University Marketing Plan: Analysis of Tengri for MKT 2533 Course

This report provides a comprehensive marketing plan analysis for Tengri, focusing on the marketing mix elements: product, price, place, and promotion. It examines Apple Inc. and its smartphone market, considering product life cycles, pricing strategies, distribution channels, and promotional tools. The report also analyzes macro environmental factors like political, economic, social, and technological influences. It further discusses ways to enhance market effectiveness, including evolving the marketing mix, continuous monitoring, and technological integration. The report concludes with recommendations for improving Tengri's marketing strategies, offering valuable insights for students studying marketing principles and strategies. References are also included.

Running head: MARKETING PLAN FOR TENGRI
Marketing Plan for Tengri
Name of the Student
Name of the University
Author Note

1MARKETING PLAN FOR TENGRI
Table of Contents
Introduction................................................................................................................................2
Company Background................................................................................................................2
Marketing Mix...........................................................................................................................4
Product...................................................................................................................................5
Price........................................................................................................................................5
Place.......................................................................................................................................6
Promotion...............................................................................................................................7
Ways to Improve the Market Effectiveness for Apple Inc........................................................8
Reference..................................................................................................................................10

2MARKETING PLAN FOR TENGRI
Introduction
Marketing strategies are one of the major factor that will be liable for the aspects that
are related to the development of the factor that will be responsible for the growth of the
organization (Pride & Ferrell, 2016). This is one of the major factor that will be contributing
towards the development of the aspects such as marketing mix and the strategies that needs to
be taken to identify the potential of the company and help in determining the various
activities that will be required for improving the market effectiveness (Kotler et al., 2015).
The chosen organization for the study is Apple Inc. The study will be discussing the elements
of the marketing mix and present a discussion on developing the areas that will be
responsible the improvement in the market effectiveness. The study will consider the
approach with the frame work of marketing mix to deliver the areas that are related to the
development of the areas related to the market effectiveness.
Company Background
Apple Inc. is one of the major companies that is associated in the industry of the
technology. Founded by Steve Jobs and Steve Wozniak in 1976 it has reached at a point
where its competitors are dreaming to reach (Apple.com). The product offerings from the
present day is inclusive of the various products such as phones, tablets, watches and PCs
along with different services. The company has been involved in developing an ecosystem
with their products. This has lead the company to be values as the first company to have a
market capital of more than USD 1 trillion (Forbes.com, 2019). This is one of the most
significant achievement for the organization. However, for the sustainability in the market it
is one of the most important part for the organization and to achieve that they must
incorporate the aspects that will be liable for increasing the market effectiveness of the brand.
Growth in the Market

3MARKETING PLAN FOR TENGRI
There is significant growth in the sector of smart phones form various regions in the
whole world. The growth in the sector of smartphone market is stated below;
As it can be seen from the data that there is a significant growth in the smartphone market
does provide the opportunity to Apple Inc. to challenge the competitors.
Macro Environmental Factors for Apple Inc.
There are mainly four environmental factors that influences Apple Inc. These factors
are stated below;
a. Political Environment: Net Neutrality has been one of the major political issue that
has been impacting the companies that are offering internet services and involved in
the industry of smartphones, laptops and other devices (Crandall, 2017).
b. Economic Environment: The strong GDP of America is an opportunity for the
company to incorporate the activities that are related to the new product development.
However, global economic crisis is a major concern that can influence the sales of the
company.
Fig: Smartphone Shipment
Source: Statista.com (2019)

4MARKETING PLAN FOR TENGRI
c. Social Environment: Smart phones are one of the major part for an individual which is
a growing trend. Consumer base for the organization is increasing with the growth in
the sector of consumables.
d. Technological Environment: There is a sportive trend for the adoption of the
technological improvements. This has been a result for the organization to incorporate
the advancements such as A12x Bionic system on chip that is one of the most
powerful system on chip in the industry.
Market Share
The market share for Apple is stated below that is based on the smartphone the
company have shipped;
Marketing Mix
Marketing mix is one of the major factor that contributes towards the development of
differentiation from the competition that will be liable for projecting the unique value
proposition offered by the brand (Pantano, Priporas & Migliano, 2019). Marketing mix is
inclusive of the factors such as Product, Price, Place and Promotion. Apple Inc.’s marketing
mix is stated below;
Fig: Smartphone Market Share
Source: Idc.com (2019)

5MARKETING PLAN FOR TENGRI
Product
The key product that is being offered by the company and considered for the study is
smartphone market. From the trend in the market and sales of the smartphones, tablet and
laptops, product life cycle of the company stated below:
The types of the product that company is utilizing of the factors that are inclusive of
the lineup of iPhones, iPads, Apple Services, MacBook and iMac. All these are electronic
devices other than the services that are provided by the organization which are software based
services.
The products of the brand is more focused on the quality aspect and they are directed
towards the customer with a premium price. The product strategy that the company is using is
using is about the creating an ecosystem of the products that will be beneficial for the
organization to provide the customer with the best possible experience.
Price
The price of the smartphones by Apple has been significantly high compared to other
premium brands as it has been stated below;
Apple iPhone Xs Samsung Galaxy
S10
Google Pixel 3
Price 4999MYR 3299 MYR 3099 MYR
Fig: PLC of Apple Products
Source: Liu, Chen & Diallo (2018)

6MARKETING PLAN FOR TENGRI
The marketing environment for Apple is very competitive as the competition from the
different brands are increasing day by day. This enables a fierce competition in the market.
The company is utilizing a premium pricing strategy that is directed towards the consumers to
enable the ultimate customer experience with the ultimate quality products. The objective
behind the pricing is to provide the requisite services and a quality product to the consumers.
Place
The places that the company has utilized is inclusive of the aspects that are relate to
reaching the consumers. Apple Inc. is having their headquarters at California and have their
504 apple stores worldwide other than retail stores and online partners that the company is
utilizing to offer their products.
Fig: Distribution Channel Apple
Source: Created by Author

7MARKETING PLAN FOR TENGRI
There are multi-channel distribution strategy is being taken to offer their products by
apple. This is one of the most significant factor to reach the customers by using different
channels.
Promotion
The positioning statement that is being used by Apple Inc. is stated below;
Apple is all about the experience, it goes after the emotional branding something which is
felt in the heart and the mind of the customer.
The perceptual map for the Apple Inc. is stated below (Created by Author);
The promotional strategy that is being utilized by the company is inclusive of the
factors such as;
i. Elegant and Minimalistic Advertisement Campaigns: The company is utilizing the
activities that will be liable for projecting the activities that are associated with the
development of the market that will be projecting the products and communicate
with the consumers in a more elegant and a minimalistic way.
ii. Addressing the Key Value Proposition of the Products: This is one of the major
strategies that are being adopted by the company to address the key value
Price High
Price Low
Quality High
Quality Low

8MARKETING PLAN FOR TENGRI
propositions of the brand that will be enable the brand to attain the requisite
attention of the consumers.
iii. Strong Communication: This is a vital strategy to strongly communicate with the
activities that will be enabling the aspects that are related to the development of
the connection with the consumers.
The promotional tools that are being used by the company is inclusive of the various
aspects that will help the organization in attaining the requisite attention of the customer.
These are stated below;
i. Advertisements that are projected towards the consumers
ii. Public relations are one of the major promotional tool for the company
iii. Sales promotion for the students is also a promotional tool for the company
Ways to Improve the Market Effectiveness for Apple Inc.
The following ways can be adopted by Apple Inc. to ensure the increase in the market
effectiveness for the organization. The recommendations are stated below;
i. Evolving the Marketing Mix:
a. Product Mix: Incorporate research and development for new product
development according to the need of the customer and can bring new
affordable product line-up.
b. Place Mix: Try to reach the growing economies and utilize the growth with
increasing the availability of the service and the products.
c. Promotion Mix: Incorporate technological advancements such as artificial
intelligence and machine learning to reach new set of customers.
d. Pricing Mix: The Company must incorporate the competitive pricing strategy
by providing the quality and experience for ensuring the market
effectiveness.

9MARKETING PLAN FOR TENGRI
ii. Enable a continuous monitoring process to ensure mitigation of the resources that
are needed for the problems that are associated with the organization.
iii. Ensure technological advancements and incorporate them to the marketing
strategies such as segmentation and targeting the right set of customers.

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Reference
Apple.com (2019). Buy iPhone XS and iPhone XS Max. [online] Apple
(MY). Available at: https://www.apple.com/my/shop/buy-iphone/iphone-xs
[Accessed 31 Mar. 2019].
Crandall, R. W. (2017). The FCC’s Net Neutrality Decision and Stock Prices. Review of
Industrial Organization, 50(4), 555-582.
Forbes.com (2019). Apple Is Worth One Trillion Dollars. Amazon Isn't. [online] Forbes.com.
Available at: https://www.forbes.com/sites/panosmourdoukoutas/2018/09/16/apple-is-
worth-one-trillion-dollars-amazon-isnt/ [Accessed 31 Mar. 2019].
Idc.com (2019). IDC - Smartphone Market Share - Vendor. [online] IDC: The premier global
market intelligence company. Available at: https://www.idc.com/promo/smartphone-
market-share/vendor [Accessed 31 Mar. 2019].
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson
Higher Education AU.
Liu, Z., Chen, J., & Diallo, C. (2018). Optimal production and pricing strategies for a
remanufacturing firm. International Journal of Production Economics, 204, 290-315.
Pantano, E., Priporas, C. V., & Migliano, G. (2019). Reshaping traditional marketing mix to
include social media participation: evidence from Italian firms. European Business
Review
Pride, W. M., & Ferrell, O. C. (2016). Foundations of marketing. Cengage Learning.
Samsung.com (2019). Buy | Samsung Galaxy S10e, S10 & S10+ | Samsung Malaysia.
[online] Samsung my. Available at:
https://www.samsung.com/my/smartphones/galaxy-s10/buy/ [Accessed 31 Mar.
2019].

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Statista.com (2019). Topic: Smartphone industry analysis. [online] www.statista.com.
Available at: https://www.statista.com/topics/840/smartphones/ [Accessed 31 Mar.
2019].
Store.google.com (2019). Pixel 3. [online] Google Store. Available at:
https://store.google.com/product/pixel_3 [Accessed 31 Mar. 2019].