Executive Summary

In this paper, I
will include an assessment of a business organization that is well known. I
will apply the lessons learned in this course to my paper from ‘Strategic Thinking’,
‘Emotional Intelligence’, ‘Organization Culture and Climate’, ‘Problem
management and decision making’ and ‘ Strategic Planning’ to illustrate how
Apple becomes the leading company in the technology world.


Apple Introduction

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Apple Inc.

is an American multinational technology company that designs, develops and
sells consumer electronics, computer software, and online services. Apple was
founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April 1976to sell
personal computer at first. Apple went public in 1980. Job resigned from Apple
and created his own company. Apple has 123,000 full time employees as of
September 2017 and 500 retail stores in 22 countries as of December 2017.


Strategic thinking-Apple


Strategic Thinking
is an examination of the environment and is an intuitive and creative process that
results in the fusion of issues, patterns, interrelationships and

Creative Thinking-
It involves thinking in new, innovative ways while capitalizing on imagination,
insight, and novel ideas.


Apple’s products
are always different from their competitors’ products because they always have
strategic thinking. Steve Jobs applied his strategic thinking by focusing on
people’s needs and desires and caring about the looks and the function of the
products. They focus on user experience, unlike their competitors. They know
how to strengthen and develop their customer relationships.

Apple is always
enthusiastic about trying new ideas instead of sticking to the old ones.  Tim Cook is always willing to actively
participate in social environment; he thinks it can help him and Apple with
strategic thinking. By 2020 Apple plans to build 200 megawatts of solar power
in China to offset the electricity use.

In order to
encourage Apple employees to think differently, Apple had its first $10 billion
budget for R in early 2016 and $2.8 billion in Q4, with a total of early
$10.5 billion for a whole year, focusing on in-house technology development.

Apple only does a
small number of things and does them well. After Steve Jobs returned to Apple,
he slashed 70% of the Apple’s product line to focus on small number of products
and made them unique.

In 2013, Apple
unveiled iBeacon. Which was built on Bluetooth Low Energy and can enable more
accurate location tracking than GPS. This technology can be a big move for
mobile payments, a promising field for ecommerce. Although Apple didn’t invent
beacons, but it opened up a common technology and app developers could use.



Emotional Intelligence


How leaders handle
themselves and their relationships; the ability to perceive, control and
evaluate emotions.

Self -Management

Self-control: Managing your
disturbing emotions, even channeling them in useful ways

Transparency: Living your values-
being open and candid with others about your feelings, beliefs and actions

Adaptability: Juggling multiple
demands without losing focus or energy


Tim Cook has high emotional
intelligence.  He focused on what he
wanted in a product and not worries about how to implement it. He knows how to
motivate himself and other people, allowing them to come up with creative ideas
and build the product. He trusts people around him. He is good at communicating
with others, listening to what they want to tell him and conveying his thoughts
to them too. He understands that sometimes he has to take some risks because he
sees the opportunity to succeed. Also, he values customers and he always goes
to Apple stores to engage with customers. Last but not least, he believes in
himself and Apple, but he is always willing to accept criticism from other
people and take actions immediately to whatever he needs to.

The other example
of Emotional Intelligence of Tim Cook is that he is good at taking risks. He
believes that the intuition is very important, we shouldn’t just try to be an
analytical person, but good intuition can help make the right and smart
decision. Intuition is developed with experience and it is also important to
collaborate with people so that you can also learn from them, which helps you
build your own intuition. During his first year as the CEO of Apple, he led
Apple generate more than $156.5 billion in revenue and $41.7 billion profit. He
has been doing a good job of expanding iPhone’s user base and build good
partner relationships with other big companies such as IBM and Cisco, which can
provide Apple with specialized applications. He also helped Apple enter new
fields, like the wearables market, the Apple Watch.



Organization culture and climate


According to Shein,
The essence of culture is its core assumptions and established beliefs. This
core reaches outward through values and behavioral norms that are recognized,
responded to, and maintained by members of the culture. The values and norms,
in turn, influence the choices and other actions taken by cultural members.

Finally, culturally guided actions produces artifacts.


Steve Jobs was
known to fire employees who didn’t meet his expectations. This tradition
continues under Tim Cook. Apple believes only the right people can come up with
the right products. Apple also values creativity.

Also Apple has high
level of secrecy. There was a news about an Apple engineer got fired because he
showed his daughter the new iPhone X before it was released and his daughter
posted a video about iPhone X to YouTube. His daughter visited her father on
Apple’s campus in Cupertino and he handed her his iPhone X. The her daughter
recorded a video about the iPhone X and posted to YouTube. Apple is known for
zero tolerance for early disclosures so they fired her dad.

Last but not least,
think different. That’s why Apple only hires the creative employees. They can
always come up with unique products and help customers with their questions.

Apple has a diverse workgroup which includes all talented people in the world.

The other example
of Apple’s organizational culture and climate is that Apple Campus has
beautiful view, with grass and sidewalks. They also provide a cafeteria to the
employees and clients. It is located at the corner of Bandley and Alves Drive
in Cupertino. You can get different kinds of amazing food for breakfast, lunch
and dinner, such as American, Japanese, Mexican etc. Apple care about employee
and their well-being. They not only care about their products’ quality, but
also about their food’s quality. They want their employee to feel happy and
relaxed after a day’s work at Apple.



Problem management and Decision-making


Problem Management-
Activities required to diagnose the root cause of incidents and to determine
resolution to those problems

Decision Making-
The thought process of selecting a logical choice from the available options.

When trying to make a good decision, a leader must weigh the positives and
negatives of each option, and consider all the alternatives.


Quality Management-
Apple has high quality standards about their products and their service. Apply
also has an efficient supply chain in the world. They have strong relationships
with their suppliers. Apple began innovating on the supply-chain system upon
Steve Jobs’ return in 1997. Now by using inventory tracking systems, Apple make
sure their suppliers provide everything they need with good quality. Apple
requires many key suppliers to keep two weeks of inventory within a mile of
Apple’s assembly plants in Asia.

There were some
issues with iOS Management Tools dated back in 2013. Then in February 2014,
Apple made big improvements already, for example, changes to its Device
Enrollment Programs, Volume Purchase Program and the Apple ID. It offered new
options for device management, which solved many issues and met the needs of

The other example
is that dates back in 2012, Apple had suffered from its Foxconn Problem. The
FLA found several violations at three Foxconn factories in China with
overworked employees and unsafe working conditions. Tim Cook and his lead team
had good Foxconn damage control, which made Apple eneded with five savvy months
of PR clean-up. Apple fixed the issues by closely monitoring them and
implementing solutions to improve the conditions. Foxconn committed to bring
its factories to be in compliance with FLA standards and pay fairly to its



Strategic Planning


Strategic planning
is clarifying the overall purpose and desired results of an organization, and
how to achieve those results.

strategic planning is vision-based or goals-based, in which an organization
identifies the results they want to achieve in the future. They develop a
vision of what the organization and its customers or clients will look like at
some point in the future, and then articulate what they have to do to achieve
that vision.

Another definition
of strategic planning is an organizational management activity that is used to
set priorities and focus, and to ensure that employees and other stakeholders
are working toward common goals, and assess and adjust the organization’s


Apple’s current
mission statement as of 2017 is ‘Apple designs Macs, the best personal
computers in the world, along with OS X, iLife, iWork and professional
software. Apple leads the digital music revolution with its iPods and iTunes
online store. Apple has reinvented the mobile phone with its revolutionary
iPhone and App store, and is defining the future of mobile media and computing
devices with iPad.’

Apple has a
successful strategy on iPhone X, a revolutionary mobile phone. It has whole new
feature, with 5.8” OLED screen display, Fast A11 Bionic processor, Glass body,
Face ID, new swipe, Animoji etc, which clearly indicates that Apple focus on
its fun features.

Before releasing
iPhone X, it was said that Apple would have extremely short sully until well
into 2018, which made people even harder to walk away from iPhone X and also
Apple unintentionally delayed the sale of the iPhone X, which boosted the sales
of iPhone X successfully later on.

It also used the
strategy of releasing not-so-innovative iPhone 8 first to make customers
waiting and wanting more for the much more innovative iPhone X.




Apple Inc., as one
of the leading technology companies in the world, has been constantly evolving.

They care about innovation and user experience. Their strategic thinking, the
unique problem management and decision making, Tim Cook’s Emotional
Intelligence and Apple’s strategic planning, all contribute to its long term
success. Apple is also good at pairing new technology with innovative business
models, which helps bring more revenues.





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