Apple Incorporated
Introduction
Apple Incorporated in the fiscal year 2016 – 2017 report had revenue of $265.6 billion. Performance in the market is as good (fortune 500, 2020). On rankings, the firm was leading in revenue ahead of firms like Foxconn with over 650, 000 employees and Samsung Electronics with over three hundred thousand. Apple’s employee population in 2017 was estimated to be around 130 000. Compared to other potential competitors, Apple’s Strategy attains optimized results than any other firm. The report recognizes and associates excellent performance to trends in the digital market, which continues to grow. Digital tech is transforming the economy, leading to a high demand in digital hardware and software. Notable in the report is market segmentation and product specialization. Apple, a multinational company, focus on the home market, European countries, China, Japan, and Asia. The market strategy and Product lack diversity limiting investment Africa and other developing countries, which are potential consumers soon.
Statement of the Problem
Apple, as one of the leading firms in digital technology, does not influence in Africa, which is undergoing a significant transformation in digital technology. From 2006 to 2016, Africa recorded a 334% change in mobile phone usage while the rest of the world only recorded 107%. The market on other continents is more saturated, while Africa has a high percentage reserve of unexploited market and diversification if future (Pwc, 2016). Apple’s absence in Africa is a disadvantage to its brand since it lacks behind other brands with a physical presence in most of the countries. Apple will face encounter a more significant challenge in the future if the brand does not get integrated into an early phase of the intended change. Also, the firm continues to face competition on innovation from other brands like LG, Samsung, Hp, IBM, and others. Imbalance in current markets can have a significant problem as experienced in the current state of COVID19 pandemic, which has affected Apple’s major markets.
Purpose of the Study
The purpose of my market research will be to identify potential areas, products, and five major consumers for Apple Corporation’s focus on establishing the Africa market. One of the agendas of AU is to transform Africa through digital tech. Draft blueprint (2018) for the project projected the project will be undertaken in a decade starting this year. States made contributions leading to changes captured in the final plan. Countries in response to regional Agenda have also developed a similar strategy at the national level. Technological firms have the opportunity to sign contracts with governments and unions in driving the Agenda. Besides, it will be an opportunity to diversify and produce a consumer-based product for Africa states. Physical presence will integrate Apple to the population shift.
Primary Research
Empirical research will involve sending expatriates into five major countries. Countries included are South Africa, Mauritius, Angola, Kenya, Botswana, and Senegal. These are Countries that form the most vibrant market in Africa with Governments having launched digital Strategy that is on initial stages of implementation. Expatriates will identify potential Agents who would serve as links to potential consumers, mainly wholesalers, and distributors. Also, they will engage government officials, private sectors, and NGOs in analyzing market demands. The data collection will take a maximum duration of three months. Each country should be assigned five expatriates. If the market segment will be extensive or activities demand for human capital, the leader of the group will contact the main office.
Secondary Data
recent publications on digital tech trends and government policies will be reviewed to identify current and future possibilities of the market. Institutional policies and strategies are also a source of secondary data. Publications used should be based on the future Strategy of digital technology. World Bank report “Innovation and Development: Why Africa Needs to Leapfrog?” for 2018, 2019 digital economy by UNCTAD, and ‘The Draft Digital Transformation Strategy for Africa (2020-2030)’. Others like ‘Disrupting Africa: Riding the wave of the digital revolution’ by Pwc and ‘New frontiers in Africa’s digital potential’ would be used and other publications that will be found resourceful to the course.
Environmental Scanning
Digital tech and transformation is an Agenda that has regional support. AU agenda continues to influence individual state policies, which creates more opportunities. Global institutions like WorldBank, WHO, UNCTAD, advocates, and support local government policies towards digitalization. The region has a vast growing market for all products which can be customized to meet consumer demands. The area has an extensive market to exploit hence easier to establish a niche.