B122 Tma 1 - the Apple Store

Introduction

According to Chadwick (2012), “There are a number of elements that can affect the way the business operates." Figure 1 below shows these in more detail.

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Figure 1 - The Marketing Environment

After looking at Figure 1, I have decided to do a PEEST analysis on The Apple Store. A PEEST analysis will show how certain factors of the Macro environment impact upon the retail business.

Part A - Retail store

On the 19th May 2001, a great visionary called Steve Jobs for the first time introduced The Apple Store to the retail sector. The Apple store is owned by Apple Inc. and sell IMac personal computers, software, iPods,iPads, iPhones, third-party accessories, and other consumer electronics such as Apple TV.

All stores offer a Genius Bar for technical support and repairs, as well as free workshops available to the public. In order to use the Genius Bar, a booking has to be made and if it can't be repaired Apple will always replace the product if within warranty.

In terms of retail sectors, Apple is part of a chain and as of May 2013, Apple has 405 stores worldwide, with global sales of US$16 billion in merchandise in 2011, and they lead according to Segal (2012) the United States retail market in terms of sales per unit area.

The Apple Store in Regent Street, London, was the first to open in Europe in November 2004, and is the most profitable shop in London according to Mac Daily News (2010).

I have chosen to base my report on the Apple Store because I am passionate about the products they produce. I personally have an IMac and Ipad and all my family members have IPhones. I feel that the way in which Apple Inc. has monopolised the market for tablets and phones also impacted my decision to chose them as it will be interesting to carry out an analysis on them.

References

David Segal (June 23, 2012). "Apple’s Retail Army, Long on Loyalty but Short on Pay". The New York Times. Retrieved June 23, 2012.

 "Apple Store...