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분야
docx1. Executive Summary
2. Marketing Environment Analysis
A. Customers
B. Competitors
3. Marketing Strategy Analysis
A. STP
B. Marketing Mix
4. Marketing Proposal
A. SWOT Analysis
B. Short-term Plans
C. Long-term Plans
Korean Consumers enjoy contacting their acquaintances at anytime using MSN, or phone call. These days owing to the development of Internet, many people contact their friends of families more often using social network system such as Twitter or Face book, etc. Thus, availability to access wireless Internet at anytime and anywhere of the phone has become importance factors for selecting Smartphone. Blackberry’s 3G service and its synchronization functions will also work as a attraction for the product.
B. Competitors
In the first quarter of 2010, iOS and Window Mobile were the two most popular mobile operating systems in Korea. Naturally, the i-Phone and smart phones running on WinMo were most popular. The two types possessed over 80% of whole market. However, at the end of 2010, Android phone grew up to over 30% and the former two groups were down to about 50%. While other phones compete fiercely, Blackberry has maintained only about 1% of the market share. Compared to their world market share of 14%, their output within the Korean market is particularly weak.
In the order of preference, Android is the number one choice for smart phone operating systems. It is then followed by the i-Phone’s iOS, and Blackberry comes in 3rd (11%) internationally. In Korea, Blackberry is not even very well known by the people. Therefore, preference of Blackberries is not even measurable in the status quo.
