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Global Marketing and Sales Development APPLE Inc.

Executive Summary This study focuses on Apple Inc., a multinational corporation that produces consumer electronics used by millions across the globe. It discusses Apple's operations in many countries, including the United States and China. It examines Apple's product development, marketing, and customer service processes from the perspective of the consumer. Apple is well-known for its innovative products and commitment to customer satisfaction. The products, programs, and services they provide are popular with consumers. The research investigates the major and minor factors that impact Apple's product sales in these two nations. Apple's strategy of charging premium rates and wide product distribution has paid out in the United States, where consumers tend to have greater disposable income and a taste for upscale goods. Apple has made adjustments to its business model and partnered with local retailers in China to increase sales in a country where consumers are more price conscious. Apple has done an excellent job at adapting its goods and advertisements to the preferences of various demographics of consumers in each region. They have maintained a consistent brand identity while also adapting to local tastes. Because of this, they have gained a substantial following and are doing very well commercially. Apple, therefore, has to keep innovating and focusing on its consumers' requirements if it wants to maintain its current level of success.

Table of Contents Executive Summary ......................................................................................................................... 2 Section 1: ......................................................................................................................................... 5 Global Profile of Apple Inc .......................................................................................................... 5 Environmental analysis ................................................................................................................ 5 Macro analysis ............................................................................................................................. 5 Micro Analysis ............................................................................................................................. 6 Consumer Analysis .................................................................................................................. 6 Section 2: ......................................................................................................................................... 7 Assessing the country attractiveness and Entry Strategy ............................................................ 7 USA Market ............................................................................................................................. 7 China Market ........................................................................................................................... 8 Country Attractiveness/Competitive Strengths Matrix ............................................................ 8 Section 3: ......................................................................................................................................... 9 Segmentation, Targeting and Positioning .................................................................................... 9 Segmentation ........................................................................................................................... 9 Targeting .................................................................................................................................. 9 Positioning ............................................................................................................................. 10 Section 4: ....................................................................................................................................... 10 Standardisation vs Adaptation (Product decision): .................................................................... 10 Standardisation Vs Adaptation (Distribution Decision) ............................................................ 11 Standardization ...................................................................................................................... 11 Adaptation .............................................................................................................................. 11 Effectiveness of the Decision ................................................................................................. 11 Relationship to Micro and Macro Analysis ........................................................................... 12 Pricing Decision ......................................................................................................................... 12 USA Market ........................................................................................................................... 13 China Market ......................................................................................................................... 13 Promotion Decision ................................................................................................................... 14 USA Market ........................................................................................................................... 14 China Market ......................................................................................................................... 14 Conclusion ..................................................................................................................................... 15

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References ...................................................................................................................................... 17 Appendix ........................................................................................................................................ 20 Figure 1 – Pestle Analysis .......................................................................................................... 20

Section 1: Global Profile of Apple Inc. The Apple Company was established in 1976 in the state of California in the United States (Apple, 2023). They seek to develop high-quality products, such as software and hardware, which can improve people's lives via the use of technology. They place a lot of importance on the how their products seem as well as how simple they are to use (Razak et al, 2020). Additionally, they have the goal of making the world a better place. They put forth a lot of effort to ensure that the computer products, interesting gadgets, and internet offerings that they provide are superior to those offered by competing businesses. Apple is a significant competitor in this industry. They are quite effective at competing with other businesses in every region of the globe. The current value of Apple is more than 2 trillion dollars. Apple is the market leader in the smartphone industry, with around 16 percent of all smartphones sold coming from the company. Apple's dominance in the smartphone market is challenged by a number of other major manufacturers, including Samsung and Huawei. Apple is also successful in the mobile gaming and music streaming markets (Armutlu¸2023). Apple continues to innovate in spite of the intense competition in the market and prioritizes the satisfaction of its consumers. Even though the global market is very competitive, they place a strong emphasis on distinguishing themselves as unique and exceptional while also developing novel concepts. Environmental analysis Macro analysis

Source: Self-Created Micro Analysis Consumer Analysis The purchasing patterns of consumers may vary greatly depending on factors such as the people's preferences, the amount of money they have available, and where they reside. When compared side by side, these distinctions between the United States and China are quite evident. People in the United States often choose to pay a premium for trusted, well-known brands even if it means spending more money overall (Chu et al, 2020). They have no problem shelling out more cash on items that they believe to be of superior quality and current in style. Because of this, items made by Apple are very well-liked in that region. Additionally, Americans are fast to accept new technology, particularly if it is produced by a reputable corporation such as Apple. On the other side, individuals in China are very frugal with their money due to the country's economic situation. They pay a lot of attention to the prices of items as well as the recommendations made by other users on various social media platforms. Things that seem trendy and current are more likely to attract the patronage of Chinese shoppers. It's possible that

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this is why Apple puts so much effort into designing goods with a sleek and contemporary aesthetic in the hopes of selling them in China (Cunha¸2022). When we consider the many ways in which consumers put Apple goods to use, we find that there are also some variances. People in the United States of America often make purchases online and rely heavily on Apple goods for their professional and personal productivity needs. On the other hand, people in China like visiting to physical shops to purchase Apple devices, and after they have them, they use them more for entertainment purposes, such as viewing movies and conversing on social media (Danko et al, 2019). Apple is up against formidable competitors like as Samsung and Huawei in terms of the market battle. Samsung manufactures a wide variety of consumer electronics, including mobile phones, tablets, and even wearable technology in the form of smartwatches. They are direct competitors of Apple in many different areas. Many individuals in China choose to purchase cellphones manufactured by Huawei, a Chinese business, since they are available at prices that are lower than those offered by Apple. Microsoft is another company that competes with Apple since it is in the business of producing popular computers and software. Section 2: Assessing the country attractiveness and Entry Strategy USA Market In 1976, Apple began selling its goods in the United States. When they first started out, they made the decision to offer their products in a limited number of carefully chosen retailers. On the other hand, at the beginning they were up against severe competition from large computer firms such as IBM (Frohmann et al, 2023). Apple, on the other hand, was able to achieve success by demonstrating a keen awareness of the state of the market at the relevant moment. The following are some of the causes behind their expansion:  The United States of America is home to a sizable population that has both the ability to shop and the financial means to do so.  Both the economy and the political system in the United States are doing well.  The infrastructure for selling items both in shops and online is quite solid.

 Apple is well-known, and its goods enjoy widespread favor among consumers.  Apple's rise to prominence and expansion in the United States were both facilitated by the confluence of these several factors. China Market In 2008, Apple made their debut in the Chinese market. According to Tien (2019), the company's major emphasis was placed on the implementation of its entrance strategy, which consisted of selling its products at a limited number of retail outlets. But Apple ran into a number of problems when it tried to enter the Chinese market, including the following:  A lack of brand recognition among Chinese customers.  A market that is very competitive and has a significant number of local smartphone makers.  A government that places restrictions on the importation of goods from other countries. Over the course of the previous several years, Apple has implemented a number of significant marketing adjustments in the Chinese market. (Tien, 2019). Since Apple was able to get beyond some of the early challenges that it had while entering the Chinese market, the company's strategy for doing so has proven to be effective. Country Attractiveness/Competitive Strengths Matrix For the purpose of determining how successful an organization's entrance strategy is, one useful tool is the country attractiveness/competitive strengths matrix. This matrix makes a comparison between the attractiveness of the nation and the competitive strengths of the firm (Lu, 2022). The findings of Apple Inc.'s analysis of the country attractiveness and competitive strengths matrices for the United States of America and China are shown in the table below: From the data in the table, it is evident that Apple's strategy for entering the US market has been more successful than its strategy for entering the Chinese market. Apple's prospects and advantages are greater in the United States market (Gertz, and Evers, 2023). Apple can do a few things to improve the effectiveness of their China entrance strategy:

 Don't stop increasing your advertising and marketing efforts.  Start up shop in additional major urban areas.  Make items that the Chinese market will go crazy over.  Collaborate with additional Chinese telecommunications providers. Section 3: Segmentation, Targeting and Positioning Segmentation Apple Inc. uses smart strategies to expand its global market share. They research consumer demographics in various regions to determine the most promising target markets. They're well aware that tastes vary greatly across nations and communities. They conduct extensive surveys to determine which products are most popular. Consumer preferences, income levels, and shopping habits are all factors. They utilize this information to categorize persons. What individuals appreciate and how they interact with technology may help categorize certain groups. People may also be categorized according to their age, gender, marital status, occupation, level of education, and level of income (Greenstein, 2023). Apple has shown its mastery of consumer preferences by responding in this way. They tailor their marketing strategies to the specific needs of each subset. They also produce goods that cater to the preferences of these demographics. This contributes to satisfied consumers and increased sales. They provide high-end laptops for designers and developers and trendy iPhones for tech enthusiasts. Targeting Apple has an effective plan to attract and engage niche markets all around the globe. They use a technique called segmentation to identify these subsets. Then, they tailor their approaches to each country's culture in order to best connect with and attract these demographics. To do this, they advertise in a number of different settings. Apple uses digital marketing as one of its primary channels of communication with consumers (Inkster, 2019). To target those who are adept with technology, they use methods such as social media, websites, and search engine advertisements. These folks are the ones that test out the newest trends and spread the word. Apple also invests resources into making advertising that resonate with their target demographic. These commercials highlight the unique qualities and advantages of Apple products. Apple does not limit its collaborations with other businesses to digital marketing. This expands their potential

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customer base for their wares. By partnering with telecommunications firms, for instance, they may increase product sales via local retailers and reach a wider audience. Positioning Apple is now well recognized as the maker of innovative consumer electronics. They care about having everything they sell be flawless and beautiful since they know it will make their goods stand out. Many people have an impression that Apple items are very high-end and prestigious. They are exceptional people, not just regular ones. Apple is determined for consumers to recognize that their wares stand out from the competition. They brag of being innovative thinkers who create sleek, elegant, and user-friendly technology (Katsikeas et al, 2020). They care that user have a good experience while using their items. They claim that their goods are tailored specifically to them. Apple puts out significant effort to spread awareness of its brand identity and ethos. Their commercials and shops all have the same consistent language and design aesthetic. Apple has put a lot of thought into making its retail stores unique places to try out their wares. They want to demonstrate that their products are unique and of the highest quality by using this approach. Section 4: Standardisation vs Adaptation (Product decision): Apple Inc.'s worldwide marketing strategy relies heavily on standardization. The company's primary devices, including the iPhone and iPad, will have the same features and specs everywhere. This approach is founded on the theory that buyers all over the globe want the same high-quality items and place equal importance on a consistent brand experience regardless of where they live (Frohmann, 2023). Apple's unified brand image, increased productivity, and streamlined production and distribution are all the result of the company's commitment to product standardization. Apple's practice of standardizing its products has been widely adopted, and it has helped the company achieve its goals. ZXhang, Haxo, and Mat (2023) note that the business has achieved large profit margins and maintained its position as a global leader in the smartphone sector. Customers like the familiarity and reliability of Apple's products because of the company's persistent dedication to quality, accessible user interfaces, & seamless integration between hardware and software (Katsikeas, Leonidou, & Zeriti, 2020).

In addition, adopting a standardized strategy allows Apple to simplify its R&D efforts, reduce manufacturing costs, and maintain tight control over its goods ecosystem. Apple has struggled to differentiate itself in a crowded market as competition from companies like Huawei and Samsung has heated up. While there are advantages to standardization, it might make it more difficult to adapt to changing market needs. Apple's solution to this problem is a hybrid of their standardization policy and local adaption for certain regions. Apple's approach is in line with the markets it is targeting in both the United States and China when considering the correlation between product standardization as well as micro and macro analyses. The company's target demographic in these regions consists of technologically savvy users who place a premium on aesthetically pleasing products (ZXhang, Haxo, and Mat, 2023) who are willing to pay for premium services. Apple's standardized goods provide customers everywhere the same high quality, reliable performance, and consistent brand experience. This reliability helps maintain loyal Apple customers and boosts the value of the Apple brand. Apple has been successful in meeting its goals thanks to a mix of product uniformity and adaptive tactics. Even in extremely competitive markets, the corporation has been able to sustain its strong profit margins and dominant position. Standardisation Vs Adaptation (Distribution Decision) Standardization When it comes to the way in which they offer their goods, Apple wants to keep everything as consistent as possible. The process of "standardizing" their distribution approach is the term used here. This indicates that the methods through which they offer their products are consistent across all of the stores in which they operate. They believe that individuals in various nations desire to acquire their products in a manner that is comparable to one another (Kauv, and Blotnicky, 2020). Adaptation Apple sometimes modifies products so that they are better suited for particular regions. This process is referred to as "adaptation." For example, Apple collaborates with well-known local retailers in China to sell their goods there. These stores are located all across China. This allows Apple to connect with a greater number of individuals in China.

Effectiveness of the Decision Apple has benefited from maintaining a consistent strategy for distribution. They have been able to maintain their position as the market leader in smartphone sales all over the globe and become quite renowned as a result of this. Apple, on the other hand, has competition from businesses like as Samsung and Huawei, and as a result, the company needs to continue developing innovative ideas and adapt its distribution strategy when necessary (Khalid, and Vida, 2023). They will be able to maintain their power and prosperity in this manner. Relationship to Micro and Macro Analysis The distribution standardization method that Apple employs correlates with the company's primary focus on the consumer market in both the United States and China. According to Khalid and Vida (2023), the firm views wealthy customers who are searching for items that are both inventive and fashionable as its target market in each of these areas. These customers are willing to spend a higher price for items that are seen to be of a higher quality. Additionally, the distribution adaption method that Apple is using in the China market is consistent with the company's target market in that country. The firm forms strategic alliances with well-established local merchants in China who command a significant share of the market. Because of this, Apple is able to connect with a larger population of potential customers in China (Khalid and Vida, 2023). The tactics of distribution standardization and adaptability used by Apple have proven to be successful in assisting the corporation in accomplishing its commercial objectives. According to Tien (2019), the business has been successful in preserving its strong brand recognition as well as its position as a leader in the worldwide smartphone industry. On the other hand, Apple is up against increasingly tough competition from companies like Samsung and Huawei (Ottenbacher et al, 2019). In order for the firm to preserve its position as having an edge in the market, its distribution strategy will need continuous improvement and differentiation. Specific instances of Apple's standardization and adaption tactics for distribution in the markets of the United States of America and China are as follows: Standardization: Apple distributes its goods via a multitude of channels in both the United States of America and China (Wang et al., 2022) These channels include Apple's own retail locations, authorized resellers, and online merchants. Additionally, the corporation approaches both markets with the same advertising and marketing strategies. Apple has formed partnerships with a variety of shops in both the United States and China. Apple has formed partnerships with major shops around the

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United States, including Best Buy and Walmart. According to Wang et al.'s research (2022), Apple has partnered with local shops in China who have a significant presence in the market. Apple also provides customers in China with other payment methods, such as Alipay, that are not available in the United States. Pricing Decision USA Market Apple intentionally sets prices for its goods in the United States that are higher than those in other countries. They do this because they believe that consumers in the United States are OK with paying a higher price for their goods (Qian, 2023). In the United States, Apple aims to attract a certain sort of client, and this method of pricing products attracts those people. People in the United States who buy Apple products often have higher incomes and are interested in unique and innovative products. These consumers choose items that have an elegant design and present well. They have no problem shelling out more cash for products that they think to be of very high quality. Therefore, Apple raises its pricing in the United States of America since the company is aware that consumers in that country are more ready to spend more money on products that they believe are worthwhile. China Market When compared to the United States, Apple's production costs are lower in China. They assume the Chinese will be more frugal with their money than Americans, so they market to them. This price strategy is also consistent with the Chinese consumers Apple is hoping to attract. There is a wide variety among Apple's Chinese clientele. There are some who have more resources than others, as well as others who are more frugal. Apple knows its clients in China may be reluctant to spend a lot of money, so the company discounts its products there. They're hoping to pull in customers who can afford to pay more as well as those who choose to save costs (Razak, 2020). Apple's pricing strategy has proven to be successful. They were able to accomplish their objectives because of it. They have been very successful financially and have maintained their position as the market leader in the smartphone industry. However, rivals like Samsung and Huawei are strengthening their positions in the market. Apple has to continue innovating and setting itself apart from the competition if it wants to maintain its current level of success. In this manner, they may maintain an advantage over their rivals (Schlegelmilch, 2022).

The price approach that Apple utilizes is in line with the macro elements present in both the American and Chinese markets. Consumers in the United States have greater discretionary income than their Chinese counterparts, therefore they are able to afford more expensive goods (Tien, 2019). The Chinese government has been enforcing measures to lessen poverty and distribute wealth more evenly. More people in China will now have the disposable income to purchase Apple items. Apple's pricing approach is in line with nitty-gritty details of the American and Chinese markets. Consumers in the United States are more brand loyal and open to paying a higher price for what they see as superior quality. Chinese shoppers are more budget conscious and brand-agnostic than their Western counterparts. Apple's pricing strategy in the American and Chinese markets are examples: As of Qian 2023, the going rate in the United States for Apple's iPhone 13 Pro Max is $1,099. Compared to other areas, such as China, where the iPhone 13 Pro Max is priced at RMB 9,999, this is a very steep premium. Apple's iPhone 13 Pro Max is priced in China for RMB 9,999 (Qian 2023). Compared to the cost of an iPhone XS Max 13 in the United States, this is a huge savings. Promotion Decision USA Market According to Razak and coworkers (2020), Apple advertises its goods in the United States using a variety of channels. Among these methods are:  Apple advertises throughout famous TV programs and sporting events on television.  Apple publishes adverts in print publications including newspapers and magazines.  Apple uses online advertising channels including their own website and Facebook and Instagram.  Apple uses large billboards and banners in high-traffic areas to promote its products outside.  Apple relies heavily on word-of-mouth advertising, in which satisfied consumers rave about their purchases to their social circles. Apple's advertising strategy in the US is well tailored to its target demographic. They like to interact with those who are well-off and enthusiastic about cutting-edge culture (Singh et al, 2022). Apple is shown as a unique company that produces high-quality products in its commercials.

China Market According to Khalid and Vida (2023), Apple promotes its wares in China using a variety of channels. Among these methods are:  Apple advertises throughout famous TV programs and sporting events on television.  Apple publishes adverts in print publications including newspapers and magazines.  Apple promotes its products on the internet using its own site and social media channels like WeChat and Weibo.  Apple uses large billboards and banners in high-traffic areas to promote its products outside.  Apple relies heavily on word-of-mouth advertising, in which satisfied consumers rave about their purchases to their social circles. Apple's advertising strategy in China is tailored to the many demographics it aims to attract. They're looking to have conversations with wealthy folks and those who are interested in cutting costs. Apple is shown as a unique company that produces high-quality products in its commercials. Apple's marketing strategy has been quite successful. They were able to accomplish their objectives because of it (Wang et al, 2022). They have successfully increased brand awareness and maintained their position as a market leader in the smartphone industry. The advertising approach that Apple use is in line with the many aspects of the microenvironment that are present in the marketplaces of both the United States and China (ZXhang et al, 2023). Traditional advertising mediums, such as television and print, reach more people in the United States (Khalid, and Vida, 2023) than any other region. Online advertising & social media are more likely to reach customers in China. Apple's marketing approach mirrors the company's targeting, segmentation, and positioning of its goods in the United States and China (Qian, 2023) markets. The company's primary customers in both countries are the well-off, but it also caters to China's price-conscious middle class. Apple's ads emphasize the company's status as a luxury brand known for its superior goods. Conclusion The wise marketing decisions made by Apple Inc. have contributed to its global success, particularly in the USA and China. They have discovered a happy medium between standardizing across markets and tailoring to local preferences. In this approach, they are able to

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maintain a unified corporate image while catering to local preferences. Apple has extensive international strategies for reaching target audiences and communicating the value of the company's goods. They price their goods in accordance with what consumers in the United States and China are able and willing to pay. Apple's higher pricing have been successful in the United States because consumers there value high-quality products and are willing to pay more for them. They've done rather well financially as a result. However, Apple's cheaper costs have helped them sell more items and become more popular in China, where people are more cautious with their money. Apple also ensures that its items may be purchased in both locations. They do this by maintaining certain constants while adapting others to meet the specific needs of each market. This allows them to use their established reputation and strategic alliances to increase product accessibility. All these decisions are grounded on extensive analysis of consumer behavior, product availability, and market competition. Apple's marketing strategies have been quite successful in both the United States and China because the company has a deep awareness of these factors.

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Appendix Figure 1 – Pestle Analysis

GMSD

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