So you might think Apple is taking the concept of “global” to the purist level, using a one size fits-all approach, with a standardized design across all regions, the same range of products for all countries, and no visible customization – also called localization – except for the power source, pricing , and carriers’
Apple has created a brand personality and culture that’s cool, fun, and friendly — the opposite of some of its competitors. Apple’s marketing strategies include making customers want to belong to that community. Their market share shows just how successful they have been.
Beyond its breakdown per country or region, a global marketing strategy almost always consists of several things: (1) uniform brand names; (2) identical packaging; (3) similar products; (4) standardized advertising messages; (5) synchronized pricing; (6) coordinated product launches; and (7) harmonious sales campaigns.
Quality of Products and Continuous Innovation Innovation Apple’s success is also due to the high quality of its products. The products produced by the company are so high quality that even though they sell millions of products in the world , the defective products are almost nonexistent.
Four main global strategies form the basis for global firms’ organizational structure. These are domestic exporter, multinational, franchiser, and transnational. Each of these strategies is pursued with a specific business organizational structure (see Table 16-3).
What is Global Standardization ? The general definition of global standardization is the ability to use standard marketing internationally. In other words, it’s the ability for a company or business to use the same marketing strategy from one country to the next, and across various cultures.
The Nike business strategy is clear, invest in building your brand through emotional marketing and sports celebrity endorsements, develop products that have high-quality, market-leading technology and buy out competing sports brands. Why is Nike successful at marketing? How did Nike become popular?
Apple’s Marketing is Built on Simplicity That’s how Apple has consistently positioned their marketing , keeping messaging and visuals simple. Most of the marketing is free of things like feature lists, pricing, or expensive special effects. They know the product will sell itself without relying on pomp and circumstance.
As international activities have expanded at a company, it may have entered a number of different markets, each of which needs a strategy adapted to each market. This is called a global strategy . For example , the luxury goods company Gucchi sells essentially the same products in every country.
8 Steps for Putting Together a Successful International Strategy Set Goals for Your International Strategy . Identify Your Product/ Service. Research New Markets . Understand Your Competition. Plan Your Marketing Strategy . Plan Your International Organizational Structure. Determine Your Distribution Strategy . Assemble a Strategy Document.
Market entry methods Exporting . Exporting is the direct sale of goods and / or services in another country. Licensing . Licensing allows another company in your target country to use your property. Franchising. Joint venture . Foreign direct investment. Wholly owned subsidiary. Piggybacking.
Apple Inc . is an American multinational company that designs and markets consumer electronics, software, and personal comput- ers. According to the Forbes Global Leading Companies (2013), by 2013 Apple had a worldwide annual revenue of US$171 billion, with more than half of it coming from the iPhone category.
A key competitive advantage for the company is its ability to develop innovative products that share the same operating system, software and applications. This minimizes the risk, timescale and costs of product development, enabling the company to introduce a stream of new products and stay ahead of competitors .