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BSB50815 International Business
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BSB50815 International Business
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Course Code: BSB50815
University: Tafe NSW
MyAssignmentHelp.com is not sponsored or endorsed by this college or university
Country: Australia
Question:
Select product or corporate initiative expanded internationally and Analyse it’s global business strategy using Ghemawat AAA assessment.
Answer:
Apple is an American international company that develops, designs and sells user electronics (Maryanne 2012, P.33). This company is one of the largest contributors to the government revenue with more than $10 billion per year. This is due to the business strategies adopted in selling their products.
Using Ghemawat AAA assessment, Apple Company has adopted the three approaches which include adaptation, aggregation and arbitrage strategies to generate its global value. Adaptation strategies involve increasing revenue and market share by modifying one or more components of the company’s trade model to suit local requirements and preferences (Arindam 2017, P.7). For the Apple Company, it has adopted the use of the internet to sell its products. This has enabled it to reach many customers hence increasing its market share. They have also created an application through social media platforms such as Facebook whereby customers are required to give feedback about their products. Since many people are addicted to the use of technology, Apple Company has taken this advantage to position their products to their targeted customers (Melek & Semih 2016, P.6). Through social media, the company is able to convince many customers at one time about their unique products.
According to Seric (2014, P.52), Apple Company buys most of their products from manufactures who are creative and innovative. This has enabled them to meet the requirements of its customers hence increasing the market share. It has also helped the company to stand out competition hence creating great global value. Customer satisfaction not only increases the company’s market share but also improves the relationship with its consumers.
On the other hand, aggregation strategies is emphasize of attaining economies of scale through coming up with local or global competencies. (Margaret & Patrice 2016, P.8). Apple has set out outstanding growth strategies which have made it to be the leader in not only the United States but also in the international market. It management has recognized the need to look for growth in highly competitive markets and began a series of acquisitions which gave them enough resources to operate in the international market. In this process, Apple Company has created masses of relationships with customers across the world.
Apple’s global initiative is to establish and expand across the world. Recently, it has adopted in designing and selling watches which has given them a solid operations base. In the northern region, this company has established its longtime participation in Latin American and created a presence in Mexico as electronics joint venture partner. According to Ellen (2011, P.32), Apple had attained a substantial competitive power in Latin America and Europe by the end of 2010 and was launching a production and marketing base in London. In December 2017, Apple acquired shazam, a music-identifying application which enabled them to provide more to the consumers in gradually competitive global markets. This increased economies of scale in the company. It also expanded its collection of creative, high quality electronics and services to the consumers.
According to Maryanne (2012, P.31), arbitrage is also another technique used by companies to realize a global advantage. This is a way of exploiting differences apart from embracing or bridging them. For example, this may mean selling products at low or high prices in certain regions than others. Recently, Apple Company introduced an iPhone 5c which was trading at $549. Due to various taxes and import fees, the phone sells at $549 in New York and $731 in Beijing. The price difference was set to give an opportunity to any consumer who can find a low cost way around those import and tax fees. This way has enabled Apple products available to everyone hence increasing the market share. It has also helped the company to make huge profits by exploiting price differences of their commodities.
References
Arindam, D 2017, Strategy: Theory & Practice, South Asian Journal of Management, VOL.24, NO.3, PP 5-10
Ellen, H 2011, Ford Motor Company’s Global Electrification Strategy, Business Economics, VOL.46, NO. 3, PP 30-34
Margaret, G & Patrice, L 2016, Competitiveness and Sustainability in a Changing Global Landscape: The Business Strategy Game Simulation, Competition Forum, VOL.14, NO.1, PP 2-10
Maryanne, MG 2012, Innovation and Strategy, Research-Technology Management, VOL.55, NO.3, PP 30-35
Melek, E & Semih, E 2016, the Effects of Interactions between Management Control Systems and Strategy on Firm Performance: An Empirical Study 1, Business and Economics Research Journal, VOL.7, NO.4, PP 4-12
Seric, N 2014, Branding Strategy for Specialized Tourist Product, Advances in Management, VOL.7, NO.1, PP 50-56
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