C/M/386. Master's Dissertation. Marketing Strategy of Apple Computers Inc in China

There has been wide scale investigation into the growing economy of China and its impacts on global businesses. China has been seen as a source of competitive advantage due to its cheap labour and abundant resources by foreign companies. The current research has therefore been undertaken to understand the issues faced by the foreign invested firms in their marketing strategy and implementation in China. The case study approach has been undertaken and Apple Computer's iPod, which is world's largest selling portable digital music player, has been selected. The aim of the research is to assist the Chinese and American managers within the Sino-foreign Joint Ventures or Chinese subsidiaries of foreign companies to grasp a better understanding of the characteristics of China's market as well as how to enter China's market, and thus to offer a meaningful basis for wise decision-making through systematically studying both the macro-background and the specific organizational characteristics of these Sino-foreign Joint Ventures or the subsidiaries of foreign companies located in China mainland.