Apple AND ITS OWN Customer Product Service Marketing Essay


Strategic management involves the analysing of organizational methods and factors that could contribute to results or performance. In view of attaining this, organizational culture must be considered as it greatly sorts the bottom of building good strategic management. In this essay, we will see out what identifies organizational culture and its own importance, its impact on strategic management, the way the general public views the culture and how the culture has affected its tactical decisions, selections, options, etc. We will also discuss about some successful companies and organizations to showcase their organizational culture to see how it has worked for these people.

Organizational Culture

Oxford dictionary distinctly states that organisation is, "an prepared group of individuals with a specific purpose, such as a business or government division. " (Oxford 2012)

Culture on the other hand is, "the ideas, traditions, and social behaviour of a particular people or contemporary society. " (Oxford 2012)

Organizational culture is then therefore essentially predicated on shared attitudes, values, traditions or written and unwritten rules which the group has developed over time and that contain worked well enough to be considered valid. Factors of organizational culture that will be discussed are the company's framework, decision making empowerment, the company's hierarchy and staff determination towards company goals. Depending on how these factors are effectively diffused through the company, the efficiency and performance of the business will be afflicted straight as these factors serve as suggestions for customer support, protection, product quality, etc. They may also stretch to advertising practices also to new improvements.

Apple and its customer/product service

To help us understand better, we will now look at a company which has a superb organizational culture in its customer/product service. Apple is a company that is very user/customer focused. When someone purchases an apple product whether it be a MacBook or an ipod device, they are guaranteed excellent customer/product service once they make their purchase. A typical warranty of at least one year is issued upon purchase and its own offer is the fact the entire product can be directed for a 'one-for-one' exchange if the merchandise is found to be faulty (Apple 2012). "A warranty is not only an guarantee that things should go right - from the promise that you'll make things right if indeed they ever do fail" (Kaufman 2012, p. 168). Aside from the mandatory warrantee on all products, all Apple products could be connected up online via iTunes for many changes and product software enhancements (Apple 2012). This culture of having the products constantly current even after purchase is a critical one making Apple stick out by keeping users constantly modified to the latest styles in IT and permits the user to accessibly and effectively receive posts and upgrades from the web. Denove and Electricity IV (2007, p. 200) talk about to "Get in touch with your customers and do not await them to contact you. Smart companies proactively create and preserve a steady line of marketing communications with customers. " This retains the relationship that Apple has with the customer not only through the purchase of the merchandise but throughout the customer's complete usage of the merchandise. Also, product servicing centres are available in several areas and are known as Epi Centres. At these places, any Apple product can be sent for servicing, warrantee exchanges or troubleshooting, with respect to the problem.

Kaufman compares Lexus in example, that

Consider the way Lexus encourages its service contracts and promises maintainence of its vehicles. Motorists worldwide have come to anticipate and appreciate that their Lexus service office stands behind their products and will recover quickly every time a problem occurs. Lexus doesn't know what might go wrong, but it's focused on maintaining a reputation for service as excellent as the grade of its cars. That will require systems, people, and a passionate service culture eager to solve problems and guarantee satisfaction. (Kaufman 2012, p. 168)

By looking after the customer even following the purchase, Apple has put a whole lot of emphasis into ensuring that the customer is content with the product and in turn, places great trust and high respect in the brand. In doing so, Apple establishes a reputation for the extensiveness and efficiency of the service as exceptional as their high quality and high technology-savvy products. The email address details are that customers count greatly on their brand, understanding that only Apple offers such extensive post-purchase services, rivals are always trying to find new ways to contend with them in the IT market and creating in the heads of consumers, that Apple is a customer friendly brand that will guide customers carefully from the moment they buy a product through to the continuing use of it.

Facebook and its own security

Another company with another outstanding organizational culture is Facebook. Facebook is a social networking site which includes many security features that will keep users' personal stats confidential by positioning many security features and options that users can pick. For example, besides for typical security questions and passwords for end user log in, they may have features where users can survey harassment should there be someone misusing the website to harass or intrude on someone else. "If you're reporting a artificial person or improper information, that's all you have to to do. Facebook will many thanks for reporting the trouble, then they'll check out your state and close the profile if warranted" (Facebook 2012).

Such people when reported will be clogged off by administrators or have their accounts deleted or monitored. Nudity is also not allowed and controlled so the site can stay its integrity to be open to users of most ages. This is also to deter predators and cyber world offenders from participating the site to solicit any erotic activities or to victimize the innocent. This is done to maintain the advanced of security so that users feel comfortable in trusting the site to upload personal photos, videos or information.

Jones and Ashenden declare that

The access of the individual to the internet was adopted, rapidly, by offences that are related to its use. Using the commercialization of the Internet, the types of offense involved increased, as criminal offense will always follow the money. Whenever a new technology is created, criminals will begin to adjust to take good thing about it. (Jones and Ashenden 2005, p. 172)

As criminal offense has a higher potential in virtually any internet platform, hence, it is essential that Facebook implements high levels of security features to its user interface especially since it is just a cultural networking site where real people are behind accounts. Intellectual property fraud such as plagiarism can be reported if it ought to be found to be infringed upon in Facebook. Once reported, administrators will look into the subject and control the unpleasant account appropriately. Such a culture is highly regarded and liked by many users worldwide.

As security is the foremost of things users want to have when uploading private information on a social networking site, it is highly valued even way more when Facebook does it so well. The amount of options and functions a user can make in deciding how much personal information is being seen by friends or community is also in depth. Such security features provide trust and guarantee for users in order that they feel safe and secure enough to show you any personal stats online.

Jones and Ashenden state that

Corporate entities which have, or will probably, suffer financial losses have already begun to take action to safeguard their investment - to do usually would not be good management. They took action to improve the security of their sustems and make offences against them more challenging, and they have also formed organizations and groupings with similar hobbies and problems to share knowledge preventing others from suffering from a known kind of criminal offense. (Jones and Ashenden 2005, p. 181)

The need for computer security is hence, not only paramount in safeguarding users and the business integrity of the company but also in lowering the deficits in finances necessary to carry out destruction control once a offense has been devoted on a website, not forgetting a favorite and appealing one such as Facebook. Thus, high expectations of security must be fulfilled in Facebook lest the company risks losing budget and more dramatically, its users who may consider the website to be unsafe and insecure. "If the merchandise or service quality does not consistently meet its high standards, the community will dissipate faster than it was developed" (Denove and Ability IV 2007, p. 200). Hence, Facebook security is detailed in various levels of informative instruction how to increase or toggle between security applications. Online security manuals given by Facebook can also be accessed by the public regarding how to intensify the security functions in their accounts (Facebook 2012). Aside from the unique appeal that Facebook has in its user-friendly software, interactive game applications, friend finding system and Facebook talk system, what stands out the most is the high standard of internet security that the company stands by. Such culture truly builds up a sense of security and confidence among existing users and motivates new users to become listed on the website.

Domino's and its employee commitment

For successful tactical management of any firm, an organisational culture that must be inculcated into every staff is employee determination. Love to please and fulfill a customer or customer is paramount in determining the success of the client's experience with the employee. To be able to exceed the objectives of clients and their belief of the knowledge be it in the form of a type of service, product or business deal, the staff must first be truly committed to wanting to exceed that expectation. It is so important that for many companies, they stick it in the business's composition of missions or visions and as one of the company's values. A good example of a business that guarantees customers quickness is Domino's. Domino's has a 15 minute guideline, where customers are promised their pizza by 15 minutes. If it comes later then 15 minutes, the pizza is free of charge. This same rule applies for deliveries where in fact the time limit is thirty minutes instead (Domino's 2012). Customers will therefore only expect only quarter-hour of looking forward to their requests. This culture of making sure client satisfaction is very fundamental in keeping them a fore runner in the junk food pizza industry. "Great promises promise if something will go wrong, a person will experience delight, not just an exchange or come back of value" (Kaufman 2012, p. 169).

Customers who face employees who are truly invested in their cause will feel truly appreciated and invited and hence the knowledge will be heightened. In seeing companies live up to their promises, a customer would truly have value for the company and its culture and may even retain its commitment because of this. Naturally, for a Domino's pizza manufacturer to make a pizza in a quarter-hour is not any simple process, therefore training performs a huge part in educating an employee to be well versed in the organization's structure, work ethics and culture. Only after employees have been educated and immersed in such interval training would they become more committed to the organization's goals. "Research shows substantial links between worker commitment and their motives to remain with the business and expend work on the business's behalf. " (Mitchell 1997, cited in Kusluvan, 2003, p. 349) Not merely is this good for business however the employers would be reassured that the employees have been well trained and determined enough to extend out to customers and surpass the business's organizational culture.

Macdonald's and it open public awareness

In order for the culture of any firm to be realized, it has to present itself in a fashion that is recognisable for the general public. The acknowledgement from culture is of utmost importance as it is a factor determining the image or trustworthiness of an organization. Understanding the culture of an organization would be fundamental in corporations and other companies in considering partnerships, endeavors and mergers. Service or product understanding is also created in people when they see how an organization's criteria are in its culture.

A company to look at is Macdonald's. Macdonald's constantly pumps in a whole lot of income into creating open public understanding in its promotions. Posters, advertisements and commercial adverts on tv set provide a source of understanding Macdonald's organizational culture. Macdonald's often places up many adverts in television commercials and newspapers showing their quality of junk food made by dedicated employees. Staff job advertisements are also often positioned at their restaurants or in the newspaper publishers to encourage visitors to sign up for their team of hardworking, committed personnel. Food is also often publicized in a very appealing way to have the ability to produce a sellable appeal to audiences. The products are further sold as value meals which creates a perception to the public that they have cheap yet tasty food that is available at outlet stores.

Another exceptional point is that it's often deemed as a family group fast food restaurant for your family with commercial advertising showing families visiting Macdonald's together to enjoy a meal. Happy dishes are bought for the youngsters and the whole family is been shown to be happy and satisfied with their experience. The awareness it generates for audiences is of great impact as people now view Macdonald's as a family group friendly restaurant where people have a fun experience eating at. The impression gained is the fact Macdonald's has a great organizational culture, in creating value for money dishes that are tasteful and fun for everybody, creating many jobs and training personnel to be dedicated and dedicated, creating new special offers and discounts to entice consumers and having great advertising to market its products. Also sometimes, during major occasions, including the Olympics, Macdonald's among the sponsors for the athletes provides away Olympics related eyeglasses as part of their promotions. Weekly, a new coloured glass is given away which sometimes induces people to buy their value dishes just to collect the eyeglasses. This explains to people Macdonald's has a good way of promoting the Olympics and also offering related merchandise to permit visitors to have a bit of the Olympics.

Slogans can even be very strong words in a campaign to create understanding. If it's distinctive enough, it will appeal to the public and be kept in mind easily. In addition, it links the campaign to it and triggers relationship with certain thoughts if that is what the campaign seeks to attain. In doing so, it creates a very effective consciousness in the advertising campaign and in the case of a business, it showcases the company's culture and educates the public about the way things are done at the company. The slogan of Macdonald's is "I'm caring it. " Additionally it is its current global marketing campaign (Macdonald's 2012). The slogan is sung during commercial jingles and is always located under the distinctive "M" brand of most of Macdonald's posters, paper bags, plastic totes and signboards. The reason behind this slogan was to create styles of inspiration, passion and fun. This slogan by itself is personal and distinctive enough for anyone to know that it belongs to Macdonald's and that alone has a powerful marketing value. With "I'm caring it, " consumers have a good sense about Macdonald's as an organization as it is deemed as one with their main aims to satisfy hungry and age differing customers.

How culture has afflicted an organization

In having a distinct and well developed organisational culture, companies' proper decisions, options and actions are directly affected. What sort of company conducts itself and its operations, how it pertains to the public and how well it can is determined by the culture practised and nurtured.

A well organised company composition could have effective mission aims and targets to achieve and also dedication to attaining those objectives with dedication. A corporation which prides itself on being highly focused on serving its customers quality food is Macdonald's. With customer satisfaction their priority, it is highly vital for restaurants to make their food quickly & most importantly it must be tasty. In order for the public to understand this better, Macdonald's in Singapore has recently launched an 'Start Doors' advertising campaign with a slogan, "love the truth about our food" (Macdonald's Singapore 2012). It is a kitchen travel showcasing the high expectations that the employees practise and keep maintaining in portion hot and fresh food to customers. In the tour, they point out on organizing food only after the customer inserting an order to ensure freshness. Also, they emphasize on being diet friendly without trans fat and cholesterol. This tour is to bring the customers closer to understanding Macdonald's culture of nurturing and servicing its customers well and also having high criteria to ensure quality food that will meet them. Not merely does this effort create excellent general public awareness, its decision to handle this plan showcases its company aesthetics and well structured policies, specifications and employee commitment.


In my opinion, Personally i think that the basis of how well a business manages itself is the very core prices that they believe in and work at to. Without properly structured organisational culture cultivated, there can be no proper management. This will thus adversely have an impact on business and cause deterioration in criteria and quality, whether it is in product or service. Many huge successful companies that own franchises have very distinctively strong organisational culture that they are instantly recognized by the mass community. Companies like Apple or Dominos are distinctively known for his or her great customer service and quickness respectively that when you think of such brands, you really know what they are well known for.

Should a firm fail to be driven by a set of proper ethnicities, there would not be any proper command at any level and the organisation would be outdated with no management skills whatsoever. Furthermore, without group of goals and objectives and creeds to live on and work by, employees would be emotionally detached from the company and work quality and dedication would be damaged greatly. There would be no desire for employees to come to work as they would not be driven to work at any form of accomplishment. Rigidity will also suffice in the company should employees not be granted some type of effective training program. If this were to happen, problems that can be solved by a professional employee who's well trained and determined would have to be relayed back again to the top management which would generate a chain effect of poor communication and lack of sufficient empowerment in certain areas. So when the employees lack commitment and training, the end result is low quality, service and/or product which would cause reduction in manpower, business, sales, partnerships, corporate and business deals, joint ventures, reputation, trust and such.

Ultimately, Personally i think that the importance of organisational culture is highly fundamental and vital in developing efficient and justified strategies in controlling any company. The negative results with no good culture are extremely high and the losses are very costly and drastic for just about any company to associated risk. Therefore, it is of high respect that companies develop their organisational culture from the beginning stages of the introduction of the company and continuously work towards building it up. The benefits that would be reaped would be much greater especially if the company becomes renowned because of its culture and great performance and efficiency in what they certainly. Their reputation would be known worldwide and their brand would be trusted by the corporate world and mass consuming public as well.

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