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International Marketing: Apple Inc - Essay Example

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International marketing: Apple Inc. Table of Contents 1. Executive Summary : page 3 2. Introduction/background : page 4 3. Current Scope and scale of international marketing tactics and strategies of Apple : page 6 4. An outline for the future development of international marketing of Apple : page 11 5…
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International Marketing: Apple Inc
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"International Marketing: Apple Inc"

Download file to see previous pages Cross cultural or cross border business is the order of the day at present. Business strategies such as outsourcing and offshoring are getting more prominence now because of the extremely globalized business world. Domestic marketing and international marketing are extremely different activities even though the core concept of both remains the same. The marketing techniques used successfully in one country may not be successful in another country or region because of the differences in cultural, social, economic, political and legal structures between countries. Because of the huge advancements in technology and subsequent evolutions of new business concepts, traditional marketing principles are getting meaningless. It is difficult to canvass current consumers with the help of traditional marketing techniques. Updated or modified marketing strategies are necessary for an international company to market its products successfully in the market. Apple Inc. is a reputed company in consumer electronics business. It is the most valuable technology company in the world at present and the second largest company in the world in market capitalization. One of the major success factors of Apple Company is its innovative international marketing strategies. ...
History, 2008). During the last 35 years of history, Apple faced lot of challenges and opportunities. Even though it was starred as a computer company, at present it has taken out the word computer from its name in order to change its image from a computer company to a company interested in consumer electronics business. Currently Apple Computers is known as Apple Inc. Krazit (2008) has pointed out that the Wall Street is expecting Apple to report “earnings per share of $1.07 on revenue of $6.9 billion in 2008”. In his opinion “Apple is a company which is under-promising and over-delivering” (Krazit, 2008). At a time when most of the other American companies struggled because of recession, Apple seems to be one company which escaped from the injuries of global recession. “ In the 1980’s and 90’s, many people thought that Apple Company may collapse because of the huge competition it faced from Microsoft. The introduction of Windows operating system by Microsoft gave upper hand to Microsoft and the popularity of Apple products started to decline. However, Apple bounced back during at the beginning of 2000 with the introduction of its popular “i” series products. The ability to define and develop new products and services and deliver them to market is the fundamental source of value creation in companies and an important enabler of competitive advantage” (Bordia, et al, n.d, p.1) Microsoft was the arch rival for Apple Company at the time of its entry into the market. At present, many other companies such as Samsung, Amazon and Google are causing severe challenges to Apple Inc. apart from Microsoft. The business battle between ...Download file to see next pagesRead More
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