Motorola in China

            
 
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : BSTR081 Electronic Format: Rs. 400;
Courier (within India):Rs. 25 Extra
Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies

Themes

Business Environment
Case Length : 15 Pages
Period : 1987 - 2003
Organization : Motorola
Pub Date : 2003
Teaching Note : Available
Countries : China
Industry : Electronics

Abstract:

The case examines the strategies adopted by the US electronics company, Motorola, in China. It focuses on Motorola's initiatives in the Chinese market to establish itself as a major brand. The case provides detailed information on the four-point strategy adopted by Motorola in China and the results of the same. The case throws light on the increasing competition in the Chinese mobile handset market and the reasons for Motorola changing its strategy. The case also deals with the impact of SARS on the market and the future prospects of Motorola in China. The case provides detailed information on the Chinese mobile handset market.


Issues:

Reasons behind the company's decision to enter China and make a significant commitment

Entry strategies adopted by the company across various product portfolios

Contents:

  Page No.
The Chinese Factor 1
Background 2
The Success Recipe 4
Change in Recipe 8
Road Ahead 10
Exhibits 12

Keywords:

US electronics, Motorola, China, Chinese, brand, e four-point strategy, competition, Chinese mobile, handset market, SARS, future prospects

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