Analysis of Marketing Strategies and Corporate Governance

The provided document is an assignment that involves analyzing various research papers and case studies related to marketing strategies and corporate governance. It covers a range of topics, including the marketing mix, green marketing, social responsibility, and cross-functional alignment in supply chain planning. The document also includes key strategies learned from Apple's marketing approach. The analysis provides insights into the importance of effective marketing and corporate governance in achieving business success.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function.............................................................1
P2 Roles and responsibilities of marketing in context of Apple’s organisation..........................3
TASK 2............................................................................................................................................6
P3 Marketing mix of two organisations i.e. Apple and Sony to achieve their business
objectives.....................................................................................................................................6
TASK 3..........................................................................................................................................10
P4 Evaluating basic marketing plan for Apple Inc....................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is too often viewed purely as management function which is considered as
driver for all successful business. This function is considered as most important because without
this company cannot target their customers. There are so many marketing strategies which can be
adopted by organisation in order to accomplish with their existing goals and objectives. It is to be
considered as core business of organisation where it become essential for them to make strong
relation with customers and along with this to satisfy their needs and yearnings. In entity,
marketing manager are liable to conduct proper research so that they can find out the needs of
customers and offer products accordingly (Wertime and Fenwick, 2011). In this report, Apple
Inc. is taken which is a multinational technology company who is designing, developing and
selling the consumer electronics and software and also offering online services. In present
assignment different roles and responsibilities of marketing manager has been explained along
with this it is linked with other organisation function. Apart from that marketing mix of different
two organisations has been explained. In last, basic marketing plan for Apple company has been
discussed which help them to target more customers also and retain in market for a long period
of time.
TASK 1
P1 Key roles and responsibilities of marketing function
Key Roles and Responsibilities of Marketing Function
Apple is popular brand in technology industry in terms of generating large amount of
revenue as well as its brand ranking is also good. Marketing is that procedure where organisation
can sale their products and services to customers. This is that activity where organisation is
having opportunity to generate large amount of funds from customers while selling high quality
of products. Function of marketing is organisation does not exist in isolation. Therefore, it is
significant for managers of mentioned company to see that how marketing concepts with others.
The major responsibilities of marketing manager are to reach out with customers, investors or
any community so that they can create overreaching image in front of them (Huotari and Hamari,
2012). Here employees and staff are also playing role where they are also making efforts to
achieve their marketing objectives. In modern era, it is essential for manager to analyse their
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roles and responsibilities so that they can execute their task in appropriate manner. Apart from
that the major objective of marketing manager are to improve the productivity and profitability
of organisation in order to maintain the cost of products. As, manager has to make appropriate
strategies which will help them in to increase the efficiency of employees so that they can
perform their task in best manner. With the help of different kind of strategies Apple company
can lead in competitive market and will succeed in attaining their goals and objectives.
Some roles and responsibilities of marketing manager which are performing by Apple Inc.
Market planning – It is that process where manager has to identify and understand the
marketing strategies of company for targeting. As this company is making their products for
the middle and upper class people and targeting those people who are looking for convenience
and ease of products. Marketing planning of this company are closely grouped into the
management category because with the help of this company can make their business
strategies in proper manner (Babin and Zikmund, 2015). Apart from that whatever planning
are made by manager should be implemented in time period which will help them to resolve
the issues which are facing by customers.
Product and services management – Here, managers are trying to design and develop
those products which suit to the consumer needs. the products of Apple are designed in such a
manner where they can easily satisfy the requirements of customers. The managers are dealing
with new creation of products after identifying the needs of end users and it is to be considered
as most important function to succeed in market.
Marketing-information management – This function is used by managers when they
are gathering information from other activities in order to improve their existing performance.
Here, manager of Apple company is considering pros and cons of customers which are
expressed by them about their products and trying to improve them for next level of
generation. Managers are trying to have a good management system which will also assists
them in improving their market planning strategy and sale high quality of products for next
generation. In modern era, it will also support to organisation to serve best quality of
electronic items in order to retain customers for a long period of time.
Risk management – Marketing manager of are dealing with risk management in order
to provide security for products which are using by customers and reduce the threats which are
associated with gadget items. Here marketing manager dealing with multiple suppliers so that
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they can minimise the risk which are attach with the products. Along with this manager are
constantly working upon on that in order to run their marketing function safely and effectively.
Market research – This function is considered as most important because managers
has to conduct proper market research on time-to-time in order to identify the yearnings of
customers. With the help of proper marketing research, Apple can target high class customers
and maintain their strong position in competitive market. In addition to this, it also gives an
opportunity to organisation to expand their business in other sector where they can easily
target new audiences.
Selling and advertisement – Selling is considered as directing communicating with
customers so that they can also find out the needs from organisation. So, that they can provide
them best quality of products according to them. It is responsibility of managers to adopt
different strategies so that they can sale products to those customers who need this (Nikolaeva
and Bicho, 2011). Along with this advertisement of products are doing in such manner which
is easy for them to target audience and best their revivals in competitive market.
However, marketing manager are having essential roles because they are finding those
customers from whom they can generate large amount of revenue. Along with this, they can
minimise the operating cost of products in order to maintain the price of goods. Further, it also
gives clear cut suggestion to managers that promotional activity should be integrated in such a
manner so that they can make more strong position in competitive market.
P2 Roles and responsibilities of marketing in context of Apple’s organisation
Roles and responsibilities of marketing are interlinking with Apple’s organisational context
For many organisations there are different kinds of organisational approaches in
marketing. The duty of marketing manager is lie with single member of team or it could be also a
group responsibility. If there is small team, then they are having ability to quickly to lead in
marketing ethos which can also become operational soul for companies. On other side large
companies required to work more in order to make their sturdy position in market. The manager
of Apple is having lots of responsibilities which has to be perform by them and have to make
coordination with others departments to cope with organisational objectives (Menz, 2012).
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However, it depends upon the budget which are available with them so that they can best source
of outcome for their marketing process. Here below mention some key roles and responsibilities
of marketing department are discussed as below:
 They have to properly understand expectation of current and potential customers.
 Develop marketing strategies and plan in order to execute their action in proper manner.
 They have to conduct research and reporting on external opportunities.
 Manage the customer journey which can also be called as maintain customer relationship
management.
 Services should be deliver on time period and budget should be utilised in appropriate
manner.
Some of the responsibilities are explained in detailed
Apart from that there are many roles and responsibilities of marketing department and
this can be diverse or focused on key aspects of business. Some of the responsibilities are
explained in detailed and has also linked with other departments which will assists them in
attaining objectives within time period.
Expansion of business – It gives an opportunity to organisation to expand their
business in all over the world by opening more and more stores in different place. As it will
help to entity in targeting different customers and make place in their mind so that they will
purchase their products. Along with this, competitive advantage can also gain by company by
making sturdy position in market.
Monitoring and controlling – In this it become the major responsibilities of marketing
manager to monitor all activities which are performing by that department. If any deficiency is
found, then they have to take immediate action for resolving them. By doing this, they can
measure he growth and successful of organisation (Oliva and Watson, 2011). With the help of
this Apple Inc. can also determine their existing performance and can improve those areas or
departments which need proper development.
Product development and innovation – Here main role of marketing department is to
properly identify the obstacles which are facing by organisation and affecting to their business
functions while launching any new product or services. So that they can make required
changes in that and attain their goals in effective manner. Along with they have to maintain the
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productivity of existing and new products and services by developing and creating new ideas.
Responsibilities are interlinked with other organisation department
Further, there are many departments in organisation through which entity will able to
accomplish their existing mission and vision statement in set time period. Each and every
department are having their own function which has to be perform by them and have to follow
common objectives. Different departments such as finance, HR, research and development,
sales are linked with marketing and has been discussed as below.
Marketing and finance – Marketing need support from finance departments in order
to utilise the budget the appropriate manner. As it will help them in fulfilling all plans
regarding promotion, advertisement in effective way. This department is likely to concentrate
on capturing a large market share and increasing the sales volumes but finance section is likely
to focused on to maintain their cash flow, covering cost from wastage of resources.
Human resource management and marketing – In Apple company, if there are no
skilled and motivated employees, then business will not become successful. So, for attaining
goals of company an organisation is required to select and recruit highly talented employees
through which they can make contribution in the success of firm (De Luca and Atuahene-
Gima, 2013). A skilled and capable candidate can help in marketing department also such as:
sales target can be accomplishing, different new approaches of company can be adopted for
targeting large number of populations, new ideas can also be generated regarding marketing of
products and services.
Sales and marketing – The sales of products and services will not possible until and
unless proper market plans ae executed by department. Before selling the products a proper
distribution of goods has to be done so that they can also avoid additional resources which are
making by sales and marketing department. Along with this, sales department of Apple
company has to maintain good relation with customers which become easy for them to interact
and retain them for a long period of time.
Marketing and Research and development – It is considered as significant function
in organisation through which manager can easily identify the current trends, taste and
preferences or demands of customers (Achrol and Kotler, 2012). Here, marketing department
is conducting research with the help of this section which support them in ascertaining the
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yearnings of customer’s expectation from company.
Moreover, there are also other departments in Apple through which company cannot
attend their growth and increase the profitability during the year. Furthermore, it will also
increase the number of customer base and organisation can capture large market in this industry.
TASK 2
P3 Marketing mix of two organisations i.e. Apple and Sony to achieve their business objectives
In modern era, every organisation is focusing on to achieve their goals and objectives in a
desired period of time. For this they are also concentrating on marketing mix tool which will
enhance their growth and development in competitive market. It is essential for Apple to focus
on this element also so that they improve their existing performance and proves as themselves
most powerful competitor in market. In this element various components are included such as;
price, place, promotion, product, people, physical evidence and process (Jo and Harjoto, 2012).
These are also referring as 7 P’s of marketing mix which assist to organisation for attaining high
level of growth in competitive market and beast their competitors. Here, marketing mix of two
different organisations has been enumerated i.e. Apple and Sony. A marketing mix of Sony is
effectively supporting them to operate their business at global level. It defines that how firm will
execute their marketing plan and specifies the target and tactics to deal with their issues. These
are discussed as below:
Components of marketing
mix
Apple Sony
Product This entity is continuously
expanding its product mix.
This component is helping to
company in order to determine
outputs of their business
activities. Main products of
this entity are; iPad, iPod,
watch, iPhone and many more.
This company is having
products in consumer
electronics, entertainments,
gaming and many more. The
main products of this company
are mobile communication,
devices, game and network
services etc. and it shows that
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there is a large diversification
of this business and sometimes
it is effects to market-based
risk also.
Price Apple is using premium
pricing strategy which
relatively involves that there is
high price of products (Kim
and Hyun, 2011). As this
strategy will help to
organisation in maintaining
high-end image of their firm
and products. Along with this
price of products will
ultimately rise because it
depends upon the technology
which are offered by each
model.
This company is known for
high quality of products.
However, products are
normally sold at
comparatively high price.
Some of the pricing strategy
which are using by this
company i.e. premium pricing
strategy, market-oriented and
value-based pricing.
Promotion Apple is using several variety
of old and new media
techniques in order to promote
their brand awareness.
Through this they are inspiring
user testing in retail stores.
The training centres of this
company are located
everywhere so that assistance
will be provided to customers
in order to resolve their issues.
This entity is promoting their
products and services in
different ways and forms of
advertisement. With the help
of this element company can
identify the promotional mix
which can be used by them in
order to communicate with
their target customers
(Gordon, 2012). Some of the
promotional techniques are;
advertisement, sales
promotion, direct selling and
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many more. An employee of
this company are using
personal selling so that they
persuade with target
customers and influence them
to purchase company
products.
Place The headquarter of this
company is located in
California. The services are
available at 24*7 for all users
so that they can serve best
quality of services and to gain
maximum possible outcomes
from them too (Mintz and
Currim, 2013). Along with
this, there are different ways
where company can distribute
their products in several
locations.
Sony is employing with
variety of places for delivering
their products to target
audience. Furthermore, this
company is also providing
online service to customers
which saves their time and
cost. Along with this, there are
many wholesaler distributors
of this company who is selling
Sony products.
Process Apple converts their new
customers and secure the
loyalty through a corporate
image which also emphasis on
customer services. As this
company seeks to target
market with the help of
making bold public relation
events and expand their
distribution channel to sale
their products.
It employs with umbrella
branding strategy by which
they placing an order along
with their corporate name.
Moreover, this is also seeking
with CSR policies with the
supply chain through which
they can maintain global
quality standards pf products
which are selling by number
of suppliers.
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People This company is having
effective technical support
team in organisation. So
whenever employees are
facing any issues it can be
resolved on immediate basis.
Along with this all
departments of this company
are working in coordination in
order to accomplish with their
goals and objectives.
Here, large number of
employees are there who is
located in each country to
resolve the issues of their
regular customers (Leonidou,
Katsikeas and Morgan, 2013).
Along with this, proper
training is provided to them in
order to minimise the cost
where services are provided
through physically.
Physical evidence The customers of this
company can also visit to
company websites where they
can get reliable and
authenticate information about
the firm. Along with this, the
logo of this company is
representing “blue Apple with
a bite taken out”. As it will
help to entity in making strong
relation with customers
through their physical
evidence.
Here, company has provided
one official website to their
customers which provides
useful information of ranging
of products and services which
are provided by them.
However, marketing mix of both company will help them in attaining their goals and
objectives in appropriate manner. Along with this, they have to monitor and control all those
activities which are performing by employees so that suitable action can be taken by them to
resolve their issues and implement new strategies, if required.
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TASK 3
P4 Evaluating basic marketing plan for Apple Inc.
In Apple Inc. it is responsibility of higher authority to assess basic marketing plan on
regular basis in order to target their marketing as well as other objectives. These plan should be
made on regular basis so that company can target new customers and achieve competitive
advantage from their revivals. The marketing plan of this company is conferred as below:
Executive summary: Market planning is playing significant role within organisation as it
is supporting manager in enabling proper planning so that they can promote their products and
services in competitive market. As it also stated that it will assist to entity in increasing their
brand awareness reading the products and services which are offering by them in target market.
The marketing plan of Apple Inc. will help them in attaining their goals and objectives.
Company overview: Apple Inc. designs, manufactures and markets personal computers,
mobile communication devices and selling a variety of services and network solution to their
customers. The products and services of this company are related with Mac line of desktop and
portable computers, iPod, iPhone, software applications and many more. As this company is
focusing on providing innovative and creative products and solution to their regular customers
which will also enhance their performance during the year (Menegaki, 2012). Furthermore,
overall business strategy of this company is to design and develop the new software’s in order to
serve best quality of services and beat their revivals in competitive market.
Current market situation analysis: While making marketing strategy, it is essential for
organisation to analyse both internal and external factors which is affecting to their business
operations. With the help of this, company can execute proper market plan and adopt those
strategies which will support them in targeting new audience and keep their existing customers
happy. For examining the internal factor, company has to analyse their SWOT for determining
their position in competitive market. This explained as under:
SWOT analysis – The strength and weaknesses are relying upon internal factor. On other
side opportunities and threats are depending on external factors. As it will be useful for company
to take effectual decision for new or existing project.
Strengths Weakness
 One of the key strength of this
company is from over of years it has
 Many products of this company are
incompatible with third-party
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been line up innovative products. So it
is considered as major strength of this
entity.
 This company is always being suave
and elegant in its product design and at
the same point of time they give
ultimate performance to customers
(Pomering, Noble and Johnson, 2011).
 There is also strong research and
development departments in identifying
the yearnings of customers.
accessories or software’s. So, at the
time purchasing this product customer
has to comply with Apple only. So, it
makes huge impact on decision making
on consumers.
 There are only about 7-8 products in
portfolio of Apple if it is compare with
its competitors such as Google or
Microsoft.
Opportunities Threats
 It has opportunity to expand their
distribution network which help the
entity to reach with more customers at
global level.
 Another is developing product line
which can also support in company
growth and for future despite
aggressive competition.
 Tough competition in this industry
where Apple has to compete with
Samsung, Sony and these are also using
rapid innovation.
 Moreover, there is increase in the
labour cost of Apple plants which can
become threat for organisation in
reducing their profit margins or push
selling at higher rate.
PESTLE analysis – Apple is one of the most leading who had recognised consumer
brands. So, manager has to analyse external factor which is PESTLE so that they can make rules
and regulations according to the requirements of government or other specified authority.
Political factor  This company is highly reliant on lower cost of
manufacturing in China (Al Muala and Al Qurneh, 2012).
So this can disrupt their manufacturing cost of products
in that country.
 The dominant position of company can also lead into
political pressure which can become barrier in capturing
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large market share.
Economic factor  If labour cost increase in China, then mentioned entity
has to pay amount on their manufacturing products.
 Strong U.S dollar can increase exchange rates which can
make extra luxurious for Apple to establish their business
in key markets such as China and Europe.
Social factor  This company will attain growth when demand of
customers is raising in areas like Africa.
Technological factor  Nowadays, use of smartphones and tablets are growing
rapidly which will lower the demand of Apple products.
 Rising in number of technological capabilities will also
rise cyber-crime which make Apple system less secure.
Environmental factor  Biggest issue which are facing by this company is that
disposal used or nonworking electronic devices. So, they
could focus to assume that expenses can be high because
they are concern with landfill of devices.
 Apply supply chain and transoceanic shipping can be
disrupting by climate change which can result in global
warning (Hanssens and et. al., 2014).
 This company has to spite with all these kind of
challenges and have to demonstrate their impressive
ability to deal with these kind of issues.
Legal factor  By offering financial services, then company can face
increased level of litigation which has been imposed by
government.
 Several products of this company are covered by
intellectual property so this is leaving high vulnerable to
both litigation and piracy on entity.
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Marketing objectives: An marketing objective of this company is that to capture large
market share and beat their competitors by serving creative and innovative products to them. For
this they are adopting some strategies so that they can target their objectives in set period of time.
Marketing strategies: The marketing strategies of Apple company are; communicate
with customers in those language which make them more attract towards the company, justify
the price (7 Key Strategies That You Must Learn from Apple’s Marketing, 2017). For example,
adopt that pricing strategy which will make easy to target high-class customers. Further, to build
the own name by offering products and should be differentiate from their competitors and
maintain the price to generate high profits.
Segmentation, positioning and targeting: The company has divided customers into
three segments i.e. hard worker, growing candidates and high life living (Helm and Gritsch,
2014). Further, targeting of this company includes extensive and accordingly create custom
market programs which is suiting each market. Apart from that positioning has to be maintain by
price and quality of products. Along with this cheaper and affordable phones will also available
to market in preserving existing position.
Budget: It is an important factor which should be included in marketing plan. As it will
help to managers in utilising the funds in appropriate manner and predict the future expenses
which going to be done by them. For example, budget of this company are as follow:
Particulars 1st year 2nd year
Initial money 30,000 40,000
Investment 10,000
Total 30,000 50,000
Advertisement 10,000 20,000
Sales promotion 20,000 30,000
Direct marketing 30,000 10,000
Total 60,000 60,000
Control: In last, implementation of marketing plan should be monitor on regular basis so
that they can find out the difficulties which are facing employees as well as customers. Along
with this, it will also help to organisation whether customers are happy with their products or
services or not.
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CONCLUSION
By summing up report, it has been concluded that there are different functions of
marketing in organisation which are making large contribution in attaining the success of firm.
Apart from that, marketing managers are having major responsibilities to coordinate with other
departments so that they can achieve common objectives of firm in time period. Along with this
there are different strategies such as price skimming, penetration which can be adopted by Apple
in order to maintain the cost of products and services. Besides this, while making marketing plan
they have to considered internal and external factor so that effective decision can be taken by
them and beat their competitors in competitive market.
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