Apple Case Study Contents Introduction
Added on 2020-06-03
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Apple case study
ContentsINTRODUCTION...........................................................................................................................1a) Identify the role of marketing strategies and programs in achieving organisationalobjectives, including ethical considerations................................................................................1b) Marketing concepts and principles used in daily business operations....................................2c) Key marketing concepts and terminology...............................................................................3d) Recognise the relationships of the marketing functions to other functional areas..................5e) Buying decision made by customers both local and international aspect and online versusoffline...........................................................................................................................................5f) Identify information needs and interpret findings....................................................................7g) Communicate findings and plans effectively..........................................................................7CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
INTRODUCTIONWith time, there are many changes that have taken place in relation with taste andpreferences of customers. For a company to grow, it is required to have proper research carriedout so that requirements can be identified and provides and services are delivered accordingly(Kapferer and Bastien, 2012). Main focus of this assignment is made towards Apple which oneof the leading American multinational technology company that provides customer electronics,online services and computer software. This report covers role of marketing strategies andprograms in achieving organizational objectives. Further, it includes key marketing concepts andterminology. Lastly, it also covers identification of information that is needed and interpretingfindings. a) Identify the role of marketing strategies and programs in achieving organisational objectives,including ethical considerationsMarketing strategies can be determined as the set of business consideration that is madeso that management is able to deliver adequate information to customers regarding products andservices. Further, it also enables to develop positive perception within the mind of service usersso that they develop willingness to make purchase decision (Hallbäck and Gabrielsson, 2013).However, it is important for the business to set out goals and objectives so that they are able todevelop path on which it can be achieved. In other words, strategies related with marketingenables to advance the exposure of products that are depending on specific goals and directingemployees through which these can be attained. For Apple there are many different type ofmarketing strategies that are applied so that they are able to develop strong customer base. Withthis respect, below given are the roles of marketing strategies:Product: Through marketing strategies, it enables to identify the strength of product.Strategies for marketing need to be developed as per the type of products that the firm is willingto deliver. When these are done, then it becomes favourable enough to focus on the targetaudience (Shankar, Venkatesh and Naik, 2010). Apart from this, it also considers the ways thatcan make the product competitive. In context with Apple, they generally focus on deliveringinnovative products that ultimately support marketing to attract people. Audience: This is another set of strategy in which the firm need to have detailedinformation in relation with the target audience. When effective marketing campaign is1
developed, then it enables to focus on the customer demographic that will best suit for the firm totarget on. More specifically, it includes details like median income, age group, geographiclocation, etc. All these details are used so that marketing team is able to reach the targetaudience. Competition: There are many companies around the world that deliver their customerswith similar products and services. It is important for the management before develop marketingplan to consider the strategies that are applied by competitors so that they are able to consider theaspects that are focused on (Corazza, Valeriani and Schifano, 2014). When these are identified,then it becomes favourable enough to plan for marketing in effective manner. Revenue: Various type of activities that are included for marketing plan. With thisrespect, it is important for the firm to consider the budget that will be incurred. When these areeffectively done, then it becomes favourable enough to attain the set of goals to be attained. Asper the objective that are set by Apple, their main objective us to deliver high quality servicesand they do spend high over research so that innovation is possible. In consideration with ethical aspect, it is the responsibility of Apple to make sure that allthe information that are provided to customers by making use any marketing tool like television,radio, online website, etc. to be true (Baroto, Abdullah and Wan, 2012). In advertisement, thereare terms and conditions included at the time of advertisement should be clearly mentioned sothat customers not feel cheated. b) Marketing concepts and principles used in daily business operationsMarketing concept is determined to be the philosophy in which management needs tomake proper analysis of the requirement of customers and then decisions should be taken withthe help of which rate of satisfaction can be raised. In other words, it is considered to be theprocess that is applied by the business with the help of which the rate of motivation to makecustomers take purchase decision can be made. All these are only possible when management isable to understand the requirements of service users and good are provided. Apart from this,there are five different type of concepts that are included in marketing which are production,selling, societal, product and marketing (Tomczak, Reinecke and Kuss, 2018). For each day, allthese areas need to be considered so that they are to focus on the business and in attain their setof goals and objectives in appropriate manner. Further, it is important that management need to2
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