Individual Marketing Portfolio - Apple

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