A Research Of Competition Strategy Of Bird Cellular Phone Company

Bird Cellular Phone Company is facing many opportunities and threats in the more and more intense mobile phone market in China. The chance for Bird to win out essentially relies on how to set up a sound product strategy aiming to make use of these opportunities with its favorable advantages and to avoid risk and overcome its disadvantages. This paper intends to make a systematic analysis of Bird with a discussion on strategic management theory. It aims to provide a basis for scientific marketing policy decision and to offer an optimal competition strategy with assistance of macroscopic and microscopic, qualitative and quantitative discussion.The paper begins with an analysis and comments on Bird's external environment and its status in competition. The PEST, Five Competences Model of Bird and EFE Matrix are involved. It is pointed out that Bird enjoys favorable national policy and an increased, diversified market. But it is also potentially hindered by price drop and rapid technology update. The related evaluation leads to a conclusion that Bird is currently in an attractive market. With the results of the experts survey and the discussion under EFFT, four essential success factors are worked out, namely, quality control system, cost control competence, R/D abilities and favorable after-sale service. Probing into the internal environment of Bird with the discussion under Value Link theory, Core Competence Theory, Essential Success Factors Theory and Internal Factors Evaluation Matrix, this paper believes that Bird has a favorable after-sale service and well-established sales channels but it also faces disadvantages in R/D and cost control. It is argued that Bird is in an unfavorable position with an overall consideration. In order to discuss the product strategy suggested for Bird, SWOT model and Customers Matrix areconstructed. The development strategy plans are laid out with the analysis of the current products under Boston Matrix. The discussion of QSPM model leads to a suggestion that Bird's overall competition strategy should be distinctive from that of other companies. The suggested strategy is under detailed discussion. As for its implementation, Bird is advised to take the following five suggestions: to construct chain marketing concept, endeavor in technological innovation and management, promote cost control competence, strengthen human resource management that fits into information economy and set up an organization that is ready to learn. This paper is supposed to be valuable for reference as to Bird cellular phone marketing as well as to the drafting of competition strategy by China's mobile phone companies.