Marketing Essentials: Apple vs Samsung

This report discusses the ways in which organizations use the marketing mix, with a focus on Apple and Samsung. It also includes a basic marketing plan for Apple, along with a SWOT analysis and target market analysis. The report highlights the importance of marketing strategies and the elements of the marketing mix in achieving organizational goals.

Marketing
essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Covered in powerpoint................................................................................................................1
TASK 2............................................................................................................................................1
P3: Contrast the ways in which organisations uses the marketing mix in their marketing
planning process as to achieve organisational goals...................................................................1
TASK 3 ...........................................................................................................................................5
P4: Create and evaluate a basic marketing plan for an organisation:.........................................5
CONCLUSION...............................................................................................................................7
REFERENCES .............................................................................................................................8
Books and Journals.....................................................................................................................8

INTRODUCTION
The term marketing is used to identify the needs of customers and satisfying them with
effective promotion of goods and services. Marketing is described as a function of management
that helps in conveying the important information about product and services to its target
customers (Marketing Essentials, 2020).
Apple is an global technology company of America, founded in 1976 by Steve jobs,
Ronald Wayne and Steve Wozniac. The headquarter of company is located in California. Apple
is successful manufacturer of computer software, smartphone and provides online services. The
company is known for first successful company in personal computers.
In this report the ways in which organisations uses marketing mix can be introduced with
comparison between Apple and Samsung. Further basic marketing plan of any organisation is
also discussed in this report.
TASK 1
Covered in powerpoint
TASK 2
P3: Contrast the ways in which organisations uses the marketing mix in their marketing planning
process as to achieve organisational goals.
Marketing mix is a method of promoting and introducing a product into market.
Marketing mix specify the combination of 7p's that plays important role in the achievement of
marketing objectives (Braciníková and Matušínská, 2017). Comparison between apple and
Samsung in context of marketing mix are as under:
Basis of comparison Apple Samsung
Product Product is an element of
marketing mix that shows the
output of the company (Baker,
and Magnini, 2016). Apple
deals in wide variety of
products with exclusive
designs and are easy to use.
Samsung is known for quality
of products and fast services.
Currently company is dealing
in extensive product range. For
instance smartphone, TV, AC,
refrigerator, laptop, camera
etc. in marketing mix product
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For example iPhone, iPod,
iPad, TV, watch etc. Apple
constantly working on adding
new features and technology in
its products.
strategy of Samsung is very
strong.
Price Price is the value offered by
customers in exchange of
product and service (Chernev,
2018). Price effects the sale of
the company. Apple uses the
premium pricing which results
in high prices of its products.
The effect of this strategy is in
high-end image of company.
Samsung uses different pricing
strategies for different
products. Mainly skimming
pricing for new products to get
high value in the beginning &
competitive pricing if similar
product is launched by
competitors. Samsung
specifically uses competitive
prices for smartphones.
Place It is a platform, used by
companies to sale their
products and services. Apple
has own stores, online stores,
websites, retailers in this
element of marketing mix.
Apple has large distribution
network.
The distribution network of
Samsung is very extensive and
interesting. Samsung has the
provision of single distributor
in different cities who carry-
out the distribution all over the
country.
Promotion The promotional strategies of
apple plays significant role in
the premium image of
company and also in higher
quality of its products (Zahay
and et. al., 2019). Apple uses
advertising on stores and
Promotion is an important
element of marketing mix
helps to pull customers
towards products and push
products on customers.
Samsung uses print and digital
media for promoting its
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websites, personal selling,
sales promotion and public
relations tools in its
promotional strategy.
products and services.
Samsung also uses sales
promotion through its store
employees to encourage
customers for purchase.
people Another important segment of
marketing mix is people. Its is
important to hire right
candidates and give them
proper training for the growth
of the organisation. Apple
shares the vision and
objectives of the company to
its employees and give them
attractive monetary benefits.
This, results in supportive and
impressive staff in stores of
company.
Samsung invests high amount
of money on training and
development of employees.
The employees of Samsung
stores are very friendly and
kind they welcome customers
and helps them in deciding
suitable products for their
needs.
Process Process involve the activities
and actions taken in order to
gain something (Blythe and
Martin, 2019). Apple focuses
on effective process of making
products to delivering them to
ultimate users. Company made
its buying process very easy
customer can get products easy
and quick by just selecting the
product, giving order,
processing payment and
Samsung focuses on fastest
delivery of quality products.
Company involves middleman
in purchase process of raw
material for collecting the
parts from different markets as
to make unique and standard
products. The process strategy
of marketing mix is effective
and impressive of Samsung.
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getting product in hand.
Physical evidence Physical evidence is also an
important element of
marketing mix which plays
vital role in the increasing the
sale of the company. Apple
uses interesting and impressive
packaging and simplicity in its
products to attract the
customers for increasing the
profit.
The environment of stores of
Samsung is healthy and
friendly. Samsung uses unique
and beautiful interiors to
encourage people to come and
experience the services and
quality of products.
Both the companies uses different marketing strategies according to different situations.
The 7p's of marketing mix helps them in achievements of their objectives.
(Source: Elements of 7Ps of Marketing, 2017)
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Illustration 1: Elements of 7Ps of Marketing

TASK 3
P4: Create and evaluate a basic marketing plan for an organisation:
Executive summary: A market plan is a blue print of actual actions, considering all the
necessary things required for reach the aim of the enterprise (Charlesworth, 2020). The purpose
of marketing plan is a short term parameter that helps in attaining the ultimate goal of
organisation in long-run (Wilson, McCabe and Smith, 2018). Apple is well known brand and
deals in luxury smartphone (iPhone), and other accessories with simplicity and high quality of
products.
Vision: The vision of apple is to give advanced technology and quality to its customers.
Mission: The mission of apple is to create greatest user experience to its users by
constantly innovations in products and services.
Strategic objectives: The objective of apple in terms of marketing plan are as follows:
 Increase 12- 15% sales within 7 months.
 Increase profit by 10-11% within 12 months
 Increase loyal customer base by effective customer services.
Target market: Target market includes group of end users for which goods and products
are offered by an organisation or company (Cooper, 2016). The target market of apple's new
product are as under:
 Segmentation: Market segmentation is to distribute wide market into smaller
group of end users. Apple targets rich people and business personnels.
 Targeting: Targeting is a method of selecting customers on the basis of factors
like region, age, gender, income etc. apple targets the age group between 20-50.
 Positioning: Positioning is the state where the product is save in customer's head
and the reasons why it is different from competitors. The main focus of apple is
on quality and technology to pull customers for purchase.
Swot analysis: Swot analysis is helps in finding out the company's strengths and
weaknesses in micro environment & observing the opportunities and threats in macro
environment of the enterprise (Perreault, 2018). Swot analysis of apple are as follows:
Apple
Strengths Weaknesses
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 Apple has premium reputation in global
market.
 Unique and standard quality of
products.
 Advanced technology and constant
innovations in products.
 Proficiency in research and
development.
 Long durability and sustainability of
products.
 Premium prices of apple products don't
allow everyone to taste its luxuries
features.
 High dependency of sales on high-end
market segments.
 Limitation in the network of
distribution.
opportunities Threats
 Apple has an opportunity to expand its
distribution network.
 Company has an opportunity to
introduce new products due to
successful launch of existing products.
 Opportunity to reach high sales
volumes due to high demand of mobile
products of apple.
 Increasing competition from brand like
Samsung, amazon.
 Apple's products are unique and
specific which required effective
manufacturing. Increasing cost of
labour may affects the company.
Marketing mix: 7p's of Apple's marketing mix can be introduced by following points:
 product : Apple wants to launch new watch with extra features of spy camera &
sleep tracker.
 Price : The expected price of this new product of apple is between $1000-$2000.
 place : Apple wants to introduce the new product on online and offline stores as
well.
 Promotion : The new product is estimated to promoting on social media and print
advertisements.
 People : The company should provide proper training to its store staffs as to
describe the product well in front of customers.
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 Process : Company wants to use creative and innovative packaging of new
exclusive watch.
 physical appearance : Apple wants to display this classy watch on its stores as to
build charm in eyes of customers.
Budget: Marketing budget is the estimation of total cost or money required for the
implementation of marketing plan of organisation. The total budget estimated for execution of
Apple's marketing plan is 68000.
Cost: Total cost for new product is mentioned below:
Particulars Amount (€)
Marketing 300000
Equipments 150000
Raw materials 100000
Workforce 130000
Total 680000
Monitoring and Controlling: Monitoring and supervising is the function of management
which is used to observe and check the progress in the process (Rancati, Gordini and Capatina,
2016). Manager of Apple will use the different techniques of monitoring such as- observation,
benchmarking, employee survey, monitoring of output etc. monitoring of marketing plan helps
the company in fulfilment of end goals.
Controlling is also an significant aspect of marketing. The managers of Apple will ratify
the queries founded in monitoring process of marketing plan through the method of controlling.
For example break even analysis, budgetary control, management by objectives (MBO), return
on investment (ROI), management information system (MIS) etc.
CONCLUSION
By considering above observation, it is found that companies use different strategies in
different situation. The different elements of marketing mix of Apple and Samsung states the
importance of these elements in the accomplishment of ultimate purpose of the organisation.
Further, the basic marketing plan of Apple says that making a suitable marketing plan is
fundamental requirement for successful launch of a new product.
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REFERENCES
Books and Journals
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Braciníková, V. and Matušínská, K., 2017, December. Marketing mix of financial services from
the customers perspective. In Forum Scientiae Oeconomia (Vol. 5, No. 4, pp. 36-48).
Charlesworth, A., 2020. Absolute Essentials of Digital Marketing. Routledge.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Cooper, C., 2016. Essentials of tourism. Pearson.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and measuring content
marketing in luxury firms: an exploratory analysis. In Global Marketing Strategies for
the Promotion of Luxury Goods (pp. 109-132). IGI Global.
Wilson, E.J., McCabe, C. and Smith, R.S., 2018. Curriculum innovation for marketing
analytics. Marketing Education Review. 28(1). pp.52-66.
Zahay, D. and et. al., 2019. Effective resource deployment in digital marketing
education. Marketing Education Review. 29(3). pp.182-192.
Online
Marketing Essentials. 2020.[Online] Available through
<https://www.slideshare.net/BrotherHowie/pace-mktg-essentialsweek1>/.
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