Motorola in China
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Case Code: BSTR081 Case Length: 15 Pages Period: 1987 - 2003 Pub Date: 2003 Teaching Note: Available |
Price: Rs.400 Organization: Motorola Industry: Electronics, Countries : China Themes: Business Environment |
Abstract Case Intro 1 Case Intro 2 Excerpts
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.
Issues
The case is structured to achieve the following teaching objectives:
- Reasons behind the company's decision to enter China and make a significant commitment
- Entry strategies adopted by the company across various product portfolios
Contents
Keywords
US electronics, Motorola, China, Chinese, brand, e four-point strategy, competition, Chinese mobile, handset market, SARS, future prospects
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