HND Business: Marketing Essentials - Apple Inc. Case Study and Plan

This report provides a comprehensive analysis of Apple Inc.'s marketing essentials. It begins by outlining the roles and responsibilities of marketing within Apple, emphasizing strategy formulation, market research, and brand equity. The report details key marketing elements such as market segmentation, strategy development, research, strategic planning, and marketing information systems, illustrating their interrelation with functional departments like finance, R&D, and HR. A comparative analysis of Apple's marketing mix with Samsung highlights differences in product development, pricing, placement, and promotion strategies. The report concludes with a marketing plan for Apple Inc., focusing on enhancing brand awareness, increasing market share, and improving customer satisfaction through targeted segmentation, SWOT analysis, and a refined marketing mix (7Ps).

Running Head: MARKETING ESSENTIALS 1
Marketing Essentials: Apple Inc.

MARKETING ESSENTIALS 2
Table of Contents
Task 1:.............................................................................................................................................3
Introduction..................................................................................................................................3
Roles and responsibilities of Marketing in Context of Apple Inc................................................3
Key elements and their Interrelations with functional departments............................................4
Conclusion and recommendations...............................................................................................5
Task 2: Comparison of Apple’s marketing mix elements with its competitor (Samsung)..............6
Introduction..................................................................................................................................6
Conclusion and Recommendations..............................................................................................8
Task 3: Marketing Plan..................................................................................................................10
Executive Summary...................................................................................................................10
Marketing Objectives.................................................................................................................10
Target Market and Segmentation...............................................................................................10
SWOT analysis..........................................................................................................................10
Marketing Mix (7Ps)..................................................................................................................11
References......................................................................................................................................13

MARKETING ESSENTIALS 3
Task 1:
Introduction
In today’s competitive business environment, Marketing is a significant tool for the business
organizations. This report includes the discussion about the Apple Inc. in United Kingdom. It
determines the roles and responsibilities of marketing and its different elements and their
interrelation with other functions of Apple Inc. Apple is a multinational organization which was
founded in 1976 in America (Apple Inc. 2017). The company is operating its business in
information technology and smartphone industry and it offers different products and services like
hardware, software, operating system, consumer electronic and digital distribution.
Roles and responsibilities of Marketing in Context of Apple Inc.
Marketing management is the process of planning and implementation of different marketing and
promotional processes. Marketing plays an important role in the business environment of Apple
Inc. UK. The primary roles and responsibilities of marketing are stated below:
Strategy Formulation and Implementation
The major role of marketing function is to create marketing and branding strategies for Apple
Company. Under this function, the marketing managers at Apple need to identify the
requirements and expectations of its customers and manufacture the products accordingly. For
example, considering the needs of customers towards high-tech smart phones, Apple has
introduced iPhones with iOS operating system. It helps this organization to balance its marketing
objectives and opportunities.
Market Research
In the process of market research, marketing plays an important role. In this process, marketing
department at Apple collects the information about changing needs and preferences of customers
towards IT products and smartphones (Kanagal, 2015). It assists the organization to provide the
most appropriate products to its customers.
Brand Equity

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Generally, the people tend to be attracted towards the companies which provide more value for
their money and products. Thus, marketing function establishes a positive image and creates a
strong value of Apple’s products among population (Huang & Sarigöllü, 2014). At Apple Inc.,
marketing will help in increasing the sales of iPhones and other products that will eventually
increase profits and revenues of Apple.
Key elements and their Interrelations with functional departments
The marketing function includes different processes such as finance, distribution, promotion and
advertising etc. The key elements of marketing function and their relation with functional
divisions are given below:
Market Segmentation
Effective segmentation of market is a major component of marketing function. In today’s
competitive environment, market is changeable so it is very important for organizations to
perform appropriate segmentation. At Apple Inc., marketing division can help in recognizing the
right customers for its right products. For instance, Apple targets its customers by looking at
their demographic variables i.e. age and income of people. For iPhones, the company targets the
population of 30 to 55 years old who are from the higher income level group (Baines, Fill
& Page, 2013). This market group is determined by the marketing department with the help of
research and development department.
Strategy
After collecting the data about target market, it is used to evaluate the possible strengths and
weaknesses firm’s operations. It enables the Apple Inc. to create effective strategies which can
be used by the firm. These strategies assist the organization in gaining more competitive edge
over its competitors i.e. Samsung and Nokia. This element of marketing is related to the finance
division as Apple needs funds and other economic sources for development and implementation
of marketing strategies.
Research
It is the most significant element of marketing process as the company cannot grow without this
process. This element shows the relationships among different departments i.e. marketing, R&D,

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finance and human resources (Sheth & Sisodia, 2015). It helps Apple in gathering important data
about different factors of its operations. Along with the market data, this research can assist
Apple in gaining the data about other functions like resources, supply chain and logistics, finance
and operations. In this way, it is interrelated with other functions.
Strategic Planning
After market research and strategy formulation, the next marketing element is strategic planning.
The marketing department at Apple Inc. considers different actions like communication,
distribution, sales estimation, financial planning etc. In this process, human resources play a
major role in developing supply chain and logistics process effectively so that Apple’s products
can be reached to the final customers (Wolf & Floyd, 2017).
Marketing Information System
In the process of marketing, the marketing manager at Apple Inc. plays an important role in
developing marketing information system that can give the data regarding company’s product
offerings, marketing planning, execution and evaluation. For example, at Apple Inc. management
information system shows the information about product distribution, logistics or supply chain
on predetermined time. By this, company is able to manage its distribution channels effectively
(Laudon & Laudon, 2016).
Conclusion and recommendations
It is hereby concluded that marketing plays an important role in the life of an organization. The
above report shows that marketing functions are interlinked with other units of company. Apple
can use marketing function and processes to enhance its business operations. Furthermore, it can
be recommended that Apple should upgrade its marketing process by analyzing its strengths and
weaknesses. Considering the market competition in UK, the company should make changes in its
strategies and introduce new products and services according to the needs and preferences of
targeted customers.

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Task 2: Comparison of Apple’s marketing mix elements with its
competitor (Samsung)
Introduction
Marketing mix is a significant framework of an organization that includes various strategies
which are used by the organization to attain its marketing objectives. Different firm use the
elements of marketing mix in different ways to attain its objectives. For comparing the marketing
mix of Apple Inc., Samsung is taken into consideration. Samsung is one of the leading firms in
consumer product industry that is also using marketing mix elements in different manner (Pike,
2015). The comparison of both marketing mixes is given below:
Marketing Mix Tools Apple Inc. Samsung
Product In its product development
process, Apple Inc. is adopting
effective strategies.
Conducting market research
enables the firm to understand
the needs of customers. By the
use of this strategy, it makes
efforts to enhance and
introduce improved products
like iPhone, iPod, Apple
watch, Mac OS, iPad etc. It
always manufactures the
products by incorporating
innovative and advanced
features like Apple electric
vehicle (Apple, 2018).
As compared to the Apple’s
product strategy, the products
of Samsung are manufactured
in 6 design centres. The best
thing about its products is that
it has established trust among
people towards its products.
The company offers a
diversified range of products
i.e. smart phones, tablets,
televisions, camera and other
consumer electronics (Chang.
Kim & Joo, 213).
Price Apple Inc. is offering its
products on premium prices. It
has set the prices by
Whereas Samsung offers its
products by using different
pricing strategies like

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considering its costs of
manufacturing. Due to
increased cost of technology,
it is offering its products on
higher prices than Samsung.
In addition to this, it is
charging the prices as per the
functions and features of
products.
skimming pricing, competitive
pricing. It can be noted that is
offering the products on lower
prices than Apple Inc.
Place In United Kingdom, Apple has
established showrooms and
owned stores where customers
can shop their Apple products.
Moreover, Apple products are
available on online sites like
e-Bay, Amazon and Flipkart.
Additionally, it has partnered
with many independent stores.
Like Apple Inc. Samsung has
created an extensive
distribution network by
including retailers,
distributors, service dealers
etc. Samsung locates its
business via many channels in
market to provide the
products. It is using both
offline and online channels.
Promotion Apple offers its each product
with an attractive slogan. For
instance, the tagline for
iPhone 6 is “the only thing
that has change is everything”.
In addition, it places the ads
on social media sites like
Facebook, Twitter to take the
attention of tech savvy people.
Same as Apple Inc., Samsung
is very popular for its
promotional strategies. It uses
both online and offline
promotional and advertising
techniques to approach its
customers (Gupta. Kim &
Levine, 2013).
People Human resource is one of the
primary factor at Apple Inc.
Same as Apple, Samsung
trained its staff very well so

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The people at Apple Inc. are
effectively trained for
manufacturing products with
advanced and innovative
features.
that they can understand the
needs of customers. It is very
much focused on interpersonal
skills of staff. For the new
staff, it offers training
regarding stress handling,
problem solving, handling
customer complaints etc.
Processes The processes play a
significant role in
development of company.
Apple Inc. is practicing a
systematic manufacturing
process which is eco-friendly.
All the functions and
operations are organized and
managed in effective manner.
Samsung always provide
efficient and good process
towards its customers. It uses
an effective manufacturing
and supply chain process to
deliver its product to final
customers (Jaworski, 2017).
Physical Evidence Apple has established a
wonderful Apple store that
gives a customer a great
experience. The website of
company is user-friendly and
it entices the premium
customers with more art and
less words (Luo, Roach
& Jiratchot, 2015).
Samsung always improves its
physical evidence with the
introduction of new products.
With the physical evidence, it
is able to make its users
confident and reliable towards
its products.
Conclusion and Recommendations
From the above analysis, it can be concluded that different firms use marketing mix elements in
different ways. The above comparison table indicates that the way to use marketing mix
elements is different for both Apple Inc. and Samsung. By using these elements, the company

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will be able to attain its final objectives. It can be recommended that companies should enhance
its marketing mix elements. Apple should focus on its pricing strategy and Samsung should
focus on the quality of product offerings.

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Task 3: Marketing Plan
Executive Summary
Marketing plan is an important program for an organization that includes different marketing
aspects of organization. In the process of marketing, developing an effective marketing plan is
essential when an organization plans to launch new products in the market. It plays an important
role in the life of a company. This section of report consists of the marketing plan of Apple Inc.
that is planning to enhance its brand awareness among population. Different aspects of marketing
plan are given below:
Marketing Objectives
For its products and services, Apple Inc. will establish some marketing objectives that it desires
to achieve in duration of next three years (Cassidy, 2016). The marketing objectives are stated
below:
 To enhance brand awareness among population in United Kingdom.
 To increase the market share by at least 30%.
 To enhance its customer base by introducing new products and services in the market.
 To provide 100% customer satisfaction to targeted audiences.
Target Market and Segmentation
It is one of the most important components of the marketing plan of any company. Under its
segmentation and targeting, Apple Inc. is targeted its audiences by considering their
demographic characteristics i.e. age and income of people. The target market of Apple includes
the people of 30 to 60 years old and who belong to the higher level income group (Malhotra,
Birks & Wills, 2013). This group is the major reason behind the significant growth of Apple Inc.
Furthermore, it is also targeting business professionals also who use iPhones and other products
to communicate with their friends, colleagues and family.
SWOT analysis
SWOT analysis is a major tool for conducting situational analysis for an organization. It includes
different internal and external factors of an organization which affect the growth and success of
organization. SWOT analysis of Apple is given below:

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Strengths Weaknesses
 Innovation and use of modern
technology
 It has established a strong brand image.
 Huge customer loyalty
 Diversified product range
 Leadership position in the industry
 Extensive distribution network
(Cassidy, 2016).
 Prices of iPhones are higher than its
competitors.
 Incompatibility with other operating
systems.
 Apple’s products are not user friendly
so people are facing various issues
while using the iPhones.
 Decrease in market share due to higher
prices.
Opportunities Threats
 Strategic collaboration with other
strong firms in the industry.
 Business expansion in emerging
markets.
 More use of advanced technology
 Product diversification (Foo, 2011)
 Market penetration in the smart phone
market.
 Increased competition in the industry
 Downward pricing Pressure
The above situation analysis of Apple Inc. indicates that company has a strong position in the
consumer product and smart phone industry. The company can use its strengths and
opportunities to overcome its weaknesses and threats.
Marketing Mix (7Ps)
To achieve the above marketing objectives, Apple Inc. should implement more effective
marketing strategies which are given below:
Product
However, Apple is offering its products with advanced technology, now it should design and
manufacture by including updated and modern technologies. The company should use the
Internet of Things in its products like iPhones, iPod, iPad etc. It should focus on the durability
and quality of its products and it should upgrade its products in a periodical manner (Khan, Alam
& Alam, 2015).

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Price
Currently, the company is using different types of pricing strategies like skimming pricing,
premium pricing and geographical pricing. The company should set the prices by considering the
prices of its competitors. It should look at the prices of competing brands for similar products. It
will assist the organization in increasing its customer base (Yeung, 2017).
Place
In United Kingdom, it should open more stores and increase the number of distributors. The
products of company should be available on official website of company also. It should tie up
with different network service providers that can assist it to enhance its customer base.
Promotion
In addition to above promotional tools, it should sponsor sports events so that it can increase
brand awareness among a large population (Lilly, 2014). They should launch their products in
annual events and promote on social media sites like Twitter, Youtube channels, Facebook,
Instagram etc.
People
In United Kingdom, it should hire the employees from the best universities in UK. Apart from
manufacturing process, it should train the employees to become more kind and supportive so that
they can assist its customers.
Process
Apple is using some complex processes for manufacturing the products and services. It should
develop simplicity its products and processes. It should develop the after sales support processes
also. Through this, it can attract more customers towards its products (Kotler, 2015).
Physical Evidence
In today’s modern era, the company does not need to focus on enhancing its physical evidence as
people prefer to buy the phone from online websites. Apart from this, it should open more
attractive stores in United Kingdom.