Ch. 5 - Developing a Global Vision

Interbrand(the world's leading brand consultancy) announced yesterday that Apple is the world's most valuable brand. As of May 2013, Apple is one of the worlds leading companies. Apple maintains 408 retail stores in fourteen countries, sells all of its products online as well and  participates in worldwide tours to promote its products. Apple also participates in the international market by having many of its products manufactured outside the US. Despite the efforts Apple has made to compete internationally with other colossal technological companies, Apple still suffers negative drawbacks. The number of Apple retail stores in foreign countries is relatively small for such a well known company with competitively priced products. Unfortunately, Apple's global market in developed regions was very uncertain up until recently because of its pricey products. Its being pricey caused Apple to struggle in the past to compete with foreign competitors efficiently. Today, acknowledging the importance and benefits of globalization, and in an effort to penetrate the more determined international markets, Apple improved its global vision by implementing new global marketing strategies.

 

One of these strategies was Apple's announcement of the Iphone 5C that comes in a lighter, cheaper, plastic case than its predecessor. The more expensive Iphone 5, was very successful in the US and European Market, but lacked in sales in developing countries such as Brazil and Turkey. Apple now hopes that by offering a cheaper version its international sales of the Smartphone will expand. With the release of the Iphone 5C, Apple is hoping to grab the attention of its target market both domestically and internationally- the poorer, teenage and eldery populations that were unable to purchase the Iphone 5 the precedent of Iphone 5C.