Customer Satisfaction Survey of APPLE

SHRI BALWANT INSTITUTE OF TECHNOLOGY

Submitted in partial fulfillment of the requirements

for the award of the degree of

Bachelor of Business Administration (BBA)

To

Guru Gobind Singh Indraprastha University, Delhi

Guide: Submitted by:

KRISHNA NARBAIA
Roll no: 00789901722

SHRI BALWANT INSTITUTE OF TECHNOLOGY

AFFILIATED TO GGSIPU, NAAC Grade ‘A’

NCR Delhi, Sonipat

 DECLARATION

I, KRISHNA NARBARIA bearing Enrolment No. 00789901722 do hereby declare that the
Project entitled “CUSTOMER SATISFACTION SURVEY OF APPLE” submitted in
requirement of partial fulfilment of BBA degree, is an authentic record of my own work, under
the guidance of Dr./Ms./Mr………………….., .......................................... (Designation),
SHRI BALWANT INSTITUTE OF TECHNOLOGY.

This is to further declare that I have not submitted this Project Report to any other
Institute for the award of any other degree.

Krishna Narbaria
00789901722
Batch: 2022-2025
Date:
 CERTIFICATE

This is to certify that the Project entitled “MINOR PROJECT ON CUSTOMER

SATISFACTION SURVEY OF APPLE” submitted by Mr. KRISHNA NARBARIA in partial
fulfilment of the requirement for the award of BBA degree SHRI BALWANT INSTITUTE
OF TECHNOLOGY, affiliated to GGSIPU, New Delhi, is an authentic work carried out by
the student under my supervision and guidance.

(Signature of Guide)

Dr./Ms./Mr

(Faculty Name)

Faculty Guide

Date:
 ACKNOWLEDGEMENT

The successful completion of the project would be incomplete without the mention
of the people who made it possible.

I would like to take the opportunity to thank and express a deep sense of gratitude to
my Project Guide, Dr./Ms./Mr………………………………………,
………………………. (Designation), SHRI BALWANT INSTITUTE OF
TECHNOLOGY who in spite of her/ his busy schedule has co-operated with me
continuously and has provided valuable guidance at all stages of the study, that has
been certainly indispensable for my project work. I am also thankful to for his
support.

I owe my wholehearted thanks and appreciation to Project Guide name for his/her
continuous encouragement and cooperation during the course of my study.

I express my sincere thanks to the Prof (Dr.) Monica Kulshreshtha Director, for being
a constant source of knowledge, motivation and guidance.

I would also like to convey my warm regards to my family members and friends for
their kind support and helping hand.

Krishna Narbaria
00789901722
BBA IVth Sem
Batch: 2022- 2025
 CONTENTS

S No Topic Page No

1 Declaration

2 Certificate (s)
3 Acknowledgement
4 Chapter – 1: Introduction
5 Chapter – 2:
6 Chapter – 3:
7 Chapter – 4:
8 Chapter – 5:
9 References
10 Appendices
 CHAPTER – 1

INTRODUCTION OF CUSTOMER SATISFACTION

INTRODUCTION –

Customer satisfaction means taking complete care of customer by giving them complete
knowledge about the product and about all the feature of that particular product Customer
satisfaction is the end result of your interaction with the customer. By giving the best customer
service and making sure that the customer was given the best resolution at the end of the call,
then we can say that the customer is satisfied even if it's not verbally said. According to me
customers are those who pay (salary). Satisfaction is the key to hold the customer for future
business. Complete knowledge must be given; each and every query must be clarified by the
seller. If a customer remembers you for future business then we can say that customer is
satisfied.

DEFINITION –

Customer satisfaction is defined by whether the customer chooses to do business with you or
your company in the future. Many factors play a role in customer satisfaction, including
customer service, product quality and the ease of doing business. Companies must consider
customer satisfaction as an important role in the lifetime value of a customer.

The main aim of marketing is meet and satisfy target customers need and wants buyer
behaviour refers to the peoples or organization conduct activities and together with the impact
of various influence on them towards making decision on purchase of product and service in a
market. The field of consumer behaviour studies how individuals, groups and organization
select, buy, use and dispose of goods, service, ideas, or experience to satisfy their needs and
desire sunder standing consumer behaviour and knowing customer are never simple. The
wealth of products and service produced in a country make our economy strong. The behaviour
of human being during the purchase is being termed as “Buyer Behaviour”. Customer says one
thing but do another. They may not be in touch with their deeper motivations. They are
responding to influences that change their mind at the last minute. A buyer makes take a
decision whether save or spend the money.

Buyer Behaviour:

Buyer behaviour is “all psychological, Social and physical behaviours of potential customers
as they become aware of evaluate, purchase, consume and tell others about product & service.
THEORETICAL FRAMEWORK:

Consumer Buying Decision Process:

There are following five stages in consumer buying decision process:

1. Problem identification:
The buying process starts when the buyer recognizes a problem or need. The need can
be triggered by internal or external stimuli. Marketers need to identify the
circumstances that trigger a particular need. By gathering information from a number
of consumers, Marketers can identify the most frequent stimuli that spark an interest in
a product category. They can then develop marketing strategies that trigger consumer
interest.

2. Information Search:
The consumer tries to collect information regarding various products/service. Through
gathering information, the consumer learns about completing brands and their features.
Information may be collected form magazines, catalogues, retailers, friends, family
members, business association, commercial, chamber of commerce, telephone
directory, trade fair etc. Marketers should find out the source of information and their
relative degree of importance the consumes. Personal Sources: Family, friends,
neighbour, as quittances. Commercial Source: Advertising, sales persons, dealers,
packaging, displays. Public sources: mass media, consumer, rating organizations.
Experimental sources: Handling. Examine, using the product.

3. Evaluation of alternative:
There is no single process used by all consumers by one consumer in all buying
situations. There is several First, the consumer processes, some basic concepts are:
First, the consumer is trying to satisfy need. Second, the consumer is looking for certain
 benefits from the product solutions. The marketer must know which criteria the
consumer will use in the purchase decision.

4. Purchase:
From among the purchase of alternatives the consumer makes the solution. It may be
to buy or not to buy. If the decision is to buy. The other additional decisions are: Which
types of bike he must buy? From whom to buy a bike 5 How the payment to be made?
And so on. The marketer up to this stage has tried every means to influence the purchase
behaviour, but the choice is properly consumers. In the evaluation stage the consumer
forms preferences among the brands in the choice set. The consumer may also form an
intention to but the most preferred brand.

5. Post Purchase Evaluation:

After purchase the product, the consumer will experience the same level of product.
The Marketer’s job not end when the product is buying must monitor post-purchase
satisfaction, post purchase action, post-purchase use and disposal.

COMPANY PROFILE

Apple Inc. is an American multinational technology company headquartered in Cupertino,

California, that designs, develops, and sells consumer electronics, computer software, and
online services. The company's hardware products include the iPhone smartphone, the iPad
tablet computer, the Mac personal computer, the iPod portable media player, the Apple Watch
smartwatch, the Apple TV digital media player, and the Home Pod smart speaker.

Apple's software includes the macOS and iOS operating systems, the iTunes media player, the
Safari web browser, and the iLife and iWork creativity and productivity suites, as well as
professional applications like Final Cut Pro, Logic Pro, and Xcode. Its online services include
the iTunes Store, the iOS App Store and Mac App Store, Apple Music, and iCloud. Apple was
founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April 1976 to develop and sell
Wozniak's Apple I personal computer.
 It was incorporated as Apple Computer, Inc., in January 1977, and sales of its computers,
including the Apple II, grew quickly. Within a few years, Jobs and Wozniak had hired a staff
of computer designers and had a production line.

Apple went public in 1980 to instant financial success. Over the next few years, Apple shipped
new computers featuring innovative graphical user interfaces, such as the original Macintosh
in 1984, and Apple's marketing commercials for its products received widespread critical
acclaim. However, the high price tag of its products and limited software titles caused
problems, as did power struggles between executives at the company. In 1985, Wozniak
stepped away from Apple, while Jobs resigned and founded a new company — NeXT — with
former Apple employees.

RELEVANCE:

Customer satisfaction surveys are relevant for any company, including Apple, for several
reasons:

Feedback Loop: Customer satisfaction surveys provide Apple with valuable feedback about its
products, services, and overall brand experience. This feedback loop allows Apple to
understand what customers like or dislike about their products and services, enabling them to
make necessary improvements.

Identifying Areas for Improvement: Through customer satisfaction surveys, Apple can identify
specific areas where they may be falling short of meeting customer expectations. This could
include issues with product quality, customer service, or the overall user experience.

Maintaining Customer Loyalty: By addressing the concerns raised in customer satisfaction

surveys, Apple can demonstrate its commitment to customer satisfaction, which can help build
and maintain customer loyalty. Satisfied customers are more likely to remain loyal to the brand
and may even become advocates, recommending Apple products to others.

Competitive Advantage: Monitoring customer satisfaction allows Apple to stay ahead of the
competition. By continually improving their products and services based on customer
feedback, Apple can differentiate itself from competitors and maintain its position as a market
leader.
Product Development: Customer satisfaction surveys can also provide insights into future
product development opportunities. By understanding what features or improvements
customers desire, Apple can prioritize its product development efforts more effectively.

Brand Reputation: Positive customer feedback from satisfaction surveys can enhance Apple's
brand reputation. Satisfied customers are more likely to speak positively about their
experiences with Apple, which can help attract new customers and strengthen the brand's
image.

Overall, customer satisfaction surveys play a crucial role in helping Apple understand its
customers' needs and preferences, driving continuous improvement and innovation while also
strengthening customer relationships and brand loyalty.

OBJECTIVES OF THE STUDY:

The objectives of a customer satisfaction survey conducted by Apple can vary based on specific
goals and areas of interest, but generally, they encompass several key objectives:

1. Measure Overall Satisfaction

2. Identify Strengths and Weaknesses

Measure Overall Satisfaction: The primary objective is to gauge overall customer satisfaction
with Apple products, services, and the overall brand experience. This includes satisfaction with
product quality, design, performance, customer service, and the overall buying process.

Identify Strengths and Weaknesses: The survey aims to identify both areas where Apple excels
and areas where improvements are needed. By understanding their strengths, Apple can
reinforce positive aspects of their products and services. Conversely, identifying weaknesses
allows Apple to address issues and enhance the overall customer experience.

SCOPE OF THE RESEARCH:

The scope of research for a customer satisfaction survey on Apple could encompass various
dimensions, including:

1. Product Satisfaction: Assessing customers' satisfaction levels with specific Apple

products such as iPhones, iPads, MacBooks, Apple Watch, and other devices. This
includes evaluating factors like design, performance, features, and value for money.

2. Service Satisfaction: Evaluating customers' satisfaction with Apple's customer service

and support channels, including online support, Apple Stores, Genius Bar
3. appointments, and phone support. This involves assessing factors like responsiveness,
problem resolution, and the knowledgeability of support staff.

4. Brand Perception: Understanding how customers perceive the Apple brand overall,
including its reputation for innovation, quality, reliability, and customer service. This
includes assessing brand loyalty, trust, and likelihood to recommend Apple products to
others.

5. Demographic Analysis: Analysing satisfaction levels across different demographic

segments such as age, gender, income level, geographic location, and frequency of
product usage to identify any patterns or trends.

6. International Perspective: Assessing customer satisfaction across different regions and

countries to understand cultural differences and adapt strategies accordingly.
 CHAPTER – 2

REVIEW LITERATURE OF APPLE

REVIEW OF LITERATURE:

As the starting point of this report, the topic which we have chosen reflects on Ethics and
Employee Rights and Discipline. With that, we have conducted a research based on the
company that we chose which is Apple Company to study the ethics and employee rights
disciplined in this company and the issues faced, if any. The research was based against the
theories that we have studied in Managing Human Resource. We have compiled several
academic journals and attained the necessary information to support the selected to topic.

Keywords: Ethics, Ethical behaviour, Employee Rights

Ethics:

Yildiz (2007) illustrated that there is a greater need to have a sound working ethics
in business environment especially when work life gets more difficult, dynamic and highlyco
mpetitive. Negativity tends to arouse in situations like this. Hence, it is without any doubt
that instilling moral values will curb this negativity to create a more conscious and systematic
working environment, (Arslan, 2007; Baltar & Oz, 2009). When businesses prioritize morality
among its employees, businesses will gain respect and dignity as explained by Beyster, 1998,
so what technically are ethics? Ethics refer to the principles governing the conduct of
individuals and groups or the standards that one uses to decide on what their actions should or
should not be like. Ethics are implemented in businesses to ensure that trust exists between the
consumers and various other forms of market participants with businesses. Ethics is defined as
a discipline that manages what is good and bad or right and wrong or the moral duty and moral
obligation. (Unabridged, 1961). The origins of the word ethics come from the Greek word that
means moral. Individuals live by their values which are taught and learnt through religion,
philosophy, culture, law and through what other profession require of them by-conduct.
Individuals make ethical decisions based on morality, which means standards of behaviour
highly accepted by society. An individual holds morality as either absolute or relative. Absolute
morality means what is wrong is always wrong whereas relative morality is the good that is
defined in part by other factors. Hence, with all these explained, every company has its own
ethics defined that guide their conduct as they pursue with their own business operations. A
company that is built with a strong firm of high ethical standards, belief and truthfulness, will
succeed and gain prestige in the society. This is vital for every company to ensure survival and
the prolonged existence of the company. (Dundar,2010; Ucar, 2007).

Ethics bring significant relevance to the company. With ethics the driver to a company in
operating its business, will certainly attract customers to the products and services of a
company, thus increasing sales and profits of the company due to its value being delivered to
the customers. With ethics practised, employees would remain in the company thus, decreasing
turnover and increasing productivity. More employees will also be attracted to want to work in
that particular company. This will benefit the company in reducing its
recruitment costs and enabling talented employees working for the company. Not only
employees, but investors will also be attracted to company who practise a value of ethics in
company. This will protect the company from takeover as the share price of the company is
kept high.

Employee Rights:

An employee right on the other hand refers to right granted upon an employee based on
contractual agreements made with their employers. A right denotes as the moral claim. A claim
refers to an exacting type of right, which is correlated to the duty of the person whom carries
the right (Hoh Feld, 1919). It stems from the foundation of theoretical justification, and offers
ways in assessing which supposed rights are legitimate and which should be over uledin cases
where the legitimate rights conflict. It can also mean the right granted upon an employee based
on government legislation.
Hence, due to the desirability of each employer and employee, this often conflicts like for
example, with providing higher wages to employees means a reduction in profits as these are
expenses to a company. To provide greater benefits to employees can affect the stability of the
company in the long term. Thus, to resolve these conflicts, employers and employees engage
in employment agreement whereby some goods are bargained or traded in such a way that
other goods will also be secured. Hence, an example of securing the rights of employees
inorganizations; employees would be entitled to a group of employee representatives who are
assigned to manage and observe the actions and decisions of senior managers. This is called as
the right to be treated as every other financial investor. This provides the employees with the
image that is similar to what the board of directors would offer for shareholders.
Secondly, employees have the right to share in the firm’s financial success. This shows that
profit-sharing should be mandated. Moreover, employees should have the right to well-timed,
exact and adequate exposé of relevant information on financial and functional results, strategic
plans and returns arrangements for directors and senior managers. Employees should also have
the right to protection from any abusive self-conduct of senior managers. Employees also
should receive fair dismissal payment when terminated without just cause so as to enable them
the right to have an effective pension protection- all this refers to the right to the means for
protection of employee’s financial investment in the company.

As clear as it is on how employee rights are generally explained as above and its following
examples of employee rights, how is employee rights practised in companies? Initially
employee rights have been defined as the right granted upon an employee on the basis of
contractual agreement made with the employer. In the agreement, both employer and employee
seek benefits in the attainment of certain goods. Employers seek profit maximization, product
quality assurance, long-term growth of company and company’s
stability to be maintained and so forth. Employees on the other hand, seek for higher wages,
greater benefits, a safe and comfortable working environment and so forth.
Apple Company

Impressive leadership skills practised by the CEO of Apple, Steve Jobs, an innovative and
enthusiastic corporate culture and the well-known advanced products of Apple are the
building blocks of Apple’s success.
The Apple I which is the first handmade computer kit shows a huge difference as compared to
all the other Apple products as of today. This was developed by the co-founder of Apple, Steve
Wozniak. This first model has its cons in that it lacks the graphic user interface (GUI), and
thus, consumers needed to add their won keyboard and display. Steve Jobs, the co-founder of
Apple, convinced Steve Wozniak that the Apple I can be sold as a business product. Both Steve
Jobs and Steve Wozniak continued creating pioneering products and soon, their new company
which is the Apple Computer Inc. reached maximum amount in sales. Still, the company faced
with a few flaws like the one of Apple Lisa which was not success in sales. Other products like
Mac I and Newton were not also successful and the company also had to endure with quite a
few CEO changes. Stock prices were also declining. Steve Jobs saved the company by
introducing a new era for Apple that is by changing the company’s corporate culture.
A flattened organizational structure was also formed. Apple sustains its success by defending
its technology and making sure that information remains proprietary.
Apple’s growth into new product lines such as the invention of the iPod, which is a handy
music player, added to its success. Adding more, are its iTunes, which is a type of jukebox
software in which customers can transfer songs from CDs on to their Macs and then managing
and classifying their library of tailored songs. iTunes Store was later developed which gives
the customers the opportunity to download millions of their favourite songs.

Apple’s Ethical Issues:

Product quality:

The coming of iPhone 4 into the market has received complaints from consumers on problems
that are caused by interference of the antenna when the phone is held in a particular way. Apple
was criticized by public relations experts in that, Apple did not respond immediately to the
problem but rather just minimized it. Apple then gave out bumpers and cases for free for a
specific time period to work out the reception problems, after Consumer Reports would not
approve on the product. Nevertheless, despite these problems, consumers still purchased this
particular product. Still, Apple must take great care continuously to enhance its product quality.
Product quality is viewed as an attribute that cannot be separated from Apple products. Thus,
any fault causing a diminished product quality can affect the strength of the brand in the market
among all other brands.

Privacy:

In 2011, both Apple and Google revealed that some particular features in the phone collect
information on the phone’s whereabouts. This is seen as a breach on the privacy
of users. Consumers can choose to render these features inoperative, as announced by the
companies. However, some of Apple’s phones collected information on the whereabouts of the
phone despite consumers disabling the feature. Google and Apple guarded their data-collection
devices but still government officials disagreed with that. Because of this, the government is
thinking on passing legislation on the privacy of mobile telecommunication. If they were to do
this, these actions can highly affect Apple and other electronic companies.

Sustainability:

In 2009, 9.6 million metric tons of metric gases were released from operations done
by Apple. The environmental influence of Apple’s products has become a serious issue since
Apple is continuously developing on newer products. Since Apple is coming out with
newer and more upgraded versions of its technology, this has caused the old ones of its product
to become obsolete and not wanted anymore. Hence, to solve this problem, Apple hasdevelop
ed products that are lasting and using materials that can be recycled. On the part of the
consumers, Apple has encouraged them to recycle based on a recycling program at its stores
whereby old iPods, mobile phones and Macs can be traded in for a ten percent discount on the
newer versions or even gift cards for those that still have values like Macs. However, despite
this program being implemented, consumers prefer that throwing away these
old products that have no value will be more convenient than recycling them. One of Apple’s
suppliers has also been accused of using a chemical called as n-hexane, which poisoned 49
of its workers. Apple has since come up with a new strategy to decrease the amount of toxic
chemicals in its products like for example; cathode-ray tubes that contain lead are removed
from its products, according to Steve Jobs. Even the iPods are fixed with LEDs (light-emitting
diodes) instead of the fluorescent lamps. Toxic chemicals like polyvinyl chloride and
brominated flame retardants are even removed from its products. However, Apple remains at
a low ranking according to environmental groups like Climate Counts, even though it has
improved over the past few years.

Intellectual Property Theft:

Apple had used the domain name of iTunes.co.uk, which was used to readdress usersto other
sites and was already registered by Ben Cohen in 2000. The domain name was then used by
Cohen to readdress the users to the Napster site which is a main competitor of Apple. Apple
then tried to acquire the domain name. However, the negotiations failed and this caused Apple
to appeal to the UK registry Nominet. Cohen was then concluded that he had misused his
registration rights and obtained an unjust gain over Apple, by the mediator, even though it is
claimed for those who register the domain name first gains the absolute right to that name.
Because of that, Apple won the case to the getting to use the domain name. This led to
complaints of unfair treatment that Apple was favoured at the expense of smaller companies.
Another case is about when Cisco Systems filed lawsuit against Apple in 2007, claiming that
Apple violated on its iPhone trademark. Cisco owned that trademark since 2000. Apple’s
deceiving conduct remain controversial to
buy with negotiations when Apple opened up Ocean Telecom Services and filed for the iPhone
trademark in the U.S. after walking out from a discussion it had with Cisco to discuss whether
or not Apple is permitted in using the trademark. The lawsuit ended when both sides agreed to
use the iPhone’s name.

Racial Discrimination:

After the death of Steve Jobs, several ethical issues have ensued surrounding the conduct of
Apple Company. There have been accusations towards Apple Store Employees on racial
profiling against Iranian-Americans and Farsi speakers. Apple Store Employees refused to sell
the iPads and other products to the Iranian-Americans and the Farsi speaking consumers or
Persians as of noted by the Council of American-Islamic Relations. Apple Store Employees
are said to be isolating the Persians as for interrogation on how they wish toutilize the products
of Apple, and this is clearly seen as being engaged in racial profiling as announced by the
National Iranian American Council. Apple can be seen to be tarnishing its corporate image and
definitely insulting and discriminating the Iranian-American community, if Apple persists on
disabling on rendering any service to the Iranian-Americans and Iranian consumers on ethnicity
basis. Apple has yet to issue a statement on the alleged discrimination against the Persians by
its workers. The public will question more on the motive of the company if Apple delays on
responding towards this particular issue and hence, the image.
 CHAPTER – 3

RESEARCH METHODOLOGY OF APPLE

RESEARCH METHODOLOGY:

Established in 1977 in California, Apple Inc. is a global designer, manufacturer and marketer
of mobile communication and media devices, personal computers, and portable digital music
players. Apple is the largest IT company in the world by revenue and total assets and the
second-largest mobile phone manufacturer. The company also sells a variety of related
software, services, accessories, networking solutions, and third-party digital content and
applications.

Apple’s ability to design and develop its own operating systems, hardware, application
software and services to provide its customers products and solutions with innovative design
is placed at the core of its business strategy. As of September 2022, Apple had approximately
164,000 full-time equivalent employees. The net sales of the world’s largest IT company by
revenue increased 8% or USD 28,5 billion during 2022 compared to 2021. Higher net sales in
Services and Wearables, Home and Accessories categories played an instrumental role in
achieving such a growth.

Apple business strategy comprises focusing on design and capabilities of products and ever-
strengthening the company’s ecosystem. The first company ever to be valued at USD1 trillion
purposefully cultivates a reputation for not paying dividends to investors. In short-to-medium
term perspective, Apple is working towards decreasing dependence of the business on the sales
of iPhones.

Leadership style at Apple is known to be democratic. CEO Tim Cook practices ‘quiet
leadership’ and he is widely recognized as an effective leader. At the same time, a number of
industry watchers and analysts criticize Tim Cook for the lack of innovative genius his
predecessor legendary Steve Jobs used to possess.

Apple has hierarchical organizational structure. Moreover, the company’s organizational

structure also integrates product-based grouping with a focus on collaboration between
different groups and divisions. Organizational culture of the multinational technology
company, on the other hand, fosters creativity and innovativeness coupled with intensive
workload for employees at all levels. A high level of secrecy and focus on diversity and
inclusion can be also specified as important elements of Apple corporate culture. Today, Apple
is faced with a range of business threats such as quality problems with negative implications
on the sales and the company brand image and intensifying competition from China and India.

Research Design of Apple -

Apple likely employs various types of research designs depending on the specific goals and
objectives of the research. Some common types of research design that Apple might utilize
include:
Qualitative Research:
Qualitative research is subjective and is often open-ended. This type of research involves
surveys, interviews and questionnaires. Qualitative research focuses on behaviour, opinions
and intentions.

Apple uses this type of research by producing online questionnaires and surveys for their
consumers to take part in. They look at the responses to see the thoughts and opinions of
different people and put them in use when launching something new.

Quantitative Research:
Quantitative research focuses on figures and statistics. It often relates to number and figures
related to sales data, market value but it can include responses from customers. This type of
data can be used to measure products on a weekly basis and it can also be used to track prices
across different brands. This type of research can also estimate market shares of competing
brands and can estimate market share segments.

Apple uses this research as they look at figures of different sales made by different companies
and brands. They look at how much profit and customers their competitors are getting and how
they can beat them and make more sales and profits than them (e.g. Samsung). They also use
this type of research to find out of people like their products and services.

Sample Size: - 50

Technique Of Analysis -

Strategic analysis of Apple’s Performance -

Apple Inc. has provided its customers with the best experiences by providing them innovative
hardware, peripherals and hardware. The company’s business strategy highlights it’s unique
ability of developing and designing operating systems, application software, hardware and the
services for providing their customers new products and means of solution with innovative
designs and ease of use. The company aims at constantly investing in marketing, advertising
and research and development. It helps in developing the process of manufacturing and the
techniques of selling the innovative technologies and products. Concentrating on the strategies
the company have continuously expanded its platform by delivering and discovering third party
digital contents and applications via its iTunes Stores.

The company has also allowed its customers for discovering and downloading books and
applications through the “Windows-based computer or through iOS devices” (Yahoo! Inc,
2014a) known as iPad, iPhone and iPod touch. The company has established Mac App Stores
in January 2011 for providing their customers easy download or install applications for the
Macs that they own. Apple supports the community which helps in development of third party
hardware and software products along with the digital content that complements the offerings
of the company.
Software used –

Apple uses a variety of software and tools to conduct customer satisfaction surveys, both for
its retail stores and online platforms. While the exact details of their survey software may not
be publicly disclosed, Apple likely utilizes a combination of in-house developed solutions and
third-party tools to gather feedback from customers. Here are some possible components of the
software ecosystem they might use:

Custom Survey Tools: Apple may have proprietary software specifically designed for creating
and distributing customer satisfaction surveys. These tools could offer features tailored to
Apple's needs, such as integration with their customer databases and analytics platforms.

Online Survey Platforms: Apple might use popular online survey platforms like
SurveyMonkey, Qualtrics, or Google Forms to create and distribute surveys. These platforms
offer a range of features for designing surveys, collecting responses, and analyzing data.

Email Campaign Software: To distribute surveys via email, Apple could use email marketing
software like Mailchimp, Constant Contact, or their own email system. These tools allow for
targeted email campaigns and tracking of open rates and click-through rates.

Data Analysis Tools: Once survey responses are collected, Apple likely employs data analysis
tools to derive insights from the data. This could include software like Tableau, Microsoft
Power BI, or custom-built analytics dashboards.

Text Analytics Software: For surveys that include open-ended text responses, Apple might use
text analytics software to analyse sentiment and extract key themes from the feedback.
 CHAPTER – 4

DATA ANALYSIS OF APPLE

TOOL ANALYSIS –

A tool analysis of Apple typically involves examining the company's strengths, weaknesses,
opportunities, and threats (SWOT analysis), as well as other analytical frameworks such as
Porter's Five Forces and PESTLE analysis.

SWOT Analysis of Apple:

Strengths:
Strong brand reputation: Apple is known for its innovative products, sleek design, and user-
friendly interfaces, contributing to a loyal customer base.
Product ecosystem: Integration across hardware, software, and services (e.g., iPhone, Mac,
iOS, iCloud) creates a seamless user experience and enhances customer lock-in.
Innovation and R&D: Apple invests heavily in research and development, leading to
breakthrough products and technologies (e.g., iPhone, iPad, Apple Watch, Air Pods).
High-profit margins: Apple's premium pricing strategy and efficient supply chain contribute to
industry-leading profit margins.

Weaknesses:
Dependence on iPhone: Apple's revenue heavily relies on iPhone sales, making the company
vulnerable to fluctuations in the smartphone market and potential product saturation.
Limited product diversity: While Apple excels in certain product categories (e.g., smartphones,
tablets), its product lineup is less diverse compared to some competitors.
High prices: Apple's premium pricing strategy may limit market share in price-sensitive
segments and emerging markets.
Reliance on suppliers: Apple's supply chain is highly dependent on a few key suppliers, posing
risks related to supply disruptions and price fluctuations.

Opportunities:
Services growth: Expansion of Apple's services segment (e.g., App Store, Apple Music,
iCloud) presents opportunities for recurring revenue and diversification away from hardware
sales.
Emerging markets: Apple has opportunities to penetrate untapped markets in developing
countries with rising middle-class populations and increasing smartphone adoption.
Wearable technology: Growing demand for wearable devices (e.g., Apple Watch, Air Pods)
presents opportunities for Apple to expand its product portfolio and ecosystem.
Healthcare and wellness: Apple's focus on health and wellness features (e.g., Health app,
Fitness+) opens opportunities for partnerships and innovation in the healthcare sector.

Threats:
Intense competition: Apple faces fierce competition from rivals such as Samsung, Huawei, and
Google in the smartphone, tablet, and wearable markets.
Regulatory challenges: Antitrust scrutiny and privacy regulations pose threats to Apple's
business practices, particularly concerning the App Store and data privacy.
Technological disruption: Rapid advancements in technology (e.g., artificial intelligence,
augmented reality) could disrupt Apple's product offerings and competitive position.
Supply chain risks: Disruptions in the supply chain due to geopolitical tensions, natural
disasters, or labour issues could impact Apple's production and distribution capabilities.

TABLE – 1

Age Group

OPINION FREQUENCY PERCENTAGE

18 – 20 10 16
21 – 25 14 23
26 - 30 16 26
31 – 35 10 16
36 or above 10 16
TOTAL 100 100
INFERENCE

Age Group between 21-25 & 26-30 uses maximum gadgets so main focus of the company
should be on this age group
INTERPRETATION

Respondents get knowledge about the Apple through Advertisement, after that family
Recommendations.
INTERPRETATION

From the ABOVE TABLE 58% of the respondent are strongly satisfied, and 42% of the
respondent are satisfied. 42% 58% .
INTERPRETATION

Apple gives more marketing competition than Samsung as Apple is more creative in terms of
clever advertisements than Samsung.

INTERPRETATION

Apple gives more attention towards software customization functions than Samsung. As Apple
gives more software satisfaction levels than Samsung gives.
INTERPRETATION

Apple has better deign architecture than Samsung . As Apple gives more attention towards
design aspect than Samsung.
 CHAPTER – 5

CONCLUSIONS AND FINDINGS

Analysis of Customer Satisfaction of Apple with respect to the Objectives-

Product Satisfaction:
Objective: Ensure customers are satisfied with the quality, performance, and features of Apple
products.
Analysis: Evaluate survey responses regarding product satisfaction, including ratings for
individual products such as iPhones, iPads, MacBooks, and other devices. Look for trends in
positive and negative feedback regarding product design, reliability, ease of use, and
innovation.

Customer Service:
Objective: Provide exceptional customer service and support to resolve issues promptly.
Analysis: Review survey responses related to interactions with Apple support staff, including
satisfaction with response times, problem resolution, and overall helpfulness. Identify any
common themes or areas for improvement in customer service delivery.

User Experience:
Objective: Ensure a seamless and enjoyable user experience across all Apple products and
services.
Analysis: Analyse feedback on the user interface, software performance, and integration
between Apple devices and services. Look for any pain points or areas where users may
encounter difficulties or frustrations, such as software bugs, compatibility issues, or confusing
interfaces.

Brand Loyalty:
Objective: Foster brand loyalty and advocacy among customers.
Analysis: Assess survey responses related to brand perception, likelihood to recommend Apple
products to others, and overall loyalty towards the brand. Look for indicators of strong brand
advocacy and areas where Apple can further engage and retain customers.

Innovation and Future Expectations:

Objective: Continue to innovate and exceed customer expectations with new products and
features.
Analysis: Capture feedback on desired features, improvements, and suggestions for future
Apple products and services. Identify emerging trends or technologies that customers are
interested in and consider how Apple can innovate to meet evolving needs and expectations.

Competitive Benchmarking:
Objective: Benchmark Apple's performance against competitors in the industry.
Analysis: Compare survey results with similar studies conducted by competitors or industry
benchmarks to assess Apple's relative performance in key areas such as customer satisfaction,
product quality, and brand perception. Identify areas where Apple may lag behind competitors
and opportunities for differentiation.
By aligning the analysis of the customer satisfaction survey with these objectives, Apple can
gain valuable insights into its strengths, weaknesses, and opportunities for improvement,
ultimately enhancing its overall customer experience and competitiveness in the market.

Conclusion and Findings-

• Apple has good brand image in the field of MP3/PVP. But Apple is not popular in Laptops
and Pcs. Company should also promote these products and utilize its brand image.

• Apple is not advertising much for its product frequently in television channel etc. advertising
should be made frequent to let the people remembered the name of Apple.

• Relation between the customer and company is the base of growth for any company.

• Company should maintain good relationship with its big customers such as institution,
corporate, school, colleges and should also have good relation with the end users.

• Company can send cards and invitation to the customer from time to time or on certain
occasion.

• Hoarding of company product should be kept at prime location where maximum people can
see it.

• Until and unless after sale service of the company is not good, it is not possible for the
company to increase the sale.

• Apple though has very efficient and effective after sale service but there are areas of
improvement.

• I Pod is considered to be a trend setter and one of the most wanted items for the teenagers.
This image must be enhanced to even adults owning an iPod and associating with it.

• It is also meant for people who like to be simple, and that is why the design of the iPod is
simple. But this aspect is forgotten by the consumers and should be revived.
 BIBLIOGRAPHY

LASHINSKY, ADAM. (2012). INSIDE APPLE. NEW YORK(USA): Grand

Central Publishing.

Bajarin TIM Article. (2012). “APPLE. INC.’S Innovation Strategy”. By Forbes.

Journal of Apple journey and development, 23(4), 245-259.

Horwitz, S. K., & Horwitz, I. B. (2007). The effects of team diversity on team outcomes:
A meta-analytic review of team demography. Journal of Management, 33(6), 987-1015.

Cox, T. H., & Blake, S. (1991). Managing cultural diversity: Implications for organizational
competitiveness. The Executive, 5(3), 45-56.

Chatman, J. A., Polzer, J. T., Barcade, S. G., & Neale, M. A. (1998). Being different yet feeling
similar: The influence of demographic composition and organizational culture on work
processes and outcomes. Administrative Science Quarterly, 43(4), 749-780.

Watson, W. E., Kumar, K., & Michaelsen, L. K. (1993). Cultural diversity's impact on
interaction process and performance: Comparing homogeneous and diverse task groups.
Academy of Management Journal, 36(3), 590-602.

Mannix, E., & Griffith, T. L. (2016). The impact of diversity in decision-making processes. In
The Handbook of Conflict Resolution: Theory and Practice (pp. 431-453). John Wiley & Sons.

Cox, T. (1993). Cultural diversity in organizations: Theory, research, and practice. San
Francisco, CA: Berrett-Koehler
 APPENDIX

Questionnaire type:

1. Demographic Information:

o Age:
o Gender:
o Occupation:
o Geographic Location:

2. Which Apple products do you currently own? (Check all that apply)

o iPhone
o iPad
o Mac (Desktop or Laptop)
o Apple Watch
o Apple TV
o AirPods

3. How frequently do you use Apple products?

o Daily
o Weekly
o Occasionally
o Rarely

4. How satisfied are you with the overall quality of Apple products?

o Very satisfied
o Somewhat satisfied
o Neutral
o Somewhat dissatisfied
o Very dissatisfied

5. What aspects of Apple products do you appreciate the most?

o Design
o Performance
o User Experience
o Reliability
o Customer Support
o Other (please specify): ________________

6. How would you describe your perception of the Apple brand?

o Innovative
o Stylish
o Premium
o Reliable
o Trendsetting
o Other (please specify): ________________

7. Have you ever contacted Apple customer support

o Yes
o No

If yes, please rate your satisfaction with Apple customer support:

o Very satisfied
o Somewhat satisfied
o Neutral
o Somewhat dissatisfied
o Very dissatisfied

8. Are you likely to purchase Apple products in the future?

o Definitely
o Probably
o Not sure
o Probably not
o Definitely not

9. What factors influence your decision to purchase Apple products?

Ans: -

10. What factors would influence your decision to continue or discontinue purchasing
Apple products in the future?

Ans: -

11. Is there anything else you would like to share about your experience with Apple
products or the company in general?

Ans: -