Who are the key competitors (both multinational and local) for your company's product/service in each of the countries? How competitive is the industry in each country (overall competitiveness: high, low, medium, with explanation)?
Guidance on analyzing Apple's key competitors in India
The competition for Apple Inc. could be analyzed as follows for both the countries
The Indian market for smart phones is highly competitive with aggressive price wars and lot of new local smart phone companies entering the market offering variety of features at low prices and attractive financing schemes for the consumers. Samsung, the South Korean company and a major competitor to Apple Inc. Worldwide is the market leader in the Indian smart phone market with 43% market share in terms of value and 38% market share in terms of volume in the October 2013 to Dec. 2013 quarter whereas Apple is having a market share of 7% in value terms and only 2% in terms of volumes in the same quarter (Mukherjee, 2014, Apr. 4). In India, Apple has attained third position in the smart phone market after Samsung and Sony in value terms but in volume terms the market share of the company is very insignificant at 2% (Mukherjee, 2014, Apr. 4). This is evident from the fact that the industry concentration ratio of the three leading players (CR3) in the smart phone market in India - Samsung, Micromax and Karbonn is 55% market share whereas Apple is having only 2% market share (Aulakh, 2014: Sept. 3). The shipments of iPhone by Apple to India were 1.02 million between October 2013 to August 2014 which is very insignificant in comparison to its global shipments of 35-36 million iPhones in one quarter (Aulakh, 2014: Sept. 3). In India, smart phones do not have carrier contracts and therefore, subsidization is not done and a large number of new entrants are entering the market such as China's Xiaomi, local handset makers such as Karbonn, Lava and Micromax who are bringing smartphones at less than U.S $200 in India (Arakali, 2014: Sept. 10). Even in the tablet market, local competitor Micromax has overtaken Apple to become second largest player after Samsung. According to IDC (International Data Corporation) data, Samsung is the leading player in the Indian tablet market with 19% market share followed by Micromax at 14% market share and Apple with 9% market share in the second quarter of 2014 (Indo Asian News Service, 2014: Sept. 1). There are large number of players in the Indian smart phone market including Samsung, Sony, Micromax, Karbonn Mobiles, Lava, HTC, Nokia, Motorola, LG, Blackberry etc and recent entrants in the Indian markets include Chinese company Xiaomi, ZTE, Oppo Mobiles, Obi Mobiles - a new start up by John Sculley, ex-Apple CEO etc. (Unleash the phones.com, 2014: Aug. 8)
But Apple has been able to maintain its premium imagery in the smart phone market and dominates the Indian Smart Phone market with 42.8% value share and 40% volume share in $500+ (more than Rs. 30,000) smartphones as per the IDC data for the quarter ending Dec. 2013 (Agrawal, 2014: Apr. 25).
PC market in India is also highly competitive and Apple's position is in conformance with its global position in PC market. The company does not feature among the top 5 players in the worldwide PC market with leading players being Lenovo, HP, Dell, Acer and Asus (Sikka, ...
The solution provides inputs on competition for Apple in India and Brazil and discusses the level of competition for the industry in each country.