Principles of Marketing Management: Apple Marketing Audit in the UK Market

Principles of Marketing
Management

Executive summary
The principle of marketing management plays an very important role in enhancing overall
growth and profitability of the business through evaluating essential marketing ideas so as to
develop effective and implement essential strategy needed for the growth of the business. this
report highlights the comprehensive marketing audit of the company that would helps in the
development of the marketing plan. The audit is of the Apple company is taken into
consideration for the UK market in this report. this report includes the detailed analysis of the
current market and the macro analysis using PESTEL also the competitive analysis of the
company is also highlighted. In order to analyse the micro environment SWOT analysis is taken
into consideration along with the key strategic priority of the company.

Table of Contents
Introduction......................................................................................................................................1
Background......................................................................................................................................1
Macro analysis.................................................................................................................................2
Micro Analysis.................................................................................................................................4
Competitive analysis........................................................................................................................5
SWOT analysis................................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

Introduction
The term principles of marketing management is defined as the process of use essential
marketing ideas by the business organisation in order to develop and implement effective
marketing strategy, it is mainly the principles on the basis of which the product promotion
strategy are developed. It helps business organisation to use effective marketing strategy which
leads to enhancing the overall profitability and productivity of the business. for this report Apple
company is taken into consideration in order to produce essential marketing audit that would
support the marketing plan. The report will focus on Apple marketing audit in the United
Kingdom market. The Apple is the top American technology company offering consumers
electronics, computer software and online services. The company is the world’s biggest
technology company founded in 1976 by Steve Jobs. This report highlights the detailed
descriptions of the company and the marketing that is considered for the auditing which is
United Kingdom along with the current market analysis. In addition to this the macro and micro
analysis of the company and the competitive analysis is also highlighted also the analysis of
SWOT is also explained in this report.
Background
The chosen company for this report is the Apple Company. The Apple Inc. is one of the
largest American technology company, founded in 1976 by Steve Jobs, Ronald Whyne and Steve
Wozniak. The company mainly offers consumers electronics, computer software and online
services to its potential customers, considered to the second biggest innovation technology
company around the globe particularly in terms of revenue and also the third biggest mobile
producer after Samsung (Alsem, 2019). Company continuously provide advance and innovative
products to their customers in order to satisfy their needs and also to maintain their position in
the market. Because of its innovation and creativity company has gain strong competitive
advantage in the market over the years. The company is operating in the global market satisfying
the needs and wants of its consumers through their relatively high tech products.
The Apple Company has largely expanded their market size over the globe and because
of its use of innovative and advance technology the company’s product are largely preferred by
the customers around the globe, company has large number of loyal customers around the globe
mostly in Europe ( Aula and Mantere, 2020). Most of the company products are sold in the
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