058 Nokia 手机在韩国和泰国的行销战略.ppt

Global Marketing Strategy for
Mobile Phone Manufacturers :
parative Study of Nokia
in Korea and Thailand
Chalaporn Siripongwattana
10010202 석사 6 학기
연세대학교대학원경영학과

1
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
2
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
3
Mobile phone market share
(The third quarter of 2002)
Source: Advance Info Service
Source: GfK Group
1. Overview of Mobile Phone Industry
4
Summary of mobile phone industry in Korea and Thailand
Technological standard
CDMA
GSM
Key player
Samsung
Nokia
ration rate
63%
12%
Replacement cycle
13 months
18 months
Main market
High market
Low market
Preference
Folder type
Bar type
1. Overview of Mobile Phone Industry
5
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
- petition
- Unique customer needs
Subsidy prohibition
SWOT Analysis of Nokia Korea
6
2. Analysis of Nokia
Weaknesses
Low experience in
CDMA market
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
- petition
Pressure from PDA market
SWOT Analysis of Nokia Thailand
7
2. Analysis of Nokia
Comparison of marketing strategy between
Nokia Korea and Nokia Thailand
Entry mode
Wholly