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Mr.

Q1. How successful has SUNDAY's branding strategy been and what are the contributing factors?

SUNDAY's corporate strategy was ‘to capitalize on the convergence of wireless communications and Internet technologies to develop wireless applications and services targeted at consumer lifestyle'. Based on this corporate strategy, SUNDAY's brand was built on the concept of a lifestyle, a relaxed attitude towards life. The brand strategy was described as ‘irreverent', hence innovative, being a challenge to the status quo and traditions with a youthful appeal that aimed to aspire all ages that were youthful at heart. SUNDAY chose to portray a relaxed lifestyle in order to penetrate the mass market. This branding strategy has been very successful with proof of this success being SUNDAY's multiple awards that recognized them for being value for money, good roaming coverage and excellent service features. All this has resulted in SUNDAY's advertisements having the highest recall rates in 1999. Moreover, the brand ‘SUNDAY' did not have a Chinese name and hence exuded a more international appeal from its customers who placed more confidence in international brands. This name also allowed them to go across geographical boundaries, which was in line with their objectives of regional expansion.

Q2. Define a strategy for SUNDAY to target overseas markets in Asia, with due respect to the issuing of 3G licenses

SUNDAY can leverage its strong brand position abroad. Simultaneously, SUNDAY should continue to improve their efficiency in order to reduce their operating cost. They should also increase their network and add more cell sites to improve their quality. SUNDAY as in 1999 is still in a net loss position and getting more loan may be difficult and not a good idea. So strategy for SUNDAY to go abroad is to find an offshore partner who has a very strong financial position to help out with the financing of 3G through acquisition or joint venture. SUNDAY should also look for...