Business Case Studies, Market Entry Strategies Case Study, Apple iPhone

print page
Tell A Friend

Case Categories

Market Entry Strategies Case Study

Case Title:

Apple iPhone in India: Emotionally Connected Vs Product-Price Performance Disconnected?

Publication Year : 2010

Authors:  T. Sai Vijay and Prashanth Vidya Sagar Thalluri under the guidance of Dr. Nagendra V. Chowdary

Industry: Telecommunications


Case Code: MES0088

Teaching Note: Available

Structured Assignment: Available

Buy This Case Study


Set in mid-2008, this case study offers enriching insights into Apple Inc.’s (Apple) market entry strategies to launch iPhone in India. Explaining the key determinants of successful market entry strategies, this case study can be used to assess Apple’s way of launching iPhone in the Indian mobile phone devices market. The product which was launched amidst big fanfare and enthusiasm in US could not attract the anticipated response from Indian consumers. The case study also delves into Apple’s pricing policy, timing of launch, product policy, market assessment and partner policy in India. It highlights that even for a successful innovative product, when launched in new markets, the ecstasy and the enthusiasm are to be recreated while matching the product-price performance expectations. It also raises a debate on the impact of iPhone’s failure in Indian market on other products that Apple plans to launch in the near future in India.

Pedagogical Objectives:

  • To understand the product-price performance levels with respect to various mobile phone device manufacturers
  • To critically analyse and assess Apple iPhone’s market entry strategy, including the timing of the product launch, the joint-venture partners selected, the place of product launch, etc.
  • To discuss and debate on the possible effects of Indian experience on Apple’s future product launches in India and Apple iPhone’s launch in emerging economies.

Keywords : Market Entry Strategy, Going Global, International Expansion, iPhone, iPhone in India, iPhone in Emerging Markets, Product-Price Performance, Product-Price-Performance expectations, managing expectations, brands & branding, brand loyalty, brand equity, joint ventures, strategic alliances, Steve Jobs

Contents : 
Mobile Phones: Product-price Performance
Most Popular Smartphones of 2006
Main Features of Apple iPhone
MNCs’ Entering the Emerging Markets: Critical Dilemmas
Process of Market Assessment and Entry
The Paths to New Markets
Predictors of Successful Market Entry
Indian Telecom Industry
Technological Developments in the Indian Telecom Industry

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»

Contact us: IBS Case Development Centre (IBSCDC), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-501203, Telangana, INDIA.
Mob: +91- 9640901313,

©2020 - 25 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap