| dc.description.abstract | With the increasing popularity of mobile telephones and the liberalisation of the communication industry, the mobile phone market has become increasingly competitive. Wheather industry players are expanding their market share or fighting to retain market share, they face numerous difficulties and obstacles. A new company entering the market will encounter low price mobile phone companies aggressively fighting for market share, as well as companies investing heavily in new product research and design. Companies with stable market share feel the pressure of intence competition and can easily see their competitive edge slip away. As a result of competitive pressure and customer demands, the life span of a product has become increasingly shorter. Costing down, effective stock management, rapid uptake of new technologies, and industry globalisation are all factors bringing about change in management systems and business operations.
This research takes a close look at whether or not the competitive development of Taiwan’s mobile phone industry will affect the marketing strategy of component suppliers. If suppliers are indeed affected, in what way are they affected? This research paper takes a detailed look at the marketing strategies employed by mobile phone component suppliers, and hopes to find a deeper understanding of the dynamics of the industry. The main goals of this research are as folles:
1. Take a detailed look at the competitive environment of the mobile phone industry
2. Discuss in detail, the marketing strategies employed by mobile phone manufactures
3. Use individual case studies of mobile phone component suppliers to investigate in depth, their marketing strategies | en_US |