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 Thailand in Korea and Thailand Chalaporn Siripongwattana 10010202 석석 6 석석 석석석석석 석석석 석석석석 2002.12.23
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Global Marketing Strategy for Mobile Phone Manufacturers : A Comparative Study of Nokia in Korea and Thailand Chalaporn Siripongwattana 10010202 석사 6 학기.
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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