Marketing Essentials Report: Apple Inc. Marketing Roles and Plan

This report provides a detailed analysis of Apple's marketing strategies, focusing on the roles and responsibilities of its marketing function. It examines the relationship between the organization and its marketing roles, highlighting how Apple integrates marketing with other functional units like market research, distribution, and product development. The report explores Apple's application of the marketing mix, comparing it to other organizations and detailing a basic marketing plan. The introduction emphasizes the significance of marketing in promoting products and services, building a strong customer base, and adapting to market trends. The report also includes an overview of the key marketing concepts and functions, such as market planning, customer service, promotion, and relationship management, that contribute to Apple's success. The report concludes with an assessment of Apple's overall marketing approach and its impact on achieving organizational goals. The report is a valuable resource for students studying marketing and business strategy, offering insights into real-world applications and case studies.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Marketing function, its roles and responsibilities..................................................................1
P2 Relationship between organisation and its marketing roles/responsibilities.........................4
M1...............................................................................................................................................7
M2...............................................................................................................................................7
D1................................................................................................................................................7
TASK 2............................................................................................................................................7
P3 Ways in which two organization apply their marketing mix.................................................7
M3.............................................................................................................................................10
D2..............................................................................................................................................10
TASK 3..........................................................................................................................................11
P4, M4 Basic marketing plan of Apple.....................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is known as most important function of very business enterprise because
promotion and advertisement of company largely depends upon it. Without this, organization
can not successfully promote or advertise its different products and services (Dibb and Simkin,
2013). Merchandising department of company helps it in researching customer's new needs,
wants and desires so that enterprise can produce its products and services according to their
requirements. Also, it makes direct connection with potential customers of corporation.
Basically, marketing is procedure which includes buyers and seller who meet each other to buy
or sell any product or service. In present scenario, almost all companies are focusing on their
merchandising function so that they can build strong customer base and corporate image within
market place. This project report is based on Apple which is an American international
technology company which is specialised in designing, developing and selling consumer
electronic, computer software as well as online services (Malhotra, Birks and Wills, 2013). In
present time, this enterprise is focusing more on its marketing function so that it can accomplish
its goals in most effective manner. In this report, different roles and responsibilities of
merchandising has been evaluated and a brand new market plan has been prepared for Apple.
Also, it is understood they hoe this company apply its marketing-mix as compare to others.
TASK 1
P1 Marketing function, its roles and responsibilities
MARKETING ROLES AND RESPONSIBILITIES
INTRODUCTION:
Marketing is that concept of company which helps in studying administration of exchange
relationship. In modern world, it has become integral part of organization which is highly
essential for business promotion and advertisement. In simple words, merchandising gives core
attention to promotional and advertisement activities without which corporation can not access
to high level of growth. The main objective of marketing department is to identify different
needs and demands of customers so that enterprise can produce products and services which
will provide high satisfaction to them (Chang, 2011). In simple words, merchandising helps in
creating, communicating and delivering different products which creates some value for
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customers or clients. So, it can be said that marketing function gives importance to customer
related activities and practices. It is highly important for merchandising mangers to make those
plans and strategies so that they can attract a huge number of clients and retain them for long
time period. Also, they have responsibility to provide quality goods and services so that needs
and demands of customers can be satisfied in most effective and systematic manner. By
providing high client satisfaction company can achieve competitive advantage in market place.
According to American Marketing Association, ''Merchandising can be defined as the activity,
set of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners and society at large''.
The marketing concept is that philosophy which guides organization to determine needs
and demands of clients and then take decisions to consider customer satisfaction (Akdeniz,
Calantone and Voorhees, 2013). In modern world, almost all companies are following
merchandising concepts so that they can produce better results. There are five concepts of
marketing which are follows as under:
Illustration 1: Five concepts of marketing
(Source: Bhasin H., 2017)
The production concept: It was prevailed in 1920 when industries were in their revolutionary
stage. According to this concept, company should gives core attention to those products which
can be produced in most effective manner and also create huge demand in market place. Before
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producing any product or service organisation should determine type and quantity of that
product. By evaluating these questions company can produce goods according to market
demand.
The product concept: Customers like to buy those products which have high quality, innovative
features and performance. According to this concept, company can make its clients more loyal
only if it will provide them quality products which can satisfy their needs and demands.
The selling concept: As per this concept, clients purchase those products and services which are
highly popular in market. So, company should promote and advertise their goods enough so that
they can attract a huge number of customers.
The marketing concept: This concept of merchandising gives core attention to market need and
wants and provide quality products better then contenders. This concept is based on pull
strategy which means make your brand image so strong so that customers will prefer your
brand over any other contender (Zarantonello and Schmitt, 2013).
The Societal marketing concept: It is just same as marketing concept but in this company
should focus on market needs which are good for customer or social welfare.
Hence, these are five major concepts of marketing which should be followed by all
organization for better growth and development. Apart form this, there are various roles and
responsibilities of merchandising function of Apple which makes it more successful and
powerful company, these are follows as under: Collecting marketing data: In this, merchandising department conducts market research
and identify actual needs and demands of customers so that Apple can produce products
and services according to market trends. This function of marketing helps company in
producing that products which have unique features and specification also can provide
competitive advantage to organisation. Market planning: The marketing managers of Apple helps it in making effective plans
which can lead it to high level of success. Its mangers make various strategies to
consider different internal and external forces of business environment so that
organization do not have to suffer from future difficulties. Customer services: Apple is a well known company for its innovative electronic items.
It produce such innovative products by getting inspired from customer needs and
demands. It produce its each and every product to consider client's expectation, and it
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gets information regarding customer needs form its sales and marketing team. Promotion and advertisement: Marketing department of Apple helps it in promoting
and advertising its different products so that it can attract a huge number of customers.
This enterprise spends more on its promotional and advertisement activities which
assist it in enhancing its customer base. Merchandising intelligence: Marketing team conducts various market research
programs and collects customer related data and then share it with other departments so
that they can also operate business activities in such manner which will provide high
satisfaction to customers. Also, this function helps Apple Inc. in determining future
opportunities in which it can expand its business. Communication: The main function of marketing department is to communicate with
customers so that company can determine their actual needs and demands. With the help
of this, Apple provides enough information to its clients about its products (Mather,
Boughton and Jayne, 2013).
 Relationship management: Merchandising section provides high satisfaction to
customers which helps company in building strong relations with its clients. In modern
world, for surviving in market place for long time period it is highly important to
provide customer satisfaction because they are the only key of organizational growth
and development. So, Apple company always focus on its customer needs so that it can
satisfy them in every manner.
Moreover, these are the most important functions of merchandising which helps Apple
in enhancing its future growth and development. By taking help of these marketing functions,
this company operates its business activities and practices in most effective manner which
results in high financial profit.
P2 Relationship between organisation and its marketing roles/responsibilities
INTERELATIONS BETWEEN MARKETING FUNCTIONS AND OTHER
FUNCTIONAL UNITS
INTRODUCTION:
In business enterprise, all departments are interrelated with merchandising functions.
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Marketing is most important aspect of every organization because without this company can not
promote its products/ services and also can not accomplish its desired goals and objectives. In
modern world, all organization have to focus on market research so that they can identify
actual needs and wants of customers. By doing this, they can determine future opportunities and
also can provide products and services as per client's expectation which will basically increase
their satisfaction level. Merchandising assist Apple in building strong relationships with its
potential customers so that it can survive in market place for long time period. But for better
growth and development company should interrelates its marketing functions with other
organizational functions. So, whole organisation will lead in same direction (Ko, Hwang and
Kim, 2013).
The Apple Inc. is a multinational technology company which provide high quality
products and services. This enterprise focus on pull strategy which force it to enhance its brand
image so that it can attract a huge number of customers, it provides goods and services as per
the customer demands which make them more loyal and satisfied. Merchandising department of
this company helps it in communicating with its all customers so that it can resolve their all
problems and queries related to products and services. Also, it helps this organization by
providing such effective marketing strategies so that it can enhance its profitability and
productivity. Merchandising department always cooperate with other sections of company so
that they will work together and produce high results in terms of finance profit. There are
various functions of marketing sections of Apple which are follows as under:
Market research: It is known as most important function of merchandising department. As, it
helps in determining current market trends so that company will produce products and services
as per the requirement of targeted market. Apple Inc. produce various goods and services only
after analysing customer demands and needs. This is the main aspect which makes this
company more powerful and successful (Lee and Walsh, 2011).
Distribution: This function of marketing section helps company in distributing its products and
services as per the market demand. It assist organization in supplying its goods and services at
right place, at right time and in right quantity.
Risk management: The merchandising department conducts various risk appraisal programs
through which it can determine all the future risks and dangers can affect Apple and its market
position. Also, this program provides various future opportunities to company ion which it can
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expand its business.
Forecasting: It is huge responsibility of marketing manager to forecast future supply and
demand of products and services. This function of merchandising department assist other
sections that how should they utilise available resources and what kind of strategies should they
use to cope up with market supply and demand.
Product development: It is highly important procedure which helps company in leading at high
level of success. After a time period. All organisation should develop their products otherwise
they can not survive in market place for long time period. Marketing function of Apple helps it
in improving and developing its existing products so that it can provide better satisfaction to its
customers (Toretsky and Wright, 2014).
Hence, these are some major functions of Apple which helps in accomplishing its
organizational goals and objectives. Without these functions this company can not build strong
position in market place. Apart form this there are some other department of Apple which
interrelates with its marketing functions and provides it better results. Different organizational
sections are follows as under:
Human resource department: The main function of HR section if to recruit and select high
talented employees. For that company have to attract a huge number of applicants, which can be
done only by taking help of marketing section. Merchandising department of Apple helps it in
promoting its vacant job vacancies so that it can attract many applicants. This provides a huge
pool of talent to HR department, so that they can choose best one for vacant position.
Customer service: The function of very business enterprise is to provide high customer
satisfaction because without this company can not exist in market place for long time period.
The marketing department of Apple helps it in identifying actual needs of customers so that it
can produce products and services as per the client's expectations.
Finance department: The merchandising section of Apple makes future plans in which it
estimates future cost which would be required for operating different activities and practices.
This provides important data to finance department regarding available and future financial
resources (Ogawa, Saito and Sohmiya, 2014).
Management department: Marketing department provides various important and data and
information regarding market, which is highly required before making future decisions and
plans. In simple words, merchandising section of Apple provides enough market information to
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its management department so that it can make effective plans and strategies according to them.
Research and development department: Marketing department conducts various market
research and collects enough knowledge about current market trends, and then share that
information with R&D section so that it can make better improvements in existing products and
services.
Production department: Marketing section helps production department by providing its
enough knowledge about market supply and demand so that it will produce goods and services
according to that.
Moreover, these are some major departments of Apple which relates to its
merchandising section. All these above mentioned points represents that marketing department
have a huge relationship with other organizational sections, which helps this company in
operating its different operations in same direction.
M1
Marketing is the most important part of very business enterprise as it includes various
activities and practices which helps company in enhancing its organisational growth and
development. Merchandising department of Apple plays various roles and responsibilities such
as collecting market information, providing customer satisfaction, promoting and advertising
organizational products, managing relationships and so on. All these roles of marketing section
helps company in becoming market leader.
M2
The most essential department of Apple is Marketing which interrelates with other
organisational functions as well. In simple words, it helps other departments of company like
Human resources management, finance, research and development, production and so on. It
collects important information of market and the share that with all sections so that all
departments of company can work into same direction and also can accomplish organisational
goals in most effective and systematic manner.
D1
According to (Ogawa), there are various key elements of marketing function such as
market research, distribution, risk management, forecasting and product development. All these
functions highly interrelates with other functional units of Apple. For example product
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development helps production department in producing innovative and unique products. Market
research help R&D section by providing it accurate information about market trends.
TASK 2
P3 Ways in which two organization apply their marketing mix
There are various marketing concepts, principles, tools and techniques which is used by
Apple to enhance its profitability and productivity. Its merchandising managers makes various
strategies so that company can accomplish its desired goals and objectives in most effective and
systematic manner. The most important concept of merchandising is marketing mix which
consists those components which can help organization in leading at high level of success. It is
highly important for managers to use those elements in most effective manner so that they will
produce desired results of firm. The marking mix concept includes 7 Ps without which company
can not accomplish their predetermined goals and objectives. Also, it assist company in
formulating strategic plans and policies which can achieve long term targets of enterprise (Huang
and Sarigöllü, 2014). In tradition time there was only four Ps of marketing mix which were
product, price, place and promotion. But after developing service industry these Ps got extended
and adds three more elements which were people, process and physical evidence. In modern
world, it have become highly important for all organizations to apple these components in their
work place. There is a comparative analysis of two successful organizations which are Apple and
Cadbury. Both organisation belongs to different industry and also they apply marketing mix in
different way which can be determined by below mentioned table:
MARKETING MIX
COMPONENTS
APPLE INC. CADBURY
PRODUCT This organization is highly
known for its innovative and
unique products such as Mac
book, iPhone, iPod, Apple
watch. Apple TV and so other
software and services (Kim
and Hyun, 2011).
This company have a
diversified range of products
such as biscuits, chocolate
bars, food items, ice cream,
desserts and so on. This
company produce goods and
services as per seasons and
occasions.
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PRICE This company charges high
amount for its different
products because it does not
target all subdivision of
society. It various market
contenders also influence its
pricing policy. This enterprise
use different pricing policies
for its its different products.
For example for Mac book,
iPhone and iPad it use
penetration pricing policy and
for other products with high
operational cost it use
premium pricing policy. It
charges such high prices so
that it provide such innovative
products which other company
does not provide (Gordon,
2012).
On the other side, This
company target to all section
of society. Its price range starts
from 5 pound so that people
with all background can buy
its products.
PLACE To reach premium customers
this company adopts
aggressive strategy. This
organisation does not supply
its goods to other shops but it
open its own outlets that is
Apple stores where its ell its
different products. Also, it
gives importance to the
concept of trade partners.
Which are known as its
This organization operates in
various countries such as
France, China, Brazil, Russia,
India and so on. It targets to
urban as well as rural areas so
that it can generating high
level of financial profit. It sell
its products in grocery stores,
corner stores, convenience
store, discount store and big
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authorised retailers. Online
portals is the other selling
channel of this company. Due
to its complexity it provides
various staff members at its
Apple stores who can resolve
queries and problems of its
potential customers.
supermarket.
PROMOTION This company targets a
particular segment of people. It
spends a lot on promotional
activities. Mainly it promotes
its product via TV, print
media, inline ads, billboards
and so on (Peter and Donnelly,
2011). This organisation does
not provides such discount and
other sale offers.
This organization always gives
high importance to its
promotional and advertisement
activities so that it can attract a
huge number of people. For
promotion it takes help of TV
ads, posters and so on.
Moreover, with the help of above mentioned table it can be evaluated that all
organizations use marketing mix in their own way which provides them enough profit for their
future growth and development.
M3
The most important tactic of Apple is marketing mix, which helps it in various areas.
This concept involves four Ps which are product, price, place and promotion. All these
components helps this company in producing quality products, creating effective pricing policy,
adequate distribution and also helps in promoting organizational products in systematic manner.
These elements of marketing mix assist Apple in accomplishing its desired goals and objectives.
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