Table of Content1.0 Industry Background12.0 Introduction13.0 Impact of Macro environments on Cell Phone Industry13.1 Demographic environment13.2 Economic Environment23.3 Natural Environment23.4 Technological environment34.0 Impact of Micro Environments on the Cell Phone Industry34.1 Suppliers34.2 Marketing intermediaries44.3 Customers44.31 Consumer markets44.4 Competitors55.0 Impact of the Changing Environments on Marketing Mix55.1 Product55.2 Price Variables65.3 Place Variables65.4 Promotion Variables66.0 Conclusion67.0 Reference List81.0 Industry BackgroundChina Mobile and China Unicom added over 86 million users, or roughly 7 million a month, the fixed-line customer base shrank by 2.3 million to around 365 million, a penetration of 27.8 percent (Research and Markets Adds Report: 2008 Asia - Telecoms, Mobile and Broadband in China 2008).By February 2008, the number of mobile phone users reached 565 million, exceeding the fixed-line subscription base of 362 million (Research and Markets Adds Report: 2008 Asia - Telecoms, Mobile and Broadband in China 2008). By the end of 2007, mobile penetration in China stood at 41.4
percent, following a record level of subscriber additions during the year and number of people who access the Internet through their mobile phone surged to 50 million in 2007 from 17 million at the end of 2006 (Research and Markets Adds Report: 2008 Asia - Telecoms, Mobile and Broadband in China 2008).
2.0 IntroductionAlthough the China market is large, it has low penetration rates and this is good for the future growth in the cell phone industry. The increasing numbers of people have acquired more than one mobile phone. The following paragraphs will discuss about the macro and micro environments on the cell phone industry and the impact of the changing environments on marketing mix.
3.0 Impact of Macro environments on Cell Phone Industry3.1 Demographic environment'Demography is the study of human populations in terms of size, density, location, age, sex, race, occupation and other statistics. The...