Mobile telephony has become one of the most commonly used communication tools in the telecommunications industry. The rapid growth of mobile telephony usage and all technology developments in handsets as well as the mobile networks are generating tremendous changes in telecommunications. The changes range from sending text messages, being able to take pictures using the mobile phone, downloading content and being able to access the Internet using the mobile phone. Mobile phones have become an integral part of life and at the same time have established itself as a distribution channel of adult content. By being a distribution channel of adult content it is opening the possibility of children's exposure to adult content on their mobile phones. The availability and accessibility of adult content by the youth has marketing implications for the mobile network operators which need to be taken into account and it raises issues regarding the marketing of the product as well as the debate relating to the brand reputation, corporate image versus potential revenue generation. / Thesis (MBA)-University of Natal, Durban, 2006.

published_or_final_version / Management Studies / Master / Master of Business Administration

The main aim of this graduation thesis is a proposal of future marketing strategy for a particular micro-enterprise based on its strategic analysis. Micro-enterprise is specialty retailer in field of cell phones and accessories. In theoretical part (two chapters) are firstly defined small and middle entrepreneurs and specified their importance. The second chapter describes strategic marketing, marketing mix and useful methods for marketing analysis. Introduction to practical part is third chapter describing history of mobile communication, current cell phone market and incoming progress. The fourth chapter introduces the analyzed company. In chapters five and six is conducted situational analysis and an overview of the current marketing mix. The seventh chapter is based on results of the previous chapters. It contains suggestions and recommendations for marketing mix strategy of the company.

Thesis (MBA (Business Management))--University of Stellenbosch, 2009.

by Hui Ching-Han, Kuok Li-Wen. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2003. / Includes bibliographical references (leaves 112-114). / Questionnaire also in Chinese. / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.iii / LIST OF TABLES AND FIGURES --- p.viii / ACKNOWLEDGEMENTS --- p.ix / Chapter CHAPTER I --- PROJECT INTRODUCTION --- p.1 / Objective --- p.3 / Scope of Study --- p.3 / Methodology --- p.4 / Primary Data Gathering --- p.4 / Secondary Data Gathering --- p.5 / Data Presentation and Analysis --- p.5 / Limitations --- p.6 / Chapter CHAPTER II --- COMPANY BACKGROUND --- p.8 / Mother Company - HK-listed TCL International Holdings Ltd --- p.8 / Maker and Designer of Consumer Electronic Products --- p.8 / Foreign Ownership --- p.8 / China State-Owned Background --- p.9 / Brand Value --- p.10 / Expanding its Overseas Footprint --- p.10 / Source of Income by Market and Product --- p.11 / Performance --- p.11 / Corporate Strategies --- p.13 / Corporate Goal --- p.13 / Business Portfolio --- p.14 / Strategic Partnerships --- p.14 / Nam Tai Electronics --- p.14 / Ericsson --- p.15 / TTPCom --- p.15 / TCL Mobile Communication Co. Ltd --- p.16 / History and Background --- p.16 / Ownership --- p.16 / Sales Performance --- p.17 / Strong Management Team --- p.18 / Scale --- p.19 / Mission --- p.19 / Corporate Culture --- p.19 / Strategy --- p.20 / Mobile Communication Business Plans --- p.22 / Overseas Market Development - HK Market the First Testing Ground --- p.22 / TCL Mobile Information International Company Limited - HK office --- p.23 / Chapter CHAPTER III --- CHINA MOBILE PHONE MARKET --- p.24 / General Market Situation - Supply Side --- p.24 / Number One World Manufacturing Base --- p.24 / Dominant Standard --- p.24 / Revenue and Future Size --- p.25 / General Market Situation - Demand Side --- p.25 / China Consumer Characteristics --- p.26 / Five Faces - Market Segmentation --- p.26 / Location Difference --- p.27 / Most Preferred Brands --- p.27 / Myth of Advertisement --- p.27 / TCL Mobile Phone in China --- p.28 / Largest Mobile Phone Marker in China --- p.28 / Top Five Brands in China --- p.28 / Lucrative Mobile Phone Market - Earnings Driver --- p.29 / Major Foreign Competitors --- p.29 / Major China Competitors --- p.30 / Price War With Profit Margin Unaffected --- p.30 / 4Ps of TCL Mobile Phones --- p.30 / Chapter CHAPTER IV --- HONG KONG MOBILE PHONE MARKET --- p.33 / HK Telecommunication Market - Highlighting Mobile Phone Sub-Sector --- p.33 / Potential Regional Mobile Hub --- p.33 / Highest Telephone Density and Penetration Rate in Asia --- p.34 / Pioneer in Adopting New Technologies and Services --- p.36 / Replacement Mobile Phone Market --- p.37 / Large Business Receipts from Mobile Phone Telecommunication Sub-sector --- p.37 / Network Services Providers --- p.37 / Famous Mobile Phone Brands Dominate Market --- p.38 / Mobile Phone Business Receipts --- p.38 / Characteristics of Hong Kong Consumers --- p.39 / 4Ps of generic brands in Hong Kong market --- p.39 / Recent Developments --- p.41 / Current TCL 4Ps in HK --- p.42 / Price - Medium Pricing --- p.42 / Product - Limited Product Mix with Generic Features --- p.42 / Place - Weak distribution in network service providers --- p.45 / Promotion - No sustainable advertisement after launch --- p.46 / Differences between Hong Kong and the China Market --- p.47 / Chapter CHAPTER V --- SURVEY --- p.49 / Timeline of Survey --- p.49 / Target Market --- p.49 / Methodology --- p.50 / Focus Group --- p.50 / Pilot Test --- p.50 / Quota Sampling --- p.50 / Structure of Questionnaire --- p.51 / Showing Dummy Product --- p.52 / Survey Results Compatible --- p.52 / Highlights and Implications of Survey Results --- p.53 / Part I: HK Mobile Phone Market ´ؤ Usage and Preference --- p.53 / Suggestions in Cracking HK Market by 4Ps Analysis --- p.56 / Part II: Highlights and Implications of the TCL Related Data (4Ps) --- p.57 / Chapter CHAPTER VI --- DATA ANALYSIS --- p.60 / Sample Size --- p.60 / Analysis of the Results of Survey --- p.60 / Demographics --- p.60 / Part I: Mobile Phone Usage and Preference --- p.61 / Current Brand --- p.61 / Frequency of Changing Mobile Phones --- p.62 / Reasons for Replacing Mobile Phone --- p.66 / Mobile Phone Selection Criteria --- p.66 / Preferred Place to Purchase Mobile Phone --- p.72 / Part II: TCL Mobile Phone --- p.75 / General Idea of TCL --- p.75 / Product --- p.75 / Price --- p.81 / Place --- p.82 / Promotion --- p.83 / Confidence in TCL Mobile Phone --- p.85 / Chapter CHAPTER VII --- CONCLUSIONS --- p.88 / The Fate of TCL in the Hong Kong Market --- p.88 / Chapter CHAPTER VIII --- RECOMMENDATIONS --- p.90 / Target Market --- p.90 / Need Market Research --- p.90 / Broaden Target Market --- p.90 / Brand Image --- p.91 / Price --- p.92 / Product --- p.92 / Place --- p.94 / Promotion --- p.94 / APPENDIX 1 Terms (in alphabetical order) --- p.96 / APPENDIX 2 Development Milestones of TCL Mobile Communication --- p.100 / APPENDIX 3 Milestones of Telecommunications (Mobile Phone sub-sector) in Hong Kong..… --- p.102 / APPENDIX 4 (SURVEY: ENGLISH VERSION) --- p.106 / APPENDIX 5 (SURVEY: CHINESE VERSION) --- p.109 / BIBLIOGRAPHY --- p.112 / Periodicals --- p.112 / Interview --- p.114

published_or_final_version / abstract / toc / Asian Studies / Doctoral / Doctor of Philosophy