Nortel Networks Marketing Strategy Study

Information technology industry has fast developed since 1990 and becomes the increasing point of economic development. Telecommunication industry all over the world is growing slower in recent years and steps into adjusting period. However telecommunication industry in China still keeps fast growth under the good economical environment of China. Especially for China entry into WTO, there will be much more good developing opportunities for the telecommunication industry in China. It is very important for Nortelnetworks , one of the excellent manufactures of globe telecommunication equipment, to study the marketing strategy and to develop China market better.Along with China entry into WTO and the reform of industry, the industry of telecommunication services has developed significantly. The marketing structure and competitive situation of telecommunication operators begin to change a lot. The business and operation system model of the industry are changing gradually. This essay describes briefly the current status of China telecommunication equipment market, marketing mode and customer groups, and have a primary analysis for the demanding space and developing vision.International company must understand the political, economical and technical environment in China if they want to exploit China market successfully. This essay introduces the environment for Nortel in China. Based on the requirement of China telecommunication business, Studies the demanding space for China telecommunication equipment market from telephone business, mobile business, data business and other telecommunication business developing trend, and explores new opportunities by the development of telecommunication technology. The essay also analyzes some effects on the telecommunication equipment market by the reform of China telecommunication business, identifies the main customers to Nortel in China market; clarifies the main competitors of Nortel in China with respect to the product, price, service, market share and so on. The essay also educesmthe competitive superiority and weakness of Nortelnetworks in China market, and analyzes the challenges and opportunities for Nortelnetworks to develop China market with SWOT method.Based on the business and type of main products in China telecommunication, The essay segments the market of telecommunication equipment. Connecting with the characteristics of telecommunication products of Nortelnetworks, the essay selects the corresponding target market in China telecommunication. Meanwhile, the market position for Nortel in China is clarified.After the confirmation of target market, in order to better develop China market for Nortelnetworks, the essay proposes the tactics of product, price, place, promotion(4P), relationship marketing and knowledge marketing. What is more, the paper points out that Nortel should apply for local marketing so that Nortelnetworks can have very good achievement in China telecommunication equipment market for a long time.