058+Nokia+手机在韩国和泰国的行销战略.ppt

GlobalMarketingStrategyforMobilePhoneManufacturers:AComparativeStudyofNokiainKoreaandThailand,ChalapornSiripongwattana1001020262002.12.23,2,1.OverviewofMobilePhoneIndustry*WorldMobilePhoneIndustry*KoreasMobilePhoneIndustry*ThailandsMobilePhoneIndustry2.AnalysisofNokia*NokiaKorea*NokiaThailand3.MarketingImplications,ResearchOverview,3,WorldMobilePhoneIndustry,1.OverviewofMobilePhoneIndustry,Theglobalmarketshareofmobilephonemanufacturers(Thesecondquarterof2002),Source:GartnerDataquest(October,2002,4,Mobilephonemarketshare(Thethirdquarterof2002),Source:AdvanceInfoService,Source:GfKGroup,1.OverviewofMobilePhoneIndustry,5,SummaryofmobilephoneindustryinKoreaandThailand,1.OverviewofMobilePhoneIndustry,6,2.AnalysisofNokia,WeaknessesWeakbrandbuildingLittlevarietyofproducts-Difficultinlocalization,Strengths-GlobalbrandimageStylishdesignbasedoncutting-edgetechnology-Experiencedlocalpartner,OpportunitiesGrowingofglobalCDMAmarket-Sizablemarket-Shortreplacementcycle-Marketopening,Threats-Cutthroatcompetition-UniquecustomerneedsSubsidyprohibition,SWOTAnalysisofNokiaKorea,7,2.AnalysisofNokia,WeaknessesLowexperienceinCDMAmarketDroppingnetsales-Highpricehandsets,Strengths-StrongbrandawarenessSophisticationinGSMmarketThaiinputsoftware-Strongdistribution,OpportunitiesHighmarketgrowth-PopularityofSMS-ImpactofIMEIcoderemoval,Threats-Growinggreymarket-FiercecompetitionPressurefromPDAmarket,SWOTAnalysisofNokiaThailand,8,2.AnalysisofNokia,ComparisonofmarketingstrategybetweenNokiaKoreaandNokiaThailand,9,2.AnalysisofNokia,10,2.AnalysisofNokia,11,3.MarketingImplications,BalancebetweenstandardizationandlocalizationStimulatingdemandfornewmobilephonehandsets*Increasingrevenuesfromexistingusers*OfferingnewservicesandadvancedhandsetsKeysuccessfactors*Competitivequ