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1. Process and stages of marketing Marketing: Marketing is the activity performing by the company to promote their products in order to increases the buying and selling of the products or service in the market (Penn, 2017). It includes the advertisement, selling and delivering the goods to the potential consumers or any other firms. It is done to target the certain audiences through considering the endorsements of celebrity, an attractive packaging or slogan and so on. Marketing works on the four P's of marketing mix which are product, price, place and promotion. It is the essential mix to the firms needs to sale a products and services in the market. Stages or steps involves in marketing process: Every organisation needs the marketing strategies to expand their products and services in the market in order to achieve high profitability and customer satisfaction. Apple is using such steps to promote their products in the market (Baines and et.al., 2017). Step 1: Mission statement Before performing anything, the firm has to set a meeting and define the mission of the business and what goals and objectives the firm aims and how it will be prompted on the market. It is the short-term statement which identifies the existence and goal of the firm and deals with questions like why the firm exists, in what kind of products and services the firm deals with, goals and operations and its target market. Mission statements answer such questions. It may include the vision of the businessperson. The main purpose of this statements is to communicate the aim of an organisation and provide guideline to the employees, vendors, stakeholders and customers. Mission statement of the commercial company can consist of three important components: Key market: it includes the target markets and the target customers. Contribution: the goods and services in which the organisation deals (McLean, 2018). Distinction: it is the description which shows which factor is making the product unique or why should the consumers buy it again and again.UK UK Step 2: Situational Analysis This is the stage which comes after setting up the goals and objectives of the organisation and form out the mission. The next step is to create the situational analysis in which Apple are checking the actual position of the company in terms of overall performance of the industry in
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the market. In this step the firm has to check where the organisation lies in the market and at in what position the firm stands with its current customers. For estimating the position the managers are using SWOT analysis techniques. UK SWOT stands for: Strengths: it considers the elements in which the company is better in comparison to its competitors. Weaknesses: it considers the factors that may resist to the firm in order to achieve the market success. Opportunities: it includes the external opportunities through which the company can expand the business and can create new business opportunities or increase the UK revenues of the existing business. Threats: external factors such as political, legal, technological, economical that might create an issue for the organisation (Visser, Sikkenga and Berry, 2018). Step 3: Marketing tactics or strategies. After setting up the mission and the vision of the company the next step is to plan how to achieve that objectives. The marketing manager of Apple is responsible for setting the correct track to set up the correct strategies and campaigns to prompt the UK brand marketing. In between these stages the marketing team of Apple should keep in mind the marketing mix which is based on the four P's. The four Ps of marketing are: *Product: product includes the goods and services that can be offered to the customers in order to satisfy their needs and wants. *Price: It considers the cost of the production and the value on which the goods and services can be sold (Penn, 2017). *Promotion: promotion is done to provide information about the products to the specific target groups. It initiates them to buy the specific products in which the company is dealing.*Place: the place is referring to the distribution of the goods and services. It considers the channel of distribution which might be physical or digital and can enable the sale. Step 4: Implementation It is a responsibility of the marketing team which has to implement the strategies or marketing tactics in order to improve the performance of the company. In order to complete such plan, the marketing team has to follow up several steps such as:
Obtaining resources: it includes the financial planning and appoint experts whenever there is a need. Developing schedules: for each and every campaign and strategies, the management has to ensure that all tasks are accomplished in the most effective and efficient manner (Connolly, 2015). Executing the process: after assuring that all tasks are going well it is time for the management to put a lot of effort and hard work in order to accomplish such plan and execute it in the most effective manner possible. Step 5: Control and evaluation of the performance After starting with the execution of the marketing tactics it is very essential to keep checking that the whole process is going on the right track. The marketing manager should continuously look for a way for to find improvements and enhance the plan in order to accomplish the goal of the organisation in the most effective way. By looking back into the plan and making improvements according to the current situation can help the team to achieve the mission statements in accordance with the goal of the company. Illustration:Marketing process
(source: The marketing process,2015) PESTEL on Apple: Apple is one of the most recognised electronic brands. Many investors are ready to invest in Apple because it has a high growth in revenues and also give high return on investment (Penn, 2017). It deals with electronic products such as tablets, music players, TV sets and smartphones. PESTEL: Political factors:For Apple the income inequality has become a major political issue because the firm is one of the companies which generates a large amount of cash through revenues. This is causing a problem with having higher taxes. The organisation dependant on the lowmanufacturingcostinUK.IfUK'spoliticiansdecidethattheycouldincreasethe manufacturing charges that could become a huge problem for Apple. Economic factors:An increase in the labour cost in UK for example, can become an economic factor that can take away the cost advantages of Apple products (Gunelius, 2017). If the exchange rate of US dollars increases that could lead to more expenses for the company if they continue to operate their business in a particular country. This situation is unfavourable for the market share of Apple. Because if there is a big change in the exchange rate it could lead to a direct impact on the revenue outside the country. Socialfactor:Because of ethical issues with the manufacturing process of apple products in UK, there is a threat of limiting the product attractiveness to potential buyers. This could lead to a lack of emotional attachment to Apple products on the market.Technological factor:There are many competitor products that are providing similar technological products with a low cost which has a negatively impact on the brand image and the financial status of Apple. One of the opportunities for Apple is that they can expand their Apps store because there is a constant rapid growth of the market of Apps. This factor is favourable for Apple because the company can exploit their technologies and provide the product easily. Environmental factors:Apple is working on launching the new technology which gives effective energy saving products or tools with less heat emissions (McLean, 2018). Global warming is one of the issues which is creating a change in the climate and in this way, it is affecting the market and the supply chain. The organisation is dependent on the huge internet and data consumption which leads to high electricity cost in the production process.
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Legal factors:Companies like Apple have strict telecommunication rules and regulations that can be a threat for the organisation (Baines, Fill, Rosengren and Antonetti, 2017). Privacy issues are a concern for the company and also for the governments. The company can face law issues and could be fined which could lead to a negative impact on the brand image of Apple. Porter’s five forces on Apple. The five forces can evaluate the external business environment of the company. It can set the limit or decrease the market share of the company and its revenues and profitability of the organisation. Competitive rivalry:The company faces strong competition. This factor of Porter’s five forces is the analysis of the model which determines the influence of the competitors on each other. Such influence depends on how aggressive the company is, what is the differentiation of goods, and what is the switching cost (Elshiewy, Guhl and Boztug, 2017). Organisations like LG is an example of an aggressive company that can compete with Apple. It imposes a highly strong force in the industry of electronic products. Bargaining Power of customers:It determines how the buyers bargaining power can affect the perceptions of the business. It has a highly strong influence which is based on the low switching cost, small quantity of individual buyers, and huge information about the buying products. It shows that Apple must consider the bargaining power of the buyer which could play a significant role in the tactics of the company. Bargaining power of suppliers:This component is evaluating the influence of the suppliers on the market and the competition (Penn, 2017). The bargaining power of suppliers have a low influence because of the high number of suppliers in the market, moderate to overall high supply in the market, and the huge ratio of the business to suppliers, concentrations are the reasons on low influence. Threat of substitutes goods:Another element of Porter’s five forces which shows the threat of substituting Apple goods in the market on the basis of online technological services factor. This particular component in regards with Apple has very low influence because there is a low performance of the substitute goods, low number of consumers who could switch to a different product. Threat of new entry in the market:This element shows the threat of new entry in the market as a competitor (Connolly, 2015). In this case, risk of new entrance has a medium
influence on the organisation. That is because the players in the market needs to consider things like the high capital requirements in setting up such business and the high cost of developing a new brand. Such obstacles could stop the new competitors of starting such kind of business. SWOT Analysis of Apple Strengths: *Apple has its strong brand image. *High margin of profits (McLean, 2018). *Effective and high innovative process. Weaknesses: *Totally depends on the sale on high end market segmentation. *High price of selling. *Distribution network is limited.Opportunities: They can expand the distribution network. *They can increase the sales volume in accordance to the rising of demand. *Can develop new products.Threats: *High competition in the market of such products. *Imitation products (Visser, Sikkenga and Berry, 2018). *Increase in the cost of labour. Segmentation, targeting and positioning:
Segmentationisdividingindividualsintogroupsinaccordancetotheircertain characteristics like location, taste, nature, preferences and age groups (Davis, 2017).Apple identifies segment which includes quality, performance and the technology of the products over the cost of the product. Whereas the targeting lies on the selection of a particular group in order to sell specific products. While positioning refers to choosing the marketing mix for suitable target buyer segment. A company can be positioning itself by offering the premium quality products with high capabilities and functions for addition cost. Marketing mix of Apple: Product:This element of marketing mix is showing the goods in which a company is dealing and offering to customers in the market (Elshiewy, Guhl and Boztug, 2017). Apple is dealing with IT products. Some of the products of Apple are iPhone, iPod, iPad, Apple TV and Apple watch. Price: This element of marketing mix can determine what should the price of the goods and services on the market be. It is totally based on the cost of production, how much are the potential buyers ready to pay and also the demand and supply.Apple is using price skimming strategy and charges high prices for their goods and services. Promotions: Promotion mix determines the communication techniques that can be used in the spreading of information about the product in the market (Connolly, 2015). Apple can promote their products by involving different communicational channels like advertisement, personal selling and public relations. Place:It is related with the place through which the organisation can distribute their products and services to the consumers. Such places in which Apple can distribute their goods are Apple store location, different telecommunication companies or websites owned by the company. Apple is using both direct and indirect channel of distribution to make their products available in the market and firm is utilise both the channels of distribution in effective and efficient manner. 2. Role of marketing in creating value for the customers: Marketing concept and practice of the societal marketing:Societal marketing means to find out the needs, wants and the interest of the target market and provide the best desired satisfaction more effectively and efficiently than the competitors. The direct benefits of the marketing is promoting the product in the market. It includes the social welfare, company profits and the individual welfare (Visser, Sikkenga and Berry, 2018). This means that it is a marketing strategy for the public.
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Branding:Branding is a marketing strategy of shaping the product so that it could be recognized easily. The brand is the name, logo, symbol, term or any design with which the company is famous. Endowing the product with the brand is called branding. The brand is helping in the satisfaction of the consumers and it is the only reason why the consumers chose the company product over the competitors’ products. Branding influence the consumers to choose the particular product. It also affects the employees, shareholders, and the other stakeholders of the company. Brand distinguish the certain products from other similar products (Gunelius, 2017). Advantage of branding *Customers loyalty- the main advantage of the branding is the increase of the loyalty of the consumers. When the brands are providing quality products to its customers, they are becoming more loyal to that organisation. Brand also enhance the living standard and the lifestyles of the consumers. *Awareness: The brand creates the awareness about the product to the general public. It can be concluded that the brand is the most convenient way to promote certain products (Davis, 2017). Apple has created that kind of reputation that only by mentioning the name of the company is enough to promote it. *Profit: The good brand could afford to charge more for premium products. For example, Apple always sells its products at high price and the public buys those products. Another positive fact about good branding reputation is that it helps the company to set the prices according to the product and the customers’ needs and wants. Branding strategy of Apple:Apple is a well-known brand which is famous with providing quality products to the customers. Apple logo differentiate its products from the others. It uses the strategy of emotional branding (Elshiewy, Guhl and Boztug, 2017). That is why the brand value of Apple is 182.8 billion dollars which is more than any brand. Its brand looks different and the public just want to buy it just because it is Apple, not because of its specifications and the feature. In the current era where companies are launching low price products Apple focuses on the quality and not do any compromise with it. Another thing with which Apple is not making any compromise is the prices of the product which is another remark that makes Apple different from its competitors.
Ansoff matrix strategies: Market penetration:market penetration means that the company expanded its old market with an old product and also it focuses on the increase in the sales of the product in the existing market. This is the most secure type of the market strategy which helps the companies to earn profit with the selling of products in the same market again and again. The expansion of the sells is lower in these types of markets because there is already a company which has its costumers who are using its products. Market development:It means to develop new market with the existing products. This helps to earn more profit for the organisation, because the company is launching already existing products to the markets so that it will help them with the development of the market and earn more profit. For Apple it will be a good opportunity to sell the products in those markets where Apple has no customers (Penn, 2017). In this way they will increase the profit of the company. Product development:It means that the company is planning to launch a new product in the old market. This is the speciality of Apple. They are launching new and advance products on the regular basis which will help them to increase the profit and the market share. Everyone is waiting for the new launch of Apple products and when they do it people buy it (Connolly, 2015). It can be concluded that this will be the best strategy for Apple to gain more and more profitability in the market and regular upgrade in the products that will help the company to stay in the market for long time. Diversification:It means that the company wants to launch its new products in the new market. It might be a risk for the company because launching the new product may not be so successful for the company and also this will incur huge cost to the company. (Elshiewy, Guhl and Boztug, 2017). But if Apple take care about the risk factors and properly maintain them than this will give them more profits. 3. Stakeholders engagements and their impact on marketing: Stakeholders: Stakeholders are the individuals or groups who have interest on the firm and investing in the organisation and in this way take over some share of the business (Gunelius,2017). They
can be internal or external. They might be outside the organisation. Stakeholders can have negative or positive influence on the projects of the company. Internal and external stakeholders: Internal stakeholders are taking interest from the company and comes through direct relationship such as owner or employment while the external stakeholders are those who does not directly work for the organisation, but their presence is affected in such way like the investors and creditors. Example: employees and government. Communication with stakeholders: Apple can communicate with their stakeholders using many different methods such as presenting weekly reports, interviewing the workforce on daily basis, getting feedbacks through the complaint system and partnering with the management. To communicate with the external stakeholders, the company may use tools like press release messages, websites, letter from the CEO of the company and through messages in the mass media (McLean, G., 2018). It will have a positive impact on the overall performance of the organisation. It can lead to an increase of the efficiency in the workplace and also provide satisfaction to the external investors of the business.
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