In the modern highly competitive business environment, operating an updated strategic marketing is instrumental. The rationale of this is supported by Camilleri (2018) which identify the marketing audit as evaluating the current business vision and goals feasibility which are to be achieved. Further, as evidenced in Leixnering et all. (2021) the success in this is evidenced by focus on market positioning, organisation outside opportunities and threats linked with their business environment and the manner an entity cope with internal strengths and weaknesses. In line with this background information, this report provides on development of a Marketing Audit through the focus on Apple Inc organisation. This is by evaluating the micro, macro, internal, TOWS and the core strategic challenges of the organisation.

2.0 Macro Analysis

Macro analysis is identified as evaluating external factors which impact an organisation (Hadrian, 2020). By use of PEEST analysis (see appendix 2), these factors are outlined core for strategic planning particularly for organisation expansion approach.

Politics

For Apple Inc operations in UK market, the main political and legal aspects include Brexit and Free Trade (GOV.UK, 2022). For Apple Inc operating in UK market, free trade among nations impact their operations owing to their prioritisation on imports and their products sales. Besides, owing to Brexit and UK decision to leave EU, this has significantly impacted on free trade and other legislations. According to Ayele et al. (2021) this is particularly evident in the hard Brexit where there is a potential of UK loosing trading policies currently enjoyed with European partners.

Economic

For Apple Inc, economic factors entail inflation, interests, reduced savings, foreign exchange and economic cycle particularly in current COVID-19 pandemic. As evidenced in Guardian (2020) this has a direct impact on aggregate investment, shares demand and dominance in the mobile market. Owing to the increased taxation, in UK City A.M (2021) report identify Apple pay £9 million in UK Corporation tax in 2021. This is despite their sales being less than £1.1bn owing to the COVID-19 challenges. Nevertheless, owing to the increased demand of online-based remote working amidst COVID-19 pandemic, Rahiem (2020) note the Apple Inc sales in 2019 as increased to upwards of £90bn.

Environmental

The core factors which impact an organisation in this area entail the sustainable practices and green policies. Being a brand in UK mobile market, Apple.com (2022) note that Apple Inc as less single-use plastic in packaging, clean energy in manufacturing supply chain and lowered average product energy use. In UK, ONS (2022) report identify sustainable development goal indicators as having reached 83% by 2021 which is a 40% increase from 2017.

Social

In UK, Generation Z and Millennials account for 14.26 million people (Statista, 2022). For this generation, 80% of them own Apple products and have influenced the redefinition of payments and establishment of a cashless society. Further, Apple Inc in UK has progressively evaluated on the market cultural changes and its influence on clients demands for various products and services.

Technology

The rise in technology elicit a direct implication on the organisation growth and development and the popularity of the online marketing and business. In UK and globally, Apple Inc has holistically been working to align their operations with what Bradford (2021) identify as 42% decline in the global cash transactions. This is with Apple pay having been introduced.

3.0 Micro Analysis

According to Lisna et al. (2018) the micro analysis is used to analyse the factors of the microenvironment. These are overall actors and elements of prompt environment of an entity directly influencing running of the organisation. These include;

Market

In UK market, ONS (2022a) note that as of 2021, the market share of Apple Inc was at 54.4% an increase from 50.85%. With approximately 38 Apple Stores in UK, they focus on provision of iPhones, iPads, and Macs and different electronic consumer goods such as headphones, smartwatch and smart speakers. The market segment is of all age, economic capability and gender. Further, Apple Inc prioritise on their customers brands preferences. These brands include Apple TV, HomePod iPad and iPod Macintosh.

Customers

As evidenced in Statista (2022a) report, as of 2021, the UK market has approximately 7.1 million users. This is with a projected increase of approximately 65 million UK citizens forecasted to continuously use smartphones. In appendix 3, a detailed explanation of the customers preference and characteristics are generated. Customer profile include the middle- and upper-income consumers with the capability and willingness of paying higher amounts after being enticed by a better user experience. They purchase the products virtually and in stores. The social class determine the product purchased, set regulations and quality expectations. The marketing strategy, review and history of a product use influence their demand. As a future best practice, Apple Inc can harness their online presence in attracting clients and market of their products. A core threat for their success is Android and iOS preferences amongst the population.

Competitors

In UK, Investopedia (2022) report highlight that Apple is the market leader in the UK with approximately 50.85% market share. Their closest competitors include Samsung and Huawei. According to Statista (2022b), in UK, approximately 18.7% of all the mobile phones shipped in UK are Samsung products. Considering Huawei who is also a major competitor, they attract 12% of the market capitalisation with their value increasing. For Apple Inc, they have managed to leverage o competitive advantage owing to their strategic business model, products diversity, and quality. Also, they adopt analytics in form of big data for client’s analysis. Entry to the market is simple (see appendix 3b porters 5 forces) hence representing a significant threat.

4.0 Internal Analysis

4.1 Strategy Review

Apple Inc adopts a holistic business model integrating their different stakeholders’ interests. According to Soliman et al. (2019) the strategy can either be emergent or deliberate. For Apple Inc, they adopt both approaches. Their emergent approach use is evidenced by being flexible in adapting to the consistently changing business environment. For example, owing to COVID-19 pandemic, this case, this has impacted the organisation overall sales with more than 13% (Washington Post, 2020). Hence, the organisation implement a set of adjustments which entail online contributions in UK informed by improved client’s behaviours and proposition. Hence. Nevertheless, currently, they ought to invest more on development strategies. In appendix 4, CBBE framework adopt PWC Inc advancing brand development

4.2 Functions Review

For Apple Inc, this is identified by their effective in implementing their operations evident in leadership, management, and marketing approaches. The organisation adopt the contingency strategy Warner and Wäger (2019) of leadership as part of decision making. Also, part of their core function is the marketing strategy where Apple Inc adopt the 7Ps as marketing mix approach for ensuring attainment of sustainable competitive advantage (Mallik & Farhan, 2018). For the product, the organisation ensure that they develop highly competitive products informed by their client’s preferences, appropriate pricing approach as clients leverage from opportunities of selecting competitors and immense brick and mortar stores and quality organisation websites for selling their products. A core weakness facing the company is the intense competition and alteration of organisation practices with online presence with physical storage closed. See appendix 4b for more details of 7Ps marketing mix.

4.3 Productivity Review

Apple Inc productivity in the last five years has encountered a set of challenges in their operations in UK mobile and technology sector other than COVID-19 pandemic. Despite of this, in 2020, Statista (2022c) report indicate that Apple Inc made approximately £1.1 billion hence becoming highly valuable than Great Britain. Nevertheless, their performance would have been greater if COVID0-19 pandemic was not prevalent. In overall, in 2021 Business of apps (2022) report indicate that Apple Inc had made 365 billion dollars in overall. This is with the organisation products receiving a rating of 3.56 stars out of 5 in all their products which are sold in UK Market. To promote their productivity, the organisation has been prioritising on product placement and buzz established through appropriate media reviews. Nevertheless, they are encountering high-level competitiveness from different global brands hence the need for consistent strategy development.

5.0 Summary: TOWS Matrix and Key Strategic Challenges

To summarise, Apple Inc is the market leader in UK mobile and technology……………………………….

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