Marketing Fundamentals Analysis and Evaluation

This assignment provides an analysis and evaluation of marketing fundamentals, focusing on Apple. It covers the processes and stages of marketing, stakeholder engagement, PESTEL analysis, Porter's Five Forces model, and marketing mix.

Assignment Title: Marketing Fundamentals Analysis and Evaluation
Assessment 2 - Apple
MARKETING FUNDAMENTALS

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Processes and stages of marketing including the role of the marketing mix...............................1
TASK 2............................................................................................................................................8
Stakeholder engagement and their impact on the marketing activities of an organisation..........8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is considered as an activity of marketing goods as well as services of organisation
with the aim of fulfilling need of its user. It is the procedure of producing goods and services
according to requirement of its user and provides information by using appropriate tool as well
as technique of promotion so that individual person can purchase product and achieve goal in
timely manner. Marketing fundamental signifies process by which individual person focuses on
fulfilling need and desire of user by exchanging good and also offer value to other person. It is
the level of understanding related to product, price place as well as promotion of organisation.
This assignment is depending upon the company named as Apple. It is the American
International organisation that develops and marketing its consumer electronics, online services
to its user according to need. This company was developed by Steve jobs in year 1976. This
assignment will provide information regarding background of organisation and its goods and
services. Furthermore, they will explain regarding 7 P's of marketing as well as other concept
related to PESTEL, Porter five force models and SWOT analysis and many more. Therefore, the
advantage of marketing is to explain regarding consumer and stakeholder in proper manner. The
mission of Apple Company is to provide superior quality product for satisfying its customer.
The vision of organisation is to achieve leading position around world (Berry, 2016).
MAIN BODY
TASK 1
Explanation about marketing procedures as well as phases along with marketing mix role.
Marketing: Marketing is determined as an activity which focuses on process of creating,
communicating and exchanging value to its customer in order to satisfy them. In context of
Apple, they focus on making appropriate research for satisfying its customers at the time of
specific period of time.
Marketing process: Marketing process is a series of step which provide assistance to
company to assess the problem of customers, grab marketing opportunity and generate marketing
material to satisfy the audience. In context of Apple Company, the main purpose of marketing
process to set goal as well as objective in order to achieve it in timely manner. There are
different stages of marketing process which is going to be mentioned below:
Stages in the marketing process
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There are different stages of marketing process adapted by Apple that is discussed
underneath:
Include reference for diagram
Mission: The mission of respective firm is to facilitate innovative and standard quality
of products to their audiences for satisfying them. Moreover the key focus is to increase
satisfaction level of its user by offering them goods according to their need. This assists them to
attain competitive edge in effective and efficient way.
Situation analysis herein, organisation concentrates upon taking competitive advantage
by analysing requirements of their audiences as well as its key concentration is on product that
satisfies its user. Therefore, the management team of Apple Company focuses on providing
superior quality of products and services to its user in order to achieve competitive edge over
rivalries in the market (Rowles, 2017).
Marketing strategy The manager of Apple focuses on making appropriate strategy in
order to make innovative product and increase brand loyalty and trust of user at Marketplace.
Marketing mix Apple focuses on providing a wide range of goods and services at a
relatively less price and provides guidelines for distribution of product during particular phase of
time period.
Implementation and control: Firm focus is on implement and control different activity
for retaining audiences for long durations.. Their main focus is to conduct a strategy in order to
satisfy its user during .particular phase of time period (Cornwell, 2020).
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PESTLE analysis
Pestle analysis signifies the majority of external environmental factor that offer
opportunity to organisation to expand its operation of at global level. Therefore, the PESTEL
analysis adopted by Apple Company is going to be discussed; Political factor involves tax, laws,
policies as well as many more. In context of Apple Company, the important political element
includes different kind of opportunity. The most significant political factor for Apple is
increasing trade policy and stable politics in improved countries these provide opportunity for
Apple company. Especially in context of developing countries, tariff practices are generated that
provided opportunity to Apple to distribute different kind of product across the world due to
extra policy related to free trade. In addition to this, in October 2015, the Apple focuses on
manufacturing goods at low cost in China and Apple are completely depend upon this.
Therefore this manufacturing is disrupted in China due to instability in political condition that
enhances producing cost which imposes negative impact on performance level of company.
Economic factor involves interest rate, fiscal policy as well as import and export that
increase direct effect on foreign exchange rate. The Apple is focusing on economic element that
is depend upon environment so that they are capable to build appropriate strategy that decreases
if any kind of changes is occur in economy. As per February 2017, there is increase in buying
power of users so it increases the sales of company to have better performance of economic
condition at global level. It imposes positive impact on company at the time of specific phases of
time duration. In addition to this, it is necessary for people to have a high speed because there are
various competitor of Apple such a Samsung that make appropriate a strategy for achieving
competitive advantage at Marketplace. Therefore, due to having more competitive sometime it
imposes negative impact on performance level of company (Davis, 2017).
Social factor involve lifestyle, gender, fashion and many more. Therefore it imposes
direct effect on sales and growth of company. The most important social culture element to
Apple is adopt in mobile access as well as increased uses of social media. These are determined
as a two opportunity that helped Apple company to grab opportunity at market place. Hence,
Apple have already grab opportunity by generating iPhone, iPad as well as apple watch and so
on. Therefore it imposes positive impact upon firm. While on other side, because of changes into
of customer like customer adopting Smartphone that increases te use of tablet that decreases
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sales of firm at the time of specific time duration. Therefore, due to change in behaviour of
customer it imposes negative impact on success and growth of company
In any organisation technology is massive influence especially for Apple. Due to change
in technology constantly there is a necessity for Apple to keep up changes and required to
capable to integrate when required For these factors, the organisation can know how user react to
technological trends and how they react to their benefit. Therefore they are various kind of
opportunity which is generated for Apple by using technological factor in their environment.
Hence, Apple focuses on adopting advanced technology in order to provide unique goods as well
as services towards their consumers which aids to enhance sales of entity into upcoming time
durations.. In year of 2018, new invention in technology is determined as a priority for Apple
that help in achieving need of customer. While on other aide, because of utilisation of advanced
technology increases prices for entity that imposes a negative impact on organisation
Environmental factor involves sustainability, product and energy as well as labour right
and also using recycling program. Apple considers the program related to maintaining recycling
within business organisation. By offering improved batteries with less heat help in increasing
efficiency of product which satisfy the customer that imposes positive impact on company. On
the other hand, due to increase in the pollution, it negatively affects the operations and functions
of organisation during particular phase of time period (Dillon, 2018).
Legal factor the environment of organisation is changed due to change in legislation that
arises in time to time. Legal elements involve health and safety, equal Opportunity, product
labelling and many more. Therefore, the organisation named as Apple consider legal factor in
order to provide unique products and services to customers. They follow all rules and regulations
that help in performing their work at global level that imposes positive impact on company. On
the other hand, due to change in laws quickly, sometime it is difficult for company to follow that
imposes a negative impact on organisation
Porters 5 Forces model
Porter five forces model is used by Apple Company that provide strategic direction to
organisation to perform work in an appropriate manner during particular phase of time periodd.
Competitive rivalry the competition level among major organisation that directly compete
with apple. There are various competitor of apple like Google, Samsung as well as Amazon.
These entire organisations expand important capital on research as well as development like
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Thus, this is essential for respective firm to facilitate innovative goods as well as services to their
users for attaining competitive edge upon its competitors at market area (Hollensen and
Opresnik, 2019).
Bargaining power of buyer, the factor of low cost of switching is considered as an above
strength and bargaining power of buyer is determined as a low. Apple Company focuses on
providing many products with customer that help in attracting large number of user towards
product as well as services provided by company. Therefore there are various kind of product
like air pods, apple watch, that is provided by Apple company to achieve brand loyalty for
consumer into market area. Also, this aids them into enlarging the consumer base which aids
them to attain economical advantages in market.
Bargaining power of supplier is low at market place. There are different suppliers who
provide similar kind of product and buyer has a option to choose among them. Therefore, it is
necessary for supplier to offer unique products that helps in increasing sales of company in
future period of time.
Substitute product, there are various competitor of Apple such as Samsung, Amazon that
provide similar kind of product and services to its customer that is determined as a substitute
product of organisation. Hence, it is necessary for Apple to launch innovative technology in
order to provide services according to need of its customer that help in increasing performance
level of company in future period of time.
Threat of new entrants, the threat of new entrants is relatively low. The Apple Company
focuses on making appropriate research in order to producing products in their own portfolio to
increase revenue in future period of time. Therefore the Apple focuses on taking challenges in
order to provide unique product to its customer that help in achieving strong brand image of
company in front of customer at Marketplace. It is also help in increasing the loyalty of customer
in towards product and services offered by company at market place (Farris, 2016).
Advantage and disadvantage of PESTEL analysis
The advantage of PESTEL analysis is it is cost effective. Time as well as efforts is
determined as a only cost which is incurred for organising this analysis for environmental
scanning. This is determined as an advantage for PESTEL analysis. In addition to this
technology is changing quickly so that it is very difficult for management team to consider these
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changes for improvement of growth of business organisation in long run that is major
disadvantage.
Segmentation, targeting and positioning
STP signifies segmentation, targeting, and positioning that represent the core activities
related to efforts or contribution of marketing. Therefore, the Apple Company adopt STP
analysis that is going to be mentioned below:
Segmentation involves dividing or categorising whole population into small groups as
per various characteristic involving design, quality as well as performance of technology of
goods and services during particular phase of time period. The main focus is to segment its
market that helps in providing products and services according to need of its user.
Geographic: As per this, Apple has developed its business across the world such as U.S.,
South, Europe, Japan, Australia and others. Such as for expanding their stores they implement
vertical growth strategy as well as initiate to expand its own retail stores. Moreover, the firm also
sells their goods that is thirds party dealer, or over internet by its own websites.
Targeting herein, the Apple Company focuses on targeting its customer by providing
superior quality products and services to its user during particular phase of time period.
Positioning signifies using marketing mix is the most appropriate for target customer.
Apple adopts positioning strategies to achieve positive brand image in front of customer at
market place. The Apple company focuses on targeting is customer of such as kids and teenager,
college and university student and many more (Hollensen, Kotler, and Opresnik, 2017).
Marketing mix
Marketing mix is the integration of product, price, place as well as promotion and they
offer information regarding this concept that assist in providing information regarding goods
promotional channel as well as pricing strategy and many more. Marketing mix is considered as
a action that help organisation in using or promoting product or its brand at Marketplace. It is the
function of placing suitable product by adopting appropriate strategy and promotional techniques
through various modes of distribution where it can easily reach to its user. Therefore there are 7
P's of marketing mix which is going to be mentioned below: (In-text referencing required)
Product signifies the activity related to converting raw material into final product that
provides value to its customer. The Apple focuses on providing superior quality products and
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services to its user in order to satisfy them. There are different kind of product provided by
Apple such as iPod, online services, computer software and many more. Mention the bran
Price is the monetary value which is invested by organisation for buying raw material
and producing goods in order to promote and distributing them. In reference of Apple, the
management team focuses on adopting pricing strategies such as premium pricing that help in
providing superior quality product as well as services according to need of its customers during
particular phase of time period.
Place signifies where goods must be reached to its users so that an individual person can
purchase and take benefit of them. Therefore, the Apple focuses on implementing their
organisation globally and provides products as well as services to its user in order to satisfy
them. They adopt website as well as mobile application in order to marketing its product for
satisfying its user.
Promotion is kind of activities that help in generating awareness regarding goods and
services of organisation by adopting appropriate tools related to publicity. So that individual
person can gain information regarding existing innovative product of organisation and purchase
them with motive of satisfying needs. Therefore, the administration or management of
organisation adopt various tools related to promotion that help in promoting its good. Therefore
there are different kind of marketing mix tools such as viral marketing, person selling which is
adopted by Apple Company in order to satisfy its customer (Kaur, 2016). Along with this,
respective entity also uses some more promotions tools such as digital marketing, advertisement
and many more. as digital marketing helps them to promote their goods over social media such
as face books and many others.
People it signifies that individual person to increase their contribution level in operating
their organisation and achieves its goal. The individual person is important for executing various
activities that help in achieving competitive advantage over rivalries at marketplace. In context
of Apple, there are different people such as employee, supplier, manufacturer that is very
significant for operating organisation in appropriate manner during particular phase of time
period.
Process signifies the activity which must be performed by persons of organisations such
as manager, labour, and employees to operate their organisation in appropriate manner. In
reference of Apple, there are different activity which conducted by administration such as
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manufacturing process, distribution, promotional function and many more. To provide it’s good
by using online delivery for satisfying its user.
Physical evidence signifies the product of organisation its colour, size, shape and so on.
In reference of Apple, the organisation marketing its goods on different packaging that help
customer in easily identified the goods of Apple which increases brand image and reputation of
company in front of customer at Marketplace.
Conclusion and recommendations
On given topic, it is analysed that, they will provide information regarding background of
organisation and its goods and services. Furthermore, they will explain regarding 7 P's of
marketing as well as other concept related to PESTEL, Porter five force models and SWOT
analysis and many more.
There are various recommendations which can be used by Apple that is going to be
mentioned below:
They focus on implementing advanced technology in order to provide superior quality of
goods and services to its user in order to satisfy them.
They also focus on proving training to its employees so that they provide better services
to its user.
TASK 2
Stakeholder engagement and their impact on the marketing activities of an organisation.
Definition of a stakeholder
The stakeholders are considered as a person who have a interest within organisation and it
imposes direct impact on organisation. There are different kind of stakeholders such as investor,
customer, supplier and many more. Therefore, with increasing attention towards corporate social
responsibility the concept is extended towards government, communities and also for trade
Association. Hence, there are various stakeholder of Apple Company Like customer,
employee’s, investor who focuses on conducting various task and performance in an appropriate
manner (Lichtenthal, 2020).
Internal as well as external stakeholders.
Internal stakeholders are the individual people who have interest within an organization
by using direct relationship like employment, investment & ownership. On the other hand,
external stakeholder is that individual person who have not perform work in direct manner within
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an organization but this is affected by actions as well as outcome of organization. Therefore,
there are various internal or external stakeholders of Apple Company are going to be mentioned
below:
External stakeholder
Supplier is determined as a external stakeholders who provides product and services to
organization that help them in increasing sales in future period of time. Hence, the main focus is
to supply goods to organization that in positive effect in future period of time.
Customer is a major external stakeholder of organization. The main aim of management
of Apple Company is to provide superior quality product and services to its user in order to
satisfy them. They use different kind of sources or make appropriate strategy in order to satisfy
needs and wants of its customer.
Internal stakeholder
Owner is determined as an internal stakeholder of organization. The owner is the person
who operates their company in an appropriate manner that helps in increasing productivity in
future period of time. In context of Apple, the owner focuses on executing different activity and
task in an appropriate manner.
Investor is the person who has a right to have a accurate information like continuous
financial statement in which the focus is on taking decision in order to investing money within
business organization during particular phase of time period (Malhotra and Dash, 2016).
Employees are considered as the person who focuses on conducting their task and
activity within business organization in an appropriate manner. It is useful in bringing in positive
ambiance for performing various tasks in proper way.
Description about how entity communicates with its stakeholders as well as how they have affect
upon marketing practices.
Stakeholder analysis is the activity of assessing individual person, the project begin
according to contribution level and interest which is involved in project and how superior to
communicate these to its stakeholder. The primary stakeholder of Apple Company is customer,
employees, government of organisation. They conduct CSR program in order to improve its
execution in providing support to communities. Therefore, it helps in retaining loyal customer
and that imposes favourable impact on image of the organisation. This will assist in providing
better return to stakeholder that help in making appropriate relationship with stakeholder. In
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addition to this, the organisation communicates different policies of company in an appropriate
manner during particular phase of time period (Rainmaker, 2017).
CONCLUSION
On the basis of given report, it is assess that marketing is considered as an activity of
marketing goods as well as services of organisation with the aim of fulfilling need of its user. It
is the procedure of producing goods and services according to requirement of its user and
provides information by using appropriate tool as well as technique of promotion so that
individual person can purchase product and achieve goal in timely manner. Marketing
fundamental signifies process by which individual person focuses on fulfilling need and desire of
user by exchanging good and also offer value to other person. It is the level of understanding
related to product, price place as well as promotion of organisation. .
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REFERENCES
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Dillon, S., 2018. The fundamentals of fashion management. Bloomsbury Publishing.
Farris, P.W., 2016. Marketing metrics. Pearson Education India.
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guide. Opresnik Management Consulting.
Kaur, S., 2016. Social media marketing. Asian Journal of Multidimensional Research
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Level Faculty and Policymakers. Routledge.
Malhotra, N.K. and Dash, S., 2016. Marketing research: An applied orientation. Pearson,.
Rainmaker, P., 2017. Online Marketing Fundamentals: 100% Authentic, Real-World Knowledge
To Help You Grow Your Online Business.
Rowles, D., 2017. Mobile marketing: how mobile technology is revolutionizing marketing,
communications and advertising. Kogan Page Publishers.
De Bruin, L., Roberts-Lombard, M. and De Meyer-Heydenrych, C., 2020. Internal marketing,
service quality and perceived customer satisfaction. Journal of Islamic Marketing.
Shpak, N., Kulyniak, I., Gvozd, M., Malynovska, Y. and Sroka, W., 2020. Estimation of the
Marketing Activity of Banking Structures. Acta Universitatis Agriculturae et
Silviculturae Mendelianae Brunensis, 68(1), pp.229-242.
Levin, A., 2020. Influencer marketing for brands. Springer Books.
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