CMU 202 Marketing Communications Plan
Executive Summary:
In the following project, the integrated selling strategy of Apple is introduced. Smartphones and good instruments area unit a vital product within the market. one in every of the best smartphone production firms is Apple. aside from iphone, the corporate has such a big amount of alternative product, that embody iPad, mac PC, notebook, palmtop then on. Apple started its business forty one years agone, in 1976
The selling chiefly depends on the merchandise quality and facility within the services. Apple became a notable technological firm everywhere the planet as before long because it started the business. Nowadays, the apple product area unit sold-out everywhere the planet and for growing its business a lot of, the corporate should follow a number of selling methods that area unit delineated within the following project.
Introduction:
Marketing communication are often outlined because the elementary parameter and also the complicated issue of a company’s selling strategy. selling communication is that the strategy and attribute that is employed by a corporation to speak within the market and its shopper. within the following project, the selling communication strategy of Apple is declared (Lindgreen et al. 2012). Being a awfully common electronic devices company, Apple faces heaps of competitions within the market. during this era of digitisation, the electronic devices firms should use innovative and effective selling methods to cope up with the market standards. The strategy of Apple depends on varied factors like innovation, the money position and glorious information access management which might be declared because the benefits of Apple. Besides that, it’s some disadvantages additionally within the selling field, like Associate in Nursing ineffective use of cloud, and dynamical management that affects the selling procedures (Baroto et al., 2012).
2.0 Company Background:
Apple may be a complete that was supported in 1976 by Steve Jobs and Wozniak however if there was no third founder then it’d not become such common. The third founder was Ronald Wayne. Ronald Wayne was the person for whom Apple became illustrious for its product, as within the iPhone, iPad or iMac (Teece, 2012). Slowly the event started with the new innovations. the primary application of the iOS platform was ‘Visicalc’. it had been a pictured calculator therein time. Later came the iMac, including the colour graphics and therefore the complete started changing into illustrious in time.
3.0 IMC objectives:
Integrated selling communications in a company is taken into account to be the foremost effective selling approach to cope up with the dynamical market (Teece, 2012). to stay the same and coordinated selling communication, many objectives must be maintained by the Apple, that area unit as follows,
Brand awareness: it’s one in every of the foremost vital and customary objectives to take care of the standards. before commerce the product, a company ought to produce complete awareness in its target markets. this is often to let the individuals fathom the complete. for example, complete awareness objectives facilitate the organization to grasp the market as a result of their shopper strength (Lindgreen et al. 2012).
Favorable Attitude: Once a company is finished with the complete awareness objective with success, succeeding it must look directly at its major objective of angle handling. Favorable angle is required within the selling campaigns solely to influence the purchasers. the target are often examined by conducting a general angle towards the complete, pre and post selling campaign. this is often a very important objective because it states the customers’ intentions likewise.
The loyalty to the brand: booming brands try and maintain the loyal relationships with its core customers. As a matter of reality, most of the illustrious and well-instituted company set its IMC objectives solely to take care of the complete loyalty. The strategy for this is often to extend the client information. during this class, most of the brands hope that the client information would increase by two hundredth among a month.
Sales Objectives: All the above-named objectives area unit chiefly brought up the communication objectives, or are often same as future goals. Sales objective largely brought up because the short-run revenue. Sales objectives are literally easy once measured because it altogether depends on the time frame.
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Marketing Environment
List and discuss the importance of the elements of the marketing organisation? microenvironment including the marketing organisation, marketing intermediaries, customers, competitors and public.
Marketing Environment
Introduction
An organization’s marketing and management decisions are affected by a lot of factors surrounding the organization. Its decisions depend upon how these factors behave. These factors could be inside the organization’s control purview or could fall outside of the same. A study of these factors is a must in order to identify the opportunities and threats which can impact the marketing environment of the company. These factors form the marketing environment of an organization. These factors can be categorized into Internal Environment, Microenvironment and Macro environment (Kotler, 2009, p. 132).
Internal Environment consists of the factors that play within the organization. These include Employees, Policy and Regulations of the company, Assets, hierarchy/structure and the products and services offered by the organization. Internal Environment can be best understood by Five Ms which are Men, Money, Machinery, Materials and Markets.
Micro environment consists of individuals and organizations which have a direct impact on the customers of the organization. They are close to the organization and have a say on a daily basis. These would include the company itself, customers, suppliers, intermediaries, competitors and public which form the microenvironment impacting the stakeholders (Kotler, 2009, 134).
Macro environment is made up of political, economic, social, technological, legal and demographic factors which affect the organization from outside. These factors are pretty much beyond the control of the organization but impact the way organization functions, take decisions.
We can best understand the above factors and their impact on the marketing environment and management decisions of an organization is by studying an organization in this context. Woolworths Limited is a major retailer in Australia with interests in Supermarkets, liquor, hotels, and petrol stations. It has advertised itself through various brands like Woolworths for Supermarkets and Petrol, Dan Murphy’s is a liquor group, BIG W is store of various brands and Masters home Improvement, a large retail furniture store. There are Hotels by the name of ALH group and also has a financial services firm by the name of Woolworths everyday money. (Official Website of Woolworth’s, 2012)
By studying the internal, micro and macro environment in which Woolworths operates, we can understand the marketing and management decisions the company takes.
Woolworth’s Limited – A Snapshot
Woolworth’s strategy and objectives, though differ from each of its brand, but there are a few which are common to the whole business like maximizing shareholder value, building new growth businesses and ushering in a new era of growth.
The kind of business they are in, they know that it is an ever changing business. Customers are spoilt for choices and they seek greater value for the money they spend. Customers are driving the retail business and study of their behavior and other environmental factors have a say in the decisions the organization takes.
Woolworths is a company with strong ethics and belief in hard working culture. The company’s top most executives started this company by being in the thick of the business and in the helm of affairs. Woolworths has 450,000 shareholders and is a very trusted company for investors.
Woolworths is very vigilant about the environment which surrounds its marketing management and they not only concentrate on their customer base and ways to bring them to their supermarkets but also are very keenly involved in the environmental factors so as to be able to prepare themselves for the changing business and strategize accordingly. They need to be acting according to these forces in order to brace themselves against the very increasing competition and increase in the customer’s notion of value and money. (Official Website of Woolworth’s, 2012)
