China-home for Apple or Samsung Research Paper Example | Topics and Well Written Essays - 2000 words

China-home for orchard apple tree or Samsung - Research Paper ExampleThe age of consumerism has accentuated the need for business organizations to hold back distinction between products and services so as to emerge self-made in the matched and dissolute business market. A section would also be devoted towards analysing the ethical aspects in marketing communication. thenceforth a primary study would also be conducted to analyse the consumer behaviour of the target market auditory modality so as to finally conclude the study and suggest a set of plausible recommendations for the confederation so as to ensure sustainable competitive advantage in the lucrative Chinese consumer market. admission The era of globalisation has opened up a plethora of opportunities for business organizations. The emergence of new markets analogous Russia and China has opened up opportunities in a market where the traditional markets like Europe and the States are getting saturated beyond limits. How ever in order to make a successful international expansion it is very necessary to have a well knit business political platform so as to effectively capture the market. Marketing communication plays a very significant graphic symbol in this regard. This is because of the fact that marketing communications are the only source where the caller-up conveys its intended pass along to the target market audience. In case of new markets this assumes even more significance as the positioning and image of the brand is largely developed as a result of marketing communication scheme used by the company. The present study would analyse the integrated marketing communication strategy for apple for its proposed expansion into the Chinese market. The choice of the organization and the market assumes significance considering the fact that Apple is one of the approximately dominant brands and China is the fastest growing market in the world. Market and Literature Review Apple is one of the mo st repute brands and has been constantly rated among the top brands by leading agencies like Forbes and Fortune (Forbes, 2011). The companys USP in the market is focussed on its innovative abilities to design new products. The company heavy relies on both internal as well as external communications to drive its products in the market (OGrady, 2008, p.42). Apple is known to have a communications strategy that involves creation of a seethe while launching a new product or entering a market. The company strives on creating a wow factor around the launch of a product. This was evident from the fact that long queues where ascertained during launch of iPods (ICMR, 2008). Apples competitor Samsung on the other hand relies on sponsorships and advertisements on home run and electronic media to communicate its message to the target market audience. The pricing of its products are also more competitive as compared to Apple. The product strategy of Apple is largely based on the aspect of inn ovation and uniqueness in design and features. Apple relies on cult based marketing in which the customers constitute a loyal lot and undertake measures to protect the brand and company. The company believes in turning customers into followers so as to generate loyalty and promote the brand in the market.