Apple's Entry into the Mobile Phone Market - Essay Example

The Apple phone was launched on the 29th of June, 2007 by Apple Inc and a higher version of the same model made its way into the hearts and minds of the consumers during July, 2008 amid widespread media coverage the world over. In 2007, it sold between 500,000 and 1 million phones within two days of its launch. (Srinivas, 2008) In terms of the model that has been used for the Apple phone for the development of a relevant marketing plan and strategy, we will study the International Market Entry Mode Strategy that this company has used.

This strategy is ideal for those companies that wish to diversify geographically. (Walter et al, 1988) This strategy along with others that have to do with market segmentation and brand positioning for maximum customer satisfaction will be used in order to evolve a strategy that is best suited for the purpose of an entry level product in a market as diverse as that of the global market. (Srinivas, 2008) The first element when entering a new market is the risk factor. For the Apple phone there has been a strategic management of risk through a change of location as well as the launch of personalised and online services.

There, is a need to now focus on changing passive international sales into hardcore business. It is important to capitalise on the opportunities by undertaking risks so as to achieve organisational growth. Therefore, once the entry level mode is applied to this situation, there will be a concerted effort towards arriving at decisions that have to do with control, risk and commitment as demonstrated in the diagram below: To deal with the risk factor at an entry level, this diagram shows that the commitment level was set high so as to start by catering to consumer satisfaction.

With effective segmentation, it will be easy to find out the areas of investment so as to find an appropriate positioning on the scale where exports start. (Walter et al, 1988) Therefore, a good entry level