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rch on consumer behaviours such as why consumers start to consuming one notebook or which TV channel HP's target consumers watch most and so on could be provided for more precise recommendations to HP's branding and communication strategy.

In conclusion, understanding consumers is the basic task for every company. Ewing (2001) shows that effective branding is one of key factors for a successful company. Strong brands with a loyal group of consumers will be more resilient to the fluctuations of the business environment. Therefore, in order to attain competitive advantage to expand business, HP must put effort into strengthening its brand position by comprehending consumer behaviour and utilising the right communication tools as shown by this research.

Appendices

Appendix A: Project Proposal

UB number:06013513

Project Title: THE NOTEBOOK PC INDUSTRY IN TAIWAN: AN EXAMINATION OF CONSUMER PERCEPTION AND EVALUATION OF HEWLETT-PACKARD

Supervisor:Dr. Steve Henderson

Company:Hewlett-Packard Development Company, L.P. (Taiwan)

Submission: 8thof September, 2008

Scope/Rationale of Project

According to the information on the competitive situation of the competitors, Hewlett-Packard is facing particularly selling pressure on Personal Computers especially in Taiwan. This may be due to the fact that strong sales of Acer and Asus which account for over half of laptop market share with local brands advantage. Additionally, other Taiwanese contract manufacturers recently have begun to sell branded computers. The shift by Taiwanese companies into selling brand-name computers has been driven by shrinking profits as manufacturing has moved from Taiwan to China and competition for large contracts has increased.

At most Taiwanese companies, profit margins on sales of branded computers are roughly five times higher than on sales of computers and parts to resellers like H-P and Dell, said Jerry Shen (2008), Asustek's chief executive officer. Taiwanese contract manufacturers responsible for making most of the world's personal computers have leveraged their manufacturing strengths to market their own brands, a trend that has increased competition across the industry. Although Hewlett-Packard is the top-selling computer maker in the worldwide, those reasons result particularly high challenge to H-P to grow the market share in Taiwan.

The latest global brand analysis and ranking by Millward Brown Optimor provides insight into the impact of marketing and sales on brands. In top 100 most powerful brands ranking list without dividing into any sub-category, H-P made it to No. 16, finishing ahead of No. 41 Dell and even Lenovo, Asus and Acer are not on the list. Of those brands, though, H-P was gaining in brand value (17% for H-P whereas 10 % for Dell).

This research examines consumers' perception and evaluation of the HP brand and makes a comparison with other three major brands in order to get a better understanding of brand strength and preference. There are three objectives in this research to help achieve the overall aim.

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