Apple had a good start in 2016 and was poised to increase their sales thanks to their partnering with a local telecom company – see article here http://www.cnbc.com/2015/01/29/apples-blowout-succ…. However, just this year, we have learned that Apple’s sales have reduced by half, barely reaching 7% of total phones sold in China (it owns 43.3% of the US market). This article identifies Oppo as the successful underdog http://www.economist.com/news/business/21716080-ho…
Let’s take a close look and:
1. Describe Apple’s global marketing strategy.
2. Identify changes, if any, in Apple’s strategy in China.
3. Identify marketing-related and culture-related factors that helped Oppo increase its market share.
3. Propose ways in which Apple could gain market share in China.