Global market scenerio - Apple Inc.


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Global market scenerio - Apple Inc.

  1. 1. Global Market Scenerio Submitted By Shahnawaz Shaikh
  2. 2. Apple Inc.
  3. 3. Introduction  Apple Inc., an exceptionally successful firm has accessed the global markets and expanded its presence in ways that maximize the company’s revenues.  The strategy options that Apple Inc. utilizes most frequently for global market development include foreign outsourcing and importing, as well as exporting.  Foreign operations of Apple Inc. are conducted in the Americas, Europe, Japan, and Asia Pacific. Apple largely relied on foreign outsourcing in order to launch the iPod.  Firms in China and Taiwan were depended upon to produce the iPod for a fraction of the cost of domestic production  The company’s main competitors are Dell, Microsoft, and Hewlett Packard.  These competitors engage in global markets to a great extent and to a similar market that Apple Inc. does worldwide.
  4. 4. Global Scenario  Apple Inc. has been extremely successful in making their brand popular and known worldwide as a premier company that offers exceptional products and has been successful in providing a lot of value and customer satisfaction.  Apple Inc. may be experiencing sociocultural differences when interacting with global markets especially in the countries that they are focused on.  The countries in the Asia-Pacific region are different in terms of attitude, values, and language so communication could be a problem.  Apple Inc. can overcome this barrier by conducting research, and if the individuals leading the firm can make themselves aware about the market and that can result in a competitive advantage because they will understand the market that they are targeting
  5. 5. Advertising and Apple  Apple advertising stands in direct contrast to many of its competitors.  BlackBerry, Samsung or Nokia ads are often laden with so much information that the recipient is left in a blaze of numbers and claims.  Instead of focusing on how people interact with technology, those companies focus on features and specifications.  More features are better, and more power is better. This more- is-better philosophy carries through to the brand's instruction manual, packaging and advertising.  The first ads for the iPad did not focus on the product features, like memory, or speed, or slimness.  Instead they portrayed someone relaxing on their sofa using the product.  The ads didn't tell us what the product was. They told us how we would use it, accessing news and entertainment whenever and wherever we want.
  6. 6. Design  Everything about the Apple brand suggests that less is more.  The interface is clean.  The design is so intuitive that the instruction manual is almost non-existent.  It begins with technology that naturally requires less fuss and better experience.  This less-is-better approach starts at the top.  For many companies, engineers design a new product, pack in as much leading edge technology as they can, and then throw it over the wall to the marketing team, screaming, "Sell this!“  That stands in stark contrast to Apple, which is one-man vision shop.  Steve Jobs has provided the direction necessary to unite both function and branding to create products that are now an indispensable part of many people's lives
  7. 7. 4 P’s of Marketing
  8. 8. Product  Portable Computers – including Mac products such as Mac Book Pro, iMac, MacBook Air, Mac Mini, Xserve  Servers – including Xserve, Xsan, MacOS X Ser, MobleMe.  Accessories – including MagicMouse, Keyboard, Led Cinema Display.  Wi-fi Based Stations - including Airport Express, Airport Extreme, Time Capsule.  Developer – including Developer Connection, Mac Program, iPhone Program.  iPod – including iPod Shuffle, iPod Nano, ipod Classic.  iPhone – including iPhone3GS, iPhone3G, iPad.  iTunes – including movies, TV shows, audio books, games.  Periphal products – including Printers, Storage devices, digital videos and cameras.
  9. 9. Price  Apple is a premium brand computer that does not attempt to compete on price. The company has reduced prices after some initial product launches. It uses skimming and premuim pricing strategies.  The AppleiPad is priced at a minimum of $499.  The Apple iPhone costs begin at $99.  The Apple iPod Classic is priced starting at $249.  The Apple iPod Nano costs $149.  The Apple Mac Book costs $999.  The Apple MacBook Pro is priced at $1199.  The Apple Quicktime Pro for Windows costs $29.99  Apples iPad pricing strategy includes the flexibility to lower the prices if consumer response dictates such action. This would be consistent with a similar $200 price cut on the iPhone in 2007.  In 2009 Apple announced a reduced cost pricing structure for iTunes - songs will cost 69 cents, 99 cents or $1.29. He said the "vast majority" of the songs will cost 69 cents. Changes are said to be a response to a slower pace of music downloads.
  10. 10. Place  Apple, Inc Headquarters are located at is located at 1 Infinite Loop, Cupertino, California.  The Apple Consultants Network includes independent professional service providers and technology consulting firms that specialize in Apple and third-party solutions. Certified on Apple technologies, these providers deliver on-site technology services and support to home users and businesses of all sizes.  Apple service providers are certified technicians, who complete regular Apple training and assessments, and offer repair services, and exclusive access to genuine Apple parts.  They are located in Asia/Pacific, Africa, the Middle East Europe and Latin America.
  11. 11. Promotion  Apple, Inc offers special discounts on refurbished MacIntosh computers, iPod Nanos, and the 8GB iPod Touch. In each case a 1 year warranty is included on the all products.  Apple, Inc authorized Training Centers are located throughout the U.S. each provides instruction in Mac systems, Mac OS X, and Apple’s professional applications. A wide range of certification exams and courses offer innovative learning opportunities for IT and creative professionals, educators, and service technicians—delivered exclusively by Apple Certified Trainers.  The Apple Consultants Network website provides a search tool allowing visitors to locate nearby certified Mac product consultants in the U.S, Canada, and a number of international locations.  The online Apple Store offers free shipping for orders over $50.  The online Apple store offers iTunes gift cards.  Apple provides a $100 rebate when you purchase a Mac or specific printers from the online store.  Apple has packaged back-to-school offers, including some aimed at college students.
  12. 12. People  Stephen P. Jobs is the Chief Executive Officer of the Executive Board at Apple, Inc  Non Executive Board Directors include William V. Campbell, Millard S. Drexler, Albert Gore, Andrea Jung and Author D. Levinson.  Key Senior Management team members include Timothy D. Cook, (COO), Scott Forestall, Jonathan Ivey, (Industrial Design), Ronald B Johnson (Retail), Robert Mansfield Mac Hardware Engineering), Peter Oppenhiemer (Chief Financial Officer), Mark Papermaster (Devices Hardware Engineering), Philip W. Schiller (Worldwide Marketing), Bertrand Serlet (Software Engineering), and D. Bruce Sewell (General Counsel).  Some certified Apple service providers offer additional services beyond repairs and parts such as such as data transfer, data recovery, upgrade services, and onsite deployment and installation.  Every Mac, iPod, iPhone, and display comes with complimentary telephone technical support for 90 days after your purchase and a one-year limited warranty. The AppleCare Protection Plan extends your service coverage and gives you one-stop service and support from Apple experts.  The AppleCare Professional Video Support gives you direct access to Apple's Professional Video Technical Support team via telephone and email 12 hours a day, seven days a week.
  13. 13. Physical Evidence  Apple Inc’s main website is located at  The Apple logo has evolved from its original depiction of Sir Isaac Newton under a tree to the memorable rainbow apple to the present blue Apple with a bite taken out
  14. 14. Process  Apple converts new customers and secures their loyalty through a corporate emphasis on customer service.  Apple seeks to attract its target market through bold public relations events (such as the MacWorld Expo) as well as advertising imagery which borrows from contemporary modern art.  Apple has expanded its distribution channels in recent years including the addition of WalMart.
  15. 15. Conclusion  Over the past 30 years Apple has amplified from computer design to developing consumer electronics.  The company was started by Steve Jobs, Steve Wozniak, and Ronald Wayne in the 1970’s. Steve Jobs is the current CEO of Apple and is doing a very efficient job in running the company.  Apple uses a differentiation business strategy, which means that all employees and departments work together in the creation of their products.  Since the employees work together our products tend to be more productive.  Apples main business initiative is customer relationship management.  When working with or purchasing from Apple you are promised top notch customer service and assistance.
  16. 16. Thank You