Strategic International Business Market Assessment and Analyses: Apple iPhone Market Entry into Tanzania
Overview
This paper analyzes Apple Company's market entry strategy for expanding iPhone 12 and iPhone 12 Pro sales into Tanzania. The analysis employs a comprehensive screening framework examining general market, financial, political, socio-cultural, and competitive factors to evaluate Tanzania's viability as a target market and recommend exporting as the optimal entry strategy.
What this case study covers
- Executive Summary and introduction to iPhone 12/Pro features and 5G technology positioning against Samsung competition
- Company background, product description, and rationale for international market expansion to Tanzania
- Multi-dimensional market screening analysis including general market conditions, economic indicators, political-legal environment, demographic and socio-cultural factors, and competitive landscape
- Ethical considerations and final market selection justification with recommendations for further research and market entry execution
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Strategic International Business Market Assessment and Analyses
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Executive Summary
iPhone 12 and iPhone 12 Pro are the newest smartphones produced by Apple Company. The company expects the new iPhones to support 5G networks. Also, the new iPhones will have screen sizes updated from the Pro models, and 3-D cameras. According to technological experts, the new 3-D camera will be able to scan and reproduce the area around a user with the use of lasers. The type of sensor is also anticipated to appear on the new iPad Pro of Apple Company in 2020. The company acknowledges that Samsung Company launched its 5G smartphone in 2019, and therefore Apple decided to produce iPhones with 5G connectivity to compete effectively with Samsung. Although the iPhone products are designed in California, they are manufactured in technological industries located in Taiwan, Korea, China, and Mongolia. The targeted Country is Tanzania, in Africa Continent. Tanzania has only one iStore. However, Apple Company has not expanded the store’s influence and reach in Tanzania’s market. In Dar es Salaam, Apple Company benefitted from its operations and aims at expanding its business to Dodoma and other regions in the country. The expansion strategy focuses on testing Tanzanians’ loyalty to Asian brands that are of high quality. The new iPhone smartphones will be exported to Tanzania from the United States or the Company's manufacturing plant in china. Shipping is an efficient entry strategy for a company that decides to enter a new oversee market.