International Marketing: Apple Case Study

This presentation focuses on the international marketing strategies adopted by Apple. It covers the difference between global and local marketing, marketing mix, competitor analysis, Ansoff matrix, and recommendations for the company. The presentation also discusses the circumstances required to continue with a local approach and switch to a global approach. The subject is International Marketing, and the course code is Unit 40. The presentation is relevant for students pursuing marketing courses in colleges and universities.

International Marketing

Table of Content
 Introduction
 Overview of chosen organisation
 Difference between global and local marketing
 Product, pricing, promotional and distribution approach differ when using a variety of international
markets.
 Circumstances required to continue with local approach
 Recommendations
 Conclusion

Introduction
International marketing is referred to a process of exchanging products as well as services throughout
the national borders in order to satisfy the differentiated wants and needs of the market share. This concept
consists of customer analysis along with identification of target-audience. This presentation is based on Apple
which is taken into consideration as an organisation and there will be overview of chosen organisation.

Overview of chosen organisation
 Apple is taken into account as an organisation
which is an American-based multinational
organization.
 It was founded in the year 1976 by Steve Jobs,
Steve Wozniak and Ronald Wayne and is
headquartered in Cupertino, California, US.
 The respective organisation is specialised in
offering consumer electronics, online services
and software.

Difference between global and local
marketing
Basis for comparison Local marketing Global marketing
Meaning It means to market within geographical boundaries
of country.
It means to perform activities of production, distribution,
promotion, selling and advertisement are enhanced over
geographical boundaries of nation.
Business operation Within a single country In more than one nation
Capital requirement Less finance is required as organisation has to
perform into local marketplace (Cateora and et.al.,
2020).
Requires more investment for dealing into different nations and
marketplace.
Example Apple have high consistency in its products and
low responsiveness to local requirements and take
advantage of many global outlets such as
importing, outsourcing, exporting, foreign direct
investment, foreign licensing, etc.
Marshfield-bakery-limited is performing into local markets and use
strategies such as social media and more to capture large number of
customers.

Marketing Mix of Apple
Elements Local market (US) International market (UAE)
Product Apple offers innovative products for satisfying customer requirements through
providing variety of products like Mac, iPad, iPhone, Apple Watch, Apple Tv
and services like Apple Books, Icloud, Apple music, Apple news, etc.
Products and services of Apple may be adopted as
per taste and preferences, languages of market-
base of new market area.
Price Apple follows Premium Pricing strategy as its products are costly and considered
a status symbol.
Organisation may adopt standardisation and use
premium pricing strategy which will help in
enhancing profitability of firm.
Promotion Promotion concentrates on advertising using different channels such as TV,
Online advertisements, billboards and many more (Javalgi and Russell, 2018).
Within international markets, organisation may
use promotional tools like marketing campaigns,
social media, etc. to persuade market-base for
purchasing products.
Place Company uses different distribution channels for serving customers demand and
use both offline and online distribution channels like Apple Stores.
Within international marketplace, Apple can use
wholesalers, retailers, third-party cellular network
carriers and resellers.

Competitor Analysis of Apple
There are several major competitors of Apple,
among which the main competitor include Amazon. The
analysis of this competitors in comparison to Apple is given as
under:
 Marketing strategy of Amazon includes social as well as
online advertising, sponsored search, associates program,
etc. while marketing strategy of Apple depends on two key
pillars and these are product placement and buzz created
by favorable reviews within the media.

Ansoff Matrix of Apple
The different marketing growth strategies of
this tool are described as below in context to Apple:
 Market Penetration: Apple can use such strategy,
for instance, sale of more iPhones within current
markets demonstrates application of this strategy.
 Product Development: In context to Apple, the
company has certainly been brilliant in the process
of designing as well as developing new products.

Continue
 Market Development: Apple has been constantly
developing its presence internationally and did not confine
itself to its major markets like Europe, China and US only
instead of moving on to develop greater footprints in
developing markets like India and Indonesia.
 Diversification: This strategy has been a very useful
strategy for Apple as it has developed a diversified
business portfolio over years that has enabled it not to rely
on iPhone sales too much.

Circumstances required to continue with
local approach and switch to global approach
 Organisation requires to continue with local approach until and unless it fulfils the differentiated needs
and wants of its local market-base.
 Because it is very significant for a company to satisfy its local customers prior switch to the global
approach

International marketing approaches chosen
organisation can adopt
The different international
marketing approaches are discussed as
under:
 Global
 Multinational
 Transnational

Comparison of home and international
orientation
 Home Orientation refers to an approach wherein manpower is
focussed to observed only likeliness among marketplaces and
generally perceives that products as well as services which are
effective in local nation will also be successful within global
markets .
 International orientation is regarded as an approach that relies
on general assumptions that differences and similarities stand
out among many markets that are spread all over world.

Recommendations
From above discussion, it is recommended that Apple has to undertake marketing
campaigns in order to capture more and more market-base. The company is also suggested
to concentrate on product line expansion through considering income level of market share
of local country that is U.S. Another recommendation to respective organisation is that it
should adapt global approach for the purpose of extending its business in international
marketplace.

Conclusion
From above explanation, it has been concluded that international marketing
focuses on the elaboration of the firm's local strategies of marketing provided specifically to
target markets identified with relevance as well as decision making in the global context. In
addition, it is also understood that there are several international marketing approaches such
as transactional, multinational and others that can be helpful in increasing the current
profitability and revenue along with increasing the consumer base.

REFERENCES
 Akter and et.al., 2021. Big data-driven strategic orientation in international
marketing. International Marketing Review.
 Asseraf, Y. and Shoham, A., 2019. Crafting strategy for international marketing: outside-
in or inside-out?. International Marketing Review.
 Battisti and et.al., 2021. International marketing studies in banking and finance: a
comprehensive review and integrative framework. International Marketing Review.
 Cateora and et.al., 2020. International marketing. McGraw-Hill Education.

Thank You