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Essay / Research Paper Abstract
This 8 page paper examines Apple Inc., looking at the background to the firm and the type products it sells. The company is then assessed from a financial perspective looking at the results for the financial year 2009 to 2011, as well as the stock price movements over this time period. The paper ends by making recommendations to the firm's management on the way the share price may be maximized. The bibliography cites 7 sources.
Page Count:
8 pages (~225 words per page)
File: TS65_TEapple12.doc
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Unformatted sample text from the term paper:
Apple was short lived, as their sources of competitive advantage were eroded when aggressive competition emerged in the form of Microsoft, who usurped Apples position, with Apple becoming a margin
supplier to a few niche markets. It was only in the late 1990s that the firm was able to turn itself around and recover, starting with the introduction of the
iMac in 1998 (Apple, 2012). This was the first of the products which have become the "i" range of goods. The next was the iPod, which is credited with helping
to reinvigorate the Apple brand and differentiate it with a lifestyle image. Rather than being a computer company, Apple started to become a technological lifestyle firm, associated with innovation and
stylish, quality products. The firm now has a wide range of products (Kotler and Keller, 2008). The iPod has been complimented by the launch of iTunes, initially this Internet site
sold music tracks for the iPod only, but product development is facilitated iPods that can play video files, and iTunes now sells a wide range of media content (Broida, 2006).
The iPhone and most recently the iPad has been added to the family. A key element is the compatibility of the different products, many applications which are purchased for use
on one piece of hardware, can often be used on others. Therefore, if a game is purchased for use on the iPhone, the user may also transfer this to the
iPad. The products are all highly branded, with a unique style that identifies them as being from Apple, and all are supported by marketing which positions at the upper end
of the market with a high level of differentiation which has been able to gain a high level of customer loyalty (Kotler and Keller, 2008). The organisation has sales across
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