Marketingfinal Essay Subject Sale Management.pdf

lOMoARcPSD|38119299 ĐẠI HỌC UEH TRƯỜNG KINH DOANH KHOA KINH DOANH QUỐC TẾ - MARKETING FINAL ESSAY Subject: SALE MANAGEMENT Teacher: Nguyễn Huệ Minh Course ID: COM503104 Class: KMC01 TP Hồ Chí Minh, ngày 11 tháng 11 năm 2023 Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 Full name Student ID Contribution Nguyễn Minh Anh 31211025929 100% Nguyễn Khánh Linh 31211022927 100% Đậu Thị Thanh Trúc 31211025234 100% Nguyễn Nguyên Việt 31211023721 100% Lư Kiều Phương Vy 31211026734 100% Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 ABSTRACT This report provides a comprehensive analysis of Apple's potential for retail expansion in Vietnam It examines Apple's background, products, competitors, and purpose A market analysis is conducted covering industry factors, competitive advantage, key rivals, and customer segments A business canvas model outlines how Apple can leverage its key resources and activities A sales plan includes sales activities as well as financial forecasts and a sales department structure are also important contents that the report mentioned In conclusion, Vietnam presents a promising opportunity for Apple retail stores by 2024 Success requires adapting to local consumers while leveraging Apple's experience and innovation Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 Content I Introduction about the company and situation Company Background Product Collaborators Apple in Vietnam Apple in Southeast Asia II Market analysis .3 2.1 Industrial Analysis 2.1.1 Overview 2.1.2 Stages of Industry Maturity 2.1.3 Competitive Rivalry 2.1.4 Level of industry concentration 2.1.5 Relative Size of firms in the Industry 2.1.6 Threat of Substitutes 2.1.7 Supplier Bargaining Power .6 2.1.8 Threat of New Entrants .6 2.2 Apple's purpose 2.2.1 Apple’s mission 2.2.2 Apple’s Vision 10 2.3 Competitive analysis 13 2.3.1 Competitive advantage 13 2.3.2 Competitors 14 2.4 Customer analysis 15 2.4.1 Apple Target Market Segmentation 15 2.4.2 Potential sales market In Vietnam 17 III A sales plan 18 Business canvas model 18 Objectives 20 Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 Perform 20 Revenue and expenses 22 Business forecast 22 IV Sales Department Plan .23 4.1 Sales Force Structure 23 4.2 Job Description 24 4.2.1 Sales Director 24 4.2.2 Position: Partnership Manager (Full-time) 26 4.2.3 Position: Customer Service Manager 27 4.2.4 Position: Apple Store Sales Manager (Full-time) 29 4.2.5 Position: Sales Staff (Full-time/Part-time) 30 4.3 Compensation Policy 31 V Conclusion: 31 Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 I Introduction about the company and situation Company Background Apple Inc is a multinational corporation headquartered in Cupertino, California, known for designing and manufacturing consumer electronics and associated software products The company is involved in the development, sale, and support of personal computers, portable media players, computer software, and accessories Apple is recognized for its innovative technological concepts, such as the iPhone, Apple TV, and the upcoming operating system Mac OS X "Leopard." Apple operates an online store for hardware, software, and the iTunes Store for digital content, offering a diverse range of downloadable items Its hardware lineup includes Mac computers, iPods, and iPhones, with notable software like the Mac OS and iLife suite In the dynamic tech landscape, Apple should adopt social media marketing strategies to enhance sales, market coverage, dominance, and long-term profitability, following the lead of competitors like Samsung and Microsoft Platforms like Twitter and Facebook can address customer concerns in real-time, fostering engagement and strengthening Apple's competitive position in an era emphasizing ongoing customer relationships and social media reliance Product Apple has an extensive product lineup encompassing eight primary active categories, excluding accessories The cumulative count of its products exceeds 100 when considering various versions and add-ons If discontinued items are factored in, Apple's total product releases surpass 200 The company offers a diverse range, including smartphones, personal computers, tablets, wearables, accessories, and various services Notably, iPhones stand out as Apple's leading revenue generator among its products Over the past decade, the iPhone has transformed from a niche product for early adopters into a significant economic force This era is often referred to as the "iPhone decade," symbolizing the widespread acceptance of smartphones, the emergence of billion-dollar corporations, the restructuring of established industries, and a profound impact on the global landscape Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 In 2021, Apple even achieved global sales of 438 million products, with noteworthy figures including over 70 million iPads, 15.5 million MacBooks, and 34 million Apple Watches sold Throughout the decade, Apple officially sold a minimum of 1.4 billion iPhones, and considering estimates for the current year, this figure is likely closer to 1.6 billion units Apple reports that there are currently over 900 million active iPhones in use Collaborators Effectively executing social media marketing initiatives necessitates a well-coordinated effort involving both internal and external stakeholders Within the organization, the marketing department, particularly individuals with expertise in internet marketing, SEO, and social media strategy, plays a pivotal role, as emphasized by Barker (2013) Externally, collaboration extends to engaging with bloggers, hosting online webinars, and establishing platforms for collective participation, such as forums on LinkedIn, Facebook, and Twitter To incentivize this collaboration, offering redeemable tickets to a specified number of participants can be a compelling strategy, thereby encouraging a higher rate of sign-ups Participants can be kept informed about new products or services and motivated to share this information across various social media groups and forums This creates a ripple effect of engagement and promotion, amplifying the reach and impact of the marketing efforts Apple in Vietnam On May 18, the notable U.S technology company took a significant step by launching its online store in Vietnam This marked a historic moment as local consumers gained the unprecedented ability to directly purchase any Apple product for the first time Chiew Le Xuan, a research analyst specializing in smartphones in Southeast Asia for Canalys, noted that this strategic move emphasizes Apple's commitment to enhancing its presence in emerging markets Apple's establishment of an online store in Vietnam signals its recognition of the country's growing market importance This move not only provides local consumers with direct access to Apple products but also aligns with industry trends prioritizing expansion into emerging markets In an effort to reduce dependence on China, Apple has shifted device assembly to factories in Vietnam and India, showcasing a commitment to diversifying its manufacturing base This Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 strategic move positions Vietnam to play a more substantial role in the global value chain, indicating a departure from Apple's traditional manufacturing centers The expansion of its manufacturing footprint reflects Apple's forward-looking approach to adapt to global changes and strengthen its overall supply chain Apple in Southeast Asia As Apple grapples with a slowdown in growth in developed markets, including China, the company is redirecting its focus towards emerging markets such as Vietnam, India, and Indonesia, acknowledging their rising importance This strategic shift aligns with a broader trend observed among global businesses, where Apple is now part of a cohort of companies expressing optimism and increasing investments in Southeast Asia, particularly within the manufacturing sector Apple stands out as the sole brand experiencing robust growth during this period In contrast, Android smartphone brands are encountering declines, with Vivo witnessing a 26% decrease, Samsung facing a 16% decline, Xiaomi noting a 13% drop, Oppo experiencing a 10% decrease, and Realme with a 5% decline This underscores Apple's resilience and success in navigating market challenges, positioning itself as a notable exception amid the broader trends affecting other smartphone brands II Market analysis 2.1 Industrial Analysis 2.1.1 Overview The computers and peripherals industry encompasses PC equipment, handheld devices, complex information technology systems, and network equipment Technological factors, such as interoperability of hardware products and compatibility with the web, have led to industry consolidation Intense competition and the importance of intellectual property rights have also played pivotal roles in driving industry growth Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 The USA hosts one of the largest global markets within the computers and peripherals industry, featuring major players like Apple (AAPL), EMC (EMC), Canon (CAJ), Western Digital (WDC), and HP (HPQ) This industry heavily relies on technology, making it capital-intensive and characterized by a high degree of automated operations compared to other sectors Giants like Apple capitalize on economies of scale, deriving profitability from mass production and a substantial share of customer purchasing power In contrast, smaller firms carve out niches, focusing on specialty products with advanced technology to establish their presence in the market 2.1.2 Stages of Industry Maturity Analyzing the matrix, it becomes evident that the majority of the factors align with the growth stage, except for ease of entry and technology This divergence is due to the substantial capital investments required to enter the industry and the continuous innovation within the telecommunication sector Consequently, the smartphone industry is currently positioned in the growth stage of its life cycle Given that the industry is approximately 7-8 years old, it has transitioned to the growth stage after its initial years Looking ahead, sustained investment in innovation and the absence of significant foreign competition could further propel the industry's growth in the coming years 2.1.3 Competitive Rivalry Apple contends with a robust force of competitive rivalry, indicating a high level of competition where the actions of one competitor significantly impact others The direct competitors include Google, Microsoft, and Samsung, all engaging in substantial Research and Development and Marketing expenditures to outperform each other in the hardware and software markets (Mavrick, 2015) The industry's competitiveness is amplified by the ease with which customers can switch between companies, as moving from an Apple iPad to a Google Chromebook or any other tablet does not involve significant capital investment To navigate this competitive landscape, Apple adopts a strategic approach by consistently introducing new and distinctive products to reinforce its market share (Mavrick, 2015) Additionally, Apple addresses price-based competition by steering clear of the low-end market, positioning itself with high-end products that are consistently perceived as offering superior Downloaded by van nguyen (nguyenbecoi.0705@gmail.com) lOMoARcPSD|38119299 quality, excellent customer service, and uniqueness By refraining from sales and maintaining a premium image, Apple has successfully positioned itself as a provider of high-end products in the minds of consumers (Sophlee, 2015) 2.1.4 Level of industry concentration The degree of industry concentration provides insights into the distribution of power among firms within the industry A high level of concentration implies low competition intensity, as power is concentrated in a few firms Larger firms in such a scenario have the ability to influence market supply quantities and set prices at their discretion They may also exert influence on suppliers and impose policies on reluctant customers In my perspective, the smartphone industry exhibits characteristics of an oligopoly, with a few dominant firms wielding significant influence The majority of market share is held by Apple and Samsung, while Huawei and Lenovo serve as notable but niche competitors This suggests a high level of market concentration, where a limited number of key players shape the dynamics of the industry 2.1.5 Relative Size of firms in the Industry The smartphone industry's dynamics, particularly the dominance of major players like Apple and Samsung, bring an intriguing dimension to our understanding The suggestion in the CNBC report that Apple commands a 91% market share in operating income for smartphones introduces the potential for a near-monopoly, shifting the focus from the industry's oligopolistic nature However, it's essential to approach market analysis with consideration for diverse sources and perspectives The absence of Samsung in the Strategy Analytics report raises questions about data comprehensiveness Given Samsung's acknowledged status as a key player, obtaining a more comprehensive dataset incorporating information about Samsung's market share would enhance the overall assessment In conclusion, the smartphone industry appears characterized by a concentration of power among a select few major players, emphasizing the importance of consulting various sources for a comprehensive understanding of its dynamics Downloaded by van nguyen (nguyenbecoi.0705@gmail.com)