Study On Promotion Strategy Of KENXIN Mobile Phone In Myanmar Market

As a large number of mobile phone enterprises started to develop business in emerging economies,the competition among mobile phone has become more and more intense in Myanmar market.Hence,it has become a strategic key elements to make unique and effective promotion strategy for mobile phone manufacturers to survive and develop.Under current situation,KENXIN mobile phone must optimize it's promotion strategy and bring forth new ideas.First of all,this dissertation studied the promotion present situation of KENXIN mobile phone in Myanmar market,these are some problem need to improve.Such as promotion objective is not clear,promotion methods are too singleness,promotion budget is not appropriate,without considering the characteristics of mobile phone products,without considering competitor's promotion strategy,lack incentive mechanism for promotion man and so on.Secondly,this dissertation analyzed the promotion environment of KENXIN mobile phone in the Myanmar market.On the whole,KENXIN mobile phone is facing the external environment is better,opportunities will be greater although there are some threats.However,its internal factors are in a vulnerable position,its advantages are not enough.And then,this dissertation designed the promotion strategy for KENXIN mobile phone in Myanmar market from eight aspects.It formulate the STP promotion strategy,promotion objective,promotion methods,promotion budget and basic strategy.It planed the advertisement scheme which mixed TV,newspaper,internet and outdoor advertising.It designed personal selling scheme focusing on middlemen and gave its suggestion on the organization and management of sales people.It made business extension scheme that targeted at end consumers,middleman and sales.It planned public relations scheme targeted at end consumers and news media.Last,the dissertation also gave suggestions about system,financial and material support,human resources to ensure smooth implementation of promotion strategy.This dissertation offered the new idea for promotion activity of KENXIN mobile phone in Myanmar market,and it has offered certain reference for other mobile phone manufacturer to make promotion strategy.