Globalization is the phenomenon of producing and organizing media by drawing on international genres. My case study displayed globalization because I discussed how Apple produces a global telecommunications product, the iPhone. Apple is recognized and sells to over 120 countries. Apple is one of the top media firms in the world, as seen through their $37.4 billion global profit just from the first quarter of 2014- that was before the iPhone 6 was even released (Apple.com). I discussed Apple's specific marketing strategy that has three main points: empathy with the customer, their focus on making a one product of each genre, and the importance of having impute- producing everything with excellence.
Apple's global marketing strategy is obviously effective because of the way citizens around the world responded to the release of the iPhone 6. This article is an excellent view into the release of the iPhone 6 this past month: http://www.cnet.com/pictures/apple-iphone-6-goes-on-sale-around-the-globe-pictures/34/. All around the world, crowds of hundreds to thousands gathered to get the latest iPhone because of the mystery and hype surrounding the release.
However, the iPhone 6 isn't available to be sold in China. This is ironic because China is the world's largest supplier and manufacturer of Apple's products, with 349 locations along Apple's supply chain. This is because China placed a barrier to entry on Apple, because their government agency that regulates technology has not cleared the iPhone 6's LTE Networks. It is unknown when the iPhone 6 will be available to be sold in China.
I believe my discussion went very well. A classmate brought up an excellent point that the ban on the iPhone 6 creates even more hype for the product in China, which ends up contributing to Apple's marketing release strategy and might actually be an asset for Apple. He also discussed that this creates a market for the newly abandoned iPhone 5's to be subsidized in China. Another classmate discussed how Apple's marketing strategy has developed over the years, from the artistic and loud advertisements in 1984 to the sleek, mysterious advertisements seen now. We discussed if this was a part of their marketing strategy to keep things excellent and focused, or if Apple knows it is a brand cult and can now market minimally, while still profiting exponentially.
Overall, I gained a lot of understanding about global media products and marketing from this case study. Previously, I had no idea about how Apple is received around the world, nor did I realize the intensity of the Chinese government's regulation on "foreign" products- even though the iPhone is predominately manufactured within their borders. I think Apple was a great company to use as an example of a global media firm and after this presentation, I think I'm even more of a "Team Mac" person.
SOURCES:
Apple. (2014). Supplier Responsibility and Accountability. Retrieved September 23, 2014.
Bora, K. (2013, November 13). Is
Apple's China Strategy Paying Off? Report Says Company Beat ZTE To Enter The
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Apple Chiefs Discuss Strategy, Market Share- and the new iPhones. Retrieved
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Lam, S. (2014, September 11). China
misses out on first wave of new iPhone releases. Retrieved September 23, 2014.
Lynch, R. (2014, January 1).
Strategic Management Case plus Case Answer – Apple’s Profitable but Risky
Strategy. Retrieved September 23, 2014.
Meyers, M. (2014, September 19).
Apple 6 goes on sale around the world. Retrieved September 23, 2014.
Moorman, C. (2012, July 10). Why
Apple Is a Great Marketer. Retrieved September 23, 2014.
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Chinese buyers lead charge in iPhone 6 global debut. Retrieved September 23,
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Falls Off iPhones 6 Launch Map. Retrieved September 23, 2014.
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