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China Mobile Communications Assignment

Added on - 02 Dec 2020

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Marketing ProjectSubjects: China MobileCommunications CorporationName: Costin HEClass: BA1Executive summary:China Mobile Communications Corporation(CMCC), alsocalled China Mobile was built in April 20, 2000, their registeredcapital was 300 billion yuan, the scale of assets more than400 billion yuan. They major in mobile voice, data, IPtelephony and multimedia services. Also they provide fax,data, IP phones and other value-added services.ChinaMobile has its major brand which are includes Gotone, M-Zone and Easyown. Moreover, its service include voiceservice, data service, Wireless Data Traffic and Customerservice.Theobjectiveto this project is according to what Ialready learnt, to help China Mobile to analyze the currentenvironment, and choose a best strategy for them to increasetheir customer’s quantities and profit.There are 9 sections in this project, which are:China Mobile Company profileSWOT analysisPEST analysisFinancial analysisPorters 5 forcesMarket share of CMCC
Product & Service4P’s strategyRecommendationThe strength of China Mobile is big network scale, biguser scale, strong service and business. Meanwhile it hasthe weakness, which are business is too simple, networkdevelopment is expensive.There has some competitors inChina, such as China Union, China Telecom. But they haveless influence on China Mobile, because China Mobilemarket share has about 60% in China up to now, thenaccording to their financial situation, their earnings are onthe rise every year. That is why they are the largestcommunications company in China.In the end, there is the 4p’s( product, price, place,promotion) strategy and recommendation about ChinaMobile. For product and price, they can introduce newproducts, or add low-cost business packages to reduce themonthly fee, thereby increasing consumer demand. Forplace and promotion, they can choose the places wherehave many people for promotional activities, for example,they can hold the “buy one and get one free” activities inthe street.Company profile:China Mobile Communications Corporation(CMCC), also calledChina Mobile was built in April 20, 2000, their registeredcapital was 300 billion yuan, the scale of assets more than400 billion yuan. They major in mobile voice, data, IPtelephony and multimedia services. Also they provided fax,data, IP phones and other value-added services. They has itsbrand like ”Gotone” “M-Zone” “Easyown” and so on. In thissituation, China Mobile had a leading role in the developmentof mobile communications in China, and played an importantrole in the international mobile communications field. After
about 10 years development, China Mobile built a mobilecommunication network with a wide coverage and highcommunication quality, many kinds of business, service levelfirst, network size and customer scale.Resources:http://baike.baidu.com/link?url=cFX7OIIiFivJSluqk8pyr5JPvuREtQUqFo37C6qRMgr0oUf3qRMeJdhBrv16PkhAHBo37KRAKz9eHAaImnq6PTo7RYABuRuMsu-pWBVD5iWExWf6bqQUPkbEIvvx4FoOgHV057uXfGyUczkL13DaRWPYk-v6ApbKTF6OfHfniookGodfRbOfERm-gokTlHL2WMRY3TXZQHgmgvP25OY8e_SWOT analysis:Strength1.Big network scale.China Mobile develop net system about10 years to getbetter situation from net coverage and calling quality.2.Big user scale.According to the research, since 1990, China Mobilecommunication’s number of users average rate has broadlysurpassed 160% per year. China Mobile communicationuser up to about 300000 million.Resources:http://www.baike.com/wiki/%E4%B8%AD%E5%9B%BD%E7%A7%BB%E5%8A%A8%E9%80%9A%E4%BF%A1%E5%8F%91%E5%B1%95%E5%8F%B23.Strong service and business.Their customer service can be used in foreign country. Theyfocus on developing new trends and new technology, and itsoperation on 4G system was successful. Also, China Mobileprovided the correct and quickly cost bill for the customer.
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