2022

ALUMNA: GABRIELA QUINTO JIMENEZ

PROFRA: DAFNE OCAMPO ALCANTARA

ASIGNATURA: NEGOCIACIÓN Y

COMERCIALIZACIÓN EN INGLÉS

MATRÍCULA: 1232000446

GRUPO: MLII701

LICENCIATURA EN INGENIERÍA INDUSTRIAL

PRODUCTO FINAL
Instrucciones:

1. Read the next text carefully.

APPLE: A MULTINATIONAL CORPORATION

Apple Inc. it is a well-known American multinational corporation that designs most

of the famous consumer electronics and widely used software’s. It was established
on 1st April, 1976 at that time the company was known as Apple computer, Inc. the
word computer was dropped after 30 years of its establishment on 9th Jan,
2007.To mark its expansion in consumer electronic market. Apple nearly has
35,000 employees worldwide and its sales recording nearly US$42.90 billion by
26th September, 2009. It came in a magazine named Fortune that Apple had been
most appreciated company in United States in 2008 and worldwide in 2009.

Objectives

Apple’s motto, “Think differently”, a concept which Apple has been following since
it started by creating state of the art products that. Other computer manufacturers
have tried hard for decades to copy the ideas but none had succeeded as Apple
did. It has always manufactured and designed products which no one has even
imagined of. They provided the first ever user-friendly laptops and computers.
Apple introduced iMac and iBook for the basic computer users such as students
etc and Power Book and G series for advanced computer users for graphic
designers, business man etc .

Apple’s SWOT Analysis

Strengths

Sales of its notebooks are very strong which represents a large portion of Apple’s
income
Apple is considered as one of the most established IT brand in the world. It not
only attracts new customers but existing customers also come back for latest
products as well as to take advantage of the services they are offering.

Opportunities

Can offer some software flexibility by open source operating system so it would
attract more consumers and making it more user-friendly thus increasing sales.

Apple can step ahead by horizontal integration with some other major IT Company
like Microsoft to expand its business to a completely new level.

Offer Apple OSX to non-Apple hardware which can turnout out to be a great
advantage as more people will tend to use Apple’s OS as it is a completely
different experience.

Threats

The biggest threat to Apple is its competitor Microsoft around 90% of the world-
wide computers have Microsoft OS installed on them. This in long run can be very
dangerous for Apple’s business.

Global recession can likely reduce the sale of high priced consumer electronic;
since apple is offering no cheap alternatives the consumer itself tend to switch to
other manufactures for cheap prices.

Marketing

The marketing concept which Apple Inc uses and has been successful in long run
can be divided into 3 categories customer oriented, organization objectives and
coordinated market activities. The customer attraction is done by advertising
through different media which is appealing to customers, moreover they provide
good delivery services all this steps taken is to reach customer orientation concept.
For organization objectives concept they set a target for its employees to reach,
with that to even move closer to their ultimate goal they improve their quality of
product. Apple does marketing management by acknowledging customers’ needs
and wants.

Product

Apple basically sells laptops, iPods, mobiles etc here we are going g to
concentrate on their laptops. Apple has different kinds of laptops for different uses.
They are quite light, slimmer and highly advanced which can make anyone stand
alone in a crowd. It is mostly preferred due to its uniqueness and brand name. In
their product range Mac book, Mac book pro which comes in different sizes 13”,
15” and 17” depending on user’s usage. As student s will prefer small n compact
were as a graphic designer will prefer large screen display.
2. According to your understanding of the text, is apple considered a transnational
company? Why?

Is apple considered a transnational company? Why?

According to the reading, the company Apple is considered multinational, since it is

a company based in California (United States) with a European branch in Cork
(Ireland) and whose range of products has gained a particular niche in the area of
technological gadgets through its common aesthetics, intense marketing and
pretended alternativity with respect to other companies such as Microsoft. Part of
the economic globalization and distributes activities of its production chain, such as
manufacturing or administration, in different parts of the world, this brand designs
most of the famous consumer electronics and software products in widespread
use; for this brand provided the first laptops and user-friendly computers in history.

Apple introduced the iMac and iBook for basic computer users, such as students,
etc. Moreover, its customers are global: from citizens of different countries to
governments or other companies.

3. According to your understanding of the text, what is the potential market of the
Apple Company?

What is the potential market of the Apple company?

According to the reading and what I know about a potential market, this is
conformed by a group of people who are interested in buying the products or hiring
the services that this company offers, by all the consumers or potential buyers of
these apple products in the world, because apple has almost 35,000 employees
worldwide and its sales registered almost 42.9 billion dollars in the year of 2009. A
magazine called Fortune published that Apple was the most appreciated company
in the United States in 2008 and worldwide in 2009. As mentioned earlier Apple
introduced the iMac and iBook for basic computer users, such as students,
teachers etc., and the Power Book and G series for advanced computer users,
such as graphic designers, business people, etc.
4. According to your understanding of the text, what marketing and negotiation
strategies do you think Apple Company use to succeed in the international market?

What marketing styles and negotiation strategies do you think Apple

Company use to succeed in the international market?

Apple is a multinational company, which within marketing refers both to the

characteristics of the message, ways to address the communication problem and
expose the essential information as well as the tone or way to appeal to the
recipient in an informative, emotional, humorous, etc. way. It handles styles within
the brand such as:

 Branding: which is the whole process of building a brand and designing a

logo.
 Brand essence: this is the way the message will be expressed, it seeks to
make the brand unique and different from others.
 Ebranding: is the construction of the brand in Apple's digital environment.
 Isotype: it is only the icon that represents the brand, it is rather a visual
identifier that this brand has, this being its strength.
 Co-branding: it is Apple's positioning strategy that consists in the association
of brands with the objective of boosting its value and profitability.
 Graphic design: it is present in all the visual elements that make up the
company.

Apple is a name known worldwide for its innovation and advances in the field of
consumer electronics and computing, thanks to its marketing Apple is one of the
most valuable brands in the world, it is so effective that it has become a benchmark
for other companies that want to achieve the same global popularity because it is
not limited to advertise their products and services. Within Apple's marketing
strategy, they have made an effort to find their target audience and understand
their likes, dislikes, habits and the language they want to use.
The marketing used by Apple Inc. that has been successful in the long run can be
divided into three categories: customer orientation, organizational goals and
coordinated market activities. Customer attraction is done by advertising through
different media that are attractive to customers, they also provide good delivery
services, all these steps are taken to achieve the concept of customer orientation.
Regarding the concept of organizational goals, they set a goal for their employees
to achieve, and to get closer to their ultimate goal they improve the quality of their
products. Apple performs marketing management by recognizing the needs and
wants of customers.

5. Read the next hypothetical situation to make your business transnational:

You are the CEO of a medium company which sells Mezcal. Your company
has 15 stores around the country with a number of 200 employees which has
potential to expand products abroad.

The CEO of this Mezcal company, is looking for a way to expand abroad, my vision
is global about this company, I have well defined and precise my vision, purpose
and mission of the organization, fundamental premises that guide the daily activity
of this.

As I had mentioned, I am looking to expand abroad having 15 stores throughout

the country with a number of 200 employees with the potential to expand my
products, doing a market study to achieve this expansion.

6. According to the hypothetical situation above:

What negotiation style would you use to expand your business?

The style I would use to expand the company, is that of Collaborating, because this
style helps to find results that satisfy all parties involved since I look for results that
satisfy consumers and buyers, that there is an honest communication in the
negotiation, as well as to look for options and take the time to find the best result
that benefits both negotiators.

Considering also the market research, marketing strategies, in order to analyze

and understand the needs and expectations of a defined population in the territory
we define, taking into consideration the growth of the product, its investments and
its positioning.

7. According to the hypothetical situation above:

 What would you consider is your potential market?

In Mexico, there are eight mezcal producing states: Zacatecas, Durango, Guerrero,
Michoacán, San Luis Potosí, Guanajuato, Tamaulipas and Oaxaca, all of which
have the product's denomination of origin. So I consider Mexico to be the potential
market; countries such as the United States, which is also a potential market
because it is a country with high demand and stands out as the main destination
for mezcal exports, England, Germany, France, Spain, Italy, Chile and Australia,
Australia is considered as an alternative country to open new spaces: trends
indicate that Australians taste mezcal and have the ability to adapt their cultures
venturing into new products, they are only countries where mezcal is exported for
its purchase and sale of this product, covering the needs of consumers, as well as
having the knowledge in these foreign countries of their delicacies that Mexico is a
producer.

Its production process in its traditional form consists of five stages: selection and
cutting of the mature maguey; baking or cooking of the maguey pineapples;
crushing or grinding of the cooked pineapples; fermentation and distillation.

North America also held the largest share of the global mezcal market in 2020. The
U.S. is one of the major mezcal markets in the North American region. Key market
players present in the North American mezcal market include Ilegal Mezcal, Rey
Campero and many others.
8. According to the hypothetical situation above:  

What would you do to maintain the competitiveness in your business

abroad?

To stay within the foreign market is to establish new and potential alternative
sources of income, to shift the focus from slowing markets to developed markets,
to maintain a dynamic growth, instead of anchoring to the destiny of a single
market.

Maintaining competitiveness also means knowing how to adapt to the customs and
traditions of the country where the product will be exported at the level of
development and local customs; having information on the size of the market and
competitors in other countries will help to estimate the commercial potential.

Also taking into account strategies such as: optimization of work processes,
innovation and development of new products, cost optimization, etc.