Week 5 Psy/322

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Case Study Analysis
Psy/322
March 11, 2011

Japan to Apple’s iPhone
The Apple iPhone did not make as big of a splash in Japan as Apple’s had hoped it would. The projection to sell a million iPhones in Japan unraveled and sales were very low. People of Japan were already aware of cell phones with a 3G network, which the faster network had been around for several years, much longer than the United States. A few problems that Japan had with the Apple iPhone were the touch screens, the iPhone were not as advanced as what they could already get in Japan, and the iPhone could not purchase train passes as the other phones did. “Emoji”, clip art that is used to create a more interesting and creative e-mail was also an application that Apple could not offer. Citizens of Japan have high complex standards and when it comes to technology Japan is known for being well head of its time. The iPhone just did not stand up to what Japan already had in their back pocket. Cell phone users in Japan are infatuated with photos, video games, and high light features. Apple iPhone could not compete with what a market already established in Japan from other cell phone makers. The competitors had already offered Japan everything they needed. Japan made a mistake in trying to market the Apple iPhone in Japan at the time they did. In research they should have seen that they didn’t have everything that the Japanese wanted in a cell phone. Knowing Japan already had a 3G network that should have told Apple it would not be a new technology for the country. The people of this culture wanted everything at their fingertips and Apple didn’t have all they wanted. The Apple computers did well in Japan due to the technology is in the running with the other computers and they are similar. IPod also did well in Japan markets and that was due to the product being affordable, slim, and available to the people of Japan. Pricing and the cells phone plans in Japan are very competitive and equates to low monthly expense for cell phones. The iPhones average monthly start around $60 dollars, which is much higher than competitors. The United States pays on average around $80 to $100 dollars for an iPhone plan. Many people of Japan also purchase their phones to use and the iPhone does not come cheap when purchased. A large number of Japanese live with only a cell phone, so that cell phone needs to be everything in one. People of Japan do not want to use their cell phone as a personal computer and the problem with the iPhone is Apple relies on computers for syncing media and involving updates of software from the computer. ITunes is an example of an application that would require updates from a computer over time. Cell phones in Japan are about fashion as well and who has the most state of the art phone. Japan is so advanced with their technology that something new is coming out every day, so carrying around a cell phone that has been out for a year is unacceptable. The technology is consistently getting better and better, which the United States fall further behind. Apple did not grasp the cross-cultural concept and get an international perspective prior to marketing the iPhone. Apple also should have researched the marketing mix for the country. Price would be to high for the iPhone due to what Japan already had in service. The product did not have everything the consumer wanted on the product that would entice the consumer to purchase it. The place Apple wanted to move the product, which was Japan, already had the 3G network in place. Apple really did not have anything to promote that was different in the markets of Japan. The sheer functionality of the iPhone just did not make sense out of Japan. Mickey and Shark Fin Soup

Shark fin soup is a popular soup item of Chinese culture that is usually served at big events such as weddings and banquets. This soup is considered a luxury item and the soup may cost up to $150 dollars a bowl. The soup originally came from...
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