Apple iPhone Essay

lacquer to orchard apple tree iPhone No unfold thanks and Would Mickey blow Eat chisel quint Soup these two case studies shows what happens when consumer behaviour and marketing mix in world-wideization goes minute defame. These two studies give nonice (of) how marketer think they are giving a wonderful harvest-feast and run in the case of Apples the iPhone and Disney the Sharks pentad Soup. Understanding the consumers bearing and the customs and values of the grow impacted these two campaigns. Apologies good media press and changes in the strategy to bring d put one across the approval of the consumers. Both case studies points out the impact of technology and how it at first bear on the campaigns for bad with negative that changed the reputation of both companys.Apples dilemma was real embarrassing for the company with negative typographys and predictions of how the iPhone was spillage to sell in japan. The propaganda was already put out to the media about t he Nipponese saying No Thanks to Apple concerning the iPhone 3. Apple thought that Japan would be ecstatic with the new product but supposedly the diametrical occurred with reports of weak showing of the iPhone3. Of course with Apple being the cutting butt against in technology and innovation in the westward world Japan did non feel the same way about Apples iPhone3. First Japan was a hard market to try to desex into the for Apple and their competition Nokia, and Motorola, whose attempts to grab Nipponese customers were futile. So this was going to be a difficult campaign for Apple. At the time Japan was incompatible toward western brand including Nokia and Motorola which I thought were Japanese brands. Whats wrong with the iPhone, from a Japanese perspective? The high monthly data plans that go with it, its lack of features, the low-quality photographic camera, the unfashionable design and the fact that its not Japanese. as well ethnical opposition, Japanese citizens poss ess high standards when it comes to st every last(predicate) telephones.The country is famous for being ahead of its time when it comes to technology. Japanese consumer rather would use their own brand even if the feature is not used frequently. For example, Japanese handset users are extremely into video and photos .The iPhone had neither a video camera nor multimedia system text messaging. A highlight feature enjoy on their handset is a TV tuner. Many consumers also used their cell phone as their only computer device and also as a TV. The monthly rates was considered to expense and many consumers did not compulsion to pay the monthy bill. Apple had to solvedecision because the consumers port was very different in Japan. The Japanese in the time of No Thanks were more communal than individualistic which a new trend with the junior generation is. They were not considered conspicuous consumption they way it is in western countries. The Japanese way of consumer behaving was i nherited from Edo Period of history (each figure had it own code) Brand shopping revealed two things about the Japanese consumer affable status and quality of product. Japanese consumers are known for being demanding with products. The Japanese consumer shopped mostly in department stores but now this is changing with malls. The Japanese consumer is a cautious spender and that is why the monthly charge for service was problem for Apple. They are also very environmental aware and wellness conscious.Apple did not understand that Japan demographic of aging is very large with life expectancy being vey long. So Japan has a big 60 plus consumers demographic that live by the darkened tradition, values and customs. These consumer behaviors were very different from the western marketer Apple did not take these in to consideration when the iPhone came out. The marketer had to start at cryptograph level and make huge marketing decision for the Japanese market. smell of the iPhone its feat ures had to be reintroducing to the consumers to the cell phone market in Japan. Many iphones were disposed(p) forward so as to help the consumer get comfortable with the iphone a great strategy. The monthly pricing had to be adjusted but they really had to do with the value of the Yen. The Bloomberg report today notes that the iPhone has captured 72 percent of the Japanese market. High price, lack of a video camera and support for multimedia messaging, all three of those shortcomings have been addressed. Softbank who Apple used to sell iPhones gives away the phone for free, and Apple has added a video camera and support for multimedia messaging.The Bloomberg report further suggests that those moves were just what the iPhone needed to gain a terms in Japan, which we also acknowledged in a report publish gilded 2009.(Tewney ,2008) Would Mickey Mouse Eat Sharks fit out Soup? Became fiasco for Disney with reports that Disney wool start serving Shark Fin Soup to their customers in Disney Hong Kong. In a feature dated whitethorn 18, the Hong Kong shopworn reports that shark fin soup, along with roast suckling dogshit and sliced abalone, will be included in wedding banquets Disney is promoting at the two hotels at the Hong Kong Disneyland resort. Sharks fin soup is a traditional Chinesedelicacy popular at weddings and other grievous social events. Eating sharks fin soup carries heathenish significance and is seen as luxurious and a display of affluence and generosity. further the process by which sharks are caught and killed to provide the ingredients has long been criticized for the way in which fins are harvested. A 2004 survey by the International Union for the preservation of Nature (IUCN) found that out of 262 shark species around the world, 56 were endangered.The Hong Kong Standard publishes a follow up to the story on May 23 and reports that Disneys plans to serve sharks fin soup have outraged local environmentalists. Under the environmentally umb rella Disney has integrated conservation efforts into its daily operations. The company says its employees around the world proactively support environmental initiatives done all aspects of its business and states that it is committed to balancing environmental stewardship with our corporate goals passim the world. Disney lesson was tradition and customs no longer overruled environmental issues because affluent consumer wants a certain food or clothes. The voice of green and environmental guard out powered and was louder than the money of the wealth who wanted the Shark Fin Soup. With the new rising environmentalist animal cruelty advocate this was not going to be easy for the affluent consumer to win. Disney was going to have to make a decision not to serve the soup at all and it did. Globalization, can intentionally or otherwise remove social and cultural differences, which can often have a bearing on consumer behavior and in turn, lead to brands developing a more consistent w orldwide identity, one which doesnt have to worry about the backlash of likely misinterpretation in other parts of the world.This isnt to say that marketers swear cultural issues are no longer important. In fact, quite the antonym is true. The more information a brand holds about the world and its contrast consumers the more chance it has of understanding and manipulating them. The interlocking of economic spheres is another aspect, which has affected consumer behavior for very different reasons all together. The European Union and the cartel currency of Euro connecting different countries with the same currencies make for a huge consumer behavior being established. This was also the problem with Apples because Japan does not have the same cultural values as the western hemisphere which was a learning campaign for Apples globalization.The arrival of the cyberspace and advances in technology have succeeded in breaking down social and cultural barriers, but have not succeeded i n stopping the sight from being continually guided by those who are learning more and more about them and the way they behave.In conclusion these two global business dilemma help to open the way for a precise understanding of different culture that helps with evolving of globalization to include all cultures and to give the beat out culturally socially, environment decision while giving the best service and product.ReferenceKey Characteristic of The Japanese Consumer (2014) Retrieved from http//www.slideshare.net/rpretet/key-characteristics-of-japanese-consumers CRS ASIA (2014) Retrieved from http//www.csr-asia.com/weekly_news_detail.php?id=5318 Consumer Behavior (2014) Retrieved fromhttp//publicresearchsystems.blogspot.com/2009/01/report-on-global-factors-affecting.html wherefore Japans Hate Apple (2014) Retrieved from http//www.wired.com/2009/02/why-the-iphone/ . Softbank who Apple used to sell iPhones gives away the phone for free, and Apple has added a video camera and suppor t for multimedia messaging. The Bloomberg report further suggests that those moves were just what the iPhone needed to gain a foothold in Japan, which we also acknowledged in a report published August 2009. Why Japans Hate Apple (2014) Retrieved from http//www.wired.com/2009/02/why-the-iphone/ Would Mickey Mouse Eat Sharks Fin Soup Retrieved fromhttp//www.nytimes.com/2005/06/17/business/worldbusiness/17shark.html?pagewanted=all&_r=0