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Global Marketing Strategy for Global Marketing Strategy for Mobile Phone Manufacturers :Mobile Phone Manufacturers :
A Comparative Study of Nokia A Comparative Study of Nokia in Korea and Thailandin Korea and Thailand
Chalaporn Siripongwattana10010202 석사 6 학기
연세대학교 대학원 경영학과2002.12.23
Global Marketing Strategy for Mobile Phone Manufacturers2
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
Global Marketing Strategy for Mobile Phone Manufacturers3
World Mobile Phone IndustryWorld Mobile Phone Industry
1. Overview of Mobile Phone Industry
Others25.4%
Nokia35.6%
Motorola15.7%Samsung
9.5%
Siemens8.4%
Sony Ericsson5.4%
The global market share of mobile phone manufacturers(The second quarter of 2002)
Source: Gartner Dataquest (October, 2002
Global Marketing Strategy for Mobile Phone Manufacturers4
Mobile phone market shareMobile phone market share(The third quarter of 2002)(The third quarter of 2002)
Others15.17%
Samsung54.04%
Motorola6.49%
LG24.3%
Source: Advance Info Service Source: GfK Group
Others3%
Nokia55%
Motorola17%
Siemens19%
Sony Ericsson
6%
1. Overview of Mobile Phone Industry
Global Marketing Strategy for Mobile Phone Manufacturers5
Summary of mobile phone industry in Korea and ThailandSummary of mobile phone industry in Korea and Thailand
Technological standard
CDMA GSM
Key player Samsung Nokia
Penetration 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
Global Marketing Strategy for Mobile Phone Manufacturers6
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 KoreaSWOT Analysis of Nokia Korea
Global Marketing Strategy for Mobile Phone Manufacturers7
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 ThailandSWOT Analysis of Nokia Thailand
Global Marketing Strategy for Mobile Phone Manufacturers8
2. Analysis of Nokia
Comparison of marketing strategy between Nokia Korea and Nokia Thailand
Entry mode Wholly owned subsidiary
Wholly owned
subsidiary
Operators SKT , KTF and LGT AIS, DTAC and
TA Orange
Business Group
1. Nokia Mobile Phones 1. Nokia Mobile Phones
2. Nokia Networks
Global Marketing Strategy for Mobile Phone Manufacturers9
2. Analysis of Nokia
STP strategy
- Segmentation
- Targeting
- Positioning
No segmentation
Mass market
Premium handsets
5 segments
: Basic phones
: Fashion phones
: Premium phones
: Entertainment phones
: Imaging phones
From low to high end market
Premium handsets
Global Marketing Strategy for Mobile Phone Manufacturers10
2. Analysis of Nokia
Marketing strategy
- Product Complete localization Complete standardization
- Price Complete localization Complete localization
- Place Complete localization Complete localization
- Promotion Low standardization High standardization
Global Marketing Strategy for Mobile Phone Manufacturers11
3. Marketing Implications
Balance between standardization and localization
Stimulating demand for new mobile phonehandsets * Increasing revenues from existing users * Offering new services and advanced handsets
Key success factors* Competitive quality and innovative technologies
* Data collecting * Brand building * Collaborating with key partners
Global Marketing Strategy for Mobile Phone Manufacturers12
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