Fairphone - Should the Company Expand to the Asian Market?
Environmentally and ethically conscious phone maker, Fairphone, has seen success in the local and European markets. Can they further expand and succeed overseas?
At a glance
Country
Netherlands
Founded
2013
Revenue
US$ 39.7 million
as of 2021
Case Focus
Marketing, Sustainability, Global Entry
Abstract
Fairphone, a Netherlands-based smartphone manufacturer founded in 2013, stands out in the competitive mobile phone industry with its dedication to environmental and social sustainability. Known for its modular design, which promotes repairability and extends product lifespans, Fairphone prioritizes ethical sourcing, worker welfare, and electronic waste reduction. The company has gained traction in European markets, particularly Germany, by catering to the growing demand for sustainable electronics.
This case study explores Fairphone’s potential for expansion into Asian markets, analyzing challenges such as competition from industry giants like Apple and Samsung and the region's emphasis on technological superiority over sustainability. It examines Fairphone’s eco-conscious branding, customer loyalty, and partnerships with ethical suppliers like Intel and Google. The case also evaluates Fairphone’s readiness for international growth and invites readers to propose strategies for balancing sustainability with scalability in a global market driven by evolving consumer behaviors and ethical consumerism.
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Disclaimers:
(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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