The Case of Apple and Dell

3015 Words13 Pages
Content Page: 1. Introduction: The main objectives of multinational companies are to improve their business practices, develop the company’s profitability and tackle any existing issue in their market. When a multinational decides to launch its products in overseas markets they need to make important decisions, a decision of whether to use a standardized marketing mix model (product, price, place and promotion) and a single marketing strategy in all their markets or whether to adopt adaptive marketing strategies to fit the uniqueness dimension of each market. With the developed markets becoming more and more saturated due to the increased competition, multinational corporations (MNCs) have decided to turn their focus to developing economies especially into the BRIC countries. Many scholars see the BRIC (Brazil, Russia, India and China) economies becoming more and more important in the international business arena and due to this, many critics argue that the only way to succeed in these fast growing markets is to use standardized approaches. Others advocate the difficulty of utilizing this model in these markets, therefore companies should tailor market adaptation. This paper will examine the effectiveness of the marketing strategies used by Apple in China to promote the iPhone and Dell in Brazil to promote its computers. Despite being two technological companies the way the executives market their products differ from company to company, Apple tends to adapt in each market where the company operates and Dell uses its direct sales model in all their markets. All these marketing differences raise the following questions: What is the best marketing strategy? Standardization? Or Adaptation? This report will attempt to answer these questions by using the following academic frameworks: * Pest analysis * Five forces * Marketing mix 2. Pest analysis of
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