Marketing Essentials at Apple Inc. Report - Business Strategies

This report provides a comprehensive analysis of Apple Inc.'s marketing strategies, focusing on the role of marketing and its integration with various functional units such as operations, finance, human resources, IT, and customer service. The report explores the significance of marketing in achieving desired business outcomes, emphasizing research, product demand, and customer satisfaction. Task 2 delves into how Apple Inc. and Samsung apply the marketing mix (7Ps) within their marketing planning processes to accomplish business objectives. The report examines Apple's product lines, distribution channels, pricing strategies, promotional activities, physical evidence, processes, and people, as well as Samsung's marketing mix. The report also includes a basic marketing plan for Apple Inc., highlighting key elements such as product, place, price, promotion, physical evidence, process, and people.

MARKETING ESSENTIALS
AT APPLE INC.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
LO 1 Role of marketing and how it is related with functional units......................................1
TASK 2............................................................................................................................................4
P3. Ways in which Apple Inc and Samsung apply marketing mix to the marketing planning
process to achieve business objectives...................................................................................4
TASK 3............................................................................................................................................6
P4. Basic marketing plan for Apple Inc.................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is an important function that is related with different activities of the business
to attain desired results and outcomes. In this consideration, different activities have been
promoted by the marketing manager which helps to increase productivity and performance in a
systematic manner (Fan, Lau and Zhao, 2015). In this consideration, present report is based on
Apple which is one of the largest electronic businesses in UK. They are providing several kinds
of products in qualitative category that increasing profits and revenue in the business.
Furthermore, in respect to gain insight information present report analysis the company through
they can accomplish desired results.
TASK 1
LO 1 Role of marketing and how it is related with functional units
Marketing is the core element of each business. This is because, there are several aspects
exist that relate with other functional areas of the business. In this consideration, Apple company
also pursuing marketing which assists to accomplish their desired results in proper way. In other
world, it is also defines as the business philosophy that to considered final results in systematic
manner. Marketing manager has also responsibility to concern different areas which assists to
accomplish effective results in the enterprise. In respect to this, it is important to focus on the
products' demand and requirement. In this consideration, following are marketing roles explained
with different functional units:
 Operation management/ production: In respect to make effective consideration in
production department, marketing considered several activities. In this regard, in Apple
marketing consist role through adequate research activities performed with closely
activities. In this aspect, activities are planned to satisfy current and future demand of
people. In addition to this, it is important to check availability of production unit which
impact positively on the business consideration (Babin and Zikmund, 2015). Therefore, it
helps to make proper concentration on the department activities by marketing. In addition
to this, production considered in systematic manner to develop creative activities that
assists to make more specific outcomes that ascertained more profits and revenue at
workplace of the chosen business. Beside this, marketing also play role in this function
unit is that they assess item which manufactured as per the customer requirements. In this
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way, quality and design specifications laid down to work on customer perspective.
Marketing manager could also assess that volume that are ordered by customers schedule
effectively or not. Hence, delivery activities also focused by the manager to ascertain
creativity at workplace. In addition to this, marketing department also set deadlines which
could be stretch in the production department. Marketers also wishes to get products and
services as per the market requirement which helps to focus on the competitive
advantages that are attained in proper and effective manner. They are also test the product
through launching it in small amount. Hence, defective activities and items are developed
to meet with health and safety requirement (Fan, Lau and Zhao, 2015).
 Finance department: Marketing role also considered effective results in the finance
department. This is because, it helps to work closely with the finance department that
ensure several aspects in the business unit. There is an adequate budget needed to
marketing of the Apple products in the different areas of UK. Therefore, marketing play
role to conduct research, promotion and distribution to ascertain effective functioning in
the business. In addition to this, in the finance department, there is whole enterprise
considered operations with financial capabilities that increases its effectiveness in
systematic manner. Further, in the department work done with allocated budget that is
essential component to make profitable activities with marketing opportunities.
Marketing department also concentrate on the sales volume and increasing marketing
share. Therefore, it considered different activities that help to focus on the cash flow
which covers cost and paying back for the investment. Quickly responses also made in
the business which assists to capture the large market area in systematic manner.
Therefore, it is important to focus on the different activities of the finance department
that is related with marketing.
 Human resource department: In addition to this, in the human resource department it is
important to closely make relations with appropriate skills and staffing level at a
particular place. Therefore, marketing manager need to conduct research and
development program for new products ideas that are existed in the market. In this
consideration, different activities has been developed by Apple in their operations and
functions. Marketing also consist role to make effective member team so that they can
achieve their aims and goals in systematic manner. In this regard, new activities are
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design to ensure that effectiveness will be increasing to build up level of staff at
workplace. Along with this, marketing play role to recruit new people in the business so
that creative performance will be developed in proper consideration. In this
consideration, it is important to look towards the HRM department which provide
recruitment and training demand in all over the organisation. Hence, marketing helps to
maintain balance between different activities of the HRM with other aspects. Beside this,
as a marketing manager, it is essential to look towards the HR department which assists
to considered scope of the job as per the person profile and job description. Marketing
manager also helps to considered advertisement towards organise and perform induction
programme at workplace.
 IT department: Information technology is also important activity of every business.
Therefore, marketing also consist their part in it to get successful results and outcomes at
workplace. In this consideration, there are different activities performed by the Apple that
are related with IT department. For example, computer software, information technology,
computer hardware, etc. Different programs of IT systems helps to concentrate on the
effective system that adopted to perform several individual activities at workplace. In this
consideration, marketing manager can kept useful information on computer system so
that data could be safe that also used in future activities. In addition to this, marketing
manager also making important information that assists to considered effective results on
the website and develop systematic results at workplace. In addition to this, website
contain electronic object that placed on the internet to focus on the creative perspective of
the business (Babin and Zikmund, 2015). Therefore, customers could easily make their
interaction with products and services that they want from Apple. In addition to this,
information technology also underpins and support the basic computer relation which
investigate to perform several operations at workplace. In the extra-net and intra-net
several activities promoted to extend the effective results at workplace. Hence, IT is also
major function that promoted by the business to perform several operations in systematic
manner.
 Customer service provision: Customer service provision is also important perspective in
business which interrelated with marketing. In the exchange process, customer
satisfaction considered with marketing concept of Apple. It takes several kinds of needs
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of buyers as the central driver. Customer service function is also revolved with several
activities that are designed and facilitate in the exchange process. In this consideration,
manager of Apple need to make sure that customers are satisfied with performing
different consideration in the business environment. Beside this, time is major concern on
which marketing manager need to look to attain creative perspective at workplace
(Jhalegar, Sharma and Singh, 2015). In this way, several activities has been promoted to
develop more effective results in the chosen business. Customer service also supported to
production department which assists to work and promote to process the data. As per the
activities, customer service provision are promoted in the market.
TASK 2
P3. Ways in which Apple Inc and Samsung apply marketing mix to the marketing planning
process to achieve business objectives
To develop effective results, Apple Inc. considered effective marketing mix. In this way,
several activities of the business are related with market conditions. With this regard, analysis of
the company develops and provides insight information to address the market conditions.
Further, business also considered as competitive to expand globally their functions and
operations (Fan, Lau and Zhao, 2015). In the marketing mix of Apple, there are several elements
included to successfully promote and sold from variety of channels. It includes the following
elements:
 Products: Apple Inc. considered different types of products and services that help to
continuously expand the market and increases profitability at workplace as well. In
addition to this, there are also several kinds of product lines considered by company
which enhance the effectiveness. For example, Mac, Apple watch, Software, Apple TV,
iPhone, iPod, iPad, etc. These kinds of products and services are currently available in the
market and company is diversifying their business for development as well. In this
strategy, company can increase collaboration through addressing variety of sources
(Payne, 2017).
 Place: Marketing mix of Apple also includes distribution approach which is taking
advantages from several kinds of distribution channels. It includes degree of the
exclusive limit market. There are different areas where Apple is operating their activities
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such as Apple stores, authorized retailers, telecom companies, online apple stores, etc.
Apple store is the most useful place where items are considered in visible perspective
(Hisrich and Ramadani, 2017). There are different websites also exist that is useful to sell
products through websites such as Amazon, eBay, etc.
 Price: In this way, marketing activities of company are designed to attract customers with
effective pricing. Company always focus on the premium pricing method. In this way,
prices are represented to meet the customer’s expectations. In Apple, high price helps to
attract smaller market share that composed to attract middle and upper class people.
 Promotion: In Apple, marketing mix also considered promotional activities through
products and services promoted in the market. In the chosen company, there are several
tools exist that help to promote products and services in the market. For example,
advertisement, personal selling, sales promotion and public relations (Abushaeva,
Kovaleva and Rakhimov, 2015). Advertisement could be considered through online,
website and technological new sites. In respect to develop effective information on
products, company could also develop their activities.
 Physical evidence: In Apple, company attracts higher class people and give them total
delight. On the business website, a very smooth functioning is considered which helps to
attract premium customers with fewer words. Therefore, it assists to develop effective
results in the market (Roberto Carrizo and Ponzi, 2014).
 Process: In all over the world market, the company determines their effective process to
know about the simplicity of the products and services in the market. In this
consideration, products are developed across the world in a factory.
 People: Employees of Apple determine high level of college and institute to paid and
invest high amount of money to work along with other benefits. Therefore, Apple stores
considered supportive and face to face interaction to deliver creative results to each
customers (Girmay, Menza and Abebe, 2014).
Samsung 7ps
Beside Apple, Samsung also considered their effective marketing mix which is explained
as below:
 Product: To consider several benefits, Samsung provides different types of products and
services through which they are able to attract customers in the business. For example,
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Tablets, Mobile Phone, Cameras, Washing Machine, etc. Main benefits of the present
company is that customers are highly trust on these products because company operating
from several years.
 Price: To adopt the pricing method, Samsung opts skimming and competitive pricing.
Samsung adopts skimming pricing on smart phone because of USP features.
Furthermore, on other home ware products the company opt competitive pricing (Garratt,
Breeze and Potts, 2014).
 Place: Samsung opts their operations and functions from several channels such as
dealers. In addition to this, there are large retailers take part with online distribution to
provide effective results in the business environment.
 Promotion: To consider promotional activities, there are several aspects that have been
considered by the manager. In this way, company opts push and pull strategy through
which they are able to distribute their products in the market (CHAND, GULERIA and
KASHYAP, 2017).
 Process: In order to adopt the process, the company adopt process which helps to attract
people in the business in a systematic manner.
 People: There are several employees work to make high growth in the business and
attract several customers at workplace. For example, sales people, retailer, distributors,
etc.
 Physical evidence: In order to attract several customers, Samsung adopted physical
evidence which helps to focus on the creative aspects that are increasing benefits to work
among several people (Ma and Abdulai, 2015).
TASK 3
P4. Basic marketing plan for Apple Inc.
In respect to accomplish desired results in the business, it is essential to focus on the
basic elements of the marketing plan. In this consideration, manager of Apple need to implement
several activities which assists to accomplish desired results through ascertain programme. In the
business plan, there are a lot information required to attain systematic work performance so that
it is important to get right elements to accomplish it.
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 Executive summary: In respect to attain effective results, Apple adopting premium
pricing through high standard people could be attracted at workplace. It is the systematic
way in which aims and objectives will be accomplish in desired manner (Kim, 2016).
 Current market analysis: In respect to attract several customers, Apple considered
current market analysis through they assess market demand and trends towards the
products. In this way, they design their products to attract customers.
 Competition: Further, there are several competitors exist in the market that impact on the
current products and services. In this way, the chosen business need to identify existing
market competition through implement innovative results (Ma and Abdulai, 2016).
Samsung is the biggest competitor recently that provides several features to make
innovations.
 STP: In respect to segment the customer market, Apple adopted demographic element in
which income based people are attracted at workplace. In addition to this, in order to
target people same method used to determine effective elements at workplace. To make
position, the company develop their effective position to attract several people at
workplace.
 Marketing goals: Main aim of the chosen business is to attract new customers to
increase their sales. Therefore, the company continuously adding new features and focus
on the target group that enhances profitability and outcomes in systematic manner.
 Pricing strategy: With the help of premium pricing method, Apple enterprise target their
customers. Therefore, they are able to make innovative results in the enterprise to
increase their sales (Babin and Zikmund, 2015).
 Distribution strategy: Through online and offline both kinds of strategies, Apple
provide their products in several areas. In this way, they can develop their creativity to
considered different features.
 Promotion strategy: Advertisement on social media sites helps to attract several people
in the business unit so that company can attain their high profits and revenue easily. In
addition to this, it is also useful to make innovative perception in the business (Stern,
2017).
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CONCLUSION
From the above report, it can be concluded that Apple is the one of the large sector in
respect to increase sales and revenue in term of electronic products selling. In this consideration,
in the market, there are several competitors exist that provide same products and services as that
of Apple. For example, Samsung which is one of the major sector in term of selling home ware
and electronic products.
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REFERENCES
Books and Journals
Abushaeva, M.E., Kovaleva, E. and Rakhimov, T.R., 2015. Application of consumer concept in
the Apple Company. Journal of Economics and Social Sciences, (6), p.4.
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
CHAND, H., GULERIA, C. and KASHYAP, R., 2017. Resource use efficiency and marketing
analysis of apple crop in Shimla district of Himachal Pradesh. International Journal of
Farm Sciences, 7(1), pp.154-159.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence
through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
Garratt, M.P., Breeze, T.D. and Potts, S.G., 2014. Avoiding a bad apple: Insect pollination
enhances fruit quality and economic value. Agriculture, ecosystems & environment, 184,
pp.34-40.
Girmay, G., Menza, M. and Abebe, T., 2014. Empirical study on apple production, marketing
and its contribution to household income in Chencha district of southern Ethiopia.
Scholarly Journal of Agricultural Science, 4(3), pp.166-175.
Hisrich, R.D. and Ramadani, V., 2017. Entrepreneurial Marketing Mix. In Effective
Entrepreneurial Management (pp. 75-99). Springer, Cham.
Jhalegar, M.J., Sharma, R.R. and Singh, D., 2015. In vitro and in vivo activity of essential oils
against major postharvest pathogens of Kinnow (Citrus nobilis× C. deliciosa) mandarin.
Journal of food science and technology, 52(4), pp.2229-2237.
Kim, K.K. ed., 2016. Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and
Marketing?: Proceedings of the 2015 Academy of Marketing Science (AMS) Annual
Conference. Springer.
Ma, W. and Abdulai, A., 2015. Linking apple farmers to markets: Determinants and impacts of
marketing contracts in China. In Selected Paper prepared for presentation at the 2015
Agricultural & Applied Economics Association and Western Agricultural Economics
Association Annual Meeting, San Francisco, CA, July (pp. 26-28).
Ma, W. and Abdulai, A., 2016. Linking apple farmers to markets: Determinants and impacts of
marketing contracts in China. China Agricultural Economic Review, 8(1), pp.2-21.
Payne, B., 2017. Brand Positioning and its Usefulness for Brand Management: the Case of Apple
Inc. Newcastle Business School Student Journal, 1(1), pp.51-57.
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Roberto Carrizo, F. and Ponzi, M., 2014. Antibacterial activity of lime (Citrus x aurantifolia)
essential oil against Listeria monocytogenes in tyndallised apple juice. Revista de la
Sociedad Venezolana de Microbiología, 34(1).
Stern, R.H., 2017. FTC and Apple Sue Qualcomm for Cell Phone Standardization Skullduggery:
Part 1. IEEE Micro, 37(2), pp.81-89.
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