Marketing Management Analysis: Apple Inc. Case Study Report

This report provides a comprehensive analysis of Apple Inc.'s marketing strategies. It begins with an introduction to marketing and its significance, followed by an examination of Apple's vision, mission, and business strategies, including generic and intensive growth strategies. The report evaluates the tools and techniques used to analyze the marketing environment, including SWOT and PESTLE analyses. It delves into market research's role in business decision-making and analyzes the relationship between marketing strategy, market analysis, marketing goals, and actions. The report explores growth strategies, marketing objectives, sustainable competitive advantages, and customer behavior. Furthermore, it covers market segmentation, target marketing, and positioning, along with the marketing mix, product development, branding, pricing, and marketing communication. It also examines retailing, channel management, and marketing strategies in commercial, non-profit, and public sectors, concluding with an evaluation of marketing's impact on social and political change.

MARKETING
MANAGEMENT
IN BUSINESS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Description on relationship between their marketing strategy and their vision, mission and
business strategies.......................................................................................................................1
10.................................................................................................................................................2
2. Evaluation of tools and techniques of key areas of marketing environment. .......................3
1.3 Description on analysis of market environment ins specific, identifies business situations.4
1.4 Analyses the role of research of market in decision making of business. ............................5
2.1 Description on analysing and relationship between marketing strategy, strategic market
analysis, marketing goals and marketing actions........................................................................6
2.2 Description on link between growth strategies and many types of marketing objectives. . .6
2.4 Description on how marketing strategies which contribute to sustainable competitive
advantage.....................................................................................................................................7
2.5 Examine factors which influence customers choice and behaviour. ....................................7
3.1 Description on market segmentation and product differentiation. .......................................8
3.2 Effective comparison of the differed target marketing approaches. ....................................9
3.3 Define the critical analyse the process and function of positioning. ....................................9
TASK 3..........................................................................................................................................11
4.1 Role of marketing mix in implementation of marketing strategy.......................................11
4.2 Role of product development and branding........................................................................11
4.3 Impact of costing and pricing decision on competitive advantage.....................................12
4.4 Role and purpose of marketing communication as part of marketing mix.........................13
4.5 Retailing and channel management contribution to competitive advantage.......................14
Task 4.............................................................................................................................................15
5.1 Compare and contrast marketing strategies in commercial, not for profit organisations and
the public sector .......................................................................................................................15
5.2 analyse the use of marketing techniques in each of the sectors .........................................15
5.3 Evaluate the impact of marketing on social and political change.......................................16
CONCLUSION..............................................................................................................................18

REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing is one of the social processes in which individuals and entities obtain
what they want and need through creating and exchanging the value of goods and
services. On the other hand, it is a process of management which works for identifying,
anticipating and satisfying requirements of customers (Pisano, 2015). It is an activity
which helps to promote goods and services so that customers can aware about it. Thus,
marketing will be inclusive of things like advertisement, distribution, promotion,
packaging, production and marketing research. The main purpose of marketing is to
identify specific goals and needs of customers so that better strategy can be framed.
The present report will consider business activities of Apple Inc. and it is an
American multinational technology firm which puts its major consideration over
manufacturing of consumer electronic and software. This enterprise is manufacturing the
products like smartphone, I pad tablet, Computer and Mac line of personal computers. It
is one of the largest enterprises and it is taking various initiatives to bring innovative
services so that productivity and profitability can be generated. Furthermore, report will
consider the aspects like significance of marketing, strategies, planning, segmentation
and marketing mix.
TASK 1
1.1 Description on relationship between their marketing strategy and their vision,
mission and business strategies.
Marketing is process of having identification of the need and wants of customers.
In this, effective strategies related to activities of marketing is need to be framed so it can
increase customer base. Marketing is the source which is helpful to have increment in the
sales of an enterprise (Norman and Verganti, 2014). This kind of activities will be
helpful in order to achieving profitability and productivity to an enterprise. In this,
strategical function will be covered with the plan which is assistive in order to carry
activities of enterprise systematically.
Vision, mission and business strategies of Apple Inc.:
Vision
1

The main vision of Apple Inc. is to put its major consideration over constant
innovation in product and services of an enterprise. Thus, rapid innovative strategies will
be helpful to have continued growth and success. The one of major objective is to have
excellent quality and elegant design so that customer can get attracted towards it. IN this,
to lead globally diverse workforce there is need to consistently deliver outstanding
business results with help of understanding of culture demands of marketplace.
Mission
The mission statement of Apple is specific, manageable. Achievable and realistic
but it is quite narrow (Dolata, 2017). It changes as with current trends and demand of
customers. To have technological advancement is one and major object to continue move
towards path of growth and success. With help of having customer oriented approach the
entity is able to get success in market. This firm moving towards having digitalisation
revolution so that profitability and productivity to the firm can be generated.
Business strategies of Apple
Apple Inc. is using generic strategy and intensive growth strategy which is related
to pricing, marketing and other areas of venture. It is one of the most valuable country in
the world. In order to bring competitive advantage in market, the firm is using strategies
as are Apple Generic strategy and intensive strategies so that each things can be done
effectively. It has been discussed in below context as are-
1. Generic strategy- This strategy is focussing over broad differentiation. It is focussing
over the key features I.e. bring differentiate product and services from its competition. Te
innovation and creation of commodities is one of core concept of getting success in
enterprise This enterprise focus over modification of products not at the price factor. The
technical key feature will be beneficial to get success in enterprise. It is one of the best
approach to create successful strategic planning so there can be improvement in its
competitive performance (Wesley and Barczak, 2016). In addition to this, the major
consideration is need to be given over differentiation, focus and low cost strategy.
2. Apple intensive strategies- In this, it will be inclusive of market development, product
development and market penetration so that firm can able to gain competitive advantage
in market. It will be discussed in below context as are-
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 Product development- In this, product development is one of the core strategy
with help of having modification in products the market share and performance
can be expanded. Furthermore, innovative product in the market will be helpful to
have increment in profitability of an enterprise.
 Market penetration- Apple is using this strategy by selling current product in the
market. This firm is using it by gaining larger market share with the help of
selling commodities. Through selling products in current target market, the entity
will be able to achieve desire success.
 Market development- This is strategy which works as to bring development by
creating new markets for new products so that firm can take entry in to new
market (). To do this, firm need to have modification in products so that unique
feature of product can attracts the customers of new market.
2. Evaluation of tools and techniques of key areas of marketing environment.
The firm marketing environment will be consists of internal and external factors
of an enterprise. Thus, firm must have the ability to develop the and maintain successful
relationship with target customers (Koen, Bertels, and Kleinschmidt, 2014). The analysis
of marketing environment can be done with SWOT analysis in which strength and
weakness is related to internal factors and opportunities and threats relates to external
factor of an enterprise. It can be discussed in below contexts as are-
STRENGTHS
 Innovative products- One of the most key strengths of an enterprise is to bring
innovation in product and services. This firm is taking initiatives in order to
develop products so that desires of an individual can be satisfied.
 Leadership position- Apple is one of the leading companies across world and
main aim of it is to generate revenue (Minakov and et.al., 2015).
 This firm is engaged in the services as to have high profit margin's so that it can
able to gain competitive advantage in market.
 Design & Technology- With the help of effective innovation process, enterprise
is able to gain maximum advantages. In this, elegant product design creates the
long term sustainability in market.
3

WEAKNESSES
 Due to exclusivity policy of an enterprise, Apple has limited distribution network
service.
 Due to quality products and innovation, this firm is charging high price of the
products as every one cannot afford it. Due to premium pricing strategy, Apple is
having the weakness in sales revenues from high end market.
OPPORTUNITIES
In this, being number one country across world, it is not easy to face the
competition especially from other brands (Sharma, Davcik and Pillai, 2016). In this way,
it can be said that opportunities work to influence the strategic direction of an enterprise.
This has been discussed in the following manner -
 In this, distribution network expansion will be helpful to explore the product line.
 Due to high creative innovation, there is continually rising demand for table and
smartphones.
 Effective advantage will also be helpful in terms to have creation of the new
product lines in market.
THREATS
In this, financial performance of an enterprise affects the working of an
enterprise. It can be reduction in profitability of an enterprise. There are following threats
which have been discussed in following context-
 This enterprise is having aggressive competition due to its products development.
This firm is having number of rivalries (Nonaka and et.al., 2014).
 In this, rising labour cost in countries can impact the working of an enterprise to a
high extent.
1.3 Description on analysis of market environment ins specific, identifies business
situations
In this, it can be said that it is one of the most visible and recognizable consumer
electronic brands. This firm is taking steps in order to have strong revenue growth and
high return on investment. Thus, marketing environment can be analysed with the help of
PESTLE analysis and it can be defined in following manner-
4

Political factor- In this, it is need to be noted that half of the sales of commodities come
from the country other than America. Thus, increment in the labour cost of the china can
take away the cost of advantage of Apple products (Nonaka and et.al., 2014). The
increment in the manufacturing of the Chinese product is increasing the cost of the
Apple’S products.
Economic factor- In this, Apple generates the 63% of its sales from the international
market. Thus, it can be said that rising cost of the labour is one of the significant
economical factor which can have direct implementation on profitability of an enterprise.
Social factor- The lifestyle of people has significant effect the growth rate of the
enterprise. This factors affect the choice of smartphone etc. In this, it can be said that
Apple products are more compatible with the life style of consumer in the developed
countries.
Technological factor- This firm is taking various innovative procedure. In addition to
this, growth in mobile technological advancement can work as to drives the sales of I
phone.
1.4 Analyses the role of research of market in decision making of business.
In this, research is always been crucial element in order to build successful
business enterprise. Thus, technology is helpful tool to gather effective information about
the research. In addition to this, role of research can be discussed in following manner as
are-
Business research- New business venture need to take the initiatives to have the
effective business research so that firm can able to succeed in market. The firms need to
update the plan on continue manner so that successful strategies can be framed out
(Kodama, 2018. ).
Internal process- Effective decision making process in firm is related to the financial
performance. Managers must frame effective planning so that growth can be sustained.
Market research- It is need to be done in order to conduct the proper market research so
that current rends of market can be known. This will be helpful in order to have
enlargement in profitability of an enterprise.
5

Analytical and testing- The testing can be done on the basis of effective information
gathered. With help of this kind of activities firm is able to take the innovative
approaches in market.
2.1 Description on analysing and relationship between marketing strategy, strategic
market analysis, marketing goals and marketing actions
 Marketing strategy- It is ultimate weapon in order to have particular course of
action. Thus, marketing strategies will be combined of the marketing goals. With
help of it focus can be given on the right product. Effective strategy will derive
success to an enterprise.
 Strategic market analysis- In this, market analysis is need to be conducted in
strategical manner so that each things can be dine effectively. It is one of the
integrated approach which provides the way to conduct business systematically.
 Marketing goals- The business enterprise need to set its goals so that they can
work towards it, with help of effective setting of planning the ultimate goals to
the enterprise can be achieved (Norman and Verganti, 2014).
 Marketing action- This will be an effective step in order to market your product
and services effectively. The marketing action plan is need to construct because it
is vital component to an enterprise.
2.2 Description on link between growth strategies and many types of marketing
objectives.
In this, Growth strategies and marketing objectives can be helpful in order to
carry out the activities of an enterprise in systematic mode. It can be discussed in below
context as are-
Segmentation- It is the process which works as to target the customer into potential and
specific groups. In this, individual has similar choice, interest and preferences among the
products.
Targeting- It is one of the effective process in order to target the particular segments. It
works as to sell its products and services. With help of it, product development can be
done properly so that profitability can be enlarged (Sharma, Davcik and Pillai, 2016).
6

Positioning- In this, positioning refers to statement which defines the value proposition
of product line to target market. Positioning will be done with help of three elements as
are product, place, price and promotion.
2.4 Description on how marketing strategies which contribute to sustainable competitive
advantage.
Sustainable competitive advantages is enjoyed by Apply company as this
company provides high quality of product and serves to there customer and has set some
standers in market and competitors has to face huge competition. Competitive
advantages provides apply advantage over all the other competitors in the market as there
quality of goods and serves provided by them is better than any other competitor is the
market.
The company can improve there competitive advantages by providing the best
quality of goods and servers to there customer and can increasing there production level
in the company and company should be aware of its competitors strategies and should
recognize the main aim of the organisation. So that all the objective of the organisation
can be achieve and can maintain the sustainable competitive advantages in the
marketplace (Minakov and et.al., 2015). Apply company changes there technology
according to the changing in market conditions and improve there marketing strategies.
In this, it can be said that sustainable advantage is one of the effective process ion order
to carry out the whole process in systematic mode. It is function which enhance brand
image in the eyes of customers.
2.5 Examine factors which influence customers choice and behaviour.
Factors that influence consumer choice and behaviour of Apply company is that
they provide high quality of goods and serves to there customer and they are ready to pay
any price for good quality of the product. Company provides with all the latest feature in
there product which attract the customer and also uses the latest technology in there
product which increases there number of customer. The company also provide attractive
designs and colours in there product Which influence then to buy there product.
Apply has created benchmark in the market and as build goodwill in the
marketplace. Therefore, customer trust there product more as compare to any other
company. There hear to there customer problems and feedback very careful and provide
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them with the solution on the spot and also replace the product of there customer who
has buy the product from them and bring the improvement according to the requirement.
In this, it can be said product quality bring customer satisfaction. In order to process
business activities in the systematic manner the firm need to put its major focus over the
products and it quality (Wesley and Barczak, 2016). In this, attractive product design is
one of crucial elements which process business activities systematic.
3.1 Description on market segmentation and product differentiation.
This two are strategies which is helpful in order to determine the particular course
so action. It can be differentiated with approach as market segmentation and product
differentiation as are-
Product differentiation- It is process which work as to distinguish the product and
services from its competitor so that enterprise is able to gain the competitive advantage
in market. In this, it can be said that physical features, size, shape of product can be used
to differentiate with others. With the help of adding of additional features or
technological advancement can bring long term enhancement in market. In this, quality
and durability of the product plays the essential role in order to bring long term
productivity and profitability to enterprise (Koen, Bertels, and Kleinschmidt, 2014). In
addition to this, firm as Apple are having many rivalries in market due to their innovation
from the other product. In this, it can be said that commodities of products plays the
essential role in determining the success to an enterprise. The each firm should have
product related qualities so that they can able to compete with their rivalries in market.
Market segmentation- This is process which works as to satisfy the need of the
potential customers. It is systematic procedure in order to drive complete and unified
solution so that demand of potential customers can be satisfied. This firm uses to build
the product as per the experience of surrounding and demand of customer in market.
They must focus over the things as are accessible, identifiable, substantial, unique, and
durable so that large number of customer can be attracted towards commodities and
services (Lodish and et.al., 2015). In this, segmentation can be done on the basis as are
demographical bases, geographical bases, behaviour bases and psycho-graphic bases. In
this way, firm need to carry out the whole process in the systematic mode.
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Thus, it can be said that product differentiation is relates to bring changes with regard to
physical characteristics, quality design, durability and packaging of product and services.
On the other hand, market segmentation is related to division of segment on the basis of
demand of customers in market.
3.2 Effective comparison of the differed target marketing approaches.
In this, target approach is related to selection of the potential customers. In this
way, there are differed kinds of targeting which will be helpful in order to target the
customers in the effective manner. It can be discussed in the following manner as are-
 Undifferentiated marketing- It is systematic approach at the time when firm has
produce only single product than they work as to target the customer in single
marketing mix. In order to make this process effective they need to focus over the
media coverage such as radio, television and newspapers (Lichtenthaler, 2016).
 Differentiation marketing- It is one of the approach which produce numerous
products with the use of differed marketing approaches. This approach will be
taken by the various firm in order to remain competitive. In this, it is essential
have market segmentation and it also works as to high production cost , inventory
cost and marketing cost. This kind of strategy will be helpful in order to lead the
marketing condition in systematic manner.
 Concentrated marketing- This is term which is helpful in order to keep
marketing activities expertises. In this, focus market will be inclusive of things as
are product design, price range, production quality and the demographics that is
intended to impact (Lodish and et.al., 2015). There are many firms which works
as to choose the small segments so that firm is able to derive long term profitable
and productivity.
3.3 Define the critical analyse the process and function of positioning.
Product situating is an essential component of a marketing plan. Item situating is
the procedure advertisers used to decide how to best convey their items' ascribes to their
objective clients in view of client needs, aggressive weights, accessible correspondence
channels and deliberately made key messages. Compelling item situating guarantees that
advertising messages reverberate with target purchasers and force them to make a move.
The Importance of Product Positioning to the Marketing Plan
9

 Customer needs- Compelling item situating requires a reasonable comprehension
of client needs so the correct correspondence channels are chosen and key
messages will reverberate with clients. Item situating begins with distinguishing
particular, specialty advertise sections to target - not only ladies more than 25 but
rather ladies from 25 to 30 who work in senior-level administration positions,
make $X every year, are single and appreciate wearing exercises. The more
particular, the better. Notwithstanding distinguishing the client in light of statistic
and psychographic (identity/way of life) traits, advertisers need to comprehend
client needs, particularly in respect to the items and administrations they bring to
the table, to obviously pass on an incentive as a major aspect of their promoting
plan. In this, need of the client is should be recognized with the goal that firm can
ready to convey the item and administrations successfully.
 Competitive Pressures- Advertisers must weigh aggressive weights when they are
thinking about the situating components of their showcasing plans. Successful
situating passes on to shoppers why this present organization's item or
administration ought to be favored over other aggressive alternatives in light of
what the organization thinks about the intended interest group's needs.
Compelling showcasing plans unmistakably distinguish how the organization's
items or administrations are unique in relation to contenders' contributions and in
what ways. There is no an incentive in being a "me as well" item offering and just
replicating what contenders are doing. Advertisers must emerge from the swarm
in ways that hold an incentive for their objective markets.
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TASK 3
4.1 Role of marketing mix in implementation of marketing strategy
Marketing mix can be termed as combination of tools that Apple uses to pursue its goals
and objectives. It has four elements which includes product, price, place and promotion.
Marketing mix also helps apple to explain its objectives and strategies to world. It also has an
important role in implementation of organisation strategy which may include:
Product: Apple's main objective is to satisfy consumer so they focus most on quality of
products which they are providing to consumer. They try to understand needs and demands of
consumer and create products according to it(F. Hair and et.al., 2014). Apple try to provide
variety of different quality products to customers to satisfy their wants. Design also play an
important part in selling any product.
Apple focuses most on providing unique and designs to people which help them in
building good image in market and also they focus on providing different design from
competitors(Holliman and Rowley, 2014 ). They have various design which like QWERTY,
fold, slick look, dual camera, water resistance and phones with long lasting battery life which has
helped company in creating huge market share.
Price: Apple focuses on providing competitive price for quality product. Various
elements have been considered by them while deciding price product like profit of organisation,
affordability of consumers and according to demand of customers.
Promotion: Apple has followed unique promotional strategy to increase its hare in
market across world. Various techniques which are being undertaken by Apple are promotion
through Television, social media like Facebook, twitter, Instagram etc., building public relation
through organising seminars, workshops etc., and undertaking sales promotional activities
Place: Apple knows exactly to target which place where better demand can be created.
They try to focus on urban areas of country where most of population can afford its product.
Also, they target on places where most young people and children are leaving(Miquel-Romero
Caplliure-Giner and Adame-Sánchez, 2014).
4.2 Role of product development and branding
Apple is engaged in creating goods with new or different features that offers additional
benefits to individuals. It follows product development process which may include modification

or updating of existing items or creation of totally new commodity that helps in satisfying
consumers needs and wants. Product development helps Apple in:
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Creating new values: Apple is involved in developing new products to create new value
for its consumer as without this there is no reason for company to trade their money for new
device(Aghazadeh, 2015). Increasing value helps company to grow and holds its position in
market.
Improved society: Apple develops goods in a way which helps in development of
environment which may include developing safe devices which do not cause any harm to
consumer, using updated technology for production etc.
Growth of company: Product development also helps Apple to grow its share in market.
Development of new goods and services provides them the mechanism to grow as consumer only
accept those products which provide them with unique techniques and features and are according
to their demand, needs and wants.
Branding has helped Apple in providing legal protection to unique features or methods of
commodity. It also helped organisation in retaining existing consumers and helps in creating
barriers for other manufacturers who are trying to attract existing customers. Branding has
created an invaluable asset for company as goods can be copied but brands cannot be
copied(Martín-de Castro, 2015). It has also helped Apple in creating its own value and creating
consumer loyalty as brand loyal individuals are less price sensitive, have an emotional
relationship with brand, less costly to service, helps in increasing revenue and gives appropriate
feedbacks. Branding brings high level of quality assurance for individuals.
4.3 Impact of costing and pricing decision on competitive advantage
Apple focuses on understanding buyers, competitors, economic condition of consumers
and political regulation while launching any new device. It also considers various factors before
setting price for any commodity which may include demands and needs of consumer, offering
costs and various external factors like economy, substitute products etc. To have a competitive
advantage Apple focuses mainly on customers and try to understand how price sensitive they are
which affects the demands of items produced by company(Guercini and et.al., 2014. ). They try
to mark prices according to purchasing power of consumers to have an advantage over others in
market.
Apple's pricing decision is also based on competitors price which have a tremendous
effect on sell of their own product. Prices are set above competitors price when product includes
some unique feature which makes them different from competitors. Company is also involved in
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providing discounts to existing consumer which have an huge competitive advantage as
individuals are attracted to discounts, they tend to purchase goods when there price are low
which creates an opportunity for Apple to increase its sell(Smith, 2016). Discounts can be
offered while selling them online like on social media like Facebook Twitter etc. or on many
shopping apps like amazon, flip kart, snap deal etc. or during personal selling of products.
Economy and government rules and regulations also have an effect on pricing decision of
Apple. For gaining advantage over competitors company sets its price according to rules and
policies given by government. The norms are basically set up by central authority to protect
consumers, develop competition, encourage ethical behaviour by businesses. So, company
follows all these norms which has helped them in creating good image and brand in market and
also gain a fair advantage over their competitors.
4.4 Role and purpose of marketing communication as part of marketing mix
Marketing communication mix can also be termed as promotion mixture which consists
of combination of tools that can be used to target consumers which may include :
Advertising: Apple uses advertising as a platform to communicate features and benefits
of their product to consumers. It helps them in creating consumer attention, awareness, liking,
desire towards product(F. Hair Jr and et.al., 2014.). Advertising can be done through various
media like Radio, Television, print media and online channels which helps company to increase
its market share.
Sales promotion: Apple uses sales promotion tool highlight goods offered ,boost sales of
commodity and also to create relationship with targeted consumers. It includes communication
with customers to gain their attention and providing them information which may result in
purchase of commodity(Role Of The Marketing Communication Mix Marketing, 2017). Various
incentives are also provided by company to individuals which can help them in increasing sales.
Public relations: Apple is involved in building good relationship with consumer which
helps them in creating trust and brand loyalty of consumers. It helps them to retain existing
consumers. Public relationship can be built through organising exhibitions, workshops or
seminars(Holliman and Rowley, 2014.). To build relationship Apple is also involved in sending
press release to various media, donation of money to charitable organisations, providing
scholarships and many other activities which has helped company to build a good image in
market.
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Personal Selling: It has helped Apple in building up buyers as it involves two way
personal communication whether face to face or through video conference. It has helped
company in developing positive attitude of consumer towards their product. Personal selling has
allowed organisation to grow their relationship with individuals and also enable buyer to feel
under certain pressure to purchase product. Also, when consumers are buying face to face they
can have real outlook of product and also better understanding of commodity. Consumers can
talk openly about the flows related to item and benefits which they have gain from it. This
method has helped company to increase its sell and build loyal customers.
4.5 Retailing and channel management contribution to competitive advantage
Apple has developed various techniques and marketings strategies to reach targeted
consumers through channel management. It helps in developing method for selling and servicing
consumers within a specified channel(Aghazadeh, 2015.). Through this Apple can promote their
products easily in less expense as including a new place to distribution map involves lot of time,
energy and resources but doing it by existing channels can help them in reducing their cost which
may also have a competitive advantage over others.
Channel management in company may include consumers, retailers, whole sellers and
brokers which helps Apple in growing their market. It has also helped company to focus more on
their core competencies as retailers, whole sellers help them in better understanding of consumer
needs and wants and also help in increasing brand loyalty. These dealers also provide consumers
with benefit of pre and post delivery which enhances individuals to buy product and company
may have competitive advantage over it.
Retailing has helped Apple to increase efficiency of marketing and increase wider reach
to consumer. Company has collaborated with various retailers and run various campaigns to
increase sale of goods(Martín-de Castro, 2015). They also have a competitive advantage of
reaching out many consumers at a time and also save time, resources and energy of company
which is required in building relationship. Feedback of people can also be easily available and
which can help organisation in improving product according to wants of consumers. Distribution
channel also have a competitive for company to sale product over a large geographical area.
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Task 4
5.1 Compare and contrast marketing strategies in commercial, not for profit organisations and
the public sector
The marketing strategies to promote the products and services adopted and implemented
within various organisation will be different. Some major variation in marketing strategies are:
Commercial organisation Not for profit organisation Public sector organisation
The firms in commercial sector
will look after the effective
promotion of their goods and
services to gain more profit and
revenue.
The Not for profit firms will
adopt the marketing in order to
improve their performance and
other business operations and
activities.
Organisations within public
sector will see through the
effective marketing of goods
and services offered by them
with support of government.
They mainly work for
improving their revenue and
profitability, in order to
increase their business
operation's.
They mainly promote their
products and services for the
betterment of people and
increase their welfare(Maier,
Meyer and Steinbereithner,
2016).
The promotional activities that
are been undertaken within the
firm to promote governmental
policies and cater larger number
of customers.
The profitability or revenue
which is been gained by the
commercial or private firms is
been utilized for their personal
growth and development.
Profit or revenue gained by
them will help the organisation
to handle the business activities
and manufacture products and
services for the welfare and
betterment of people. And is
not utilised by organisation to
carry out its personal expenses.
Financial returns gained by
public enterprises are been used
to improve the quality of
services and products to
increase the customer
satisfaction level.
5.2 analyse the use of marketing techniques in each of the sectors
Marketing is important for any business or organisation as it links the functions of them
with customers needs and wants. Marketing techniques contains the four P's that could be seen as
platform for all marketing strategies. Price: price is a value given to a product for selling it in the
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market, good and reasonable; place: place is a location that a marketer decides for his product;
product; it includes packaging, advertising, branding etc. ; promotion: it mean promoting
marketer's product in market through advertising.
The private sector is a profit supply sector. The private sector includes retail outlets,
restaurants and banks. This statement of the brand sets its place in the market of 'who we are' and
aims for 'who we want to be'. A way in which a brand encourages interest in their products is
through the communication model AIDA. This model is a strategic plan which encourages their
target market and increases profitability(Pucciarelli and Kaplan, 2016).
The public sector is dependent on funding from the government in order to function
adequately. The public sector includes services like national health services, public school and
local authorities. Marketing in public sector focuses more on services that is being offered rather
than focusing on a product.
Non profit sector includes groups which are neither funded by the government nor
produce products to increase profit margin. These sectors are specially charities and community
groups who are setup to help and support to others and may have donation through stakeholders.
Non profit sectors work on building an interest, telling a story, and this encourages people to
donate money.
5.3 Evaluate the impact of marketing on social and political change
Political factors include government regulations that influences marketing operations
both positively and negatively. Marketers must keep an eye on these political factors. These
factors may b current legislation, political stability, freedom of speech and discrimination laws
are factors affecting business. These factors may affect business by making the market
environment more or less friendly. These external factors can lead to a major loss in business.
The marketer must be able to deal with both local and international factors as well.
 Political factors affect the socio cultural environment.
 It has an impact on the economic environment(Anderson and Dees., 2017).
Marketers also take in consideration different social factors such as material cost, change in
labour, etc. Social changes are difficult to predict, but they can affect the business future plans.
Understanding customer's changing needs and wants can affect marketing operations.
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 As people are using new technologies, marketers see different methods of shopping and
buying among their customers bases. Every time a new technology goes viral such as
smartphones and tablets affecting your businesses.
 Customers who become aware of new trends in environment, they begin to change their
shopping, spending and using habits(Layton, 2015).
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CONCLUSION
Report summarizes brief detail about marketing management in business which helps
Apple in creating awareness, attention and liking of consumers towards their products. Further it
includes importance of marketing mix like it helps in exchanging of information, raising and
maintaining standards of living, creates employment, generates income and revenue. Further it
consists of steps which help in building marketing strategies. It may include analysis or
evaluation of tools and techniques, planning about strategic marketing analysis, product and
market segmentation and strategies which contribute to competitive advantage. Report also
includes role of marketing mix in implementation of marketing strategy which consist of
product, price place and promotional strategy of Apple. It shows that company is involved in
developing products according to needs and wants of their consumers. Prices are also set up by
organisation by understanding price sensitivity of consumers. It also includes Role of product
development and branding which has helped Apple in creating loyalty and trust among
consumers. Updating product has helped organisation in increasing market share of their
company. Report also shows impact of costing and pricing decision on competitive advantage
which includes that pricing is done by seeing all external and internal factors which help
company to over power their competitors. Further it includes role and purpose of marketing
communication as part of marketing mix which shows that promotional tools like advertising,
sales promotion, personal selling, branding, public relationship can help Apple to create a good
image in market and it also helps them in increasing their product sale. Thus, marketing will be
inclusive of things like advertisement, distribution, promotion, packaging, production and
marketing research. The main purpose of marketing is to identify specific goals and needs of
customers so that better strategy can be framed.
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