Got a tricky question? Receive an answer from students like you! Try us!

Apple's marketing strategy in China - Literature review Example

Only on StudentShare
Author : macyfritsch

Summary

Apple’s Marketing Strategy in China Literature Review Overview This chapter presents a survey of the existing academic literature which shall inform on the analysis of data in answer to the research questions. Topics relating to Apple’s marketing strategy in China include principles relating to global business such as the analysis of the international marketing environment, considerations on the entry mode into a foreign market, the formulation of the appropriate marketing mix and the design of a viable competitive strategy…

Extract of sample
Apple's marketing strategy in China

The competitiveness of the global environment has been made possible by technological advances that have leveled the playing field for international businesses to penetrate cross-border markets (Friedman, 2007). Modern means of communication, which facilitates information gathering and business transactions, “allowing people around the world to compete, connect, and collaborate” (Cherunimal, 2010). Nor is the globalization trend limited to commerce and trade, such that “No institution, whether a business, a university or hospital, can hope to survive, let alone to succeed, unless it measures up to the standards set by the leaders in its field any place in the world” (Peter Drucker, 2007, p. 66). Several frameworks for international marketing planning have been conceptualized to capture its nature and scope, although the specific nuances of the process continues to evolve with the changing dynamics of globalization. ...
Download paper

Related Essays

China-home for Apple or Samsung
The age of consumerism has accentuated the need for business organizations to ensure distinction between products and services so as to emerge successful in the competitive and turbulent business market. A section would also be devoted towards analysing the ethical aspects in marketing communication. Thereafter a primary study would also be conducted to analyse the consumer behaviour of the target market audience so as to finally conclude the study and suggest a set of plausible recommendations for the company so as to ensure sustainable competitive advantage in the lucrative Chinese consumer…
International Marketing: Apple Inc.
Cross cultural or cross border business is the order of the day at present. Business strategies such as outsourcing and offshoring are getting more prominence now because of the extremely globalized business world. Domestic marketing and international marketing are extremely different activities even though the core concept of both remains the same. The marketing techniques used successfully in one country may not be successful in another country or region because of the differences in cultural, social, economic, political and legal structures between countries. Because of the huge…
14 pages (3514 words)
Apple Marketing Strategy analysis
The firm that is analyzed in the paper is Apple red as giant in the consumer electronics market and its products are considered as one of the most successful and hot selling items. From a mediocre organization to the best firm in the industry, Apple has made tremendous progress in terms of product innovation and service delivery. It started as a computer manufacturing and selling firm however, it has now transformed itself into a consumer electronics manufacturing firm with product range as wide as TVs, MP3 Players, Smartphones and Tablet Computers. Apple started as Apple Computers Inc during…
10 pages (2510 words)
Marketing Strategy
This will help the company in bringing together all the basics of marketing for the purpose of ensuring that the objective of the promotion; that is entering a new market of the new innovation is achieved. Introduction The first iMac was the earliest legacy-free PC. The original iMac was the first ever Macintosh computer not to have the FDD and to be fitted with a USB port. All the Macs have consequently fitted it. Through the USB port, we find that the makers of hardware could produce items that compatible with both the Macs and the x86. Initially, the users of Macintosh were forced to look…
17 pages (4267 words)
International marketing entry strategy for Cow & Gate in China
Recognizing that China has huge potential for baby food, C&G aims to enter and market its products in China. An evaluation of the business environment and market potential would help decide international marketing for China. 2.0 PEST Analysis of China 2.1 Political China’s political and social landscape is stable because of decades or opening up of the economy and the reforms that have been brought about. The Communist Party of China (CPC) has improved governance according to the needs of the people. Political stability has been achieved as people were invited to participate in politics…
12 pages (3012 words)
Marketing Strategy
This strategy is very effective since it will help to attract more students who may be inspired to join it. The responsible authority ought to use specially designed websites in order to present itself to the general public. Aspiring students can easily access any information about the university from the internet which can make it relatively easy for them to make informed choices. This can also help them to communicate with the responsible authorities so that they can get the information they may require about the institution. Communication is essential since it helps to bridge the gap…
4 pages (1004 words)
Reflect and evaluate Apple's marketing principles & practices
The other marketing strategies and tactics – use of a brand name, consumer research, product innovation, advertising and promotion, service support – these are all helpful, but not in and of themselves. Ultimately, they only count in advancing corporate performance in so far as they deliver quality to meet the customers’ needs. More recently, marketing thrusts have tended towards what I would call the splashy and spectacular, or what others would call high-profile marketing. These can be found particularly in the advertising for sports events or concerts where a large amount of sales…
4 pages (1004 words)