BenQ Mobile Development Strategy Study

Recent years, with the improvement of people's living condition and popularity of telecommunication science and technology, mobile phone is becoming popular electronical consumable. Furthermore, more and more functions like color LCD, Camera are being integrated into mobile phones, a huge market of mobile phone is upcoming quickly. Meanwhile, Mobile industry also experienced from the stage that Motorola held most of the market, then Nokia, Motorola and Ericsson shared the whole market to the pop up of China local mobile brand and now a new round of industry optimization. With the spring tide of globalization and more and more competitors'entrance, the competition is becoming much more intensive. As a new comer of mobile industry in China, after take over mobile business from Siemens as well as abundant inheritance of Siemens, BenQ is going to see a big market opportunity in front, meanwhile, a big challenge too that she never met before. In the presence of intensive market competition, a suitable development strategy and tactic for BenQ becomes the key means for the company to overcome the difficulties and realize its goal to develop fast.On analysis of domestic and foreign mobile market, this article combines china's macroscopical industry policy and mobile policy, base on BENQ Mobile current status and make use of Porter model, SWOT analysis, strategic position and action evaluation, SPACE matrix and etc. analyzed the inter and outer environment and competitive base of BENQ mobile, and present competition strategy and market tactics.Although the article is based on the analysis of BenQ mobile, its analytical method like SWOT analysis and SPACE analysis as well as competitor analysis could also be used for reference for other mobile company or similar industries.