Table of Contents
2.0 Competition Research for UK Apple.
2.1 Apple overview.
2.2 EE overview.
2.3 Compare how Apple and EE use the various elements of the 7Ps marketing mix in their marketing planning processes to achieve business objectives.
3.0 Marketing plan for UK Apple 2021.
3.1 Situational analysis.
3.2 SWOT Analysis of Apple.
3.3 Marketing objectives.
3.4 Apple segmentation, targeting and positioning.
3.4 Business (Ansoff’s Growth Matrix) growth strategies for Apple Inc.
3.5 Recommended marketing mix (7’Ps) strategies for Apple Inc.
3.6 Action plan.
3.7 Marketing Evaluation and Control Plan for Apple 2021.
Aaker (2018) stated that a Marketing audit indicates the analysis and examination of marketing activities for finding errors and strategies to develop an effective marketing system. In the case of every business firm, marketing and its audit are very significant tasks to develop a strategic marketing strategy and gain a competitive platform in the market. Ramaswami (2018) noted that a marketing plan is also important to identify the potential and strategic marketing activities in advance. The marketing plan contains several functions including the plan for developing products, prices and promotional activities (Arnold and Quelch, 2018). This plan helps business firms to do competitive analysis and take necessary actions for removing the threats and challenges in the market.
In this report, the marketing plan and functions are discussed on the basis of a company named Apple. Apple is one of the largest technology-based companies in America that was established by Steve Jobs in 1975. This report focuses on the competition research for UK apple by comparing it with EE. After that, this paper shows the Marketing plan for UK Apple 2021. This section contains the discussion of situational analysis, SWOT Analysis, marketing objectives, market segmentation, targeting and positioning, and business growth strategies of Apple. In addition, this section contains the recommendation of the marketing mix (7’Ps) strategies for Apple Inc, an action plan and a marketing Evaluation and Control Plan for Apple 2021. The overall discussion contains the analysis of the marketing system of Apple to get competitive advantages in the UK market.
2.0 Competition Research for UK Apple
2.1 Apple overview
Apple Inc is one of the largest technology-based companies in America that was established by Steve Jobs in 1976. This company started its product development and continued the product innovativeness for getting a competitive advantage in the market. This company has run its business activities in both offline and online methods. Firstly, this company was started as Apple computer Inc but after some years the computer was eliminated and the brand name was converted to Apple Inc. This company has 137,000 staff and US$55.256 billion net income and US$260.174 billion in revenue in 2019 (Apple Annual Report, 2019). It has provided services from the 511 retails stores in several regions. The main products of Apple include iPod, iPad, iPhone and Mac Computers. The software of Apple is also the highest standard quality and this company has Mac OS X operating system and different software including iTunes, iWork, iOS and iLife (Apple Annual Report, 2019). Apple Inc normally sets up higher prices of its products because of its high brand image and better product quality. The marketing strategy of Apple also is very much effective because this company has skilled marketing managers.
2.2 EE overview
EE stands for Everything Everywhere which is a British mobile network operator and internet service, provider. It was established in 2010 and its brand name is BT Group and it has 29.2 million customers in 2020 and the CEO of this company is Marc Allera (EE, 2020). This company made an acquisition with BT in 2016 and run its business functions in the UK. This company headquarters is situated in Hatfield, England. In the year 2016, EE has covered 99% of UK people under their 4G & 2G networks, 80% of people covered by only 4G networks and 98% reaching covered by only 3G networks (EE, 2020). The main products of this company are including fixed-line telephone, mobile, internet facility and digital television. This company has a strong network facility and effective marketing plan by which this company has established a strong brand image and covered a large area of the market in the UK.
2.3 Compare how Apple and EE use the various elements of the 7Ps marketing mix in their marketing planning processes to achieve business objectives
Elements of the marketing mix
Marketing is the system of offering goods and services and creating profitable relationships with potential and existing customers. According to Albaum and Peterson (2018) Marketing is considered the most effective task of business because only production can’t bring the ultimate targets of the business. Chary (2018) noted that the marketing functions help to make aware of the customers for making familiar with the goods and services. The selling amount of business depends on the efficiency of marking plans and activities. The marketing mix is one of the best plans of setting marketing activities and increasing selling amount with a competitive advantage in the market (Frankel, 2018). Normally, the marketing mix contains 7 factors that help to make business decisions from the production level to the distribution level (Kotler and Armstrong, 2018). The marketing mix is also affected by several factors but it creates a link between the organization and customers. The marketing mix is a strategy to develop products and services through effective process and promotion and set the prices to attract customers. The 7Ps include product, price, promotion, place people, physical evidence, and process that are represented below diagram.
The efficiency of the 7Ps affects the purchasing behavior of the customers because these factors affect the product quality, price and promotion (Kotler and Armstrong, 2018). A marketing mix helps to influence the purchasing behavior of the customers positively and ensures business success.
Application of 7Ps marketing mix in Apple in comparison to EE
Frankel (2018) stated that Product is offering by the business firms to the customers for earning profits. Every product has utility and it needs the customers for meeting their demands. In the case of Apple, several types of products are offering to the customers. Generally, Apple offers Mac computers, iPhones, iPad, watch and software to the customers (Apple Annual report, 2019). The product quality of this company is very good than the competitors and most of the products hold special features, creativity and innovation. Especially, iPhone is the most attractive product of Apple (Greenspan, 2019). Most of the customers like the products of Apple due to its special quality and features. On the other hand, EE is a British company and the main products of this company are including fixed-line telephone, mobile, internet facility and digital television (EE, 2020). This company has a strong network facility and effective marketing plan by which this company has established a strong brand image in the UK……………………..