Nokia 手机在韩国和泰国的行销战略.pptVIP

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Nokia 手机在韩国和泰国的行销战略.ppt

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Nokia 手机在韩国和泰国的行销战略

Global Marketing Strategy for Mobile Phone Manufacturers Global Marketing Strategy for Mobile Phone Manufacturers : A Comparative Study of Nokia in Korea and Thailand Chalaporn Siripongwattana?? 6 ?? ????? ??? ???? 2002.12.23 1. Overview of Mobile Phone Industry * World Mobile Phone Industry * Korea’s Mobile Phone Industry * Thailand’s Mobile Phone Industry 2. Analysis of Nokia * Nokia Korea * Nokia Thailand 3. Marketing Implications Research Overview World Mobile Phone Industry 1. Overview of Mobile Phone Industry The global market share of mobile phone manufacturers (The second quarter of 2002) Source: Gartner Dataquest (October, 2002 Mobile phone market share (The third quarter of 2002) Source: Advance Info Service Source: GfK Group 1. Overview of Mobile Phone Industry Summary of mobile phone industry in Korea and Thailand Bar type Folder type Preference Low market High market Main market 18 months 13 months Replacement cycle 12% 63% Penetration rate Nokia Samsung Key player GSM CDMA Technological standard 1. Overview of Mobile Phone Industry 2. Analysis of Nokia Weaknesses Weak brand building Little variety of products - Difficult in localization Strengths - Global brand image Stylish design based on cutting-edge technology - Experienced local partner Opportunities Growing of global CDMA market - Sizable market - Short replacement cycle - Market opening Threats - Cutthroat competition - Unique customer needs Subsidy prohibition SWOT Analysis of Nokia Korea 2. Analysis of Nokia Weaknesses Low experience in CDMA market Dropping net sales - High price handsets Strengths - Strong brand awareness Sophistication in GSM market Thai input software - Strong distribution Opportunities High market growth - Popularity of SMS - Impact of IMEI code removal Threats - Growing grey market - Fierce competition Pressure from PDA market SWOT Analysis of Nokia Thailand 2. Analysis of Nokia Comparison of marketing strategy be