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[국제경영] 애플의 국제전략 분석을 통한 문제인식과 개선방안(영문)

[국제경영] 애플의 국제전략 분석을 통한 문제인식과 개선방안(영문)-10

[국제경영] 애플의 국제전략 분석을 통한 문제인식과 개선방안(영문)-11

[국제경영] 애플의 국제전략 분석을 통한 문제인식과 개선방안(영문)-12

[국제경영] 애플의 국제전략 분석을 통한 문제인식과 개선방안(영문)-13

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레포트 > 경제경영계열
2011.01.18
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[국제경영] 애플의 국제전략 분석을 통한 문제인식과 개선방안(영문)

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Table of Contents
I. Introduction
1. Brief Introduction of Apple, Inc. and its International Business
2. Current Status of Apple Inc.
II. Organization Structure of Apple Inc.
1. Centralized Characteristic
2. Divisional Structures
III. International Channels of Apple Inc.
IV. International Marketing Strategy of Apple Inc
1. Marketing in Computer Industry
2. Marketing in Mobile Industry
3. Overall Marketing Strategy
4. The Winning Marketing Tactics of Apple, Inc.
5. Apple’s Hardest Battlefield – Korea
6. Problems with Apple’s International Marketing
V. Formulation of International Strategy
1. Overall Assessment
2. Suggestions

본문내용

2. Marketing in Mobile Industry
In mobile product industry, Apple uses different strategy. Although Apple is maintaining the same brand and product image, and positioning itself in a similar manner, it is targeting on broader users. As a result, Apple possesses large market share in this sector. This sector consists of three products: an iPod, an MP3 player, iPhone, a smart phone, and an iPad, a table PC. Apple was the first to develop these products, or start trends of these products, and to expand the market of these products. These products share certain key technologies and services, creating synergy effects. However, considering some differences, it is necessary to look at these products individually.
iPod was not the first mp3 player. Nevertheless, it was an evolutionary product because the unique thing about iPod was that Apple not only sold the hardware, but also the contents that would go into iPod, through iTunes. This service was a differentiating factor from conventional products.
Initially, Apple targeted its products on technology sensitive, young age group with money. iPod was certainly not charged at a cheap price. However, since Apple basically was the one that created and monopolized the market, Apple could maintain its price. However, it targeted other, more price sensitive groups by launching a separate cheap line of products, called iPod shuffles.
Another important technology that was added afterwards was the touch pad technology. Apple released an iPod Touch, which was again a huge success. Other MP3 players had touch pads, but not as good as that of an iPod. Apple also created an App store, where the users could download useful applications for free. This also contributed to the iPhone’s success, creating a synergy effect.
Apple’s next product was the iPhone that started the smart phone boom. Apple simply turned iPod touch into a phone, but the app store made iPhone stand out. Although several competitors are entering, iPhone remains as the most promising smart phone. Certainly Apple only has third’s largest market share but is showing the fastest growth, where the market share increased from 10.9% to 16.1% in a year. In contrast, RIM, which has the second largest market share, faced a drop in market share from 20.9percent to 19.4percent.
Recently, Apple launched the iPad, which is a ‘table PC’. Basically it enlarged the iPod Touch, and strengthened the performance. This is a completely new product, and Apple seems to have positioned the product in the net book mark

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