Marketing and Management

This document provides an overview of marketing and management, including the concepts of marketing, the marketing process, and the roles and responsibilities of a marketing manager. It also explores the interrelation of marketing with other departments and discusses the marketing mix of Apple and its competitor Samsung.

Running Head: MARKETING AND MANAGEMENT 0
Marketing & Management

MARKETING AND MANAGEMENT 1
Contents
Introduction...........................................................................................................................................3
Part A (LO1)..........................................................................................................................................3
Concepts of Marketing......................................................................................................................3
Marketing Process.................................................................................................................................4
Roles and responsibilities of marketing manager..................................................................................5
Roles..................................................................................................................................................5
Responsibilities.................................................................................................................................6
Interrelation of marketing......................................................................................................................7
Importance of marketing role................................................................................................................7
Lo2- Part A.............................................................................................................................................8
Marketing mix of Apple and its competitor (Samsung).........................................................................8
Part B...................................................................................................................................................10
Marketing plan for Apple....................................................................................................................10
Marketing objectives...................................................................................................................10
Target market of iPhone..................................................................................................................10
Apple marketing mix strategy..........................................................................................................10
Recommended action plan for Apple...............................................................................................12
Measures for monitoring and evaluating progress and meeting of goals and objectives..................12
Conclusion...........................................................................................................................................12
References...........................................................................................................................................14

MARKETING AND MANAGEMENT 2
Introduction
Marketing and Management is the process of developing strategies and plan to promote the
goods and services (Doz, 2017). The report will talk about the marketing and its concepts in
order to promote the goods and services. This report will divided in two parts which contains
the marketing concepts and strategies. In this report, Apple in United Kingdom has been
taken into consideration to analyse the marketing concept. Apple Inc. is an American
multinational technology company which operates in consumer electronics, computer
software and online services.
Part A (LO1)
Concepts of Marketing
Marketing concept is a philosophy that states that the firm has to analyse the needs of their
customer and then make their decision related to the goods and services. It is a type of
strategy that organizations implements in order to increase their sales, beat the competition in
market. Marketing is a department of management that tries to design the strategies for
building the profitable relationship with its customers. In future, there will be the trend of
increase the functionality of social networks. It is true that almost all the people learn the
news through the social networks. The essential motivation for improving the advertising in
future is development of artificial intelligence. Deep learning assists in getting the several
perspectives of using artificial intelligence in the field of marketing.
The functions of marketing are defined as the role of business organization that helps in
identification of potential products for market. All these functions are common in marketing
that involve product plan, marketing research, promotion, development process, sales, and
customer service. The functions of marketing have several responsibilities of business
organization, and these functions are ultimately responsible for the growth in business
organization. The marketing function consists of market research, sales support system,
finance team and department of human resource. The marketing department in every
organization plays an essential role in the organization. There is close relationship between
the marketing functions and other functions of the organization.

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Marketing concept classifies into the production concept, sales concept and the marketing
concept.
The production concept refers that the company has to focus on those product which create
the high demand with the low cost of production. The product of the company can produce
the product efficiently and effectively as per the customer needs and demands. For this, the
company has to analyse the customer needs and wants through the different questionnaire
forms and the many others.
The sales concept defines that the company has to convince the customer for buying their
products. The company has to focus on the advertising, personal selling and the other
promoting channels to aware the customer in order to boast the sale of the product.
Marketing concept refers that the company has to take care about the customer needs and
wants even after introducing the product in the market. The company has to analyse the
reaction of the consumers either they like the product or not on the basis of prices, quality,
needs and wants (McDONALD, 2016). It is basically all the activities of a company that is
associated with the buying and selling of product and service. In this way, it includes selling,
advertising and delivering the product to people. Therefore, people who are working in
marketing department get the attention of customers using innovative packaging, slogans,
media exposure and celebrity endorsement.
It has been seen that the Apple introduces the product thrice in a year with the innovative and
unique features. The company introduce the innovative product which can meet the demand
of the consumer. It reflects that the company follow the production concept by focusing on
the product. The company introduce the product as per the needs of the customers which state
that the company examine the demand by analysing the marketing trends. The company does
not advertise the product themselves but use the agents to advertise the product. It has been
seen that the company introduce their product by implementing the production concept. The
marketing concept states that the company has to analyse the customer review for their
product either they satisfy by using the company product or not. Marketing concept is most
suitable concept for the company in order to achieve the success.

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Marketing Process
The company has to develop the plan in order to analyse the demand of the customer. The
plan contains the following steps and these are:
Situational Analysis
This step includes the macro and micro environment analysis so that the company can easily
identify the consumer needs and wants and satisfies them. There are several frameworks
which can be used to analyse the environment of the market such as PEST Analysis, SWOT
Analysis and many others.
Apple also used these frameworks to analyse the consumer needs and wants in order to
satisfy the consumer by producing the product as per the customer demand. Apple introduces
the innovative product thrice in a year which reflects that the company put their efforts to
analyse the demand of the customer by using the different tools (Wheelen, Hunger, Hoffman,
and Bamford, 2017).
Marketing strategy
Marketing strategy is the next step which states that the company has to analyse the best
opportunity due to which it can satisfy the consumer needs. The company has to satisfy the
consumer needs and demands due to which it has to adopt the strategies which help to
achieve the success. Apple is the largest brand in the terms of technology industry which
helps to generate the high revenue. The company uses the segmentation, targeting and
positioning strategy in order to attract the large number of customer. The company generally
uses the urban area as the segmentation to boast the sale. The company has three target
groups customer due to which it earns the high revenue such as music lovers, teenagers and
the others who can use the product and services of Apple. The company is also number 1
brand which has the top most positioning (Baker, and Saren, 2016).
Marketing Mix Decisions
The company use the marketing mix decision to promote the product in the market so that it
can earns the high revenue by selling the product. The company has to use the marketing mix
strategy to attract the large number of customer by using the appropriate process. Apple also
uses the marketing mix strategy as per the classification such as price, place, promotion and

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product. The company set the high price so that the consumer attract for the precious products
and also earns the high revenue by setting the distribution channel.
Implementation & Control
In this step, the market plan and procedure is applied and output of the marketing efforts is
monitored. This step is follow by the companies in order to grab the high market share in the
market. Apple also applied the marketing process and strategy in order to grab the high
market share in the market. The company also applied this step in order to grab the high
market share in the market. The company develop the product as per the market trends and
the customer requirement which help to achieve the target.
Roles and responsibilities of marketing manager
Roles
Work with the top management
The main function of the marketing manager is to work with the top management. The
marketing manager of the company assists the top management in determining the marketing
plan and policies so that all the issues of the process of planning will be removed.
Supervise and coordinate the business activities
The marketing manager of the company also supervises and coordinates the business
activities. The marketing manager of the company establishes the effective relationship
among the organisation activities such as purchase, sales, packing, storage, advertisement and
many others.
Evaluate the product
Marketing manager of the company evaluate the product to deliver the quality of product to
the customer. It is an essential role which is play by the manager so that the necessary
modification and alterations may be made in the product as per the correct time (Heding,
Knudtzen, and Bjerre, 2015).
Responsibilities
Responsibilities towards Employees

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Marketing manager has great responsibilities towards the employees of his department. The
manager has to take care about the employees training and remunerations. The other
responsibilities of the manager towards the employees are motivation; improve their
performance and many others. The manager improves the performance of employees by
evaluating and analysing the performance.
Responsibilities towards Enterprises
The marketing manager of the company has the responsibility towards the enterprises. The
marketing manager is very responsible authority in the context of achieving goals. The
marketing manager of the company develops a marketing plan, organise, coordinate and
control the plan in order to achieve the objective. The company forecast the sale, develop a
plan and fix the prices which are the main activity to achieve the objective.
Interrelation of marketing
Marketing and finance department
The marketing department promote the product by investing the huge amount on
advertisement. The marketing department has to develop the budget in order to achieve the
objective of the company with the help of finance department as per the capability of the
company financial situation. The finance department of the company also has to develop the
budget for the marketing department which helps to achieve the objective (Gummesson,
2017).
Marketing and production department
The marketing department promote the product which is produce by the production
department. Marketing department requires the product details so that they can easily
promote the product. The marketing department requires the help of production department in
order to promote the product. The marketing department of the company analyse the demand
of the customer which helps the production department to develop the product. The company
can achieve success by satisfying the customer needs and wants. The analysis is beneficial for
the production department in order to develop the product (Ekpo et al., 2015).
Importance of marketing role

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Meets customer needs and wants
Marketing department of the company has the responsibility to analyse the marketing trend
and customer demand. It is beneficial for the company to analyse the customer demands
related to mobile phones, and laptops in order to grab the high market share in the market.
Marketing has the major role in satisfying the consumer needs and wants because company
develop the product as per the analysis of the marketing department (Kozlenkova, Hult,
Lund, Mena, and Kekec, 2015).
Widens Market
The marketing department of the company use the communications channels in order to
promote the products through advertisement, promotion events and using the social media. It
develops the company images and reputation in the market which helps to achieve the large
market share and expand the business at the large area (Vakil, and Kasmi, 2016).
Lo2- Part A
Marketing mix of Apple and its competitor (Samsung)
1. Product- Apple Inc. is known for the greatest innovative products in the world. It
always comes up with new products in the whole world. Macintosh, a product of Apple that
is one of the premier products. IPhone is also one of the most selling products of Apple. It
was the first company to launch its smartphone with multiple touches. The other products of
Apple are Apple watch, IPod, and Apple TV. As compare to Apple, Samsung invests more in
research and development for delivering the best products to its customers. It also offers the
several products in different categories. The products of Samsung are divided into different
categories such as mobile devices, information technology, Samsung home appliances, and
memory/storage and information technology.
2. Price- Apple does not target all the sections of society. Being a market leader in the
market segment, pricing strategy of Apple is also same as market leader. It is true that Apple
is known for the best innovation and that comes from the cost. It follows the premium pricing
strategy in order to satisfy its customers. Due this strategy, products of Apple are costly and
seen as status symbol. Due to its high and innovative technology, its products are always
costly. As compare to Apple, Samsung uses the skimming and competitive pricing strategy.
In order to effectively compete with the competitors, it uses this pricing strategy. There is big

MARKETING AND MANAGEMENT 8
difference lies between the Apple and Samsung related to their prices that are offered to the
customers.
3. Place- Apple embraces the aggressive strategy in order to reach the premium
customers. For this, Apple uses various channels for targeting the potential customers. It has
also collaborated with the various trade partners in order to maintain the channel of
distribution. On the other hand, Samsung sells directly to the service dealers or retailers. By
following this strategy, service dealers are responsible for all the corporate sales. In Samsung,
distribution is its strength.
4. Promotion- In Apple Inc., the focus is given on the product and factor of
differentiation in order to make the product unique from its competitors. It sues various
channels for the promotion such as print media, TV, billboards, and online ads. The ads of
Samsung always tried to focus on the innovation in order to differentiate it from competitors.
However, in Samsung, promotion is the strong pillar. It believes that Samsung mostly believe
in advertising to engage more customers towards the brand. It promotes its new product with
the help of digital media and newspaper.
5. People- in Apple, vision of the company are promoted through the employees of its
organization. It believes that proper knowledge of the product is necessary to know by the
employees. Therefore, it follows a strict training to communicate in a better way. In case of
Samsung, employees play a vital role in maintaining the healthy relationships with customers.
Engagement is one of the most essential objectives of company that aimed at recruiting and
retaining the employees in most competitive environment. From last many years, it is using
its own technology in order to build the employee engagement (Crawford, 2014). Besides
this, employees who all involved in the promotion, sales, product development, and customer
service are significant personnel of Samsung. As compare to Samsung, Apple working
conditions are better. Many employees of Apple are in the age of 30 and 40 but still they have
more experience and innovative ideas to bring in the workplace. Besides this, discounts are
also provided to Apple employees on the products of Apple (Kosoff, 2016).
6. Process- In Apple, all the activities are aiming to match the conditions of market. For
ensuring this, Apple highly gives the significance to each aspect of the customer experience
and development. By doing this, it tries to indicate the company’s culture in order to interact
with the user in better manner. For delivering the best quality services to the end user, it has
introduced the several new procedures. These procedures also need to identify the needs of
the customers and handle the complaints from the end user.

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7. Physical evidence- it refers to what an organization can do to shape about how the
product or service will be perceived by the customers. It is also when customers can actually
experience or see the product as well as service that are being made. For assuring this, Apple
has introduced the Apple watch in year 2014. With this new feature, Apple Watch has been
marked to another new level in the technology. In case of Samsung, it believes that physical
layout plays a crucial role. Samsung has reached in the mind of today’s customers by bring
changes in the physical layout as per the changing environment.
Part B
Marketing plan for Apple
Marketing objectives
 To set the aggressive buying objectives for first and second year.
 The first year objective is to increase the 4% sale in U.S and UK through the increase
in sales volume. The second year objective is to increase the sales by 10%.
 Extending the brand name of Apple in order to get the meaningful position.
 Extending the Apple image of quality, innovation, and value.
 To measure the response and awareness for making the adjustments in marketing
campaigns.
Target market of iPhone
 The primary customer target of Apple is the upper -income class people for
coordinating the busy schedule as well as communicates with the friends, colleagues,
and family.
 The secondary customer target market is college, high school, and graduates who all
need the different function device.
 The primary business target is to become partner with big software firms.
 The secondary business target is to provide corporation that want to help employees
and managers for staying in communication as well as access the critical data.

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Apple marketing mix strategy
1. Product- Apple mostly targets the higher income class people of society. Therefore, it
should also start launching the product for lower section of the society. In this way, it is
required by the Apple to launch cheaper version with less advanced feature. Along with it, it
is also significant for Apple to launch the more advanced version for the use of professionals.
The product category also add some features such as lower weight, long battery life, thinner
device.
2. Price- By targeting the higher section of the society, the prices of its products are also
high. It can set the base model with the cheaper price. For this, it should adopt the lower
pricing strategy in order to target the lower class people also. It can also start the special and
limited edition with the special prices. By doing this, it can dominate the market of every
segment of the society.
3. Place- Apple already has enough reach in its target market that does not require as
such changes. Therefore, it is recommended to the Apple to effective use its current
strategies. However, it can modify those strategies according to the changing needs of
customer in particular location.
4. Promotion- It is seen that the Apple do it promotion in better way. It also uses
advance technology in promoting its products. It has been seen that the unique features of
Apple products are clearly and well defined in its advertisement. However, it should also use
starts offering various discounts in order to attract more customers. It is an effective way to
convenience the customers for purchasing product. On regular basis, it keeps on maintaining
the awareness of new product in the market. It should also promote its product when there
prices decrease. It will help the lower section to purchase its product and know the unique
features of customers. It has been analysed that the company does not promote the product
themselves in the market. The company has to promote the product through the social media
by developing their own websites and pages in order to attract the large number of customers.
5. People- for attaining its marketing objective, it is required for the apple to have
capable marketing manager. It will ensure the proper research regarding the changing need
customer’s towards mobile phone or any other product of Apple. It should also hire the
graduate people besides the capable people. It will help in growing those people by proper
understanding of its process. Appointing new people generate the new ideas in order to
achieve the high market share in the market. There are many advantaged due to which the

MARKETING AND MANAGEMENT 11
company will achieve the success in the future such as fresh ideas as per the trend and new
advance technology.
6. Process- In process, how the company is delivering its product matters the most as
customers are paying for that. For assuring, Apple can open the more and more stores in
those areas also where it does not present. It can also start deliver its product through online
channel. In those areas where online delivery of product is done, Apple can start the channel
of distribution. The company has to establish the different warehouses so that the quality of
product will be maintain. The company can easily provide the quality of product to the
customer and store the product for large time which is a beneficial factor.
7. Physical evidence- In Apple, products are known for its better services. Therefore,
Apple can focus on the warranty period for its products. It can also decide the free service
period for those who are purchasing its product. This will encourage the customers more to
avail its services due to better post services of company. It is true that post services matter the
most to customers in today’s time. Therefore, it can add the various benefits to the company.
The company has to open the small stores so that it can easily reach at the large number of
customer and provide the product to the services to the consumer.
Recommended action plan for Apple
s. no Activities Time frame Outcome
1 Sales In Apple, sales are
estimated to grow in
next 6 months or 1
year of the new
marketing mix.
To get the more
customer and market
base in the upcoming
years.
2 Profit By increasing the
sales of company, the
profit is projected to
rise in next 1 or 1.5
years.
Inclusion or more
and more new
products and
innovative services in
the company.
3 Growth As per sales and
profit, growth is
likely to increase in
the next 1 or 2 years.
To get competitive
position in the
market as compare to
its competitors.

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Measures for monitoring and evaluating progress and meeting of goals and objectives
In order to measure the progress, it will plan the strategy for meeting each month with the
board of Apple. In this meeting, it presents all the information and makes the proposal for
regular marketing efforts. Before each of the meeting, it will meet in private with people for
presenting their own proposal. If any limitation of drawback will be found, an action plan
will be prepared for minimising or removing the issue as soon as possible. After seeing the
proposal of each person, it will vote the best one and come to a common decision.
Conclusion
From the above analysis, it has been concluded that the marketing department is an essential
part for the company in order to achieve the success in the market. The other department of
the company depends on the marketing department. It helps the other department to perform
the work of the company. The other department also helps the marketing department in order
to promote the product. The company expand the business by promoting the product in the
market. Thus, marketing plays the major role in achieving the organization objective.

MARKETING AND MANAGEMENT 13
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