Market Research & Strategic Analysis: Apple Case in China
APPLE IN CHINA
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Table of Contents EXECUTIVE SUMMARY 3 A. ANALYSIS 4 I. Strategic Issue 4 II. Analyze the Apple situation 4 1. Student slave Labor: Chinese students forced to 'intern ' at iPhone factory. 4 2. Warranty Scandal: Worse Warranty policy to China compare to other countries 5 3. Underdeveloped infrastructure: only 8 retail stores 5 4. Competition facts 6 5. Other facts: The relationship between China and USA 7 6. Conclusion about Apple strategic issue 7 7. Information gaps: 7 IV. Position the company in the context of the issue 9 1. SWOT Analysis of Apple in China 9 2. A PESTEL Analysis of Apple in China 9 V. Identify and Map the actors 10 B. AUTOMIZED SCANNING PROCESS – KEY INTELLIGENCE TOPICS 11 C. ACTION PLAN 13 I. Strategy 13 1. Build close relationship with Government, policy makers, local authorities and regulators 13 2. Be friendly and transparent with key Chinese media 13 3. Reinforce Brand Image 13 II. Operational actions Tackle Apple’s issues in China 13 1. Tackle guarantee issue 13 2. Tackle the labor issue 14 3. Tackle the infrastructure issue 15 4. Reinforce Brand Image 15 III. Communication Strategy 16 1. Key messages for Apple: 16 2. Communication plan 16 CONCLUSION 18 REFERENCE 19
EXECUTIVE SUMMARY
Apple started off as “Apple Computer” by Steve Jobs and Steve Wozniak. It has experienced a strong brand, rapid growth and high profit in the smart-phone and tablet market worldwide. By 2010, the company viewed itself as a “mobile device company”. Throughout time, Apple has witnessed changes in management and differences of opinion together with missed opportunities, and has sadly lost its competitive advantage to some other competitors like Microsoft, Dell, and Gateway.
Apple continues to work on providing innovative products for its customers. Reaching its mission of penetrating and winning the world market of tablet and smart-phone, Apple launched its
GAIN THE POWER BACK
Table of Contents EXECUTIVE SUMMARY 3 A. ANALYSIS 4 I. Strategic Issue 4 II. Analyze the Apple situation 4 1. Student slave Labor: Chinese students forced to 'intern ' at iPhone factory. 4 2. Warranty Scandal: Worse Warranty policy to China compare to other countries 5 3. Underdeveloped infrastructure: only 8 retail stores 5 4. Competition facts 6 5. Other facts: The relationship between China and USA 7 6. Conclusion about Apple strategic issue 7 7. Information gaps: 7 IV. Position the company in the context of the issue 9 1. SWOT Analysis of Apple in China 9 2. A PESTEL Analysis of Apple in China 9 V. Identify and Map the actors 10 B. AUTOMIZED SCANNING PROCESS – KEY INTELLIGENCE TOPICS 11 C. ACTION PLAN 13 I. Strategy 13 1. Build close relationship with Government, policy makers, local authorities and regulators 13 2. Be friendly and transparent with key Chinese media 13 3. Reinforce Brand Image 13 II. Operational actions Tackle Apple’s issues in China 13 1. Tackle guarantee issue 13 2. Tackle the labor issue 14 3. Tackle the infrastructure issue 15 4. Reinforce Brand Image 15 III. Communication Strategy 16 1. Key messages for Apple: 16 2. Communication plan 16 CONCLUSION 18 REFERENCE 19
EXECUTIVE SUMMARY
Apple started off as “Apple Computer” by Steve Jobs and Steve Wozniak. It has experienced a strong brand, rapid growth and high profit in the smart-phone and tablet market worldwide. By 2010, the company viewed itself as a “mobile device company”. Throughout time, Apple has witnessed changes in management and differences of opinion together with missed opportunities, and has sadly lost its competitive advantage to some other competitors like Microsoft, Dell, and Gateway.
Apple continues to work on providing innovative products for its customers. Reaching its mission of penetrating and winning the world market of tablet and smart-phone, Apple launched its