... No substantial part(s) of the work submitted here has also been submitted by me in other assessments for accredited courses of study, and I acknowledge that if this has been done an appropriate reduction in the mark I might otherwise have received will be made.” 1 Nokia shifting from a “Leader” to a “Challenger” – Marketing Strategy of Nokia Lumia 1020 1. Executive summary Nokia was one of the most recognized and well-loved brands in the world. It was trampled and nearly destroyed by the disruptive innovation of Apple’s iPhone and the massive success of Android OS in the smartphone sector. Nokia holds many of the key technologies for mobile devices, but lacked the foresight and leadership to seize the massive opportunity in the shift from feature phones to smartphones. (Patric, 2013) In order to regain its lost market share and return to the leadership position, Nokia created series smartphone called Nokia Lumia. In June of 2013, Nokia launched its flagship Lumia 1020 – the best shot at making a real impact in smartphone, according to Nokia. However the smartphone market becomes super competitive than ever before. Especially in China, the world’s largest smartphone market, Nokia is facing increased competition from both international and domestic rivals. In this essay, I will...
Words: 3411 - Pages: 14
...History of company Nokia Company was founded in Finland in year 1865 and was a pioneer manufacturer of pulp and paper. Nokia set up a division to develop design and manufacturing capabilities in data processing, industrial automation, and communications systems in 1967 (Nokia, n.d.). By 1987, Nokia introduced their first handheld phone for GSM, the European standard for digital mobile technology (Fundinguniverse, n.d.). Nokia started to focus on mobile phones and network infrastructure. The world’s most popular phone was launched in year 2003 which is Nokia 1100 (Refer to Image 1.1). The total sales are over 250 million units, even more than iPhone and Samsung Galaxy (Allsopp, 2014). Image 1.1 Nokia 1100 Current Company Previously, Nokia smartphone was used the Symbian operating system and performing well in the global market. Since 2010, Android system and Apple’s iOS were getting into the phone market actively. Nokia made an announcement which switched to the Microsoft Window OS in February 2011 (Nokia, n.d.). After switching to Microsoft operating system, Nokia and Microsoft launched the first Windows Phone 7 which called Lumia in 26 October 2011 (Weber, 2011). The company wish to lead the smartphone market, but when compared to the previous 2 years, the sales was another declines. Nokia net income has shown a negative sign in second-quarter of 2011 to fourth-quarter of 2013, only fourth-quarter of 2012 made profit (Refer to Image 1.2). Image1.2 Nokia Net Profit or Loss...
Words: 4058 - Pages: 17
...marketing plan of Nokia Table of contents Executive summary…………………………………………………………………..2 Introduction……………………………………………………...…………………….2 The marketing objectives of Nokia……………………...........……………………3 The target market strategy of Nokia…………..........……..………..…………….3 The competitive strategy of Nokia………………………………………...........….5 The marketing mix of Nokia...………………………………………………...……..7 Conclusions…………………………………………………………………………..12 References……………………………………………………………………………13 Executive summary Mobile phone, which is defined as a high technology electronic product, is popular all over the world. China must be one of the biggest markets for those mobile phone manufacturers. As a leader in mobile telecommunications market, Nokia has its scientific business strategy that leads to success, and pays a great attention to the market of China. Based on the Chinese mobile phone market, this paper analyzes Nokia’s business strategy to show reason of Nokia’s success. The business strategy includes the strategic intent, the competitive strategy and marketing mix. The strategic concept of Nokia is to take the demand-side strategy. Nokia subdivides the whole market into several objective markets according to the researches about the partialities of different individuals. And then different types of mobile phones are put into the market aimed at attracting different consumer groups. The competitive strategy of Nokia is to improve the...
Words: 4090 - Pages: 17
...o Patterns of internationalization 25 Analyzing competitive advantage in an international context 25 International Location of Production 27 Global integration vs. National differentiation 27 Strategy and organization within the multinational corporation 28 VI. VII. VIII. CONCLUSION 28 APPENDIX 29 BIBLIOGRAPHY 30 I. Introduction COMPANY PROFILE Nokia is a Multinational communications and information technology Corporation, with headquarters in Finland. Even though, their product portfolio is quite diverse, their main products are mobile phones and IT devices. Nokia occupied the leadership position in the mobile phones’ industry for more than a decade; however in 2011 this position was lost. The introduction of the smartphones in the market, the scandal related with Stephen Elop’s memo, ex-CEO (Ratner Effect), and the loss of trust in the brand related with the too-early announcement of changing in the operating system (Osborne Effect); resulted in a boycott both from carriers and retailers against Nokia that had a strong negative impact in its performance and overall results. As a consequence, Nokia...
Words: 11144 - Pages: 45
...Administration, South China University of Technology, Guangzhou, China Email: 844375919@qq.com Received 28 September 2015; accepted 24 October 2015; published 27 October 2015 Copyright © 2015 by authors and Scientific Research Publishing Inc. This work is licensed under the Creative Commons Attribution International License (CC BY). http://creativecommons.org/licenses/by/4.0/ Abstract Nokia was a synonym for the mobile phone industry for a long time; however, when it came into the era of smart phones, the former leader was under an awkward situation. Nokia sold its mobile phone business to Microsoft on September 3, 2013. A company following Kodak with the legendary color failed in the impact of the new technology revolution. This was a typical case of the subversion of an industry; therefore, the author believed that it was necessary to analyze the process. This paper studied Nokia’s decline mainly from the three parts. First of all, looking back Nokia’s development process from the glory to the decline, it can be divided into three stages: the transition period, the peak period and the decline period, followed by analyzing the reasons of its decline from three parts: Nokia executives’ grasp for the market, the company’s business strategy and business cooperation, and finally analyzing its inspiration for modern enterprises from the marketing perspective. Keywords Nokia, Market Grasp, Operational Tactic, Cooperation 1. Introduction Nokia, the leader of mobile...
Words: 4094 - Pages: 17
...FORWARD FOR NOKIA DENMARK PhD student Marcus Møller Larsen and Professor Torben Pedersen wrote this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2011, Richard Ivey School of Business Foundation Version: 2011-12-20 INTRODUCTION For the management of Nokia Denmark, the question of defining the future strategic directions for its product development activities was a vital issue that boiled down to some key concerns. Nokia Denmark was a subsidiary of the world’s largest telephone manufacturer, the Nokia Corporation, and was one of the largest of Nokia’s many product development units dispersed all around the world. The Danish site developed somewhere between six and 10 mobile phones per year, depending on instructions from the Nokia headquarters...
Words: 6777 - Pages: 28
...and Cultures Case study Nokia: Business Interests VS German Pressures Class 2 Group leader: Roger 12901227 Group members: Froggen 12901204 Henry 12902158 Himi 12901225 Eudora 12901203 Word count: 1953 words Menu Background (Roger) 1 Question 1 (Froggen) 2 Question 2 (Henry) 3 Question 3 (Himi) 4 Conclusion (Eudora) 5 The case study of Nokia Background As a well-known mobile handset maker in the globe, Nokia occupied a 40 percent market share once. However, with mobile industry progressing at an unprecedented rate, the competition was becoming increasingly fierce with encroaching on the market share of Nokia. Due to such situation, the whole mobile handset industry was marked by declining prices and depressed margins making companies look at low-cost production options. Nokia, was also making their efforts to reduce the cost, so they made decision to close the company in Bochum and built a new one in Romania although they were a little worried about the negative effects bought about. As expected, this abrupt announcement...
Words: 1997 - Pages: 8
...young customers. In every apple store, customers can experience the products of apple. This can help apple attract more customers, young customers. Perhaps using the same product category from Q1 (or not), identify what you believe to be a fading brand. What suggestions can you offer to revitalize its brand equity? Try to apply the different approaches suggested in the chapter. Which strategy or strategies would seem to work best? The fading brand of cellphone is Nokia, which is the most successful brand before. For Nokia, it has huge customers before, but now, they lost many customers. So the first suggestion is to recapture the lost customers. Now, the best strategy is to define the target market of Nokia. Then, focused on the new target market to develop its products. Now, the cellphone of Nokia is outmoded. Nokia also need to develop new products and give up the current products. Chapter 14 2. How aware are you of the country of origin of different products you own? Which products do you care about their country of origin? Why? For those imported brands that you view positively, find out and critique how they...
Words: 575 - Pages: 3
... (BM-25178) TABLE OF CONTENTS Acknowledgement 02 Executive Summary 03 Company Introduction 04 Company History) 05 a) First Mobile Phone 06 b) GSM Introduction 06 c) Strategic Change 07 Vision, Mission, Organization Direction 07 Environmental Analysis (Internal) 09 Environmental Analysis (External) 12 a) Pestle Analysis 12 b) Porter five forces Analysis 14 SWOT Analysis 18 Market/Competitor Analysis 19 Strategic Analysis 23 a) Corporate Strategy 25 b) Business Strategy 25 c) Operational Strategy 25 d) Supply Chain Strategy 26 e) Defensive Strategy 26 f) Competitive Strategy 26 Nokia Marketing Strategies Analysis 27 a) Segmentation by Geographically 27 b) Segmentation by Demographically 28 c) Segmentation by Consumer / Business 28 Marketing Mix Strategies 29 a) Product b) Price c) Place d) Promotion Key Strategic Issues Face Nokia 30 Nokia Leading Mobile Series 31 a) N Series 31 b) E Series 32 c) X Series 33 d) Asha Series 33 e) Lumia Series 34 References 35 ACKNOWLEDGEMENT One of the great pleasures of writing the report is acknowledging the efforts of our teacher and friends whose hard work, cooperation, friendship and understanding were crucial to the preparation of this report. First of all, we would like to acknowledge the efforts of Sir Khalid Jamil Ansari whose sincerity, loyalty, hard working and kind parental attitude helped us to complete this project report. Very special thanks to Mr. Abdul Raheem and Miss Nosheen...
Words: 7019 - Pages: 29
...MABUD Emerging Nokia? It was December of 2009 and D. Shivakumar, the Managing Director of Nokia India was catching up over coffee with Colin Giles, his counterpart in the China office, and Chris Braam, who was in charge of operations in the Middle East and Africa. The gathering was somewhat celebratory in nature: Giles had recently been promoted to global head of sales. Before Giles left his Greater China market role, his colleagues wanted to get his thoughts on Nokia’s future in the region. The three men had no doubt that Nokia’s strategy in emerging markets had been successful: Nokia was the market leader in India and China, with market shares of 60% and 40%, respectively.1 The company also had made inroads into Africa and South America. However, Nokia had lost ground in the developed world: the company only sold one in 10 handsets in the U.S. (compared to one in three in 2002),2 and it had recently pulled out of Japan after 20 years of operations. Nokia’s revenues in Europe declined by 15% in the fourth quarter of 2009.3 However, Nokia was famous for its ability to reinvent itself. From its beginnings as a paper mill turned rubber manufacturer turned electronics company, and finally, as the world’s largest producer of mobile phones, Nokia possessed an unmatched ability to face obstacles head on and come out on top. Said former CEO Jorma Ollila, “Finns live in a cold climate. We have to be adaptable to survive."4 But what now? Should Nokia stay the course,...
Words: 10400 - Pages: 42
...Xi’an Jiaotong-Liverpool University 西 交 利 物 浦 大 学 Year 4 | | Homework Submission (First Draft) | | | | | | Homework Submission (Second Draft) | | | | X | | Course Work Submission | Put an X in the box to show whether this is homework or a credit-bearing coursework assignment Name | Gao | (Surname) | Xiang | (Other Names) | ID Number | 10113515 | Programme | Financial Mathematics | Module Title | Final Year Project (Phase 1) | Module Code | MTH301 | Assignment Title | An investigation and analysis of the factors that lead to Nokia’s declining market share. Lessons learned from Nokia’s decline. | Submission Deadline | week 13, Thursday, 05th of December, afternoon | Tutor Responsible | Ewout van der Schaft | I certify that: * I have read and understood the University’s definitions of COLLUSION and PLAGIARISM (available in the Academic Student Handbook (2008-9) of Xi’an Jiaotong-Liverpool University). With reference to these definitions, I certify that: * I have not colluded with any other student in the preparation and production of this work; * this document has been written solely by me and in my own words except where I have clearly indicated and acknowledged that I have quoted or used figures from published or unpublished sources (including the web); * where appropriate, I have provided an honest statement of the contributions made to my work by other people including technical and other support staff. I understand...
Words: 3046 - Pages: 13
...nice overview of Indian Mobile Industry. Did you know that first mobile phone call in India was made by Late Mr. Jyoti Basu to Mr. Sukh Ramon 30th July 1995. so it can be officially said that Indian Mobile Industry has just finished its 16th year – and is still a teenager so to say! Indian Mobile Industry Infographic [Click on the image to zoom] Yeah, the call rates back then were Rs. 32 per minute and incoming & outgoing both used to be charged ! MARKET TRENDS Five Trends That Will Shape the Mobile Industry in 2011 * Evaluation of Patent Trends, Technology Evolution, and Product Innovation Indicates Potential Winners and Losers in the Technology Battles Facing Mobile Industry UBM TechInsights has made key predictions about the future of the mobile industry based on its in-depth research on patent trends, technology evolution, and product innovation. These five trends will be of strategic importance to most players in the mobile communication industry in 2011, including smartphone and tablet computing OEMs, semiconductor suppliers, and intellectual property professionals, as well as companies in related sectors like the medical devices space. The identified trends show how related the technology, marketing and intellectual property aspects of the mobile industry have become. Combined with the rapid innovation and competition in the industry, these factors could change the playing field in the...
Words: 4304 - Pages: 18
...Hello, everyone, our team’s marketing plan is about Nokia. Let’s begin with a quick story. In 1865, mining engineer Fredrik Idestam set up his first wood pulp factory in south-western Finland which was made paper. In 1868, Idestam built a second factory near the town of Nokia, which inspired him to name his company Nokia. In 1898, Nokia became to do rubber business, rubber is a material which can make tyre . By the 1960s, Nokia started to make electronics. It began to develop radio telephones for the army and emergency services Form that, Nokia became to focus on telephone making, and by 1998, Nokia was the world leader in mobile phone market until 2011. After that, I believe everyone sitting here can remember what happened. Now let’s see a video about Nokia’s products these years. I like this video very much, especially when I saw the phones I used to use. From Nokia’s lone history, we can see Nokia is a very innovative company, it was always be the first one to launch new products and be the market leader for a long time. But also because Nokia’s history and leader position, it has been blocked by a massive bureaucracy, it insisted to use Saipan system after Apple and Google developed new systems which lead Nokia missed the market opportunity. 1. Mission Nokia’s mission is connecting people by combining advanced mobile technology with personalized services. More than 1.3 billion people connect to one another with a Nokia phone, this amount equals to China’s population...
Words: 872 - Pages: 4
...Emerging Nokia Case Study JANUARY 3, 2012 Defining the Nature of the Problem The nature of global markets has been rapidly changing in the last twenty – twenty five years. These changes to a great degree have been determined by the major breakthroughs in the geopolitical makeup of the world. One of the pivotal events that fueled the economic changes around the globe was the collapse of the communist bloc in the beginning of the 1990s and consequently the dismantling of the bi-polar world order that had been previously characterized not only by two antagonistic ideologies, but also by two incompatible and mostly isolated from each other marketplaces. The description of that old world order was often referred to as “the free and the communist world”, “the West and the East”, which later morphed into” developed and developing” countries. As the pure and acute ideological division of the world has moved to the fringes of the global agenda, leaving the front stage of the world community focus to the global economic, ecologic and broader humanitarian challenges, the new world paradigm has been more and more often referred to as “developed and emerging economies”. The playing out of these new global realities is very vividly represented by the nature of the challenges and the business decisions required of the executives of the world-renown engineering and telecommunications giant – Nokia, which is mostly known to the world for its leading role in the mobile phone handsets industry...
Words: 1238 - Pages: 5
...down she wanted to see the board of directors, chain of governance, csr - Nokia have self-enlightenment for their work in emerging countries... and then any legal requirements that we think will be relevent to stakeholders. BRIEF HISTORY OF NOKIA Nokia is one of the world's biggest manufacturers of mobile phones. In the 2nd quarter of 2008, it was able to grab 80% share from the global market. It elevated Finland to being an even wealthier country accounting for 30% of it's GDP. Nevertheless, the success of Nokia started from its modest launching. Nokia was born in 1895 when Frederick Idestam built a pulp mill. Originally located in Tampere, a southwestern city in Finland, the company transferred to the town of Nokia so it could utilize the river of Nokianvirta. The company took its name from this river, which was used for the production of hydroelectric power. Nokia as we know it today begins in 1967 with the aquisition of the Finish Cable Works, a telegraph and telephone cables company. Nokia started producing lots of products ranging from newspapers, footwear, bicycles, car tires, televisions and communication cables t personal computers, aluminum capacitors and electricity generation equipment, etc. The decision to alter its operations to mobile communication gadgets started in the 60s. The 1960s saw Nokia creating military and marketable mobile radio communications. Together with Salora Oy, Nokia created the first VHF radio in 1964. From then on, these two companies...
Words: 3132 - Pages: 13
