This report offers a strategic marketing plan analysis of Apple, examining its operations within the context of the retail industry, particularly in light of Brexit and the COVID-19 pandemic. It begins with an introduction to strategic marketing planning and provides an overview of Apple's global presence. The report then delves into environmental analysis, including PESTEL factors, and assesses the political, economic, social, technological, environmental, and legal influences on Apple. Corporate and marketing objectives are defined, followed by a discussion of marketing strategy selection, market targeting, and positioning, including global implications. The 7Ps of marketing are assessed, and the report concludes with a discussion of implementation, control, and evaluation, providing a comprehensive understanding of Apple's strategic marketing approach. The report is based on the Richmond University's module MKT6801 assessment brief.
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