International marketing strategy of the enterprise (based on the materials company «Apple Inc.»

Abstract

The purpose of the study is to substantiate the international marketing strategy of the enterprise (on the example of Apple Inc.). The object of the study is the formation and implementation of an international marketing strategy in transnational corporations. Research methods: the method of analysis and synthesis, induction and deduction – to identify the essence of the company's marketing strategy; the case-study method – a detailed study of a specific example of an international marketing strategy of a company, such as Apple; classification – to study different types of marketing strategies; trend and statistical-analytical methods – to analyze the activities of Apple Inc.; the alignment method – for a comparative analysis of the main indicators of Apple Inc. with competing companies; graphical method – to visualize the results of the analysis; SWOT analysis and analysis of Porter's five forces – to identify possible alternatives to Apple Inc.'s marketing strategy, etc. Information support of the study: scientific and analytical research of domestic and foreign scientists, information posted on the official website of Apple Inc., rating assessments of international organizations, analytical studies conducted by the Organization for Economic Cooperation and Development, Eurostat statistics, as well as information from electronic Internet resources related to the activities of Apple Inc. Research results. In the process of the study, theoretical and methodological approaches to the formation of the international marketing strategy of the enterprise in the context of globalization are revealed. The essence of the marketing strategy of the enterprise, its role and features of formation in modern economic conditions are substantiated. The main stages of building an international marketing strategy, which allows adapting the company's activities to the requirements and challenges of the foreign market (chapter 1), are allocated. price, place, promotion) of the company at the global level, which made it possible to identify the key factors of Apple Inc.'s success in the international environment (Chapter 2). Innovative approaches to improving the international marketing strategy of Apple Inc. are proposed (chapter 3).