Assignment Brief

Higher National Diploma in Business

Qualification Unit number and title

HND Unit no 22

Student name Assessor name

Mir Farhan baloch Sir Ehtashaam
Date issued Completion date Submitted on Validity
25 Dec 2018 26 Dec 2018

Assignment title Product and service development

Hand-in Policy
You must complete this assignment on time. If you experience difficulties, you must
inform your tutor accordingly.
Late Work Policy
Consideration will be given to students who have valid reasons for late submission (e.g. illness).

Plagiarism
In cases of plagiarism, college regulations will be applied. You must declare
thatthisassessment is your own work by signing the following statement:

Learner declaration

I certify that the work submitted for this assignment is my own and research
sources are fully acknowledged.

Student signature: Date:

Table of Contents
1.0 Apple: ..................................................................................................................................................... 4
1.1 An overview of the different products and services offered in their portfolio. ............................... 4
1.1 Products and services of Apple:........................................................................................................... 5
1.1.1 LCD and LED panels: ....................................................................................................................... 5
1.1.2 Mobile phones: ................................................................................................................................... 5
Televisions: .................................................................................................................................................. 6
1.2 Product lifecycle: ................................................................................................................................... 8
 Apple LCD/Televisions product lifecycle: ................................................................................... 9
 An evaluation of how to manage the lifecycle stages and the choice of appropriate product
....................................................................................................................................................... 10
line management choices. ......................................................................................................................... 10
1.3 Invention and creating of a new idea: ............................................................................................... 12
1.4 Strong sales and profit growth: ......................................................................................................... 12
1.5 Declining sales: .................................................................................................................................... 12
PRODUCT DEVELOPMENT PROCESS of Apple: ............................................................................ 12
Part B: ........................................................................................................................................................ 14
2.0 Apple’s team working: ....................................................................................................................... 14
2.1 Team working benefits: ...................................................................................................................... 14
2.2 Following teams were created:........................................................................................................... 15
1. Manager - led team: .............................................................................................................................. 15
2. Self-management team: ........................................................................................................................ 15
3. Cross functional team: .......................................................................................................................... 15
2.3 Factors effected the teamwork: ......................................................................................................... 16
2.4 Level of interaction: ............................................................................................................................ 16
2.5 Recommendation of team building/ Learning’s from team work: ................................................. 17
1. Schedule regular open meetings .................................................................................................. 17
2. Use appropriate body language ................................................................................................... 17
3. Speak simply .................................................................................................................................. 17
4. Utilize visuals ................................................................................................................................. 17
5. Value every team member’s ideas ............................................................................................... 17
 6. Establish ground rules for the team ............................................................................................ 17
7. Encourage debate .......................................................................................................................... 17
8. Show appreciation ......................................................................................................................... 18
Bibliography ................................................................................................................................................ 18

1.0 Apple:
Apple is a south Korean company which deals with the electronic devices. They specialize in
production of consumer and electronics which include semiconductors, memory chips,
appliances and integrated systems. They are in top five, when it comes to exporting products
worldwide. (Samsung-Electronics)

1.1 An overview of the different products and services offered in their portfolio.

Apple develops new high-tech products and puts them on the mass market in the international
market. Although Apple is a multinational with 56 global affiliates. There are three distinct
products that how they require different marketing methods and channels to serve three different
markets. The origin of Apple was founded in South Korea in 1938, from a modest trading
company to a multinational with an annual turnover of nearly $ 100 billion in 1997. Apple
operates in three main markets - electronics, engineering and chemicals - and employs
employees in more than 60 countries. The company's philosophy is to use human resources and
technology to develop a global company through better products and services. Apple pursues
three strategies to achieve its goal of maintaining global competitiveness.

Apple is constantly striving to improve the quality of its products and to implement many quality
controls. For example, if a fault is detected, the worker can stop production at any time. Apple's
global strength offers flexibility: as a global organization, it can find the best source of raw
materials, as well as the best location for manufacturing and assembling its products. Apple has
26 factories around the world. Its global presence also brings internationally renowned brands.
Since Apple operates in a wide range of products and markets, it combines all the expertise,
technology and facilities needed to enhance product development. This is called "synergy". In
addition, Apple is a vertically integrated company that controls the entire process, from raw
materials to manufacturing, to retailers and customers. (introduction)
1.1 Products and services of Apple:

1.1.1 LCD and LED panels:

In 2004, Apple had the largest manufacturer deal of OLEDs. They had 40 percent of market
share all over the world. Also, 98% of share in the AMOLED market. They gained $475 in the
market revenue in 2006.

In October 2013, Apple issued a press release on its curved display technology via the Galaxy
Round smartphone model. The press release calls the product:
"The first flexible screen in the world Full HD Super AMOLED commercial." The manufacturer
explained that the user can check information such as battery life and battery life when the main
screen is off, and can receive information from the screen by tilting the device.

1.1.2 Mobile phones:

Apple Galaxy Smartphone Apple's flagship product line for mobile phones is the Apple Galaxy
S, which many consider a direct competitor of the Apple iPhone. It was launched for the first
time in Singapore, Malaysia and South Korea in June 2010 and then in the United States in July.
He sold more than one million units in the first 45 days of sales in the United States.
In 2013, Apple smartphone sales increased in emerging markets such as India and the Middle
East, where popular mobile phones are cheaper. Since October 2013, the company offers 40
smartphone models on its US website.
1.1.3 Semi-conductors:
Apple Electronics has been the world's largest manufacturer of memory chips since 1993. In
2009, it began serial production of 30nm NAND flash memory. It has successfully produced 30
nanometer DRAM memory and 20 nanometer NAND flash memory in 2010, the first two in the
world.
In 2010, market research firm IC Insights predicted that by 2014, Apple would become the
world's largest supplier of semiconductor chips, surpassing Intel. From 1999 to 2009, Apple
Semiconductor's compound annual growth rate was 13.5% and Intel's growth rate was 3.4%. In
2015, IC Insights and Gartner announced that Apple is the fourth largest chip maker in the world.
In July 2018, Apple announced the launch of its first prototype DRD LPDDR5 module.
(Samsung_Electronics)

Televisions:
In 2009, Apple sold approximately 31 million flat-screen TVs, which allowed it to retain its
largest market share in the world for the fourth year in a row.
Apple launched its first Full HD 3D LED TV in March 2010. Apple introduced the product at the
2010 International Consumer Electronics Show in Las Vegas.
Apple has sold more than a million 3D TVs in the six months since its launch. This figure is
close to global sales of 3D televisions (123 million units) expected by many marketers this year.
He also introduced 3D home theater (HT-C6950W), which allows users to simultaneously enjoy
3D images and surround sound. With the launch of 3D Home Theater, Apple is the first company
in the industry to offer a full range of 3D products, including 3D television, 3D Blu-ray player,
3D content and 3D glasses.

In 2007, Apple launched Internet TV, allowing viewers to receive information from the Internet
while watching traditional TV shows. Apple later developed the "Smart LED TV" (now renamed
"Apple Smart TV"), which supports application download. In 2008, the company launched the
Power Infolink service, then the new Internet TV in 2009. In 2010, it began promoting 3D TV
while launching an improved version of Internet TV 2010, in addition to existing services. such
as news, weather, stock market and also provides free downloads (or paid) apps from the Apple
App Store. YouTube videos and movies.
Apple Apps offers free premium services in several countries, including South Korea and the
United States. These services will be customized for each region. Apple plans to offer family-
focused apps such as healthcare plans, digital photo frames and games. Apple's Smart TV series
includes Angry Birds which uses ITV drives and motion controls.

Digital cinema:
On July 13, 2017, the digital cinema LED screen developed by Apple Electronics was publicly
displayed on a screen at the Lotte Cinema World Building in Seoul.

Printers:
In the past, Apple has been manufacturing consumer printers and commercial users, including
simple laser printers, color laser printers, multi-function printers, and enterprise-class high-speed
digital multifunction printer models. They left the printer business and sold their printing
division to HP. In 2010, the company introduced a number of less energy-hungry products,
including the R580 notebook, the N210 netbook, the world's smallest ML-1660 laser printer, and
the CLX-3185 color laser multifunction printer.

Digital cameras:
Apple has launched several digital cameras and camcorders, including the WB550 camera, the
ST550 dual LCD camera and the HMX-H106 (Full HD camcorder with 64 GB SSD installed). In
2009, the company ranked third in the field of compact cameras. Since then, the company has
paid more attention to more expensive products. In 2010, the company introduced the new
interchangeable lens camera NX10.

Storage device:
In the area of storage media, Apple's global market share grew by 10% in 2009, due to the
introduction of a new hard drive capable of storing 250 GB per 2.5inch drive. In 2010, the
company began selling the largest 320GB disk in the industry. In addition, it is more focused on
the sale of external hard drives. After the economic loss, the hard drive department was sold to
Seagate in 2011.

An evaluation of a range of the products and services in relation to their lifecycle stage.
1.2 Product lifecycle:

Product life cycle of Apple:

1. Introduction Stage:
For companies introducing new products, this phase of the cycle is probably the most expensive.
The market size of this product is consistent with Apple's product life cycle research in India in
February 2016, which means that sales are low, although they will increase. On the other hand,
the cost of R & D, consumer testing and the marketing required to launch a product can be very
high, especially if it is a highly competitive industry.

2. Growth Stage:
The growth phase is often characterized by strong growth in sales and profits, and as companies
can begin to benefit from economies of scale in production, margins and overall profits will
increase. This allows companies to invest more in promotional activities to maximize the
potential of this growth phase.

3. Maturity Stage:
During the maturity stage, the product is established and the aim for the manufacturer is now to
maintain the market share they have built up. This is probably the most competitive time for
most products and businesses need to invest wisely in any marketing they undertake. They also
need to consider any product modifications or improvements to the production process which
might give them a competitive advantage.

4. Recession phase:
The market is the product will start to shrink, it's called the recession phase. This narrowing may
be due to the market is saturated (that is, all customers
will buy the purchased product), or because consumers are turning to different types product
although this decline may be unavoidable, it is possible the company always has the opportunity
to profit from it adopt cheaper production methods and cheaper market. (Life-cycle)

Apple LCD/Televisions product lifecycle:

Design:
The Apple TV was designed at Apple Electronics headquarters in Suwon, South Korea. To
design the hardware of his device, a firmware software is used.

Product assembly:
Apple Electronics assembly plants are located in more than 80 countries. Since 2006, Apple
Electronics is considered the largest TV manufacturer in the world.

An example of a TV manufacturer is the S-LCD company based in Asan, South Korea. The
company belongs to Apple Electronics and produces LCD TVs.

Distribution, marketing and assembly:

Distribution: The distribution of all products by Apple is similar. In the figure we can observe
how the customer receives the product after the distribution process, in this case, TV.

For example, if I want to order a Apple TV, it will go from the dealer to the dealer and then to
me. There is no support between Apple, resellers and retailers.

Apple offers competitive prices for all products, which allows you to sell more products. If the
quality of a Apple product is the same as that of another brand's equipment, but its price is lower,
it will be more likely to be sold. (life-cycle-of-samsung-television)

1. Introduction – 3D TVs
2. Growth – Blue ray discs/DVR
3. Maturity – DVD
 4. Decline – Video cassette

Product lifecycle of Apple’s smart phones:

The life cycle of a smartphone depends not only on physical attributes, but also on software that
guarantees security, reliability and continuity. Therefore, when deploying smartphones,
enterprise mobility managers must not only protect the device itself, but also continue to support
continuous firmware and security updates by the manufacturer.

Hardware and software:

Today's smartphones are thin, lightweight and more powerful than ever. Many current mobile
phones have IP68 waterproof and dustproof functions. No more sliding mechanism or telescopic
camera lens, it's over. Today's smartphones are more durable, but they are not shatterproof.

The screens, cameras and smartphone processors can be used for many years. It is therefore
important to recognize the importance of software updates to ensure the reliability and efficiency
of employee equipment.

An evaluation of how to manage the lifecycle stages and the choice of appropriate product

line management choices.

Types of Apple product lines: There are two main types of Apple product lines. These are
consumer products and commercial products.

Consumer products: The product It is a consumer product directly manufactured for use by
consumers.

Consumer products are Apple's main products. Cellphone Apple smartphones are pure geniuses,
you can choose Windows Mobile OS or Android, a QWERTY keyboard with Turbo Scroll, an
intuitive touch screen, powerful multimedia functions and a powerful camera to capture
incredible photos and videos. Operator, T-Mobile, Verizon Wireless Mobile

Phone accessories:

Televisions
Apple TVs offer world-class picture quality, design and energy efficiency.

Audio / Video:
Apple audio and video are now modernized and extra accessories are added.

Cameras & Camcorders

Apple motives to captures the happiest moment of the consumers, so they launched cameras &
camcorders.

Digital cameras
 Camcorders

5. Computers & Peripherals

Apple’s computer is the latest version of the computer.

 Mobile computing

 Desktop monitors

 Data projectors Digital photo frame, Hard disk drive, Optical disc drive

6. Printers & Multifunction

In black and white or vivid color – for your home office, small office or any office –
Apple leads the way in printing productivity.
1.3 Invention and creating of a new idea:
Apple's long-standing company policy does not allow it to accept or consider creative ideas,
show designs, photographs, drawings, or original artwork, suggestions for new products or
product improvements, suggestions for technologies, methods, techniques, processes, inventions,
marketing plans, or any materials other than those it has specifically requested. However, they
have a website dedicated to getting suggestions, which the CEO of Apple receives. The site
is Suggestion to CEO's Office so try sending your idea through that.

In the organization, Apple’s product ideas enter the introductory phase of the first launch. The
introduction is the most important phase because many products fail at this stage. In addition,
their goal is to increase product awareness and develop markets. In this phase Apple includes the
creation of brands, the acquisition of intellectual property and pricing, whether they are low, they
gain market share or they have a high cost. In addition, developing a distribution strategy is
essential for marketing communications.

1.4 Strong sales and profit growth:

Apple has begun to benefit from economies of scale and thus increase its profit margins. As a
result, Apple investors can reinvest in returns to maintain their market position or continue to
expand. For example, in the marketing materials, Apple assume that their competitors will adopt
their special products during the growth phase. They must therefore follow the evolution of the
market and continue to grow. At maturity, the main objective is to maintain market share during
the construction of the product. As this stage is the most competitive, Apple must use resources
and choose their strategies wisely.

The growth has slowed and companies like Apple must then focus on price changes from their
competitors. One way to improve profitability may be to modify or improve the production
process. In addition, modifying or improving products and trying to attract new segments may be
a way to increase consumption.

1.5 Declining sales: (Rapid or slow fall in sales)

The reason may be saturation of the market or the fact that the product is no longer needed. For
example, sales of the Apple Galaxy S3 declined when the S4 was introduced, but at the same
time, the iPhone released a new model. In addition, the company may withdraw the product or
attempt to sell the remaining shares at a lower price. In addition, the company may decide to
maintain a brand and relaunch it using a new strategy. (product-life-cycle-stages-and-strategies)

1. Choosing one product line management choice:

• An explanation of each of the processes applied for new product
development.

PRODUCT DEVELOPMENT PROCESS of Apple:

Apple follows the following processes when they are developing a new product:
Step 1: Understanding the idea:

The first step in innovation is understanding the exploding trends in the world. Apple innovation
depends on thinking and understanding the product before they start working on it.

Step 2: Developing the concept:

At this point, the team brings together all the information accumulated so far: business strategy,
research and ideas they generate. They use this rich information to build and refine it in a
concept of definition. The concept was then developed into a reliable business case for the
business unit.

Step 3: Finalizing the concept:

In this phase, Apple works with the business unit and finalize the concept of the product which is
based on the market and consumer requirements.

• An explanation of how each stage of the process was applied and the
techniques and methods used.
Apple Televisions Product Development Process on Televisions:
1. Idea:
Apple decided to work on an idea when they were working in South Korea where they decided
to work on the concept of television.
2. Design:
A firmware software is used in the deigning process.

3. Product assembly:
The design team focused on the essence of the ES9000 and defined the original design as "one
design" almost without borders. The most important thing is the screen and the space around the
screen. It is also important to let consumers focus on the screen. This is the development
direction of ES9000, a leader in quality products.

4. Building:

To achieve this goal, the design team determined that the basic unit of measure was 0.1 m and
the total horizontal length was 180 cm. The overall frame design is based on units of 0.1mm,
with vivid textures and very fine textures, as if they were carefully arranged by hand, glittering
and give a sense of survival.

5. Finalizing and strategy used:

Using standard methods, we will find the most cost-effective solution for reducing overall
production costs. However, for the ES9000, we only sought to determine whether the objectives
we originally set were fully achieved. The risks are considerable, such as investment costs, new
production lines and unknown processes, but you are motivated to take risks to realize it,
knowing that a successful product development will allow us to create a brand-new market
segment.
Product process of Apple:

Part B:

2.0 Apple’s team working:

In Kenya, Apple is collaborating with NairoBits, a digital design school, to provide young
unemployed people with advanced website design skills, which will allow some of them to find
work in the best advertising agencies. design and government agencies of the country. On the
other hand, young uneducated slum dwellers in South Africa are learning basic skills in
maintenance and repair. Apple employs only a small percentage of young people in its industries,
but Mr. Gao always says there is a business case to invest in: "These projects have side effects
that are familiar with the brand." Other companies want to participate. Gao said Apple is
discussing with Microsoft how they support each other, proven training facilities and software.
(Samsung-team-working)

2.1 Team working benefits:

The impact of the team on performance research shows that companies create and support teams
because they have an impact on the overall performance of companies and individuals in the
workplace. If we look at the impact of team operations based on a wide range of relevant criteria,
we find that the overall performance of the company generally increases. Figure below lists
several aspects of how we can analyze work place performance and shows the percentage of
companies like Apple reporting improvements in each area.
 Figure 1 shows performance gaze.

2.2 Following teams were created:

1. Manager - led team:

As the name suggests, in a team led by a manager. The manager is the team leader and is
responsible for setting up the team. Purpose, assign tasks and monitor teams. The performance.
Individual members of the team are relatively speaking Little autonomy. For example, a key
employee. The Manager lead team was created in order to make sure there is one person
handling the responsibility of work schedule and team performance. This is the core part of any
work.

2. Self-management team:
Self-management teams (also called self-managed teams) have considerable advantages
Autonomy. They are usually small and often absorb activities that have been performed
Traditional supervisor. The manager or team leader can determine the overall goal, but the
members of the self-management team control the activities required to achieve these goals. In
the progress phase the self-management team had to be built in order to make sure that there are
self-team which handle small tasks to make sure that the work is progressing successfully with
the pace.
3. Cross functional team:
Cross-functional teams seek to leverage the particular expertise of members, different functional
areas of the company. A cross-functional team made up of people from different departments
such as expertise in career analysis, training, change management etc. Cross-functional teams
occupy a prominent place in Nike's product development process. They use their expertise inside
and outside the company. Team members often include not only product designers, marketing
experts, Accountants, but also sports research experts, coaches, athletes and even consumers.
Therefore, in the current scenario the cross functional team helped in uniting people with
different skills and helped in achieving the goal easily.

2.3 Factors effected the teamwork:

We saw that when the following factors are observed in a team, it becomes more effective and
produces more:
 Team work helped on members depending on each other.
 When team members depend on each other and the work is done, the productivity and
efficiency of the team are often high.
 Members trust each other. "Members work better than working alone”. When the team
members play, better to be a group than to do it alone, the collective performance is more
than personal.
 The performance: Members becomes boosters. When each member is encouraged by
other teams.
 The members do their best and the collective results improve. Team members like to join
the team.
 Rotation of leadership. Keeping one person in the group as leader is not necessary.
There is a possibility that when rotating the leader, it helps team build stronger as it
develops leadership skills in individual member of the group. (Factors-in-team-building)
2.4 Level of interaction:
When members feel happy at work, they tend to do better. Reduce errors, increase productivity
and improve customer service to achieve your goals. Good office interaction can also improve
teamwork and make the whole team more efficient under high pressure.
Whatever the activity of your task, the products or the services offered, a good interaction means
that members have a positive experience.
Positive interaction starts with basic fun. These include responding to calls in a professional and
enjoyable manner, recalling old school ideas and allowing people to "see your smile" over the
phone. Positive interaction also begins with the greetings of the members of society and can even
open the door for them to enter.
However, interaction far exceeds courtesy and communication between people. Interaction is the
experience of other workers and consumers when working with someone for a short or long
term. Therefore, by working and collaborating, we were able to build a better team which was
more effective and it increased productivity and reduced errors in the work. (importance-
interaction-workplace-issues)
2.5 Recommendation of team building/ Learning’s from team work:

1. Schedule regular open meetings

When communicating with team members via e-mail, text, instant messaging and other forms
of digital media, the meaning of the message can easily be misunderstood. The best team
interactions usually take place in open face-to-face meetings. In this type of setup, team
members will hear the words of your intended communication and the voices you use when
you provide them.

2. Use appropriate body language

The look on your face can say more than a thousand words. Therefore:
 Smile
 Make eye contact
 Give thumbs up
 Nod or show that you are actively listening to what they have to say

3. Speak simply
When talking to team members, do not try to shout with awesome words. Speaking with
simple words and phrases can increase the chances of effectively transmitting the message
while reducing the risk of appearance. Nothing is worse than the ignorance of Google.

4. Utilize visuals
Some team members can learn better by listening to the lecture. Other employees can more
easily understand the new concepts after viewing the visuals. To accommodate a variety of
learning styles, create informative visuals that can be displayed during a presentation at a
team meeting. In addition, understanding the behaviors of team members will ensure that you
meet certain needs, such as preferring to read information before meeting as a group to
discuss certain things.

5. Value every team member’s ideas

An effective team is made up of members who value everyone's ideas. If team members are
degraded or ignored after giving advice, they may stop participating in discussions and other
activities of the team. When this happens, the collaboration is stifled.

6. Establish ground rules for the team

Establishing ground rules for a team will encourage order, efficiency, and healthy
communication at meetings.

7. Encourage debate
When team members are afraid to disagree, they can blindly make important decisions
without trusting them. In this type of environment, only one or two team members may be
 responsible for taking most, if not all, of the team's decisions. A healthy debate inspired
creativity and collaborative brainstorming.

8. Show appreciation
Most people respond better to politeness than to rudeness. The expression of appreciation is
important for team members. Express your gratitude, even a small behavior, will produce
goodwill

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