Tiểu luận nguyên lý marketing phân tích chiến lược marketing của doanh nghiệp apple tại thị trường việt nam

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, Op

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TRƯỜNG ĐẠI HỌC

TÀI CHÍNH - MARKETING

TIEU LUẬN

Nguyên lý Marketing

ĐỀ TÀI:

PHÂN TÍCH CHIẾN LƯỢC MARKETING CỦA DOANH NGHIỆP APPLE

TẠI THỊ TRƯỜNG VIỆT NAM

Sinh viên thực hiện:

Nguyễn Ngọc Trâm Anh Trần Minh Anh

Lê Thị Minh Thư

Đinh Nhi Thuần Nguyễn Thị Thùy Trang

Lop: CLC_20DMA03

MỤC LỤC

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

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 Ist, 1976 as Apple Computer, Inc., and changed the name to Apple Inc in ff007 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 $ff74.5 billion in total revenue (ffOffO), owns 500 retail stores worldwide, and reaches around 147.000 in the total number of employees

e Founders: Steve Jobs, Steve Wozniak, Ronald Wayne

e Headquarters: 1 Apple Park Way, Cupertino, California, U.S

e Leadership: Tim Cook (CEO), Jeff Williams (COO)

e Industry: Computer software, computer hardware, consumer electronics, online services

e Products: Mac (Macbook, iMac), iPhone, iPad, Apple Watch, Apple TV (Apple TV 4K, HD), Apple Music (Airpod, Homepod, iPod Touch)

e 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

ll Marketing environment analysis:

The marketing environment includes internal and external factors that have an impact positive or negative on the marketing activities of businesses

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 4 types in the demographic section:

a Age: In June ff0ffl 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 3ff,5

Gender: The gender ratio in the total population is 0,997 (997 men per 1000 women) lower than that of global

Occupation: In current, Vietnam workers are tending to enter the service industry such as IT, e-commerce, finance, etc Income: According to data from the Ministry of Planning and Investment, till the end of ffOffO, the economic scale reached around 343 billion USD and the GDP per capita was 3,5ff1 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

e Lowering the import-export tariff

For instance, an iPhone has to bear ff types of tax, one is import tax, and the other is a value-added tax According to the import- export 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 ff19/ff013/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 ff011-ffOffO

%

8,00

7,00

6,00

5,00

4,00

3,00

2,00

1,00

0,00

2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

ffOffO 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 ff.9 percent

GDP growth of =major Asian economies _ in ffOffd

2020 GDP growth/contraction of major Asian economies

Vietnam

Taiwan

China

Pakistan”

South Korea

Indonesia

Japan

Singapore

Malaysia

Hong Kong

Thailand

India*

Philippines

SOURCE: Vietnam's General Statistics Office, Central Bank of the Republic of China (Taiwan), National Bureau Statistics of China

Bank of Korea Ministry of Trade and industry Hong Kong's Census and Statistics Department, Philippine Statistics

Authority, IMF World Economic Outlook (Jan 2021)

“Data for India and Pakistan are on fiscal year 2020/2021 basis

In addition, computers, electronic devices, and accessories are the most imported goods of Vietnam with an import turnover of over 1 billion USD

Especially, the portion of export value of high-tech products in total export value of goods has increased 19% in ff010 to 50% in ff0ffO (1)

Vietnam Electronics Import and Export

— L‹port (US$) — Import

Graphic® Asia Briefing Ltd

« Social

- Population: Vietnam is Known as a populated country By the half-year of ffOff1, the total population of Vietnam is around

98 million The average age of Vietnamese is about 3ff,9 so the population structure is quite young

- Labor force: Every year, approximately ff 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 1 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

- In ffOffO, 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 5 firms that produced successfully 5G technology include Ericsson, Nokia, Huawei, Samsung va ZTE Viettel will be the oth 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 1ff can be used with its 5G wave from March ffOffl Viettel's 5G network is compatible with some iPhone models including iPhone 1ff mini, iPhone 1ff, iPhone 1ff Pro, and iPhone 1ff 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

= 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

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k

Other

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 ff8.77% of the mobile vendor market share in Viet Nam (Jan ff018 - Dec ffOff0) 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 ffl facilities of Apple’s suppliers in Vietnam in ffOffd Suppliers provide different accessories and they also specialize in

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