China Mobile's Marketing Strategy: Assessing its Effectiveness and Making Tentative Recommendation

Chapter 1.0 INTRODUCTION 1.1<Tab/>Background "WHICH is the biggest mobile-phone market in the world? The answer, since July, is China's. A country in which, until a few years ago, the only people who could afford mobile phones were triad mobsters now has 121m users. BDA, a Beijing consultancy, forecasts that the number will rise to 370m by 2005, enough to persuade many investors--even after telecoms shares have dived all round the world--that China …

…fierce. Placing in such a tumultuous environment, China Mobile has to rely on its marketing strategies with aims of maintaining and expanding new customers in the future. Therefore, this research paper was conducted with such a purpose during the whole course. However, owing to the limitations mentioned in the previous chapters, further research in this field should be carried out properly in order to test the reliability and applicability of the findings of this research.