Marketing Essentials: Apple Inc. Marketing Strategies and Plan Report

This report provides a comprehensive analysis of Apple Inc.'s marketing essentials. It begins by outlining the key roles and responsibilities of a marketing function, followed by a specific examination of Apple's marketing department. The report then delves into a comparative analysis of Apple and Samsung, applying the marketing mix to evaluate their strategies. The comparison covers product innovation, pricing strategies, distribution channels, and promotional activities. Finally, the report culminates in a detailed marketing plan for Apple Inc., incorporating the insights gained from the previous analyses to suggest strategies for achieving its marketing objectives. The report emphasizes the importance of understanding consumer needs, market analysis, and effective promotional techniques in the competitive landscape of the technology industry. The content is contributed by a student and available on Desklib, a platform offering AI-based study tools and resources.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of marketing function...........................................................1
P2. Roles and responsibilities of marketing of Apple Inc...........................................................2
TASK 2............................................................................................................................................4
P3. Comparison of two different organisation while applying marketing mix in a marketing
plan..............................................................................................................................................4
TASK 3............................................................................................................................................6
P4. Marketing plan of Apple Inc.................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In every organisation, marketing department plays a vital role. Strategies and plans can
be made by the managers and leaders of firms to enhance sale of products and services or
improve the goodwill and brand image of company. In this, executives can use different media
like online and offline. Effective marketing techniques can help enterprises in giving rivalry to
their competitors. In this assignment, an American MNC which has been taken under i.e. Apple
Inc. In 2017, revenue was generated by this company was in the amount of US$229.234 billion.
Various roles and responsibilities of marketing function are included in this report (Albert,
2014). Also, assessment is putting light on comparison of two administration (marketing mix).
Lastly, marketing plan has been made by which desired targets can get hit right on time.
TASK 1
P1. Key roles and responsibilities of marketing function
Management of marketing department plays an essential role in company. As they are the
one who forms plans and strategies in bettering the position of companies. Policies and rules can
be made for individuals so that they will become more effective and efficient. Apart from this, in
today's world, online promotional activities are being considered as the most effective and fast in
nature. Apart from this, it also does not cost much to corporations and grab attention of most of
the people from across world. Apple's manager of different countries make or introduce new
plans and procedures to improve the sale of products and services in marketplace. There are
some roles of marketing which have been discussed as below:
Exchange of goods: It is vital for Apple to use quality raw materials like IC's, speakers
and camera's while building a new phone. In area's that which do not have apple stores, any
individual can take franchisee of apple and open a shop (Babin and Zikmund, 2015). By this
scenario, sale of products will get raise effectually. To resolve issues that Apple is facing its
marketing department can reduce or remove those problems. Away from this, proper relations in
between managers and employees can help in making effective decisions from time to time.
Understand competitiveness : In modern era, it has been analysed that marketplace has
become more dynamic in nature where technologies comes and go. Thus, it is essential for Apple
to grab alterations which can aid in bettering the profit of company. With the help of this, Apple
can give good competition to other industries of same sector.
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Customers requirement : Management of Apple needs to form products and services as
per needs and wants of consumers. By this, long term relations can be made with end users.
Market analysis can be done by researchers of Apple where customers needs can get understand.
As Apple is already have huge brand image and goodwill. Thus, they are already introducing its
products in front of them with many innovative ideas which mostly of people likes (Babin and
Zikmund, 2015). Recently, Iphone X has been launched by Apple which have many sorts unique
features.
Building demand of goods and services : Management of Apple brings new
technological products and at the same moment they do many promotional activities which is a
part of marketing department. With the help of this, sales of new goods and services can get
raised effectively and efficiently. Apple do not need to make any sort of promotions for their
products because of its huge name at market.
Market research : Apple is an electronic company and as per current market new
technologies and rapid increase in competition they have to adapt alterations from time to time.
They follow a basic rule of marketing and that is continuous conduction of research of
consumers taste, needs and etc. Investigation of perceptions of customers can be done through
various ways and these are, survey, social sites, direct interviews and etc. with the help of this,
management can take appropriate decisions that are in favour of taking Apple to highest peak.
Growth of business : Motto of every single organisation is to grow at marketplace in
continuous manner. In initial years of Apple, Steve Jobs gave his full efforts in pulling up brand
of company at its highest that resulted as Apple become one of largest enterprise in the world.
Iphones, Ipods, Ipad, Macbook, Apple TV, smart watches are some of goods that generates
revenue at its full (Trinkley and et. al., 2013).
P2. Roles and responsibilities of marketing of Apple Inc.
Apple have different department which is unique in nature and these sections play vital
role in running business in an effective manner. In context of marketing, Apple do not require
much promotions for their products but in order to sale its products in large number they make
advertisement which directly affects consumers mind. Every single department stays
interconnected with each other. Research needs proper funds thus, it is essential for them to
maintain relations with finance department.
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Apple Inc, is an MNC which is selling its electronic products in all over world. Steve
Jobs introduced this organisation in 1976 in California, America. Iphones, Ipods and other goods
are being merchandised to consumers by different media. Online stores which has been opened
by Apple has helped them in many ways like, sales got enhanced, long term relations with
consumers, market researches,, actual demands and feedbacks from customers can also be taken
with the help of this. In initial years, there were less transportation thus end users had to wait for
days for final goods but in today's world, scenario has changed its face where waiting time got
reduced to zero. This part created many positive conditions for Apple in context of giving rivalry
to other organisations that are dealing in same commodities (Pop and Dredetianu, 2014).
Away from this, there are some relations which needs to be understood by Apple in an
exact manner and these are as follows:
Relation in between marketing and production department: It has been found that
management of Apple needs to understand that relationship in between marketing and productive
subsections should be maintained in a proper manner. These two sections plays different roles
but works for same thing and that is hitting targets for a long period of time so that profit can be
gained in a huge amount.
Relation in between marketing and HR department: Human resource department is one
of the most important sub section of a company. HR managers are responsible to bring new and
talented people in organisation so that both productivity and profitability can get raised with their
innovative ideas. Skills and knowledge of employees can raise brand image of Apple at
marketplace. It has been analysed that this relationship do not directly affects consumers but may
put heavy impact on operations of company. Less talented labour won't finish their set targets
right on time and can create losses for Apple.
Relation in between marketing and sale department: In modern era, mostly people
thinks that both of these marketing and sales department are same in nature. But, they have
various differences from each other. Sale is a part which is related to products and services
Apple. Apart from this, marketing is one much wider term (Peteraf, Gamble and Thompson
2014). Informations which is being collected by marketing department gets forwarded to sales
department, so that effective decisions can be made.
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Therefore, above discussed points are giving an overview that organisation needs to have
proper relations in between every single department. By this, targets can get hit in both effective
and efficient manner.
TASK 2
P3. Comparison of two different organisation while applying marketing mix in a marketing plan
Marketing mix is an evaluating technique used by enterprise to determine its status in the
competitive world. It is used to determine actions and tactics on how to advertise and promote
their products and provide end results by convincing and compelling their product/service to the
end users. There are 7P's that help in marketing analysis of Apple Inc. They are as follows: Product- Actual item that is being sold to the customers must possess performance
criteria else it’s a fail (Panigrahi, 2017). Price- Actual value that a product holds is determined by various factors such as
operation, production, supply cost, etc. Place- Actual place to sale a product i.e. market segment Promotion- Advertising of product to its customers Process- Manner of delivering a process to its end customers People- Employees appointed to deliver product/service
 Physical evidence- Encourage customers by providing proof of the product for which a
customer is paying (Apple Marketing Mix (Apple 7Ps of Marketing), 2017).
In this report, there is a comparative analysis on marketing mix between Samsung and
Apple Inc. Below is the chart demonstrating comparison:
S. No. Basis Apple Inc. Samsung
1 Product Innovation is the key factor that
Apple Inc. focuses upon while
designing a new product. Below is
the product line along with their
strategies:
 Mac (range of personal
computers designed for
people office use)
Samsung invests in R&D to
deliver the best products to its
customers(Oriyano, 2017). It has
a wide range of diverse products
in its catalogue. Few of them are
mentioned as below:
 Mobile devices
(customer is given with
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 Iphone (smart phone deployed
for people that prefer advance
handheld technology)
 Ipod (portable music device to
access music digitally)
 Software & services
 Innovative product (Apple
electronic motor is now in
development phase where
new advancement can be seen
in the field of auto-mobile)
products such as galaxy
series, wearable, tablets,
etc.)
 Storage devices (SD
cards, USB derives)
 TV sets and accessories
 Home appliances (AC,
washing machine,
refrigerators.)
2 Price Apple target its product to specific
market segment. As innovation is the
key factor that differentiate it from
others, it deliver costly products.
Also, whole production, whether it’s
hardware or software is done Apple
production line which gradually
increases price of product
(Mohammed and et. al., 2017).
With every new product, it
delivers high quality and
advanced technology. Samsung
assembles its product’s parts
which means that manufacturing
cost is low. Thus, delivering
products to as per customer's
affordability and convince.
3 Place It uses holistic approach and has
constructed its own outlets in order to
sell its products. As they believe that
increasing number of distributors
decreases efficiency (Malhotra, Birks
and Wills, 2013). Online Apple store,
telecom companies and authorized
retailers are distributors as well.
It targets every audience in
market segment which
strengthens its distribution chain.
It sells its products to retailers
and service providers which
further distributes to targeted
audience.
4 Promotion It always specifies the differentiating
factor from its competitor while
It promotes using digital media
and paper media for promotion.
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promoting product and uses various
channels such as TV, media,
hoardings, etc. for advertising to
target status cautious people. Also,
some stores practice discount strategy
on old models to attract customer.
It involve tactics such as
seasonal discounts, sponsoring
events, incorporating celebrities
as brand ambassador, etc. to gain
trust of customers.
5 People Employees associated with Apple
stores are well qualified and believe
in trained staff with interpersonal
skills as well as technical skills.
It has wide distribution chain
that involves people from all
over the globe. This sometimes
lack efficiency as employees are
not well qualified for delivering
product.
6 Process It aim at providing reliable service as
only authorised stores can sell its
products. Thus, maintaining trust of
employees.
It aim at providing quick service
as ample stores are available for
customer demands.
7 Physical
evidence
Apple builds customer loyalty by
practising creative activities such as
every-time a new customer ask for
purchase he is abide towards product
with an oath.
It provide various accessories
along with product which helps
them to maintain customer-seller
relationship.
TASK 3
P4. Marketing plan of Apple Inc
A marketing plan is being made to understand or analyse the needs and wants of
consumers so that better decisions can be made. This type of project can help Apple in many
ways (Dibb and Simkin, 2013).
Apple's Overview: Apple is a multinational technology company whose headquarter is in
California where designs of products and important decisions are being taken. Profit which was
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made in 2017 is in amount of US$48.351 billion and continuously running its business in a
proper manner.
Mission of the corporation: Apple's mission gets changes from time to time so that better
position can be achieved at both domestic and international market.
Vision of the company: Current vision of Apple is that they believe that they are the face who
are building great products on earth while focusing on innovations.
Apple's SWOT analysis:
Strengths-
 Apple is continuously enhancing and
running its business by opening
imagine stores in different countries.
 Innovative ideas in new products makes
them unique in nature.
Weaknesses-
 Doing online business needs to be taken
care in an appropriate manner.
 High value of products and services can
be reduce number of consumers.
Opportunities-
 Innovative quality mobiles, laptops
and etc can raise both goodwill and
brand image of Apple.
 Business expansion can be done by
doing business in other parts as well.
Threats-
 New companies which are being
introducing new products with less cost
becomes huge threat.
 Products rate is high which may loose
interest of people who belongs to
middle class.
Marketing Mix of Apple: Product: Apple's products are of high quality in nature by which management is
continuously raising profit percentage.
 Price: Products are of huge amount still it is famous in electronic sector and consumers
buy goods and services.
 Place: Imagine stores are already at different places in all over the world by which they
are earning profit at its maximum level.
 Promotions: Mostly they makes ads which are unique in nature by which attention can be
easily grabbed of consumers (Crain and et. al., 2014).
Some Strategies that Apple uses are as follows:
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Segmentation: Objective of Apple is to create products and services as per every single culture
from all over world. This part aid in taking decisions in a proper manner.
Targeting: Apple's mostly targets clients who have great wealth and likes to maintain their status
in society.
Positioning: Apple's management needs to position its products and services in a proper manner
by which consumers can reach to them.
Budget: Budget is being introduced to reduce wastage of funds and helps in finding ways by
which Apple can improve profitability (Malhotra, Birks and Wills, 2013).
Marketing plan monitoring and control- After implementing plan in a successful manner it is
managers responsibility to keep on monitoring it so that effective decisions can be taken.
Conclusion- Apple's manager can easily find many sort of things which are related to hitting or
achieving targets in a proper sort of manner.
CONCLUSION
From above comprehended file, it has been concluded that management of marketing
department is vital in nature so that desired goals and objectives can get hit in a short period of
time. Maintaining this subsection in a proper manner can create ample number of benefits for
industries. Assignment shows, detailed description of roles and responsibilities marketing.
Comparison of market mix of two organisations has also been described. Lastly, a marketing
plans has been made in order to show ways to manager.
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REFERENCES
Books and Journals
Albert, A. B., 2014. Communicating library value: The missing piece of the assessment puzzle.
The Journal of Academic Librarianship. 40(6). pp.634-637.
Babin, B. J. and Zikmund, W. G., 2015. Essentials of marketing research. Nelson Education.
Crain, M. A. and et. al., 2014. Valuation Fundamentals. Essentials oF Forensic Accounting.
pp.449-482.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Malhotra, N. K., Birks, D. F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Mohammed, E. Y. and et. al., 2017. Fiscal reforms for sustainable marine fisheries governance:
institutional frameworks and design essentials. Chapters. pp.320-338.
Oriyano, S. P., 2017. Dealing with Mobile Device Security. Penetration Testing Essentials.
pp.243-260.
Panigrahi, R., 2017. Exploring New Dimensions of Retailing Consumer Essentials. Journal of
Marketing Vistas. 7(1). pp.36-56.
Peteraf, M., Gamble, J. and Thompson Jr, A., 2014. Essentials of strategic management: The
quest for competitive advantage. McGraw-Hill Education.
Pop, A. and Dredetianu, M., 2014. Essentials Of Advertising Communication. Academica
Science Journal, Economica Series. 1(4). pp.17-23.
Trinkley, K. E. and et. al., 2013. QT interval prolongation and the risk of torsades de pointes:
essentials for clinicians. Current medical research and opinion. 29(12). pp.1719-1726.
Babin, B. J. and Zikmund, W. G., 2015. Essentials or Toys: Home Computers. In The Electronics
Revolution. pp. 153-161. Springer International Publishing.
Online
Apple Marketing Mix (Apple 7Ps of Marketing). 2017. [Online]. Available through:
<https://research-methodology.net/apple-7ps-of-marketing/>.
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