Marketing Strategy, Planning and Management Process Term Paper

Pages: 10 (3341 words)  |  Bibliography Sources: 5

SAMPLE EXCERPT:

[. . .] Other elements include market command and sales promotion. Currently, the region that HTC works in face free trade policies that affect marketing approaches. Such policies eliminate the existence of tariff barriers in subsequent trading blocs (Hiebing, Cooper & Wehrenberg, 2011, p.33).

HTC plans on working around regions with 5% tariffs reduction in the next decade. This is an interest around different nations refereeing to standard preferential tariffs. The previously high prices of HTC products were attributed to high production costs and minimal vendor efficiency. The extensive possibilities for local markets are ruled through imported communications devices (Wong, 2010, p.16). HTC's prices have been turned into comparatively lower segments as per foreign manufacturers like Apple and Samsung against protectionism policies. Protectionist policies are attributed to Apple's stagnating performance.

During the launch of Apple's products, customer interaction is achieved through the internet. Customers register on the online platform provided by the company through logging on (McDonald & Wilson, 2011, p.41). The platforms offer customers with interactive segments to provide information through question-answer quizzes and chats with public relation representatives. The chat will encompass customers sharing their views. The different customers fill the forms through ordering payments and paying through credit cards (Perreault, 2010 p.44).

On the other hand, Apple Company segments the market through variables such as geographical, demographic, and behavioral differences. The addition of "Document" folder as a feature in its mobile phone products, users can store many file formats including PDF. Users are not expected to keep respective files in previous attachment formats along their electronic mail. Further, users do not have to email files to their accounts as a way of storing attachments and reading documents (Fabbi, 2011, p.8). The solution allows users from enjoying internet access even as Wi-Fi access is weak. These are times where consumers have to open electronic mail to share documentation stored within their email accounts. Apple's focus goes past the brand and focuses on the appropriate ways to promote its products. This is inclusive of a focus on various conveniences to having single communication device managing both Internet access and entertainment.

Issues

One of the major competencies of the companies in line developing communications gadgets is the customer satisfaction level. The diverse approaches engaged meet technological updates and sustainable scopes of products to changes in the preferences, needs, and requirements of customers. The marketing strategies encompass production philosophies that develop right devices for markets within appropriate regions and prices (Fabbi, 2011).

The companies get millions of product customization reservations. Such aspects awaken the discovery of new-business concepts that are inspirational to international competition for mobile phone makers (Perreault, 2010, p.84). Apple has developed along the evolution line to develop gadgets that reflect on most notebook functions. Apple identifies those respective markets through expansive marketing and resource allocation to venture into them. Apple develops its products through making sale points based on touch-screen features instead of standard buttons. On the contrary, HTC prepares intelligent music and video playback features on internet web browsers, voice calling, and operating software among others (Hiebing & Cooper & Wehrenberg, 2011).

Global Markets and Populations

Based on the stated market segments, both companies focus more global markets and populations. The firms release different products to suit wireless coverage for network providers. Marketing strategies support different types of wireless network markets (Westwood, 2005). The positioning elements allow HTC to position its product as flexible, device convenient, and value added for all forms of professional application. HTC has an established brand in European markets under which most of its products feature 'funky' and new technologies. While Apple propagates a large and competitive communications device manufacturing plant, relevant target markets in its marketing are in European markets (Hiebing, Cooper & Wehrenberg, 2011, p.64). Other markets targeted by HTC include United Kingdom, Algeria, China, Singapore, and Australia.

HTC focuses on implementing strategies for the appropriate products for right markets through appropriate prices. In addition, Apple pays attention to the strengthening of product portfolio through offering multi-purpose as well as high-quality devices. The product line belongs to the scope of orientation for modern lifestyle components (Clow, & Baack, 2004, p.36). The two firms use appropriate technology to address customer needs. HTC creates an overall focus on company performance within achieving main dynamic product goals for a given portfolio. The strategy by Apple makes zero difference between the diverse product types and implementation of the new strategy and unique design.

HTC uses product planning to position the new and improved mobile communications products across different segments. The measure of success is successfully launched among different models from the past. The Apple strategy involves product development through the incorporation of customer needs and market expectations. The teams in research and development emphasize on the need to have continuous improvement on ascertained products (Hiebing, Cooper & Wehrenberg, 2011, p.89). The company prefers to combine strategic product development techniques with the available marketing strategies. The critical objective from the HTC product development process is supplementing prominence among vendors as compared to the competitors. There is continuous satisfaction of customers through expanded current markets (Schneiders, 2011, p.12).

Both companies trim their management approaches towards increasing growth and market bases. The outcomes are increased profits and heightened revenues. Product development has an integral impact to business as well as development of other components that make such a business special (McDonald & Wilson, 2011). The common elements involve development of office procedures, sales techniques, marketing strategies, and manufacturing processes. Products, processes, procedures, strategies and techniques are researched for further development to innovative status (Perreault, 2010, p.49).

HTC's pricing objectives identify market trends as ways of establishing positional pricing. The pricing goals allow the company to achieve the profit maximization initiative. The attempts focus on the maximization of profits and the consideration of diverse revenue and costs. Apple's objectives are majorly directed towards maximizing profits in the long-term. The company seeks to achieve this through increasing its global market share and lowering operational costs (Hiebing, Cooper & Wehrenberg, 2011, p.10). Pricing objectives for HTC products can be established based on factors such as barriers to entry, production cost, and economies of scale, product diffusion rate, product differentiation, and the firm's resources. The industry is sensitive to the anticipated prices due to demand elasticity of a given product. Apple uses penetration-pricing strategy for new products. The management uses the approach to charging minimal prices for its products to gain increased market share, and a gradual price increase is observed (Schneiders, 2011, p.17).

Promotion Strategies

HTC's promotional strategies vary based on various market segments that they target. Word of mouth methodology is used to most subscribe European market segments. Subsequently, the company does not have a direct action procedure across the approach to incorporate the different advertising activities (McDonald & Wilson, 2011, p.23). Cost effective promotional activities in HTC concentrate on direct marketing, advertising, sites and WebPages, and publicity conducted based on promotional elements. The deliberation on the marketing strategies triggers the concept of Apple's sales promotion conducted through several communications. The attempts focus on availing incentives and added value to Apple's consumers. Lastly, the attributes stimulate increased Apple sales. Efforts of the marketing representatives seek to stimulate Apple product purchases and trials. The primary sales promotion strategies applied by Apple's marketing team include pull, push, and a hybrid of the two.

The push strategy at Apple involves convincing trade intermediary channels to "push" the products through the established distribution channels. Meanwhile, the ultimate consumers outline the promotions' pace based on personal selling efforts (Janko, 2009, p.24). There is an engraved tactic for generating contests, allowances, displays, specialty advertising items, discounts, buy-back guarantees, free trials, and premiums engaged within the company's promotion package. In contrast, the pull strategy at HTC gets the markets to "pull" products from its production points across marketing channels. HTC focuses its marketing communications efforts to markets as a way of stimulating levels of demand and interests for the products from end-user levels (Chen, & Qiu,2012, p.26).

The technique implies that customers can be positioned to obtain different and trending products. In the sale of HTC products, the occurrences of various distribution channels are inclusive of retail stores and online orders. Most customers approach HTC products from stores, and this concept makes it easy for them to order or buy (McDonald & Wilson, 2011, p.29). The strategy at Apple employs cases of distributor development to avert possible reluctance to hold products. The reasons given for this includes insufficient scopes of consumers accessing retail outlets or requesting for Apple's products. Sustainable tactics use provided games, premiums, samples, cash rebates, contests, coupons, and advertising specialties. HTC includes loyalty programs, sweepstakes, patronage rewards, and point-of-purchase as employed through marketing (Hugh, 2012, p.36).

Addition of Apple's software offerings in the portfolio improves on the Integrated Marketing Communications from previous years. The goal of the initiative is to promoting requisite device models. The engagement of… [END OF PREVIEW]

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