This unit is helpful in understanding market from an international perspective. As market across the world are growing this means opportunity and risk for operating business at international context
- Explain the environmental changes facing at international marketers by ZARA
- Apply international marketing mix
- Provide difference between various type of market entry methods used by ZARA
- Development of international plan
International marketing can be understood as formulating strategies with basic and complex principles in order to do business more than a nation. It is fundamental for an organisation to rapidly look into various aspects like technology, communicative acts, transit and different financial flows so that to obtain a good market share at global level (Akaka, Vargo and Lusch, 2013). Firms which are being chosen under this report in two different tasks are ZARA that makes or manufactures trendy clothes and Apple which deals in electronic market. Both of these heavy named brands are continuously fulfilling needs of their consumers and carries great reputation at international market. Along with this, assignment is going to include a presentation in which CBBE Model is being mentioned of ZARA. On the other hand, in second task is enclosed with analysis of marketing mix of Apple under three different global markets. Lastly, description of theory is going to get encapsulated which is being taken by firm in order to do business at international level.
P1. Critical analysis of Apple's marketing mix with adaption of it across three different international markets
Doing business at international market requires guts as firms have to make strategies and planning as well to do promotion of their products and services which they are offering to their consumers (Berthon and et. al., 2012). Every single country has its own policies and carries different tax rates therefore, it is must for administration of organisations to keep on making alterations accordingly in order to do business. Along with this, it is must for companies to rapidly analyse the targeted markets so that initiatives can be taken so that to gain competitive advantages. This includes various factors like products, place, price, promotion, people, physical evidence, process which needs to be considered in an appropriate manner. While doing business at international market. Apple is a multinational technology firm which was formally found in the year of 1976. Steve Jobs, Steve Wozniak, and Ronald Wayne are main souls that made Apple and have generated approximately US$229.234 billion as revenue along with, it has almost 123,000 staff members which was counted in 2017 year. Mostly, they develop and design electronic products and then sells them to consumers and try to fulfil their requirements. There are some famous electronic goods of this organisation which are being mostly like by people and these are iPhone, iPad, Mac-book and so on. Along with this, they look into bringing innovation under their clients life through providing them next level technology into their products and services.
Apple's headquarter is in California and they are trying to expand their business among places where they do not deal at the moment. They have to make different strategies in order to do marketing at different places as United Kingdom's citizens have their own perceptions then people of China. India comes on the 3rd number that have fastest growing economical conditions. Therefore, these three nations are there that may put impact on doing business of Apple as they have to follow tax policies and legislative acts that these countries have. It has been examined that mostly nation's rules and regulations differ from each other (Cadogan, 2012).
A marketing mix has been made below in order to do critical analysis of the international market of these countries and initiatives which are being taken by Apple in order to maximise both productivity and profitability of it.
Marketing Mix of Apple:
Marketing mix is enclosed with various sort of elements and these are: product, place, price, promotion, process, people and physical evidence. Apple has to make alterations in their prices according to the consumers pocket in different countries in which they are dealing. United Kingdom's citizens have same perceptive as United State's nationalists have and also likes to use new technology. Along with this, China carries its own technology therefore, it is must for Apple to make decisions that are related to promoting their products and services so that sales can get enhanced of its commodities that they are selling in China. India carries a good economical growth in current instance where Indian people also likes to use new technology. Here, as Apple has already have a huge brand name in all over world. Thus, it is not much for this organisation to do promotions of electronic products that are selling (Cavusgil and Cavusgil, 2012).
Product: Apple Inc. deals in electronic items in all world. Some devices which are being made by this firm are: iPhones, iPad, Mac laptops, computers, iPod and so on. Along with this, majorly that helps Apple in generating heavy revenue are iTunes, iCloud, Mac Store. Away from this, engineers of this company has developed iOS along with OS X operating system software. It has been critically examined that in United Kingdom, almost 52% of the population are iPhone users as Apple has built their phones with keeping the perspective of giving high quality with innovations and has made electronic items that are easy to use. Away from this, 22% Chinese uses Apple products which needs to be considered by this firm in order to enhance their profit margins and needs to give competition to Chinese electronic companies like Xiaomi, Vivo and so on. On the other hand, India comes under fastest growing counties but still there are heavy number of people who comes under poverty line. Almost 35% of Indian people comes under as iPhone users. Here, it is must for Apple to make decisions like lowering the rates of its products or do promotion of different sites like Facebook, Instagram, YouTube and make other marketing strategies through which firm can grab eyes of consumers in heavy numbers (Chung, Lu Wang and Huang, 2012).
Place: Apple stores are being considered as the main source of this element. As most of consumers mostly likes to buy electronic items which are being made by this Apple organisation. Tim Cook who is current CEO of Apple have stated that they are just not selling iPhone, iPod into apple stores. They sell gratitude through delivering quality electronic items to their users.
Critical analysis which is being done of this element has located that Apple in grabbing attention of consumers of United Kingdom, China and India through selling their products at online websites. This has removed the barriers and mediators as well which directly impacted on profitability of Apple. Along with this, it has been examined that doing online business has helped firm in attaining goals and objectives right on time (Czinkota and Ronkainen, 2013).
Price: Apple's electronic products are mostly expensive in nature which cannot be afforded by common people. Therefore, it is must for organisation to make products with less prices so that profitability can be enhanced at marketplace. In the year of 2017, firm introduced a whole new smartphone named as iPhone X which comes under products that are most expensive under this sector. Price of this product was same in US and in UK which is impossible. Apple's CEO Tim Cook has blamed the Brexit that directly affected it.
According to the analysis, it has been located that this factor can directly put impact on Apple's profitability. Therefore, it is must for administration of Apple to keep on making alterations in their prices of products and services that they are selling so that to gain good competitive advantages in all three countries UK, India and China (Douglas and Samuel Craig, 2011).
Promotion: Apple has a unique way of doing advertising products and services that they are offering at marketplace. They mostly, consider common people and make ads with them rather than picking or hiring a famous celebrity (The Scope of International Marketing, 2018). This way of doing promotion has helped organisation in attaining goals and objectives of them.
As per critical analysis which has been done it is being observed that, this factor mostly put positive impact on profit margins and or negative as well sometimes if supervisors have not done proper analysis of marketplace. Along with this, it has been located that Apple makes advertisements according to perceptive of consumers in different countries. Sometimes they have to make ads with considering all the cultures that are into the world (Evers, Andersson and Hannibal, 2012).
Summary of applied strategies:
Considering all these above factors which has been discussed may aid Apple in making relevant changes that will directly put positive impact on their sales of products and services that are being manufactured by them and on profitability as well.
Related Sample: International Marketing Tactics