1MARKETING PLAN FOR TENGRI Table of Contents Introduction................................................................................................................................2 Company Background................................................................................................................2 Marketing Mix...........................................................................................................................4 Product...................................................................................................................................5 Price........................................................................................................................................5 Place.......................................................................................................................................6 Promotion...............................................................................................................................7 Ways to Improve the Market Effectiveness for Apple Inc........................................................8 Reference..................................................................................................................................10
2MARKETING PLAN FOR TENGRI Introduction Marketing strategies are one of the major factor that will be liable for the aspects that are related to the development of the factor that will be responsible for the growth of the organization (Pride & Ferrell, 2016). This is one of the major factor that will be contributing towards the development of the aspects such as marketing mix and the strategies that needs to be taken to identify the potential of the company and help in determining the various activities that will be required for improving the market effectiveness (Kotler et al., 2015). The chosen organization for the study is Apple Inc. The study will be discussing the elements of the marketingmix and present a discussion on developingthe areasthat will be responsible the improvement in the market effectiveness. The study will consider the approach with the frame work of marketing mix to deliver the areas that are related to the development of the areas related to the market effectiveness. Company Background Apple Inc. is one of the major companies that is associated in the industry of the technology. Founded by Steve Jobs and Steve Wozniak in 1976 it has reached at a point where its competitors are dreaming to reach (Apple.com). The product offerings from the present day is inclusive of the various products such as phones, tablets, watches and PCs along with different services. The company has been involved in developing an ecosystem with their products. This has lead the company to be values as the first company to have a market capital of more than USD 1 trillion (Forbes.com, 2019). This is one of the most significant achievement for the organization. However, for the sustainability in the market it is one of the most important part for the organization and to achieve that they must incorporate the aspects that will be liable for increasing the market effectiveness of the brand. Growth in the Market
3MARKETING PLAN FOR TENGRI There is significant growth in the sector of smart phones form various regions in the whole world. The growth in the sector of smartphone market is stated below; As it can be seen from the data that there is a significant growth in the smartphone market does provide the opportunity to Apple Inc. to challenge the competitors. Macro Environmental Factors for Apple Inc. There are mainly four environmental factors that influences Apple Inc. These factors are stated below; a.Political Environment: Net Neutrality has been one of the major political issue that has been impacting the companies that are offering internet services and involved in the industry of smartphones, laptops and other devices (Crandall, 2017). b.Economic Environment: The strong GDP of America is an opportunity for the company to incorporate the activities that are related to the new product development. However, global economic crisis is a major concern that can influence the sales of the company. Fig: Smartphone Shipment Source: Statista.com (2019)
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4MARKETING PLAN FOR TENGRI c.Social Environment: Smart phones are one of the major part for an individual which is a growing trend. Consumer base for the organization is increasing with the growth in the sector of consumables. d.TechnologicalEnvironment:Thereisasportivetrendfortheadoptionofthe technological improvements. This has been a result for the organization to incorporate the advancements such as A12x Bionic system on chip that is one of the most powerful system on chip in the industry. Market Share The market share for Apple is stated below that is based on the smartphone the company have shipped; Marketing Mix Marketing mix is one of the major factor that contributes towards the development of differentiation from the competition that will be liable for projecting the unique value proposition offered by the brand (Pantano, Priporas & Migliano, 2019). Marketing mix is inclusive of the factors such as Product, Price, Place and Promotion. Apple Inc.’s marketing mix is stated below; Fig: Smartphone Market Share Source: Idc.com (2019)
5MARKETING PLAN FOR TENGRI Product The key product that is being offered by the company and considered for the study is smartphone market. From the trend in the market and sales of the smartphones, tablet and laptops, product life cycle of the company stated below: The types of the product that company is utilizing of the factors that are inclusive of the lineup of iPhones, iPads, Apple Services, MacBook and iMac. All these are electronic devices other than the services that are provided by the organization which are software based services. The products of the brand is more focused on the quality aspect and they are directed towards the customer with a premium price. The product strategy that the company is using is using is about the creating an ecosystem of the products that will be beneficial for the organization to provide the customer with the best possible experience. Price The price of the smartphones by Apple has been significantly high compared to other premium brands as it has been stated below; Apple iPhone XsSamsungGalaxy S10 Google Pixel 3 Price4999MYR3299 MYR3099 MYR Fig: PLC of Apple Products Source: Liu, Chen & Diallo (2018)
6MARKETING PLAN FOR TENGRI The marketing environment for Apple is very competitive as the competition from the different brands are increasing day by day. This enables a fierce competition in the market. The company is utilizing a premium pricing strategy that is directed towards the consumers to enable the ultimate customer experience with the ultimate quality products. The objective behind the pricing is to provide the requisite services and a quality product to the consumers. Place The places that the company has utilized is inclusive of the aspects that are relate to reaching the consumers. Apple Inc. is having their headquarters at California and have their 504 apple stores worldwide other than retail stores and online partners that the company is utilizing to offer their products. Fig: Distribution Channel Apple Source: Created by Author
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7MARKETING PLAN FOR TENGRI There are multi-channel distribution strategy is being taken to offer their products by apple. This is one of the most significant factor to reach the customers by using different channels. Promotion The positioning statement that is being used by Apple Inc. is stated below; Apple is all about the experience, it goes after the emotional branding something which is felt in the heart and the mind of the customer. The perceptual map for the Apple Inc. is stated below (Created by Author); The promotional strategy that is being utilized by the company is inclusive of the factors such as; i.Elegant and Minimalistic Advertisement Campaigns: The company is utilizing the activities that will be liable for projecting the activities that are associated with the development of the market that will be projecting the products and communicate with the consumers in a more elegant and a minimalistic way. ii.Addressing the Key Value Proposition of the Products: This is one of the major strategies that are being adopted by the company to address the key value Price High Price Low Quality High Quality Low
8MARKETING PLAN FOR TENGRI propositions of the brand that will be enable the brand to attain the requisite attention of the consumers. iii.Strong Communication: This is a vital strategy to strongly communicate with the activities that will be enabling the aspects that are related to the development of the connection with the consumers. The promotional tools that are being used by the company is inclusive of the various aspects that will help the organization in attaining the requisite attention of the customer. These are stated below; i.Advertisements that are projected towards the consumers ii.Public relations are one of the major promotional tool for the company iii.Sales promotion for the students is also a promotional tool for the company Ways to Improve the Market Effectiveness for Apple Inc. The following ways can be adopted by Apple Inc. to ensure the increase in the market effectiveness for the organization. The recommendations are stated below; i.Evolving the Marketing Mix: a.ProductMix:Incorporateresearchanddevelopmentfornewproduct development according to the need of the customer and can bring new affordable product line-up. b.Place Mix: Try to reach the growing economies and utilize the growth with increasing the availability of the service and the products. c.Promotion Mix: Incorporate technological advancements such as artificial intelligence and machine learning to reach new set of customers. d.Pricing Mix: The Company must incorporate the competitive pricing strategy byprovidingthequalityandexperienceforensuringthemarket effectiveness.
9MARKETING PLAN FOR TENGRI ii.Enable a continuous monitoring process to ensure mitigation of the resources that are needed for the problems that are associated with the organization. iii.Ensuretechnologicaladvancementsandincorporatethemto themarketing strategies such as segmentation and targeting the right set of customers.
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10MARKETING PLAN FOR TENGRI Reference Apple.com (2019).Buy iPhone XS and iPhone XS Max. [online] Apple (MY).Availableat:https://www.apple.com/my/shop/buy-iphone/iphone-xs [Accessed 31 Mar. 2019]. Crandall, R. W. (2017). The FCC’s Net Neutrality Decision and Stock Prices.Review of Industrial Organization,50(4), 555-582. Forbes.com (2019).Apple Is Worth One Trillion Dollars. Amazon Isn't. [online] Forbes.com. Available at: https://www.forbes.com/sites/panosmourdoukoutas/2018/09/16/apple-is- worth-one-trillion-dollars-amazon-isnt/ [Accessed 31 Mar. 2019]. Idc.com (2019).IDC - Smartphone Market Share - Vendor. [online] IDC: The premier global market intelligence company. Available at: https://www.idc.com/promo/smartphone- market-share/vendor [Accessed 31 Mar. 2019]. Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015).Marketing. Pearson Higher Education AU. Liu, Z., Chen, J., & Diallo, C. (2018). Optimal production and pricing strategies for a remanufacturing firm.International Journal of Production Economics,204, 290-315. Pantano, E., Priporas, C. V., & Migliano, G. (2019). Reshaping traditional marketing mix to include social media participation: evidence from Italian firms.European Business Review Pride, W. M., & Ferrell, O. C. (2016).Foundations of marketing. Cengage Learning. Samsung.com (2019).Buy | Samsung Galaxy S10e, S10 & S10+ | Samsung Malaysia. [online]Samsungmy.Availableat: https://www.samsung.com/my/smartphones/galaxy-s10/buy/[Accessed31Mar. 2019].
11MARKETING PLAN FOR TENGRI Statista.com(2019).Topic:Smartphoneindustryanalysis.[online]www.statista.com. Available at: https://www.statista.com/topics/840/smartphones/ [Accessed 31 Mar. 2019]. Store.google.com(2019).Pixel3.[online]GoogleStore.Availableat: https://store.google.com/product/pixel_3 [Accessed 31 Mar. 2019].