5.1: Industry Overview
After doing some research, it can be concluded that CSL is the top Malaysian mobile phones manufacturer in Malaysia. They surpassed all their close competitors like Exmobile and i-Mobile and now are expanding into the netbook and portable modem market. CSL offers a wide range of electronic devices compared to their competitors who primarily focus on only mobile phones.
Even though CSL reigns as the top Malaysian made mobile phone brand, their market share in Malaysia
Their new product, CSL netbook and USB Modem
5.2: The Industry
i. Definition of the industry
CSL mobile phone is under computer and electronic devices industry. It covers all computer peripherals,communication or telecommunication and other similiar electronics products. All the product in electronics industry are being used in home, government, banking, business and even for military sector.
ii. Shape of the industry
The diagram above indicates that the mobile phone market is one of the fastest growing market under the Computer and Electronic Devices industry.
Various resources stated that the timeline for the product life cycle for mobile phones is very short. In just less than a year a new model would be produced because of the rapid technological advancements and in turn would render current model obsolete. Nowadays, smartphones are all the rage amongst tech enthusiasts and even general phone users. The smartphone allows the user to be connected to the internet anywhere anytime besides having a plethora of features like push email or video calling.
iii. Development of the industry
The development of the Computer and Electronic Devices industry is rapidly increasing especially with the advancement of wireless high speed internet and manufacturing technologies worldwide. Just like the principle of Moore's Law, which states that the number of transistors per square inch on integrated circuits will double yearly, microchips which are the driving force behind computer and electronic devices's technological growth are expanding in capabilities and computing power. Microchips and ICs are being fabricated using smaller and smaller die which directly means that more and more powerful microcomputers are made possible while cutting down the manufacturing cost.
Couple this factor with the constant demand from the tech-savvy public masses, the computer and electronic devices industry looks set to develop rapidly into the future.
5.3: The Marketplace
i. Current condition of the marketplace
The market share for CSL products has been under threat with the emergence of competitors with better brand image and product quality. As of now, CSL wil have more competitors for their market share which are over saturated with imitation-type phones from China vying for market share.
ii Changes in the marketplace that may affect your campaign-positively or negatively
Positive
The economic downturn nowadays are affecting the decision of consumers.
Should they start to find more budget-friendly smartphone alternatives on
the market, CSL could snap up new customers with their wide range of
smartphone products which offers better bang for the customer's buck.
Negative
Oversaturation of similar functions phone with about the same price
range could hamper CSL Blueberry's sale. A lot of new brands came up
recently offering about the same package with CSL's offering. This situation
is good for the consumer as it puts their buying power higher.
