A Report on Apple's International Marketing Strategies and Expansion

This report provides a comprehensive analysis of Apple's international marketing strategies, covering the scope and key concepts of international marketing, the rationale for companies to market internationally, and various market entry routes. It explores the opportunities and challenges that arise from international marketing within an organization, including the need for innovation and the complexities of navigating diverse market environments. The report also examines the criteria and selection processes to consider when entering an international market, such as market size, cost, and growth potential, and discusses different market entry strategies, including exporting and joint ventures, along with their respective advantages and disadvantages. Furthermore, it offers recommendations for Apple based on market evaluation criteria and entry strategies, emphasizing the importance of adapting marketing strategies for various markets in the context of international marketing to ensure successful global expansion. Desklib provides access to this assignment solution and many more resources for students.

International
marketing (TASK 1)

Table of Contents
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1) Scope and key concept of international marketing............................................................................3
P2) Discuss the rationale for a company to market internationally along with different routes of
marketing.................................................................................................................................................4
M1) Opportunities and challenges that occur due to international marketing within an organization......5
P3) Criteria and selection process need to consider while entering into international market..................6
P4) Strategies to enter into international market with advantages & disadvantages................................7
M2) Using market evaluation criteria, entry strategies, make necessary recommendations for selected
organization.............................................................................................................................................8
D1) Evaluate how organizations should adapt marketing strategies for various markets in context of
international market.................................................................................................................................8
CONCLUSION...........................................................................................................................................9
References.................................................................................................................................................10

INTRODUCTION
International marketing refers the application of marketing principles in more than one
country. Basically, it refers to the marketing activities that are performed across borders. The
main aim of international marketing is to expand the business at global level by targeting
international audiences in significant manner. Due to increasing level of competition, companies
are adopting the concept of international marketing in significant manner (Kowalik and Danik,
2018). In context of the present study, Apple is taken into consideration which is a multinational
technology company. It is specialized in software, online services, consumer electronic softwares
and more. The organization is headquartered in United States of America. The present study will
cover scope & key concepts of international marketing along with the rational for a company to
enter into international market. Further, key criteria’s and selection process while entering into
international market has also been covered in the following report. Moreover, it will include
different market entry strategies along with necessary advantages & disadvantages.
TASK 1
P1) Scope and key concept of international marketing
Scope of international marketing
International marketing has a wide scope as it contributes towards the growth & success
of an organization in profound manner. In this context, scope of international marketing for
Apple is mentioned below:
 Imports: Here, products & services are purchased from international markets. During
international marketing, two and more countries exchange goods & services with each-
other in significant manner (Wang, He and Barnes, 2017). Through import, it is possible
to fulfill the demand of domestic customers within minimum period of time.
 Exports: In context of exports, goods & services are exchanges from one nation to the
other. In reference of Apple, they have huge scope to export products to the other
countries. Here, they will be able to earn substantial amount of profit through exporting
of products significantly.

 Joint venture: In international marketing, there is scope to collaborate with other
companies operating in different countries. Basically, joint venture is an association of
two organizations to attain a common goal within stipulated period of time. In this
context, Apple can also enter into joint venture with other company at international
market place to attain set goals in significant manner.
Concepts of international marketing:
International marketing is about implementing the concepts of marketing at international
level to accomplish the needs & requirements of global audiences in significant manner. Before
entering into an international market, it is imperative to evaluate the needs, requirements of
global audiences. Post globalization, companies are allowed to exchange their goods & services
with other countries (Donthu and et. al., 2021). In this reference, Apple evaluates the
international environment, culture, preferences of audiences while entering into a global
environment. This will allow the company to target international audience so that they can earn
substantial amount of profit in an efficient manner.
P2) Discuss the rationale for a company to market internationally along with different routes of
marketing
In current competitive world, each and every company is likely to expand the business. In
context of apple, the rational to expand the business are mentioned below:
For growing business: This is the primary motive of entering into an international
market. While running a business, it is quite difficult to gain growth in domestic market. By
international expansion, it is possible to achieve tremendous growth that will lead the business
entity towards success (Santoro and et. al., 2019). In context of apple, they will be able to attain
significant amount of growth by expanding the business globally.
Reduce risk and increasing opportunities: International expansion allows the company
to having presence across different countries. It makes the organization enable to serve domestic
as well as international audience in significant manner. In context of apple, they can minimize
the risk and gain growth opportunities by expanding the business boundaries. This will make the
entity enable to attain potential amount of revenue & profit in future period of time.

Increase innovation: Innovation is about developing new and innovative products.
Internationalization of business is helpful in development of new & innovative ideas. With this,
the company can produce creative products to fulfill the needs of buyers (Miocevic and Morgan,
2018). In context of Apple, they are likely to introduce new range of Iphones with enhancing
technology. This is possible with the help of global talent. It will create unique identity of
business entity in market place.
Increase in sales: Main aim of every business entity is to earn high amount of profit. By
entering into an international market place, the organization can target huge amount of
audiences. This will allow the company to earn substantial amount of revenue to drive growth in
future period of time. In reference of Apple, they can easily earn substantial amount of revenue
by expanding business at international level.
Different Routes to enter into international market:
Exporting: It refers to sell the products or services in another country directly. Basically,
it is the simplest and highly used approach of entering into international market. This is a cost-
effective way as one does not need to invest in production facilities within the selected country.
In reference of Apple, they can expand business at international level by exporting the products
to other countries.
Licensing: It is a significant way to enter into new market at international level. In this,
the organization grants permission to the local company to manufacture & sale products to
customers by using their brand name (Chabowski and Mena, 2017). In return a particular fee is
charged. In context of the respective organization, it is an effective way to expand business
internationally.
Strategic alliance: It refers to the association of two companies to accomplish a
particular goals within stipulated period of time. This is considered as an imperative way to enter
into an international market place. In reference of Apple, they can also establish strategic alliance
with local companies to ensure future growth of business.

M1) Opportunities and challenges that occur due to international marketing within an
organization
Opportunities:
International expansion is helpful in ensuring growth of the business. It provides
international exposure to the business organization. Further, it helps in enhancing innovation &
creativity within the business entity to ensure future growth. Additionally, the company can
easily earn higher amount of revenue by entering into international market.
Challenges:
It is analyzed that entering into an international market is not easy. For this purpose, the
company needs to fulfill ample of formalities and documentation work. Further, they need to
have adequate amount for investment. In addition to this, there is also requirement to analyze the
market trends before expanding business internationally.
P3) Criteria and selection process need to consider while entering into international market
Criteria that need to consider before entering into international market:
Before entering into international market, there is requirement to consider certain factors
which are mentioned below:
Size of market: There is requirement to consider the size of market in order to structure
suitable marketing and other related strategies. It will allow the respective entity to take suitable
decision whether to enter into respective market or not.
Cost: Cost of production plays an important role in determining the profit. While
entering into an international market, there is requirement to evaluate the cost of production
within the respective country. It puts a direct impact on revenue & profit margin of the
organization(Gillespie and Swan, 2021).
Growth potential: It is one of the significant factor that needs to consider while taking decision
to enter into an international market. For this purpose, the business managers are required to
evaluate GDP, economic conditions of the country so that effective decision can be made. In

reference of Apple, they need to consider the growth potential while entering into international
market.
Selection process:
International marketing objectives: At this stage, the respective entity is required to
evaluate the objectives of international marketing so that they will be able to get a clear vision
for the further process.
Short-listing market: After identifying ample of countries to explore the business,
Apple needs to short-list the countries within which they can explore business. Here, the short-
listing will be based on numerous factors such as cost of production, availability of resources,
growth opportunities and more (Mahmoud and et. al., 2020).
Test marketing: Here, the product is initially launched within the short-listed country.
Further, the business managers of the respective nation gather response of customers so that they
can take further decision for business expansion.
Commercial production: It is the last step where the production is commercialized on
getting positive response from buyers. In this context, the respective company is likely to
accumulate all the necessary resources in order to commercialize the business successfully
within international environment.
P4) Strategies to enter into international market with advantages & disadvantages
When a company determines to explore business at international level, they can adopt
ample of strategies. In context of Apple, they are expanding business globally. In this context,
the benefits and drawbacks along with significant strategies are mentioned below:
Exporting: It is a simplest way to enter into an international country by exchanging
goods and services (Radulovich, Javalgi and Scherer, 2018). In context of Apple, they can use
the respective approach to attain higher sales in global market place.
 Advantages: There is no need to invest any money in production facilities within the
other country. This is the simplest and easy way of international expansion of business.

 Disadvantages: It is analyzed that government restrictions and economic issues are
likely to affect export business in profound manner. During exporting of goods, there is
also risk of damage, loss & theft.
Joint venture: In this approach, two companies come together to accomplish a specific goal.
Here, two companies of different countries get associated with each-other to ensure future
growth and success (Cosgrave and O'Dwyer, 2020). In case of Apple, they can also start joint
venture with any local organization to enhance presence of business significantly.
 Advantages: Here, risk is bear by all the partners, financial burden is also distributed
equally. Further, the company can easily get adjust within the culture of other country.
 Disadvantages: There is probability of conflicts regarding profit, revenue and more.
Also, the company also needs to share the control with other organization while entering
into joint venture.
M2) Using market evaluation criteria, entry strategies, make necessary recommendations for
selected organization
It is analyzed that evaluating the market is important to make meaningful decisions. For
this purpose, the company needs to evaluate numerous factors such as growth opportunities,
availability of resources and more. Apart from this, several strategies can be followed by the
companies to enter into international market. For this purpose, they can follow different
strategies like franchise, licensing, exporting and more. In context of the respective company,
they need to evaluate their current position before taking final decision. They are required to
select such a country where rules and regulations are limited. Also, they need to assess the
growth opportunities within the respective country in significant manner.
D1) Evaluate how organizations should adapt marketing strategies for various markets in context
of international market
After assessing the international environment, companies are likely to take decision
regarding the strategy they need to adopt to enter into an international market place. In context of
the selected company, joint venture is a suitable method to enter into global market. This will
allow them to get associated with local companies to expand the business further. To gain

success in the international market, Apple is going to make appropriate selection based on
different factors like cost of production, labor, growth opportunities and more.

CONCLUSION
Through the above-mentioned information, it is summarized that international marketing
refers to the marketing activities that are performed across borders. The main aim of
international marketing is to expand the business at global level by targeting international
audiences in significant manner. It is monitored that there are ample of ways such as exporting,
licensing, joint venture and more to enter into international market. There is requirement to
consider various selection criteria’s in terms of growth opportunities, cost, availability of
resources and more while taking decision to enter in an international market place.

References
Books and journals
Chabowski, B.R. and Mena, J.A., 2017. A review of global competitiveness research: Past
advances and future directions. Journal of International Marketing, 25(4), pp.1-24.
Cosgrave, D. and O'Dwyer, M., 2020. Ethical standards and perceptions of CRM among
millennial consumers. International Marketing Review.
Donthu and et. al., 2021. A bibliometric retrospection of marketing from the lens of psychology:
Insights from Psychology & Marketing. Psychology & Marketing, 38(5), pp.834-865.
Gillespie, K. and Swan, K.S., 2021. Global marketing. Routledge.
Kowalik, I. and Danik, L., 2018. Marketing activity of international new ventures–application of
the EMICO framework. Journal of Business & Industrial Marketing.
Mahmoud and et. al., 2020. Social media resources and export performance: the role of trust and
commitment. International Marketing Review, 37(2), pp.273-297.
Miocevic, D. and Morgan, R.E., 2018. Operational capabilities and entrepreneurial opportunities
in emerging market firms: Explaining exporting SME growth. International Marketing
Review.
Radulovich, L., Javalgi, R.R.G. and Scherer, R.F., 2018. Intangible resources influencing the
international performance of professional service SMEs in an emerging market: Evidence
from India. International Marketing Review.
Santoro and et. al., 2019. Cause-related marketing, brand loyalty and corporate social
responsibility: A cross-country analysis of Italian and Japanese consumers. International
Marketing Review.
Wang, C.L., He, J. and Barnes, B.R., 2017. Brand management and consumer experience in
emerging markets: directions for future research. International Marketing Review.