Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 22 pages
Data source: Published sources
Share a link:
https://casecent.re/p/97821
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Abstract
The phrase - ''To strive, to seek, to find, and not to yield,'' stands apt for all the foreign companies who venture into the toughest market in the world - the Chinese market. Winning the Chinese market has been a herculean task for most of the companies. Yet, they never give up, despite setbacks. After establishing itself in several countries, on 28 August 2009, Apple iPhone entered the Chinese smartphone market to tap the world''s biggest mobile market. But, Apple iPhone, a cult brand across the globe, is finding difficulty in replicating its success in China. Marred by copycats, the company''s previous launch of iPod was not a big hit in the Chinese market. This time Apple entered into a non-exclusive licence deal with the second-largest mobile carrier of China - China Unicom - to sell iPhones in China. Apple is optimistic about the Chinese smartphone market where players like Nokia and Motorola already have a strong foothold and are bound to give a tough competition to the brand. Moreover, Apple iPhone has lately made its debut in China 2 years after its US launch. In the meantime, there was an unofficial distribution of iPhones into China. Hence, the questions arises, can Apple iPhone grab a share in the Chinese mobile market, by competing with the existing players? Will grey market be a boon or bane for Apple iPhone''s sales? What factors can drive the company''s success in China? In other words, what strategies can be adopted by Apple to make its product a success and thereby generate revenues?
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Abstract
The phrase - ''To strive, to seek, to find, and not to yield,'' stands apt for all the foreign companies who venture into the toughest market in the world - the Chinese market. Winning the Chinese market has been a herculean task for most of the companies. Yet, they never give up, despite setbacks. After establishing itself in several countries, on 28 August 2009, Apple iPhone entered the Chinese smartphone market to tap the world''s biggest mobile market. But, Apple iPhone, a cult brand across the globe, is finding difficulty in replicating its success in China. Marred by copycats, the company''s previous launch of iPod was not a big hit in the Chinese market. This time Apple entered into a non-exclusive licence deal with the second-largest mobile carrier of China - China Unicom - to sell iPhones in China. Apple is optimistic about the Chinese smartphone market where players like Nokia and Motorola already have a strong foothold and are bound to give a tough competition to the brand. Moreover, Apple iPhone has lately made its debut in China 2 years after its US launch. In the meantime, there was an unofficial distribution of iPhones into China. Hence, the questions arises, can Apple iPhone grab a share in the Chinese mobile market, by competing with the existing players? Will grey market be a boon or bane for Apple iPhone''s sales? What factors can drive the company''s success in China? In other words, what strategies can be adopted by Apple to make its product a success and thereby generate revenues?