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1、MarketingPlanInternationalBusinessClassTutor:韩**Name:***Class:08级本3班StudentNo.:2008******TableofcontentPage1.Executivesummary12.SituationalAnalysis13.MarketObjective54.MarketResearch55.SWOTAnalysis66.4ps87.Recommendation98.Bibliography10IExecutiveSummaryBecausethegrowthofm
2、arketisspeedingup,AmazonCompanyachievesitstargetsuccessfullyinthetelephone-iPhonemarket.Butasthedevelopmentoftechnology,therisingnumberofcompetitorsmakesthecompetitionmuchfiercerwhoarefightingforahighermarketsharenowadays・Asaresult,AmazonCompanymustimproveitsstatusiniPhone
3、area,sothattheycansurviveandgainprosperityinthisfield.IISituationalAnalysisQiijm•EconomicalSituation:PotentialityofthemarketisdecreasingbutitishigherthananyothersintheTelecomsecto匚•Competitionsituation:•Industryscopeiskeepsoaringwhenthecompetitionbecomesfierce.Herecomesthe
4、marketsharedata:Nokiaf39.3%、Sumsungf21.2%、LG10.5%、SonyEricsson-*^5.1%、Motorola->4.9%O•Theimpactoffakemobilephoneturnsoutobviously.MTKchipmakesfakemobilephoneprevailingalloverthewholechina,whichhasformedacompleteindustrychain.Asthedevelopmentofthefakemobilephone,thepowerofi
5、tcan'tbeignorednow.•Technologicalsituation:SinceJan.2009,Chinasteppedintotheeraof3G,whichbecomesthenewrocketingpointoftelephonemarket,whichisbeneficialtoAmazon，siPhonemarketing,onthegroundsofitssmartquality.•Socio-CulturalSituation：Populationgrowthleadingtoexpansionofthese
6、ctorneedsforcellphones・Andpeopledependmoreamoreonmobilecommunicationeverywhere.Japan•EconomicalSituation:Japanistheoneofmostdevelopedcountryinthefieldofglobalcommunication.Telephonehasbeenuniversalizedinthisislandcountry.•Competitionsituation:•InJapan,Threelargestoperators
7、comesNTTDoCoMo(DoCommunicationsOverMobileNetwork),KDD(DDI&IDO),Softbank.Hereisthetableoftheirmarketshare:NameAmountofcustomersDocomo^^M56,349,9()0KDDI32,030,100Softbank■22,343,700•ThefourmajortelephoneproducersinJapanareSHARP,Panasonic,Fujitsu,NEC・Fourofthemoccupiesnearly7
8、0%ofJapaneseexportmarket・SHARP>v—7°株式会社Panasonic心、丿二株式会社Fujitsu富士通株式会社NEC日本電気株式会社•InJapan
