Marketing Essentials Report: Apple Inc. Marketing Strategy Evaluation

This report delves into the core elements of marketing, focusing on Apple Inc. and its marketing strategies. It begins by defining marketing and exploring the roles and responsibilities of the marketing function, including market research, marketing plan development, product development, distribution, and customer support. The report then examines the interplay between the marketing team and other departments, such as human resources and finance, highlighting the importance of collaboration. A key section compares the marketing mix of Apple and Samsung, analyzing their approaches to product, price, place, promotion, people, and process. Finally, the report evaluates a basic marketing plan, providing a comprehensive overview of marketing essentials and strategic considerations.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function..............................................................1
P2 Roles and responsibilities of marketing team in context of wider association context.....3
TASK 2............................................................................................................................................4
P3 Comparison between two organisation for using marketing mix.....................................4
TASK 3............................................................................................................................................6
P4 Evaluation of basic marketing plan...................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is define as process where exchange of goods and services become possible in
frame. It is not similar to sale and completely differ from that. Marketing essentials describe
about all important elements of marketing team which used to and enable business to manage
various activities (Baker, 2016). This project is based on Apple whom want to determine all
essential and important elements and factors for marketing so that beneficial results could be
drawn. In this project, role of marketing get evaluated and its interrelation with other marketing
functions as well. Along with this, it will also differentiate about marketing mix between two
firm which are Apple and Samsung. Moreover, a basic marketing plan enable management to
accomplish targets properly.
TASK 1
P1 Roles and responsibilities of marketing function
Business is a composition of various activities where each and every function or
consideration have their own perspective regarding their work. There are various functions are
operating in a company which get operated with some specialise individuals. Such individuals
need to do their work properly and execute operations in a define manner (McDonald and
Wilson, 2016). Various functions which use to present in a company whether it is large or small
define as follow:
 Marketing function
 Human resource function
 Finance function
Apple Inc. is one of big firm in the world which was establish in California as a symbol of
innovation. Their marketing division use appropriate and suitable steps in order to gain
competitive advantage and to prepare a big firm. Hence, management required to understand it
more specifically which suppose to get done basic evaluation (Marketing function, 2018). Thus,
roles and responsibilities which use to perform by marketing function of Apple Inc. are define as
follow: Market research: Initial role of marketing function is to organise a market survey in
which they could have to determine all recent trends and working operations (Tomczak,
Reinecke and Kuss, 2018). Market research is a process which is very crucial in frame
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and need to understand by manager of marketing team so that define product could be
launch. Their major responsibility is to analyse the study properly and then implement it
into a business through which objectives get accomplish properly. Marketing plan: Another role which use to perform by manager is to create marketing
plan related to definite products and services. Manager need to assess things properly at
the time of study so that all expenses could be manage and maintain properly. Marketing
manager required to implement such marketing plan objectives properly so that better and
suitable gain become possible (Titman, Keown and Martin, 2017). Product development: Another major role which concern with marketing function of a
company is to develop their product. It get done on the basis of competitors analysis
properly and add some new ingredients which completely differ from the company
present products and services. Their responsibility is to execute such thing properly and
test it once it get develop. Distribution of sales: Another role which use to perform by marketing function of a
company is to distribute their product and services to target users on the basis of demand.
For this they required to determine suitable promotional technique so that better and
effective working efficiency could be manage and maintain. Their responsibility is to
distribute product properly so that supply could met with demand and chances of
inconvenience get minimise (Carvalho, Estevinho and Santos, 2016).
 Customer support with public relation: Role of marketing function is to gather whole
kind of data from market and improve if any kind of deviation underpin. Customer
support services of marketing division need to be suitable and appropriate in frame so
that absolute public relationship get maintain.
Apple Inc. marketing division perform all their roles and responsibilities properly where
they suppose to gather each kind of information from market and then frame their innovation so
that better results could be gain and drawn. Their marketing plan includes about each and every
aspect properly so that better results could gain. Various products and services of company like
Mac, Ipad etc. get born with suitable market research and customer analysis. Hence, such things
enable them to craft better relationship with customers in order to gain best suited outcome
(Kapferer, 2017).
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P2 Roles and responsibilities of marketing team in context of wider association context
Marketing function support organisation to grow and operate things effectively so that all
targets get accomplish in better and appropriate manner. All functions of an association have a
linked with each other which used to assess properly so that better and supportive results could
be determine. For effective and absolute working, there is a need to coordinate various sections
properly (Rayasam and et. al., 2017). Apple used to evaluate this section properly so that they
become able to operate properly and maintain their competitive advantage at market. Marketing
function of Apple required to cop up their work with other functions as well so that efficient
results get estimated as well as beneficial attribute become possible: Human resource management & marketing management: HR play an important role in
an organisation which enable and support to recruit and select such individual which
facilitate and done their work properly. Marketing team use to gather information from
market and enable an association to met demand of define area. Both functions are
interlinked with each other where HR team have to fulfil all vacant position at marketing
division with suitable candidate whom have potential to perform things in a define
manner. This will enable a firm to accomplish their targets and objectives in an
appropriate and effective manner (Vargo and Lusch, 2016). Finance and marketing: Another function is finance which use to made systematic
records of all financial and non financial transactions. Marketing department use to
deliver products and services properly so that sufficient money get arrange. Moreover, for
promoting products marketing team need some money which suppose to allocate by
finance division only. Hence, management required to linked these sections properly
under which at the time of requirement finance get arrange for marketing team so that
overall profitability get enhance.
 Customer service & marketing: These functions have a interlinkage with each other
where customer services need to register properly (De Mauro, Greco and Grimaldi,
2016). All their complaints regarding product and services get manage with customer
support service provider. Thus, such data required to transfer to the marketing function of
a company so that better and effective working get done. Marketing team further enable
such section in products and services so that better gain become possible.
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All these functions of Apple Inc. have a direct or indirect relationship with each other so that
beneficial working become possible. Marketing efforts accelerate growth of Apple products and
service delivery. Moreover, customer support services deliver the essential consideration of
feedback to management so that absolute working could be done in order to gain better outcome.
Moreover, chances of doing things correctly become possible only with appropriate
understanding of roles and responsibilities with its link. This assist Apple to enhance their sales
ad overall financial revenue of a company as well. Hence, better and appropriate growth and
development used to take place in better supportive frame (Baker, 2016).
TASK 2
P3 Comparison between two organisation for using marketing mix
Marketing mix determine as such factors or elements which contribute in influence the
purchasing aspects of a company. There are various elements contributed in order to determine
the marketing mix of a company so that beneficial outcome could be drawn for managing
various operations. Apple Inc. is one of famous and well known phone manufacturing company
in the world whom have vast range of stores. They are using premium pricing strategy where
delivery of products get done on high rates (McDonald and Wilson, 2016). They provide a clear
mind set fr target individuals that they have and deal only in high ended prices products. This
famous company have a rivalry which provide Apple a tough competition. Samsung is a Korean
company and have good marketing efforts which enable in deriving better outcome. Thus, below
is a difference between these two organisation and their utilisation of marketing mix in their own
respect for achieving targets properly:
Basis Apple Inc. Samsung
Product On regular basis, Apple increasing
their number of products at market
world which enable them to gain
competitive advantage. It is really
important for them to launch and
innovate goods so that competitive
advantage should be maintain. The
product of Apple Inc. are Mac, iPad,
Samsung wants to expand their
number of products from cell
phones to other network are as
well. Their major products are
TV, Home appliances etc.
Although, they also manufacture
screen for Apple. As they also
deal in diverse range of products
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iPod etc. which enable in achieve targets.
Price Apple use the premium pricing
strategy where they deliver products
on high rates. It facilitate an option
for a company to maintain high end
image so that better working
operations get done.
Samsung deal in every kind of
products and services where
prices taking place from low to
high or high to low as well. This
enable them to create a differ
image where target of market
signify as each and every group.
Place It is a place from where products used
to get deliver. In this Apple stores are
appropriate place from where
products used to get deliver.
Moreover, several more places which
involve in distribution process of a
company are: Stores, Online stores,
Authorized dealers, telecom
companies etc.
Samsung products are easily
available from any shop. As their
target is to reach wide number of
customers which normally not
follow any kind of chain.
Products are convenient to get
available which facilitate to bring
out positive reflection in order to
accomplish business targets.
Promotion Apple promotional mix enable in
facilitating quality image of a
company. This section enable
management to reach target buyers.
Apple use master mix strategy where
they organise live events, offer old
models at discounted prices etc. Such
promotion activities enable them to
accomplish objectives properly for
creating quality image.
Samsung promote products and
services through personal selling
where individual reach home per
home to maximise effectiveness.
Along with this, they also
promote products through online
platform where chances of
deriving better outcome become
possible in nature. Such aspect
facilitate to gain growth.
People Customers of Apple are luxury users
whom want to maintain
confidentiality in their data
Samsung usually target each and
every group and their people
belong to every income
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processing. Such people have high
purchasing power so that
effectiveness and target
accomplishment become possible.
generation segment. This assist
them to accomplish sales target
properly so that better working
effectiveness could be manage
and maintain.
Process When Apple deliver their products
and services, there is a definite
procedure lead to follow up at the
time of delivery. The process is easy
as when an individual reach to store
or consume through online medium.
Samsung products also get
purchase through online and
offline medium so that better and
efficient working get done. This
section get done through in a
definite and appropriate manner
for effectiveness and efficiency.
Physical evidence Apple products have physical
evidence as when it get purchase
through any medium which consider
as bill and have a physical existence
of product.
Samsung also define its presence
by delivering quality offers to its
number of users so that
effectiveness and efficiency in
work could be manage and
maintain to accomplish all targets
properly.
TASK 3
P4 Evaluation of basic marketing plan
Marketing plan is an estimation of various activities which enable to gain better results.
Such kind of planning enable in order to accomplish targets properly so that effective and
efficient gain could become possible (Tomczak, Reinecke and Kuss, 2018). Apple Inc. required
to develop their marketing plan so that better and effective working towards objectives
accomplishment become possible in nature for deriving suitable outcome. In this marketing plan,
each and every activity lead to take place for better and effective gain in order to manage various
considerations properly.
Vision of a company: “Making great products which not get change and focus on innovation
more and more and wants to contribute in such market where it required”.
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Mission statement of Apple: “Apple wants to deal with change business landscape properly so
that better and appropriate innovation lead to take place”.
Objectives of Apple:
 To deal with changing business landscape
 To evaluate the innovation properly and gain competitive advantage
 To maintain things simple not to complex
 To manage promotional things properly
Budget for Apple which enable them to manage various activities properly related to market so
that effective and efficient gain could be maintain (Titman, Keown and Martin, 2017). Hence,
below is a marketing budget of a company so that effective and efficient working operations lead
to execute properly in deriving suitable outcome:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 55000 12600 14200 20000 16000
Investment 20500 14800 16000 14200
Total 50000 33100 29000 36000 30200
Marketing
expenditures
Advertisement 9600 6700 6200 6000 6400
Sales promotion 2000 2000 4500 3000 8500
Direct marketing 7000 6000 2000 7000 2000
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Total 18200 14700 12700 16000 16900
Available balance 31800 18400 16300 20000 13300
This budget is for the next 5 years plan of a company so that better working operations
could be done.
Situational analysis: For managing business operations, situational analysis is appropriate so
that beneficial gain could be gain. In this aspect, Apple Inc. could utilise Ansoff matrix which
enable them to gain better results and analyse the environment properly as well. Market penetration: In this aspect, business target existing market area by determine new
customers or modify existing products for existing customers. This section enable Apple
to maintain competitive advantage by dealing into existing market world and target new
customer groups as well (Carvalho, Estevinho and Santos, 2016). Market development: Another consideration is market development where Apple could
develop and grow their products at such area where they want to expand number of
operations. This is basically for new area and Apple could gain competitive advantage
easily as their promotional strategies are effective in nature. Product development: In this consideration, business target new area for their new
product. Apple suppose to target new field through effective study of area which facilitate
them an option to manage and understand the things properly.
 Diversification: It is of two kind related and unrelated. Apple suppose to do only related
diversification like they start dealing in TV's, Laptop's etc. This diversification support
them to maintain keen effective competitive place rather than others (Kapferer, 2017).
CONCLUSION
It get concluded from the project that marketing essential enable a business to accomplish
their targets properly and effectively so that better and suitable working efficiency could be
manage and promoted. In this aspect, marketing department need to understand their roles and
responsibilities as well as its interrelation with other associated function required to manage for
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facilitating appropriate working. Moreover, a basic comparison between Samsung and Apple Inc.
get done so that their use of marketing mix get understand in a beneficial frame. Although, with
effective implementation of marketing plan, organisation become able to accomplish their goals
and targets in a beneficial manner so that operating activities become effective in frame.
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