Social Variables

1.) Demand
- Increase in demand by the society for the Mobile Phones.
2.) Culture
- The population of Europe is very diverse. People can be divided into different subcultures that have several ways to spend their money. Subcultures could be different age groups, interest groups and immigrants. They have also different attitudes towards mobile communication.
3.) Competitors
- NOKIA has rivalries in the mobile phone industry. In Asia-Pacific, NOKIA shares the mobile phone market with its strongest competitors Sony Ericsson and Motorola. There also other players in the market such as Siemens, Samsung, Philips and Panasonic that provide less competition. NOKIA enjoys a respectable position relative to its competitors because it is the leader in many markets dislodging Motorola from its previous status (, 2001). According to (2001), the competitive advantage of NOKIA is brand personality and it has to work hard to maintain its competitive advantage.
4.) Ethics
- Some businesses view profits are more valuable then a strong ethical code and this can govern behaviour and business conduct. Some un-ethical practices are against the law and companies can not become involved in them (I have mentioned these above) but there are also some practices that aren't illegal by law but are considered highly un-ethical by the consuming public, companies who engage in these practice's can lose a lot of market share if they are found out.
5.) Environment
- Nokia have managed to be quite environmentally friendly and have not done anything that the consuming public have taken huge offence to, they have been very careful about this and this is one of the reasons they are such a popular brand of mobile phones.
6.) Threat
- This is looking mainly at the competition that are taking away Nokia's current market share and also government legislations (the total costs