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Marketing Project Subjects: China Mobile Communications Corporation Name: Costin HE Class: BA1 Executive summary: China Mobile Communications Corporation(CMCC), also called China Mobile was built in April 20, 2000, their registered capital was 300 billion yuan, the scale of assets more than 400 billion yuan. They major in mobile voice, data, IP telephony and multimedia services. Also they provide fax, data, IP phones and other value-added services. China Mobile has its major brand which are includes Gotone, M-Zone and Easyown. Moreover, its service include voice service, data service, Wireless Data Traffic and Customer service. The objective to this project is according to what I already learnt, to help China Mobile to analyze the current environment, and choose a best strategy for them to increase their customer’s quantities and profit. There are 9 sections in this project, which are: China Mobile Company profile SWOT analysis PEST analysis Financial analysis Porters 5 forces Market share of CMCC
Product & Service 4P’s strategy Recommendation The strength of China Mobile is big network scale, big user scale, strong service and business. Meanwhile it has the weakness, which are business is too simple, network development is expensive.There has some competitors in China, such as China Union, China Telecom. But they have less influence on China Mobile, because China Mobile market share has about 60% in China up to now, then according to their financial situation, their earnings are on the rise every year. That is why they are the largest communications company in China. In the end, there is the 4p’s( product, price, place, promotion) strategy and recommendation about China Mobile. For product and price, they can introduce new products, or add low-cost business packages to reduce the monthly fee, thereby increasing consumer demand. For place and promotion, they can choose the places where have many people for promotional activities, for example, they can hold the “buy one and get one free” activities in the street. Company profile: China Mobile Communications Corporation(CMCC), also called China Mobile was built in April 20, 2000, their registered capital was 300 billion yuan, the scale of assets more than 400 billion yuan. They major in mobile voice, data, IP telephony and multimedia services. Also they provided fax, data, IP phones and other value-added services. They has its brand like ”Gotone” “M-Zone” “Easyown” and so on. In this situation, China Mobile had a leading role in the development of mobile communications in China, and played an important role in the international mobile communications field. After
about 10 years development, China Mobile built a mobile communication network with a wide coverage and high communication quality, many kinds of business, service level first, network size and customer scale. Resources: http://baike.baidu.com/link?url=cFX7OIIiFivJSluqk8pyr5JPvuREtQUqFo37C6qRMgr0oUf3qRMeJdhBrv16PkhAHBo37KRAKz9eHAaImnq6PTo7RYABuRuMsu-pWBVD5iWExWf6bqQUPkbEIvvx4FoOgHV057uXfGyUczkL13DaRWPYk-v6ApbKTF6OfHfniookGodfRbOfERm-gokTlHL2WMRY3TXZQHgmgvP25OY8e_SWOT analysis: Strength 1.Big network scale. China Mobile develop net system about10 years to get better situation from net coverage and calling quality. 2.Big user scale. According to the research, since 1990, China Mobile communication’s number of users average rate has broadly surpassed 160% per year. China Mobile communication user 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. They focus on developing new trends and new technology, and its operation on 4G system was successful. Also, China Mobile provided the correct and quickly cost bill for the customer.
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