Table of Contents

Cat – Tran Truong Linh – F03D094 Business Strategy Assignment Table of Contents Cat – Tran Truong Linh – F03D094 Business Strategy Assignment Executive Summary Business Strategy is a subject to develop the learner’s ability to evaluate and select strategies appropriate to business organizations This will involve an analysis of the impacts of the external operating environment and the need to plan organization strategies to ensure effective business performance (Business Strategy course book, BPP professional education, 2004) The report is to address the following areas: This is a continuation of your previously prepared report for Assignment 1-Strategic plan It reviews the previously prepared report on Apple Inc., the directors are now interested in examining the various approaches to strategy evaluation and selection that are applicable to Apple Inc In addition, the directors are also keen to analyze how strategy implementation can be realized in the company • Evaluate possible alternative strategies such as substantive and limited growth or retrenchment strategies for Apple Inc • Based on the above analysis, select an appropriate future strategy for Apple Inc • • Compare the roles and responsibilities for strategy implementation in two different organizations Identify and evaluate resource requirements to implement a new strategy for Apple Inc • Propose targets and timescales for achievement in Apple Inc to monitor a given strategy Cat – Tran Truong Linh – F03D094 Business Strategy Assignment Introduction In the very first page of Apple, it was called as Apple Computer, Inc., established in 1976 as a computer company with the outstanding computer - Apple Macintosh, However, it has expanded into majoring in more than just computers In 2001, Apple launched iPod- the music player which open the significant new page for Apple, help it dominate the music players market Additionally, along with iPod, the iTune music store was introduced in 2002 iPhone marked a milestone in 2007 This product informed that Apple joined the phone industry in which it becomes widely successful Apple is famous for not only high quality products but also aesthetic designed ones Besides, the distinctive advertising campaigns are also one of its success reasons However, all these things are based on Apple’s compass: “Think different” Cat – Tran Truong Linh – F03D094 Business Strategy Assignment I Alternative strategies to achieve goal and objectives of the Apple As the first report mentioned before, the brand APPLE has become more and more familiar with Vietnam market Apple can see that they can invest, develop and gain profit from Vietnam market because there are many advantages in Vietnam such as: rich labour source, hardworking and interested in technology people, a strong developing economy and so on From the first assignment, there are three objectives have been mentioned: - Increase the sale growth rate to 40% in 2008-2013 Open two officials representative in Hanoi and Ho Chi Minh City Increase the service quality Following the objectives, there are some strategies: - Having more distribution channels in Vietnam Localize iStores and Apple Stores in Hanoi and Ho Chi Minh Doing research the customer’s behavior toward Apple’s service Evaluation according to the methods of growth No Strategies Method of growth Having more distribution Joint venture channels in Vietnam Localize iStores and Apple Stores in Hanoi and Ho Chi Minh The standard of living of Vietnamese people increase gradually Apple should joint venture with some distributors such as Vinaphone, Mobiphone or Viettel, FPT to transport the products to customers Building up new businesses - Focus on taking care of customers and rising up the reputation of Apple in customer’s mind - Protect the customer’s rights within the boundary of Vietnam, avoid the fact that many fake iStores are Cat – Tran Truong Linh – F03D094 Business Strategy Assignment Doing research the customer’s behavior toward Apple’s service - - - Joint venture overwhelming the market Apple should build up a department where collects the information concerning to customer in Vietnam This department can support for Apple in many aspects, for instance: helps manager in making business decision, research the circumstance of market For the first strategy, Vinaphone, Mobifone and Viettel could be Apple’s partners as their strength in Vietnam Besides, there are a lot of applications and tools in Vietnamese forums which might be work for Apple To conclude, working with thirdparties to make more Vietnamese applications is important For the second strategy, these stores mainly located on Hanoi, Ho Chi Minh City, and Hai Phong Agree that these cities are big city in Vietnam but there are many more developed cities in Vietnam that Apple can open stores such as Da Nang city Furthermore, Apple’s products mainly bought in stores while buying through website was not supported For the third strategy, as to the method of growth in joint venture, the co-operation between Apple and the other companies is very useful Apple can receive the support in supplying information from the partner about customer’s feedback Evaluating the strategies according to market- product strategies No Strategies Having more distribution channels in Vietnam Types of market- product strategy Market development It is the process by which the firm seeks new market for its current products When having more distribution channels, Apple has to find the new market for the product With the development of economy in Cat – Tran Truong Linh – F03D094 Business Strategy Assignment 2 Localize iStores Market development: and Apple Stores in Hanoi and Ho Chi Minh Doing research the customer’s behavior toward Apple’s service Market development Vietnam, the condition of the people is raising, so the demand of the people toward the technological equipment will be increased Thus, expanding the distribution channels to the other cities in Vietnam is the good strategy to develop the business This kind market is applied for the new market and current product For the Vietnam market, Apple is a new company to them although their reputation is known widely New market will be the new challenge for Apple First they need to focus on Hanoi and Ho Chi Minh cities, two biggest cities of Vietnam From here, they need to start to investigate as well as find out about their current situation and appropriate policies for their products for profit in the future It is the process by which the firm seeks new market for its current products When having more distribution channels, Apple has to find the new market for the product With the development of economy in Vietnam, the condition of the people is raising, so the demand of the people toward the technological equipment will be increased Thus, expanding the distribution channels to the other cities in Vietnam is the good strategy to develop the business Cat – Tran Truong Linh – F03D094 Business Strategy Assignment Evaluation the strategies according to the diversification There are two types of diversification: related diversification, and unrelated diversification In the below table, the strategies will be identified their kind diversification, and its function No Strategies Having more distribution channels in Vietnam Type of diversification Vertical intergration It occurs when a company becomes its own supplier or distributors With this method, Apple’s stores in Vietnam can be the distributor of for the other cities Apple can control the process of supply to the each place that leads to reduce the cost for transportation, and prevent the products of Apple from overflowing in the stores, where are not under the control and management of Apple Inc Localize iStores and Apple Related diversification (horizontal integration) This kind Stores in Hanoi and Ho of integration is the development of the activities, which Chi Minh are competitive with or, complementary with the current operation of the company Look at first, two Apple stores can be considered as competitor of each other, but the truth is they are contributing for the sale volumes and benefits of the company Doing research the Related diversification (vertical integration) customer’s behavior This kind of integration is the development of the toward Apple’s service activities, which are competitive with or, complementary with the current operation of the company This strategy is in the objective of increasing the quality of customer service Hence, it is supplement the benefits of the holding company of Apple in USA Having the thorough grasp of information of Vietnam’s customer is very necessary It is the base for Apple to start the first steps in making business in Vietnam as general Evaluation the strategies according to the potential risks No Strategies Potential risk Having more distribution They might be the business risk and the financial Cat – Tran Truong Linh – F03D094 Business Strategy Assignment channels in Vietnam risks The economy in the small cities of Vietnam always changes; it can impact on the effectiveness of the strategy in the process of the strategy performance For example, the inflation is happening in Vietnam, the purchasing power of each place will be different If Apple keeps the same strategy, it is very hard to achieve the good result, and goes along with the damages in the financial risk, such as the cost to carrying the strategy Localize iStores and Apple Apple should take a prompt action to this strategy Stores in Hanoi and Ho Chi due to the fact that there are many fake iStores all Minh around Vietnam This is a really serious problem towards Apple as their development in Vietnam market in the future It not only ruins the reputation of Apple but also makes customers feel untrustworthy towards their expectation Although Apple hasn’t made any announcement about their official iStores in Vietnam, but at least they should something to make their customers feel that they are protected when using Apple products Doing research the The trend of the Vietnamese in technology and customer’s behavior toward lifestyle is always changing So if the information is Apple’s service collected from the paper, its exact is not high Thus, Apple shall get the wrong data and information This has the strong influences to the operation of Apple’s stores in Vietnam For example, if the potential risk is easy to happen, typically can cause the business risk for Apple Attitude of the employees impacts on many things, especially the evaluation of the customer toward the stores of Apple in Vietnam The misunderstanding the importance of the attitude of staffs can cause the physical and prestige damages for the company Evaluation according to the benefits and costs of the strategies No Strategies Benefits Costs Having more - Control the process of - Transportation cost to Cat – Tran Truong Linh – F03D094 Business Strategy Assignment distribution channels in Vietnam supply to the places Prevent the costs in many sections for the holding company, like delivery cost, transportation cost, and many more - Enhance the close relationship with the stores of the other joint venture The profit will be shared at all stages of the value chain Localize iStores and Apple Stores in Hanoi and Ho Chi Minh Bring the reputation of Apple to Vietnamese consumers widely and more popular Bring more loyalty customers to the company Rise faith of customers in purchasing products Doing research the customer’s behavior toward Apple’s service - Get the suitable strategies in designing the stores and marketing to introduce the customer to achieve the good result - Identify the kind of customer that will have the demand toward its products Apple shall have the solution to reach the good result in operation in Vietnam delivery to the brands, or the stores of the joint venture company - Advertisement cost to advertise the products of Apple in the small cities This way is to introduce the new distribution channels of Apple - Training employees in using the products and guiding them the way to introduce effectively to customers Spend money on finding places and building and recruiting Need time to recruit people working in the building Expanding into other provinces costs a lot of money in finding places and recruiting people again - Apple takes a lot of time to collect the information, clarify and remove the wrong information, and come up with the change of the lifestyle as well as the trend of the consumers Cat – Tran Truong Linh – F03D094 10 Business Strategy Assignment II Selection the strategy The advantage and disadvantages of the strategies No Strategies Advantages Having more Reduce the costs in many distribution sections for the holding channels in Vietnam company when they expand their business The relationship with the some joint ventures companies with Apple will be closer and improved Reduce the overflowing products of the stores which are not under the management and permission of Apple Localize iStores and -The financial ability of Apple Stores in Apple Inc allows Apple to Hanoi and Ho Chi invest this amount of Minh money to expand their market segment -Build up a new business selling Apple products in Vietnam also control the quality of their products, protect the brand name of the company in Vietnam market -Increases the profit and customized the vision, mission of Apple There won’t be any risk of running off existing employees, vendors or customers Doing research the - Apple can forecast the customer’s behavior position of it on Vietnam’s toward Apple’s market Also, the company service can know that the products are suitable or not with the lifestyle as Disadvantages Apple have to increase the volume of products to meet the needs of the brands It is cause the lack or surplus the goods Besides, the competition among the suppliers will be weak that leads to the reduction in the result while the cost keeps on high -It will cost Apple a lot of financial and other kinds of resources such as human resource, etc -The legal procedures also need to be completed -Apple will have to build the business relationships, product lines and workflows to enable them to service their customers—once they have them -The risk will be higher and directly effect on Apple Population of Vietnam is quite crowded, so to research is hard and waste a lot time - Vietnamese often think highly of the function of Cat – Tran Truong Linh – F03D094 11 Business Strategy Assignment well as technological skill survey, so their answer is of people cursory It leads to the exact in result of survey is not both high and effect Suitability, feasibility and acceptability to stakeholders of the strategies No Strategies Having more distribution channels in Vietnam Localize iStores and Apple Stores in Hanoi and Ho Chi Minh Suitability, feasibility and acceptability - Exploit the strengths in terms of finance and the prestige - Create more chance to spread business in a potential market - The products’ life cycle are short Apple can reduce the glut that cause the increase of cost and loss in profit and loss account - Maybe it is difficult to bring profit for stakeholders in short time but gradually the prestige of Apple will increase - Bring long term profit in dividend for shareholders - The customers in Vietnam will served by the professional employees, and the guarantee services trained carefully and professionally, so they can reliable in the service of Apple - Improve the current distribution system of the company This is to satisfy the customers And also help the company sell more products - The relationship between Apple and its hardware suppliers is very tigh It’s high feasibility to implement the manufacturing strategy to give the high quality products for the products development strategies - Bring many profit to stakeholders such as reputation, revenue and closer relationship with customers so it is acceptable Cat – Tran Truong Linh – F03D094 12 Business Strategy Assignment Doing research the customer’s behavior toward Apple’s service - Exploit company strengths and distinctive competences - At present, some of subscribers such as Mobiphone, Viettel are the sole agents selling Apple products imported from other countries It proves that the relationship between Apple and Vietnam’s companies is closer Apple will be more and more improve the firm position for the prestige of the company in Vietnam, and increase the high percentage of success in increase the high quality of customer - The managers can make strategies that are suitable with the economic development of Vietnam Apple can set a suitable level of pricing that has the advantages for both the customers and for Apple The strategy will influence to owners decision They examine whether the objective are optimistic, and achieves the high profit or not From that, their acceptability is made - In term of customers, this strategy is an opportunity to send their opinions to receive the service with better quality Ranking and scoring the strategy Ranking and scoring matrix N Strategie o s Having more distributi on channels in Vietnam Scoring for each above criteria Pote ntial risk Bene fits Cos ts Advant ages Disadvant ages Suitabilit y Feasibi Accepta lity bility Tot al 2 2 18 Cat – Tran Truong Linh – F03D094 13 Business Strategy Assignment 2 Localize iStores and Apple Stores in Hanoi and Ho Chi Minh Doing research the customer ’s behavior toward Apple’s service 3 3 3 22 3 2 2 17 Ranking and scoring matrix Objectives Increase the Open two Increase Score Strategies sale growth officials the service rate to 40% representative quality in 2008- in Hanoi and 2013 Ho Chi Minh City Objective weighting Having more X √ √ distribution channels in Vietnam Localize iStores and √ √ √ Apple Stores in Hanoi and Ho Chi Minh Doing research the X X √ customer’s behavior toward Apple’s service Ranking 2nd 1st 3rd Cat – Tran Truong Linh – F03D094 14 Business Strategy Assignment We can see that the “Localize iStores and Apple Stores in Hanoi and Ho Chi Minh city” strategy has the highest score, the second is the “Having more distribution channels” strategy and has the lowest score is the “Doing research the customers behavior toward Apple’s service” strategy This order show the potential for each strategy to reach the objectives that the company set up at the beginning of the plan It also shows the priority that the company should invest into each strategy to reach the objective of the company Aware of the important of these strategies for meet the objective of the company, Apple should consider to have some added activities to improve the efficiency of these strategy Strategies Adjustment Having more distribution Apple needs to apply facilities which goes along with training their channels in Vietnam employees about making use of the function of the products as well as how to keep the product in the good condition to prevent the breaking Besides, Apple should consider about the design for the section of its products Apple should combine all the transportation to deliver goods in time This is identified according to the distance between the distribution channels to the stores in two cities Hanoi and Ho Chi Minh City Localize iStores and To expand for the operation of Apple in Vietnam, Apple needs to Apple Stores in Hanoi have the firm base and Ho Chi Minh Apple can have some activities such as collect information and data about the economic circumstance of Vietnam in recent years, especially from the year of economic crisis Apple needs to research the impact of economic crisis on Vietnam to have the solutions for the future threats Besides, business law of Vietnam is needed As to each the company, when expanding the business in the new market, culture and law of this place is very necessary It impacts on not only the operational system of the company but also on the profit, and revenue The information concerning to these section will be useful Besides, Apple can build the information searching department -Research to find out the best suitable location for this store in HCM city -Start to build the infrastructure for the store -Finish build up and open the official Apple store Doing research the Apple can have some activities, for instance: collect information Cat – Tran Truong Linh – F03D094 15 Business Strategy Assignment customer’s behavior and data about the Vietnamese economic circumstance of Vietnam toward Apple’s service in recent years Apple needs to research the impact of economic crisis on Vietnam to have the solutions for the future threats Besides, consumer law of Vietnam is needed As to each the company, when expanding the business in the new market, culture and law of this place is very necessary It impacts on not only the operational system of the company but also on the profit, and revenue The information concerning to these section will be useful If Apple open stores in two cities, Apple needs to maintain the strategy It is able to be considered as a long term strategy in each objective Apple can build up the office in which all opinions and feedbacks of customer will be received and noted And all this information will be transferred to the information research department to consolidate and classify III Compare the roles and responsibilities for strategy Roles and responsibility of the strategy are very important Based on them, Apple knows their significance, and understands the responsibility in which the company has to take In this part, two these aspects will be analyzed, and compare with the other strategy Two stages of the strategy will be analyzed according to below table: Cat – Tran Truong Linh – F03D094 16 Business Strategy Assignment Stage 2: 2011-2013: Finish and launch the store Prepare and start building iStores in Ha Noi and Ho Chi Minh City from 2008-2010 Finish building up and launch the stores from 20112013 Stage 1: 2008-2010: Prepare and start building the iStores in Ha Noi and HCMRoles Dept Responsibilities Dept Marketing Research to find -Conduct some Marketing dept out the customer’s necessary surveys such dept expectation about as customer’s survey, the new location business environment of the company survey, etc and the external -Analysis and draw the environment of conclusion for the upper business managers in the company to strategic plan -Prepare the plan to marketing for the new location Research Researches for the -Idea Generation from Research and location the marketing’s and developmen researches development t -Give the idea and plan to build stores Sale Prepare the guide - Broadcast to customer Sale customer about about the form of the method of promotional program: Roles Implement marketing strategy for new stores evaluate results the the and the Responsibilit -Applied the to decide th promotion, e -Applying effective of n -Analyze th market dem stores to adjustment -Monitor th marketing ac -Monitor the marketing Evaluate the -Evaluate th quality and the new iS regulatory meet exp compliance customers Broadcast guide marketing and - Supply the the promotional customers Cat – Tran Truong Linh – F03D094 17 Business Strategy Assignment promotional program discounting or gifts - Monitor the process of promotional program activities customers to stores - Increase the 15% - Recruit a skillful worke -Train them knowledge a products -Improve an sale perso attitude to customers -Maintain th culture of Ap -Reward the and punis behavior per -Prepare t approval shareholders managemen company -Mobilize th different sou -Ensure the good health the company Human resources - Announce about the new stores will be built up to attract the employees - Recruit and train the Human skillful workers resources -Support them with the new knowledge to produce the new products for the company -Maintain the organization culture of Apple -Reward the good person and punish the bad behavior person Recruit and train employees to fulfill their selling and marketing skills to put a good impression on customers about Apple Finance Ensure that there are adequate funds available to acquire the resources needed to help Apple build up stores -Prepare the plan for Financial approval of the shareholders and the upper management of the company -Mobilize the capital from different sources of finance -Ensure the balance and good health of cash flow of the company Ensure that there are adequate funds available to acquire the resources needed to help Apple implement their marketing and distribution activities IV Identify and evaluate resource requirements to implement a new strategy for Apple Inc Objective Department Open two Marketing officials representative Department’s objective Department’s activities Resources Enhance the effectiveness for - Research about the function - Intangible the advertisement of Apple’s and effectiveness of new resource, or new stores location outside Cat – Tran Truong Linh – F03D094 18 Business Strategy Assignment in Hanoi and Ho Chi Minh City - Perform clearly and express to customer about the new stores and its benefits Increase the quality of promotional activities for Apple’s brand to 20% Improve the serving quality of employees in promotional activities Suggest more the present campaigns for the promotional activities Invite the celebrities to be a Master of Ceremony for the promotional activity or program Carry out the survey to examine the opinion of customer about the current feedback system Open the section for opinions of customer on the website of Apple Build up the system in all Apple’s stores to receive the opinions of customers Open a hot line according to telephone to answer all questions On- line answer the wonders of customer according to the technological equipment Indicate directly the benefits of promotional program Organize some performance in the outside background of Apple’s stores to attract customers - - Customer’s information department Create the methods to receive the opinions and feedback of customer - - Open the offices or hot line to answer all wonders of customers - - - Sale Using the new approaches to introduce and broadcast the promotional program of Apple’s service to customers Increase the sales up to 15% - information Finance, human resource - Physical resource - Human resource - Finance, physical resource - Finance, intangible resource Human resource - Physical resource - Physical resource - Physical resource - Finance - Physical resource - Human resource, intangible resource Human resource Increase the management of the working quality of employees - Monitor the working behavior of the employees - Note the mistakes of Human resource, Cat – Tran Truong Linh – F03D094 19 Business Strategy Assignment employees in the process of work - Guide employees in communication with customers physical resource - Use Improve the potential of the employees Finance Ensure the funds are available Maximize the benefit of revenue the software in managing the human resource - Research about the strength - Human and weakness of employees resource and in the work physical resource - Train the employees having - Finance the potential ability resource - Indicate employees about their weaknesses to rectify -Prepare the plan for approval of the shareholders and the upper management of the company -Mobilize the capital from different sources of finance -Ensure the balance and good health of cash flow of the company - Forecast the sale, production, expenses and all the budgets related - Calculate the benefit of all the stakeholder and balance Physical resource Human resource V Propose targets and timescales for achievement in Apple Inc to monitor a given strategy Objective Department Open two officials Marketing Department’s Department’s Target objectives main activities Enhance the - Research about - Have a report effectiveness for the function about the Time - From Februar to May in 2008 Cat – Tran Truong Linh – F03D094 20 Business Strategy Assignment representative in Hanoi and Ho Chi Minh City the and data, and advertisement effectiveness of popular level of Apple’s new new locations of each new stores location - Perform clearly - Perform the and express to advertisement customer on the public about the new new location stores and its benefits - All the services are performed in the advertisement Customer’s information department Increase the - Improve the quality of serving quality promotional of employees in activities for promotional Apple’s brand to activities 20% - Suggest more the present campaigns for the promotional activities - Invite the celebrities to be a Master of Ceremony for the promotional activity or program Create the - Carry out the methods to survey to receive the examine the opinions and opinion of feedback of customer about customer the current feedback system Open the - From Jun in 2008 to Jun 2009 - From Jun 200 to Jun 2009 - Skills of employees in the process of serving increase to 15% - Rise up the broadcast for new stores to 20% - From August October in 200 - Invest 10% for this activity - In December 2009 - 100% of the survey needs to be completed and made by the customers - From January to the end of February in 20 - Design a logical website, and - From May to July in 2010 - From November to December in 2009 Cat – Tran Truong Linh – F03D094 21 Business Strategy Assignment Open the offices or hot line to answer all wonders of customers section for opinions of customer on the website of Apple - Build up the system in all Apple’s stores to receive the opinions of customers - Open a hot line according to telephone to answer all questions - On- line answer the wonders of customer according to the technological equipment Human resource Increase the management of the working quality of employees Improve the potential of the - Monitor the working behavior of the employees Note the mistakes of employees in the process of work Guide employees in communication with customers - Use the software in managing the human resource - Research about the strength and have a large number of updated turns - Invest 10% for this section in employees, and equipment - From July, 20 to December 2011 - Have the individual hot line for Apple in Vietnam, and introduce to customers - Expand the relationship with customer through the technological equipment to 20% - Increase the standard of working behavior to 6% - Reduce considerably the weaknesses of employees - Make employees to be clever in answer From August, 2010 From August, 2010 Starting from January in 201 The end of eac month From March to Jun 2011 - Improve to In every month 15% in computer skills of management - Identify and have a report From July in 2011 to Cat – Tran Truong Linh – F03D094 22 Business Strategy Assignment employees Sales Using the new approaches to introduce and broadcast the promotional program of Apple’s new stores to customers Finance Ensure the funds are available Maximize the benefit of revenue weakness of employees in the work Train the employees having the potential ability and summary about the features of employees - Develop the potential ability in investing more the Indicate training employees - Reduce the about their weaknesses to weaknesses to 6%, and increase rectify the strengths - Indicate - Increase the directly the sales up to 15% benefits of promotional program - Organize some performanc e in the outside background of Apple’s stores to attract customers -Prepare the plan for approval of the shareholders and the upper management of the company -Mobilize the capital from different sources of finance -Ensure the balance and December in 2011 - From August 2011 to December in 2013 - From September in 2011 to December in 2011 From March to Jun of 2012 - Have a report about the budget for this activity From Novemb 2012 to February of 2013 - Mobilize the investment from the shareholders From February 2011 to June o 2013 Cat – Tran Truong Linh – F03D094 23 Business Strategy Assignment good health of cash flow of the company - Forecast the sale, production, expenses and all the budgets related - Calculate the benefit of all the stakeholder and balance Have a report about the budget for this activity Conclusion The assignment about Apple Inc is significant one that helps students practice all the knowledge relates to the strategic process especially evaluation, selection and controlling implementation of Strategies Moreover, Apple Inc is an outstanding company that gives the students an overview about how the business strategy should be During doing the assignment, the information about Apple in Vietnam is a little, which limits the variety data about the resources of Apple in Vietnam The limitation of time and number of world also prevent the assignment cover all the factors of each categories All the analysis is in the key word forms in logic way and easy to understand Reference From June to December, 2013 Cat – Tran Truong Linh – F03D094 24 Business Strategy Assignment BPP, Professional Education, Business strategy, 2004, chapter BPP, Professional Education, Business strategy, 2004, chapter Tutor 2u, 2012, Marketing and business, Available at < http://tutor2u.net/business/strategy/resources.htm> [ 2nd February, 2012] [...]... increase of cost and loss in profit and loss account - Maybe it is difficult to bring profit for stakeholders in short time but gradually the prestige of Apple will increase - Bring long term profit in dividend for shareholders - The customers in Vietnam will served by the professional employees, and the guarantee services trained carefully and professionally, so they can reliable in the service of Apple... receive the opinions of customers - Open a hot line according to telephone to answer all questions - On- line answer the wonders of customer according to the technological equipment Human resource Increase the management of the working quality of employees Improve the potential of the - Monitor the working behavior of the employees Note the mistakes of employees in the process of work Guide employees... management of the working quality of employees - Monitor the working behavior of the employees - Note the mistakes of Human resource, Cat – Tran Truong Linh – F03D094 19 Business Strategy Assignment 2 employees in the process of work - Guide employees in communication with customers physical resource - Use Improve the potential of the employees Finance Ensure the funds are available Maximize the benefit of. .. companies is closer Apple will be more and more improve the firm position for the prestige of the company in Vietnam, and increase the high percentage of success in increase the high quality of customer - The managers can make strategies that are suitable with the economic development of Vietnam Apple can set a suitable level of pricing that has the advantages for both the customers and for Apple The strategy... the benefits of promotional program Organize some performance in the outside background of Apple’s stores to attract customers - - Customer’s information department Create the methods to receive the opinions and feedback of customer - - Open the offices or hot line to answer all wonders of customers - - - Sale Using the new approaches to introduce and broadcast the promotional program of Apple’s service... reach the objectives that the company set up at the beginning of the plan It also shows the priority that the company should invest into each strategy to reach the objective of the company Aware of the important of these strategies for meet the objective of the company, Apple should consider to have some added activities to improve the efficiency of these strategy Strategies Adjustment Having more distribution... 2009 - 100% of the survey needs to be completed and made by the customers - From January to the end of February in 20 - Design a logical website, and - From May to July in 2010 - From November to December in 2009 Cat – Tran Truong Linh – F03D094 21 Business Strategy Assignment 2 Open the offices or hot line to answer all wonders of customers section for opinions of customer on the website of Apple -... be a Master of Ceremony for the promotional activity or program Carry out the survey to examine the opinion of customer about the current feedback system Open the section for opinions of customer on the website of Apple Build up the system in all Apple’s stores to receive the opinions of customers Open a hot line according to telephone to answer all questions On- line answer the wonders of customer... advertisement effectiveness of popular level of Apple’s new new locations of each new stores location - Perform clearly - Perform the and express to advertisement customer on the public about the new new location stores and its benefits - All the services are performed in the advertisement Customer’s information department Increase the - Improve the quality of serving quality promotional of employees in activities... activities - Invite the celebrities to be a Master of Ceremony for the promotional activity or program Create the - Carry out the methods to survey to receive the examine the opinions and opinion of feedback of customer about customer the current feedback system Open the - From Jun in 2008 to Jun 2009 - From Jun 200 to Jun 2009 - Skills of employees in the process of serving increase to 15% - Rise up the broadcast