Apple in India

In such a large emerging market like India it is essential for a company like Apple to identify the markets it wants to target. This is due to the fact that targeting the whole Indian population will waste a lot of resources which could be used for other projects. Therefore Apple should target the following markets to reap the best results possible in the Indian Market.

The first market Apple should target in India is the market of Students. This target market is made up individuals who are usually aged between 16-25 and are at a higher educational institution. This market is very large since the majority of Indian Students at a higher educational institution keeps on rising each year.

Students in India have very limited budgets and the majority of students are making their own decisions for the first time since they are living away from home. Students therefore want to purchase products, which make their student life easier, Therefore Apples product offering makes this happen. This is due to the fact that products such as the iPhone and iPad and also their Mac Computers all have applications and uses which will aid students in their student life. For example one can download an application on their iPad to remind them when they have lectures and where and download another application to take notes on.

Students in India also want to look hip and are influenced heavily by their western counterparts who they want to imitate. This is due to the fact that since many international companies have moved into India it has caused the westernization effect on Indian culture especially effecting the youth. Apple therefore will find it easier to offer its products to Indian students as in the western world Apple's products such as the iPhone are perceived as hip and cool to own.

Attracting Indian Students therefore has huge long run brand loyalty effects. This is due to the fact that that targeting Apple products to them from a young age will