However, the firm is facing huge challenge in the UK software or IT industry. In order to maintain the objective of serving health care clients, they are providing high quality healthcare software. Such products are helping clients for using the innovative products and operating systems. It is observed that The Phoenix Partnership (TPP) is having the service support contract with more than 5000 NHS supported organisations (TPP, 2015a).The Phoenix Partnership (TPP) offers effective services and IT products so that the clinical statistics access is quite easy. It will help both the patients and care stuff. However, the firm is facing the challenge of intense competition from many other IT organisations. Changing technology and financial crisis also increases complexity in desired financial and operational outcome. It was observed in assignment one The Phoenix Partnership (TPP) aimed to diversify their business in new market segments (TPP, 2015a). They were planning to target and penetrate in the Indian market. Thus, international marketing plans and communicational plans are highly solicited to ensure the growth and sustainability. These strategic factors help in attracting new customers and hospitality and care service clients and make the entry strategy more successful (TPP, 2015c).Proper marketing plan requires effective internal and external market analysis. They are currently having high support for the care service providers. Internal analysis will be outlining level of competency of organisation in the international aspect. Brand identity is playing crucial role in penetrating into any new market. The Phoenix Partnership is providing IT and consultancy service to more than 5000 NHS set up of UK area. High quality IT or software products and services are offered by the UK based firms (kpmg.Healthcare spending of Indian and UK people are representing sound amount of gross domestic product. It is observed that Indian people spends 4.1% of their GDP (kpmg. Indian economy is facing the constant increase of population, disposal income, and literacy rate. In addition, lifestyle-related diseases are examined among the Indians. The Phoenix Partnership is one of the major IT service providers in the UK based healthcare organisations. Thus, clients are having the responsiveness, insight and positive attitude for the brand as it is providing high quality services (TPP, 2015b). The Phoenix Partnership is increasing the level of
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