Iphone Roaming Around the World

Chapter 9 – Product Policy

iPhone Roaming Around the World

Should Apple adapted on the new regulation even though it was not parallel with the company’s regulation?

Since company become bigger and internationally known, marketers should be aware in term of the adaptation of the product worldwide. Each target market in different part of the world has different adaptation decision factors such as government regulation, consumer preferences and expectations. As each target market have different factors to be considered at, international marketers should think of their product to meet customer demand. For example, some marketers need to change their product offerings before entering a new market to be accepted in the society. According to Reinartz (2011), there are several challenges that marketers could face when entering a new international market, such as consumer-based challenges, industry-based challenges and legal/regulatory-based challenges. There are three markets that differentiate the challenges, mature markets, emerging markets and less developed markets. In mature market, marketers face an increasingly demand on the environmental sustainability of the product. However, marketers may also be able to partner with local governments to find solutions to promote sustainability and increase brand image in the society (Porter 1998). In the emerging markets, other country in mature markets generally more heavily influences the regulations. In addition, Takada and Jain (1991) also found that the legal system and governmental issues play a major role in the innovation process. Therefore, firms usually develop long-term relationships with host countries to have better agreement in the policy. In the less developed markets, the challenges are characterised by frequent changes in the legal/regulation, thus create less conducive to make investment in the countries.

For example, Apple products come with guarantees. Under the company regulation, there is only...