The Business Detail
Clients increasingly demand quality products because of their efficiency. The business plan is to distribute Apple products, particularly iPhones and related goods and services. The reason for choosing Apple products is the quality and efficiency. The current innovation is air tags that have influenced the need to establish an Apple selling retail shop (Apple.com., 2021). Therefore, the business sells Apple Inc.’s iPhones to distribute air tags. The product is a tiny circular device that sticks on smaller items, like wallets, car keys, remote controls, and rings (Lange, 2021). Air tags expedite people to locate lost items. Clients need to have iPhones applications supporting the functionality of the air tag. The iPhone produces light indicating the exact location of the lost item.
The quality and the efficiency of iPhones and air tags will meet the quality demand of customers. The products are of high quality. The goods function based on the ever-changing needs of clients. As indicated, air tags are the primary reason for planning to establish an Apple product retail shop. Air tags are in line with the current consumers’ needs. Also, the product can identify and locate where small essential items are. It could be in the house or the compound (Diaz, 2021). Therefore, air tags benefit potential clients by saving time. People have many social and economic demands. Hence, individuals want to save time to meet all their obligations. Air tags and iPhones meet the need because they allow people to save time locating smaller items (Bajarin, 2021). A person has to have their iPhone and air tag on to save time and attend to all social and economic demands.
The UK mobile phone and application macro-environment demands quality and efficiency. Consumers demand quality and efficient products and services because they make their obligations easier. Therefore, organizations selling the demanded goods must invest in research and development (Hobson et al., 2018). The objective is to innovate quality and sustainable products. For example, the goods should be efficient in managing data and cyber-security. Consumers want products they can upgrade without a struggle. Also, clients demand products without limitations when they want to adjust mobile phone practices (Cooper et al., 2020). An organization failing to consider the clients’ wants cannot thrive in the UK mobile phone market. A business like that has a high likelihood of ending up closed (Hobson et al., 2018). Customers move to other businesses with the potential of meeting their needs.
The macro-environment requires business operators to implement sustainable operations. Organizations should ensure their operations do not lead to the pollution of the environment. Sustainable development requires all businesses to mitigate pollution and resource exploitation (Hobson et al., 2018). Also, the macro-environment presents legal challenges because companies must operate within legal frameworks. Observation of the law prevents potential and costly litigations. Other elements of the macro-environment are a limited supply of materials and stiff competition (Cooper et al., 2020). Organizations dealing with mobile phones and applications must share limited supplies. Likewise, the organizations should be innovative to overcome increasing business rivalry. The understanding of the illustrated macro-environment will enable implementing practical operations in Apple product retail shops.
Market and Industry Analysis
Customers want quality mobile phone products and applications. Consumers are willing to incur whatever costs if portable communication devices entail several characteristics. The features should include easier update solutions and allow diverse practices (Hobson et al., 2018). Also, the product should guarantee data security at all times. The Apple product retail shop will have products with the stated characteristics. The iPhones and air tags will meet the demand for quality and efficiency. The Apple retail shop targets to sell to the middle class and wealthy clients. The shop targets more than 49.88% of UK customers buying items from Apple Inc. (ONS, 2021). Clients are widespread within the UK, and they have considerable buying power. Therefore, the retail shop will always have clients because it is located in a central district, where premium products and services sell faster.
The mobile phone industry is highly competitive because many retail shops sell various smartphones brands and applications. The Apple retail shop will compete with other nearby smartphone shops and wholesalers. The industry is consolidated, making it easier for Apple Inc., Samsung, and others like Huawei to distribute their products without solely relying on retail shops (Strica, 2021). However, the Apple retail shop can still compete in the consolidated market. The reason is the industry is growing progressively. For example, in 2019, Apple Inc. dominated the market by 49%, and the following year was more than 50 percent (ONS, 2021). The market growth indicates the retail shop will still have sufficient customers amidst tough business competition.
The competitors are several and might hinder the success of the Apple retail shop. The direct competitions are retail selling similar products. The core strength of direct business rivals is location and visibility. However, retails lack current innovations like air tags (Fortune.com., 2021). Businesses have limited resources to acquire the latest mobile phone products and applications. Direct competitors are organizations like Samsung, Apple Inc., Sony, and Nokia. Also, the competitors have a significant business advantage compared to the Apple retail shop.
Corporations have enormous resources for marketing and promotion. Also, the organizations have many experts working in various departments. However, the corporations lack the customer touch brought by local retails (Mintel.com, 2021). Customers appreciate it if they chat with the retailer and understand the product more. The retail shop’s management should take advantage of the customer care services to attract and retain clients (Fame.com, 2021). Customers should know they can access any information they need concerning the devices (Strica, 2021). Also, customers should know they can bargain for better details whenever applicable. Such customer care opportunities guarantee the business can overcome competition.
Marketing and Pricing Strategy
Apple retail will depend on cheaper marketing strategies because it is a new business. It will be imperative to create displays at the entrance of the retail advertising items sold inside. Also, applying print media like flyers will enable marketing within the local area. The flyer should contain details of the products customers can find in the shop (MT, 2021). For example, print media should include prices, sizes, color, and functionality of products. Another cheaper way to attract and retain clients is using social media. The business should have commercial accounts on social media (Cooper et al., 2020). The online accounts should explain the mission and vision of the business. At the same time, potential buyers should understand why retail is the best choice.
Pricing should be a complementary strategy in the marketing processes. The UK consumers believe the prices of quality and efficient products are beyond their resources. Buyers cannot afford many mobile products from prominent brands (Kaynote.com, 2021). Therefore, clients must consider buying from organizations and retail shops at affordable prices. Apple retail should have reasonable charges. For example, one air tag can cost £19 or more, according to the client’s preferences (Bajarin, 2021). It is imperative to negotiate with the supplier to reduce the price. Hence, it will be easier to sell at lower rates. The affordability of products in the retail shop will attract customers in large numbers. It will ensure clients want to buy more.
The retail shop will rely on the manufacturer, Apple Inc. for all needed products. The supplier should sell at affordable rates for the retail shop to create profits. Therefore, the retail shop management should buy iPhones and air tags wholesale from Apple Inc. The strategy enables the retail owner to negotiate lower prices for the supply (Hobson et al., 2018). The shop will be a central district within the city. The building should have adequate parking and security. Clients can use public or private transport to reach the retail shop within the central district. Clients should see several business displays at the entrance (Cooper et al., 2020). The items should indicate the type of products and services they can find in the retails in the building.
The business premise will depend on the resources available to lease it. Also, the management must comply with the rules and regulations. The management must acquire all business permits from the municipality (Cooper, Shapley, & Cole, 2020). The management should confirm the enterprise is in line with the sustainable development agendas. For example, the business does not have adverse environmental effects. As indicated in the previous paragraph, Apple Inc. will be the supplier for the iPhone and air tags (Diaz, 2021). The core reason to obtain products from Apple Inc. is the reputation of the brand and marketability. It is easier to sell Apple Inc.’s products in the UK because buyers appreciate the quality and efficiency.
Strength: The business has adequate starting resources for acquiring the needed products. In this case, the enterprise has the capital to acquire a significant number of iPhones and air tags (Diaz, 2021). Also, the business has a limited number of liabilities like wages and manufacturing processes.
Weaknesses: The retail shop does not have its permanent premises. Therefore, it will incur many resources leasing business premises in the central district. Also, the business lack buyers’ bargaining power because it has to approach the supplier alone (MT, 2021). The other weakness is the lack of experts to test and confirm the products are efficient before distribution.
Opportunities: The business can sell to many clients. Apple Inc. has dominated the UK market for a considerable time. For example, in 2019 and 2020, the sales were 49% and more than 50%, respectively (ONS, 2021). The statistics show the market is growing. Therefore, the retail shop can tap into the progressing market and sell more products. The other advantage is the diversification of products. The business has the freedom to diverse to other brands whenever necessary (Strica, 2021). Diversification assists in overcoming competition.
Threats: The retail faces the threat of direct competitors. Other retail shops selling similar products can lead to a lack of enough customers. Also, indirect competitors like Sony, Samsung, Nokia, and Huawei can cause an inadequate number of clients (Diaz, 2021). Others threats are insufficient resources to cater to the daily liabilities like rent. Also, reliance on one source for the products is a threat. The business can close down if the supplier has a limited manufacturing capacity.
The start-up cost will amount to several thousand pounds. The following table illustrates the needed products and equipment to start running the business:
Shelves and counters
Print media adverts
First stock (500 iPhones)
First Stock (500 air tags)
Business licenses and permits
Online accounts opening (data)
The business will make some sales within the first month of operation. The enterprise has the potential of selling ten iPhones per day. Also, the business can sell more than 30 air tags daily. Therefore, the enterprise will generate not less than €1770. The business can sell the estimated amount. Apple Inc. is the leading smartphone vendor in the UK (ONS, 2021). Thus, it will not be difficult for the buyers to purchase products from the retail shop.
The fixed costs of operation will be €68800, as indicated in the table above. The amount is fixed because it is the initial resource for the start-up. The capital is for buying all the needed items and setting up the business. The largest fixed cost is the acquisition of iPhone and air tags stock because Apple Inc.’s products are expensive (Fortune.com, 2021). The additional costs will be the monthly costs of leasing the business premises. Also, the transportation of suppliers will cost a significant amount of cash.
Profitability and break-even-point examination indicate the business will be profitable. The average selling price of iPhones is €94 (Apple.com, 2021). With the 500 pieces, the business can make €47,000. The profit is around €7000 in the beginning. Air tags will generate €12000 for each sale at €25 (Diaz, 2021). Multiplying the mount with 500 pieces lead to the indicated profit.
Apple.com. (2021). AirTag. Retrieved from https://www.apple.com/ke/airtag/ [Accessed 10 Dec. 2021]
Bajarin, T. (2021, April 20). AirTags are Apple’s next billion dollar business. Retrieved from https://www.forbes.com/sites/timbajarin/2021/04/20/airtags-are-apples-next-billion-dollar-business/
Cooper, T., Shapley, M., & Cole, C. (2020). Mobile phone waste and the circular economy. The Oxford Handbook of Mobile Communication and Society, 600-620. doi:10.1093/oxfordhb/9780190864385.013.39
Diaz, A. A. (2021, April 21). Apple’s fantastical ad introduces AirTag, a modern-day answer to the Clapper. Retrieved from https://adage.com/creativity/work/apples-fantastical-ad-introduces-airtag-modern-day-answer-clapper/2329536
Fame.com. (2021). Fame | UK & Ireland company data | Bureau van Dijk. Retrieved from https://www.bvdinfo.com/en-gb/our-products/data/national/fame
Fortune.com. (2021, July 30). Apple company profile. Retrieved from https://fortune.com/company/apple/
Hobson, K., Lynch, N., Lilley, D., & Smalley, G. (2018). Systems of practice and the circular economy: Transforming mobile phone product service systems. Environmental Innovation and Societal Transitions, 26, 147-157. doi:10.1016/j.eist.2017.04.002
Kaynote.com. (2021). The Real Value of Mobile Networks. Retrieved from https://www.cambridgewireless.co.uk/events/conferences/cwic/cwic-keynote/
Lange, J. (2021, April 20). Apple AirTags are refreshingly practical. Retrieved from https://theweek.com/articles/978398/apple-airtags-are-refreshingly-practical
Mintel.com. (2021). Mobile phones – UK – April 2019 – Market research report. Retrieved from https://reports.mintel.com/display/931976/
MT. (2021, January 18). The macro-environment of the smartphone industry. Retrieved from https://studycorgi.com/the-macro-environment-of-the-smartphone-industry/
ONS. (2021, February 8). UK: Smartphone market share 2010-2020. Retrieved from https://www.statista.com/statistics/487780/market-share-of-mobile-device-vendors-uk/
Strica. (2021). ONS methodology working paper series No. 8- Statistical uses for mobile phone data: Literature review. Retrieved from https://www.ons.gov.uk/methodology/methodologicalpublications/generalmethodology/onsworkingpaperseries/onsmethodologyworkingpaperseriesno8statisticalusesformobilephonedataliteraturereview
The Business Detail