Abstract
Skype is the leader in terms of communication through IP addresses via the web. This project has for main objective to set up a new business strategy in the aim to develop its presence in China.
In a first time, we have seen that Skype is the leader but the competition is present with MSN by Windows and Yahoo. Moreover, the most dangerous one is coming with Google which had the need to be present in every market. They just succeeded in taping on this market via "Google Voice" thanks to their Gmail service. It is why Skype must innovate and restructure their strategy in the aim to avoid a too dangerous competitor.
China represents the biggest potential for companies as Skype. The second largest economy of the world represents also the largest number users of Internet but not only with also cell phones and traditional phones.
The problem is that China is making troubles for Skype with China Telecom who decided to eject Skype from China due to a non loyal competition thanks to their laws.
The challenge for Skype is to find a new way of entrance strategy by partnerships, analyzing the key players and to target the right customers.
We are going to plan this project by answering the 3 key questions when we are building a business plan for market strategy: Where are we? Where are we going? And how will we get there?
