PerfectCustomPapers | IBM and APPLE are two established companies that benefit from the demands of customers.

IBM and APPLE are two established companies that benefit from the demands of customers.

IBM and APPLE are two established companies that benefit from the demands of customers. Marketing managers make daily organizational decisions that affect customers and other stakeholders. Sometimes companies that are rivals will partner together to be sustainable in the long run. The milestone partnership aims to redefine the way work will get done, address key industry mobility challenges and spark actual mobile-led business change—grounded in four core capabilities: a new class of more than 100 industry-specific enterprise solutions, including native apps, developed exclusively from the ground up, for iPhone and iPad; unique IBM cloud services optimized for iOS, including device management, security, analytics, and mobile integration; new AppleCare® service and support offering tailored to the needs of the enterprise; and new packaged offerings from IBM for device activation, supply, and management.

Analyze the decisions that Marketing Managers implement for their organizations.

Read: 1-11d Case The Apple and IBM Partnership will provide if needed
Read: Ready your mobile workforce with Apple and IBMLinks to an external site.
Watch: Nightly Business Report: IBM and Apple form a business allianceLinks to an external site.
Assignment Instructions

Explore the alliance’s pros and cons from each party’s perspective.
Describe particular mobile moments that come up for a marketing manager or salesperson that could be supported by a MobileFirst application.

Sample Answer

Marketing managers wear many hats and make a multitude of decisions, all geared towards achieving their organization’s marketing goals. Let’s delve into some key areas where their decisions hold sway:

1. Market Analysis and Targeting:

Market research: They conduct market research to understand customer needs, preferences, and buying behaviors. This helps them identify target markets and opportunities for growth.
Segmentation and targeting: Based on research, they segment the market into distinct groups with similar characteristics and tailor marketing strategies accordingly.
Competitor analysis: They constantly monitor competitor activity and strategies to assess their strengths and weaknesses, informing their own positioning and differentiation efforts.

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. Marketing Mix Execution:

Product/Service Development: They play a role in shaping product offerings, including features, design, and branding. They may also oversee new product launches and lifecycle management.
Pricing Strategy: They determine pricing strategies considering factors like cost, competition, market value, and profit goals.
Distribution Channels: They decide how products or services reach customers, through direct sales, retail partnerships, online channels, or a combination.
Promotional Strategy: They develop and implement marketing campaigns using various channels like advertising, social media, public relations, and content marketing. They analyze campaign performance and make adjustments as needed.

Budgeting and Resource Allocation:

Marketing budget allocation: They allocate resources across different marketing activities based on their expected return on investment (ROI).
Marketing technology selection: They evaluate and choose marketing technologies like marketing automation platforms, email marketing tools, and analytics software to optimize campaigns and operations.
Team management: They lead and motivate marketing teams, ensuring efficient utilization of resources and alignment with overall goals.

Performance Measurement and Improvement:

Marketing metrics and KPIs: They define key performance indicators (KPIs) like website traffic, lead generation, sales conversion, and customer engagement to track campaign effectiveness.
Data analysis and insights: They analyze marketing data to identify trends, measure campaign performance, and gain insights to improve future strategies.
A/B testing and experimentation: They conduct A/B testing and other experiments to test different marketing approaches and optimize campaigns for better results.

Factors Influencing Decisions:

Marketing managers operate within a dynamic environment, and their decisions are influenced by various factors:

Organizational goals: Overall business objectives and marketing-specific targets guide their priorities and strategies.
Target audience: Understanding customer needs, preferences, and buying behaviors is crucial for effective marketing.
Market trends and competition: Adapting to evolving market trends and staying ahead of competition is essential for success.
Budgetary constraints: Making strategic decisions within allocated budgets is critical for maximizing return on investment.
Legal and ethical considerations: Marketing activities must comply with relevant laws and regulations while adhering to ethical principles.

By making informed decisions across these areas, marketing managers play a pivotal role in driving brand awareness, generating leads, increasing sales, and contributing to the overall success of their organizations.

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IBM and APPLE are two established companies that benefit from the demands of customers.

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