Kinh tế vi mô - phân tích thị trường Apple - Tài liệu tham khảo | Đại học Hoa Sen

Hoa Sen University – Micro economics LOGISTICS AND TRADE INTERNATIONAL TRADE MICRO-ECONOMICS THEME:
APPLE ELECTRONICS ESSAY IN THE US MARKET (IPHONE 2020)  Instructor : NGO DUY MANH Execution team : Group 6&7 Class : 0100 No. MSSV Member name 1 2184134 Tran Nhat Huy 2 22013320 Truong Dien Thu
Ho Chi Minh City, December 20, 2021 1
Hoa Sen University – Micro economics BEGIN
First of all, my team would like to express our sincere thanks to Mr.Ngo Duy Manh for
accompanying and teaching so that the group can complete the report. He conveyed
his knowledge to each member of the team in particular and the class in general.
From there, my team is fully equipped with the knowledge of the subject. At the same
time, we would like to thank Hoa Sen University for bringing a useful subject (KTVM)
into the curriculum of students of Logistics and International Trade. A subject that we,
we will definitely apply to the reality of our discipline after graduation. For the first
time, the team was given a paper applying practice, analysis and research. As a
result, the report does not avoid shortcomings and will likely be flawed. I hope you
can give guidance and guidance so that the team can fix and correct in the following articles. TABLE OF CONTENTS 1. Introduction 4 1.1
Reason for implementation..............................................................................4 1.2
Implementation objective................................................................................4 1.3
Scope of implementation.................................................................................4 1.4
Method of implementation...............................................................................4 2
THE SUPPLY AND THE FACTORS THAT AFFECT THE SUPPLY 5 2.1
Apple’s supply.................................................................................................5 2.2
Factors that affect the supply...........................................................................7 2.2.1
Malformations...........................................................................................7 2.2.2
Politics...................................................................................................... 7 2.2.3
Suppliers...................................................................................................8 3
DEMAND AND FACTORS AFFECT THE DEMAND8 3.1
Demand...........................................................................................................8 2
Hoa Sen University – Micro economics 3.2
Factors affecting the demand of Iphone market:..............................................8 3.2.1
Income change:.........................................................................................8 3.2.2
Replacement commodity prices:...............................................................9 3.2.3
Additional commodity prices:...................................................................9 3.2.4
Number of consumers:..............................................................................9 3.2.5
Consumer tastes (preferences):...............................................................10 3.2.6
Expectations:...........................................................................................10 3.2.7
Earning expectations:..............................................................................10 3.3
Government policy:.......................................................................................10 3.4
Marketing size varies:....................................................................................10 4
SMARTPHONE MARKET: IPHONE AND SAMSUNG 11 4.1
Iphone............................................................................................................ 11 4.1.2
Focus on customer experience................................................................15 4.1.3
Advertising content focuses on customer................................................15 4.2
The typical competitor on the market compare to Apple (Samsung).............15 4.2.1
Production and supply capacity...............................................................17 4.2.2
Supply chain management strategy.........................................................17 4.3
General humane(SWOT):..............................................................................19 4.3.1
Strength:..................................................................................................19 4.3.2
Weakness:...............................................................................................19 4.3.3
Opportunities:.........................................................................................19 4.3.4
Threats:...................................................................................................19 5
POTENTIAL AND DEVELOPMENT ORIENTATION OF THE INDUSTRY
– SUGGEST SOLUTIONS PROPOSED DEVELOPMENT OF THE INDUSTRY 20 5.1
The evolution of the iPhone...........................................................................20 5.2
The potential for the iPhone in 2040..............................................................20 6
SUGGESTIONS FOR INDUSTRY DEVELOPMENT PROPOSALS 21 7
CONCLUDE………………………………………………………………... 22 3
Hoa Sen University – Micro economics 1. INTRODUCE 1.1 Reasons for implementation
Referring to smartphone models, we can not ignore the name Apple (iPhone) is a
brand extremely famous in the world and has high preference in the world market in
general and the US market in particular. Apple's brand values and iPhone presence not
only in the U.S. and around the world include: brand, innovative design, security,
good links to other services, creative advertising. Not only impressed by the
aforementable numbers in the market, the way Apple has invested in the iPhone line
makes users want to understand more about it. From the small details that are subtle to
the big elements that make up success, it gives each person questions to ask about
many aspects, perspectives in learning about this smartphone. 1.2 Implementation objectives -
It always makes us want to learn, analyze and learn. -
Analysis and data collection of iPhone in 2020 1.3 Scope of implementation -
Scope of implementation in the US market in 2020 4
Hoa Sen University – Micro economics 1.4 Method of implementation - Analysis and synthesis
2 THE SUPPLY AND THE FACTORS THAT AFFECT THE SUPPLY 2.1 Apple's supply
Apple is known to own a world-leading supply system. With the same size and
extremely large coverage, this big man always wants to sign with any supplier that can
produce its source in the best way and has strict requirements for its products. There
are still many businesses that want to become suppliers, with about 800 businesses
involved in Apple's supply chain located across 30 different countries. Some big names
such as Luxshare, Qualcomm, Foxconn, Petragon or even its big rival Samsung.
However, only 200 businesses considered by Apple to account for 97% of the supply
chain value, while the remaining 3% of enterprises for the other 600 enterprises
accounted for 97% of the supply chain value.
There are already 200 businesses in Apple's supply chain. Apple's dependence on
China has grown year-on-year, even though some businesses see better manufacturing
value in countries like India and Vietnam, shifting factories to their own countries.
Meanwhile, manufacturing plants in the U.S. and Japan tend to decline.
 Here are nine big companies that helped make Apple the world's largest supplier.
1. Hon Hai Precision Industry (Foxconn) 5
Hoa Sen University – Micro economics
In Apple's portfolio of supply deadlines, Taiwan is one of the stand out suppliers, with
Foxconn being a long-time company in the science and technology component
manufacturing industry. With more than 35 supply locations that meet Apple's China,
Taiwan, Vietnam and U.S. markets. In China alone, there are 29 providers of 4. 2. Pegaton
The last trio in Apple's Taiwanese supply
chain is none other than Pegatron. There is
only one supplier in Taiwan, but they have
17 other factories scattered across other
areas such as Singapore, China, South
Korea, Japan, the Czech Republic and the
United States. Pegatron. Unlike Foxconn,
Pegatron is in charge of assembling components. 3. Goertek
Goertek is one of Apple's domestic
suppliers in China. Especially here Goertek
has a Vietnamese factory to help produce
airpods efficiently. There is also a factory in China. 4. Luxshare
Luxshare is also a supplier of Apple in addition to
airpod production, recently thanks to the agreement
with Apple, it is allowed to produce some iPhone models. 5. Qualcomm
Qualcomm is a major partner of Apple,
which is a leader in the production of
mobile, semiconductors, services and
telecommunications products. Apple is
supplied with semiconductor devices here
such as energy management modules, base band processors, GSM/CDMA emitr or modem technologies. 6
Hoa Sen University – Micro economics 6. Intel
In July 2019, Intel resold a large amount of
intel's modular business. The acquisition
allows Apple's patent rights to be expanded
and 5G technology research is conducted.
However, because of Intel's lagging, Apple
announced in November that three new
products - the MacBook Air, 13-inch
MacBook Pro and Mac Mini - are all powered by Apple's M1 chip instead of Intel.
Cooperation for 15 years must be divided. 7. Samsung electronics
It seems hard to believe that Samsung is on
the list because it is also a big rival to Apple.
Samsung is responsible for providing a
number of components such as flash memory
for storing data content, glowing diode
(OLED) panels and mobile DRAM.
The supply chain depends largely
internationally, and the U.S. remains a market Apple relies on a lot. Prominent
suppliers are 3M, Broadcom, Qualcomm, Intel,... Having such a good supply network
makes it possible for Apple to focus on diverse product design, producing quality products.
2.2 Factors that affect the supply 2.2.1 Malformations
As we know that much of Apple's supply chain is located in China, the dependence on
China, when the impact of the U.S.-China trade struggle and the 2019 Covid outbreak
made Apple realize it needed to diversify its supply chain to prevent supply chain bottlenecks. 2.2.2 Politics
In 2018, tariffs on U.S. imports to China will be 25 percent on nearly $300 billion
worth of used goods, which would make big tech manufacturers like this one,
including Apple, and they quickly proposed sending it to state offices. Authority to deal with it. 7
Hoa Sen University – Micro economics
Items such as phones, televisions or computers are on the sanctions list. The news
worries Apple's supply chains because it will be eliminated from Apple's supply cycle,
which makes Apple very worried about its future revenue, so in 2020 it rushes to find
new suppliers less dependent on China. 2020 is a year heavily affected by Covid-19.
And Apple hasn't avoided the difficulty of one of its largest suppliers being based near
or in the center of the epidemic. They face a shortage of workers due to the travel ban
and the lack of input materials because of the closure, stopping all operations and
transport is almost halted or in moderation. 2.2.3 Supplier
2020 was a turbulent year for Apple, one of its suppliers in India, which has struggled
as workers at Wistron have gone into riots. The riot caused a lot of damage, many
properties were damaged along with products such as iPhone, iPad, macbook ...
Robbed. The Times of India said more than 150 people were arrested in the incident.
It is known that due to wage problems, the workers said they were not paid. $7.1
million is the amount of damage from the riots and Wistron is looking for ways to get
the plant back to normal operations. Apple has to conduct an investigation, they have
employees and investigators to cooperate with the investigation. The incident has left
Apple with a headache as the team relationship has been affected while India is
gradually becoming an important manufacturing headquarters. Besides having
problems with partners, the supply of components is also in short supply. Nikkei Asia
had to transfer some components of the iPad to produce the iPhone, losing 2-3 million iPads.
3 DEMAND AND FACTORS AFFECTING THE DEMAND 3.1 Demand
Reflects the demand for services or the amount of goods that consumers can afford at
different prices at a given time and assumes other factors do not change." "Market
research firm Gartner says the iPhone 12 5G launch has added Apple to the no. 1
position in the world smartphone market in the fourth quarter of 2020." Apple sold
nearly 80 million iPhones in the last three months of 2020, up 15 percent from the
same period in 2019.Late last month, analytics firm Canalys also released data
showing That Apple delivered 81.8 million iPhones to distributors — the largest
number in a single quarter ever. Apple achieved double-digit growth despite the market slump." 8
Hoa Sen University – Micro economics
3.2 Factors affecting the demand of the iPhone market: 3.2.1 Income change:
"Apple achieved $91.8 billion in the first quarter of 2020 and profit was only $22.2
billion. This year, the company reported revenue up to about $20 billion and profits up
to ~$6 billion. That's a growth of nearly 20%, both in terms of revenue and
profitability, despite being affected by the covid-19 pandemic globally. Here's Apple's
iPhone sales in Q1 2021: $65.60 billion: iPhone (59%)
Compared to Q1 2020, iPhone sales in Q1 2021 increased by nearly $9 billion." 3.2.2 Replacement commodity prices:
Although the Covid-19 outbreak has a major impact on the economy, the business of
large South Korean corporations and companies, Samsung electronics, still has high
revenue in 2020. Samsung Electronics has released preliminary data showing that its
business profit in 2020 reached 35.95 trillion won ($32.8 billion), up 29.46 percent
from a year ago. Revenue reached 236.26 trillion won ($215.8 billion), up 2.54
percent. Although Samsung's 2020 revenue is at a similar level to 2019, business
profitability has improved significantly. 3.2.3 Additional commodity prices:
Apple has launched the 2020 iPhone 12.12pro and 12promax with a change in battery
performance of this 2020 phone, the following example is the actual survey of the 9
Hoa Sen University – Micro economics
iPhone 12promax because it has more performance than other iPhone 12. The iPhone
12 Pro Max is equipped with a 3687 mAh battery. By comparison, this is much higher
than the 2227 mAh battery of the iPhone 12 mini as well as the 2815 mAh battery of
the iPhone 12 and iPhone 12 Pro. 3.2.4 Number of consumers:
"More than 1 billion consumers currently use the iPhone. Since its initial launch,
more than 1.9 billion iPhones have been sold. Apple shipped 206.1 million iPhones by
2020. The iPhone has a 65% share of smartphone sales in the U.S. Six of the top ten
best-selling smartphones of January 2021 were designed by Apple." 3.2.5 Consumer tastes (preferences):
Determine the type of goods that the customer wants to buy and this group of
customers is willing to pay large amounts of money for their tastes and preferences.
Apple is known as a luxury brand with a high price. For the most part, this group of
customers will be influenced by influencers, relatives, friends,... Apple devotees
accept to buy products at high prices because of the quality, luxury design, high
security, proprietary operating system (IOS) and especially those who are used to
Apple devices are difficult to convert to using android operating system, ... And this
group of customers will become a loyal customer group. 3.2.6 Expectations: 3.2.6.1
Apple's price expectations changed leading to a change in Apple's demand.
When expectations are positive, demand for Apple increases. "Over the past few
years, Apple products have consistently added health features. They are part of Apple's
big plan. Apple CEO Tim Cook once said that Apple's biggest contribution to
humanity will be related to the health sector. So far, some of Apple's campaigns to
make a breakthrough in the healthcare industry have not really attracted attention,
several sources familiar with the matter told the WSJ." This has led to customers
wanting health-protective products, and they will be looking forward to buying new Apple products.
When expectations are negative such as: In vlogs, tiktokers, bloggers,... There's a
review of Apple's products, and they say there's no innovation between the 12th and
13th. This makes consumers concerned and unwilling to upgrade the new product experience. 3.2.7 Earnings expectations: -
Expecting future incomes to increase, consumer demand increases. -
Expecting future incomes to fall, consumer demand decreases. 10