Introduction
In today’s global economy, marketing is no longer only domestic or even international;
somewhat, global marketing is a vital success factor for multinational companies.
Basically, global marketing is about selling one product to everywhere in the world. Whilst
Akkaya (n.d.) defines global marketing is when a firm views at the whole world as one
market. Beforehand, company moves through the five evolutionary stages in order to
become a global company. And the five stages are no direct foreign marketing, infrequent
foreign marketing, regular foreign marketing, international marketing and lastly global
marketing. In short, global marketing is a company’s ability to market every country in the
world by keeping its capability, knowledge, skill, expertise, as well as pricing its products
appropriately locally, nationally and worldwide (Cateora, 2013). The numerous of driving
forces which encourage and push globalization and thereby increase the opportunity for
Apple Computer to grow globally are technology advances, demographics, competitive
pressure, liberalization and global economic growth.
Technology Advances
The technology advances has become the primary force that drives to global marketing and
global integration to Apple Computer. Technology is a worldwide aspect that crosses
national and cultural boundaries, in another word, there is no cultural boundaries
restraining technology application. And once technology is developed, it rapidly becomes
available everywhere in the world. Further, disadvantages of some natural barriers such as
distance and cost has been reduced by the technological revolution and subsequently given
a great push to globalization. The advanced technology enables Apple Computer to
anticipate and use these emerging technologies to develop an extensive sequence of “big”
products that well-designated for the market (Halal, n.d.). Likewise, when Apple
acknowledged the Internet has changed the computer and communication world; the
former Apple’s CEO Steve Jobs created an online music store namely iTunes whereby
allows consumers to purchase videos, music and movies (Halal, 2011). Sooner or later, the
credit card size look a like iPod is truly well-targeted to nowadays consumers’ preference.
By keenly tracking on the advanced technologies, it also explained why Apple Computer
does less product research than other companies.
Demographics
In addition to demographic factor, the emergence of facilitating technologies has
influenced the consumer demographics in terms of age and expenditures. Generation Y is
the largest generation since the Baby Boomers and known to be the most educated and
tech savvy group among all the generations. As they have grown up in the midst of the
technological and economic advancement of the Internet age and subsequently every move
