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Organizational background:

Apple is a world leader in the manufacturing of the products like Computers,

Laptops, Iphones, I pad and other digital and electronic equipments. Products of

Apple are highly reliable and are known for their quality.

They also have separate operating systems and applications designed for their

devices. Their dependencies on the other vendor are very less and it continues to sell

even during the times of down turn. The major problem faced by apple is that its

products are pirated and sales have come down to certain extent due to the down

turn in the economy. Currently they are also facing problems due to the cracking of

the apple’s software and illegal download of the apple’s products using the Jail

break software. Apple’s I tunes are also facing major problem because the people

are down loading the music from the web sites rather than using the apple’s I-tunes.

Hence they are facing major problem and they are looking for the alternative

solutions to avoid the music piracy. The current problem due to heavy competition

from Samsung and LG is pressing their sales down because these firms are able to

offer better solution at a low cost.

Hence currently they are looking for new strategies and alternative marketing

solutions that will help their organization to move forward.


1.1 Role of strategic marketing in Apple

Business marketing
The business marketing is also called as the business 2 business marketing where they
focus on the process of marketing their goods to other sellers who purchase and sell their
products. (Ashok Ranchhod, Claire Gauzente, Julie Tinson,2004)

Here in Apple they distribute their products to other resellers like Tesco by marketing
them with several offers on the whole sale purchases. This is different from the other
marketing as they sell the products based on the seller and their location. They do attract
re sellers by the ad campaigns in their web sites and their promotional public relational
agents of them.

Operational marketing
Apple offers highest level of the operational marketing with the highest quality of the
customer service through their service centers available all over the world. The customers
are given international warranty and they also are provided with the best products with
the latest technologies.

Strategic marketing in apple is used to plan for the products and allocate the appropriate
resources accordingly. In Apple they have to plan for the future by aiming their target
customers and prepare the products accordingly. Hence they have to plan for the right
marketing mix and allocate the resources accordingly

1.2 Explain the processes involved in developing a marketing plan for Apple

The main processes involved in developing a marketing plan for apple are;
1. Perform a External and internal analysis using tools like SWOT, PESTEL
and the 5 forces model
2. Perform a portfolio analysis to identify where exactly the organization is
3. Clearly identify the vision, mission and the goals of the organization
4. Identify the potential target market segment using the STP analysis
5. Plan for the exact marketing mix
6. Plan for the actual implementation by proper resource allocations
1.3 Evaluate the links between the strategic marketing and the corporate strategy?

Corporate marketing strategy is the marketing plan created by the upper levels of the
management like the Apple logo created by the apple corporation and also the allocation
of the resources for the advertisements and other processes.
In this process they clearly allocate the resources and plan for the marketing process and
this is mostly concerned with the top most management.
The role of the top level of the firm in the process of planning is very essential as if they
fail in the process to cooperate or offer their support in creating their ideas then the entire
process of the planning process will be a failure. ( Rajan Saxena,2008)

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