Marketing: Apple Computers

3.2 UK Specific Pestal Analysis

Political Factors:

- Democratic country.

- Part of the European Union.

- UK sterling currency.

Economic Factors:

- Good Inflation - UK rate is around the average of the EU as a whole.

- Economy growth good - 0.7% growth each quarter since January 2005.

Socio-Cultural Factors:

- Multi-cultural.

- Population: 60.2 million.

- Average age: 38.8 years.

Technological Factors:

- Highly technological country.

- Latest population research.

- PC owners: 77%, Mp3 player: 22%, Home broadband: 25%

- Household internet access - 9.6 Million.

3.3 SWOT Analysis

Strengths:

- World famous company whose products are admired and sold throughout the world

- Manufacturer of the world's No1 Mp3 player & entertainment device.

- Vast portfolio of well established products which appeal to a vast mixture of customer profiles.

- Financially secure for future research and development.

Weaknesses:

- Products are known to be higher priced.

- Often lack of supplies and stock.

- Apple products are not available in certain countries.

Opportunities:

- To further advance Apple technology.

- Creation of mobile phone Ipod to compete with competitive mobile phone Mp3 products.

- Create partnerships with television channels and movie companies

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