Marketing Essentials Report: Apple Inc. Marketing Analysis and Plan

This report provides a comprehensive analysis of marketing essentials, focusing on Apple Inc.'s marketing strategies. It begins with an introduction to the concept of marketing, highlighting its significance in promoting products and services. The report then delves into the roles and responsibilities of the marketing function within Apple, exploring concepts such as production, product, selling, marketing, and societal marketing. It outlines the key roles, including market planning, product management, distribution, and customer relationship building. The report also examines the responsibilities of the marketing department, such as understanding consumer needs, tracking trends, and formulating marketing-mix. A comparison of the marketing mix of Apple and Samsung is presented, discussing their product strategies, pricing, distribution, and promotional activities. Finally, the report concludes with the formulation of a basic marketing plan, providing a strategic framework for introducing a new product. The report emphasizes the importance of adapting marketing strategies to the wider organizational context and the significance of effective communication and customer relationship management.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Roles and responsibilities of marketing function..............................................................3
P2 Roles and responsibilities of marketing related with wider organisational context..........5
TASK 2............................................................................................................................................6
P3 Compare between marketing mix of two organisation related with marketing planning
process....................................................................................................................................6
TASK 3............................................................................................................................................8
P4 Formulation of basic marketing plan................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The term marketing refers to the set of action and activities formulated by an organisation for
promoting the sale and purchase of products or services. Selling, deliver, advertising and
packaging are some aspects performed by marketing department for organisation. In simple
terms marketing is the activity, set of processes and institutions to create, deliver and exchange
appropriate value to customers, stakeholders and partners. This report is written from perspective
of Apple and it is an American Multi-national technical organisation which design, develop and
computer software programmes. The headquarters of Apple Inc. is established in Cupertino,
California from where authorities monitor and manage software and hardware business among
all over the world (Baldassarre and Campo, 2015). Moreover, this report highlights on marketing
concept and roles as well as responsibilities of marketing function. Compare between marketing-
mix of two organisations will also be included in this report. In the last, basic marketing plan for
introduce of new product is cover in the upcoming report.
TASK 1
P1 Roles and responsibilities of marketing function
Marketing process refer to organisation action for promote of products and services in
order to improve sale of company products. Marketing is defined as a discipline and it involve
action that Apple draw to attract more customers. In context of Apple, marketing aspects is used
to formulate better relation with its stakeholders. Some marketing concepts are mention as
follow:
Production concept- It is one of the oldest and operations oriented concept as compare to
other marketing concept. The main motive of production concept is to formulate and promote
prefer products which is easily available and also inexpensive for buyers to purchase.
Product concept- One of the main roles of product concept is to focus on the customer
requirements (Brockmann, Stieglitz and Cvetkovic, 2015). Quality, innovation and high
performance are the methods that are used in product concept for attracting potential customers.
Selling concept- The selling concept is used by management for promoting the sale of
products by use of aggressive marketing techniques. It also aids organisation to enhance profits
and number of customers in an appropriate manner.

Marketing concept- One of the most effective concept that is used by management aids
organisation for promotion of activities through analyse the market conditions. Marketing
concept is totally based on marketing concept.
Societal marketing concept- The term societal marketing is recognised as one of most
enlightened and modern market applicable marketing mind-set. According to this societal
marketing concept, organisation offer and return better products to society.
Roles of marketing department
 Market planning- The term market planning is an effective process that is used to
identify as well as understand target for Apple products and services. Along with this
Apple make products by analyse of middle and upper class segment and it is used for
managing all task through which employees look for convenience in market by planning
all work according to analyse of marketing strategy (Cha and et, al., 2015).
 Product and service management- Design and development of products is a well and
best suit for the consumers. All products that are offered by Apple are designed for
performing work according to the best computing power. Moreover, marketing plays an
important role for complete of business function. It also leads customers to create better
products.
 Distribution- It is determined as one of the potential and best method for Apple Inc.
because management control and perform their functions at global level. So distribution
plays an important role and it aids customer to perform all task with large number of
distributors and marketing department of Apple complete their operations by advertising
products in an appropriate manner.
 Anticipating and satisfying customer's requirements- The term marketing perform an
important role and it is used to complete research with motive of completing all task
according to research perspective. Apple use anticipating techniques for launch of their
products through which task are completed in an accurate manner.
 Building customer relationship- Communication is one of the most important technique
and this is used by Apple management for performing their role and responsibilities in an
organised manner. Further, to generate effective relationship with customer
communication method is used for transferring information in an organised manner.
Responsibilities of marketing department

 Understand of consumer needs- In order to establish an effective market strategy it is
the responsibility of marketing department that all functions and task are completed
according to analyse and understand of customer needs in an accurate manner
(Challagalla, Murtha and Jaworski, 2014). Internal channels and outside organisation
resources are an important part that aids customers to perform work with the motive of
formulating customer needs. So it is the responsibility Apple marketing department to
analyse the need of buyers through use of effective resources.
 Track trends and monitor competition- This is important for organisation to
understand and analyse the position which relates the market and competition. There
are various organisations such as Microsoft and many more compete with Apple Inc. so
it is difficult for management to manage work in market. So it is the responsibility of
marketing department that they predict market trends to offer updated products in
market.
 Search of new marketing tools- This is necessary for management that they are
updated with marketing field and it is used by the marketers to complete all task with
use of new tools and techniques (Chen and et. al., 2018). Apple is a well-known brand
so marketing department ensures that all methods this is used by management must be
high in quality in order to confirm goodwill of organisation. It is also beneficial because
new marketing tools increase the efficiency of Apple operations and functions.
 Market research- Marketing department is responsible for organisation and this is
used by management to complete all task with decided research perspective. Moreover,
market research aids persons to enhance research perspective for completion of work in
an organised manner.
 Formulation of marketing-mix- Apple marketing department is responsible for
developing methods which is used in completion of task according to decided price,
promotion, place and products. It aids for performing all task with motive of completing
task by support of marketing-mix.
 Monitoring and controlling- Marketing is defined as a method and this helps in
performance of work by managing task. It aids persons for performing task for
completing all task according to controlled methods.

P2 Roles and responsibilities of marketing related with wider organisational context
Marketing department performs different roles and responsibilities in the event and this is
used for managing and organising all functions of respective organisation in organised manner.
The main role of the marketing is to collect and investigate the information. With regards of
promoting data, showcasing organisation assist with distinguishing the interest and the
requirements of customers are identified and it is used to distinctive important plans which aids
organisation to perform their role and task with more efficiency and effectiveness.
On account of market planning and production up an item, marketing department plays a
critical job. Along these lines, marketing department has made attractive product planning to
draw attention of their clients. Marketing team demonstrate the bundling of the item so customers
easily recognise or identify apple products. Moreover, Marketing team develop effective plans
and appealing notices to attract the customers and it aids Apple to enhance sale of their products.
Brand gives exceptional personality to Apple as the vast majority of the individuals in the market
think about Apple products.
Apple has different practical units like finance, customer support production etc. and they
all related with marketing department of a business (Chen and et. al., 2014). Like, finance
department formulate plan for marketing team to complete work with minimum operation cost.
By the assistance of account division, marketing team perform aids an organisation for
completion of all task with division of organisation goals.
The term marketing formulates an effective plan and it is used to complete all work
according to decided objective and goals. Organisation focus on generating and implementing
units and it is used to generate with increment of individual ability. Along with this the term
marketing develop and assist that facts about client support and it is used to promote all work in
order to complete all task with effective methodologies and this leads to perform all task with
innovation techniques.
The operational and functional units of Apple like, production department, finance
department and research team all are interrelated with the marketing capacity. All the
information and reports management complete task by performing all work with proper units. It
is used promote unit set various techniques to build up the item. Additionally, marketing division
decide objectives and target for the production department or unit (Fogliasso and Williams,
2014).

Marketing department and human resource- Their are various task performed by
management of Apple and it consider about managing and controlling all work at a professional
level. Marketing department also perform an important role with engage of human-resource. It
also results persons face complexity because while managing work at international level diverse
culture generates problems for organisation to interact with persons in an appropriate manner. In
simple terms, communication issue face by management and marketing department improve
communication by transferring essential information to all employee's.
TASK 2
P3 Compare between marketing mix of two organisation related with marketing planning process
Apple Inc. marketing mix indicated that how an organisation match with business activities
and the conditions related with global market. The focus of Apple marketing mix is focused
towards approach which focused on accomplish of premium branding objective. Comparison of
respective organisation with Samsung is discussed as below:
Basis Apple Samsung
Products The product element of marketing mix
determines output of organisation. In
Apple’s product management outline
expansion of product in information
technology sector. Moreover, MAC, I-
phone, I-pad etc. are used to achieve
the objective of high sale products.
Samsung generate an en-large
portfolio for sale of organisation
products. Information technology
product enlarge sale of Samsung
sale through focusing on all
division of the market. It aids
organisation to target more number
of products.
Price In context of Apple, management
implement premium pricing policy for
their products (Parsons and
Lepkowska-White, 2018). Innovation
and technology is the base for Apple
products to charge high price from
customers. Moreover, premium price
strategy attract
In context of Samsung pricing
strategy is explained as the
combination of price skimming,
competitive pricing and product
line price strategy. It is because
pricing of Samsung product depend
on product range and time of
launch.

Place Apple implement and follow strict
guideline and it allow individuals to
distribute and sale organisation
products. Apple store which are
controlled by company, online
application store and authorised
retailers are the most valued retailers
to sale Apple products according to
decided plans.
Place is the third component of
Marketing place and in context of
Samsung management relates with
three segments which is used to
complete distribution on three
regional, territory and country
based through engaging large
number of distributors for placing
company products.
Promotion From the perspective of Apple
management promote their products
with the use of print and commercial
advertisement and most of them are
focused towards establishing company
products different from competitors.
Overall promotion activities of Apple
are to improve company brand and
image by demonstrating innovative
information to the customers.
One of the most important elements
of marketing mix is promotion.
Samsung implement different
promotional forms and it include
digital media, newspaper and
sponsorship of products of big
events to promote company
products in order to enhance the
sale of company products (Gibbs,
2014).
People Professional individuals are engage in
the operations and functions of Apple.
Along with this management focus on
recruiting students from well-known
university because they are updated
with current knowledge. It also aids
management to engage innovation in
products of Apple.
People are the most important asset
of Samsung. People are the main
element and Samsung engage more
than thousands employees for
performing all functions and
operations within stipulated time-
period.
Process The term process is one of the most
important components that are used by
Apple for performing their work
approximately among information
Samsung business is implemented
among different countries and
according to present market
conditions management implement

technology sector. This is used by
management for completion of all
work with an effective manner (Hao
and et. al, 2018). Transparent and
organised system is implemented by
management of Apple to manage
process at large level.
and manage business among
diversify sectors. Operations,
manufacturing, financial services
and human resources all process of
Samsung is controlled and managed
by following constant process of
organisation.
Physical
Evidence
The term physical evidence is an
important component for marketing
mix. Along with this organisation
market its products with their logo. So
customer represents brand value of
products.
Samsung manage and operate their
stores and it is used by management
to manage their physical evidence.
So customers feel same
environment among all stores of
Samsung.
TASK 3
P4 Formulation of basic marketing plan
Marketing plan
The term marketing plan is defined that outline marketing strategy for Apple and other
organisation and it is designed for monthly, quarterly and yearly basis. In simple terms,
marketing plan define and overview business strategy that is used to accomplish business goals
and objectives in an organised manner. In the context of Apple, marketing plan aids organisation
to complete their task with minimum cost through managing all resources in an organised
manner. It also aids management to accomplish better position in market by adopting task, goals
and action step with more efficiency.
Company background
Apple is one of the leading technology organisations and it was founded in the year 1976
by Steve Jobs, Steve Wozniak and Ronald Wayne. According to present market conditions,
Apple is known as one the best known organisation for formulation of ubiquitous consumer
related devices, services and software. With the globalisation aspects Apple also introduced their
products at global level and to deal with the competitive factors management of Apple is focused
towards introduce of new products that is Fit-bit series of watch. Apple already offers digital

watch. So it is easy for management to enhance portfolio and also existing market trend relates
with fit-bit series (Hendrix, 2014). Therefore, marketing plan for introduce of new products is
formulated to accomplish better position in market.
Mission
The mission statement of Apple’s corporation is to formulate best quality products for
offering valuable support to the buyers.
Vision
The vision of Apple Inc. is to make unique and best quality products on the earth with
minimum pollution and to improve the customer satisfaction level.
STP
Apple segmentation, positioning and targeting represent core of marketing efforts and it is
used to improve market share. The process of STP in context of Apple fit-bit watch series is
mention as follow:
Segmentation- The term segmentation involves divide and delegation of population into
different groups and specifically for fit-bit series apple watch management consider the
demographic aspects to attract more number of customer’s for new watch. It is because age,
income and gender all are included in segmentation aspect.
Targeting- With considering organisation aspects this is identified by management that
management complete all work with motive of managing and completing work for the upper
class target market (Lee and et. al., 2016). For fit-bit Apple watch sports person and health freak
person are targeted by Apple management.
Positioning- Apple is a multi-national technology organisation and it operates company product
as a premium brand that offer products with advanced functions and capabilities. Apple position
its Fit-bit watch with premium policy in order to earn high profits from new products.
PEST analysis for Apple
Political- From recent years, Apple enters into entertainment as well as information
services. This is one of the largest online retailer of streaming video and music. So fit-bit concept
include sale of watch section for performing work with corporate units. Moreover, Apple
products are impacted through change in political environment of developing countries because
from Asia country such as China respective organisations manufacture their products.

Economic- Enhancement in labour cost of China reduces the profits of Apple products
due to this operations cost for new products is increased. Stagnating in middle-class income
create problems for developed countries which include developed country market. Watch are
designed by Apple to attract higher-end consumer products.
Social- The market growth for consumer spending within upcoming decades defines
areas due to which it is complex to complete all work with design of Apple products as per
society (Liu and et. al., 2019). Moreover, target market of Apple is established on demographic
basis so it is difficult for management to drive sales in market.
Technological- Google, Samsung and many other competitors demonstrate strong ability
for perform work with ability of formulating duplicate Apple products. Like, Google roll out
payment application for Android user as similar to Apple pay. So R&D department manufacture
watch with unique feature to sustain in market with prime preference in market.
Marketing mix of Apple
Product- Organisation focuses on formulation of improving product mix through
providing possible products in order to accomplish opportunity in market. This refers that watch
products aids organisation for entering into middle and upper class segment. Moreover, Fit-bit
watch helps in improving product portfolio to assess more number of products.
Price- The element of marketing mix established and set the price as well as price points
that are used to complete all work according to high profits market. It is used to decide price
according to premium pricing strategy for watch in order to maintain company profits.
Place- According to place element authorised seller are engaged for the sale of apple
watch (Syed, 2015). This is used by management for managing work as per Apple Inc. in order
to involve company owned targets. Along with this online distribution system is also
implemented for improving sales of products.
Promotion- This is recognised as one of the most important element and it aids to
complete work by promotion of organisation activities through communicating with individuals
for approaching large target of customers.
In the last, with analyse of all above models it is understand that management is focused towards
completion of work through understand of all task by consider of work in an effective manner.
With analysing different models Apple complete their new plan with the use of managing

strategy that aids in completion of task by use of price factors in order to develop competitive-
edge in market.
Monitoring and Controlling
One of the most important process to perform all operations and functions define about
all task define areas which is used to ensure that all projects are approved and authorised by
management for performing company task with use of project in an appropriate manner. KPI and
benchmarking are two important methods that are used to complete all work with motive of
enhancing business size. Revenue growth indicator is implemented by management of Apple
because it aids to complete work with motive of earning high profits through managing all work
in an organised manner.
CONCLUSION
With the analyse of all above report it is concluded by management that marketing plays
an important role and it is used by organisation for completion of organisational work and task
according to the needs and wants of customers. There are different roles and responsibilities such
as analyse of market and identifying customers etc. are some roles that are performed by
marketing department to improve the sales of organisation products. In the last, marketing plan is
developed to complete all operations and functions for the new product.

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