市场战略专业留学范文-Marketing thesis
01-11, 2016
引言
创建电话通信可以称的上是在人类的历史上19世纪最大的发明, 毫无疑问, 比较其他组织，手机公司当下已经成为全球超级领导者。
X公司是最近才建立起来的，但已经变得非常强大，是世界最大的电信设备的主要制造商之一。自从公司建立后，为了支持消费者的需求和电信行业的增长它一直在世界各地扩大市场。公司除了生产的手机还包括其他通信设计如ISDN(综合业务数字网) ，专业步行通信设备,宽带接入,IP通信,有线和无线互联网服务。作为一家移动通信公司，X公司还提供不同类型的通信系统,包括GSM(全球移动通信系统), CDMA(码分多址)和WCDMA(宽带码分多址)。公司的概要之后是个人投资者,经理和公司的机会评估,趋势,市场创新,并选择适当的信息解决方案,以做出有效的决策
Introduction引言
Creating the telephone communication in 19th century was one of the biggest inventions in human being's history, there is no doubt, that at the present, cellular phone companies have became worldwide premier leaders comparing to other organizations.
A company X has been established recently but it is becoming more powerful and one of the largest leading manufacturer of the telecommunication equipments in the world. Since the company has been established it has kept expanding in many local areas' markets in order to support consumers' needs and make a growth in telecommunication industry. The company produces mobile phones too and any other communicating devises such as ISDN (Integrated services digital network), professional walkie - talkie, broadband access, communicating over IP, landline and wireless internet services. As being mobile communication company the Company X also supplies different types of communicating system including GSM (Global System for Mobile), CDMA (Code division multiple access) and WCDMA (Wideband Code Division Multiple Access). The company's profile is followed by an individual investors, couple of managers and companies in evaluating opportunities, trends, market innovations, and selecting appropriate information solutions in order to make effective decisions. The report has been made after extensive research using the data available from reliable publications, trade associations and the companies' sources.
No organization exists in a vacuum. Marketing strategy must therefore develop out of detailed understanding of the environment. By giving this, the planner must:
Know what to look for
Know how to look for
Understand what he or she sees
Develop the strategy and plan that takes account of this knowledge and understanding.
In analysing the environment, the majority of commentators argue for a stepwise approach. This involves an initial audit of general environmental influences, followed by a series of increasingly tightly - focused stages that are designed to provide the planner with an understanding of the key opportunities and the threats as a prelude to identifying the organization's strategic position. This process includes four principal stages
The initial audit of the environment with a view to identifying the type of environment and how it is likely to change over the next few years
An assessment of the organization's position within the environment and its ability to cope with environmental pressures. In essence, however, this involves a combination of strategic group analysis in which competitors are mapped in terms of their similarities, dissimilarities, their capabilities and the strategies they follow, and market share analysis to highlight their relative degrees of market.
The identification of emerging opportunities and threats and an assessment of the organization's strengths to manage these effectively.
The preliminary identification of the marketing strategy
The starting point for this involves the strategist in developing a list of those factors which are likely to have an impact on the organization and which will therefore need further analysis. In doing this, the purpose is to develop a detailed understanding of what environmental factors have influenced the organization in the past, and the degree to which any changes that are taking place are likely to increase or reduce in impact. Although quite obviously such a list has to be company - specific, it is possible identify a broad framework to help this audit. This framework typically referred to a PEST analysis.
Taking P.E.S.T. analysis of the company X illustrates variety environmental factors that may affect to the company - politically, economically, socially and technologically. All companies and organizations no matter how big they are and what their state is, factors such as financial, utilization of human, information and physical must be required which reacts their environmental resources in order to gain their aims. Management section duties such as coming up with a plan and making choices, taking control of it, planning and leading are all directed to be able to support the company achieve its organizational target efficiently and effectively.
The company X is one of the organizations that particularly been affected by micro environmental factors. These factors are also known as PEST analysis: political, economical, social and technological. The company is focused in certain mobile communication services. PEST analysis has shown below for the company X:
Political政策
The government is involved with any business cycles so it is quite important in business success. And in business cycle growth and getting succeeded is a slightly difficult as its strict. At this case, the company, luckily, is supported by the British government policies that give access to a significant freedom to the company to improving and increasing its business. The company X is provided and protected by the British government, it supplies the companies general economic stability, especially when banks have low rate of interest bank's low, stability of the currency (GBP) and an aggressive willingness of the tax system judges the growth of the compan
Economic经济
Stability of an economical environment is not influenced by an unexpected inflation or sudden recessions in the market and in addition, fluctuations are one of the quite important processes for mostly organizations. Unexpected changes for example, lowering the value would cause needless disturbance to the company's revenue and its budget. Due to few fluctuations which heavily affected to the company in past 10 years in marketing, the company X had to reorganize its business strategies in order to keep the company alive. Basically, the company has focused on the certain cell phone industry as it used to be a single market and exporting number of goods for the overseas markets. This has led the company to bring itself up to one of the leading companies in the mobile industry.
Society社会
The company X's products and services became slightly popular in the market, because it was targeting the young firstly, as young people addicted to new technologies. As a result the company has become quite famous in society. Nowadays, the company supplying with goods and services all types of people, from business persons to children age of eight.
Technology技术
Few years ago the company X has decided to focus on the mobile phone industry in the market. As the company has been attempting to be on top of its competitors, advancement of technological introduction is very critical to the company. GPRS map, high quality camera, WAP, 3G, Edge internet types, video call, SMS, MMS and other functions can be found in mobile phone of the company X. At these days scientists of the company are working on creating a phone with functions of a personal computer. This probably will replace the PC in the future.
S.W.O.T. analysis of the company X X公司的SWOT分析
Strengths优势
The company X is becoming largest network and most sellers comparing to the other companies in mobile phone industry in the world. The company X has variety ways of profitable businesses in case its financial aspect is very strong. The product that the company produce is user friendly enough and most of the models have all the accessories that would be useful for any person. Because of this goods are in high demand and becoming best seller mobile phone in the world. Company targets all levels of people. Wide range of products for all class. In details:
The internet speed has been improved and it is faster than ever
Experience of getting online, using internet functions much wider and sharing more information due to improved technology and softwares, including hardware improvements.
Fixed price "all for you" offers are helping to increase the interest of the consumers to the product.
There are more activity of leading rather than bodies for example the Mobile Marketing Association (MMA)
Possibility of making online payments through mobile phone, such as small types of tickets.
Weakness劣势
As all the companies have weak side, although the company X has many strength sides and it has some weak sides too. These weaknesses are firstly, the price that the company offers. Sometimes they cannot be called user friendly. Does not worry about the lower level of the people in the society which is the company does not target them by not doing any promotions to them. The pricing the product is one of the main problems. And there some minor weaknesses, which are shown below:
The usage if internet through the mobile phone is not yet a popular way of business in market so all the advertisers and the brands working on improving it instead of worrying about the company's main budget.
In terms of handsets, the market is actually getting more fragmented which means that it is getting harder rather than easier to work towards a user experience which is satisfactory across the board.
The fact that mobile marketing is not a discrete area of marketing means that there is no body with a mandate to oversee the various constituent parts. It can be hard to know where to go for best practice, advice etc.
Opportunity.机遇
The company X has got a sample of enlarging its business. By having variety of products, feature plans and different range of prices for different types of people which allows having an advantage between the competitors around. As the level of living in a country has increased, the buying power of the population in the society Nokia has an opportunity to increase, its sales as well as the market share. As the standard of living in India has increased the purchasing power of the people as increased as well as Nokia has to target right customer at right time to gain the most out of the situation.
创建电话通信可以称的上是在人类的历史上19世纪最大的发明, 毫无疑问, 比较其他组织，手机公司当下已经成为全球超级领导者。
X公司是最近才建立起来的，但已经变得非常强大，是世界最大的电信设备的主要制造商之一。自从公司建立后，为了支持消费者的需求和电信行业的增长它一直在世界各地扩大市场。公司除了生产的手机还包括其他通信设计如ISDN(综合业务数字网) ，专业步行通信设备,宽带接入,IP通信,有线和无线互联网服务。作为一家移动通信公司，X公司还提供不同类型的通信系统,包括GSM(全球移动通信系统), CDMA(码分多址)和WCDMA(宽带码分多址)。公司的概要之后是个人投资者,经理和公司的机会评估,趋势,市场创新,并选择适当的信息解决方案,以做出有效的决策
Introduction引言
Creating the telephone communication in 19th century was one of the biggest inventions in human being's history, there is no doubt, that at the present, cellular phone companies have became worldwide premier leaders comparing to other organizations.
A company X has been established recently but it is becoming more powerful and one of the largest leading manufacturer of the telecommunication equipments in the world. Since the company has been established it has kept expanding in many local areas' markets in order to support consumers' needs and make a growth in telecommunication industry. The company produces mobile phones too and any other communicating devises such as ISDN (Integrated services digital network), professional walkie - talkie, broadband access, communicating over IP, landline and wireless internet services. As being mobile communication company the Company X also supplies different types of communicating system including GSM (Global System for Mobile), CDMA (Code division multiple access) and WCDMA (Wideband Code Division Multiple Access). The company's profile is followed by an individual investors, couple of managers and companies in evaluating opportunities, trends, market innovations, and selecting appropriate information solutions in order to make effective decisions. The report has been made after extensive research using the data available from reliable publications, trade associations and the companies' sources.
No organization exists in a vacuum. Marketing strategy must therefore develop out of detailed understanding of the environment. By giving this, the planner must:
Know what to look for
Know how to look for
Understand what he or she sees
Develop the strategy and plan that takes account of this knowledge and understanding.
In analysing the environment, the majority of commentators argue for a stepwise approach. This involves an initial audit of general environmental influences, followed by a series of increasingly tightly - focused stages that are designed to provide the planner with an understanding of the key opportunities and the threats as a prelude to identifying the organization's strategic position. This process includes four principal stages
The initial audit of the environment with a view to identifying the type of environment and how it is likely to change over the next few years
An assessment of the organization's position within the environment and its ability to cope with environmental pressures. In essence, however, this involves a combination of strategic group analysis in which competitors are mapped in terms of their similarities, dissimilarities, their capabilities and the strategies they follow, and market share analysis to highlight their relative degrees of market.
The identification of emerging opportunities and threats and an assessment of the organization's strengths to manage these effectively.
The preliminary identification of the marketing strategy
The starting point for this involves the strategist in developing a list of those factors which are likely to have an impact on the organization and which will therefore need further analysis. In doing this, the purpose is to develop a detailed understanding of what environmental factors have influenced the organization in the past, and the degree to which any changes that are taking place are likely to increase or reduce in impact. Although quite obviously such a list has to be company - specific, it is possible identify a broad framework to help this audit. This framework typically referred to a PEST analysis.
Taking P.E.S.T. analysis of the company X illustrates variety environmental factors that may affect to the company - politically, economically, socially and technologically. All companies and organizations no matter how big they are and what their state is, factors such as financial, utilization of human, information and physical must be required which reacts their environmental resources in order to gain their aims. Management section duties such as coming up with a plan and making choices, taking control of it, planning and leading are all directed to be able to support the company achieve its organizational target efficiently and effectively.
The company X is one of the organizations that particularly been affected by micro environmental factors. These factors are also known as PEST analysis: political, economical, social and technological. The company is focused in certain mobile communication services. PEST analysis has shown below for the company X:
Political政策
The government is involved with any business cycles so it is quite important in business success. And in business cycle growth and getting succeeded is a slightly difficult as its strict. At this case, the company, luckily, is supported by the British government policies that give access to a significant freedom to the company to improving and increasing its business. The company X is provided and protected by the British government, it supplies the companies general economic stability, especially when banks have low rate of interest bank's low, stability of the currency (GBP) and an aggressive willingness of the tax system judges the growth of the compan
Economic经济
Stability of an economical environment is not influenced by an unexpected inflation or sudden recessions in the market and in addition, fluctuations are one of the quite important processes for mostly organizations. Unexpected changes for example, lowering the value would cause needless disturbance to the company's revenue and its budget. Due to few fluctuations which heavily affected to the company in past 10 years in marketing, the company X had to reorganize its business strategies in order to keep the company alive. Basically, the company has focused on the certain cell phone industry as it used to be a single market and exporting number of goods for the overseas markets. This has led the company to bring itself up to one of the leading companies in the mobile industry.
Society社会
The company X's products and services became slightly popular in the market, because it was targeting the young firstly, as young people addicted to new technologies. As a result the company has become quite famous in society. Nowadays, the company supplying with goods and services all types of people, from business persons to children age of eight.
Technology技术
Few years ago the company X has decided to focus on the mobile phone industry in the market. As the company has been attempting to be on top of its competitors, advancement of technological introduction is very critical to the company. GPRS map, high quality camera, WAP, 3G, Edge internet types, video call, SMS, MMS and other functions can be found in mobile phone of the company X. At these days scientists of the company are working on creating a phone with functions of a personal computer. This probably will replace the PC in the future.
S.W.O.T. analysis of the company X X公司的SWOT分析
Strengths优势
The company X is becoming largest network and most sellers comparing to the other companies in mobile phone industry in the world. The company X has variety ways of profitable businesses in case its financial aspect is very strong. The product that the company produce is user friendly enough and most of the models have all the accessories that would be useful for any person. Because of this goods are in high demand and becoming best seller mobile phone in the world. Company targets all levels of people. Wide range of products for all class. In details:
The internet speed has been improved and it is faster than ever
Experience of getting online, using internet functions much wider and sharing more information due to improved technology and softwares, including hardware improvements.
Fixed price "all for you" offers are helping to increase the interest of the consumers to the product.
There are more activity of leading rather than bodies for example the Mobile Marketing Association (MMA)
Possibility of making online payments through mobile phone, such as small types of tickets.
Weakness劣势
As all the companies have weak side, although the company X has many strength sides and it has some weak sides too. These weaknesses are firstly, the price that the company offers. Sometimes they cannot be called user friendly. Does not worry about the lower level of the people in the society which is the company does not target them by not doing any promotions to them. The pricing the product is one of the main problems. And there some minor weaknesses, which are shown below:
The usage if internet through the mobile phone is not yet a popular way of business in market so all the advertisers and the brands working on improving it instead of worrying about the company's main budget.
In terms of handsets, the market is actually getting more fragmented which means that it is getting harder rather than easier to work towards a user experience which is satisfactory across the board.
The fact that mobile marketing is not a discrete area of marketing means that there is no body with a mandate to oversee the various constituent parts. It can be hard to know where to go for best practice, advice etc.
Opportunity.机遇
The company X has got a sample of enlarging its business. By having variety of products, feature plans and different range of prices for different types of people which allows having an advantage between the competitors around. As the level of living in a country has increased, the buying power of the population in the society Nokia has an opportunity to increase, its sales as well as the market share. As the standard of living in India has increased the purchasing power of the people as increased as well as Nokia has to target right customer at right time to gain the most out of the situation.
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