HND Assignment Brief

Session: February 2015

Programme title

NJW10 Pearson BTEC Level 5 HND in Business

Unit number and title

19

Assignment number & title 1 of 1

Marketing Planning

Consumers Take a Shine to Apple Inc.

Unit Leader

Dr Mo Willan

Assessor (s)

Dr Mo Willan and Mr N Saleem

Issue Date

07 April 2015

Final assignment
submission deadline

06 11 July 2015
13 18 July 2015

Late submission deadline

Resubmission deadline

The learners are required to follow the strict deadline set by the College for
submissions of assignments in accordance with the BTEC level 4 7
submission guidelines and College policy on submissions. They should
also refer to Merit and Distinction criteria that require evidence of meeting
agreed timelines and ability to plan and organise time effectively without
which the learner may not expect to receive a higher grade.
TBA
In-class feedback will be available from draft submissions on a
task-by-task basis as a formative feedback and also for initial submission.

Feedback
Final feedback will be available within 2 3 weeks of the assignment
submission date.

General

Guidelines

The work you submit must be in your own words. If you use a quote or an
illustration from somewhere you must give the source.
Include a list of references at the end of your document. You must give all
your sources of information.
Make sure your work is clearly presented and that you use readily
understandable English.
Wherever possible use a word processor and its spell-checker.

Internal verifier

Dr Gilbert Zvobgo

Signature (IV of the

brief) *

gilbert@iconcollege.com

Department of Business

Date

10/04/15

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ICON College of Technology and Management

Pearson BTEC Level 5 HND in Business (QCF)
Unit 19: Marketing Planning (L5)
Session: February 2015
Coursework
Recommended Word limit: Maximum 3,500
This Unit will be assessed by assignment and presentation.
You are strongly advised to read Preparation guidelines of the Coursework
Document before answering your assignment.
ASSIGNMENT
Assignment Context and Business Scenario

Consumers Take a Shine to Apple Inc.

Few companies have fans who sleep outside their doors in order to be the first to buy their latest
products. However, this is a common occurrence at Apple Inc. The new iPad sold 3 million units four
days after the launch. Headquartered in Cupertino, California, Apple went from near bankruptcy,
with a 1997 share price of $3.30, to a brand valued at $153 billion and a share price of more than
$600.
Apple first entered the public sphere in 1976 with the release of the computer Apple I, created by
co-founders Steve Jobs and Steve Wozniak. A few innovations later, the company had more than
$1 million in sales. Yet Apples luck did not last. Its downturn started during the 1980s with a series
of product failures and resulted in near bankruptcy for the company. The return of Steve Jobs, who
had been ousted in 1985 due to internal conflicts in the company, instituted major changes for
Apple. The company successfully adopted a market orientation in which it was able to gather
intelligence about customers current and future needs. For instance, the creation of the iPod and
iTunes met customers needs for an efficient way to download a variety of music and listen to it
on-the-go. Although it was once unheard of to access the Internet from a cell phone, Apples iPhone
made it commonplace. Apples investment in the iPad set off a massive surge in demand for tablet
computers. Apple has become skilled at recognising strategic windows of opportunity and acting
upon them before the competition.

Apples Pricing and Promotion Strategies

In addition to its revolutionary products, Apples success in pricing, promotion and distribution have
also contributed to its popularity. Apples products are traditionally priced high compared to
competitors. For example, the new iPad retails for approximately $499 in the USA (although models
with additional gigabytes are more expensive), while the Amazon Kindle Fire retails for $200.
Apples Mac computers are often more than $1000. Yet rather than dissuading consumers from
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adopting the products, the high price point provides Apple with an image of prestige. Apple also
stresses the convenience of its products as well as the revolutionary new capabilities and features
they have to offer. Thus, it attempts to create value for customers prompting them to pay more for
Apple products than for those of its competitors.
Even with high-quality products, companies rarely achieve the success of Apple. Apple encourages
demand for its products through several types of promotion, including word-of-mouth marketing.
Early on, Apple supported evangelism of its products, even employing a chief evangelist to spread
awareness about Apple and spur demand for its products. Successful evangelists spread
enthusiasm about a company among consumers, often through word-of-mouth recommendations.
These consumers in turn convinced other people about the value of the product. Through product
evangelism, Apple created a Mac cult loyal customers eager to share their enthusiasm about the
company with others.

Apples Impact on Marketing

Apples corporate culture of innovation and loyalty has created a company that massively impacts
the marketing strategies of other companies. For some, this impact has been largely negative.
Apples iPhone increased competition in the cellular and smartphone industries, and its iPads
compete with electronic readers like Amazons Kindle. Apple has also taken market share away
from competitors such as Research In Motion (RIM). Many RIM BlackBerry users are opting to
exchange their BlackBerries for iPhones or Android devices. On the other hand, many companies
are seizing upon the opportunity to learn from Apple. One industry in which Apple has made great
changes is retail.
Apple stores differentiate themselves significantly from other retailers. Apple took the concept of
retail in an entirely new direction. Everything in the Apple store is carefully planned to align with the
companys image, from the glass-and-steel design reminiscent of the companys technology to the
stations where customers can try out Apple products. Apples stores are a place where customers
can both shop and play. Customer service is also important to the Apple store image. Employees
are expected to speak with customers within two minutes of them entering the store. Each employee
has received extensive training and often receives greater compensation than those at other retail
stores so as to encourage better customer service.
Apple executives constantly look for ways to improve stores, enhance customer service and
increase the time that customers spend in-store. In 2011, the company began to install iPad stations
within its stores. The iPads feature a customer service app designed to answer customer questions.
If the customer requires additional assistance, he or she can press a help button on the app. The
app changes the customer service experience because the representatives come straight to the
customer without the customer actively seeking out the sales representative.
Due to the immense success of Apple stores, other companies are attempting to imitate its retail
model. Microsoft and Sony opened some of their own stores, and others use Apple products to
enhance their businesses. For instance, some pharmaceutical and car salespeople have adopted
the iPad to help in business transactions, and some restaurants even use the iPad to show menu
items.
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Apple Going Forward

The death of Steve Jobs concerned some people about the future of Apple. To many customers,
Jobs appeared to be a saviour who brought the company back from near bankruptcy and who was
the driving force behind its innovative products. In the past, whenever rumours of Jobs health
reached the public, Apples share process dropped.
Competitors such as Sony, HTC, Amazon and Microsoft have also strengthened their innovations
by launching new products that can sufficiently compete with Apple in terms of design and features.
Apple has also in the recent past been accused of paying slave wages to its suppliers particularly
those that assemble its products in China. It has also been accused of overcharging with hefty
prices for its products and there is even the story of a man selling his kidneys to buy an iPhone.
There is also the issue of fake Apple products coming into the market which can impact upon its
brands reputation.
Today, Apple products can be found all over the world and as the firm expands and grows its
international presence, it will also face numerous challenges. However, the company remains
optimistic. Although Apple must fill its leadership gap and continue innovating to deliver on its
promise of quality, the loyalty that fans feel for Apple remains high.

What you must do

Task 1
A. Using appropriate theories, review changing perspective in marketing planning.
Apples ability for planning its future marketing activity.[P1.1, P1.2]

Evaluate

B. Examine techniques for organisational auditing and for analysing external factors that affect
marketing planning. Use one of these techniques to carry out organisational auditing and analysis
of external factors that affect marketing planning in Apple. [P1.3]
[P1.1, P1.2, P1.3, P1.4, M1, M2, D2]
To achieve M1, you will have applied an effective approach to study and research the
marketing planning process at Apple.
To achieve M2, you should have justified the selection of methods and techniques in
evaluating Apples capability for planning its future marketing activity.
To achieve D1, you will arrived at your conclusions of the techniques for organisational
auditing for analysing external factors that affect Apples marketing planning.
Task 2
Using appropriate theories, assess the main barriers to marketing planning and examine how
Apple may overcome these barriers. [P2.1, P2.2]
[P2.1, P2.2, M2, D2]

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 To achieve D2, you will have critically evaluated how barriers to Apples marketing planning
problems would have been overcome.
Task 3
A. Based on your analysis in Task 1, write a marketing plan for the launch of a new product for
Apple. [P3.1]
B. Explain why marketing planning is essential in the strategic planning process for Apple. [P3.2]
C. Using Apple, examine techniques for new product development. Justify recommendations for
pricing policy, distribution and communication mix for the new product. [P3.3, P3.4]
D. You are required to explain how factors affecting effective implementation of the marketing plan
have been taken into account. [P3.5]
[P3.1, P3.2, P3.3, P3.4, P3.5, M1, M3, D2, D3]
To achieve M3, you will used an appropriate approach to justify recommendations for pricing
policy, distribution and communication mix for Apple new product.
To achieve D2, you will have planned, managed and organised to present the marketing
plan within the set time.
Task 4
A. Using Apple, explain how ethical issues influence marketing planning and analyse examples of
how organisations respond to ethical issues. [P4.1, P4.2]
B. Analyse examples of consumer ethics and their effect on marketing planning in Apple. [P4.3]
[P4.1, P4.2, P4.3, D1, M3, D3]
To achieve M3, you will have demonstrated a coherent, logical analysis of how consumer
ethics affect marketing planning in Apple.
To achieve D3, you will have demonstrated convergent and lateral thinking in analysis of
how organisations like Apple respond to ethical issues.

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Relevant Information
1.

Outcome of the Unit

On successful
completion of
this unit a learner will:
LO1: Be able to compile
market audits

LO2: Understand the

main barriers to
marketing planning
LO 3: Be able to
formulate a marketing
plan for a product or
service

LO 4: Understand ethical
issues in marketing

Assessment criteria for pass:

To achieve each outcome a learner must demonstrate;
1.1 review changing perspective in marketing planning
1.2 evaluate an organisations capability for planning its
future marketing activity
1.3 examine techniques for organisational auditing and for
analysing external factors that affect marketing planning
1.4 carry out organisational auditing and analysis of external
factors that affect marketing planning in a given situation
2.1 assess the main barriers to marketing planning
2.2 examine how organisations may overcome barriers to
marketing planning
3.1 write a marketing plan for a product or service
3.2 explain why marketing planning is essential in the
strategic planning process for an organisation
3.3 examine techniques for new product development
3.4 justify recommendations for pricing policy, distribution and
communication mix
3.5. explain how factors affecting the effective implementation
of the marketing plan have been taken into account
4.1: explain how ethical issues influence marketing planning
4.2: analyse examples of how organisations respond to
ethical issues
4.3: analyse examples of consumer ethics and the effect it
has on marketing planning.

Questions
reflecting the
Outcome

Task 1

Task 2

Task 3

Task 4

2. Grading Criteria for Merit and Distinction of this coursework

Merit (M1, M2, M3)
Descriptors
Indicative characteristics
M1
effective judgement have
been made
Identify and apply
complex problems with
strategies to find
more than one variable
appropriate
have been explored
solution
an effective approach to
study and research has
been applied

M2
Select/design and
apply appropriate
methods/techniqu
es

The selection of methods

and techniques/sources
has been justified
Appropriate learning
methods/techniques have
been applied

Department of Business

Distinction (D1, D2, D3)

Descriptors
Indicative characteristics
D1
Conclusions have been
arrived at through synthesis
Use critical
of ideas and have been
reflection to
justified
evaluate own work
The validity of results has
and justify valid
been evaluated using
conclusions
defined criteria
Realistic improvements
have been proposed
against defined
characteristics for success
D2
Substantial activities,
projects or investigations
Take responsibility
have been planned,
for managing and
managed and organised
organising activities

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M3
Present and
communicate
appropriate
findings

The appropriate structure

and approach has been
used
Coherent, logical
development of
principles/concepts for the
intended audience

D3
Demonstrate
convergent/lateral/
creative thinking

Convergent and lateral

thinking have been applied
Effective thinking has taken
place in unfamiliar contexts

3. Preparation guidelines of the Coursework Document

a. All coursework must be word processed.
b. Document margins must not be more than 2.54 cm (1 inch) or less than 1.9cm (3/4 inch).
c. Font size must be within the range of 10 point to 14 point including the headings and body text
(preferred font size is 11).
d. Standard and commonly used type face such as Arial should be used.
e. All figures, graphs and tables must be numbered.
f. Material taken from external sources must be properly refereed and cited within the text using
Harvard standard
g. Do not use Wikipedia as a reference.
4. Plagiarism and Collusion
Any act of plagiarism or collusion will be seriously dealt with according to the College regulations. In
this context the definition and scope of plagiarism and collusion are presented below:
Plagiarism is presenting somebody elses work as your own. It includes copying information directly
from the Web or books without referencing the material; submitting joint coursework as an individual
effort.
Collusion is copying another students coursework; stealing coursework from another student and
submitting it as your own work.
Suspected plagiarism or collusion will be investigated and if found to have occurred will be dealt with
according to the college procedure. (For details on Plagiarism & Collusion please see the
Student Handbook)
5. Submission
a. Initial submission of coursework to the tutors is compulsory in each unit of the course.
b. Student must check their assignments on ICON VLE with plagiarism software Turnitin to make sure
the similarity index for their assignment stays within the College approved level. A student can check
the similarity index of their assignment three times in the Draft Assignment submission point
located in the home page of the ICON VLE.
c. All Final coursework must be submitted to the Final submission point into the unit (not to the Tutor).
A student would be allowed to submit only once and that is the final submission.
d. Any computer files generated such as program code (software), graphic files that form part of the
coursework must be submitted as an attachment to the assignment with all documentation.
e. Any portfolio for a unit must be submitted as a hardcopy to examination office.
f. The student must attach a tutors comment in between the cover page and the answer in the case of
Resubmission.
6. Good practice
a. Make backup of your work in different media (hard disk, memory stick etc.) to avoid distress for loss or
damage of your original copy.
7. Extension and Late Submission
a. If you need an extension for a valid reason, you must request one using an Exceptional Extenuating
Circumstances (EEC) form available from the College examination office and ICON VLE. Please note
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that the lecturers do not have the authority to extend the coursework deadlines and therefore do not
ask them to award a coursework extension. The completed form must be accompanied by evidence
such as a medical certificate in the event of you being sick.
b. Late submission will be accepted and marked according to the college procedure. It is noted that late
submission may not be graded for Merit and Distinction.
c. All Late coursework must be submitted to the Late submission point into the unit (not to the Tutor).
A student would be allowed to submit only once and that is the final submission.
8. Submission deadlines
Formative feedback
Presentation
Final Submission
Late submission
Submit to:

Week 12
Week 13
06- 11 July 2015
13 - 18 July 2015

Online to the ICON VLE only

Department of Business

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