... to lowering prices (Wharton, 2012). Following Mintel's report on the UK mobile market, about 45% of the UK mobile consumers consider price as the most important factor when purchasing mobile phones (Mintel, 2014). As one can see, when there is not much difference in features of product, price becomes a decisive aspect that confers higher power to consumers. Therefore, although ... the mobile phone industry is not heavily affected by type of consumers, the standardization of products and the affordability of mobile phones make the bargaining power of buyers moderate high. Threat of Rivalr...

• Word Count: 2583
• Approx Pages: 10
• Has Bibliography
• Grade Level: Undergraduate