New  Apple Store

Date of Submission: 21April 2014

 Table of Content
Topics Page:
Introduction

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 Introduction
Apple Inc. becomes famous by its innovative ideas and proper implementation of market
positioning. Apple Inc. is an American International Company with a center point on
origination and manufacturing shopper gadgets and closely associated programming
items. Established in Cupertino, California on April 1, 1976 Apple advances offers and
backings an assortment of Pcs, music players, Mobile phones, and machine
programming's and other accessories. Apple Inc. operates their store in different
countries in the word. As of November 2010, Apple operates over 300 stores worldwide
and online shop where its products are sold. Apple employs over 49,400 employees
worldwide and Apples financial results for its fiscal fourth quarter ended September 25,
2010 Apple posted record revenue of $20.34 billion and net quarterly profit of $4.31
billion or $4.64 per diluted share.

Apple Inc. Mission Statement:

Apple is committed to bringing the best personal computing experience to students,
educators, creative professionals and consumer around the world through its innovative
hardware, software and Internet offering.

Apple Inc. Vision Statement:

“Man is the creator of change in this world. As such he should be above systems and
structures, and not subordinate to them.”

History of Apple’s Inc:

Apple was established on April 1, 1976 by Steve Jobs, Steve Woznaik and Roland
Wayne to sell its Apple i personal computers. 1989-1991 been called first golden age for
apple when apple introduces its power book in 1991, the modern layout of laptop
computers and the same year Apple introduces system 7 for its operating systems.In
later 2001 Apple introduces its music player iPod, it was a big success and sold over
100 million units in six years since it introduce. Apple introduces its first chip computer
on January 10, 2006 a notebook computer called Mac book pro. In 2007 Apple
announced the launch of iPhone and Apple TV, which was big success and later
updated version of Apple i phones and in 2010 Apple launched its new innovation called
i Pad.

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Figure 1.1: Graph shows that number of Stores open all around the world

Recently Apple Inc. wants to open a new store in UK outside of London, new project
plan need to be design and the successful implementation of that design needs to be
done. Below the environmental analysis of the proposed area will be discussed along
with the activities of all the fictional area followed by a project design and the forecasted
cash flow will be illustrate.

1.1. Environmental Analysis for new store:

(UK Essay) Environment could be characterized as, the incorporation of outside physical
circumstances that encroach and impact the enlargement, advancement and survival of
creation. Accordingly, the business environment might characterize as same, all the
components Internal and External that influences its productivity and development. It is
extremely vital for the Project Planner to complete business natural examination to
comprehend the business geography at present time. "Procedure is the course and
extent of an association over the long haul, which accomplishes favorable circumstances
for the organization through its setup of resources in a challenging environment, to
facilitate markets and to satisfy stakeholder desires" (Johnson and Scholes).
To step up a new store in UK outside from London, three areas has been selected,
Bournemouth, Edinburgh and Ipswich is the primary choice but through out a
environmental analysis two of them will be eliminated and one suitable area will be
select to setting up a new Apple store. Though it is inside the UK that why, most of the
internal and external environment affect same way to set it up but there is few factors

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like economical growth of that local area and the demographic factors can affect the
decision making process to set up a new store. Below overall environmental factors in
UK will be discuss and then according to the location analysis a particular are will be
selected for the further operation.

1.1.2. Apple’s Inc. UK Environmental Analysis:

Apple Inc. is the leading consumer electronic brand in United Kingdom, operating around
37 Apple’s retail stores and online store within UK. Apple UK environment can be
analyzed by using internal and external environment.

1.1.2.1. Apple’s Inc. UK Internal Environmental Analysis:

Apple’s internal environmental analysis represents the factors, which Apple has
controlled over them; those factors best analyze using SWOT analysis.

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1.1.2.2. Apple’s Inc. UK External environmental Analysis:
External environment represent the factors, which organizations do not have controlled
over them. PESTEL will be the best to explain the Apple’s external environment.

PESTLE Analysis of  Apple Inc. in the UK perspective:

Political: government type, its stability, current and future taxation policies. Apple does
not have any control over it, to cope with this Apple has to change with it as in United
Kingdom VAT rate is going up to 20% from 17.5% it will cause Apple’s product prices will
go up.
Economical: Economical situation, inflation, interest rate and strengths of consumer
spending. It will directly affect the Apple and its profit, if economical situation is bad
consumer will spend less.
Social: population growth rate, life style of people, culture, religion media views and
perception. Apple has to consider all those things to do business and have to have with
consumer needs.
Technological: it represents the current and future technology, research and
development and rate of technology change. Apple itself an electronic organization so it
has to keep up to date and move on to new technologies.
Environmental: it focuses on recycling consideration, amount of pollution created by
product or services, attitude to the environment from government and environmental
pressure groups. Apple is electronic organization so it has to consider it’s packaging that
it can be recycled.
Legal: it focuses on legislation in employment and health and safety, changes in law,
trading policies and regulatory bodies. Apple has to update itself with new legal laws and
change its policies according to it.

In the next page there is a comparative PESTEL analysis of three primary locations in
UK will be discuss.

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Factors Bournemouth Edinburgh Ipswich

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Political  Political influence is
same all around the
UK.
 Politically stable, three
major political parties.
 In United Kingdom
VAT rate is going
up17.5% to 20%
✓ ✓
Economical  Economically active
population is around
75,600
 The gross yearly pay of
a full-time worker in
Bournemouth in
2013 is £22,406.9
 Service-based local
economy with 91.4% of
jobs in the service sector.  in the service sector.  jobs in the service sector.
Social  Bournemouth has a
resident population of
164,900 of which
102,800 (62%) are of
working age.  (65.7%)
 The employment rate
is around 70.2%
Technological  Technology
acceptance is more or
less same level.
 Quick adaptation with
new technology.
✓ ✓
Environmental  Most jobs notified to
job centers in
Bournemouth are in
the banking, finance
and insurance sector
(71%), followed by
8.5% in transport and
communications. 
Legal  For setting up a new
business legal
procedure is same in
the UK
✓ ✓
New  Apple Store
 Political influence is same
all around the UK.
 Possibility of separation
form the UK
 In United Kingdom VAT rate
is going up17.5% to 20%
 Economically active
population is around 95,850
 The gross yearly pay of a
full-time worker in
Edinburgh in 2013 is
£39,005
 Service-based local
economy with 92.6% of jobs
     
✓
 Edinburgh has a resident
population of 180,800of
which 120,955 (66.9%) are
of working age. 
 The employment rate is
around 73.6%
✓
 Technology acceptance is
more or less same level.
 Quick adaptation with new
technology.
 Most jobs notified to job
centers in Edinburgh are in
the banking, finance and
education sector (76%),
followed by 9.0% in
transport and
communications.  communications.
     ✓
 For setting up a new
business legal procedure is
same in the UK
 Political influence is
same all around the UK.
 Politically stable, three
major political parties.
 In United Kingdom VAT
rate is going up17.5% to
20%
✓
 Economically active
population is around
87,000
 The gross yearly pay of
a full-time worker in
Ipswich in 2013 is
£23,712.6
 Service-based local
economy with 79.4% of
 Ipswichhas a resident
population of 150,000 of
which are of working
age population 98,550
 The employment rate is
around 71.8%
 Technology acceptance
is more or less same
level.
 Quick adaptation with
new technology.
✓
 Most jobs notified to job
centers in Ipswich are in
the banking, finance and
insurance sector (71%),
followed by 6.9% in
transport and
 
 For setting up a new
business legal
procedure is same in the
UK
✓
Page: 8
(Source: Bournemouth Council, Edinburgh Council and Ipswich Council.)

2.1. Store Location:

From the above part of discussion it is clear that three of the places have most of the
PESTEL factors are same because this analysis take place in the same country, but the
is few factors that distinguish them form one another.Economical and Social factors play
a major role to select a particular one area and that is Edinburgh. Where the people
have a higher income level because Apple products are bit expensive. Furthermore,
demographic factor play a vital role like; age, gender, income, education and so on.

2.2. SMART Objective for the Project:

 Start an Apple store in Ocean Terminal Shopping centre, Edinburgh with 8,400
Square feet retail outlet with a budget of 1.50 million Pounds within January of
2015.

2.2.1. Functional Objectives of the project:

2.2.1.1. Human resource management:
Recruit a professional project manger with an experience of Apple store opening who
has ability to conduct the whole activities properly and in a define time manner.
According to the project manager requirement appoint the interior and exterior expert for
the design and implementation of the project in a proper way. Recruit skill people for the
right position that they have clear understanding about their assign task.

2.2.1.2. Marketing:
As Apple Inc. is already has a good reputation and a strong brad image over the market
so proper control of money is require to do a proper marketing for opening a new store.
Local newspaper advertisement, invite guest of honor, and some other promotional
activities.

2.2.1.3. Finance:
Proper financial activities can give a proper success for a project. A finance manager
with experience has vast idea how the financial tasks need to be done.

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 2.2.1.4. Technical services:
Apple Inc. is a technology-based organization so they should have the best technical
support in their store. To fulfill the requirement best technical accessories like; Internet
connectivity, best security system, telephone connectivity and so on.

3.1. Gantt chart of the project:

Below the chart shows the various phase of the assign work in the project like; Planning,
Organizing, Implementing and controlling with in the assign time frame.

Task Phase Task Name Duration May, 14 Jun, 14 Jul,14 Aug,14 Sep, 14 Oct, 14 Nov, 14 Dec,14 Jan, 15
Planning Site Selection 20 days
Phase Approval of Project Plan
40 days
Organizing Legal Documentation
Phase Budgeting 30 days
Finance of the Project
23 days
Requirement of project personnel
Store Design 20 days
Implementation Building up the store
30 days
Phase Setting up the communication system
Quality approval by Apple Inc. 30 days
Retail staffing and tanning
Controlling 70 days
Merchandizing
Phase Marketing 18 days
Grand Opening
4 days
85 days
45 days
30 days
1 day
Gantt Chart for the project of new Apple store in Edinburgh.

The above chart shows the various activities involve in the very beginning of the site
selection to the grand opening of the store. From the panning to the implementation of
the project several activities involve in the Work Breakdown Structure will clarify all the
sub activities along the major task.

3.2. Work Breakdown Structure for the Project:

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 New Apple Store

1.1. Project 1.2. Site 1.3. Store 1.5. Communication 1.6. Quality 1.8. 1.10. Gra
1.4. Build out 1.7. Staffing 1.9. Marketing
Planning Selection Design Network Review Merchandising Openin

1.10.1. Sp
1.1.1. Legal 1.2.1. Zoning 1.3.1. Security 1.4.1. 1.5.1. Bid 1.7.1. 1.8.1. Assemble 1.9.1. Apple
1.6.1. Code Gues
Ducumentation and Planning System Construction Process Advertising Displays Shopping Bags
Compliance Invitatio

1.2.2. 1.5.2. 1.6.2. 1.9.2. New

1.1.2. 1.7.2. 1.8.2. Price 1.10.2. Ri
Contract / 1.3.2. Interior 1.4.1.3. Interior Equipment Occupancy Location
Budgeting Interviewing Ticketing Cuttin
Lease Purchase Certificate Updates

1.3.2.1. 1.6.3. Apple

1.4.1.3.1. 1.5.2.1. Vendor 1.8.3. SKU 1.9.3. Print
1.1.3. Funding Architectural Head Office 1.7.3. Hiring 1.10.3. Cat
Secure Store Selection Scanner Media
Drawings Review

1.1.4. Goods &

1.3.2.2. 1.4.1.3.2. 1.5.2.2. Vendor 1.6.4. 1.8.4. Display 1.10.4
Service 1.7.4. Training
Lighting Bathrooms Contracts Housekeeping Merchandise Entertain
Procurement

1.8.5. Gift Cards

1.3.2.3. 1.4.1.3.3. Till 1.6.5.
1.5.3. Cabling / Gift
Furnishings Counter Insurance
Certificates

1.4.1.3.4.
1.5.4. Internet 1.8.6. Display
1.3.3 Exterior Customer
Connectivity Store Policy
Service Area

1.3.3.1
1.4.1.3.5. 1.5.5. Phone
Architectural
Employee Area System
Drawings

1.5.6.
1.4.1.3.6.
1.3.3.2. Application
Secure
Lighting Implementatio
Storeroom
n

1.4.1.4. 1.5.7. Point of

1.3.3.3. Signage
Exterior Sale

1.5.8. Inventory
1.3.3.5. Parking 1.4.1.5. Utilities
Management

1.4.1.5.1.
Electrical

1.4.1.5.2. Gas

1.4.1.5.3. Water

1.4.1.5.4. Sewer

4.1. Roles and Responsibility of Apple Store

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Manger:
Store manager is an individual who is responsible for managing the whole functional area
of the store. Furthermore, he or she takes care of the everyday operation of the store and
make sure maximum profitability for the store.

4.1.1. Roles of the store manager:

 Recruiting employee for the Apple store is the store manager’s prime
responsibility. He not just needs to contract the right employee for the store
additionally prepare them for their general improvement. He must guarantee that
all the representatives in the Apple store help their level best for the successful
working of the store. He must go about as a solid mainstay of help and remained
by his group at the hour of emergency. It is his obligation to familiarize his
colleagues with the most recent patterns in style or whatever possible recently
propelled retail programming. It is his duty to delegate the task to his subordinates
as stated by their superior and get the best out of them. The store manager must
persuade his colleagues every now and then.

 The Store Manager must verify his store is gathering the targets and gaining
benefits of Apple Inc. He is answerable for the smooth and viable working of the
Apple store.

 The store manager is answerable for supporting the general picture of the store. It
is his responsibility to sensibly show the stock so it quickly gets the consideration
of the clients. The store director must guarantee that his store meets the desires of
the clients and satisfies its predefined brand picture.

 The Store manager must guarantee:

a. The store is kept clean and the networking system work perfectly.

b. Apple product’s display is appropriately done according to the Apple

requirement and items don't tumble off the table.

c. The stock ought to be as stated by the season and additionally the most recent
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 patterns.

d. The store is well lit, ventilated and offers a positive feel to the clients.

e. The Signage showing the name and the logo of the Apple store is introduced at
the perfect spot and perceptible to all.

 One of the real obligations of the store supervisor is to make the clients feel
sheltered and agreeable in the store. It is his key responsibility to verify that the
client leaves the store with an average grin.

 He is answerable for dealing with the benefits of the store. The security and
wellbeing of the store is his responsibility. The store manager must guarantee that
sufficient stock is accessible at the store to abstain from being "out of stock".

 The store manager alongside his subordinates are answerable for arranging,
overseeing benefit and misfortune, taking care of money at the store and grouping
day by day deals and also other fundamental reports.

4.1.2. Skills that required by a store manager:

Very broad skills and a deal of experience are needed to manage a large store
successfully. They include business knowledge, technical skills and individual and team
leadership skills.

4.1.2.1. Individual Skills

The personal skills are likely to include good presentation and persuasive skills, good
written skills but allied to goal orientation, high energy and credibility.

4.1.2.2. Team Skills

They will appreciate the differing needs of both individuals and the project team at
different stages of the function. They will be aware of different team types.

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4.1.2.3. Technical Skills

They will have technical skills in setting objectives, planning complex tasks, negotiating
resource, financial planning, contract management, monitoring skills, managing creative
thinking and problem solving, as well as their own specialist topic.

4.2. Social Responsibility of a Store Manager:

Although environmental change occurs continuously in the world and in our daily lives it
is rarely implemented that way in organizations but rather as a series of steps; a ladder
of change. In an organization the store manager need to follow the code of social
conduct, where he or she need to maintain certain criteria to perform business in a
particular society. The store manager has to perform as an equally social responsible in
his business. Some social activities like; creating social awareness, charitable work,
creating environmental friendly business environment and so on.

5.1. Organizational Structure of Apple store:

In the Apple store at retail level the employees are on the same level, which mean that in
an Apple retail store they use a flat organizational Structure. There is a Store Leader
who controls the whole activities of an Apple Store and a Senior Manager who come
after the Store Leader and delegate the responsibility after the manager. Assistant
manager come after the Senior Manager. There are four Inventory specialists and six
assistant make sure all the stock of Apple product and the future requirement according
to the customer requirement. Expert categorize into two categories one of them deal with
the Software and the other one deal with Hardware. 5 Hardware expert and 6 Software
expert consist the Expert department. In the store there have 90 Genius who work on a
Part-time basis in the store around the week and there are 5 Creative no way managers
who are more responsible to train up the employees and lead in store meetings and
events. There is one financial manager with the assistance to perform the financial
activities of the store. There is one regional Market director and one SVP of Retail in the
store.

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5.1.1. Below the Chart explain the Organization structure of the
Apple Store:

Store Leader

Senior Assitant
Manager Manager

Regional
Market SVP of retail
Director

Inventory Hardware Software Creative

Genius
Specialist Expert Expert Manager

5.1.2. Apple’s UK organizational Culture:

Apple is a multinational organization its business structure based on country of origin.
Apple United Kingdom culture based demographic and social factors of UK. Hoftede
study of cultural dimension show UK is most like to be individualistic culture followed by
masculinity. It shows people in United Kingdom are individualistic and there is not much
difference between genders. Apple’s employees are more individualistic and there is not
bias against any gender, therefore Apple is the successful organization within the United
Kingdom.

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6.1. Functional Areas of Apple Store:
6.1.1. Store Leader:
As store leader he or she has to take care of all the functional are in his retail outlate.
Create a retail environment that inspires both employees and customers. As a Manager,
he should build dynamic teams with unique individuals and delivering positive
experiences for customers as they learn shop and get support. Most importantly, he has
share the Apple vision with employees and encourages their growth. Become a key
player in innovative retail by overseeing the store operations at Apple. As a Store Leader
he build and inspire the sales, technical support, business and training teams to engage
customers and deliver measurable results.

6.1.2. Human resource team:

All the management fictional area needs to be cover by the store leader. He actually
responsible to formulate the Human Resource team, with a number of six people the HR
team is consisting and they should follow the recruitment procedure formulated by Apple
Inc. The training of the employee and their performance appraisal needed to be done
properly.

6.1.2.1. Business Leader:

Provide business customers with key technology solutions and create long-term
customers with experiences built on trust. As a Business Leader, drive the strategy and
infuse the business vision into Business Managers and store teams across several
Apple Stores. Collaborate with fellow Apple employees and significant business
accounts in order to bridge the worlds of retail, corporate and business development,
and create future business success for Apple Stores.

6.1.3. Customer Service Department:

Customer Service is always a prime area of the management function and as an
innovative product and service provider Apple make sure that customer is well informed

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about the products. In retail Store Apple always provide maximum number of employee
in customer service department, which consist of four areas.

6.1.3.1. Market Leader:

Combine executive vision with field execution and contribute to the future success of
Apple. As a Market Leader, develop individuals, build teams and affect growth across
several Apple Stores. Even when not present in the store, he or she has maintained a
constant influence, articulating the Apple vision to inspire and make an impact on
management teams and employees.

6.1.3.2. Genius:
Use the problem-solving and people skills to ensure swift resolutions to technical
problems of every kind. As a Genius, he or she has to provide insightful advice and
friendly, hands-on technical support to Apple customers in need. Genius also educates
the team members about products, while independently keeping own technical know-
how up to date. In the store there are about thirty Genius work to give maximum
customer service. Justification about the maximum number of Customer service provider
is that Apple in renowned for its innovative idea’s product and service so the customer
needed to be well informing about the product and service.

6.1.3.3. Creative:
Share the skills and inspire creativity in every Apple Store visitor is the main task. As a
Creative, the foundation of the Apple Store’s is to create a uniquely welcoming
environment. He or she need to provide customer training and teach our customers how
to bring their visions to life. Nothing gives a greater thrill than empowering an individual
to create something wonderful.

6.1.3.4. Service Specialist:

Help visitors to the Apple Store get more out of the products by sharing knowledge and
providing exceptional customer service. As a Service Specialist, they get new owners
started and give current ones quick and efficient support. By helping Apple build and
maintain strong relationships with customers, they are instrumental to the success.

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6.1.4. Internal Operations and Designing Team:
Technical part of the product service depends on the team. A perfect service in an
efficient time is the optimum area of work for the internal operation team.

6.1.4.1. Specialist:
Transform Apple Store visitors into loyal Apple customers. As a Specialist, they help
create the energy and excitement around Apple products, providing solutions and getting
products into customers’ hands. Always curious, that stays on top of news about
products and initiatives, ready to apply the expertise in customer interactions.

6.1.4.2. Service Expert:

Be at the heart of our reputation for extraordinary customer service. As an Expert, he or
she introduces people to the exciting world of Apple, turning curiosity into intense
interest. You thrive on interactions with customers as well as with team members. And
you get great satisfaction from helping people develop lifelong relationships with Apple
every day.

6.1.4.3. Inventory Specialist:

Ensure that products take the final, crucial step in the supply chain. As an Inventory
Specialist, he or she is in charge of the store’s inventory management — products,
parts, tools, supplies and everything else. At the end of the day, it’s his or her
organizational skills and dedication that are at the heart of what the Apple Store does:
connecting people to the products they love.

6.2. The implications of wider management issues:

Technology: As a fast growing technological giant Apple need to up to date their
employees with the most recent innovation and the product feature and the benefits and
a customer can gain by purchasing their product and service.
Diversity: Managing a diversified workforce is always a managerial challenge and by
deal with the situation the manager need to consult with their employee in a maximum
level that they can resolve the diversified workforce in an effective way.

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Globalization: Because of globalization business becomes very small but they have to
face challenges in a frequent manner. So cope-up with the situation is the only way to
work in an efficient way.
Ethics: The employee is the key of organization, their dedication and effective service
can make sure the ultimate success of the organization. Ethical issue need to be
followed in both ways from the organization to employee and employee to organization.

7.1. Feasibility Report of Apple Store:

7.1.1. Initial budget for the Project:
Below initial parameters created for the new Apple store:

 Primary investment on the Project ‐ £ 1.5 million

 immaterial cost of the Project ‐ £ 500,000
 20% rate of tax
 15% cost of capital

7.1.2. Cash flows of first three years for Apple new Store Project:
Below are some of the ratios analyzed to uncover the new Apple store’s true financial
status. These ratios were then used to project 3 years into the future to account for the
launch of the new Apple Store.
 Sales volume:
 Year 1‐ £ 2.5 million
 Year 2‐ £ 2.75 million
 Year 3‐ £ 3.10 million
 Year 4‐ £ 3.25 million
 Year 5‐ £ 3.50 million

2015 2016 2017

Return on Assets: 10.35% 12.58% 15.35%

Return on Invested Capital: 15.52% 16.52% 17.65%
Return on Shareholders' Equity: 19.82% 20.04% 20.52%
Gross Margin %: 38.60% 39.82% 40.86%
Profit Margin: 16.31% 18.08% 20.53%
Current Ratio: 2.28 2.80 3.44
Quick Ratio: 2.25 2.33 2.38
Inventory Turnover: 55.17 58.21 61.31
Asset Turnover: 0.81% 70.97% 70.40%

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Debt-to-Equity Ratio: 83.52% 66.24% 52.26%
Debt-to-Capitalization Ratio: 21.69% 17.89% 14.57%
Cash Flow to Debt Ratio: 27.25% 35.03% 42.73%

After analyzing all the ratios from 2014 and projecting them out over 3 years, we are
able to determine the impact of new project (Open a New Apple Store).

7.1.3. Risk Management Plan:

In the Risk Management plan a list of at least ten potential risk items. Then team
members will assume that certain project risks are already known, and therefore do not
need to be listed. Therefore it should be addressed rather than ignored. By compiling
them into a single list of each item on the list a numerical rating such as on a scale from
1 to 4 or a subjective term such as high, medium, or low after that break the planning
team into sub-groups and to give a portion of the master list to each sub-group. Each
sub-group can then identify the triggers for its assigned list of project risks. All triggers
should be noted, even minor ones. Normally there will be at least three triggers for each
risk. By identifying the possible preventive actions for the threats and enhancement
actions Risk can be minimize. From the sub-groups create a contingency plan for most
but not all project risks. Then determine the owner of each risk on the list. The owner is
the person who is responsible for watching out for triggers and then for responding
appropriately if the triggers do in fact occur by implementing the pre-approved and now
established contingency plan. That’s how the Project Risk can be minimized.

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 Conclusion:
Apple is the successful company with a strong brand name and has many competitors
within same industry. For opening a new Apple store outside of London is a critical task
and proper panning, organizing, implementation and integration can ensure the proper
success to finalize the project. Analyzing the internal and external environment
Edinburgh becomes the prime choice to set up a new Apple store. Organizational culture
of Apple represents the nature of organization Hofstede cultural dimension helps to
analyze culture and it is more suitable are to perform the business. United Kingdom is
most likely to be individualistic and masculinity cultures where people work for self
interest and there is not much differ in gender. Apple UK culture is suitable and
acceptable for the people in United Kingdom that what make Apple is a successful
organization in the United Kingdom. A proper project planning, organizing, implementing
and controlling can ensure the ultimate success of the project to setup a new Apple
Store.

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 Reference List:
 Apple SWOT analysis 2013 | Strategic Management Insight. 2014. [online]
Strategicmanagementinsight.com. Available at:
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