Marketing Strategies and Innovation for Growth

This report provides an in-depth analysis of marketing strategies and innovation techniques for business growth. It highlights the significance of establishing strong customer relationships, implementing product launch strategies, and focusing on customer-centric approaches. The assignment also emphasizes the need for continuous innovation and new product development to stay competitive in the market.

Individual marketing portfolio

Table of Contents
Introduction .....................................................................................................................................3
Task 1...............................................................................................................................................3
TASK 2............................................................................................................................................5
REFERENCES................................................................................................................................1
RECOMMENDATIONS:................................................................................................................3
Conclusion.......................................................................................................................................4

Introduction
Individual marketing portfolio is a document which generally includes future or business
scope for any company. It tells that marketing is a wider concept for both individual as well as
big company. This report is carried on APPLE and its marketing strategies to know about
marketing status, scope and competition with their rivalries in the future (Wilson and et. al.,
2012). This report will put light on discussion about brief overview, marketing strategy,
innovation, establishing customer relationship, new product development and launch etc. This
will help in understanding the marketing concept of the companies and its cope for the purpose
of the company's development.
Task 1
Provide a brief overview of the selected organisations current market. Critically evaluate the
organisations current marketing strategy with competitor
Apple Inc. is the American multinational company which designs and develops
electronics product and software. The headquarter of the company is situated in California,united
states of America. The company was established in April 1,1976 and was confounded by Steve
jobs, Steve Wozniak and Ronald Wayne. Currently Apple Inc. is the worlds largest technological
company by revenue and its has over one l lac employs working in it. This company is mainly
famous for its smartphones and laptops. Its marketplace is in all over the world. The marketing
strategy of the Apple targets the three major segments. In the first target group it includes those
those people who are the music lovers and these people are targeted by their iPod and iTunes and
the second one are those who uses the tablets, mac book and their smartphone which are known
as Apple iPhone and these are the basic type of gadgets can be used by age of every people. The
company is famous for its unique and premium product at premium pricing (Jobber and Ellis-
Chadwick, 2012). The marketing strategies of Apple Inc. mainly focus on the market
segmentation,target groups and positioning of the product in the mind of the people.
The positioning of there product in the mind of people is very high and its has a brand
image there product costs high than the other electronic companies.while its biggest competitors
in the market of smartphones is Samsung which is a south Korean multinational company
founded in 1March 1938 in Daegu, Japanese Korea and its headquarter is in Seocho
District,Seoul,South Korea and the founder of the company was Lee Byung-chul. It is the largest

manufacturer of smartphones. The marketing strategy of Samsung is totally different from as it
provides the products is every range Apple Inc as it gives importance to each and every segment
of the customer it does make smartphone and electronic gadgets for both high and low income
customer. There marketing strategies changes according to the to the price segment of the smart
phone. For there premiums smart phones there target customer are different and they also keeps
focus on there customer who uses there mid and lower range of smartphones. The Apple Inc.
follows the skimming pricing in which first apple price their product at very high cost and after
time passes they reduce the pricing of there product.
While Samsung is known for “value for money' product which means they offer the
reasonable pricing for the proper specification of the chipset used in the launch of there product.
From this the customer of Samsung feels that it is paying the best amount for the quality of the
product. So the Samsung mainly focus on the different economic level or income of people they
target the market according to the different necessity of the of people (Gummesson, 2011).
There is a large difference in the promotional activity of the samsung and apple. Samsung invest
larger amount of money in the advertising of the product its market is very diverse and there is
no specific or particular product of samsung which has its iconic image. While apple has become
the most valuable brand in terms of money as it has the bigger brand image then the samsung. So
apple invest lower amount then the samsung in the promotional activity due to its premium and
effective brand image. It can rightly be said that apple justify its tag line” Think Different”.
Growth and development are the essential part of the technology. As previously
discussed that Samsung is a major competitor of Apple in terms of revenue, growth, technology
and also in customer base. Its marketing strategies are one of the most effective strategies
because it helps a cost-driven company to change their structure and become biggest
authoritative manufacturer and exporter of technology tools and parts (Linoff and Berry, 2011).
The main reason behind choosing that marketing strategy by Samsung is continuous change in
taste and preference of the customer in the technology aspects. After this, Samsung had decided
to follow the progressive and pace and started evolving gadgets according to their customers. It
need to make sure that Samsung has always raised them in terms of innovation and instead of
fulfilling the needs of the people, they started creating the need for the people. Samsung has used
diverse forms of promotion. They also used different promotional tactics to make customer
purchase their products. Samsung has contract with several company's to distribute their product

to the customers. As a result of the Samsung strategies, retailer had starts including Samsung in
their technology chain because of world and tech giant leader. Samsung has still captured highest
market share in the technological market. Competition between Samsung and APPLE is very
challenging and critical as it difficult for researcher and investigator to understand and
implement. Samsung has used innovative advertising strategy where they advertised the product
after the initial launch of the product and use media most important to promote it.
There are various evidence in support with this given statement. Samsung has used both
skimming pricing and competitive pricing. They had put their focus on providing quality and
reliability to their customers (McDaniel and Gates, 2013). The one most important evidence is
that Samsung is well known for their customer service and product flow chain and supply
management. Samsung has established their retail chain by giving premium margins, benefit and
monetary advantage etc. to them. As a result of these evidence, Samsung has grown as a tech
giant and strong rivalry of the APPLE.
TASK 2
Innovative idea for improving marketing approach
Apple Inc. use positioning marketing strategy, which focuses on creating brand image in the
minds of customers. It uses High price and high quality strategy, it provides high quality of
products and services to potential clients at higher prices. Due to the high price of products
customers resists to buy these products and this will impact profitability and brand image of
Apple. Selling products at higher prices demands strong relationship with consumers and high
level of customer loyalty. Relationship with customers will help Apple in improving their
positioning strategy. This will act as innovative way for improving the strategy.
Customer relationship for improving Positioning strategy
Customer relationship is a process or strategy which creates or manage client
relationship, increase brand value and customer loyalty. Company can use customer relationship
as innovative approach for improving their positioning strategy. Now a days companies are
focusing towards consumers for marketing strategies. Customer relationship in marketing is a
approach that is based on relationship and loyalty of consumers. Apple should use customer
relationship for improving its positioning strategy. As business of company is highly dependent

on their relationship with potential customers and for this they can use consumer feedback and
data for increasing profitability.
Company can create strong emotional connection with consumers for managing
promotion of brand, value and loyalty of customers. It is based upon management of experiences
and interaction of consumers. Apple can go for customer relationship by always providing them
outstanding services, anticipating demands and needs of target or potential customers, by
rewarding loyal customers for repeat purchases. Customer relationship will help Apple through
building trust and engaging customers for increasing brand loyalty and decreasing customer
dissatisfaction. For this business should focus on emotional aspect of consumers. For improving
strategy in an innovative way through customer relationship includes the following aspects:
Showing customer value: Recognising customers with their every interaction and
recognising them with an unexpected or unique way. Like Apple can provide some discounts to
their loyal consumers when they do repeat purchasing (Czinkota and Ronkainen, 2013).
Listen to customers: Responding to the problems of consumers in a positive way that
can satisfy their query. Apple can increase its response to the feedbacks on social media to
address their concerned problem.
Information to customers: For maintaining customer relationship company can give free
access to material information to their consumers. Such Apple can provide access to newsletters
and informational videos of products and services which focuses on stories shared by
individuals.
Expanded loyalty rewards: Increasing customer loyalty is very important for every
business as it helps in expanding business activities. Apple can offer various kind of rewards to
potential customers for recognising them in unexpected ways.
Communicate frequently: For maintaining good relationship with customers good
communication is very much important. Apple can make effective communication with
consumers through messages, mail, social media platform etc. This will help in adding value to
the customers (McKenzie-Mohr, 2011).
Apple can make good use of consumer data for identifying customers who create more value for
company. They can use marketing campaigns for building relationship with customers, this will
focus on reducing money and time saving for maintaining customer relationship in a cost
effective manner. It will increase satisfaction and communication level of customers. Company

can focus on existing consumers for developing relationship rather than attracting new
customers.
The following are some benefits of increasing customer relationship for Apple:
Delivering consistent customer experience: Customer relationship will help company to
become customer centric and emphasise on consumer relationship. This will help Apple to fulfil
needs and demands, increase level of satisfaction and providing unique experience to potential
customers.
Improving customer profitability: Loyal customers spend more time and money with the
company. As customers use their past experience while taking purchasing decisions.
Creating customer advocates: Satisfied customers promotes products and services of
company. As strong customer relationship helps them to share their experience with other
customers (Boone and Kurtz, 2013).
Gathering customer feedback: Communication is very important for gathering and
analysing feedback from consumers, this will help Apple in making improving their products &
services and taking decisions for building long term relationship with potential customers.
So, customer relationship will act as important tool for improving marketing strategy as it
helps company to have loyal and satisfied customers.

REFERENCES
Books and Journals
Wilson, A. and et. al., 2012. Services marketing: Integrating customer focus across the firm (No.
2nd Eu). McGraw Hill.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Hair, J. F., Sarstedt, M., Ringle, C. M. and Mena, J. A., 2012. An assessment of the use of partial
least squares structural equation modeling in marketing research. Journal of the
academy of marketing science. 40(3). pp.414-433.
Gummesson, E., 2011. Total relationship marketing. Routledge.
Linoff, G.S. and Berry, M.J., 2011. Data mining techniques: for marketing, sales, and customer
relationship management. John Wiley & Sons.
McDaniel, C. and Gates, R., 2013. Marketing research. Singapore.
Czinkota, M. R. and Ronkainen, I. A., 2013. International marketing. Cengage Learning.
McKenzie-Mohr, D., 2011. Fostering sustainable behavior: An introduction to community-based
social marketing. New society publishers.
Boone, L. E. and Kurtz, D. L., 2013. Contemporary marketing. Cengage learning.
Kotler, P., 2011. Reinventing marketing to manage the environmental imperative. Journal of
Marketing. 75(4). pp.132-135.
Huotari, K. and Hamari, J., 2012, October. Defining gamification: a service marketing
perspective. In Proceeding of the 16th international academic MindTrek
conference (pp. 17-22). ACM.
Strauss, J. and Frost, R. D., 2016. E-marketing: Instructor's Review Copy. Routledge.
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RECOMMENDATIONS:
Apple Inc. is one of the strongest companies in the world in the field of technology. The
company can use its market strategies and customer relationships to exploit opportunities and
expand its distribution network. The company can use its innovation and brand image to develop
new product lines according to the market preferences. It should continue its aggressive
innovation in its products to continue leading the market and attracting more customers towards
their products. Apple Inc., can work towards enhancements in the automation of its production
processes can support automation of the contract manufacturers which could address the high
labour costs. It should establish concrete and long term partnerships with distributors in areas
where its hard for its products to reach. This would spread its distribution and help build strong
customer base in these areas. Along with that, the company now must focus on developing less
costly products which could help it to develop an impressive market share in countries like
Bolivia and Uganda.
It is recommended to the samsung that they can work more in the field of artificial
intelligence as all the latest technology are coming using this innovative technology and there is
more improvement and upgradation is needed in this technology as the human interference in
minimum is A.I so it could be very helpful for automatically performing the task and samsung
should spend money the on the team of research and development program so that it could
grow and come with some new type of technology could improve its brand image and makes it
the best among all and the after sales service of the samsung also needs some sort of
improvements so that it can minimize the trust issues of the customer.
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Conclusion
From the above report, it is concluded that marketing strategies plays an important role in
development and growth of the company. It is very crucial for increasing productivity and
profitability of the company. Here, it is also discussed that innovation and new idea development
is very important for the company to expand and grow their market and creates new customer
base. It is also disclosed that there is a need for establishing new customer relationship,
implementing product launch strategies and customer service etc. It is advisable that company
needs to focus customer centric approach for selling their products.
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