請用此 Handle URI 來引用此文件：
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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 韓廷允(Jung-Yun Han) | |
| dc.contributor.author | Lourdes Diana Gutierrez Sanchez | en |
| dc.contributor.author | 谷山安娜 | zh_TW |
| dc.date.accessioned | 2021-06-16T09:45:38Z | - |
| dc.date.available | 2017-02-20 | |
| dc.date.copyright | 2017-02-20 | |
| dc.date.issued | 2017 | |
| dc.date.submitted | 2017-01-24 | |
| dc.identifier.citation | Ansoff, I. (1957). Strategies for Diversification. Harvard Business Review, 35(5), 113-124.
Central Intelligence Agency. (2013). The World Factbook 2013-2014. Washington, DC. Control Risks. (2013). Retrieved November 27, 2016, from https://www.controlrisks.com/~/media/Public%20Site/Files/Oversized%20Assets/indonesia_whitepaper_2013.pdf eMarketer. (2014, November 20). Internet to Hit 3 Billion Users in 2015. Retrieved November 15, 2016, from https://www.emarketer.com/Article/Internet-Hit-3-Billion-Users-2015/1011602 eMarketer. (2015). Worldwide Internet And Mobile Users, eMarketer's Updated Estimates for 2015. eMarketer. eMarketer. (2016, June 19). How Southeast Asia Uses Smartphones. Retrieved December 6, 2016, from https://www.emarketer.com/Article/How-Southeast-Asia-Uses-Smartphones/1013595 Ericsson. (2016). Ericsson Mobility Report South East Asia and Oceania. Stockholm: Ericsson. Ernst & Young. (2015). Riding the new wave. Are you ready for accelerated digital media adoption? EYGM Limited. Hambrick, D. C. (2001, November). Are you sure you have a strategy? The Academy of Management Executive, 15(4), 48. Henderson, B. (1970). The Product Portfolio. BCG 'Perspectives' series (The Boston Consulting Group). Indosat Ooredoo. (2016). 2015 Annual Report. Jakarta. Indosat Ooredoo. (2016). Dunia Digital IMX. Retrieved December 12, 2016, from https://indosatooredoo.com/en/personal/layanan-digital/dunia-digital/imx International Monetary Fund. (2016, October). World Economic Outlook Database. Retrieved December 14, 2016, from http://www.imf.org/external/pubs/ft/weo/2016/02/weodata/index.aspx Magna Global. (2016, June). IPG Media brands. Retrieved November 26, 2016, from http://www.interpublic.com/dyn/file_dl.php/210325/0/0/0/0/GLOBAL_AD_FORECAST_FULL_REPORT_JUNE_2016.pdf Mobile World Live. (2016, August 22). Indonesia's smartphone penetration hits 47%. Retrieved December 14, 2016, from https://www.mobileworldlive.com/asia/asia-news/indonesias-smartphone-penetration-hits-47/ OperaMediaworks. (2016). Mobile First Insights-APAC-2016-1. Retrieved December 27, 2016, from http://operamediaworks.com/newsroom/press-releases/mobile-first-insights-2016-q1/apac Pan, Y. a. (2000). The Hierarchical Model of Market Entryy Modes. Journal of International Business Studies 31, no. 4, 535-554. Porter, M. E. (1980). Competitive Strategy. Free Press. Porter, M. E. (1985). Competitive Advantage: Creating and sustaining superior performance. New York: Simon and Schuster. Smaato. (2016). Global trends in Mobile Advertising Q1 2016. Smartfren. (2015). 2015 Annual Report. Jakarta. Smartfren. (2016). Smartfren Business Solutions. Retrieved December 12, 2016, from http://www.smartfren.com/business_solution/product-amp-services-voice-amp-sms-service/ Statista. (2016). Digital Advertising Outlook by country. Retrieved December 14, 2016, from https://www.statista.com/outlook/216/100/digital-advertising/worldwide Telkomsel. (2016). 2015 Annual Report. Jakarta. Telkomsel. (2016). Telkomsel MSIGHT. Retrieved December 12, 2016, from http://www.telkomsel.com/msight The World Bank. (2016). World DataBank. Retrieved 12 18, 2016, from http://data.worldbank.org/indicator/NY.GDP.MKTP.KD.ZG United Nations, D. o. (2013). World Population Ageing 2013. New York: United Nations. XL Axiata. (2016). 2015 Annual Report. Jakarta. XL Axiata. (2016). Business M-Ads. Retrieved December 12, 2016, from http://www.xl.co.id/business/id/produk/ads | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/59929 | - |
| dc.description.abstract | The company GHT is intending to enter international markets with its new product line: a Data analytics software for mobile operators to launch mobile digital advertising services. This case study will develop recommendations for market entry into the market with the largest potential in Southeast Asia: Indonesia. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-16T09:45:38Z (GMT). No. of bitstreams: 1 ntu-106-R03749050-1.pdf: 1579800 bytes, checksum: b71048d1f5b856afe82997a384682385 (MD5) Previous issue date: 2017 | en |
| dc.description.tableofcontents | 1 Executive Summary 1
2 Introduction 2 2.1 Motivation 2 2.2 Case structure 2 3 Background of GHT 3 3.1 General information 3 3.2 Product lines 3 3.2.1 First product line: Geolocation Software for Network Optimization 3 3.2.2 New product line: Data Analytics Software for Mobile Advertising 4 3.3 Product line planning 5 4 The Mobile Digital Advertising Industry 8 5 The Data Analytics for Mobile Advertising Software Industry 12 6 The Mobile Telecommunications Industry 15 7 Assessing potential markets to enter: WHERE? 17 7.1 Company guidelines 17 7.2 Methodology to assess market potential 18 7.3 The Southeast Asian markets 19 7.3.1 Mobile advertising market growth and attractiveness 19 7.3.2 Mobile internet market maturity 20 7.3.3 Economic attractiveness 23 7.3.4 Social attractiveness 25 7.3.5 Conclusions 26 8 Market entry Plan: HOW? 29 8.1 Target customers in the Indonesian market 29 8.2 Entry Mode 32 8.3 Positioning 37 8.4 Execution Plan 40 8.5 Revenue Generation 42 8.6 Financial plan 47 8.6.1 Revenue estimation 47 8.6.2 Projected Profit and Loss 50 8.6.3 Projected Cash Flow 54 8.7 Risk Assessment 55 8.8 Market exit assessment 57 9 Timing: WHEN? 59 10 Conclusions 60 11 References 61 | |
| dc.language.iso | en | |
| dc.subject | 行動廣告平台 | zh_TW |
| dc.subject | 電信業者 | zh_TW |
| dc.subject | market entry | en |
| dc.subject | Mobile telecommunications operators | en |
| dc.subject | Data analytics | en |
| dc.subject | Mobile advertising | en |
| dc.title | 行動廣告平台進入電信業者產業的市場策略報告 | zh_TW |
| dc.title | Market entry strategy for an Advertising Platform for Mobile Network Operators: a case study | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 105-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 曹承礎(Timothy Chou),黃俊堯(Chun Yao Huang) | |
| dc.subject.keyword | 行動廣告平台,電信業者, | zh_TW |
| dc.subject.keyword | Mobile advertising,Data analytics,Mobile telecommunications operators,market entry, | en |
| dc.relation.page | 62 | |
| dc.identifier.doi | 10.6342/NTU201700206 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2017-01-24 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-106-1.pdf 未授權公開取用 | 1.54 MB | Adobe PDF |
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