Apple in Any Company, Planning Case Study

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Apple also understands the importance of a prominently displayed logo, specifically on its laptops. On many models, the logo lights up, while it is also displayed right side up when the screen is open. This shows an understanding that the logo is an important advertising tool, rather than simply a design element that needs almost no attention. In this way, Apple understands the power of this type of advertising to those who are in the market for the products it provides.

Another part of logo advertising is Apple's placement in television shows. The laptops and computers in these shows broadcast their usability to a very wide base of viewers. The decision of which shows to use for such placement is also well made, maximizing the exposure of the company and its logo to potential customers.

According to Enderle (2004), Apple's use of human resources is one thing that excellently reflects its ability to make good marketing decisions. The late Steve Jobs, for example, was an excellent asset to the company's marketing department. By using his talents as a general marketer and speaker, Apple has been able to create a strong brand that stands out among its competitors. Now, after Jobs' death, the company's managers will have to make serious human resources decisions in order to remain competitive.

The planning and decision-making trends at Apple therefore seem focused upon two main factors: design and marketing.

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By focusing their products and marketing on an understanding of what would excite people and what they want, Apple has created a winning combination of positioning its products prominently and effectively in a market that is increasingly saturated with similar products.

Indeed, other companies might learn much from the way in which Apple has managed its planning to ensure a competitive edge. For any company, the excellence of its marketing relies on the excellence of its marketing team. With Steve Jobs at the head of Apple's marketing team, the company has ensured its position in the market.

At the heart of planning and decision making for a company, therefore, is the human resource decisions; choosing the correct person for each job to be performed. In terms of the design, a company can create a competitive edge by ensuring that its personnel are the most innovative and creative in the market. In terms of marketing, personnel should be able to understand and connect with the company's target market. With the help of an excellent creative and marketing team, companies would create diversified and trend setting products, even in a market that is somewhat saturated, like the one for PCs and other electronic products. While Steve Jobs was therefore a grave loss, Apple should make targeted decisions for future hires......

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