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Essay example - The Mobile Phone Market in China
Pages 16 (4016 words)
MARKETING STRATEGY The mobile phone market in China BY YOU YOUR SCHOOL INFO HERE DATE HERE The mobile phone market in China 1. Introduction China represents a newly industrialized country that is providing new opportunities for expansion and growth of businesses that develop and market mobile phones…
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At the same time, there is a heavy reliance on group affiliation and group membership in China that continues to feed growing consumption demand ratios for mobile phone products as a means to stay connected with other Chinese family members and peer acquaintances. There is also a growing demand for mobile services in the business environment for executives and generic employees alike, representing a whole different market segment other than just the middle class Chinese buyer. Therefore, there are multiple market segments that are available for targeting which will require the creation of an integrated marketing campaign for business and generic consumer markets. China, however, is a saturated market for mobile phone marketers, with such competition as Nokia, Motorola, Toshiba, Panasonic and other local Chinese manufacturers under partnership with NEC and other Chinese service providers (Myers & Yuan, 2008; Wang, 2005). This must be taken under consideration prior to market entry as unit volumes of competitor mobile phones have exceeded 134 million in 2008 (Fu, 2007). Subscribership to mobile services of varying variety has reached 480 million in China by 2008, a 20 million unit increase since 2007 (Fu). ...
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