Emerging MarketsCustomer Acquisition Strategiesfor the Mobile Communication Market

This part of the paper will outline the basic problems of the mobile phone industry withinthe global competition. Using these results, the objectives of this paper will then be derived.The next chapter will introduce the basic structure of this paper. As the topic of thiswork is a very broad one and as it is not possible to conduct the analysis proposed in partA for all emerging markets, the subsequent chapter will delimit the analysis topic...

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Year of publication:	2006
Authors:	Junge, Philip
Institutions:	Hochschule Konstanz - Technik, Wirtschaft und Gestaltung
Subject:	Globalisierung \| Emerging Market \| Mobile Telekommunikation

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Foreword by Clemens Jargon
Publishers Preface
Authors Preface
Article: “The digital divide“
Table of Contents
Table of Figures
List of Abbreviations
Introduction
1. Problem Definition
1.1. The Phenomenon of the Globalization
1.2. Globalization and the Call for Action in Emerging Markets
1.3. Definition of “Emerging Markets” and Evaluation of their Potentialfor the global Mobile Phone Market
2. Key Objectives
3. Description of the Structure of this Paper
4. Delimitation of the Analysis Topic
Part A - The Process of Customer Recruitment in Theory
1. Special Aspects of B2B Marketing
2. Situation Analysis & Formulation of Objectives
2.1. Analysis of the political, economical and technological Situation inthe global Industry Environment
2.2. Structural Analysis of the Markets
3. Introduction to generic competitive Strategies
3.1. Overall Cost Leadership
3.2. Differentation
3.3. Focus
3.4. Hybrid Competitive Strategies
3.5. Dynamics of Product Performance
4. Analysis of key Indicators of promising Markets
5. Identification of potential Customers in the chosen Market(s)
5.1. Development of a Market Model
5.2. Identification of relevant Players, potential Customers and potentialCooperation Partners
6. Implementation
7. Controlling
Part B – The Process of Customer Recruitment displayed by the global MobileCommunication Branch
1. Situation Analysis & Formulation of Objectives
1.1. Analysis of the broader industry environment (External Analysis)
1.2. Formulation of Objectives
2. Description of Competitive Strategies for the ULC segment
2.1. Elaboration of the Special Requirements for Mobile Phones for Bottom of thePyramid markets
2.2. Conclusion - Competitive Advantages in the ULC Segment
3. In Depth Analysis of promising Markets
3.1. Analysis of key Indicators of Brazil
3.2. Analysis of key Indicators of Russia
3.3. Analysis of key Indicators of India
3.4. Analysis of key Indicators of China<b

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