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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Entry strategies in international markets.

Keywords

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