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Apple iPad in India: Was There a Way Out?
內容大綱
This case considers Apple’s entry into the Indian tablet PC market. In spite of stiff competition, Apple’s iPad had invariably become the market leader in many countries across the world. However, Samsung and RIM had surpassed its market share in India. This case offers students a unique opportunity to understand the reality of entering a new market and losing the coveted market leader position.
學習目標
The case can be used with postgraduates in management with specialization in marketing. Other prominent courses relevant to this case include international business management and global marketing management. The objective of the case is:<ul><li>To establish the importance of proper market evaluation and selection tools that enable the effective selection of markets, with a maximization of probability of achieving company objectives.</li><li>To demonstrate the significance of the commercialization of new product launches in new markets. Important decisions here include deciding when to launch, where to launch, how to launch, how to address target markets, and how to introduce the product in each market.</li><li>To demonstrate a fundamental fact — though a product might be the same, markets are heterogeneous.</li></ul>