International Marketing: Business Model Innovation at Apple Inc.

This case study analyzes Apple Inc.'s business model innovation and its success in international marketing. It highlights Apple's strategic use of innovation, particularly the introduction of iTunes and the iPhone, to gain a competitive advantage. The case study also addresses the challenges of setting long-term strategic objectives for websites due to the rapid pace of change in the marketplace, arguing that the need for constant adaptation makes long-term planning unrealistic. The document concludes by emphasizing the importance of aligning strategies with market changes to maintain relevance and achieve organizational goals. Desklib provides this and other solved assignments to aid students in their studies.

Running Head: INTERNATIONAL MARKETING 1
International marketing
Names
Institution

INTERNATIONAL MARKETING 2
a) Mini case study highlighting superior innovation in the business mode.
Mini Case Study: Innovation for Apple inc Business Model
Companies can review and also revise their business model as provided by the Apple Inc
to enhance their success. Over the last decade Apple Inc has gain a worldwide recognition based
on their quality products (Daniela, 2012). Apple Inc has also acquired competitive advantage
over its competitors thus contributing great success in many industries. Based on its success over
the years, the company has observed new business models which it can use in combination with
its brand, hence being in a position to offer best services to its new customers as well as maintain
the existing ones.
In 2003, apple innovated new business model which made it to open the online store
iTunes and in 2007 went further to adopt other strategies of revolutionizing the smartphone
market to help it generate revenue through its existing customers, and also to expand its market
share through attracting new customers. Three years later, the company created the tablet
computer industry, which was done through the introduction of the iPod, iPhone and iPad line of
the business which was a great move in the business model in terms of innovation.
Over the years its management has been focusing on success through innovation, and has
therefore assisted the company to gain a competitive advantage. Due to its unique operational
and marketing strategies, Apple has been able to challenge key competitors such as Sony,
Hewlett- Packard and other companies (Rahul, 2018). Also, the company has innovated other
business models such as the guiding policy, which have led to various benefits such as assisting
the organization to shift its competitive focus to mobile devices. The company has also laid
down other strategies which it intends to use in innovation for other business models to enhance
its level of customer satisfaction and also to continue gaining international recognition.

INTERNATIONAL MARKETING 3
b) Setting long-term strategic objectives for a website is unrealistic since the rate of
change in the marketplace is so rapid.
According to Daniela (2012), setting the long term strategic is critical due to the change
in the market place. When the market place changes, it affects the long term strategies thus
becoming challenging for an organization to attain some of its goals and objectives. The changes
in consumer perceptions have made it impossible for organizations to set long-term strategic
objectives for websites because the once a change occurs, it makes the strategic objectives to lose
their importance. Additionally, other changes brought by innovation and growth in Information
Technology has made setting long-term strategic objectives to be unrealistic because the
company needs to introduce new strategies from time to time in order to accommodate the
changes.
According to Dusan (2013), the importance of long-term goals is to assist an organization
to attain what is importance in making it to succeed in future. Setting long-term goals in a
website where changes continue to occur in the market place is so challenging because the
business requires to introduce new strategies. According to Rahul (2018), introduction of new
strategies especially in a business that operate using websites makes long term-goals to be
unrealistic because it impacts some of the measures that a company put in place to attain the
goals. This implies that when a change in the market place occur, the management should also
change the long-term objectives to ensure they match with the changes.
Brady (2015) affirms that the rate of changes in the market place has been growing over
the years and therefore companies need to be keen while setting their long term goals. When an
organization set a long-term goal on website to attain a particular thing within a certain duration
and a marketplace change occurs in between, the chances of not attaining the anticipated goals

INTERNATIONAL MARKETING 4
becomes low, and this forces the management to either increase the time period or introduce
other objectives that match the changes.
References
Brady, D. L. (2015). Essentials of International Marketing. London: Routledge
Rahul, G. (2018). Marketing – A Critical Text Book. South Asian Journal of
Management, 25(1), 67-87.
Dusan, P. (2013). Marketing and Marketing Communication in SMEs. European
Research Studies, 16(4), 34-56.
Daniela, I. (2012). Entrepreneurial Marketing: A New Approach for Challenging Times.
Management & Marketing, 7(1), 78-84.