Case And Analysis Of BIRD Cellular Phone Marketing Strategy

This paper consists of case introduction and case analysis. The introduction part introduces concisely the history of NingBo Bird Co., Ltd and its business change to cellular phone from pager. Then it describes the development phases of BIRD in domestic market between 1999 and 2003, including the market situation, competition environment and the marketing approaches BIRD have taken about product, market channel and promotion. The analysis part mainly analyzes the marketing strategy and practice of BIRD in different phases. Through the analysis of company's marketing environment, competitive situation and company's strength and weakness, the paper studies why BIRD took these strategies about product prposition, marketing channels, after sales service and promoition, and how the strategy evolved. Then, put forward the marketing suggestions for future according to the market trend emerging in 2003. Finally, the paper summaries lessons which BIRD brought to other national comapies facing competition against foreign bands.