marketing planning

HND Assignment Brief Session: February 2015

Programme title NJW10 Pearson BTEC Level 5 HND in Business

Unit number and title 19 Marketing Planning

Assignment number & title 1 of 1

Consumers Take a Shine to Apple Inc.

Unit Leader Dr Mo Willan

Assessor (s) Dr Mo Willan and Mr N Saleem

Issue Date 07 April 2015

Final assignment submission deadline 06 11 July 2015

Late submission deadline

13 18 July 2015

The learners are required to follow the strict deadline set by the College for submissions of assignments in accordance with the BTEC level 4 7 submission guidelines and College policy on submissions. They should also refer to Merit and Distinction criteria that require evidence of meeting agreed timelines and ability to plan and organise time effectively without which the learner may not expect to receive a higher grade.

Resubmission deadline TBA

Feedback

In-class feedback will be available from draft submissions on a task-by-task basis as a formative feedback and also for initial submission.

Final feedback will be available within 2 3 weeks of the assignment submission date.

General

Guidelines

The work you submit must be in your own words. If you use a quote or an illustration from somewhere you must give the source.

Include a list of references at the end of your document. You must give all your sources of information.

Make sure your work is clearly presented and that you use readily understandable English.

Wherever possible use a word processor and its spell-checker.

Internal verifier Dr Gilbert Zvobgo

Signature (IV of the brief) * [email protected] Date 10/04/15

Department of Business Page 1 of 8

ICON College of Technology and Management Pearson BTEC Level 5 HND in Business (QCF)

Unit 19: Marketing Planning (L5) Session: February 2015

Coursework Recommended Word limit: Maximum 3,500

This Unit will be assessed by assignment and presentation. You are strongly advised to read Preparation guidelines of the Coursework Document before answering your assignment.

ASSIGNMENT

Assignment Context and Business Scenario Consumers Take a Shine to Apple Inc.

Few companies have fans who sleep outside their doors in order to be the first to buy their latest products. However, this is a common occurrence at Apple Inc. The new iPad sold 3 million units four days after the launch. Headquartered in Cupertino, California, Apple went from near bankruptcy, with a 1997 share price of $3.30, to a brand valued at $153 billion and a share price of more than $600.

Apple first entered the public sphere in 1976 with the release of the computer Apple I, created by co-founders Steve Jobs and Steve Wozniak. A few innovations later, the company had more than $1 million in sales. Yet Apples luck did not last. Its downturn started during the 1980s with a series of product failures and resulted in near bankruptcy for the company. The return of Steve Jobs, who had been ousted in 1985 due to internal conflicts in the company, instituted major changes for Apple. The company successfully adopted a market orientation in which it was able to gather intelligence about customers current and future needs. For instance, the creation of the iPod and iTunes met customers needs for an efficient way to download a variety of music and listen to it on-the-go. Although it was once unheard of to access the Internet from a cell phone, Apples iPhone made it commonplace. Apples investment in the iPad set off a massive surge in demand for tablet computers. Apple has become skilled at recognising strategic windows of opportunity and acting upon them before the competition.

Apples Pricing and Promotion Strategies

In addition to its revolutionary products, Apples success in pricing, promotion and distribution have also contributed to its popularity. Apples products are traditionally priced high compared to competitors. For example, the new iPad retails for approximately $499 in the USA (although models with additional gigabytes are more expensive), while the Amazon Kindle Fire retails for $200. Apples Mac computers are often more than $1000. Yet rather than dissuading consumers from


adopting the products, the high price point provides Apple with an image of prestige. Apple also stresses the convenience of its products as well as the revolutionary new capabilities and features they have to offer. Thus, it attempts to create value for customers prompting them to pay more for Apple products than for those of its competitors.

Even with high-quality products, companies rarely achieve the success of Apple. Apple encourages demand for its products through several types of promotion, including word-of-mouth marketing. Early on, Apple supported evangelism of its products, even employing a chief evangelist to spread awareness about Apple and spur demand for its products. Successful evangelists spread enthusiasm about a company among consumers, often through word-of-mouth recommendations. These consumers in turn convinced other people about the value of the product. Through product evangelism, Apple created a Mac cult loyal customers eager to share their enthusiasm about the company with others.

Apples Impact on Marketing

Apples corporate culture of innovation and loyalty has created a company that massively impacts the marketing strategies of other companies. For some, this impact has been largely negative. Apples iPhone increased competition in the cellular and smartphone industries, and its iPads compete with electronic readers like Amazons Kindle. Apple has also taken market share away from competitors such as Research In Motion (RIM). Many RIM BlackBerry users are opting to exchange their BlackBerries for iPhones or Android devices. On the other hand, many companies are seizing upon the opportunity to learn from Apple. One industry in which Apple has made great changes is retail.

Apple stores differentiate themselves significantly from other retailers. Apple took the concept of retail in an entirely new direction. Everything in the Apple store is carefully planned to align with the companys image, from the glass-and-steel design reminiscent of the companys technology to the stations where customers can try out Apple products. Apples stores are a place where customers can both shop and play. Customer service is also important to the Apple store image. Employees are expected to speak with customers within two minutes of them entering the store. Each employee has received extensive training and often receives greater compensation than those at other retail stores so as to encourage better customer service.

Apple executives constantly look for ways to improve stores, enhance customer service and increase the time that customers spend in-store. In 2011, the company began to install iPad stations within its stores. The iPads feature a customer service app designed to answer customer questions. If the customer requires additional assistance, he or she can press a help button on the app. The app changes the customer service experience because the representatives come straight to the customer without the customer actively seeking out the sales representative.

Due to the immense success of Apple stores, other companies are attempting to imitate its retail model. Microsoft and Sony opened some of their own stores, and others use Apple products to enhance their businesses. For instance, some pharmaceutical and car salespeople have adopted the iPad to help in business transactions, and some restaurants even use the iPad to show menu items.


Apple Going Forward

The death of Steve Jobs concerned some people about the future of Apple. To many customers, Jobs appeared to be a saviour who brought the company back from near bankruptcy and who was the driving force behind its innovative products. In the past, whenever rumours of Jobs health reached the public, Apples share process dropped.

Competitors such as Sony, HTC, Amazon and Microsoft have also strengthened their innovations by launching new products that can sufficiently compete with Apple in terms of design and features.

Apple has also in the recent past been accused of paying slave wages to its suppliers particularly those that assemble its products in China. It has also been accused of overcharging with hefty prices for its products and there is even the story of a man selling his kidneys to buy an iPhone. There is also the issue of fake Apple products coming into the market which can impact upon its brands reputation.

Today, Apple products can be found all over the world and as the firm expands and grows its international presence, it will also face numerous challenges. However, the company remains optimistic. Although Apple must fill its leadership gap and continue innovating to deliver on its promise of quality, the loyalty that fans feel for Apple remains high.

What you must do

Task 1

A. Using appropriate theories, review changing perspective in marketing planning. Evaluate Apples ability for planning its future marketing activity.[P1.1, P1.2] B. Examine techniques for organisational auditing and for analysing external factors that affect marketing planning. Use one of these techniques to carry out organisational auditing and analysis of external factors that affect marketing planning in Apple. [P1.3] [P1.1, P1.2, P1.3, P1.4, M1, M2, D2]

To achieve M1, you will have applied an effective approach to study and research the marketing planning process at Apple.

To achieve M2, you should have justified the selection of methods and techniques in evaluating Apples capability for planning its future marketing activity.

To achieve D1, you will arrived at your conclusions of the techniques for organisational auditing for analysing external factors that affect Apples marketing planning.

Task 2 Using appropriate theories, assess the main barriers to marketing planning and examine how Apple may overcome these barriers. [P2.1, P2.2] [P2.1, P2.2, M2, D2]


To achieve D2, you will have critically evaluated how barriers to Apples marketing planning problems would have been overcome.

Task 3

A. Based on your analysis in Task 1, write a marketing plan for the launch of a new product for Apple. [P3.1] B. Explain why marketing planning is essential in the strategic planning process for Apple. [P3.2] C. Using Apple, examine techniques for new product development. Justify recommendations for pricing policy, distribution and communication mix for the new product. [P3.3, P3.4] D. You are required to explain how factors affecting effective implementation of the marketing plan have been taken into account. [P3.5] [P3.1, P3.2, P3.3, P3.4, P3.5, M1, M3, D2, D3]

To achieve M3, you will used an appropriate approach to justify recommendations for pricing policy, distribution and communication mix for Apple new product.

To achieve D2, you will have planned, managed and organised to present the marketing plan within the set time.

Task 4

A. Using Apple, explain how ethical issues influence marketing planning and analyse examples of how organisations respond to ethical issues. [P4.1, P4.2] B. Analyse examples of consumer ethics and their effect on marketing planning in Apple. [P4.3] [P4.1, P4.2, P4.3, D1, M3, D3] To achieve M3, you will have demonstrated a coherent, logical analysis of how consumer

ethics affect marketing planning in Apple. To achieve D3, you will have demonstrated convergent and lateral thinking in analysis of

how organisations like Apple respond to ethical issues. Department of Business Page 5 of 8

Relevant Information 1. Outcome of the Unit On successful completion of this unit a learner will:

Assessment criteria for pass: To achieve each outcome a learner must demonstrate;

Questions reflecting the Outcome

LO1: Be able to compile market audits

1.1 review changing perspective in marketing planning 1.2 evaluate an organisations capability for planning its

future marketing activity 1.3 examine techniques for organisational auditing and for

analysing external factors that affect marketing planning 1.4 carry out organisational auditing and analysis of external

factors that affect marketing planning in a given situation

Task 1

LO2: Understand the main barriers to marketing planning

2.1 assess the main barriers to marketing planning 2.2 examine how organisations may overcome barriers to marketing planning

Task 2

LO 3: Be able to formulate a marketing plan for a product or service

3.1 write a marketing plan for a product or service 3.2 explain why marketing planning is essential in the strategic planning process for an organisation 3.3 examine techniques for new product development 3.4 justify recommendations for pricing policy, distribution and communication mix 3.5. explain how factors affecting the effective implementation of the marketing plan have been taken into account

Task 3

LO 4: Understand ethical issues in marketing

4.1: explain how ethical issues influence marketing planning 4.2: analyse examples of how organisations respond to ethical issues 4.3: analyse examples of consumer ethics and the effect it has on marketing planning.

Task 4

2. Grading Criteria for Merit and Distinction of this coursework

Merit (M1, M2, M3) Distinction (D1, D2, D3) Descriptors Indicative characteristics Descriptors Indicative characteristics M1 Identify and apply

strategies to find appropriate solution

effective judgement have been made

complex problems with more than one variable have been explored

an effective approach to study and research has been applied

D1 Use critical

reflection to evaluate own work and justify valid conclusions

Conclusions have been arrived at through synthesis of ideas and have been justified

The validity of results has been evaluated using defined criteria

Realistic improvements have been proposed against defined characteristics for success

M2 Select/design and

apply appropriate methods/techniques

The selection of methods and techniques/sources has been justified

Appropriate learning methods/techniques have been applied

D2 Take responsibility

for managing and organising activities

Substantial activities, projects or investigations have been planned, managed and organised


M3 Present and

communicate appropriate findings

The appropriate structure and approach has been used

Coherent, logical development of principles/concepts for the intended audience

D3 Demonstrate

convergent/lateral/creative thinking

Convergent and lateral thinking have been applied

Effective thinking has taken place in unfamiliar contexts

3. Preparation guidelines of the Coursework Document

a. All coursework must be word processed. b. Document margins must not be more than 2.54 cm (1 inch) or less than 1.9cm (3/4 inch). c. Font size must be within the range of 10 point to 14 point including the headings and body text

(preferred font size is 11). d. Standard and commonly used type face such as Arial should be used. e. All figures, graphs and tables must be numbered. f. Material taken from external sources must be properly refereed and cited within the text using

Harvard standard g. Do not use Wikipedia as a reference.

4. Plagiarism and Collusion

Any act of plagiarism or collusion will be seriously dealt with according to the College regulations. In this context the definition and scope of plagiarism and collusion are presented below: Plagiarism is presenting somebody elses work as your own. It includes copying information directly from the Web or books without referencing the material; submitting joint coursework as an individual effort. Collusion is copying another students coursework; stealing coursework from another student and submitting it as your own work. Suspected plagiarism or collusion will be investigated and if found to have occurred will be dealt with according to the college procedure. (For details on Plagiarism & Collusion please see the Student Handbook)

5. Submission

a. Initial submission of coursework to the tutors is compulsory in each unit of the course. b. Student must check their assignments on ICON VLE with plagiarism software Turnitin to make sure

the similarity index for their assignment stays within the College approved level. A student can check the similarity index of their assignment three times in the Draft Assignment submission point located in the home page of the ICON VLE.

c. All Final coursework must be submitted to the Final submission point into the unit (not to the Tutor). A student would be allowed to submit only once and that is the final submission.

d. Any computer files generated such as program code (software), graphic files that form part of the coursework must be submitted as an attachment to the assignment with all documentation.

e. Any portfolio for a unit must be submitted as a hardcopy to examination office. f. The student must attach a tutors comment in between the cover page and the answer in the case of

Resubmission. 6. Good practice

a. Make backup of your work in different media (hard disk, memory stick etc.) to avoid distress for loss or damage of your original copy.

7. Extension and Late Submission

a. If you need an extension for a valid reason, you must request one using an Exceptional Extenuating Circumstances (EEC) form available from the College examination office and ICON VLE. Please note


that the lecturers do not have the authority to extend the coursework deadlines and therefore do not ask them to award a coursework extension. The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.

b. Late submission will be accepted and marked according to the college procedure. It is noted that late submission may not be graded for Merit and Distinction.

c. All Late coursework must be submitted to the Late submission point into the unit (not to the Tutor). A student would be allowed to submit only once and that is the final submission.

8. Submission deadlines Formative feedback Week 12 Presentation Week 13 Final Submission 06- 11 July 2015 Late submission 13 - 18 July 2015 Submit to: Online to the ICON VLE only


ASSIGNMENT

marketing planning

Documents