Report on Apple's Marketing Functions, Strategies and Planning

This report provides a comprehensive analysis of Apple's marketing strategies, focusing on key functions such as market research, sales support, brand management, product development, marketing planning, product distribution, and customer support. It examines the interrelation of the marketing department with other organizational functions, including human resources, production, finance, and sales. The report further explores the application of the marketing mix (product, price, place, promotion) by comparing Apple and Samsung. A marketing plan for Apple is produced and evaluated, covering various aspects of marketing. The report highlights how marketing functions contribute to revenue generation, market share, and sustainable growth, emphasizing customer satisfaction and the importance of adapting to market trends.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of marketing function...........................................................1
P2. Roles and responsibilities of marketing relate to the wider organisational context.............4
TASK 2............................................................................................................................................5
P3.Ways in which different organisations apply the marketing mix to the marketing planning
process.........................................................................................................................................5
TASK 3............................................................................................................................................9
P4. Produce and evaluate a basic marketing plan for an organisation........................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
.......................................................................................................................................................10

INTRODUCTION
Marketing is refers as a set of activities as well as process in order to improve, exchange,
communicate and deliver offers which are valuable for customers, clients, partners and so on. It
is the functions which assists organisation in delivering their products benefits and value to
consumers in effectual manner (Brady, 2014). For the report the chosen company is Apple which
is a leading a multinational American technology company. Its headquarters is in Cupertino,
California, US. the purpose of this report is to explain the key roles and responsibilities of
marketing function and their interrelations with other departments. Two companies marketing
mix are compared and its application in planning process for accomplishing their objectives.
Apart from this a marketing plan is produce and evaluated for organisation is mentioned below.
TASK 1
P1. Key roles and responsibilities of marketing function
In competitive market it is crucial for all company to effectually promote their products
as well as services and communicate its benefits and value to consumers. Marketing function is
considered as a role that assists firm to find out and source possible effective products for the
market where they operate after that promote them. Some marketing functions of Apple and their
roles and responsibilities are mentioned below:
1

Illustration 1: Marketing Functions
(Source: Marketing Functions, 2019)
Market research:
This is considered as a one of the important key responsibilities of marketing function
that aids firm in ascertaining the opportunities of market as well as obtain effective knowledge
about the customers requirements (Chang and Chen, 2017). It is also helpful to understand the
competitors strengths and weakness in order to take effectual actions for securing business with
rivals. By understanding the reports of industry, examine the market information marketing
department of Apple performed its own research.
Sales support:
Generally marketing function contributes in enhancing sales of the firm. Its responsibility
is to promote the organisation products as well as services into marketplace that outcomes in
maximising sales and increasing profit. In Apple, marketing functions plays essential role in
delivering their products to market place it helps them to generate more sales. Also, aids them in
enhancing their profitability ratio as well as accomplishing objectives.
Defining and managing brand:
2

Marketing plays important role for defining as well as managing the brand of
organisation. This assist firm in developing effectual brand image into market. In Apple,
marketing functions aids in creating eye catching brand image among consumers so that they can
attract more number of customer towards company.
Product designing and development:
Marketing plays essential role in product designing and development. Product designing
involves the decisions regarding the standards of quality which is utilise for designing the
products, packaging and many more so that an attractive products can be created for target
consumers (Conradie, Roberts-Lombard and Klopper,2014). In Apple, marketing department
focus to produce effective quality products with attractive designs in order to attract customers
and attain organisational goals.
Marketing planning:
This marketing function is concerned about creating plans for enhancing the sales as well
as production, product promotion and so on. In Apple, marketing function helps in making
effective plans so that sales can be enhanced and promotion of the product are to be done
successfully.
Product distribution:
Distribution is considered as a methods of developing products or services and available
for consumers or firm who required it. In Apple, this marketing functions helps them to
distribute their products that is electronic devices to all customers who required this. Also helpful
for them in order to gain more market share.
Customer support services:
The key to get success in market is customer satisfaction. So, the essential marketing
functions is to facilitate many clients support services such as after sales services, providing
credit services, managing the complaints of consumers and so on (Dibb and Simkin, 2013). The
role of this marketing functions in Apple company is to provide effective services to their clients,
manage and response to its consumer complaints. It assists them in obtaining, gaining more
number of customers.
3

P2. Roles and responsibilities of marketing relate to the wider organisational context
Marketing department have the whole accountability for enhancing revenue, maximising
market share and also contribute to sustainable growth. It concentrate upon the customer
satisfaction through examining the requirements as well as wants of consumers. The roles and
responsibilities of Apple marketing department are interrelated with their another functional
departments. Activities and functions of one division is related with others. So, for gathering
appropriate data regarding market trends, manager of Apple need to perform research.
Interrelation of marketing department with another functional sections are mentioned below:
Relationship of marketing with Human resource department:
HRM and marketing both departments are interrelated with one another as HR manager
hire proficient workers for marketing sections so that whole task can be performed in an
effectual manner (Haniefuddin and Baba, 2013). So the important role of HR department is to
recruit as well as choose proficient personnel which assists them to attain pre planned goals of
firm. In Apple, HR department played essential role for marketing by recruiting competent
employees for organisation so that their operations can be performed successfully and company
can promote their products in effective way.
Relationship of marketing with production department:
The main duties of production department is to convert raw materials into finished
products in order to fulfil the requirements of consumers. Effectual products can be created,
when firm have knowledge regarding the preferences as well as needs of the consumers. In
Apple, department of marketing facilitates information about the current market trends, needs of
customers etc. to production division. This assist them in producing products according to the
market requirements. Like this manner both sections of respective firm are interrelated with one
another.
Relationship of marketing with finance department:
Both marketing and finance are known as the pillars of firm where overall revenues and
profitability rely. The primary roles of finance sections is to prepare budgets as well as allot
funds to all functional sections so that whole work are to be done effectively and on time
(Zambaldi, Costa and Canniatti Ponchio, 2014). It assist in regular operations of firm in order to
accomplish their objectives. In Apple, department of marketing and finance both are interrelated
4

as one allocates funds to another for performing activities in appropriate manner and meet the
organisational targets.
Relationship of marketing with sales department:
Both sales and marketing department is interlinked with one another. Marketing is
considered as a way by which manager enable to develop the organisational profitability as well
as sales (Baker, 2014). Herein, the contribution of marketing department is more in enhancing
sales through attracting various consumers towards product. Marketing sections of Apple apply
many techniques which assists them in communicating products benefits and value to
consumers. Therefore, effectual product promotion done by marketing department aids the sales
division in making higher sales and meeting their targets. All these will assists respective
company in gaining profitability as well as maintain their sustainability into marketplace for
longer duration.
TASK 2
P3.Ways in which different organisations apply the marketing mix to the marketing planning
process
One of the primary model in marketing is “ Marketing Mix”. This is generally described
as a set of tactical marketing tools which is product, price, place, promotion, people, process and
physical evidence that company applied to in order to promote its brands into marketplace
(Jacoby, B., 2014). Whole components of marketing mix is essential for Apple as this assists
them to attract consumers, develop appropriate marketing strategy and their execution through
effectual tactics. So, comparison among Apple and Samsung are mentioned below:
5

Illus
tration 2: Marketing Mix
(Source: Marketing Mix. 2019)
Basis Apple Samsung
Product Product of the Apple are known for
their simple design and convenience
in usages. Also, for its standard
quality as well as durability. It
upgrades their products timely.
Herein, the range of the product is
Samsung has operated and design 6
global centres and manufacture in
53 global production forms. It deals
in large products chain in which
consumer electronics, IT and mobile
communication and device solutions
6

limited their products come in
various sizes as well as colours.
Some of its products are Apple
mobile phones, television, storage
device, headphones and so on.
Quality of all products are standard
which assist them to become more
competitive in technology market as
there are large number of
competitors.
are their broad category of products
with help of these products they lead
into marketplace.
Price The firm are popular for selling
standard and unique products. It
apply various pricing strategy such
as premium pricing, price skimming
and so on. Apple apply premium
pricing strategy by putting highest
price tags on their products as well
as services. This is because of firm's
long held belief which customer will
pay for products. For example: The
price of the Iphone X is USD999.
This help them to identify the drivers
for promoting value added solutions,
improving knowledge of competitive
benchmarking in context of rivals,
quality and services etc. through this
they can create belief among
consumer which enhances their
profitability and accomplish
objectives.
It use different pricing strategies and
avail at different circumstances in
which it avails price skimming by
put expensive price when products
new into marketplace. Competitive
pricing use in case of when products
are enough competitive into
marketplace.
7

Place This elements is about where as well
as how products and services are
made available to customers
(Kayabasi and Mtetwa, 2016). Apple
is considered as the world's largest
information technology company. It
operates in approx 22 countries
having approximately 499 retail
stores in all over world. Its retail
stores are innovatively designed
where customers can utilise products
as well as easily help from clients
service representatives. Through this
customers are satisfied and helpful in
attaining their objectives.
It has 53 Samsung international
sales base and one of the
multinational electronic company. It
locate its centres near software hubs
and to reach at large consumer base
it uses distribution and many
distributors in which regional,
territory and country includes in it.
Online sales also an place by which
it can reach at large consumer base.
Promotion Promotional activities of apple helps
to reach at large consumer base and
enhance their premium image and
quality of products. It uses all types
of promotional tool to reach at large
consumer base in which personal
selling, advertisement, sales
promotions and public relation are
major tools that use by apple. It
advertise about their stores, websites
and by using personal selling it by
using apple store employees by
giving best services to consumer
base. It organise various events that
enhance their popularity and by sales
promotions that majorly conduct into
Samsung promote their products and
services by both online and offline
mode by using banners, newspaper
and social media which is an
important source to enlarge business
opportunities. In online it provides
online promotion by using online
advertisement. In offline mode of
promotion by using distributing
flyers cab reach at large consumer
base.
8

stores are proved useful to attract
large consumer base.
People In people which one of the most
valuable resource in front of an
organisation (Taylor, 2015. Apple by
using or promoting their products
with help of employees. It give
perfect knowledge about their
products to their employees so that
they can easily give important
knowledge and insights to
employees and give an strict training
to them.
Samsung trained its staff members
and employees in the company so
that they can easily sought out the
problems of consumers. It gives and
focus on employees by giving skills
and capabilities that helps in solve
various issues.
Process In their process of manufacturing
products and services by matching
with market conditions. It gives
importance to every aspect of
development and give best consumer
experience and try to giving culture
in which every one can give their
best.
It uses an good and efficient process
to reach at desirable outcome. It
provides warranty for their products
so that they can grab trust of
consumers.
Physical evidence In their physical evidence that Apple
create culture in which every one
can give their best by providing
innovative and techno oriented
environment.
Samsung always focus on
enhancement of physical evidence
by adopting new technologies and
colour and quality of products and
services to grab attention of
consumers.
9