International Marketing Report - Apple Inc

Added on - 21 Jul 2020

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INTERNATIONALMARKETING
Table of ContentsINTRODUCTION (TASK 1)..........................................................................................................1TASK 2............................................................................................................................................12.1 Key challenges faced by the organisation in the different country..................................12.2 Modes of entry..................................................................................................................22.3 Marketing Mix in US and Kenya....................................................................................2TASK 3 : Positioning.......................................................................................................................33.1 Identification, Evaluation and Analysis of internal and external challenges in themarketing environment and strategies of Apple I pad in the US and Kenya.........................3Marketing Strategies for Apple Tablets in US and Kenya.....................................................43.2 Apple's International Marketing strategies in US and Kenya..........................................43.3 Information about the Countries – US and Kenya...........................................................6Competitors of the Apple in US and Kenya.........................................................................10Conclusion.....................................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTION(TASK 1)International marketing is implication of various marketing theories or principles in twoor more countries, beyond the boundaries of a nation, or by the overseas countries(Papadopoulosand Heslop,2014).This report will analyse the marketing strategies of the Apple for theirproduct, I pad Tablet in two different countries developing as well as developed. The developedcountry will be the US and the developing country will be Kenya. The Apple has aninternational market, and operates its business almost in each and every country around theworld. This report will identify the various factors that affects the marketing strategies of Applein the two chosen countries, external and internal factors. The report also includes theinformation of the economy, infrastructure, political elements in both the countries, the US andKenya.TASK 22.1 Key challenges faced by the organisation in the different countryThere are different challenges that have been faced by the organisation, this is becausethere are several factors that have great impact over the venture when they are dealing in thedifferent countries. It is being known that factors are uncertain and they are not in the hands oforganisation, the challenges that are faced by the Apple in US and Kenya are as follows:USThe smartphone market has become the PC market:It has been known that peopleprefer PC or tablet rather than smart phone, but apple is very good at mobile phone.Thus, they are facing challenges. As their competitors are grasping their market share,they are not able to earn up the premium prices.Shipping:This is also one of the biggest challenge for the organisation, Yet for the lastlittle while, Apple has been plagued by supply problems. The firm had products come inhot, like iPad mini and Apple TV. The organisation had products come in incrediblyconstrained like Apple Pencil, iPhone SE, iPhone 7 Plus, or Apple Watch Series 2. Andthey had products come in late, like AirPods.Sometimes it's the result of inaccuratedemand forecasting, of higher component constraints or lower yields than expected.Sometimes it's because of last minute issues or of changes to materials or manufacturingprocesses. Sometimes it's just about resources and priorities.1
KenyaThe problem faced in the Kenya is that the organisation is serving the premium productsand services which are not affordable by the low class people. As Kenya is the underdevelopedor developing country, people are not able to afford to have Apple products. The challenge inKenya is related to selling their products2.2 Modes of entryThere are several ways by which organisation can enter into the new market, other thanthat there are strategies also by which firm can enter into new target market. The entry more forthe venture by making strategic alliances with the different partners so that their risk can bereducedMarket segmentationIt is also one of the important aspect for the firm, as the venture is serving premiumproducts and services to the customers, their target market is premium customers who earn highincome. In US, market segment of the firm are people who are between the age 20 to 45 rather inthe Kenya, people who earn high income.Brand marketing, pricing, distribution, promotion, advertisement, target positioningThere are several strategies that have been used by the venture in order to promote theirproducts and services but they use them according to the country and target market. When itcomes to the UK, they use different social marketing tools such as Facebook, Twitter etc. whenit comes to the Kenya, they use physical mode of marketing such as TV, radio advertisement.Value chainWhen it comes to the value, there are several activities that are need to be done by theform which are classified under two categories that are primary and supportive. The firm iseffectively accomplished all those activities in order to attract and retain number of marketshare(Ford and Leonidou2,013).2.3Marketing Mix in US and KenyaThe Apple is having an effective marketing structure that helps it to attract the customersboth locally and globally. The Marketing mix is the combination of four levels such as Product,2
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