...MCS*3620*02 Integrated Marketing Communications Plan Nokia Lumina 1020 November 28, 2013 Table of Contents Executive Summary………………………………….Situation Analysis…………………………………… Market Analysis………………………………. Market Environment…………………………..Consumer Analysis……………………………Competitor Analysis………………………….. Blackberry………………………………... Apple……………………………………… Samsung………………………………….. HTC……………………………………….. Product Analysis: Nokia Lumia 1020…SWOT Analysis………………………………………Marketing Strategy………………………………….Marketing Objectives…………………………Marketing Strategies………………………….. Basis for Segmentation…………………. Target Market…………………………… Positioning……………………………….. Competitive Approach…………………..Target Audience………………………………Proposed Budget………………………………Communication Objectives…………………...Overall Creative Strategy……………………..Creative Executions…………………………... Social Media……………………………... Experiential Marketing…………………. Sponsorship………………………………. Personal Selling…………………………. Television Ad……………………………..Media Strategies………………………………Activity Schedule……………………………..Plan Assessment & Closing Recommendations……Bibliography………………………………………….Appendix……………………………………………... Appendix 1: Tables…………………………… Appendix 2: Images…………………………... Appendix 3: Definitions……………………… |...
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...HOW TO IMPROVE NOKIA 'S MARKET SHARE IN HONG KONG Table Of Content 1.0 Executive Summary 2 Introduction 2.1 Company Background 2.2 Company Mission and Strategy 3 Project Objective 4 Analysis of the business environment 4.1 PEST Analysis 4.2 SWOT Analysis 5 Competitors Analysis 5.1 Marketing Mix Analysis 5.2 Strategic Group Map 5.3 Key Critical Success Factors (KSFs) 5.4 The Five Forces of Competition 6 Recommendation 7 Conclusion 8 Appendix 9 Reference Introduction Nokia is a communication and information technology corporation. Its principal product is mobile telephones and Smartphone. It also produces a wide range of technology products and services. Nokia is also the world second largest maker of the mobile phone, after Samsung in 2012. (BBC, 2012). Although Nokia was the world largest maker of mobile phones from 1998 to 2012, its share price has a significant drop in these years. The price has famed from a high of US$40 in 2007 to under US$3 in 2012. (Jon, C, O. 2012) ,due to the result of the growing use of Smartphone of other vendors, like Apple and adoption of Google’s Android operation system. As mentioned by Don, 104.8 millions Android-based smartphones and 26 millions Apple smartphone has been shipped, but only about 11 millions of smartphones with Symbian and Windows Phone, the main operation system of Nokia. From the performance of Nokia, there is a need of changes within the organization for them...
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...The case study of Nokia Table of content Acronyms 2 Executive summary 2 1.0 Case background 3 2.0 Method 3 3.0 Large scale organizational change 3 4.0 Body of analysis 3 4.1 Background to this change 3 4.2 Key pressures 4 4.2.1Environmental pressures 5 4.2.1.1 Market decline pressure 5 4.2.1.2 Hyper competition Pressures 6 4.2.1.3 Reputation and Credibility Pressures 6 4.2.2 Organizational pressure 7 4.3 Relevant management models 7 4.3.1 SWOT analysis 8 4.3.1.1 Strength and weakness 8 4.3.1.2 Opportunity and threats 8 4.3.2 Scenario Planning Model 9 4.4 Organizational change unfolded over time 10 4.5 Overall evaluation of the change 11 5.0 Conclusion 12 6.0 References 13 7.0 Appendices 13 Acronyms ...
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...purpose of this report: Research the marketing theories and bring innovation into our marketing plan as a group. Most importantly is to work together as team, therefore we had decided that Nokia product (7210) would be the choice for our research. I. COMPONENTS OF MARKETING PLAN: Company Background: The enormous telecommunication giant Nokia was founded by Fredrik Idestam in 1865. In 1992, Nokia is focused on wireless and wired telecommunications business. In 2002 Nokia launches its first 3G phone (Nokia 6650). In 2007 Nokia recognized as 5th most valued brand in the world. Nokia Siemens Network produce telecommunications network equipments, solutions and new internet services brand. Now Nokia had 112,262 employees in 120 countries, sales in more than 150 countries and global annual revenue of 51.1 billion Euros and operating profit of 8.0 billion as of 2007. It is the world's largest manufacturer of mobile telephones: its global device market share was about 39% in 2008. Nokia produces mobile phones for every major market segment and procedure, including GSM, CDMA, and W-CDMA. In the phone industry, Nokia are the world's best selling phone Nokia’s strengthened. It’s lead as the No. 1 wholesaler in the market during 2000 with shipments growing 66 percent over 1999. Some of the company's success was attributed to a strong second half in 2000 when 59 percent of sales happened. Table below which shows market share of Nokia: 1. Nokia (34.7%) 2. Motorola(15.5%) 3...
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...THE MARKETING STRATEGY OF NOKIA Contents EXECUTIVE SUMMARY 3 INTRODUCTION 3 CURRENT SITUATIONAL ANALYSIS 4 PESTEL analysis: 4 SWOT analysis: 7 DIFFERENTIAL ADVANTAGES 8 RECOMMENDATION 11 MARKETING STRATEGIES AND PROGRAMMES 11 Segmentation: 11 Targeting: 12 Positioning: 12 Marketing strategy: 12 OBJECTIVES 14 RECOMMENDED MARKETING MIX 14 Product: 14 Price: 14 Place: 15 Promotion: 15 BENEFITS OF THE RECOMMENDED OBJECTIVE TO THE STAKEHOLDERS 15 CONCLUSION 16 REFERENCES 17 BIBLIOGRAPHY 19 EXECUTIVE SUMMARY Nokia is a multinational organization that involves in the production of mobile telephones. Nokia's mission is simple: connecting people. Their goal is to build great mobile phones that enable billions of people worldwide to enjoy more of what life has to offer. Nokia has approximately 98,000 employees around the world. Nokia has aligned with a lot of firms to help improve the society, which are UNESCO, OXFAM, British council, UNICEF; Siemens. Nokia has 1.3 billion customers all over the world using Nokia devices. Their production facilities are established in Brazil, China, Hungary, India, Mexico, South Korea, and Vietnam. (Web 1) Nokia was the market leader in Nigeria when mobile telephones manufacturers exploited the opportunity provided by the then President Olusegun Obasanjo in bringing GSM network providers into the country in the 2001 (web 2), but Nokia has dropped drastically in terms of market share due to the saturation...
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...Marketing Plan for Nokia Mobile Phone. [pic] Introduction: Nokia’s Code of Conduct defines the company’s overall principles and commitment towards legal compliance, ethical conduct, human rights, anti-corruption work and environmental protection. These high expectations extend to Nokia partners, subcontractors and suppliers, whom we encourage to strive beyond merely fulfilling legal compliance. This Policy provides further clarification to the principles of the Code of Conduct and Nokia Human Rights Approach regarding illegal trade of natural resources. This policy has been approved by Nokia Corporate Responsibility Steering Group, chaired by Nokia’s Executive Vice President of Corporate Relations and Responsibility. We are concerned about the link between the illegal extraction and trade of natural resources, and associated human rights violations, conflict and environmental degradation. Currently these issues are acute in the Eastern provinces of Democratic Republic of Congo (DRC) in the extraction and trade of ores of tantalum, tin, tungsten and gold, which flow to world markets through the DRC and adjoining countries. Once refined, these metals are commonly used within electronic products and by many other industries. Nokia does not procure metals directly and only a fraction of the world’s minerals produce originates from the DRC, but we are taking action to increase transparency, ensure responsible procurement by our suppliers and sub-suppliers, and drive positive...
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...The current market situation for nokia is full of competition. Different companies are offering different kinds of plan and service to attract other companies’ customer. They are providing smart phone in the market to take first position. They come out with new idea and technology front of the consumer. Every mobile phone companies now-a-days has putting more effort to make the latest upgraded phone. The leader of today’s mobile phone market is android, htc, and apple. They gradually increase their market share by providing better service. In this situatition for nokia, it is difficult to ensure the continuous growth in the future and sit in the first position. For these nokia has to continue the analysis work efficiently. ENVITONMENTAL ANALYSIS FOR NOKIA Analysing the environment is vital in the strategic decision making for any organization as well as nokia.As nokia corporation is world largest network provider ,they should be more careful about the analysing of internal and external environment. External environment analysing for nokia:- the noticeable environment factors which are important to the success of nokia are political,economic,socio-cultural,technological,legal and ecological. Political:-political factors refer the formal and informal rules made by government. For staying on the continues growth, nokia will have to be careful such kinds of government rules- * Tax policy * Environmental...
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...Download Free Project Reports Free Reports, Assignments, Presentations, MBA Reports, BBA Reports, Business Reports, Analysis of Annual Reports Project Report on Nokia Preface In this era, where the technology is growing in a very faster speed and every positive change is bringing new and enhanced features with them, the cellular phones are at the very hot issue in this growing technology. The technologies in these cellular/mobile phones are enhancing and developing day by day, including new features of entertainment, and multiple options like imaging facilities, movie/animation features, sound technologies etc. When the technology is the matter, every consumer/user prefers the latest, best and interacting featured technologies and also prefers these facilities in less cost. So, in this view, there is a very big and fast competition between many companies/manufacturers of cellular phones at the world level. Introduction to the Organization Company Information:- NOKIA is the world leader in mobile communications backed by its experience, innovation, user-friendliness and secure solutions. It is a very well knowned company having its vast offices world wide. Their specialized product is cellular phones. They have many house hold items as well. Board of Directors:- The current members of Nokia's Board of Directors were elected at the Annual General Meeting on March 27, 2003. Click here for a short résumé and information on the members' shareholdings. Corporate...
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...1. Problem Even though Nokia’s strategy in emerging markets has been successful –making the company the market leader in India and China with market shares of 60% and 40% respectively– the company’s position in the developed markets has been deteriorating. Nokia used to lead the mobile phone market in North America and Europe in the 90s and early 2000’s and now the company is losing share mainly to Apple, Samsung and RIM. At the end of 2009 market share in the US dropped from 33% in 2002 to 10%; in Europe revenue declined by 15% in 4Q2009 and it was pulled out of Japan. The question that rises is if Nokia should continue to operate in both developing and developed markets or select one over the other and what strategies the company should pursue for those alternatives. This report will analyze Nokia’s environment and its current internal situation and will provide an actionable recommendation plan to address this problem. 2. The External Environment Industry Analysis-Porter’s Model of Five Competitive Forces The mobile phone industry is a fast changing industry due to technological advancements and fierce competition. The first generation of mobile phones appeared in the 80’s, the second generation in the 90’s with the introduction of digital technologies and cheaper phones and lastly the third generation emerged in 2000’s with the introduction of 3G networks. a) Intensity of Rivalry Among Competitors This competitive force is high. There is an intense competition: 1)...
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...BIRKBECK UNIVERSITY OF LONDON Marketing Analysis Nokia Gabriel Fernando Scherer The Marketing Challenge - FFMN012H4 Neil Coade 18/11/2014 BRIEF HISTORY Nokia is a Finnish company with over a hundred years of history. When funded in 1871 the company used to produce a range of different products, such as tires, boots and cables. In 1967 Nokia merged with the Finnish Cable Networks and the Finnish Rubber, becoming a company dedicated to telecommunications, and was the first company to lunch a mobile phone in a car in 1982. After 10 years, in 1994 Nokia concentrated itself in the telecommunications with the GSM technology, launching the 2100 series. The company predicted to sell four hundred thousand phones, but the sales reached twenty millions. Nokia became a world leader for the next 10 years, when in 2004 started to lose market quotes, losing 35% of the world market. It’s in 2007 when Apple lunched its first Iphone that the loss of Nokia leadership was consolidated, since there only drops in the market and profits. In 2011 the process of Nokia being bought by Microsoft started and nowadays Nokia Mobile is part of Microsoft group. NOKIA’S VISION AND MISSION Nokia’s vision has been the same for about 20 years and it is simple: Connecting people. Its vision is to transform the whole world in a small village, making possible a small farmer in Africa to connect with the world as well as facilitating the communication of a big CEO in New York. Their challenge...
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...Consumer Behaviour Theory Analysis In Nokia And Motorola Marketing Essay ukessays.com /essays/marketing/consumer-behaviour-theory-analysis-in-nokia-and-motorolamarketing-essay.php The company manufactures mobile devices for almost every key market segment and protocol that also involves GSM, CDMA, and W-CDMA. In addition to manufacturing mobile devices the company also offers various internet services like applications, maps, games, media, music and messaging (Nokia Looks Beyond, 2004). The company’s subsidiary “Nokia Siemens Networks” manufactures telecommunications network equipment, resolutions and services. Moreover, the company also serves its customers with free digital map information and navigation services (About Nokia, 2010). The company operates as a leader in the mobile telecommunications and this competency of the company depends upon its abundant experience, technology invention and precise marketing strategy. In the product category of mobile-phone brand, Nokia has attained number one position and it is all due to its approach towards its customers. In this project the product category selected for the discussion is “mobile phones” in which Nokia has established itself as leading brand in comparison to any other mobile phone manufacturer. With its advanced technologies and features the company has established itself a well-known brand in the mobile phone category (About Nokia, 2010). The company believes in offering handsets with attractive designs, advanced applications...
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............................................................................ 8 Slow to Innovate ................................................................................................................................................. 8 PC Market in Decline ........................................................................................................................................ 8 Mobile Device’s Poor Performance ............................................................................................................ 9 The External Environment .................................................................................... 10 PESTEL Analysis ............................................................................................................................................... 10 Conclusions ......................................................................................................................................................... 14 Porters Five Forces...
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...Executive Summary This Marketing Plan Audit provides an analysis of the brand situation, current strategies and provides suggestions and implementation plan for Nokia Corporation. Nokia is a Finish manufacturer of mobile devices, which makes a full range of cellular phones for all major consumer segments worldwide, including Internet-enabled devices enable people to experience music, maps, media, messaging and games. Company has over 132,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of over 60 billion dollars and operating profit of 2.86 billion dollars as of 2010. Nokia is the world's largest manufacturer of mobile phones: its global device market share was 31% in the fourth quarter 2010, but dropped below 30% in the first quarter 2011. In June 2011, Nokia was overtaken by Apple, as the world's biggest smartphone maker by volume. For many years Nokia enjoyed an overwhelming domination on the market of personal mobile devices. The company managed to build the strong brand, easily recognizable style of it’s devices and consumer favorite. Due to serious mistakes in product and distribution strategy, as well as growing competition from companies like Apple, Samsung ,Motorola and others, Nokia started to experience serious problems with its sales, market share and consumer loyalty. Presented Audit defines Nokia’ current issue with the Brand positioning, that caused the diminishing of the brand popularity and lowered competitive...
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...2013-12-09 Module Title: Strategic Marketing Module Code: IB8050 Date/Year of Module: December/2013 Submission Deadline: 2013-12-09 17:30 Word Count: 2890 Number of Pages: 11 Question: [Question Number and Title, or Description of Project] “This is to certify that the work I am submitting is my own. All external references and sources are clearly acknowledged and identified within the contents. I am aware of the University of Warwick regulation concerning plagiarism and collusion. 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...
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...A CASE ON RISE & FALL OF NOKIA (INSIGHT TO THEIR STRETEGIES) Submitted by: RAJIV KUMR ROHILA – S065 JAGDEEP SINGH - S029 TOSHIT KUMAR - N065 Case Overview NOKIA was the most successful European company of the 1990s. The Finnish mobile-phone manufacturer captured the emerging market for mobile phones and built the industry's most powerful brand. Its handsets virtually defined the industry from the time it launched its first GSM phone, the 1011, in 1992. From 1996 to 2001 its revenues increased almost fivefold, and by 1998 it was the world's biggest mobile manufacturer. In 2005, it sold its billionth handset, an 1100 to a customer in Nigeria. Despite being the market leader in the mobile phone market since 1998, the company saw a decline in its brand value since the early 2000. It was once a firm with turnover exceeding the tax revenue of the country it was based in. However, the company not only first lost its number one ranking, a position it had held for 14 years but reach to sell-off in less than 10 years. So the most valid question from all is what happened to Finland's most beloved company? This case is all about analysis of NOKIA’s strategies responsible for its market domination to sell-off . Snapshot of NOKIA’s History To understand the Rise and Fall of NOKIA, it is important to track the history of NOKIA on a single canvas. The same is attempted through following...
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