Marketing Essentials: Analysis of Apple Inc.'s Marketing Strategies

This report provides a detailed analysis of marketing essentials, using Apple Inc. as a case study. It begins with an introduction to marketing and its core functions, emphasizing the importance of strategic and tactical approaches. The report examines the roles and responsibilities of the marketing function within an organization, including marketing information management, distribution, product and service management, pricing, promotion, selling, and financing. It also explores the relationship of marketing with other organizational units such as production, finance, human resource management, research and development, customer service, administration, information and communication technology, and sales. The report further analyzes the impact of the marketing environment, including competition, the economy, technological developments, and political factors, on marketing strategies. It highlights the significance of interrelationships among various functional units for achieving overall business success. The report then delves into the ways in which firms utilize elements of the marketing mix to obtain business success, comparing Apple Inc. with Sony. It culminates in a basic marketing plan specifically tailored for Apple Inc., considering the 7 Ps of the marketing mix, to provide a coherent, evidence-based strategy.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and Responsibility of marketing function..............................................................1
P2 Roles and responsibilities of marketing related to wider organisational context..............2
M1 Roles and responsibilities of marketing in context of marketing environment...............4
D1 key elements of marketing function and its relationship with other functional units.......4
M2 Significance of interrelationship among marketing and other functional units...............5
TASK 2............................................................................................................................................5
P3 Ways in which firms uses elements of marketing mix to obtain overall business success.5
M3 Different tactics applied by firms to achieve business objectives...................................9
TASK 4..........................................................................................................................................10
P4 Basic marketing plan for Apple Inc................................................................................10
M4 Coherent evidence based marketing plan......................................................................14
D2. Strategic marketing plan that applies 7p........................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................15

INTRODUCTION
Business activities that are related to the selling of products and services to the potential
consumers by the means of advertisements and various other ways is known as Marketing. A
firm has its prime objective as producing a product that is in demand of the market and making
maximum profit out of it (TransformationBabin and Zikmund, 2015). Essentials of marketing is
described as the combination of all prime functions that is been done using various marketing
tool so as to get maximum results. It becomes important for the companies to apply best
methodologies and strategies of marketing so as to get maximum profit out of their business
products and services. In order to understand the essentials of marketing Apple Inc. has been
considered. Apple is one the largest companies of the world irrespective of the industries. It is an
American multinational technology firm which is in the business of designing, developing and
selling consumer based electronic gadgets, software and many other online services. It was
founded by Steve jobs, Steve Wozniak, and Roland wayne in April 1976. It ha approx 116,000
employees. This report highlights the tools that can be used for doing marketing. It also
showcases the importance of marketing in the comprehensive growth of an organisation. It
provides a basic marketing plan for Apple.
TASK 1
P1. Roles and Responsibility of marketing function.
In any organisation marketing is considered as one of the major functions among various
activities that is performed in any company. It will be incorrect to consider marketing as just a
function that deals with advertisements rather it has broader sense where advertisements and
selling is only a part of marketing. It is a strategical and tactical function which involves
processes like analysing , researching, planning, auditing of market and then helping firm to
develop product that is as per the demand of consumers (Bean and Hussey, 2012). It also
includes activities such as pricing, packaging, customer services and distributing products and
services using different channels. Roles and responsibility of marketing functions includes:
 Marketing information management : In today's competitive environment every firm
needs to have certain data like customer needs, details about marketing environment etc.
It becomes important to manage these data as they can be helpful in making future
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strategic plans. Apple Inc. needs to have efficient information management system it will
help it to make future business plans.
 Distribution: It is process that involves making services and products available to the
consumers at the time of their requirement. Effective distribution channel ensures that
products are available every places of their requirement which is essential for efficient
marketing. Its the role of their marketing team in a firms such as Apple Inc. to develop
channels that makes products available at various places.
 Product and service management: It refers to as the designing, developing,
maintaining, improving products so that value can be added to it at every stage. Apple
has a wide range of products which needs to be managed well so that it can be available
to the customers at the time of their need (Beck and Reichert, 2012).
 Pricing: One of the most important role of marketing is to select a pricing range for the
produced services and products so as to achieve maximum profits while sustaining in the
competition posed by there rivals.
 Promotion: It is one of the marketing tool that which is being used for generating
revenue out of the product or service produced by firm. As it helps in increasing the pre
sale of product and notifying consumers about the new launch that is planned by the
company. It highlights the specialities of any product.
 Selling: Marketing helps in increasing the sales of an firm's products and services. It is
first transaction between seller and buyer.
 Financing: At every stages of product cycle proper financing is required so as to ensure
its efficiency and process smoothness. Marketing function has a role in allocating money
accordingly.
P2 Roles and responsibilities of marketing related to wider organisational context.
In Apple Inc. marketing has a responsibility of tackling various issues that comes in the
way of product success. In order to do so it needs to work with various other functions of an
organisation (Biggemann, 2012). Roles and responsibilities of marketing with respect to wider
organisational context are as follows:
 Production: Marketing team works with production team to ensure that products are
developed at the required speed and the quality is as per the market demand. For Apple
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who has to fulfil higher demands of its products world wide these two departments has to
work in effective collaboration so that demand and supply chain is maintained.
 Finance department: Marketing team has to work with finance department so as to
ensure that proper cash flow is maintained in an organisation. Every activity in an
organisation is to achieved within the financial limit. Marketing team developed budget
strategy so as to provide financial backbone to other departments of Apple Inc.
 Human resource management: Marketing department works in collaboration of HRM
so as to ensure that various demands of workers related to marketing and department is
fulfilled. Training, recruiting, selecting employees that poses excellent marketing skills
(Brassington and Pettitt, 2013).
 Research and development: Marketing team works with R and D department so as to
ensure that products and services being developed is as per the market demand as well as
upgrading existing products according to the feedbacks of the market. This is very
important in the companies of the scale of Apple Inc. to remain in top of the market
beating all its rivals. Apple is knows for its innovations.
 Customer service: One of the most important functional unit of any organisation which
helps in satisfying customers. Marketing team provides knowledge to this functional unit
about the promotional tricks that is being developed so as to attract potential customers. It
assists marketing team in resolving queries of customers.
 Administration: Marketing department helps administration in making decisions that
will ensure future success of the firm. Changes in the organisational structure needs to be
as per the products developed inside the firm which is according to the needs of
consumers.
 Information and communication technology: As Apple Inc. works in the industry of
technology hence role of IT becomes more important that too when concerned with the
marketing (Cox and Wray, 2011). Marketing teams needs to innovate their strategies by
implementing new technological support which is done by taking help of IT department.
 Sales: Role of this department is important in calculating success of marketing
department as they the first ones to interact with customers. The data collected by sales
unit helps in designing of the future marketing plan. Marketing team helps sales
department in increasing the pre sale by using effective promotional strategies.
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M1 Roles and responsibilities of marketing in context of marketing environment.
Marketing is done so that company's product sales gets increased in considerable amount
and it is done citing the marketing environment around the business of Apple Inc. Pricing,
promotional strategies, mediums for distribution of product and services depends on the firm's
objectives and environmental factors. Role of marketing as per these factors are as follows:
 Competition: Apple is working in an industry that is facing higher competitions. Hence
the role of marketing team becomes more important so as to increase the sales as
compared to rivals products which ultimately helps in increasing market share (Day,
2011).
 Economy: Apple is having high amount of monetary value which makes its strong
position in the market. It operations in UK which is itself a country with financial stable
environment makes the work of marketing team easier.
 Technological development: In the field of electronics technology expands by two folds
in every six months. Marketing environment is highly effected by these advancements as
use of modern gadgets have changed the ways of marketing. Apple Inc. needs to upgrade
its modern ways marketing so as to gain competitive edge over other rivals.
 Political: Alliances in politics and their decisions have changed considerable some made
the business processes to be smooth and some made the processes to suffer. Marketing
department has to engage with governments so that their marketing strategy does not
fails.
D1 key elements of marketing function and its relationship with other functional units.
Role of marketing team becomes very important so as to ensure product success which is
important for increasing the revenue of Apple Inc. As mentioned above data that is collected by
the marketing team helps in future development of products. As per Satit and et. al., (2012)
analysing these informations helps company in understanding the mood of customers. Marketing
environment remains variable in the whole product cycle hence it becomes more important for
the company to understand the market requirement not only at the phase when it has been
designed but till the stage when it is effectively delivered to the consumers (De Mooij, 2013). On
the other hand Sheth and Sisodia, (2015) states that competition in the market of technology
remains higher as compared to any other industry hence the role of marketing team becomes
more important. While Volek, (2011) says that proper financing, promoting is essential order to
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attract market and create a curiosity in the minds of consumers so that they buy Apple Inc.
products. Distribution channels when developed in proper ways ensures that products are
available to the consumers at the right time so that they do not have to wait for it. Marketing
team has to work hand in hand with other departments so as to ensure this.
M2 Significance of interrelationship among marketing and other functional units.
For any organisation to achieve success it becomes necessity that there all functional
units works in collaboration with each other and developing their individual plans taking help of
other departments as well. As marketing helps in increasing the sale of the company's products
so its relationship with every other functional unit becomes more important. As mentioned above
marketing and sales department helps each other in their work. For example marketing
departments helps in increasing pre sale while sales departments helps them in collecting
feedbacks of the customers (Fan, Lau and Zhao, 2015). Production and research department
works with marketing department so as to ensure that high quality products are being produced
that too as per the market demand. Marketing unit's relationship with finance department helps
them to allocate proper budget to every process so that their work smoothness remains constant
as per the requirement.
TASK 2
P3 Ways in which firms uses elements of marketing mix to obtain overall business success.
There are several elements of marketing mix that can be used to achieve overall business
success. These elements have potential of making any product a success if applied properly
(Garrigos-Simon, Lapiedra Alcami and Barbera Ribera, 2012). Using these tools Apple Inc. can
develop its marketing strategies. In order to understand various elements of marketing and its
potentials in achieving overall success comparison between two world's biggest firm in the
technological industry has been showed below. This will help to understand how they been used
by various companies in making its business successful.
Marketing mix Apple Inc. Sony
Product Apple design several
technological gadgets such as I
phone, I pads, Mac desktops
They atre in the business of
selling products such as TV
and home cinemas, cameras
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and media players. It also has
services like iTunes , Mac App
store as well as iCloud and
Apple pay. It also develops
certain operating systems such
as iOS and OS X and various
other application software such
as iLife and iwork. It is also in
the business of Apple TV,
head phones, cameras, storage
and connectivity devices.
This element of marketing mix
has been marked by simplicity
in design and its convenience
in usage. Its products is known
world wide for its durability
and highly innovative features.
Its uniqueness in terms its used
hardware and software helps
company in having
competitive edge over others.
and camcorders. It also does
the business of Vaio and
computing, Mobile phones
(Sony Erricson), tablets and
Sony play stations and other
accessories like earphones,
connectivity and storage
devices. They are known for
their products that are in
affordable ranges. They are
known for their quality and
innovative features.
Place Apple sells its many products
via its own stores, online
stores and by direct sales
force. Its shop is present
throughout the world. It also
takes help of its third party
cellular network carriers,
retailers, wholesalers and
value added resellers. Its net
sale in 2016 through indirect
Sony has many kinds of Stores
where they sell via direct and
indirect mediums. They have
there stores in an around the
world with millions of stores
run by either company staffs,
whole sellers or retailers. They
also sell their products by E-
commerce websites as well as
there own website.
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and direct sale remained 75
and 25 percent respectively.
There are approx 475 Apple
retail stores around the world.
Supermarkets, game shops are
also the places through which
company sell its products.
Price This company is known for its
premium pricing i.e. best
products in the market at
higher prices. Its other pricing
strategies includes price
skimming and Geographical
pricing. Its Brand Image and
advancement in technology
helps in supporting the higher
pricing ranges as compared to
its rivals.
They have a wide variety of
price range in which its
products are available. They
have the reputation of
providing the best technology
in the affordable pricing. There
price tags depends on the
innovative features present in
that product.
Process They are known for for their
design and product simplicity.
Apple has its manufacturing
units all around the world.
They always includes
processes that adds value to its
products. This company is
known for its innovative ideas
of developing products.
There process of developing a
technology is effective as it
offers products that is different
from the normal market. It
uses two kind of items one is
pre configured items in which
many pre designed items are
being assembled and other is
made to order items in which
the entire product is developed
in a new way.
Promotion This marketing mix is used by
this firm in a very efficient
way. They organise big
product launch campaigns that
They uses many kinds of
advertisements such as TV
ads. They also promote by
sponsoring many movies like
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goes live on internet and can
be viewed by any person
sitting all around the world.
They organise annual events in
which they brief press and
developers about their next
plans this helps in creating
creating buzz before the
launch of product. They have
their own you tube channels to
stream these events live. They
uses social media
advertisements to foster
promotion.
James Bond. They organise
events at local levels to
promote their new products.
They use pamphlet and also
advertise through social media
channels and new papers ads.
It organises festive and
seasonal sale offers on its
products.
People They have a workforce that is
highly skilled and adds
innovative ideas in the product
development process. Apple
recruitment process is of
higher standards. They sails
persons through out the world
provides friendly assistance to
the consumers. Employees
makes use of technological
features for doing their work.
Due to these qualities workers
in this company pays them
higher amount.
Staffs present in the company
are highly skilled and uses
modern technologies for
conducting their day to day
operations. They hire only best
quality engineers for their
production department. There
sails men are highly gentle and
greet customers with friendly
nature.
Physical evidence They are known for its brand
packaging which contains its
They also produce products
that offers features as
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logo. They have a wonderful
customised Apple stores which
provides customers with
delight. Their website is easier
to understand and details can
easily be obtained from it as
per the query. They serve what
they promise.
promised. They offer products
that are modern,
contemporary, stylish and are
up To dated as per the
technology available in the
world.
M3 Different tactics applied by firms to achieve business objectives.
The steps that is taken by firm so as to achieve its long and short term goals is considered
as tactics. These are formulated as companies strength and weaknesses. Different tactics is as
follows:
 Thorough market research: Any marketing plan cannot succeed without applying
comprehensive market research and Apple needs to do it regularly.
 Target setting: For achieving long term success in business company needs to set targets
from different sections of the society. These target settings helps company in producing
products that imparts maximum satisfaction to customers (Huotari and Hamari, 2012).
 Promotion: It is important for the Apple Inc. to innovate its promotional strategies so as
to reduce product failure risk.
 Pricing: In the market where competition has became intense especially in technological
gadgets, price needed to be set smartly (What is Evidence based Marketing ?. 2017).
Apple sets its pricing in higher range which helps to maintain its brand image. It is one of
primary tactic any company uses.
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TASK 4
P4 Basic marketing plan for Apple Inc.
Marketing plan is a written blue print of strategical and tactical decisions made by any
firm, which is a part of its business strategy. These plans helps company in achieving its goals
and provides strategic foundation to its business. This plans has the details of companies present
standing in the market which helps in formulating future short and long term goals (Jones and
Rowley, 2011). Basic marketing plan is simple and formal and has components such as
situational analysis of market, budget, action plan and financial statements.
It needs to be understood that technology demand in day to day life activities are
increasing. So is this industry many companies have came in this business. People want everting
to be done by tip of their fingers. It has not only effected the rich class bust also has changed the
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Source 1: Elements of marketing

lives of people who are socially and economically backward. So this industry has a higher scope
in the coming future.
Apple Inc. is a multinational technology based firm that deals in the business of modern
day gadgets and technology. It was established under the visionary leadership of Steve jobs,
Steve Wozniak and Ronald Wayne in the year 1976. It has approx 116,000 employees.
Apple's objectives:
 To expand their sales to consumers who are still not owning Apple's product.
 To produce hassle free products that gives enjoyment for consumers.
 Becoming leading business in the mobile industry.
Marketing analysis of Apple:
 Competitors: There are several competitors of Apple Inc. such as Sony, Micro-max,
Samsung etc. They also capture a large part of the market.
 Nature of market: The market is moving towards the user friendly products and having
innovative features. People are ready to pay as money even on higher margins but the
products must be innovative. Increasing competition have reduced the profit margins of
the company and also increased the demand to add more innovative features (Laczniak,
and Murphy, 2012).
 Customers: These stakeholders are becoming higher demanding due to wide variety of
product range available in the market by various other rivals. Apple needs to develop
products as per the demand of different geographical areas.
PESTLE Analysis
This is one of the major tool which helps to evaluate the overall market and reduced the potential
risk on the business. There are various external factors which cannot control by the management
need to be examined. These are:
 Political factor: This is one of the major factor which related with the government
stability. In the context of UK where government are stable as compare to other nation
which provide good opportunity for the Apple to maintain its business (Malhotra, Birks
and Wills, 2013).
 Social factor: This is related with the population size, cultural and social elements which
must be analyzed. In the context of Apple, UK per capital income is quite good which
increase its sale in an effective manner.
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 Legal factor: There are various legislative issue such as labor laws, minimum wage act
etc. having negative impact on the Apple current and future performance.
 Technological factor: Apple one of the technologically advanced company which can
provide competitive advantage in the UK market (McDonald and Wilson, 2016).
 Economic factor: There are various economic issue such as fiscal and monetary policy
of UK which are quite satisfactory for the cited company.
 Environmental factor: Today, climate plays a vital role and its influence on the
corporate image of the company. Apple is more concentrate on such issue which develop
an ideal image in the society.
SWOT analysis of Apple:
Strength They produce innovative products which are technologically
advanced as compare to others.
Weakness They firm price is quite high which not possible for sale in the
larger area.
Opportunity There is various emerging market such as India and China can
provide consistency in the market.
Threat There are various companies which provide tough competitive to
them.
Targeting strategy: There are various strategies such as marketing mix where a company can
target its customers in an effective manner. So that they can meet its short and long term goals
and target.
Monitoring and evaluation: This is the final stage of marketing plan where a cited firm
constantly monitor all activities in order to implement their plan in an effective manner (Wertime
and Fenwick, 2011).
Warning: There are various warnings that are generated by analysing the environment and
market. Marketing plan needs to be developed checking all these warnings. Regular evaluation
of warning is important for company's growth (Meissner, 2012).
Monitoring: Standard methodologies of monitoring needs to be applied so as to ensure the
effectiveness of the marketing plan and its feasibility in changing situations.
Information gather: Apple needs to gather various informations that are generated by its day to
day operations. These informations help Apple in making its future plans.
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Realistic time line: This company needs to make plan in which task needs to be achieved in the
allocated time. The objectives in the plan needs to be realistic so that it can achieved (Morgan,
2012).
Marketing budget for Apple Inc.
MARKETING BUDGET OF APPLE INC. FOR 2017
Particulars Amount in pounds
Amount for marketing plan 90000
Initial money 25000
Events 10000
Social media marketing 12000
Digital marketing 13000
Direct marketing 4000
Sales promotions 8500
Printing 10000
Advertisements 7500
Total 90000
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M4 Coherent evidence based marketing plan.
In this market plan a company needs to implement strategies that helps this company in
real time. There are three elements of evidence based marketing. They are as follows:
 Market analysis or research: There must be a proper research of the market from time
to time in order to understand its mood. This helps in future product development. This
must be done on regular basis as the change in any of external environment can influence
company in bigger way.
 Optimisation: Company needs to develop, design, target customers as per the demand of
the market. It is a process of determining the value of company, product that it offers and
improving communication that values consumers (Rossi, Allenby and McCulloch, 2012).
 Experimentation: Apple needs to conducts process that checks the effectiveness of any
product. It helps company to learn the methods that adds value and processes to secure
efficient transactions.
 Transformation: It not focuses on applying what has been learnt but also helps
marketing team in making cultural shift within the firm.
D2. Strategic marketing plan that applies 7p.
Strategic plan is as follows:
Marketing plan Description
Product Company needs to regularly innovate new
features in the existing product as well as
should work on inventing certain new
technologies.
Place Company also needs to sell their products by
the use of other retailers apart from online
mediums and their showrooms.
promotion Company relies a lot on the Brand image hence
need to plan their their promotional strategies
using the modern mediums of communication.
People As it has been doing in the past only the best
skilled employees in the market needs to
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inducted in the employee set in future also.
Physical Evidence Its brand image is due to the fact that it
delivers what ever it promises and same needs
to carry out in the future also.
Price It needs to reduce some of the prices of its
product so that it could be feasible for larger
set of people to buy firm's product.
CONCLUSION
From the above based report it can be deduced that marketing is considered as a set of
activities that helps in success of the product. There are several elements that are included in
essentials of marketing like market strategies, competitive analysis, positioning, market based
research, budgeting etc. There are various roles and responsibility of the marketing function
apart from advertising and doing promotions such as MIS, finance allocation etc. In Apple Inc.
their are various functional units and all needs to work hand in hand with the marketing functions
so as to achieve desired success in a given time frame. Various elements of marketing mix is
being used by various companies in order to strengthen there marketing function. Apple being an
big firm needs to implement marketing mix in a proper way. In the last part of the report
marketing plan for the company has been highlighted which showcases the strength and
weakness of the firm and budget is being allocated for the marketing purpose for next financial
year.
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