International marketing plan- how to increase sales rate for HTC in UK Dissertation

International marketing plan- how to increase sales rate for HTC in UK - Dissertation Example The chapter also highlights the rationale and scope of the research along with proposing the methodology. The literature review chapter discussed the model proposed by Zeithaml (1985) where the relationship between price, value, and quality has been associated with consumer perception. The model explained that in order to enhance the consumer perceptions, it is important to decrease the perception of sacrifice, add intrinsic attributes, evoke perceptions, and use extrinsic cues to signal value for all possible strategies. The chapter concluded that price, value, and quality of products affect the perceived benefits and beliefs of consumers in a good manner. The research methodology chapter presented an overview of the different elements of the methodology along with highlighting the preference for each element in an illustrative manner. The finding and analysis chapter found that Samsung success factors are in the form of a robust and varied product portfolio attracting consumers of all age groups. On the other hand, Apple believes in product differentiation embedded with brand equity and recognition to attract consumers. The last chapter concluded that that the success factors of Apple are mainly in the form of product differentiation, brand appeal, brand value, and consumer perception over the value and quality. ... Communication plays an important role in connecting people and in this regard, mobile phones have played a major and crucial role (Adkins, 2008). The advent of mobile phones offered much needed liberty to people to enhance the communication at any point of time making life easy and simple along with facilitating the flow of information and communication (Anttila and Jung, 2006). Motorola was the first company to introduce mobile phones in the market and later a number of organisations introduced mobile phones in their domestic markets. Prior to 2010, Nokia was the market leader in the mobile phone communication having great reach in different parts of the world. Later, organisations like Samsung, HTC, Micromax, Apple, and Sony forayed into different markets increasing the overall rate of competition along with offering wide arrays of options to the consumers. One of the most innovative mobile manufacturers has been Apple and Samsung offering attractive mobile phones with distinctive designs and appeal. Samsung is a South Korean multinational conglomerate having a number of products including mobile phones. On the other hand, Apple is an American multinational company having wide arrays of products related to computers, software, and mobile phones (Attewell, 2005). Initially, the success of both these organisations was limited to few countries but later these companies embraced an international outlook by exploring international markets and thus gaining impressive market share (Ballard, 2007). The research aimed to explore factors affecting the productivity of foreign mobile phone brands like Samsung and Apple in the United Kingdom. The United Kingdom has been a developed market for