Amoi Phone's Competitive Strategy And Strategy. Cluster Market Environment

In recent years, with the improvement of people's living standards and the popularity of science and technology, mobile phones are becoming popular consumables .The Chinese domestic mobile industry develops very quickly. After the hard times of introduction to the market, domestic mobile phone producers increase their market shares rapidly all the way, and have covered more than 50% of market shares by the end of 2003, while at the same time they are facing rather rigorous competitive pressures as well. As a promising follower of domestic cell phone brands, Amoi has gained 100% sales increase every year, but currently it is confronted with the bottleneck of development. As competition becomes increasingly fierce, working out suitable competition strategies and tactics becomes an essential means for Amoi to breach the bottleneck and hit it target of"a promising new force in china."This paper makes an analysis of the internal and exterior situations of Amoi and its foundation of competition and presents the competition strategy which Amoi should take on the basis of a thorough analysis of the domestic cell phone market, together with china's policies of macroeconomics and mobile industry and employing such analytic devices as Porter model, SWOT analysis, strategic position, action evaluation matrix. In addition, this paper analyzes and evaluates the cluster of Amoi cell phones in the market and the extent of the customer's gratification respectively through ways of vague accumulation and vague comprehensive evaluation. This paper also helps decide on the target market of Amoi and presents proper strategies which Amoi should take to promote the extent of customer's gratification in relevant target market. This paper falls into six parts. The first part focuses on the introduction of the researching background and methodology involved in the paper. The second part concentrates on the analysis of the market situation of Amoi from such three aspects as Amoi's chief competitors, china's macropolicies, and policies of the mobile industry.SWOT is employed in part three, making dissection of advantages and disadvantages, chances and threats Amoi is facing. The fourth part analyzes domestic cell phone market, on the basis of which analysis is made to the cluster of Amoi cell phone market by means of questionnaires. Besides, the target market is defined for Amoi. Part five puts forth competition strategies and tactics of Amoi on the foundation of foregoing analyses, aiming at the theory of discrepancy of combination of Amoi's target market as well as the theory of customer's gratification. This part hopes that these tactics will prove helpful to the management circle when they make competition strategies and tactics. Finally, there comes the conclusion in part six.