Success Factors Impacting the Productivity of Foreign Mobile Phone Brands in the UK - Dissertation Example

Technology has changed the way humans think by offering a number of solutions and opportunities to use it in an effective manner. 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 communication at any point in 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 organizations introduced mobile phones in their domestic markets. Prior to 2010, Nokia was the market leader in mobile phone communication having great reach in different parts of the world. Later, organizations 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 a wide array of products related to computers, software, and mobile phones (Attewell, 2005). Initially, the success of both these organizations 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 Smartphones and the research will discuss factors helping in increasing the productivity of these foreign mobile phone brands in the United Kingdom (Ballard, 2007). 1.2: Research AimThe research aims to explore factors affecting the productivity of foreign mobile phone brands like Samsung and Apple in the United Kingdom.

For this purpose, the researcher has designed few research objectives that will help in supporting the research cause and aim in a logical and systematic manner. 1.3: Research QuestionsThe researcher has further designed few research questions that will support the research aim. It needs to be stated that the researcher did not formulate the research objectives as questions seemed to be more appropriate in terms of assessing the research issue. The research questions are theoretical in nature considering the fact that the research is based on secondary research and does not require a practical set of questions to investigate the research topic.

The research questions are as follow:1. What is the utility of the proposed model of Zeithaml (1988) in investigating consumer perception?2. What is the scope of analyzing the role of quality, value, and price in assessing the buying behavior of consumers?