Though the aforementioned assertions have briefly introduced the core elements that

drives a successful business, however, it takes far above the points mentioned for a
business firm to survive in whatever industry that it locates itself. This is due to the
vociferous competing forces that are struggling with the business firm for the same
customers and for the similar goods being offered by the industry. Despite the high rate
of competition that threatens and even shut down some businesses, Jobber (2007)
asserts that the principles and practice of marketing forbids customers to be chased
about at whatever price. However, good marketing principles were identified as factors
that would set a company to gain competitive advantage over the rest of the market
players. Therefore, companies all over the world have been developing and establishing
crack marketing team whose responsibilities will include devising policies and
programmes that would impact on the company’s products through which the company
can gain competitive edge (Jobber, 2007; Srinivasan et al, 2009).

Having dwelt on the necessity of good marketing strategies for the success and survival
of businesses in the highly competitive industries, this report will now narrow down its
view on the case study of this research; APPLE Incorporations, one of the leading players
in the computer retailing industry not only in the U.K., but globally. Suffice it to say that
the computer retailing industry world over is a highly competitive one with many players
competing for the patronage of their products. It may be rightly put that the industry is
indeed saturated with products and services of the competing companies, however, the
continuous growth in technological innovations has continued to enliven the industry
and continued to open doors of marketing and sales opportunities for the industry.