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Introduction

5 driving forces that have resulted in the growing importance of global marketing and global integration to Apple Computer : 2.1) Converging the need and wants 2.2) Product Development Cost 2.3) Quality 2.4) World Economic Trends 2.5) Transformation and Communication Improvements

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Conclusion

Appendix

Reference

1.0 Introduction This day in conducting business activities, most of the companies have realized that importance of their business growth outside. They manage to responses to the challenge and opportunities of globalization that can be more dynamic and visionary enterprise. Apple is widely known as a global brand name that maintain on the top as expensive technology product around the world. Steve Jobs, CEO of Apple Computer bringing the market to the world by introducing Macintosh Desktop and portable computer, I Tunes, I Pod and recently I phones to the world.(Wright)

2.0 Contents Converging the need and wants, product development cost, quality and world economic trends and transformation and communication improvements, any of this industry subject can be the forces that indicate for global integration and global marketing. 2.1 Converging the need and wants Any market that enters to different world and region must meet the need and want of consumer. For example no one need smart phone, and yet today most of the countries need smart phone for communication and living lifestyle. It shows that this day behavior has effected by Marketing and smart phone have proven that the industry is global one.(Warren.J,2011) In order to serve the global customers, multinational companies need to pursue their strategies of product adaptation. For example Apple produce iPod at the first place around the world, they understood that they do not have to create different iPod at different country instead produce a freedom to control environment and choose their music that fits their mood. Besides, this day we are living in highly sophisticated living lifestyle with technology such as television, internet and network such as MTV, CNN, which it had strengthen the communication tools into remote corner of the globe which they can compared their lifestyle and standard of living with other countries such as Middle East, and many more. When company establishes a website, it automatically becomes global. At the same time Internet had become the main sources of people around the world consume information and knowledge. In other words, people everywhere consume product thru virtually and unlimited of product and services.

2.2 Product Development Cost During globalization, when a new product produce it required a long term growth of the development time. In such as, Apple gets pressure by technological development from their big competitors, Sony. (Warren.J,2011). However, Apple had successfully managed their problem by increasing the capacity of storing songs and continuously upgraded on their iPod. They might have little choice but this is way to engage in global marketing. So in order to reduce cost, such firm may produce and effort to establish their research and development centers or manufacturing plan at cheaper country such as China. For example Apple opens their manufacturing plant at China and responsible China had 15% total Apple revenue.(James Cull,2013). China one the biggest country that offers cheap labor and create high job opportunity. 2.3 Quality In order to support design and manufacturing qualities, a firm needs to generate their global marketing strategies which can create greater revenue and operating margins. When global company had successfully established a benchmark of quality, competitors must quickly take an action to move and create their own improvement to par. For example when Sony release their NW-HD1 walkman in Japan, USA and Europe, Apple develop a model that work with PCs. ( They had to compete in strong market industry. Apple started to release new model such as mini iPod around the world. They manage to maintain their quality of product to consumer and began to make money to be the first inventor of new technology product in such as different product lines such smart phone name iPhone. Other than, Apple use special event to promote their impressive product to be revealed (Friedman) 2.4 World Economic Trends In Global marketing, economic growth had been a driving force of the expansion in international economy. Economy growth helps in developing countries to create market opportunities to expand globally. When they are rapid economic growth in that country it helps firm to produce newest product to sold abroad. When more people consume, more product will be produce. For example Apple upgraded their iPhone in every product line such as iPhone 4 and preference of consumer because the demand of smart phone on this day. Without economic growth, global enterprise may take away from domestic ones. However domestic business are more likely seek and was provided government protection to protect the local positions if market are not growing. (Warren.J,2011) This may cause economic crisis such as new pressure by policymakers in expanding market to protect domestic market. Other than that, economic growth creates a healthy competition among domestic business and global business to compete with each other in the industry. For example when Apple launches their iPhone they collaborate with Telecommunication Company to produce wide range of prices for consumer. Samsung also adapt the same thing when they start to introduce S1.

2.5 Transportation and Communication Improvements Today with the world economic trends, firm had the fastest and easiest way to expand their product abroad by the improvement of transportation and communication. In such as cargo, DHL made such communication feasible. It made easier for buyer and seller to do transaction and fastest way to interact. For example Apple has their own Mac dealership around the world by the new technologies such as emails, fax, video teleconferencing, Wi-Fi, broadband, Internet means that manager, customer can link up from virtually at any parts of the world. Transportation has brought the big changes in global market. The cost associated with physical distribution, that include money and time have reduce as well. Another key of innovation, the cost of shipping and time consume took a longest way long time ago. But with innovation that global world define, helps global business to expand at fast, cheaper and convenient way.

3.0 Conclusion This is the way on how Apple enters the global market. They had successfully proven to the world that they are the most expensive technology product and maintain to sustain their growth of business with all this factors. They understand the needs and wants of consumer, quality of their brand such as status, product development cost, world economic trends and transportation and communication improvements to expand their market globally.

5.0 Appendix

4.0 Reference 1) Warren.J. Mark C. 2011.10 drivers of Global marketing and global integration.6th Edition.Pearson 2) James Cull.2013. Apple Ramps Up Hiring in China with Over 250 Open Positions. [Online] Availableat:http://www.macrumors.com/2013/08/16/apple-ramps-up-hiring-in-china-with-over250-open-positions/. Last accessed 24 September 2013. 3) Wright. Alex. Analyzing Apple Products. {Online}. Available through: Taylors University Library website <Http:// http://taylorslibrary.taylors.edu.my/ > [Accessed date 24 September 2013]. See more at:< http://ehis.ebscohost.com.ezproxy.taylors.edu.my/eds/detail? sid=95fab887-634a-4e8f-86cf340ec6fdabc8%40sessionmgr14&vid=2&hid=8&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcG U9c2l0ZQ%3d%3d#db=bth&AN=71677069> 4) Friedman, Lex, Macworld. 2012. Why Apple Events Dominate the Spotlight. Available through: Taylors University Library website <Http:// http://taylorslibrary.taylors.edu.my/ > [Accessed date 24 September 2013]. See more at:< http://ehis.ebscohost.com.ezproxy.taylors.edu.my/eds/detail?sid=84728731-e80a-4850-8fdfb220ccd469f8%40sessionmgr10&vid=2&hid=8&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcG U9c2l0ZQ%3d%3d#db=bth&AN=76130902>