Apple Inc. is a technology company that operates in multiple countries whose headquarter is in Cupertino. It involves the designing, development, and selling of computer software, electronics, and online services to consumers. Some of the hardware products of the company include iPad, iPhone, and Apple TV. Software includes iOS operating systems and the Safari web browser.

Apple Inc. is a multinational company operating globally. As of 2018, the company had over 500 stores in 24 countries. It has distributors and sellers to sell its products in all these countries the company operates. More than 1 billion of its products are being used worldwide, and its employees come from different countries.

The Marketing Manager Expatriate at Apple Inc. is sent to Turkey for an International assignment. Apple Inc. would like to increase its demand in Turkey since the company entered in Turkey in 2014 and has only two stores. It means the demand is low and needs to be increased so that the number of stores is increased.

As a marketing manager, his roles in Turkey would include managing the marketing activities of Apple in Turkey and develop strategies that will see the demand for Apple’s products increase in the country. Other roles would be coordinating the campaigns of marketing together with the sales activities in Turkey and brand management among others.

The marketing manager of Apple Inc. moving to Turkey is a foreign country and therefore will face the new working environment than what he is used to but will have to adjust. Being away from family will mean one adjusts to the new clients and employees in Turkey as a company. Turkey’s main religion is Christianity, and the manager has to adjust to the prevailing religion. The common currency is Turkish lira, but there is political stability.

So for Apple’s marketing manager, it is essential that he adjusts to the changes that he learns to create new family members by seeing customers and employees as part of him. Since the majority speak Turkish, the manager needs to have some knowledge about basic Turkish. Needs to appreciate the way of life of Turkish and accept Christianity as the main religion.

Apple Inc. can practice some support for the marketing manager send to Turkey in the way that after three years another manager can be assigned to do the work that the manager has been doing as he moves back home to meet the family. There is a need that the manager is sent to Turkey to carry out specific projects such as opening new stores so that to have unique ways of working. The company can offer moral support to the manager if someone else is trained and sent to assist the manager in Turkey.

Even though Apple Inc. is a successful multinational company, the performance of the company in some countries is not impressive. Like in Turkey, since 2014, only two stores are in operation. The company needs to take the step to increase its availability in Turkey to increase its demand. Sending a marketing manager to Turkey is the best step, and foreign manager should be allowed to work with the local manager of Turkey-based stores.

SLIDES

Company Description

Apple Inc. is a technological company

It designs, develops, and sells of computer software, electronics, and online services

Hardware products of the company include iPad, iPhone, and Apple TV

Software products include iOS operating systems and the Safari web browser.

Kind of Organization

Apple Inc. is a multinational company operating globally.

It has over 500 stores in 24 countries.

Uses distributors and sellers to sell its products

Over 1 billion of its products are used worldwide

Reason for Expatriation

The Marketing Manager is on an International assignment.

Apple Inc. wants to increase the demand for its products in Turkey

Apple has only two stores in Turkey.

Roles

Managing the marketing activities of Apple in Turkey

Develop strategies to increase demand

Coordinate the campaigns of marketing together with the sales activities

Arising Expatriation issues:

New working environment

No immediate family members

Christianity as the common religion

The common currency is the Turkish lira.

Repatriation

Learning to create new family members

Develop some knowledge about primary Turkish language.

Appreciates the way of life of Turkish and accept Christianity as the main religion.

Supporting services

Send another marketing manager to replace the former after three years

Sent to Turkey to carry out specific projects such as opening new stores

Train another manager to assist the marketing manager in Turkey.

Conclusion

Apple’s poor performance in Turkey

Should increase its availability in Turkey

Should work with the local managers

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