arch 2019 to 31 December 2020) but if the UK has no anything to guarantee about the bright future after the transition period, these above things will be happened and it will affect businesses and customers.

2. Economic: The UK’s economy is still in stable since Brexit. The British Pounds had gone down after the day of referendum, it has now regained its losses against the dollar, while remaining 15% down against the euro. The interest rate has gone up to 0.5% in 2017. The economy estimated to have grown 1.8% in 2016, second only to Germany’s 1.9% among the world’s G7 leading industrialised nations. The UK economy continued to grow at almost the same rate in 2017. Inflation rose after June 2016 but has since eased to stand at 2.5%. Unemployment has continued to fall, to stand near a 40-year year low of 4.3%. Annual house price increases have fallen from 9.4% in June 2016 but were still at an inflation-beating 4.9% in the year to January 2018, according to official ONS figures. But the important thing is free trade. Leaving the EU means that the UK will have to negotiate with other countries to have free trade deals and it will take years to have them so unless the UK has free trade, the price of everything might be increased.

3. Social: Nowadays, people’s lifestyle has changed. Since have smartphone, people are very reliant on it, from surfing social networks, take a picture or record a video, internet banking, order online and so on. Moreover, people are demanding more communication (phone calls, messages, video calls) with faster and convenience as much as possible. In addition, the level of education has growth, with more people can use technology devices. Besides, in the UK, the age of customers is between 18 – 35 years old (young person) so they are the target customer that technology companies are aiming to.

4. Technological influences: Since have smartphone, more useful apps have been launched, such as health apps for tracking health, internet banking for transferring money & check balance, online apps for order things such as food, drink, clothes,…, news apps and so on. In addition, the number of people using Internet by smartphone has been increasing every year. This is an opportunity for technology companies to launch new products. But the data of customers might be leaked or stolen because of obdurate lack of protection and security. There are some cases that people lost their money because of weak protection so it might be a challenge for technology companies when they develop new smartphone.

To sum up with, Apple is launching iPhone XI in the UK so this is a marketing plan based on