Marketingfinal Essay Subject Sale Management.pdf

These accessibility features contribute to a more inclusive userexperience, aligning with Apple's dedication to making technology accessible to all.Education Trang 17 Apple places a sig

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

Full name Student ID Contribution

This report provides a comprehensive analysis of Apple's potential for retail expansion inVietnam It examines Apple's background, products, competitors, and purpose A marketanalysis is conducted covering industry factors, competitive advantage, key rivals, and customersegments A business canvas model outlines how Apple can leverage its key resources andactivities A sales plan includes sales activities as well as financial forecasts and a salesdepartment structure are also important contents that the report mentioned In conclusion,Vietnam presents a promising opportunity for Apple retail stores by 2024 Success requiresadapting to local consumers while leveraging Apple's experience and innovation

I Introduction about the company and situation 1

1 Company Background 1

2 Product 1

3 Collaborators 2

4 Apple in Vietnam 2

5 Apple in Southeast Asia 3

II Market analysis 3

2.1 Industrial Analysis 3

2.1.1 Overview 3

2.1.2 Stages of Industry Maturity 4

2.1.3 Competitive Rivalry 4

2.1.4 Level of industry concentration 5

2.1.5 Relative Size of firms in the Industry 5

2.1.6 Threat of Substitutes 6

2.1.7 Supplier Bargaining Power 6

2.1.8 Threat of New Entrants 6

2.2 Apple's purpose 7

2.2.1 Apple’s mission 7

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

3 Perform 20

4 Revenue and expenses 22

5 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

I Introduction about the company and situation

1 Company Background

Apple Inc is a multinational corporation headquartered in Cupertino, California, known fordesigning and manufacturing consumer electronics and associated software products Thecompany is involved in the development, sale, and support of personal computers, portablemedia players, computer software, and accessories Apple is recognized for its innovativetechnological 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 techlandscape, Apple should adopt social media marketing strategies to enhance sales, marketcoverage, dominance, and long-term profitability, following the lead of competitors likeSamsung and Microsoft Platforms like Twitter and Facebook can address customer concerns inreal-time, fostering engagement and strengthening Apple's competitive position in an eraemphasizing ongoing customer relationships and social media reliance

2 Product

Apple has an extensive product lineup encompassing eight primary active categories, excludingaccessories The cumulative count of its products exceeds 100 when considering various versionsand 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 leadingrevenue generator among its products

Over the past decade, the iPhone has transformed from a niche product for early adopters into asignificant economic force This era is often referred to as the "iPhone decade," symbolizing the

In 2021, Apple even achieved global sales of 438 million products, with noteworthy figuresincluding 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 consideringestimates for the current year, this figure is likely closer to 1.6 billion units Apple reports thatthere are currently over 900 million active iPhones in use.

3 Collaborators

Effectively executing social media marketing initiatives necessitates a well-coordinated effortinvolving both internal and external stakeholders Within the organization, the marketingdepartment, particularly individuals with expertise in internet marketing, SEO, and social mediastrategy, plays a pivotal role, as emphasized by Barker (2013) Externally, collaboration extends

to engaging with bloggers, hosting online webinars, and establishing platforms for collectiveparticipation, such as forums on LinkedIn, Facebook, and Twitter

To incentivize this collaboration, offering redeemable tickets to a specified number ofparticipants 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 thisinformation across various social media groups and forums This creates a ripple effect ofengagement and promotion, amplifying the reach and impact of the marketing efforts

4 Apple in Vietnam

On May 18, the notable U.S technology company took a significant step by launching its onlinestore in Vietnam This marked a historic moment as local consumers gained the unprecedentedability to directly purchase any Apple product for the first time Chiew Le Xuan, a researchanalyst specializing in smartphones in Southeast Asia for Canalys, noted that this strategic moveemphasizes 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'sgrowing market importance This move not only provides local consumers with direct access toApple 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 inVietnam and India, showcasing a commitment to diversifying its manufacturing base This

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 itsmanufacturing footprint reflects Apple's forward-looking approach to adapt to global changesand strengthen its overall supply chain.

5 Apple in Southeast Asia

As Apple grapples with a slowdown in growth in developed markets, including China, thecompany is redirecting its focus towards emerging markets such as Vietnam, India, andIndonesia, acknowledging their rising importance This strategic shift aligns with a broader trendobserved among global businesses, where Apple is now part of a cohort of companies expressingoptimism and increasing investments in Southeast Asia, particularly within the manufacturingsector

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 navigatingmarket challenges, positioning itself as a notable exception amid the broader trends affectingother smartphone brands

II Market analysis

2.1 Industrial Analysis

2.1.1 Overview

The computers and peripherals industry encompasses PC equipment, handheld devices, complexinformation technology systems, and network equipment Technological factors, such asinteroperability of hardware products and compatibility with the web, have led to industryconsolidation Intense competition and the importance of intellectual property rights have alsoplayed pivotal roles in driving industry growth

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-intensiveand characterized by a high degree of automated operations compared to other sectors Giantslike Apple capitalize on economies of scale, deriving profitability from mass production and asubstantial share of customer purchasing power In contrast, smaller firms carve out niches,focusing on specialty products with advanced technology to establish their presence in themarket.

2.1.2 Stages of Industry Maturity

Analyzing the matrix, it becomes evident that the majority of the factors align with the growthstage, except for ease of entry and technology This divergence is due to the substantial capitalinvestments required to enter the industry and the continuous innovation within thetelecommunication sector Consequently, the smartphone industry is currently positioned in thegrowth stage of its life cycle Given that the industry is approximately 7-8 years old, it hastransitioned to the growth stage after its initial years Looking ahead, sustained investment ininnovation and the absence of significant foreign competition could further propel the industry'sgrowth in the coming years

2.1.3 Competitive Rivalry

Apple contends with a robust force of competitive rivalry, indicating a high level of competitionwhere the actions of one competitor significantly impact others The direct competitors includeGoogle, Microsoft, and Samsung, all engaging in substantial Research and Development andMarketing expenditures to outperform each other in the hardware and software markets(Mavrick, 2015) The industry's competitiveness is amplified by the ease with which customerscan switch between companies, as moving from an Apple iPad to a Google Chromebook or anyother tablet does not involve significant capital investment

To navigate this competitive landscape, Apple adopts a strategic approach by consistentlyintroducing 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

quality, excellent customer service, and uniqueness By refraining from sales and maintaining apremium image, Apple has successfully positioned itself as a provider of high-end products inthe minds of consumers (Sophlee, 2015).

2.1.4 Level of industry concentration

The degree of industry concentration provides insights into the distribution of power amongfirms within the industry A high level of concentration implies low competition intensity, aspower is concentrated in a few firms Larger firms in such a scenario have the ability to influencemarket supply quantities and set prices at their discretion They may also exert influence onsuppliers and impose policies on reluctant customers

In my perspective, the smartphone industry exhibits characteristics of an oligopoly, with a fewdominant firms wielding significant influence The majority of market share is held by Appleand Samsung, while Huawei and Lenovo serve as notable but niche competitors This suggests ahigh level of market concentration, where a limited number of key players shape the dynamics ofthe industry

2.1.5 Relative Size of firms in the Industry

The smartphone industry's dynamics, particularly the dominance of major players like Apple andSamsung, bring an intriguing dimension to our understanding The suggestion in the CNBCreport that Apple commands a 91% market share in operating income for smartphones introducesthe 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 andperspectives The absence of Samsung in the Strategy Analytics report raises questions aboutdata comprehensiveness Given Samsung's acknowledged status as a key player, obtaining amore comprehensive dataset incorporating information about Samsung's market share wouldenhance the overall assessment In conclusion, the smartphone industry appears characterized by

a concentration of power among a select few major players, emphasizing the importance ofconsulting various sources for a comprehensive understanding of its dynamics

2.1.6 Threat of Substitutes

The industry faces a moderate threat of substitutes, referring to products that fulfill similar needs.Apple proactively addresses this challenge by introducing replacements for their own productsbefore competitors can introduce substitutes For instance, they preemptively launched a moreaffordable version of the MacBook to counter potential substitutes from other companies.Apple's strategy ensures they continue to capitalize on substitutes, preventing competitors fromgaining ground Products like the Apple Watch serve as substitutes for the iPhone, offeringsimilar functions in a more compact form Despite traditional substitutes, Apple's commitment toinnovation and multifunctionality minimizes the threat Overall, Apple's proactive approachunderscores their commitment to maintaining a competitive edge in the market.A notableexample is the introduction of a more affordable version of the MacBook, a preemptive move tocounter the threat of potential substitutes from other companies (Sophlee, 2015) By doing so,Apple ensures that they continue to capitalize on the substitute, preventing competitors fromgaining a foothold

2.1.7 Supplier Bargaining Power

Apple's strategic position in the industry is marked by a notable low bargaining power ofsuppliers and a contrasting high power of buyers The extensive supplier pool, coupled with theflexibility to choose and the relatively low switching costs, empowers Apple in its supplierrelationships The company's strategic moves, such as designing its own chips and owningdedicated manufacturing equipment, further solidify its control and reduce costs On the otherhand, in the buyer's domain, despite efforts by Apple and competitors like Samsung to buildbrand loyalty, the high power of buyers, especially in markets like laptops, smartphones, and iOSservices, underscores the importance of continuous competition and differentiation Thedynamics within both supplier and buyer relationships play a crucial role in shaping Apple'scompetitive landscape and strategic decision-making in the ever-evolving technology market

2.1.8 Threat of New Entrants

The threat of new entrants affecting market share in this industry is relatively low, primarily due

to the formidable barriers to entry The high cost associated with establishing a reputablecompany in an industry already populated by well-established and trusted firms diminishes the

likelihood of new entrants gaining a significant foothold (Mavrick, 2015) Building a brandreputation that surpasses existing brands also comes with a substantial cost, further deterringpotential entrants Any new player seeking to enter the personal computers or smartphonesmarket would need substantial capital for research and development, manufacturing, andmarketing before even entering the market (Mavrick, 2015).

Customer loyalty to existing companies that have a longstanding presence in the industry posesanother challenge for new entrants Breaking this loyalty requires a substantial investment inmarketing efforts, making it an expensive endeavor (Mavrick, 2015) Although success is notimpossible for a new company entering the market, the current landscape suggests it is highlyunlikely (Sophlee, 2015) Apple's strategic creation of a supply chain that works in their favoracts as a robust defense against potential low-end disruption from new entrants (Sophlee, 2015).Competing with Apple's supply chain cost structure would be a significant challenge for newentrants, further solidifying the barriers to entry in the industry

2.2 Apple's purpose

2.2.1 Apple’s mission

Apple's mission statement revolves around the core objective of delivering the best userexperience to customers through innovative hardware, software, and services This missionunderscores the company's commitment to meeting the diverse needs of its customers bycontinuously enhancing existing products and developing new ones

Across a spectrum of hardware, such as the iPhone, AirPods, and MacBook Pro, and softwareincluding iOS, macOS, iPadOS, and tvOS, Apple strives for ongoing improvement The missionstatement encapsulates the company's dedication to innovation, emphasizing its relentless pursuit

of creating world-class experiences for users across all its products and services This missionserves as a guiding principle for Apple, influencing decision-making at every level andhighlighting the company's unwavering commitment to customer satisfaction throughout itsbusiness operations

In essence, Apple's mission statement revolves around three key pillars: delivering the best userexperience, fostering innovation in product development, and ensuring the delivery of high-quality services.

Best User Experience

Apple's mission revolves around the fundamental goal of providing the optimal user experiencefor its customers The company not only focuses on creating user-friendly products but alsoconsistently improves existing features to ensure a superior experience Apple takes pride indeveloping products that are both sophisticated and easy for users to navigate

This commitment is visibly demonstrated in the ongoing enhancements made to its operatingsystems For example, in iOS 13, new security features such as location and Bluetoothpermissions were introduced, allowing users to safeguard their personal information and exertmore control over data access by companies The addition of the ad-tracking opt-in feature iniOS 14 further underscores Apple's dedication to privacy protection, thereby enhancing theoverall user experience

Beyond major updates, Apple remains committed to delivering the best user experience throughincremental changes like the introduction of new emojis and regular software updates Theseupdates not only address bugs but also aim to provide faster experiences and more secure datastorage options, offering customers a sense of security Apple's goal is to provide excellentcustomer service, fostering consumer loyalty and trust in the brand This commitment solidifiesApple's position as one of the leading global tech companies

Innovative Products

Apple's consistent innovation has garnered acclaim for meeting the dynamic needs of a globalcustomer base The company's product lineup, including iPhones, iPads, Macs, Apple Watches,and AirPods, has evolved with a focus on simplicity and elegance in design Apple strives toprovide users with an intuitive experience, creatively solving complex problems and setting itselfapart in the industry

The revolutionary iPhone serves as a prime example of Apple's innovation, seamlesslyintegrating various functionalities into a single package This commitment extends across the

diverse portfolio, from the portable and user-friendly iPad to groundbreaking Apple WatchSeries 4 and 5 with heart irregularity detection, high-fidelity AirPods, and business-orientedtablets like iPad Pros.

In the healthcare sector, Apple has made notable strides with products like watchOS 6, featuringfall detection technology and the integration of health records on iPhones These innovationsstreamline the healthcare experience, exemplifying Apple's commitment to improving livesthrough technology

Rooted in Steve Jobs' vision over 40 years ago, Apple remains dedicated to revolutionizingtechnology This commitment is evident in their evolving product suite, designed with a focus oncustomer usability and satisfaction Apple's relentless pursuit of innovation delivers unparalleledvalue and experiences across various markets, including education, business, and notably inhealthcare, where groundbreaking advancements are facilitated through their innovativesolutions

Quality Service Delivery

Apple maintains a strong emphasis on delivering top-tier service quality, meticulouslyoverseeing all aspects from product design to post-sale support This commitment is evidentacross various operations, notably showcased in the App Store's stringent approval process,ensuring only top-notch, well-designed applications reach users Strict design standards forhardware products further guarantee exceptional appearance and performance

The company's dedication extends to customer support programs like Apple Care, whereextensively trained staff provide comprehensive assistance, from basic troubleshooting tocomplex technical issues This commitment to outstanding service is recognized by customersand industry experts alike In a 2020 survey, Apple received high ratings for online and phonesupport, earning an impressive cumulative tech support score of 85/100 These ratingsunderscore Apple's serious commitment to ensuring users' satisfaction by offering unparalleledassistance throughout their technological journey

2.2.2 Apple’s Vision

Apple's vision statement, "To make the best products on earth and to leave the world better than

we found it," serves as a guiding force for the company's overarching ambition This vision iscentered around a commitment to continuous innovation, aimed at delivering more meaningfulexperiences for users and making a positive impact on society It acts as a North Star, providingdirection not only for Apple's leadership but also for every employee, including product teamsand support staff This vision underscores Apple's dedication not only to creating exceptionalproducts but also to contributing to the betterment of the world through its endeavors

This statement comprises two parts:

Apple is a product design leader, renowned for its success in the industry with iconic productslike the iPhone, AirPods, MacBooks, and M1 microchips The company consistently pushes theboundaries of innovation, setting industry standards for performance and usability The April

2021 release of the next-generation iPad Pro exemplified Apple's commitment to staying at theforefront of mobile device technology Beyond mobile devices, Apple's success extends towearables like AirPods and smartwatches, offering features such as heart rate monitoring andlifestyle tracking The innovative AirTag item tracker adds to this repertoire Apple's dedication

to innovation and product design leadership is anticipated to secure its market share lead inmobile computing for the foreseeable future

Apple is committed to achieving zero net climate impact by 2030, aiming for carbon neutrality.The 2020 Environmental Progress Report outlines a comprehensive plan to reduce emissions by75%, with innovative solutions addressing the remaining 25% The strategy involvesincorporating renewable energy and recycled materials, setting internal targets for reducingproduct transportation emissions, exploring new energy sources like hydrogen fuel cells, andadvancing recycling techniques to extract more usable materials Nature-based solutions,including conservation projects like forest restoration, are integral to offset emissions Apple'sdedication to carbon neutrality, exemplified by CEO Tim Cook's quote, serves as a model for

companies to make lasting positive changes and inspire others to pursue similar sustainabilitygoals.

Apple’s Core Values

Apple’s core values include:

Supplier Responsibility

Apple's core values are fundamental to its mission and vision statements The company isdedicated to being an innovative leader in technology, with a commitment to accessibility,education, and environmental protection Additionally, Apple values and supports diversecultures, prioritizes privacy, and upholds responsible supplier agreements These core valuesunderscore Apple's holistic approach to its business, emphasizing not only technologicalinnovation but also a sense of responsibility and inclusivity in its impact on society and the world

at large

Accessibility

Apple demonstrates a strong commitment to accessibility through various initiatives, such as the

"VoiceOver" feature, which reads out text elements on iPads and iPhones, catering to individualswho are visually impaired Additionally, by incorporating Braille display support into theirproducts, Apple encourages blind or visually impaired customers to explore their devices withoutfacing stigma or insecurity These accessibility features contribute to a more inclusive userexperience, aligning with Apple's dedication to making technology accessible to all

Education

As a testament to its commitment to education, Apple has partnered with ConnectEd, a programaimed at delivering technology resources and support services to create learning opportunities forstudents in underserved communities throughout the United States Through this collaboration,Apple has contributed more than $100 million worth of equipment and software solutionsdesigned to support the academic success of these students This initiative underscores Apple'sdedication to leveraging technology to enhance educational opportunities and bridge gaps in

Apple places a significant emphasis on environmental responsibility by prioritizing energyefficiency throughout its product line and actively seeking to establish renewable energy sources.The company is committed to incorporating recycled materials in both its internal and externalmanufacturing processes Additionally, Apple encourages customers to participate in itsimproved recycling program, Apple Trade-In This program provides users with the option toreceive credit or recycle their old devices, depending on eligibility criteria established by theprogram These initiatives reflect Apple's commitment to sustainability and environmentalstewardship.

Inclusion & Diversity

Currently, about 45% of Apple's workforce comprises individuals from minority backgrounds.This figure has consistently increased year after year, largely due to recruitment strategiesfocused on promoting diversity Apple places significant investments in building inclusiveteams, bringing together individuals with diverse experiences who share a common goal—advancing human progress through technology This commitment to diversity underscoresApple's dedication to fostering an inclusive and welcoming work environment

Privacy

Apple places a strong emphasis on data privacy, offering users the ability to take control of theinformation they share when using any Apple device Features like Face ID and Touch IDenhance user access control, providing a protective layer that keeps third parties outside thepersonal data perimeter

In terms of supplier responsibility, Apple has implemented policies to hold itself and its suppliersaccountable This includes a commitment to creating quality products for customers whileensuring a safe working environment Apple's supplier responsibility policy addresses issuessuch as discrimination, harassment, abuse, excessive overtime, and involuntary labor, aligningwith applicable laws, regulations, and standards This reflects Apple's dedication to ethicalpractices and responsible supply chain management

Some key factors for Apple are as follows:

Manufacturing/Supply Chain Advantage:

Apple's estimated annualized supply chain of $80 billion, combined with a substantial cash andinvestment balance of $117.2 billion, stands as a significant competitive advantage for thecompany Apple leverages these financial resources to bolster its purchasing power, strategicallysecuring the essential components for its devices Notably, Apple has demonstrated its supplychain prowess by effectively navigating challenges, such as the impact of flooding in Thailand

In contrast to competitors like HP, which incurred a $1 billion setback due to the flooding'seffects, Apple managed to navigate this disruption seamlessly

Furthermore, Apple has established strategic ties that allow for swift access to crucialcomponents like NAND, DRAM (e.g., Elpida), providing the company with a competitive edge.This agility in securing essential supplies contrasts with competitors like Samsung, which mayface longer wait times for certain components Apple's mastery of its supply chain contributessignificantly to its competitive strength and resilience in the market

Strong R&D investments

In the technology industry, a crucial success factor is the ability to innovate and disrupt themarket with technologically advanced products Apple demonstrates a profound understanding

Growth Rate (CAGR) of 30% This stands in stark contrast to HP, which experienced a 2%CAGR decline despite engaging in notable acquisitions for external growth Similarly, Dellrecorded a 7% CAGR, and Microsoft achieved an 11% CAGR growth over the same period.The importance of innovation is underscored by the correlation between R&D investment andlong-term profitability The graph below illustrates that Apple's profitability may decline in thelong run if it fails to continue innovating This reinforces the notion that sustained innovation is acritical element for Apple's success and continued profitability in the dynamic technologymarket.

2.3.2 Competitors

Apple faces intense competition in the global market, with rivals such as Samsung, Huawei,Xiaomi, Oppo, Microsoft, Motorola, and Google Despite its widespread popularity, concernsabout Apple's innovation decline have surfaced, potentially impacting its competitive position Inthe rapidly changing technology landscape, consumer brand loyalty is diminishing, necessitating

a vigilant approach to stay at the forefront of the industry Innovation is crucial in the dynamicfield of information technology, and Apple must prioritize the development of innovativeproducts to maintain its market share The competition extends to marketing and advertising,requiring continuous efforts to ensure maximum visibility for Apple's products To sustain itsstatus as a leading tech company, Apple must adapt to industry demands through innovation,feature enhancement, and strategic marketing