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MARKETING STRATEGY MKT306

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MARKETING STRATEGY
MKT306

Student: Nguyen Hoang Kim
No. 129045528
Module Leader: Stephen Storey
Tutor: John Davison

Table of Contents
Student No. 129045528

Page 1

Executive Summary
The purpose of the report is to discuss about the marketing strategy of Apple Company
in UK market. The first part will be the current situation of Apple and it will be shown
through SWOT and PESTLE analysis. Furthermore, competitive advantage is also
implemented to highlight the unique point of Apple company. In the second part, the
recommendation of segmentation, targeting, positioning and 4P will be discussed to
launch new product to UK market.

Student No. 129045528

Page 2

Introduction
Apple is an American company which sells electronic goods such as computers, laptop,
mp3 player and mobile phone. Apple is really successful in doing the business. Apple is
the most admired company in the United State in 2010 (CNNMoney, 2010). In 2012,
Apple has 394 stores in fourteen countries and in UK Market, Apple’s Iphone has the
second biggest market share 28.5% (Guardian, 2012)

Student No. 129045528

Page 3

PART A: CURRENT SITUATION
PESTLE ANALYSIS
PESTLE analysis is a tool dealing with external environment which has a great effect on
the business and “it is an acronym for the Political, Economic, Social-cultural,
Technological, Legislative and Ecological aspects of the wider environment” (Allen,
2001). Obviously, the external situation is continually changing in a dynamic
environment therefore PESTLE analysis is a suitable tool for Apple to have an idea on
UK mobile phone market.

Political:
First of all, taxation policy of UK has a great affect on Apple. According to UK
government (2013), business having above £300,000 has to pay main rate tax instead
of small profit rate which is 20%. Obviously, Apple is a big company and it has to pay
the main rate tax. On another hand, government of UK decides to reduce the main rate
tax in 2013 by 1% and it continues to reduce 1% in 2014 (appendix 1). UK reduces the
tax rate to promote tax competitiveness with rival nations to state that UK is a welcome
place for job, business, and investment (The Guardian, 2012). For that reason, Apple
has many opportunities when doing business in UK.

Student No. 129045528

Page 4

Economic:
“Gross domestic product (GDP) is a key government statistic and provides a measure of
the UK's total economic activity” (The Guardian, 2009). Therefore, GDP is the first factor
that will be identified to figure o...
MARKETING STRATEGY
MKT306
Student: Nguyen Hoang Kim
No. 129045528
Module Leader: Stephen Storey
Tutor: John Davison
Table of Contents
Student No. 129045528 Page 1
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