Marketing Strategies and Competition Analysis

The provided assignment delves into various marketing strategies employed by prominent organizations like Apple and NHS. It highlights their approaches to advertising, product development, and competitor analysis. The document also touches upon the significance of understanding client requirements and market dynamics. References from books, journals, and online sources are included for further study.

Introduction To Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Marketing techniques are used to market products in two organisations..............................1
.........................................................................................................................................................2
P2 Limitations and constraints of marketing..............................................................................3
TASK 2............................................................................................................................................4
P3 Marketing research to contribute to the development of its marketing plans........................4
P4 Marketing research for marketing planning...........................................................................5
TASK 3............................................................................................................................................6
P5 Groups of customers are targeted for selected products........................................................6
TASK 4............................................................................................................................................7
P6 Coherent marketing mix for a new product or service..........................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9
.........................................................................................................................................................9

INTRODUCTION
Internet marketing, or online marketing, refers to advertising and marketing efforts that
use the Web and email to drive direct sales via electronic commerce, in addition to sales leads
from Web sites or emails. Internet marketing and online advertising efforts are typically used in
conjunction with traditional types of advertising such as radio, television, newspapers and
magazines (Definition of Marketing, 2017). Internet marketing can also be broken down into
more specialized areas such as Web marketing, email marketing and social media marketing.
Present report is based on Apple which is an American multinational technology company that
designs, develops, and sells consumer electronics, computer software, and online services.
Another company is NHS as it is the publicly funded national healthcare system for England and
one of the four National Health Services of the United Kingdom. It is the largest and the oldest
single-payer healthcare system in the world.
TASK
P1 Marketing techniques are used to market products in two organisations
Macintosh is an American organization that offers telephones, portable workstations, PCs
and iPods. They are a business that works in the private segment, they have no administration
input. Apple outlines and makes their own particular items which incorporate iPhone, macintosh
book expert's and so forth. They made totally touch screen telephones.
The NHS is the National well-being administration which is freely subsidized medicinal
services framework for England. They give free social insurance and medicines to the UK. The
NHS is an open segment business. They furnish individuals with operations, treatment and drug.
Ansoff matrix: It is a key promoting arranging instrument that organizations use to
connect their advertising technique with their general key bearing. It has four segments:
Market Penetration-the firm tries to accomplish development with existing items in their present
market portions, planning to expand its piece of the pie (Barile and et. al., 2012).
Market Development-the firm looks for development by focusing on its current items to new
market portions.
Product Development-the organizations grows new items focused to its current market
fragments.
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Diversification- the firm develops by expanding into new organizations by growing new items
for new markets.
Branding: It counsels of a brand name, a logo and a motto. Most marking that is utilized by a
business would be trademarked to keep contenders from utilizing comparable name. A brand can
be capable offering apparatus and can help accomplish showcasing destinations, for example,
picking up market initiative and raising client mindfulness.
Apple utilizes marking by making their items rare, it implies that it makes their
merchandise truly well known that they can offer out in hours (Bhattacharya, 2010). They
likewise utilize it in their adverts, they have straightforward adverts that lone grandstands their
items, not posting the greater part of its components.
Illustration 1: Apple's Ansoff matrix
NHS utilizes marking to demonstrate their clients the administrations they give. Case:
medications, surgeries, prescriptions and so on they likewise utilize it to make individuals
mindful of them and the administrations that they give.
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Illustration 2: NHS's Ansoff matrix
Relationship marketing: It is the place the business concentrates on the long haul estimation of
a client. It resembles a showcasing exercises that are gone for creating and overseeing trust with
clients. With the assistance of this organization can likewise keep up long haul association with
their clients.
Apple utilizes this to speak with their clients and to construct trust with them. A way that
apple constructs an association with their client is by offering administration that enables their
clients with any issues with their items and virtuoso to bar.
The NHS utilizes it by building trust and reliability with respect to their administrations
between clients. They likewise utilize showcasing instruments, for example, publications, flyers
and so forth (Buttery and PAEDS/APSU, 2011).
P2 Limitations and constraints of marketing
Purchaser laws are standards that must be clung to. Organizations must ensure that they
conform to buyer law this implies they are legitimately obliged to stay up with the latest with
them. These include:
Sale of goods act, 1979: It requires to offer products as depicted and of a palatable quality.
Illustration: a business can't offer 11-inch portable PC as a 15-inch tablet and the tablet itself
must be new and undamaged if promoted along these lines. It is required to guarantee that agents
to not 'rip off' shoppers. Organizations can agree to the terms by guaranteeing they don't lie about
the items they are offering.
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Consumer protection from selling unfair trading regulations 2008: It implies that business
can't utilize argumentative offering strategies which could be seen as forceful and prominent.
They can't be untrustworthy behind the reasons for them doing certain exercises, for example,
they can't have a bringing down deal to a close on the off chance that they are not really shutting.
It is required so organizations don't push individuals into burning through cash that they would
prefer not to spend and the point is to prevent individuals from being influenced into purchasing
something or feeling that they are aiding by burning through cash (Gummesson and Mele,
2010).
Consumer credit acts 1974 and 2006: Organizations must have a permit on the off chance that
they need to offer products using a loan or offer advances. The demonstration sets out a rundown
of prerequisites, for example, they should refresh their clients on their records and on the off
chance that they fall behind on instalments. This is to shield individuals from overlooking and
afterwards years after the fact assembling an expansive bill from the organization and requesting
to pay.
TASK 2
P3 Marketing research to contribute to the development of its marketing plans
Showcasing research encourages a business to settle on choices by understanding the
changing of the market that is offers items in. for instance, apple so as to offer their items need to
think about their intended interest group, what individuals need to think about the item and what
makes their item emerge from others. They may likewise need to know the most ideal path for
them to disperse the item.
Primary and secondary research
There are two distinctive ways that apple can accumulate examine, either essential or
auxiliary. Essential research is done by the association that the examination is being done about,
optional research is picked up by gathering information that has been beforehand gathered. There
are two methods for essential research (inner and outer), interior essential research is alludes to
information gathered by taking a gander at the organizations inside database outside essential
research alludes to information that is gathered by discovering sentiment that have an outside
view on the business (Krishna, 2013). There are likewise two sort of optional research (inner and
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outer) which are practically the same to essential research with the exception of the examination
has been gathered some time recently.
Qualitative and quantitative research
Research can be subjective, quantitative or both. Subjective research includes a sentiment
being communicated in a non numericals technique, the exploration is subjective and enables
organizations to dig further into these supposition to comprehend them better quantitative
research is generally objective and is includes numbers and can set up relationship and causation,
quantitative research is a great deal snappier to comprehend on the grounds that all the
examination is quantifiable and adheres to the expected motivation behind the examination
(Louviere and et. al., 2013).
Apple's market research
Apple's are market orientated implying that they create items in view of the requirements
and needs of the market. Apple's do statistical surveying so they can arrange ahead,meaning they
can investigate what items they ought to creating to fill future needs. Complete statistical
surveying additionally implies that apple's can endeavours to reinforce their item range to
guarantee that they beat rivalry.
P4 Marketing research for marketing planning
Apple do the SWOT examination for this reason which is depicted as underneath:
SWOT investigation:
Strength:
 Item outline of Apple id exceptionally special and in addition they utilize new
advancements in their products moreover.
 There appropriation framework is exceptionally viable and effective (Malhotra, 2012).
 They concentrate on their clients request while growing new item for them.
 No other organization is very similar to them.
Weakness:
 Individuals expect incredible things from apple a seemingly endless amount of time and
keeping up these desire levels is difficult for anybody.
 A key issue in Apple as an organization is that a large number of its items are
inconsistent with outsider programming/adornments. That has an immense effect on
shopper basic leadership.
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 Apple has just 7-8 items in its portfolio in contrast with the different items that its nearest
rivals Microsoft and Google have. Thus the reliance of Apple on each of its items is high.
In the event that one item bombs, then that is a 10% misfortune to Apple.
Opportunities:
 Normally, with Facebook extending with Instagram, Occulus crack, Whatsapp and others
and Google growing in 10 diverse ways, Apple needed to discover some new items
which Apple could dispatch. Apple is presently focused on Apple Car which should be
propelled in 2020 (Mentzer and Gundlach, 2010).
 In the innovation business, mechanical progression is dependably an open door.
Furthermore, the one brand we can hope to use innovation to its best is Apple.
Threats:
 One of the key dangers to Apple is the market entrance by different brands in the
Smartphone showcase. Android is eating piece of the pie like anything and as of now has
47.5% of the piece of the overall industry while I telephone is at 42% piece of the pie.
Android is being utilized by Samsung, HTC, Lenovo and for all intents and purposes
everybody who needs to enter the advanced mobile phone showcase.
TASK 3
P5 Groups of customers are targeted for selected products
Fragment showcasing is the where characterizing the organizations clients' needs and
needs by requesting them specifically bunches that get distinctive care and diverse levels of
promoting. Clients are divided by a business can fluctuate from business to business however for
the most part incorporate ranges, for example, sex, territorial area, pay, financial variables, or
past purchasing.
Geographic: Geographic division is an imperative procedure – fundamentally for a multi-
national and worldwide organizations and brands. Numerous substantial organizations have
provincial and national showcasing which change their items, publicizing and advancement to
meet the individual needs of geographic area.
 Locales: e.g. in the UK these may be England, Scotland, Wales Northern Ireland
 Nations: maybe sorted by size, improvement
 City/Town measure: e.g. populace inside extents
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 Populace mass: e.g. rural, urban, semi-provincial, and country
 Atmosphere: e.g. Northern, Southern
Demographical: This division contains of blending the market into gatherings in view of factors,
for example, sex, sexual orientation family, age, wage, occupation, race, religion and nationality.
Business may expect, statistic division factors are between the most famous hotspots for dividing
client gatherings. This is predominantly in light of the fact that client needs are firmly connected
to factors, for example, wage and age (Palmer, 2012).
TASK 4
P6 Coherent marketing mix for a new product or service
The advertising blend is regularly alluded as the "seven p' s"- since the most imperative
component of promoting are worried with;
Product: Portable Computers – including Mac products such as Mac Book Pro, iMac,
MacBook Air, Mac Mini, Xserve
Servers – including Xserve, Xsan, MacOS X Ser, MobleMe.
Accessories – including MagicMouse, Keyboard, Led Cinema Display.
Place: Apple service providers are certified technicians, who complete regular Apple
training and assessments, and offer repair services, and exclusive access to genuine Apple parts
(Papasolomou and Melanthiou, 2012).
Price: Apple is a premium brand computer that does not attempt to compete on price. The
company has reduced prices after some initial product launches. It uses skimming and premium
pricing strategies.
Promotion: Apple, Inc offers special discounts on refurbished MacIntosh computers, iPod
Nanos, and the 8GB iPod Touch. In each case a 1 year warranty is included on the all products.
CONCLUSION
According to the above previously mentioned report it has been presumed that promoting
is extremely basic for any organization since it builds up the request of the items and
administrations. Organization can likewise lead research to know the necessities and needs of
clients. Apple likewise utilize different sorts of strategies for advertising. It will upgrade their
benefits and additionally increment the notoriety in the commercial center. They can likewise
contend their rivals in the market. While they grow new item for them they additionally make
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arrangement. They focus on every last kind of market with the goal that they can fulfill the
request of individuals.
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REFERENCES
Books and Journals:
Anda, M. and Temmen, J., 2014. Smart metering for residential energy efficiency: The use of
community based social marketing for behavioural change and smart grid introduction.
Renewable Energy. 67. pp.119-127.
Barile, S. and et. al., 2012. An introduction to the viable systems approach and its contribution to
marketing.
Bhattacharya, C.B. ed., 2010. Introduction to the special section on stakeholder marketing.
Journal of Public Policy & Marketing. 29(1). pp.1-3.
Buttery, J. P. and PAEDS/APSU Study Group, 2011. Intussusception following rotavirus vaccine
administration: post-marketing surveillance in the National Immunization Program in
Australia.Vaccine. 29(16). pp.3061-3066.
Gummesson, E. and Mele, C., 2010. Marketing as value co-creation through network interaction
and resource integration. Journal of Business Market Management. 4(4). pp.181-198.
Jones, B., 2010. Entrepreneurial marketing and the Web 2.0 interface. Journal of Research in
Marketing and Entrepreneurship. 12(2). pp.143-152.
Krishna, A., 2013. Introduction: What Is Sensory Marketing?. InCustomer Sense(pp. 1-18).
Palgrave Macmillan US.
Louviere, J. and et. al., 2013. An introduction to the application of (case 1) best–worst scaling in
marketing research. International Journal of Research in Marketing. 30(3). pp.292-303.
Malhotra, N. K., 2012.Basic marketing research: Integration of social media. Boston: Pearson.
Mentzer, J. T. and Gundlach, G., 2010. Exploring the relationship between marketing and supply
chain management: introduction to the special issue. Journal of the Academy of
Marketing Science. 38(1). pp.1-4.
Molesworth, M., Scullion, R. and Nixon, E. eds., 2010.The marketisation of higher education.
Routledge.
Palmer, A., 2012.Introduction to marketing: theory and practice. Oxford University Press.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Online:
Definition of Marketing. 2017. [Online]. Available through:
<https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx>. [Accessed on
16th August 2017].
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