| Author | Oyundelger, Bayaraa |
| Call Number | AIT RSPR no.SM-04-130 |
| Subject(s) | Cellular telephones--Marketing--Mongolia.
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| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-04-130. |
| Abstract | The concept of globalization, it has been believed that the world is becoming more homogeneous. Technological, social, and economic trends were combining to create a unified world market place that was driving global businesses to use global marketing when they take the same or similar approach of the marketing mix in different countries. Although most of the multinational companies using global marketing have been highly successful. it does not mean that all elements of the marketing mix product, pricing. promotion and distribution are standardized. In contrast, businesses can make some elements of marketing more global and others less so. Therefore, this study investigated how Nokia. global leading mobile phone manufacturer, fonnulates its marketing strategies to comply conditions in Mongolia based on the dilemma of standardization and localization. The results o f t his study revealed t hat N okia d eveloped a c ombination o f standardization and localization to match environments. However, Nokia pursued mostly highly standardized approach in Mongolia. In Mongolia market, product was completely standardized. Promotion was mostly standardized, while price and distribution were localized totally. Accordingly, standardization is just one part of a global marketing strategy. Striking the right balance between standardization and localization greatly contribute to mobile phone company's success. Moreover, the key success factors of handset manufacturers include the competitive quality and innovative technologies, information collecting, brand building. and collaboration with key partners.
SUBJECT 650 0 Cellular telephones|xMarketing|zMongolia |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-04-130. |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Swierczek, Fredric William.; |
| Examination Committee(s) | Sununta Siengthai;Dimmitt, Nicolas J.; |
| Scholarship Donor(s) | Government of Japan.; |
| Degree | Research Studies Project Report (M. Eng.) - Asian Institute of Technology, 2004. |