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India is one of the fastest growing economies all over the world and a
live example which depicts the development is the growth of the
telecommunication industry in India, especially the in the field of mobile
communication.
In 1990s, telecommunications sector benefited from the general opening
up of the economy. Also, examples of telecom revolution in many other
countries, which resulted in better quality of service and lower tariffs,
led Indian policy makers to initiate a change process finally resulting in
opening up of telecom services sector for the private sector. National
Telecom Policy (NTP) 1994 was the first attempt to give a
comprehensive roadmap for the Indian telecommunications sector. In
1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI
was formed to act as a regulator to facilitate the growth of the telecom
sector. New National Telecom Policy was adopted in 1999 and cellular
services were also launched in the same year.
Global System for Mobile Communications (GSM) and Code Division
Multiple Access (CDMA). The GSM sector is dominated by Airtel,
Vodafone-Hutch, and Idea Cellular, while the CDMA sector is dominated
by Reliance and Tata Indicom. Opening up of international and domestic
long distance telephony services are the major growth drivers for
cellular industry. Cellular operators get substantial revenue from these
services, and compensate them for reduction in tariffs on airtime, which
along with rental was the main source of revenue. The reduction in
tariffs for airtime, national long distance, international long distance,
and handset prices has driven demand.
Today mobile phones have moved beyond their primarily role of
communications and have graduated to become an essential entertaining
devices for mobile users .we are in an era where users buy mobile phones
not just to be in touch, today’s youth use it to express their thoughts ,
for social networking , to show their interests , play games, read news ,
surf on internet , listen to music , chat instantly with friends and
families and even check their bank balances. There are various phone
manufacturers providing handsets.
Major players and their respective market position
Strengths
High margins.
Do it yourself manufacturing – manufactures 75% of its phones
Weakness
1. New growth markets where cell phone adoption still has room to go,
Including India and other countries.
2. Increase their presence in 3G and Edge market.
3. Potential in Latin America, market for entry.
4. Decrease prices in volume market & increase profit margin overall.
Threats
1. Strong competitors
2. Saturation in current market rapid change in technology.
3. Cheaper and midrange models from Motorola.
4. Threat from apple I phone.
5. Growth in handset models to slow from 21% experienced over the past
Few years to 10% in 2008.
MARKETING STRATEGIES OF THE MAJOR PLAYERS
NOKIA:-
SAMSUNG;-
Lg will invest 300 crore this year in brand building, distribution strategy
and marketing activities, Lg Electronics India Business Group Marketing
Head (mobile communications) Sudhin Mathur says. It has appointed
John Abraham , Genelia D’souza and Abhay Deol as brand ambassadors
for LG mobile phones in India. The company is also targeting a three –
fold increase in revenue s this year to Rs 3000 crores from Rs 1000
crore at present
“We will position LG Mobiles as a Fun loving, free spirited brand. Our
strong differentiated product line up with clearly defined value
propositions and enhanced distribution reach ill help”, Mathur says .
There would be an aggressive multi-media campaign covering television ,
radio,outdoor,cinema and internet, supplemented by print advertisement.
SONY ERICSSON:-
SEMESTER: - FIRST
ENROLLMENT NO:-
SUB TOPICS:-
ABOUT THE INDUSTRY
THE MAJOR PLAYERS & MARKET POSITION
SWOT ANALYSIS OF NOKIA
MARKETING STRATEGIES OF THE MAJOR PLAYERS
BIBLIOGRAPHY
BIBLIOGRAPHY