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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

Region:India

Case Code: MES0088

Teaching Note: Available

Structured Assignment: Available

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Abstract:

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

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