Running Head:RESEARCHING MARKETING QUESTIONS
Researching Marketing Questions
Chad J. Don
MKT/571
Professor Meraj Khan
July 24th, 2017
1
RESEARCHING MARKETING QUESTIONS
2
Researching Marketing Questions
The following analysis is based on information provided by Apple Inc. The major areas
of increase for the organization are the number of sales made in both Japan and Europe among
others. Regarding Japan, revenue in the fourth quarter of 2016 saw a 10% increase while Europe
saw a 3% increase also in the fourth quarter. On the other hand, the major regions that saw a
decrease in revenue are Chine with a 30% and America saw a decrease of 7%. Regarding
products, the iPhone saw a 13% decline, while the MAC saw an even bigger decline of 17%
(Grant, 2016). The increase in production units for both the iPad and the Mac rendered a loss for
the Apple company. The organization would be able to address this challenge by reducing the
total numbers of units sold. This method pursues to minimize the production costs leading to the
loss regarding this case. By causing shortage would lead to a level of demand and the market
would respond by increasing price of the commodities therefore by enhancing the revenue by the
company (Heracleous, 2013).
The company has seen a considerable decline in income that has been accrued by the
organization from the third and fourth quarters. The income regarding the iPhone and Mac have
extremely lowered while the returns on the iPad has seen a 6% increase. There was also a
significant increase of 24% regarding the services offered by the company. Also, the other
products made by the company have seen a significant drop of 22% in generated income
compared to the third quarter (Grant, 2016).
By enhancing research will help establish vital aspects on the protection and promotion
of the interests of consumers. It is a strategy that can be adopted by the company to promote
growth for the company. This approach is meant to established products that match consumer
preference thereby helping the company compete favorably with others. Another strategy that
RESEARCHING MARKETING QUESTIONS
3
can be used by the company in this regard is innovation to establish approaches that are efficient
and effective in production. This helps in minimizing the cost of production as well as the
suitability of products to the market. Engagement of feedback from clients and integrating it in
production is another approach that can be used by the company in this case (Heracleous, 2013).
The establishment of new products can be used in this situation as well. The company has
the ability to lean on the strong brand identity within the market. The research is the prerequisite
for this because it provides the company the ability to research different aspects in the market
place. They include consumer preferences, financial ability of existing firms and that of the
target market. Exploring the aspects of the culture of target market would assist in the
incorporation important aspect that informs on consumer preferences (Grant, 2016). Other vital
understandings that can provide support in stimulating the growth within the company via
investigation of new markets. This serves to enlarge the pool from which the company can
search for clients. A case in point of such markets includes regions of Africa (Heracleous, 2013).
You have discussed well the following areas:
•
•
•
•
Major areas of increase and decrease in revenue or type and/or category of business
Trends that are evident in terms of revenue or type and/or category of business
Insights that would help formulate marketing strategies to either continue growth or reverse
decline
Additional analysis you (if you were SVP) would like to build a marketing goal and strategy or
strategies (and why)
The company that was selected for this portion of the assignment was Apple Inc. Apple
Inc. corporate headquarters are located in Cupertino California. The product that has been
selected for discussion in this report is the iPhone. The Apple company has manufactured
306,661 units in 2015 vs. 276,592 units in 2016. The company has a 92,600 employees on a
permanent basis along with an additional 4,400 temporary employment. The company was found
RESEARCHING MARKETING QUESTIONS
4
in 1976 by Ronald Wayne, Steve Jobs, and Steve Wozniak. You can visit apple.com for
company information and current products for sale. The data that was utilized for this report was
from 2015 and 2016 (Grant, 2016). The device selected for this report was the iPhone which is
considered a smart phone that currently accounts for the highest number of sales. At this point
the Samsung mobile company is Apples biggest competitor. The Apple company’s main strategy
used in marketing the product is extensive use of innovation to establish a high quality product.
By marketing and sealing high quality products assists in creating and maintaining a strong brand
identity that draws customers to them. The highest number of sales are currently in America and
Europe. Africa is a market available for potential growth and expansion(Grant, 2016). The
revenue made from the iPhone has seen a small decline from 2015 to 2016.
You have well incorporated and discussed the items requested in the instructions for the
assignments as a part of the summary for the product.
APA guidelines require papers to be formatted with level, I, III and IV headings and subheadings
to make the presentation of the paper better.
RESEARCHING MARKETING QUESTIONS
5
Reference
Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. John Wiley &
Sons.
Heracleous, L. (2013). Quantum strategy at Apple Inc. Organizational Dynamics, 42(2), 92-99.
http://images.apple.com/newsroom/pdfs/Q4FY16ConsolidatedFinancialStatements.pdf
http://images.apple.com/newsroom/pdfs/Q4FY16DataSummary.pdf
http://investor.apple.com/secfiling.cfm?filingid=1193125-14-383437
Grading Guide
Partially
Content
Comments:
Met
Student analyzes the dataset and provides
insight and commentary in the form of a
Not
Met
Met
Good job!
10
memorandum. (10)
Student’s analysis includes major areas of
increase and decrease in revenue or type and/or
category of business. (10)
Good job!
10
RESEARCHING MARKETING QUESTIONS
Content
6
Not
Met
Met
Met
Student’s analysis includes trends that are
evident in terms of revenue or type and/or
Partially
Comments:
Good job!
10
category of business. (10)
Student’s analysis includes insights that would
help formulate marketing strategies to either
Good job!
10
continue growth or reverse decline. (10)
Student’s analysis includes additional analysis
you (as SVP) would like (and why) to build a
Good job!
10
marketing goal and strategy or strategies. (10)
The memorandum is a minimum of 525 words
Good job!
10
in length. (10)
Student selects a global or multi-regional (does
Good job!
business in more than one country) company
10
and one of its products or services that will
serve as the basis for your marketing plan. (10)
Students prepares a summary document and
sends it to the instructor that includes but is not
limited to:
•
Name of Company
Good job!
5
RESEARCHING MARKETING QUESTIONS
Content
•
•
•
•
7
Partially
Not
Met
Met
Met
Comments:
Location of Company Headquarters
Name of Product or Service selected
General description of company (number of
employees, revenue, type of ownership, web
page, etc.)
General description of product or service. (5)
The summary document is a minimum 175
Good job!
5
words in length. (5)
Total
Total
Available Earned
80~3
Writing Guidelines
80~3
Partially
Not
Met
Met
Met
Comments:
The paper—including tables and graphs,
Please refer to the
headings, title page, and reference page—
comments in yellow.
is consistent with APA formatting
guidelines and meets course-level
requirements. (4)
3
RESEARCHING MARKETING QUESTIONS
Writing Guidelines
8
Partially
Not
Met
Met
Met
Comments:
Intellectual property is recognized with
Good job!
4
in-text citations and a reference page. (4)
Paragraph and sentence transitions are
present, logical, and maintain the flow
Good job!
4
throughout the paper. (4)
Sentences are complete, clear, and
Good job!
4
concise. (4)
Rules of grammar and usage are followed
Good job!
4
including spelling and punctuation. (4)
Total
Total
Available Earned
Assignment Total
Additional comments:
#
20~1
19/0.95
4
3.95
RESEARCHING MARKETING QUESTIONS
9
Marketing Plan Outline and Timeline
MKT/571 Version 10
University of Phoenix Material
Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the outline below, for a product or service of
your choosing. The product or service must be identified by the end of Week 1. The product or service
you select is used to develop the assignments for Weeks 2 through Week 6. References must be
included for each section.
There are no defined standards for the length of the marketing plan; however, your plan must disclose
complete marketing strategies and provide reliable and valid references and data supporting the
strategies to convince the target audience. The plan must be written in plain language that would be
easily understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for
each section and subsection. Assignments may include modifications to these lists. Please use lists
provided in assignments only.
•
Executive Summary:
o
o
o
o
•
Situational Analysis:
o
o
o
o
o
o
o
o
•
Vision, Mission, Strategic objectives, Values
Internal Analysis
Strengths/Weaknesses
Capability/Capacity
Competitor’s Strengths/Weaknesses
Technological Competency
Product or Service Analysis
Market Segments
Research
o
o
o
o
o
o
o
o
o
o
o
•
Strategic Objectives
Products or Services
Resources Needed
Projected Outcomes
Primary Research
Secondary Research
Consumer Analysis
Customer Profile
Continuous Consumer Monitoring & Research
Environmental Scanning
Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
Current Opportunities
Potential Future Opportunities
Current Threats
Potential Future Threat
Target Market(s):
Copyright © 2017 by University of Phoenix. All rights reserved.
1
Marketing Plan Outline and Timeline
MKT/571 Version 10
o
o
o
o
o
•
Demographics
Psychographics
Ethical Issues
Legal Issues
Social Issues
Product, Place/Distribution, Promotion, and Price Strategies:
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
Product Descriptions and Product/Service Mix Strategies
Product/Service Determinants
Creating a Brand Image
Maintaining Brand Image
Branding Concerns
Distribution Strategies
Channels, Mass, Selective, Exclusive
Promotion/Integrated Marketing Communication
Advertising Strategy/Objectives
Push and Pull
Media Strategy
Advertising Execution
Sales Promotion
Direct Marketing
Public Relations/Strategies
Positioning
Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
•
Consider your company and product or service selection in Week 1. You may select an existing
type of product or service or a new product or service but it must be global or multi-regional. Once
you have selected your product or service, you must define the size and type of company that
provides the product or service (available from annual reports). This need not be elaborate but
must include total number of employees, production volume, distribution methods, and so forth.
Company and product or service selection is a critical part of this project. You must ensure your
proposed company can implement the marketing methods discussed in the text.
•
Key to creating an effective marketing plan is the ability to analyze the environment in which the
product or service will be offered. The Week 1 assignment allows you to begin to understand
various reports and how they can be used in your marketing plan.
Week 2: Understanding Target Markets
•
To develop effective relationship marketing, a company must first understand its targeted
consumers’ buying influences and behaviors. In Week 2, create the Research section of your
plan. In addition, create the first two parts of the Target Market section, which includes performing
the demographics and psychographics analysis.
Week 3: Promotion and the product life cycle
•
All products/services go through a life cycle of NPI (new product introduction), growth, maturity
and decline. These various stages affect the marketing strategy and promotional efforts. In Week
3, you will incorporate a promotion strategy that addresses at least three areas of the product life
Copyright © 2017 by University of Phoenix. All rights reserved.
2
Marketing Plan Outline and Timeline
MKT/571 Version 10
cycle.
Week 4: Price and Channel Strategy
•
How one goes to market and the influences of the channel (channel power, strength of channel,
speed of channel, etc.) affects the pricing strategy of the product or service. In Week 4 your
pricing and distribution strategy will be incorporated into the marketing plan.
Week 5: Marketing Communication and Brand Strategy
•
Brand strategy and the communication of the brand is essential to understanding the various
phases of a product or service (viz a viz the life cycle). Brand recognition is based in the
marketing communication efforts of the firm. When you hear or see the word Coke, you
immediately know it is Coca Cola. When you see five interlocking rings of different colors you
know that is the symbol for the Olympics. In Week 5, you will develop a brand and communication
strategy for your product.
Week 6: Executive Summary, Legal, Social and Ethical Issues, Final Plan
•
Review your final plan. Does the plan effectively analyze market strategies? Are the social,
ethical, and legal considerations valid and accounted for? What is the relationship among quality,
price, satisfaction, and perceived value within the plan?
Copyright © 2017 by University of Phoenix. All rights reserved.
3
Marketing Communication and Brand
Strategy Grading Guide
MKT/571 Version 10
Marketing
Copyright
Copyright © 2017, 2016 by University of Phoenix. All rights reserved.
University of Phoenix® is a registered trademark of Apollo Group, Inc. in the United States and/or other countries.
Microsoft®, Windows®, and Windows NT® are registered trademarks of Microsoft Corporation in the United States and/or other countries. All
other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended
to imply endorsement, sponsorship, or affiliation.
Marketing Communication and
Brand Strategy Grading Guide
MKT/571 Version 10
Edited in accordance with University of Phoenix® editorial standards and practices.
2
Marketing Communication and
Brand Strategy Grading Guide
MKT/571 Version 10
Individual Assignment: Marketing Communication and Brand Strategy
Purpose of Assignment
This assignment is designed to help students understand the interrelationships between brand strategy and the
communication message to the target audience. It is a continuation of the marketing plan and students should
review the Week 3 Learning Team Assignment for assistance in product brand strategies the team has
developed.
Grading Guide
Content
Met
Partially
Met
Not Met
Total
Available
Total
Earned
6
#/6
Student develops a branding strategy and
marketing communication plan that addresses
at least 5 elements of the Situational Analysis
and the Product, Place/Distribution,
Promotion, and Price Strategies (modified
below) sections of the marketing plan.
Choose 5 elements from the lists below:
•
Situational Analysis:
o Vision , Mission, Strategic objectives,
Values
o Strengths/Weaknesses
o Competitor’s Strengths/Weaknesses
o Market Segments
• Product, Place/Distribution, Promotion,
and Price Strategies:
o Creating a Brand Image
o Maintaining Brand Image
o Branding Concerns
o Promotion/Integrated Marketing
Communication
o Advertising Strategy/Objectives
o Push and Pull
o Media Strategy
o Advertising Execution
o Public Relations/Strategies
Student must include a measurement of
customer loyalty and retention in your
strategy document.
The branding strategy and marketing
communication plan is a minimum of 700
words in length. Note: Charts/graphs/tables
do not count toward the word count.
Comments:
3
Marketing Communication and
Brand Strategy Grading Guide
MKT/571 Version 10
Writing Guidelines
Met
Partially
Met
Not Met
Total
Available
Total
Earned
2
#/2
8
#/8
The paper—including tables and graphs,
headings, title page, and reference page—is
consistent with APA formatting guidelines and
meets course-level requirements.
Intellectual property is recognized with in-text
citations and a reference page.
Paragraph and sentence transitions are
present, logical, and maintain the flow
throughout the paper.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed
including spelling and punctuation.
Assignment Total
Additional comments:
#
Comments:
4
Running Head: Price and Channel Strategy
Price and Place/Distribution of Apple Inc
Chad J. Don
MKT 571 Marketing
Professor Meraj Khan
August 14th, 2017
1
Price and Channel Strategy
2
Introduction
In the recent past, Apple Inc. has made tremendous marketing efforts aimed at ensuring
that the organization’s activities are aligned with the prevailing market conditions as well the
consumer needs. It, therefore, becomes very critical to conduct an evaluation of .the company’s
pricing distribution strategies. The utilization of effective channels as well as the ever growing
portfolio has been very important in ensuring success of the company in the global market. These
marketing elements have played a vibrant role in the understanding of how and why the
company has been experiencing expansion in the different parts of the world.
Distribution Strategies
Apple Inc. greatly depends on a holistic distribution model (Heracleous, 2013). This
model takes an advantage of the diversity in the available distribution channels. Consumers
should always be able to access the services and products in any part of the world and during any
period of the year. The channels and outlets that the company uses should be widespread so as to
ensure that the entire distribution process is fruitful. Traditionally, Apple utilizes a very selective
strategy in its distribution which ensures smooth supply of the goods and services to the end
user. The company also give some retailers the power to take control over some marketing tools
and strategies. In the distribution strategy of Apple Inc., it has availed its services and products in
online stores, apple authorized stores, retailers, and offered fulfillment services. This is a strategy
that has been very fruitful thus earning the company notable and big profits.
Channels, Selective
Apple Inc. employs the use of selective distribution models. These models have been
very effective in the marketing of its products. The selective approach involves a certain degree
of exclusivity that can restrict the company’s market reach and coverage. The company uses
Price and Channel Strategy
3
online and non-online channels to distribute its products and services to its clients. It has been
exploiting multi-channels that have been useful in increasing and improving overall sales for the
company. The company has got more than 200 stores all over the United States of America
(Chen & Ann, 2016). However, this is lower than other multinationals such as Coca-Cola.
Nevertheless, these stores record more productive and effective per unit. It has been able to
experience expansion in their retail sales per a single store which has played a major role in the
expansion and promotion of the company’s revenues. Additionally, the company has partnered
with a retailers who work with the stores so as to increase the sales level.
Dynamic/Static Pricing Strategies
Apple Inc. exploits a static pricing strategy (Chen & Ann, 2016). This is because the
company’s main focus is on the delivery and production of premium products that are sold at
similar prices in every market. Unlike other similar companies, Apple has standardized its prices
for some products in various foreign stores. This implies that the company is focused on the
premium clients. This pricing is done in an effort to influence the middle and lower class
individuals. The pricing strategy includes the breaking down of the prices and the discounts
offered to consumers. This strategy has put the company in the frontline in the market due to its
effectiveness.
Daily Pricing, Promotion Pricing
Apple Inc. utilizes a premium pricing strategy which shows that the marketing elements
of the company are very essential in its pricing strategies (Chen & Ann, 2016). This premium
pricing approach focuses on maintaining high-end replication of the company and its products
offerings. This strategy also works to attract and targets a smaller marker share which includes
Price and Channel Strategy
4
the middle and upper social classes in the society. The premium pricing strategy used by Apple
Inc. has helped the company in maintaining higher revenues and profits from its operations.
Practically, the company does not provide any discounts through the sales direct
channels. The discounting has been effected in the furnished products only. Moreover, the
company maintains the reseller pricing at a stable level despite the many legislations and policies
that have illegalized the setting of dealer pricing by companies. In some cases, the company has
worked to ensure that the prices of the products and services are maintained at a reasonable level
through implementing lower dealer margins, zero discounting and ensuring that the terms the
reseller pricing are consistent with the products they offer (Khan, Alam, & Alam, 2015).
Additionally, Apple Inc. has got very exclusive online and retail stores that are very attractive to
the consumers.
Conclusion
On a conclusive note, it is crystal clear that Apple Inc. has put in place very efficient and
effective strategies in its placing and pricing. These strategies have been implemented with the
aim of enhancing the marketing of its products. The company has been able to effectively
manage the stabilization of the retail prices. Therefore, the integration of the various channels as
well as the ever growing portfolio has aided the company in ensuring successful existence and
operations in this very competitive market.
5
Price and Channel Strategy
References
Chen, C. M., & Ann, B. Y. (2016). Efficiencies vs. importance-performance analysis for the
leading smartphone brands of Apple, Samsung and HTC. Total Quality Management &
Business Excellence, 27(3-4), 227-249.
Heracleous, L. (2013). Quantum strategy at Apple Inc. Organizational Dynamics, 42(2), 92-99.
Khan, U. A., Alam, M. N., & Alam, S. (2015). A critical analysis of internal and external
environment of Apple Inc. International Journal of Economics, Commerce and
Management, 3(6), 955-961.
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