.1. Conduct a thorough external macroenvironmental scan of the Apple Brand using PESTEL analysis.

2. From PESTEL analysis and the analysis of customers and competitors, identify key forces (opportunities and threats) that may affect your brand/company strategy.

3.Conduct a thorough internal environmental scan of Apple brand and analyse elements of organisational culture, vision, mission, values, long term strategic orientation and capabilities (core competence and resources).

4. From the analysis of the internal environment, identify key strengths and vulnerabilities (weakness) that may affect Apple brand performance.

5.Suggest how you can use your Strengths to mitigate the effect of Threats and materialise the Opportunities. Also, recommend strategies to strengthen your Weaknesses and avoid Threats by utilising Opportunities. Use the TOWS matrix table.