5. Application of the marketing STP strategy (segmentation, targeting and positioning).
6. The environmental factors influencing marketing
7. Use of the four Ps approach in marketing (product, price, promotion and place).
8. Analysis of the marketing ethics
9. Conclusion
Abstract
Apple Company has been one of the leading technologies in the world. It is a company whose products and services have been able to transform the way technology was viewed in the previous years. The company has been able to change the world, through the application of an advanced level of technology. This article seeks to market one of the leading company’s’ products in the world, the Apple computers.
I am the marketing manager, responsible for the sales of the apple company products all over America and the other parts of the world. My responsibilities are concentrated in the American and the Caribbean region, and extend to the European Union, and its parts. In this paper, I would continue my responsibilities to the Arabian and the gulf region, which covers areas of the Arabian kingdom and the middles east, with the inclusion of great cities like Dubai and the general fly Emirates.
Introduction
a) Selection of the commodity
The Apple Company is one of the leading technologies in the world. With the aid of its founder and CEO, Steve Jobs, this company has been able to transform the way technology was viewed in the world. The company has been able to produce quality goods and products whose competition is very minimal in the markets. The Apple Company is involved in the production of goods such as iPods, iPads, Apple watches, among other commodities
In this research, as a marketing manager, I focus my efforts on commercialization of the MacBook computer, which was developed by the Apple Company, in the Arabian kingdoms, and the gulf area, stretching all the way to Dubai and the rest of the fly emirates nations.
b) Reasons for selecting the commodity
MacBook is one of the best computers in the world. It is a computer, whose functionality and specifications are beyond compare. It is a computer whose design and features give the customer satisfaction. The computer is easy to use, is secure and enables someone to have confidence when using the machine. The latest release model in 2016 features the slim model, whose functionality is beyond the customers’ expectation.
c) Impacts of the commodity to the company
The MacBook computers have been able to bring a lot of revenue to the apple company, enabling it to be ranked as one of the biggest asset and income owning businesses in the world. The company has been able to set its standards high and has been able to produce one of the best commodities in the world, enabling both internal and external sale to remain high.
Description of the four utilities of customer value
Customer service is imperative in any business. The satisfaction that the clients get from a product enables them, the customers, to create loyalties to the company which allows the company to expand. Customer loyalty and utility are built through various aspects, such as customer value (CV). The CV is created through the application of the SQIP Approach, which means the Service, quality, image and the price of the commodity satisfaction (McFarlane, 2013).
Customer utility is presented in the quality of a product. The Apples’ MacBook computers give the customer the satisfaction they require regarding the quality needed. It is a quality machine, whose functionality and speed is so fast. The computer is made with durable materials, and its quality is assured through the warranty given. The other aspect of customer utility creation is on the services that are offered. The MacBook computer provides the customers with the best services, through its advanced technological features. The computers have been on the rise, and the services they provide are trusted by many clients.
The image and the representation are given by the MacBook computers are beyond the other computers on the market. Apple Company has a good name, and its products are always the best, enabling its image to stand out, and it makes the consumers proud. The image is essential to customer satisfaction. The last utility is through the prices that Apple Company charges to its clients. The prices charged are usually fair, but not so small to enable everyone to own a MacBook in the market, with the other markets for other computers. Consumers are satisfied by the prices charged because they give pride in owning one of the expensive gadgets in the industry (Moerkerken et al., 2012).
The Apples’ MacBook computers target all people. The computer can be used by anyone in the society, regardless of their position. The computer can be utilized by learners; it can also be used at offices as well as for personal use. The market for the equipment, however, is for the people who can afford to buy it. There is no age limit in the selling of the computer, so much time as anyone can afford the machine. For the students, it is a good selection for the learning purposes, as well as personal use. The computer also offers the speed required for office and documentation use.
Competitive analysis for the product
The MacBook has been able to sell very well in the Unites States, as well as the other parts of the world. The competitive analysis for the company’s’ sales is based on the pricing, the trade and the government policies around which the computers are being sold. The competitive nature of the MacBook selling is analyzed through the analysis of the marketing competitive advantage (Evenett & Jenny, 2012).
The competitive strategy in the commercialization of the Apples’ MacBook was created through the three broad steps applied in competitive marketing analysis. These measures include the a low-cost leadership strategy, which aims at producing goods and services using the minimal costs. The other approach used is the product differentiation strategy, which aims at creating a strategy, key for the separation of the apple commodities from the other business rivals. The company also aims at providing quality goods, whose physical characteristics are separate from the rest. The last strategy applied is the niche market and focusing strategy, which is a strategy that aims at making sure businesses have the best, and that they concentrate in a certain are, rather than the whole place. Apple has been able to focus on making its products the best in the market (Porter, 1985).
Application of the marketing STP strategy (segmentation, targeting and positioning).
The commercialization of the MacBook uses the analysis of the market segmentation, the customer targeting strategies as well as the strategic market positioning. The market segmentation process is imperative in the creation of a viable economic advantage, which is usually based on the product differentiation, ability to produce using low costs, and capacity to create the niche or the market focus strategy (Lynn, 2011).
The process of market segmentation looks at the target market, by subdividing similar good into small groups, then subjecting them to certain areas so as to determine the goal markets. The market targeting is the process of selecting a certain market, which shall able to enable the businesses to have a heavy focus on the chosen market. The market positioning on the other side is the market perception and the ability to gain benefits from a subjective market analysis (Gulati, 2013).
In the marketing of the MacBook in the Gulf region, my major focus shall be drawn on the market presentation and the analysis. Commercialization of the computer shall be based on the selected markets as well as the specific markets where people show a lot of interest. The Marketing shall have the specific details of the marketing procedures used in the whole process.
The environmental factors influencing marketing
Various factors affect the business operations. The factors are economic, political, and social or even cultural (Morello, c. 2015). The marketing choices are usually based on the factors such as the government regulations and policies. The process is also based on the consumer preferences and trends, the economic situation of the particular region, be it local, national or even international financial conditions. Marketing is widely based on the other factors such as the supply chains and the demand patterns of the commodity (Kukreja & Alshirawi, 2014).
The business environment in the Gulf region, the Arabian kingdom as well as the areas covered by the fly Emirates is highly productive in the oil business, and so, the business environment around those areas is expected to be superb. The marketing process would employ the use of all tactics to ensure maximum sell for the MacBook computer, new edition.
Application of the four Ps strategy in marketing (product, price, promotion and place).
The use of the 4Ps in commercialization of goods and services aids in the realization of the organizations set goals and objectives. The 4ps usually represent the product being sold, the prices being charged for the commodities, the promotion strategies employed, which aim at enhancing the level of sales, and the place where the business transactions take place (Goi, 2009).
The quality of the product is crucial in the realization of the set goals and objectives of an organization. The structures are usually based on the quality of their products. When products are of high quality, there are elevated levels of purchases that are made. The business creates loyalty with its customers and thus, it enhances its sales.
The price charged on commodities is imperative. When the process is so high, companies sell less, and thus they make fewer profits, if the prices are very low, customers might lose loyalty, thinking the commodities are fake. So, it is appropriate for businesses to charge fair prices, which are no so low, and not high.
The promotion and the place, at which a product is introduced is paramount. A commodity which is sold at a low-profit area suffers a lot and hence makes the business less profitable. In areas where the business cannot be able to fetch high returns, the sales, and the products introduced should be minimized so as to create higher demand (Bolhasan, 2014).
In my position as a sales manager in the Apple Company, I shall also put emphasis on the whole idea of customer satisfaction through the application of the 4Ps. I would make sure that the products sold to the customers are of high quality, that the prices charged are fair, and that the goods are promoted and sold at the right place. I shall make sure that customers do not miss the commodities at their nearest markets and outlets, making it convenient for the customers.
Analysis of the marketing ethics
Various ethical issues are attached to the marketing field in business. The marketing field requires different norms and values from anyone who’s involved in the marketing business. Adherence to the set rules and regulations is vital. The more people adhere to the rules and regulation, the more people create trust and confidence in the commodities sold and the whole marketing sector. There should be responsibility by those who are doing marketing. The people should exercise a higher level of serving the customer, and be putting away their ego, for the sake of the client (Nantel & Weeks, 1996).
There should be fairness and equality in the way customers are treated. The customers should never be discriminated against each other. There should be a higher level of customer satisfaction from the services they get. Respect should be exercised, by both the customers and the marketing officers. The connection defines the kind of a person a client or the sales person, are (Caner & Banu, 2014).
There should be transparency in all the marketing activities that are carried out. Any business activity that takes place should be transparent, and open for everyone to understand what goes on. The businesses should be able to analyze all the business matters without hiding it from the general staff. There should be the sense of belonging to each and every member of the marketing group.
In my position as a marketing manager for the Apple Company, I shall make sure that there is a lot of ethical order exercised, both at home and away. I shall put a lot of emphasis on the way my marketing agents treat the customers I shall be able to monitor all the activities that are carried out and evaluate each and every worker to ensure that there is a maximum level of professionalism exercised by all.
Conclusion
Apple Company has been one of the leading technologies in the world. It is a company whose products and services have been able to transform the way technology was viewed in the previous years. The company has been able to change the world, through the application of an advanced level of technology. This article seeks to market one of the leading company’s’ products in the world; the Apple computers, which can be seen through the application of the various aspects of business analysis. The company has been able to produce high-quality commodities, which fetch elevated levels of revenue in the market. The company has been able to collect high levels of income, from all its assets.
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