iFLYTEK: Leading Chinese Speech Technology
(5 pages of text)
By 2014, iFLYTEK was a proven leader in the Chinese speech technology industry with over 70 per cent of the domestic market; however, the company’s growth had become stagnant. As competitive pressures were rising, iFLYTEK’s chief executive officer needed to determine whether the company should continue to pursue its current business-to-business strategy or instead adopt new opportunities in the business-to-consumer market.
This case involves strategy and decision-making at the senior management level. Therefore, the case is suitable for courses in strategic management or marketing management programs at the undergraduate or MBA level. After completion of this case, students should be able to:
- Apply Porter’s Five Forces model to support decision-making.
- Understand the specific characteristics of the business-to-business and business-to-consumer markets.
- Assess the growth and revival strategies for a mature product in a saturated market.
- Evaluate the options for market positioning that could determine the company’s future direction.
, strategic choice
, Porter's Five Forces
, voice recognition
, smartphone technology
, Nuance Communications
, mature product
, market positioning
, research and development
Professional, Scientific, and Technical Services
China, Large, 2015
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