Global Marketing International Marketing Plan Marketing Essay

Executive summation:

Apple is focused on innovation, love, aspiration, hopes, power and life style.

Perfect blend of internet browser, cellular phone and ipod device which not only gratify the client needs but surpass their expectations. From the perfect match of information, communication, technology and entertainment which show its heartfelt connection with its customers.

Target market of iPhone includes professionals, students, corporate and business users, and business people. Initially its market is small but with the passage of time reduction in prices and addition of certain features increase its market in approaching years.

The success of Apple Company In Future lays on its skill to get into the Chinese language mobile market. In the forex market due to economical, social and social variations Apple didn't get the good effects. Apple is not feeling comfy with the Chinese language Government. This

Government is well known for having total sovereignty over their customers as well as their business.

Following is the record that throws light on market position, power and weaknesses of Apple, when they moved into Chinese language market. Then by the end a plan is manufactured that would clear Apple's status on the market.


Market's computers, digital music players and mobile communication devices were created and created by Apple Inc. and it also offers assortments of related software and marketing solutions.

IPod has been a amazing product of Apple; it offers sold for more than 163 million units thus far. As the market of digital music players has stuffed completely, Apple made a new smart phone that is known as iPhone. Somebody who is deliberate for style and wish to enjoy the entertainment, browse internet, iPhone is your best option for them. Ipod touch, web browsing, email and pc all are merging in one, stylish and easy to use devise, in iPhone. Many people thought that Apple would not be able to survive in this complicated market and in mere 24 months they sold more than 21. 17 million units. If we compare Apple, it took 3. 75 years to market that quantity of iPods.

For Iphone is more important than ipod touch. The marketplace of iPhone is also larger than that of the iPod. Now the real competition is between your traditional mobiles and smart phones on the market. Within the first one fourth of 2009 sales of mobile phones were 269. 10 million whereas sales of smart telephones were 36. 4 million. The sales of mobile phone fell 9. 4% but smartphone sales increased by 12. 7%.

China is the 3rd largest mobile user region after India and U. S. To keep carefully the momentum going Apple needs a great international success strategy and China is extensive candidate with the. 10 %10 % of the world's iPhone market could be produced by China because in previous 2 yrs 26 million systems of cell phones have been reached and lot of sales have been added by this. Apple will occupy 5% to 6% global sales if they released iPhone at once. China can be the most crucial part of Apple's sales as the population becomes wealthier there.

There are 760 million users in the market of iPhone. iPhone is manufactured open to 88 countries of the world. China mobile and China Unicom are the only two companies in the united states that provide mobile service. Apple has not been been successful to bring iPhone to China. China mobile and China Unicom collectively subscribed basics of 565 million users, in which 74% were of the iPhone market.

1 Situation Analysis

1. 1 Stakeholders

Apple got a technique and according compared to that, it only acquired special partners. This plan allows them to deal with service providers in each country. Because of this, all the credit cards are held by companies and the mobile manufacturers doesn't have anything. However in China there are only two mobile providers, and they are China Mobile and China Unicom.

China Unicom would be an alternative spouse of Apple; it acquired the smallest membership basic of 130 million. This decision wouldn't be the good decision for some reasons.

In modern times China Unicom has been doing efforts against China Mobile. Once a month progress of China relating to Operator proceeds in different ways. It's between China mobile and China Unicom. China Unicom has followed strategy to be considered a world leading broadband communication and information provider scheduled to continues reduction in earnings. This change in strategy put Apple in a difficult situation because if indeed they choose China Unicom as their exclusive spouse they would be taking risk. But China Unicom runs on the wireless technology name CDMA. And iPhone uses GSM technology, so if Apple becomes spouse with China Unicom they would have to create a 2nd version of iPhone, but this decision wouldn't go with Apple's strategy.

Thus, if Apple become spouse with China Mobile this would be more suited. Apple have major smartphone and China mobile contain the largest subscription basic.

1. 2 Environment Analysis

Now a day's China is considered as world's primary engine motor for progress. World Band forecast the continues increase in China GDP development rate. The largest range of mobile membership users is with the China and it's really growing at over 20% per anum. If it's considered that people of China is 1. 3 billion and only 35% uses mobile than it show important growth chance of Apple. As compare to other growing economies, China is the biggest receiver of foreign direct investments worldwide so Apple comes with an opportunity to bounce into this market and hold on to its existing brand image.

1. 3 Politics and Legal Environment

In China Government has complete control over mobile industry. (MII) Ministry of Information Industry controlled the Chinese telecom market and everything foreign companies need its permission for entry. China Unicom and China Mobile are also affected by Ministry of Information Industry. Apple should be careful while entering into the market because Chinese authorities has utter control over individuals and companies.

1. 4 Economic Environment

Form the past one fourth China has been the quickest growing region with the average annual GDP expansion rate of 10%. 2nd greatest overall economy of the world is of China. And after China, United Nations. In 2008 United Nations have a GDP of $7. 8 trillion.

1. 5 Public and Cultural Factors

From past 10 years gross and disposable income has quickly increased. Which is expected that development would continue till 2015. Since 1980's Engel coefficient has been declining according statistical numbers. Urban and rural populations both are at welfare level and this allows them to spend a few of their income on non basic things. Chinese language people who are able are more enthusiastic about adaption of new technology and show their strong involvement in new products. Men are more than half of the population and wanting to spend more on digital and consumer electronics product such as cell phones and digital camera models.

1. 6 Techie environment

As China emphasized more on technology and research, it is becoming better connected to global economy. Due to this emphasis scientific composition has been upgraded which results in upsurge in available money for research purposes. Chinese government around used 2 percent of its budget on R & D which is the same as Japan and U. S spending. In 2G network the solely inhabitants coverage rate of China Mobile is 98%. China mobile haven't yet started to operate with 3g network. If it is utilized on iPhone this might give best end result. Fewer customers are satisfied in 2G network because internet quickness is too slow-moving in it. It is planned that China mobile have 70% 3G coverage by the end of 2009.

2: SWOT Analysis

2. 1 Strengths

2. 1. 1: Technical Advancement and 100% control

Apple is well known for his or her interest to information and their capacity to bring something new to the environment. Apple really manages every single step regarding the development of iPhone which thing offers them a cut benefit over their rivals. The mobile market is seen as a the forcefulness that is speedily moving. Apple controls the software and hardware design which let them to rapid bring something new to the environment.

Google and Microsoft have adopted a strategy, in it they may be producing software for Samsung and L. G. They have to focus on growing software for manufacturers that's the reason they couldn't free time for growing mobile systems. Apple does not have to consider different types of hardware while developing applications but Google and Microsoft will.

2. 1. 2: Strong Music group image

One of the very most healthiest and acknowledged IT brands on earth is Apple which has a loyal set of enthusiastic customers that advocate the brand. This strong commitment means that Apple has capability not only to recruits the new customers but to sustain them. This is approved by that Apple makes them another over and over for new products and services which boost the chance of company to extend new products because of their consumers, e. g. the iPod.

2. 1. 3: Software Development Experience

Apple acquired experience in software development. This in one its most significant strength. Apple has opened up an area to get ready a means for the most progress systems. This experience allows Apple to indicate past competitor in highly competitive market.

Apple achieved that sales would be possible if variety of applications are for sale to iPhone. Apple produces a software development set up by using their experience in software development. This kit allows the software developers to generate original applications for the iPhone.

In just 9 weeks App store has with over 50, 000 applications published and greater than a Billion downloads. It has been an enormous success.

The competition of Apple are Nokia, Microsoft, RIM, and Palm. There is race included in this to seizure sources of builder and empower these to create powerful software for their devices. And Apple contrived to get important benefit over its competition in this race.

2. 1. 4: High turning costs

In non Apple Cell phones iTunes aren't available. There are switching costs related to buy a non Apple mobile phone and copy music to it. iTunes now became the favorite music application.

2. 1. 5: Strong interactions with third party Manufacturers

Foxcon is the specialist producer of high quality devices, Apple developed strong relationship with it. The base of this marriage is on the list of strengths of Apple Company.

6: Upgradability

In conditions of upgradability iPhone is more valuable than the original phones. Traditional mobile phones stay the same throughout their life time but iPhone software can be improved. From App store iPhone users can truly add apps with their phone.

2. 1. 7: Advertisement

Apple iPhone is heavily advertise by using the channel of internet and kept the 400 million of company.

2. 2: Weaknesses

2. 2. 1: Technological complications

No doubt Apple iPhone is the first in the area of computer cellphone but like every new product it has the has some weaknesses such as iPhone is not really a 3G devise anticipated to which it can't work in technologically advanced countries like Japan and Korea. Both used the 3G compliant devices. Some other iPhone features are not impressive like subpar camera no removable memory.

2. 2. 2: High Prices

It's a standard principle that Apple offered expensive products that is why a survey demonstrates 52% of customers are happy with their current mobile devices because Apple iPhone is highly charged round about 500 to 600 us dollars. Apple should also consider the cost cautious consumers.

2. 2. 3: Circulation Channels

Apple has made a decision to choose only the Cingular and Apple retailer as stations of circulation which is recognized as its weakness.

2. 2. 4: Issue of User interface

Apple iPhone may suffer the "gorilla arm" problem due to its touch screen interface which becomes smooth, dull and lasting results in uncomfortable because of its customers.

2. 2. 5: Unique Product

Apple iPhone is a distinctive product as there is absolutely no diversification and customization to provide.

2. 2. 6: Dependence on 3rd part get together providers

Finally each one of these weaknesses raised a question whether iPhone can be utilized for corporate and business use or it just can be used as entertainment system.

2. 2. 7: Gorilla arm: A significant side effect

Gorilla arm is merely a small business term not a problem or we can say a major side effect that may cause have obliterate the vertically focused touch-screens. Humans can't carry such an enormous device all time because their arms will suffer the fantastic pain after a brief period. It could be diminish by use of short term devices e. g. ATMs and horizontally attached screens e. g. desktop Computers but each one of these may be used to give rest real human hands. Furthermore RSI issues can also come in front of by the use of screen on surface.

2. 2. 8: Compatibility

Apple iPhone is compatible with other Apple products like Apple pc and new Apple Television set and its silver screen also allow the better wireless connection whether it's also friendly with Mac Operating-system software tools means boundless prospect of upgradeability.

2. 3: Opportunities

2. 3. 1: iPhone as a Video games platform

In App store 22. 5% of applications are games according to the empirical research by O'Reilly Radar. iPhone has all the things required to be a gambling device. Its touchscreen control, Gps navigation, digital compass etc. it allows third party developers to set-up game titles that haven't been seen before in the industry. Apple not only acquired an important ranking in cellular phone market, but additionally it is an important player of gambling industry.

Apple acquired the guts to gain a large part of handheld game playing market that is one of the very most competitive markets. It really is due to unique top features of iPhone that they received such devote the video games market. Independent designers easily create video games within limited finances and they acquired an incredible number of customers surrounding the world, this could be possible because of Apps store. Apple empowered the designer community, and it's really a serious threat for Sony and Nintendo.

2. 3. 2: In App Purchasing

The developers charge its iPhone users for digital content within the application form; this is because of the latest release of iPhone. This is an important chance for apple. Apple stores impose from developer's fee of 30% after storing the details of customer's bank card.

2. 3. 3: Multi Touch Track pad as an Insight Method for Pin-Ying

iPhone computer keyboard software gives you to switch between over 40 international designs. Where as China have a poor input way for Pin Ying. iPhone also acquired the feature by which you can pull a Chinese persona with your finger and touch to choose the matched consequence.

2. 3. 4: iPhone as Hub

iPhone had become before two years; in this time around span they have got transformed their strategy. First it was marketed as a tool. The emphasis of Apple marketing department is on the unique features of iPhone. Its second version was marketed as an application platform. Next thing that emerged is the digital hub. This permits the developers to sum up with another party's devices.

2. 3. 5: Mobile Computing

Now a day there's a demand of improved upon traveling with a laptop experience. iPhone has an opportunity to incorporate both computing and entertainment in one unit system.

2. 3. 6: International Partnership

The creativity of iPhone allowed the Apple to collaborate with prominent mobile phone companies that may overflow the apple iphone market result in increase in long term revenues and reduction of marketing cost.

2. 3. 7: Development in target segment and demand

Target market of Apple will be the people who wants all in one processing solution but technology become progress daily, in end result smart phones can be cheaper which will allow the fun loving people to plan the iPhone. Apple has an opportunity to make these folks its target segment and update the apple iphone.

2. 4: Threats

2. 4. 1: Competition from Microsoft, RIM, Palm, Nokia and Yahoo.

There are many competitions around, the biggest threat to IT companies. No doubt the market of smartphone is growing rapidly but level of popularity of competitor's product can affect the demand of Apple iPhone. As the hurdles to entry reduced, new entrants enter into the market, and create an extremely challenging situation for APPLE MACKINTOSH. Google began to develop software for smart phone, and smart phone manufacturers are permitted to use this software free of cost. This strategy of Yahoo can cause disrupt. Apple has to be more careful. To reduce the competition and also to being successful in technology marketplaces Apple should work hard on research and development

2. 4. 2: iPhone Clones and Copyright in China

Apple can not count on China's the laws of copyright because they are uncertain. Many iPhone clones currently exist in the market. Product substitution is another big hazard to IT consumable market. A specific clone called Hi Phone, is similar to the iPhone, you can not distinguish between the iPhone and clone. The living of the clones is a hazard to Apple. Due to it revenue of Apple declined, which is damaging Apple's strap reputation. iPhone need to develop strong brand acknowledgement and make consent their customers that the iPhone is a lot more more advanced than those clones. Technology allures only if it continue to be change. May be tomorrow's technology may be completely different from today so research and development of new systems and ideas is the only real source to be at competitive position.

2. 4. 3: Less spending trend

Although China is considered as stable economy but iPhone is going to be released with time when people are cautious about their spending.

2. 5. 4: Legal threat

In 2005 Apple acquired triumphed in the legal case of pre-empted the start of new Apple products. Internal employees of Apple had leaked the info about their new approaching product before its kick off. Another case of Apple vs. Cisco trademark-infringement lawsuit, these types of lawsuits are also an important danger that may affect on the merchandise unveiling stream.

3: Porter's Five makes Model

3. 1: Bargaining electricity of Buyers

Broadly speaking there is a specific shopper group which is considered the principle purchaser of iPhone and now a day's consumers have alternative choices of an individual product so we can say bargaining power of iPhone buyers is somewhat more powerful. Consumers become more very sensitive regarding prices so that it boosts a question whether purchasers will pay a premium for Apple cachet and scientific convergence when they have got an opportunity to equally accomplish their needs with cheaper alternatives.

3. 2: Bargaining Ability of Suppliers

As I stated earlier Iphone is one of the healthiest and known IT brands on earth. For Apple, iPhone is not simply the sum of its parts because if these parts and alternatives can be found in market from different resources they can not be just as much interesting as Apple presents. What an Apple provides is software that really charm its customers as it alongside one another it all parts and invite its users to interact with the telephone in a engaging way. And undoubtedly, that software is owns and produced by Apple from its suppliers but Apple is currently thinking about onward integration using its suppliers. Which means this is practical that bargaining vitality of provider is not powerful.

3. 3: Threat of new Entrants

Intense competition will face by iPhone from impressionists who sells similar and similar devices at less price. But this risk becomes more whenever we take into account the proven players of cell phone industry like Samsung and LG somewhat than new companies looking to type in existed markets. No doubt another credible risk Apple must face is from software companies such as Google and Microsoft who are trying to carve out a niche for themselves. Both companies want to developed software for mobile devices because Microsoft has a great deal of experience and Yahoo has a team which is actively investigating on it. Nonetheless it could be only possible if, alternatively than satisfied themselves with creating software licensing for cell phones, any one of them will directly take effort to enter into the existed cell phone devise industry.

3. 4: Threat of Substitutes

User user interface of iPhone which is driven by multi-touch screen is an attribute that distinguishes Apple from its challengers. No doubt various patents concerning this technology is stated by Apple but soon the other challenger will be able to offer the product with similar feature. Like LG and synaptic, revealed the facts of forthcoming product with touch-screen user interface feature.

3. 5: Obstacles to entry

Although no of obstacles have been faced by Apple in the introduction of iPhone but it should considered the hurdles while joining in new mass market of China.

Economies of scale

As Apple have great experience of mass-marketing (mass production and mass consumption) electronic devices so they have the ability to overcome and understand the barriers.

Differentiation of Product

This is beneficial feature of Apple since it has a solid brand image rendering it not the same as its closest rivals. But as the technology become advanced day by day may be this characteristic become durability of its nearest competitors. So Apple must do more research and development to keep its brand identification otherwise it may happen that competitor's products have no product differentiation in near future.

Requirement of Capital

Some mobile phone companies have experience of manufacturing mobile phones not software plus some companies have connection with making software only. But Apple comes with an ability to face the friction of the barrier because it handles both software and hardware. No doubt Apple comes with an benefits over here since it invests sufficient of capital in developing hardware and software but this characteristic can be lost any time. So Apple should keep in mind each and every time when heading to built new technique for new economy relating to its budget.

Government Policies

Whenever a corporation gets into in new market two things discourage it. First one is current players and second is patents, acceptance requirements & restrictions of that overall economy. Apple has applied for patent in Chinese economy which can make its product more reliable as compare to its opponents.

Over Cost and 3rd party in size

Undoubtedly Apple make investments a great deal on knowledge, experience and R & D, and it needs a lot of cost which Apple considered its positive trait which may well not an easy job for rivals to emulate. Because Apple handles lot of developing resources and programs which helps it to minimize the friction of the trait. Additionally Apple has another edge when we speak about freedom of size because of patent and technology for iPhone and it allows the Apple to produce short term monopoly.

4: Rival Analysis

The following chart interprets the current prices and the feature collections.

4. 1: Competitive: Scores vs. Features

5: Market Segmentation

From USA and Europe all the wide range of market segments were drawn to the iPhone. Standard trend among consumers can be delineated by the next charts.

5. 1: Examination of buying desire:

5: Particular market strategy

In past while joining any new market Apple has a technique of initially placing a higher price than decreases the price with time. But the environment of China is totally different from previous markets that Apple has entered. First thing is the fact Apple's Digital music players and laptop computers are very popular but Apple does not have any strong brand in China. Second of all iPhone clones becoming popular on the market and it's destroying Apple's brand. And previous but not the least smart phones are normal in China thus China are not very much willing to purchase smart phone as a new thing.

So Apple online marketing strategy for communication with China will be following.

Commercials: Apple will use commercial videos but to cut down the bills students of universities can be hire alternatively than actors, actresses and directors. It will make customers more reasonable and closer to product because 32% of its overall population is young.

Bill Boards: Some important and proper location should be employed by Apple to publicize its product.

Flyers: some in your free time students or individuals will be hired by Apple to market its apple iphone sales.

Internet: As 35% of iPhone sales are rely upon pros so internet is best source to get this targeted section. By giving advertisings on internet different popular sites Apple not only entice its customers but decrease its marketing expenditures.

6: Marketing P's

6. 1: Product

Few changes should be produced in the Apple's iPhone. First of all iPhone would be accessible in several colors. Apple should follow the styles that are popular amidst the Chinese regarding phones.

To distinguish the iPhone from its opponents certain changes should be made. Chinese figure should be made available in iPhone so that individual can pull them on multi touch screen as it has been problematic for Chinese recently.

Apple should disable Wi-Fi connection on the iPhone because it is against the censorship control. And it's really an important thing in China

To make simple for Chinese language, Apple should lower the apple iphone weight and match wallet just to add the feature to act as debit or credit card.

6. 2: Price

iPhone clones has excavated Apple's costs strategy. If Apple in the beginning sets the costs high and then lower the price this strategy would have unwanted effects on consumers. Because, they won't be able to distinguish between your iPhone and iPhone clones.

In China iPhone is designed for 4000 RMB. iPhone clones have 1 / 2 of the price. Apple should carefully price their iPhone therefore the person can buy the product easily without the confusion.

Apple must price their product in a way that it would get designer resources. They must have such kind of long term strategy so that within China they would have large number of users.

6. 3: Place

One of the most crucial decisions is to choose the circulation within China. Apple has strong romance with distribution programs. But in China they might change their strategy. Apple has a store in Beijing. There's a need to discover a Company in China to be its partner. They have to partner with the best china mobiles spouse this will allow Apple to reach market easily. Apple should give attention to Shanghai, Beijing, and Hong Kong because there the folks have high income.

Apple must allow their customers to make online purchases this might benefits Apple financially.

6. 4: Promotion

Few features should be carefully targeted so that Chinese would know that iPhone is a fresh mobile technology. Apple should advertise the iPhone as something new and unseen in the market this would also make it different form clones.

Apple can differentiate their iPhone from iPhone clones by simply concentrating on iPhone applications as iPhone clones won't be able to run this application. Pin Ying technology will also differentiate the iPhone from clones.


iPhone 3Gs is the ultimate way to smash the huge and more developed mobile phone market, however now it will set up its image in China. To enter the highly competitive market is a crucial problem. Apple must take into consideration the political environment of the company before partnership. In China Authorities has authority over everything. There is a whole lot of difference among Chinese language, Europeans and Americans. They use mobile in different ways. Apple should make available the features for Chinese language in the iPhone. Apple should develop program software so as to differentiate iPhone from clones. All these things can be done efficiently if Apple overcome and understand the troubles of Chinese market.

For Apple to attain Chinese language market is something more than generating revenue. Through iPhone Apple can build brand identification and this is a great way of generating future sales.

Following are some graphs which shows the reality and figures regarding china and Apple iPhone to support our job.


GDP Development Rate of China till 2010

Age syndication of Populace in China 2010

Population by Time:

Sex Syndication in China in 2010

Telecom progress of China in 2010

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