Strategic Marketing Planning

STRATEGIC MARKETING
PLANNING
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TABLE OF CONTENTS
INTRODUCTION............................................................................................................................3
MAIN BODY..................................................................................................................................3
1. Environment analysis...............................................................................................................4
2. Corporate and marketing objectives........................................................................................6
3. Marketing strategy selection....................................................................................................7
4. Market targeting and positioning including globalisation.......................................................8
5. Assessment of 7P’s..................................................................................................................9
6. Implementation, control and evaluation................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
Strategic management planning is a process defined as managing the business direction
of the organisation. This report is based on the case study of the Apple Company in context to its
strategic direction of the business entity. The organisation was established in the year 1976.
Headquarter of the company is located in the United States. Company currently own 511 stores
at a global level. Company serve its services across the globe. This project will discuss about the
strategic direction of the business entity. Henceforth, report will emphasis over the
environmental analysis of the company. Different corporate and marketing objectives will also
be discussed in this project. Marketing strategy selection process will also be discussed further in
this report. Ways to select the marketing strategies is also a part of this strategic report of the
company. Furthermore, project will emphasis over the segmentation, targeting and positioning
like practices. 7Ps of marketing will be analysed in this project. Implementation, control and
evaluation will also be discussed as a part of this project.
MAIN BODY
Apple Company is associated with the industry such as computer hardware, software,
consumer electronics, cloud computing, digital distribution, fables silicon design,
semiconductors, media, retail, financial technology and artificial intelligence. Company currently
operate its operations at a global level. The worldwide scale of business operations allow the
business entity to influence with the different changes associated with the business environment
at a global level. There are many changes world has seen especially in respect to the BREXIT
that create many hustles for the business operations of the organisation. Many trade restrictions
have been imposed due to the BREXIT issue (Shiwakoti, Iqba and Funnell, 2018). COVID
pandemic is the most modified issue or a barrier that world is facing. Apple Company is
strategically facing all these challenges that allow the business entity to overcome all these
challenges and sustain the different business objectives that company is trying to achieve.
Apple Company owns a hierarchy organisation structure that consumes different
organisation hierarchy as a part of its structure. Under the hierarchical structure company
interlink different designations with the certain hierarchy. This make the proper structure of
company which further allow the business entity to professionally channelize all its operations
(Tomé and Gromova, 2021). Organisation hierarchy put a direct impact over the business
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operations of company. Hierarchical structure also allows the organization to manage all
functional responsibilities with support of some kind of hierarchical involvement in the best way
possible. The organisation structure of the company is hierarchical that segregate each function
responsibility into some kind of organisation hierarchy. This structure allow the company to all
its needs and requirements belong to the business operations.
1. Environment analysis
Apple Company operate all its operations in the business environment. This is the
environment denote different external factors that influence the business operations of the
organisation. External business environment is a sum of elements or factors like political,
economic, social, technological, environment and legal factors. All these are the prominent
factors influence the overall business operations of the business entity. Environment analysis
allow company to understand about the market requirements that guide company to formulate
right strategies based on needs and requirements of organisation.
Political factor
Political factor directly affect the business operations of company. The organisation is
currently conducting its business operations at a global level. The political situation across the
globe affect the business operations of company. Government in United Kingdom give a huge
support to companies and the overall growth of the corporate sector. Policy frame by the
government due to the BREXIT and covid pandemic directly influence the overall growth and
development of the companies. The political environment in United Kingdom has been so
supportive that could allow the businesses to sustain and grow. Political stability is another
crucial factor influence the policy making and business operations channelize by companies
(Sorokina, 2020). United Kingdom holds a very stable political situation that can favour the
overall growth and development possibilities of the business entities in respective market. The
recent policy and direction of the government is towards the technical advancement of country
that could allow the Apple Company to effectively implement its entire plan to achieve the best
level of growth possibilities in the respective market.
Economic factor
Economic factor consume economic condition of the country and so many aspects.
United Kingdom hold a very strong economic situation. Country is already considered as
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