Thursday, May 21, 2020

Apples International Businness Strategies Free Essay Example, 1000 words

In the UK, Apple is able to use viral publicity effectively, which is low cost, thus exporting from the U. S. and licensing is the most viable solution without having to invest in high-cost operations increases by establishing a UK-based production facility. The market research data returned from consumers in real-time also indicate that customers have a favorable brand attitude toward Apple products and would be willing to pay premium pricing (Rubicon Consulting, 2008). By understanding the pre-existing brand attitudes in certain countries, Apple is able to determine where costs can be reduced and choose more low-cost market entry strategies. The high availability of technology, such as in the UK, allows the customer to simply transfer existing promotional strategies from the U. S. to the UK since consumer profiles and characteristics in this country are similar to that of the United States. The major strategy of Apple s international marketing is to create relationships with custo mers and thus build brand loyalty through CRM. Steve Jobs, during his tenure, and other executives currently in charge of Apple are highly visible as spokespersons for products and rely on press releases to continue to promote its expertise and quality (Hood, 2009). We will write a custom essay sample on Apple's International Businness Strategies or any topic specifically for you Only $17.96 $11.86/pageorder now Countries that already have brand loyalty or understand the premium quality of this well-positioned company require less tangible capital investment in market entry strategy development. In countries where customers are less-familiar, market entry depends on the ability to gain their attention or whether a total, ground-up branding strategy needs to be developed in the country. Countries such as Nigeria have the limited brand preference for Apple and thus the logic behind establishing a base of manufacturing and marketing operations for long-term market growth and expansion. Apple does not seem to have a preferred entry strategy, except for gaining lifestyle connection with customers and the ability to use pre-existing marketing strategies and promotion that find success with American consumers.

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