Disciplines
Advertising and Promotion Management
Abstract (300 words maximum)
Abstract
How Apple Can become Fruitful in India: An International Marketing Case Study
Izzy Bertolani, Pamela Diaz, Zack McPherson, Amani Elchaar, Michal Kardacz, Kamari Davis, Nakia Abdul, and Lawrence Ofili
Apple, founded by Steve Jobs and Steve Wozniak in the United States in 1976, is a $91.8 billion, leading global technology company with 61% of revenue coming from international sales (“Apple Reports,”2020). Apple markets its iPhones in 26 countries and entered India with its iPhone 4 in 2011 (“The 15 coolest”2019). India is an attractive emerging market with a 1.37 billion population, $280 billion GDP, 5% growth rate, and a mobile phone penetration of 502.2 million (Worldometer 2020; India GDP 2020; “15 coolest” 2019). India has about 400 million smartphone users which is expected to grow to 440 million by 2022 (“Number of smartphone users in India 2015-2022”, 2020). However, Apple soon discovered that the market was dominated by Asian brands like Samsung from South Korea and Xiaomi, Oppo, and Vivo from China, all providing devices with localized functionalities for lower or similar prices as Apple (“India-Popular smartphones by company 2019, 2020”). These Asian brands jointly have over fifty percent of the market share whereas Apple has less than two percent (India-Popular smartphones by company 2019, 2020”). While the middle class in India has grown exponentially, the $1,000 or higher price tag for an iPhone is a huge deterrent. The case study focuses on the mobile phone industry in India and the adaptations that Apple needs to make to its marketing mix in order to compete successfully.
Key words: Apple, iPhone, India, Case Study, Pricing, Emerging Markets, International Marketing Strategy, Samsung, Xiaomi, Oppo, Vivo, mobile phones, smartphones.
Note: References available on request
Academic department under which the project should be listed
CCOB - Marketing & Professional Sales
Primary Investigator (PI) Name
Mona Sinha
Included in
How can Apple be more Fruitful in India
Abstract
How Apple Can become Fruitful in India: An International Marketing Case Study
Izzy Bertolani, Pamela Diaz, Zack McPherson, Amani Elchaar, Michal Kardacz, Kamari Davis, Nakia Abdul, and Lawrence Ofili
Apple, founded by Steve Jobs and Steve Wozniak in the United States in 1976, is a $91.8 billion, leading global technology company with 61% of revenue coming from international sales (“Apple Reports,”2020). Apple markets its iPhones in 26 countries and entered India with its iPhone 4 in 2011 (“The 15 coolest”2019). India is an attractive emerging market with a 1.37 billion population, $280 billion GDP, 5% growth rate, and a mobile phone penetration of 502.2 million (Worldometer 2020; India GDP 2020; “15 coolest” 2019). India has about 400 million smartphone users which is expected to grow to 440 million by 2022 (“Number of smartphone users in India 2015-2022”, 2020). However, Apple soon discovered that the market was dominated by Asian brands like Samsung from South Korea and Xiaomi, Oppo, and Vivo from China, all providing devices with localized functionalities for lower or similar prices as Apple (“India-Popular smartphones by company 2019, 2020”). These Asian brands jointly have over fifty percent of the market share whereas Apple has less than two percent (India-Popular smartphones by company 2019, 2020”). While the middle class in India has grown exponentially, the $1,000 or higher price tag for an iPhone is a huge deterrent. The case study focuses on the mobile phone industry in India and the adaptations that Apple needs to make to its marketing mix in order to compete successfully.
Key words: Apple, iPhone, India, Case Study, Pricing, Emerging Markets, International Marketing Strategy, Samsung, Xiaomi, Oppo, Vivo, mobile phones, smartphones.
Note: References available on request