Marketing Essentials: Apple's Roles, Mix, and Strategic Plan

This report provides a detailed analysis of marketing essentials, using Apple as a case study. It begins with an introduction to marketing concepts, emphasizing the importance of understanding consumer needs and demands. The report explores the roles and responsibilities of marketing as a function, including developing new products, analyzing market opportunities, selecting target markets, and identifying pricing strategies. It then examines the interrelationship of various marketing functions within an organization, such as research and marketing, strategy and planning, human resources and marketing, and production and marketing. The report also delves into the marketing mix (7Ps) and how Apple uses it to achieve its business objectives. Finally, it discusses the development of a strategic marketing plan, providing a comprehensive overview of Apple's marketing approach.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Activity 1.........................................................................................................................................1
Roles and responsibilities of marketing as a functions..........................................................1
Functions of marketing...........................................................................................................4
Interrelationship of marketing functions within the organisation..........................................4
Activity B.........................................................................................................................................6
Marketing mix to attain business objectives..........................................................................6
Various tactics used by the business to meet their objectives................................................9
Strategic Marketing Plan........................................................................................................9
CONCLUSION .............................................................................................................................12
REFERENCE.................................................................................................................................13

INTRODUCTION
Marketing essential is the main activity which is generally used by the organization in
order to communicate with targeted people for knowing the value of goods and services. On the
basis of marketing any organisation can make effective efforts for enhance the profit through the
satisfying consumers requirements and demand. According to this manager of marketing demand
always make different and unique strategies in order to use tools in an effective manner. Along
with this there are several kind of factors in order to promote products by using marketing mix
tools like product, price, place, promotion, physical evidence as well as people. Marketing
activities have different kind of resources in order to satisfying consumer's needs within the short
period of time. This respective assignment is based on Apple which is an American multinational
technology industry and headquartered in Cupertino, California (Ahmed and Rafiq 2013). Apple
create and design computer software, online services and consumer electronics. Further
discussion will be made on roles and responsibilities of marketing and their interrelation with
organisation. Along with different ways by organisation uses 7PS of marketing mix to achieve
overall objectives. At last marketing plan that is based on organisation will get covered.
Activity 1
Roles and responsibilities of marketing as a functions.
It is the combination of various activities within the organisations by which they can
promote their buying and selling services at higher level. Along with this, marketing involves in
various activities like selling, buying, advertisement and delivering the product to customers.
Apart from this, marketing concept is a philosophy in which firms can identifying their
customers requirements and make decision accordingly. In context with marketing each and
every firm is using different marketing channels for understanding the needs of customers
(Armstrong and et al, 2015). There are different types of roles and responsibilities of marketing
as function, those are listed below:
Developing new products: This function of marketing brings new product within the
market and it helps organisation to make their product effective or attractive at marketplace.
Along with product can be tangible or intangible in nature by which different process of product
can be defined in a different ways (Baack, Harris and Baack, 2013). Herein, marketing
department has responsibility to keep product in a safe place. With the help of this organisations
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can make new product or able to develop unique product to gain competitive advantages.
Therefore, these sort of roles and responsibility play their activity as a function by which firm
can get benefits effectively (Babin and Zikmund, 2015).
Analysis of opportunities in the market: According to this statement marketing
department always responsible to find various ways of opportunities for companies by which
they can sustain long period of time at marketplace. In reference with Apple marketing
department plays significant role which helps them to make unique electronics items in order to
satisfying their customers perfectly. Therefore, roles and responsibilities of market as a function
is more important to find out opportunities at competitive business scenario.
Selection of the target market: Marketing department mainly responsible to make
unique tools and strategies by which firms can get their best results properly. In order to select
target market Apple needs to analyse overall position of their product so that they can make
proper marketing strategies for gaining better output at current scenario. Therefore, these roles
and responsibilities of marketing department directly influence people in a perfect way.
Identifying most effective pricing strategy: According to this, marketing department
has responsibility to select unique pricing strategy by which consumers can get influence in
relation with goods and services. Pricing is more important tool for business which identified
various product with effective cost. Therefore, marketing department plays an effective role that
help firms to gain their good image within the marketplace.
From the above analysation this can be said that all these roles and responsibilities of
marketing departments are interrelated with each other. This is because all roles are necessary for
respective organisation and have same goal to reach firm at higher level. Therefore, marketing
department is generally responsible to increase brand image and productivity within the
competitive advantages. With the help of identifying overall process of goods and services
marketing department can make good image of firm which helps to create awareness towards the
brand in between the customers.
Apart from that, all these functional unit of marketing department are very important for
Apple to gain better strategical output for future. Marketing department plays a vital role in order
to promote mission of business organisation. Along with this, an organisation can meet
customer's needs and requirements and able to fulfil within the short period of time. Therefore,
relationship of marketing department with other function is necessary for an organisation.
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Significance of relationships:
Marketing perform various studies of potential customers in order to identifying their
matches or preference related to product appearance and various features to their requirements.
For this there are so many functions of marketing department within the Apple which are
interrelated to each other in an effective manner. Within the interrelationship of these marketing
functions are much helpful for manager to reduce errors and they can easily communicate with
other department of organisation by which employees can work in a smooth way and meet their
organisational goals. It help firms to getting wok done within the short period of time and
influence other employees towards the work in the business enterprise. Apart from that, it is
more essential for attaining desired goals with good image of respective firm at marketplace.
Roles and responsibilities of marketing Manager:
Marketing manager is one of the best aspect for every organisation which helps
companies to manage their business operations in a perfect way. Along with this he has
responsibility to fulfil employee needs and make better policies for each and single product and
services.
Work with top management: In reference with Apple, marketing manager play an very
important role by work with higher authorities (Baker and Saren, 2016). With the help of this he
can make better plan and policies for making organisation better. Therefore, he responsible to
implement on their new strategies and plan for better growth.
Market information: According to this manager of Apple play a very crucial role within
the company in order to for new product and focuses on new strategies perfectly. Along with he
is responsible to make good idea and bring innovative things in an effective manner.
Develop a market plan: As per this manager of marketing develop different kind of
actions in order to manage their work. Along with this they develop effective plan in order to
gain competitive advantages in a perfect way. On the basis of this they can get their objectives.
Operation of marketing department and their structure:
On the basis of marketing structure company can evaluate the consumers demand and
provide them effective goods and services. In reference with Apple they always considered their
customers priorly and make effective and essential operation for attaining goals and objectives in
a systematic way (Brady, 2014).
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Functions of marketing.
Marketing research: It refers to the effective process which is generally linked with the
customers, producers and end users to marketer which analyse the overall marketing
opportunities and issues at marketplace. In relation with Apple this is very essential function by
which they can evaluate their marketing performance and able to improve their overall strategy.
Marketing strategy: This strategy refers to the overall business plan in order to reach
potential customers by giving them better quality of goods and services. Along with it consist
some propositions, values and so on. In relation with Apple this function of marketing plays
significant roles for reaching their goals in an appropriate manner.
Financing: This function is very essential for respective firm by which they can offer
credit for their potential consumers in a perfect manner.
Interrelationship of marketing functions within the organisation.
Marketing department is one of the main aspect of every industry in which manager of
business organisation can play their different roles in a one way. In reference with Apple,
marketing manager of this firm play their efficient role in order to gain proper goals perfectly.
Along with this they always gives their 100% in order to gain people attention towards products
from this organisation. According to this there are interrelationship of Apple with other
department, those are listed below:
Research and marketing: These both department of management functions helps
companies to collect their appropriate data in order to manage their working situation within the
competitive advantages. Along with this research is the part of crating things wherein marketing
refers to the study of exchanges in relationship. Both aspects have same motive to reduce burden
from company and make their all operation and functions easy so that employees can get
motivated and able to resolve people query's and problems in a perfect way. Therefore, it is very
important marketing functions which makes company successful marketing research. That's why
Apple is depends upon these different variances which shows the interrelation between
marketing and research department (Clow and James, 2013).
Strategy and planning: These kind of functions helps company to gathered more
information and data in order to make effective plan within the firm. Strategies always offer
different kind of ideas with lots of strength so that company can make proper utilisation of their
resources in a different way. Wherein, planning also related with strategies which involves in
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financial planning, communication and making strategical factors of business in a perfect way. In
reference with Apple they always make better strategies in order to implement on their new plan
for giving better satisfaction to customers in a perfect manner. Therefore, both function are very
necessary for this respective company and makes clear goals so that organisation can achieve
easily.
Human resource and marketing: Marketing is very much essential part of human
resource by which company can promote their product at higher level by using several kind of
social sites and online websites. These both departments always helps companies to maintain
their effective goodwill and value so that they can easily sustain for long period of time within
the market place. In reference with Apple they always uses human resources approach in order to
run their marketing system in a perfect way. As per this manager of this company always recruit
and hire better candidate who can work accordingly and able to understand their concept in a
perfect way. With the help of this approach they can make huge profit within the organisation
and also able to expand their business in different countries. So that people can get lots of
opportunities in this and able to work accordingly (Huang and Sarigöllü, 2014).
Production and Marketing: In reference with the present scenario of Apple, manger of
this company always concentrates on the people desires and demand for particular product. For
example like Apple give different kind of I Phones with effective model so that people get
influence from them so that they people always want something new, for this they are required to
have unique quality of product within the electronics and gadgets in order to fulfil consumer's
requirements. Now they always used effective manufacturing system by which they can make
use of higher level of technologies for gaining better feedback from customers that's why
marketing and production are interrelated. On the basis of this Apple can increase their sales with
higher revenue as well as productivity within the tough marketing environment.
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Activity B
Marketing mix to attain business objectives.
Marketing: It refers to the operational function which deals with the different kind of
activities and practices in order to create awareness towards the people about proper goods and
services (Lovelock, 2011). A marketing place always provide different kind advertisement and
strategies as well for people awareness about existence of product.
Marketing mix: It is very essential part of an organisation within the marketing plan
which includes in all kind of manufacturing systems to sale of goods. On the other side it refers
to the combination of several tools and techniques which helps companies to develop their own
strategies in a perfect way.
In reference with Apple, manager is always used these kind of marketing plan in order to
reach their effective goals and objective in a perfect manner. On the other side, marketing mix is
the very good process for creating the plan in order to execute new and innovative ideas in an
effective manner. These are one of the best processes for this respective company by which they
can achieve their particulate goals in an effective manner (Joshi, 2012).
Concept of 4P'S to 7P'S: During the past time marketing mix involved in the product,
price, place and promotion but on the basis of present scenario, it has been identified that there
are some more elements which helps the organisation in order to gain their effective goals in a
perfect way. Those elements who are mix up in the marketing mix that is people, physical
evidence and process are also very helpful to make organisation effective and attractive within
the specific manner.
7P'S of marketing mix:
Comparison of marketing mix channels of Apple and Samsung
Marketing mix Apple Samsung
Product This company deals with huge
number of product in order to
satisfy customers. Products
includes iPhones, mac book, I
watch and so on. This firm
This company designed their
products on the basis of 53
global production system and
provide them across the
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believes in order to make
innovative things and ideas for
better products (opolšek and
Čurin, 2012). Along with this,
it provides their product with
higher quality to achieve more
profits.
globe.
Price For this it using premium
pricing strategies in order to
maintain their symbol and
status in a perfect way. The
main things is that it always
target upper and higher class
of people to get better results
in higher profits.
It follows the sum total of
pricing strategies which
generally depends on the
product within the market.
Place For better place it uses holistic
approach for distribution to
products in different areas. As
well as they uses apple stores
and online stores (Rossi, and
et. al., 2012).
For better place this company
used highway and in the city.
Promotion In order to give better
promotion to their products
they used public relations,
advertising to give better
response for people.
For promoting their product
this firm generally used
social media and
advertisement by TV.
People According to Apple employees
are one of the best approach
for them just because they are
the only reason who works for
This brand have lots of
software engineers and
employees who works for
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company and gives innovative
ideas in an effective way.
company and achieve goals.
Process As this firm believes in the
simplicity so that it uses owns
factories to run their business.
They always used kind of
process by which they can
deliver goods to end
consumers.
Physical evidence It refers to the logo of Apple
which helps them to maintain
their brand image.
As services are not tangible
in nature so that company
used tangible elements in a
perfect way.
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Various tactics used by the business to meet their objectives.
Tactics refers to the action which is taken by the firm to support their overall strategies
plan effectively. According to this so many business firms are dealing with various tactics in
order to achieve their targeted goals and objectives effectively. Tactics are generally includes in
the different strategies like pricing, product, marketing, financial and operational strategies. With
the help of these sort of tools firm can make their effective vision to grab future goals. There are
few strategies, made by respective firm to achieve goals, those are given below:
Marketing strategies to target customers: According to this tactics respective firm
target different consumers and give them attention. It mainly includes advertisements, promotion
of their products and so on. All these things influence customers and encourage them to purchase
product effectively. As company have designer products and unique systems so that they have
chance to gain competitive advantages at marketplace and able to meet their overall business
objectives perfectly.
Operational efficiency strategy: It refers to the lower cost to produce higher profits it
includes in operational cost which is fixed by an organisation in order to implements effective
plan on new product within the firm. By giving facilities to people respective firm can easily
target their customers through avoiding errors. Therefore, this tactics or strategy is more
important for firm to grab future opportunities and goals in an effective manner.
Strategic Marketing Plan.
It refers to the ongoing process by which firms can develop unique strategies of
marketing and able to make effective plans and implementations in order to target market. Along
with that, it helps firm to identifying their overall marketing position or opportunities through
comprehensive research.
Overview
Apple is an American multinational organisation which is headquartered in Cupertino,
California. It deals with the different kinds of consumer electronics, online services and
computer software. Along with hardware product of this firm includes in I phone, I pad tablet
computer, Mac book and many more. At present this firm managing 500 retailing stores and
provide their services globally.
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Mission
The mission of Apple is to bringing best customer experience by giving them innovative
software, hardware and various services.
Vision
The vision of Apple is to make unique strategies or tools in order to make appropriate
decisions to reach future goals together with fulfil customer's requirements.
Objectives
 In order to produce hassle free products by which firm can provide various services for
customers appropriately.
 Other objective of Apple is to offer unique products with higher technologies.
STP Model
This model is mainly used by researcher and investigator of Apple in order to achieve
goals. Whereas, this model stands for segmentation, targeting or positioning. All these terms are
given below in detail:
Segmentation: According to this respective firm can use both form such as demographic
and behavioural in order to distribute their services effectively.
Targeting: In order to chose people from different category firm mainly targets their
potential customers who generally purchase Apple products every time.
Positioning: It is developed by researcher of an organisation. In relation with Apple they
have already good image within the market place.
SWOT Analysis
It is a particular framework which generally help firms to examine their overall
competitive advantages at marketplace. It consist strength, weakness, opportunities and threats,
those are given below:
Strengths Weaknesses
It has strong brand identity with higher profit
margins. Therefore, it is rapidly growing
organization and most valuable brand across
the globe.
Apple has limited distribution network and
higher selling prices so that sometimes can be
difficult for firm to gain higher profits.
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Opportunities Threats
As company have higher sales volume which is
based on rising demand so that it develops the
new product line in order to expand business at
higher level.
These are the external factors which generally
overcome the financial performance of
business. Along with there are most necessary
reason such as aggressive competition and
limitations.
Budget
MARKETING BUDGET (£)
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 4000 7400 13100 15260 18870
Investment 9300 10500 23830 31630 13550
TOTAL 13300 17900 36930 46890 32420
MARKETING OUTLAY
Promotion 5646 2559 5693 2975 2111
Sales publicity 1365 800 2452 1492 1050
Direct selling 2135 1800 4751 1000 4334
TOTAL 9146 5159 12896 5467 7405
Monitoring and Controlling
From the above analysation marketing activities are generally implemented by firm in
order to gain competitive advantages in an effective manner. It helps firm to monitor their overall
task which is performed by them. In relation with Apple they are controlling marketing activities
for evaluating or recording the entire working progress. It will help team members within the
organisation in order to launch new mobile applications effectively.
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CONCLUSION
According to the above respective report it has been concluded that in the different kind
of situation marketing managers play very effective roles and functions in order to grab future
opportunities in an effective manner. As per this report Apple has been chooses as an
organisation in which manager of this organisation makes different kind of marketing functions
in order to run their business in a smooth way. On the basis of this manager also developed
unique strategies which shows the interrelation of various departments within the firm only. By
using several kind of techniques manager is able to differentiate this firm from another one but
the thing is Apple is very famous brand so that they can expand their business anywhere and able
to achieve clear objectives and goals. Therefore, they are always able to achieve and implements
on effective strategies in order to gain competitive environment through marketing essentials
programmes.
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