Marketing_Audit

TASK 1 To: Director of Apple Inc From: Marketing Executive Subject: The Purpose of Marketing Audits and Techniques that done by apple to audit the marketing environment Date: 31 August 2009 The purpose of the marketing audit is to identify areas of success and effectiveness, and the inevitable challenges and opportunities that exist within organizations that negatively effect marketing return on investment. Based on the findings of the audit, recommendations will be made to improve the effectiveness of future marketing efforts. The mobile phone market industry is one of the booming industries in the world. Each year the sales of organizations operating in this kind of industry go up. This can be attributed to the popularity of mobile phone whatever brand they belong to and the intrinsic love of human beings for technology. There are the techniques that used by Apple to audit the marketing environment such as demographic and technology. Product launches are notorious for being late due to any number of reasons: development delays, problems with manufacturing ramp-up, financial delays, and even last minute, Apple need a screen shot for the brochure but the software’s not working delays. If Apple launch was late, Apple need to determine how this affected sales, the company’s reputation, and any negative press company suffered. Also figure out why the delays happened in the first place were these things beyond your control or can you make changes for future launches. Many organizations don’t understand when is the right time to launch a new product and instead release it for the following vague reasons: It’s ready to go to market, even though the market might not be ready for it It’s being introduced at a major industry tradeshow A competitor just launched a similar product, so you need a “me too” response. Once your product has been launched, go back and analyze how the market or your industry reacted to it. Was response highly favorable, ho-hum or downright brutal Amazon, for example, recently released a new e-book reader, Kindle, to lukewarm response. Depending on which tech columnist you read, Kindle is before its time – or right on time – and is either a great alternative to the Sony e-reader or is a clumsy imitation. As a side-note, Amazon and Sony are struggling with a technology adoption curve – that is, waiting for consumers to adopt a new technology that for many is still before its time. We highly recommend reading crossing the Chasm by Geoffrey Moore for tips on successfully navigating the technology adoption curve. If your product was in the pipeline for years, the original product strategy and Business Case may have become outdated as changes occurred in your industry, causing you to miss your market window. Did you make adjustments to these changes or forge full-steam ahead' Once your product hit the market, did it employ the latest technology or was it already a generation behind. Apple also engaging the sales force through sales training plays a huge role in the success of a product launch. As a product manager conducting a post-launch audit, you want to evaluate how sales reacted not only to the product, but the pre-launch and post-launch activities. Apple use message comprehension to know the audience. Were you able to walk sales reps through the various marketing pieces and lead generation campaigns and the purpose goals of each one' Did they understand the message' Were you able to communicate the value proposition of your product and how it compared to competitive products' Or did your value proposition miss the mark. Customer feedback is a process done by Apple to get anecdotal evidence from sales on how customers reacted to the new product. What challenges did customers bring up during sales calls' Does your product address these issues' One reason product launches don’t succeed is because product managers forget to manage the “unseen” operational systems, such as ensuring customer service reps can take orders for new products. At a Product Strategy workshop, for example, one new product manager confessed that she didn’t know to set up the product codes and prices into her company’s ordering and billing systems – hence, customer service reps and sales people couldn’t fulfill orders. She definitely learned a lesson the hard way The advantage use this technique is The Company can make use of other marketing means, which could promote greater customer satisfaction and loyalty. The ability of the company to produce quality products can be an effective marketing tagline that could support future market growth. Based from its strengths, the company has the resources and channels that could help in developing and conducting various marketing efforts. And the disadvantage is the development of new product models of the company produces indefinite outcomes. Apple continuously strives to produce new models that would meet the needs and satisfaction of the customers however it is not certain whether these designs will make it to the market. It is then likely that company is wasting its valuable resources to a model that will not elicit significant return of investment. The price of the product is another weak factor. Although the company has obtained a significant market share in the industry, the luxury market is relatively smaller as compared to the general masses. Even if the Apple Inc has been equipped with the latest technology, the final product will be very expensive for the customers to buy. CONCLUSION Conclusion that we can get from this task is in this task, we are try to show the purpose of marketing audit and also a technique that use and done by Apple Inc. TASK 2 To: Director of Apple Inc From: Marketing Executive Date: 31 August 2009 Subject: Environmental auditing technique for Apple Inc There are three environmental auditing for Apple Inc such as formal structure, functional efficiency and interface efficiency. Formal Structure Formal structure has a few departments such as Sales Department and Human Resources Department. Sales Department is the opposite function to purchasing. The sales team records to which the organisation has sold its products, when and for what price they were sold. This data will come from the sales order. They may also be responsible for defining these output products. Example like Apple Inc where they only need a sales department to manage the sales. Human resources they use this department to recruit a labor or selection, give training to the labor, redundancy, performance evaluation and management and a few more. It’s also same with Apple Inc where to get a good worker, and then they can use human resources to find it. Functional Efficient In this environmental, they need a feedback from the customer to see how far the Apple Inc give a satisfaction to their customer so in this section, Apple Inc need to be more efficient with their work. Interface Efficiency In this section, the cooperation of each department are important to improve the company such as if Apple Inc want to improve their sales, the sales department and marketing department need to cooperate to attract more customer. Conclusion Conclusion that we can see from this task is we are tried to show about the three environmental auditing for Apple such as formal structure, functional efficiency and interface efficiency. This three environmental have their own criteria to show so this three environment are already relate with the Apple Inc. TASK 3 To: Director of Naza Group From: Manager Executive Subject: Barriers of Marketing Planning Date: 31 August 2009 There are four barriers of marketing Planning means here is we are try to see why some company don’t like to change. First element that we are tried to see is about the Poor Leadership. Because of poor leadership, they can give a high motivate to the others and also because the leader doesn’t have a good trained, it can make a problem to the company. Otherwise, it’s also because a Poor System. To be a good company, they need a good system to keep their secret of improvement, their document and their finance but if they don’t have a good system, it’s easy for other company to kick off their business. Another barrier is Bad Experience. Bad experience is a bad thing that the companies don’t need but some people have bad experience with change so it’s too hard for them to change if they have this barrier. Last barrier that we can see on here is Comfort Zone. If we are in the comfort zone, surely we can be a lazy company and automatically don’t want to improve because if we are in that situation, surely we don’t have any competitor or in the other word we don’t have a challenge. This also can be a problem for some company if they be in the comfort zone. CONCLUSION That we can see from this task is this 4 barriers are the problem for the marketing planning. They can’t do the improvement because this 4 barriers such as poor leadership, poor system, bad experience and comfort zone. TASK 4 To: Director of Apple Inc From: Manager Executive Subject: Strategy to Overcome the Barriers Date: 31 August 2009 This is a few way of strategy to overcome each of the barriers from the task three. One of the strategies is Provide Training to Leaders. By giving training to the leaders, surely they have a method for change, good attitudes and know how improve the company. Other element is tried to Manage Change Process. They must have a plan to change the company step by step. It’s not that all, the leader should always tell the staff at the progress of the plan so based on that the staff can be motivated after they listen from the leader. Another strategy is by giving some Reward Suppertimes Behavior where this can motivated the employee to work hard so by giving all this, they will feel all of what they done have been appreciate from the company. Last strategy that can be recommend for the barrier is they need to find a Good System to keep all of their document form the competitor to make sure there is no barrier will come form the competitor. CONCLUSION Conclusion that we can see from this task is this are the few of the strategy that can solve the barrier to make a marketing planning. By using strategy such as provide training to leaders; manage change process, reward suppertimes behavior and using good system surely can solve the barrier.