The Apple Company's Foreign Expansion and Market Entry Strategy


  • Qui Lin Department of International Business Area, Lincoln University College, 47301 Petaling Jaya, Selangor D. E., Malaysia
  • Li Xiaoyu Department of International Business Area, Lincoln University College, 47301 Petaling Jaya, Selangor D. E., Malaysia
  • Zhu Jianqiang Department of International Business Area, Lincoln University College, 47301 Petaling Jaya, Selangor D. E., Malaysia



A company's marketing plan is one of the most crucial components in determining its success. In addition to conceptualization and creation, a comprehensive marketing plan must be implemented. Businesses use limited resources to implement their marketing strategy in order to sell their way to the goals and objectives they have defined. A marketing strategy is a process that allows a corporation to explore and evaluate its limited resources in order to grow sales and attain market leadership. It acts as a basic or main key to the aims of the structure. The primary or most important component of Apple's marketing strategy is the product. This product aids in increasing market share, brand recognition, and customer loyalty. In recent years, Apple has been unbeatable because of its innovative business practises. They are most renowned for their unique sense of style and design, good marketing strategies, and superior communication skills. With its products like the iPad, iPhone, iPod, and Macintosh, among others, Apple has had tremendous success in recent years. Consumers are quickly drawn in by a combination of the newest hardware and attractive designs, performance, and user-friendliness. Apple Inc. employs an effective marketing plan. For all of their products, they use the same approach. This study is based on Apple's marketing approach. The type of marketing technique used to promote Apple products is addressed. People are given a questionnaire, which has been developed and circulated; it is used to record the responses' ideas and opinions. The results and recommendations are provided below, along with a detailed discussion of the questionnaire responses.


Apple’s Marketing Approach, Brand Recognition, Consumers, Marketing Plan


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How to Cite

Lin, Q., Xiaoyu, L. ., & Jianqiang, Z. . (2024). The Apple Company’s Foreign Expansion and Market Entry Strategy. International Journal on Recent Trends in Business and Tourism (IJRTBT), 7(3), 47-60.