Outstanding marketing organizations employ strongly customer-driven marketing strategies and programs that create customer value and relationships. These marketing strategies and programs, however, are guided by broader company-wide strategic plans, which must also be customer focused. Thus, to understand the role of marketing, we must first understand the organization’s overall strategic planning process.

1. Company and Marketing
Strategy Partnering to Build
Customer Relationships
Case Study : Apple Inc.

2. The process of developing and maintaining a strategic
fit between the organization’s goals and capabilities and its
changing marketing opportunities.

3.  Companywide Strategic Planning: Defining Marketing’s Role
 Designing the Business Portfolio
 Planning Marketing: Partnering to Build Customer Relationships
 Marketing Strategy and the Marketing Mix

4. Define
mission
Set
objects
and goals
Define the
business
portfolio
Planning
marketing

5. Market-oriented mission statement Product-oriented mission statement
”Apple designs Macs, the best personal
computers in the world, along with OS X,
iLife, iWork and professional software.
Apple leads the digital music revolution
with its iPods and iTunes online store.
Apple has reinvented the mobile phone
with its revolutionary iPhone and App
Store, and is defining the future of
mobile media and computing devices
with iPad.”
We sell laptops, mobile phones, ipods,
ipads along with OS X

6. Business objectives Marketing objectives
• To maximize profit.
• To become the world's number one
company.
• To produce hassle free products that
provides service and enjoyment for
customers.
• To expand their sales to customers
who haven’t yet own any Apple’s
products.

9. BCG Matrix
Relative Market share
High Low
HighLow
MarketGrowthRate

10. Product/Market Expansion GridExistingMarkets
Existing Products New Products
NewMarkets

14. Segmentation
Targeting
Positioning

15.  Demographic segmentation
age, gender, education, income, occupation, etc.
 Geographic segmentation
city, state, region or country.
 Psychographic segmentation
life style, Social class (Upper class, middle class, and lower class),
behavior or ethics.
Segmentation techniques:
Apple: segments customers using Demographic and Psychographic techniques.

16.  Demographic segmentation
o Age - Young Children and Kids - Teenagers - Adults.
o Education - College and University Students.
o Occupation - Business People.
 Psychographic segmentation
o Social Class - Middle and Upper Class
o Life Style - A Less Price Sensitive Customer and Quality is a must.
Apple:

17. “ We believe that we're on the face of the earth to
make great products and that's not changing. We're
constantly focusing on innovating. We believe in the
simple, not the complex. ”
Apple:

18. Portable Computers - (Mac Book Pro, Mac Mini)
Servers - (Xserve, Xsan)
Accessories - (Magic Mouse, Keyboard)
iPod , iPhone , iTunes & Peripheral products
Product:

19. Premium price
Reduced over time
Flexibility
Discounts for workers
Price:

20. Place:
Manufacturer Wholesaler Retailer
Apple Store
Certified Retailer
Online Retailers (Ebay)

21. Through television advertisements, online ads, and on
billboards.
“less-is-more advertising”.
Packaging is modern and promotes higher level of
technology.
Promotion:

22. Strengths:
 Hardware producers
 Loyal customers
 Strong brand name
 Eye catching Retailers
Weaknesses:
 Increasing competition
 Failure of notability and lack of
promotion of Apple TV and Mac mini.
 Increasing price of music & iTunes
 Premium pricing
Opportunities:
 Demand growth
 Market gap
Threats:
 Market completion
 Shifts in consumers tastes
 Global recession