Marketing Essentials Report

This report delves into the marketing essentials of Apple, covering the marketing mix, SWOT analysis, and a comprehensive marketing plan. It highlights the company's strategies to achieve its objectives and maintain its competitive edge in the technology sector.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
Covered in PPT.......................................................................................................................3
TASK 2............................................................................................................................................3
P3 Compare the ways in which different organisations apply marketing mix.......................3
TASK 3............................................................................................................................................5
P4 Produce and evaluate a basic marketing plan for an organization....................................5
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers to series of actions in which finally produced goods and services reach
at ultimate consumer with different marketing attributes. There are four important attributes
which help to marketers to allocate products and services that are product, price, place and
promotions. Marketing essentials include intended to satisfy consumers needs and wants so that
they become loyal consumers of organisation. There are three marketing essentials in
organisation which is Marketer and what is product and services sell in market. The last one
marketing essentials is target market of organisation in which it has been deal. This report study
upon organisation which is Apple is an American multinational brand name its headquarter is in
California, USA that design and formulate electronics, computer software and online services in
worldwide. This report elaborates about roles and responsibilities of marketing and relation with
other departments of marketing. Moreover it explains marketing mix that adopt by different
organisation and at last it explains marketing plan of organisation ways to operate and behave in
different ways. Marketing essentials include intended to satisfy consumers needs and wants so
that they become loyal consumers of organisation.
TASK1
Covered in PPT
TASK 2
P3 Compare the ways in which different organisations apply marketing mix
It refers to the actions and tactics that the company uses to promote its brand or product
in the market. The 4 p's make up the marketing mix such as product, place promotion and price
(Baker and Magnini, 2016).
Marketing mix Apple Samsung
Product Product mix refers to the total
number of product lines that a
company offers to its
customers. Product mix of
Product lines of Samsung
includes large range of
electronic products for each
income class such as

apple includes iPod, iPhone, I
watch. Software and services
are innovative, well designed
and researched products.
refrigerator, washing machines,
air conditioner, microwave and
dish washer (Blythe, 2012). In
product mix of Samsung the
mobile phones consist of
various models which helps
company to gain more market
and compete effectively
(Brassington and Pettitt, 2013).
Place Apple sells their products
through telco , apple stores, and
the apple website. These outlets
help apple to expand and
capture market targeting larger
customer base .
Samsung sell their products
through retail network . It has
the ability to quickly expand
and saturate the market
anywhere in the world. Further
they do not need much
resources to bring their phones
and tablets to markets and these
channels also help in future
distribution of Samsung
products.
Price Apple adopts price skimming
strategy means customers are
targeted who are less price
sensitive and wants to receive
benefits of new technology. It
allows more cash flows for the
company and conveys benefits
to other target segments (Dibb
and Simkin, 2013).
As because of presence in
different product categories,
Samsung uses various pricing
strategies such as price
skimming and competitive
pricing. It uses skimming price
for smart phones where it tries
to get high value for its
products before competitors
catch up. They uses competitive

pricing for products other than
smart phones which have high
competition in the market.
Promotion Apple is most aggressive in
terms of promotion. It started
with 4 TV commercials during
the lunch to flaunt the
innovative budget. The
company is focusing on
advertise their face time
features and recently launched
four more TV ads to make the
customers aware (Griffitts,
2016)
Samsung uses multiple forms of
promotion and believes in
pulling customers through
advertising to push product to
customers through sales
promotion. It also covers
various marketing vehicles
during festive seasons and
provide many offers and
discounts to trade partners to
motivate to sell Samsung
products above competition and
gain larger market.
People Apple frames its brand to the
rich and prosperous people and
who love innovative products.
Samsung position people who
select moderate level of
products and want several
features.
process Apple uses continues
improvement process so that it
gives best to their customers.
Samsung avails the
combination of many types of
activities and them combine
them.
Physical evidence In physical evidence consist of
services and features that
enchant towards products is that
largely capture large no. of
consumers.
Samsung have large stores and
good marketing scape that gives
good vibes to their customers.

TASK 3
P4 Produce and evaluate a basic marketing plan for an organization
Marketing plan is a comprehensive paper and a document that defines company's whole
marketing plan. It is a chain of plans that shows about how a company implements a new
marketing strategy in new and existing market, with allocation of resources. With objectives to
attain sales targets with large consumer acquisition. Changing environment and different
marketing tools change scenario of marketing plans that become concise in nature, made only for
few years. In marketing plans includes introduction and objectives of product and services, with
overview of market and target market of market. In marketing plan it also includes swot of
product and objectives of new initiative. With its brand strategy, promotional strategy with
budgets and actions includes (Lane, 2015). Hence it is a overall plan of market while taken a new
initiative into market.
About organization:
Apple is an American multinational company which deals in personal
computers,software and hardware with computer peripherals in organization. It was first personal
computer that known for its graphical user interface in market. Its headquarter is in California,
USA.
Vision and Mission statement:
The vision and mission statement of Apple based on organization's success that it is one
of most successful and valuable business in worldwide. The enterprise is a emblem of innovation
and enchanted design(Nguyen and Simkin, 2012). Which is its key strength area of its business.
Organization's vision and mission statement always inspires its employees to attain its objectives
and goals to become leading brand name in whole world.
Objectives of Apple:
company aimed to expand its 2/3 market share in forthcoming 3 months.
SWOT Analysis of Apple:
SWOT analysis denotes about the key strategies and competitive advantages that
organization used to become a leading brand name in technology sector. It identifies key
strengths, weaknesses, threats and opportunities in organization that influences organization's
position.
Strengths of Apple:

In key strengths of Apple includes:
Unique ability to design and develop proprietary tools and gadgets:
Apple has ability to design and develop its software and hardware that allows to company
to launch a new and innovative products that solution of needs of consumers problems. All
features with brand value enhance consumer base that produce in one ecosystem. It develops
competitive advantage that no one can imitate from Apple (Papasolomou and Melanthiou, 2012).
Powerful brand support:
Apple is most valuable and well known brand name which is spread all over world. It
earns great brand value due to its promotion and frequent innovative steps and reforms according
to their plan and consumer demand. So it enhance its brand value in whole world that enables to
generate revenue. Company have strength to highly innovative products in market with well
functioning products to provide great consumer experience and sound financial assistance from
customers.
Weaknesses:
There are many weaknesses that face by Apple:
Fierce competitors:
Although Apple is a leading brand in worldwide, but it also face threat of competitors
which build products that satisfy needs and wants of consumers in less price. It impacts on
revenue and consumer base of consumers. In its competitors includes dell,Samsung, lenovo,
nokia, HP etc..
Imitation:
Another important issue that face by Apple is that its competitors frequently imitates its
new technology, functions and other features that launch by Apple in relatively less price. That
harms market value of Apple and hinders its self interest.
Threats:
There are many threats before Apple:
Market penetration:
The main threat before Apple is market penetration that other companies take share of
Apple by imitating its features and technology (Pappas, 2017). Samsung, Nokia, Android and
Lenovo takes so much share of Apple that hinders its self interest.
Hurdles in Multinational operations:

Apple is a multinational brand name and access to worldwide. So it faces high operation
cost and taxation issues. That hinders its revenue generation power.
Opportunities:
There are many opportunities that give advantages to organization:
Technological advancement:
Apple attain competitive advantage by use advance technology to innovate and consumer
oriented goods and services that satisfy consumers needs and wants of large market share.
Growing market:
Market of today become competitive enough so it increase fierce competition among
companies. On other hand it increases market share to grab new opportunities for Apple.
Marketing Mix:
Marketing mix includes product, price, place and promotion (Pike, 2015).
Product:
In product strategy of Apple launches its new mobile series Which satisfies current needs
of consumers.
Price:
Apple uses price strategy that is price skimming in which it sets always higher prices for
rich class.
Place:
In sells its products strategy worldwide and through online also so that it reach to every
customer (Purvis, 2015).
Promotion:
Apple uses aggressive promotion strategy it 4tv commercials that telecast its ads during
face time.
Market strategy:
In Market strategy consist three factors in which includes:
Segmentation:
In segmentation includes the bifurcation of market according to needs and demands of
consumers on the basis of similar characteristics and interest of people.
Targeting:

In targeting consist of group of consumers on which specific marketing strategies should
be used because these are consumers on which strategies should be framed.
Positioning:
In positioning consist of strengths and weaknesses of organization besides that needs of
consumers in market and competitors strategy.
Market budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 7000 10000 12000 10000 10000
Investment 3000 18000 25000 35000 18000
Total 10000 28000 37000 45000 28000
Marketing outlay
Promotion 12000 4000 9000 10000 4000
sales publicity 4000 4000 4000 4000 4000
Direct selling 4000 15000 5000 4000 4000
Total 20000 23000 18000 18000 16000
Monitoring and control:

Apple managers have evaluate and control its all processing and helps in achieving its
goals and objectives (Rancati, Gordinind and Capatina, 2016).
CONCLUSION
From the above report it has been concluded that marketing plays a crucial role in
achieving objectives and goals of Apple. Marketing managers helps in achieve business
objectives by their knowledge and experiences. This report study about role of marketing with
functions of manager in achieving goals and objectives. Moreover it enables to Marketing mix of
apple and its competitors. In addition to it elaborates different functional departments with
relation of marketing department and also it explains marketing plan of Apple.

REFERENCES
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