市场挑战者在商战中如何成为赢家（How did the market challenger become a winner in the war）.docVIP

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市场挑战者在商战中如何成为赢家（How did the market challenger become a winner in the war）.doc

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市场挑战者在商战中如何成为赢家（How did the market challenger become a winner in the war）

市场挑战者在商战中如何成为赢家（How did the market challenger become a winner in the war） We answer this question in the following three aspects. ? the qualities required by market challengers and market challengers Market challengers strategy of winning in the competition ? implementation of market challengers, competitive strategies, and possible outcomes Perhaps the most successful example of this is NOKIA, a mobile phone maker from a small European country, Finland. This time, however, lets take a look at how the company from a small country in Finland quickly became a market leader from the challenger of a mobile phone market, starting with a case study. NOKIAs success stories The name NOKIA comes from the NOKIA river 100 miles north of Finland, Helsinki. NOKIA, founded in 1865 on the banks of the river, was a company that produces pulp. Over the years, the company has been specializing in the production of rubber and timber products. So far, many Finns still associate NOKIAs name with childhood rubber boots. In 1991, the Finland economy has suffered the collapse of the Soviet Union, NOKIA, some of the original industry cannot profit, the largest shareholder of the company had intended to be NOKIA shares sold to Ericsson, the other does not want to buy. However, in the rapidly changing 1990s of telecommunication technology, NOKIA company is rapidly rising and shocked by the title of worlds number one mobile phone maker. Now it has become the worlds leading manufacturer of electronic products, 2000 sales growth of 54%, reached 30 billion 400 million euros, profit growth of 48%, reached 5 billion 800 million euros, of which more than 70% from the mobile phone sales. Global market share of 30.6%, higher than the second Motorola 16 percentage points. The following is the global mobile phone market share data released by Dataquest, an industry analysis group: Whats the situation in the domestic market? According to relevant data, in 1996, when people really began to pay attention t