Apples Vision Statement and Mission Statement Essay

With the introduction of computers, the business world was changed forever. As Information technology is called for to store, manipulate, distribute or create information, may companies use information technology in a number of different departments including human resources, finance, manufacturing, and security. Using information technology, businesses have the ability to view changes in the global markets far faster than they usually do. Nowadays, the humanity is given plenty of options to choose from: the brand, types of software, its configuration and many many more. But what is the best company to get the software from? How to select one? What about the brands and companies quality? All of those questions are hard to answer, and the opinions may vary. But we believe that the choices we make are somehow connected with the customer’s loyalty to the brand. Where does customer loyalty come from? Think about those brands that you purchase from over and over, even when there are cheaper options out there. Often, the reason we stay loyal to brands is because of their set of values. The best brands strive to combine physical, emotional, and logical elements into one exceptional customer and employee is experience. When you successfully create a connection with your customers and employees, many of them might stay loyal for life and youll have the chance to increase your overall profitability while building a solid foundation of brand promoters. But it is not that easy as it may seem to get this connection established. The companies that succeed are ones that stay true to their core values over the years and create a company that employees and customers are proud to associate with. A vision statement for a company or organization focuses on the potential inherent in the companys future, or what they intend to be. While a vision statement might contain references to how the company intends to make that future into a reality, the â€Å"how† is really part of a mission statement, while the vision statement is simply a description of the â€Å"what,† meaning, what the company intends to become. In our article we want to highlight the importance of company values and present mission statement based on the example of Apple corporation – the market leader in software production and development, one of the best companies that we all know. Apple Inc. mission statement: now and then. In one of the interviews, Tim Cook (CEO of Apple Computer) delivered a great speech so called â€Å"We believe†. It was full of inspiration for Apple’s employees and reveals the truly desire to change, to make difference and move forward so to improve and make all that they do even better. He said the following: â€Å"We believe that we are on the face of the earth to make great products and thats not changing. We are constantly focusing on innovating. We believe in the simple not the complex. 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 dont settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when were 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.† Now, with the years passed and in the times where Steve Jobs is no longer the one who leads and drives Apple, the company’s values and mission has been changed. The current mission statement of Apple is as following: 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. It is radically different from Steve Jobs original ideals, which are encapsulated in his mission statement: To make a contribution to the world by making tools for the mind that advance humankind. This reflects Jobs ethos and statements from his family members after his death – that what satisfied him most was watching kids use Apple products in the classroom. Apple’s Generic Strategy Change The most fundamental difference between Apples current ideals and Jobs vision is that Jobs saw Apple products as a tool to improve the quality of life for mankind whereas now it is the purpose of the companys existence. It is understandable that with the grows of the company, and changing the leaders, company’s values and its mission could change. Apple has grown from being an idealistic upstart to a company that has more cash on hand than many countries. Its natural given this astounding change in 35 years that its values and focus would change. But it doesn’t mean that those changes are for worse. Apple’s intensive strategies for growth support the firm’s ability to maintain its strong position in the global market. With a high rate of innovation and emphasis on excellence in product design, Apple succeeds even with its relatively high selling prices. This successful position indicates Apple’s effectiveness in using its generic strategy and intensive growth strategies. The very last mission statement for Apple Inc., as stated, is broad differentiation. This generic strategy focuses on key features that differentiate the company and its products from competitors. The broad differentiation generic strategy means that Apple always aims to set itself apart from competitors not by price but by other key features beneficial to customers. Such differentiation generic strategy has significant implications on Apple’s strategic objectives. For example, to effectively apply this generic strategy, the company must continue emphasizing innovation through research and development. Apple must continually develop innovative products so that the firm always stands out against competitors. Nowadays the formula for Apple’s business success is simple: drive innovation with information technology, set the connection with customers by sharing company’s value and the mission, and create intensive strategies to be on the cutting edge of the technology. And Apple is doing it very well (Apple’s resilience against aggressive competitors shows it). It is always on top of the market and still is considered as best!