Comparison of Apple and Vivo's Business Strategies and Rationales

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Comparing Apple and Vivo Strategies
Apple designs, makes, and markets personal computers, smartphones, wearables, accessories, tablets, and other related services. It is the world’s most recognizable and valuable brand, reaching approximately $205.5 billion in value in 2020. Apple’s value is attributed to its iPhone range as well as its Macs, with laptop sales regaining market leadership recently. The company implements various sustainability strategies to help realize its targets (Conn). On the contrary, Vivo is also emerging as one of the premier smartphone brands in terms of global market share. Its growth is anchored on the vast Chinese market, and it is currently scaling its market share into India as well as other Southeast Asian markets. However, Vivo does not emphasize sustainable marketing and business operations (Greenpeace.org. 1-2). The company does not publish information about the environmental performance or its sustainability prospects.
Overview of Vivo’s Segmentation, Targeting, and Positioning
Vivo focuses on the premium segment characterized by young, dynamic tech enthusiasts. The company designs fashionable products with excellent physical aesthetics and professional quality in superior sound and image and capitalizes on higher-end phones. More specifically, Vivo’s segment is prospective customers looking for mobile phones and would need to vie for recognition in the highly competitive environment against Apple, OnePlus, and Samsung. Its targeting domain focuses on individuals within the middle-income cluster looking for innovative mobile phone features. The company seeks to meet the needs of middle-income market segments with its products. Vivo provides innovative mobile phones at a relatively affordable price in terms of positioning. The company recognizes that prospective customers are constantly looking for innovative features of mobile phones and thus designs and manufactures excellent products for customer recognition.
Appraisal of the Differences in Apple and Vivo Business Strat...