Strategic Marketing Management for Apple Company

This presentation is all about strategic marketing management which consists of marketing concept as well as marketing planning process. For this purpose, Apple Company of California is selected which is a multinational technology company that designs, makes and sells consumer electronics, software of computer, and online services.

PPT executive summary 0
PPT executive summary
System04116
5/23/2019

Executive summary
This presentation is all about strategic marketing management which consists of marketing
concept as well as marketing planning process. For this purpose, Apple Company of California is
selected which is a multinational technology company that designs, makes and sells consumer
electronics, software of computer, and online services.
The strategic marketing management is the process of the planning for the products and services
developing and executing those to get a competitive edge in the chosen position. It is a function
of management which is essential for every organization to follow for managing the important
resources to recognize and satisfy the requirements of the customers and deliver the great value
in comparison to the competitors.
For entering into the new market with new product, there is need to have good marketing plan.
This can be possible if companies follow marketing planning process which consists of various
steps firstly, marketing assessment; it means evaluation of potential of a new product, new idea
of business. it is the analysis of the trends of market, forces of environment, competition,
opportunities, risks, barriers and the resources of the company. Second step is customer’s needs;
identification of customers’ needs that are action, price, appreciation, service and quality. Third
step is analysis of external environment factors that is political, social, economic, technological,
legal and environmental which has great impact on the performance and continuity of the
business. Fourth step is analysis of the competition in the market who deals in same products and
in same industry that the company has threat of it.
The product life cycle is made which shows the flow of market of product or stages of the market
in the country that is introduction, growth, maturity, decline and time of the product demand and
supply.
The external environment has great impact on the market of the particular product. Apple is also
affected by the external environment which is analyzed by the helps of Porters five forces model.
Through this model, the threats of new entries in market, threats of competitors, bargaining
power of the suppliers and buyers, threat of substitute is identified for this product.

Apple company segment their product on the basis of demography i.e. age, life, stage and
country of birth, socio-economic such as income, education, occupation and psychographic such
as personality, lifestyle etc. they target their market by creating the traditional market programs
and segregating marketing strategy. The positioning is done on the basis of its price and quality.
Apple’s promotional mix comprises advertising like Google’s digital advertising system. They
have various agreements with several websites to promote and advertise products. Additionally,
the company used personal selling in form of employees of apple store which give precise
information of product. Furthermore, they used public relations to enhance its image of
company. All these concepts of marketing are related to the planning process as it involves the
goals, strategies and implementation of those strategies.
Moreover, branding is also import ant to identify the suppliers of the product, provide protection
from the competitors, and helps to build the image in the market. The various concepts of brands
is discussed in this presentation such as brand pyramid; which is illustrate the steps to establish
the loyalty to a specific brand, Brand positioning; where company want to own the target buyer’s
mind and brand management; for supervising the promotion of a specific brands of product. The
brands strengthen the business of a product by easily enhance the credibility and ease in the
purchase and build recognition of customers.
Thus, strategic marketing management is essential for effectively and efficiently surviving in the
competitive market and it also leads to achievement of goals by making various appropriate
strategies and following right approaches.