Apple's International Marketing Plan
Apple, and its iPhone are very established brand names in the smart phone industry in today’s US market. As the early leader and innovator in the smart phone market, Apple was able to stay ahead of its competitors by releasing new iPhone versions every year, and software updates whenever necessary. Expansion internationally was not as fast as domestically, thanks to heavy competition from industry giants like Nokia, the world’s biggest producer of cell phones. Currently iPhones are being sold in over 88 countries, though Apple still controls the manufacturing process for all iPhones shipped worldwide. Apple retail stores are only present in 35 of those countries, with Apple product presence in other parts of the world being represented by third parties. Singapore is one of the countries that does not have an Apple Store, and as recommended in my last report, intensifying penetration into that market can generate more revenues and lead to better strategies being tested for when the market in China matures enough that entrance is viable. People in Singapore are not avid Apple consumers as the company does not have a presence in the country yet, and as far as the iPhone goes, there are options that suit the needs of the population interested in smart phones better.
Marketing
Export Marketing should be used in order to gain entry into the Singaporean market. Using the same strategies and marketing mix that were used in the United States and Europe will not allow Apple to gain any advantage in this market, much like what happened in Japan when the iPhone was introduced. Export marketing is defined as “using the product as a starting point and modifying it as needed to meet the preferences of the international target markets.” When Apple introduced the iPhone in Japan, it used most of the same strategies it used when introducing the product in the US: showing it off as being innovative and something new, and just plain better than everything else available in
Marketing
Export Marketing should be used in order to gain entry into the Singaporean market. Using the same strategies and marketing mix that were used in the United States and Europe will not allow Apple to gain any advantage in this market, much like what happened in Japan when the iPhone was introduced. Export marketing is defined as “using the product as a starting point and modifying it as needed to meet the preferences of the international target markets.” When Apple introduced the iPhone in Japan, it used most of the same strategies it used when introducing the product in the US: showing it off as being innovative and something new, and just plain better than everything else available in
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