Motorola in China



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Code : COM0004

Year :
2003

Industry : Telecommunications

Region : China

Teaching Note:Not Available

Structured Assignment :Not Available

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Background Note Motorola entered China in 1987 and opened a representative office in Beijing. In 1992, Motorola (China) Electronics was established in Tianjin, a municipality neighboring Beijing, and began producing mobile phones, two-way radios, wireless communication equipment, semiconductor products and automobile electronics for the Chinese market. In 1993, Motorola licensed Hangzhou-based Eastern Communications Group Co. Ltd. (Eastcom) to manufacture both cellular phones and cellular infrastructure systems...

Increasing Competition Motorola's initial years in China went on smoothly and though it could remain on top, local players such as HuiZhou-based TCL and Fenghua-based Ningbo Bird Co., were giving a tough time to the company by providing trendy handsets at a low price and began to improve their market share at a fast pace...

Taking on the Competition Having realized the fact that the local players and Nokia had been successful in providing trendy and sleek handsets, Motorola started emphasizing on style aspects through its marketing and advertising campaigns. The company realized that handsets were not just simple instruments but were fashion statements...

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