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Case
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Reference no. E303-159-1
Spanish language
Published by: IBS Center for Management Research
Published in: 2003

Abstract

This is a Spanish version. The case examines the phenomenal growth of DoCoMo, a Japan-based wireless telecom company, into Japan's largest company and the world's second largest wireless carrier on account of its i-Mode service. It discusses in detail the highly successful business model followed by DoCoMo for i-Mode. The case examines the globalisation strategy and the 3G initiatives of the company, which led it to financial problems during the early 2000s. The case also examines other problems the company faced during the period such as intensified competition and decreasing revenues on account of the saturation of Japan's cellular telephony market. It discusses the various initiatives undertaken by DoCoMo to retain its leadership in the market. The case also observes the future prospects of DoCoMo in the light of these initiatives. The case is designed to enable students: (1) to identify the factors that enable a company to become a market leader (first mover advantage, innovative/user-friendly/affordable products and services); (2) to understand the importance of an effective and appropriate business model to the success of a product or a service in the market; (3) to appreciate the need to understand changing customer needs on a continual basis through customer focus, as a differentiating strategy; (4) to highlight the importance of technological innovations and advancement (especially in the wireless telecom sector) as a tool for gaining the leadership position; (5) to understand the implications of global strategies and their impact on the overall performance and survival of a market leader; and (6) to analyse how and why certain strategic decisions might need to be revised/reformulated based on the market's reactions. The case is aimed at MBA/PGDBA students and is intended to be part of the business strategy curriculum.
Location:
Industry:
Size:
Large
Other setting(s):
1990s to 2003

About

Abstract

This is a Spanish version. The case examines the phenomenal growth of DoCoMo, a Japan-based wireless telecom company, into Japan's largest company and the world's second largest wireless carrier on account of its i-Mode service. It discusses in detail the highly successful business model followed by DoCoMo for i-Mode. The case examines the globalisation strategy and the 3G initiatives of the company, which led it to financial problems during the early 2000s. The case also examines other problems the company faced during the period such as intensified competition and decreasing revenues on account of the saturation of Japan's cellular telephony market. It discusses the various initiatives undertaken by DoCoMo to retain its leadership in the market. The case also observes the future prospects of DoCoMo in the light of these initiatives. The case is designed to enable students: (1) to identify the factors that enable a company to become a market leader (first mover advantage, innovative/user-friendly/affordable products and services); (2) to understand the importance of an effective and appropriate business model to the success of a product or a service in the market; (3) to appreciate the need to understand changing customer needs on a continual basis through customer focus, as a differentiating strategy; (4) to highlight the importance of technological innovations and advancement (especially in the wireless telecom sector) as a tool for gaining the leadership position; (5) to understand the implications of global strategies and their impact on the overall performance and survival of a market leader; and (6) to analyse how and why certain strategic decisions might need to be revised/reformulated based on the market's reactions. The case is aimed at MBA/PGDBA students and is intended to be part of the business strategy curriculum.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1990s to 2003

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