Monday, April 30, 2012

How Apple Sidesteps Billions in Taxes




     Apple is one of the largest and most profitable technology company in the world today. Every year Apple sees profits in the billions of dollars on its financial sheets. While this technology giant has seen tremendous gains in profits are explained by its tax avasion strategy; location, location, location. Apple sets up its main offices in the U.S in areas where the corporate taxes are relatively low. For example its central office is located in Cupertino, California. However it collects and invests its profits in Reno, Nevada. The difference between these states is that the corporate tax in California is 8.84%; while for Reno it is 0%, according to the article. It also has small subsidiaries in low-taxed places all across the globe to avoid major taxes.
     While it is in every company's best interest to minimize costs and taxes, Apple has done so well at this task that it is predicted to earn $45.6 billion in its current fiscal year which would be a record for any American business. It is clear that Apple is undercutting the tax system and should be paying a greater amount of taxes than it currently pays. This situation has occured because the tax sytem is predominantly based on industrial industries when they were created. Apple, being a techonlogical and mainly digital firm, can avoid many taxes and cheat the system "legally." In a situation like this, the government is needed to intervene and somehow redefine the tax laws to better suite todays' growing digital firms in order to stop giants like Apple from abusing the system and hording such large profits for itself when it could be redistributed in this recovering economy.




Reminders That a Cookie Goes Beyond the Fig

     NABISCO, creator of the Fig Newton, decided to take on a new marketing strategy. In recent years, the company has seen declines in the sales for four consecutive years of one of its oldest products the Fig Newton. The Fig was widely advertized with the help of actor James Harden as "Big Fig" during the 1970's. Since then there hasn't been such a craze for the now termed "Newton" due to its narrow horizontal product differentiation. It has kept the same few flavors and has kept the same bland design which has lead to it becoming an inferior good to other more popular substitute products.
     In order to combat this constant decline, NABISCO has proposed a new version of the Newton. These include various flavors of the original Newtons as well as the new "Fruit Thins" cookie product. They also have used new advertizing slogans and approaches to broadcast their new flavors and nutritional facts about their product. By using a new look and using more healthy ingredients, they give their products a better, more "adult" look to attract more customers, as well as provide small health benefits to their consumers as a positive externality. While the new marketing strategy has lead to some sales moving to their other products giving their Newton products more differentiation and making them more fruit based has proved benificial for NABISCO.
        

Microsoft to Take Stake in Nook Unit of Barnes & Noble

     In recent news, Microsoft has made a $300 million investment into Barnes and Noble; specifically the Nook division. This occurred on Monday and Microsoft will be given a 17.6 percent stake for their contribution to the Nook. In the market of e-books, the Nook is "hotly contested" by both the Amazon Kindle and the Apple products; Apple products taking the lead. So why the sudden interest in the Nook by Microsoft? This can be explained by Microsoft's future plans with Barnes and Noble and the tablet industry as a whole.
     Microsoft's investment will be used to not only fund the development of Nooks, but to differentiate the product in its style and capabilities. The new add-ons (which include a new design, a glowing screen, more apps and Windows 8 compatibility) will help increase the demand for the Nook by reaching to Windows users who have not entered the tablet phenomina as well as attract current tablet users. Thier partnership also allows Microsoft to gain profits from an untapped industry that Apple has set its sights on with its products. Another effect this colaboration has had is the rise in the price of Barnes and Noble stocks. This partnership is proving sufficiently more profitable for both parties in the near future. While it is not clear that this partnership will lead to Barnes and Nobles topping the industry over Apple and Amazon or even creating somewhat of a monopolistic power over the industry as Apple has now, it is evident that the consumer and producer surpluses of the Nook market will benefit and hurt the other two.

Source: http://dealbook.nytimes.com/2012/04/30/microsoft-to-take-stake-in-barnes-nobles-nook-unit/?ref=business