...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……………………… |...
Words: 5538 - Pages: 23
...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
...MICROSOFT SWOT ANALYSIS: STRENGTH: * Brand loyalty * Brand reputation * Easy to use software * Strong distribution channels * Robust financial performance * Acquisition of Skype(1) * No. 1 Operating System on the planet: As of 2012, there are over 1.1 billion computers in the world, and 90% of them use Microsoft Windows. * No. 1 Marketing Campaign of 2012: Ace Metrix has declared Redmond's new “clickaholics” Surface ad as the hands-down most effective Tablet ads of 2012. Having Jessica Alba sport your phone doesn't hurt, either. * No. 1 in the Workplace: Forrester predicts that by 2013, the global enterprise market will be worth $68 billion. The lion's share will go to Microsoft. Microsoft makes in a single quarter what Apple makes in year from business hardware sales and services. * Strong Reputation: Microsoft ranks No. 7 on Forbes's list of the world's most reputable companies, right behind Google (NASDAQ: GOOG) (No. 6) and, yes, even Apple (NASDAQ: AAPL), who came in at No. 5. Microsoft also led Colgate, Nike, Johnson & Johnson, IBM, Michelin,and Samsung. * No. 1 in Gaming: Microsoft's Xbox platform is now the top selling gaming console in the world. * MS Office: 97% market share * Skype: With over 280 million users, Microsoft's Skype service continues to grow rapidly. * Wide Moat, With Fire-Breathing Dragons: Microsoft has over $65 billion in cash, cash equivalents and short-term, highly liquid investments...
Words: 1026 - Pages: 5
...Greenway Bank Capstone Project 1 A COMPREHENSIVE NETWORK DEVELOPMENT PROJECT SUBMITTED TO THE IT/Network Systems Administration Program By ADVISOR — Orange, CA December, 2013 Table of Contents Introduction…………………………………………………………………………….……3 Background…………………………………………………………………………….……3 Scope of Work………………………………………………………………………….……3 Evaluation/Analysis...………………………………………………………………………3 Project Situation……………………………………………………………….……3 Network Scope………………………………………………………………….……3 Objectives……………………………………………………………………….……4 Design…………………………………………………………………………..…….4 Equipment…………………………………………………………….………4 Hardware…………………………………………………………………….5 Software………………………………………………………………………5 Services……………………………………………………………….………5 Design Floor………………………………………………………………….……..6 Design Assumptions………………………………………………………….……..6 Network Analysis……………………………………………………………………………7 Data Types…………………………………………………………………...………7 Numbers of Users…………………………………………………………..……….7 Security Requirements…………………………………………………...…………7 Network Diagram……………………………………………………………...……………8 Cost………………..………………………………………………………………………….9 Disaster Recovery Plan………………………………………………………………………………………….10 Acceptance and Authorization……………………………………………………………………………….10 Introduction Greenway Bank is a new St. Louis company that has secured venture capital to take over four failed bank branches in four different cities, New York, Seattle, Orlando, and Los Angeles. The...
Words: 1381 - Pages: 6
...Exemplary Final Report Research on Understanding Microsoft’s Operating System’s Weak Smartphone Market Share Marketing Research Executive Summary – Background Smartphone ownership and usage is at an all-time high. Unfortunately, Microsoft’s operating system (OS) has never had a competitive market share in the cellular industry. Google’s Android and Apple’s iOS have dominated the market despite Microsoft’s efforts to increase their popularity—and ultimately their demand. Underlying reasoning for Microsoft’s shortfalls in the cellular industry were unclear at first. Predicted problems included Microsoft’s absence when the smartphone craze arose, and their inability to effectively market their competitive advantage over the competition. Today, Microsoft owns only roughly 4% of the U.S. smartphone market share (Lella.). Based on research, our group wanted to know what should be done to recover Microsoft’s awareness in the smartphone industry as a competitive smartphone operating system. Research objectives were aimed at discovering college students’ general perspectives concerning smartphone brands, and the major motives for students to purchase Android or iOS based smartphones. The last research objective was designed to learn the reasoning for Microsoft’s low popularity in the cellular market, and what could potentially be done to produce more demand. Executive Summary – Results After conducting research, the results coincided with the predictions...
Words: 6694 - Pages: 27
...the market for high-end phones like the Apple iPhone is small. Few people want Internet, video, and PDA features in one device because of the high price. The smart phone market is still relatively small compared with general phone market. The market will rapidly increase in coming years due to lower prices and greater power. [pic] SWOT Analysis Strengths Innovative – The iPhone has an innovative touch screen that is patented and unmatched by any other mobile product today. It also has many functions of other mobile products all in one device. Compatibility –The phone will work with iTunes and with other Mac/Apple products like the new Apple TV, allowing for wireless connectivity to the big screen. The iPhone is also compatible with many Mac OS software tools. Mac OS compatibility means that the iPhone has limitless potential for upgradeability. Ease-of-Use – The all-new touch screen interface making operations extremely intuitive. It is radically different from those of other phones or PDAs that recognizes multi finger gestures, just as the human hand normally behaves. The Mac OS X application imbedded into the iPhone assures users will easily recognize what they can do Brand awareness – Apple is well known for cool essential gadgets like the iPods along great technological innovations like the original Macintosh. Price – At $350, the iPhone would be sold at a reasonable price for its value. It outperforms any other PDA or smart phone on...
Words: 3794 - Pages: 16
...Bella Xiao Wendy Shi Ruobing Gan Joanna Chen 301088927 301103166 301083155 301110709 301145515 Date: Nov. 19th, 2012 HISTORY Microsoft was founded by Bill Gates and Paul Allen in Albuquerque, New Mexico on April 4, 1975. Its success on developing the Microsoft Windows operating system and Office software packages has allowed the company to be the world’s largest computer technology corporation. On November 1, 1978, the company set up the first international office in Japan and on June 1981, the company became was incorporated in the state of Washington. Bill Gates became the president, and Paul Allen became the executive vice president. As of 2012, Microsoft has 94,420 employees worldwide and its net revenue is 74.30 Billion U.S. dollars. The company’s mission is to help their customers to realize their full potential. Through constantly updating and improving their products, Microsoft is able to maintain its leading position in the market (Microsoft Corporation, 2012). Microsoft has five business divisions: • Windows & Windows Live Division offers PC operating systems and PC hardware products; • Server and Tools Division produces the server version of Windows, Windows Azure, Intune, and Embedded, Microsoft SQL Server, Visual Studio, Silverlight, system center products, Microsoft consulting services, and Premier product support services, and cloud-based services; • Online Services Division provides chatting tools like MSN and search engines...
Words: 1933 - Pages: 8
...DECLARATION I hereby declare that the project work submitted by me entitled “Digital Marketing & Content Development & Management” done during my Summer Internship Program (SIP) is submitted as a partial fulfilment of the requirement of MBA program at Symbiosis Institute of Business Management, Bengaluru. Project Details: Project Title:_ Digital Marketing & Content Development & Management Company: Percept Knorigin Online Ventures Private Limited Company guide name : Mr. Enosh David Faculty guide : Mrs.Semila Fernandes Place:Bengaluru,Karnataka Name Tushar Rohatgi Date: 16 -6 -2014 PRN - 13020841049 Industry Analysis DIGITAL ADVERTISING IN INDIA | 2 CONTENTS Executive...
Words: 5864 - Pages: 24
...Page 25 Microsoft Corporation SWOT Analysis its software on multiple products like PCs, phones, tablets and gaming consoles which is increasing the reach and is also generating revenue at multiple points. High operating margins and cash position Microsoft enjoys strong margins and cash flow conversion rates. The company’s operating margins in FY2011 were 38.8% while its net margin was 33.1%. Microsoft converted 116% of its net profits into free cash flow. Comparatively, IBM’s operating margin was 18.8% and net margin was 14.8% in FY2011. IBM converted 104.7% of its net income into free cash flow. Oracle’s operating profit was 33.8% and net profit was 24% in FY2011. Similarly, Apple’s operating and net margins for FY2011 were 31.2% and 23.9% respectively. Strong margins indicate that Microsoft’s costs are better aligned to its revenues. It indicates the inherent strength in the company’s business model which is dominated by sticky revenues requiring lower cost of acquisitions, pricing power associated with products that command high switching costs. The company also enjoys strong cash flow generation capability which supports the company’s growth prospects. Strong cash flows and margins provide resilience to the business operations and reduce vulnerability to market declines. High margins also equip the company with ability to better address price competition. Cash flows enable the company to further finance growth at feasible costs. High margins compared to peers also...
Words: 2335 - Pages: 10
...Industry Analysts, Inc. Comparitive Analysis A Comparative Analysis of Hewlett Packard Web Jetadmin 10.0 compared to Web Jetadmin 8.1 Prepared by: Industry Analysts, Inc. July 10, 2007 © 2007 Industry Analysts, Inc. • www.industryanalysts.com Page 2 IATSD Competitive Test Report This Page Intentionally Left Blank © 2007 Industry Analysts, Inc. • www.industryanalysts.com Page 3 IATSD Competitive Test Report A Comparative Analysis of HP Web Jetadmin 10.0 versus Web Jetadmin 8.1 As part of the rollout of the new Web Jetadmin 10.0 Printer/Fleet Management Utility, Hewlett Packard engaged Industry Analysts, Inc., an Independent Testing and Research company, to conduct a detailed comparative analysis. The object of this analysis was to document the benefits of the improvements made in the new Web Jetadmin 10.0 (WJA 10.0) release as compared to the previous Web Jetadmin 8.1 (WJA 8.1) release. The analysis was conducted at Industry Analysts, Inc.’s Technical Services Division in Fairfield New Jersey, and was performed using the latest downloadable version of Web Jetadmin 8.1, which was downloaded from Hewlett Packard’s web site, and the Beta 1 and Beta 2 versions of Web Jetadmin 10.0 supplied to IATSD by Hewlett Packard under nondisclosure prior to it’s official announcement, release, and availability. The protocol consisted of examining both Web Jetadmin releases in specified areas, detailing the differences found between the versions and describing...
Words: 4810 - Pages: 20
...B6027 - Perspectives in Change Leadership | The Leader as a Strategist Report | LASA 1: Assignment 2 | | Crystal Watkins | 5/26/2012 | This Paper will consist of an analysis of the strategic cascade of Microsoft. It will also include a SWOT analysis that will answer some primer questions. And a synthesis of the information evaluating the ability of the organization to implement the strategy using Kouzes and Posner’s Five Practices as a framework. | Microsoft Corporation is an American multinational corporation headquartered in Redmond, Washington, United States that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions. Established on April 4, 1975 to develop and sell BASIC interpreters for the Altair 8800, Microsoft rose to dominate the home computer operating system market with MS-DOS in the mid-1980s, followed by the Microsoft Windows line of operating systems. Microsoft is one of the largest software corporations in the world that has diversified in recent years into the video game industry with the Xbox and its successor, the Xbox 360 as well as into the consumer electronics and digital services market with Zune, MSN and the Windows Phone OS. [ (Microsoft, 2012) ] Primarily in the 1990s, critics contend Microsoft used monopolistic business practices and anti-competitive strategies including refusal to deal and tying, put unreasonable restrictions in...
Words: 2875 - Pages: 12
...Introduction to bench marketing If a company is to be successful, it needs to evaluate its performance in a consistent manner. In order to do so, businesses need to set standards for themselves, and measure their processes and performance against recognized, industry leaders or against best practices from other industries, which operate in a similar environment. This is commonly referred to as benchmarking, in management parlance. The benchmarking process is relatively uncomplicated. Some knowledge and a practical dent is all that is needed to make such a process, a success. Therefore, for the benefit of corporate executives, students and the interested general populace; the key steps in the benchmarking process are highlighted below. A Step-by-Step Approach to Benchmarking Following are the steps involved in benchmarking process: (1) Planning: Prior to engaging in benchmarking, it is imperative that corporate stakeholders identify the activities that need to be benchmarked. For instance, the processes that merit such consideration would generally be core activities that have the potential to give the business in question, a competitive edge. Such processes would generally command a high cost, volume or value. For the optimal results of benchmarking to be reaped, the inputs and outputs need to be re-defined; the activities chosen should be measurable and thereby easily comparable, and thus the benchmarking metrics needs to be arrived at. Prior to engaging in the...
Words: 7840 - Pages: 32
...Strategic Analysis 1) ROLE OF GOOGLE IN THE GROWTH OF E-COMMEERCE: With the incredible growth of the eCommerce industry, experts around the world are expecting significant change in the future, and companies are taking stock in the market by investing more money than ever before in eCommerce technology. Google Shopping and recent changes to Google Analytics are also affecting retailers and their ability to effectively market their products and services. Google has introduced a new change that will “phase out free clicks on Google Product Search listings.” Once the new program called Google Shopping launches, ecommerce merchants will be required to bid on placement for their products for related search terms in Google. Online retailers will no longer see their listings appear in the comparison shopping service. Instead, this service will be replaced with the Google Shopping program, which will include paid product ad listings. According to Sameer Samat, Google Shopping’s Vice President of Product Management, “Google Shopping will empower businesses of all sizes to compete effectively, and it will help shoppers turn their intentions into actions lightning fast. Today’s changes are a first step toward providing technology, tools, and traffic to help power the retail ecosystem.” Google + has rolled out a new service that will now include local listings and customer reviews. Globally, eCommerce is up by more than 300% in the Middle East, with approximately 70% of transactions completed...
Words: 2184 - Pages: 9
...MN2061K Analysis of a Marketing News Story I. Introduction According to Bloomberg news article (Appendix.1) “HTC Mimics Apple Marketing Strategy to Regain Customers”. We can see that HTC understand the need to have a relevant marketing strategy to attract consumers and recover the lost grounds. HTC is a Taiwan based smartphone manufacturer that started out manufacturing mobile devices by allowing telecommunication operators to put their names on the phone. HTC expanded their focus with Microsoft's Windows Mobile operating system (OS) software based devices to devices based on the Android OS. In the Bloomberg’s Tech news section the journalist reported that HTC loss half of its market share due to fierce competitions from the industry leaders such as Apple and Samsung. II. What are the marketing issues that lead to the strategy shift? Branding According to (Kotler and Armstrong et al. 2013, pp. 245-6) “Brand is a name, term, sign, symbol, design or a combination of these, that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors.” However HTC do not have a clear and coherent brand strategy (Graziano 2013) “The problem isn’t HTC’s smartphones, which have all received acclaim from critics — it’s the company’s lack of brand recognition among consumers. HTC is a fresh player in the smartphone industry compared to Apple, Samsung and LG and it hasn’t done a good job of branding to stand out...
Words: 1723 - Pages: 7
...Title registration for a review proposal: Broken Windows Policing to Reduce Crime in Neighborhoods Submitted to the Coordinating Group of: _X Crime and Justice __ Education __ Social Welfare __ Other Plans to co-register: _X No __ Yes __ Cochrane __ Other __ Maybe TITLE OF THE REVIEW Broken Windows Policing to Reduce Crime in Neighborhoods BACKGROUND Briefly describe and define the problem Crime policy scholars, primarily James Q. Wilson and George L. Kelling, and practitioners, such as Los Angeles Police Chief William J. Bratton, have argued for years that when police pay attention to minor offenses—such as aggressive panhandling, prostitution, and graffiti—they can reduce fear, strengthen communities, and prevent serious crime (Bratton & Kelling, 2006; Wilson & Kelling, 1982). Spurred by claims of large declines in serious crime after the approach was adopted in New York City, dealing with physical and social disorder, or “fixing broken windows,” has become a central element of crime prevention strategies adopted by many American police departments (Kelling & Coles, 1996; Sousa & Kelling, 2006). In their seminal “broken windows” article, Wilson and Kelling (1982) argue that social incivilities (e.g., loitering, public drinking, and prostitution) and physical incivilities (e.g., vacant lots, trash, and abandoned buildings) cause residents and workers in a neighborhood to be fearful. Fear causes many stable families to move out of the neighborhood and the remaining residents...
Words: 2512 - Pages: 11
