(MAR7504-A) - International Marketing

Cover Page
International Marketing, MAR7504-A
Name:
I.D:
Code:
Words: 2000
Company
Apple
Company Headquarter
Unites States, California
Host Country
Canada
Product
Smart Phone
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Table of Contents
Introduction...................................................................................................................... 3
Situation Analysis of Smart Phone Product (Canada)......................................................3
Micro Environment (Internal Analysis)..........................................................................3
Macro Environment.......................................................................................................5
Market Entry Strategy in Canada.....................................................................................6
Global Marketing Strategy Implementation (US vs Canada)............................................7
Marketing Mix (4P’s).....................................................................................................7
Recommendations........................................................................................................... 9
Conclusion..................................................................................................................... 10
References.....................................................................................................................11
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Introduction
The Cupertino, California-based Apple Inc. is an American multinational technology firm
known for its work in the consumer electronics, software, and internet services
industries. The headquarters of the company is located in the United States. Along
with Online stores, Google, and Facebook. The business divides its operations across
the Americas, Europe, Japan, and the rest of Asia and the Pacific. Products and
amenities offered by Apple comprise the iPhone, Mac, Apple TV, and Watch. In 2007,
Apple introduced the world to its first iPhone, ushering in the age of touch-screen
smartphones (Gleiss et al., 2021). In this research study, I have chosen the Apple
product that is a smart phone. This study covers the internal and external analysis of
the Apple corporation and its local rivals, and marketing mix of Apple product. The
document concludes with several suggestions for Apple's future growth in Foreign
Host Country (Canada), and offers the report's market entrance and worldwide
marketing plan.
Situation Analysis of Smart Phone Product (Canada)
Apple Ansoff Growth Model
Based on the framework of the Ansoff Matrix, Apple employs all four growth methods
concurrently.
Figure 1: Apple Ansoff Matrix
Source: Self-Created
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Market Penetration
Market penetration is the process of marketing already existing items to already
established markets. Apple's marketing approach is aimed towards penetrating new
markets. Apple's ecosystem of goods and services is also crucial to its very effective
market penetration strategy (Bahador, 2019).
Product Development
Making new items for preexisting markets is part of this process. One of Apple's primary
growth tactics is the continual release of new products.
Market Development
Discovering untapped markets is at the heart of every successful market development
plan. The world's most influential information technology corporation looks to the
region's growing economies as promising long-term prospects.
Diversification
The most dangerous tactic is diversification, which necessitates entering unproven
industries by creating novel items. As a corporate strategy, Apple's diversification efforts
have been limited (Bahador, 2019).
Micro Environment (Internal Analysis)
Strength
 The size of existing and potential clienteles is essential for every business. Apple has
a huge customer base. In 2022, almost 1.8 billion Apple products were in use,
according to data (Yie et al., 2021). Regarding technological innovation, Apple has
always caught up to the rivalry. (Moro-Visconti, 2022).
 Apple has now expanded into other areas, selling things like iPhones and
Smartwatches (Hennart and Verbeke, 2022). Many customers would only settle for
top-notch quality, and Apple is adept at meeting that demand (Hennart and Verbeke,
2022).
Weaknesses
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