1. Global Market
Scenerio
Submitted By
Shahnawaz Shaikh

2. Apple Inc.

3. Introduction
 Apple Inc., an exceptionally successful firm has accessed the
global markets and expanded its presence in ways that
maximize the company’s revenues.
 The strategy options that Apple Inc. utilizes most frequently for
global market development include foreign outsourcing and
importing, as well as exporting.
 Foreign operations of Apple Inc. are conducted in the
Americas, Europe, Japan, and Asia Pacific. Apple largely relied
on foreign outsourcing in order to launch the iPod.
 Firms in China and Taiwan were depended upon to produce
the iPod for a fraction of the cost of domestic production
 The company’s main competitors are Dell, Microsoft, and
Hewlett Packard.
 These competitors engage in global markets to a great extent
and to a similar market that Apple Inc. does worldwide.

4. Global Scenario
 Apple Inc. has been extremely successful in
making their brand popular and known worldwide
as a premier company that offers exceptional
products and has been successful in providing a
lot of value and customer satisfaction.
 Apple Inc. may be experiencing sociocultural
differences when interacting with global markets
especially in the countries that they are focused
on.
 The countries in the Asia-Pacific region are
different in terms of attitude, values, and
language so communication could be a problem.
 Apple Inc. can overcome this barrier by
conducting research, and if the individuals
leading the firm can make themselves aware
about the market and that can result in a
competitive advantage because they will
understand the market that they are targeting

5. Advertising and Apple
 Apple advertising stands in direct contrast to many of its
competitors.
 BlackBerry, Samsung or Nokia ads are often laden with so much
information that the recipient is left in a blaze of numbers and
claims.
 Instead of focusing on how people interact with technology,
those companies focus on features and specifications.
 More features are better, and more power is better. This more-
is-better philosophy carries through to the brand's instruction
manual, packaging and advertising.
 The first ads for the iPad did not focus on the product features,
like memory, or speed, or slimness.
 Instead they portrayed someone relaxing on their sofa using
the product.
 The ads didn't tell us what the product was. They told us how
we would use it, accessing news and entertainment whenever
and wherever we want.

6. Design
 Everything about the Apple brand suggests that less is
more.
 The interface is clean.
 The design is so intuitive that the instruction manual is
almost non-existent.
 It begins with technology that naturally requires less fuss
and better experience.
 This less-is-better approach starts at the top.
 For many companies, engineers design a new product,
pack in as much leading edge technology as they can,
and then throw it over the wall to the marketing team,
screaming, "Sell this!“
 That stands in stark contrast to Apple, which is one-man
vision shop.
 Steve Jobs has provided the direction necessary to unite
both function and branding to create products that are
now an indispensable part of many people's lives

7. 4 P’s of Marketing

8. Product
 Portable Computers – including Mac products such
as Mac Book Pro, iMac, MacBook Air, Mac Mini,
Xserve
 Servers – including Xserve, Xsan, MacOS X Ser,
MobleMe.
 Accessories – including MagicMouse, Keyboard, Led
Cinema Display.
 Wi-fi Based Stations - including Airport Express, Airport
Extreme, Time Capsule.
 Developer – including Developer Connection, Mac
Program, iPhone Program.
 iPod – including iPod Shuffle, iPod Nano, ipod Classic.
 iPhone – including iPhone3GS, iPhone3G, iPad.
 iTunes – including movies, TV shows, audio books,
games.
 Periphal products – including Printers, Storage
devices, digital videos and cameras.

9. Price
 Apple is a premium brand computer that does not attempt
to compete on price. The company has reduced prices
after some initial product launches. It uses skimming and
premuim pricing strategies.
 The AppleiPad is priced at a minimum of $499.
 The Apple iPhone costs begin at $99.
 The Apple iPod Classic is priced starting at $249.
 The Apple iPod Nano costs $149.
 The Apple Mac Book costs $999.
 The Apple MacBook Pro is priced at $1199.
 The Apple Quicktime Pro for Windows costs $29.99
 Apples iPad pricing strategy includes the flexibility to lower
the prices if consumer response dictates such action. This
would be consistent with a similar $200 price cut on the
iPhone in 2007.
 In 2009 Apple announced a reduced cost pricing structure
for iTunes - songs will cost 69 cents, 99 cents or $1.29. He
said the "vast majority" of the songs will cost 69 cents.
Changes are said to be a response to a slower pace of
music downloads.

10. Place
 Apple, Inc Headquarters are located at is located
at 1 Infinite Loop, Cupertino, California.
 The Apple Consultants Network includes
independent professional service providers and
technology consulting firms that specialize in
Apple and third-party solutions. Certified on Apple
technologies, these providers deliver on-site
technology services and support to home users
and businesses of all sizes.
 Apple service providers are certified technicians,
who complete regular Apple training and
assessments, and offer repair services, and
exclusive access to genuine Apple parts.
 They are located in Asia/Pacific, Africa, the Middle
East Europe and Latin America.

11. Promotion
 Apple, Inc offers special discounts on refurbished MacIntosh
computers, iPod Nanos, and the 8GB iPod Touch. In each case
a 1 year warranty is included on the all products.
 Apple, Inc authorized Training Centers are located throughout
the U.S. each provides instruction in Mac systems, Mac OS X,
and Apple’s professional applications. A wide range of
certification exams and courses offer innovative learning
opportunities for IT and creative professionals, educators, and
service technicians—delivered exclusively by Apple Certified
Trainers.
 The Apple Consultants Network website provides a search tool
allowing visitors to locate nearby certified Mac product
consultants in the U.S, Canada, and a number of international
locations.
 The online Apple Store offers free shipping for orders over $50.
 The online Apple store offers iTunes gift cards.
 Apple provides a $100 rebate when you purchase a Mac or
specific printers from the online store.
 Apple has packaged back-to-school offers, including some
aimed at college students.

12. People
 Stephen P. Jobs is the Chief Executive Officer of the Executive
Board at Apple, Inc
 Non Executive Board Directors include William V. Campbell, Millard
S. Drexler, Albert Gore, Andrea Jung and Author D. Levinson.
 Key Senior Management team members include Timothy D. Cook,
(COO), Scott Forestall, Jonathan Ivey, (Industrial Design), Ronald B
Johnson (Retail), Robert Mansfield Mac Hardware Engineering),
Peter Oppenhiemer (Chief Financial Officer), Mark Papermaster
(Devices Hardware Engineering), Philip W. Schiller (Worldwide
Marketing), Bertrand Serlet (Software Engineering), and D. Bruce
Sewell (General Counsel).
 Some certified Apple service providers offer additional services
beyond repairs and parts such as such as data transfer, data
recovery, upgrade services, and onsite deployment and
installation.
 Every Mac, iPod, iPhone, and display comes with complimentary
telephone technical support for 90 days after your purchase and a
one-year limited warranty. The AppleCare Protection Plan extends
your service coverage and gives you one-stop service and support
from Apple experts.
 The AppleCare Professional Video Support gives you direct access
to Apple's Professional Video Technical Support team via
telephone and email 12 hours a day, seven days a week.

13. Physical Evidence
 Apple Inc’s main website is located
at http://www.apple.com
 The Apple logo has evolved from its
original depiction of Sir Isaac Newton
under a tree to the memorable rainbow
apple to the present blue Apple with a
bite taken out

14. Process
 Apple converts new customers and
secures their loyalty through a corporate
emphasis on customer service.
 Apple seeks to attract its target market
through bold public relations events (such
as the MacWorld Expo) as well as
advertising imagery which borrows from
contemporary modern art.
 Apple has expanded its distribution
channels in recent years including the
addition of WalMart.

15. Conclusion
 Over the past 30 years Apple has amplified from
computer design to developing consumer
electronics.
 The company was started by Steve Jobs, Steve
Wozniak, and Ronald Wayne in the 1970’s. Steve
Jobs is the current CEO of Apple and is doing a very
efficient job in running the company.
 Apple uses a differentiation business strategy, which
means that all employees and departments work
together in the creation of their products.
 Since the employees work together our products
tend to be more productive.
 Apples main business initiative is customer
relationship management.
 When working with or purchasing from Apple you are
promised top notch customer service and assistance.

16. Thank You