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This paper describes how Apple Computers launched its store in Brazil, showing how it adapted some local color yet essentially maintained its overall business strategy. According to the paper, one reason for Apple's success is that the stores retain their standards and format despite their location. It is noted, however, that Apple does try to tailor itself to the needs of the individual marketplace, at least in terms of slight alterations of image. Additionally, the paper addresses criticism of Apple and its strategy in Latin America, which is seen as underserved. The paper concludes by showing how Apple's Brazilian marketing efforts remain some of its strongest in the Latin-American world.
From the Paper:"Apple's success as a company is rooted in the fact that it is always 'Apple,' no matter what, no matter where. However, it does try to tailor itself to the needs of the individual marketplace, at least in terms of slight alterations of image. The design for the product in both America and Brazil is similar, stressing slenderness and ease of use. Young professionals who are tech-savvy are the target consumers, and they are likely to be affluent, given that the cutting-edge technology in both regions is pricy. This is particularly true of Brazil, given the high mark-up of prices: a 2 gigabyte iPod nano costs $328 in Brazil and $323 in its neighboring nation, compared to less than $150 in the U.S."
Sample of Sources Used:
- Apple Brazil. (2009). Official Website. Retrieved February 9, 2009 athttp://www.apple.com/br/
- Apple Brazil: Apple Shop Paulista opens officially. (2009, August 8). Visual Media. Retrieved February 9, 2009 at http://www.visual--media.com/blog/?p=351
- Diaz, Jesus. (2007). Apple to Latin America: We don't care about you. Gizmodo. Retrieved February 9, 2009 at http://gizmodo.com/gadgets/press/apple-to-latin-america-we-dont-care-about-you-compadres-240341.php
- Malley, Aiden. (2007, December 3). Apple Insider. Retrieved February 9, 2009 at http://www.appleinsider.com/articles/07/12/03/iphone_leads_in_web_stats_brazil_apple_stores_more.htmlApple Insider
Cite this Case Study:
Apple Computers in Brazil (2010, December 24) Retrieved September 22, 2020, from https://www.academon.com/case-study/apple-computers-in-brazil-146223/
"Apple Computers in Brazil" 24 December 2010. Web. 22 September. 2020. <https://www.academon.com/case-study/apple-computers-in-brazil-146223/>