Preview

Cheep Chineese Mobile Market

Good Essays
Open Document
Open Document
2041 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Cheep Chineese Mobile Market
PROLIFERATION OF MOBILE PHONES AND DILEMMA OF BRANDED MOBILE PHONES IN SRI LANKA

Prepared By
N.S.M. Kalideen
Reg.No. PGDIP- D101k12-1

Individual Integrated Assignment (Strategic Level)
June 2012 Examination

Postgraduate Diploma in Marketing

SRI LANKA INSTITUTE OF MARKETING

Contents | Page Number | | | | | | | | | | | | | | | | | | | | | | |

Executive Summary The assignment based on cannibalizing mobile phone in industry between Cheep Chinese Branded Phones on Branded Phones. According to university research the major revenue comes to a mobile company from low end markets which is penetrating by cheep Chinese branded phones.
The assignment provides information and data set of the Demand of branded mobile phones and cheap chineese mobile phone, Micheal Porters Porters 5 force analysis, SWOT abalysis of branded phones and cheap Chinese branded phones, Brand image positioning and features positioning of branded phones and cheap Chinese brand phones and Life cycle of both phones.
To make a fair comparison between branded phones and cheap Chinese branded phones the study brought up to some mobile dealers and consumers to explore their views and perception of branded phones and cheap Chinese branded phones.
The study will ensure all available branded phones and cheap Chinese branded phones are taken in to consideration to get the maximum output of the study. A similar example has shown in the past what has happened to cheep brands
Based on the findings suitable marketing strategies developed to retain the market share by navigating how to develop sustainable advantage in current market. Also what are the entry barriers could be imposed by branded mobiles to prevent cheap Chinese branded phones.
Finally assignment concluded by referring the pros and cons of the study to take management decision to sustainable development of branded mobiles to stop cannibalizing.
A narrow area of
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Powerful Essays

    Apple Iphone
    • 1789 Words
    • 8 Pages

    Apple Iphone

    The purpose of this business report is to review the appropriateness of the iPhone for the target segment. A brief explanation of the iPhone, in which the market operates, is given, including the main micro and macro environmental factors that affect the industry. People have different needs based on their demographic, economic and physiological backgrounds and they perceive the appropriate mobile phone category accordingly. The mobile phone industry has many competitors, and organizations have to develop new trends to meet the demands of customers and deliver superior value and satisfaction. Identification of bases for effective product distribution is necessary and it can be done by segmenting, target marketing and positioning. Consumers purchase products according to the roles they have in the society and display specific buying behaviours based on internal characteristics and external influences. Grouping customers based on their buying behaviour and other common characteristics and targeting them is effective way of marketing mobile phones. The iPhone can be targeted on both working group and students. These target segments have specific needs that can be fulfilled with this procedure.…

    • 1789 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Apple and Their Strategy
    • 15508 Words
    • 63 Pages

    Apple and Their Strategy

    The focus of our industry sector evaluation was on the UK’s mobile phone industry. Here we identified that there are eight leading mobile phone brands operating within the UK, these are Apple, HTC, Nokia, LG, RIM, Sony, Motorola and Samsung. The assignment looked at various situations and influences that are present in the industry and are effecting decisions being made by mobile phone brands. To do this we chose to focus on three different…

    • 15508 Words
    • 63 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Smar Phone Market
    • 770 Words
    • 4 Pages

    Smar Phone Market

    In this report I will be evaluating the investigation into Smartphone market, showing the various as Smartphone phones in market…

    • 770 Words
    • 4 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Shanzhai

    • 1504 Words
    • 4 Pages

    Shanzhai

    Shanzhai (“Bandit”) Mobile Phone Companies: The Guerrilla Warfare of Product development and Supply Chain Management. By: John Rediehs, Malini Seelan, Rama Paidi 1 Table of Contents Introduction Page. 2 Case Analysis Page. 2 Suggestion/Implementations Page. 4 Conclusion Page. 5 References Page. 6 2 Introduction Shanzhai (“Bandit Cell Phone”) is shaping the entire thought process of development, marketing, and technology in the largest cell phone market in the world. A market that has long been dominated by the corporate players like Nokia, Samsung, and Sony now face a tenacious domestic threat defined by a grassroots culture spreading within China. Shanzhai companies as they are referred to in this case study have gained a steady market share in the recent years on the big corporate players. By understanding their domestic market and their contract manufacturing history with the big players in the market, Shanzhai companies arose out of the culture to revolutionize the Chinese cell phone market. In this paper we will be analyzing several steps in the Shanzhai manufacturing process and business model. By highlighting several interesting and unique Shanzhai business strategies, we hope to gain the insight to apply these strategies elsewhere in the business world. Case Analysis Shanzhai companies are uniquely Chinese; they are a blended subculture of shameless counterfeiting, ruthless competition and social beliefs. Shanzhai companies tend to bend the rules or flat out ignore them in a pursuit to maximize profit, experimentation, and optimal output. In translation Shanzhai companies operate with surprising efficiency and at extremely low costs. With this ability to cut costs and offer similar products based off the corporate brands at a lower price, the Chinese market was prime for growth. Currently, the Chinese market has over 900 Million mobile phones users with over a billion individuals for market growth. Due to the geographic and socioeconomic situations in…

    • 1504 Words
    • 4 Pages
    Powerful Essays
    Read More
  • Best Essays

    Strategy Marketing and Communications ¡V a Case of Lg Electronics
    • 2432 Words
    • 10 Pages

    Strategy Marketing and Communications ¡V a Case of Lg Electronics

    Leading mobile phone companies such as Samsung, LG Electronics and SonyEricsson are rushing to introduce strategic handsets, aiming to win a larger chunk in the market. In the fiery competition space, LG Electronics has introduced its first black-label (premium label) mobile phone which called ¡§Chocolate¡¨ for the competition, and tried to use its new marketing strategy for spreading into a new market place that no one has took up before. This report first of all will start from over viewing LG Company and its strategy by present. Secondly will go into specifically to analyze the strategy which on launch its ¡§Chocolate¡¨ model and its competitors, and also to analyze the feasibility of its strategies through understanding its strength and weakness. Finally, the report will apply the key factor to its global capability, to discuss the further modification and development opportunity.…

    • 2432 Words
    • 10 Pages
    Best Essays
    Read More
  • Better Essays

    iphone marketing in china
    • 990 Words
    • 4 Pages

    iphone marketing in china

    The IPhone is a very smart phone that was made by Apple. This smart phone is very popular in the world, especially in China. In China now, it is no exaggeration to say that iPhone can be seen everywhere. Obviously, China is a big marketing of Apple. IPhone came to China in 2007. Before it came, the brand Apple was well known in China. Thus, iPhone was sold very successful because the iPhone knows what Chinese really need now. So not only teenagers but also businessmen want to have one. The IPhone means friend and friendly tools to Chinese. Although iPhone had taken the first step to success, it also has a long way to live in China. Firstly, a research and an analysis of apple market share and target customers will be shown in essay. Then, SWOT about iPhone in China will be argued.…

    • 990 Words
    • 4 Pages
    Better Essays
    Read More
  • Better Essays

    Marketing Mix Report about Samsung Galaxy Round
    • 1110 Words
    • 5 Pages

    Marketing Mix Report about Samsung Galaxy Round

    In this research, my main direction is analysis Samsung Galaxy Round’s marketing. In this respect I must research information about the current market about cellphones. Then I will use some ways to elaborate how to earn profit and how to win the market. So my methods are use market analysis and SWOT to have a product positioning. It can help Samsung Galaxy Round possess market share in Smartphone industry. According to information that I gathered, I find the mobile phone market share always occupied by several companies Apple, HTC, Nokia, and Samsung. This market is very favorable for our product sales. We have to seize the opportunity to sale our product.…

    • 1110 Words
    • 5 Pages
    Better Essays
    Read More
  • Powerful Essays

    Conjoint Analysis
    • 3604 Words
    • 15 Pages

    Conjoint Analysis

    This paper intends to explore consumer preferences for Mobile phones attributes, to determine the optimal combination for consumers, and to provide manufacturers a reference for their marketing strategies. In this study, consumers were divided into several demographics (age, gender, occupation) and individual preferences for various mobile phone attributes were compared. Consumers showed significant demographical difference in their preferences over the combination of mobile phones attributes.…

    • 3604 Words
    • 15 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    HUAWEI research
    • 4239 Words
    • 15 Pages

    HUAWEI research

    The purpose of this report is to find out how Huawei positioned in the industry of mobile phone. We went through all Huawei’s background, offering, purpose, market contexts and understanding the business operations of Huawei. We also analyse and evaluate what marketing strategies and marketing mix to help them hold their position in such competitive industry.…

    • 4239 Words
    • 15 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Part One: Reading Comprehension (15 Pts) (07 Pts) Read the Text Carefully and Do the Activities Counterfeiting Means Copying an Original Item, Especially Consumer Products, with the Intent of Deceiving or Defrauding the
    • 639 Words
    • 3 Pages

    Part One: Reading Comprehension (15 Pts) (07 Pts) Read the Text Carefully and Do the Activities Counterfeiting Means Copying an Original Item, Especially Consumer Products, with the Intent of Deceiving or Defrauding the

    Incidentally, the case of consumers and buyers of mobile phones and their accessories is not different, as many consumers opt for substandard or counterfeit mobile phones because they are cheap and looks like the originals. All these are informed mainly by the advancement and sophistication of counterfeits in recent times and compounded by the lack of zeal of producers to partner with regulators in the education of consumers and removal of fake products from the market.…

    • 639 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Marketing Project. on Symphony
    • 1816 Words
    • 8 Pages

    Marketing Project. on Symphony

    Marketing strategy of a company in a new country plays a vital role in determining its future in that country. SYMPHONY, a Chinese origin mobile phone which entered Bangladesh market in the year 2008 focused to capture the market with its low pricing; exclusive features and designs challenging the renowned existing brands that took hold of a large market share during that period. SYMPHONY adapted to the Bangladeshi conditions and with its wide range of promotional campaigns became successful to target mostly the low-end users who preferred more features at low prices rather than having known brands which sold for double the prices of Chinese origin sets but had less features. SYMPHONY developed an extensive distribution network to reach out to mass people all across the country. To discuss the branding strategies of SYMPHONY, we consider the simple concept of 4P’s namely product (customization), price, place (distribution) and production.…

    • 1816 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Marketing Plan Nokia in Bangladesh
    • 2863 Words
    • 12 Pages

    Marketing Plan Nokia in Bangladesh

    This project report analyses the marketing mix, PEST analysis and STP analysis of Nokia. Nokia has adopted excellent techniques to influence a consumer, the prices of their phones are reasonable. Almost every shop dealing in mobiles sells Nokia phones apart from their Nokia Care and Nokia priority outlets. Their products are also well promoted.…

    • 2863 Words
    • 12 Pages
    Powerful Essays
    Read More
  • Good Essays

    Xiao Mi's Marketing Article Analysis
    • 900 Words
    • 4 Pages

    Xiao Mi's Marketing Article Analysis

    This article is describing about the raising of market share for smart phones and devices from Xiao Mi which is originated from China. Xiao Mi is in the IT industry and it was founded in 6th April 2010, they started producing and release smart phones in August 2011.This article describes the tactics and strategies that are being used by Xiao mi in order to break the stranglehold of Apple and Samsung devices and becoming one of the top five powerhouse. Xiao Mi’s marketing’s concept has been evident in this article will be explained.…

    • 900 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    G8 Gionee final report
    • 2545 Words
    • 18 Pages

    G8 Gionee final report

    XLRI, JSR 13-16 Batch (BME) GIONEE MARKETING PLAN IN INDIA PREPARED BY : Kumar Vivek MP13031 Rajeev Das MP13040 Sanjiv Ranjan MP13048 Suraj P.Upadhyay MP13062 Vishav Bandhu Sharma MP13070 INDEX…

    • 2545 Words
    • 18 Pages
    Powerful Essays
    Read More
  • Good Essays

    Impact of Media on Purchase Decision of Youth
    • 1440 Words
    • 6 Pages

    Impact of Media on Purchase Decision of Youth

    Youth between 15-30 age group , constitute an important target segment for the different companies. The media has a positive role to play in moulding youth. Media moulds the character of citizens by providing information, education , and entertainment to them. There are different types of media used by the companies to influence the purchase decision of the consumer. Consumer behaviour is the study of how people buy , what they buy, when they buy and why they buy. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavoural variables in an attempt to understand people’s wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Although mobile phones have become a fundamental part of personal communication during the last few years. As mobile phone markets are one of the most turbulent market environment today due to competition and change. Thus it is of growing interest to look at the consumer buying decision process, and throw light on the factors that determine consumer choices between different mobile brands.There are numerous factors that need to be taken into account when exploring mobile phone buying decision. It is important to distinguish between buying behavior referring to the choices between the different mobile models and brands. As mobile market is typical technology push driven market where there are ample of models. There are more than 20 brands of mobile floating in the market in order to seek a command on the market. Few brands are Alcatel, Benq, Bird, Blackberry, Eten, Geo, Haeir, Imate, LG, Motorola, Nec, Nokia, O2/XDA, Palmone, Panasonic, Pantech, Philips, Qtek, Sagem, Samsung,…

    • 1440 Words
    • 6 Pages
    Good Essays
    Read More

Related Topics