Marketing Essentials Report: Marketing Functions and Plan Analysis

This report provides a comprehensive overview of marketing essentials, focusing on the key roles and responsibilities within the marketing function. It delves into the marketing concept, exploring various aspects such as production, product, selling, marketing, and societal concepts. The report analyzes Apple, examining its marketing strategies, including information system management, distribution, pricing, selling, promotion, and financing. It also investigates how marketing functions relate to the wider organizational context, highlighting the interconnections with operations, finance, sales, IT, and R&D departments. Furthermore, the report compares the marketing mixes of Apple and Samsung, providing insights into their product, price, place, and promotion strategies. Finally, it culminates in the creation of a business marketing plan, outlining essential steps and strategies to achieve marketing objectives.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function..................................................1
P2 Roles and responsibilities of marketing relate to the wider organisational context..........4
TASK 2............................................................................................................................................6
P3 Compare marketing mix of Apple and Samsung..............................................................6
TASK 3............................................................................................................................................9
P4 Business marketing plan....................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing term can be defined as the most paramount and fundamental discipline of a
company's administration. It is one of the essential practices that a company use for
communication and interaction with large number of people (Wirtz, 2012). This can assist in
creating a global and positive recognition of enterprise along with persuade consumer for making
purchase decision in efficient manner. Marketing essentials are the undertaken practices that can
aid an individual in managing the activities accordingly that helps in development of overall
organisation. Undertaken organisation for this assignment is Apple, an American
telecommunication enterprise that design, develop and trade online services, computer software
and consumer electronic etc. This report will conduct various marketing aspects such as
analysing and evaluating the roles and duties of marketing functions associated with achievement
of business objectives. This assignment will investigate and compare marketing mix elements to
understand various aspects of business with the purpose of business expansion. It will also
designing a proper marketing plan carrying entire essential steps of marketing to reach the
outcome.
TASK 1
P1 Key roles and responsibilities of the marketing function
Marketing can be defined as the management study and other relationship exchange
activities. This can be termed as few practices, building process, institutions structure through
communication along with exchanging offer delivery. This rotated with certain partner values,
consumer, clients and society values. In regard of accomplishing the needs and demands of
consumer through structure balancing practices of marketplace.
Marketing Concept: As per the concept of marketing, each organisation has to
determined their preferences and requirements of several consumer and than manufacture that
sort of service equalise to client's choice. Apple is aiming over the marketing concept that assist
them increasing their level of profitability (Gertner, 2011). Company render wide services and
products to several consumer at global market. Hence this is essential for enterprise to maintain
better and effective consumer relations and properly optimise the marketing concept. Here are
mentioned major five marketing concepts briefed below:
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 Production Concept: According to it, there are several services that are available in the
trade for each and every consumer types so they can make the services and products
purchase decision at lower cost. Product Concept: It consist of consumer requirement to those product types that are
rendered them full benefits and satisfaction. Selling Concept: It is paramount for each business organisation as this aid in increasing
their revenues and income through managing positive supplier and satiate consumer. Marketing Concept: It is very challenging for enterprises which can assist in achieving
business objectives in significant manner (Siricharoen, 2013). Societal concept: As per this concept, the services and products are developed to benefits
society to increase their standard of living.
Role of Marketing: The enterprise's success largely rely on the activities of marketing
that is carried out through an organisation. Due to achieving market success, enterprise organise
various practices of marketing which play large role ion the sustainment of enterprise in market
along with maximising benefits in more significant ways. Manager of Apple attempt and adopt
different tactics and methods for reaching set condition of market and perform their practices.
There are various marketing functions of duties and roles of organisation that are associated with
the marketing functions. Information System Management: In order to support marketing and promotional
activities, accumulation of practices, marketing strategies studies and survey that is
associated with the needs and demands of consumer are conveyed by Apple (Desai,
2013). These data and information aid manager and authorities of organisation in
creating more authorised decision-making linked to the alternative amount decrement,
services, destination choice of public, new trends etc. Distribution: This practice of product and services of distribution of their places contain
distinct equipments along with instruments that are optimised for delivering services.
This is very essential elements for company as consumer prefer those products and
practices that are easy to access and helps in delivering their goods and products.
Properly dispersion tools of products and services are required to be used through
organisation like Apple for designing as well as improving and establishing a unique
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recognition in the industry. This is fundamental for a firm to evolve channels that are
more developing and are eco-friendly. Price: It can be defined as item value that a consumer will to pay while making
purchasing decision. This is fundamental for an organisation like Apple to keep their
products rate more moderate so that various consumer could afford through which
generation of benefits volume in more adequate manner. In regard of organisation, Apple
have high products standard that clients by for presenting their financial status before
society, friends and family (Papasolomou and Melanthiou, 2012). Company is rendering
best best product quality to their clients and by managing effective strategy of costing,
enterprise has proven them best in entire industry as they are serving products quality. In
exchange of service, organisation is charging money that association agree in credit and
debit card structure. Apple organisation is quite better in determining the cost and it can
be considered through an example such as due to high service cost, the organisation can
gain their share of market in industry as well as is able in competing rivals in business
industry in marketplace. Selling: It can be considered process which consist product delivery of service to
consumer in return on non-monetary and monetary values. In regard of coordinating
process of selling effectively, division of marketing takes several techniques and tactics
in order to opt the more buyer and consumer attention as well as raise the sales number.
In regard of Apple, this should be undertaken through organisation which are compatible
through serving invented and innovated client's services and products. Hence, it can be
considered that marketing has major role in trading Apple's products and services through
effectively establish it in the marketplace. Promotion: It can be defined as the awareness and information dissemination procedure
through which an organisation inform and persuade consumer, target audience and
potential buyer to reaching targetted consumer in more significant manner. There are
various technologies and tools that referred enterprise can opt for fascinating the buyers
and people such as division of marketing of entire enterprise who are opting the
television as their major advertisement (Jones and Rowley, 2011). Apple keep launching
and update their technologies and services and have various competitors in marketplace.
This is role of marketing division to opt suitable and most effective techniques for
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achieving the market attention. Apple nowadays are using online campaign and social
media promotion as major methods of promotion by the assistance of marketing.
 Financing: In an enterprise, finance has major part in the management and coordination
of practices to coordinate control and regulate costs. This is fundamental to opt the funds
and monetary asset in balanced by to regulate the operations of enterprise effectively
along with enlarging business reach internationally (Lamb, Hair and McDaniel, 2011).
This is essential for marketing manager to make certain while using funds to organise the
practices to promote and advertise the necessary information about enterprise's
commodities. Through persuading consumer, company can extent the number of sales,
revenues amount and overall financial resources of enterprise in significant manner.
Hence, it can affirm from the above notion that this is indispensable for an organisation
like Apple to conduct the roles and duties of marketing in order to achieve their major business
objectives. This is also required to use accurate methods, tactics and techniques in regard of
functioning them in more systematic and disciplined way.
P2 Roles and responsibilities of marketing relate to the wider organisational context
Marketing can be referred as commonly used term opted for merchandising and selling
products and services. This covers numerous types of operations associated with the products
selling and revenues increment for which designing of marketing plan is conducted. It can state
that in order to create more practices of finance, uplift growth and management of brand,
marketing can assist vital role in Apple. This is broad term which includes promotion, marketing,
sales and other operations that can help in delivering the services in ideal manner. In this report,
various function which can assist in maintaining and achieving objectives of business. In today's
world, marketing department of an organisation plays a vital role that aid in attaining goals and
objectives which are related to sales or promotion (Pike, 2015).
In order to expand business at international or at domestic level as well, it is must for
administration to consider all relative aspects that may help firm in promoting goods and services
which are being manufactured by company. Apple has introduced various electronic products
and does unique sort of promotion of them in order to grab attention of consumers from all over
world. Away with, few of roles and responsibilities of marketing section are being
interconnected with other subdivisions of enterprise have been comprehended beneath:
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Marketing function with operation department: Quality of products and services can be
enhanced by considering both of these sections in an appropriate way. Interconnection among
managers of these department should be done on a regular basis so that competitive advantages
can be gained right on time (Katengeza, Okello and Jambo, 2011). Process which should be
followed in this context is that marketing manager grabs the information that are related to
consumers perception and then this detailed collected data is being sent to operational
department so that to make alterations in goods and services. For an example: Apple has
manufactured iPhone, iPad and other electronic products while considering all human needs and
requirements and mixed them with some innovations. With the help of this, firm has gathered
information in an appropriate manner.
Finance department with marketing function: Funds are being used by firms in order to
manufacture products and services, hit their targets in much effective ways and to make
strategies through which positive advantages can be gained at marketplace. These two
departments, financial and marketing plays a crucial role at workplace. Therefore, it is much
needed for supervisors of these two subsections through which it can be stated as manufacturing
of products can be done with minimal cost. For an example: Apple's financial department
provides appropriate funds in order to do proper research analysis of marketplace.
Marketing department with sales: Sales can be enhanced with the help making various
marketing strategies. Therefore, these two department's manager should keep on communicating
with each other so that proper analysis of market can be done in order to enhance sales of
electronic products and services which are being manufactured by Apple. Example under this
can be considered as, when Apple launched brand new iPhone X they did many sort of
promotional activities so that to deliver information to consumers in all over world. This scenario
directly enhanced their sales of iPhone X.
IT department and marketing function: Customers viewpoints can raise or decrease a
brand name in front of the society. Therefore, it is must for both of these departments to stay
interconnected with each other. Using right technology right on time may aid firm in enhancing
satisfaction level of consumers and of others as well (Kennedy and Parsons, 2014). By this
company influence their customers to buy its products and services. For an example: IT
Department brings innovation in electronic products of Apple in order to better serve to
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consumers of it and try to make whole process easier for them. This information about
manufactured products is being given to consumers through doing promotional activities.
Research & Development and marketing Function: Research and development division
assist in achieving the business objectives. This is essential functions that aid in understanding
and identifying various essential components of organisation helping in the achievement of aims
and objectives in significant manner. Marketing function help in carry out different research
program through adopting various tactics and techniques in more efficient manner.
Henceforward, considering all the aspects which is being mentioned above may aid
Apple in grabbing heavy sort of competitive advantages at both domestic and international level.
Along with goodwill and brand image can also be enhanced in an appropriate manner with
interconnection of different departments.
TASK 2
P3 Compare marketing mix of Apple and Samsung
Marketing mix can be defined as the planning mix of some controllable components of
service's marketing plan which consist of components such as products, price, place, promotion
etc. This is one of the fundamental essential of marketing which assist in the expansion of
organisation along with evaluating various aspects of market. An extended version of marketing
mix include three components such as physical evidence, process and people. Apple is one of the
largest American telecom company who has various competitors companies that are strongly
establishing their enterprises as well (Hamilton, 2011). One of major competitors of Apple is
Samsung. Here is mentioned comparison of extended marketing mix of both companies:
Componen
ts
Apple Samsung
Product The company can be considered as one
of the highest rated service on the
international market. The company
strives to meet their superior
convenience of utilise, seamless
innovation design and integration. There
are various unique features that company
Samsung wide variety of electronic and
telecom products along with more than 6
centre for design globally and 53 bases
of global production. The enterprise has
more than 34 research and development
department for developing a new product
division (Jones and Rowley, 2011).
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provide more better in comparison to
their competitors such as internet
conductivity, touch screen, navigation,
Retina Display, High definition photos
and video quality etc. The company has
effective chain of products such as
Apple Pay, iCloud, Mac Apple Store,
iTunes Stores etc.
Company is a good competitor of Apple
in term of products and technologies and
have been awarded for designs and
products.
Price Understanding the pricing techniques
and quality of their products, Apple opt
effective pricing methods while
launching a new service or product.
Their major smartphones are determined
among $650-$950 (Gummesson, 2011).
Hence, the organisation has recognition
in market for their expensive and high
tech products. Enterprise focus over the
management of prestige image of
services. Enterprise opt premium pricing
method, pricing skimming and
geographical pricing techniques to
dominate and manage their recognition
of products.
Considering the market positing and
reaching to wide range of buyer,
Samsung opt effective strategy of pricing
keeping expensive rates to cost to their
largest phones and other products along
with innovative features, advanced
technologies and capabilities. Enterprise
prefer to keep competitive pricing
methods and product line pricing
techniques to to separate their cost of
products into different categories. Also
they majorly utilise skimming cost
technique to accomplish major cost of
products.
Place Organisation being as one of largest and
brand recognition of enterprise, company
has strong market presence within their
online and first party stores. The
enterprise offer the consumer
opportunities to test the service before
making purchase decisions. Their retail
This works on the marketing channels
concept, there are various three segments
that can aid in managing their products
and service availability in the
marketplace. The organisation has more
sales and dealer of service, distributors
and modern retail sellers etc. The
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stores are more open, large and at well
defined and popular areas with
assistance of many staff members. But:
due to the cause of not opting distributor,
Apple has to face absence of their
service at several places.
company has easy availability of their
services through the classification of
service retailer that can aid in achieving
business objectives (Hagan, 2011).
Promotion Apple opt a wide tradition and new
media varieties in regard of promoting
their services and products. It consist of
ads on TV, online ads, Newspaper
articles and advertisement, pre-roles etc.
the company encourage testing of
products to use in their retail stores. The
organisation nowadays are using the
social media and online marketing
campaign drastically in regard of
achieving the targetted and potential
consumer attention in significant
manner. Also the company sponsor and
invest in international events with the
promotion and marketing purpose.
There are several promotional activities
that can help in achieving their targetted
outcome and reaching their potential
buyer along with creating a global
recognition of enterprise (Which are the
7P's of Marketing?, 2016). Enterprise
use social media ads, online campaigns,
TV, radio and newspaper advertising that
can assist in achieving business
objectives.
People CEO and company's executive are
promoted as the recognition and face of
enterprise. Company has managed a
technical support group or team
(Fazlollahtabar, Aghasi and Forte,
2012). In various stores, enterprise has
managed shop floor staff for ensuring
whether each consumer are treated and
greeted by consumer staff. Apple
An organisation is often known by their
provided services and quality
management of their company that can
aid them in achieving business
objectives. Samsung has their service
centres at each and every major location
for rendering more consumer
satisfaction. They aim mostly teen
concerned with the consumer
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promote engaging but fun and relaxed
culture of enterprise for their consumer
and worker.
satisfaction. Enterprise is also rendering
more effective rewarding and
compensation techniques to achieve their
target and manage their human
resources.
Processes Online deliver and In-store both options
of delivery options are available for
consumer. During shipping, release of
the iPhone can be more slow. Complaint
procedure of enterprise is more easier as
company are rendered email, phone and
face-to-face activities. They offer both
warranty, repair service and buy backs.
The major focus over their services are
on consumer demands and requirements.
The company provide more different
features than their competitor Apple i.e.
render a space to keep memory card.
Physical
Evidence
Dearth of information has made
anticipation and speculation caused by
public more accessible. Majorly
company;s review are on the other
website where company has no control.
Though ambience and overall
infrastructure of organisation more
decent, elegant and pleasing with a great
aura.
Enterprise has good physical evidence at
their organisation as this can help
organisation in achieving their business
objectives. Stores are built with great
ambience, focusing over the major theme
and logo of enterprise (Ebert and Griffin,
2015).
TASK 3
P4 Business marketing plan
Marketing plan consist of various practices and marketing activities that is essential to
execute within a company in regard of achieving target. This consist of certain phase or stages
that are fundamental for an organisation along with environmental evaluation for designing a
effective marketing plan. Here are discussed some of those processes in brief:
Executive Summary: Apple is American global technology enterprise considered as
largest telecom company which sell, design and evolve consumer software, online service and
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electronic etc. This report will evaluate proper marketing practices along with major essentials
such as environmental analysis, budgeting and tactics etc.
Company Background: Apple can be defined as prospering innovation organisation that
has ignited computer revolution in early 90th century. This has reinvented the Macintosh that has
become popular among the whole market of telecommunication (Desai, 2013). CEO, Steve Jobs
has undertaken the organisation so far that is now recognised as luxury brand of telecom.
Primarily, the organisation was incorporated through Ronald Wayne , Steve Jobs and Steve
Wozniak in 1976.
Objectives: Here are discussed some major objectives that can assist them in achieving
their determined mission which is discussed as below:
 To increase the product efficiency and productivity.
 To emphasise over earning approximate 15% return on their investment To accomplish the set target within 6 month period.
Vision: The vision organisation is to render more modified and innovative products and
service which can monitor and direct the whole generation to the advanced and more modified
high tech future (Campbell and Martin, 2015).
Mission: Mission of organisation is to render satisfaction to consumer as well as become
one largest telecom enterprise.
Current Market Evaluation: It is one of the largest components that can assist in
decreasing the enterprise's barriers through analysing various elements and aspects of existing
market. Here are mentioned current marketing evaluation of Apple:
SWOT ANALYSIS
Strengths Weakness
 Highly strong recognition of brand.
 High margin benefits on services.
 High productive and innovative
sophisticated chain of supply.
 Company is considered as market
leader is services and products.
 Financially strong reputation and
 Products and services are not priced
more competitively.
 Services and products not compatible
with other recognition.
 Service range narrower in comparison
to rivals.
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existence (Clow and James, 2013).
 Loyal and large consumer base.
Opportunities Threats
 Emerging demand for the technology
and mobile gadgets.
 Products diversification.
 Make more compatible services.
 Intense hike in competition.
 Emerging costs of manufacture.
 Demise a major loss in the
organisation's jobs.
PEST Evaluation
Factors Description
Political Factor After the period of Brexit, the organisation has face political instability
within country that has influenced the business sector as well. Apple has
raised their cost to 25% in order to reflect depreciation sharply. Due to
some increased taxes amount, the company has also increased the amount
of their existing services and products along with their computers.
Social Factor Consumer's behaviour in term of using smartphones and technologies are
changing aggressively that is causing tablets Unique Selling Point. The
service user are more preferring Phablet and number of people using
smartphones has been increased drastically (Asaduzzaman, Hossain and
Rahman, 2014).
Technological
Factor
Due to competition in marketplace and advancement of technological
gadgets and activities are increasing more and more everyday. I phone
trade as competitors, smartphones may render more versatility, features
and adaptability.
Economical Factor Sterling of Pound plunged to their lowest for next 31years against the
currency rates of Dollar. The volatility increment in some economical
along with the financial markets and currency meant downfall in sales in
one as well as two in 2016.
Marketing Strategies: This is essential to opt proper marketing strategies in order to
achieve the proper outcome and effective result in more efficient manner. Hence, in order to
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support the efforts of enterprise, the company can use STP and Portor's growth strategies in order
to achieve the outcome in efficient manner. STP: In order to reach certain potential consumer, the company can utilise segmentation
methods. Apple has eliminated their targetted consumer within demographic, behavioural
and psychographic segments. The major target of company is upper middle and elite class
of people to deliver their products. On the other hand, the organisation has been targetting
more business person to delivering their service. Apple has great and very strong
positioning in market as a largest, best and luxury telecom company. Porter's growth strategies: This is valuable and more effective growth strategy that
provide intensive support and growth opportunities to company in more fundamental
way. This consist of four determinants which can help in understanding the environment
and condition of market before launching a proper marketing plan. Product Development
is one of the major and intensive strategy which help organisation in growing and
achieving huge market share. Market penetration, on the other side, is second significant
plan which can help in recent growth and current selling of product in larger market.
Market development is least significant growth strategy as this is similar to market
penetration strategy. At last, Apple provide diversified services and product range that
can help the in achieving their business objectives and satisfying wide requirement range.
Tactics: The organisation will opt integrated market communication techniques and tools
in regard of attaining the determined marketplace as well as targetted audience group in more
significant manner. Apple can also carry out 7P's model in order to expand and grow the grounds
of their business. This can widen their reach and enlarge enterprise's scope in more efficient and
effective manner. 7P's are more attractive and better medium as this can help in meeting the
determined outcome in more significant manner which is more suitable for Apple while
developing a marketing essential case.
Implementation: Execution of plan in the next phase of developing a marketing plan
which require to undertake numerous resources such as human resource, physical resources,
financial resources etc.
Control: Controlling the conducted activities is fundamental in regard of understanding
the major essential of plan and considering the final outcome in more significant manner. For
monitoring and shaping the Apple's marketing plan, the company will set marketing objectives,
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performance standard, compare the outcome with standard one and then make alternations in
action accordingly.
Budget: The company has determined to invest more than a quarter of their earned
revenues in research and development along with designing proper marketing plan for their
provided services and products (Berkowitz, 2016). In regard of this, the company has set to
spend $50m budget for designing, developing and properly executing the marketing plan.
Evaluation: In order to evaluate the outcome, Apple will conduct practices, track records
and document each and every result or outcome out of performed activities in more significant
manner.
Review: It is essential element of an organisation to review their conducted activities as
well as manage their performance accordingly. Apple will analyse responses of consumer and
worker to modify the upcoming marketing strategies.
CONCLUSION
It can affirm from the above discussed report that in order to achieve business objectives
and meet the set target of enterprise, this is fundamental for enterprise to coordinate proper
marketing practices in their company. This go through proper business and environment analysis
and various major essential practices that is indispensable to manage. Marketing functions are
associated with various functions and practices of organisation helping them in meeting their
outcome of business in more significant manner. This not only help in sales and promotion of
enterprise product but also helps in managing personnel, financial division and other
organisational operations. Through coordinating marketing mix evaluation, enterprise can
overview, analyse and expand their business in more effective manner. Hence, this report also
analyse that a company need to prepare a proper marketing plan in regard of managing,
promoting and launching to operate in best and efficient manner. Hence, this report summarise
that marketing is a set of practices that can help in achieving business aims and objectives of
enterprise.
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