Marketing and 7P's of Marketing Mix for Creating Customer Value

This report discusses the concept of marketing and the 7P's of marketing mix for creating customer value. It explores how Apple Inc. utilizes these strategies to promote their products and services. The report also delves into the significance of SWOT analysis and Ansoff's growth matrix in determining business competitiveness. Additionally, it highlights the role of digital marketing in improving business performance and growth.

MANAGEMENT

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAINBODY ...................................................................................................................................3
TASK 1............................................................................................................................................3
Define term marketing and discuss 7P's of marketing mix for creating customers values....3
TASK 2............................................................................................................................................4
Discussion of SWOT analysis in order to determine how a business can use marketing to
remain competitive.................................................................................................................4
TASK 3 ...........................................................................................................................................5
Depict Ansoff's growth Matrix:..............................................................................................5
TASK 4 ...........................................................................................................................................6
Discuss digital marketing for improving performance and growth of business.....................6
CONCLUSION ..............................................................................................................................6
REFERENCE...................................................................................................................................8

INTRODUCTION
Marketing is a procedure of attracting and getting potential customers or consumers who
are interested in tire products ans services. The term procedure in marketing includes
researching, promoting, selling, and distributing their product and service. Aim of this report is
to understand how planning, researching, and marketing mix are used in an organisation. The
present report is carried out upon Apple Inc. which is a multinational technology organisation.
They design, manufacture and promote tire products and services like computers, media device,
cell phone etc. with that they sell wide variety of related software and applications. This paper
discusses the meaning of marketing, and 7P's for creating customers value. Furthermore, SWOT
analysis is explained for examine external and internal factors that affects business of a
company. Also this report includes Ansoff's matrix in order to determine how business can
become successful in market. At the end it explains digital marketing for improving performance
and growth of firm.
MAINBODY
TASK 1
Define term marketing and discuss 7P's of marketing mix for creating customers values.
Marketing can be advert as a process of promoting or socializing the values of goods &
services to potential consumers with the aim of selling product or services. Main motive of
marketing is to capture attention, identifying needs and demanded of consumers for satisfying
consumers requirements(Sharp, 2017). It can be done by using internet, social media, blog etc.
For developing customer value, 7P's of marketing mix is used and these are discussed below in
relation to Apple Inc.-
Product is anything that a company sell or provide their consumers in order to fulfil
demands of consumers. In relation to Apple, they differentiate their product by branding, features
and packing style. Organisation need to kept all these points in mind before launching any
product.
Price refers to all manufacturing cost while converting raw materiel into finished good.
Apple develop their price after analysing each factors like cost, discounts, variations etc. They
kept high price but always provides what a consumer desire of.

Place term refers to that in which product is well available where targeted consumers find
easier to buy. In context of Apple Inc. they operates their business across 499 retail store and 22
countries. throughout the world (Katsov, 2017).
Promotion includes advertising, sales, direct selling,personal. All these methods are used
to promote product in market for increasing sales of company. In context of Apple Inc. they
made promotional strategy for launching their products.
People are those who buy or consumes products of a company. Company is totally rely
on people who buy their goods. In relation with Apple they posses good image in market which
proves that people are already loyal towards their product.
TASK 2
Discussion of SWOT analysis in order to determine how a business can use marketing to remain
competitive.
SWOT analysis is techniques used by any organisation to analysing their strength,
weakness, threats and opportunity. It aid them to access current position at marketplace before
deciding any new strategy. Chance of failure can re reduces by understanding that where they are
lacking and eliminating barriers. They can maximize their productivity and profitability in order
to grow their business by analysis strength and weakness of firm. For this SWOT analysis is
carried out in context of Apple Inc. which is underneath:
Strength Weakness
 Most valuable brand- It holds rank 1st
for 7th consecutive year by inter-brand
 Top technology- Apple is the first
organisation which introduce effective
innovative and creative products.
 High price product- Goods of Apple is
considered as luxury due to its
premium price.
 Incompatible with other software-
Products of apple do not support other
software or technology which make
them incompatible with other
devices(Kumar, 2016).
Opportunity Threat
 Uniformity in consumer growth- Apple  Coronavirus Outbreak, Apple is highly

is dominating in technology sector.
They serve top quality and cutting edge
technology which attracts ample
number of consumers.
 Expansion in network distribution-
Apple Inc. have opportunity to
distribute its network. Currently its is
limited and left room for minimal
growth. They can generate high
revenue and sales by focusing on
creating network
distribution(Armstrong and et.al.,
2018).
depend on chine for manufacturing and
supply chain.
 Increasing competition- Although
Apple posses good brand image at
market place but still it faces so many
threat from their competitors like
Samsung, google, and Dell.
TASK 3
Depict Ansoff's growth Matrix:
Ansoff's matrix was developed by Igor Ansoff's. It is core business strategy tool used by
an organisation in order to formulate strategies and plan for development and growth of business
of company. It is used for identifying overarching strategy of business need to use and then
inform which tactics need to be use in market activity. It holds four fundamental strategy which
are explained in context of Apple Inc. as follows:
Market penetration: It refers to selling existing product in existing marketing for growth
of firm. In relation to Apple Inc. they operates their business through out whole world.
Ecosystem of Apple's product and service aid them in pursuing market penetration with high
level efficiency.
Market expansion: It is associated with searching new market for existing product. This
strategy is adopted by Apple Inc. in order to bring growth in business(Malhotra and Dash, 2016).
In Asia for attracting market to maintain long perspective, they mainly focus on revenue which
emerges economy.

Product expansion: It involves developing of new product for selling in existing market.
Development of new product is core growth strategy for Apple Inc., they launch their updated
product and introduce new goods in market. For this they highly invest on RND for launching
new product.
Diversification:This growth strategy emphasises on non provision of new market with
new product. It is consider to be risky strategy. For apple largest sources of revenue is saturation
of global market for iPhone. They awaited to clasp this strategy in short -medium perspective.
TASK 4
Discuss digital marketing for improving performance and growth of business.
Digital marketing refers to use of internet and other digital media or technology for
promoting product to support Morden marketing which includes internet marketing, E-
marketing, web-marketing and so on. By using some digital marketing a business can improve
their performance and growth which is discussed below in context of Apple-
Search engine optimization (SEO)-online business fundamentally lives on mercy of
google, bing, yahoo, Firefox and other search engine and by using this technique for promoting
their product they can grow their business(Kolb, 2017). In context of Apple they highly uses this
technique for advertising and socializing their new product at marketplace.
Social media marketing – It is also a part of digital marketing in which social media is
used. Social media marketing is not only a marketing channel but also a way for people to keep
in touch with their friends and family. There are many excess of social media marketing like
Facebook, twitter, Instagram, LinkedIn etc. in context of Apple they use all these mode for
targetting and promoting their goods and services in order to improve performance and growth of
company.
Content marketing; It is another type of digital marketing used for promoting goods and
services. It is indirect way of marketing in which content related to product is published and that
is find naturally by audience while browsing the web(Deepak and Jeyakumar, 2019). In
relevance to Apple Inc. they uses this method to make viewers interact with content by reading,
sharing, and commenting on it.

CONCLUSION
From above report it can be concluded that marketing is a very critical function of
business which focuses on attracting people. It is not only earns profitability to market but also to
the consumers as they have all options in front of them to select best alternative among these
options. It explains 7P's for creating values. Furthermore, it explains SWOT analysis and
Ansoff's growth matrix along with Digital marketing for improving performance of business.

REFERENCE
Books & Journal
Sharp, B., 2017. Marketing: theory, evidence, practice. Oxford University Press,.
Katsov, I., 2017. Introduction to Algorithmic Marketing: Artificial Intelligence for Marketing
Operations. Ilia Katcov.
Armstrong, G.M., and et.al., 2018. Marketing: an introduction. Pearson UK.
Malhotra, N.K. and Dash, S., 2016. Marketing research: An applied orientation. Pearson,.
Kolb, B., 2017. Marketing research: a concise introduction. Sage.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Kumar, V., 2016. Introduction: Is customer satisfaction (ir) relevant as a metric?. Journal of
Marketing. 80(5). pp.108-109.