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Apple Incorporation: International Marketing


“Top bosses are often eager to try out the latest management theories and while they can be beneficial, often they become ‘flavor of the month’ and then thrown out of the window” (Daft, 2011).The key managerial functions however, remain defined and important regardless of how they are applied. The four functions are: planning, organizing, leading and controlling. The functions are left to managers who exist in every business. These functions all serve an important role in achieving their management visions and their companies’ goals.

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Application in Apple Inc.

Apple Inc.’s organizational structure is a non-traditional one with a very informal and non-hierarchical arrangement. The organization is divided into teams and departments, each with a team leader. The company is led by their CEO Steve Jobs. The corporate headquarters is in Cupertion, California and most manufacturing is done in China.


“The first component of managing is planning and a manager must determine what an organization’s goals are to achieve them” (Daft, 2011). Apple Inc.’s planning is based on the company’s vision and mission statement. With over 30 years existence in the business, the company has had to do so many adjustments on its strategy to fit the current market needs and business environments. Oppenheimer, the groups Chief Financial Officer, is part of a team that is responsible for ensuring proper allocation of resources between its different products such computers, software and its newer products such as iphones, ipods and Apple TV. Principle activities in the company include designing, manufacturing, and marketing.


Managers are responsible for organizing a company’s resources, people and responsibilities (Daft, 2011). Apple’s CEO Steve Jobs oversees the overall organization of the business by having all vice presidents report to him. Major departments in the company include industrial design, software engineering, finance, sales, marketing, human resources. It is the managers’ responsibility to know how many people and resources are needed for a particular task in a department. When this is lacking, it means their supervisory responsibilities are failing.


A leader is supposed to not only give directions but also motivate his/her team to meet a business’ goals. Apple Inc., through their leader Steve Jobs, has shown vision, guts and determination which has kept it at the top” (O’Grady, 2009). A good example of its stable leadership is the remarkable turnaround after its near bankruptcy position in the early 1990s. The leadership’s abilities were also proven during the company’s strategic challenges in 2009. Managing and leading are different responsibilities but in many organizations, both responsibilities are assigned to managers.


“The controlling function involves monitoring the firm’s performance to make sure goals are being met” (Daft, 2011). It involves being able to balance an organization’s costs and performance to meet specific goals. Instead of using forceful control, employees in Apple are encouraged to perform through motivational strategies such as training on new technologies and career advancement, having fun and innovative working environments, and benefits such as health and life insurance. A survey by Jobitorial reveals that employees in the company are satisfied with the working conditions in the company and the level of freedom they enjoy in making decisions. One employee quotes the management as “knowledgeable, courteous and passionate about helping everyone achieve their goals and grow” (Jobitoral, 2010).

Every person in Apple Inc. is in control of their job position and responsibilities. The strategy allows employees present and experiment new creative ideas, some of which have turned out to be the company’s biggest business ideas. The company is key to analyze and develop any creative ideas that employees come up with and have developed the best products from some of the ideas. According to the CEO, by creating fewer management layers in the company, they have been able to encourage staff innovations, a strategy that has allowed them grow their revenues and spend less on buying designs.

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Planning, organizing, leading and controlling are key functions in any business and play an important role in helping a business achieve their management vision and company goals. Apple Inc. has demonstrated strong skills in implementing these functions and as a result, they have remained ahead in terms of financial positions, human resources and strategy implementation. It is therefore evident that the four functions of the management theory are a key aspect in determining the short and long-term success of any business.

Reference list

Daft, R.L. (2011). Understanding management. Mason, OH: South-Western Cengage Learning.

Jobitorial. (2010). Working at Apple Inc.: Reviews by employees. Web.

O’Grady, J.D. (2009). Apple Inc. Westport, Conn.: Greenwood Press.

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1. StudyCorgi. "Apple Incorporation: International Marketing." December 26, 2021.


StudyCorgi. "Apple Incorporation: International Marketing." December 26, 2021.


StudyCorgi. 2021. "Apple Incorporation: International Marketing." December 26, 2021.


StudyCorgi. (2021) 'Apple Incorporation: International Marketing'. 26 December.

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