can get its prospects undivided attention. Also, it allows the
company to exercise control over the sales process. According to
Yukari I. Kane and Ian Sherr in Secrets from Apples Genius Bar:
Full Loyalty, No Negativity, the staff at these full service stores
are in fact trained not to sell. They are asked to provide
solutions to customers pain points. The company has more than 300
Apple retail stores worldwide, with the majority of the stores in
the U.S. In California alone, the company has more than 50 stores.
The hype Apples promotion strategy is centered around creating
hype. The late Steve Jobs, founder of Apple, was known for hyping
up. His theatrical style and panache were successful in creating
excitement before the launch of Apple products. These efforts have
succeeded in making Apple products inspirational. However, Apple no
longer actually needs to do ANY advertising when it launches new
products, marketing chief Phil Schiller testified Friday in the
Apple v. Samsung patent trial in a San Jose, Calif., federal
court.
Instead, the company relies on these two strategies: Rely on the
media to create buzz for its products through positive reviews.
Product placement in TV shows and movies.
8. Distribution ChannelsInitially Apple wanted to control it all
with an iron fist. In an effort to expand its sales, they have been
slowly adding other distribution channels with high sales volume.
Such is the case with AT&T, Best Buy and now Wal-Mart. Wal-Mart
Stores Inc said on Friday it will start selling Apple Incs iPhone
on Sunday. Wal-Mart plans to sell the black 8-gigabyte iPhone 3G
model for $197. The 16-gigabyte model, in black or white, will be
priced at $297. All of the phones require a new twoyear service
agreement from AT&T Inc or a qualified upgrade. The move gives
Apple the chance to reach millions of Wal-Mart shoppers who may not
be as familiar with the companys products. The phones will be
available in nearly 2,500 stores beginning Sunday, December 28.
Despite the 2009 recession, Apple made significant alterations to
its products and also the company decided to change its strategy in
2010 to compete with Google, Microsoft and other companies. There
is a possibility that the company will open the iPhone to various
companies, also it will release an iPod Touch that will come with a
camera, broadening its retail footprint, launching the tablet PC as
well as releasing the Beatles catalog to iTunes. Despite the fact
that many tech carriers underwent losses because of the recession,
Apple achieved rising profits and revenue during 2009. Some
strategies for 2010 of the company are already known such as to
augment a number of retail stores. Also it plans to launch a tablet
PC. Apple has a lot of plans for 2010 that are possible to achieve.
AT&T is the only provider of the iPhone in the US that has
brought both advantages and disadvantages as well. The Smartphone
achieved big success in sales. It became known that the Smartphone
traffic has augmented by 5,000 percent for the last three years.
But still AT&T was criticized because the iPhone did not cover
in major urban areas like
New York City. Apple also has its network of stores, which gives
it a major advantage in distribution.
The company also buys components in bulk, so it is able to keep
the price lower than its rivals. Apple also has its network of
stores, which gives it a major advantage in distribution. Apple
fully understands that all aspects of the customer experience are
important and that all brand touch-points must reinforce the Apple
brand. Apple is expanding and improving its distribution
capabilities by opening its own retail stores in key cities around
the world in up-market, quality shopping venues. Apple provides
Apple Macexpert retail floor staff staff to selected resellers'
stores (such as Australian department store David Jones); it has
entered into strategic alliances with other companies to cobrand or
distribute Apple's products and services (for example, HP who was
selling a co-branded form of iPod and pre-loading iTunes onto
consumer PCs and laptops). Apple has also increased the
accessibility of iPods through various resellers that do not
currently carry Apple Macintosh systems (such as Harvey Norman),
and has increased the reach of its online stores. The very
successful Apple retail stores give prospective customers direct
experience of Apple's brand values. Apple Store visitors experience
a stimulating, no-pressure environment where they can discover more
about the Apple family, try out the company's products, and get
practical help on Apple products at the shops' Guru Bars. Apple
retail staffs are helpful, informative, and let their enthusiasm
show without being brash or pushy. The overall feeling is one of
inclusiveness by a community that really understands what good
technology should look and feel like - and how it should fit into
people's lives. Apple Brand Architecture