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Haas School of Business, U.C. Berkeley

NOKIA – It’s tough being #1

NOKIA – It’s tough being #1

HAAS SCHOOL OF B USINESS, UC B ERKELEY M ARKETING FOR HIGH TECH ENTREPRENEURS FALL 2001 ANDREW ISAACS

Prepared by: Jill Alvidrez, Peimin Chi, Nipul Chokshi Sarang Dalal, Steve Sinha, Rahul Shah, Nancy Suh

1

Haas School of Business, U.C. Berkeley

NOKIA – It’s tough being #1

2

Haas School of Business, U.C. Berkeley

NOKIA – It’s tough being #1

TABLE OF CONTENTS
INTRODUCTION ........................................................................................................................... 4

INDUSTRY OVERVIEW................................................................................................................ 5 VALUE CHAIN .................................................................................................................................. 5 PLAYERS .......................................................................................................................................... 5 INDUSTRY GROWTH RATES .............................................................................................................. 6 NOKIA MARKETING STRATEGY............................................................................................... 7

INDUSTRY TRENDS.................................................................................................................... 10 KEY D ECISIONS FACING NOKIA ..................................................................................................... 12 RECOMMENDATIONS............................................................................................................... 13 RESIST COMMODITIZATION ........................................................................................................... 13 FOCUS ON REPLACEMENT M ARKET

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