Miguel Mauricio Mejía Llano

UIA
07/03/2023

Apple Case

1.- Apple's strategy in Europe is to position itself as a premium brand with high-quality
products and exceptional customer service. Apple achieves this by creating a strong brand
image, building relationships with carriers and retailers, and providing excellent after-sales
support. Apple also focuses on innovation and continuously releases new and improved
products to maintain its market share.

2.- Apple selected carriers in Europe based on their network coverage, reputation, and
willingness to support Apple's business model. Apple chose carriers who were willing to
subsidize the cost of the iPhone and provide a revenue-sharing agreement. The carriers also
agreed to give Apple a say in the marketing and pricing of their products.

3.- Culture plays a significant role in Apple's plans in Europe. Apple has adapted its products
and marketing to fit the cultural differences in each European market. For example, Apple
has created marketing campaigns that reproduces with European consumers and has
translated its products into multiple languages to supply to local markets.

4.- To enter the South American market, Apple should focus on countries with high
smartphone penetration rates and growing economies such as Brazil, Mexico, and
Argentina. Apple should target urban areas with a younger demographic who are early
adopters of technology. To boost sales, Apple should consider partnering with local carriers
and retailers to gain access to their existing customer base. Additionally, Apple should focus
on developing localized marketing campaigns that reproduce with South American
consumers, highlighting the benefits of using an iPhone, such as its security features,
user-friendly interface, and long battery life. Opportunities for Apple in the South American
market include expanding its customer base, increasing revenue, and creating brand loyalty
among new customers.