Analyse the Marketing Strategies and Marketing Processes of real Organisations and determine their effectiveness.
The research and the study is based on analysing and discussing of the marketing strategies that is implemented by two best renowned companies. The organisation has been able to work on the attractive offers with attaining a competitive margin to the organisations. The company chosen are Apple and Samsung, where the marketing strategies are also guided through the use of marketing concepts mainly the marketing mixture, strategic planning, and the segmentation targeting, positioning. (Bagchi et al., 2016). The case is about how Apple Inc., is able to work on launching the iPhone through the effective marketing procedure. With this, Samsung also works on the evolution of the best Android phones. The customer oriented organisation works with the implementation based on the research and development, depending upon the marketing approach.
Apple’s iPhone Launch: A Case Study in Effective Marketing (Mickalowski, Mickelson, & Keltgen, 2008)
The announcements are related to the launching of iPhone, where the company is working on the improvement of the product developed in year 2007. Through this, the stock price of Apple has also been doubled with $400 Million that is invested for the publicity of iPhone. This is mainly set with the span of time for the announcements based on launching. The vigorous and the aggressive paid and the non-paid marketing is mainly done for iPhone and so for this, the major idea is also related to the presence of different media technology that comes from the newspapers. (Broring et al, 2008). The combination of the iPod and smartphones is considered to be important for innovative product features of iPhone which includes the target towards the high-end customers that has been priced at $499 and $599. Apple is able to work on entering into the strategic partnerships with AT&T stores. Here, Apple has been able to sell 4 million sets in the time of 6months. Hence, a successful grabbing of the market share is done where19.5%of the same is held and it has become the most popular handset as well.
Studying the Relationship between Brand Personality and Customer Loyalty: A Case Study of Samsung Mobile Phone
With the development of the competitive environment, the company look for the improvement and then stabilising the competition. This has been mainly to handle the growth and the enhancement where the organisation aligns with the better permanent changes to maintain their order of survival. The brand personality is for the tools where the organisations employ to retain the customers and attract the new ones to achieve the competitive advantage. The brand personality is important with the potential set for the marketing strategy to increase the loyalty of the customers towards a particular brand. This includes the reinforcement of the needs and the response given to them. Samsung is able to conduct and work on the qualitative and quantitative research to work and gain the insights of the customer. The liaisons with the scientists and the product developers tend to invest more than in any other company of the mobile. Through this, the research and development is possible where the largest sales of the Android phones is based on the science research units of the world. The inspiration comes with the awareness of the product with the adoption of the wellness strategy. (Teimouri, et al., 2016). The research is based on how the customers tend to choose the products and make sure that there is a proper suitability of the product to the customers. The major focus is on the excitement, competence and the sophistication tests of the brand personality. With this, Samsung Mobile phone users are able to relate to the theoretical methods with the principles that could easily be collected with the research set through the self-made questionnaires. The results have been revealed for the significant amount of relationship which could be obtained among the brand personality dimensions and setting the customer loyalty as well.
Apple Inc.
As per the analysis, it is seen that Apple has been able to contribute towards the clean marketing where the development and the offering of the products are done through the customer expectations. Apple has been able to hire the employees who are able to assess the needs of the customers and work on the research of hefty amount. They are able to provide with the better autonomy for the developers by offering the platform for experimentation. The vision of Steve Jobs is to work on the different times where the people do not know about what their requirements are. (Mickalowski et al., 2008). With this, marketing also goes with time to understand the needs of the customer. The current case study reflects also about the Ansoff matrix that by properly launching iPhone, Apple is going to implement the strategy where there is a possibility of the development of product by easily investing and handling the research and development.
For Samsung, the success is mainly based on how the research and development is able to handle the wellness with the customer’s output and buying power with instant fulfillment of the needs. For this, the company has been able to work on the development of the products with the better marketing development strategies. The slimness range is set that reflects on the development of the product strategy which is easily implemented through the intense research. (Phung, 2016).
The marketing mixture of Apple is based on the launch of the product where there are models to handle the revolutionary change in the company. Apple is considered as one of the multi-touch smart phone which claims that the technology has been able to handle the designing and functionality. The marketing mixture is set with the premium pricing policy where the products are determined to be used with the use of particular brand value where Apple demands for the premium pricing for the products. The trading partners then sell through the individual handpicked retailers who work to sell the Apple products. Due to the premium model of the product, the distribution is niche and is given to the premium retailers who can easily meet the target of the company. (Galanakis, 2016).
The strategic planning of Apple is based on the management process with creating and maintaining a proper resource objective and evolving the better marketing opportunity. The goals are based on producing the products with the enjoyment and the service development, where the best expansion comes with the production rate and the higher demand of the products. The expansion of the sales of the product is not introduced but is mainly to make sure that the company is able to handle the long run profitability, with production and service.
The marketing mixture of Samsung includes the products like Samsung Note III and other updated software which brings a change in functioning. The company has been able to work on the different category of the products which comes with the changing demands and the requirements of the customer. The strength of pricing for Samsung is through packaging with the buying depending upon the customer loyalty. In the different markets, the choice is administered with the customer segmentation and the competitive pricing as well. (Islam, 2017).
The strategic planning of Samsung is mainly to meet the opportunities and the threats in the external environment which is to decide for using the resources and working on the capabilities with core competencies. Samsung works with the change in the opportunities and the threats where the future strategy is to perform in a better manner and work towards the development and then implementing a better learning approach.
Conclusion
For the company to rise, it is important to have a better share in the market with advanced technology. The research and development is based on finding the information to satisfy the local tastes and cultural favours. Samsung Company need to work on improving the operational efficiency with the focus on integrating over the global scale. The company focus on the different aspects with the general environment, competitive environment and then scanning all the opportunities and threats. (Fill, 2005). The company focus on the needs with marketing and selling the products, from primary production, choice of suppliers and the transport to handling the packaging materials. The purpose is based on offering the safe and convenient product that will help in improving the environmental segments, trends and the opportunities. The marketing segmentation is based on dividing the market of potential customers into the groups with segments based on the different characteristics.
References
Fill, C., 2005. Marketing communications: engagements, strategies and practice. Pearson Education.
Jung, S.C., 2014. The analysis of strategic management of samsung electronics company through the generic value chain model. International Journal of Software Engineering and Its Applications, 8(12), pp.133-142.
Lee, K.D., Samsung Electronics Co., Ltd., 2001. Customer support search engine system and method of searching data using the search engine system. U.S. Patent 6,240,420.
Mickalowski, K., Mickelson, M. and Keltgen, J., 2008. Apple’s iPhone launch: A case study in effective marketing. The Business Review, 9(2), pp.283-288.
Phung, P., 2016. T2 2016 MPK732 MARKETING MANAGEMENT (CLUSTER B). Month.
Sheth, J. and Sisodia, R., 2012. The 4 A’s of Marketing: creating value for customer, company and society. Routledge.
Teimouri, H., Fanae, N., Jenab, K., Khoury, S. and Moslehpour, S., 2016. Studying the relationship between brand personality and customer loyalty: A case study of Samsung mobile phone. International Journal of Business and Management, 11(2), p.1
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