Introduction to Marketing: A Report on Apple and TLG

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Introduction to Marketing
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Table of Contents
Introduction................................................................................................................................3
Task 1.........................................................................................................................................4
Task 2.........................................................................................................................................8
Task 3.......................................................................................................................................11
Task 4.......................................................................................................................................13
Conclusion................................................................................................................................15
Reference List..........................................................................................................................16
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Introduction
Marketing is the way to promote the products and services of the company. It helps the
company to increase the popularity and it is a combination of different activities. All the
activities are done in order to complete the promotion of the company. Promoting the
company and the products and services of the company is the one of the most important ways
to keep the comp any alive. In this report various concepts of marketing and promotion will
be introduced. Marketing will be explained with the help of different models.
Two organisations one is non profitable and the other is private organisation of UK will be
analysed here. Name of the organisations are TLG group and Apple respectively. TLG group
means Transforming lives for good society. This company is working in UK for more than10
years and the main motto of the company is to be present for the needy people and children in
the country at all the time. It is working the lives of the people for good. On the other hand
Apple is one of the world famous technology companies (Apple (United Kingdom), 2019).
Headquarter of the company is situated in California and the company is operating in this
market from 1976. Steve Jobs was the founder of this organisation. This company has kept
several examples in marketing several times in the market. This report will analyse these
companies as per different marketing models.
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Task 1
P1 describe how marketing techniques are used to market products in two
organisations.
The marketing techniques in the products of the company will be analysed on TLG group and
Apple Inc. Different models will be used in this report such as Ansoff’s Matrix and Survival
strategies.
Ansoff’s Matrix
Ansoff’s matrix is planning model of marketing and it helps the multinational companies for
determining the product and services (Gurcaylilar-Yenidogan and Aksoy, 2018). Different
strategies of the organisations can be explained with the help of this matrix of the marketing.
Figure 1: Ansoff's Matrix
(Source: Dudovskiy, J, 2019)
Market penetration
It refers to sell the existing products in the existing markets. It is always beneficial for the
company as it is already popular in the existing markets of the country. Market penetration
strategy is the safest strategy for Apple Inc. The company is already expanded in all the
larges markets and the popularity of the company is huge in all the markets of the company.
This strategy is already beneficial for the company.
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Product development
This is the strategy of developing new products and sell it to the existing market. Apple is
doing this for several times in their company. Speciality of the company is to launch new
products and sell it to the existing market (Dawes, 2018). It has made the company more
special than the other companies as the company has launched new products in the existing
market. The research and development team of Apple is stronger than the other companies
and the company always works to update the existing product to make it more convenient to
the customers.
Market development
This strategy is associated with selling new products in the new market. Apple has several
times expanded its business to new market and it has been successful most of the time in
expanding the business of the company into the new market. It is world’s largest It company
and the expansion of the company has become always successful.
Diversification
This strategy means selling a new product in an entirely new market and it is the riskiest
strategy among all the strategies. Apple has not adapted diversification strategy in its
company. It can take this strategy if the global market becomes saturated by the existing
products of the company.
TLG Group
Market penetration
TLG group is working in UK from the time of foundation and it is basically a service based
company and the company is always working on this strategy and the market penetration is
the less risky strategy for all the companies (Tlg.org.uk, 2019). This strategy helps the
company to get more profit in the existing market. The TLG group is already successful in its
existing market and working very much successfully in the market.
Product development
The company has been started with helping the poor and now it has increased its service by
providing comfort to the orphans and children. It has done several campaigns on malnutrition
of the children and to make the old people comfortable with several services etc.
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Market development
TLG has achieved huge popularity from the country. The company has not yet tried market
development. At present the popularity of the company will help the company to get more
popularity in the new country and new market. This strategy will might be helpful for the
company.
Diversification
Diversification will not much work for this company. At the first place, the company is a
service based non-profit organisation. Entering a new market with an entirely new idea will
not make the company much desirable to the people of the country.
P2 describe the limitations and constraints of marketing.
Marketing has several limitations and constraints as per the legal and ethical consideration.
Some of the key legal and ethical considerations will be provided below:
Sale of Goods Act 1979
This act used to be implemented for the rights for the quality of products of the people. This
act has been presently replaces by the consumer right act (Which? Consumer Rights, 2019).
The act denotes that the customers have the right to get quality product for the money they
paying to the seller. Otherwise this act will help then to get the value of the money.
The Consumer Protection from Unfair Trading Regulations 2008
This act helps the company to protect the customers from unfair trading. This regulation also
includes some of the banned products for trading. This act has been come to the action to
protect the consumers from the impact of unfair trading in the company (Legislation.gov.uk,
2019). It also maintains the standard of the products and the banned products selling are also
considered penalized under this law.
Consumer Credit Acts 1974 and 2006
This act deals with the regulations related to the consumer credit and the credit related issues
with the consumers (Legislation.gov.uk, 2019). This act helps the companies to get the fair
treatment related to credit. If any problems occur related to the credit with the customers or
the suppliers, it would come under the consumer credit act of 1974.
Consumer Protection Regulations
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This is the overall act for protecting the consumers for any unfair means of trading. The
losses of the consumers during trading can be prevented by using this law in the company.
This act helps the consumers to get more benefits related to the trading. The unfair trading,
under quality product and the credit problem everything can be taken care under this
regulation of the consumer protection act.
Data Protection Act 1998
This act deals with the fact of protecting data of the consumers. The data of the consumers
and the suppliers should be protected by the company. In case of misuse of any data from the
company the company will be strictly penalised under this act. This act helps the consumers
to share the data of them with the company and it makes the ethics strong in the company.
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Task 2
P3 Describe how a selected organisation uses marketing research to contribute to the
development of its marketing plans.
Market Research is the way through which the needs, preferences and wants of consumers
are discovered whereby which ad campaigns, advertisement, and other methods are devised
through which improved product placement is created (Marshall and Rossman,2014). In this
particular study, the marketing research strategy of Apple will be explored. The various
techniques the company utilizes have been explored down below:
Qualitative research - With the help of this method, narrative information is collected. In
this process, data is collected through ways such as the opinions, thoughts, and the ideas a
person has are given more importance than the number of responses, which are collected
from several individuals.
Quantitative research - With the help of this technique, numerical data is given more
importance where Apple utilizes its financial resources to conduct surveys. Here large chunks
of people are asked similar questions so that it can be identified how a singular enquiry
affects a big group of people (Bell et al., 2018).
Primary internal research - Primary internal research helps a company like Apple to make
enquiries within the company so that it can know what thoughts and ideas the employees and
managerial have about the functioning of the organisation and how the enterprise can make
itself better in the long run (Sekaran and Bougie, 2016).
Primary external research - Primary external research is the way through, which enquiry is
made into how competitors operate and what external forces in the market affect the working
of the product and services that Apple is providing. Through this collected data, how Apple
may combat these influences is determined.
Secondary internal research - Secondary internal research is the method through which
Apple utilizes financial, historical and other data that have been collected by the organisation
in the past and tries to understand what activities have been performed earlier which can help
the company perform better later (Neuman and Robson, 2014).
Secondary external research - Secondary external research is a very specific method
whereby which journals, articles and other scholarly resources are utilised by Apple so that it
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can understand how external writers have assessed the problems of society when it comes to
technology and provided any insightful thoughts.
From the above methods it can be identified that Apple utilizes a various combination of
research strategies so that it can understand what not only the consumer want but the market
as a whole which includes employees stakeholders and other parties that have any interest in
the working of the company.
P4 Use marketing research for marketing planning
Once market research has been conducted, a large chunk of data is collected by Apple, which
needs to be synthesized so that useful ideas and strategic pathways can be determined (Yin,
2017). There are various accountants, analysts and other intellectual heads within Apple.
These heads assist in understanding the marketing information. Historically it can be seen
that through market research Apple had been previously able to create a very successful
marketing campaign called “Think Different”. There they focused on celebrating various
geniuses in multiple fields. Earlier to “Think Different” they had created another marketing
campaign in the course of launching the Macintosh. There they focused on how IBM
brainwashed the brains of consumers into becoming robots for the company and how the
Macintosh would come into the market and changed the way of computing.
In accordance with the type of information that has been collected, several steps towards the
marketing plan of Apple can be enumerated here down below:
 It can assist in knowing which marketing campaigns would be more effective
through categorisation such as age, gender and other groups.
 Market research can help in understanding what type of packaging design would
be effective for the target audience and what would draw the attention for a
longer period (Marshall and Rossman, 2014).
 Research can also help the company to identify how to make its user interface
much better so that it is extremely simplified in nature and Consumers from
various ages can use the product in a simpler manner.
 Finally, through good market research, it can be ascertained that what the
satiation point of the consumer is is present within the market. This would enable
Apple to realise what is the lifeline of their products and it would assist the
company to prevent from overproducing. This would, in turn, lower the rate of
losses of excess production (Silverman, 2016)
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From all of the above various methods can be seen that Apple utilizes a various form of
market research methods to increase its chances of creating marketing campaigns and
television ads that would connect with the consumers at a deeper level. It would help there to
be an emotional connect with between the organisation and the customers so that a long
Product life cycle is created and the consumers are drawn to the company for a better
duration.
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Task 3
P5 explain how and why groups of customers are targeted for selected products.
Segmentation and targeting of both the companies will be explained here. The segmentation
of the company is done for getting the right group of customers. The companies segment the
customers according to different parts (Schlegelmilch, 2016). The types of segmentation in
the company will be given below:
Apple
The segmentation and targeting of Apple denotes the core efforts of the company. It is done
to attract the right customers towards the company. Certain characteristics of the people get
match with the product specification (Andaleeb, 2016). It denotes the right kind of customers
for the company. Apple has several products and services and the segmentation for the
different products and services will be described below:
Geographic
Apple has been founded in US and the business is expanded globally. The company generally
targets the big countries and bog cities as it sells the products and services for the prime
customers. Density of the geographic areas is urban and the location of the store is situated at
the prime locations of the cities such as at the shopping malls and the independent store in
corporate locations etc.
Demographic
The company has different product and services for different age group of customers. Apple
has one of the most popular items in its bag which is iPhone and this product is made for the
range of 20-45 age of people. The iTunes, App store etc. services are for the people with the
age between 18-30 mainly. The operating system and the software range of the Apple is for
the 20 – 35 age of people. The company makes product for both the gender of the people and
the products are more popular within the bachelors or newly married people in other tern the
young generation.
Behavioural
This product is basically for the people who loves to show their own assets and who are more
tends to pretend about the brands (Choi and Kim, 2015). The product is for the hard core
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loyal customers as well as the switchers also. People who has a tendency of enjoying the
sense of achievement and more efficient use these products. Users of Apple products are
generally more determined and ambitious and the people have more potential users than
others.
Psychographic
People who generally belongs to middle to upper class tends to use these products, The
aspirer, succeeded and explorer generally more likes these products of Apple.
TLG Group
The segmentation and targeting is not much applicable for this company as the company
generally does not work for profit. The target customers of the company are the poor, shelter
less people. These people are given a new life by this company. This company generally does
not use segmentation and targeting much.
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