Apple’s Marketing Strategy in China Literature Review Overview This chapter presents a survey of the existing academic literature which shall inform on the analysis of data in answer to the research questions. Topics relating to Apple’s marketing strategy in China include principles relating to global business such as the analysis of the international marketing environment, considerations on the entry mode into a foreign market, the formulation of the appropriate marketing mix and the design of a viable competitive strategy…
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The competitiveness of the global environment has been made possible by technological advances that have leveled the playing field for international businesses to penetrate cross-border markets (Friedman, 2007). Modern means of communication, which facilitates information gathering and business transactions, “allowing people around the world to compete, connect, and collaborate” (Cherunimal, 2010). Nor is the globalization trend limited to commerce and trade, such that “No institution, whether a business, a university or hospital, can hope to survive, let alone to succeed, unless it measures up to the standards set by the leaders in its field any place in the world” (Peter Drucker, 2007, p. 66). Several frameworks for international marketing planning have been conceptualized to capture its nature and scope, although the specific nuances of the process continues to evolve with the changing dynamics of globalization. Li and Li (2009) proposed an Internet-enabled, multi-agent-based hybrid framework, which was designed to address the three types of uncertainty conditions identified by Ashill and Jobber (2001), namely: state uncertainty, or the inability to forecast future events in the global marketing environment; effect uncertainty, which results from failure to understand the causes and effects of the changing environment; and response uncertainty, or the inability to predict how the market will respond to the changes. The framework is graphically portrayed in the following diagram: Figure 1: The Internet-enabled multi-agent-based hybrid intelligent support framework (Li & Li, 2009). The decision-making framework synthesizes the processes identified in earlier academic literature. Environmental scanning and monitoring involves the continuous observation of political, economic, social and technological events, and competitors’ moves (Jain, 1990). Strategic analysis assesses the strengths, weaknesses, opportunities and threats, evaluates the principal criteria or factors which the firm must address. Management identifies the strategic intention, risk, synergy effects, and market attractiveness, and thereby defines the firm’s competitive advantage. Go versus no-go decision under uncertainty is a pass/fail test conditioned by fulfillment of the Go condition and failure of the No-go condition (Cohen, Rolph & Steffey, 1998). The decision-makers decide the course of action and possible alternatives to take, with cognizance of the state, effect, and response uncertainties. Entry mode selection under uncertainty is the choice of the manner in which the firm enters the target market, given the degree of risk and the level of market control (Chee & Harris, 1998). Finally, formulating marketing strategies is concerned with the means of achieving the defined marketing goals and objectives towards creating the competitive advantage defined for the firm. These processes will be more closely described in the following sections. In the hybrid model, the processes are carried out by multiple software agents, working in an Internet-enabled system through a suitable software architecture and underlying integration method (Li & Li, 2009). Table 1: International marketing envir
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This feature of marketing strategy has made many organizations opt to use social media as their marketing tool. Social media provides the most comfortable and appealing platform for marketing than any other medium (Kincy, 2011). In explaining the significance of the social media, Hargadon & Douglas (2001) also point out that social media makes it easy for consumer to realize their need, access available options and receive customer service.
The author states that Toyota was very optimistic that it would succeed in the Chinese market without a problem. But therein lay the problem. Toyota used the same marketing strategies that it had used in Japan to capture the Chinese market, which in the end did not work out so well for Toyota in China.
ure Review 1.1 Introduction The literature review presented in this section would try to shed light on the various factors relevant to the present research study. Since the primary objective of this research study is to gain an insight into the impact of global economic downturn on the marketing strategies followed by Volkswagen in the Asian market and Vietnam, it is necessary to review the existing literature related to the various impacts that the global financial crisis had on the automotive industry.
2). China’s estimated online market size is about $300 billion. The Chinese E-commerce market is experiencing a tremendous growth since the past decade. This is because of various reasons. Firstly, the number of internet users in China is increasing at a fast pace.
The global telecommunication industry has been experiencing a radical financial growth throughout the decades. In relation to the recent pace of the global economic development, the telecommunication sector can also be considered as a key player in terms of contributing major support to the national economy of the countries (Chai & Roy, 2006).
This company is involved in the production of primarily herbal juices and oil. In a very short period of time Mecitefendi has broadened the range of products and acquired large number of customer portfolios within Turkey owing to the quality of products
The questionnaire consisted of a combination of open ended and closed ended questions. The respondents to the study were the marketing mangers of Volkswagen, Vietnam. According to their responses to the question, the study will now discuss and
The authors of this book largely dwell on capitalism in the society and this makes the theme of the book. They use different scenarios to prove the existence of capitalism in the past years, and show how capitalism today manifests itself in a different face, which seems friendlier, but is even more deadly than before.
The present study is about evaluating the effect of economic crisis to the marketing strategy of Volkswagen in Asian market. In accordance with the area of study and the objective of the study, a suitable research method has been designed. Through this designed research process, it can be said that the objective of the study will be fulfilled.
10 Pages(2500 words)Literature review
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