Marketing Portfolio Report: Analysis of Company Marketing Strategies

This report provides a comprehensive analysis of the marketing strategies of several companies, including P&G, Burger King, Coca-Cola, Apple, Amul, and Samsung. It begins with an overview of market research and its application in marketing plans, emphasizing how companies like P&G use research to understand customer preferences, identify market opportunities, and mitigate risks. The report then delves into a competition analysis for Burger King's burger, highlighting key competitors like McDonald's and Wendy's. It further examines Coca-Cola's PESTEL analysis for its new Barrilitos Aguas Frescas product, covering political, environmental, social, technological, legal, and economic factors. Apple's SWOT analysis, focusing on the iPhone 8, is presented, discussing strengths, weaknesses, opportunities, and threats. The segmentation, targeting, and positioning of Amul's pouch milk are also explored, detailing its market segmentation strategy in Guwahati and its positioning to target specific customer segments. Finally, the report addresses marketing ethics issues in Samsung, particularly concerning the Galaxy Note 7, and suggests measures to address these issues, emphasizing professional conduct and product safety.

RUNNING HEAD: Marketing portfolio
Marketing portfolio

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Table of Contents
Introduction:..........................................................................................................................................2
Market Research and its use in a marketing plan:.................................................................................2
The competition for Burger Kings’ burger.............................................................................................3
PESTEL Analysis of Coco-cola:................................................................................................................4
SWOT analysis of Apple:........................................................................................................................5
Segmentation, targeting, and positioning of Amul:...............................................................................6
Marketing ethics issues in Samsung:.....................................................................................................7
References:............................................................................................................................................9

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Introduction:
The following report analyzed about the marketing portfolio of 6 different companies.
It describes the marketing research done by P&G to establish, competition for Burger King,
PESTEL analysis of Coco-cola latest product, SWOT analysis of Apple iPhone 8, STP
analysis of Amul pouch milk and Marketing ethics issues in Samsung.
Market Research and its use in a marketing plan:
Market research: Prosperous businesses like P&G have broad learning about their clients and
their rivals. Getting exact and particular data about clients and contenders is a basic initial
phase in marketing examination and the improvement of an advertising design (Luiten, et al.,
2016). In building up a market plan, essential functions to be performed are the requirements
and demands of customers, selecting or developing up a product or services which will be
addressing customers issues, create special products that will make the client conscious, and
guarantee conveyance of the item or administration.
Market research can help P&G to achieve objectives, strategies, and tactics:
1. Better comprehend the attributes and preferences of its customers: It enabled P&G to
analyse in advance the customer taste and preference related to future and present products.
2. Identifying chances to build deals and develop company business: It helped P&G to
develop new market by using research and enhancing company growth and sales in future.
3. Recognize and plan for issues in industry and in the economy everywhere: Moreover
market research helped P&G to identify any loopholes in its product and policies and remove
it timely.

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4. Monitoring the opposition in market: This enabled P&G to understand the competitor
strategies and tactics in advance and act accordingly.
5. Diminishing hazard by settling on informed business choices and not simply depending
on instinct or feeling: The market research also allowed P&G to take informed decision
which enabled it to take profitable and good decision for company. Simply relying on instinct
which most marketers do, P&G saved itself from many wrong decisions which it could have
taken.
6. Taking Critical Business Decisions: Sometimes P&G also took the critical decision
which proved good for the company in future and enabled it to target the future customer
segment (Puente & Cavazos, 2017).
The competition analysis for Burger Kings’ burger
The Burger King’s Hamburger is the favorite product selected. And the cafeteria business is
remarkably focused, particularly in the developed markets. In the U.S furthermore, other
global markets in Europe and Asia-Pacific, fast facility organization eateries, and quick-
casual eateries has picked up fame in the most recent decade. Well recognized brand chains
go up against each other on the premise of products, excellence, benefit, menu cost and zone.
In the fast food industry especially Hamburger has got the popularity and main brands which
are in competition for Burger King are McDonald's and Wendy's. Burger King has
established the brand very appealing to customers against the competitive brands (Boje,
Haley & Saylors, 2016). In the Hamburger industry, Burger King has managed to continue
its product appeal amongst consumers, contending alongside major trademarks like
McDonald's, Wendy's which are most popular. Burger King positioned itself in top 3 in this
fragment below the two burger chains. In this industry generally, Starbucks and Yum brands
are considered as two remarkable rivals. These organizations all around promoted and

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organized out restraints and establishments spread worldwide with more number of stores
than Burger King. Burger King produced ordinary turnover nearly $3,550 at licensed
cafeteria in previous years, which is approximately similar to Starbucks' usual income of
$3,500 per store however partial the incomes produced by a McDonald's cafeteria (near to
$6,800 per cafeteria in a day), demonstrating McDonald’s power in the business.
The competition affects the marketing objective and strategies of Burger King, as it has to be
at the top to retain the present customer in business. The strategies which are adopted should
be unique in order to achieve objective decided by the company.
PESTEL Analysis of Coco-cola:
Political analysis: As a multinational company, Coca-Cola should adopt the restraints and
guidelines the countries in which it is working to launch a Barrilitos Aguas Frescas coke, a
completely unique and new fresh and non-carbonated drink. The Corporate taxes, various
ecological rules, waste management policy, worker reimbursement system, and many more
should be done in a legitimized method to occupy a place in the marketplace.
Environmental analysis: The environmental factors include considerations regarding
environment like carbon emission, pollution and others. The new market entered Barrilitos
Aguas Frescas will require proper analysis of environmental factor of the market. This will
include analysis of factors like waste thrown by fresh juices manufacture, waste disposal
policy, sustainability practices by the company and much more (Dai & Cai, 2017).
Social analysis: The environmental issues disturbing the social values of the Coco-cola are
the culture of nation, custom, inhabitants and styles which are not in position to be managed.
So a proper analysis of all social factors which can affect the launch of new product Barrilitos
Aguas Frescas should be in advance analyzed to create a place in the market.

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Technological factors: In beverage industry technology is playing a significant role in various
part of the production like concentrated syrups, bottles packaging, filling of bottles and much
more. The new product Barrilitos Aguas Frescas launched should have advanced features in
new product packing like the green waste, healthy drink and much more.
Legal factors: The several legal deliberations are the laws connected to occupation, security,
welfare of workers, customers and many more. The Coco-cola should fulfill all the legal
compliances required before introducing or launching the new product in a country.
Economic analysis: The economic factor affecting the environment of Coco-cola is interest
rate charged by different institutions, preference of customers, the trend in the market and
many more. The analysis will help Coco-cola in finding out the market area of the new
product it is launching.
SWOT analysis of Apple:
Strength- One of the key strength of Apple all through the ages is been its imaginative
product offering. Apple has displayed continuous success and which became the strong
strength of Apple. The latest product Apple 8 is offering various innovative and much
dominant processor became a spot on the iPhone 8/8 Plus. iPhone 8 remote charging breaks
the limits that clients should put the handset on a charging plate, designing another remote
charging period.
Weakness: A key weakness in Apple is continuous considerable lot of its items which are
inconsistent with outsider software design. Whenever the customer purchases, the user is
forcibly entered the Apple world and will need to proceed with Apple applications only. That
has a massive effect on users’ decision process. Apple has just 7-8 items in its collection in
contrast with nearest rivals Microsoft and Google. Consequently, the reliance of Apple on
each of its items is high (Butler, et al., 2016).

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Opportunities: Apple is an emerging business in business sector. Similarly critical to the
organization is the increasing GDP of developing countries, therefore increasing operation of
finest brands like Apple. A company like Apple which is very popular needs a bigger base in
market which is progressively being developed by means of an area new launches by Apple.
Threats: One of the important hazards to Apple is the market penetration by diverse
companies in the Smartphone promotion. Android is taking a major portion of the overall
business and as of now more than 45% of the pie and iPhone is at 42% piece of the pie.
Normally android being of Google, Apple must be prepared for Smartphone rivalry. Though,
it's a threat that fast battery drain problem stills present in iPhone 8/8 Plus, deviating
customer to prefer other brands.
Segmentation, targeting, and positioning of Amul:
The new product offered by Amul is pouch milk. This is the latest trend in India to get new
customers.
Segmentation: The objective of segmentation for AMUL pouch milk is to recognize and goal
customer groups so that Amul will get the high income from a limited advertising budget.
Amul recognized Guwahati has added up to drain market of around 3.20 Lakh Litres for each
day, out of which 50 percent of the drain is sold in free form. Free drain doesn't guarantee
predictable quality during the time which is guaranteed by Amul pocket Milk. Amul is
hoping to accumulate a piece of the overall industry of 40 per-cents in Guwahati fresh milk
market (Singh, 2017).
Positioning: It means conquering the maximum necessary marketplace in customers' minds,
creating the brand almost unconquerable. Amul is positioning its target market in Assam and
North-East (NER), as it is a lucky market for Amul Fresh Product offerings. AMUL has
sensibly refined its family grounded image. Amul also offers finest Quality pouch milk (dairy

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product) at the rational price. As the positioning in Guwahati and urban areas nearby will not
increase goodwill but also will help customers to get best quality milk at low prices. The
Amul team is planning is to launch this successful product in other areas of India as well.
Targeting: The target market decided by Amul is people of every age like youth, children,
working people and much more. The main focus of Amul is for youth and working people
who need advance products which consume lesser time to prepare. Moreover the pouched
milk can be stored for days and months without taking any significant care. This will enable
the fast growing generation to consume milk at any time they need. Amul capabilities are
enhancing as it is going wi3th the current trend of the market. This will not enhance company
sales but will increase customer health as well.
Marketing ethics issues in Samsung:
Samsung promised to be better than before in newly launched product Samsung galaxy note
7. But the expectation went in vain and the product turned a defective one. An explosion of
the Note 7 appeared on August 24th; moreover deals proceeded all through August and into
initial September. All customers of Samsung from authentic to new were affected by this
unfortunate choices (Hartley, 2017). It will take huge money and time to acquire their trust.
In China, where Samsung says its Note 7 utilizes safe batteries, a few clients asserted their
mobiles burst into flames, while it was compelled to defer continuing deals in South Korea
because of a moderate review progress. The result of the Note 7 explosions was posted via
social media by consumers and rapidly the predominant media initiated out around it. In last
September Samsung stated a collective recall of approximately 2.0 million mobiles due to
damaged batteries being the fault. Despite that, Samsung team didn’t get a reason of
explosion, so there weren't any realities to back this announcement up.
Following measures can be taken to solve ethical issues:

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Professional Conduct: The Samsung should practice professional conduct to resolve the
above issues raised like it re-focused their store network to other battery producers and
should convey substitutions immediately. Samsung should have respect towards its customer
rather than only focus to increase sale by gaining more customer. it should follow non-
discriminatory conduct towards every customer to have the feel of responsibility towards
them.
Safer products: Ethical practices in sales and marketing should be conducted properly before
launching any product. The Samsung should go through a proper research and methodology
to check the product safety measures. The product if passes safety test should include
handling manual to guiding the customer in proper usage of the product.

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References:
Boje, D.M., Haley, U.C. and Saylors, R., 2016. Antenarratives of organizational change: The
microstoria of Burger King’s storytelling in space, time and strategic context. human
relations, 69(2), pp.391-418.
Butler, F.C., Butler, F.C., Martin, J.A. and Martin, J.A., 2016. The auto industry: adapt to
disruptive innovations or risk extinction. Strategic Direction, 32(11), pp.31-34.
Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization. Oxford University Press.
Dai, G. and Cai, Y., 2017. The Cross-Culture Management of Chinese Enterprises in Poland
Under the Belt and Road Initiative—Based on PEST Model. International Business
Research, 10(9), p.96.
Hartley, S., 2017. The case of the exploding Samsung phones. Busidate, 25(1), p.9.
Luiten, C.M., Steenhuis, I.H., Eyles, H., Mhurchu, C.N. and Waterlander, W.E., 2016. Ultra-
processed foods have the worst nutrient profile, yet they are the most available packaged
products in a sample of New Zealand supermarkets. Public health nutrition, 19(3), pp.530-
538.
Puente‐Díaz, R. and Cavazos‐Arroyo, J., 2017. The categorisation of brands: The case of
P&G™ branding strategy. International Journal of Psychology, 52(3), pp.205-212.
Singh, B., 2017, ‘Amul starts third party unit in Guwahati, launches pouch milk’, The
Economics Time., 13 september. Available at:
http://economictimes.indiatimes.com/articleshow/60499853.cms?

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utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst.( Accessed on 5
october 2017).