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PAMANTASAN NG LUNGSOD NG MARIKINACollege of Information Technology

Value Chain

BIT 305

Asuncion, Christian BienConcepcion, Christoper M.

Ignacio, Cheska Joy R.Maramot, Roniel D.

Ramiro, Mel Bernadette M.Sumil, Anna Liza Joan F.

Mr. Arvin F. Villodres

January 11th 2016Primary Activities

Inbound logistics:

Apple works with hundreds of suppliers around the globe and maintains a

highly sophisticated supply-chain management. Apple’s purchase

commitments typically cover its requirements for periods up to 150 days.

Apple’s Supply Chain Management

Supply Chain Management:

o Apple’s supply chain is among the most efficient and streamlined in

the world. To address this decision area of operations management,

the company uses automation of processes and regular monitoring of

suppliers. This monitoring evaluates supplier capacity and productivity,

as well as compliance with the Apple Supplier Code of Conduct. The

automation aspect serves as the main strength of Apple’s approach to

supply chain management.

Automated receiving systems:

o Apple has implemented sophisticated automated receiving systems to

speed up the receiving process and reduce facility footprint and storage

space requirements.

Delegate raw materials acquisition:

o Apple works with its OEM partners to delegate the raw materials

acquisition process but provides some supervision for quality control

purposes.

Scheduling:

o Apple Inc. applies this decision area of operations management through a

combination of automation and manual processes. Automation is used for

scheduling activities in the supply chain and production processes. On the

other hand, manual scheduling is used for individual Apple Stores and in

some aspects of Apple offices. The main aim of the firm in this decision

area of operations management is to maximize the capacity utilization of

facilities, equipment and human resources.

Inventory Management:

o In this decision area of operations management, Apple Inc. uses different

methods of inventory management, such as the serialized method for

effective tracking and control of Apple products. The company also uses

the first in, first out (FIFO) method, which ensures that most old-model

units are sold before new Apple models are released to the market. Apple

Store managers also handle the inventory management of their respective

stores.

Operations:

Apple operations are conducted by 92,600 full-time equivalent employees

and an additional 4,400 full-time equivalent temporary employees and

contractors. Majority of Apple’s “hardware products are currently

manufactured by outsourcing partners that are located primarily in Asia. A

significant concentration of this manufacturing is currently performed by a

small number of outsourcing partners, often in single locations”

Utilize OEM’s economies of scale:

o Apple outsources production to third-party OEM partners to utilize their

economies of scale while removing the burden of production

management from the firm.

Internal design:

o The design and conceptualization of current and future products is

done internally at Apple, utilizing industry-leading industrial design

teams and engineering knowhow.

Outbound logistics:

Apple’s net sales through its direct and indirect distribution channels

accounted for 28% and 72% of total net sales respectively.

Economical/stylist packaging:

o In order to save money on shipment and entice customers Apple uses

eye-catching packaging that takes up less physical space and weighs

less. This reduces shipping costs and environmental effect while

attracting customers to the firm’s products.

Apple Stores/Authorized retailers:

o To control the firm’s brand image Apple sells through first-party retail

establishments and through authorized retailers. Apple Stores act as

advertisements for the brand and provide a human point of contact

between the firm and its customers. Authorized retailers are held to

certain standards to protect Apple’s brand image.

Direct shipment:

o Apple.com online orders are shipped directly to consumers from

storage facilities in China. This minimizes inventory buildup in more

costly warehouse locations in the United States.

Marketing and sales:

Apple sells its products and services via four channels of distribution. Apple

marketing budget of USD 1.1 billion is spent on utilization of marketing

communication mix that integrates advertising, public relations, events and

experiences and direct selling.

Advertisements:

o Apple uses a series of television advertisements comparing the firm’s

products to competitors using a variety of direct and indirect methods

to build a lifestyle brand image. The ads are humorous and do not

emphasize cost or feature-by-feature comparisons, opting instead to

develop the firm’s image.

Retail locations/Flagship stores:

o Apple stores across the United States serve as living advertisements

for the company promoting the brand and lifestyle image. Flagship

stores, like the 5th Avenue New York store are an attraction drawing

visitors on novelty hoping to convert the visits into sales.

Secretive and selective unveilings:

o By keeping secrets about product releases and holding invitation-only

press events for product unveilings, Apple creates hype and

suspension around product launches.

Service:

Apple is famous for exceptional quality of customer services during all three

stages: pre-purchase, during the purchase and post-purchase. The company

maintains Apple experience centers in major cities around the globe where

anyone can use its products to become convinced about the quality. Apple

sales assistants are usually trained and polite young males and females who

are technically savvy and happy to demonstrate product features and

capabilities. Post-purchase customer service is also impressive with unique

iPhone trade-in programs that allow iPhone users to upgrade their phone to

newer models with additional payment.

Genius Bar

Apple stores house the ‘Apple Genius Bar’ where customers can talk with an

Apple specialist known as a ‘genius’ about problems with their device. This

human interaction with a first party service provider builds a rapport with

customers and offers a stark contrast to endless phone service calls.

Free consultation

Customers can bring in their device for a free consultation regarding issues

problems with no commitment, whether it is in or out of warranty. The

customer then has the option to pursue different avenues of resolving the

issue without an upfront charge.

People in Every Activity

Sourcing

Procurement Manager

The Procurement Manager position in conjunction with the internal business

partner is responsible for leading a team of Procurement Professionals

responsible for developing strategic category sourcing plans to support

infrastructure related technology and test engineering initiatives. The

position creates innovative sourcing options via research and analysis of

possible vendor sources, market conditions, spend history, and future

planning and leads cross-functional teams and builds supplier relationship

management strategies that maximize value and mitigate risk while ensuring

Business Team requirements are met.

Global Sourcing Manager

This high visibility position will act as Apple’s representative in drafting,

negotiating, administering and managing of a full range of Service-based

contracts. The GSM will work closely with external suppliers and internal

cross-functional partners in procurement, finance, legal and business teams

to ensure strategic initiatives are achieved.

Manager, Strategic Deals & Risk Management

Prepare various reports for management including business risk of

companies, industry analysis, and financial analysis

Mechanical Global Supply Manager

Supply Chain Management: Identification, development, negotiation and

management of existing and further development of Apple mechanical

suppliers.

Global Supply Manager

Our Manufacturing Design (MD) team is responsible for the sourcing,

manufacturing development, execution, and production of Apple's

differentiated and unique mechanical enclosures parts. Project Manager,

Environment, Policy and Social Initiatives

The Environment, Policy and Social Initiatives team is looking for an

Environment and Social Initiatives Project Manager to work with cross-

functional teams and external partners to champion, drive, and coordinate

new strategic environmental and social initiatives throughout.

Manufacturing

Manufacturing Magnetics Engineer

In addition the ideal candidate will coordinate validation, characterization,

qualification and continuous improvement activities, within magnetics,

between Apple internal teams and suppliers. The candidate will also be

responsible for program managing these various joint efforts and ensuring

that solutions are delivered on schedule.

Manufacturing Design: Advanced Process Development- Adhesives

Plan and execute process development trials using solid DOE principles,

sound technical judgment, and a desire to jump in and get hands-on

experience with the process.

Manufacturing Engineer

Process Development: Planning, proposing, and leading experiments to

produce timely and accurate analyses used to drive design, development,

and supply chain decisions. Assessing the suitability of a fabrication

technology for a given part design. Planning validation exercises to

demonstrate initial feasibility as well as manufacturing capability. Analyzing

results of validation exercises and provide technical recommendations.

Reviewing progress of development activities at supplier locations and serve

as point of escalation for critical process related issues.

Manufacturing Architect

The Manufacturing Architecture team creates and engineers the overall

manufacturing process and strategy for our products. We work cross

functionally with the world's best designers and operations team with the

ultimate goal of creating a process that is both design enabling and

operationally executable.

Warehousing

Software Engineer - Data Analytics

Design and implement services for automated data processing. Design and

implement web services for monitoring and control of the data-processing

services. Design and implement web clients to display and interact with the

web services. Reverse Supply Chain Program Manager

Work closely with the internal process management team to ensure

appropriate synchronization of efforts with business team, manage projects

from cradle to grave, providing cost-benefit analyses and return on

investment analyses, along with project status to the business

Logistics Manager

Receives assignments in the form of objectives and determines how to use

resources to meet schedules and goals. Provides guidance to subordinates

within the latitude of established company policies. Recommends changes to

policies and establishes procedures that affect immediate organization.

Works on issues of diverse scope where analysis of situation or data requires

evaluation of a variety of factors, including an understanding of current

business trends. Follows processes and operational policies in selecting

methods and techniques for obtaining solutions.

Logistics Strategy and Oversight

Develop and mentor staff to continuously improve skills and team

performance. Drive a culture of operational excellence throughout the

enterprise. Maintain cross-training program to assure highly qualified

backups for every function.Coordinate and lead logistics managers at each

site and inventory management staff (through dotted line relationships)

located at each site to achieve enterprise-wide objectives.

Distribution

Business Affairs Manager, Apple Music

The Business Affairs Manager will function as a liaison with Apple’s Music and

iTunes marketing, Business Affairs and Legal teams to understand what the

deliverables are, and how the content will be used in each piece, in order to

negotiate appropriate content usage rights. The Business Affairs Manager will

also collaborate with Apple’s national advertising agency on all advertising

legal related matters.

Senior Physical Design Engineer

Work with logic design team to understand partition architecture and drive

physical aspects early in design cycle. Complete netlist to GDS2

implementation for partition(s) meeting schedule and design goals. Timing,

physical & electrical verification, driving the signoff closure for the partitions.

Resolve design and flow issues related to physical design, identify potential

solutions and drive execution.

Data Center Shipping and Receiving

Supervises the shipment or receipt of outgoing or incoming materials, parts,

or products.Maintains accountability for receiving, storing, and delivering all

incoming shipments.Manages the shipping dock by following and enforcing

standards and procedures while complying with legal regulations.Ensures the

accuracy of all receiving documents and gathers and matches forms (PO,

packing slip, computer printout) relative to receiving activities. Studies the

shipping and receiving processes for effectiveness. Examines outgoing

shipments to ensure shipments meet specifications.Maintains inventory of

shipping materials and supplies.

Supply Demand Execution Specialist

Analyzes backlog data in relation to posted allocation direction and be able to

execute with minimal supervision. Maximize daily billings per posted

allocation direction. Provide program support and make routine allocation

decisions to ensure .com quotes are met and achievement of revenue goals

Executes allocation in support of established operational metrics.

Business Sales & Marketing Program Manager

Managing and posting content to a sales training content management tool

that is part of a key initiative to improve the sales skills of channel partners.

Managing and tracking sales training content in an editorial calendar. Assist

in managing training event planning and execution.Testing new content and

app features, identifying system issues and communicating to developer to

ensure an outstanding customer experience in our channels.

Workforce Management Analyst

Review / create / manipulate forecasts to predict call volume and work load

distribution based on an analysis of historical trends and external

factors.Determine the appropriate staffing levels that are needed on a weekly

basis to achieve target service levels. Manage all of phone time ensuring

service delivery and budgeted shrinkages are accounted for. Partner with call

center management and training team to manage all offline requests.

Physical Design Engineer

Work with FE team to understand chip architecture and drive physical

aspects early in design cycle. Work with physical design team, drive

methodologies and “best known methods” to streamline physical design

work, come up with guidelines and checklists, drive execution, and track

progress.

Be focal point for place and route drive the work among place and route

engineers, set goals and milestones, plan short and long-term work,

understand dependencies between different domains like top, STA, block

place and route.

Return

RF Metrology Engineer

He/she will develop and optimize precision test equipment used by RF

automation systems to test Apple’s newest products including iPhone, iPad,

Mac and others for different wireless technologies. With an analytical mind,

the successful candidate will design calibration and test systems for the

product and track down sources of measurement error to the last 0.1dB.

Senior Project Manager - Retail Operational Initiatives

Provide technical leadership and superior project management (from

initiation to closure) on multiple, concurrent projects, including both small-

and large-scale Apple Retail initiatives related to store systems, in-store

servers and hardware, network and infrastructure projects, system

management, device tracking, etc.

OPERATIONS

Product Design

Product Design Engineer - Develop, design and prototype new technologies

and determine suitability of the technologies in Apple products. We are

looking for curious, motivated, detail oriented, collaborative engineers with

versatility and flexibility. You will have a wide range of responsibilities in

exploring, assessing, developing, modeling, designing, prototyping

technologies for use in Apple products.

Developing and Testing

Senior Software Architect - Apple, Inc is looking for a highly motivated,

entrepreneurial, and hands on, Senior Software Architect to join the iTunes

Process Engineering team. You will be a key part of shaping the future

architecture of iTunes services.

Embedded Firmware / Software Engineer - Apple is looking for an

exceptionally talented embedded firmware engineer. In this position, you will

use your C programming skills and EE skills in a variety of tasks that enable

the development and verification of Smart Battery Systems (SBS.)

Responsibilities include developing and debugging embedded systems to

enable special battery testing functions and troubleshooting system software

issues. The ideal candidate is an excellent C programmer with a solid EE

background.

Software Engineer in Test - Play a part in revolutionizing how people use their

computers and mobile devices. Create groundbreaking technology for testing

algorithmic search, machine learning, natural language processing, and

artificial intelligence. Collaborate with the teams creating the most scalable

big-data systems in existence. Join the Apple Search team!

Software Development Engineer in Test - Customer Systems - This position

will be responsible for designing robust test plans with a broad system

understanding and in close collaboration with development and product

management. In addition, they will be responsible for:

Communicate status and quality metrics to all project status stakeholders in

a timely manner. Drive issue resolution.

Refine and expand existing test automation infrastructure and strategies with

a focus on configurability, scalability, low complexity and reuse.

Define automation best practices for team and mentor junior team members

on automation techniques and technology. Perform peer code reviews

Champion best software testing practices within the team and evangelize

across the organization, software development practices that improve

software quality.

Be hands on. Participate in various testing activities, including manual

testing, automating test cases and troubleshooting issues.

Sales and Marketing

Marketing Manager - Surgical Intelligent Device

Our client, the World leader in Medical Device manufacturing, has an opening

for a Marketing Manager for their location near Atlanta, GA. As a Marketing

Manager you will be responsible for coordinating and managing all marketing

activities for one the company’s robotic diagnostics platforms for the US

market, in coordination with the Director of Global Market Development,

Product Manager for the product, Sales Training, Professional Education, as

well as the Global Marketing team.

Strategic Marketing

o Help create the Regional Strategic Marketing Plan, in alignment with

Global Marketing plans and take ownership of the execution of all facets of

that plan.

o Develop strong relationships with representatives from all major internal

and external functions and influencers who have direct impact on the

success of current and potential products and services.

Marketing writer - An expertise with writing succinct and engaging

headlines and teasers is a must, as is taking sometimes complicated

technical concepts and making them sound simple and elegant. You need to

be a brilliant writer, a self-starter, a problem solver, and a talented

communicator with a passion for excellent copy and collaboration with

creatives and marketing heads around the world. You’ll need to lead

brainstorming sessions, partner with design, and collaborate with business,

marketing, product, and other teams to refine (and refine and refine) copy as

needed to make sure our messaging is pitch perfect.

Business Sales & Marketing Program Manager - Key member of a marketing

team responsible for commercial channel sales enablement. You’ll help

manage the program, provide executive reporting, manage the content

roadmap and content distribution to participants. You’ll collaborate with other

team members to plan and execute all aspects of the enablement program.

Business Affairs Manager, Apple Music - The Business Affairs Manager is

responsible for building and maintaining entertainment industry relationships

to develop content and secure intellectual property rights clearances in

connection with content development and the marketing of Apple Music. This

content is used in Apple global iTunes marketing communications including

within Apple Music, web, retail, direct marketing, events, broadcast and

online advertising, social media and channel partners.

Business Development Manager

Identify and create strategic pipeline of prospective partners with scalable

approach to increase merchant adoption of Apple Pay. Successfully navigate

partner landscape to identify key decision makers and negotiate deal terms

to close. Participate internally on cross-functional teams to define partners,

product requirements, negotiation strategies, integration and testing plans

and go-to-market launch programs. Continually manage partnerships

delivering new feature enhancements and ongoing support to drive customer

trial and usage. Provide regular communications to internal teams regarding

partnership strategy and results. Travel is required.

Outbound Logistic

Packaging

EPM Manager – Packaging - responsible for the team that manages the

development and implementation process within the Packaging Design team

Packaging Engineer – SiP- Responsible for System in Package development,

qualification, and volume production.

Distribution

Warehouse Shipping/Receiving - Receiving Clerk will perform a variety of

tasks which include but are not limited to picking and restocking parts for

distribution. FORKLIFT EXPERIENCE REQUIRED. Climb up and down movable

step ladders and stairs with packages. Operate and ride a freight lift.

o Warehouse Operator - Perform regular warehouse tasks as receiving,

handling and distribution of packaging components, and finished products

shipments as described in pertinent SOP s.

o Perform inventory reconciliation, both, physically and in the computer

systems

o Perform receiving entries at PRMS

o Verify materials receiving information at GSQ system

o Prepare receiving reports

o Handle MRO s receiving, distributions records

o Prepare reports and performs special assignments as per Supervisor

requirements.

o Receive, record and identification, storage and shipments of finished

products

o Receive record and distributions MRO s

o Perform inventory reconciliations

o Warehouse Manager - Responsible for maintenance of warehouse

equipment, providing both preventive maintenance programs and all

necessary repairs. Ensures that the warehouse personnel have safe,

efficient equipment in order to perform the distribution functions.

o Responsible for the progressive disciplinary process in the area of

counseling, oral and written warnings; ensures a productive labor climate

in the warehouse operation.

Services

Expert - Retail Sales and Customer Service Lead - introduce people to the

exciting world of Apple, turning curious visitors into loyal customers. You

thrive on interactions with team members as well as with customers. And you

get great satisfaction from helping people develop lifelong relationships with

Apple every day.

At Home Advisor - Customer Service and Support - a problem-solver and

amazing with customers! You’re enthralled by the way things work, and have

the ability to multitask across systems and applications, analyze and resolve

a variety of complex issues, and comfortably navigate an iOS/MAC

environment (Windows, a plus). You have excellent verbal and written

communication skills, as well as the ability to effectively prioritize and

manage your time.

Technology

Sourcing

Why Apple obsessed to outsource its production line to other countries,

especially in Asia? Steve Jobs once claimed that it was not because of the

cheap labor in Asian countries, but those factories could produce much faster

with quite a large scale and flexibility. One of Apple’s well-known suppliers is

Foxconn, which is a Taiwan company. They can produce thousands of iPhones

each day with relatively lower cost of labors. Apple also found another

supplier, Pegatron which is also a Taiwan company, to produce iPad and

some versions of iPhone. Apple has already had so much outsource suppliers,

why the scales of suppliers still keep increasing?

There are four reasons:

o Risk Diversification. With the aim to build a stable supply chain, multiple

suppliers can help Apple react faster to problems or disruptions and

become more flexible.

o Capacity Management. The demand of Apple product has increased,

especially from two large emerging markets, China and India. 10 million

units of iPhone 6 and iPhone 6 Plus were sold in the first weekend. Apple

needs to increase its capacity more quickly to meet the demand.

o Margins Sustenance. With multiple suppliers, Apple could increase the

bargaining leverage in order to maintain the low cost and high level of

profitability.

o Supplier Innovation. New suppliers are more willing to invest capital to

improve operation efficiency and high quality of product to obtain reliance

from customers. Apple can easily benefit from the growth of new

suppliers.

Even though outsourcing effectively helps the labor reallocation and

specialization of the company, with such amount of suppliers, Apple also has

to face potential risks. For example, the labor problems happened in China:

low wages, excessive overtime, dangerous conditions, etc. One solution is

that Apple increase the wages of high tech labors and improve the working

conditions, which will significantly increase the cost of production and shrink

the profit. Or Apple could move its major assembly factories to other low-

wages countries, such as Vietnams, Philippines, but it has high transaction

cost to switch suppliers. So what will be the best practice of Apple to choose

suppliers in the future? What will Apple do to face the potential risk from

suppliers and make its sourcing strategy?

Choosing a supplier the first step any supplier should take in seeking

opportunities to do business with Apple is to register with our Supplier

Information Database. If your company registers with SID and there’s a need

for the type of products or services you provide, an Apple procurement

professional can then contact you to explore potential opportunities.

Manufacturing

Zeiss Contura G2

Our Contura G2 from Zeiss uses VAST scanning technology to enable form

inspections at maximum speed with high-quality measuring results. Process

changes are detected at an early stage, high production quality is ensured

and rejected parts are reduced.

Makino a51 MMC2 Automation Module

The newest addition to our facilities line is the palletized machining center

system, known as Makino MMC2 automation module. This is configured with

two Makino a51 machines.

Mori Seiki NZ 2000

The Mori Seike NZ 2000 is our newest multi-axis machine. It represents our

commitment to keeping our facilities operating with the latest technology in

mass-production machining. With three spindles capable of running three

independent programs, the NZ 2000 reduces the production time needed for

your parts and components.

Warehousing

Automatic Data Capture

ADC technology, which includes bar codes and radio frequency data

communication (RFDC) systems, is another efficiency-enhancing solution that

has already improved warehousing operations in the foodservice industry and

in consumer goods distribution. By implementing this rapidly evolving

technology or expanding its use in your distribution center, you can expect

order fulfillment accuracy gains and labor cost reductions.

Voice Technology

Voice technology also answers the need to increase worker productivity. This

technology—in which a computer is able to identify speech as well as give

"spoken" instructions—is muscling its way into the warehouse because it

frees up workers' hands so their workflow is uninterrupted while they

communicate with a computer. This technology improves such operations as

parts inspection, put away and order selection. Typically, it's used with an

order management or warehouse management system (WMS). It takes data

from these systems, synthesizes it into speech, and then transmits these oral

instructions to workers via headsets. The workers, in turn, speak into

microphones to verify that tasks have been completed

Organizational Chart

Narrative Report

When you think of an IT organization that is on the top, you will wonder first what's

in today when it comes to technology. In mobile phones and tablets, the first thing

that will come in your mind is Apple because of its high quality and popularity. And

when it comes to computer parts, probably you'll think of processors. And the

organization that comes first to our minds is Intel. These Apple and Intel are the

most popular in their own field.

Our group collaborated through group chat at Facebook’s messenger so that we

don’t need to have an overnight. One of our members suggested that what if we

have a pole, suggest an IT organization then we vote what we’ll use. Then two have

suggested Apple and Intel. The thing here is what’s with these two and they choose

it? The reason why they choose this is first, Apple is so popular in our generation;

Phone, Tablet/Ipad and even laptop. And last, Intel because the organization we

must use is an IT organization that sells IT products like processors. In the end, our

group chose Apple as our IT organization.

A little trivia: Apple Company uses Intel’s processor for Mac since 2006.

Apple is the world's largest information technology company by revenue, the

world's largest technology company by total assets, and the world's second-largest

mobile phone manufacturer. It is founded by Steve Jobs, Steve Wozniak, and Ronald

Wayne on April 1, 1976.

After knowing what organization what we will use – Apple Inc. Here are our steps to

know what the Value Chain of our chosen organization is.

Step #1 : Identify its Primary Functions

Inbound Logistics is the receiving and warehousing of raw materials and their

distribution to manufacturing as they are required. Operations: the processes of

transforming inputs into finished products and services.

Operation is an area of management concerned with overseeing, designing, and

controlling the process of production and redesigning business operations in the

production of goods or services. It involves the responsibility of ensuring that

business operations are efficient in terms of using as few resources as needed and

effective in terms of meeting customer requirements.

Outbound Logistics is the warehousing and distribution of finished goods.

Sales and marketing is vital for successful business growth. "Selling" or making

sales consists of interpersonal interaction-the one-on-one meetings, telephone calls

and networking-that you engage in with prospects and customers.

Service is a general term that describes work that supports a business but does not

produce a tangible commodity.

Step #2 : Identify the people directed on the Activity

Every function in one’s organization has its own work. It is called Division of work.

Division of work is base on skills. The worker must be knowledgeable enough for the

work to be successful. And Apple organization has a lot of skillful and

knowledgeable workers that’s why they’re on top.

Step #3 : Identify the technology would be using, what would it be and

justify.

In an organization, for ones process to be achieved successfully there is a

knowledgeable worker behind it. And every worker behind it has a technology used.

It’s phone, tablet or/and personal computer (pc). In Apple organization here’s the

list of their technology that is being used by the workers:

- Zeiss Contura G2

- Makino a51 MMC2 Automation Module

- Mori Seiki NZ 2000

- Automatic Data Capture

- Voice Technology

Step #4 : Create an Organizational Chart based on what you gather.

Based on what we've gathered about the people in specific activity of value chain,

we have created an organizational chart based and leveled on their skills and

knowledge and their position.