Introduction of marketing and communications module: Analysis of Mobile phone industry in UK markets

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Section A: Desk research results
INTRODUCTION
This research study is about analyzing the mobile phone industry in UK markets. Mobile phones industry is very innovative industry because it is totally based on technology. As it can be observed that technology changes every now and then which are biggest challenge for the companies to keep themselves regularly updated based on the technology arising across the world. Also, smart phones are setting up new standards and many companies have already been disrupted because they could not cope up with the new technology of Android Phones. Major players in this industry are Apple, Samsung, Huawei etc. in UK markets. This report includes PESTLE analysis, major players in the industry and segmentation map of industry.
PESTLE Analysis
Political Factors
In year 2016, Britain voted in order to leave EU had greater effect on mobile phone industry. There are many implications when Britain decides to EU but one major impact caused to all companies of UK who are having their business in Europe. This turmoil led many companies to increase the prices of their apps because of sharp decline of Pound following Britain’s vote to leave EU (Wulff, (2019)). Company has to change their prices accordingly. Britain leaving EU led to increase in inflation in prices which still continue escalate. On the other hand, it is also weakening pound that too against dollar and situation will be going worse.
Economic Factors
In year 2018, Brexit has even impacted economic factors as UK faces many financial crises. Prior to this in year 2017, UK was facing wage growth less than inflation that means that UK population is having less spending income than what actual prevailed to actually spend. UK population was no longer accepted the rise in prices done by various companies because of having low income spending on new gadgets (Cardoso, (2017)). For example, Apple launched its new Macs with the rise in 20% of its previous price i.e. £500 increase in price that too overnight. On the other side, this has also benefitted to Apple Company as it was still maintaining 48% of market share ahead of Samsung which was having 35% market share.


Analysis of branding strategy of Apple Co.
Apple’s branding strategy is based on the emotions of public. Initial point of company is that how Apple product makes other person feel. It all about lifestyle, imagination, liberty regained creativity, innovations, dreams, new hopes, aspirations, expectations and always gives power and energy to people through its innovative technology (Moon, (2015, June)). Company’s branding strategy is all based on simplicity and removal of all obstacles from individual’s life and designing the product which is liked by audience and it is human related company that associates its heart with company’s customers.
Company’s qualities plays important role because of this Apple is positioned at extreme level to help the audience and businesses in order to strive for achieving their goals and targets. Company’s brand is not just intimate with its customers but it is loved and it provides real sense of group to its customers. Brand equity and consumer franchise is extremely strong and products preference is to “Mac community”, i.e. company is not alive only for 90’s and but it is also for sustaining its price that is even premium to its rivalries. It has been said by many that without the premium price which the company always tries to sustains in its many products portfolio, company would leave its PC business decades ago. This has now become company’s strength because in recent years and ultimately company’s profits because company has improved its manufacturing costs, also maintaining strong brand equity (Yu, (2019)). Company should not change its branding strategy because branding strategy on emotions plays very important role because individual’s emotions matters a lot when they go for taking any big decision.
References
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Cardoso, E. A. R. P. (2017). Examining the differences of the internationalization strategies of two of the major brands in the smartphone industry-Apple inc. versus Samsung electronics (Doctoral dissertation).
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