Fundamentals of Marketing Assignment Example | Topics and Well Written Essays - 2500 words

Fundamentals of Marketing - Assignment Example enjoys significant brand reputation, it is important to engage in road shows to enhance popularity of products especially to promote its numerous innovations (Solomon et al. 2011). 5.0 Conclusion 11 This paper critiques the marketing strategy of Apple Company in Australia. It is a US multinational company dealing in a wide range of technology products and services such as computers, mobile phones, software, computer peripherals, media auxiliaries, and networking services among other electronics. The company has accomplished rapid growth in the consumer electronics market as part of its brand extension strategy. It presents an industry overview, environmental analysis and the marketing strategy of Apple, which also includes how the 4-Ps of marketing mix is applied. The paper highlights some recommendations on the appropriate measures to be undertaken to improve the company’s marketing performance in the next 1-3 years. Marketing is a significant process that helps businesses to effectively interact with customers for the purpose of understanding their needs and creating the desired value. An organization that satisfies the needs of its customers is able to maintain profitability and long term sustainability. It is important that the operating environment is understood to enhance development of a successful marketing strategy. A company needs to select the right marketing mix that gives it a competitive advantage over competitors. Environmental analysis is important as it presents an overview of the micro and macro-environmental factors that influence a company’s competitiveness in the market. The marketing strategies applied by different companies are focused on maintaining a competitive advantage in the market. Effective segmentation, targeting and positioning enhance the overall success. The 4-Ps in marketing mix represents Product, Price, Place and Promotion, which are essential in satis fying consumer needs and enhancing profitability (Kim & Meyers-Levy,