Understanding Doctoral Research Process

Questions: Task 1- 1. How have Apple and Google used the five generic strategies over the past 10 years?2. Have their generic strategies stayed the same or have they changed over the past 10 years?3. How would you evaluate whether these strategic choices have been successful?Task 2- 1. What a) options and b) approaches have Apple and Google used to compete in international markets? Which is the more successful international competitor?2. Do either of these two companies have profit sanctuaries? If so, how are they being used?Task 3-1. How have Apple and Google diversified over the past 10 years? What are the criteria for deciding whether this is a good idea? Has this been a good idea?2. On a scale of 110, where 10 is highest and 1 is lowest, how well do you think the staff capabilities and organizational structure at Apple and Google support their respective strategies?Task 4- 1. Which is better at integrating ethics, CSR and environmental sustainability into their strategy: Apple or Google?2. In your research, have you found any evidence of Apple or Google using any of the five major process management tools for strategy execution? How would you assess the effectiveness of these tools?3. How well integrated are the leadership styles and corporate cultures at Apple and Google? Answers: Task 1 1. The five generic strategies used by Apple and Google over the past ten years are as follows:a. Competitive Advantage This is achieved by both the companies by lowering prices and increasing benefits and services. The consumers are offered better value by focusing on different factors like quality, price, style and convenience according to customer.b. Cost Leadership Strategy The costs of the company is minimized in order to minimize costs to the customer. The company tries to sell the goods at average industry price or below industry prices to gain market share.c. Differentiation Strategy The Company provided product or service with distinctive qualities based on customer. This required scientific research, creative product development team, strong marketing team which was successfully adopted by these two companies.d. Focus Strategy This idea is to serve a limited group of customers and concentrate on their requirement. It also involves focusing on cost leadership and differe ntiation.e. Integrated Cost Leadership Strategy This is adopted by the company which is ready to integrate different strategies. This strategy combines the benefits of more than one approach which proved to be a success for the company.2. Apple and Google both have changed their strategies to cater to the customers changing requirements. Apple had only few ideas 10 years ago, but with experiments it created the ecosystem for consumers. It laid foundation for combination of iTunes and iPod that created Apples digital music store.3. The strategic choice adopted by Apple which is Differentiation Strategy is successful because despite of various criticisms, many consumers spend extra money to enjoy the benefits of Apple Ecosystem. The company achieved this because of perceived quality in its product and power of Apples ecosystem. Similarly, Google used innovative ideas and methods for encouraging customers to switch to their products and with the successful launch of Nexus Tablet, Goog le had attracted more and more consumers. Task 2 1. The approach adopted by Apple to compete in International market is its innovation strategy to identify customers needs and address those needs to its products. It relied on directly observing customer rather than market research. The customers are watched, their problems are observed and product created accordingly. Further, Google adopted technology base which is much more than traditional technology. It traditionally defined innovation but with something best to make money. This is like a push kind of model where application for the technology is seen. 2. Apple has grown very fast and have used profit sanctuaries to a high level of standard, It has used the profit with new products in the business and revolutionaries of new products. (Svensson, 2013) Task 3 1. Google powered gadgets and laptops have proved to be fantastic for multitude of browser based applications and which are used by most of the people. The new Google products came into the market which can be plugged into HDMI input, TV, home stereo equipment to send audio or video content from computer or mobile to the big screen. Google also launched similar tools for Android devices to integrate with cars. Apple has also launched many modern devices like Apple TV which can be used for all video needs. It also launched Car Play which was used by all the automobile manufacturers. The i-phone becomes the brain of car system and projects messages, maps, music to the car display and sound system. Therefore Google is growing consistently and capturing more market share whereas Apple on the other hand remains dominant at the high end of the market. 2. The continuous innovation requires new kind of people management. The environment and management supported the new innovation in the organization. Google has extraordinary focus on increasing collaboration between employees from different functions which comes from three factors such as discovery, collaboration and fun. It designed the workplace accordingly and employees supported to maximize collaboration. The companies also increased discovery and learning methods so that employees become adaptable to changing needs. The organizational structure is connected with the strategy. Structure means all the people, positions, procedures and technology that comprises the organization and all the pieces must be integrated together. The structure must be changed according to the changes in strategy which is the only way to implement lasting improvements. To implement a strategic shift there must be complete change in the organization. Therefore, better leadership and engagement approach must be adopted by taking into consideration that firms can carry out its current strategies. Task 4 1. Apple and Google both are most recognized brands in the modern society. Google has been successful in building a perception of caring around the World. They treat their people well. And Google has been seen as a local company in many countries around the World. Google invested in technology based efforts to expand access to clean water, stop wildlife poaching, prevent human trafficking and reduce poverty. Apple is committed to ensure highest standards of social responsibility wherever its products are made. Apple started building the products that are suitable for recycling. It also created recycling program for old i-pods, mobile phones, and Macs. In todays environment, reputation is everything and its damage can cause serious failings for the company. Apple contributed to ethical principles like honesty, respect, confidentiality and compliance. It made specific policies for corporate governance, conflict of interest in its website. And Apple also refused to interact with those s uppliers who refuse to comply with Apples standards.2. The effectiveness of the five tools is based on the increase of revenues by marketing strategies and by adding social media as a major tool. It increases awareness and creates publicity; it also increases the fans of the face book and help in increase of the awareness through successful strategies. (Mochal, 2008)3. Leadership styles used by Apple and Google are called as transactional leadership that help the leaders to share their promises of rewards and advantages and it is based on the performance. Corporate culture of these organizations is dependent on the personalities of the management. References Griffin Dana, Four Generic Strategies That Strategic Business Units Use, 2015, as available on https://smallbusiness.chron.com/four-generic-strategies-strategic-business-units-use-496.html Klein Paul, 2011, Where is Apple Social Purpose, as available on https://www.forbes.com/sites/csr/2011/08/12/where-is-apples-social-purpose/ Mochal, Tom, 2008, Master these 10 processes to sharpen your project management skills: Project management. Nisen Max, 2012, How Apple and Google Take Different Approaches to Innovation, as available on https://www.businessinsider.com/how-apple-samsung-and-google-take-different-approaches-to-innovation-2012-11?IR=T Svensson, Peter, 2013, Apple Q1 2013: Apples profit rocket hits air pocket. The Hunffington post.