Market penetration is crucial for the company and

Market penetration is crucial for the company, and this strategy must be pursued by
all means. Market development and market penetration will go hand in hand in ensuring that

COMPETITIVE STRATEGIES: APPLE INC. CASE STUDY 5
the company attains enormous success in the next five years. Product development, on the
other hand, will ensure that the company maintains the existing and the newly gained
customers. The company can also achieve more penetration through the development of new
products that lowly priced to take care of the low-class customers (Singh, 2017).
The Strategies I would recommend for Apple Inc. if I were a CEO
If I were Apple's current CEO, I would encourage and pursue the development of low-
priced consumer electronics for the emerging markets. The emerging markets have the
highest potentials to shape the world's economy in the future and number of these upcoming
customers are staggeringly important for any business that targets growth. The population in
the emerging markets is more often on an upward trend, and this is the best indicator of future
performance of the business.
Another Strategy that I would pursue is market penetration and selective pricing in
different markets. Selective pricing helps companies to penetrate in more markets thereby
making more profits than those that do not use selective pricing.
Apple’s Competitive Strategies
To argue this case, it is good to review companies like Samsung that has been very
successful in the emerging markets. The products produced by Samsung range from cheap to
expensive and the target markets cut across the established markets and the emerging markets
(Singh, 2017). For instance, it is very easy for one to sport an American using a Samsung
phone. Samsung's strategy of producing consumer electronics for both the established and
emerging markets gave the company the greatest milestone (Singh, 2017). This is what
perhaps has made it difficult for Apple Inc. to penetrate markets where Samsung had already
entered.

COMPETITIVE STRATEGIES: APPLE INC. CASE STUDY 6
In the recent past, even Samsung has faced stiff competition consumer electronics
manufacturers who are offering lower prices than it offers. These competitors include Tecno
and Infinix phone manufacturers. The market dynamics has also changed significantly due to
the new entrants who have flooded it with cheap smartphones ("Current competitive
strategies of Samsung and Apple", 2017). Tecno, for instance, has recorded enormous
performance in the developing countries especially by targeting the low class. In these
countries, the price offered by Samsung is still significantly higher, and those affording are
considered to be of a better social class. This, therefore, makes it hard for people to buy the
Apple products that are offered at a premium price. In the recent past, Samsung has changed
strategies due to the growing competition, and this has seen lowly priced Samsung
smartphones in the market.