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International Marketing A Hk Hi Tech Wireless Product In France

2511 words - 10 pages

INTRODUCTIONThe aim of this essay is to identify the key factors necessary for marketing success & suggest an approach for Strawberry's wireless communications solution launching in France.Indeed, mobile email access has been a longstanding challenge for most organizations and people who are always on the go. In order to allow remote access to business and personal email, mobile professionals and IT departments have been forced to live with an imposing range of technical issues, workflow interruptions and significant costs.Now there's a better way... the Strawberry wireless communications solution is designed for all types of mobile professionals in order for them to access their business and personal email remotely without the need to dial up. Strawberry handhelds also offer an integrated phone so the professionals can deal with all their communications from one compact handheld.In order to understand the launching of the Strawberry in France, an analysis of the country and the different methods will be used by the Research In Hong Kong Hi-Tech Company, should be done.PART ONEI.THE COMPANY RESEARCH IN HONG KONG HI-TECH (RIHK)The Strawberry was made by the company Research in Hong Kong Hi-Tech (RIHK) which is founded in 1984. RIHK operates offices in North America, Europe and Asia Pacific. The company is a leading designer, manufacturer and marketer of innovative wireless solutions for the worldwide mobile communications market. Through the development of integrated hardware, software and services that support multiple wireless network standards, RIHK provides platforms and solutions for seamless access to time-sensitive information including email, phone, SMS messaging, Internet and intranet-based applications. RIHK technology also enables a broad array of third party developers and manufacturers to enhance their products and services with wireless connectivity to data.II.THE PRODUCTThe Strawberry was launch for the first time three years ago in the Germany where it knew a real success: 10 000 companies adopted the Strawberry.The Strawberry solution is a complete, secure, integrated wireless business solution designed specially for mobile professionals. Strawberry offers a proven, award-winning solution that features a unique wireless handheld with an intuitive user interface, easy to use keyboard and embedded wireless networks to deliver a major breakthrough in mobility. Strawberry Enterprise Server software tightly integrates with both Microsoft exchange and Lotus. Strawberry handhelds based on J2ME technology operate over General Packet Radio Service (GPRS) wireless networks.The GPRS standard and the Strawberry solution were both designed to enable "always on" operation and enable the user to maintain a virtual connection to the wireless network. With the Strawberry, no dialing in is required, as all data and mail messages are sent to the user directly. Strawberry handhelds are "Always on, Always connected".III. THE COUNTRY: FRANCEThe...

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