Global Marketing Strategies in the Taiwan Broadband Market: The Case of a Multinational Company with Communications and Broardband Solutions
Date Issued
2008
Date
2008
Author(s)
Lin, Hsing-Hung
Abstract
In such a competitive era of communications industry, all worldwide enterprises are not only trying to figure a way to survive but also need to try to take the leading position in the market. Assuming all corporation’s front end operations cost are not much different, one of the very important key success factors(KSF) would be whether its products marketing strategy is appropriate or not, no matter that is to achieve the market share target by M&A or very aggressive marketing promotions of products, or to pursuing the strategy of differentiation on innovation and quality. This thesis will start with the overview of Taiwan broadband industry, then analyze what are the major factors made this kind environment and the competition status. So far the Taiwan broadband commercial market scale seems not to be attractively large, but all vendors are still trying their best to get in this market. As Taiwan is always one of the leading countries who are always implementing the new broadband technologies and the broadband usage penetration is high, so many international firms like to be here for some market share also for the new products/technologies exposure. This thesis is trying to give 5 concluded suggestions of the long term global marketing strategy for the multinational companies by a case analysis of how a multinational company with communications and broadband solutions overcame the challenages by its marketing strategy in such a difficult market here in Taiwan.
Subjects
Customer Relationships
Technology Innovation
Market Segmentation
Market Positioning
Competitive Advantage
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-97-P94746025-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):a9284ff56f2370c1c92a9de3b3bb7ba6