Index

Number Particular Pg. No.

Executive summary

Company Overview

Products Portfolio

Overview of Smartphone industry

Product Overview

Audit of marketing environment

SWOT analysis

Marketing Mix

11

Marketing approach

17

10

Recommendations

21

11

Appendix

22

12

Bibliography

23

Student id:-77090417 | Course: - MBA

1) Executive Summary: This report will analyze and discuss the most important elements of the marketing environment for the launch of the iPhone, that is to say the main three levels of the marketing environment. the macro-environment through technological, economical, social and political forces and finally the internal environment through the relation of Apple with its employees and its marketing philosophy. The analysis for the micro-environment is based on Porters 5 forces model and the one on the macro-environment is based on PEST analysis. The report will also give an interpretation for each of these aspects, a recommendation with a rating of the attractiveness of the UK current marketing environment in which the iPhone is launched. The principal conclusions of this report show that the iPhone is a successful product that combines interesting features: iPod, internet browser and mobile phone, which satisfy the customers needs.

Student id:-77090417 | Course: - MBA

2) Overview of company:Apple Inc. is an American corporation that designs and manufactures computer hardware, software and other consumer electronics devices. The company is best known for their Macintosh personal computer line, Mac OS X, extremely loyal user-base, iTunes media application, the iPod personal music player and i Phones. The company headquarters is in Cupertino, California, CEO and co-founder is Steve Jobs and the company boasts 284 retail locations spanning 106 different countries. (apple, 2011) Apple was established on April 1st, 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne to sell the Apple I personal computer kit. Steve Jobs was said to own 45% of the company, Steve Wozniak with 45% and Wayne with the remaining 10%. While Jobs and Wozniak were young with little to no assets, Ronald Wayne was older with personal assets and was scared to put these at risk. This resulted in Wayne selling his share of the company back to Jobs and Wozniak for a reported 800$. Today Waynes share of the company would be worth over 3 billion dollars. (Michael Dougherty, 2010)

In December 1980, Apple went public. Its offering of 4.6 million shares at $22 each sold lot within minutes. Second offerings of 2.6 million shares quickly sold out in May 1981. As of September 25, 2010, the Company had opened a total of 317 retail stores, including 233 stores in the United States and 84 stores internationally.(apple b,2011) 3) Product portfolio:Apple has different segment in its product portfolio: - (apple, 2011) 1) 2) 3) 4) 5) Macintosh computers I Phones (I Phone 3g, I Phone 3gs, I Phone 4) I Pad I Pod Software (I Tunes and other application software)

4) Overview of Smartphone industry:A Smartphone is a mobile phone that offers more advanced computing ability and connectivity then ordinary feature phone. Smartphone may refer to handheld computer integration with a mobile. Smartphone are completely built with operating system software which allows user to use phone instead of their laptop or computers. In 2011 Smartphone are experiencing accelerating rates of adoption: 22% of consumers already have a Smartphone, with this percentage rising to 31% amongst 24-35 year olds.(ismashphone, 2009)

Student id:-77090417 | Course: - MBA

List of companies involved in manufacturing Smartphone are as follows :- (ismashphone, 2009) 1) 2) 3) 4) 5) 6) Apple Nokia Blackberry (RIM) HTC Fujitsu Others (includes Motorola, Sony, and everyone else)

Apple's Smartphone market share growth over 1 year has been 10 times that of any other of its competitors. However, Apple is still only third in line when counting the number of units sold by each major Smartphone manufacturer. Nokia is first, selling a whopping 18,441,000 in the 2nd quarter of 2009, and RIM (Blackberry) is 2nd with 7,678,900 units sold.

Source: .(ismashphone, 2009)

Student id:-77090417 | Course: - MBA

5) Product overview:Apple i Phone 4 is the latest i phone series phone launched by apple inc. For this report i have chosen this product and further marketing analysis is done in following report.

Source: (apple, 2011)

Student id:-77090417 | Course: - MBA

6) Audit of marketing environment:1) Macro Environment

Source(learning marketing, 2005)

1) Political factor:In 2010 Emergency Budget the Chancellor announced an increase in the standard rate of VAT from 17.5 per cent to 20 per cent effective from 4 January 2011. This would affect the total selling price of i phone 4. (apple store, 2011) GATT laws can interfere selling of i phone 4 in global context. (duke law,2004) As most apple iphone is sold in terms of contract with other telecommunication companies, sometimes customer finds problem to finish this contract and thus laws of such contract affect the consumer buying decision.

Student id:-77090417 | Course: - MBA

2) Economic factor:Average Weekly Earnings Regular pay growth decreases

Source (national statistics, 2011) y As shown in graph average weekly income of people in UK is going slightly down from February 2011, this may affect the purchasing power of consumer in future. Unemployment rate of UK is 7.8% which is quite high and can affect the sells of company. Inflation CPI 4.0%, RPI 5.3%

y y

Source(national statastics b,2011)

Inflation rate was 4.0 per cent in March 2009, down from 4.4 per cent in February 2011. As inflation is decreasing but still is quite high which can affect consumer purchasing decision.

Student id:-77090417 | Course: - MBA

3) Socio-cultural factor:Population Estimates UK population grows to 61.8 million

Population: by gender and age, mid-2009

Source(national statastics c,2011)

The estimated resident population of the UK was 61,792,000 in mid-2009, and Children aged under 16 represented approximately one in five of the total population and youth population between 20-40 is also high, thus apple has larger scope as it target the customer between this group. GDP per head in Britain was 23,500 in 2008 which means standard of living in Britain was high. As apple group is targeting the customer with high income earning group, can get larger customer group in Britain. (David smith, 2007)

As per capita income and economy is growing after the great recession most people want to achieve higher slandered of living by purchasing premium product. Hence, it widened the market for apple iphone.

As compared to Asian countries the culture of UK is independent that means individual are free to take their own decision after 18 years. Which also influenes the buying decision of consumer.

Student id:-77090417 | Course: - MBA

4) Technological factor: y Apple iphone 4 is loaded with latest technology going in market. But Innovation in technology takes place very fast thus companies has to keep updating their product with new technology. Soon apple is going to launch apple iphone 5, hence apple iphone 4 would be out of market.

2) Micro environment: Michel Porter identified five forces for analysing the micro environment (Elizabeth, H. and Terry O, 1996) Supplier (Supplier power) Most of important and tecnical part of apple iphone4 are manufactured outside organisations, supplier have strong power against apple INC. The Quality, Quantity, and price terms declare by their suppliers have to be followed by apple INC. apple doesnt have any power to restrict upon any of the supplier because they all are expert in their own field. Buyers (Buyers power) Buyers such as big organisation such as o2, vadophone and carphone warehouse has great power of bargain as apple's most sales are comprised by this companies. For retaling shopping theres no power with buyer as it is leading organisation.

Industry competitors (Segment Rivalry) The smartphone market in UK cosist with 4 major companies like Nokia, blackburry, Apple, Htc. Result is frequent technology, price wars, battles of advertisement and campaign and hamperign corporate profit.

Potential entrants (Threat of mobility) New entrances list, in UK, are many for calendar year 2011.( 5th generation apple iphon) new entrants can add many similar capabilities to their products that match the iPhone and expand to a wider market through lower cost and higher-power products.. Entry barriers list are quite high and no barrier can be seen to exit from market.

Substitute (Threat of substitute) apple is going to launch in mid 2011 will outdate the iphone 4.. yet apple iphone3 is cheaper then apple iphone4, thus many customer prefers to buy iphon 3. balckburry , HTC and Nokia are main competitor of apple iphone can come with new technology and can dominant the market.

Student id:-77090417 | Course: - MBA

7) SWOT ANALYSIS:y Strength: Innovative The i Phone has an innovative touch screen that is patented and unmatched by any other mobile product today. It also has many functions of other mobile products all in one device. Compatibility The phone will work with iTunes and with other Mac/Apple products like the new Apple TV, allowing for wireless connectivity to the big screen. The i Phone is also compatible with many Mac OS software tools. Mac OS compatibility means that the i Phone has limitless potential for upgradeability. Ease-of-Use The all-new touch screen interface making operations extremely intuitive. It is radically different from those of other phones or PDAs that recognizes multi finger gestures, just as the human hand normally behaves. The Mac OS X application imbedded into the i Phone assures users will easily recognize what they can do Brand awareness Apple is well known for cool essential gadgets like the iPods, ipad, macbook and Smartphone along great technological innovations like the original Macintosh. Price At 418, the i Phone would be sold at a reasonable price for its value. It outperforms any other PDA or smart phone on the market and the convenience of having multiple features combined into one-device increases its overall value. Quality The i Phone has one of the brightest and most scratch resistant screens in the market. It also has a fine metallic finish that is durable and light. The software suite included is also unsurpassed with their ease of use and resistance to computer viruses.

y Weakness: Image The Apple brand is not targeted towards business people, which most smart phones have targeted. Does not have a reputation as being compatible with the corporate world.

Student id:-77090417 | Course: - MBA

Price Apple does not yet offer lower priced models for more cost conscious consumers. User Interface Touch screen interfaces suffer from the problem of gorilla arm, in which long-term use of a flat, solid surface for input becomes uncomfortable. y Opportunity: Increasing demand and expansion to a new target segment Apple will continue to target the business productivity market who wants an all in one computing solution. But as technology advances and smart phones get cheaper companies also have a great opportunity to target people who want entertainment. Apple will attract these consumers and get iPod users to upgrade to i Phones. Upgradeable Since software on the i Phone can be updated, it allows new exciting features to be brought in which take advantage of the touch screen ability. Future versions will also be hardware upgradeable. Partnerships Apple can collaborate with many powerful global mobile phone companies to flood the market with iPhones, which reduces costs in marketing and increases revenue through long-term agreement deals.

Threats: Increased competition Smart phones are easier to make now more than ever. More companies may enter the market, given that there are few barriers to entry other than patents. Competitors or even Apple contractors can maneuver around patents to create similar devices. Downward pricing pressure The i Phone is marketed as a high-end phone, but phone prices are almost certainly going to fall when other companies undercut the price of i Phones.

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8) Marketing mix: Product According to philip Kotler a product is anything that can be offered to a market for attention, acquisition, or use, or something that can satisfy a need or want. Therefore, a product can be a physical good, a service, a retail store, a person, an organisation, a place or even an idea. Products are the means to an end wherein the end is the satisfaction of customer needs or wants. Kotler states five product levels, the core benefit, the basic product, the expected product, the augmented product and the potential product.

Source (Philip k 1969) y Each level adds more customer value, and the five constitute a customer value hierarchy. The most fundamental level is the core benefit: the fundamental service or benefit that the customer is really buying. A i phone purchaser is buying entertainments and telecommunication. At the second level the marketer has to turn the core benefit into a basic product. Thus a i phone manufacturer will include touch screen, camera, other application, speakers etc.

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At the third level, the marketer prepares an expected product, a set of attributes and conditions buyers normally expect when they purchase this product. I Phone buyers expect internet facility, good sound system, user friendly instrument, good camera, good touch screen system.

At the fourth level, the marketer prepares an augmented product that exceeds customer expectation. I phone manufacturer can include a good Wi-Fi internet system, 10 mega pixel camera, and other advanced application.

At the fifth level stands the potential product, which encompasses all the possible augmentations and transformations the product might undergo in the future. Successful companies add benefits to their offering that not only satisfy customers, but also surprise and delight them. Delighting is a matter of exceeding expectations.

 Product name :- Apple iPhone 4  Brand:- Apple INC  Product specification:- (apple 2011)

 Launch date:- 27 june 2010 Size and weight Height:4.5 inches (115.2 mm) Depth:0.37 inches (9.3 mm) Width:2.31 inches (58.6 mm) Weight:4.8 ounces (137 grams)

Location
y Assisted GPD y Digital compass y Wi-Fi y Cellular

Power and battery

y Built-in rechargeable lithium-ion battery y Charging via USB to computer system or power adapter

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y Talk time:

Up to 7 hours on 3G Up to 14 hours on 2G
y Standyby time: Up to 300 hours

Capacity
y 16GB or 32GB flash drive

Colour
y Black

Display
y Retina display y 3.5-inch (diagonal) widescreen Multi-Touch display y 960-by-640-pixel resolution at 326 ppi y 800:1 contract ratio (typical) y 500 cd/m2 max brightness (typical) y Fingerprint-resistant oleophobic coating on front and back

Support for display of multiple languages and characters simultaneously  Price:As Apple iphone is well known brand in domestic as well international market and has covered maximum market share in Smartphone industry. Apple iphone 3 and iphone 3gs were successful in market thus, apple at launching of iphone 4 decided to set their prices on basis of market skimming pricing rather than premium pricing strategy. y Market skimming pricing is setting a high price for a new product to skim maximum layer from the segment willing to pay the high price; the company fewer but more profit.(Philip k.and gary.a, 2006,pp.353)

Whereas premium pricing is use a high price where there is uniqueness about the product or service. This approach is used where a substantial competitive advantage exists. (Philip k.and gary.a, 2006,pp.353)

Apple can use any 1 of the pricing strategy as their brand value and product were in demand in market. Because of their new technology customer were willing to pay higher price for the iphone 4. But as product goes old and other competitors enter the market with same technology apple has to reduce their price to be in market. Thus, apple used market skimming pricing strategy to cover maximum Student id:-77090417 | Course: - MBA 13

market share and revenue in beginning and then to lower their price according to competition. y  Place Channels of distribution are set of interdependent organisations involved in the process of making a product or service available for use or consumption (Kotler P., thr1999. pp. 489-496). There are two types of distribution network 1) direct distribution channel 2) indirect distribution channel. Indirect Channel
y

Current price of apple iphone 4 is 16GB is 510 and for 32GB 612.(apple store 2011)

The indirect channel is used by companies who do not sell their goods directly to consumers. Suppliers and manufacturers typically use indirect channels because they exist early in the supply chain. Depending on the industry and product, direct distribution channels have become more prevalent because of the Internet.(Osmond Vitez, 2011) Direct Channel

A direct distribution channel is where a company sells its products direct to consumers. While direct channels were not popular many years ago, the Internet has greatly increased the use of direct channels. Additionally, companies needing to cut costs may use direct channels to avoid middlemen markups on their products. .(Osmond Vitez, 2011) Indirect Channel Methods

Distributors, wholesalers and retailers are the primary indirect channels a company may use when selling its products in the marketplace. Companies choose the indirect channel best suited for their product to obtain the best market share; it also allows them to focus on producing their goods. .(Osmond Vitez, 2011) Direct Channel Methods

Selling agents and Internet sales are two types of direct distribution channels. Selling agents work for the company and market their products directly to consumers through mail order, storefronts or other means. The Internet is an easy distribution channel because of the global availability to consumers. .(Osmond Vitez, 2011)

Apple uses both types of distribution channel to sell their product in UK. As apple doesnt have any manufacturing plant in UK they have to import from USA. Apple has their own online stores thus customer those who want to purchase iphone can order there. Thus apple uses direct channel for such customer. Apple also has almost 30 retail store in UK, hence they follow indirect distribution channel to sell their final product to their customer.(apple store,2011) As shown in the distribution Chart, Company uses both one level and two level distribution channels to make available their product to end user.

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Distribution channel of apple INC

Apple

Direct sale force

Third party wholese

Online store

Retail store

Retailer

Added value reseller

Retailer

End-users

End user

End user

End user

End user

 Promotion Promotion is all about companies communicating with customers. A business' total marketing communications programme is called the "promotional mix" and consists of a blend of advertising, personal selling, sales promotion and public relations tools.(tutor2u, 2004) 1) Advertising Any paid form of non-personal communication of ideas or products in the "prime media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say) and the medium (how you get your message across) (tutor2u, 2004) (2) Personal Selling Oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale".(tutor2u, 2004)

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(3) Sales Promotion Providing incentives to customers or to the distribution channel to stimulate demand for a product. (tutor2u, 2004) (4) Publicity The communication of a product, brand or business by placing information about it in the media without paying for the time or media space directly. otherwise known as public relations. (tutor2u, 2004) Apple has its own online store so they advertised their product there and costumer easily get all information about the product from there. Mostly advertisement of apple in UK is done by other telecommunication company such as Vodafone, o2, virgin, and orange. These companies in order to sell their telecommunication services gives i phone with their services on basis of contract. This is the advertising approach used by apple in UK. This saves lots of money for apple and ultimate aim to communicate the message to customer is done by this telecommunication companies. Apple also have TV ads to promote their product. Apple also use magazine advertisement to promote their product. Apple also uses hoardings where image of product is displayed and detailed information is written there. By putting such hoardings people who are walking roadside can see the information and message can be conveyed to customer. Apple uses promotional methods using special short-term techniques to persuade members of a target market to respond or undertake their products. Apple uses for sales promotions are money back guarantees, lower purchase price and rebates etc. The Apples stores are very distinct and captivating from many other electronic stores because they display all of their products for consumers to experience hands-on. Consumers are allowed to surf the web on any of their computers, listen to the latest ipods, and experience the iPhone and its features. This lets consumers get comfortable with the products and familiarize themselves with it. This is a major consumer sales promotion that Apple has developed.(apple INC, 2009)

As most of the user of iphone are college student age group from 17 to 22, company should promote their product mostly to this group but we not found out any such activities carried by apple group. As apple iphone are loaded with latest technology and its has covered most of the market, thats why they are always there in media or news. This promote apple product to graeter context.

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9) Marketing approaches:Segmentation, targeting, and positioning together comprise a three stage process. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way.

(Sources: USC marshall ,2009)  Segmentation :Type of segment Demographic Geographic Psychographic Behavioural Variable Age, Gender, Occupation, Income Region, Population density, climate Social class, Life style, personality Degree of loyalty, Type of User

Source: Dibb and et al, (2001) Apple i Phone 4 come under Smartphone segment and classified under unsought goods. Thus, it requires lots of things to consider while purchasing it though it

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requires more attention of Apple INC. Apples target segments consist of professionals, students, corporate users, entrepreneurs, and health care workers.

Demographic:Age: - Apple i Phone 4 targets younger customer and with high income earning group. Sex: - As it is a Smartphone it can be used by both male and female. Thus apple group concentrate on both group. Religion: - As UK is a demographic country generally companies do not segment their product according to religion. Occupation: - as i Phone 4 is a Smartphone it targets the corporate people.

Geographic: Country: - As apple INC is an American company but still it sales their product in almost 106 countries in world. And for Europe it covers 36 countries. Region: - In UK there 4 key markets (England, northern Ireland, Wales, Scotland ) and apple group covers all 4 markets in UK.

Psychographic: Social class: - As in UK there is basically three group low earning income, medium earning income, high earning income group. Apple INC concentrates on high income earning group. Life style: - As i Phone 4 is a highly technological phone, company targets the customer which are interested in using new technology. Occasion:- Its a human psychology that to buy some new thing on some occasion thus considering this apple group try to attract such customer and to have maximum sell at this time. Benefits: - as i Phone 4 is a latest Smartphone customer do not buy just to use it but it also shows image and status in society.

 Targeting :The decision about which market segment(s) a business decides to prioritise for its sales and marketing efforts.(Dibb and et al, 2001) I Phones marketing strategy is to differentiate the i Phone from other PDAs on the market. I phones primary customer targets is the middle-upper income professional that need one portable device to coordinate their busy schedules and communicate with colleagues, friends and family. I phones secondary consumer targets are high school, college and graduate students who need one portable multifunction device. Mainly this market will be replacing their iPod and cell phone with the iPhone.

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Apple group uses concentrated marketing strategy for targeting their customer. Concentrated marketing is a market coverage strategy in which firm goes after a large share of one or few segment or niches(Philip k. And gary a. b, 2006, pp 231). Apple group uses this strategy to attract the customer who are interested in store information and communicate or people who want entertainment on the go. By using such strategy apple targets Segments consist of professionals, students, corporate users, entrepreneurs, and health care workers with age group between 16 to 40.

 Positioning :Positioning is the process of creating an image for a product in the mind of target customer.

Source: USC marshall (2009)

Using product differentiation, Apple group positioned the iPhone 4 as the versatile, convenient, value-added device for personal and professional use. The marketing strategy will focus on the convenience of having one device for communication, but also music, pictures, and video, and full Internet access. The iPhone will be promoted as both professional and hip. Currently Apple i Phone 4 is in maturity stage generating maximum profit for company. But soon apple i Phone 4 is going to decline stage because apple group is going to launch i Phone 5 in July 2011.

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Current position of apple i Phone 4 in product life cycle:-

y Perpetual mapping ( kotler, p., 1999)

As apple i Phone 4 is made up of latest technology, it is positioned in high price and high technology group.

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10) Recommendation:1) As sales of apple iphone 4 is mostly covered by other telecommunication giants like o2, vodaphone, orange and virgin, the sale of apples online store and retail store is not efficient. And this companies cover large sales volume, so they have stronger bargaining power which is not good for apple INC. Thus company should focus more on online and retail store to reduce such bargaining power. 2) The age group between year 20 40 covers 1/3 part of the UKs total population and most of among them are students, so company should target this group and do campaign in college and educational institute to promote their product. By doing so company can attract this age group and can increase their iphone user. 3) Soon 5th generation technology is going to take over 4th generation technology, company should upgrade the existing phone which can compete with 5th generation technology phone. For up gradation apple do not need to take any extra action but as they are going to launch apple iphone 4 white edition in short time they should modify this product in such a way that it can compete with 5th generation technology phone. 4) Most technology of apple is provided by different suppliers from different countries, apple do not have any impact of power on suppliers (texyt, 2007). Apple have to be dependent on suppliers for their technology and expertisement. In order to survive in this competitive market of Smartphone apple has to start manufacturing this technology in their own plant. Bu doing so it will help apple to decrease supplier power and cost of finished product. 5) The price of apple iphone in UK is much higher than that of USA. This is because apple does not have any manufacturing plant in UK, so they have to be totally depended on import. Such costume taxes increase price of iphone in UK, so in order to reduce price apple should setup a manufacturing plant in UK. 6) Apple do not target the business men as other Smartphone companies do because of lack of the features like internet browsing facility like blackberry, and the apple Smartphone do not support its main revelry Microsoft office data file which quite necessary for all business men and student as well. So they should design their iphone in such a manner that supports such data file in order to attract professional business customer and student as well.

Total word count:- 4196

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11) Appendix:Detailed history of Apple INC:Apple was founded by Steve Wozniak and Steve Jobs in the 70s. They launched the company of April Fools Day in 1976. Earlier, Wozniak and Jobs worked for Hewlett-Packard and Atari. Working as hobbyists, they created the first Apple I and presented it at the Homebrew Computer Club. Subsequently, they started selling it as a computer kit. The Apple I sold for $666.66. Apple incorporated in 1977. After its incorporation, Apple received funding from Mike Markkula. The same year, Apple launched the Apple II. This computer had an open architecture and color graphics. Due to these features, it was way ahead of its competitors such as the TRS-80. It also had a 5 1/4 inch floppy disk. During the late 1970s, Apple grew very fast and in 1980, Apple III was launched. By this time, Apple came into direct competition with Microsoft and IBM who had the major share of the market. Steve Jobs tools inspiration from Xerox and started working on Apple Lisa in 1978. This computer was designed to have a graphical user interface. Jobs was convinced that GUIbased computers would come into widespread use in the future. Subsequently, Apple Lisa became the first computer to have a GUI that sold to the general public. Despite the Lisas many plus points, it was a failure. This was due to limited software availability and its high price. In 1984, the Apple Macintosh was launched. It was one of best computers to be ever created. It was an instant success and it ensured Apples position in the market. In 1985, Steve Jobs was fired from his own company during a power struggle. Jobs started another company called NeXT Inc. Apples next product was the Macintosh Portable. This computer was a failure as it was not received by the public. Despite its failure, the line was developed further and in 1991, the PowerBook was launched. This was a commercial success. Apple also launched System 7, an upgraded operating that had many new features like networking support and color graphics. Until 2001, all the OS versions released by Apple were based on System 7. In the later years, Apple stagnated and lost market share. None of its products were innovative. And so in 1997, Steve Jobs was brought back. After his triumphant return, he took control of the company and brought it back to the limelight. In 2001, Apple introduced the iPod. It became a commercial success. Two years later, Apple started the iTunes store. This was also a commercial success and thus brought Apple back to the arena. Subsequently, Apple switched to Intel chips. In 2007, Apple launched the iPhone. The iPhone was a great success too.

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Learning marketing (2005) Marketing environment PEST analysis [internet], Available from: <www. Learningmarketing.net/pestanalysis.html> [Accessed 12 april 2011].

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Texyt (2007) IPhone: Who's the real manufacturer? [internet], Available from: <http://texyt.com/iphone+manufacturer+supplier+assembler+not+apple+00113> [Accessed 10 april 2011].

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