Essay on Marketing - Apple and Sony
Added on 2021-01-02
11 Pages3702 Words166 Views
MarketingFilm and TheatreLanguages and CulturePolitical Science
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MARKETINGESSAY
Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1CONCLUSION ...............................................................................................................................8REFERENCES................................................................................................................................9
INTRODUCTIONMarketing is referred as the tactics of an organisation to buy and sell a product or service.It involves selling, delivering and advertising commodities to the customers. Marketingincorporates market research, public relations, customer support and product development. Thispresent assignment is written in context of Apple and Sony. Apple is a US based multinationalorganisation, situated in California. Company deals in computer software, online service andconsumer electronics (Wilson and et. al., 2012). Sony is a Japan based Multinationalconglomerate company, headquartered in Tokyo. Company offers electronics, gaming, financialand entertainment services. This essay includes international marketing strategies of Sony andApple in different nations by specifying price, product, promotion and distribution. Also,segmentation, targeting and positioning is carried out in respect with Apple and Sony. Besidethis, different market entry modes are discussed to evaluate marketing strategies in desiredmanner. MAIN BODYInternationalisation is defined as the enhanced involvement of organisations ininternational markets. It is related with international relations, alliances, treaties andinternational trade. Many times terms like internationalisation and globalisation are confusedand considered to be same but this is not the case. Globalisation is the economic integration ofdifferent national economies into a unified global economy. This is carried out with the help offree capital mobility and free trade. Apple is a renowned company which deals in computersoftware and consumer electronics. Hardware products offered by Apple are iPad tablet, iPhone,iPod media player, Mac book, Apple TV, Apple smartwatch and HomePod speaker. Mainsoftware offered by company are macOS, safari web browser, iOS, iWork, iLife and iTunes.Online services of Apple includes iOS App store, Mac App store, iCloud, iOS App. In terms ofrevenue, Apple is the largest IT firm globally. At present Apple is the only U.S. Organisation tobe valued around US one trillion dollars (Peattieand Belz, 2013). Due to immense popularity,Apple is considered as the most valuable brand worldwide. Brand value of Apple is 300.6bnUSD and company is enjoying unparalleled revenue growth. This can be acknowledged from therevenues sales which was 8 billion U.S. Dollars in 2004 but in 2015 it was around 240 billion. 1
According to a report, unit sales of iPhone is 217. 72m. Company sales 18% of theirsmartphones worldwide and earn around 85% of profits form it. iPhone is the most popularproduct offered by Apple. In this respect, sales of iPhone form 2007 to 2018 is depicted with thehelp of a graph. This statical data clearly depicts that Apple has successfully emerged as a most valuablebrand at global level. Stock value of Apple in 2018 was around 208 dollars per share. Ascompare to the stock value in 2001, stock value in 2019 is increased by 15,966%. Thisconsiderably high stock value is achieved by Apple with the help of strategic acquisitions andinvesting in technology to gain competitive advantage over rival companies. Sony corporation is a multinational company situated in Tokyo, Japan. Company is aglobal leader in consumer electronics. For the year of 2017, revenue of Sony was estimatedaround 68 billion U.S. Dollars. Along with this, company also invests in music divisions,financial service segment and motion picture film segment. In the field of network services andgamings, annual revenue of Sony is approx 14bn US dollars. Global revenue of Sony company is77.06bn USD and Unit sales of PlayStation 4 is 19m. Mobile communication of company which2
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