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Unit 12 P4/P5/P6
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Essay of 6 pages for the course Unit 12 at ROC van Amsterdam (Ready)
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Sonny Kessen LIB3DTask 3: Benefits to the organisation
P4 Describe the benefits and opportunities for the business of using internet
marketing within the marketing mix of a selected business
Opportunities to access customers and markets
When you are registered at Apple’s customers information base like iTunes, App Store and iCloud.
They’re sending you an email when you are registered at Apple or if you made a purchase in the
Apple Store. Sometimes they send you a mail with products that you may also like from Apple.
When they launch a new product you can follow the speech about the new product on a livestream
on the internet with subtitles in any language. That reach a lot of customers who want to know
what are the new possibilities with the new product.
Opportunities to improve availability
They deliver to every country in the world on their online store. The website selects automatically
the language from your country. If you prefer an other language it is possible to select any
language you want on the website of Apple. When you order a product on the online store it is
ready within 24 hours and will be sent to you. Most of the times the product will arrive next day. For
some products they can improve the delivery service because here in Europe some products are
not in stock.
Opportunities for business efficiency
The products of Apple are manufactured by Foxconn, a Taiwan-based company (technically,
Foxconn is the company’s trade name the firm’s original name is Hon Hai Precision Industry Co.
Ltd). The iPod and iPhone are manufactured in Shenzen, China, tough Foxconn maintains
factories in countries across the world, including Thailand, Malaysia, the Czech Republic, South
Korea, Singapore and the Philippines. Then the products go to a distribution centre all around the
world. The most are settled in America and Europe. Mostly Apple doesn’t have their own
distribution centre, they have a few in America and 1 in Ireland. From Ireland it spreads upon the
rest of Europe. When they arrived at the distribution centre then the products arrive in all kind of
stores who sell the Apple products such as Apple store, Provider stores etc.
Search engines
In Google Apple uses Adwords to describe all the information about Apple like the market share.
When the company started, by who it was started, where it was started and so on. They also use
Adwords to promote the Apple store in your location they also promote their Online store with the
Adwords.
Promotion on websites
On their own website they promote their own products and you see at the homepage the newest
Apple products available. On the websites of phone providers you also see iPhones and iPads with
subscriptions. The providers promote the Apple products because they are very popular and to
improve their own profit to sell as much subscriptions with Apple products as possible.
10
, Sonny Kessen LIB3D
How did these benefits help the business to change the marketing mix into 7p’s
People:
They connect to the people by email, advertising on google and through the Apple online store and
of course the Apple Store.
Promotion:
The promotion of Apple is very silence or something because they do not promote their products in
big commercials or other big things. Their smartphones get promoted by the telephone providers.
Their other products are very good promoted and explained on their website. The big Apple Stores
give a good look too to the image of Apple. They also advertise with google.
Place:
Apple sells products all over the world. They have almost in every country an Apple Store. They
have warehouses in a lot of countries too but not in every country of course. Their Online Store is
for every country it doesn’t matter if you come from China or Europe when you order a product of
the Apple Online Store it will be at home in about 1 till 3 work days.
11
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