Market Strategy of Vivo

Abstract

This literature review focuses on the market strategy used in the mobile phone market. In the market, mobile brandsincreasingly optimize product systems to meet the different needs of consumers, combine in-person services with onlineadvertisement to attract consumers, and cooperate with other brands to improve their reputation. This paper takes abrand from China called Vivo as an example to illustrate those strategies. By analyzing the strategy of Vivo, it showsthat following consumers’ needs, improving technology, and finding a partner to cooperate with is the key for a brand tosurvive in such a market.