Apple Company: Marketing Strategies for India Market

Running Head: APPLE COMPANY 1
Marketing

Running Head: APPLE COMPANY 2
Introduction
In the recent time, Apple has been growing its business to a large extent. It is selected
due to the growing demand of its product in several countries across the World. Due to the
technological advancements or significant shift toward the branded products, Apple
Company has been selected. In the further section, discussion has been carried on the choice
of market that Apple has entered. India has been chosen as the foreign market for the further
discussion.
Choice of the market and reasons for entering of Apple into India
For the foreign market, India has been selected. It is because customers have shifted
toward the IPhone more in the recent time. The major reason for entering into India was the
lack of any technological advanced phone. It has analysed the market properly and reached to
the conclusion that India still has few market. Besides this, India also not had any luxurious
mobile brand before Apple. Due to this, Apple has decided to enter into India by targeting the
premium class of customers. It is true that India was having the very low range of premium
mobile phones before Apple Company entered into the Australia. Indian people have belief
that the Apple has high or standard quality tag due to this they tends to prefer the Apple
products over other products. However, it is also facing several problems in India due its
higher pricing of the handsets. This has also decreased the demand of IPhones in India. Due
to the presence of several products in the lower prices, customers prefer to shop those.
Other options that Apple can get by applying the marketing model
4PS marketing model by expanding its target market
 Product: Apple has wide variety of products in Indian market. In spite of this, it is not
able to gain huge success that other companies have gained. Due to this, it can enter into the
lower range market segment by launching the lower price products. It can also target the
youngsters by providing discounts on its product in India (Tidd and Bessant, 2018). It is
because youngsters get more attracted toward the premium mobile phones when they get the
product in lower price as compare to any other brand. It can also enter into the market of
camera eye lenses that Samsung has launched in South Korea. It will help the Samsung in
increasing the market base as well as demand in the India market. It can also enter into the