Phân tích chiến lược marketing của doanh nghiệp apple tại thị trường việt nam

TRƯỜNG ĐẠI HỌC TÀI CHÍNH-MARKETING KHOA MARKETING  TIỂU LUẬN Nguyên lý Marketing ĐỀ TÀI: PHÂN TÍCH CHIẾN LƯỢC MARKETING CỦA DOANH NGHIỆP APPLE TẠI THỊ TRƯỜNG VIỆT NAM Lớp: CLC_20DMA03 Trang |3 INTRODUCTION  Reasons for choosing the topic: In recent years, Vietnam's smartphone market has been extremely active with the entry of different phone brands such as Apple, Samsung, Oppo, Xiaomi, etc Consumer demand for a convenient smartphone has also increased since then It can be said that each phone line from companies in different countries will bring its own unique characteristics, thereby helping consumers have a variety of experiences on every inch However, according to our research, Apple is currently the most popular smartphone company in the Vietnamese market because of its outstanding features and superior design in each product For those reasons, my group has chosen the topic "APPLE" to make the final thesis of our Marketing Principles course Trang |4 CONTENT I Introduction of company: Apple Inc (NASDAQ: AAPL, LSE: ACP) is an American multinational technology company Its headquarter is located in Silicon Valley, California, United States Apple was founded on April 1st, 1976 as Apple Computer, Inc., and changed the name to Apple Inc in 2007 Apple is the world's most valuable company It designs, manufactures, and sells various products such as smartphones, tablets, and home accessories At present, Apple is one of the biggest companies with $274.5 billion in total revenue (2020), owns 500 retail stores worldwide, and reaches around 147.000 in the total number of employees  Founders: Steve Jobs, Steve Wozniak, Ronald Wayne  Headquarters: Apple Park Way, Cupertino, California, U.S  Leadership: Tim Cook (CEO), Jeff Williams (COO)  Industry: Computer software, computer hardware, consumer electronics, online services  Products: Mac (Macbook, iMac), iPhone, iPad, Apple Watch, Apple TV (Apple TV 4K, HD), Apple Music (Airpod, Homepod, iPod Touch)  Services: Apple Music, Apple TV+, Apple Fitness+, iCloud From a not well-known company over 30 years ago, now Apple has become a famous brand admired by the whole world for its ingenious business strategy, breakthroughs in design, and always brings products that satisfy consumers Their success in the global market is also well recognized It would not be wrong to say that Apple is one of the important founders and outstanding in the IT field, including entertainment and consumer products Besides the traditional products such as Macintosh, Apple also released a digital music player called iPod and other successful related services through iTunes Especially in the smartphone market, Apple is known for its continuous innovation and creativity It constantly sets new trends and pushes the envelope in terms of technology II Marketing environment analysis: The marketing environment includes internal and external factors that have an impact positive or negative on the marketing activities of businesses Trang |5 Analyzing the marketing environment is analyzing the influence of the business environment on the change of properties, scale, level, etc., of market demand and especially to the company’s marketing mix variables The marketing environment consists of a macro-environment and micro-environment A Macro-environment: The macro-environment consists of these following factors that affect an enterprise  Demographic We will research about types in the demographic section: a Age: In June 2021 Vietnam’s population reached 98 million people from the latest data of the United Nations (37,7% of the population live in the city) In addition, there are a high number of Vietnamese between the ages of 15 and 64, with an average age of 32,5 b Gender: The gender ratio in the total population is 0,997 (997 men per 1000 women) lower than that of global c Occupation: In current, Vietnam workers are tending to enter the service industry such as IT, e-commerce, finance, etc d Income: According to data from the Ministry of Planning and Investment, till the end of 2020, the economic scale reached around 343 billion USD and the GDP per capita was 3,521 USD However, according to IMF’s evaluation, if we measure in terms of purchasing power parity, the size of Vietnam's economy is 1050 billion USD and the GDP per capita is over 10.000  Policy & Legal Vietnam is one of the few countries in the region whose political stability and security are valued, which creates beliefs and secure feelings among foreign investors when investing in Vietnam The government of Vietnam always assists FDI with a devoted attitude via many support policies such as:  Diplomacy creates positive outcomes  Boosting foreign and private investment  Lowering the foreign-currency surrender rate  Eliminating the limitation barriers, and other assurances Trang |6  Lowering the import-export tariff For instance, an iPhone has to bear types of tax, one is import tax, and the other is a value-added tax According to the importexport tariff of the government, a smartphone takes an endow tax of 0% so that means there is completely no import restriction for iPhone That’s good news for iPhone fans Because iPhones are not products that have tax exemption so they take a value-added tax at 10% (according to article 11, circular 219/2013/TT-BTC) Especially during COVID-19, according to the foreign business association under Vietnam Business Forum, Vietnam is not only a medical safety environment but also a positive environment for investing A variety of supports have been launched such as: deferring the VAT tax, income tax, land rent, etc With many launched policies, Vietnam has created a dynamic and challenging market economy with enticing investment opportunities  Economic Vietnam's economy has undergone considerable changes in recent years, and it became one of Asia's developing countries Vietnam is the world's 46th largest economy In the last 30 years, Vietnam has attracted 310 billion USD of foreign investment, this capital has contributed to increasing Vietnam's economy The economy of Vietnam in the last 10 years has appreciated and maintained reasonable inflation If the Vietnamese government continues to maintain this level of economic stability and low volatility, the living standard of the Vietnamese people will gradually improve From there, individual demand for more premium items will also increase This is indeed an opportunity for Apple to develop further in Vietnam GDP GROWTH RATE IN THE PERIOD 2011-2020 Trang |7 2020 had the lowest GDP growth rate but it is worth noting that when many nations around the world are experiencing difficulties, the Vietnamese economy is showing signs of growth, with GDP increasing by roughly 2.9 percent GDP growth of major Asian economies in 2020 In addition, computers, electronic devices, and accessories are the most imported goods of Vietnam with an import turnover of over billion USD Especially, the portion of export value of high-tech products in total export value of goods has increased 19% in 2010 to 50% in 2020 (1) Trang |8  - - - Social Population: Vietnam is known as a populated country By the half-year of 2021, the total population of Vietnam is around 98 million The average age of Vietnamese is about 32,9 so the population structure is quite young Labor force: Every year, approximately million people reach working age, which attracts foreign investment flow into Vietnam Vietnam also has a large contingent of workers in the electronics industry- about million people that account for 1,88% of whole labor in Vietnam Customer behavior: As we know that Vietnam has a large young generation so their spending behaviors in technology appliances are worth mentioning Most young people enjoy the latest phone which makes them feel more high-fashion so they change them quite fast That's why Vietnam has become an attractive market with a large number of potential customers for the iPhone Technological - In recent years Vietnam has made a great effort in making progress in the technology industry, which makes the Vietnam market increasingly attractive and challenging among surrounding countries Trang |9 - - - In 2020, Viettel, one of the most successful enterprises in telecommunication, pioneered to make Vietnam the 6th country in the world to produce 5G infrastructure equipment In the current, there are firms that produced successfully 5G technology include Ericsson, Nokia, Huawei, Samsung ZTE Viettel will be the 6th supplier Among mentioned suppliers, Viettel is the only one that is both a telecommunications operator and a manufacturer of network equipment Viettel has announced that the iPhone 12 can be used with its 5G wave from March 2021 Viettel's 5G network is compatible with some iPhone models including iPhone 12 mini, iPhone 12, iPhone 12 Pro, and iPhone 12 Pro Max Besides, in a recent move, Apple has announced that a commercial version of the iPhone for Viettel's 5G network will be available soon, formally upgrading users Vietnam is increasingly developing as a regional market for local businesses and global technology providers Controlling automatic robots with 5G technology of Viettel Group B Micro-environment Micro-environment is all the factors that have a direct relation with the company and supply ability T r a n g | 10  Competitors Competitive factors have a great impact on the marketing activities of businesses Marketing managers are always interested in the activities of competitors and the strategies in price, product, distribution, and promotion Mobile Vendor Market Share Viet Nam | StatCounter Global Stats It’s obvious to see that the biggest competitor of Apple is Samsung, which is the largest smartphone firm, accounting for 28.77% of the mobile vendor market share in Viet Nam (Jan 2018 Dec 2020) In addition, the other smartphone brands such as Oppo, Xiaomi, Huawei, etc., also own lots of market share in the smartphone market Apple doesn’t seem too competitive on the pricing strategy The company always prefers expensive products that have a better quality than lower cost products That is the reason why Apple’s products always have a higher price than others Because of the quality of products, Apple is highly appreciated by consumers and on a different level than other brands It can be said that Apple is a formidable opponent in the smartphone market   Customer Collaborators - Suppliers: There were 21 facilities of Apple’s suppliers in Vietnam in 2020 Suppliers provide different accessories and they also specialize in T r a n g | 11 manufacturing and assembling Apple devices The component and material segment includes Samsung, LG Display, Intel, etc Besides, the production and setting segment include Foxconn, LuxShare, Goertek, Compal, etc Most of the suppliers have their factories in the north and some factories in Hai Phong (LG), Ho Chi Minh (Intel), etc + Samsung is the most essential supplier of iPhone: screen (OLED), lens + LG Display: provides background panels OLED LTPO + Intel: Most Macs use Intel’ chip, Intel also produced and contributed chips for others Apple's products such as chip for iPhone + Foxconn: processing electronics components, producing laptop and peripherals for iPad tablets and Macbook + LuxShare: provides phone chargers - Distributors On the Vietnamese market, the company's official distribution are Government MTV Co Ltd, Commercial-import and export Viettel, Synnex FPT Corporation are the two major distributors that have participated in the past And recently with Digiworld, Petrosetco officially joined Apple's distributor in Vietnam Genuine apple’s vendor system: The gioi di dong, Vien thong A, FPT Shop, Viettel store, etc and the largest market share in Vietnam is The gioi di dong - Alliances and Partners: +LG Display: Both LG and Apple are making progress in developing iPhone models that are foldable in the future LG invested and dedicated a private team to focus on researching flexible OLED screens for Apple's iPhone lines in the hope that the design will be durable, avoiding cracking due to folding many times in a continuous time, similar to Microsoft's Surface Duo + Microsoft T r a n g | 12 Microsoft and Apple are working together to create compatible abilities for Xbox Seried X on iPhone, iPad This support helps users to play games on software and applications from Apple and the App Store on Apple TV, iPad, Macbook, iPhone Moreover, Apple worked with Microsoft to add Xbox Elite controller and Xbox adaptive controller to iOS 14 + Samsung Apple and Samsung cooperated to bring out the most realistic lines through the development of a periscope lens, it is possible that the impressive Zoom capabilities Because Samsung is known as a Korean technology giant using the periscope lens on the Flagship with 100x Zoom capability Soon, iPhone 13 will be released with a super outstanding feature like products on the other Smartphone market: Samsung galaxy s20 Ultra, Vivo X50 Pro +, Huawei mate 40 pro  SWOT  Strength Trademark: Apple is the second most famous and valuable brand globally ( after Amazon, 2020), known and associated with the image of “an apple with a bite”, which is very attractive and has become a global famous image In the last few years, Apple has successfully built itself a solid brand in the global marketplace When we mention Apple we think about a high-end and classy brand with “an apple with a bite” as its “essence” Market positioning: With the release of blockbusters from iMac, iPod, iPhone, especially launch many more Iphones than ever (at 81.8 millions Iphones in quarter 4th 2020) Apple has taken the top position in the smartphone market Since Apple's debut, the IOS operating system has been known as a secret factor of the brand, which contributes to advance the position of Apple That is the reason why Apple is a unique brand Creative and fascinating products: Apple’s products are highly assessed in aesthetic level and unique design in these products, which is one of the reasons why Apple trusts far beyond competitors Every year, software and hardware are updated with new versions Thanks to great design and attractive products, Apple has consecutively in top 50 enterprise of BGD about electronic renovation since 2005 T r a n g | 13 Excellent technology: Steve Jobs built and aims for a "very techy" Apple, he wants to create great technologies, bring interesting experiences, It can be seen that the iphone is leading in terms of features Fingerprint or drawing security features, very fast and convenient input codes, and Face ID for higher security Apple "spyware" when it owns its own chips, its own operating system, with absolute quality but aiming to simplify things Huge apps: Apple's huge app store reaches 775000 apps, for App Store is one of the biggest online apps with up to 400000 apps Create for their own customers a new, truly complete experience, especially iPhone, iPad, Mac products  Weakness Price: As we can see clearly, for the Vietnamese market in particular, the world market in general Apple products’ price is pretty high They are suitable for some people who have high income or some people in high class although their target is smartphone users Low compatibility: the products of Apple are only compatible with items in the same brand With Macbook, we can only use the new tool “finder” to find apps or documents that we want Apple seems to force customers to purchase exclusive charging cables or some expensive apps to continue to use their items  Opportunities Customer loyalty: Apple highly expects customer loyalty for their trademark The image “ an apple with a bite” is the top of mind brand of the large number of users Apple is highly rated for customer retention rate up to 92% Apple always catches a huge amount of attention when they launch new products Expanding market: Apple has expanded its market for the last 10 years, Apple said that they will bring App Store, App music and other kinds of service to new markets such as: Africa, Middle East, and further New generations of CEOs always want to develop a broader and more distant market Spanning countries such as Japan, China, and Hong Kong are major and key suppliers of Apple Partnerships and transformation: Besides the business of building large corporations, Apple can also acquire large companies to jointly upgrade its product technology, such as strong Tech, ML companies , AI, Machine Learning T r a n g | 14  Threat Increase competitor: Although Apple succeeded in the IT market but there still many competitors Especially the ecosystems of smartphones that are also changing, which means Apple is facing difficulty in the research and develop process Moreover, in terms of market share, the competition level is quite clear when Android and iOS are 74.13% and 24.79% apart COVID pandemic and new possibilities arise in the global market: Apple in particular and the global smartphone market in general are apparently facing difficulty Apple’s market share is also greatly affected About China, large factories, the main assembly company for iPhone and Airpods are on strike and closed for a long time This causes Apple to lose up to million iPhones *per week or according to the most recent data in early 2020 Apple lost 20% of its annual revenue (as of April 2020) III S-T-P strategies analysis IV Marketing Mix (4P) strategies analysis A Product  Core Benefit  Generic Product  Expected Product  Augmented Product  Potential Product B Price Price is one of the most vital factors which encourage the client to make a decision to buy a product And strategic evaluation would be a scheme that companies apply to increase the income and maximize the profit by providing goods and services with an appropriate price Apple always have intelligent plan used to control price to manipulate consumers as well as to compete with other big mobile brands like Samsung, Huawei, Oppo,Xiaomi, Apple have some outstanding price plans: T r a n g | 15 C Promotion D Place  Factory in Vietnam Since the end of last year, Apple has planned to penetrate into Vietnam The Foxconn Company in Taiwan is looking to get out of China and enter Vietnam, Mexico, and India According to sources from Bloomberg L.P, some partners of Apple have increased iPhone production in India and constructed some Ipad production lines, Macbook and some AirPod assembly companies in Vietnam In 18-01-2021, Bac Giang was awarded the investment certificate of Fukang Technology factory invested by Foxconn Singapore PTE Ltd in Quang Chau industrial park with an investment of USD 270 million This company will manufacture tablets, laptops and the production scale is about million products per year  Apple’s distribution system bases on level model + Direct Distribution (B2C) Vietnam still does not have any official store of Apple (Apple Store) but only distributes products by authorized reseller and main distributor The Apple Store system includes 510 stores with some built and the others have been under construction since 2001 in many countries from USA, Japan, England, Thailand, Australia, etc T r a n g | 16 (over 25 countries ) Forming Apple Stores in Vietnam has been considered and speeding + Intermediate Distribution - Retail Agent: - Distributor: Synnex FPT, Import-Export Viettel are both official vendors of Apple in Vietnam In addition, Digiworld and Petrosetco officially joined Apple's distributor in Vietnam recently These vendors will distribute genuine items to resellers and stores  FPT: they commit selling iPhone in FPT store or distribute to others electronic supermarkets  Viettel: Viettel signed a contract with Apple that they will distribute at the same price as other mobile network operators in 2010 Moreover, Viettel has to sell the iPhone in all of their systems  Petrosetco: They will take responsibility for the iPhone, iPad, Apple Watch, Macbook, etc They also will hand over distribution for PHTD, and others items for PSD- subsidiaries  Digiworld will distribute most items such as iPhone, Apple Watch, iPad, Macbook, Beats earphone, Airpod, etc T r a n g | 17 - E-Commerce Distribution When Apple releases new products, they are highly sought after and prominent in the majority of markets To expand the market further, Apple pushed into the e-commerce channel, which is a strong factor that helps Apple sell a lot of their products Apple authorized Lazada to become an online vendor in the south east area Lazada, which buys and resells products in Vietnam, will be able to guarantee a reasonable price due to the optimization of shipping costs, giving it a competitive advantage in the market Product distribution on commercial exchanges is growing Apple's overall revenue and extending the consumer market in a new and promising approach V Recommendation ... Products: Mac (Macbook, iMac), iPhone, iPad, Apple Watch, Apple TV (Apple TV 4K, HD), Apple Music (Airpod, Homepod, iPod Touch)  Services: Apple Music, Apple TV+, Apple Fitness+, iCloud From a not well-known... in Silicon Valley, California, United States Apple was founded on April 1st, 1976 as Apple Computer, Inc., and changed the name to Apple Inc in 2007 Apple is the world's most valuable company It... Vietnam Vietnam also has a large contingent of workers in the electronics industry- about million people that account for 1,88% of whole labor in Vietnam Customer behavior: As we know that Vietnam