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Essay example - An investigation into the impact of branding on growth of tablet computer for the UK market

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Masters
Essay
Marketing
Pages 56 (14056 words)
This study explores how branding has impacted the growth of tablet computers in the UK market. The researcher critically reviewed literatures on the subjects of branding and its impact for technology products, particularly with reference to branding in the tablet PC market. …

Extract of sample

This chapter provides an overview of the entire dissertation, starting with the background of the study that brings out the phenomenon of study. This is followed by a delineation of the need of such a study and its significance, which then leads to formation of the research question and setting the aims and objectives of the study. Subsequently, the chapter deals with a brief description of the research methods to be adopted for the study covering such issues as the research design, sampling, data collection and analysing.
1.2 Background
In the information age, two things have invaded into most of individual’s life – one is a mobile phone, and the other a PC. Over the decades, the need for diminishing size and increasing mobility of the personal computer; and increasing size and functionality of the mobile has given rise to the birth of Tablet PC. In other words, a tablet PC can be seen as a blend between a mobile phone and a PC that has evolved from consumers’ preference for larger and larger mobile phones and smaller and sleeker laptops.
With the release of iPad in April 2010, Apple created a revolution of table computers, even though a host of other companies such as Dell, and Samsung published their tablet computer in the same year; and followed by Blackberry PlayBook, HP Tablet, Asus Eee Pad, Data Ltd Tablets which were released in 2011. The tablet PC market has taken the technology market by surprise in terms of growth, product innovation, and marketing innovation. ...
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