MARKETING STRATEGY, PLANNING & Management PROCESS: APPLE & HTC
Analysis of the Marketing Strategy, Planning and Management Process
Apple Inc. is a multinational company incorporated in America and headquartered in Cupertino. The firm designs, sells, and develops consumer electronics, online services, personal computers, and computer software. The company is widely known for its hardware products such as the iPod media player, iPhone Smartphone, Mac computers, and iPad tablet computer. The company offers online services such as iCloud, App Store, and iTunes Store. The consumer software of Apple includes iOS and OS X operating systems, Safari web browser, the iTunes, and the iWork and iLife productivity and creativity suites.
In contrast, HTC Corporation was previously known as High-Tech Computer Corporation based in Taiwan and manufactures tablets and Smartphones. The headquarters is in Taiwan at New Taipei City. The company started in 1997, had the initial original equipment and design manufacturer focused on developing, and designing devices like mobile phones, PDAs, and touch screen phones running on Brew MP and Windows Mobile OS. The systems allow for the marketing of mobile network operators with a willingness to pay contract manufacturers to develop customized products. Through the creation of smart-phones running on Windows Mobile, the company has expanded the focus to devices that operate on Android. HTC primarily released and marketed its Smartphones through the HTC brand name and ranked as one of the top 100 Global Brands in 2011.
Channels and Logistics Review
The broader export markets play extensive roles in developing future sales of domestic markets' saturation. The distribution ratio between points and population in the globe is growing at 3.1% annually. Both companies hold a distribution network across international borders addressing the needs of global masses. The firms consistently have distribution channels availing affordable technology and value for money (Perreault, 2010, p.6). For international business, Apple shifts its focus towards becoming recognized quality product dealer. HTC makes a mark on international markets through holding innovative and competitive communications products based on competitive prices. Apple exports products to a network of over 50 countries globally. The markets include continental European auctions and the United Kingdom (McDonald & Wilson, 2011, p.25). The unswerving mission to government agencies, customers, shareholders, employees, and business associates enable Apple to realize its marketing goals and organizational success (Wong, 2010 p.32). The company achieves this based on customer orientation as well as production of innovative products attached to competitive prices.
On the other hand, HTC has a broad product line that creates both expectations and anxiousness among prospective customers. The approach changes the focus and scope of communications technologies created to address the hype. HTC makes the marketing marking through diversification of product offerings and innovative designs (Estelami, 2009, p.15). Irrespective of the market shakes, HTC is ready to identify flaws and negative product aspects for instant corrections. The fact that HTC offers modern and sophisticated communications devices has come with many problems. The industry is popular for the quick measures and solutions leading to the instant remedy of the problems.
Marketing Mix Models
Apple has established ways and offices to enhance customer's values. The objective of the strategic focuses on allowing customers to build confidence on its products. Releasing of new Apple products initiates comprehensive discussion topic among global societies. In the end, engraved action plans are used in recommending solutions that relate to the 4Ps' strategies (Wong, 2010 p.22). The company has a comprehensive composition of marketing mix models. The increment of sales and promotions levels based on the emphasis on continued research and development enables the company meets varying preferences of customers. It is significant for the Apple Company to increase the impact range of electronic media and internet prescience through social media networks. Both companies monitor the success of marketing initiatives through measuring campaigns outcomes. Departments can take requisite corrective actions in improving effectiveness and efficiency of procedural campaigns (Perreault, 2010, p.34).
User identification process within Apple targets significant consumer interests while developing varied knowledge structures. In the end, the company has different perceptions on various services or products offered (Wong, 2010, p.67). Both companies have successfully identified respective target markets. The criterion used refers to the segmentation approach of demographic, behavioral, and psychographic factors. The companies use marketing variables such as behavioral, demographic, and geographical differences to segment markets.
Behavioral segmentation approaches emphasize on the preferences of customers. Findings of such exercises formulate viability of reactions including purchasing necessary products. The industry's demographic segmentation involves a comprehensive analysis for potential customers (Estelami, 2009, p.42). With strategic goals, marketing activities focus on higher-class customers and demographic segmentation strategies s applicable within company products. The geographical segmentation of HTC is attained through dividing markets into essential locations. The targets markets of each company differ from one country to another based on the innovation levels (Perreault, 2010, p.120).
All industries face macro-environment variables that affect the approaches to marketing. The two organizations have marketing strategies that are influenced by such changes. The level to which each organization takes advantage of diversity of developments differs in substantial ways (McDonald & Wilson, 2011, p.62). HTC has a department dedicated to planning and addresses such factors that could potentially influence corporate performance of industry trends. On the other hand, Apple identifies and anticipates such macro-developments to develop and assess potential impacts against industry expectations.
Company Internal Analysis- SWOT Analysis
One of the significant strengths of Apple is its reputation. The company has a well-established brand image that is attributed to long years of operations. The global population has become more familiar and developed loyalty to the brand offerings (Clow, & Baack, 2004, p.44). On the other hand, HTC enjoys an international mobile appliances brand across the globe. The mobile phone manufacturer defines significant support through back up from government agencies. The service offerings are categorized as essential to most business environments.
A major weakness at Apple is the unprecedented R&D as well as innovation concepts. This is coupled with the absence of strategic products and a limiting product line. The company is facing challenges in making introductions to requisite models. The outcomes include cannibalizing them narrow product lines. On the other hand, HTC faces human resource issues due to difficulties in retaining and proper cultivation of talent (Wong, 2010, p.81). Based on these weaknesses, the companies face possible challenges in maintaining presence and influence across international operations.
Research indicates that the industry enjoys governments' support, and this is an important opportunity. The reason is that most government agencies categorize telecommunications products as essential partners in development. The two companies provide handled devices within local and national markets satisfying the needs of many people (Hugh, 2012, p.61). Developing strategies to penetrate into more markets will help the companies expand business. The ratios of expansion include the amount of size and gaining turnovers. Growth in global population offers more prospects for the mobile industry. The existing ratio of communication devices ownership stands at 1:4. The ratio signifies that people across the world categorize mobile devices as critical components of daily life (Hugh, 2012, p.12). Individuals settle on purchasing high-value items and expect consumers to put aside their buying behavior due to market uncertainties. The local and global crisis affects the overall organizational, financial standings.
An evident threat that the two companies face is global economic crisis. The adversities of economic performance affect all national economies in the world. It also influences the varied lifestyles and buying behavior among consumers (Fabbi, 2011, p.28). The major reason for such situations is that focus is shifting towards managing tariffs among major nations based on preferential tariff plans. The products sales in a given country may go low each year due to different economic trends. This connects with the impacts of global financial crisis that affect the local financial status of a given country. Countries' governments expecting dragged economic growth will negatively affect the buying behavior of customers. The economic policies continue increasing the competition levels based on performance expectations (Perreault, 2010, p.286).
Objectives and Issues
Apple has developed along extended range's quality and value for money. HTC has embraced better quality products and brand positioning to the attractive markets. For their prosperity, both companies have expanded their potential to venture into exports (Perreault, 2010, p.290). The sustainable scopes of growth in international markets form mainstays for both companies as they seek to expand their market share and sales in diverse export markets. Apple accumulates broader global markets through exploring emerging markets for purposes of exploration (Fabbi, 2011, p.72). HTC group commits to increasing its vibrancy for sales and distribution in the China, India, and Middle East. HTC considers China and Taiwan as essential elements in the booming economy of the globe. HTC continues to expand and enter global communications markets through allowing subsidiaries to attain stronger positions in the communications engineering industry. The company has generated an awareness of the importance of developing operational efficiency based on improving capacity utilization (Estelami, 2009, p.16).