Preview

Contemporary Marketing NOKIA

Satisfactory Essays
Open Document
Open Document
2515 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Contemporary Marketing NOKIA
Contemporary Marketing: NOKIA

Nikolas Stavridis - 77094447
Shivam Parashar - 77154872
Hareshwer Saravanan - 77155974
Puneet Hooda - 77154871
Shivani Subramanian - 77152702

Masters of Business Administration
Faculty of Business & Law

Table of Contents

Executive Summary
1. Introduction
2. Nokia’s Marketing Strategy
2.1. Why Nokia’s Marketing Strategy Failed?
2.1.1. Nokia’s Value Proposition (or lack of it)
2.1.2. Nokia’s Marketing Strategy
2.2. Marketing Mix or 4P’s of Marketing:
2.2.1. Product:
2.2.2. Place:
2.2.3. Price
2.2.4. Promotion
3. Nokia’s Marketing Audit:
3.1. Porter’s Five Forces:
3.1.1. Barriers to Entry
3.1.2. Power of Buyers
3.1.3. Power of Supplier
3.1.4. Threat of Substitute
3.1.5. Rivalry amongst Competitors
3.2. PESTEL
3.2.1. Political Factors
3.2.2. Economic Factors
3.2.3. Social Factors
3.2.4. Technological Factors
3.2.5. Environmental Factors
3.2.6. Legal Factors
3.3. SWOT Analysis
3.3.1. Strengths
3.3.2. Weakness
3.3.3. Opportunities
3.3.4. Threats
4. Conclusion
Bibliography

“ Our goal is to build great mobile products that enable billion people worldwide to enjoy more of what life has to offer ” - Nokia.

Executive Summary:

Our aim is to assess the Nokia’s background, review its existing Marketing activities by using the Marketing Mix (4P’s) and to apply and evaluate the Marketing Audit by using the Micro and Macro analysis.

We have chosen Nokia for our group presentation, as it was once, the leading mobile phone company and almost everyone has used a Nokia product at least once. And that way, we are familiar with their brand name & performance. Their fall, made us want to know what actually went wrong with them and how such a big company can go wrong with their marketing strategies.

1. Introduction:

Nokia’s history dates back to 1865.
Nokia first entered the telecommunications equipment market in 1960.
Before


Bibliography: 1. Nokia. (2014). Nokia - Our story. Available: http://company.nokia.com/en/about-us/our-company/our-story. Last accessed 23/11/2014. 2. Peter Sandeen. (2014). Why Nokia’s Marketing Strategy Failed. Available: http://www.petersandeen.com/nokia-marketing-strategy-fails/. Last accessed 23/11/2014. 3. Microsoft. (2014). All Nokia devices. Available: http://www.microsoft.com/en-gb/mobile/phones/all/. Last accessed 23/11/2014. 4. Nokia. (2014). Nokia - Our Businesses. Available: http://company.nokia.com/en/our-businesses#here. Last accessed 23/11/2014. 5. Nokia. (2014). Nokia N1 Thinking ahead. Available: http://n1.nokia.com/en. Last accessed 23/11/2014. 6. Microsoft. (2014). Production facilities. Available: http://www.microsoft.com/en/mobile/about-us/people-and-planet/operations/production-facilities/production-facilities/. Last accessed 23/11/2014. 7. Mobile Today. (2011). Nokia’s distribution revolution. Available: http://www.mobiletoday.co.uk/Feature/11975/Nokia’s_distribution_revolution.aspx#. Last accessed 23/11/2014. 8. Microsoft. (2014). All Nokia devices. Available: http://www.microsoft.com/en-gb/mobile/phones/all/. Last accessed 23/11/2014. 9. U.S. Pro Cycling News. (2013). Clever advertisement highlights App Social from Nokia. Available: http://www.usprocyclingnews.com/technology-22/clever-advertisement-highlights-app-social-from-nokia-780.html. Last accessed 23/11/2014. 10. Telecompaper. (2013). BH Telecom organises promotion of new Nokia phones. Available: http://www.telecompaper.com/news/bh-telecom-organises-promotion-of-new-nokia-phones--980061. Last accessed 23/11/2014. 11. Spin. (2013). Ellie Goulding Shills for Nokia in Charity Single Video 'How Long Will I Love You '. Available: http://www.spin.com/articles/ellie-goulding-how-long-will-i-love-you-video-nokia-charity/. Last accessed 24/11/2014. 13. Knowledge@Wharton. (2012). The Smartphone Shakeout: Time Is Running Out for a Viable No. 3. Available: http://business.time.com/2012/08/03/the-smartphone-shakeout-time-is-running-out-for-a-viable-no-3/. Last accessed 24/11/2014. 14. BBC news. (2012). Nokia unveils two Windows Phone 8 handsets. Available: http://www.bbc.co.uk/news/technology-19491421. Last accessed 23/11/2014. 15 16. Nokia. (2011). Nokia Sustainability Report 2011. Available: http://company.nokia.com/sites/default/files/download/nokia-sustainability-report-2011-pdf.pdf. Last accessed 24/11/2014. 17 18. Nancy Gohring. (2006). Nokia aims to ease converged phone use. Available: http://www.infoworld.com/article/2659608/networking/nokia-aims-to-ease-converged-phone-use.html. Last accessed 22/11/2014. 19. The Times of India. (2011). Nokia fined for poor customer service. Available: http://timesofindia.indiatimes.com/tech/tech-news/Nokia-fined-for-poor-customer-service/articleshow/8788045.cms. Last accessed 19/11/2014. 20. Joe Svetlik. (2011). O2 chief: Nokia smartphones "too expensive". Available: http://www.cnet.com/uk/news/o2-chief-nokia-smartphones-too-expensive/. Last accessed 19/11/2014. 21. Charles Arthur. (2011). Android, RIM and Apple 'will benefit in UK from Nokia 's Symbian deficit '. Available: http://www.theguardian.com/technology/2011/feb/18/symbian-uk-market-loser-forecast. Last accessed 23/11/2014. 22. BBC News. (2012). Nokia 's bet on Windows Phone 8: Expert opinions. Available: http://www.bbc.co.uk/news/technology-19479685. Last accessed 23/11/2014. 23. BBC News. (2013). Nokia and Microsoft bosses on 'win-win ' deal. Available: http://www.bbc.co.uk/news/business-23942531. Last accessed 23/11/2014. 24. BBC News. (2012). Competition pushes Nokia into losses. Available: http://www.bbc.co.uk/news/business-17769772. Last accessed 23/11/2014.
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Vertu: Nokia's Luxury Phone
    • 732 Words
    • 3 Pages

    Vertu: Nokia's Luxury Phone

    A key issue with Nokia was that fact the company’s stock took a 14 cent dive. The major key issues that were presented in an internal memo were that there was a lack of accountability, leadership and internal collaboration that leads to Nokia’s inability to deliver innovative products in a timely manner (Kwong & Wong, 2011).…

    • 732 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Nokia’s Luxury Mobile Phone for the Urban Rich Case Study Analysis
    • 772 Words
    • 3 Pages

    Nokia’s Luxury Mobile Phone for the Urban Rich Case Study Analysis

    Because of the 14 cent share drop in stock, Nokia had to implement a plan to better their company. Nokia’s market was decreasing and this is when Stephen Elop was hired, in order to make the changes to allow the company and the product to improve. Elop decided to…

    • 772 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    The Mission Statement
    • 383 Words
    • 2 Pages

    The Mission Statement

    In this case study will discuss the strengths, weakness, opportunity’s and threats of the Vertu Nokia mobile phone. How well the company did and what the company will do to be completive in today’s changing world of mobile phones.…

    • 383 Words
    • 2 Pages
    Good Essays
    Read More
  • Better Essays

    5 BUS499 ASSIGNMENT 5 CAPSTONE
    • 3103 Words
    • 9 Pages

    5 BUS499 ASSIGNMENT 5 CAPSTONE

    References: Cheng, R., (2014, April 25), Farewell Nokia: The rise and fall of a mobile pioneer, CNET, retrieve from: http://www.cnet.com/news/farewell-nokia-the-rise-and-fall-of-a-mobile-pioneer/…

    • 3103 Words
    • 9 Pages
    Better Essays
    Read More
  • Powerful Essays

    Nokia Case
    • 10267 Words
    • 42 Pages

    Nokia Case

    Nokia. (2011). Search results for All mobile phones - Nokia. Retrieved 2011, 2-November from Nokia: http://www.nokia.co.uk/gb-en/products/all-products…

    • 10267 Words
    • 42 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Marketing Communication Plan : Nokia 5800 Xpressmusic
    • 5893 Words
    • 24 Pages

    Marketing Communication Plan : Nokia 5800 Xpressmusic

    Current position of Nokia Nokia is the leading market leader of mobile devices in the UK and Ireland. Nokia is actually active on the entire mobile phone market, and targets high volume sales in all categories. They are clear market leader with 35.1% in the overall business, except for the higher segment, and actually this is not a good thing because this segment is getting more and more important. Because due to the mature market in the UK, growth is only possible when the competitors either lower their prices or develop their products like they do in the higher segment. Especially the last option should be chosen by Nokia because this is the most profitable one and because there is actually a trend to be seen around these „gadget-phones‟; nowadays people more and more want to differentiate themselves through a mobile phone. Nokia already offers those kinds of mobile phones, but its mobile phones are not really known for its image or functions, but in fact the phones‟ functions are just as good. The current Nokia image is that they have good reliable mobile phones but the phone is more perceived as „just‟ a phone like any other. The barrier that the customers have to buy a Nokia „gadget-phone‟ is that they simply do not know that Nokia offers these kinds of phones. The problem solution The objectives regarding this marketing communication problem is that Nokia must create a stronger image for its mobile phones in the gadget segment. By creating more awareness, and putting Nokia at the top of mind of the consumers in the target group. These objectives can be reached by marketing communication and Nokia should try to implement this plan on their new Nokia 5800 XpressMusic phone. What needs to be done The 5800 Xpressmusic phone is placed in the mid range of the market with the price being lower than most of its competitors (Apple iphone, HTC touch) It is clearly aimed at young people who are interested in…

    • 5893 Words
    • 24 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Nokia Microsoft Alliance
    • 1413 Words
    • 6 Pages

    Nokia Microsoft Alliance

    Nokia and Microsoft intend to jointly create market-leading mobile products and services designed to offer consumers, operators and developers unrivalled choice and opportunity. As each company would focus on its core competencies, the partnership would create the opportunity for rapid time to market execution. Additionally, Nokia and Microsoft plan to work together to integrate key assets and create completely new service offerings, while extending established products and services to new markets.…

    • 1413 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Good Essays

    The rise and fall of nokia
    • 5934 Words
    • 24 Pages

    The rise and fall of nokia

    This case is all about analysis of NOKIA’s strategies responsible for its market domination to sell-off .…

    • 5934 Words
    • 24 Pages
    Good Essays
    Read More
  • Better Essays

    Nokia Cultures
    • 1697 Words
    • 7 Pages

    Nokia Cultures

    Nokia began 150 years ago in Finland. Before they for were known as a telecommunications company, they were known for a lot more. Nokia was founded by Fredrick Idestam and began as a paper mill. Nokianvirtra River was the location of the second paper mill plant which opened in 1871 and later the name of the company. Nokia has made everything from galoshes to tires. In 1898 Eduardo Polon founder Finnish Rubber Works which made galoshes becoming a bona fide classic design. “In 1912 Arvid Wickstrom founded Finnish Cable Works setting the foundation of Nokia technological business for what we know them as now” (nokia.com, March 25, 2013). Although “the three companies Nokia Ab, Finnish Rubber Works and Finnish Cable Works had worked jointly since 1922, in 1967 the three companies officially merged in 1967 forming Nokia Corporation” (nokia.com, March 25, 2013)…

    • 1697 Words
    • 7 Pages
    Better Essays
    Read More
  • Better Essays

    Nokia & Microsoft Alliance Case
    • 1128 Words
    • 5 Pages

    Nokia & Microsoft Alliance Case

    On the 11th of February 2011, Nokia Corporation announced the alliance with Microsoft Corporation, unveiling their aggressive strategy to challenge Google and Apple for domination of the hot smartphone market. In this strategic alliance, Nokia will use Microsoft’s mobile operating system (OP) Windows Phone on its smartphones. As per the deal, Windows Phone would replace Symbian as the primary OS on Nokia’s phones and Nokia would pay royalties to Microsoft for using its OS. Microsoft would in turn provide support to Nokia in selling its new Windows Phone powered smartphones. Nokia’s Canadian CEO, Stephen Elop, and Steve Ballmer, his Microsoft counterpart, announced that Nokia would make Windows Phone its main phone platform, a move that effectively confirms that Nokia’s own platforms, Symbian and MeeGo, were uncompetitive and they would be tossed onto the technology scrap heap. There were mixed reactions from analysts to the alliance between Nokia and Microsoft. The challenge before the senior management at Nokia and Microsoft was how to make the alliance work. Nokia once dominated the market for standard “feature phones” and smartphones, the Internetenabled, multi-media devices that are becoming must-have tools for the business and high-end consumer markets. But Nokia’s Symbian OS has not proved popular with consumers, who have been migrating en masse to Android and Apple phones. As a result, Nokia began to face severe competition from companies like Google, Inc. and Apple, Inc. who entered the market for high-end smartphones after 2007. Analysts said Nokia’s poor focus on software and the lack of the latest OS on its smartphones were the main reasons for its declining market share in the last years. In the autumn of 2010, Nokia faced three choice: the first was to keep developing its own OS, Symbian and MeeGo; the second was to adopt Google’s Android system; and the third was to go with Microsoft. The first…

    • 1128 Words
    • 5 Pages
    Better Essays
    Read More
  • Powerful Essays

    Nokia Marketing Plan
    • 5295 Words
    • 22 Pages

    Nokia Marketing Plan

    Nokia is one of the world’s largest cell phone companies who follow a particular customer driven marketing strategy, which can be considered as a model for other company. Nokia segmented the market of world according to their economic condition and then try to targeting as much as they can. Suppose, Nokia itself launch varieties models of mobiles at varieties prices and positioning itself as more for more, the same for less and less for much less. They also try to bring their product differentiation, service differentiation provide new classic models, features and long lasting batteries. We hopefully say that, this particular customer driven marketing strategy should be widely followed to achieve the unified whole.…

    • 5295 Words
    • 22 Pages
    Powerful Essays
    Read More
  • Good Essays

    business ethics
    • 610 Words
    • 3 Pages

    business ethics

    rested in large part on its ability to exploit economies of scale and its efficient supply…

    • 610 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    The Future of Nokia Case Discussion
    • 653 Words
    • 3 Pages

    The Future of Nokia Case Discussion

    Any decision going forward would have to abide to certain Nokia principles as outlined in their “Nokia Way” program, including speed and flexibility in decision making and expanding mobile communication. With these in mind, Nokia can redefine themselves over the course of the next decade if it chooses its next endeavors wisely.…

    • 653 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Nokia's Pricing Strategy
    • 10481 Words
    • 42 Pages

    Nokia's Pricing Strategy

    Supervisor: Livia Marian Department of Business Administration Examination number: 402966 Number of Characters: 55.272 Is Nokia’s performance in the Smartphone market affected negatively by marketing strategy decisions? Analysis of marketing strategy choice and implementation for Nokia Lumia in Europe Aarhus School of Business and Social Sciences April 2013 2 of 34 Table of Contents Abstract................................................................................................................................. 4 1. Introduction....................................................................................................................…

    • 10481 Words
    • 42 Pages
    Powerful Essays
    Read More
  • Good Essays

    Nokia
    • 535 Words
    • 3 Pages

    Nokia

    Nokia, considered to be the pioneer in smartphones and a global leader in the mobile phones market, started to face severe challenges to its dominance in the smartphone market in 2007. The problems came mainly in the form of competition from the new mobile operating systems that entered the market like iOS and Android. Nokia had started the smartphone business and had been the leader since the release of its smartphone OS Symbian in 1997. But the release of Apple's revolutionary mobile OS, iOS for mobile phones in 2007 led to a decline in the sales of Nokia...…

    • 535 Words
    • 3 Pages
    Good Essays
    Read More

Related Topics