Marketing Processes & Planning: Apple Inc. Strategy & Analysis

This report explores the marketing concept with a focus on Apple Inc., examining the role of marketing in the 21st century, the responsibilities and competencies within the marketing field, and how marketing integrates with other business units. It identifies and compares the extended marketing mix, evaluating Apple's marketing strategies and tactical approaches. The report also includes a detailed marketing plan and media plan, providing a comprehensive analysis of Apple's marketing efforts. Desklib provides access to this document, along with a variety of other solved assignments and study resources for students.

The marketing
concept webinar

Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
The concept and role of marketing in the 21st century...........................................................1
Roles, responsibilities and competencies of marketing field.................................................3
PART 2............................................................................................................................................6
Identifies and compares the extended marketing mix....................................................6
PART 3..........................................................................................................................................11
Marketing Plan.....................................................................................................................11
Media Plan............................................................................................................................15
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

INTRODUCTION
Marketing concept is undertaken as the preoccupied with the thoughts of satisfying the
requirements of clients through means of items to consumer’s issues. Moreover, this represents
the key changes into current’s firm orientation which renders the foundation to attain the
competitive edge (Sharma and Joshi, 2020). Additionally, this is the utilisation of marketing
information for focusing upon requirements as well as desires of consumers for developing
strategies of marketing which do not only satisfy the expectations of clients but also accomplish
the organisational objectives. Marketing is not only responsible for promoting and
communicating with consumers but also supports providing additional value to the consumer. In
addition to this, the concept of marketing is vital philosophy for marketing managers as this
directs daily decisions managers that would develop. Based upon the given scenario, the selected
company is Apple Inc.. This is known to be the leading and growing American multinational
technology firms which specialises into customer electronics, online services and software. Its
headquarters is in Cupertino, California, United States. The topics which are going to be
discussed in this report are the role and concept of marketing into 21st century, competencies and
accountabilities of marketing areas, functioning of marketing with other departments. Moreover,
two companies marketing mix are compared, evaluation of marketing strategies and tactical
approaches adapted by firms are also explained. Apart from this, both marketing as well as
media plans are also discussed in this project.
PART 1
The concept and role of marketing in the 21st century
Marketing is an important functional area of business which helps the company build a
loyal consumer base and gain competitive advantage by effectively interacting with the target
audience. Marketing function is defined as the actions taken by a company to promote products
and services of the enterprise by conducting marketing research. Another definition of marketing
is defined as the science and art of exploring, creating and delivering value to provide
satisfaction to the target audience while attaining profit (Tandoc, 2019).
In the current age marketing has evolved to become a significant aspect of successful
businesses. In the contemporary age the marketing function is interrelated with other functional
areas of a company and supports the company in developing talented workforce, attaining
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profitability and completing responsibility to connected communities. The concept of marketing
currently includes both traditional and digital marketing activities which helps the firm offer
consumers omni-channel experience (Richards and Marshall, 2019).
In the 21st century marketing is not only responsible for promoting and communicating
with consumers but also supports providing additional value to the consumer. This is completed
by ensuring that consumer expectations are exceeded at every point of the consumer journey.
Digital technology is heavily utilized in contemporary marketing to offer consumers better
experience and retain them for longer time period.
In the digital age businesses are becoming more consumer oriented, and the focus of
marketing in the 21st century is in delivering consumers the best experience. This includes using
various concepts such as omni-channel marketing, consumer relationship management and
personalized marketing to reach target audience. Apple is an American technology company
whose success can be attributed to effective marketing. Apple has been able to achieve status
symbol in the technology industry with the help of suitable marketing which targets the right
audience for the company.
The main role of marketing in the 21st century is managing the product or service offered
by the company. In the current age, product or service management involves usage of digital
marketing channels to support betterment of the consumer journey. This includes aligning
traditional and digital communication channels to offer seamless experience to the consumer.
Marketing information management is another role of marketing function in the 21st century.
This role focuses on using digital and advanced technology tot ensure optimal usage of
marketing information (Bly, 2018).
Marketing information covers various types of data which support effective marketing
activities in the company. Consumer data, market data, competitors marketing data, information
about external environment changes is collected, analysed, interpreted and utilized for attaining
marketing objectives under the marketing information management role. Digital technology
supports this marketing role as AI and digital software can be used for excellent data
management.
Pricing and distribution is another important marketing role which is directly related to
attaining marketing objectives of the company. In the 21st century, rise of e-commerce has
provides businesses different distribution channels to offer goods and services to the consumers.
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Decisions regarding the pricing and distribution role of marketing are taken considering the
specific digital or traditional distribution channel in order to maximise profit (Brooksbank,
Subhan and Calderwood, 2018).
The role promotion and selling has also evolved in the 21st century as digital technology
is used by businesses to reach beyond simple marketing communication to personalized
interaction with each consumer so that their needs and demands are met at every point of the
consumer experience journey. In addition to this, the usage of digital technology has also
evolved in 21st century as big data analytics and AI are used by businesses to offer personalized
selling recommendation to consumers.
Apple utilizes its talented workforce and advanced technological infrastructure to ensure
that each role of marketing in the modern world is completed in a sophisticated manner which is
aligned with the business strategy of the company. In this way, Apple stands out as an example
of modern marketing. The company has been able to ensure that each marketing role contributed
to attainment of business objectives and supports the company I succeeding in different
international marketing.
Roles, responsibilities and competencies of marketing field
The main leadership roles in the marketing field are chief marketing officer and direct of
marketing.
Chief marketing officer: The chief marketing officer is given the responsibility of
overseeing marketing operations at the company. The marketing strategy of the firm is developed
and approved by the chief marketing officer.
Director of marketing: The role of director of marketing in a company focuses on
director, offering guidance and leadership at the company.
The primary management role in a marketing department are marketing manager,
marketing analyst and product manager.
Marketing manager: The marketing manager is given the task of leading the marketing
efforts of the company and handling the marketing department so that the marketing objectives
are completed as per the guidance of senior leaders of the department (Crutchfield, 2017).
Marketing analysts: The marketing analysts covers the responsibility of collecting,
managing and analysing data about consumer, competitors and the market in order to develop
marketing insights which can support attainment of marketing objectives of the company.
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The entry level roles in the marketing department include marketing assistant, social
media coordinator and public relations coordinator.
Social media coordinator: The role of social media coordinator is to overlook social
media presence of the company and ensure that the social media pages of the organization are
curated towards attainment of organizational marketing objectives (Das, 2021).
Marketing assistant: The role of Marketing assistant is responsible for developing plans
for marketing campaign. This includes drafting reports, creating contents or supervising
production of a suitable marketing campaign so that marketing objectives linked with the
marketing campaign are attained in give time period.
Public relations coordinator: Finally the role of a public relations coordinator is to
develop public relations strategies and campaigns for various external stakeholders such as
media groups, consumers, general public and government agencies. This involves developing
press releases keynote speeches, proportional material and documents which can be used for
developing positive public relations with individuals.
Marketing roles of a company work together to ensure that the marketing objectives of
the organization are accomplished. In context of Apple the company ensures that the most
talented pool of individuals is recruited at the marketing department of the company. This
involves searching for talented individuals in the global workforce. Apple is able to ensure that
marketing operations of the company provide positive results through the exceptional talent
management process at the firm.
The main competencies required to become a successful professional in the marketing
field are communication, attention to detail and creativity.
Communication skill is required to work with others in professional setting and also
devise appropriate communication techniques to reach consumers and external stakeholders
(Deiss and Henneberry, 2020).
In addition to this attention to detail is needed to build marketing plan, strategies and
digital marketing campaigns which are able to influence the target audience. This skill helps
marketing employees analyse and interpret market data to predict future trends and patterns so
that suitable marketing strategy can be created.
Creativity is needed by employees in the marketing industry employees because it helps
the employees come up with creative and unique solutions to marketing problems. In addition to
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this employees in the marketing field are also able to use creativity to develop attractive
campaigns and promotional material which helps the company gain success.
The focus of marketing function is on identification and satisfying the requirements of
the consumer requirements so that the company is able to gain higher profits and gain leadership
position in the industry (Farris and et. al., 2017). The relation between marketing function and
other functional areas of the company are provided below:
Marketing and HRM: The marketing function in a company collaborations with HR
function in order to develop suitable employer branding so that talented employees can be
attracted to the company. HRM collaborates with the marketing function to provide training to
marketing employees so that they are ale to improve their capabilities according to changing
environment and external demands.
Marketing and R&D: The consumer data collection by the marketing function helps the
research and development department work on innovative and unique products and services so
that consumer satisfaction can be enhanced. The marketing function is interrelated with R&D
because the R&D department is able to develop innovative processes and implement technology
to support marketing department in improving performance.
The marketing function supports wider organisation in attainment of organisational vision
because it helps the company build a loyal consumer base which can take the company towards
attaining organisational vision. In terms of supporting organisational machine marketing
function plays an important role. Marketing function helps a business firm reach its target
consumer base and create a differentiated brand image in positioning in the industry so that the
company is able to attain its mission (Folinas and Fotiadis, 2017).
Finally marketing function also supports the company in attaining its purpose finally
marketing function also supports the company in attaining its purpose because marketing can be
used to accomplish corporate social responsibility objectives and support the company in helping
communities to attain company purpose in ethical manner. In case of Apple marketing function
has helped the company attain its vision, mission and purpose.
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PART 2
Identifies and compares the extended marketing mix.
Marketing mix is undertaken as the foundation model for enterprises, historically centred
around product, price, place and promotion. Moreover, the marketing mix has been also
described as the set of marketing techniques which organisation utilises for pursuing their
marketing goals within targeted market area. Additionally, incorporates various areas of
concentration as part of comprehensive plan of marketing. The term often regarded as common
classification which began as four Ps (Fuller-Love, 2020). Effectual marketing touches upon
wide range of areas as opposed for fixating upon one message. In addition to this, marketing mix
plays a key role into distribution as well as flows of products, as this assures that items are into
appropriate place at right time. As without efficient product placement, consumers are likely to
seek elsewhere for what they desire or required. So, comparisons among both organisations
marketing are described below:
Elements Apple Inc.
Products Respective element of marketing mix
analyse the business outputs
(Gurtner, Spanjol and Griffin, 2018).
In respect of Apple, its product mix
involves items & services which are
categorised or includes information
technology. Additionally, the firm
continues to explore their product
mix, developing the possibilities to
add non IT associated items. The key
product lines of Apple Inc. are
iPhone, iPad, iPod, Apple TV, Apple
watch, software and many others.
Item is one of the significant parts in
the Marketing Mix of Samsung
Electronics items are created and
delivered in 6 worldwide plan
communities and in 53 worldwide
assembling offices. There are 34 R&D
bases on the world occupied with the
creation of new merchandise. As
displayed in the accompanying table,
Samsung items can be isolated into
three divisions and every division
incorporates more than one item
classification.
Price Apple has managed to effectively
develop their reputation as premium
lifestyle as well as luxury brands and
it comes with hefty price tag.
The estimating procedure of Samsung
can be characterized as a blend of the
accompanying evaluating
methodologies relying upon the item
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Additionally, the firm invests heavily
into research & development, the
own software utilised into its items
that enhances the cost of production.
In addition to this, respective firm
follows skimming pricing strategy
through that they charge a higher
initial price, to then lower this over
the time. As demand of initial clients
is satisfied as well as competitions
enters the marketplace, Apple low
down the cost for attracting others,
much price sensitive population
segment.
range, season of send off and the
environment of the external market.
Cost skimming: This involves putting
costly sticker prices on its latest
products (Hastings and Domegan,
2017). Samsung does this with its cell
phones and different things with cutting
edge and progressive elements.
Samsung diminishes expenses and
builds its piece of the pie as fast as
opponents send off products with
similar elements and capacities.
"System S8 and S8 Plus cell phones, for
example, began to see limits of more
than USD 150 in the span of two
months of their send off".
Place Apple have strict guidelines as to
who is permitted for selling its items
for assuring the controls over
distribution. Due to this, they has a
lower cost of distribution as well as
become competent for investing into
other areas like product research as
well as also reinforcing the higher
ends brand image. It distribution
involves Apple stores, Apple.com
and app store, authorised sellers,
telecommunication sellers and
others.
The spot is the third part in the
Marketing mix related with distribution
(Kostelijk and Alsem, 2020). Samsung
is dynamic through various diverts on
the lookout. Samsung additionally deals
with the idea named channel promoting
which has three fragments. Deals and
administration sellers, Modern retail
and Distributors. The obligation of
deals and administration sellers is to
deal with key records for Samsung and
to include in corporate deals. They
might open display areas for Samsung
also. Current retail incorporates huge
retailers who are dynamic in the cutting
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edge corporate store. Retailers will
undoubtedly keep Samsung as a result
of being a particularly marked
organization. For Samsung, the most
intriguing fragment is a circulation
organization. Samsung has a solitary
merchant in a few urban communities
to convey all through a domain. There
are 53 worldwide deals workplaces in
Samsung.
Promotion Marketing strategy of Apple has
become a benchmark for another
firm which intent for reaching the
similar success as well as have
developed firm as one of the much
influential within world.
Additionally, respective firm keeps
this simple, obviating information
overload, longer product
characteristics lists or special
impacts which may over whelm
consumers. In addition to this, they
concentrates upon its innovative
value proposition that rarely ever
representing the cost of its items.
Though the price could be higher
than competition. But they sticks
towards it as they concentrates upon
higher quality, unique items become
competent for providing clients a
seamless experiences direct out of
Promotion is the primary part of the
advertising blend of marketing mix
(Lee, 2018). Samsung utilizes
numerous special structures. Through
papers and advanced media, Samsung
sells its merchandise. Samsung claims
that notice is the ideal method for
arriving at its future clients. Samsung
utilizes frequently troublesome
strategies to offer the item to the
customer.
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box.
Furthermore, one of the effective
marketing campaigns of Apple is
Shot on iPhone which was
introduced in year 2015. This was a
worldwide challenge which invited
customers for submitting its own
effective photos utilising the hashtag
ShotOnIphone.
People People are considered as the essential
component of all firm as it develop,
design, manufacture and sell the
items & services. Moreover, staff
have the much far reaching affects of
any other 7ps. At Apple retail,
workers are selected due to its
outgoing, friendly and charismatic
personalities. Additionally,
competencies may be taught to all,
but personality comes in. In addition
to this, whole retail staff are trained
upon principle to enrich consumer
lives depends upon the client
services techniques utilised through
luxury hotel chain Ritz Carlton.
People are one of the parts in the
Marketing Mix of Samsung. Samsung
Key People are Lee Kun-
hee(Chairman) and Lee Jae-yong (Vice-
administrator). Samsung has 320671
representatives. As representatives are
the critical resource of the organization.
Samsung has expanded its income by
US$ 208.5 Billion of every 2018.
Samsung auxiliaries are Samsung
Electronics, Samsung Engineering,
Samsung C&T Corporation, Samsung
Heavy Industries, Samsung SDS,
Samsung Life Insurance, Samsung Fire
and Marine Insurance, and Cheil
Worldwide.
Process Without the appropriate procedures,
this is impossible for providing the
great items & services (Malhotra,
Nunan and Birks, 2017). At Apple,
each product initiates with design,
opposite of the manner they performs
The process is one of the parts in the
Marketing Mix of Samsung. Samsung
comprises of roughly 80 organizations.
It is profoundly differentiated and has
activities in fields including fabricating,
buyer hardware, monetary
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into other firms. Once goods is
finished, respective entity staff form
it, develop it and test it again.
Though the process of design is
much secret as well as tough, Apple
develops purchasing its items
actually simple. Also, the websites is
easy for navigating as it enables
clients for identifying as well as
purchasing goods with ease.
administrations, shipbuilding, and
clinical benefits. Samsung is following
ventures' prescribed procedures and
cycles for the assembling of its items.
Physical
evidence
Physical evidence is what consumer
monitors before buying items
(Mogaji and Yoon, 2019). Moreover,
this may be anything from the shops,
logo, packaging or staff uniform.
Additionally, they has managed for
identifying a powerful synergy
among whole these components to
develop ultimate premium brand. In
addition to this, Apple stores are
formed to be inviting as well as
minimalistic to provides consumers a
personalised experiences that
involves classes and events. Also, the
packaging is developed to facilitates
a sensory experiences to clients from
moment they open the box.
Physical Evidence is one of the parts in
the Marketing Mix of Samsung. The
organization showcases items in
various hued bundling can be promptly
found on store racks. They are placed
on the organization's exceptional racks,
which have an alternate tone and plan.
It permits the position of these racks in
dynamic retail locations for clients.
Recommendation:
This has been recommended to Apple that they have to follows skimming pricing
strategy through that they charge a higher initial price, to then lower this over the time. As
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