Motorola in China: From Intended to Emergent strategies

BY: RENUKA TULSIANI MOHIT MEHTA CHINMAY DESHPANDE SATYAKI GHOSH ROHIT CHANGANI SHUBHAM SINGH

Company Background
Founded in 1928 Produced car radios and television receivers Expanded into international markets in the 1960s Invented cellular phone technology* Became the leading supplier of cellular phones by the end to the 1980s Became a leader in cable modems and set-top terminals

Motorola China
Employees : 10,000 1 wholly-owned factory, 1 holding company, 8 joint ventures, 18 R&D facilities, and 26 sales offices Opened China office in 1987 Produced beeper-pagers, mobile phones, wireless communications facilities etc One of the biggest export companies in China At one point held the largest market share for mobile phones

2+3+3 strategy 2: to turn China into both a global production base and a R&D base of Motorola 3: An annual output value of US$10B, a total investment of US$10B in China, and US$10B purchasing of accessories and services from China 3: To lay emphasis on the development of digital trunking, semiconductors, and broadband Utilized joint-venture partners to focus on its expertise in developing and distributing cell phone technology and products

Motorolas Strategy
Originally pursued a global marketing strategy in China. This strategy quickly met resistance and Motorola adjusted by changing to a more localized strategy. Localized strategy included: - Adapting models and software to meet specified local demands. Sourcing through local suppliers.