Corporate Responsibility and Marketing Strategies
The need to ensure effective corporate responsibility in the operation of a business enterprise is vital owing to the need to constantly improve the public image of the organization. Corporate responsibility entails involvement in activities of societal interest. Among these vital activities may include conservation of the environment besides sensitizing the community on the need to undertake measures that are environmentally friendly. Tax responsibility is also a corporate responsibility that organizations often struggle to achieve. Adherence to these tax regulations will ensure that the firm is in good operating ties with the existing authorities. Failure to adhere to these regulations may cause the firm as the authorities may consider terminating the operations (Werther & Chandler, 2011). On the other hand, the level of success of an income generating organizations highly depends on the marketing strategies adopted. Promotional activities assist the organization in increasing their sales volume as a result of awareness creation. In addition, the public image of the entity will also be improved through marketing techniques that presents the firm as the best in the industry. The competition within the industry will also be heightened by the types of marketing methods adopted. As a result of this, companies often strive to adopt more superior marketing options in comparison to their competitors. This will ensure a competitive advantage for the firm hence efficiency. The paper will majorly focus on the operating aspects of Apple Company with regard to corporate responsibility and marketing activities.
Ethical considerations have been a pertinent issue in the procedures of most enterprises as it affects a number of stakeholders. In light of this, organizations have set ethical standards that should be achieved by every action within the premises of the business (O’Grady, 2009). Apple Company, an American multinational company located in California has constantly made attempt to assume the required ethical considerations in its operations (O’Grady, 2009). Ethical aspects in regard to the consumers have shaped a number of operations of the firm. Reports released in 2013 shows the company’s position in the strive to improve the working conditions of its employees. Being an electronic producing firm, the production process entails emission of dangerous effluents that are harmful to the lives of employees. In bid to curb this challenge, the management of the organization has considered management of gas absorbers within its premises. In addition to this addition to this adoption, the firm has often considered training programs to employees with an aim of reducing operational risks (Lüsted, 2012). These trainings are employees safety centered that have in the past helped in preventing a number of risks in the course of employees’ performance. It is general requirement for companies to ensure its employees against any risks possible in the course of their task execution. Apple Company has fully taken this aspect into consideration by bringing on board various covers for the employees. In an event that an employee is hurt in the course of his organizational duties, the insurance policies fully cover the expenses. Apple Company contributes to these insurance policies by remitting the required premiums. However, in 2012, the company faced a major blow by witnessing the demise of few of its employees in their lines of operation; the firm reacted to this by compensating the bereaved families.
Apple Company has also considered employees’ remuneration pertinent in their ethical standards. Favorable employment terms to employees have aided the effective performance among employees besides respecting individual rights of the company’s workers. The process of ensuring desired terms for the employees begins at the selection process where individuals, qualifications are the basis of the selection process. All the applications are equally considered and the best are absorbed. The management of the organization strives to eliminate cases of favoritism in the selection process. This is then followed by the presentation of remuneration plans that majorly targets to achieve motivation of employees. In comparison to other multinational electronic companies, the numeration plans of Apple Company are considered more favorable. The facet has significantly improved the quality of the services through keeping the employees motivated.
Environmental ethical standards are another aspect that has been central in the procedures of the company. In regard to pollution, the firm has established treatment plans in number sites in various countries where various parts of its products are disposed without causing harm to the environment. Assembling plants that utilizes the disposed parts of the company’s products has also been established to further curb any aspect of disposed parts being spilled to the environment (Karake, 1999).
Ethics Violation by Supplier
The revelation in August 2014 that one of the suppliers to Apple Company, Pegatron, has consistently violated the Chinese and international labor laws greatly compromised the image of Apple Company. Since Pegatron is one of the major suppliers to Apple Corporation, the allegations that the supplier had held salaries of a group of employees risked jeopardizing the purchase procedures of the Apple Corporation. Owing to fear of distortion of the firm’s image, the management of Apple attempted to intervene through compelling the supplier to respond promptly to the allegations (Lashinsky, 2013).
In order to prevent future malpractices by key suppliers, the management of Apple Company can adopt measures that will ensure that the suppliers adhere to the existing wage and benefits standards. Initially, the company can adopt operational ethical standards that all suppliers must adhere to before being confirmed to deliver services to the company. Among these standards should be prompt settlement of all obligations. Thorough tender vetting process will help in ascertaining that all the considered suppliers of the firm have adhered to this vital ethical aspect. Secondly, another strategy that the corporation can consider to ensure adherence to the existing wage and benefits standards by suppliers is through ensuring control of these suppliers. Among the measures of control include purchase securities of these suppliers. Through ownership of shares of these suppliers, Apple Company will be part of the decision organs of the company (Lüsted, 2012).
The pricing techniques adopted by the corporation are central in influencing the sales volume of its products. Among the pricing methods that the firm constantly adopt include price penetration and price skimming. The organization mostly applies the use of price penetration in the event of new markets access. This is in order to entice customers with the low prices of the products. However, in case of improved quality of the offered products, the company often adopts the use of price skimming in order to reflect the improved quality levels. Increase in the prices of the commodities at times can affect the volume of the realized sales (Werther & Chandler, 2011). However, in the event of improved qualities, increase in product prices will not negatively affect the sales level. In addition, owing to the nature of the products offered by company, goods of ostentation, an increase in price will generally be interpreted to be as a result of new integrated aspects hence encouraging more purchase.
Technological integration has been pronounced in the marketing strategies of the organization. Specifically, the use of computing devices has been central in strive to maximize effectiveness and market reach. Before adoption of any marketing option, the company often considers extensive market analysis to identify the best method that will conform to the existing market aspects. Market analysis includes industry analysis where the operations of competing are critically examined. Through these facets, marketing methods assumed by the corporation are normally superior in comparison to those used by competing firms (Karake, 1999). Online marketing is highly valued by the company as a promotional measure. The strategies entail the use of various social platforms to create awareness about the existence of the products. In the past, the use of facebook has intensely been adopted by the corporation. Through these created platforms, Apple Company has achieved constant communication with its potential customers. Constant communications has made it possible for the organization to be aware of the changing market aspects thereby tailoring their productions to meet these demands. In addition to the constant communication, the media allows for customers to request for delivery of goods and even make online payments. Online marketing aspects are also achieved through the website of the organization. The platform highlights all the products offered by the organization and allows potential customers to show their interest in making purchases (Karake, 1999). The sites are supported b y a user interface that collects relevant information from customers. The use of online marketing strategy is adopted in close reference with the targeted market segment. For effectiveness of the plan, division of the market into indivisible groups of customers is highly vital (O’Grady, 2009). The use of social sites is basically regarded in attempt to reach the young generation. On the other hand, the use of electronic media for advertisement activities is often designed to reach out for the aged individuals.
Secondly, due to global operation, Apple Company has considered certain forms of international practices in bid to promote the product of the company. Through sponsoring a number of international activities, the company has promoted most of its products. In the 2010, World cup, held in South Africa, Apple Company was one of the major sponsoring partners. Through the activities, the company realized a significant increase in the volume of sales. Publicity has been a core aspect in the marketing options of the organization. Other international activities such as Olympics witnessed the organization rally its support. Embracement of foreign direct investment in various nations can also be attributed to the ever growing volumes of sales. Apple Company has in the past adopted the use of mergers and acquisition as a marketing strategy. Partnership programs with various distributing companies have effectively aided the publicity agenda of the corporation in various markets.
Due to the stiff competition in the global electronic industry, there is need for management of Apple Company to adopt actions that will allow them a competitive advantage within the industry. Embracement of advanced and current technologies in the company’s production has greatly allowed the enterprise to enjoy market power over a long period of time. The production of high series of ipad, iphone amongst other electronic gadgets was a major boost to the company (American Bar Association & Center for Professional Responsibility (American Bar Association). 2007). Competitive analysis is highly regarded in the choice of the technology to be adopted. Activities of competing firms such as Nokia, Samsung and Tecno are initially analyzed before coming up with the company’s technological adoption. In addition to this analysis, the existing trends in the market are extensively researched on so as to integrate technologies that are in the interest of customers .Through the various forms of analysis before technological adoptions; the institution has often been rated highly in terms of technological embracement.
Secondly, Apple Company achieves competitive advantage through its personnel aspects. Competitive selection processes adopted by the firm assists in resulting with the best and more qualified personnel. The extensive recruitment process of the company subjects the applicants of various positions to an array of test programs thereby eliminating the less qualified. Both internal and external sources of personnel are both combined to guarantee a wide range of selection. External sources involve outsourcing best performing individuals from other competing organizations. The company in most circumstances has experienced performance rivalry with Nokia due to outsourcing of employees form Nokia. Outsourcing of employees is further made possible through the favorable remuneration plans offered. Apart from the extensive selection procedures, training programs to new recruits is an option that always ensures that all the employees of the organization have good mastery of their defined roles. Training programs helps in limiting the performance mistakes that could arise in the course of execution of roles. After every accounting period, the organization always considers conducting performance appraisal that points out to the challenges manifested during employees’ performances. Training programs are then tailored to meet the existing needs pronounced. Constant customer- company interaction is also another important source of competitive advantage (Lashinsky, 2013). Customers’ loyalty to the company is gained through various offers allowed that include; credit facilities, advisory services and after sale services contributes to the strong ties with the company that greatly influences the overall sales. The past success of the organization that has been achieved over the years is attributed to competitive advantages gained through the various peculiar strategies.
In summary, it becomes evident that global operation of any enterprise entails a number of factors that organizations should be keen to identify and integrate in their operations. In order to gain efficiency and effectiveness in the operations, there is need for a company y to consider corporate responsibility. Indulgence into activities that are in direct assistance to the society will be key in achieving corporate responsibility. Proper identification of these facets of corporate responsibility will therefore aid in achieving this aim. Pollution is pronounced to be key factor in achieving corporate responsibility. Organizations should therefore highly consider healthy operations that help in maintaining a healthy environment. In addition, the discussion makes it manifest that marketing options are vital in determination of the level of success. The marketing section of the firm should properly identify the best promotional methods that are more superior to those assumed by competing organizations. Promotional methods should also be designed in order to position the firm as the best in the market. Through this the company will realize increase in sales volume besides improving the public image of the institution.
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Lashinsky, A. (2013). Inside Apple: How America’s most admired–and secretive–company really works. New York: Business Plus.
O’Grady, J. D. (2009). Apple Inc. Westport, Conn: Greenwood Press.
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