708 - Strategic Marketing
(Qualifi Level 7 Diploma in Strategic Management & Leadership)
Qualification no (RFQ): 601/5335/0 Unit
Title of the Final Assignment
Lecturer:
Student ID:
Student Name:
Submission Date:
708 - Strategic Marketing - Final Assignment Structure & Format 2021
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Acknowledgment
I certify that this assignment is my own work, based on my personal study and/or research, and
that I have acknowledged all material and sources used in the preparation of this assignment
whether they be books, articles, reports, lecture notes, any other kind of document, electronic
or personal communication.
I also certify that the assignment has not previously been submitted for assessment in any other
course or at any other time in this Course, unless by negotiation, and that I have not copied in
part or whole or otherwise plagiarised the work of other students and/or persons. I have read
the policy on plagiarism and understand its implications.
708 - Strategic Marketing - Final Assignment Structure & Format 2021
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Executive Summary
The topic of the report s to analyze the marketing strategies and develop a marketing plan with
the help of various frameworks, methods, and marketing models. The report describes the
strategies of Apple incorporation in reaching the lead position.
The report has discussed the current strategies of Apple incorporation with the risks
associated with those strategies to provide insight into the company's effort in strategies. The
report discusses several marketing frameworks and develops new strategies based on the
objectives provided in the newly developed marketing plan in task 2. The report also analyses
the role of another department in achieving the goals and objectives of Apple incorporation.
At last, the report has also included the controls and implementation plan to review and
monitor the activities and their performance.
Apple incorporation has acquired a great market share in the global technology industry. Still,
there are a few miles to go because apple has not been acquiring the highest market share.
Apple focuses on innovation, for which it needs huge resources. The report has recommended
that the company follow the marketing plan to achieve the highest market share.
 Improve the marketing
 Focus over digital marketing
 Along with innovation, focus on marketing
 The report has recommended strategies to achieve the goal.
The report recommends the company a detailed study of the marketing plan and strategies
followed by apple incorporation. The reader is advised to read the report carefully to develop
understanding.
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Table of Contents
Acknowledgment .................................................................................................................................... 2
Executive Summary ................................................................................................................................ 3
Introduction ............................................................................................................................................. 5
TASK 1 ................................................................................................................................................... 7
TASK 2 ................................................................................................................................................. 10
TASK 3 ................................................................................................................................................. 15
Conclusion & Recommendations.......................................................................................................... 19
References ............................................................................................................................................. 20
List of Figures & Tables ....................................................................................................................... 24
708 - Strategic Marketing - Final Assignment Structure & Format 2021
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Introduction
Apple incorporation is an American multinational company in the technological industry
involved in making software and software-related consumer products. Apple incorporation was
founded in 1976 by Steve jobs. Initially, the company was named Apple Computers, Inc., but
later it was changed to Apple incorporation as the company has diversified its base from
computers to handheld devices and software (Leorpard, 2022).
Apple designs, manufacture, and sells smartphones, computers, tablets, and wearables. The
company's products include iPhone, iPad, iMac, iPod, Wearable's, Home, and Accessories.
Apple has created a service segment compromising cloud service, advertising, AppleCare, and
digital content. Although the brand has many products, a large share of its revenue comes from
iPhones (New world encyclopedia, 2022).
Background
This report will focus on Apple's marketing plan and financial analysis and its products such
as iPhone, iPad, iMac, iPod, Wearable’s, and Accessories. Apple is the most valuable brand
globally - the most profitable technology company and the first publicly traded US company
to hit a market capitalization of $2 trillion in August 2020 (Wikipedia Contributors, 2019).
The company manages a portfolio of diverse assets, develops different products, and provides
its services worldwide. Apple has taken the industry by storm with its innovative products and
strategies. Hence, this report will address the challenges and strategies and resource allocation
(levy, 2021).
Aims & Objectives
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Below are the objectives of writing this report.
The report is written to identify the company's strategies to be the game-changer in the
market.
To understand how the critical marketing theories, methodologies, and concepts are applied
in the company.
To do the risk assessment with a contingency plan.
(theintactone, 2019; Lisbednet, 2021)
Scope
The reader is advised to read the report carefully to develop understanding. The report is
organized into three major tasks related to the marketing of Apple incorporation, the marketing
plan, creating the marketing and evaluating the plan. The report includes the findings and
marketing plan for Apple Incorporation based on the whole company, including all the
segments (Bridges, 2020; roseke, 2020).
708 - Strategic Marketing - Final Assignment Structure & Format 2021
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TASK 1
1.1: Critically evaluate a range of marketing tools, techniques and principles that can be
deployed to support general organizational strategy; exploration of marketing orientation will
be of value here. Summative explore how these techniques impact marketing planning.
Organizations are increasingly deploying marketing concepts in many functional areas
seamlessly to benefit the organization. (400 words)
1.1: Critically evaluate how marketing techniques and tools can support an organization's
strategy and how this impacts the marketing plan.
Marketing strategies define the plan of action an organization should follow to achieve its
goals. A marketing strategy provides a measure to turn out the objectives into reality. These
decisions may be crucial but long-term beneficial (Carmicheal, 2022).
Apple is the leading brand that has revolutionized the whole technology products. Besides, it
has also quadrupled its revenue from 2004 to 2021 - $8 billion to $365.82 billion (Statista,
2020).
Apple's business strategy is simple: creating the best user experience through great products.
Products with a powerful message of thinking differently are tech-savvy products that
maintain users' privacy. Apple has managed to create the best user experience, and therefore
the company charges premium prices for its premium brand. People depend upon Apple, and
the brand knows its customers way better than any other company. Apple's target market is
the upper and middle-class consumers willing to pay a higher amount for a better user
experience (Carmicheal, 2022). Moreover, The company has various direct and indirect
distribution channels through which it generated revenue of 36% and 64%, respectively
(Washington, n.d.).
Organizational Strategy Techniques
How marketing techniques
can support the strategy
To create the best user
experience
Marketing Orientation - Product concepts propose that
customers favour products that offer
Product Concept
the best quality, performance, and
innovative features. Apple embraces
these concepts in every product or
service; they make continuous
product improvements and stress the
latest features while marketing them.
Focus Strategy
Relationship Marketing
At Apple, user experience comes
first; therefore, they feel no stone
unturned to make technology
enjoyable for their customers. The
employees directly address the
708 - Strategic Marketing - Final Assignment Structure & Format 2021
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customers' concerns about Apple
products (Carmicheal, 2022).
The main focus of relationship
marketing is to encourage lifetimes
brand loyalty, and Apple does it
quite well (Carmicheal, 2022).
Marketing techniques
Impact on Marketing Plan
Product Concept
The product-centric approach help Apple create high-quality
and unique products. The company addresses customers' wants
with innovative devices that give them a competitive advantage
(Carmicheal, 2022).
Relationship Marketing
This approach is an essential factor for any business's success.
Wall street journal highlighted Apple's core customer services.
Apple has clear guidelines for dealing with customers
(Carmicheal, 2022). The company wants its employees to
approach customers with a personalized welcome, listen to and
understand their needs, and provide solutions. Lastly, the
employees should end the conversation with an invitation to
return (Hanselman, 2011).
1.2:Determine how key marketing methodologies and approaches contribute towards
marketing planning within diverse organizations. This task would blend well with 1.1. (250
words)
1.2:Determine marketing methodologies and approaches that contribute to a marketing plan
within complex organizations.
Apple uses the following critical marketing methodologies that contribute to its marketing
planning.
1. Marketing Concept
2. The societal Concept
The marketing approach is a modern concept that aims to maximize customer satisfaction.
The company coordinates all the departments and activities to maximize profits with
maximum customer satisfaction. Here, the customer is king. This approach requires
organizations to focus on the buyer's needs so the company can offer products that are
superior to that of its rivals. Apple puts maximum effort to satisfy its customer. The company
manufactures high-quality, tech-savvy, and easy-to-use electronic devices. Apple's products
are known for protecting its user privacy which gives customers a sense of control over their
information. Furthermore, the employees must make sure they listen to the customer's queries
and provide a solution (Johns, 2021).
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The societal Concept goes beyond the company's profit. This approach looks at the bigger
picture of the wellbeing of customers and society. The brand is required to balance the
company's profit, customer satisfaction, and societal interest. With Apple's environmental
efforts, the company sells its offerings while protecting the customer and societal interests.
Apple aims to make its products carbon neutral by 2030 (Apple, n.d). The company prides
itself on making products that require less power. Moreover, the brand's digital personal
assistant Siri for iOS, macOS, tvOS, watchOS runs on clean energy. The brand also claims to
invest in ideas that will help remove carbon (MBASchool, 2022).
1.3:Detail the part of the plan, considering your organizational context is complex; ensure
that these parts have sufficiency to address complexity. Perform a risk assessment or other
methodology of your choice. Put in place a contingency plan to address identified risk,
including within this an action statement. A project approach may be considered a means of
implementing your identified actions and contingencies. (350 words)
1.3:
Address risk associated with the marketing plan.
Risk
Assessment
Contingency Plan
Aggressive
Competition
Competition is challenging in
technology products. The company
may not compete effectively due to
rapid technology changes.
Apple must ensure that it introduces
products and services with the latest
technology. The company needs to
invest in the research and development
sector to maintain its dominance
(EDERSTONE, 2020).
Pricing
Apple has high prices compared to
that of the competition. Therefore,
the company might have to cut
prices to stay competitive.
Innovation Cost
Apple is known for its innovative
products. It has positioned itself as
a leading technology firm that
brings significant changes to the
market. The company spends a
large portion of its revenue on
research and development, but it
can sometimes lead to sacrificing
developmental projects to make
new products.
In the annual report of 2021, Apple
notes that the competition cuts prices
and lowers product margins. Hence,
the company needs to justify the
higher prices with the innovative
products or services every time they
launch a product (Golson, 2014).
Apple is an innovator, and if the
company wants to continue to be one,
It must consider lowering research and
development costs as much as it can.
Apart from being an innovator to
overcome the competition, the
company must also develop a strategy
708 - Strategic Marketing - Final Assignment Structure & Format 2021
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Apple overthrows its competition is
its innovation and rapid product
development. And according to
King, Lu, Pasten (2008), it can be
worrisome if this is the only
approach a company uses to beat
the competition and achieve
success in the industry. The
problem with this approach is that
the firm spends a lot of money on
innovation.
Outsourcing
Partners outside
the US
According to Apple's annual report
of 2021, its major outsourcing
partners are located outside of the
US. The manufacturing process
outside the US reduces the
operating cost, but it also reduces
its control over its productions.
to succeed in the global market
(Purnanandam, 2020).
For this, Apple needs to have a robust
code of conduct for its manufacturing
service provider, and it does have such
policies. Still, the breach of the code
of conduct can affect the company's
reputation. Hence, Apple must preplan to save its company if such a case
occurs (Golson, 2014).
TASK 2
2.1: Review your work and research in 1.3, critically analyzing the sectional parts of the
marketing plan, evaluate the critical sections of the plan, those that may make the greater
contributions to the whole, towards meeting the established strategic marketing objectives.
2.1:
Critically analyze the components of a marketing plan and the importance of each
component to the achievement of strategic objectives.
A marketing plan defines a way to reach our business plan. The business management has to
take various crucial decisions to target and leverage its target audience. The planning may be
designed regarding the whole business of its separate segments. The steps and components
involved in a general marketing plan are:
 STP
STP (segmentation, target market and positioning) framework helps identify the target
market. Segmentation divides the market into groups based on demographics,
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geographical location, behaviours and psychological traits. The target market drives the
target market from segmentation into groups. Positioning identifies the rank a company
wants to build in the minds of its audience in the effect of this strategic marketing plan.
Identifying the target market is an essential stair in the ladder of the strategic business
plan. The wrong target may cause more people to visit, but no one will buy it
(InvestingPort, 2021).
 Objectives
The objective section of the marketing plan identifies the goals of an organization they
want to achieve by this strategic plan. Objectives are a small part of an organization's
mission; they are stairs to the floor of vision (Samia, 2021).
 Strategies
Strategies define the plan of action an organization should follow to achieve its goals. The
strategy provides a measure to turn out the objectives into reality. These decisions may be
crucial but long-term beneficial (Carmicheal, 2022).
 Budget
Budgeting ensures financial stability. Budgeting means estimating the spending from the
cause of this marketing plan. Budgeting identifies the ability of an organization to follow
the marketing plan (Conley, 2022).
 Controls
The planning is a waste of time if not controlled. Controls provide monitoring to our
strategic decisions (Staford, 2021).
2.2:
2.2:
Review the high-risk sections of the marketing plan and evolve and justify appropriate
strategies and tactics to reduce, keep in check or design out altogether, as appropriate to
your scenario. Quantitative risk assessment techniques that can be justified and
interrogated is strongly advised here. (300 words)
Address mitigation strategies for high-risk components of the plan.
1. Market trends and research
Market trends and research identifies the market landscape and your business landscape.
Market research identifies the information about the company's perception of the market. It
analyses the ability of our products and services in catering market needs. This step analyses
the steps that should be taken into consideration by driving the information from inside the
company and through the links in the market. An efficient approach is to not rely upon a
single source. Market information should be valued to design and hit the market with your
new products and services, identifying their customers and launching them (Conlin, 2022).
2. Competitor analysis
Competitor analysis gives insight into the steps being followed by the direct and indirect
competitors to reach and hit the market. Customer analysis identifies the competitors'
strengths, weaknesses, and competitive advantages to compare them with our strengths
weaknesses. Competitor analysis also analyses the threat our company may face from
competitors. The company should keep an eye on and take proactive measures to cope with
the competitor's risk. The analysis should be used to develop moves to retain our customers
and cut off from the competitors (White, 2021).
3. Developing strategies
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Marketing strategies refer to the comprehensive plan of action to meet the objectives and
goals of the company. The information extracted from market research and competitor
analysis provides a road to formulate the strategies. Marketing strategies should be designed
to gain a competitive edge over its competitors. Marketing strategy includes identifying the
target market developing 4Ps of the marketing mix (product, price, place, promotion) in
response to customer and market trend analysis (Carmicheal, 2022).
4. Budget
After formulating the strategies, it is a must to analyze the ability of the company to
implement those strategies. The budgeting provides you with an estimated cost of
implementing the plan. Budgeting increases the financial stability of a company. The
variance of budgeting should be reduced (Conley, 2022).
2.3:
2.3:
Develop a marketing plan. Review your assignment research and output thus far for
areas of the marketing plan that have already been covered, avoiding duplication and
supporting a reduction in assessment burden. (200 words)
Develop a marketing plan to achieve strategic objectives for a complex organization.
1. Market research
The global consumer electronics industry is expected to rise at a CAGR rate of 8% by
2024.
(maximize market research, 2020)
The rise of Apple is expected as a leading position again.
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Services
IPhone
(S.O.Dea, 2021)
2. Competitor analysis
market share 2021
7%
17%
10%
dell
lenovo
apple
20%
24%
samsung
palm
22%
nokia
3. Marketing strategies
3.1.vision
To make the best products on earth and leave the world better than we found it.
(Apple incorporation, 2022)
3.2.Objectives
708 - Strategic Marketing - Final Assignment Structure & Format 2021
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 To be the market leader and cross Samsung's market share in 2 years. Samsung is
the market leader because of the lead in smartphones.
 to gain 30% market share in 3 years
 to increase the conversion of gross profit into net profit by 10% in 2 years
(Lisbednet, 2021)
3.3.Target market
Apple targets the middle-upper and upper social classes, charging premium prices for their
devices (MBASchool, 2022).
3.4.Marketing mix
 Product
Apple manufactures technology-based handheld devices, smartphones, tablets and
laptops. Their devices are named as iPhone, iPad, iPad mini, MacBook, cloud services
etc. apple has its operating system installed in its every device IOS. Apple Corporation inhouse builds all the parts used in manufacturing (bajaj, 2021).
 Pricing
Apple follows a premium pricing strategy for its devices. As mentioned, Apple has
targeted the middle-upper and upper class for their devices (bajaj, 2021).
 Place
 Apple stores
 websites
 distributors
(bajaj, 2021)
 Promotion
 Personal selling
 Public relations
 Ads
 Sales promotion
(bajaj, 2021)
4. Marketing budget (for 1 month)
Action
Facebook ads
Instagram ads
Twitter ads
YouTube ads
PPC and SEO for website
Content marketing
Total
Budget required
$500
$600
$50,000
$50,000
$5,000
$109,200
Details:
 Average Facebook advertisement costs = $0.97 = $500 per month. (TM, 2022)
 Per advertisement on instagram costs = $3 = $600 per month (Digi Ads, 2022)
 Advertisement on twitter costs = $2 per click = $50,000 per month (Digi Ads, 2022)
 YouTube advertisement = $0.20 per view x estimated 100,000 viewers = $2,000 per
day = $50,000 per month (TM, 2022).
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 Apple has IT department which will take care of its PPC and SEO
TASK 3
3.1:
You are asked to construct a marketing plan for a specific area within your
responsibility. Identify measures for evaluating the success of the plan. Explain the
process that is required to secure approval within your organization. (200 words)
3.1:
Discuss how the plan supports strategic objectives.
The marketing department plays an important role in the achievement of objectives. The most
important task of the marketing department is to research and gather information about the
market and its trends. The marketing department is responsible for defining the brand's image
(Frederiksen, 2022). The department is responsible for conducting promotional activities and
marketing campaigns. Content creation and conducting SEO (search engine optimization) for
apple is one of the major responsibilities of the marketing department. Social media is the
most important presence of the brand. The marketing and engagement of apple's presence on
virtual platforms and managing social media pages of the company is the most important
form of marketing ( Indeed Editorial Team, 2021; Riserbato, 2020).
Marketing objectives
Department responsibilities
to be the market leader and cross the market Marketing strategies designed by the
share of Samsung in 2 years
marketing department will enable the
organization to cross over the competitor.
to gain 30% market share in 3 years
The marketing department will design and
implement marketing tactics and
promotional activities to increase the
company's market share from 26% to 30%.
to increase the conversion of gross profit
The marketing department will advise other
into net profit by 10% in 2 years
departments to minimize the cost of
operations to decrease the operating
expenses and maximize the share of net
profit in gross profit.
3.2:
Develop an approach or approach to gain commitment and buy-in into your plan. You
will likely have many factors affecting engagement loyalty; the social ethics of your
plan would also be valid here. It should be remembered that it is very important to retain
commitments for the plan's duration; further, stakeholders' positions are likely to shift
during the duration of the planned life. Future learning from your plan is also a good
aspect of inclusion in your planning reviews. (350 words)
3.2:
Develop an approach to gain agreement for the marketing plan that will change
708 - Strategic Marketing - Final Assignment Structure & Format 2021
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organization actions and methods to achieve strategic objectives.
Cross-departmental collaboration is very important in every organization. All the departments
of any organization should work together because all the areas are working to achieve the
same objective to fulfil a single vision. The organization should provide motivation and
opportunities to the employees to increase their potential and efficiency. The organization
should reduce communication gaps (wong, 2020; Gupta, 2021).
Apple is considered as one of the desired corporate environments for a worker. The
environment provides human rights, labour rights, psychological and physiological safety.
The leader provides motivation and appreciation, so the employees take it personally and
improve the work. The leaders provide solutions to the conflicts between departments and
overcome the obstacles between them. Employees are continuously trained with the time and
tasks. Employees are being told about their inclusions is necessary for achieving the
objectives. The environment allows individuals to share and evolve their ideas in the interest
of the wellbeing of their organization (MEYER, 2022).
Collaboration between departments allows the workers to get insights into how the
organization works and how all the departments add value. Collaboration with other
departments of the organization helps the department complement each other’s needs. The
flow of operations go smooth in the company and avoid the duplication of work and used
resources (MEYER, 2022).
Stakeholder’s priority in Apple Corporation for the success of the plan
Internal
stakeholder
Level of
priority
Approach for the plan
BOD
Moderat
e
Approve the core plan from the Board of Directors
(BOD). It's them who has a major stake in the company.
Executives (CEO,
COO, CFO)
High
Consult all the objectives once, and discuss the things
when necessary.
Product manager
Low
The marketing plan does not include developing new
products or modifying existing products.
Finance manager
High
The finance manager should be consulted for the
information regarding the budget for a marketing plan.
Marketing and sales
manager
High
Marketing and sales manager are directly linked to the
market. They are the ones responsible for the plan.
HR, Quality, Admin, Moderat
IT managers
e
Consult when needed for technical matters
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Employees
Low
Employees should be consulted about the specific task
regarding the departmental responsibility of the plan.
(David, 2020)
3.3:
Marketing planning has essentially built-in plan monitoring and controls. Conduct
research into the concepts of monitoring and control within a marketing context. Select
and apply such techniques that fit your organizational culture, size and scope of the
planned activities and level of operation. (200 words)
3.3:
Critically evaluate and provides review measures for the agreed plan.
The marketing plan must be monitored. The activities must be tracked, measured, and taken
necessary measures to control it is much essential to check whether we are succeeded in
implementing our planning. Because if we fail to implement that plan in achieving objectives,
the resources will be wasted. (Root, 2019).
Monitoring objectives strategically
Marketing
KPIs
Metrics
Frequency of
tactic and
monitoring
activity
Facebook ads
Engagement on the
Increment in the
Weekly
Facebook ads
social engagement
Instagram ads
Engagement on the
Increment in the
Weekly
Instagram ads
social engagement
YouTube ads
Engagement on the
Increment in the
Weekly
YouTube ads
social engagement
Twitter ads
Engagement on the
Increment in the
Weekly
Twitter ads
social engagement
PPC
Engagement on website
Increment in the
Monthly
website engagement
Website traffic
Engagement on website
Increment in the
Monthly
website engagement
(Conlin, 2022)
Monitoring overall plan objectives
Marketing
KPIs (key
objectives
performance
indicators)
to be the market
Market share
leader and cross the
market share of
Samsung in 2 years
Metrics
Frequency of
monitoring
Monitor the
increment in market
share
Semi-annually
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to gain 30% market
share in 3 years
Market share
to increase the
conversion of gross
profit into net profit
by 10% in 2 years
Net income
Monitor the
increment in market
share
Monitor the
conversion rate of
gross income into net
income
Semi-annually
Quarterly
(Carmicheal, 2022)
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Conclusion & Recommendations
The report is written to identify the company's strategies to be the game-changer in the
market. To understand how the critical marketing theories, methodologies, and concepts are
applied in the company. To do the risk assessment with a contingency plan. (theintactone,
2019; Lisbednet, 2021). The strategy of apple is very simple and depends upon creating a
great customer user experience in their every product and service through focusing on
products, strategies and relationships. The company faces the risk of aggressive competition,
and to cope with that; the company follows the innovation concept, which is a costly practise
and requires huge resources (Purnanandam, 2020). To cope with aggressive competition, the
marketing plan has proposed a few objectives to compete and maintain the position of gamechanger. The company is advised to follow the actions stated in the marketing plan to achieve
its objectives (Gupta, 2021). Apple has been a game-changer for two decades. Apple
incorporation has acquired a great market share in the global technology industry. Still, there
are a few miles to go because apple has not been acquiring the highest market share. Apple
focuses on innovation, for which it needs huge resources. Apple should decrease the cost of
operation to increase its net income and resources for future innovations. The report has
recommended the company follow the marketing plan to achieve the objectives.
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List of Figures & Tables
(If any figure or table has been used)
1. Strategies used by Apple
2. Risks associated with those strategies
3. Global consumer electronics industry trends
4. Expected growth of apple incorporation
5. Competitor market share
6. Estimated marketing budget
7. Responsibilities of the marketing department
8. Stakeholder’s priority in Apple Corporation for the success of the plan
9. Monitoring strategic objectives
10. Monitoring marketing objectives
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