The B-Mobile Project

Paper Summary:

In this marketing summary of the B-Mobile German expansion project, the company B-Mobile explored the option to expand into the overseas cellular phone market. The writer assesses the German market and its characteristics. It focuses on the key strengths and opportunities for this project along with the key weaknesses and threats. It includes two charts. One summarizes the pertinent demographic information for the German population and the other shows the statistics of Germany's economic indicators for 2001. After giving recommendations for the future, the writer concludes by suggesting that B-Mobile should seek to enter this market place but concentrate its first efforts on the untapped market of rental cell phones before entering the common market in a few years.

From the Paper:

"B-Mobile began manufacturing cellular phones in 1994, operating primarily in the United States. They have experienced better growth rates and outperformed their competition in many areas. The cellular phone market in the United States has experienced exponential growth in the past ten years. However this has led to the formation of many small companies and there are very few new areas for expansion. All of the major metropolitan areas have reached market saturation and the business is expected to remain steady, but the growth rate previously experienced is not sustainable and the prospects for new clients dwindle. In order to continue its previous growth rates B-Mobile is exploring the prospects of expanding into other countries".

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