globalisation case study apple

• International Marketing

Apple’s Global Strategy: Simplicity, Innovation, and Adaptability

• January 19, 2024
• LinkedIn 35

Table of Contents

Delving into apple’s global strategy, apple’s core values and the simplicity mantra, apple’s global branding strategy, apple’s global marketing strategy, case studies, apple’s global tax strategy.

• The Cornerstones of Apple’s Global Strateg

In the ever-evolving landscape of technology, Apple stands as a beacon of innovation and design, captivating consumers worldwide with its sleek products and user-centric approach. With a global presence spanning over 150 countries and an estimated $383.29 billion in revenue in 2023, according to Statista , Apple’s success is a testament to its astute global strategy , a harmonious blend of differentiation, adaptability, and unwavering commitment to quality.

Apple’s global strategy is rooted in the concept of “differentiation,” a strategic approach that sets it apart from its competitors. By consistently pushing the boundaries of innovation, Apple has carved a niche for itself, offering products that are not only technologically advanced but also aesthetically pleasing and user-friendly . This differentiation has allowed Apple to capture a loyal customer base and establish a strong brand identity across the globe .

Apple’s global strategy has evolved over time, adapting to the changing dynamics of the international market. In its early days, the company focused heavily on innovation, relentlessly pursuing cutting-edge technologies and groundbreaking designs. However, as the company matured, it recognized the importance of customer experience and began placing a greater emphasis on this aspect . Today, Apple’s global strategy is a seamless blend of innovation and customer focus, ensuring that its products and services align with the needs and preferences of consumers worldwide.

At the heart of Apple’s global success lies a set of core values that permeate every aspect of the company’s operations , from product design to marketing campaigns. These values, deeply rooted in the company’s identity, guide Apple’s approach to innovation, customer experience, and global expansion.

• Accessibility: Apple strives to make its products and services accessible to everyone, regardless of their physical or cognitive abilities. This commitment is evident in features like VoiceOver , which provides spoken feedback for visually impaired users, and AssistiveTouch , which allows users with limited mobility to control devices with gestures.
• Educational Support: Apple recognizes the transformative power of technology in education and actively supports initiatives that promote digital literacy and learning. The company’s initiatives include Apple Teacher certification programs, curriculum resources, and educational apps that enhance teaching and learning.
• Carbon Neutrality: Apple is committed to reducing its environmental impact and is working towards becoming carbon neutral by 2030 . The company has implemented numerous initiatives to minimize its carbon footprint, including transitioning to renewable energy sources, designing energy-efficient products, and recycling materials.
• Inclusive Work Environment: Apple is committed to creating a diverse and inclusive workplace where everyone is valued and respected. The company has implemented policies and programs that promote diversity hiring, provide equal opportunities for advancement, and foster a culture of inclusion.
• Privacy: Apple is a staunch advocate for user privacy and believes that individuals should have control over their personal data. The company has implemented robust privacy protections in its products and services, including encryption, data minimization, and transparency.
• Equity and Justice: Apple is committed to promoting equity and justice in its operations and throughout the world. The company supports initiatives that address social and economic inequalities, promotes human rights, and advocates for environmental sustainability.
• Supplier Responsibility: Apple is committed to ensuring that its suppliers adhere to high ethical standards and treat their workers with respect. The company has established stringent supplier codes of conduct and conducts regular audits to monitor compliance.

These core values, collectively, form the foundation of Apple’s global strategy. They guide the company’s product design, marketing campaigns, and customer service interactions , ensuring that Apple delivers products and experiences that are not only technologically advanced but also aligned with its values of simplicity, accessibility, and inclusivity.

Simplicity is a cornerstone of Apple’s design philosophy, evident in the clean aesthetics, intuitive interfaces, and user-friendly features of its products. This emphasis on simplicity has resonated with consumers worldwide , making Apple products accessible to a broad audience and fostering a loyal customer base.

By upholding its core values and embracing simplicity, Apple has not only achieved global success but also established itself as a role model for other companies seeking to build a sustainable and ethical business model.

Apple’s global branding strategy is a delicate balance of standardization and adaptation, ensuring that the company maintains a consistent brand identity while also resonating with consumers in diverse cultures and markets. On the one hand, Apple strives to project a unified brand image, conveying its core values of innovation, simplicity, and elegance across all its products, marketing campaigns, and customer interactions. This standardization helps reinforce Apple’s reputation for quality and consistency, fostering brand loyalty and recognition worldwide.

On the other hand, Apple recognizes the need to adapt its branding to local markets and cultures. This adaptability is evident in the company’s product offerings, marketing messages, and customer support. For instance, Apple has developed localized versions of its products with features and specifications tailored to specific regions . Additionally, the company’s marketing campaigns often incorporate cultural nuances and local references to connect with consumers on a deeper level.

Apple’s ability to balance standardization and adaptation has been a key factor in its global success. By maintaining a consistent brand identity, the company has built a strong foundation of brand recognition and loyalty . However, by adapting to local markets, Apple has been able to cater to the needs and preferences of consumers in different parts of the world, expanding its reach and deepening its customer base.

Examples of Apple’s Standardization

• Unifying Brand Elements: Apple employs a consistent design language across its products, including clean aesthetics, minimalist interfaces, and sleek silhouettes. This consistent visual language helps establish a cohesive brand identity.
• Global Marketing Campaigns: Apple’s marketing campaigns often feature universal themes of innovation, creativity, and personal empowerment, appealing to a global audience.
• Seamless Customer Experience: Apple’s customer support is available in multiple languages, and the company’s online store can be accessed in over 40 countries, ensuring a consistent experience for customers worldwide.

Examples of Apple’s Adaptation

• Localization of Products: Apple offers localized versions of its products, such as the iPhone and iPad, with features and specifications tailored to specific regions. For instance, the iPhone SE 2020 is optimized for Indian consumers with support for two SIM cards and regional cellular bands.
• Culturally Sensitive Marketing: Apple’s marketing campaigns often incorporate cultural nuances and local references to connect with consumers on a deeper level. For example, the company’s “ Shot on iPhone ” campaign features images captured by photographers from around the world, showcasing the diversity of visual storytelling.
• Localized Customer Support: Apple provides customer support in multiple languages and offers localized resources, such as online FAQs and tutorials, tailored to specific regions. The company also partners with local businesses to offer personalized support services.

Apple’s success in balancing standardization and adaptation is a testament to its understanding of the complexities of global branding. By striking this delicate balance, the company has been able to maintain a strong brand identity while also resonating with consumers in diverse markets , solidifying its position as one of the world’s most recognizable brands.

Apple’s global marketing strategy is a multifaceted approach that revolves around four key pillars: wide acceptance, brand value, competitive advantage, and low imitation . These pillars are intertwined, working together to propel Apple’s success in the global marketplace.

Wide Acceptance

Apple’s products have achieved widespread acceptance worldwide, attracting a loyal customer base across diverse demographics and regions . This widespread appeal is attributed to several factors, including:

• Innovative Designs: Apple consistently pushes the boundaries of design, creating products that are both aesthetically pleasing and user-friendly. The company’s sleek, minimalist aesthetic has become synonymous with Apple’s brand identity.
• User-Friendly Interfaces: Apple’s products are renowned for their intuitive interfaces, making them easy to navigate and use for people of all technical backgrounds.
• Effective Marketing Campaigns: Apple’s marketing campaigns are known for their creativity and emotional appeal, resonating with consumers on a personal level. The company often uses storytelling and cultural references to connect with diverse audiences.

Brand Value

Apple has built a strong brand value over the years, characterized by perceptions of quality, innovation, and premium craftsmanship . This brand value has been instrumental in attracting consumers and fostering brand loyalty.

• Reputation for Quality: Apple is consistently rated among the most reliable and durable consumer electronics brands. This reputation for quality has earned the company a loyal following among consumers who value long-lasting products.
• Innovation: Apple is renowned for its pioneering spirit, consistently introducing innovative products that redefine the technological landscape. This focus on innovation has helped maintain Apple’s cutting-edge reputation and attract early adopters.
• Premium Branding: Apple’s products are positioned in the premium segment of the market , commanding higher prices than its competitors. This premium positioning contributes to the company’s brand value and reinforces its image as a luxury brand.

Competitive Advantage

Apple maintains a competitive advantage in the global market through a combination of factors, including:

• Strategic Product Differentiation: Apple differentiates its products from competitors through unique features, design elements, and user experiences. This differentiation strategy has helped the company carve out a distinct niche in the market.
• Focus on Customer Experience: Apple prioritizes customer satisfaction, creating a seamless and personalized experience for its users. This focus on customer experience has helped foster brand loyalty and attract new customers.
• Global Retail Presence: Apple has a strong global retail presence, with over 500 stores in 23 countries, as per Statista . This extensive retail network provides consumers with easy access to Apple products and services.

Low Imitation

Despite facing intense competition from numerous technology giants, Apple has been able to maintain a relatively low level of imitation . This is due to several factors, including:

• Continuous Innovation: Apple’s relentless pursuit of innovation makes it difficult for competitors to replicate its products and services.
• Strengthened Intellectual Property Protection: Apple has a robust intellectual property portfolio, providing legal protection for its innovative designs and technologies.
• Brand Loyalty: Apple’s loyal customer base is less susceptible to imitation, as they are often willing to pay a premium for Apple products due to their brand loyalty and trust in the company.

Apple’s successful global marketing strategy is a testament to its ability to balance innovation, brand value, competitive advantage, and low imitation. By consistently delivering high-quality products, cultivating a strong brand reputation, and prioritizing customer experience, Apple has cemented its position as one of the world’s leading technology companies .

Apple’s remarkable global success is evident in its ability to penetrate and dominate markets as diverse as China and India. These two countries represent two of the world’s most populous and rapidly growing economies, offering significant opportunities for technology companies. Apple’s success in these markets is a testament to its ability to adapt its global strategy to local conditions and preferences .

China has become Apple’s second-largest market , with over 190 million active iPhones in use as of 2023 ( Statista , 2023). Apple’s success in China can be attributed to several factors, including:

• Pricing Strategy: Apple has adopted a tiered pricing strategy in China, offering a wider range of products at lower price points to cater to a broader range of consumers.
• Distribution Channels: Apple has established a strong network of authorized resellers and retail stores in China, making its products readily available to consumers across the country.
• Partnerships with Local Businesses: Apple has partnered with Chinese telecommunications companies, e-commerce platforms, and content providers to expand its reach and customer base.
• Localization: Apple has made sure to localize its products , marketing campaigns, and customer support for the Chinese market, ensuring that they resonate with local consumers.

Despite facing challenges such as piracy and counterfeiting, Apple has successfully established itself as a premium brand in China . The company’s commitment to innovation, design, and customer experience has resonated with Chinese consumers, who are increasingly embracing technology.

India is another key market for Apple, with a growing middle class and increasing smartphone penetration. Apple’s strategy in India has focused on tailoring its products and services to the specific needs and preferences of Indian consumers .

• Price Sensitivity: Apple has introduced more affordable iPhone models in India, such as the iPhone SE, to attract price-conscious consumers.
• Online Sales: Apple has heavily invested in its online presence in India, making it easier for consumers to purchase its products online.
• Partnerships with Local Businesses: Apple has partnered with Indian e-commerce platforms, mobile carriers, and banks to expand its distribution reach and payment options.
• Localization: Apple’s localization strategy for the Indian market has included the adaptation of its products, marketing campaigns, and customer support, including the development of Hindi-language versions of its software.

Apple’s success in India has been gradual but steady. The company has faced challenges such as competition from local smartphone brands and a lack of brand recognition in rural areas. However, Apple’s commitment to innovation and adaptation has helped it gain traction in this emerging market .

Apple’s global success has been accompanied by scrutiny over its tax practices, particularly its use of a subsidiary company in Ireland to minimize its global tax liability. This strategy, known as “ Double Irish with a Dutch Sandwich ,” has allowed Apple to shift profits offshore, effectively reducing its tax payments in the United States and other countries .

While Apple has defended its tax strategy, arguing that it complies with all applicable laws, it has faced criticism from governments, tax experts, and consumer advocacy groups . Critics argue that Apple’s tax practices amount to corporate tax avoidance, depriving governments of revenue that could be used for public services.

Advantages of Apple’s Tax Strategy

Apple’s tax strategy has several potential advantages for the company, including:

• Reduced Tax Burden: By shifting profits offshore, Apple can effectively reduce its tax payments, which can boost its profitability and financial returns to shareholders.
• Increased Competitiveness: Lowering tax costs can give Apple a competitive advantage over other companies, allowing it to invest more in research and development, marketing, and product development.
• Enhanced Shareholder Value: By reducing its tax burden and increasing profitability, Apple can improve its financial performance and boost shareholder value.

Disadvantages of Apple’s Tax Strategy

Apple’s tax strategy has also been criticized for several potential disadvantages, including:

• Public Image Concerns: Apple’s tax practices have tarnished its public image, raising concerns about corporate social responsibility and ethical behavior.
• Legal Challenges: Governments and tax authorities around the world have been investigating Apple’s tax strategy, and the company faces potential legal challenges that could lead to fines and penalties.
• Political Fallout: Apple’s tax practices have created political tensions, with some countries considering imposing stricter tax laws to prevent multinational corporations from shifting profits offshore.

A Balancing Act

Apple’s global tax strategy has been a source of controversy, highlighting the delicate balance between corporate profitability and societal responsibility . While the company may benefit financially from its tax practices, it also faces reputational risks and potential legal repercussions. Apple must carefully navigate this complex landscape to maintain its global success while addressing concerns about its ethical conduct.

The Cornerstones of Apple’s Global Strategy

Apple’s journey to becoming one of the world’s most recognizable and successful companies is a testament to its ability to balance simplicity, innovation, and adaptability. From its early days as a niche computer manufacturer to its current status as a global technology powerhouse, Apple has consistently demonstrated its knack for understanding and meeting the evolving needs of consumers worldwide .

Apple’s core values, particularly its emphasis on simplicity, have permeated every aspect of its business. The company’s products are renowned for their user-friendly interfaces and intuitive designs , making them accessible to a wide range of users, regardless of their technical expertise. This commitment to simplicity extends to Apple’s marketing campaigns, which often use storytelling and emotional appeals to resonate with consumers on a personal level.

Apple’s unwavering focus on innovation has been another driving force behind its global success. The company has consistently pushed the boundaries of technology, introducing groundbreaking products that have transformed the way people interact with the digital world . From the revolutionary iPhone to the sleek AirPods, Apple has consistently redefined the standards for innovation in the technology industry.

Alongside innovation and simplicity, Apple has also demonstrated remarkable adaptability in its global expansion . The company has successfully tailored its products, marketing strategies, and customer support to suit the unique needs and preferences of different cultures. This adaptability has been crucial in Apple’s ability to penetrate and dominate markets as diverse as China and India, where local competitors pose significant challenges.

Apple’s approach to globalization is not without its critics. The company’s tax strategy, which has been the subject of intense scrutiny, has raised concerns about corporate social responsibility and ethical behavior. As Apple continues to expand its global footprint, it will need to address these concerns and demonstrate its commitment to operating responsibly and ethically in all the markets it serves.

Looking to the future, Apple faces a number of challenges and opportunities. The company will need to continue to innovate and adapt to the ever-changing technological landscape . It will also need to navigate the complexities of global markets, ensuring that its products and services remain relevant and appealing to consumers worldwide.

Apple’s journey to global success is a compelling case study in how a company can build a strong brand and establish a lasting presence in the international arena. By embracing simplicity, innovation, and adaptability, Apple has demonstrated that it has the vision and resilience to continue to thrive in an increasingly competitive and interconnected world .

As Apple embarks on the next chapter of its global journey, it remains to be seen how the company will navigate the evolving landscape of technology, consumerism, and globalization. However, one thing is certain: Apple’s commitment to innovation and its ability to understand the needs of consumers worldwide will continue to be key drivers of its success in the years to come.

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How Apple Is Organized for Innovation

It’s about experts leading experts. by Joel M. Podolny and Morten T. Hansen

Summary .   

When Steve Jobs returned to Apple, in 1997, it had a conventional structure for a company of its size and scope. It was divided into business units, each with its own P&L responsibilities. Believing that conventional management had stifled innovation, Jobs laid off the general managers of all the business units (in a single day), put the entire company under one P&L, and combined the disparate functional departments of the business units into one functional organization. Although such a structure is common for small entrepreneurial firms, Apple—remarkably—retains it today, even though the company is nearly 40 times as large in terms of revenue and far more complex than it was in 1997. In this article the authors discuss the innovation benefits and leadership challenges of Apple’s distinctive and ever-evolving organizational model in the belief that it may be useful for other companies competing in rapidly changing environments.

Apple is well-known for its innovations in hardware, software, and services. Thanks to them, it grew from some 8,000 employees and $7 billion in revenue in 1997, the year Steve Jobs returned, to 137,000 employees and $260 billion in revenue in 2019. Much less well-known are the organizational design and the associated leadership model that have played a crucial role in the company’s innovation success.

Partner Center

Apple’s supply chain transformation

In 2022, Apple lost US$1.5 billion in Black Friday sales due to iPhone supply constraints. One in three retail stores across the US and Europe experienced stockouts of the new iPhone 14 Pro. China sales were down more than 30% year on year. Apple’s stock had dropped 29% in 2022. China’s zero-Covid policy resulted in massive lockdowns that made factory working conditions unbearable. In the second half of 2022, many Chinese workers quit their jobs at Apple’s Foxconn facilities. The Russia-Ukraine war that started in February 2022 and the ensuing Western sanctions spurred an unprecedented global energy crisis and double-digit inflation. Now that supply chain disruptions, component shortages and rising geopolitical tensions had become a reality, Apple had to decide on a transformation, knowing that the transition presented difficult trade-offs and would take years to complete: (1) Which elements to change in the company’s global value chain? How to approach change without hurting manufacturing continuity, product quality, revenue and profitability? (2) Should Apple further drive its vertical integration in the design of chips, semiconductors, screens and assembly? Or should it adopt the Android phone manufacturers’ model and develop a broader base of suppliers?

• Define Apple’s supply chain competitive advantages and dependencies
• Analyze the factors driving the need for transformation and their impact
• Assess the options available in Apple’s global value chain adaptation to a deglobalizing world
• Evaluate the strategy and tactics for Apple’s supply chain transformation

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• Apple Global Strategy

Simplicity is the ultimate sophistication.  It takes a lot of hard work to make something simple, to truly understand the underlying challenges and come up with elegant solutions.  It's not just minimalism or the absence of clutter.  It involves digging through the depth of complexity.  To be truly simple, you have to go really deep.  You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.  " 

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Team Apple Global Strategy Teachers

• 10 minutes reading time
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Jump to a key chapter

- Steve Jobs

Differentiation is used by Apple to create offerings tailored to a specific markets overseas, and to stand out from the competition internationally. Through this strategy , the company has been able to establish a strong presence around the world.

Differentiation is the idea of making your company's product stand out from other similar products through marketing.

We will explore how the company's slogan "making technology so simple that everyone can be part of the future" set the stage for the next generation of consumer technology. Steve Jobs, the co-founder of Apple, insisted that they take a "consumer-first mentality", as they make advancements in technology more accessible for consumers.

The Apple brand has done a great job in taking the concept of simplicity and stretching it across its entire story. They have also used it to guide their approach to the buying experience. They go out of their way to help consumers get the best experience possible.

By narrowing the potential benefits of the Apple brand to three key functional benefit zones: life, sensory appeal, and the experience, Apple aims to make technology more accessible and help people feel more connected.

Apple's global expansion timeline

1976 - Steve Jobs, Steve Wozniak, and Ronald Wayne founded Apple Computer, Inc., to develop and sell the Apple I personal computer. However, the company suffered from various problems, including its high cost and limited application library.

1980 - Cork is Apple's first location for Europe, the Middle East and Africa headquarters. The facility opened in 1980, and it is the company's first outside of the US. Its sales and distribution operations are also handled at the same office in the same region.

1984 - Apple launched the Mac, the very first personal computer to come without a programming language. The announcement was made through a television advertisement that debuted during the Super Bowl.

1993 - Apple's world headquarters is in Silicon Valley. The company's campus has six buildings with a total area of 850,000 square feet.

1997 - Steve Jobs launched the company's online store. The stores were incredibly successful, and within three years, Apple had reached annual sales of over US $ 1 billion. Over the years, Apple has expanded its geographical reach and opened more stores globally. The company's robust product sales have helped it become one of the top-tier retailers globally.

2001 - Apple launched its first retail stores in California and Virginia. In October, the company debuted the iPod, which was a phenomenally successful product and has sold over 100 million units.

2014 - The original Apple Watch was first introduced in 2014. It was followed by a wearable device with health and fitness tracking features in 2015.

2015 - Apple opened its third headquarters in Israel, which is in Herzliya. The facility has a total of around 800 employees.

2017 - Apple introduced the HomePod , a smart speaker that competed against the Amazon Echo and other similar devices. In 2018, the company acquired Shazam, a company that specialises in music, TV, and advertising recognition. The acquisition was reportedly worth $ 400 million.

2018 - Apple was the world's largest publicly traded corporation. On August 2, 2018, it became the first US company to reach a $ 1 trillion market value.

2020 - Apple is the world's biggest publicly traded technology company by revenue and since January 2021, has been regarded as the most valuable company in the world. It is part of the Big Five American companies, alongside Amazon, Google, and Microsoft.

Apple's global branding strategy

Apple is one of the world's most recognisable companies. Its success is largely attributed to the company's core values :

Accessibility

Educational support

Carbon-neutral

Inclusive work environment

Equity and justice

Supplier responsibility

These values dictate how the company operates in both home and overseas markets and contribute to the development of its global branding strategy .

One of Apple's values is to become carbon-neutral. To achieve this, the company set a goal to only use clean energy by 2030. This does not only apply to the company's headquarters but also to its operations worldwide.

To ensure all its core values apply well across regions and languages, Apple adopts a standardisation strategy.

Standardisation strategy is a strategy used by businesses to create a consistent brand experience across the globe.

With standardised global branding, Apple treats the whole world as one market and provides the same kind of products and services to everyone. This strategy allows them to get the most out of their technology and can meet the varying needs of people in different countries. Another benefit of standardisation is cost reduction . For example, by making the product the same everywhere around the world, Apple is able to reduce its marketing expenses as customers all over the world know what to expect.

There are three important values in Apple's global branding strategy:

The company's values are rooted in its belief that people should be able to rely on technology to solve their problems.

The company has a unique visual style and vocabulary, which is reflected in its product design and advertising.

The company's goal is to create a connection with its customers that is deep and meaningful. This can be done through the creation of trust and the introduction of new products.

Apple's global marketing strategy

Through Steve Jobs' vision and the company's technological breakthroughs, Apple has been able to expand and market itself globally. Nowadays, Apple devices can be found all over the world.

The company's global marketing strategy is based on four pillars:

Wide acceptance of the products introduced by Apple globally reflects the company's major international strategy ie, iPod, iPad, iPhone, iTunes etc.

Brand value is gained by being able to establish a strong presence in the overseas market.

The competitive advantage that Apple Inc enjoys through its differentiation strategy allows it to take on the challenges posed by its rival firms in the overseas market.

Low imitation , as through its differentiated strategy, Apple Inc has been able to create products that are not only superior to those of its competitors but that also require the company's employees to develop innovative ideas.

To understand this better, let's take a look at Apple's marketing and market penetration strategy in China:

China is a lucrative market for many multinational companies. However, it is not easy to penetrate the Chinese market due to the high level of competition.

Despite initial setbacks, Apple's marketing strategy proved successful. Its success has been driven by a mix of pricing strategies, a deep understanding of local customers, and a focus on middle-class consumers.

As for market penetration , Apple distributes its products via both direct and indirect channels:

• Direct distribution channels include Apple's own retail stores, set up in various locations to display the company's products and provide customer support.
• Indirect distribution channels include intermediary organisations, suppliers, retailers.

A large number of Apple suppliers are also located in China. Out of 809 Apple production facilities worldwide, China accounted for 380, or more than one third. Goertek and Luxshare are the two biggest China-based Apple suppliers.

Apple also formed joint ventures in China to make its products and services more accessible to customers. For example, in 2017, the company opened a new centre to support iCloud users there. Apple also entered a partnership with Luxshare to produce Airpods.

To learn more about the different modes of market entry , check out our explanation on Market Penetration.

Besides China, Apple is also a part of many emerging markets such as India, South America, and the Middle East.

Apple's global expansion can also be put down to its years of experience and innovative marketing strategies.

Through extensive marketing, Apple was able to successfully penetrate the Indian market by targeting two companies, Vodafone and Bharti Airtel .

Due to the immense popularity of the iPhone in India, Apple decided to lower the prices to gain more traction in the country. This was also beneficial for them as they were able to create a first class retail experience in various cities.

Apple's Global Tax Strategy

To significantly reduce their worldwide tax liability , Apple has set up a financial operation (a subsidiary company) called Apple Sales International (ASI) which is registered within the Republic of Ireland (ROI) to benefit from a low corporate tax rate (12.5%).

Having registered ASI within the ROI, Apple has taken further advantage of the tax legislation within the ROI by negotiating a tax rate with the government. Since the tax position of ASI within the ROI is not strictly clear, as Apple operates in multiple countries, Apple has used this situation to negotiate a corporate tax rate of just 1.8%.

This has clear advantages for Apple. But there is also an advantage to the government of ROI. This is because ASI is simply a company registration, and it would cost Apple very little to move ASI to a different country. If that were to happen, then the government of ROI would lose the tax income that they receive from Apple.

The company's goal was to expand its market share globally by developing a strategy that would allow it to gain access to various international markets. For its global operations, Apple focused on three key business drivers: creativity, innovation, and added value. The company's goal is to gain a competitive advantage over its main competitors. Through innovation, Apple can provide consumers with unique products that are aligned with their changing needs.

Apple Global Strategy - Key takeaways

Differentiation strategy is used by Apple to create differentiated offerings in the overseas market.

The brand is known for its unique, innovative products, imagination, emotion and experience.

A standardisation strategy is a process that Apple uses to reduce its expenses and improve its efficiency.

The company's strategy focuses on creating a differentiated product line that provides high-quality mobile communication.

Apple distributes its products through both direct and indirect distribution channels.

The company's global marketing strategy is based on four pillars: wide acceptance, brand value, low imitation and competitive advantage.

Kenyie Shofner, Thinking Differently: Why Apple's Brand Succeeds Worldwide, United Language Group , n.d.

Apple Globalization & Global Strategic Planning, Assignment Help Experts, n.d.

Graham Robertson, Apple case study: How Apple builds everything around simplicity, Beloved Brands , n.d.

Apple Inc., Popular Timelines .

Apple Mission Statement, Vision, & Core Values, Business Strategy Hub , 2021.

Apple’s Growth in Chinese Market, Grin , 2012.

Flashcards in Apple Global Strategy 8

True or False? 

The Apple brand has done a great job in taking the concept of simplicity and stretching it across their entire story. They also have used it to guide their approach to making sure that their consumers have a great buying experience. 

The brand is known for its unique, innovative products, imagination, emotion and experience. 

A standardization strategy is a process that Apple uses to increase its expenses and improve its efficiency. 

The company's goal is to create a disconnection with its customers. 

What year was Apple founded? 

Where was Apple's first location for Europe, middle East and Africa headquarters? 

Cork (south Ireland) 

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Frequently Asked Questions about Apple Global Strategy

What is Apple's global strategy?

Apple uses a standardisation strategy to create a consistent brand experience across the globe. This ensures that all its core values apply well across regions and languages.

Does Apple use a global standardization strategy?

Yes, Apple uses a global standardisation strategy for its branding. With standardised global branding, Apple treats the whole world as one market and provides the same kind of products and services to everyone. This strategy allows them to get the most out of their technology and can meet the varying needs of people in different countries.

What is the competitive advantage of Apple? How has it contributed to the success of Apple?

Apple's competitive advantages include differentiation and simplicity. Differentiation is used by Apple to create offerings tailored to specific markets overseas and to stand out from the competition internationally. Additionally, the Apple brand has done a great job in taking the concept of simplicity   and stretching it across its entire story. 

How does Apple use differentiation strategy?

Differentiation is used by Apple to create offerings tailored to specific markets overseas and to stand out from the competition internationally. Through this strategy, the company has been able to establish a strong presence around the world. 

What strategies has Apple implemented to keep its costs down relative to its competition?

Apple outsources parts of their production to decrease its costs. The company also benefits from certain tax advantages as Apple has set up a subsidiary company abroad.

Test your knowledge with multiple choice flashcards

True or False? The Apple brand has done a great job in taking the concept of simplicity and stretching it across their entire story. They also have used it to guide their approach to making sure that their consumers have a great buying experience. 

True or False? The brand is known for its unique, innovative products, imagination, emotion and experience. 

True or False? A standardization strategy is a process that Apple uses to increase its expenses and improve its efficiency. 

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Apple Inc.: Global Supply Chain Management

Nov 12, 2020

• Apple Podcasts

Fraser Johnson , professor of operations management at the Ivey Business School, joins host Matt Quin to take another look at his  award-winning  case,  Apple Inc.: Managing a Global Supply Chain  (2014), as well as the recently published update,  Apple Inc.: Global Supply Chain Management  (2020).  In this episode, Johnson and Quin discuss Apple's business model, how he has brought the company into the classroom over the years, and why junior faculty ought to consider writing cases. Professor Johnson is the Leenders Supply Chain Management Association Chair at the Ivey Business School, Western University, where he teaches courses in supply chain management and operations. Johnson is also the Director of the  Ivey Purchasing Managers Index , one of the most widely watched and utilized indicators of future economic activity in Canada.

Hi, I'm at Quinn. Thanks for joining us for decision point from Ivy Publishing at the Ivy Business School. Today we returned to another award winning and best selling case. Apple INC managing a global supply chain, originally published in two thousand and fourteen. Authoring Professor Frasier Johnson from the Ivy Business School, presents a snapshot of Apple up against competitors such as blackberry and Samsu. Unlike other companies with leading supply chains, such as Walmart, apple's approach to supply chain strategy and supplier management padded, investing far less in assets to support distribution. Instead, the company is now famous for its focus on innovation, new product development and brand management. In this episode we ask Professor Johnson about how apple was able to use its business model and supply chain strategy to help it continue capturing significant value from hardware sales. We also take a look at the updated two thousand and twenty case in the increased complexity for apple as it continues to add services in products to compete in the mature smartphone market. I hope you enjoyed today's episode. So, Frasier, thanks very much for joining us today. Apple was a really different company in two thousand and fourteen. What prompted you to write the case then, and how have you audit what's changed as you've taught it throughout the years? Well, apples a fascinating company. A lot of the cases that are done in the supply chain area tend to be with traditional manufacturing companies like Toyota or large retailers like Walmart, and one of the things that really interested me about apple was or business model with the IPHONE, with these annual product introductions, with big spikes in demand, and exactly how were they able to get their supply chain organized to be able to meet these big peaks in demand that they were facing. So the great thing about cases is it puts the student in the seat of a protagonist. This particular case Examines Apple from the perspective of Jessica Grant. She's an analyst with a Toronto based Money Management Firm. You, as an author, did a great job of giving students a primer of how apple was able to reach the margins with the iphones through supplier relationships and really tight coordination of the supply chain. Can you remind listeners what's at stake in the case for apple when it was set in two thousand and fourteen. Well, apple was one of the early innovators in the smartphone business and if you take a look at what's happened to the company over the last decade or so, the iphone is a way that apple connects with their consumers. Those they do things like sell services to individuals. Really, you know, the analogy that I use in the teaching note is that the iphone represents the the the razor that they used to be able to sell the blades to the consumers. So as apple looks to expand as market in the smartphone business, really what it does is give them a platform to be able to connect with their consumers. And from the students perspective, you're putting them in the role of the analyst in the case allows them to take a look at the entire business operation as opposed to taking the role of a functional executive with a specific functional related problem. So let's talk teaching notes for a second, because you've written a lot of case as many of them are best sellers. Let's dive into the teaching note part of this. In the teaching note you mentioned flexibility as a key part of the apple supplier management strategy. With recently apple moving away from mentell process. There's in away from Samsung as a screen supplier. It seems that the company is really continuing to embrace this approach of flexibility. What do you see in the company? Back in two thousand and seven when apple launched the iphone, they basically outsourced everything. HMM. So to bring a iphone to market they had to work closely with their suppliers. And the other interesting part of this is a short product life cycle of the IPHONE. They bring a new product ote every year and that was one of the it's one of the other important parts of the case. How do you work with suppliers where you're constantly launching and relaunching a new product every year, in selling product in the in the millions? So if you take a look at a company like Walmart, for example, they practice every day low pricing, so they try to minimize the bull whip effect and provide stable demand so they can work with their suppliers to reduce their total costs. Apples a complete opposite. They embrace variability. They have, as I said earlier, these annual releases with huge product introductions, with high volumes and then volumes taper off slowly until they bring out a new product and repeat the process all over again. And so you've built this in these comparators, in in the narratives. So one of the things that we know is important about the uptake of a case, in the sales of a case, is also the teaching note, and you write great teaching notes. You've mentioned apple versus Walmart. What are some other things that you try to include in a teaching note to help a faculty member use it in the classroom? What are your keys to success? Well, you know, what you want is, as somebody writing a case, to have a teaching note that resonates with other instructors. So when I say resonates, it's got to be something that they can relate to. It doesn't want to be so complicated that when they read the case and then take a look at the teaching note, become intimidated with the material that they see. They have to be able to understand it. They'd be had to be able to translate the material that you provided the teaching note into a classroom setting, so being able to talk about the issues at instructors face, including a teaching strategy appropriate questions to ask as part of delivery of the material are all very important. The other thing that I think is important to recognize is it before the case is completed, you've also got to write the teaching note. So don't publish the case and then come back to the teaching note a month later or two months later. Rate both documents simultaneously, because you have to use your teaching note as a quality control check to make sure that there's enough information in the case for the students and the instructors to be able to complete the analysis properly. And I know something you've done and our other colleagues have done is way to finalize that teaching note, if you will, until you've taught it a couple times and see how certain questions go or there might be some new information that comes out that you can include. So I know you've done that a few times as well. Right. Yeah, for many of the cases that I've written I will go back to the great staff at I've publishing and make revisions to the teaching note and perhaps to the case I'm talking about, minor at it to make in case issues have come up in the class discussion and I can help clarify the case by making qualifying statements. Sometimes when you're right a case, even with the editing process that you go through, sometimes students don't always interpret the information properly. So gives me a chance to be able to go back in and, you know, just a couple of sentences put not tend to clarify what certain peoples of data mean. For example, one of the tips that you gave is to try to not make things overly complicated. At the time of the case there's a lot happening at at apple with the five c being released. Profit margins were down slightly from, you know, two thousand and nine to two thousand and eleven. What do you think of and consider as you're writing a case to maintain that focus without, you know, there's a lot that you can put in a case. How do you remain so focused as an author? Well, I think that you're right a case in a particular point of time and as you as you say, you know, a lot has happened at apple in the last decade, or I guess thirteen years, since they brought out the first iphone, and you know the way that I view a lot of cases. You like my one an apple my other cases on Walmart and Amazon, is that they're almost live cases in the sense that, you know, I keep crack of what's going on in these organizations throughout the year before I teach the case so that we can use the information in the case is kind of a launching board, but we can also I can also incorporate through the introduction of power point slides, for example, and other information in terms of more recent developments. In the case of Apple, you see them, for example, insourcing more product buying the chip division from Intel and moving more to insourcing mode as opposed to an outsourcing mode, and that's the kind of stuff that you can incorporate into the class discussion. You've mentioned that you've released an updated case, which is great. We encourage faculty to do that and authors to do that. We welcome that and it's a smart thing to do because the cases evolve, the companies evolved in the situations, in the environment that the business is working evolved as well. Could you talk a little bit about the new case and the new complexities for Apple? Is As we sit here, in two thousand and twenty I wrote the first apple case, as you stated earlier, in two thousand and fourteen and if you take a look at what was happening to apple at that point, the sales for iphones were on the upsway and you know, if apple had a problem at that point, it was simply keeping up with demand. Now, if you take a look at what's happening in two thousand and twenty, the situation that the company faces and the challenges for its supply chain or are a lot different. As we talked about earlier, it's more moved to more of an insourcing model. On the other side of it, sales of the IPHONE are now starting to flatten out and the smartphone market is starting to mature. So we've see in back in two thousand and fourteen, apple competing in an environment where the markets growing margins are pretty healthy and it's having trouble keeping up with the man to in two thousand and twenty, where you're facing consecutive years of sales declines of the IPHONE and a maturing market with a lot of price pressure on margins. The other thing that you see with apple in two thousand and twenty compared to two thousand and fourteen is an increased emphasis on services. So one of the things that we can talk about in the new case is how does apple manage its services supply chain? So it really gives you a double edge. On one side we can talk about changes to the iphone and what apple does to manage its iphone successfully, but also how do they use the iphone in terms of its relationships and connectivity with its customers as part of its services supply chain? I've mentioned before how popular this case is. It's been climbing up the best seller list for years. Why do you think that is it? Is it the brand? Is it because the student can hold this thing in their hands and have a relation with with the company? What do you think is made us so popular? You know, I like to say cases like this teach themselves, and you know it's an overused line maybe in some areas, but students are familiar with the company, instructors are familiar with the company. The brand is strong. Even students that don't necessarily get excited about coming to class and talking in a case discussion do like the technology companies and I think there's something in the case for people that most people, particularly students, can relate to in terms of the technology and how they use their iphones and even the debate among the students in the class, among the iphone users versus the non iphone users. So every time I teach the case I ask you know, who's using apple products, and iphones included, and who's not using them, and why is that? You know, why do you like apple? Why do you use your products? On the other end of the spectrum, who are the Anti Apple people and why have they made a conscious decision not to participate in what I call in my new case apple ecosystem? And that kind of allows us to talk about the company strategy, which then evolves into a further more detailed discussion about how they're able to support Tho strategy with their supply chain capabilities. Yeah, it's a very accessible for for students of many Undergrad students, Grad students, high school students, can they can all take a different approach with it, but apple is a company is pretty accessible. Have there been any challenges or surprises when you've taught this where you go, oh, that's a different perspective or I have to remember to the include that in my next version of the case. Anything that comes to mind. The major event for me was in two thousand and nineteen as I was teaching the case and my supply chain management elective. And you know, as I'm standing up in front of the class talking about what's happening with a company in two thousand and nineteen, about exactly how much it changed at at Apple, and you know that point. You know after I, as I do after every class, I make notes to myself in terms of things that I want to remember for the following year, I made the decision that I commit the time to updating the case and writing and ended up doing that writing the case this year. So to me, you know, when you deal with cases like apple, you know a lot of the changes and things that happen, both in the classroom as a result of what happens at the company and as part of your preparation in terms of teaching the case. Is kind of evolutionary. Is of most revolutionary. Yeah, but eventually, you know, with companies like this, you do reach a point where you've got to think about revising the product, and that's one thing I want to give as a really good tip, and I don't want to overlook this, I'm just looking at some notes I've got here, is that the importance of immediately after the class, taking down notes as an instructor H who's either taught this case a number of times or just new to it. All the great case teachers that I've seen makeup point immediately, even at the breaks, of writing down some notes about ways it could be done differently or different things to approach or something that didn't go so well. So I want to make sure that if we hit that point for those that are listening, because that's such a great tip that I don't want to overlook. So anything else that you make a point of doing right before class or during a break or right after the class as a process for case teaching? Yeah, yeah, I think that this is maybe a minor point, but I think a relevant one. I think regardless of how many times you've taught a case and regardless of whether or not you're the one that wrote the case, and sometimes I think people that write cases can be too overconfident in terms of their level of understanding with the material to invest the time before class to get ready, regret, regardless of how many times you've taught the case. So don't just pick the file up and walk into class. US remind yourself about the essential details of the case and the case facts and think about how you're going to manage the conversation with the student. And, as I said earlier the debrief after class, every time I teach a case, I sit in my office after class and make note to my teach on the front of my teaching plan in terms of things that I would adjuster do differently or things that I want to remind myself worked well and to do. And that regular pays off, because I've seen you teach. You've welcome to a lot of our team members from I be publishing to watch a teach. So I've seen it at work. As we wrap up today on the discussion, I want to come back to the writing of cases. Do you have anything that stands out to you that you wish somebody had told you when you were just starting to write cases? Any any tips for new case writers as they ventured down this road? I think that you, as a new faculty member, writing cases is a is a great way to first of all learn about management practice and if you're writing feel cases working with companies in terms of material or case development, it gives you a chance to be able to talk to managers about some of the issues that they're facing and it keeps you current and, you know, being able to and you can do that through your research, certainly, but writing cases is another way to be able to stay in touch with what's going on in terms of management practice. The second point is a writing cases helps you establish credibility with your students. Students pay attention to the material that's being used in terms of the case studies, and if your name's on the author list of the case study that they're using, it tells the students that you know you're doing work in this area. These chances are they're probably not reading your research and helps establish some credibility in terms of your familiarity with the subject matter and the material that you're using in class. Well, that's fantastic. Thank you so much, Frasier, for taking the time to speak with us and, moreover, working with our team on publishing cases and bringing cases to the class. I know when we get a submission from you, our team always enjoys the process, so thank you for that as well. It's my pleasure. Thanks for the great job that everybody to I be publishing, does and supporting the word that the faculty does in terms of writing and publishing cases. If you enjoyed today's episode, subscribe to Decision Point on spotify or wherever you listen. Be sure to check out the show notes for links to cases, resources and more. have any feedback, send us an email at cases at IV DOC A.

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• Assignment: RC TOM Challenge 2017

Globalization with Apple

If the cost of manufacturing continues to increase in China as predicted, will it continue to be the best place to manufacture for Apple products?

Apple Inc has received a lot of bad publicity for using Chinese manufacturing companies to build most of their products. As a consumer would you be willing to pay at least $100 more for an iPhone to know it was designed and manufactured in the United States? (1)

Apple’s role with International Trade

Apple along with other manufacturing companies has taken manufacturing overseas to reduce costs and improve efficiencies. Many of the upstream components and subassemblies are also manufactured in China and Southeast Asia, so to do final assembly in the United States would create huge logistical challenges. China also has much larger and more nimble factories than in the United States. (2) Labor is starting to become an issue during peak seasons, usually over the summer due to the large number of manufacturing companies looking for labor. Companies are competing for moderately “skilled” labor to meet the demands of product launches. During an iPhone launch contract manufacturers need to hire or re-allocate around 250,000 people to work on finally assembly of the new iPhone. There are also all of the upstream suppliers who are also in need of employees to work on their sub-assemblies and components that go into the finished good. Apple now pays a premium on top of minimum wage to their contract manufacturers to ensure that they receive the labor needed to not delay production. Even with China’s population it is still a challenge to meet the demands of labor when so many companies are competing for the labor. Apple is currently heavily weighted in China for final assembly manufacturing, but if there were any changes in government regulations or tariff rates as stated by President Trump, it could put Apple at a significant disadvantage to getting product to customers in a timely manner and take an enormous hit to margins. (3)

Apple’s current strategy

Pathways to Just Digital Future

For the mid term, Apple has started to look at other countries to do their final assembly production. Apple is looking to produce in other countries, not just to reduce costs but to also increase revenues. IPhone market share in India isn’t in the top five smartphones so there is a large opportunity to establish its brand with the worlds 2nd largest populated country. (5) India is a strong candidate because the labor wages are approximately 25% the cost of labor in China, they have the experience and skill to quickly learn the manufacturing process for iPhones, and they have the ability to keep up with labor demands during peak seasons. (6)

President Donald Trump and Apple CEO Tim Cook met to discuss Apple’s future of manufacturing overseas. President Trump claims that Tim Cook has promised to build three large plants in the United States. Apple continues to explore its options of where to manufacture based off of costs, complexity, potential and capability. Producing in the United States poses other risks such as speed to market, increased costs, and manufacturing flexibility.

Recommendations for Apple

I think the Apple management team should make a bigger effort to explain the benefits of manufacturing overseas other than costs. Benefits include international opportunities to its employees, speed to market for its customers to have the latest and greatest technology, and efficiencies in the supply chain with the sub-component suppliers. Apple should also promote the number of foreign workers they have sponsored to work in the United States to add to the country’s diversity and accomplished population.

I also think that Apple needs to ban together with other manufacturing companies such as Microsoft, Alphabet, and Amazon to contest the current President’s goals of bringing all manufacturing back to the United States and “making America great again”. To bring that much manufacturing back to the United States would be a drastic change that would cause the companies to invest a significant amount and money and resources toward the move back and the country may not be able to keep up with the high demands of skills and labor needed to produce all hardware products.

Key Outstanding Questions

• With the rising labor costs in China and the competition for labor should Apple consider moving back to the United States or to another country? If so, which country?
• Do you think the United States can handle bringing back all manufacturing jobs in the medium term?

(Word Count 798)

• Swearingen, Jake. “Apple Isn’t Building 3 Factories in the U.S., No Matter What Trump Says.” Nymag.com, 25 July 2017, nymag.com/selectall/2017/07/despite-trump-claims-apple-wont-build-3-factories-in-u-s.html.
• Blodget, Henry. This Article Explains Why Apple Makes iPhones In China And Why The US Is Screwed. Business Insider, 22 Jan. 2012, businessinsider.com/you-simply-must-read-this-article-that-explains-why-apple-makes-iphones-in-china-and-why-the-us-is-screwed-2012-1 .
• Kharpal, Arjun. Apple is exploring moving iPhone production to the US: Report. CNBC, 18 Nov. 2016, cnbc.com/2016/11/18/apple-is-exploring-moving-iphone-production-to-the-us-report.html .
• Apple CEO Promised to Build 3 ‘Big’ Plants in U.S., Trump Says. Fortune, 25 July 2017, fortune.com/2017/07/25/apple-ceo-big-plants-trump/.
• Vincent, James. Apple has started assembling iPhones in India. The Verge, 17 May 2017, theverge.com/2017/5/17/15651842/apple-iphone-india-assembling-begun .
• Zhu, William. Comparison of Manufacturing Between India vs. China. LinkedIn, 9 Sept. 2016, www.linkedin.com/pulse/comparison-manufacturing-between-india-vs-china-william-zhu/.

Student comments on Globalization with Apple

I agree that it is not viable to bring a great deal of labor-intensive manufacturing back to America. The cost seems too high for most companies and would ultimately be passed through to the consumer. I think a better approach is understanding the root causes that are driving companies to manufacture abroad (e.g., is it purely cost of labor or other factors). The New Yorker posted an interesting article about Trump’s manufacturing policies (see link below). I believe the labor content required for manufacturer is going to decrease while the need for skilled workers who can operate specialized manufacturing equipment will grow. Both the US government as well as US based companies like Apple should evaluate how they are positioning American workers to shift to the changing environment and help these employees receive the requisite training they need to handle the shift to the modern factory.

https://www.newyorker.com/business/currency/why-donald-trump-is-wrong-about-manufacturing-jobs-and-china

Although the future of unskilled or low-skill labor seems very much in question, this article also brings into question the very long-term implications of new technology and the effect on capital and labor investment. If machines/capital are able to replace more and more human labor, will the production shift back to the countries where the final goods will be sold? Or will it still make sense to manufacture those items in certain countries based on the labor base and the price of the labor in those countries? Furthermore, what affect will the shift from human labor to capital for production have on those countries that have relied heavily on manufacturing jobs to boost the middle class?

Very interesting topic!

There were two things that came to my mind as to how apple can combat wage inflation. 1. Automation: How much will Apple invest in automation and work with their suppliers to reduce dependency on labor, especially eliminating the low to medium skill jobs. However, this is not easy and will take time. 2. Diversification of supplier base: Given the need to expand the manufacturing footprint and move to cheaper locations, India is a potential destination for apple with one of the solutions being to manufacture the older iPhones in Bangalore [1]. Yet, developing new suppliers and maintaining quality and scale in India is a whole new challenge.

However, on the isolationist policy and moving manufacturing back to US, Apple could potentially move manufacturing of some of the low volume high complexity items to US, employing few workers as a show of good faith. But with regards to scale and cost, I am unable to see how they would ever be able to manufacture a large portion of their demand in the US.

[1] http://mashable.com/2017/03/24/apple-iphone-india-6-6s-se/#Q9i1Fz2vCsq2

Thanks for sharing your insights on Apple and the implications protectionists policies will have on the company moving forward. To answer your first question regarding Apple’s response to rising labor costs in China, I do think that in the short term Apple should consider diversifying its geographic footprint to expand into neighboring countries with lower labor costs. That being said, I believe increasing dependence on automation will have a tremendous impact on Apple’s strategy moving forward as it considers labor costs management. As more and more workers are replaced with machines, Apple prospects of moving manufacturing back to the US in line with Trump’s protectionists agenda may increase. I think the central question to answer here is what type of labor Apple will need from a manufacturing prospective in the automated landscape of the future.

Lastly, I think one other element that will figure into Apple’s decision to invest more in US manufacturing is where its key partners and suppliers are going. Foxxconn, one of Apple’s largest manufacturing partners, already has plans to build new factories in the US [1], and if this trend continues I believe that Apple may consider increasing their US investment as well.

[1] https://www.cnbc.com/2017/05/09/foxconn-us-factory-likely-may-be-used-for-iphone-and-ipad-displays.html

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Apple Inc. in 2020

• Format: Print
• | Language: English
• | Pages: 31

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David B. Yoffie

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Apple -A TNC, Transnational Corporations, Multinational Corporation, World Trade

Subject: Geography

Age range: 11-14

Resource type: Lesson (complete)

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This 1 hour KS3 lesson investigates how and why companies are able to become global brands. Pupils develop their awareness of the characteristics of transnational co-operations, using Apple as a case study. Pupils engage in a duel-coding activity, learning the benefits of producing and selling goods in lots of countries around the world.

Check out some of my other products relating to Globalisation:-

• What are products and services?
• What are producers and consumers?
• How has employment structure changed in the UK?
• What is globalisation?
• What factors have caused globalisation?
• How do conflict minerals affect people living in Africa?
• Does slavery still exist? (Investigating Apple’s iPhone factories)

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A bundle is a package of resources grouped together to teach a particular topic, or a series of lessons, in one place.

Globalisation Topic Bundle

If you like my work, please follow me for more resources and leave a review! This bundle includes all of the PowerPoints, worksheets/activities, formative/summative assessments & planning documents required to teach this 12 week unit. Pupils reflect on the global demand for products and services and realise that many products are sourced from countries overseas. An understanding of global trade is developed, as pupils learn about producers and consumers. Changes to employment structure in the UK helps pupils to understand why many countries are now interdependent, promoting globalisation through world trade patterns. Graph skills are developed within this part of the unit. Pupils are then introduced to the concept of globalisation and consider how their knowledge wealth of global products, people and services has developed. The main causes of globalisation are considered pertaining to trade patterns, and transport / communication technology. The impacts of the various types of globalisation on economic activity, cultures and environment is highlighted through case study examples. The growth of apple as a TNC is investigated, highlighting the reasons and benefits of multinational operation. The unit delves deeper into the electronics industry, highlighting the impacts of primary and secondary industry in the Congo and China, respectively. Pupils evaluate the impacts of operations on the local people and environment. **Check out my other topic bundles!** * [Weather & Climate Topic Bundle](https://www.tes.com/teaching-resource/resource-12312863) * [Africa & The Development Gap Topic Bundle](https://www.tes.com/teaching-resource/resource-12459456) * [Investigating China Topic Bundle](https://www.tes.com/teaching-resource/resource-12473330) * [World Tourism Topic Bundle](https://www.tes.com/teaching-resource/resource-12561593) * [Tectonic Hazards Topic Bundle](https://www.tes.com/teaching-resource/resource-12559650) * [India & The Plastic Problem Topic Bundle](https://www.tes.com/teaching-resource/resource-12562319) * [Earth's History Topic Bundle](https://www.tes.com/teaching-resource/resource-12561627) * [Geographical Skills Topic Bundle](https://www.tes.com/teaching-resource/resource-12561642) * Energy & Climate Change Topic Bundle -(Coming soon)

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