APPLE
Idriss Ben Hadj Yahia
Franck Calamusa
Albert Casamitjana
Anuj Chandarana
OUTLINE
1. Industry and Company
Introduction
2. Apple Computers - Human
Resources Perspective
3. Key Take-Aways
1. INDUSTRY AND
COMPANY
INTRODUCTION
INDUSTRY APPROACH
•
Porter Five Forces:
–
The threat of entry by new competitors.
–
The intensity of rivalry among existing
competitors.
–
Pressure from substitute products.
–
The bargaining power of buyers.
–
The bargaining power of suppliers.
COMPANY
HR PERSPECTIVE
TAKE-AWAYS
WHO IS APPLE?
Designing, manufacturing and marketing of
personal computers and related software
and peripherals for sale primarily to
education, creative, consumer
and business customers.
COMPANY
HR PERSPECTIVE
TAKE-AWAYS
WHO IS APPLE?
• Created in 1976 by Steve Wozniak and Steve Jobs
• 1978-1980: sales increased from $7.8 million to
$117 million
• In 1981 Apple initiated its first public offering
• In 1984 Apple launched the first Macintosh
• After a crisis period: in 1997 great success of
Apple’s iMac and iBook lines, a new UNIX based
server called Mac OSX, and an online build-toorder system based on Dell’s success in this area.
COMPANY
HR PERSPECTIVE
TAKE-AWAYS
APPLE TODAY
• Net sales: $5,742M (Δ 7,07% from 2001)
• 2002 Net profit: $65M (loss of $25M in 2001)
• # of Employees: 10,211
• Share Price Performance:
COMPANY
HR PERSPECTIVE
TAKE-AWAYS
APPLE CURRENT
SITUATION
• Apple is in deficit for the second
consecutive quarter. It announced in
January a net loss of $8 million for the
most recent quarter.
• The turnover is slightly rising to $1.47
billion but remains below analysts’
expectations.
COMPANY
HR PERSPECTIVE
TAKE-AWAYS
APPLE IN FRANCE
• Opened its headquarters in Paris in January 1981. Apple
France director, Jean-Louis Gassée, later became second
in charge.
• Employing originally only 25 people, it soon became
Apple’s biggest subsidiary abroad
• France was the Apple’s fastest growing European
market until september 2002, when it was surpassed by
Italy.
COMPANY
HR PERSPECTIVE
TAKE-AWAYS
INDUSTRY KSFs
• Brand Strength
• Clear Strategy
• Differentiation Through Technological
Innovation
• Dedicated and Proud Employees
COMPANY
HR PERSPECTIVE
TAKE-AWAYS
REASONS FOR APPLE’S
SUCCESS
• Excellent Technological and Marketing skills
• Refusal to compromise brand image
• Control of retail channel
• Customer Loyalty
• Technological Innovation
• Open lines of communication between
functional levels
COMPANY
HR PERSPECTIVE
TAKE-AWAYS
2. HUMAN RESOURCES
PERSPECTIVE
CORPORATE CULTURE
• Values aren’t formalized
• Open lines of communication – not hierarchical
• Pride for the brand
• Formerly decentralized - autonomy
• Roots in America
• Homogenous across countries
COMPANY
HR PERSPECTIVE
TAKE-AWAYS
HR POLICY
• REASON FOR COMPANY’S SUCCESS:
– Autonomy
– Skilled and Motivated Staff
– Open lines of communication
– No formal human resources/organizational
policies
COMPANY
HR PERSPECTIVE
TAKE-AWAYS
HR POLICY
• DIFFERENCE BETWEEN HR POLICY IN
FRANCE AND OTHER COUNTRIES IN
EUROPE:
– No country specific HR policies
– But country specific implementation plans
• 35 hour work week
• In France, more vacation is given than in the UK,
less than in Germany
COMPANY
HR PERSPECTIVE
TAKE-AWAYS
3. KEY TAKE-AWAYS
REASONS TO SETTLE IN
FRANCE
• Lower labor and land costs, relative to other
countries (ex. England)
• Subvention from Government
• City is attractive to potential employees
• Skilled business and engineering professionals
• Language barrier is not large
• Good Infrastructure
• Access to large market
• Part of European Union
COMPANY
HR PERSPECTIVE
TAKE-AWAYS
KEY TAKE-AWAYS
• Advice for other multinational companies
looking to settle in France:
– Don’t staff only French people!
– Keep in mind European Union regulations, not only
national ones
– Expect politics in your company!
– Expect specificity of French governmental
administration
– The French are flexible – the stereotype is incorrect!
COMPANY
HR PERSPECTIVE
TAKE-AWAYS
KEY CONTACT
• Philippe Gaud
– Director, Human Resources Europe, Middle East &
Africa
COMPANY
HR PERSPECTIVE
TAKE-AWAYS
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APPLE Computers 2005