SIM Mobile Phones Company

This paper includes two parts: "the case" and "case analysis" .In "the case" , the marketing management status of SIM Mobile Phones Company from 2000 to 2001 is presented in time sequence. During these two years, SIM tried its best to expand its mobile phone business and gained the 3rd market position rapidly through continuous new products development and heavy marketing sending on diversified marketing combination. However, SIM faced some problems in marketing management soon and its market position was threatened with competitors.There are four main points in "case analysis" . Firstly, the environment of mobile phone industry and the future industry are analyzed and forecasted. Secondly, the writer applies BCG matrix and related theories to analyze the marketing strategy of SIM and proposes the suggestion on its future strategy. Thirdly, the writer uses the marketing theories she learned, such as"STP" & "4Ps" to study the target marketing strategy and marketing combination strategy of SIM. Finally, a marketing management solution for SIM is put forward.