...Nokia - connecting people. Introduction In 1963 Nokia starts its journey in the field of telecommunications with developing radio telephones for the army and emergency services. Since then, Nokia came a long way with launching the world’s first international cellular network and the first to allow international roaming in 1981. Nokia introducing the first car phone in 1982 and in 1991, Harri Holkeri- the Finish prime minister by then, makes the world’s first GSM phone call with Nokia handset. The strategic decision to invest in telecommunication has paid off and by 1998 Nokia is the world’s number one in mobile phones. Between 1996 and 2001, Nokia’s turnover increases almost fivefold from 6.5 billion Euro to 31 billion Euro. In 2005, Nokia sells its One billionth phone. In 2007 the company has 35% of the mobile network share market. ”As the new millennium dawns, everything changes. New technology enables the internet to go mobile, opening up a world of possibilities for mobile users. No longer are phones just for phone calls.” (Nokia, 2013a) Corporate planning & Vision Nokia’s mission is simple: Connecting People. Except the well-known mobile technology production, Nokia has more production lines like audiovisual signal/data processing and communications, multimedia equipment, satellite and cable receivers. In the early 1990s, Nokia makes a major shift in its activities and becoming a telecommunications focused company. Nokia had effectively decided that...
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...MANAGEMENT DECISIONS Quality management Quality - „the heart of Nokia’s brand promise” In Nokia quality is the highest objective, not only being the characteristic of their products and services, but one of their most important essences. It is strictly linked with their pursue of continuous improvement, as they perceive it as exceeding customers’ expectation. Moreover as Nokia is one of the leading companies in the sector of telecommunications, high quality standards have to be maintained in every aspect of its operation. Nokia wants to achieve excellence in the following fields: • customer service and gaining customers loyalty (by taking care of the quality and reliability or their products and services) • product leadership (improvement, innovation) • operational modes - effective, efficient and ethical management Management As all operations influence the final quality of their performance ( products, services etc), quality is managed from the top - starting with the quality of management, through processes to the final product. As the consistency of all actions is crucial in managing the quality, special framework for management practices („Self-Regulating Management System”) has been developed. In Nokia, „everybody in the chain has a role to play in achieving quality”, thus all the employee in all lines and operational units have to take it personally. As the customer is the driving force in Nokia, so managing the quality is started with acquainted with customer requirements and...
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...place. Product * Produce more ‘sexy’ smart phones with slim, lightweight and fashionable designs to attract customers (e.g. the unique curved all-touch screen of Nokia N9 and Nokia Lumia 800). * Focus on extending the OVI store (including music, games, apps, map etc) with the assistance of partners and its advantages (e.g. office application) * Design more series of smart phones so that customers will have many choices based on their ages, characteristics and hobbies * The average age of people in UK is around 40.1. Therefore It is a suitable market to put up for sale business smart phones such as Nokia E7, Nokia Lumia 800 and Nokia 701. * Build up more Nokia warranty/service center in UK to meet, satisfy and solve all the needs of customers. * All the products should be ‘green’ , including eco-design (mobile phones), energy-saving (adapters) or environmentally responsible (packaging materials) as they are serious global issues nowadays Price Price of a product must be decided based on the Product Life Cycle. Products or services which are highly technological and advanced can be released into market at premium prices where as the other products can be offered at low prices in order to attract most of the customers in market. Initially, Nokia provided the products at high prices in order to attain their research and development costs. During growth stage, the prices are decreased gradually according to the increase...
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...HW 2 NOKIA 1 Nokia is the mobile manufacturer company which comes under Monopolistic competition market structure. Because Nokia is in that market which have all the characteristics of perfect competition and of monopoly .Its control over market by unique or differentiated products.From Starting Nokia made different and good quality Mobiles.Now Nokia have a goodwill. Before Some year Mobile industry comes under oligopoly market because at that time there is very less no of producers in this industry but now from last few years industry expand and market shift from oligopoly to monopolistic market where large no of buyers and sellers. So Now Nokia under the Oligopoly Competition. 1) No entry barrier: In mobile manufacturing industry any new company joins the industry and any company leave the industry any time because there is no such restriction in this market there is no need of Big funds in required, no legal restriction and no such economic barriers are there for new entrants. 2)Large number of Buyers and Sellers:This Point is Mach with Ferfect Competition . In India more than 70% of population use mobile, so there are large no of buyers active in mobile market. But from last two-three years so many new entrants are active in mobile manufacturer market but in this market Nokia still have 38% market share. 3) Selling costs: Nokia sell their product through different way like: Packing, Commission to distributors, Advertisements...
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...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...
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...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. Samsung(9.6%) 4. Siemens(8.8%) 5. Sony-Ericsson(6.4%) Competition in the market: Nokia will have lots of competition in the phone market...
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...Nokia Warns Consumers of Fare Handsets Sold Locally 1. How will the proliferation of fake Nokia handsets affect the operations of Nokia Philippines? * I think the proliferation of fake Nokia handsets have a huge effect on the operation of Nokia Philippines. The emerged of fake Nokia handsets may destroy the Nokia’s top position in the market. Nokia may lost the overall mobile phone market share in the Philippines and may suffer from declining profit margins due to fake Nokia handsets. 2. What do you think is the main cause of such proliferation? * I think the main cause of such proliferation is that there’s an existing demand on fake Nokia product which consumers can buy in a cheaper price. Since the original Nokia handsets are expensive, buyers are drawn by the opportunity to own and display what it looks like the genuine Nokia phone at a fraction of the price of the original product. The important thing is to the consumers is to get what they believe to be the same product at a bargain price. In a country like the Philippines where greater part of the population are consider poor and low income, they are not capable of buying an original Nokia which is expensive. It is rational choice for them buying a fake Nokia which is less expensive but with inferior quality over the more expensive original. 3. What measures would you recommend to Nokia Philippines in order to alleviate, if not totally eliminate, the marketing of fake Nokia handsets? * Some measures that...
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...Case Seminar Nokia 1. How do you think the marketing task for Nokia is different in developing markets (versus in developed countries)? Nokia has conducted a customer-driven marketing strategy. They segment the market by income and they have divided their target group into developing markets and developed ones. They sell phones to over 150 countries and among them European countries contributes to 39 percent of its total net sales while Asia, Latin America, and other developing markets account for 56 percent. It is shown from the numbers that developing markets are essential for Nokia. Nokia takes over the market shares in a way similar to Honda. It started by focusing on developing countries and selling them entry-level phones. In this way Nokia gains customers loyalty ahead of its competitors and after the economic emerges, those customers would be more likely to stick with them. In order to capture customer value, Nokia has put an effort in understanding the marketplace and customer needs, which is the first step to create value for customers and build customer relationships (Kotler, Armstrong and Parment, 2011). In this market segment, they position themselves as entry-level phones and to create differentiation in the market, Nokia has done some primary data collection to gain customer insights. They did ethnographic research to get to know customers. To meet the need of cheap phones, they changed the packaging and managed to cut down the cost by more than SEK 1 billion...
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...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...
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...Weakness—Nokia in UK 1 Burning cash ( Nokia: Three Big Problems, 2012) Nokia’s Net Cash went down 24% in one year. From page 5 of the earnings Release: “Year-on-year, net cash and other liquid assets decreased. ‘The company’s prospects in both phone categories don’t look stellar. And bad things happen to cash when the market loses confidence in a company’s future: vendors want to be paid more quickly, customers become more hesitant, all precipitating a crisis’( Nokia: Three Big Problems, 2012) 2 System defects Nokia isn’t fast enough on its software development. ‘Symbian’s architecture is complicated and weird, and its attempts at running a touchscreen horrendously lousy.’ (Nokia’s problem, 2010) That is true that when all of the same industry chooses to give up the old-fashioned system of Symbian and start running Android, Nokia is still running the Symbian system.When he realized that the system problems have seriously affected its development, Nokia finally choose a replacement system---Windows phone 7, but there is strong objection of Windows Phone 7. 3 Poor design of smart phone (low performance) Nokia realized that smart phone is becoming trend of mobile industry and started to produce smart phone. However is not very successful because of its low performance of smart phone. ‘If Microsoft is building its own smartphone, Nokia will race RIM to the deadpool’(Wilhelm, A, 2012) ‘It’s fact that Nokia has failed to build hardware that ignited the Windows Phone platform;...
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...Watching movies * Shopping * Food exploring * Staying at home * Others (please specify): _________________ 6) How often do you use your phone? (1 being never and 5 being very often) _____ 7) Please rank the following phone brands according to your preference (1 being your least preferred choice and 5 being your most preferred choice) Rank Brands | | | | | | Apple | * | * | * | * | * | Samsung | * | * | * | * | * | Sony | * | * | * | * | * | Nokia | * | * | * | * | * | Blackberry | * | * | * | * | * | Others | * | * | * | * | * | 8) Which brand of phone are you currently using? * Apple * Samsung * Sony * Nokia * Blackberry * Huawei * Others (please specify): _______________ 9) Please rank the following criteria when choosing a phone (1 being unimportant and 5 being very important)...
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...Chapter 01 Executive Summery This report looks in to the three products that have being selected .They're Coca Cola, pizza, Sony Ericsson. With aid of the information I've gathered, I have evaluated each product and analyzed their product levels and given reasons why I placed the characteristic of each product in that specific level, and explained how a marketer can use these to make product awareness. Then, I've placed the products in the tangibility continuum and I have the reasoned out why I placed each product in the tangibility continuum. The chosen service product is further analyzed and given methods of how to improve the tangibility of it. Chapter 02 Product levels Introduction of 5 product levels In the 1960's, the economist Philip Kotler changed the perception of marketing. He described what marketing is rather than what marketers do, thereby changing marketing from a departmental specialization into a corporate wide doctrine. For Kotler, marketing was a 'social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others'. For him, a product is more than physical. A product is anything that can be offered to a market for attention, acquisition, or use, or something that can satisfy a need or want. Therefore, a product can be a physical good, a service, a retail store, a person, an organization, a place or even an idea. Products are the means to an end wherein the end is the satisfaction...
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...MOBILE INDUSTRY HISTORY Indian Mobile Industry Stats [Infographic] by ARUN PRABHUDESAI Recently, I have been coming across some interesting infographics and presentations on Indian Mobile Industry. We published one such infographic earlier this week – And here is the second one which the readers will find quite interesting as well. Eyedea Lab, a Web and Graphics Design Studio at Kolkata recently published an informational Infographic which gives you a 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...
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...startling reading. Growth is back in India: market leader Maruti Suzuki saw sales jump 60% over the same month in 2008 (though only 17% up on 2007); Tata Fiat was up 55%; Hyundai up 93%; GM up 65%; and Mahindra more than doubled at 102%. The figures confirm that late 2008 was just a brief pause in the upward trajectory of car production and sales. But logistics is groaning under the strain. Both speakers and delegates lamented the low cost/low investment logistics model which exists in the automotive sector in India. OEMs called for a significant increase in the low level of involvement from sophisticated 3PLs. About the conference Read the conference reports via these links: 1 - Overall conference report 2 - Special report on packaging 3 - Special report on supply chain management See the conference programmeand speakers. See archive information about the previous two annual India conferences by using the top navigation. See the Jan-Mar 2010 issue of Automotive Logistics magazine for a report in print, together with market statistics. The 2010 conference will be from 8-10 Dec in Chennai. Register your interest. This conference was the third annual event in India, and is part of a global series also covering Europe, Russia, North America, South America and China. See information about attending or sponsoring. The event was held in the same location and in the same week as the complementary AMS India Conference on automotive production, which was organised...
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...Week 3 Strategy and Positioning Analysis Part 2 Joshelyn Wooten Kaelin A. Love-Smith Sophia Taylor Olando Hart MKT/421 July 19, 2016 Dr. Duane Scott * Describe how your marketing efforts and marketing mix will change with each phase in the product life cycle * Explain how the packaging you will use for your product or service will add value Marketing Strategies Used By Nokia Marketing Published: 23, March 2015 Nokia was founded by Fredrik Idestamin in 1865 as public limited company. Nokia is leading the cellular phone industry with around 38% of the market share, while Motorola, which is American based is having 12% of total market share. Nokia used to be a diversified conglomerate up till 1980 with business that includes pulp, rubber tire production, paper, telecommunication equipment, cable manufacturing, and consumer electronics. The geographic target market of Nokia was mainly limited to Scandinavia (70% market share) and US (33% market share) (123helpme, 2010). Nokia never enjoy a monopoly in any market including Finland and the company share is due to its competitive marketing strategy, state of the art product designing and manufacturing, pricing strategies and creative marketing campaigns. The company has constant record of launching new products that either have a low costs or cutting-edge technology. These two characteristics of the firm gives it competitive advantage and the company is still the most profitable company of the mobile-phone manufacturing...
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