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 Management are the activities of plan, organize, and control to achieve the goals and objectives, which is planning, organizing, leading and controlling. (Mason Carpenter, Talya Bauer, and Berrin Erdogan)  Planning involves setting objectives and determining strategies and forecast future conditions. Organizing is developing of organizational structure and allocating organizational resources. Leading involves taken action to influence organizational resources. Controlling involves ensuring the works are going with the plan. Apple is a well-known for brand for high-technology gadgets and occupies a big market share in the market. Hence, in this assignment, we are going to analyze the management process of the release of iPhone 6s by the technology company Apple Inc. We are going to further describe about this event and the activities conducted by the Apple Inc in the launching process of iPhone6s.

 Incorporated on 1977, Apple Inc is a technology company which mainly “designs, manufactures and markets personal computers and related personal computing solutions for sale” (Apple 10-K 2009, 2009). According to Company Background (2012), besides computers and mobile communication products, Apple Inc also markets related networking software, services peripheral device such as music player. Its main consumer including “customers, small and mid-sized business (SMB), education, enterprise, government, and creative customers” through various stores, either retail stores or online stores (Apple 10-K 2009, 2009). Apple Inc has expanded its sales over years. According to Huguet, Paxton and Hoover (2015), the company showed improvement in its profit by showing a quarterly revenue of $51.5 billion and quarterly net profit of $11.1 billion ($1.96 per diluted share) in 2015 compared to revenue of $42.1 billion and net profit of $8.5 billion ($1.42 per diluted share) in 2014. 62 percent of the quarter's revenue are from the international sales, promoted by the invention of iPhone, Apple Watch and Mac sales (Huguet, et al., 2015).

The main reason we are choosing this company is to analyze the management process of Apple Inc, who is one of the richest company in the world. The event we are going to examine is the launching of iPhone 6s by Apple Inc. iPhone6s was launched in 9 September setting 12 September as pre-order day and 25 September as official release day (Allsopp, 2015). They are officially launched in Malaysia at 16 October 2015 in Kuala Lumpur, pricing at RM3199, RM3699 and RM4199 (Kaur, 2015). Thus, in this assignment, we are going to further analyse the planning process made by the Apple Inc. in organizing this event.

Firstly, we are going to study the background of the company. We will be stating about the company's history, writing about their mission and vision and how they progress over the years. Next, we will be discussing the product line of the company, that is a group of related products manufactured by a company (Warren, Sandra & Thomas, 1995). Besides, we will be emphasizing the entry mode of international business of Apple Inc, which is the pathway that organization use to enter to international market.

  Secondly, we are going to describe about the process in the launch of iPhone 6s activity and its impact. The process of how the company is going to advertise the product and how the process is going on will be stated. Furthermore, through this section, we can learn the how the company organize and plan the events accordingly. The new product feature's design and improvement will be further described too.

Thirdly, the planning and implementation of the activity in will be presented, including the SWOT analysis, the BCG Matrix, the growth strategy and the Porter's strategy of the product. The SWOT analysis is defined as a tool used to assess whether the organization can perform better in the environment (SWOT Analysis, n.d.). Next, the BCG Matrix is a method used to identify the market growth prospects of companies according to their growth rate and market share (The BCG Growth Share Matrix, 2010. After that, the growth strategy are methods the company use to expand its business. (Kotler & Armstrong, 2012). Finally, the Porter's strategy, strategies that enable companies to be more competitive based on their strengths and competitors weaknesses (Borges et al., 2015).

  After that, we are going to  evaluate the activities using SWOT analysis, based on market response and consumer feedback upon using the product, whether it perceive customer value and reach the customers expectation on the design and multipurpose function of the product.

Then, we are going to suggest improvement for this activities to provide suggestion on how this activity can be enhanced so that the marketing strategy can be better and bringing up the sales of the product.

Finally, a conclusion will be drawn based on these planning and implementations analysed before.

2.0 Background of the company

Apple Inc., formerly Apple Computer, Inc., started in Cupertino, California in 1976 as a computer company.  Apple manufactures and markets personal computers related software, services, peripherals, networking solutions, media devices, mobile communication, TV, and portable digital music players.  In 2001, Apple win the competitors with the iPod, becoming the main market leader in music players.  Besides, iPhone created by Apple make Apple successful joined the phone industry in 2007.  Nowadays, Apple was become a multinational company that specializes in computers and Macintosh computers, the iPod, the iPhone, iPad, iTunes, iCloud, and iOS, OS X, company's mobile operating system.  

 Apple's current mission statement is, “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile media and computing devices with iPad.”

Apple's current vision statement was introduced by CEO Tim Cook, who stated, “We believe that we are on the face of the earth to make great products and that's not changing. We are constantly focusing on innovating.  We believe in the simple not the complex.  We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution.  We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us.  We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.  And frankly, we don't settle for anything less than excellence in every group in the company, and we have the self- honesty to admit when we're wrong and the courage to change.  And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.”

Apple is a customer base company and brand that always improve customer value to customers.  Apple evaluating its value requires to satisfied consumer need from understanding its consumers and products. Apple always upgrade through with innovative modern technology product to competes with many different industries companies throughout which it takes part in.  The objective of the company is obtain high quality products and services within a limited time to represent the best possible value to their customers and shareholders. Apple is committed to innovative hardware, software and Internet offerings for bringing the best personal experience to consumers all the world.  Apple also established a unique reputation in the consumer electronics industry by design various comprehensive aesthetic advertising campaigns.

Steven P. Jobs, Apple chief executive, is the architect of many of Apple's amazing products.  He also is the most charismatic pitchman because his presentations are "electrifying" and revolutionary that has power to motivate customers, employees, investors, and the entire computer industry.  Investors value Apple by his status and health because he is Apple's superstar and CEO.

Mode of entry into an international market is a way for company to entry to a new international market, such as the Internet, Exporting, Licensing, Joint Ventures, Overseas Manufacture and International Sales Subsidiaries. Licensing is charge a royalty for the use of brand. Joint Ventures is about owning a proposition of organization. Overseas Manufacture or International Sales Subsidiary is owning an overseas manufacturing organization which business becomes localized. Exporting is market home country product to foreign country. iPhone entry international market by exporting, made in America and exported to international market.

3.0 Description of the chosen project/event

Apple is a well-known for brand for high-technology gadgets and iPhone makes a very big portion of profits for Apple. There, they kept releasing the new models of iPhone. People are willing to spend some money to queue long day to buy the iPhone during the first day the phones were sold. An apple with a bite taken out is a globally recognized log, from iPhone the 1st generation, iPhone 3G, iPhone 3GS, iPhone 4, iPhone 4S, iPhone 5, iPhone 5C, iPhone 5S until iPhone 6 and 6 plus. In this year, Apple decided to invention a new high technology iPhone edition that improved the properties and performance of product, iPhone 6s, a new model of iPhone product-line. Therefore, we choose “the release of iPhone 6s” as the event to analyse the management process of Apple inc in order to carry out the event.

 Apple CEO Tim Cook introduces the new iPhone 6s at Bill Graham Civic Auditorium on September 9, 2015 in San Francisco, California. The value that iPhone deliver is  “The only thing that has changed with iPhone 6s and iPhone 6s Plus is everything — 3D Touch lets users interact with iPhone in entirely new and fun ways, and the innovative Live Photos brings your pictures to life,” said Philip Schiller.   IPhone 6s provide a 3D Touch, which senses deeply, quickly and simply when press the display, 12-MP iSight camera, MP FaceTime HD camera with Retina Flash, Live Photos, 5- 4K video, and are powered by the Apple-designed A9 chip, faster performance and long battery life.  IPhone 6s are designed with the strongest cover glass and 7000 series aluminium. IPhone 6s is more intelligence because iOS 9 mobile operating system which become proactive assistance, powerful search and improved Siri features, and protecting users' privacy. Built-in apps become more powerful with a redesigned Notes app, detailed transit information in Maps, and an all-new News app on any mobile device. Iphone 6s will be available at 8:00 a.m. local time on Friday, September 25 at Apple's retail stores (, 2005).  

Aim of this project is to satisfied consumer need and to compete with many competitors around all the world. Therefore, several planning activities and implementation are carry out, such as iPhone Upgrade Program offer, personal setup service, pre-order, business partners and distribution relationship building, and growth strategy.

4.0 Planning Activities and Implementation.

Before the product market to the target customers, company need to plan their activities and implemented it to achieve the company objectives.


Exhibit: The BCG Matrix of Apple's Product

Based on the exhibit above, we can find out Apple TV is in the question marks quadrant. Apple TV makes a bit of money but its market growth is not significant. Now, Apple has to decide whether to continue invest in this product.

In the case of Apple, the big multi-part desktop and iPods are considered as the dogs. They are not growing and producing money for the company. IPods is a star product for Apple many years ago but now the era of iPods is fading away.

MacBook computer is definitely a cash cow of the company because its market growth is low but high in market share. Apple earns a lot of profits through MacBook and it considers as the ‘milk' for the company.

IPhones and iPads are the rising stars of the company. In these years, their growth is so significant and their growth potential is really unknown. The demand of these products is very high until the company can't make enough of them.

Since iPhone makes a very big portion of profits for Apple, the company is modified again the functions and features of this product. They kept releasing the new models of iPhone from iPhone the 1st generation, iPhone 3G, iPhone 3GS, iPhone 4, iPhone 4S, iPhone 5, iPhone 5C, iPhone 5S until iPhone 6 and 6 plus. In this year, Apple just release iPhone 6S and 6S plus which are the new model of iPhone product-line. Just a few days after the released date, the selling of iPhone 6S is increases sparingly and now it still increase continually.


Porter's generic strategies are consist of cost leadership, cost focus, differentiation leadership and differentiation focus. For Apple, differentiation leadership is using as their generic strategies. Apple is focus on the key features to differentiate their products from their competitors. This strategies made Apple stands out in the market.

Apple charges a premium price for the product, which reflects higher production costs and extra value-added features that are provided to the customers. Their products are designed for everyone which targeted the larger markets to support Apple in maintaining its leadership and position as the high-end and high-value business. To effectively apply differentiation leadership strategy, Apple must continually develop innovative products to stand out against the competitors. This strategy compels Apple to always keep it ahead of competitors.

For example, iPhone 6S supports more LTE bands than other smartphones and it can download apps at least twice as fast after connected to Wi-Fi. Besides that, iPhone 6S also is added with 3D touch, the new generation of Multi-Touch. With 3D touch, we can do things that were never possible before. iPhone 6S has 12-megapixel iSight camera which is the world's most popular camera that more advanced than ever. It also introduces Live Photos, a new way for users to share their favourite memories. The enclosure of iPhone 6S looks elegant and is made of natural leather and vibrant silicone cases provide stylish protection. It has a new Lightning Docks in four colour-matched metallic finishes to make it easy for charging.

4.3 SWOT

Strengths Weakness

1. Brand

2. Loyal customers.

3. Technology

1. Expensive

2. Design.

Opportunities Threats

1. Demands

2. The information revolution - electronics, are reaching new Countries across the globe.

1. Competition

2. Expenses

Figure 1.0

  Figure 1.0 shows the SWOT tables for the iPhones 6s. In the strength box, there are a few significant points. The first one is brand. Apple is a well-known for brand for high-technology gadgets. An apple with a bite taken out is a globally recognized log. Besides, Apple itself has many loyal customers. It is not surprise to see people queue long day to buy Iphone 6s during the first day the phones were sold. People are willing to spend some money to stand up-dated with the latest iPhone technology. iPhone 6s is well recognized for its latest technology. The noteworthy technologies that makes it difference from other smart phone are 3D touch and live photos. 3D touch let the user to do more with their iPhones is as simple as pressing the display. Meanwhile for live photo technology, With the Live Photos feature enabled, every time you press the shutter release button to take a photo, the iPhone will not only take a full 12 megapixel still image, but it will also record 1.5 seconds of video both before and after your still image. (DePaolo, 2015). Therefore, the user can capture short moments of their life more. Besides, the iPhone 6s also equipped with A9, the most advanced chip in the smart phone. It will make games and other applications operations much better off and more immersive. Moreover, iPhone 6s also let the user to surf internet better. Now you can do all those things up to twice as fast with LTE Advanced and iPhone 6s supports up to 23 LTE bands — the most in any smartphone — for better worldwide roaming. (iPhone 6s, 2015)

   Below the weakness column iPhone 6s has some weighty points too. First of all, iPhone 6s is quite expensive compare to other smart phones that are available in the market. Therefore it might not be affordable for some groups. The second major weakness for iPhone 6s is the design. For the iPhone 6s design, they make the camera bump on the back. The phone won't sit flush on a flat surface like a table, so it wobbles when you tap it or go to pick it up. Far more importantly, the camera lens makes direct contact with any surface the phone is sitting on. It's just begging to be scratched, and though the lens is made of strong sapphire crystal, it often does get scratched unless you use a protective case. (Epstein, 2015)


  For every business they have their own opportunities. It is up to the company whether to use the opportunities well or neglect it. For iPhone 6s the major opportunities is demands. For last decades, people are searching the best gadget to fulfill their needs. Todays, smartphone is not just a desire but a must for most people to make their day as everything right now is done on-line and information spread so fast via internet. Therefore people are willing to spend little bit extra to finding the best gadgets that they can bring to anywhere and assist them the best. The information revolution - electronics, has reached new Countries across the globe .Countries like USA, Canada, and a number of European countries, as well as Asian countries like India, Singapore, Malaysia, South Korea, Japan, and South American countries like Brazil, Chile, and Mexico among others, and Australia and Mauritius either already have in place comprehensive ICTs policies and plans or are at an advanced stage of implementing these programs across their economies and societies. (Ogunsola, 2005). This shows that iPhone has a large markets around the world, thus, whenever a new product is released by Apple Inc., the demand of this product will be high.

Last but not least, the threats that should iPhone 6s need to face. The first one is competition. In this last five years, there are a lot of new smartphone brands exist which gives more chance to the user in selecting. Therefore, iPhone must always advance than others in order to dominant the market. Besides, iPhone 6s also face the increasing of cost in producing iPhone 6s due to economy crisis. Therefore, they must take good actions in controlling their financial management.

4.4 Growth Strategy

A growth strategy is a corporate strategy, which is normally used when an organization planning to expand and increase the products it offers or the market is serves, through new businesses or its existing businesses. The organization will commonly increase its sales, number of employees, and market share. Growth strategies are divided into concentration, vertical integration, horizontal integration, and diversification.

Concentration extends an elementary line of business by increasing the products or services, or both. This growth strategy does not include acquisition of other organizations but the growth is attained through business operations. Companies that apply this strategy frequently compete within a single industry. It's divided into three, which are market penetration which means by using current products to gain an extra share of existing market. Next is market development which refers to a strategy through which an organizations sell existing product in new markets. Third, market development which stress on new product that is created to serve existing market.

One of the type of concentration strategy apply by iPhone 6s is product development. It is a creation of new products by Apple Inc. to serve existing markets since the previous product, which is iPhone 6. iPhone 6s is introduced as “the only thing that's changed is everything”. It's a new product that has better and improved features and specifications from the design to the performances such as camera, battery, fingerprint scanner and storage. For example, Apple has upped its speed of the fingerprint scanner, making it twice as fast. It also seems to be more consistently accurate. (Chris G., 2015)

Another type of concentration strategy apply by iPhone 6s is market penetration. Apple Inc. get into a new market quickly with iPhone 6s and capture a large share of the market.(Shawn G.) Advertisement of the new Apple iPhone 6s and has start went to viral in smartphone community and forums. One of the project is the mutual-benefit alliance of Digi and Apple Inc.. Digi has open pre-order for those seeking to get one iPhone 6s to enjoy a rebate and discount when  pre-order any of the iPhone 6s variant. An additional RM200 rebate is given to those who have pre-ordered iPhone 6s in the first month billing cycle. For non Digi users,  whoever sign up Digi SmartPlan 90 might get even more rebate at RM300.(Alex W., 2015)

4.5 Implementation Activities

4.5.1 Select Business Partners and Distribution Channels in Target Markets

Business partners is the middle person or retail partners who work toward the same goal. In order to market the iPhone 6s, Apple have partnered with Telecom operators such as Airtel and Vodafone in India this year to offer pre-booking plans. (Writankar Mkherjee, 2015) Distribution channels help firms deliver customer value and create competitive advantage to the target market. (Kotler and Armstrong, 2012). Distribution channel of iPhone is online store, retail stores, resellers and select carriers, more than 130 countries and 400-plus carries in the end of this year. (Caitlin McGarry, 2015). The carries in US are AT&T, T-Mobile, Verizon and Sprint IPhone use exclusive distribution, which is only certain retailer is granted sole rights to carrying product in iPhone store serving a given area. According to company website of iPhone, Apple retail stores including Africa, Middle East, and India, 14 country in Asia Pacific, 37 country in Europe, Latin America and Caribbean , United States, Canada, and Puerto Rico. Apple Online Store Malaysia is Singapore based store.  The carrier in Malaysia are Celcom, DiGi, Maxis, and U Mobile.

4.5.2 Special Event and commercial Activities

Apple CEO Tim Cook introduces the new iPhone 6s at Bill Graham Civic Auditorium on September 9, 2015 in San Francisco, California. In the special event, Apple CEO Tim Cook introduces that iPhone 6s offer new rose gold, silver, Space Gray, and gold, 12 megapixel rear camera with 5 megapixel front camera. Besides, iPhone 6s has upgraded its chipset to A9 processor and 2 GB RAM.  70% faster CPU and 90% faster GPU. (Brendan Hesse, 2015).  3D touch feature is the main gimmick of IPhone 6S in the event. IPhone launched on Friday, September 25, 2015 in Australia, and United State, Canada,  France, New Zealand, Puerto Rico, UK, and 4 countries in Asia.

4.5.3 Pre-order

IPhone receive pre-order through its online store at, one day after announced the iPhone 6s, Besides Apple, customer also pre-order iPhone through Apple Retail Online Store, Apple Store IOS app and Apple carrier website. Pre-order start on September 12, 2015. In order to pre-order, customer need to entering personal information on their account.

4.3.4 Offer iPhone Upgrade Program

IPhone offer iPhone Upgrade Program in United State. iPhone Upgrade Program comes with AppleCare+ This plan let customer choose their carrier with low monthly payment. Customer can get a new phone after 12 payment. An unlocked plan is cheaper than instalment plan. An unclock iPhone 6S was $649 in US for 16 GB, $749 for 64 GB and $849 for 128 GB. IPhone cost RM 3199 for 16GB, RM 3699 for 64GB, and RM 4199 for 128GB in Malaysia.

4.3.4 Personal setup

Personal setup is a free service for customers who purchase iPhone 6s at Apple Retail Store. Apple Retail Store let customers know about the new iPhone 6s. They show how to transfer the contact, set up email, calendar, navigate the App Store.

5.0 Evaluation of activities executed by the Apple Company

“In this part, SWOT analysis is use to analyse the activities executed by Apple company based on market response and consumer feedback. This analysis will list out their business strengths, weakness, opportunities and threats.

Strengths is an internal factors that contribute positive attributes. Strengths is under control of organization. (Tim Berry) Success in product development activities help Apple form a strong strength by using technology. IPhone 6s perform well in system and application compare to its competitor. According to a text, the application of second apps in the iOS of iPhone 6s load faster than Android of Samsung Galaxy Note 5. (Alex Wee, 2015). Another competitive advantage that iPhone 6s over its competitor is the 3D Touch. According to Jim Dalrymple (2015), user of iPhone 6s state: “3D Touch is cool and save times, one of the handiest features I seen from Apple.”  iPhone 6s more quality than iPhone 6 has 70% faster CPU and 90% faster GPU. The activities of pre-order, personal setup and iPhone Upgrade Program also consider as strengths because Apple can do more than their competitor. According to CBC New, 48.04 million iPhone sold out and iPhone 6S was outstripped 39.20 million from 29 June to 30 September.

Weakness is an internal and negative factors that firms can control. (Tim Berry)  The weakness of Apple is failure in activities distribute product to target market. According to Lisa Eadicicco 2015), deliver of iPhone 6s in New York will be delayed due to pope. She mentioned that Apple have inform a New Yorkers about the pre-order will be delayed through an email. She also list out the sources of information about delayed issue. Although retails of Apple are all around the world, but the market of iPhone are still not in some part of the world. Jonathan Pierrard spend four hours on the driving from Belgium to France for iPhone 6s. Tony N. from Argentina had orders iPhones online and purchase iPhone 6s in San Francisco for people in Argentina because Apple product are not available in his country. In this case, Apple may loss potential buyers due to weakness in market targeting.

Opportunities is an external environment that exist positive factors to business such as seasonality, fashion, and politics. Apple gain benefit from changes in customer behavior. Therefore, Apple offer colour that can attract the sight of customers. According to Micah Singleton (2015), they are some people purchase of iPhone due to its attractive colour and some of them actually satisfied with the phone. “I only bought the iPhone 6s because it's available in rose gold.” Marcus Barsoum who waited in the Sydney line to get the iPhone 6s stated he want to get the rose gold phone. Sam Anderson from London said he willing to get a 128GB rose gold iPhone 6s.

Threats is negative factors from external environment that not in control of firms. Competitor, supplier, consumer behaviour and economy are consider as threats. The change in customer behaviour and perception may be a threats to marketer if they cannot satisfied the customers. Activities of Product development of Apple can consider as less effective due to failure in recognition the change in consumer. The short battery life may be the threat to iPhone 6S. Cimarosti stated that the problem of iPhone 6s is short battery life, he hope the battery life can last for one week. (Paul Morris, 2015) Joanna Stern state that iPhone 6s should improve in the battery life. According to Joanna Stern “In a smartphone the first thing people want is better battery life and the iPhone 6s doesn't deliver that.” Besides, the rising in cost of production and competitior may be the treats that not in control of Apple such as Samsung, Xiaomi, Huawei, HTC and potential competitor in future.

6.0 Suggestions

Based on the SWOT analysis that has been made, there are a few suggestions that can be made to improve iPhone 6s. Since iPhone 6s strength is technology, iPhone 6s can enhance the technology by joint venture with other company. For example they can join venture with Beat to provide the user with the best audio. Therefore, Apple can focus in enhancing the area that they are strong with e.g.: platform ios.

In order to overcome the weakness and threats. Apple should change its strategies. Even though iPhone is very rigid with some principles, but based on the latest sales, it is proven that by be more flexible to adjust with the latest trend can increase the sale. Apple should recognize the change in external environment that not in control such as competitor, customers, economy and technology.  Although pricing strategy of iPhone in high price deliver high value by quality product, however, competitors also offer high quality product in lower price, Apple should choose an alternative strategy. The distribution of product should be on time, and Apple should expand its market to more countries such as Belgium. Apple should creative in innovation of product design to gain advantage competitive, such as the features and battery life should be improve. Change in company's strategies due to change in external environment are elements in accomplishing organization goals. For example, iPhone 6s plus is against with the old Apple principle which is will not produce phone with bigger screen. However, it is seemed not a big mistake for them to sometime against the old rules. Maybe they can provide iPhone that can operate with android after this?.

Last but not least, since iPhone has many loyal customers, they might consider the ideas from the loyal user by establishing an idea bank. Idea bank is a website where the user can upload their ideas to contribute for making better iPhone. The chosen idea will be paid to be developed further.


   Formed in 1976, Apple Inc, originally a computer company, expand its business into a multinational company making computer related software and digital devices, specializes in manufacturing it's own company product. Apple Inc aims to make significant contributions to the technology market, focusing on delivering values to customer and constantly upgrading their products. Therefore, iPhone 6s was launched on 9 September 2015 and retailed at 25 September 2015 with advanced features such as 3D Touch and Live Photos, made of the strongest cover glass and 7000 series aluminium.

  Apple Inc's strengths are its well known brands, high brand loyalty, and high-tech inventions. However, its weakness are its high cost and poor design bring inconvenience to the users. Its opportunities are that firstly, it has high demands- people have seen queuing a day before it was retailed and secondly, nowadays information evolution era has made smartphones demands to be high. Its threat are competitors all around this era and increasingly high expenses

Therefore, the release of iPhone 6s need planning activities and implementation. Moving to its growth strategy, Apple using the product development by creation of new products that are iPhone 6s and Apple Inc. get into the market with iPhone 6s and capture a large share of marker by market penetration. As steps in implementation, Apple Inc. build relationships with its business partners, Telecom operators and has distribution channels whether online or retail in more than 300 countries. Apple Inc. Also organised special events and commercial activities to further market its product and also offer pre-order services for the customers. Besides, they also offer low cost iPhone upgrade program and free personal setup for customers who bought iPhone 6s at retail store.

In order to overcome the weakness and threats and enhance strengths and opportunities, three suggestions are made. Firstly, iPhone can joint venture with other companies to upgrade its technology. Then, continuing product development and change in strategies. Finally, Apple Inc can establish an idea bank to enable customers provide feedback and contribute ideas for further development.

  In conclusion, it can be seen that Apple Inc is an innovative and customer-valued organization. It always strive to improve and upgrade itself to meet the customer's need and demand, resulting in its high brand loyalty and high market share. It also practice an effective management system in organizing and implementing this event, proven by the success of the sales of iPhone 6s. However, it is suggested that it should corporate more with other technology company to make its product more competitive.

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