Global Android Smartphone Market: Strategy Recommendations
LAB University of Applied Sciences Faculty of Business Unit Degree Programme in International Business, Lappeenranta Nikolai Sedov Global Android Smartphone Market: Strategy Recommendations Thesis 2020 Abstract Nikolai Sedov Global Android Smartphone Market: Strategy Recommendations, 55 pages LAB University of Applied Sciences International Business, Lappeenranta Thesis 2020 Instructor: Jaani Väisänen, LAB University of Applied Sciences (Senior Lec- turer) The purpose of the research is to provide recommendations on business strate- gies for participants of the global Android smartphone market. The recommendations were developed through a descriptive and exploratory re- search of various related topics – first, the market was overviewed in general, then, products, pricing and general strategies of the case companies were ana- lysed. The main theoretical concepts used were David Aaker’s market analysis dimensions, Wiley Encyclopaedia of Management’s market competition spec- trum, part of the 4P “Marketing Mix”, Joel Dean’s “Pricing Policies for New Prod- ucts” and Porter’s Generic Strategies. The information was obtained from sec- ondary sources. The conclusion chapter presents an overview of the market, products, pricing, and strategies of the case market leader companies. From there, some general recommendations for other market participants and potential new entrants are provided. Keywords: Smartphone, Android, Market 2 Table of Contents 1 Introduction .................................................................................................
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