(Tiểu luận) global businessinternational business case apple inc

Whether it'sempowering individuals through accessible devices or reshaping industries throughinnovative services, Apple's mission revolves around the belief that technologyshould be a fo

DUY TAN UNIVERSITY

GLOBAL BUSINESS

INTERNATIONAL BUSINESS CASE - APPLE INC.

Lecturer : Dr David Hugh Saiia

Ho Bach Thu Nguyen

Group : Spicy Girls

Members : Nguyen Nu Hoang Anh

Tran My DuyenDang Ngan HaCao Nguyet HaNguyen Thi Thao NganNguyen Thi Ngoc TienNgo Pham Uyen Vy

4331173121400552157821694314

Da Nang, October 30, 2023

INTERNATIONAL BUSINESS CASE - APPLE INC.

Table of Contents

I Introduction to Apple (Dang Ngan Ha – 2140) 4

1.1 Overview of Apple 4

1.2 Business Areas 5

1.2.1 Mobile Devices and Computers 5

1.2.2 Services and Software 5

1.3 Current Position 5

1.3.1 Prominence in the Global Market 5

1.3.2 Ongoing Achievements and Innovations 6

II The History of Apple Inc (Nguyen Nu Hoang Anh - 4331) 6

2.1 Early Beginnings (1976-1977) 6

2.2 Macintosh Revolution (1984-1985) 6

2.3 Jobs Returns and Apple's Resurgence (1997-2003) 7

2.4 iPhone, Continued Innovation, and Services (2007-2015) 7

III How and Why Apple Inc is an International business 7

3.1 The products and services provided (Nguyen Thi Ngoc Tien - 2169) 8

3.1.1 Hardware 8

3.1.2 Software 9

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'smost 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 productsand that's not changing."

Apple's vision underscores the company's unwavering commitment to therelentless pursuit of excellence It encapsulates the dedication to crafting productsthat transcend the ordinary and embody innovation, design, and quality Thisvision drives Apple to continuously challenge the status quo, push the boundaries

of what's achievable, and redefine industries The emphasis on "exceptionalproducts" signifies a dedication to delivering not just functional devices, but toolsthat elevate and simplify everyday life for their customers Apple's vision acts as aguiding light that inspires its teams to think beyond the ordinary, redefinepossibilities, and remain dedicated to a future where technology serves as acatalyst for positive change

 Mission: "To enrich people's lives through technology."

Apple's mission statement reflects its fundamental purpose - the betterment ofhuman existence through technological innovation Apple's relentless commitment

to this mission extends beyond the development of groundbreaking products Itencompasses a profound understanding of how technology can transform thehuman 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'sempowering individuals through accessible devices or reshaping industries throughinnovative services, Apple's mission revolves around the belief that technologyshould be a force for good, facilitating a brighter, more fulfilling future for all.

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 avast array of applications and games Additionally, Apple Music, Apple TV+, andApple 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 themost 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 andtechnologies The company's commitment to research and development ensures itstays ahead in the ever-evolving tech landscape

Apple's success is a testament to its ability to adapt to changing consumer needs whileupholding 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 Wozniakfounded it Both were tech enthusiasts who aimed to make user-friendly products thatwould revolutionize lives The first Apple computer, Apple I, was created throughtheir collaboration It was a small but important beginning to a journey of greatsuccess

The Apple II computer was released in 1977 by Steve Jobs This machine madecomputers cheaper and easier to use for people and businesses The Apple II seriesbecame very popular because it had better graphics, more memory, and a fasterprocessor 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 ofgraphical user interfaces and easy-to-use design Macintosh was unique because it waseasy to use, had a small design, could display graphics using Adobe PageMaker, andhad a high-quality black-and-white monitor

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Macintosh initially succeeded but later faced challenges with system expansion andsoftware compatibility Internal conflicts caused Steve Jobs to leave Apple in 1985.John Sculley, the CEO at the time, changed the company's direction by diversifyingthe products Apple's market share decreased while Windows-based PCs became morepopular, causing a difficult and uncertain time for the company.

2.3 Jobs Returns and Apple's Resurgence (1997-2003)

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 anew era for the company Jobs streamlined innovation and operations, focusing onsimplicity and quality rather than quantity Over the next few years, Apple began toregain its footing with successful products like the iMac (1998), iPod (2001), andiTunes (2003)

2.4 iPhone, Continued Innovation, and Services (2007-2015)

As we talk about Apple, it’s impossible not to mentioning the notorious emergence ofiPhone Launched in 2007, it revolutionized mobile phone technology The iPhone'stouchscreen, user-friendly interface, FaceTime, and App Store made it a game-changing product for Apple and the phone industry

In 2010, the iPad was introduced as an innovative electronic device Apple launchedinnovative 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-centereddesign 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 themost successful contemporary companies globally, it continues to reinvent moderntechnology and attract users around the world The Apple case is a testament to that

III How and Why Apple Inc is an International business

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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:

Just last year, Apple sold 233 million iPhones, bringing in about $196 billion inrevenue Currently, income from iPhone sales contributes about half of thecompany's revenue Since its launch, more than 2 billion iPhones have been soldworldwide, placing it as one of the most successful consumer electronics products

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, andDell, there has been growth in the last 2 years This may be related to Apple's newstrategy 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 helpApple strengthen its position in the personal computer market and be sold in allparts of the international market.

 iPad: Apple's tablet, the iPad, is available globally and appeals to a widedemographic, from students to professionals

Apple demonstrated great diversity and influence with the launch of the iPad inApril 2010 Although there had been tablet computers before, the iPad was the firstdevice that was truly widely adopted by consumers With more than 400 millioniPads 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 hascreated waves in the industry mobile industry

 Apple Watch: Apple's smartwatch is sold in numerous countries and integrateswith 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 of4.2 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 highcompatibility with the iOS ecosystem and other Apple products and services.Users can pair an Apple Watch with an iPhone to enjoy features such as receivingcalls, texting, and syncing notifications from apps on the iPhone This strategy notonly expands its reach across all countries around the world but also meets thegrowing needs of users in health and technology

3.1.2 Software

 iOS and macOS: The operating systems that power Apple's devices are usedglobally and support multiple languages and regions.

 App Store: The App Store provides apps and services to users in over 175countries, enabling developers to reach a global audience

The App Store connects hundreds of thousands of small developers with onebillion App Store customers interested in their apps around the world Like othertwo-sided platforms, the App Store aims to facilitate transactions betweendevelopers and users The ecosystem becomes more valuable when developerscreate new, diverse, and innovative apps, even if those apps don't make moneydirectly on the App Store To encourage transactions between users anddevelopers, the App Store provides developers with a global platform to distributetheir applications to one billion customers worldwide, with support for multiplemethods Different local payment methods Additionally, to help developersdevelop and market new applications, regardless of their business model, Appleoffers a rich set of tools and resources as well as educational programs andsupport

The App Store is a global marketplace visited by more than half a billion peopleevery week through local stores in 175 countries, including 20 new stores inEurope, Asia, Africa, and Oceania that have opened This global delivery platformenables developers – including small developers with limited resources – toseamlessly provision and distribute their applications to customers worldwide.world Additionally, the App Store helps developers monetize their apps globally

 iCloud: Apple's cloud services are accessible worldwide, offering storage andsynchronization solutions

The iCloud is Apple’s cloud storage, where users can store all their data FromiPhone to iPad to Mac – as soon as you create an Apple ID, you automaticallyhave an iCloud account This allows them to access and automatically synchronizetheir personal content from anywhere in the world

The files can be photos, videos, or calendar entries You can also store documentssuch as spreadsheets and presentations Users can also store e-books, musicalbums, and various apps that have been previously purchased from the App Store.Apple will initially provide 5 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 100million songs

 Apple TV+: A streaming platform offering original content and available innumerous countries

Apple Original series and films from Apple TV+ Exclusive live sports Premiumchannels, streaming services, and cable TV providers.1 Thousands of movies tobuy 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, withinapps, and on the web in Safari You can add your credit, debit, or prepaid cardsfrom participating banks and card issuers countries and regions:

As of now, Apple Pay is used with cards issued in about 80 countries andterritories In Asia, Apple Pay is available in Singapore, Taiwan (China), Japan,Hong Kong, China… Many countries in the Americas and Europe have alsoaccepted Apple Pay

 iTunes Store: Offers music, movies, and other digital content in multiplecountries

3.2 The market of Apple (Ngo Pham Uyen Vy - 4314)

Apple's products and services are available in virtually every corner of the globe, andthe company strategically operates in various international markets for severalreasons:

 Market Expansion: Apple aims to tap into new markets to expand its customerbase Entering international markets allows the company to reach a morediverse set of consumers

 Global Supply Chain: Apple relies on a vast global supply chain, sourcingcomponents and manufacturing products in multiple countries, making it atruly international production process

 Cultural Adaptation: Apple customizes its products and services to fit thecultural preferences and languages of different regions, recognizing theimportance of localization

 Retail Stores: Apple operates retail stores in various countries, creating a globalretail 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 largenumber of loyal customers With its innovation and future vision, Apple has built asignificant global presence in key regions around the world From North America toEurope and the Asia-Pacific, Apple has established a network of retail stores, onlineservices, and interactions with millions of devoted customers By combining high-quality products and excellent user experiences, Apple has earned the trust andsupport of consumers across continents

 North America:

Apple has a significant presence in North America, particularly in its homecountry, the United States, and it is also a strong market for Apple products Itoperates numerous retail stores across major cities, including flagship stores likeApple Fifth Avenue in New York City and the Apple Park Visitor Center in