(Tiểu luận) global businessinternational business case apple inc

DUY TAN UNIVERSITY GLOBAL BUSINESS INTERNATIONAL BUSINESS CASE - APPLE INC Class : Lecturer : IB 351 S Dr David Hugh Saiia Ho Bach Thu Nguyen Group : Members : Spicy Girls Nguyen Nu Hoang Anh 4331 Tran My Duyen 1731 Dang Ngan Ha 2140 Cao Nguyet Ha 0552 Nguyen Thi Thao Ngan 1578 Nguyen Thi Ngoc Tien 2169 Ngo Pham Uyen Vy 4314 Da Nang, October 30, 2023 INTERNATIONAL BUSINESS CASE - APPLE INC Table of Contents I Introduction to Apple (Dang Ngan Ha – 2140) 1.1 Overview of Apple 1.2 Business Areas 1.2.1 Mobile Devices and Computers 1.2.2 Services and Software .5 1.3 Current Position 1.3.1 Prominence in the Global Market 1.3.2 Ongoing Achievements and Innovations II The History of Apple Inc (Nguyen Nu Hoang Anh - 4331) 2.1 Early Beginnings (1976-1977) 2.2 Macintosh Revolution (1984-1985) 2.3 Jobs Returns and Apple's Resurgence (1997-2003) .7 2.4 iPhone, Continued Innovation, and Services (2007-2015) III How and Why Apple Inc is an International business 3.1 The products and services provided (Nguyen Thi Ngoc Tien - 2169) 3.1.1 Hardware 3.1.2 Software 3.1.3 Services .11 3.2 The market of Apple (Ngo Pham Uyen Vy - 4314) .11 3.2.1 Regional Market Analysis .12 3.2.2 Market Segmentation 15 IV How Apple Inc will grow up in the future (Cao Nguyet Ha - 0552) 16 4.1 International expansion 16 4.1.1 Apple's Efforts to Expand its Presence in International Markets .16 4.1.2 The Importance of Emerging Markets and the Middle-Class Population 16 4.1.3 Products and Services in Which Apple is Likely to Invest in the Future 17 4.2 Innovation and technological development 17 4.2.1 Apple's Commitment to Technological Innovation 17 4.2.2 Emerging Technologies Such as AR, VR, and AI .17 4.3 Sustainability and environmental initiatives .17 4.3.1 Apple's Focus on Sustainable and Environmentally Friendly Practices .19 4.3.2 The Relevance of Environmental Initiatives to the Company's Image and Development 19 V The started and achieved strategy of Apple Inc for growth 19 5.1 Apple's global business strategy (Nguyen Thi Thao Ngan – 1578) 19 5.1.1 Apple's product development strategy (Product development strategy) 19 5.1.2 Apple's business strategy on product pricing (Pricing Strategy) 19 5.1.3 Marketing Strategy Marketing .20 5.1.3.1 Differentiation strategy focuses on improving product quality 20 5.1.3.2 Advertising content strategy focuses on customer benefits .21 5.1.4 Apple's distribution strategy (Product distribution strategy) (Trần Mỹ Duyên – 1731) 21 5.1.4.1 Direct distribution strategy at Apple Store retail stores .21 5.1.4.2 Distribution strategy through many indirect channels 22 5.1.4.3 Distribution strategy - online sales via Website .22 VI Conclusion (Tran My Duyen – 1713) 22 I Introduction to Apple (Dang Ngan Ha – 2140) 1.1 Overview of Apple Apple, Inc was founded in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne in a garage in Cupertino, California Since then, it has evolved into one of the world's most iconic and influential technology companies Vision, Mission and Core Value of Apple Inc:  Vision: "We believe that we are on the face of the earth to make great products and that's not changing." Apple's vision underscores the company's unwavering commitment to the relentless pursuit of excellence It encapsulates the dedication to crafting products that transcend the ordinary and embody innovation, design, and quality This vision drives Apple to continuously challenge the status quo, push the boundaries of what's achievable, and redefine industries The emphasis on "exceptional products" signifies a dedication to delivering not just functional devices, but tools that elevate and simplify everyday life for their customers Apple's vision acts as a guiding light that inspires its teams to think beyond the ordinary, redefine possibilities, and remain dedicated to a future where technology serves as a catalyst for positive change  Mission: "To enrich people's lives through technology." Apple's mission statement reflects its fundamental purpose - the betterment of human existence through technological innovation Apple's relentless commitment to this mission extends beyond the development of groundbreaking products It encompasses a profound understanding of how technology can transform the human experience, make it more connected, more creative, and more convenient By focusing on enriching lives, Apple aims to impact society positively, enhancing communication, productivity, creativity, and overall well-being Whether it's empowering individuals through accessible devices or reshaping industries through innovative services, Apple's mission revolves around the belief that technology should be a force for good, facilitating a brighter, more fulfilling future for all  Values: o Customer focus: Apple puts the customer at the center of everything it does, and strives to exceed their expectations o Innovation: Apple is committed to creating innovative products and services that push the boundaries of what is possible o Simplicity: Apple believes that simplicity is the ultimate sophistication, and strives to make its products and services easy to use and understand o Collaboration: Apple fosters a culture of collaboration and teamwork, both within the company and with its partners and suppliers 1.2 Business Areas 1.2.1 Mobile Devices and Computers Apple is renowned for its mobile devices, with the iPhone being its flagship product The Macintosh line of computers caters to creative professionals and tech enthusiasts, and it has set industry standards for design and performance 1.2.2 Services and Software Beyond hardware, Apple has ventured into services like the App Store, which offers a vast array of applications and games Additionally, Apple Music, Apple TV+, and Apple Arcade provide content and entertainment services 1.3 Current Position 1.3.1 Prominence in the Global Market Apple's presence in the global market is undeniable, consistently ranking among the most valuable companies The Apple brand is synonymous with quality, reliability, and innovation 1.3.2 Ongoing Achievements and Innovations Apple remains at the forefront of innovation, constantly introducing new products and technologies The company's commitment to research and development ensures it stays ahead in the ever-evolving tech landscape Apple's success is a testament to its ability to adapt to changing consumer needs while upholding its core values and commitment to excellence II The History of Apple Inc (Nguyen Nu Hoang Anh - 4331) 2.1 Early Beginnings (1976-1977) Apple started in 1976 in Cupertino, California, when Steve Jobs and Steve Wozniak founded it Both were tech enthusiasts who aimed to make user-friendly products that would revolutionize lives The first Apple computer, Apple I, was created through their collaboration It was a small but important beginning to a journey of great success The Apple II computer was released in 1977 by Steve Jobs This machine made computers cheaper and easier to use for people and businesses The Apple II series became very popular because it had better graphics, more memory, and a faster processor than its predecessor This milestone started Apple's exponential growth 2.2 Macintosh Revolution (1984-1985) Apple released the Macintosh (Mac) computer in 1984 It was a groundbreaking piece of technology that not only showed off great engineering but also came in a time of graphical user interfaces and easy-to-use design Macintosh was unique because it was easy to use, had a small design, could display graphics using Adobe PageMaker, and had a high-quality black-and-white monitor Document continues below Discover more Thương mại from: Quốc tế IB 351 Trường Đại Học… 159 documents Go to course 18 10 60 22 Nguyên TẮC CẤM SỬ DỤNG VŨ LỰC VÀ Đ… Thương mại Quốc… 100% (8) ÔN TẬP GK THƯƠNG MẠI QUỐC TẾ đã… Thương mại Quốc… 100% (4) BÀI-GIẢNG-tay - học làm việc Thương mại Quốc… 100% (2) Trắc nghiệm môn Thương mại quốc tế Thương mại Quốc… 100% (2) IS 212 Thương mại Quốc… 79% (14) Macintosh initially succeeded but later faced challenges with system expansion and software compatibility Internal conflicts caused Steve Jobs to leave Apple in 1985 Bài giảng Thương John Sculley, the CEO at the time, changed the company's direction by diversifying mạiPCs quốc tếmore the products Apple's market share decreased while Windows-based became 55 popular, causing a difficult and uncertain time for the company Thương 2.3 Jobs Returns and Apple's Resurgence (1997-2003) mại Quốc… 100% (2) In 1997, Steve Jobs returned to Apple following the acquisition of NeXT, Jobs' company during his time away from Apple This comeback marked the beginning of a new era for the company Jobs streamlined innovation and operations, focusing on simplicity and quality rather than quantity Over the next few years, Apple began to regain its footing with successful products like the iMac (1998), iPod (2001), and iTunes (2003) 2.4 iPhone, Continued Innovation, and Services (2007-2015) As we talk about Apple, it’s impossible not to mentioning the notorious emergence of iPhone Launched in 2007, it revolutionized mobile phone technology The iPhone's touchscreen, user-friendly interface, FaceTime, and App Store made it a gamechanging product for Apple and the phone industry In 2010, the iPad was introduced as an innovative electronic device Apple launched innovative services like iCloud (2011), Apple Pay (2014), and Apple Music (2015) while focusing on customer experience excellence It is a story of Apple’s continued innovation, change and passion for human-centered design in its journey through technology Despite many challenges along the way, Apple managed to make history with products that changed our lives As one of the most successful contemporary companies globally, it continues to reinvent modern technology and attract users around the world The Apple case is a testament to that III How and Why Apple Inc is an International business 3.1 The products and services provided (Nguyen Thi Ngoc Tien - 2169) Apple offers a wide range of products and services that are available worldwide, including: 3.1.1 Hardware  iPhone: Apple's flagship smartphone is available in over 100 countries and regions, and it caters to a diverse global consumer base Apple's product development strategy marked an important milestone with the birth of the iPhone, which can be considered their world-changing product iPhone not only transformed mobile phones into advanced computers but also created a new sense of the mobile economy From advertising to music to travel, every aspect of modern life involves users of iPhones and other smartphones Just last year, Apple sold 233 million iPhones, bringing in about $196 billion in revenue Currently, income from iPhone sales contributes about half of the company's revenue Since its launch, more than billion iPhones have been sold worldwide, placing it as one of the most successful consumer electronics products in history This strategy not only helps Apple dominate the smartphone market but also creates a profound influence on global culture and economy Apple's flagship smartphones are available in more than 100 countries and regions and serve a diverse consumer base globally  Mac: Apple's line of personal computers, including MacBooks and iMacs, are sold in various international markets The launch of the Mac in 1984 established the company as a leader in the technology industry With nearly 29 million new Macs sold and more than $35 billion in revenue last year alone, the computer is not only the result of strategic product development but also a symbol of innovation and commercial success commercial Although Mac's market share in the personal computer industry is only 8.5%, much lower than that of Windows-based competitors such as Lenovo, HP, and Dell, there has been growth in the last years This may be related to Apple's new strategy of switching to using self-designed M1 chips, instead of using Intel chips This change is not only a technological step forward but also a strategy to help Apple strengthen its position in the personal computer market and be sold in all parts of the international market  iPad: Apple's tablet, the iPad, is available globally and appeals to a wide demographic, from students to professionals Apple demonstrated great diversity and influence with the launch of the iPad in April 2010 Although there had been tablet computers before, the iPad was the first device that was truly widely adopted by consumers With more than 400 million iPads sold on the market, attracting a wide range of demographics, from students to professionals, including nearly 58 million units in the last year alone, it has created waves in the industry mobile industry  Apple Watch: Apple's smartwatch is sold in numerous countries and integrates with a range of health and fitness services Apple made a breakthrough with the introduction of the Apple Watch in April 2015 Apple Watch quickly became the best-selling wearable device with sales of 4.2 million units in the second quarter of 2015 alone Apple Watch is not just a smartwatch, it is also a versatile health and activity tool It integrates health and fitness tracking features In addition, it also has high compatibility with the iOS ecosystem and other Apple products and services Users can pair an Apple Watch with an iPhone to enjoy features such as receiving calls, texting, and syncing notifications from apps on the iPhone This strategy not only expands its reach across all countries around the world but also meets the growing needs of users in health and technology 3.1.2 Software The files can be photos, videos, or calendar entries You can also store documents such as spreadsheets and presentations Users can also store e-books, music albums, and various apps that have been previously purchased from the App Store Apple will initially provide GB of cloud storage space 3.1.3 Services  Apple Music: A music streaming service with a global catalog of songs Apple Music now has the Biggest Catalogue Among Streaming Services with 100 million songs  Apple TV+: A streaming platform offering original content and available in numerous countries Apple Original series and films from Apple TV+ Exclusive live sports Premium channels, streaming services, and cable TV providers.1 Thousands of movies to buy or rent It’s all on the expertly curated Apple TV app, and it’s everywhere — on your favorite Apple devices, streaming platforms, smart TVs, gaming consoles, and more  Apple Pay: A mobile payment service usable in various international markets Apple Pay is accepted anywhere you see these symbols and marks in stores, within apps, and on the web in Safari You can add your credit, debit, or prepaid cards from participating banks and card issuers countries and regions: As of now, Apple Pay is used with cards issued in about 80 countries and territories In Asia, Apple Pay is available in Singapore, Taiwan (China), Japan, Hong Kong, China… Many countries in the Americas and Europe have also accepted Apple Pay  iTunes Store: Offers music, movies, and other digital content in multiple countries 3.2 The market of Apple (Ngo Pham Uyen Vy - 4314) 11 Apple's products and services are available in virtually every corner of the globe, and the company strategically operates in various international markets for several reasons:  Market Expansion: Apple aims to tap into new markets to expand its customer base Entering international markets allows the company to reach a more diverse set of consumers  Global Supply Chain: Apple relies on a vast global supply chain, sourcing components and manufacturing products in multiple countries, making it a truly international production process  Cultural Adaptation: Apple customizes its products and services to fit the cultural preferences and languages of different regions, recognizing the importance of localization  Retail Stores: Apple operates retail stores in various countries, creating a global retail presence and offering a consistent customer experience worldwide 3.2.1 Regional Market Analysis 3.2.1.1 Overview of Apple's presence in key regions Apple is known as a tech giant with a strong and influential market that attracts a large number of loyal customers With its innovation and future vision, Apple has built a significant global presence in key regions around the world From North America to Europe and the Asia-Pacific, Apple has established a network of retail stores, online services, and interactions with millions of devoted customers By combining highquality products and excellent user experiences, Apple has earned the trust and support of consumers across continents  North America: Apple has a significant presence in North America, particularly in its home country, the United States, and it is also a strong market for Apple products It operates numerous retail stores across major cities, including flagship stores like Apple Fifth Avenue in New York City and the Apple Park Visitor Center in 12 Cupertino, California Additionally, Apple's headquarters, Apple Park, is located in Cupertino The company also has a strong retail presence in Canada, with Apple stores in various cities Consumer preferences in North America tend to lean towards the latest models of iPhones, Mac computers, iPads, and Apple Watches Additionally, services such as Apple Music and Apple TV+ have gained popularity among consumers  Europe: Apple has a widespread presence throughout Europe with a loyal customer base Countries such as the United Kingdom, Germany, and France are key markets for Apple products It also operates numerous retail stores across major cities in countries like the UK, France, Germany, Italy, and Spain London, Paris, and Berlin have multiple Apple stores Apple also has a data center in Viborg, Denmark, and plans to build a new data center in Ireland Consumers in Europe show a preference for various Apple devices, including iPhones, iPads, Macs, and wearable devices like the Apple Watch Apple's focus on privacy and data security has resonated strongly with European consumers  Asia-Pacific: Apple has a significant presence in the Asia-Pacific region, particularly in China and Japan, which are important markets for Apple China is a significant market for iPhones, and Apple is expanding its retail presence as well as partner relationships in the country It operates multiple retail stores, including flagship stores in Beijing and Shanghai It also has domestic manufacturing presence in China Apple also has a strong retail presence in Japan, Australia, and South Korea, with multiple stores in major cities Additionally, it has been expanding its operations in India in recent years Japan has a strong affinity for Apple products, with consumers favoring the latest models of iPhones and Mac computers In recent years, India has emerged as a growing market for Apple, with a focus on expanding its presence and increasing sales in the country 3.2.1.2 Regional market trends and consumer preferences 13 In the current era of advanced Information Technology, we are no strangers to electronic devices such as smartphones, computers, accessories, as well as various systems, software, and services catering to individual needs Market trends and consumer preferences in the phone and electronics market can vary depending on specific regions  North America: o Consumer preferences for phones and electronic devices in this region often focus on well-known brands such as Apple, Samsung, and Google o Consumers highly value performance, features, and interactive abillity of products, as well as the quick adoption of new technologies Apple's commitment to privacy and data security is also highly regarded o Recent trends include the development of new technologies such as 5G, artificial intelligence, and the Internet of Things (IoT)  Europe: o In Europe, consumers tend to prioritize design, quality, and device compatibility o Concerns about security and privacy are also high, and companies need to strictly adhere to the General Data Protection Regulation (GDPR) rules set by the European Union o  Popular brands include Apple, Samsung, Huawei, and Xiaomi Asia-Pacific: o This region particularly focuses on mobile technologies and smartphones Apple's iPhone and Android products from Samsung, Xiaomi, and Oppo are often favored o Recent trends include the increasing use of smartphones with highquality cameras, selfie capabilities, and gaming Consumers in this region also show interest in electronic products such as tablets, wireless headphones, and smartwatches Apple recognizes and is currently adjusting its products to meet user needs and align with the majority of market trends and preferences 14 3.2.2 Market Segmentation Apple's target customers include appreciate the design, quality and performance of technology products and services over their prices   Individual consumers worldwide Education market, providing technology solutions and services for students, teachers, and educators   Professionals working in specialized software fields Countries and regions with potential for development and high demand for advanced technology 3.2.2.1 Segmentation based on demographics   Gender: Targets both males and females Geographic location: Apple's target customers primarily reside in developed countries such as the United States, Japan, Australia, South Korea, China, etc   Age: The target customers of Apple are primarily adults (20-45 years old) Income: Apple's target customers are mainly individuals with high incomes (15-150 million VND or more)  Family Life Cycle: Apple's target customers focus on the Young Single, Young Married without Children, and Married with Independent Children segments  Occupation: Professionals, managers, workers, students, and scholars 3.2.2.2 Segmentation based on psychology  People who are willing to take risks to try and experience new products and technologies  People who are interested in owning prestigious brands to showcase their status  People who have a passion for and understanding of technology  People who care about the design of products  People who value privacy and data security 3.2.2.3 Segmentation based on behavior 15  Lifestyle behavior: Apple's target customers are always at the forefront, embracing the latest advanced technologies They strive to experience new technologies as early as possible and are willing to pay for Apple's technology products and services  Shopping behavior: o Shopping locations: Apple's target customers primarily shop through Apple Stores and authorized Apple retail stores worldwide o Shopping occasions: Apple's target customers primarily make purchases when new Apple products are launched → In summary, Apple Inc is an international business because it offers a range of products and services that are accessible in numerous countries The company's global presence is driven by its desire to reach diverse markets, its integrated global supply chain, and its ability to adapt to various cultures and languages This international strategy helps Apple maintain its position as a leading tech company on a global scale IV How Apple Inc will grow up in the future (Cao Nguyet Ha - 0552) 4.1 International expansion 4.1.1 Apple's Efforts to Expand its Presence in International Markets Apple has expanded and strengthened its global presence by establishing dedicated retail stores, local marketing, and strong customer support around the world This demonstrates Apple's commitment to a seamless global experience, helping to drive sales and ensure global brand presence (Apple Inc., 2021) 4.1.2 The Importance of Emerging Markets and the Middle-Class Population Apple increasingly expands its market share by tapping into emerging markets such as India and Africa The emergence of a middle class in these markets, especially India, 16 with increasing disposable income provides a large customer base and significant growth opportunities for Apple Along with that, Apple also launched affordable product lines such as iPhone SE to serve price-conscious consumers, creating conditions for market share growth (Apple Inc., 2020) 4.1.3 Products and Services in Which Apple is Likely to Invest in the Future Apple's investment in localized content and services is aimed at making its ecosystem more appealing to international users For example, the inclusion of region-specific apps, such as local news apps and language learning tools, helps Apple tailor its offerings to the needs and preferences of diverse markets Additionally, the development of products like dual SIM iPhones caters to specific requirements in regions where dual SIM functionality is more common (Apple Inc., 2021) 4.2 Innovation and technological development 4.2.1 Apple's Commitment to Technological Innovation Apple's history of innovative products is not only a testament to its commitment but also a significant contributor to its success The iPhone, for example, revolutionized the smartphone industry by introducing a user-friendly, touch-based interface and a robust app ecosystem This commitment to innovation has allowed Apple to maintain a competitive edge and attract a loyal customer base (Apple Inc., 2021) 4.2.2 Emerging Technologies Such as AR, VR, and AI Apple's exploration of emerging technologies like Augmented Reality (AR), Virtual Reality (VR), and Artificial Intelligence (AI) underscores its vision for the future  Artificial Intelligence (AI) o Siri: Apple's virtual assistant, uses artificial intelligence to provide voice-activated services Siri not only understands and carries out voice 17 commands, but also learns from user interactions to provide personalized responses o Camera & Deep Fusion: Machine learning models are built into the Camera app to enhance photos and videos, such as recognizing emotions in photos and taking high-quality photos in low light o Apple GPT: Not outside the race of technology giants, Apple is launching the AI chatbot Apple GPT to compete with Open AI Chat GPT There are currently no specific launch plans, but Apple may have a surprise announcement in 2024 Until now, Apple GPT only exists as an internal synthetic AI chatbot for Apple engineers  Augmented Reality (AR) and Virtual Reality (VR) o ARKit: ARKit is Apple's AR development platform It allows developers to create AR apps for iOS devices like iPhone and iPad For example, the IKEA Place app uses ARKit to show how furniture products look in real space In education, AR enhances interactive learning, while healthcare benefits from applications such as medical visualization and remote surgical assistance o Vision Pro: Introduced June 5, 2023 This device combines the real world and the digital world, providing a new augmented reality experience Apple has integrated its ARKit technology into virtual reality glasses, providing interactivity and compatibility with the real world Thanks to that, users can use hand, eye or voice movements to control the device easily o In the future, applying VR technology to create a virtual world may not be beyond Apple's plans 4.3 Sustainability and environmental initiatives 18 4.3.1 Apple's Focus on Sustainable and Environmentally Friendly Practices Apple's commitment to becoming 100 percent carbon neutral for its supply chain and products by 2030 demonstrates its proactive stance on environmental sustainability For instance, the company's use of recycled materials in the manufacturing of products like the MacBook Air with a recycled aluminum enclosure showcases its dedication to reducing its carbon footprint (Apple Inc., 2021) 4.3.2 The Relevance of Environmental Initiatives to the Company's Image and Development Apple's environmental initiatives resonate with environmentally conscious consumers, especially the younger generation For example, Apple's recycling program, Apple GiveBack, offers customers the opportunity to responsibly dispose of their old devices, thus reducing electronic waste Such initiatives align with Apple's brand image as a responsible and ethical company This positive perception can lead to increased consumer loyalty, as more consumers choose products from companies that share their values (Apple Inc., 2020) V The started and achieved strategy of Apple Inc for growth 5.1 Apple's global business strategy (Nguyen Thi Thao Ngan – 1578) 5.1.1 Apple's product development strategy (Product development strategy) Apple's business strategy focusing on developing product quality has always received a lot of attention This is completely understandable when the product is the core for brand development It can be seen that, from iPhone, iPad, Macbook product lines to iPod music players, or any Apple product, brands use genuine Mac and IOS operating systems to transmit information The report strongly asserts that Apple products not only refer to high quality but are also different and superior to competitors 5.1.2 Apple's business strategy on product pricing (Pricing Strategy) 19 Apple's global business strategy on pricing will certainly be a "piece of the puzzle" in this overall picture Specifically, during the production process, the brand always has an effective pricing strategy for the products it provides, consistent with the value they bring to customers A common Apple product pricing strategy has been applied:  Premium pricing strategy – Premium product pricing  Value-based pricing strategy – This is a pricing strategy based on the value that consumers perceive Customers will experience it themselves to evaluate the true value of the product  Psychological Pricing Strategy - A trick to create an effect on the price of the product, which is considered limited such as the price of accessories is usually 19 USD 5.1.3 Marketing Strategy Marketing Apple focuses on creating unique and impressive marketing experiences for customers The company often uses creative and humane advertising campaigns 5.1.3.1 Differentiation strategy focuses on improving product quality Apple always aims to improve the quality of their products to maintain their position as one of the world's leading technology corporations This strategy includes:  Continuous research and development Apple invests heavily in research and development to ensure that its products always meet the highest standards of performance and innovation Includes hardware and software enhancements, regular bug updates, and new technology integration  Ensuring design quality Product design is one of Apple's important factors to create products with beautiful and sophisticated designs This not only creates appeal to customers but also enhances the user experience  Manufacturing quality control 20 Apple maintains strict control over the manufacturing process to ensure that each product achieves the best quality By working closely with suppliers and building strict production processes 5.1.3.2 Advertising content strategy focuses on customer benefits An important part of Apple's marketing strategy is to focus on conveying the benefits that customers can receive from using their products This strategy includes:  Focus on user experience Create promotional content that focuses on how their products and services can improve users' lives and work They often demonstrate how the product helps users work more efficiently, be more creative, and connect with each other easily  Use stories and emotions To convey the message about the benefits of the product by telling touching stories about how the product has changed the lives of users  Emphasize individuality and creativity Apple creates connections with customers by focusing on their individuality and creativity Advertising campaigns often encourage users to think differently and creatively 5.1.4 Apple's distribution strategy (Product distribution strategy) (Trần Mỹ Duyên – 1731) Distribution strategy sets out plans, using different channels to bring products from manufacturers, through intermediary systems and finally to consumers Some commonly used Apple sales channels include: 5.1.4.1 Direct distribution strategy at Apple Store retail stores Apple has more than 500 Apple Store retail stores - directly distributing its technology products worldwide Apple Store retail stores are located in big cities, in the most prime locations, where a large concentration of potential customers are the upper class Prominent among them are the floating Apple Stores in Singapore, Brooklyn New York, … 21  Direct distribution contributes up to 38% of Apple's revenue  When new products are released, Apple Stores will have many people lining up to experience and buy the products 5.1.4.2 Distribution strategy through many indirect channels  Apple's distribution strategy through many indirect channels is implemented in many different countries  With a large distribution network through many indirect channels, authorized distributors have helped Apple have an extremely large revenue source, accounting for 62% of the group's revenue  The criterion for an indirect distributor is the sales of genuine Apple products each year In particular, the authorized unit must also meet many strict criteria regarding store location, personnel quality, online business platform, etc  In Vietnam, you can buy Apple products through reputable agents such as FPT, Mobile World, Cellphone S…  These channels have played an important role in Apple's expansion process 5.1.4.3 Distribution strategy - online sales via Website  Online shopping through the Website is an ideal channel for Apple to diversify product distribution and reach global users  Apple's official website is designed with a simple, easy-to-use interface and supports many different languages such as English and Vietnamese Here, Apple updates new products and product inventory status for customers easy to choose and buy  In addition to the official website, Apple also cooperates to sell products on the world's leading reputable e-commerce platforms such as Amazon, eBay, with the aim of reaching many different customers VI Conclusion (Tran My Duyen – 1713) In summary, Apple Inc has successfully established itself as a leading global technology company through a combination of innovative product development, 22 premium pricing strategy, customer-focused marketing, and diverse distribution network The company's strong commitment to product quality and user experience has helped it succeed in the international market, as well as gaining popularity among consumers As Apple continues to expand its international footprint, the company recognizes the importance of targeting emerging markets with a growing middle-class population Additionally, Apple's dedication to environmental initiatives not only demonstrates its corporate responsibility but also resonates with environmentally conscious consumers, contributing to enhancing the company's reputation and brand image In the rapidly evolving technology industry, Apple remains flexible and adaptive to changes in consumer needs and preferences while maintaining its core values and commitment to product excellence In the future, Apple's focus on quality, innovation, and sustainability may ensure continuous growth and prominence for the company in the global market Apple is currently a well-loved and widely used product by many people 23 More from: Thương mại Quốc tế IB 351 Trường Đại Học… 159 documents Go to course Nguyên TẮC CẤM 18 10 SỬ DỤNG VŨ LỰC… Thương mại Quố… 100% (8) ÔN TẬP GK THƯƠNG MẠI… Thương mại… 100% (4) BÀI-GIẢNG-tay 60 22 học làm việc Thương mại… 100% (2) Trắc nghiệm môn Thương mại quốc tế Thương mại… 100% (2) Recommended for you Thuong MẠI QUỐC TẾ - THƯƠNG MẠI… Thương mại Quố… 100% (1) GIAO Trinh 109 71 Listening Level 4… tin ứng dụng 100% (5) Textbook Writing Level 4- SEND SS-… tin ứng dụng 100% (1) Resumen Cap 59 Guyton Luis… Fisiología Human… 96% (25)