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Corporate Responsibility and Marketing Strategies 1

Running Head: CORPORATE RESPONSII!IT" AN# MAR$ETIN% STRATE%IES

Corporate Responsibility and Marketing Strategies

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Corporate Responsibility and Marketing Strategies &

Introdu'tion

T(e 'orporate so'ial and et(i'al responsibilities are key essential t(ings )or t(e

organi*ation to +aintain its position and reputation ,it(in t(e +arket- T(is paper identi)ies t(e

so'ial and et(i'al responsibities o) Apple In'- t(at it use to de.elop its position- It also deter+ine

t(e i+pa't o) t(e publi'ations related to t(e .iolations on its reputation t(at its suppliers

publis(ed- T(is paper is also (elp)ul to outline t(e +et(ods ,(i'( 'an be used by Apple/

suppliers ad(ere )or going )or,ard ,it( standards- It is also signi)an't paper to identi)y t(at t(e

'usto+ers ,ould pay +ore or not0 i) t(e organi*ation in'reases t(e pri'es o) its produ'ts- inally0

t(is paper ,ould (elp t(e resear'(er to kno, t(e o.erall +arketing strategy o) t(e Apple- So+e

e))e'ti.e re'o++endations ,ould also 'onsidered to take 'o+petiti.e ad.antages )ro+ t(e

global +arket-

Apple/s Current Position on its Et(i'al and So'ial Responsibilities

At present0 Apple In'orporation (as strong position in ter+s o) its et(i'al and so'ial

responsibilities t(at (a.e en(an'ed t(e reputation in t(e global +arket- T(is organi*ation is

'redible ,it( its produ't 2uality and pri'es- It (as so+e et(i'al responsibities ,(i'( (as been +et

by Apple0 be'ause it (as pro.ided t(e sa)e and et(i'al ,orking 'onditions to its e+ployees- T(e

et(i'al 'ode o) 'ondu't o) suppliers supports t(at t(e e+ployees are e+po,ered ,it( sa)e

,orking 'onditions 3ip(onepro4&5110 &5116-

At t(e sa+e ti+e0 t(e supplier 'ode o) 'ondu't are +ade on t(e basis o) t(e standards o)

t(e industry and t(at are e7pe'ted by its stake(olders to +aintain its gro,t( and +agnitude- As

per its et(i'al poli'ies0 it (as redu'ed t(e negati.e i+pa't on t(e en.iron+ent by pro.iding

2uality produ'ts and presen'e in t(e lo'al 'o++unities- Apple also 'lai+s o) going outside t(e

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Corporate Responsibility and Marketing Strategies 8

industry standards to t(e do'u+ents )or supplier 'ode o) 'ondu't 39e))eries0 &516- T(is 'o+pany

)ollo,s so+e 'ode o) 'ondu'ts )or its suppliers t(at 'an be seen in t(e )ollo,ing i+age-

3Sour'e: ip(onepro4&5110 &5116

Apple (as played a good ,ork ,it( t(e so'ial and et(i'al responsibities0 be'ause it is

e7panding t(e opportunities to t(e ,orkers and e+ployees- It (as en(an'ed t(e dignity and

respe't o) t(e e+ployees by pro.iding t(e ade2uate in)or+ation about t(eir rig(ts- It )ollo, t(e

et(i'al responsibility t(at t(e ,orkers (a.e t(e rig(t to get a sa)e and (ealt(y ,orking

en.iron+ent- At present0 Apple In'- +ainly )o'uses on t(e et(i's and so'ial responsibities su'(

as obligation to transparen'y0 a de'rease in e'ologi'al issues t(at 'an (a.e t(e i+pa't on its

(u+an resour'es and sa)ety +easures to prote'tion )or ,ell;being0 se'urity and sa)ety o) its

e+ployees and ,orkers 3Solo+on0 Mars(all and Stuart0 &5116-

Along ,it( t(is0 t(e so'ial responsibilities in'lude to 'ontribute in t(e so'ial aspe'ts su'(

as re+o.al o) green(ouse gas e+ission- Apple (as re+o.ed t(e use o) to7i' +aterials )ro+ its

produ'ts t(at ,ould be also a so'ietal e))orts to 'ontribute in t(e sa)e en.iron+ent- T(is

'o+pany is supporting to use ono is its produ't red 'a+paign t(at 'an (elp it to prote't t(e

people )ro+ se.eral kinds o) diseases su'( as AI#S0 Tuber'ulosis0 and Malaria- All t(ese

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Corporate Responsibility and Marketing Strategies

en.iron+ental issues (a.e ad.erse i+pa't on t(e 'o+pany/ reputation and position ,it(in t(e

industry 3$aiser0 &51&6- T(is organi*ation is a'ti.e parti'ipating in t(e so'ial responsibilities as

,ell as be'o+ing an in'redible pro)itable organi*ation-

I+pa't o) Publi'ation o) Et(i's and So'ial Responsibilities

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Corporate Responsibility and Marketing Strategies >

(ealt(y en.iron+ent0 but t(e publi'ation o) .iolation in t(e publi' +ay a))e't t(eir t(inking

3$aiser0 &51&6-

Met(ods to Ensure Suppliers Ad(ere to ?age and ene)its

T(e Apple In'- (as so+e +et(ods ,(i'( 'an be utili*ed by it to +ake sure t(at its

suppliers )ollo, to ,age and bene)its standards- irst0 t(e Apple 'an ensure t(e +ini+u+ ,ages

and bene)its t(at are legally +andated0 be'ause t(e supplier s(ould pro.ide t(e +ini+u+ ,ages

and bene)its to t(e ,orkers t(at are under essential labor a't- T(is +et(od in'ludes to analy*e t(e

+ini+u+ pay )or t(e regular (ours t(at are appli'able as per t(e la,- T(e ,orkers +ust also be

'lassi)ied on t(e basis t(eir +ini+u+ ,ages and bene)its0 so t(e Apple 'an ensure t(at t(ey are

getting t(e appropriate 'o+pensation )or t(eir 4ob 3a4arin0 &5116-

Along ,it( t(is0 t(e supplier 'ode o) 'ondu't also in'ludes t(e .a'ation ti+e0 lea.e

period and re'ogni*ed (olidays t(at +ust be pro.ided by t(e suppliers to t(e ,orkers- So0 t(is is

anot(er +et(od to ensure t(e appropriate bene)its and ,ages o) t(e ,orkers t(at 'an be utili*ed

by Apple In'- All t(ese bene)its are legali*ed by t(e la, o) labor and ,orkers t(at 'o+pensates

t(e ,orkers i) t(ey are not 'o+pensated a''ording to set rules and regulations- As per t(e la,0

t(e ,orkers +ust be 'o+pensated at a pre+iu+ rate and s(ould also gi.e t(e o.erti+e ,ages )or

(is e7tra ,orking (ours 39a'kson0 &5156-

Apart )ro+ t(is0 t(e Apple 'an 'o++uni'ate ,it( t(e ,orkers to ask about t(eir

'o+pensation and +ini+u+ ,ages and de'ide t(at t(e suppliers are 'o+pensating t(e+

a''ording to pay stru'ture and pay period t(at are de'ided in t(e 'ode o) 'ondu't- T(e 'ode o)

'ondu't o) suppliers ,it( Apple in'ludes t(at t(e suppliers ,ould pay t(e a''urate ,ages to t(e

,orkers in t(e ti+ely +anner and t(e ,ages dedu'tions ,ould not 'onsidered- ot( o) t(ese

+et(ods 'an be utili*ed by Apple to ensure about t(e +ini+u+ ,ages o) ,orkers t(at 'an +eet

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Corporate Responsibility and Marketing Strategies @

t(e re2uire+ents o) standards asso'iated ,it( t(e ,ages and bene)its )or going )or,ard 3errell

and Hartline0 &51&6-

Apple/s Custo+ers ?ould e ?illing to Pay More or not )or Its Produ'ts

In +y opinion0 t(e 'usto+ers o) Apple In'- ,ould be ,illing to pay +ore a+ount )or its

produ'ts0 eit(er t(e pri'es o) its produ'ts in'rease- It is be'ause= t(e +ain reason be(ind paying

+ore a+ount )or its produ'ts is t(e (ig( de+and- T(e Apple (as (ig( de+and produ'ts t(at 'an

be sold at a (ig( pri'es- In t(is 'ase0 t(e Apple is not in'reasing t(e pri'e o) its produ'ts to earn

+ore pro)it0 but it ,ant to pro.ide t(e better ,ages and bene)its to t(e e+ployees o) its suppliers

3Har.ey and 9ones0 &5186-

Along ,it( t(is0 t(e produ'ts o) Apple are (ig( de+and as ,ell as easily a.ailable in all

o.er t(e ,orld0 so t(e 'usto+ers pre)er t(ese produ'ts- or t(ese produ'ts0 i) t(ey need to pay

so+e +ore e7tra0 t(en t(e 'usto+ers ,ould pay ,illingly- As per t(e e'ono+i' rule0 i) t(e

de+and o) any produ't in (ig(0 t(en t(e in'rease in pri'e 'an be in'reased- T(e ai+ o) Apple is

to pro.ide better ,ages to its ,orkers0 so t(e 'usto+ers ,ould also pur'(ase t(e Apple/ produ'ts

3#oole and !o,e0 &51&6- It is be'ause= Apple is )ollo,ing t(e rules and regulations as per t(e

'ode o) 'ondu't and it ,ould dire'tly i+pa't on t(e 2uality o) its produ'ts-

I)0 t(e pri'e o) Apple/ produ'ts are in'reased to pro.ide better 'o+pensations to t(e

,orkers0 t(en t(ey ,ould ,ork ,it( +ore ent(usias+- T(e ,orkers ,ould be +oti.ated ,it( t(e

better 'o+pensation and t(ey ,ould ,ork +ore e))e'ti.ely0 so t(e 2uality o) organi*ational

produ'ts ,ould be en(an'ed- T(us0 t(e 'usto+ers are ready to pay +ore0 i) t(ey got good 2uality

,it( easily a.ailability o) t(e produ'ts- ?it( t(is reason0 t(e 'usto+ers ,ould get t(e (ig(

2uality ,it( t(e sa+e 'ost and t(ey ,ould also get t(e appropriate ser.i'es )ro+ t(e ,orkers o)

t(e Apple0 i) t(ere is any kind o) proble+ ,it( t(e produ'ts 3Pride and errell0 &516- It is

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Corporate Responsibility and Marketing Strategies

be'ause= t(e ,orkers are treated and 'o+pensated properly ,it( t(eir +ini+u+ ,ages and

bene)its-

Apple/s Current O.erall Marketing Strategy

At present0 Apple in'ludes so+e key ele+ents su'( as produ't0 pri'ing0 distribution and

pro+otion strategy- T(e produ't strategy 'onsiders ne, produ't de.elop+ent to 'o.er a ne,

+arket su'( as iP(one ,it( 8%0 so t(e 'o+pany 'an rea'( so+e ne, potential 'usto+ers- T(e

pri'ing strategy in'ludes e7'ellent +arketing 'a+paign to 'o+pete ,it( t(e 'o+petitors and it

de'ide t(e pri'e on t(e basis o) 'o+petition0 regulation and publi' opinion- or e7a+ple0 Apple

In'- +akes partners(ip ,it( ATBT to introdu'e its iP(one in t(e +arket 3Ma0 &516-

T(e distribution strategy o) Apple is based on t(e tapping into retail stores su'( as

estuy- inally0 t(e pro+otion strategy o) Apple In'- in'ludes so+e e))e'ti.e tools to pro+ote

its produ'ts su'( as publi' relations0 ad.ertising0 +arketing and personal selling- T(ese tools are

appropriate )or t(e 'o+pany to 'o++uni'ate ,it( t(e 'usto+ers and loyal 'usto+ers 'an be

'o++uni'ated t(roug( ,ord o) +out( +arketing 3anasie,i'*0 &5186-

Re'o++end to I+pro.e Its Co+petiti.e Ad.antage

In t(e global +arketpla'e0 Apple In'- 'an i+pro.e its 'o+petiti.e ad.antages by o))ering

a superior dept( o) t(e produ'ts- T(is a'tion ,ould be (elp)ul to 'o.er a large +arket and to

en(an'e t(e nu+ber o) its 'usoter+rs0 so it 'an easily 'o+pete ,it( its 'o+petitors- In addition0

Apple 'an also )o'us on t(e resear'( and de.elop+ent t(at ,ould (elp to identi)y t(e )a't and

)indings o) t(e 'o+petitors 3et*0 &5116- So0 it 'an +ake so+e e))e'ti.e strategies on t(e basis o)

'olle'ted data and in)or+ation )ro+ t(e rea'( and de.elop+ent-

Con'lusion

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ro+ t(e abo.e dis'ussion0 it 'an be 'on'luded t(at t(e Apple In'- is using 'orporate

so'ial and et(i'al responsibility to i+pro.e t(e reputation and position in t(e +arket- In addition0

it is also using e))e'ti.e +arketing strategies to 'o+pete ,it( t(e 'o+petitors and to gain

'o+petiti.e ad.antages-

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Corporate Responsibility and Marketing Strategies D

Re)eren'es

Apple In'- 3&516-Apple Supplier Code of Conduct- Retrie.ed )ro+:

(ttps:,,,-apple-'o+supplier;

responsibilitypd)AppleFSupplierFCodeFo)FCondu't-pd)

Apple In'- 3&516- Supplier Responsibility. Retrie.ed )ro+: (ttps:,,,-apple-'o+supplier;

responsibility

Author Frederick0 8rded- GSA: 9o(n ?iley B Sons-

a4arin0 - 3&5116-Apple Retail is Key to Their Competitive Advantage- Retrie.ed )ro+:

(ttp:te'(pinions-'o+apple;retail;is;key;to;t(eir;'o+petiti.e;ad.antage1&&

anasie,i'*0 A-#- 3&5186-Marketing atabase Analytics! Transforming ata for Competitive

Advantage- GSA: Routledge-

et*0 - 3&5116-Managing Technological "nnovation! Competitive Advantage from Change

#oole0 I- and !o,e0 R- 3&51&6- C"M Coursebook #$%#& Strategic Marketing ecisions- GSA:

Routledge-

errell0 O-C- and Hartline0 M- 3&51&6-Marketing Strategy0 @t(ed- GSA: Cengage !earning-

Har.ey0 C- and 9ones0 %- 3&5186- 'rganisational Capability and Competitive Advantage- GSA:

Routledge-

ip(onepro4&511- 3&5116- APP!E/S SOCIA! RESPONSII!IT" Retrie.ed )ro+:

(ttp:ip(onepro4&511-,ordpress-'o+&51151apple/s;so'ial;responsibility

9a'kson0 9-- 3&5156-()* +e, Marketing! "ncrease Sales ,ith Social Media- Search Marketing-

/mail Marketing- 0logs- and More- GSA: #og Ear Publis(ing-

9e))eries0 #- 3&516-"s Apple cleaning up its act on labour rights1 Retrie.ed )ro+:

(ttp:,,,-t(eguardian-'o+sustainable;businessapple;a't;on;labour;rig(t

https://www.apple.com/supplier-responsibility/pdf/Apple_Supplier_Code_of_Conduct.pdfhttps://www.apple.com/supplier-responsibility/pdf/Apple_Supplier_Code_of_Conduct.pdfhttps://www.apple.com/supplier-responsibility/https://www.apple.com/supplier-responsibility/http://techpinions.com/apple-retail-is-key-to-their-competitive-advantage/122http://iphoneproj2011.wordpress.com/2011/04/18/apple's-social-responsibility/http://www.theguardian.com/sustainable-business/apple-act-on-labour-righthttps://www.apple.com/supplier-responsibility/https://www.apple.com/supplier-responsibility/http://techpinions.com/apple-retail-is-key-to-their-competitive-advantage/122http://iphoneproj2011.wordpress.com/2011/04/18/apple's-social-responsibility/http://www.theguardian.com/sustainable-business/apple-act-on-labour-righthttps://www.apple.com/supplier-responsibility/pdf/Apple_Supplier_Code_of_Conduct.pdfhttps://www.apple.com/supplier-responsibility/pdf/Apple_Supplier_Code_of_Conduct.pdf

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Corporate Responsibility and Marketing Strategies 15

$aiser0 T- 3&51&6-Report! Apple2s Suppliers Continuously 3iolate Code of Conduct- Apple oes

+othing to Change "t- Retrie.ed )ro+:

(ttp:,,,-dailyte'(-'o+ReportApplesSuppliersContinuously