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Marketing Management in Business Doc

   

Added on  2020-12-09

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MARKETINGMANAGEMENTIN BUSINESS

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Description on relationship between their marketing strategy and their vision, mission andbusiness strategies.......................................................................................................................110.................................................................................................................................................22. Evaluation of tools and techniques of key areas of marketing environment. .......................31.3 Description on analysis of market environment ins specific, identifies business situations.41.4 Analyses the role of research of market in decision making of business. ............................52.1 Description on analysing and relationship between marketing strategy, strategic marketanalysis, marketing goals and marketing actions........................................................................62.2 Description on link between growth strategies and many types of marketing objectives. . .62.4 Description on how marketing strategies which contribute to sustainable competitiveadvantage.....................................................................................................................................72.5 Examine factors which influence customers choice and behaviour. ....................................73.1 Description on market segmentation and product differentiation. .......................................83.2 Effective comparison of the differed target marketing approaches. ....................................93.3 Define the critical analyse the process and function of positioning. ....................................9TASK 3..........................................................................................................................................114.1 Role of marketing mix in implementation of marketing strategy.......................................114.2 Role of product development and branding........................................................................114.3 Impact of costing and pricing decision on competitive advantage.....................................124.4 Role and purpose of marketing communication as part of marketing mix.........................134.5 Retailing and channel management contribution to competitive advantage.......................14Task 4.............................................................................................................................................155.1 Compare and contrast marketing strategies in commercial, not for profit organisations andthe public sector .......................................................................................................................155.2 analyse the use of marketing techniques in each of the sectors .........................................155.3 Evaluate the impact of marketing on social and political change.......................................16CONCLUSION..............................................................................................................................18

REFERENCES..............................................................................................................................19

INTRODUCTIONMarketing is one of the social processes in which individuals and entities obtainwhat they want and need through creating and exchanging the value of goods andservices. On the other hand, it is a process of management which works for identifying,anticipating and satisfying requirements of customers (Pisano, 2015). It is an activitywhich helps to promote goods and services so that customers can aware about it. Thus,marketing will be inclusive of things like advertisement, distribution, promotion,packaging, production and marketing research. The main purpose of marketing is toidentify specific goals and needs of customers so that better strategy can be framed. The present report will consider business activities of Apple Inc. and it is anAmerican multinational technology firm which puts its major consideration overmanufacturing of consumer electronic and software. This enterprise is manufacturing theproducts like smartphone, I pad tablet, Computer and Mac line of personal computers. Itis one of the largest enterprises and it is taking various initiatives to bring innovativeservices so that productivity and profitability can be generated. Furthermore, report willconsider the aspects like significance of marketing, strategies, planning, segmentationand marketing mix. TASK 11.1 Description on relationship between their marketing strategy and their vision,mission and business strategies.Marketing is process of having identification of the need and wants of customers.In this, effective strategies related to activities of marketing is need to be framed so it canincrease customer base. Marketing is the source which is helpful to have increment in thesales of an enterprise (Norman and Verganti, 2014). This kind of activities will behelpful in order to achieving profitability and productivity to an enterprise. In this,strategical function will be covered with the plan which is assistive in order to carryactivities of enterprise systematically. Vision, mission and business strategies of Apple Inc.:Vision1

The main vision of Apple Inc. is to put its major consideration over constantinnovation in product and services of an enterprise. Thus, rapid innovative strategies willbe helpful to have continued growth and success. The one of major objective is to haveexcellent quality and elegant design so that customer can get attracted towards it. IN this,to lead globally diverse workforce there is need to consistently deliver outstandingbusiness results with help of understanding of culture demands of marketplace. MissionThe mission statement of Apple is specific, manageable. Achievable and realisticbut it is quite narrow (Dolata, 2017). It changes as with current trends and demand ofcustomers. To have technological advancement is one and major object to continue movetowards path of growth and success. With help of having customer oriented approach theentity is able to get success in market. This firm moving towards having digitalisationrevolution so that profitability and productivity to the firm can be generated. Business strategies of AppleApple Inc. is using generic strategy and intensive growth strategy which is relatedto pricing, marketing and other areas of venture. It is one of the most valuable country inthe world. In order to bring competitive advantage in market, the firm is using strategiesas are Apple Generic strategy and intensive strategies so that each things can be doneeffectively. It has been discussed in below context as are- 1. Generic strategy- This strategy is focussing over broad differentiation. It is focussingover the key features I.e. bring differentiate product and services from its competition. Teinnovation and creation of commodities is one of core concept of getting success inenterprise This enterprise focus over modification of products not at the price factor. Thetechnical key feature will be beneficial to get success in enterprise. It is one of the bestapproach to create successful strategic planning so there can be improvement in itscompetitive performance (Wesley and Barczak, 2016). In addition to this, the majorconsideration is need to be given over differentiation, focus and low cost strategy. 2. Apple intensive strategies- In this, it will be inclusive of market development, productdevelopment and market penetration so that firm can able to gain competitive advantagein market. It will be discussed in below context as are- 2

Product development- In this, product development is one of the core strategywith help of having modification in products the market share and performancecan be expanded. Furthermore, innovative product in the market will be helpful tohave increment in profitability of an enterprise. Market penetration- Apple is using this strategy by selling current product in themarket. This firm is using it by gaining larger market share with the help ofselling commodities. Through selling products in current target market, the entitywill be able to achieve desire success. Market development- This is strategy which works as to bring development bycreating new markets for new products so that firm can take entry in to newmarket (). To do this, firm need to have modification in products so that uniquefeature of product can attracts the customers of new market. 2. Evaluation of tools and techniques of key areas of marketing environment. The firm marketing environment will be consists of internal and external factorsof an enterprise. Thus, firm must have the ability to develop the and maintain successfulrelationship with target customers (Koen, Bertels, and Kleinschmidt, 2014). The analysisof marketing environment can be done with SWOT analysis in which strength andweakness is related to internal factors and opportunities and threats relates to externalfactor of an enterprise. It can be discussed in below contexts as are- STRENGTHSInnovative products- One of the most key strengths of an enterprise is to bringinnovation in product and services. This firm is taking initiatives in order todevelop products so that desires of an individual can be satisfied.Leadership position- Apple is one of the leading companies across world andmain aim of it is to generate revenue (Minakov and et.al., 2015). This firm is engaged in the services as to have high profit margin's so that it canable to gain competitive advantage in market. Design & Technology- With the help of effective innovation process, enterpriseis able to gain maximum advantages. In this, elegant product design creates thelong term sustainability in market. 3

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