Marketing Planning and Strategies

This assignment delves into the realm of marketing planning within the context of New Zealand's wine industry. Students are tasked with analyzing various marketing plans utilized by vineyards in New Zealand. The analysis should encompass crucial aspects such as market segmentation, target audience identification, positioning strategies, and the overall effectiveness of the marketing efforts. The provided resources include scholarly articles, textbooks, and online materials that offer insights into marketing principles and best practices applicable to this industry.

Marketing Principles

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................1
Task 1...............................................................................................................................................1
1.1 Changing perspective in marketing planning........................................................................1
1.2Capability of the organization for planning its future marketing activities...........................2
1.3 Techniques that are used by Apple Inc. to examine the organizational auditing and to
analyse the external factors that affects the marketing planning................................................2
1.4 Organizational audit and analyse of external factors that affects the marketing planning in
the given situation.......................................................................................................................3
Task 2...............................................................................................................................................4
2.1 Barriers to marketing planning.............................................................................................4
2.2 Methods to overcome the barriers that affects the marketing planning................................5
Task 3...............................................................................................................................................5
3.1 Marketing plan for the product and services........................................................................5
3.2 Importance of marketing planning in strategic planning process of Apple..........................6
3.3 Techniques for the development of new product development............................................6
3.4 Recommendations for pricing policy, distribution and communication mix........................7
3.5 Factors that are affecting the effective implementation of the marketing plan ....................7
Task 4...............................................................................................................................................8
4.1 Ethical issues influencing marketing planning.....................................................................8
4.2 Example showing how organization respond to ethical issues.............................................8
4.3 Example showing consumer ethics and how these ethics affects the marketing planning. .9
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

Table 1: SWOT analysis................................................................................................................3
Table 2: PESTLE analysis of Apple.............................................................................................4
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INTRODUCTION
Marketing is the process that outlines the overall activities of the organization in order to
satisfy and anticipate the demand of the consumer. In other words, it could be determined as a
blueprint which is prepared by the organization in order to outline overall marketing efforts of
the organization. Moreover, Marketing principles are set of all the strategies, techniques and
tactics that enable marketers to carry out target market objectives. Apple Inc is the multinational
technology company headquartered in Cupertino, California. In 1997, Apple suffered the
condition of near bankruptcy. It first entered into the public sphere in 1976 (Sampson, Jr and
Makela, 2014). Today, apple is one of the leading companies which are operating its business at
national and international level.
The following report is going to interpret about the various perspective of the changing
environment. In this report, various techniques are examined in order to analyse the factors that
affect marketing planning. In this, main barriers of marketing planning are also mentioned.
Along with this, ways to overcome these barriers are also interpreted. In this report, importance
of marketing planning is also depicted. In addition to this, various techniques that are used by
the organization in order to develop new products are also interpreted. In this, factors that are
affecting the implementation of marketing plan are also taken into account. At last, various
ethical issues that affect organization as well as marketing plan are also discussed.
TASK 1
1.1 Changing perspective in marketing planning
Perspective is the mental mind-set of an individual. Change in perspective is the mode of
altering the view of someone and then replacing it with someone else. Change in perspective is
one of the beneficial methods used by the Apple Inc in order to overcome various problems like
technology, financial, education, human resource and many more.
Marketing planning is the common area where concept of changing perspective is used
in order to improve the condition of business. This concept is applied in various areas of the
business organization.
Production concept states that consumers prefer those products that are highly available
in the market and are of high quality. Thus, in lieu of which managers try to concentrate on the
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high production, minimum cost and collective distribution with an assumption that customers
who are interested in purchasing high quality products at low price.
Product concept assumes that customer will prefer high quality products at low price with
new innovative features (Gilligan and Wilson, 2012). Therefore, in lieu of which businessmen
focus on improving the quality of product and at the same time, they are also focused introducing
new features in it in order to make product much better.
Selling concept assumes that consumer will not purchase those products which are not
much familiar in the market.
Marketing concept assumes that Apple Inc should be more competitive than other
companies in order to achieve the desired goals (Dibb and Simkin, 2008).
1.2Capability of the organization for planning its future marketing activities
Capacity planning is a marketing term which helps in identifying and determining current
and future needs of the market for Apple Inc. Apple Inc has viewed the resource of the
organization in the following manner (i.e. Loyalty, technological ability and Well known).
Details about these are listed below:-
Loyalty: Apple is a well-known company which is operating its business in all over the
world. It introduces new features into their products constantly in order to attract more and more
customers. In addition to this, it also offers long term warranty to the customers for the product
distributed by it (McDonald, 2009).
Technological ability: Technological ability is the skills and knowledge that are required
by an individual in order to perform various tasks properly. Thus, Apple has high capability of
converting latest technology into the new marketing product.
Well known: It is very important for the company to promote its product in the market so
that more customers can be attracted. Thus, in country like UK, products of Apple are highly
known among the customers.
1.3 Techniques that are used by Apple Inc. to examine the organizational auditing and to analyse
the external factors that affects the marketing planning
There are three major techniques that are used by Apple Inc. in order to examine
organizational auditing and external factors that affect the marketing plan of company. These
are:-
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SWOT analysis: SWOT analysis aids company to analyse the internal and external factors
that are present in the business environment which in turn affects the working of business (Crick
and Crick, 2015). Swot analysis aids company to decide how they should take advantage of new
business opportunities, how to implement new technology as well as, how to respond new trends
and many more. Swot analysis is also conducted by the company in order to address various
individual issues.
PESTLE analysis: PESTLE analysis is done by the company in order to analyse the
various external factors available in the business environment. This analysis is also done by the
company in order to ensure whether company’s performance is good or not. This analysis is
mostly done by the company when they are entering into new country or introducing its business
operations into new market.
Porter five forces model: This analysis is done by the company to speculate various
strategies. By doing this, company is able is identify the following things such as rivalry
between the existing competitors in the market, threat of substitute products, threat of new
entrants, impact of suppliers on sellers and bargaining power of customer in the market.
1.4 Organizational audit and analyse of external factors that affects the marketing planning in the
given situation
Table 1: SWOT analysis
Strength  Intelligent supply chain management base.
 Financial strength of the company.
 Sinewy brand image.
Weakness  High price of products than competitor’s products.
 Limited product range.
 Contradictoriness of Apple products with that of competitor product.
Opportunity  Strategic partnership should be formed.
 More investment should be done on research and development.
 Prices of the product should be reduced (Cui, Chan and Calantone,
2014.
Threat  Aggravating competition from India and China.
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 Reputation alternation of the company due to tax scandal.
 Failure of innovativeness.
Table 2: PESTLE analysis of Apple
Political  Apple can become the target company of increasing nationalism and
anti Americanism in China. This in turn can reduce the market share
of the company. Unhealthy relations between US and other countries
have created various negative outcomes for the company.
Economic  Increased labour cost in China has affected the sales of some of the
products of Apple.
Social  Ethical concerns that are taking place in China could limit the sales of
some of the products of Apple among socially-conscious consumers.
Technological  Increase use of smart phones and tablets can decrease the demand for
personal computers of Apple (Czinkota and Ronkainen, 2012).
Legal  Level of regulation and government oversight has increased because
Apple has entered into the highly modulate financial service sector.
Environmental  Apple supply chain and transoceanic shipping can be affected due to
constant change in the environment that has taken place due to global
warming.
Task 22.1 Barriers to marketing planning
There are normally six types of barriers that can affect the marketing planning of the
Apple are as follows:-
Environmental Barriers: - External environment can prove to be one of the major barriers
to marketing planning. External factors present in the environment impose various restrictions
and limitations on the functioning of the organization. Competitors marketing campaign can
power postponement of the marketing plan.
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Cognitive barriers: - Lack of knowledge or skills can result in incompetence and
unsuccessful marketing plans. Marketers without adequate skills and knowledge fail to
understand the customer, market and product that in turn result into ineffective marketing plans.
Culture Barriers: - Culture includes all types of knowledge, belief, morals, custom,
attitude, habits and capabilities that are shared by the people. Lack of understanding the culture
barriers result in the development of the faulty marketing plans (Henley, Raffin and Caemmerer,
2011).
Behaviour Barriers: - Constant change in the behaviour of the consumer can affects the
marketing plan. It is those which are prepared by the company in order to achieve various
desired target.
Systems and procedure barriers: - Lack of data and poor system of the organization can
also affect the marketing plans. For example, lack of market survey can force marketing team to
depend on the guesswork to order to ascertain the best marketing approach.
Right Resources barrier: - Lack of resources like time, people and money is one of the
biggest barriers to marketing planning. For example: - shortage of people may power the
marketing plan to ignore door-to-door campaigns.
2.2 Methods to overcome the barriers that affects marketing planning
In order to overcome the various barriers that affect the marketing plan, Apple should
consider the following steps:-
Training and development should be provided to workforce: - Apple Inc should make an
attempt to conduct various training sessions in order to improve the behavioural skills and
knowledge of the employees present in the organization. This enables the company to motivate
its employee to take risk and bring innovation in the product.
Strategies to utilise the resources to full extend: - Apple should prepare strategies in order
to utilise its available resources properly (Hollensen, 2015). In order to develop effective
implementation for the marketing plan, Apple should focus on financial, physical and human
resources.
Task 3
3.1 Marketing plan for the product and services
In order to prepare the marketing plan for the product and services, Apple Inc should
follow the following steps:-
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1. Set up of marketing objectives: - Marketing objectives should be set by Apple by
considering various factors in order to maintain the competitive edge. Desired objective
should be converted into small objectives and then these objectives should be measured
in order to make easier for the company to achieve the objective.
2. Select the target market: - Once objective has been set, then Apple Inc should focus on
selecting the best target market for the products that they want to sell.
3. Analyse present market position: - After selection of the target market, company should
start analysing the market condition (Keegan, 2011). They should consider the size of the
market, needs of the customers and so on.
4. Use of pricing policy: - After the analysis of market position, Apple should prepare and
follow various pricing strategies in order achieve what they want.
5. Forming marketing strategies for each product and customer group: - Once pricing
policy has been formed, Apple Inc. should focus on forming various marketing strategies.
These strategies should be prepared for each and every product available with them and
should also prepare strategies for customer groups.
6. Action plan should be formed: - After the entire above steps are considered, Apple Inc.
should undertake the action plan. They should find out what has to be done and when to
be done and so on.
7. Evaluation: - At last, evaluation should be done in order to find out the effectiveness of
the marketing plan prepared.
3.2 Importance of marketing planning in strategic planning process of Apple
Marketing planning implies and communicates goals of the organization. In addition to
this, it also focuses on marketing efforts of the employees which assist the organization to
achieve its desired objectives. This plan plays very important role in increasing the market share.
Marketing plan also assist the Apple to successfully implement its strategies planning process in
order to achieve what they want to. This plan also assists the company to increase its level of
productivity and profitability. Successful marketing plan help the Apple to enter into the new
market segment and to achieve higher growth by beating its competitors present in the market.
3.3 Techniques for development of new product development
There are varieties of techniques that can be used by company for the development of
new product. Therefore, some of them are listed below:-
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SWOT analysis: - This analysis helps Apple to entail its strength, weakness, opportunities
and threats present in the business environment. Apple should conduct SWOT analysis before
introducing new product in the market.
Brain storming: - It is the method which assists the organization to generate new ideas
and methods in order to frame more competent and effective strategies. This in turn will assist
Apple to achieve its desired objectives.
Environmental analysis: - Environmental analysis helps the company to grab various
opportunities that are present in the business environment. It is because; success of every
organization depends on the trend that is followed by the industry (Kotler, 2008).
Market research: - Market research should be done by the Apple before introducing new
product in the market. This research will assist the company to collect information about the
consumer preference, market trend, number of competitors and their strategies.
3.4 Recommendations for pricing policy, distribution and communication mix
Pricing policy: - Price of the products and services that are provided by Apple Inc. should
not be higher than that of the standard price of the product. Apple should offer various kinds of
loyalty scheme and in addition to which various types of discount are also provided. This in turn
will aid the Apple to increase its sales by attracting more and more customers towards the
company's product.
Distribution: - Apple should make efforts to develop its own distribution channels in
order to reduce the cost of transportation. At the same time conduct fast delivery of the products
as well (Sampson, Jr and Makela, 2014).
Communication mix: - In order to attract more and more customers, Apple should
promote its products by making use of television, social media sites and so on for promotion
3.5 Factors affecting effective implementation of marketing plan
Effective implementation of marketing plan is very important. There are factors present
in the organization that affects the marketing plan. Some of the factors that affects marketing
plan are business strategies, culture environment, customer behaviour, geographical location,
competitive analysis and pricing strategies (The Role of Marketing Planning in Business, 2015).
Marketing plan is prepared by the company in order to sell its product and services. But sell of
products depends upon the customer retention and competitive analysis of the market.
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High-grade factors that affect the marketing plan are geographical locations and culture
environment. Study of culture environment is very necessary because every culture present has
different requirements based upon the geographical location. Along with this, external
environment should also be analysed in order to conclude at what price product should be sold in
the market.
TASK 4
4.1 Ethical issues influencing marketing planning
Ethics in marketing refers as the collection of all theories which attempts to take various
decisions and shape activities of the organization. According to the given case study, it is seen
that Apple faces various ethical issues at the time of developing its business (Siguaw and
Simpson, 2015). Thus, in order to overcome these issues, Apple has introduced new innovative
features in its various products.
Morals convey standards that shape the superior of the association and the individual.
Concept of moral ethics in advertising has purposely addresses the principles of good standards
and respectability. Main aim behind the advertising moral is to the stop everyone to cheat or to
undertake any dishonest exercise into practice.
4.2 Example showing organization respond to ethical issues
There are various types of ethical issues that are faced by the organization in day-to-day
working of the organization. Some of the problems that are faced by the organization are
discrimination, side deals, gross negligence, partners and many more. Thus, in order to respond
to various ethical issues that arise in the organization, one should undertake the following steps
into practice:
They should organize trainings and development sessions in order to understand the
employee and the employer regarding equality at workplace. They must be trained by
acknowledging the fact that there is no difference among them and their work.
An organization should also impose certain rules and policy in lieu of discrimination. If
these are not followed, punishment would be given to them,
An organization should also make efforts to treat all the employees present in the
organization on the fair basis (Hanlon, 2015). Every employee’s performance should be checked
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on the same criteria. This in turn will aid the organization to motivate its employees in lieu of
which an organization will be able to generate more profit.
4.3 Example showing consumer ethics and their affect on marketing planning
Consumer ethics play a beneficial role in the success of organization. It also affects the
marketing planning of the company. Steps taken by Apple in order to reinforce its brand image
have created the good impact in the mind of the customer (Market Segmentation, 2014). Steps
taken by Apple prove to be more appealing to the customer towards the introduction of new
products that is launched by the company. This, in turn indicates that, Apple is following
consumer ethics in the marketing planning by rendering the cost effective and better quality
products.
CONCLUSION
From the following report it can be concluded that there is a change in the perspective of
individual that affects the marketing plan of the organisation. . In this various external factors
present in the business environment are examine in order to develop a successful marketing plan.
These factors are identified by considering various techniques that are included in this report.
SWOT and PESTLE analysis of Apple is done in order to find out factors affecting working of
the company and that will prove beneficial for them. Different barriers that affect the marketing
plan are also included in this report. Along with this, different methods are included in this report
that will help the Apple to overcome various barriers. . At last, ethical issues that have affected
the marketing plan of the company are also included in order to take various necessary steps to
overcome these ethical issues.
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REFERENCES
Books and Journals
Crick, D. and Crick, J., 2015. Learning and decision making in marketing planning: a study of
New Zealand vineyards. Marketing Intelligence & Planning. 33(5). pp. 707-732.
Cui, A. S., Chan, K. and Calantone, R., 2014. The Learning Zone in New Product Development.
Engineering Management, IEEE Transactions on. 61(4). pp. 690-701.
Czinkota, M. and Ronkainen, I., 2012. International Marketing. Cengage Learning.
Dibb, S., and Simkin, L., 2008. Marketing Planning: A Workbook for Marketing Managers.
Cengage Learning EMEA.
Gilligan, C. and Wilson, R. M. S., 2012. Strategic Marketing Planning. Routledge.
Henley, N., Raffin, S. and Caemmerer, B., 2011. The application of marketing principles to a
social marketing campaign. Marketing Intelligence & Planning. 29(7). pp. 697-706.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Keegan, W. J., 2011. Global Marketing Management. Pearson Education India.
Kotler, P., 2008. Principles of Marketing. Pearson Education India.
McDonald, M., 2009. Marketing Plans: How to Prepare Them, how to Use Them. Elsevier
Sampson Jr, J. P. and Makela, J. P., 2014. Ethical issues associated with information and
communication technology in counseling and guidance. International Journal for
Educational and Vocational Guidance. 14(1). pp. 135-148.
Siguaw, J. A. and Simpson, P. M., 2015. A marketing plan for marketing instruction: A satirical
look at student comments. In Creating and Delivering Value in Marketing. pp. 129-133.
Online
Hanlon, A., 2015. The Segmentation, Targeting and Positioning model. [Online]. Available
through: <http://www.smartinsights.com/digital-marketing-strategy/customer-
segmentation-targeting/segmentation-targeting-positioning-model/>. [Accessed on 20th
January 2016].
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Market Segmentation. 2014. [Online]. Available through:
<http://www.businessplans.org/segment.html>. [Accessed on 20th January 2016].
The Role of Marketing Planning in Business. 2015. [Online]. Available through:
<http://smallbusiness.chron.com/role-marketing-planning-business-3234.html>. [Accessed
on 20th January 2016].
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