Executive Summary

The report stated unsuccessful launch of Iphone 3GS in Japan in 2009. It can have been because
the original Iphone 3GS did not offer to Japanese consumers what they want in mobile phone
experiences. The primary aim of the report was to design and construct an effective strategy in
order to promote Apple position in Japan telecommunications market. Initially, the report provided
an overall evaluation of Japan market, including high detailed classified market segments for
different consumers, inward facing product and services, and high level of customer loyalty and
transition costs. Based on these three features, the report exposed two directions for Apple in Japan
market: B2B (business-to-business) and B2C (business-to-consumer). More specific, in B2C
orientation for Apple in Japan, the report came up with non-exclusive approach, customer loyalty
program and localization. Each strategy for Apple in Japan has its own strengths and weaknesses
which will be clarified along with appropriate ratings to Apple global marketing strategy.
Following the analysis, the report provided some important insights for Apple such as wide
consumer access, sustain brand value and increase marketing investment. With the most suitable
strategy, Apple is expected to be successful in enhancing its position in Japan market.