Unit 2 - Marketing Essentials: Strategy and Application Analysis

This report provides a comprehensive overview of marketing essentials, divided into two parts. The first part defines marketing concepts, explains the role of a marketing manager, analyzes marketing's influence on other departments, and assesses its overall value. It highlights the evolution of marketing from production-oriented to customer-centric approaches. The second part includes a briefing paper comparing Apple and Samsung's application of the 7Ps marketing mix, followed by a marketing plan outlining goals, objectives, tactical actions, and evaluation measures. The report emphasizes the importance of effective marketing strategies and internal communication for organizational growth.

2 – Marketing Essentials
Modification
1

2

Unit Number and Title Unit 2 – Marketing Essentials
Credit Value 15 Unit Level 4
Project Title Marketing Concepts and Internal Relations (Part 1)
Marketing Strategy and Application (Part 2)
3

Statement of Authenticity:
I certify that the work submitted for this unit is my own and the research sources are fully
acknowledged.
Learner Name: Date:
Table of Content
Assessment Part 1
1.0 Introduction p2
2.0 An overview of the different marketing processes p2
3.0 An Explanation of the role and responsibilities of a marketing
manager in the context of the organization p3
4.0 An analysis of how marketing influences and interrelates with
other functional departments of the organization p3
5.0 An analysis of the value and importance of the marketing role in
the context of the organization p4
6.0 Conclusions p5
References p5
4

1.0 Introduction
The marketing idea showed up after a progression of different directions that
showcasing organizations went through during the 20th Century. At first there was
manufacturing direction where a company centered upon the technique of assembling.
At that point there was a product orientation where a business is not just centered
around the creation measures yet in addition upon the quality and allure of a specific
item. At that point advertising organizations advanced to a selling or deals direction
whereby items will proactively be sold dependent on highlights as opposed to the
advantages to the individual client and their necessities. Consequently, the appearance
of a market orientation which supports our showcasing idea, where needs and demands
are fulfilled through the conveyance of significant worth to fulfilled clients. (Moorman
C.,1990) The following are a few meanings of the showcasing idea which exhibit the
broadness and extent of the term. “Implementation of the marketing concept [in the
1990’s] requires attention to three basic elements of the marketing concept. These are:
customer orientation; an organization to implement a customer orientation; long-range
customer and societal welfare.” (Cohen, 1991) The concept of marketing is a
5

philosophy. It makes the client and the fulfilment of their necessities the point of
convergence of all business activities. (Moorman C.,1990) It is driven by ranking
directors, enthusiastic about delighting their clients.
2.0 An overview of the different marketing processes
The marketing starts with the research directed by the advertiser. The advertiser
conducts exploration to discover the necessities of the clients. He attempts to
comprehend what client needs to purchase, when they are probably going to purchase,
in what amount they will purchase, what price they will actually want to pay, and so
forth. Based on this examination the item is designed. The advertiser additionally leads
exploration to discover for what reason the client is purchasing the item, regardless of
whether the item is purchased as a need or for style for instance, any sort of shoes will
be liked by the client to protect his feet, yet a branded pair is picked for style. As
indicated by the exploration report the advertiser plans the label, brand name, packing,
and so on. The examination of the item is additionally directed to choose the different
limited time procedures of media to promote the item.
3.0 An Explanation of the role and responsibilities of a
marketing manager in the context of the organization
A marketing manager is the center of deals authoritative. He occupies a place of great
importance. The obligations of a marketing manager differ widely from one company to
another, depending on the size and nature of business. A marketing manager needs to
anticipate the long reach sales activities. It includes choices with respect to area of
marketing, nature, and number of items to be delivered and the business strategy to be
adopted. (Lamb, 2012) Sales planning help in giving data of anticipated sales, incomes,
and costs. Marketing manager, alongside preparing departmental heads, is to anticipate
preparing new employees and continuing training as supplemental classes for the
current employees for giving data about activity of business, house policies, worker's
arrangement of pay and advantages, mechanics of making deals, credit, and collection
6

procedures and so forth. Control of sales activities involves a focal spot in the program
of marketing management. Direct contact with the sales reps gets backhanded by
correspondence. Control technique includes defining authority, timing his activities, and
so on. (Kotler and Armstrong, 2018)
4.0 An analysis of how marketing influences and
interrelates with other functional departments of the
organization
“Marketing is not only much broader than selling, but also not a specialized activity at
all. It encompasses the entire business. It is the whole business seen from the point of
view of the final result, that is, from the customer's point of view. Concern and
responsibility for marketing must therefore permeate all areas of the enterprise." (Peter
Drucker, 1966) What is significant, accordingly, is that the product addresses client’s
issues. Although the advertising capacity is typically done by a particular group of
people, promoting thinking should pervade the whole association. Building up a viable
advertising plan will require close connections with other practical zones of the
business. Branding implies giving an exceptional name to the product. Organizations
may choose to sell the item in organization's name, or they may choose an uncommon
brand name for their items. For instance, Coca-Cola, Samsung, etc. are utilizing
organization's name as brand names while WhatsApp, Instagram, and so on are
uncommon brand name chose by company. The brand name should be chosen
cautiously as the client's dependability relies on the brand name.
5.0 An analysis of the value and importance of the
marketing role in the context of the organization
7

There are numerous potential inward and outer impacts which shape and impact the
marketing objectives of a business. Likewise, with every one of the functional areas,
corporate goals are the main internal influence. An advertising objective ought not clash
with a corporate goal. The financial situation of the business (profitability, income,
liquidity) straightforwardly influences the extension and scale or advertising activities.
For an administrations business specifically, the quality and limit of the workforce is a
critical factor in influencing marketing objectives. An inspired and very much prepared
labor force can convey market-leading customer support and efficiency to make a
serious marketing advantage. Activities has a critical task to carry out in empowering the
business to compete on cost (proficiency/efficiency) and quality. (Moorman C.,1990)
Effective capacity management has an impact in deciding if a business can accomplish
its income goals. For example, a marketing orientated business is continually searching
for approaches to address client issues. A production-orientated culture may bring
about administration setting ridiculous or insignificant marketing destinations. The key
market elements are market size, development, and division. Changes in any of these
without a doubt impact showcasing goals. A market whose development eases back is
less inclined to help a target of critical income development or new product
development.
6.0 Conclusions
Taking everything into account, compelling marketing techniques and correspondence
are crucial for building connections between staff individuals and between levels of
employees, both on an expert and social level are fundamental for the development of
the organization. The academic discipline of marketing has center ways of thinking,
where promoting is viewed as either a way of thinking or as a capacity. Where
promoting is viewed as a way of thinking, the advertising idea is installed in
8

administration thought. With the elective view, where promoting is a capacity inside a
business, marketing is viewed as a division, similarly as bookkeeping or faculty.
References
 Micu D., Ifrim L., Daraban C., Purdescu C. (2012) Marketing and its relationship
with other business activities. (online) Available at:
http://www.sanandres.esc.edu.ar/secondary/marketing/page_14.htm. [Accessed 12
Mar. 2021].
 Lamb, C.W., Hair, J.F. and McDaniel, C.D. (2012). Essentials of marketing. Mason,
Ohio: South-Western Cengage Learning. [Accessed 12 Mar. 2021].
 Moorman C.(1990) The role of marketing (online)
https://doi.org/10.1177/00222429990634s117 [Accessed 12 Mar. 2021].
 Mahea T. (2014) The Role of Marketing in Organizations (online)
https://www.linkedin.com/pulse/20140915080650-84228363-the-role-of-marketing-
in-organizations-by-timothy-mahea[Accessed 12 Mar. 2021].
 Drucker, P.F. (1992). Managing for the future : the 1990s and beyond. New York:
Tuman Talley Books/Dutton.
Table of Content
Assessment Part 2
Section A: Briefing Paper p-p7
9

Comparing how two different organisations within the same
competitive market apply the various elements of the 7Ps marketing
mix p7
How the marketing mix is applied to achieve business objectives,
relating to the two chosen organisations p9
Section B: Marketing Plan p11
Marketing goals and objectives based on marketing mix
analysis/situation analysis p11
7Ps marketing plan p11
Tactical action plan p13
Measures for monitoring and evaluating progress p14
References p15
10

Section A: Briefing Paper
Comparing how two different organisations within the same
competitive market apply the various elements of the 7Ps
marketing mix
In this part I will dissect two distinct companies in the same industry on the 7Ps of
marketing mix. The companies that I picked are Apple and Samsung. Apple, Inc started
from the fellowship and shared interests of Steve Wozniak and Steve Jobs. The Two
worked together in the improvement of the "Apple I in the mid-1970s. The Apple I was a
stride in front of most PCs of the time including a utilization of a TV as a presentation
framework and a tape interface for recording programs.
Subsequent to acquiring financing for the improvement of Apple II, the Apple Computer
Company was formed in 1970.As the development of home PC use developed, Apple
developed with it. In 1980 the organization gave its first sale of stock of speculation
stock. Apple next presented the MacIntosh Computer in 1983 during the Super Bowl.
(Isaacson W.,2011) The PCs work area distributing highlights gave the establishment to
future developments that have gotten standard for the organization. Today Apple, Inc
has in excess of 147,000 workers. Apple reported monetary outcomes for its financial
2020 final quarter finished September 26, 2020. The Organization posted record
September quarter income of $64.7 billion and quarterly profit per diluted share of
$0.73. Global deals represented 59% of the quarter's income (Isaacson W.,2011).
 Product
The products that are best identified with Apple includes following: Mac
computers (iMac, Mac Mini, MacBook, MacPro, MacBook Air, and MacBook
11

Pro). iPod portable digital media players, iPhone smartphones, iPad tablets.
Apple Watch smartwatch, Apple TV, Operating systems (OS X and iOS), iTunes
(media player), Safari, iTunes Music Store, App Store (for Mac and iOS), iCloud.
 Price
Since 2007, iPhones and all smartphones have become progressively expensive,
yet given the flexibility that phones have accomplished in that period, it is anything
but an embellishment to say that the ascent in cost was normal. The most Premium
iPhones have a value range from $1200 to $1400.
 People
Some ensured Apple specialist organizations offer extra administrations past fixes
and parts, for example, for example, information move, information recuperation,
redesign administrations, and on location arrangement and establishment. Each
Mac, iPod, iPhone, and display comes with telephone technical support for 90 days
after your buy and a one-year restricted guarantee. The AppleCare Security Plan
expands your administration inclusion and gives you one-prevent administration and
backing from Apple specialists.
 Processes
Apple changes over new clients and gets their dependability through a corporate
accentuation on client support. Apple tries to draw in its objective market through
intense advertising occasions (like the MacWorld Expo) just as promoting symbolism
which acquires from contemporary modern art.
 Place
The Apple Consultants Network incorporates autonomous expert specialist co-ops
and innovation counseling firms that have some expertise in Apple and outsider
arrangements. Confirmed on Apple advancements, these suppliers follow through
on location innovation administrations and backing to home clients and
organizations, all things considered. Apple specialist organizations are affirmed
experts, who complete customary Apple preparing and evaluations, and offer fix
administrations, and restrictive admittance to authentic Apple parts. They are
12