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Evaluation of Sony Ericsson’s success on the mobile phone market in a Chinese central urban population – a case study.
Uppsala University, Humanistisk-samhällsvetenskapliga vetenskapsområdet, Faculty of Social Sciences, Department of Business Studies.
2006 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

It should be recognized that China is a mass-market suited for low-price products. In this respect, adjustment in the form of backward invention or product invention should be considered. Competition- ased pricing should be considered - the majority of the Chinese are price-sensitive. Promotional and media diversification should be considered to reinforce the message and to reach as many as possible. Promotion in stores are perhaps most important, followed by TV. Recognizing that China is a mass-market suited for low-price products means that successful companies often begin to market their products in regions with low-price products aimed at a mass market and then focus on the large, rich cities. Western companies have a tendency to do the opposite.

Place, publisher, year, edition, pages
Uppsala: Företagsekonomiska institutionen , 2006.
Keyword [en]
Sony, Ericsson, mobile telephone, marketing, China
National Category
Business Administration
URN: urn:nbn:se:uu:diva-8697OAI: oai:DiVA.org:uu-8697DiVA: diva2:131815
Available from: 2008-04-09 Created: 2008-04-09

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