Marketing Environment Audit Of Wh Smith Marketing Essay

trade surround Audit Of Wh smith Marketing hearExecutive SummaryThe objective of this report is to conduct a food grocery store nominatevas and appraise some of the processes, models and techniques used.This result include an evaluation of the true external trade surround in which an digest of Porters fiver Forces give be conducted to appoint ways for ward for WH metalworker to bear hawkish in the retail environment.P.E.S.T. analysis volition be guaranteen to draw the opportunities and threats veneering WH metalworker and an assessment of the actual internal marketplaceing environment pass on be conducted in golf-club to put the strengths and weaknesses affecting WH smith.This report plant the relevant in unioniseation from a variety of different sources including academic text watchword books, case study texts, and various blade ranges including impertinentlybornspaper articles, the national statistics web orders, WH smith annual reports and Datamon itor reports.Based on analysis from Porter Five Forces and P.E.S.T. the report found WH smith lacking in the atomic piece 18as of intricacy outdoor(a) of the UK market in both the exit and senior in luxuriously spirits thoroughf atomic number 18 regions, WH metalworker online memory require to be updated and to a greater extent media necessitate to be added withal the digital medical specialty download exertion is worth looking at into for prox growth of the c solelyer along with the development of the already existing eBook website.And packaging and advertising is essential across whole divisions and atomic number 18as of the WH Smith.Introduction BackgroundWH Smith is hotshot of the leading retail groups in the UK. Its engaged in the retail of crudespapers, magazines, stationery, books and entertainment products. The confederation ope rank 565 high street bloods and 490 travel outlets located at high streets, airports, engage stations, hospitals work- place motorway service areas across the UK (WHSmithplc, 2008 Datamonitor, 2008).Key facts slightly WH SmithWH Smith employs ever soyplace 17,000 wad.E very year 70% of the UKs world reckon a WH Smith break inOn average, over 1.2 gazillion people visit a WH Smith highschool Street store every day of the yearWH Smith operate two divisions lavishly street and Travel.Every year 125 million travellers pass WH Smiths busiest Travel store at Londons Victoria StationWH Smith sells 1.5 million magazines every hebdomad 24,000 magazines every min they are undecidedWH Smith sells in nimiety of 40 million books yearlyOn average, WH Smith sell 3,000 A4 pads foolingEnd to end the gross revenue of WH Smiths 3 best selling rulers would crane from London to Spain (WHSmithplc, 2008 Datamonitor, 2008 Network Rail).Terms of lengthinessThe aim of this report is to under cue back a marketing audit appraise some of the processes, models techniques used for auditing the marketing environ ment.This is conducted thru evaluation of the external marketing environment assessing the actual internal marketing environment for WH Smith.From this the potential force leave be assessed to identify its allude on WH Smiths marketing supply marketing mix. The report will mop up with a conclusion and recommendations will be make as regards the troupe going forward.Main FindingsKotler (2000, p. 708) states a marketing audit is a comprehensive, overbearing, independent, bimestrial examination of a companys-or business units marketing environment, objectives, strategies, and activities with a view to ascertain problem areas, opportunities and recommending a plan of action to improve the companys marketing performance.An audit should be conducted on a regular basis, thoroughly and be thoroughly organised (CIM, 2002).An audit is undertaken so a company can identify its standing in the marketplace and involves an internal and external environmental analysis. intimate environme nt analysisIt is imperative for an formation to regularly asses their marketing, financial, manufacturing and organisational competencies to ascertain the strengths and weaknesses of all(prenominal) factor (Kotler, 2000). honest examples used in this analysisValue Chain compendPIMS (Profit Impact of Marketing Strategy)GAP abstractPortfolio AnalysisPLC (Product Life Cycle)origination AuditNDP (New Development Process)Experience CurvesExternal Environment Analysis possiblenessThis polls the micro and macro environments of the organisations which will lead to identifying the opportunities and threats facing the firm.Micro EnvironmentFactors closest to the organisation ( customers, competitors, distri exclusivelyors, suppliers), these can pass got a considerable impact on the firms performance within the marketplace the firm has no like a shot fake over these factors yet can have some process (Businessdictionary, 2009).There are four techniques used in analysing the micro environmentMarket analysisNetmba (2007) states The goal of a market analysis is to baffle the attractiveness of a market and to understand its evolving opportunities and threats as they relate to the strengths and weaknesses of the firm. node analysisIdentifying and understanding the necessarily and wants of your customers, exploring new trends for growth and expansion of the organisation (wmep, 2008).Competitor analysisEntrepreneur (2009) describes competitor analysis as identifying your competitors and evaluating their strategies to attend their strengths and weaknesses relative to those of your own product or service labor analysisIndustry analysis involves reviewing the economic, political and market factors that influence the way the industry develops. Major factors can include the ability wielded by suppliers and vendees, condition of competitors, and the likeliness of new market entrants (Businessdictionary, 2009).A useful model that can be used when turn outing out t he internal analysis is Porters Five ForcesPorters Five Forces ModelTo quote from Hooley et al (2008, p 73) Porter (1980) suggests that five principal(prenominal) forces figure of speech competition at the level of strategic business units and that a systematic analysis of each in turn can help managers identify the key to matchedness in their particular industryCompetitive aspirationVenturenavigator (2009) describes this as the intensity of competition between existing organisations in an industry. E.g. price, quality, and innovation. holy terror of new entrantsMallon (2005) suggests the insecurity of new entrants is establish on the industrys barrier to entry, e.g. of tick off capital costs, access to technology or requirements to obtain licenses.SubstitutesA stand in product is a product that replaces the deal for your product altogether, e.g., Timber inclose inglesides being replaced with steel frames (Whatmakesagoodleader, 2009). supplier powerBuyer power looks at th e relative power a companys customers has over it, size plays a factor, if the company is much monumentalr than its suppliers, and purchases in large quantities, thusly the supplier will have very little power to negotiate. i.e. Tescos buying in large amounts leads to suppliers having no power (Mallon, 2005).Buyer powerCustomers can exert their power to fail around and demand lower prices this creates price wars with companies which lead to cut down prices (Smit, 2006) in like manner large businesses that purchase extensive quantities from suppliers have greater buyer power and can demand lower prices smaller firms do not have the kindred bargaining powers (Mallon, 2005).Macro EnvironmentOpportunities threats occur here, they are uncontrollable short- terminal figure factors that affect the organisation as well as everybody within society, and the organisation has no control or influence over these factors (CIM, 2002).In order to identify opportunities threats a gadfly an alysis essential be conducted this looks at four external factors affecting the firmPEST AnalysisPoliticalPolitical factors hold alot of weight over the normal of a company e.g. consumer competition laws. economicThe state of a countrys sparing is central when deciding on business trading e.g. interest rates and inflation.SocialSocial and cultural influences change from each country and essential be measured e.g. changing trends, education, health system and ethnicityTechnologicalengineering is vital for competitive advantage, and is a study(ip) driver of globalization (Marketingteacher, 2010). dress up AnalysisHooley el al (2008 p42) states a SWOT give earks to identify the or so significant factors, both internal and external, affecting the organisations and its markets. It provides a quick executive director summary of the key issues. Secondly, blood line-still, by looking at where the strengths and weaknesses align with opportunities and threats it can help strategy f ormulation. The organisation can begin to see where its strengths big businessman be best deployed, offensively and defensively, as well as where its weaknesses bequeath it vulnerable to change or competitor action.Porters Five Forces AnalysisThis analyse will report on the industry as a social unit and identify ways forward for WH Smith to stay competitive in the retail environment.Buyer power HighHaving much(prenominal) a large operation gives WH Smith huge bargaining powers to negotiate terms without the risk of losing suppliers as switching costs are low and this makes industries highly competitive in reducing prices to win contracts with companies much(prenominal) as WH Smith (Datamonitor, 2009).Supplier power LowSupplier power becomes rock-bottom for industries such as books, cards, stationery and entertainment because of the large number of companies within these industries that can egress WH Smith, also switching costs is relatively low (Datamonitor, 2009). menace of new entrants HighThe rivalry from established competitors such as WH Smith discourages new entrants into the market however because the industry does not involve huge coronation this encourages other businesses to get rolling up (Datamonitor, 2009).Substitutes HigheBooks threaten the traditional form of books nevertheless are a relatively new idea and soon not as popular as the traditional book concept, the nurture devices are expensive which can turn customers off initial purchases, but WH Smith has adapted to this idea with the introduction of http//ebooks.whsmith.co.uk in October 2001 (Encyclopedia, 2002) another supervene upon to WH Smith is the increase gross revenue of second-hand books on sites such as amazon and eBay.Competitive rivalry HighWHSmithplc (2008) states large customer such as Tescos sell almost everything that WH Smith but at a reduced price such as cutting the prices of CDs to under 10 negatively charged WH Smiths market share (Cope, 2003), all t he while fully grown its customers the opportunity to carry out their grocery shop at the same sequence.Consumers are looking for to a greater extent jimmy for money and it seems consumers are swapping trips to the high street in favour of a careen around a virtual store (Rigby, 2006), online retailers as virago give customers slatternly access to products online while facilitating easy access to compare prices and get more value for money.WH Smith needs to passing play reduction and offers to match retailers such as Tescos and build on their web site.P.E.S.T AnalysisPoliticalNational minimum wage increase ThreatThe Office for National Statistics show that in October 2009 an increase from 5.73 an hour to 5.80 for adults was awarded with 18-21 year olds increased from 4.77 to 4.83.The majority of WH Smith employees would have benefited from this increase but WH Smith will be at a disadvantage with high(prenominal) over heads being the main issue at a time when the prudence is on a downturn (Hopkins, 2009). tubful increase in 2010 ThreatHopkins (2010) states the VAT increase of 2010 is another hit to WH Smiths profit margins as it increases from 15% to 17.5% in January, as this is necessary to bring stability to the UK delivery it is also putting the company at a disadvantage, WH Smith high street stores have already seen a drop in sales over 2009 due to the economic downturn in the UK, this shows expansion is demand into other countries to avoid such risks throughout the company but as the WH Smith annual report shows there are no new plans to thunder the high street division (WHSmithplc, 2009).Terrorist attacks ThreatWH Smithplc (2009) states The spread of a deadly disease, an act of terrorism or war could decrease the number of customers visiting WHSmith outlets.The Travel division of WH Smith was particularly affected by such events on 11th September 2001 (New York City) and 7th July 2005 (London), which saw decreased amounts of commuters usi ng airports and public transport which lead to a drop in sales (WHSmithplc, 2009).Due to the United Kingdoms involvement in the current war in Afghanistan WH Smiths Travel and high street divisions will be devastated by every terrorist attack in the UK for the foreseeable future due to their locations.EconomicalEconomic recession ThreatThe office of national statistics shows that the UK contracted by.02% in the third quarter of 2009 and remains 5.1% lower than the third quarter of 2008 however there is an increase in activity from the second quarter of 2009 cover the economy is slack offly starting to recover.WH Smith (2009) Annual report shows high street division recorded a passage in sales of 2.3% over 2007 another loss of 5% over 2008, along with the closures of book outlets such as Borders and Woolworths this increase in the economy is good password for WH Smith in 2010.Interest rates ThreatInterest rates were left unchanged at 0.5 per cent by the Bank of England today, as the Monetary Policy Committee (MPC) continued its policy of keeping the price of money at record lows to stimulate the flagging economy (Sabbagh, 2010).Ian McCafferty, the capitulum economic adviser at the CBI, states the unchanged interest rate is unsurprising due to the fact that recovery in the UK is likely to be slow and drawn out, similar to that following the 1980s recession with sub-par growth proceed into 2011. This hold on rates will promote consumer spending but is still a threat to WH Smith as this is not a permanent hold on rates and can be increased.Unemployment ThreatThe office of national statistics identifies that as of 16th December 2009 the unemployment rating stood at 7.9% which was relatively unchanged from the previous quarter and has risen 1.9% on the same quarter in 2008, this stands at one of the smallest increases in unemployment since spring 2008 giving hope that the economy is back on dock, with more people in employment it will promote consumer moral e and more spending which will lead to increased profits for WH Smith.SocialIncrease in the travel industry hazardA survey conducted by Travelzoo showed that over one-half of the UK respondents say they had plans to travel more in 2010, 66% of UK respondents are hoping to take one or two holidays and 31% are thinking most more than three trips. This shows the importance of holiday to UK residents as 25% will give up nights out, 22% will give up house improvements and 52% will get rid of luxury goods in order to be able to travel in 2010 ( discussion.holidayhypermarket, 2009).With more people that ever travelling in 2010 it shows the travel industry is back on track and will promote increased profits for WH Smith in 2010.Acquisitions and partnerships OpportunityWHSmithplc (2009) shows acquisitions of Leeds-based UNS with 71 retail units, 8 Caffee Nuovo coffee shops in 62 hospitals and 23 airport units from Alpha Retail UK Limited also a dealership deal with Road Chef was also c onfirmed in 2008 (Hasell, 2008).2010 will see six units opening in Delhi airports giving WH Smith a good share of the Indian market and shows the division is set on encourage international expansion orthogonal of the UK.An alliance with Penguin in which Smiths will stock only Penguins overseas guides in the majority of its travel stores in airports, and direct and bus stations to the exclusion of all rival brands titles is another feeling forward in a time of sell giants like Tescos fetching over the book industry WH Smith has taken steps to verify its competitiveness in the marketplace as discounts from suppliers chequers lower prices for end users (Freedman, 2009).High street benefited from the closure of the Woolworth stores in 2008 with WH Smith looking to have control of ten of the Woolworths stores before the end of 2009 (Felsted Lemer, 2009), this is another step forward for the UK market but having only two stores foreign of the UK shows high street needs to be m ore active in foreign expansion.Technologicalon-line sales OpportunityWhsmith.co.uk was launched in May 1999 with the intention of winning a third stake of the online book-market within three years but problems place in customer service, lack of products available and poor advancement the site is losing customers to bigger competitors such as Amazon, the same can be said of the entertainment and eBook sites WH Smith operates (news.bbc, 1999).The economic recession is making more people price sensitive and so many more consumers are look for the internet in the hopes of better deals and a bigger range of products, as Rigby (2006) states Shoppers, it seems, are swapping trips to the high street in favour of a spin around a virtual store. investiture, promotion and management into the online stores would yield long profits for the company.digital melody and eBooks OpportunityEncyclopedia (2002) shows WH Smith has made advancements into the eBook industry starting with the launch of http//ebooks.whsmith.co.uk in October 2001, but as with whsmith.co.uk the eBook site is lacking in promotion and available products on the web compared to Waterstones who identify eBooks as being a big part of their business and a fast growing part of the book industry over the onetime(prenominal) twelve months (Allen, 2009), also digital music is an area WH Smith has no adornment in but should be taking steps to invest in as more customers are turning to digital music rather than purchasing CDs as Garrahan (2009) states Physical album sales have fallen sharply as music retailing has evolved from CD album purchases in retail outlets to digital downloads of songs from online stores.According to research the author defines the strengths and weaknesses as followsStrengthsWidely recognised brand in the UKWH Smiths (2009) states their business model is based on their widely recognised and respected brand which has been part of the UK economy for the past 217 years, Datamonitor (200 9) states The Companys brand is an important asset and wellly appeals to the customer, thereby positively affecting the companys business an example of this would be 70% of the UK population visit a WH Smith store every year (WHSmithplc, 2009).Wide retailing operation in the UKTravel operates 490units 135 are in airports, 114 in railway stations, 118 in motorway service area, 95 in hospitals and 19 in locations such as bus stations and workplaces, club units are in four non-UK locations, in Paris, Shannon, Copenhagen and Stockholm (WHSmithplc, 2009).High street operates in 565 High Street stores located in almost all of the UKs major high streets (WHSmithplc, 2009), it benefited recently with the closure of Woolworths and is taking the appropriate steps to fatten its presence with plans to take over ten of the Woolworths sites as stated by Felsted Lemer (2009) and the recent collapse of the 45 stores Borders book chain occupied in the UK was another opportunity for expansion of the high-street stores which WH Smith decline to invest in, WH Smith had initially shown interest in a deal but then pulled out of talks (Marlow, 2009).The company has show to be a strong competitor in the UK market but more focus is needed in expansion into foreign markets as competitors such as Amazon have do.Strong performing travel division2009 showed profits of 17% to 48million and 8% profit growth, the division operates from 490 units (2008 449 units), 135 are in airports, 114 in railway stations, 118 in motorway service area, 95 in hospitals and 19 in locations such as bus stations and workplaces, nine units are in four non-UK locations, in Paris, Shannon, Copenhagen and Stockholm and these units have shown to perform higher in rush hour than some lower performing high street stores (WHSmithplc, 2009).2010 will see six units opening in Delhi airports which will give WH Smith a good share of the Indian market and shows the strength of the travel division, its stability in an economy downturn and shows the division making the necessary steps for foreign expansion (Hall, 2009).WeaknessesGeographic compactnessDatamonitor (2009) identifies high street as having two locations outside the UK Paris and capital of Northern Ireland with travel operating nine units in four non-UK locations Paris, Shannon, Copenhagen and Stockholm with six more to be opened in Delhi airports in 2010 (Hall, 2009) .WH Smith is open to many negative environmental factors having all of its operations in Europe, one such factor is the current economic recession that resulted in a 2.3% loss in sales over 2007 and another 5% loss over 2008 for the high street stores.Competitors like Amazon have operations in Canada, Japan, UK, China, France, Germany and the US also Borders operate in Australia, Malaysia, New Zealand, capital of Singapore and the United Arab Emirates (Borders, 2010 Amazon, 2010).As Travel is taking steps for foreign expansion high street has no plans for expansion as WHS mithplc (2009) points out The High Street plan remains unchanged thus making the company vulnerable to adverse market conditions in the region and puts it at a competitive disadvantage over global retail giants (Datamonitor, 2009).SWOT AnalysisStrengthsWidely recognised brand in the UKWide retailing operations in the UKStrong performing travel divisionWeaknessesGeographic absorptionOpportunitiesIncrease in the travel industryOn-line salesDigital music and eBooksAcquisition and partnershipsThreatsNational minimum wage increaseVAT increase in 2010Terrorist attacksEconomic recessionInterest ratesUnemploymentMarketing mixProductWH Smith offers a wide variety of Books, Stationary, Gifts and Cards, Magazines, videodisk, DVD formats, UMD formats, Blue-ray and HD DVD, Music, Games, eBooks, PC and Electronics in the high street and travel division.WH Smith needs to invest heavily in digital media along with eBooks focus must be put on investment in digital music as this market shows huge growth with ITunes being the market leader. worthDue to the increased amount of competition entering the market WH Smith needs to ad on the dot its pricing structure in line with its competitors to ensure customers feel they are getting value for money thus increasing its market share, as customers become more price sensitive and shop around for better deals online and high street.Agreeing partnerships as the travel division has done with Penguin is an example, this ensures a reduced prices for the customer at the till as it reduces supplier costs, and this in turn increases competitiveness with such rivals as Tescos and Amazon.PlaceWH Smith high street has 564 stores present in almost all of the major high streets within the UK and travel has 481 units in airports, hospitals, motor service, bus and train stations within the UK, the UK market works well for WH Smith but it now needs to focus on foreign markets.Travel occupies nine travel units in Paris, Shannon, Copenhagen and Stock holm, the recent plan to open six units in Delhi airports in 2010 is such a way forward but more expansion into other countries is needed to stay competitive.High street offer two stores outside of the UK in Paris and Belfast with no plans to expand further in 2010, while competitors such as Amazon and Borders have a presence worldwide WH Smith needs to expand to stay competitive with such companies.WH Smith online has a weak presence, a huge amount of investment in promoting and managing the site is required. It has been shown that more people are pitiable to the internet for day to day purchases, research on products and value for money, if WH smith is not seen to be offering these to consumers they will move to competitors such as Amazon.PromotionAdvertising offered by WH Smith is poor for all divisions as this has an impact on sales, more focus needs to be put into the advertising and promotion of both divisions, i.e. TV, radio, internet, ideas such as sponsoring Universities/t eams as students would cover a big part of WH Smiths customers, reduction in prices would also be classed as advertising, cutting prices below competitors and this would also lead to customer passing on the information thru word of mouth.Marketing planning (strategic tactical planning)Businessdictionary (2010) states tactical planning is Systematic determination and scheduling of immediate or short-term activities required in achieving the objectives of strategic planning, while Strategic planning is a business process that many companies employ to identify their diminutive success factors that set the course for future growth and profits (Gaw, 2009).Tactical planning as relates to WH Smith includes short term plans including pricing structures, discounts, and committal cards.Strategic planning is more focused on long term goals such as expansion into new markets such as the move into India with six travel units opening up also developments in industries such as digital music dow nloads needs to be a main focus of WH Smith going forward as the world is moving into the digital age.ConclusionThe report found WH Smith to possess a huge market-share within the UK, but lacking in the areas of expansion outside of the UK compared to other competitors such as Amazon and Borders which leaves it vulnerable to negative set up on the economy such as the current economic recession. besides retailers as Tescos and Asda can offer drop down prices of mostly all products WH Smith sells included in a customers weekly grocery shopping which heightens competition for WH Smith with these retailersWH Smiths attempts into the digital era is lacking, the companies websites (entertainment, eBook, whsmith.co.uk) were found to be in need of attention is areas such as customer service, products available and promotion as customers are not satisfied with the current system.Also the digital music industry was found to be a growing market and it would be in WH Smiths interest to invest in this area.RecommendationsThe report finds that the WH Smith needs to be more active in promoting the company outside of the UK, competitors such as Amazon and Borders have done this successfully, expansion into other countries reduces the chance of being affected by economic factors such as the economic recession in the UK which has had negative effects on WH Smith high street division with a reduction in sales over 2007 and 2008.WH Smith on-line needs vigorous investment in all online stores, customer service, availability of products and promotion are the main issues to start with. Amazon has a great online presence as it markets its site very well, targeting its customers with items relating to previous purchases, this is a good idea for WH Smith to work on.Investment in digital music downloads is advised as this market has shown to be growing rapidly with ITunes as market leader.More partnerships like Penguin need to be agreed in both divisions, thus reducing supplier costs w hich can be passed onto customers this will help with competition from Tescos and Asda.Reference/BibliographyAllen, K (2009), E-readers turn heavy textbooks into a light read just like Dan Browns latest, http//www.guardian.co.uk/business/2009/sep/10/sony-readers-boost-ebook-market (date accessed 12/01/2010)Amazon, (1996-2010), http//www.amazon.co.uk/ (date accessed 06/01/2010)Bintliff, E, (2009), Borders UK goes into administration, http//www.ft.com/cms/s/0/87e1fc72-dac1-11de-933d-00144feabdc0.html (date accessed 07/01/2010)Borders, (2010), Borders stores around the world, http//www.borders.com/online/store/InternationalStoresView (date accessed 06/01/2010)Businessdictionary, (2009), Micro environment, www.businessdictionary.com/definition/microenvironment.html (date accessed 25/11/2009)Businessdictionary, (2009), Industry analysis, www.businessdictionary.com/definition/industry-analysis.html (date accessed 25/11/2009)Businessdictionary.com (2010), Tactical Planning, http//www.busi nessdictionary.com/definition/tactical-planning.html (date accessed 10/10/2010)CIM (2002), Marketing environment stage 1, London, BPP Publishing limitedComputergram, (1998), WH SMITH BUYS EUROPES BIGGEST ONLINE BOOKSTORE, http//www.cbronline.com/news/wh_smith_buys_europes_biggest_online_bookstore?print=1 (date accessed 07/01/2010)Cope, N, (2003), WH Smith blames Sars and fall in CD sales for profits slump, http//www.independent.co.uk/news/business/news/wh-smith-blames-sars-and-fall-in-cd-sales-for-profits-slump-537378.html (date accessed 06/01/2010)Datamonitor, (2009), Company write WH SmithDatamonitor, (2009), Industry indite Stationary and CardsDatamonitor, (2009), Industry Profile BooksDickson, M, (2005), Swann Upping, http//www.ft.com/cms/s/0/575ea15e-b2cb-11d9-bcc6-00000e2511c8.html (07/01/2010)Directgov, (2010), VAT Value Added Tax, http//direct.gov.uk/en/MoneyTaxAndBenefits/Taxes/BeginnersGuideToTax/DG_4015895 (date accessed 10/01/2010)Drummond, G and Ensor, J, (2004), Strategic Marketing planning and control, second edition, Oxford, Butterworth Heinemann.Encyclopedia, (2002), http//www. encyclopedia.com/doc/1G1-82247922.html (date accessed 07/01/2010)Entrepreneur, (2009), Competitive analysis, www.entrepreneur.com/encyclopedia/term/82078.html (date accessed 25/11/2009)Felsted, A Lemer, J, (2009), WH Smith eyes more Woolworths stores, http//www.ft.com/cms/s/0/6fc55222-2fd8-11de-a2f8-00144feabdc0.html (date accessed 10/01/2010)Freedman, S, (2009), Booksellers get down to business, http//www.guardian.co.uk/commentisfree/2009/may/28/writers-kindle-revolution (date accessed 10/01/2010)Garrahan, M, (2009), Apple joins forces with record labels, http//www.ft.com/cms/s/0/28129982-7a18-11de-b