Marketing Essentials Report: Comparing Apple and Samsung Marketing Mix

This report provides a comprehensive analysis of marketing essentials, focusing on the strategies employed by Apple and Samsung. It begins with an introduction to the marketing function, outlining its key roles and responsibilities, including management information systems, distribution, pricing, selling, promotion, and financing. The report then explores how marketing functions relate to the wider organizational context, examining the interplay between marketing and other departments such as finance, R&D, human resources, and sales. A significant portion of the report is dedicated to comparing the marketing mix of Apple and Samsung, analyzing their approaches to pricing, place (distribution), promotion, and other relevant factors. The report also includes a discussion of marketing plan and concludes with a review of the findings and their implications. The report uses academic sources to support the analysis and provides insights into the competitive landscape of the technology industry. The report also compares the marketing mix of Apple and Samsung, analyzing their approaches to pricing, place (distribution), promotion, and other relevant factors.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of the marketing function......................................................3
INTRODUCTION..................................................................................................................3
MAIN BODY.........................................................................................................................3
CONCLUSION......................................................................................................................5
REFERENCES.......................................................................................................................6
P2 Roles and responsibilities of marketing relate to the wider organisational context..............7
INTRODUCTION..................................................................................................................7
MAIN BODY ........................................................................................................................7
CONCLUSION......................................................................................................................8
REFERENCES.......................................................................................................................9
P3 Compare marketing mix of Apple and Samsung.................................................................10
INTRODUCTION................................................................................................................10
MAIN BODY ......................................................................................................................10
CONCLUSION....................................................................................................................14
REFERENCES.....................................................................................................................15
P4 Marketing plan.....................................................................................................................16
INTRODUCTION ...............................................................................................................16
MAIN BODY.......................................................................................................................16
CONCLUSION....................................................................................................................18
REFERENCES.....................................................................................................................19

INTRODUCTION
Marketing can be considered as the most fundamental disciplines of an organisation's
management. The major purpose of this report is to analyse various marketing aspects of Apple,
a multinational American telecom organisation which develop, design and sells more consumer
electronic, online service and computer software. This will assess responsibilities and roles of
functions of marketing along with marketing mix in order to develop and design a proper
marketing plan in context of company.
TASK 1
P1 Key roles and responsibilities of the marketing function
INTRODUCTION
Marketing is a most important activity which a organisation utilize for interaction with
mass or individual numbers of persons. It help an company in making great buying decisions and
frame a positive organisation image within in society.
MAIN BODY
Manager consider different techniques as per consequences as well as market conditions.
For achieving desired goals it is important for divisions of marketing to perform responsibilities
and duties in a effective way (Clow and James, 2013). Main duties as well as roles of these
functions of marketing can be defined with the help of following points: Management information system: For supporting direction activities of promotion as
well as marketing, market strategies survey and collect information which is linked to
consumers demands and needs are convened by Apple. These information help in
availing authorities as well as managers of company in making typical decision linked to
alternative decreases in amount, reasons of fall, structure, products, new trends and public
choices of their destination. Distribution: their activity of distribution of their destination contains different
equipments as well as instruments which are used for delivering. It is an very most
necessary aspects of Apple as customers such as those activities which are more effective
and convenient for delivering services and goods. Properly tools of dispersion of
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commodities are needed to be optimized by an Apple for creating and developing a
unique recognition in business. It is required for an company to develop channels which
are more evolving eco-friendly. Price: This is a value of item which a customer has to pay for buying Apple product. This
rate should be moderate so that more and more customer could afford that by generating
adequate number of profit volume. in context of Apple, this firm have high rated products
which clients purchase for showing their financial status in front of their family, friends
and society. Apple company is providing best quality to their customers and through
pricing strategy organization has proven them best in industry as they are serving quality
products. in exchange of products, firm is charging money which association accepts in
cash or debit and credit card format (Berkowitz, 2016.). Apple company is quite good in
setting up their prices and this is understood by an example i.e. due to high price
company gained their market share in industry and is able in competing their business
rivals in industry of technologies in marketplace. Selling: This is a procedure that includes delivery of product to end consumers in
exchange of monetary and non-monetary values. to conduct selling procedure very
efficiently, marketing department takes various tools an technologies in use in order to
grab attention of numerous buyers and to increase volume of sales. in context of Apple, it
should be consider by company that they are compatible in marketplace by serving
innovated and invented product to their clients. Apple sales mobile phones, laptops,
desktops and smart watches etc. Promotion: This is a process of spreading awareness regarding product of company by
telling people that how can product hit their need in most satisfactory manner. There are
various tools and technologies that Apple can use for fascinating more number of buyers
like marketing department of organization is using television as their main advertisement
platform and Rock as their brand ambassador in respect of iPhone. Apple company is
hitting need of show off people and spreading their product as luxury and people can buy
them to represent their financial status.
 Financing: In organisation, monitory resources consists essential part which helps
administration to regulate and control costs. It is necessary that funds are utilised properly
by management for enlarging business globally. Marketing manager need to ascertain and
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utilise funds to conduct activities to advertise and promote information about firm's items
and services (Asaduzzaman, Hossain and Rahman, 2014). This helps members to spread
adequate data to people and make them acknowledge varieties of products offered by
them.
Therefore, management require to conduct duties properly; so that organisation goals and
objectives are accomplished timely. They even need to conduct activities to make system
function effectively.
CONCLUSION
Functions of business organisation is helped by marketing department to recognise
success and conduct activities appropriately. It is necessary that adequate marketing strategies
and are constructed which help manager to increase market share and goodwill. This help
company to enhance customer base and make public aware about products and services delivered
in market. It is essential that appropriate promotion tools are used by manager to grab attention
of large number of customers. This helps administration to enhance sales and generate adequate
profit for business.
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REFERENCES
Books and Journals
Asaduzzaman, M., Hossain, M. and Rahman, M., 2014. Service quality and student satisfaction:
a case study on private universities in Bangladesh. International Journal of Economics,
Finance and Management Sciences. 1(3). p.128.
Berkowitz, E. N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
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P2 Roles and responsibilities of marketing relate to the wider organisational context
INTRODUCTION
Marketing is commonly used for the selling and merchandising of services and products.
This can be referred as the key to crate more commercial activities, growth as well as proper
brand management of company (Desai, 2013 ).
MAIN BODY
Marketing is a broad concept that involve sales, marketing and promote activities for
services and products deliver in ideal manner. There are various function that helps in managing
and meeting business objectives which are mentioned as below:
Operating with marketing function: marketing helps in achieving business objectives
through managing operations and activities of organisation. Through designing and planning the
activities as per their functions which can lead to business objectives and more success within
the working environment of enterprise.
Finance Functions and Marketing Function: Finance division help in identified the
needed information that can help in managing operations as per their organisation
(Fazlollahtabar, Aghasi and Forte, 2012). This can help in funds department activities in
balanced manner in order to achieve their objectives significantly.
Marketing Function and R&D Division: Marketing function is required for managing
research and development work of an organisation like Apple. Through the functions of
marketing, enterprise will accompany proper research which is required in order to develop
service as consumer demands and needs.
Marketing Functions and Human Resource Division: Marketing helps in building
strategies and plans in order to implement for development of personnel purpose. This assist in
enhance their abilities and skills according to the company. Apple manage their working
environment along with their personnel in order to create more productive ideas.
Marketing Function and Sales Division: marketing division activities assist in
enhancing the sales division efficiency through helping with more services and products sales.
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There are various techniques of promotion and marketing which can influence the services user
and buyer helping the whole enterprise in development (Gertner, 2011).
CONCLUSION
The procedure of marketing is very essential in order to perform various activities as per
their requirements and demands in order to meet proper outcome. This is essential for a company
to perform various practices and activities that not only help in increasing their outcome but also
avail in performing different practices of different division in best way.
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REFERENCES
Books and Journals
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Fazlollahtabar, H., Aghasi, E. and Forte, P., 2012. Bi-objective two-stage decision-making
process for service marketing. International Journal of Strategic Decision Sciences
(IJSDS). 3(3). pp.24-39.
Gertner, D., 2011. A (tentative) meta-analysis of the ‘place marketing’and ‘place
branding’literature. Journal of Brand Management. 19(2). pp.112-131.
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P3 Compare marketing mix of Apple and Samsung
INTRODUCTION
Marketing mix is essential to involve within an organisation like Apple in order to
achieve their business objective in significant manner (Lamb, Hair and McDaniel, 2011). This
report will compare the marketing mix element with one of the major competitor of enterprise
Samsung which is one of major leading telecom and mobile dealer organisation.
MAIN BODY
Marketing Mix: Apple's marketing mix is an assisting strategy for brand that covers as
well as explains of Marketing strategy of Apple. Here are mentioned extended marketing mix of
Apple mentioned as below:
Factors Apple Samsung
Price Apple's products which are premium
products as well as they does nor aims
entire society sections. Being a leader of
market in their segments, the strategy of
pricing of marketing mix of company is
that of the company is a market leader
(Papasolomou and Melanthiou, 2012).
However, the strict competition can
influence their costing method.
Organisation always consider new
innovation and invention carrying in their
services as well as cost. Apple comply the
policy of premium pricing for betterment
and delight their consumer. Most of their
products such as iPhone, MacBook, iPad,
Imagine etc. comes under this category of
The company is one of the market
leader who is leader of smart phones
and dominant player in market.
Organisation utilise costing strategies
for different service categorise as
competitive cost, skimming cost etc.
Strategy of skimming is optimised
whereas costing costing is optimised
when the organisation seek equal
market competition.
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premium products. Their products are
mostly follow this premium strategy. The
company is considered as the status
symbol and produce more costly. This
always argued that service are so
expensive.
Place Apple adopts more aggressive strategy in
order to reach their premium consumer.
There are several channels which are being
utilised through Apple Inc. in order to
achieve their targetted consumer (Kennedy
and Parsons, 2014). The company has
come up with their own outlets which are
apple stores that render their services and
products. This has carrying out the trade
partners concept. The company collaborate
with those trade partners to manage the
channel of distribution This has
organisation believe that keeping trade
partner number lesser which can enhance
their channel's efficient. Such services are
then authorised retailer sending for
products apple. Though, the company has
e-commerce portals which have render
their products which has biggest sales
point of Apple. Though this has a major
drawback as Apple does not have their
stores in every site at global market. This
elements of marketing represents the
availability of services and products and
whether it is available for company or not.
Samsung has a great positioning and
availability of enterprise as this has
good relations retailer and leader will
utilise their retailer and leader. The
sales of corporate are only carrying
out the service dealer due to their
strategy. As organisation is more
popular and dealer which has
recognise whole Samsung dealer on
offline and online websites and
stores. It is main strength of Samsung
which are easily available on offline
and online along with their website.
There is no single distributor of
product selling of company.
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The organisation has been providing more
systematic and organised outlets for their
services and managing their distribution.
The organisation also provide their
services on online website and authorised
application. But this can be considered as
their major drawback as they does not have
more outlets and availability of their
services in entire market.
Promotion Understanding this concept, promotional
activities is the major focus which they
effectively utilise effective media tools and
techniques. The strategy of promotion of
Apple focus over the aggressive
advertising opting several channels such as
print media, TV, billboards, online ads etc.
This has always create more focus. Hence,
Apple focus over product launch, proper
marketing mix and social media tools as
their promotion in order to crate better
branding and recognition of organisation.
Promotion is significant component
that avail in gaining consumer
number and sales increment
(Katengeza, Okello and Jambo,
2011). In order to make engaging
potential consumer and brand
position, Samsung believes best
advertising form. Organisation
optimise distinct promotion tactics
for achieving effective consumer
experience along with buyer
persuasion for making decision of
purchase.
Product Apple is popular for their product
innovation in the entire world. They have
more revolutionised and creative products
that create their unique recognition of
enterprise. The company has diverged of
product-line Mac, iPod, iPad, Apple
Watch, Apple TV, Software etc. This is
recently available in the organisation's
Samsung company invest huge
revenue amount over development
and research for understanding the
market trends and consumer
preferences. Organisation deal wide
range of service within distinct
categories like home appliance,
mobile service, mercery and
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marketplace. information technology, AV/TV etc.
Firm has known for products and
service as per their wide service in
cost along with high technologies.
People There are more than 64% people who are
experience Apple products more than as
brand as company offer great experience
(Siricharoen, 2013). People of company
are provided high standard of living and
extra compensation. Also the people are
more groomed and organised when it
comes to professional and skilled
behaviour.
Company provide proper
representation of their worker. This
has more flexible and disciplined
working environment along with
proper appraisal and promotion
practices.
Physical
Evidence
Physical evidence can be defined as the
shape and appearance of business, services
and products perceived by consumer.
Apple has been managing their designs
and service in more structured format. The
staff has been assigned uniforms in their
stores. Their stores has been modified as
per new inventions of enterprise.
Working environment of Samsung is
more life-enhancing along with more
supporting and better working
environment.
Process Process can be defined as the delivering
and manufacturing process of enterprise.
This helps in carrying out the final service
and products within a company (Which are
the 7P's of Marketing?, 2016.). In order to
support the process, Apple run proper
analysis and market research. Also the
company provide and manufacture high
technology as well as provide new
Purchasing as well as supplying
procedure is more easy and
convenient. By, there are various
complainants are there in regard of
their functioning of phones,
organisation are performing for their
technologies development within
specific time period.
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invention which make the company unique
from other.
CONCLUSION
This can be conclude from the above report that Apple has good position in the
competitive industry but there are still various aspects which an organisation need to improve in
order to meet success.
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REFERENCES
Books and Journals
Siricharoen, W. V., 2013. Infographics: an approach of innovative communication tool for e-
entrepreneurship marketing. International Journal of E-Entrepreneurship and Innovation
(IJEEI). 4(2). pp.54-71.Joshi, M., 2012. Essentials of marketing. Bookboon.
Katengeza, S. P., Okello, J. J. and Jambo, N., 2011. Use of mobile phone technology in
agricultural marketing: The case of smallholder farmers in Malawi. International Journal
of ICT Research and Development in Africa (IJICTRDA). 2(2). pp.14-25.
Kennedy, A.M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Lamb, C. W., Hair, J. F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Online
Which are the 7P's of Marketing?. 2016. [Online]. Available through:
<http://www.marketing91.com/4-types-market-segmentation-segment/>.
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P4 Marketing plan
INTRODUCTION
A marketing plan can assist an organisation in achieving business objectives and
determined target in significant and most suitable manner. This can aid in enlarging sales
amount, meeting target, aware consumer, launching a new product, informing new features
within enterprise and many other purposes (Hamilton, 2011). Hence, in order to attain such
operation, an organisation require to frame a proper design of assembled activities for creating an
effective marketing plan.
MAIN BODY
Marketing plan accumulate various activities which is needed to implement within an
organisation in order to meet target. This include some specific stages or phase which is needed
for company to follow for creating an authentic plan. Here are mentioned few of those:
Executive Summary: Apple is one of the largest of American international technology
organisation that design, sells and develop consumer electronics, software along with other
online service. In this report, proper marketing is being developed undertaking the major
elements like budgeting, tactics, and environment analysis of enterprise.
Company Background: Apple is an prospering innovation company which has ignited
the individual revolution of computer in early of 1990s and reinvented the Macintosh which
become very popular among the entire telecom marketplace. Steve Jobs, CEO of Apple has taken
the enterprise so far which is now considered as the brand itself. Initially the enterprise was
incorporated by Ronald Wayne, Steve Wozniak and Steve Jobs in 1976.
Vision: The company vision is to provide more innovative and modified services and
products that can control and lead the entire generation toward a new future (Jones and Rowley,
2011).
Mission: Mission of enterprise is to provide consumer satisfaction and become one of
the largest telecommunication company.
Current Market Analysis: This is one of the major elements that helps in reducing the
barrier from company. Here is mentioned the SWOT analysis in order to evaluate current market
of APPLE:
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SWOT ANALYSIS OF APPLE
STRENGTHS WEAKNESS
 One of the largest company with more
than 10, 000 worker worldwide (Wirtz,
2012).
 Large number of dedicated and loyal
consumer.
 The company is popular for creating
more productive technology and
products.
 The company has invented iOS has
provided this which as lead company in
comparison to their competitors.
 Great and advanced technologies in
their service and products.
 This has less B2B presence in the
market and less catalogue and stores in
the internal market in comparison of
other enterprises.
 Apple ecosystem can be considered to
be more strict comparison of other
operator's ecosystem.
OPPORTUNITIES THREAT
 Innovations and strategic alliance in the
technologies.
 Apple is able to enter in the console
market in order to compete with XboX
One PS4.
 The company can transfer their media
products and computer spaces which
are not properly served.
 Huge competitors threat as other
organisations are also developing more
innovative and advanced technology
service.
 The Android ecosystem rise as created
major drawback for enterprise.
 The telecom company's market is more
dynamic as ell as cost has more
sensitive after the revolution of other
enterprise in market.
Tactics: The company will utilise integrated market communication tools and techniques
in order to achieve their desired marketplace and targetted audiences group (Pike, 2015.).
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Budget: Apple has determined to invest ¼ of their overall revenues on the marketing and
research of environment in order to achieve targetted outcome. In this report, they have set more
than $50m for the building and marketing plan execution as the budget.
CONCLUSION
This can be concluded from the above report that marketing functions is interlinked with
other function of business which helps Apple in achieving their business objectives in more
significant manner. A marketing plan can assist an organisation in achieving business objectives
and determined target in significant and most suitable manner.
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REFERENCES
Books and Journal
Hamilton, C., 2011. Cengage Advantage Books: Essentials of Public Speaking. Cengage
Learning.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
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