Marketing Essentials at Apple Inc.: A Comprehensive Report

This report provides a comprehensive analysis of the marketing essentials at Apple Inc. It begins by outlining the roles and responsibilities within the marketing function, detailing how Apple Inc. structures its marketing department and the key elements that drive its success. The report then explores the marketing mix of Apple Inc., examining its product offerings, pricing strategies, distribution channels (place), and promotional activities. A comparison with Samsung's marketing mix is also included. Furthermore, the report delves into Apple's marketing plans, providing evidence-based insights into how the company approaches its marketing strategies. The report covers topics such as defining and managing brands, producing marketing materials, managing social media, and internal communication. It also examines the interrelationships between marketing and other functional areas within the company. The analysis covers the role of marketing in product development, market research, sales support, and event organization, offering a detailed understanding of Apple Inc.'s marketing approach.

Marketing Essentials at
Apple Inc.

TABLE OF CONTENTS
Marketing Essentials at
Apple Inc. 1
INTRODUCTION 1
Task 1 1
Lo1 1
P1 Roles and Responsibilities in the marketing function:..........................................................1
P2 Apple Inc roles and responsibilities:......................................................................................2
M1 The roles and responsibilities in the marketing:...................................................................4
M2 Interrelationships between marketing and other functional:................................................4
D1 Key elements of the marketing function :.............................................................................5
Task 2 6
Lo2 6
P3 Comparison between Apple Inc. and Samsung marketing Mix:............................................6
M3 Tactics applied to Apple Inc. and Samsung to:.....................................................................7
Task 3 9
Lo3 9
P4 Apple marketing planes- 9
M4 Evidence based marketing plans for Apple Inc.:................................................................10
CONCLUSION 10
REFERENCES 11
Books and Journals....................................................................................................................11

INTRODUCTION
Marketing is drivers of successful business. Marketing is activities and procedure of
supplying, maintaining, and increasing business at large. Essentials playing crucial role in any
enterprise. Business is without marketing is not running. In the Apple Inc. marketing essentials
played main role, the Apple Inc. designs and develops and sells customers electronics, computer
software and online service (Pooler, 2018). The company also involve hardware products like
iPhone, iPad tablet computer, the iPod media player, the Apple TV digital media, Apple watch
etc. Apple Inc. Provides many services to customers in online or offline.
Task 1
Lo1
P1 Roles and Responsibilities in the marketing function:
Marketing function that helps a company to identify the market research, market plans,
development the products, and producing the products in the marketplace. That functions provide
a facility to present products in the market.
Roles of marketing functions- The marketing department plays an important role in promoting
the business, its severs as face of the company, producing all material representing the business.
Customer can attract to marketing (Iacobucci,et.al, 2015). There are following roles in the
marketing:
 Defining and managing brand- In this involving defining what you are, what products
you present in market, what the product brand, what do you and how the company act.
This defines the experience with customers and partners how they interact with the
company.
 Producing marketing material to the marketplace- The marketing department create and
produce the products and material that describe and promotes the brands and services
which involve the company.
 Monitoring and managing all the social media- Marketing should manage and
monitoring the social media, the company should update their products details, brands,
offers in social media (Babin and Zikmund, 2015).

 Producing internal communication- Marketing is often responsible for employee
communication, employee needs to understand value of the company, marketing planes,
marketing through an online or offline.
Responsibilities in the marketing function- The marketing department is overall responsible for
growing and revenue the business. Marketing department is also increased the company
popularity. The following responsibilities of marketing functions:
 Strategies- The marketing department takes overall responsibilities of setting marketing
strategies in company.
 Marketing research- Marketing research is primal responsibilities of the selling sector.
Those identification helps to determine the marketing possibility and adopt a customer's
needs.
 Product transformation- In the product transformation the development team make
changes in product material and implement them. Also, analysing the range of products
depicts as a vital opportunity for the company.
 Communication- Marketing department communicate with customers and understand the
need of customers and provide services (Hamzah and Sutanto, 2016). They trying to
examine what specific need of customer and who can full-fill them.
 Sales supports- Sales department also modify their gross sales and develop their
company. The marketing department also present for selling goods and service to
customers and supplying products to market. Event- In the marketing department some organization organizing events, such as
seminars, conference or hospitality events. The marketing department also support the
outside events to customers can attend and they adopt the marketing facilities.
P2 Apple Inc. roles and responsibilities:
Apple Inc. is committed to driving the highest standard of social responsibility. The
Apple Inc. design the both software and hardware products they are works in new techniques.
The Apple Inc. marketing department present the new technology's software and hardware. And
they the Apple marketing strategies is depends on their employees, they communicate with
customers via online or offline.

Roles of marketing context of the Apple Inc.- In the Marketing department the Apple industry
played main role, the company have many resources for marketing. The following roles are
Apple Inc. in marketing functions:
 Managing brands- The Apple Inc. is very popular in now days, each and every person
know about the Apple Inc. The Apple company designed the latest technologies products,
the Apple company is famous in America so the customer already attracts their products
(Steenkamp, 2017).
 Producing marketing material to the marketplace- The Apple Inc. is promoted their
products very highly platforms, they advertising their products, they present their
products in offer price, the company have many strategies to attract the customers.
 Monitoring and managing all the social media- The Apple company always update their
products in social media, they provide offers in their products and they daily change their
contents on social media's. So the customer can easily attract to the company.
 Producing internal communication- Before launching the products the company has to
decide their marketing strategies, and the company employees understand the products
marketing values.
Responsibilities of the marketing context of Apple Inc.- The Apple Inc. has huge marketing
techniques who increase their business day-by-day. The Apple company has responsibility to
present a new technique, new idea's products which is good to using and working. The following
responsibilities:
 Strategies- Apple Inc. always apply new strategies in new products. The company takes
decision according to market demands. The company presents products those are very
good in quality and performance.
 Market research- Apple company before creating a product tends to research about the
existing products in the market to bring some sort of innovation. Apple never presents
their products in a way, which is similar to its competitors.
 Product development- Before products development company has to analyse all the range
of products, all the needs of customer, in where the customer satisfaction include.
 Communication- In Apple company the employees communicate with customers and find
what are actual needs and functions are customers want.

 Sales supports- The Apple company team who support their sales department, they also
manage all the resource in the sales department, the sales departments maintain all the
online of offline service.
 Events- The Apple Inc. organizing events who are beneficial for marketing, they are
present in events their marketing planes and improve them.
M1 The roles and responsibilities in the marketing:
The marketing environments is referring to component that affect a firm's quality to build
and maintain successful customer relationship. The responsibilities and roles of marketing
environment is to maintain all the functions of marketing and provide a goods and service
according to customer satisfaction. The marketing is depending on suppliers; the suppliers is
playing main roles in marketing. Suppliers who sale company products in market. The marketing
is process where the customer understands products and their service details purchase it. The
Apple Inc. maintain their marketing environment through the customer's reaction. They examine
all the market values and the market culture (Bahadir,et.al, 2015). The company additionally
presents products in the market. For example- iPhone have many features, and the phone
supports is system, that system not having any other phones, Apple Inc. always presents different
products and they are diff rents to other company’s products. Their products functionalities also
different to others companies. For other example- The Apple company have strategy which is
different to others and those strategies are determined that the company designed a unique
product which is using in any platforms.
M2 Interrelationships between marketing and other functional:
The close relationship between those two function is very important for enhancing the
performance of the organization. A friendly communication will result from the cooperation
between marketing and other function, those function full-fill the customer’s needs and increase
the organisation profits. Two those functions achieving goals. In the marketing each functions
have different role in organisation. The marketing functions concentrates on satisfying customer
and meeting their needs. The marketing functions are who develop, produce, delivered the
products to the customer or suppliers (Armstrong,et.al, 2015). Those functions are played main
role in marketing. In the Apple company's marketing functions played roles in different ways.

The company set a strategy about the marketing. The company using many resources for
marketing and they are increase company's growth. Resources are websites, emails,
advertisements, events, and shops. The Apple company's website are main resource of the
marketing. People are go on website and they placed order. Some people interact with company
via emails or shops. Some people directly purchase products form Apple stores.
D1 Key elements of the marketing function:
A marketing refers numbers of activities such as products design, developing, strategies,
advertising and other. These just activities which have to be done in the process of marketing.
There are such also the important elements of marketing which are very essential for successful
business. There are following five elements:
1. People- The people are directly connected to the market. And they know about the market
and their products information. The Apple Inc. employee played crucial role in company
because they one who provide the service to customers. Product- Products refers that
what products are made in organization. Every organization makes the best qualities
products and delivers to customers and suppliers, if the products having faults the
organization improve them.
2. Process- The process refers to functionality of organization how they work and what
kinds of products are established in the organization. The Apple company process is
totally different from other companies. They make products very carefully and gracefully.
3. Promotion- Promotion is very impotent factor of marketing as it can be assist brand
remembering and sales.
4. Place- The placement is very important part of the marketing; the products must place on
the correct destination.
Task 2
Lo2
P3 Comparison between Apple Inc. and Samsung marketing Mix:
Apple Inc. Marketing Mix- Apple analyses the organization which include the marketing
4ps (product, price, place, promotion) and those defines Apple market strategies, those are:

Product- The Apple Inc. introduced for its brand and success in the world. The Apple always
present with the new technologies with new digital products. Some of its popular products are
market mix-
 Mac- The Mac is normally premier products of Apple Inc. the Mac established by Steve
job in 1985, this is a first personal computer mad for mass that handled GUI (Suarez,et.al,
2016). Some products are recently in the market are: Mac pro, iMac, Mac book Air etc.
 IPhone- The Apple was the first company who present smart phones. It was broadly the
mix of the latest technologies phones and iPod.
 ipod- It is a portable digital music player.
 Apple watch- The apple watch we can carry out in anywhere.
Price- Apple Inc. products are not need to target large scale of area and society. Apple is always
known for its success and their great innovation techniques. Then Apple Inc. adopts the policy of
premium pricing.
Place- The Apple having many channels that are used for to target the end consumer of Apple
Inc. The Apple have many stores where they could sell their creation.
Promotion- The organisation defines the most of promotional activities to sales their products.
the company gives advertisement into the social media's and the television. They present the
banner of the apple's products. Those are techniques apple present during promotion.
Samsung Marketing Mix: it's also determine company which covers 4ps. Those are
following:
Product- The company establish the best products and delivers to the customer. Samsung
the company present top range of products in different categorises. The features of the products
are more attractable or latest according to previous model. Those products are:
 Mobile devices- smart phones are like Samsung PHONES, Tablets, other phones
accessories.
 Samsung home widget- refrigerator, laundry machine, cookery appliance, air-
conditioners.
 Samsung TV- big LED TV or big LCD TV

 Information technology- monitor and printer. Storage device- SSD portable.
Price- The Samsung is market leader in smart phones. It uses two pricing skills first is
Skimming Price and the second is competitive price. In the Skim price the Samsung adopts those
price policies. When the company established product with separate variant of holding
capability. Its price products higher. When the challenger established the products the Samsung
doing lower the price.
Place- Samsung marketing is directly supply their products to customers. Only the
suppliers are eligible for the sale.
Promotion- It is the strong face of marketing. Samsung considers the advertisement is
the best techniques of the selling goods. Samsung always adopts the strategy to promote using
newspaper and social media.
 People: People are considered as important part who lead to make innovative products
and services for customers. Apple Inc. company used to provide training and
development facility to employees so that they make more innovative products and
services for customers. this lead to help in gaining competitive advantage for the firm. for
an organisation it is important to hire skilled employees who can deal with clients in an
effective manner this would lead to enhance satisfaction level of customers.
 Process: The delivery of services is basically done at the time when customer present.
Therefore, the way once the service is deliver is important part for the customer pay. It is
important for company that they follow systematic process which help in delivering
products and services to customers on right time at right place. This lead to impact the
satisfaction level of customers. To have a goo process in place lead to make sure that
repeatedly deliver the same standard of services to customers, save time and money
through increasing efficiency.
 Physical evidence: Almost all services included few physical evidences even at the time
when bulk of thing related to consumer who are paying for tangible services. It is
important that company should make its physical store enough attractive which make
customer to stay for longer time. Apart from this it can be stated that company can focus

on improving its furniture’s and provide facility so that customer feel good in their retail
store.
M3 Tactics applied to Apple Inc. and Samsung to:
Apple Inc. Tactics- Apple Inc. is the one of company, who had all but everything the
company puts out succeed. Apple Inc. define most of the fans are standing front of the
showrooms just to get the first see the new Samsung technology the minutes its released
throughout social media. There are following tactic's that are being adopted by Apple:
 Rethink the Need for Advertising- The Apple define completely different strategies.
Those are Product placement and the buzz create by optimistic reviews in media. The
Apple always present their advertisement in new ways. They always rethink about the
advertisement and they think how they different to others.
 Avoid price wars- Apple always present the higher prices products. Those products are
not compatible to other products. Apple focus on the entire products and it shows. The
Apple is like God of technology product in a retail store design that look more like a
showroom. Samsung paying their premium customers are.the customer know they
invest their money on right place.
 Support products and marketing simple- Apple understands that technology customer
often get overcome and create a confusion in market mix. Apple helps to reduce their
customer confusion by simplifying their web and sales copy (Kotler, 2015).
 Knowledge of Customers and talk to them in their language- Apple doest not mention
their product specification and technological information. Many pages on the Apple site
does not define the things. Apple very well known to talk the customers and what
language feel the goods to the customer.
 Design to experience - Company fans are upload their video for their experience about
the Apple. The customer also goes there store and ask genius questions who work there.
Customers can gain the better experience with Apple.
Samsung Tactics- The Samsung is the largest digital company and most popular brands
are now days. The company is now a great technological company; they include their strategies
which effect on their company -

 Placing market strategy- The company uses digital market industry. The shopkeepers are
introduced the technological bound and include in their company, because of the
company has famous brand and Samsung also serve as an alternate for the consumers.
 Promotion of The 4ps – The company does not adopt strategy like other company's
advertisement. The Samsung advertisement is unique and attractable.
 Sponsorship – The company sever its productivity with other company and they also
manage their sponsorship to the other brands or other country.
Task 3
Lo3
P4 Apple marketing planes-
In 1976 the multinational organization present the industry of the digital devices, phones,
digital laptops and electronics market customer electronics. That was introduced Apple Industry.
The main achievement of the organization is to increase its production globally for
telecommunication, personalized computer and technologies oriented products. The Apple have
various plans for marketing:
Apple SWOT Analysis-
Capability-The company finer or better effect of the organization sales and goods
progressive technology can be used. And the improvement sector same investigation department
are powerful sufficient work.
Apple weakness- The company look upon the lunch of the service and the product
kind of concentration on the improvement of the goods. Generally, the value of the company is
becoming week in the business sectors because of its small production.
Threat- Strong competitors is faced by the company specially in the product of
the laptop. The organization may affect its repute by increase its different cost level.
Apple main strategies-
Penetration- The organization is expanding by increasing its store in other country.
Explore the production in other country.
Market Development- Improvement implemented by the organization in order to
attend the attention of customer and approaches the employees with better skills form handwork.

Diversification strategy – Different plan of action are enforced by organization.
But for the elaboration of the organization they are reserved to fresh strategy.
Apple marketing mix-
Product- The company keep improving and present increased products like iPod,
Apple TV, iPhone, IOS.
Price- The company present different price products. The prices mostly reached to
certain level in the market but not necessary for maintain economic position.
Promotion- Organization mainly its introduced for itS publicity. Done by selling
promotion by digital media.
Place- The organization done its enlargement in many country Asia, Europe,
Africa, America, south Africa. Apple has many stores in whole world.
M4 Evidence based marketing plans for Apple Inc.:
The evidence marketing is useful for any marketing strategies. The Apple Inc. sometimes
apply those marketing planes. The evidence marketing is based on real marketing. The real
example of evidence marketing is can apply for creating, sales and marketing teams reached their
goals (Bettencourt,et.al, 2014). The evidence marketing applied to real worlds marketing. Mainly
the organizations applied those type of marketing. In the starting Apple also mainly applying
those marketing strategies but it’s not more than work.
CONCLUSION
From the above investigation this is concluded that what are the roles played marketing
essentials in business, without marketing the business never increase. In the context of Apple Inc.
are using marketing in different ways. From the above report, it has been concluded that Apple
applied marketing strategies, plans, and responsibilities of the business. At last, this report
concluded that Apple also use evidence based marketing which is centred on real world.