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A wireless handset strategic marketing plan for PRC Market.

by Lam Wai-Tat. / Two pamphlets inserted. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 123-127). / APPROVAL --- p.i / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES --- p.vi / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- COMPANY BACKGROUND AND OBJECTIVES --- p.2 / Nortel and Nortel China --- p.2 / Corporate Goal --- p.5 / Goal of Nortel China --- p.5 / Product Group Goal (Wireless) --- p.6 / Chapter III. --- RESEARCH OBJECTIVES AND DESIGN --- p.7 / Research Objectives --- p.7 / Research Design --- p.7 / Market Survey --- p.8 / Survey Design --- p.9 / Survey Results --- p.9 / Chapter IV. --- PRODUCT AND MARKET BACKGROUND --- p.12 / Wireless Communication Standards --- p.12 / Wireless Phone Types --- p.13 / Wireless Telecommunication Network Markets --- p.13 / Wireless Communications Equipment Market --- p.14 / Cellular Handsets --- p.15 / Chapter V. --- MARKETING ENVIRONMENT AND TRENDS - MACRO --- p.17 / General China Economy --- p.17 / Telecommunication Services and Regulation --- p.18 / Ministry of Posts and Telecommunications (MPT) --- p.18 / Directorate General of Telecommunications (DGT) --- p.19 / Provincial Post and Telecommunication Administration (PTAs) and Local Telecom Bureaus --- p.19 / State Radio Regulatory Commission --- p.19 / Type Approval Procedure --- p.20 / Imported Pagers and Mobile Phones --- p.20 / Pagers and Mobile Phones Assembled or Manufactured in Mainland China --- p.21 / Cellular Operators --- p.21 / MPT --- p.22 / Unicom --- p.23 / CESEC --- p.24 / Tariff Structure - Mobile Services --- p.24 / Liberalization of Telecom Services --- p.25 / China Unicom --- p.25 / Liberalization of the Retail Market --- p.26 / China Consumer Market Size --- p.26 / China's Growing Urbanization --- p.28 / Cultural Forces --- p.30 / Technological Direction --- p.31 / Chapter VI. --- MARKETING ENVIRONMENT AND TRENDS - MICRO --- p.34 / Direct and Substitute Competition --- p.34 / Mobile Satellite Services --- p.34 / Nortel China Resources --- p.34 / Supplier Influence --- p.35 / End Customers --- p.35 / Consumer Profiles --- p.36 / Consumption Trends --- p.38 / Consumer Buying Decision Process --- p.38 / Cellular Handset Market Share --- p.40 / Competitors --- p.41 / Ericsson --- p.41 / Motorola --- p.42 / Nokia --- p.43 / Cellular Handsets in China (Competitive Products in the Market) --- p.44 / Nortel Wireless Handset Product Portfolio --- p.44 / Chapter VII. --- SWOT ANALYSIS OF NORTEL --- p.46 / Chapter VIII. --- STRATEGIES --- p.48 / Marketing Objectives and Strategies --- p.48 / Market Potential --- p.49 / Nortel's Position --- p.49 / Target Customer --- p.50 / Target Markets by Geographic Location --- p.52 / Beijing --- p.52 / Cellular network --- p.53 / Strategic relationship --- p.54 / Shanghai --- p.54 / Cellular network --- p.54 / Strategic relationship --- p.55 / Guangzhou --- p.55 / Cellular network --- p.56 / Strategic relationship --- p.56 / Target Markets by Demographics --- p.56 / Competitive/Differential Advantages --- p.58 / Chapter IX. --- MARKETING PROGRAM --- p.61 / Product --- p.61 / Core Product --- p.62 / Tangible Product --- p.62 / Augmented Product --- p.63 / Product Evolution --- p.64 / Distribution --- p.66 / Identification of Channel Members --- p.66 / Phase I --- p.67 / Primary distribution --- p.67 / Secondary distribution --- p.68 / Phase II --- p.68 / Physical Distribution --- p.69 / Promotion --- p.71 / Summary of Nortel's Current Promotional Activities --- p.73 / Advertising --- p.73 / TV commercial #1 (corporate) --- p.73 / TV commercial #2 (product) --- p.74 / Newspaper advertisements --- p.75 / "Magazine advertisements and ""advertorials""" --- p.75 / Outdoor advertising --- p.75 / Personal Selling --- p.76 / Sales Promotions --- p.77 / Point-of-purchase materials --- p.77 / Trade shows and exhibitions --- p.77 / Consumer promotions (replacement promotions) --- p.78 / Trade promotions (trade rebates) --- p.78 / Sales forces promotion --- p.78 / Product demonstrations --- p.79 / Sponsorship --- p.79 / Publicity --- p.80 / Budget --- p.80 / Pricing --- p.82 / Mobile Handset Prices and Service Charges in China --- p.82 / Estimated Costs of Other Vendors' Handsets --- p.82 / Pricing Considerations --- p.83 / Revenue Analysis --- p.84 / Chapter X. --- LIMITATIONS --- p.87 / Chapter XI. --- CONCLUSION --- p.89 / ABBREVIATIONS AND ACRONYMS --- p.90 / APPENDIX 1 --- p.91 / APPENDIX 2 --- p.96 / APPENDIX 3 --- p.100 / APPENDIX 4 --- p.102 / APPENDIX 5 --- p.104 / APPENDIX 6 --- p.105 / APPENDIX 7 --- p.107 / APPENDIX 8 --- p.109 / APPENDIX 9 --- p.111 / APPENDIX 10 --- p.113 / APPENDIX 11 --- p.115 / APPENDIX 12 --- p.116 / APPENDIX 13 --- p.118 / APPENDIX 14 --- p.119 / APPENDIX 15 --- p.122 / BIBLIOGRAPHY --- p.123

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_321824
Date January 1997
ContributorsLam, Wai-Tat., Chinese University of Hong Kong Graduate School. Division of Business Administration.
PublisherChinese University of Hong Kong
Source SetsThe Chinese University of Hong Kong
LanguageEnglish
Detected LanguageEnglish
TypeText, bibliography
Formatprint, vi, 127 leaves : ill. (some col.) ; 30 cm.
CoverageChina, China, China, China
RightsUse of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)

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