midterm report subject it project management

Make great products " Focus on innovation = Simple instead of complicated " Take control of the key technologies behind Apple products " Focus on a few key projects b Mission: Apple's mi

TRUONG QUOC TE - DAI HOC QUOC GIA HA NOI

DAI HOC QUOC GIA HA NỘI TRUONG QUOC TE

VNU-INTERNATIONAL SCHOOL

MIDTERM — REPORT SUBJECT: IT PROJECT MANAGEMENT

STUDENT NAME: NGUYEN THANH LONG - ID: 19071416

CLASS: INS2037-02

LECTURER: NGUYEN PHUONG ANH

0

Table of contents Part I Company background

In

1.1 Company Profile cocci dd

1.2 Overview about the company (vision, mission, goal and objectives)

2 Business Model canvas and explanation .c.c cà cà nà cà nh ch nhu

2.1 Introduction about Business Model (key partners, activities, resources, value proposition, customer relationships, customer segments, channels, revenue streams, and cost structures)

2.2 Business Model for the company

2.3 Organization Structure of the company

Part I Functional areas involves in services activities csccscssssssssseseees

1 Companys functlonaÌ af€as c1 c1 n9 HH HH1 H1 H111 ru

2 Diagram for core busIIess DFOC€SS€§ à nnnnnn nhe

Part HII Information Systems Are Being Used

1 Introduce the Information systems 00.000000 ccc 2: 2c 2221221221121 121221 Hye

2 Key features are match with/support business processes 1m ÏÌ

Part IV Conclusion and recommendation

le)

2 RecommendatIo1 óc nh n1 110 1111 HH H0 cty

3 ReÍEreIc€§: c LH nnnn HH nà HH ru

Part I Company background

I Introduction

1.1 Company profile:

Logo:

Established in 1976, experienced 7 CEOs with 6 main product lines More than 1.4 billion users and become the leading brand in the world That's basically what people will think when it comes to Apple Corporation

Apple Inc is an American technology corporation, headquartered in California Apple was officially established on April Fool's Day, April 1, 1976, at that time, Apple's full name was Apple Computer, Inc This name was used until the following years until 2007, when it changed

to the name used today, Apple Inc

The founder of Apple, besides the late Steve Jobs, who everyone knows, is still two other

entrepreneurs, Steve Wozniak and Ronald Wayne Currently, the CEO of Apple Corporation is Tim Cook

1.2 Overview about the company:

a) Vision:

" Apple aspires to create great products and become one of the world's most prestigious brands in the electronics industry Apple believes its mission is to make great products, and that's not going to change Apple has always focused on innovation Apple believes

in simplicity Instead of working on thousands of projects, Apple only focuses on a few projects that are really important and meaningful Make great products

" Focus on innovation

= Simple instead of complicated

" Take control of the key technologies behind Apple products

" Focus on a few key projects

b) Mission:

Apple's mission changes from time to time, as markets and industries change

" Apple is committed to delivering the best personal computing experiences to students,

educators, creative professionals, and consumers around the world through innovation and hardware, software, and innovation Internet services

" Apple contributed to the mobile device revolution with its iPhone and App Store products, defining the future of mobile communication and payment devices with two products, the iPad and the Apple Watch

" Apple leads the digital music revolution with its iPod music player and iTunes online store, continues to push mobile device software with its 10S download platform and Apple Pay and iCloud services Apple also designs the world's best Mac personal computer with the OS X platform, along with quality software like 1Work, iMovie, which

is free for OS X or 10S

" Apple provides high-quality products that best meet the needs of all customers

" Apple has improved computer hardware and software and services

c) Goals and objectives:

Apple's goal is to conquer users, meet the needs and preferences of users

For business strategic goals, Apple Corporation focuses on 3 main goals as follows:

® Always enhance the customer experience

¢ Responsible commitment to social activities

® Always at the forefront of creativity

I Business Model canvas and explanation

1 Introduction about Business Model:

a) Definition:

Business model is an important factor contributing to the success of start-up companies because

it opens up businesses with sustainable long-term values However, the development of a business model is not only for profit and cost reduction but also for the comprehensive development of the business

b) Role of Business model:

¢ Identify short and long-term product/service business strategies

® Identify the main customer segments that the business is targeting

® Create a premise for setting up a plan to serve your customer segments

¢ Identify channels to reach and provide your products/services to users

¢ Establish and maintain relationships with customers

¢ Focusing on developing the main resources of the business such as capital, human

resources, technology,

® Expand market development opportunities that businesses can take advantage of, offering

solutions that benefit customers

In short, the business model plays a very important role in determining the success and failure of

a business It helps managers decide how businesses, operate to make money efficiently

c) Elements:

Key partners, key activities, key resources, value propositions, customer relationships,

distribution channels, customer segment, cost structure, revenue stream

2 Business Model for Apple

Partner Type: Companion

Operations (ICT): Cisco

Business (consulting):

Voice accent

Qualcomm:

Semiconductor

Eight Cloud Power

Service: Amazon/Google

Commemoration:

Samsung

Apple watch: Texas

Instruments

IOT: General electrics

AT&T: Partners that

distribute and combine

Apple products with their

telecommunications

services

Design Research and development: To maintain its position, Apple invests in research and development, but it also acquires companies to accelerate its technological capabilities And increasing investment

in R&D

Branding: In 2021 Apple still holds the top position in Interbrand's most valuable brands

A value-based product pricing strategy is a pricing strategy that is primarily based on the value customers perceive of a business’

products or services

Value-based pricing is customer-focused pricing, which means businesses set prices based on what customers believe the selling price is in line with the value the product provides

Value-based pricing is different from cost- based pricing, where businesses primarily focus on production costs to price their products Businesses that offer unique or high-value features or

The customer relationship block defines the type of relationship a business wants with its customers In turn, this determines the level and type of resources needed to deliver the customer experience

Genius Bars in Apple Stores: These provide

a physical location where people can discover how to use equipment and software However the coverage is relatively low and this

is mainly to showcase and introduce the product to potential

new customers

Customer Support:

This is where Apple

Geographic customer segmentation: Apple operates globally, but that doesn't necessarily mean it customers in every market In developing countries, it is mainly the wealthy who can afford Apple prices due to lower average wages

Demographic, Psychographic, and Behavioral Segmentation: The highest consumers of Apple iPhones are teenagers in the US but the highest spenders are older generations However, the complexity of breaking down segments varies by country, age, lifestyle,

suited to value-based product pricing than businesses that primarily sell conventional merchandise

Because Apple's product lines have a high value in the perception of customers, the price

of Apple products is also commensurate with the value it brings In addition, any product enhancements and additional features Apple introduced are based on the wants and needs of

self-help options In case of damage or repair, the customer will be directed to an official Google store

or service center

_ Customer support phone _ Chat Support Community: With the out there, it's no surprise that users can easily make friends

income, personality, and behavior

powered by 100% renewable energy This is a big win for the

iPhone maker after years of investing in green and renewable

energy in its supply chain and infrastructure

The company announced that its global facilities are now

running on 100% renewable energy

The move aligns with the company's 2015 plan to promote

100% renewable energy at all facilities, a list that includes all

of Apple's data centers by 2014 As of today , the company

officially adds retail stores, offices and facilities to that list,

with 43 countries, including the US, China, UK, and India

The addition of 9 manufacturing partners brings the number of

suppliers to 23, promising to help Apple manufacture products

entirely with clean energy

In the business model, channel segmentation not only refers to distribution, but approach and communication are equally important Marketing channels are the mechanism for how we create brand awareness, develop customer relationships, channels include: Apple Store, Apple websites, third-party stores, resellers, telecommunications companies

Marketing channel: through Steve Jobs' influence on innovative products, besides their famous minimalistic brand and status

Revenue streams:

various regions of the world Most antennas, glass, metal,

sensors, and silicon are manufactured outside of the United

States,

Apple sourcing parts and manufacturing products, mostly

overseas, is standard practice in the tech industry Electronics

companies say Asian manufacturing plants can be more

responsive and flexible than those anywhere else in the world

But as the most valuable technology company in the world,

Apple relies on cheap foreign labor — notably in factories in

China operated by manufacturer Foxconn

The number of iPhones sold currently exceeds | billion, plus other hardware, the total number of Apple's users has exceeded 1.65 billion, meaning the potential for huge profits from the ecosystem Apple's services business revenue this quarter reached $15.76 billion, up 24% year-on-year, making it an efficient business with rapid growth

Currently, Apple's services business income sources are diverse, such as Apple Music streaming, Apple TV+, Arcade games, Apple Pay for payments, and iCloud for cloud services

In the Apple service business map built by Cook, Apple orients

an online media business path through the content section While it's uncertain whether Apple has ambitions to become Netflix, higher and more stable profit margins should be enough for Apple to continue

From a revenue structure perspective, Apple still relies on selling hardware to make money, and revenue is getting better and better, but in the past two years, Apple is more interested

in income from iOS and Mac software Of course, Apple Care 1s a service to watch out for as it not only brings in revenue, it also reflects the lengthening of user replacement cycles and the

| decline in replacement rates

3

management

nization re of th mpany:

0

OPERATION

DIRECTOR on

intisives

Human

& legal nance

depariment Dovelagment securly security

Each part has its own function, in which:

CHAIRMAN: Has the function of monitoring the performance of the CEO and other

senior managers At the same time, the Board of Directors has a duty to ensure that the

shareholders of the company have long-term benefits

CEO: The CEO of Apple Corporation always comes up with new products in front of

customers and has always shown to be a person who is very interested in all activities of

the company It also shows that the CEO is a talented, enthusiastic and friendly person MARKETING: Contributing in no small part to the success of Apple as it is now Bringing Apple to customers as well as investors, building an identity and image representing the company

INFORMATION SYSTEMS AND TECHNOLOGY: Considered as the "nerve center"

of Apple, helping to connect hundreds of thousands of company employees and connect the company with suppliers and customers around the world Also responsible for the design and management of Apple's global data centers and the systems that operate Apple services

FINANCE: The main task is to cooperate with other departments to come up with investment strategies and to monitor and handle possible risks to support growth in both profit and ultimate profit of the company legally applicable to Apple's worldwide business and Apple products Ensure company standards of ethics as well as protect company intellectual property

¢ HUMAN DEVELOPMENT: Discover and grow Apple's most important resource - people Diversify the working environment, support professional development as well as personal problems during working time at Apple

¢ RESEARCH AND DEVELOPMENT: Create, improve, and deliver curricula widely

throughout Apple and external partners (in some cases); focus on Apple's differences in

culture, leadership, ; In addition, identify and strengthen key areas of expertise

¢ GLOBAL SECURITY: Manage employee security and Apple innovations Develop solutions to problems ranging from facility security to protecting the company's supply chain

¢ INFORMATION SECURITY: Plays a role in protecting systems, data, and

infrastructure, and Apple Monitor and detect threats in a timely manner, manage support, policies and training

¢ ENVIRONMENTAL AND SOCIAL INTIATIVES: Apple has always focused on social and environmental values That's why this committee is responsible for creating and leading initiatives to demonstrate Apple's commitment to creating a better world

¢ POLICY AND GOVERNMENT ISSUES: Act as an Apple ambassador to governments around the world Assist in identifying and guiding new company initiatives, always keeping the interests of customers and employees in mind Bringing products, shops and job opportunities to countries around the globe

¢ REAL ESTATE AND DEVELOPMENT: Searching, building stores that bring the

highest experience to customers, offices, product development centers In addition, it

helps to ensure a smooth and convenient working space for high productivity

¢ MANAGEMENT: Help employees work in a focused and organized manner Support senior executives, hold the position of front desk staff and customers, coordinator for a specific team

Part I Functional areas involves in services activities

1 Company’s functional areas:

a) Legal and Global Security: At Apple, we believe that privacy is only guaranteed when there

is good security We use administrative, technical and physical safeguards to protect your personal data, taking into account the nature of your personal data and its processing and threats latent We are constantly working to improve these protections to help keep your personal data safe

b) Software Engineering: Instead of using the Windows operating system like other computer companies, Apple uses the Mac operating system for its Macbook computers This operating

system is widely used by many users to become loyal supporters of the product because of its

elegance along with high security, ease of use and stability This is also exploited by Apple in the

phone iPhone, iPad with 10S operating system 1OS with high RAM makes Apple phones and tablets perform better than competitors using Android

c) Hardware Technologies: What Apple creates is not new technology, it is precisely they make the technology great and provide a better, more realistic experience And so many companies

"learn" to follow For example, iPhone is at the forefront of unlocking the phone with a fingerprint sensor, which is very fast and convenient compared to drawing or typing code The

next generation is Face ID, very convenient, fast and more secure Next is the notch screen,

making the most of the free space on the screen to increase the experience In terms of design, the back is glass, the frame is metal And then other firms followed suit Of course, Apple does not always create successful features, for example 3D touch Or, pioneering in eliminating the 3.5mm jack and then many brands followed

d) Hardware Engineering: Apple started out as a hardware company Apple's first product was

a set of hardware consisting of components that users had to assemble themselves No software included However, things are slowly changing Designing hardware products with the best quality and providing the best experience, is still what Apple is doing

e) Services: customers using Apple Services (e.g., App Store, Apple Arcade, Apple Books, Apple Fitnesst+, Apple Music, Apple News, Apple News+, Apple One, Apple Podcasts, Apple Podcasts Subscriptions, Apple TV, Apple TV+, Apple TV Channels, Game Center, iTunes, whichever is

available), through which customer may purchase, receive, license, rent or subscribe to content,

Applications (as defined below), and other in-app services (collectively, "Content") Content may

be made available through the Services by Apple or a third party Apple's Services are available

to customers in the country or territory in which they reside ("Home Country") By creating an

account to use the Service in a specific country or territory, the customer is designating that as his/her Home Country To use Apple Services, customers need compatible hardware, software (recommended and sometimes required), and an Internet connection (charges may apply) The performance of the Apple Services may be affected by these factors

f) Machine Learning & Al: Likely, the most accurate measure of Machine Learning

advancement at Apple comes from the most significant AI acquisition ever, Sir The origin of Siri was the ambitious DARPA program related to smart assistants Later, a number of scientists founded their own companies, using the DARPA program to develop into applications Steve Jobs personally convinced the founders to sell DARPA back to Apple in 2010 and put Siri directly into the operating system Then, Siri's launch was the highlight of the iPhone 4S

announcement event (October 2011) Now, the way Siri works is so advanced that users don't need to activate it with the home button or without even saying “Hey, Siri” (a feature that

leverages Machine Learning technology to help iPhone hear information without draining battery) Siri's intelligence has been integrated into Apple Brain and works on its own even though users do not directly issue commands

g) Marketing: Apple implements this strategy by planning completely free product experience programs to collect reviews and feedback These programs will of course attract many customers

to participate, while giving Apple many useful contributions to understand the needs and psychology of customers and pull customers into target customers From these needs, Apple knows what customers want, how they want to use the product, and create products that are right for them with features that are just right They absolutely do not go against it, creating product features to attract customers In the lessons of Marketing, many experts have taken Apple as the best model for a successful sales and promotion system Although it has been through a very long time of operation and development, Apple has proven its strong attraction and "quality" brand from products to marketing strategies That's why the Apple family owns such a large number of fans

h) Operations: Planning activity in Apple's supply chain is a good example of the New Product Development Process (NPD) It is the integration of operational departments, from R&D (Research and Development of New Products), Marketing and other departments in supply chain management In addition, Apple accelerates new product introductions by acquiring licenses and partnering with third-party businesses The whole process 1s basically the same as in other industries Interestingly, Apple Inc already makes prepayments to a number of suppliers to ensure strategic materials are available when needed Apple Inc purchases materials from a variety of sources, then ships them to the assembly plant assembled in China From there, the assembler ships the product directly to consumers (via UPS/Fedex) to those who buy from the Apple Online Store For other distribution channels such as retail stores, direct sales, and other distributors, Apple Inc will keep products at its headquarters in Elk Grove, California and source products from there At the end of the product's life, customers can return the product to the nearest Apple store or dedicated recycling facilities

i) Retail & People: With the trend of opening specialized Apple stores being widely covered in the near future, consumers have more space to experience products With local retailers, they will also enjoy many advantages and incentives when specialized distribution of these products However, when the market is too many retail brands to participate, the competition for service and price will be more fierce

j) Corporate Communication: Apple has built strong relationships with media and industry bloggers, and they're sure to generate some buzz for the company Apple's media list isn't long, focusing instead on a small group of reporters it believes have a voice and influence Apple gives them things like: exclusive interviews, priority product photography By keeping the numbers small, the experiences at hand for media are more manageable After this group of reporters exploits the news, the company will expand the reach group

k) Environment, Policy & Social: Apple is committed to the highest standards of social and environmental responsibility and to always behave ethically Apple suppliers must create safe

working conditions, respect workers, behave fairly, ethically, and apply environmentally