Relationship between Marketing Activities and Competitive Advantages

Running head: STRATEGIC MARKETING MANAGEMENT
Strategic marketing management
Name of the student
Name of the university
Author note

1STRATEGIC MARKETING MANAGEMENT
Abstract
The chosen topic of relationships between the marketing activities and competitive advantages in
the current global business scenario is important because marketing effectiveness holds the key
term in the contemporary business operation. In the modern day business process, getting
succeeded in the market without having the proper marketing effectiveness is impossible. Thus,
this topic is chosen to gain an understanding about how the marketing activities can be effective
in gaining competitive advantages for the business. In doing so, Apple was chosen because they
are having their business across the world and facing the authentic global challenges. This helped
in identifying the major issues being faced by the contemporary business organizations in terms
of their marketing performance. In this report, critical analysis of the relationship between these
two variables has been done on the basis of different opinions of the authors. In addition, the
approach of the authors towards the particular marketing elements in gaining the competitive
advantages is also analyzed. Each of the opinions being given by them is further critically
analyzed by the potential challenges and issues. On the basis of these issues, a few recommended
steps are discussed. This report concluded that diversity in the current global market condition is
the key challenge for the business organizations. They are facing the issue of meeting the diverse
requirements of the customers from around the world. This report also concluded that
decentralization and market adoptable approach can be the key determinants for the business
entities in gaining the competitive advantages from their marketing activities.

2STRATEGIC MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
Problem statement.......................................................................................................................4
Literature review..............................................................................................................................4
Marketing capabilities and competitive advantages....................................................................5
Different marketing elements for gaining competitive advantages.............................................7
Sustainable strategy.................................................................................................................8
Promotional mediums and strategies.......................................................................................8
Value propositions...................................................................................................................9
Pricing decisions........................................................................................................................10
Critical analysis of the major performance issues.........................................................................11
Diversity in the customer requirements.....................................................................................12
Challenges in the pricing factors...............................................................................................13
Conclusion.....................................................................................................................................14
Recommendations..........................................................................................................................17
Reference.......................................................................................................................................19

3STRATEGIC MARKETING MANAGEMENT
Introduction
The current business scenario is perceived as the most opportunist environment for the
contemporary business organizations. This is mainly due to the reason of globalization based on
which, the contemporary entities are operating in the international market and maximizing their
business opportunities from across the world. However, on the other hand, it should also be
noted that apart from the increasing opportunities, there are number of threats and challenges
also being faced by them. The major challenge for the contemporary business entity is mainly
from the side of the market complexity (Hillebrand, Driessen & Koll, 2015). With the emergence
of globalization, the target audience for the contemporary business entities is diverse in nature
and thus the business entities are facing the issues in meeting the diverse needs and requirements
of the customers from across the world. In this case, the key role is being played by the
marketing activities and principles of the businesses. This is due to the reason that with the help
of the effective marketing activities, the brand exposure will get increased and market awareness
for the particular brand will be more favorable (Al Fahad et al., 2015). There are number of
instances where it is seen that the marketing activities and strategies of the business firms are
their key source of gaining competitive advantages.
It is a well known cited fact that in the current business state of affairs, marketing and
competitive advantages are having direct relationships each of them is complementary to
another. However, the extent to which this advantage can be gained by the business
organizations is depended on the effectiveness of the marketing strategies. Number of issues is
also getting emerged in the current time that is posing the challenges for the business firms in
gaining the competitive advantages from their marketing activities (Urbancova, 2013). Thus, it is
important to understand the extent to which the marketing activities and strategies are effective

4STRATEGIC MARKETING MANAGEMENT
in gaining the competitive advantages and the potential barriers to be faced. In this case, the
contradiction of the authors in concluding the statement is evident. This report will critically
analyze the relationship between the marketing activities and competitive advantages based on
the opinions of different authors. In addition, the key issues affecting the marketing performance
will also be discussed (Li & Liu, 2014). All these factors will be discussed from the perspective
of Apple because Apple is one of the renowned companies in the world in terms of extensive and
innovative marketing activities. Based on the identified factors, a few steps and strategies will be
discussed.
Problem statement
The key problem statement is the challenges associated with the global companies in
catering the international customer segments. This is majorly relevant for the MNCs such as
Apple because they are present in different countries and targeting the diverse range of
customers.
Literature review
As stated in the above section, different authors and articles are having different opinions
regarding the relationship between the marketing strategies and principles with gaining
competitive advantages. In addition, it is also important to note that each of the authors have
focused on different elements of marketing to gain competitive advantage and effectively
targeting the global sets of customers (Schilke, 2014). The following sections will discuss about
the opinions of the authors regarding the relationship between the marketing elements and
gaining competitive advantages. In addition, the specific marketing elements being focused by

5STRATEGIC MARKETING MANAGEMENT
each of authors will also be discussed, which will help to have the understanding about how the
competitive advantages are being gained from the marketing strategies.
Marketing capabilities and competitive advantages
According to Tan and Sousa (2015), the marketing capabilities of the business firms are
directly related to the gaining of competitive advantages. This is due to the reason that marketing
capabilities of the businesses will determine the extent to which they are effectively leveraging
on their competitive advantages. This article concluded on the basis of dynamic capabilities
theory and stated that in the current business scenario, marketing activities should also be
considered as a major firm capability. It is also stated in this article that, the marketing
capabilities can also be beneficial in the international business performance. This is due to the
reason that in the international market, the success will be determined to the extent of the brand
awareness and identity and equity. The more will be the brand identity of the organizations
across the world, the more will be the potentialities for business. For instance, Apple is one of
the most known brands in the world and their logo is extensively communicated across the
world. This is helping them to create the same level of influence on the customers from different
regions and gain the maximum market opportunities.
However, on the other hand, it is stated by Vargo and Lusch (2014) that the marketing
activities will be effective and fruitful for the companies only when they will be properly aligned
with the external market and industrial situations. For instance, the marketing strategies initiated
by Apple should be in line to the current industrial trends in order to gain the maximum. Thus, as
per this article, business situations should also be considered in gaining the competitive
advantages from the marketing activities. Strategic marketing theories such as Porter five forces