Analysis of Marketing Strategies and Studies

This assignment is a compilation of marketing research papers and studies that delve into various aspects of marketing strategy, including innovation, product innovation, stakeholder perceptions, destination marketing efforts, independent fashion retailers, online tourism purchasing, water purifiers, and marketing mix elements. The papers cover topics such as segmentation, targeting, and positioning, as well as the impact of marketing activities on consumer trust and overall quality of products. The studies are sourced from reputable authors and publications, including journals, books, and online resources.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1 Explain key roles and responsibilities of the marketing function. .......................................3
P2 Explain how roles and Responsibilities of marketing relate to Apple Inc. ..........................5
TASK 2 ...........................................................................................................................................6
P3 Compare the ways in which different organizations apply marketing mix...........................6
TASK 3 ...........................................................................................................................................7
P4 Produce and evaluate a basic marketing plan for Apple Inc. ...............................................7
CONCLUSION ..............................................................................................................................9
RECOMMENDATIONS................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Marketing is a strategy which is used to gain attention of customers in order to bring
productivity and profitability to an organisation. One of the most prominent aspect of the
business management is marketing. In addition to this, marketing principles commonly known as
four Ps of marketing are the building blocks of the strategy. Marketing is the procedure of
branding the products and services in order to create their recognition in the market and to gain
the attention of the core and potential customers. Marketing managers are the most important
part of any organisation, they are the one who have appropriate knowledge regarding each and
every aspect of the brand and its products. Organisations use various marketing strategies to earn
the recognition in the market; Apple is one of the most top leading brand and it tremendously
famous among each and every age group of people. The focus of this assignment is to identify
the role of marketing strategies, principles and concepts of marketing and relationships of
marketing functions.
TASK 1
P1 Explain key roles and responsibilities of the marketing function.
One of the most important aspect of any organisation is marketing strategies used by
them in order to gain the recognition among the customers and to maintain the sustainable
position in the competitive grounds.
Apple is one of the most recognisable and top leading brand, its profit sharing ratio is
very high in comparison to other similar organisations. The products of Apple are very popular
in whole world, it sells its product worldwide through various means like retail stores or online
or direct sales force (Khan, 2015). The products which are offered by Apple are, I phone, Mac-
book, Laptop, Apple watch, Apple TV and many more. It is one of the most popular brand
across nations because of the high quality of products and services provided by them to their
customers.
Marketing functions can be broadly defines as the measure which organisations take in
order to release their product in the market or to reinvent the popularity of the existing products
and commodities (Arunachalam, 2018). In case of Apple Inc., the organisational heads are very
efficient in making the brand one of the most desirable one. The key role which is played by the
marketing unit of Apple Inc., is distributed into following factors:
Distribution Channel

It helps in analysing; how company will get the products and services which they want to sell to
their customers. Creating an idea about the product is good for business, but it is important for
the companies to reach that product in order to sell those to their customers, the distribution
channel of Apple Inc., is very huge as it serves its products and services in almost each and
every area of the country (O'Hare, 2018).
Financing an Enterprise
Money is very essential part of the business and the overall revenue and profits of Apple Inc., are
more than any other organisation due to its high popularity and brand recognition in the whole
country. Money, budget, capital and revenues are the most important aspect of any business
organisation, because this factors are the building blocks of the competitive companies (Griffin
and Ebert, 2010).
Setting Prices
The marketing units also plays very important role in taking decision regarding the prices of
products and services. Apple Inc., follow a premium pricing strategies, because the status and
the recognition of their brand. The popularity and the recognition of Apple is very huge in whole
nation.
Product and service Management
Apple Inc., is very popular brand and they charge very high prices from their customers; so it is
very important for them to provide an effective and efficient product to their customers. It is very
essential for such organisation to acknowledge the needs and requirements of their customers in
order to gain the competitive advantage.
Matching Product to Customers
The products and services offered by Apple Inc., is for individual of each and every age group.
They design their products in such a way that, it attracts the attention of people of every age
group.
While on the other hand the role of the marketing function is to promote the mission and
objectives of the business among the core and potential customers in order to achieve the
competitive edge of the company. Apple Inc., offers various kinds of the products to their
customers, it includes Mac-book, I phone, iPad, iPod, Apple TV, Apple Watch and various
kinds of the Software(Kanagal, 2015). These Apple products currently available in the market
show the firm’s diversification in this component of the marketing mix. However, as part of its

product development intensive growth strategy, the company continues to develop new products,
such as the Apple electric vehicle, which is under development through collaboration with firms
like Tesla Motors. This product mix shows that Apple’s marketing mix is extensive in terms of
product variety to address customers’ needs in different areas of their lives.
P2 Explain how roles and Responsibilities of marketing relate to Apple Inc.
The organization like Apple Inc., deals within highly competitive market, so it is very
essential for such organization to lay emphasis upon the marketing strategies used by their
managers in order to find out the area where the company needs to focus upon.
Marketing is the essential part of any organization, Apple Inc., conducts its business
functions globally and internationally(Wilson, 2018). Marketing strategies used by the business
organization provides the brief description about the current position of the organization. It
provides a certain image and recognition to the brand. As per the reports of the 2017, the
quarterly revenue of the company was $52.6 billion, 12 percent more than quarter revenues of
2016. Apple’s current vision statement was introduced by CEO Tim Cook.
They believe that they are on the face of the earth to make great products and that’s not
changing. The company constantly focusing on innovating. It believe in the simple not the
complex. Apple Inc., believe that need to own and control the primary technologies behind the
products that make, and participate only in markets where it can make a significant contribution.
The heads believe in saying no to thousands of projects, so that they can really focus on the few
that are truly important and meaningful to company(McGuinn, 2017).
In deep collaboration and cross-pollination of groups, which allow Apple Inc., to
innovate in a way that others cannot. Apple’s mission statement has also changed over time. The
company considers the changing business landscape, which influences the possibilities of what
Apple can do. The company recognizes the changing market and industry. Apple designs Macs,
the best personal computers in the world, along with OS X, iLife, i-Work and professional
software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple
has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the
future of mobile media and computing devices with iPad. Marketing is the most important aspect
of any organization, as it helps in promoting and distributing product in various regions of the
country(Larimo, 2018).

TASK 2
P3 Compare the ways in which different organizations apply marketing mix
Marketing is the most important aspect of any organization, as it involves various kinds
of approaches like identifying the needs and requirements of the customers, analysing market,
evaluating the needs of the technological advancements and etc., marketing is other aspect of
branding the products and services offered by the organization, in order o create its recognition
and awareness in the market. There are number of products which Apple Inc., offers to their
customers for gaining their trust and loyalty(Sharma, 2018).
The prices charged by the Apple Inc., is comparatively very high from other rivals and
competitors, because of the premium quality they offer to their customers. Apple Inc., is very
famous for the product and services provided by them to their customers. Apple uses a premium
pricing strategy,There pricing strategy helps maintain the high-end image of the company and its
products. Another effect of this pricing strategy is that Apple products attract a smaller market
share composed of people from the middle and upper classes. Nonetheless, the company
maintains profitability because premium prices entail higher profit margins. Thus, Apple’s
marketing mix is aligned to the company’s premium product development
strategy(STP(segmentation, targeting & positioning ) of Apple, 2018).
Apple 7Ps of marketing is made of various elements of the marketing mix that is comprised of
product, place, price, promotion, process, people, and physical evidence(Pappas, 2017).
Product: Apple provides various kinds of products and services to their customers in
form of iPhone, mac-books, laptops, apple watches and etc and it generate high revenues from
the services like app store, iTunes, i Cloud and etc.
Place: Products of Apple are available through out the world as it is the most common
and top leading brand of the country. The sales distribution channel which is followed by Apple
is: Apple retail stores, online stores, direct sale, wholesalers of Apple and etc.
Price: The price of the products of the Apple is relatively high in comparison to the
other product offered by the different brand.
Promotion: Apple follow a unique strategy of introducing their products live in front of
the whole world. The brand is very famous and it uses various mediums of social media and
distribution panels in order to promote the products.

Packaging: Apple is considered as symbol of status across the whole world. The website
of the Apple is very artistic.
People: Employees and staff members of the Apple are very kind and supportive and this
will bring innovation to the organization.
Process: Apple is very famous among the world for the simplicity and unique quality of
their products across the world(Philip, 2014).
TASK 3
P4 Produce and evaluate a basic marketing plan for Apple Inc.
Marketing is the most important aspect of any business organisation, as it helps in
identifying the desires and expectations of the customers and it also evaluate and analyse the
current position of the organisation in competitive market. The main significance of the
marketing plan is that it helps in identifying the key elements of the organisational needs in its
future needs. There are various number of products which are offered by the Apple Inc., to their
customers, it includes Mac-book, Laptop, Apple watch, Apple TV and many more. It is one of
the most popular brand across nations because of the high quality of products and services
provided by them to their customers (Babin and Zikmund, 2015).

Marketing plan for Apple Inc. :
Apple Inc. is one of the leading player in the complex innovative market and furnishing
effective technological product and services to their predetermined targeted audience in the
industry in more relevant manner. The organisational professionals need to formulate an
effective marketing plan at the workplace by which they can promote their existing innovative

product and services in more relevant manner (Durand and Barlow, 2012). The marketing
professionals of the organisation is making efforts in order to enhancement in organisational
product and services in effective ways which increase the profitability and productivity of the
business in more appropriate ways (Bennett, 2010).
Target market segmentation: The organisation strategic marketing professionals need to
make sure that they have wide range of society in which several kinds of people living there are
expecting various different products in the market in effective manner. They need to furnish their
effective technological products according to various development sector of the company in
effective manner. They need to make segmentation of their target market in effective form.
Apple marketing mix:
Product: The company is not making efforts in order to proper development in their
existing innovative products in the market and their engineering professionals making
modification according to the latest demand of innovative products in the market in some its
products like Apple TV, iPhone, iPad, IOS etc, they need to furnish it in some appropriate
segment according to their marketing strategy in the market in relevant form (West, 2012).
Price: According to the pricing strategy of the company, the organisational professional
need to make effective and attractive pricing strategy on their new existing innovative product
and services in impressive manner so that effective targets can be accomplished within the
organisational environment properly. Professionals of the company decided the appropriate
prices of each product and services in their various stores in the country (Wilson, 2014).
Place: The company is furnished their innovative product and services at various
countries in the world in effective manner such as entire Asia and Middle East Europe, Africa
etc (Smith, 2012). They are making establishment of various Apple stores in the country's
various regions across the world in efficient manner and they have different -different types of
place where they are using effective and strategic marketing plans in order to sustain in the
market in more relevant form.
Promotion: Promotional activities plays an essential role in order to make promotion of
each innovative product and services in the various market in effective manner. The company
professional need to make efforts to give various promotional activities and advertising activities
in order to sustain in the market in more relevant form so that effective development can be

executed in effective form. They make promote their various product and services in existing
manner in respect to keep ahead in the industry effectively (Baack, Harris and Baack, 2013).
Diversification strategy: they utilise of diversification strategy of implementation of
marketing plans at various regions in the country in relevant form. They need to make use of
some areas by which effective development can be generated in relevant form so that efficient
development can be gained in effective form so that efficient development can be generated in
relevant form in the business environment effectively. They also furnish appropriate budget for
the marketing plan execution in various market in the world. Hence, it can be said that Apple
Inc. corporation is giving high rate of amount to execution of their marketing plan in very
successful way (Wiid and Diggines, 2010).
CONCLUSION
From the above report, it can be concluded that marketing is an essential aspect of any
business organisation because it helps in creating and evaluating a certain brand image of the
products and services offered by the organisation. It also creates a structure for the organisation
and provides a range which can prove to be very beneficial for the success and growth of the
company. Apple Inc., uses very significant and efficient marketing strategies in order to gain the
attention and attraction of the customers. The brand image and recognition of the company is
very high in comparison to its rivals and competitors. There are various products and services
offered by them to their customers; the image and the recognition of the company are very high
as the marketing strategies used by them are very effective and efficient.
RECOMMENDATIONS
 Apple can use its strong brand image to expand its distribution channel.
 Apple can use innovation techniques in order to launch some new and existing products
 The company can reduce prices of some of its products.
 Apple Inc., can reduce their secrecy in order to bring transparency into their working.
 The company can generate expansion into new ranges of the product
 Apple can create strategic mission and vision
 Apple Inc., can explore various retail channels in order to maximise their sales.

REFERENCES
Books and Journals
Arunachalam, S., 2018. Innovation pathway to profitability: the role of entrepreneurial
orientation and marketing capabilities. Journal of the Academy of Marketing Science.
pp.1-23.
Durand, V. M. and Barlow, D. H., 2012. Essentials of abnormal psychology. Cengage Learning.
Kanagal, N. B., 2015. Innovation and product innovation in marketing strategy. Journal of
Management and marketing research. 18. pp.1-25.
Khan, U. A.,2015. A critical analysis of internal and external environment of Apple
Inc. International Journal of Economics, Commerce and Management. 3(6). pp.955-961.
Larimo, J., 2018. Patterns of SME’s Marketing Mix Combinations and Their Characteristics in
Export Markets. In Advances in Global Marketing. (pp. 333-364). Springer, Cham.
McGuinn, C., 2017. An investigation into stakeholder perceptions of destination marketing
efforts of County Sligo, Ireland. ScientificCommittee. p.13.
O'Hare, N., 2018. Identifying the unique characteristics of independent fashion retailers in
Scotland by utilizing Porter’s generic competitive strategy model and the marketing
mix. Revista Mediterránea de Comunicación: Mediterranean Journal of
Communication. 9(1). pp.371-386.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.

Philip, K., 2014. Marketing Essentials. A brief course: Translated from
English. Moscow:“Williams” Publishing House. 496.
Sharma, V., 2018. An empirical analysis to study the impact of marketing mix elements on
overall quality of water purifiers: evidence from India. International Journal of Business
Forecasting and Marketing Intelligence. 4(1). pp.86-98.
Wilson, E. J., 2018. CURRICULUM INNOVATION FOR MARKETING
ANALYTICS. Marketing Education Review. pp.1-15.
Smith, A. C., 2012. Introduction to sport marketing. Routledge.
Griffin, R. W. and Ebert, R. J., 2010. Business essentials.
Babin, B. J. and Zikmund, W. G., 2015. Exploring marketing research. Cengage Learning.
Bennett, A. G., 2010. The big book of marketing. Tata McGraw-Hill Education.
Wilson, J., 2014. Essentials of business research: A guide to doing your research project. Sage.
Baack, D. W., Harris, E. G. and Baack, D., 2013. International marketing (Vol. 3). Sage.
Wiid, J. and Diggines, C., 2010. Marketing research. Juta and Company ltd.
West, J. B., 2012. Respiratory physiology: the essentials. Lippincott Williams & Wilkins.
Online
STP(segmentation, targeting & positioning ) of Apple. 2018.[Online]. Available through : <
https://www.slideshare.net/deepanshua/stpsegmentation-targeting-positioning-of-apple >