Academic department under which the project should be listed

CCOB - Marketing & Professional Sales

Faculty Sponsor Name

Mona Sinha

We do not need to be approved according to Professor Mona Sinha, since prior case study was not necessary.

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

Project Type

Oral Presentation (15-min time slots)

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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