Marketing Strategy On HW Company Entry 3G Cell Phone Industry Of China

As there is no a certain timetable for 3G cell phone's license plate, competition trend is not clear in China. But, with large 3G handset market, domestic brands and foreign brands companies are busy with strategic adjustment. 2G cell phone competition is very intense in China and Chinese brands are weak position absolutely, which key reason is the lack of core competition competence.HW Company is the leader of the near future telecom supplier and very strong with 3G system equipment. It is the important part of company strategies that HW Company develops 3G handset market. While as a new member of handset market, HW Company is not good at brand advantage and marketing experience. Facing such an intense competition, how can this company occupy more market?My article is based on the part of 3G industry chain, not cell phone industry chain and made good use of value chain and marketing to conclude 3G marketing strategies with the guide of customers needs in the market.Firstly, I made analysis on 3G handset industry's value and market, finding the difference between 3G and 2G systems to catch marketing opportunities of 3G cell phones. There are 3 parts: first, comparison between 2G and 3G value chain; second, difference between present Chinese and global market situation in the view of market capability, products segment, distribution development and so on; the third, the future of Chinese 3G cell phone market.Secondly, I analyzed the macro-surrounding of 3G cell phone industry with "5 forces" model for the competition circumstance part and human resources, R&D, marketing for the HW Company inside management. Then I get the opportunity evaluation for the 3G handset entrance of HW Company.The third is the SWOT analysis. I used IFE and EFE to evaluate the ability of HW Company in the 3G cell phone surroundings. Furthermore, the 3G handset marketing strategy direction is concluded from the SWOT matching list, and then catch hold of chances rightly.Finally, the marketing strategy comes from this process: choosing objective market...