Marketing Essentials Report: Apple, Samsung, and Marketing Mix

This report delves into the core principles of marketing essentials, examining the roles and responsibilities of a marketing manager, particularly within the context of Apple. It explores the marketing process, including production, product, selling, marketing, and societal concepts, and how these elements contribute to a company's success. The report further analyzes the relationship between marketing and other functional units within a company, such as finance, production, and HR, highlighting the importance of integrated strategies. A key focus is the comparison of marketing mix techniques employed by Apple and Samsung, evaluating their approaches to product, price, place, and promotion. The report culminates in the production and evaluation of a basic marketing plan for Apple, synthesizing the insights gained throughout the analysis and offering strategic recommendations for future growth.

Unit 2 Marketing
Essentials
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TABLE OF CONTENTS
INTRODUCION..............................................................................................................................3
LO1..................................................................................................................................................3
P1 Roles and key responsibilities of marketing manager function..............................................3
P2 Roles and responsibilities of marketing relation with wider company context......................5
LO2..................................................................................................................................................7
P3 Comparison between marketing mix techniques used by Apple and Samsung.....................7
LO3................................................................................................................................................10
P4 Produce and evaluation of basic marketing plan for Apple.................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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1 INTRODUCION
Marketing essentials are widely essential for higher divergent diversity among working
scenarios within business horizons, for gaining competitive diversity within operational goals
efficacy and larger efficacy paradigms. The marketing function has been also analysed as one of
the most essential larger growth goals developed determinants on which, there are varied
efficacy aspects developed on for bringing higher grown goals for revenue and goodwill
development. Apple is one of the best brand having wide range of products and services among
commercial level expanded in various parts of world, report will be analysing marketing by
Apple which has made it one of the best brand within global perspectives. The report will be
analysing roles and responsibilities of marketing role and its essential role correlated with
various functional departments within world. Report will be further working on bringing
discussion of marketing mix factors and comparative analysis within competitive industry
operational metrics. The study will be also analysing work growth domains of higher innovation
for developing marketing business plan, which enhances corporate culture goals widely and to
bring on best targets (Patil. and Bach, 2017)
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Roles and key responsibilities of marketing manager function
Marketing manager is responsible for promoting products and services or business to
range of customers in order to enhance overall sales volume and profitability of firm. So, it plays
an fundamental role in driving growth and success of business by attracting new and new
customers within firm.
Five elements of marketing process
Production concept: It is element of marketing process which stated that customers are always
interested to purchase products and services that are available in good quantity and at
inexpensive rates. Company by brining economic of scale or making more production can
deliver maximum services to range of customers. Like Apple have several mobile phones or
electronic devices that can be easily purchased by wide range of customers.
Product concept: This element focus on products must have high value, innovative or better
quality so that customer needs can be fulfilled. Therefore, products and services of apple are high
value that helps in adding more and more customers in the firm around the year.
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Selling concept: In recent scenario, most of the people are attracted to make purchase through
promotional techniques or method that are used by company (Tronvoll, Barile and Caputo,
2018). They review products or services that are mostly preferred by customers such as mouth
publicity used by Apple has helped in adding new individuals.
Marketing concept: It is concept or element in which marketing manager target specific group
of individuals to delivered products and services of company. Like Apple marketing manager
have targeted high income group of individuals to enhance its overall sales volume and attain
goals.
Societal concept: It focus or emphasis on satisfying needs and requirements of customers
therefore marketing manager of Apple through continuously innovating is products is able to
make customers happy and satisfied (McDonald and Wilson, 2016). It have always emphasising
in fulfilling needs of people so that company can retained and maintained differentiate
positioning in international market.
Apple manager have make sure that company is communicating right message to people
that are living in society so that it can retain and attract new customers in the organisation
(Chaffey, 2019). Different roles and responsibilities played by marketing manager of Apple so
that company can attain its specific objectives is explained below:
Marketing manager role is to conduct market research: The first and foremost role that is
played by Apple marketing manager is conducting survey or market research in order to know
about existing taste and preference of customers. In order to plan effective strategies or action
that could motivate employees to be part of firm for satisfaction of their respective requirements.
Apple marketing manager by clearing understanding change and trends in external environment
or expectancy of customers is able to innovate its products and services thereby helped company
in gaining competitive advantages.
Marketing manager play role of customer’s relationship management: Marketing manager
does not only attract customers but also take several steps so that it can remain within
organisation for longer time frame. Apple marketing manager is champion of managing and
maintaining strong relationship with diverse range of people that helps in increasing profitability
and market share of organisation (Thabit and Raewf, 2018). Marketing manager through
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understanding needs, unsatisfied wants of customers and finding alternative to resolve them is
able to retained loyal customers in the firm.
Identifying new business opportunities: Another main roles and responsibility of marketing
manager is to identify new opportunities that are available in external environment. Apple
marketing manager through using several sources like social media, survey or by taking feedback
from customers is able to gather data related to existing trends in recent market. Thus it by
studying purchasing patterns of customers has forecast future sales and planned strategies that
could helps in fulfilling their respective requirements.
Developing marketing strategies and plan: It is also responsible for deciding best marketing
strategies that could be used by company to induce maximum number of individuals within
organisation. Apple marketing manager has developed strategies like make use of LOGO, mouth
publicity and brand image to promote growth and expansion of firm in international market.
Marketing manager is also responsible for preparing plan and overall budget of marketing so that
necessary fund or resources can be arranged to achieve specific goals (Keegan, 2017).
Roles and responsibilities of marketing relation with wider company context
There are various aspects of marketing relation with wider company functions context for
enhanced working operational metrics for enhanced worming parameters , higher keen
innovation among business culture and to be evolved on new metrics within business efficacy
paradigms. Role and responsibilities within marketing department has high role to play an
enhanced working experience among larger goals actively and also for creating work growth
developed smarter new synergy. Apple actively focuses on best marketing strategies within
digital media and platforms round the globe for commercial growth efficacy and operational
metrics, for gaining larger domains efficacy and also for promoting new scale growth among
business goals widel (Hänninen and Karjaluoto, 2017) Relationships between various functional
units such as finance and production enables us to essentially analyse importance of financial
investments to enhance technology structure goals. The relation between marketing and
promotion enables to identify new digital platforms strategies to develop higher informative
goodwill, new keen targets at frame and also to keep functional innovation at frame.
Apple focuses on marketing for its products and services within new developed arena and
larger functional diversity horizons for keeping up informative goal diversity, also to develop
longer scale growth on operational metrics within varied horizons for generating larger
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competitive domains. It can be analysed that marketing role is highly correlated with business
context and functional scenarios of HR functions, where employees are given high grade training
for innovative diversity within skills and for enhanced strength within varied domains for
creative developed working efficacy. It can be also analysed that Apple as one of the widely
growing competent brand within digital media has been competitively focusing on long term
goodwill horizons, for up scaling its operational metrics and to be developed among larger
aspects ((Wang. and Kim,2017).
The marketing role functional approach has been also correlated with production
departments role where Apple aims to bring on best technical products and services, among
working scenarios for keeping up larger scale productive efficacy and new competitive diversity
within varied paradigms. The production ethics are focused on using latest machinery and new
scale functional diversity within wider goals and active best marketing parameters, for bringing
on effective goodwill horizons for larger goals promotion aspects. It can be also analysed that
dynamic strength within production and marketing enables business to be competent, larger
functional goals actively functionally operated among varied horizons on which there has been
varied goals developed for competitive industry (Hanlon, 2019)
Apple by focusing on innovative high scale marketing widely develops larger framed
goals actively and also for creating wider larger goals within sales target for bringing on new
results within revenue horizons. This factor enables us to analyse that larger productive
marketing functional determinants enhance overall brand value and larger competitive growth
scenarios for developing new functional diversity among targets. Apple focuses on best
advertisements and new sales management targets by developing larger vision oriented growth
diversity within longer run, for larger functional strength to be actively heading on best business
targets. There are varied growth aspects targeting on within new leveraged target marketing
avenues on which Apple heads active focus for creative developed higher technical parameters.
The marketing within digital business efficacy aspects have been developing stronger
pace on new quest horizons of marketing interrelation with finance and revenue targets for larger
profitability growth goals, actively taking quick shape among consumer’s demands. It can be
also analysed that marketing of Apple to be global acclaimed brand has been found to be
impacting overall functional strength within goodwill targets, also for competitive growth
synergy among varied growth goals in overall developed efficacy targets. There are varied
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competitive targets achieved with digital marketing growth domains and new innovation taking
higher specific shape among larger creative goals for being effective, and be resourceful. With
wider marketing strengths at pace there is also shift to be developed among varied goals and new
scale efficacy within overall larger vision oriented efficacy for creative diversity within varied
larger scaled business targets (Fill and Turnbull, 2016).
The above discussed factors enable us to analyse best marketing parameters where
company overall growth targets are actively correlated on commercial growth domains, be
relatively expanding on larger arena and be competitive professional. Apple as one of the best
electronic digital brand in world, having gadgets and new scale effective appliances, to be
largely active on varied goals for commercial growth arenas and also be widely focused on best
working aspects. This has also developed larger domains explanation, within commercial growth
avenues and to be also largely taking pace at larger informative goals diversity among corporate
goals widely for keeping up new determinants widely.
Comparison between marketing mix techniques used by Apple and Samsung
Marketing mix is marketing strategy that is used by Apple and Samsung to influence
maximum number of customers so that company can enjoy high sales volume and profitability in
mobile industry. Marketing mix is use of different elements like products, price, place,
promotion, physical distribution, people and process to attract and retained large number of
individuals within firm. The way both companies that is Apple and Samsung have make use of
marketing mix techniques to attained their objectives can be explained below:
Marketing mix elements Apple Samsung
Products Company have continuously
expanded its product mix by
adding more and more
products in the portfolio so
that need of wide range of
customers can be easily
fulfilled. Max, iphone, apple
Tv, digital content line music,
Samsung has achieved status
symbol for its customers by
delivering products like
mobile phones, air
conditioners, washing machine
and Microwave ovens.
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ebooks etc, ipod and cloud
services are some products of
organisation.
Price Apple have make use of
premium pricing for its
products as they are high in
terms of quality and
experienced provided to
customers (Churchill Jr,
2017). In another words,
company provide more
innovative products and
services as compared to other
competitors in market.
Skimming price strategy has
been used by Samsung to beat
market in terms of USP and
features. It also makes use of
competitive pricing strategy
that means lowering its price
as per other competitors in
market.
Place There are several places
through which customers can
easily buy products and
satisfied their respective
requirements. Apple inc is
subsidiary store of Apple that
operates brick- and motor or
physical stores to sell
numerous electronic goods to
customers. Further people can
also make purchase of
products through official
website of company. So, apple
by making use of place
marketing mix is able to
provide opportunities or
several methods to purchase.
Samsung have make use of
different channel of
distribution to provide
products and services to
customers in limited time
frame. Company have strong
distribution channel or
network in different parts of
country (Tadajewski, 2019).
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Promotion There are different methods
which have been used by
marketing manager of Apple
to promote products like
Google digital network. It has
also make agreement with
different websites to generate
awareness among maximum
number of customers.
Therefore, sales promotion,
advertisement, personal
selling and public relation are
some of the method used by
Apple.
Company have make best use
of digital platform to market
its products and services to
large number of customers that
are living in different parts of
country. It have make use of
social media like Instragram,
facebook and twitter.
Physical distribution Company have strong physical
presence or image in minds
and hearts of customers that
helps in quick growth and
expansion of firm in global
market.
On the other hand, Samsung
has also created good
reputation in market by
delivering extreme qualitative
services to customers.
People There are 137000 employees
that are working in more than
50 stores across worldwide so
that company can attain its
desired objectives.
There are 287439 that are
highly talented, qualified and
experienced thus ready to give
their best for growth and
expansion of firm (Tong, Luo
and Xu, 2020).
Process Apple is huge organisation so
manager has set standard
procedure, rules and policies
regarding the way particular
task can be completed.
Company have effective
process and standard policies
that helps in completion of
task within limited time frame
and cost.
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Apple unique product quality, strong brand was major element of marketing mix that
helps in attracting maximum individuals while pricing and effective process, people has
contributed in growth and success of Samsung. Both have different pricing strategies, products
quality, place and physical distribution while have similar kinds of people, process and
promotional method to achieve their respective objectives.
Produce and evaluation of basic marketing plan for Apple
Marketing plan is written document prepared by marketing manager of Apple in order to
decide future actions, strategies or steps that company have planned to incorporate to achieve its
respective goals. It has contained several information related to company, new innovative idea,
objectives, strategies, action and the way plan will be controlled and monitored so that best
outcome can be gained. Therefore, marketing plan of Apple will be made using SOSTAC model
as follows:
Marketing plan
Executive summary
This marketing plan of Apple company that have maximum market share and strong brand
image in electronic industry. The plan has included several essential information of business such
as future strategies, objectives that company wants to achieve by delivering best services to
customers.
Brief background about company
Apple is an American multinational technology company that have initially started its business
operation in 1, April 1976, 44 years ago. Company have its stores in different parts of world with
varieties of products and services so that need of customers can be fulfilled in best possible
manner. Mission and vision statement of apple “ to bring best user experienced to customer
through delivering high tech and innovative products to end customers”. Whereas it vision
statement is that company believe that “it is on the earth to make great products and services and
that not changing”.
Situation analysis
SWOT is used to understand internal and external factors that impact on growth and success of
Apple. Like
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Strength
 Valuable Brand image
 Wide product portfolio
 Employees
Weakness
 Limited advertisement and promotion
 High price products
Opportunities
 To expand market share
 Expansion of distribution network
 Smart wearable technology
Threat
 Outbreak of corovirus
 Increase in competitive level
Pestle analysis
Political factor: Free trade policies and globalisation are policies implemented by government
that has provided opportunity to apple to expand its business operation.
Economic condition: Each country have different economic condition due to covid-19
economies or GDP of countries has declined so it has affected on sales of Apple.
Social preferences: Due to high quality, unique features and strong brand image most of the
people are motivated to have Apple products for satisfaction of their respective requirements.
Technology: There are numerous development in technology and Apple is one of the company
that has effectively adapt itself as per external trends and changes.
Environment: People have become more concerned about protection of environment so Apple
by taking step towards sustainable management can retained its market share.
Legal: All legal laws are followed by company like employment law, health and safety and
discriminative to expand and grow its business operation.
Objectives
 To launch or invest in more innovative technology related to health sector in order to
meet changing demand and preferences of customers.
 To take steps toward sustainable management so that people have more resources to fulfil
their respective needs.
 To enhance customers experienced and satisfaction level in order to build strong brand
image in market.
 To increase overall profitability and market share by 15% by 2021.
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Strategies
Marketing manager has set strategies to make use of segmentation, targeting and positioning to
attract new customers within organisation so that it can enjoy more profitability and market
share.
Segmentation: Apple marketing manager have segmented group of individuals on basis of
several factors like geographical, social, psychological, demographical and income basis. Like
on basis of demographical it have segmented people that belong to age group of 18-55, high
income group that mostly interested in innovative products and services. Psychological it has
segmented people that have more interested to use innovative, unique and attractive design
electronic devices. Geographical that means company have segmented population on the basis of
location in order to influence them as per their culture, value and ethics (Keegan, 2017).
Therefore effective classification and segmentation helps Apple in gaining competitive
advantages.
Targeted: Apple have target majorly younger and people that belong to high income group so
that they are interested to have innovative technology products in order to satisfy their respective
requirements.
Positioning: It can be stated that Apple can effectively positioned its brand image as maximum
number of people are interested or like to have its valuable products and services. Company
already have millions of customers, strong awareness, market share that helps in growth and
sustainability of firm for longer term.
Tactics
Marketing mix strategies is tactics that are used by Apple to attain its objectives
Products: High quality and innovative products.
Price: Competitive pricing
Place: Products can be easily available at both offline and online stores.
Promotion: Advertisement, mouth publicity and sales promotion.
Financial budget
Expense Amount
Stationary and machinery 300
Rent 700
Wages 1500
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Marketing 800
Research and development 1000
Total 4300
Action, monitor and control
Marketing manager has planned to take several steps or action in order to implement plan so that
desired outcome can be achieved in limited time frame. Manager of Apple has set procedure,
action that has to be completed by each individual so that end goals can be attained. Information
technology, key performance indicators are some of the method that will be used to control and
monitor performance of employees (McDonald and Wilson, 2016). Thus, continuous monitoring
has helped in finding key actions that can be taken by company to achieve specific goals.
It can be evaluated that Apple marketing manager through implementing the above plan
can easily induces more customers to be part of organisation for satisfaction of their needs. The
plan has included all information related to objectives, strategies and action or control that will
be taken by company to attain its objectives. Thus it will helps in overcoming several challenges
and find best ways to make optimum utilisation of available opportunities.
3 CONCLUSION
The report has concluded various aspects of role and responsibilities of marketing
function within business horizons, for larger goals developed efficacy on new scale avenues and
be widely competent within competitive industry paradigms. Report has also concluded further
marketing interrelation with various department functional parameters, further there is detailed
analysis of marketing mix concluded by bringing focus on various paradigms of innovation in
promotion diversity where Apple has been actively heading. The study has further concluded
analysis developed for marketing plan, where aim and vision along with strategic management
have been developed for bringing on new scale growth efficacy aspects (Bake. and Hart, 2016).
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4 REFERENCES
Books and journals
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future marketing professionals. European management journal, 37(3). pp.251-258.
Fill, C. and Turnbull, S. L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Hänninen, N. and Karjaluoto, H., 2017. The effect of marketing communication on business
relationship loyalty. Marketing Intelligence & Planning.
Keegan, W. J., 2017. Global marketing management. Pearson India.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Patil, D. D. and Bach, C., 2017. Marketing-Mix For Strategy Building. Marketing, 4(4).
Tadajewski, M., 2019. Habit as a central concept in marketing. Marketing Theory, 19(4).
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Wang, Z. and Kim, H. G., 2017. Can social media marketing improve customer relationship
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