With 820 million mobile customer base and 312 million 4G services users in China, China mobile is leading the voice services and data services business vertical. It is the largest 4G operator in the world, servicing 115 countries with the value-added service of International Roaming. With the help of enhanced wireless broadband services, it has achieved 30% growth in wireless data traffic revenue in the year 2015 as compared to the year 2014.
Table of Contents
Segmentation, targeting, positioning in the Marketing strategy of China Mobile –
China mobile uses psychographics and demographics segmentation variables to cater to the needs of its tech-savvy customers.
It uses a mix of differentiating and selective targeting strategies to provide services like Value added services & Wireline Broadband services to retail & corporate customers etc.
With the socio-cultural and economic development of the China, data traffic business increased by a substantial percentage, and that’s why China Mobile has repositioned itself with more of wireline & 4G LTE data provider than mere a communication network company.
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Competitive advantage in the Marketing strategy of China Mobile –
China mobile operating from a home country have the knowledge and a better understanding of the demographics and economic conditions of the country which is making them successful as compared to its peer companies operating in the country.
Having more than 20000 proprietary outlets across the different regions of China is one of competitive advantage that China mobiles have over other players.
BCG Matrix in the Marketing strategy of China Mobile –
Its Voice services, mobile services and mobile data businesses are Stars as China mobile is the leading player in the Chinese market, it has a dominant position in all the business verticals it is present into.
Distribution strategy in the Marketing strategy of China Mobile –
China mobile is using various delivery channels to make their services available to its end customers. 20k proprietary retail outlets, the internet, apps, network coverage and infrastructure capabilities are helping the company is speeding up its services to the end customers.
Brand equity in the Marketing strategy of China Mobile –
Branding its high-quality services and increasing its visibility through different mediums in tandem with building world-class infrastructure is helping the company in creating positive word of mouth. China Mobile is one of the top 10 valuable brands of China as per Brand finance and is one of the fortune 500 companies (2015 data).
Competitive analysis in the Marketing strategy of China Mobile –
China Mobile has strengthened its research & development and cultivated a culture of innovation which has helped the company in being ahead of its peers. Although the market is overcrowded with a large number of service providers due to which there is competitiveness in the tariffs rates but the companies in this industry are making a profit with strong and robust data services network and quality customer care services.
Market analysis in the Marketing strategy of China Mobile –
China Mobile is the leading 4G network service provider in China with 63% market share. While other companies like Airtel, Vodafone, MTN and many others are finding it hard to sustain in the competitive market which is dominated by a domestic player.
Customer analysis in the Marketing strategy of China Mobile –
Customers of China Mobile consist of people from different age groups who are eager to connect with others through mobile telephony as a means of communication. It also caters to growing needs of the corporate customers by providing them wireline services, dedicated line services and digital services.
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