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Research in Business

1. Problem statement

Brand value attracts customers to purchase products. It increases the demand for the products and that makes the customers to pay higher prices to the products. Apple has the reputation of most valuable brand in the world. But in the year 2016 it has faced decline in its sales. Which was a shock for the company and its loyal customers. For about 15-20% of its revenue was down compared to previous year (Leswing, 2016). It is because of the incorrect demand furcating for certain products. And last minute changes in the product is also one of the reasons for decline in sales. The firm has released the report of its sales and revenue for the year 2016 of $42.4 billion which is less when compared to previous year. Despite its downfall in 2016 net sales and revenue, apple still has the reputation of producing the best products and its brand value. In 2017 according to (Forbes, 2017) apple has the highest brand value with $170 billion and tops the list in the world market. Even though apple has the highest brand value, it did not helps the firm to increase the sales. This is evident that customers are reluctant to purchase apple products.

Figure: World’s most valuable brands

2. Aim and objectives

Aim

The main aim of the research task is to analyze, identify and assess the connection between organization’s Brand esteem and its impact on sales execution. Apple the most valuable brand in the world will be taken as the case study to research further.

Objectives

· By the end of the completion of research, one should comprehend the significance of the brand esteem to an organization.

· The main objective of the research is to analyze and evaluate the correlation between brand value and net sales of an organization

· Identifying the impact and importance of Apple's brand value on its net sales execution and revenue in real world market

3. Methodology

· Secondary Data Collection is one of the methods used to collect the data.

· Positivism in philosophy and deductive approach are the two approaches used in this task (Sekaran & Bougie, 2016).

· Quantitative methodology would be used.

· Analyzing the correlation between apple’s brand value and it net sales performance for the last 10 years.

· Descriptive data analysis would be used.

4. Secondary sources

The main aim of the research is to analyze the impact and importance of brand value and net sales performance of Apple Inc. Since, we have decided to use secondary data method to gather or collect the required information to have the in-depth research on the study. Websites resources will be used to collect the information about the brand value. Apple’s annual reports on its operations will be taken to analyze the net sales performance of the company. Scholar journals, professional’s articles and other books will be used to gather the content related to brand value to complete the research (SHU.).

5. Data analysis and presentation

· The collected and gathered data would be analyzed in descriptive analysis approach.

· For correlation analysis SPSS tool will be used.

· As we are using SPSS tool, Quantitative analysis also be used to analyze the data and correlation between brand value and nets sales.

· For presenting the information in understandable way, charts and tables would be used for better and easy understanding.

Reference

Forbes. (2017). The World's Most Valuable Brands - 2017 (Forbes) | Ranking The Brands. Retrieved from https://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=334&year=1161

Leswing, K. (2016, May 8). Three times Apple CEO Tim Cook failed to predict the iPhone slowdown. Retrieved from https://www.businessinsider.in/Three-times-Apple-CEO-Tim-Cook-failed-to-predict-the-iPhone-slowdown/articleshow/52176455.cms

Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach.

SHU. (n.d.). Research methodologies. Retrieved from http://www.socscidiss.bham.ac.uk/methodologies.html