NTT DoCoMo Inc.: Leadership Position in Japanese Mobile Market under Threat?*



Case Code : CLBS055
Publication date : 2008
Subject : Business Strategy
Industry : -
Length : 03 Pages
Price : Rs. 100

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Key words:

Strategy, competition, price competition, low-cost, low-cost competitors, pricing, discount scheme, price war, exit, new customer acquisition, market leader, mobile market, market share, mobile phones, services, telecommunication, telecom, marketing, marketing campaign, Japan, NTT DoCoMo, SoftBank, KDDI, Vodafone, au, EMobile, Mitsubishi


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In early 2008, NTT DoCoMo, Inc.'s (DoCoMo) market share in the Japanese mobile market dropped below 50 percent for the first time in over a decade. Analysts felt that the market leader's stranglehold on this mature mobile market was loosening as a result of the stiff competition from low-cost competitors such as SoftBank Mobile Corp. It would be tough for DoCoMo to retain its majority market share considering the immense challenges posed by the competitors, they felt.


  Market leader strategies
  Market challenger strategies


In early-2008, market leader in the Japanese mobile market, NTT DoCoMo, Inc. (DoCoMo), saw its market share in the country drop below 50 percent. Analysts pointed out that the company, which had dominated the Japanese market for more than a decade, had been consistently losing market share since late 2006...

Questions for Discussion:

1. Discuss the challenges facing NTT DoCoMo in the Japanese telecommunications market.

2. Discuss the possible future strategy NTT DoCoMo can adopt to retain its market leadership position in the Japanese telecommunications market.

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