Jan 08, 2010 this case study summarizes nokias business strategies in india. Its products are equally used by rural as well as people belong to the urban areas. Nov 23, 2017 the moves that led to nokias decline paint a cautionary tale for successful firms. Nokia is regarded as one of the leading handset phone providers in india. Based on the above analysis, marketing led strategy and resourcebased strategy both played key role in nokia s process of success. The data here is secondary and thus is collected with the help of. The marketing strategy of nokia contents executive summary 3 introduction 3 current situational analysis 4 pestel analysis. But nokias marketing messaging is all over the place.
Why nokias marketing strategy failed peter sandeen. The works examines in three steps nokias strategy execution. Nokia the creation of new markets by the end of 2003, nokia was the clear market leader in the mobile phone industry in terms of sales and profitability. In a customeroriented organization such as nokia, the main driver of business is marketing, a set of processes that aims to create, communicate and deliver offerings that. The marketing mix of nokia discusses the 4ps of marketing in nokia.
Case study on nokia in india pdf, business strategy cases. Examination of nokias strategy execution in three steps author. The lack of consistency guarantees that people have no idea what makes nokia products better than others. The strategic decisions that caused nokias failure insead. But nokia s marketing messaging is all over the place. It rapidly grew to have one of the most recognisable and valuable brands in the world. With marketing becoming more complex due to the increased.
Nokia is using aggressive marketing strategy in the global market. Pdf predicting the future strategy of nokia researchgate. Analysis of nokias decline from marketing perspective. Project description an analysis of nokias communications strategies introduction. Jun 01, 2017 we talk about the nokia 3310 2017 and how nokia is slowly going up the price ladder, building up to its flagship. Marketing strategies of nokia free download as powerpoint presentation. We talk about the nokia 3310 2017 and how nokia is slowly going up the price ladder, building up to its flagship.
Although nokia is an established multinational company, the management must still be able to use different strategy that would sustain nokia s competitive advantage and ensure market success. Marketing strategy of nokia free download as word doc. An analysis of nokias communications strategies essay. One of the earliest thinking on marketing strategy was that the fit between organizational culture and marketing strategy decisions determines the effectiveness of the strategy formulated. This could be an effective marketing strategy for a brand as strong as that of.
Nokia is a mobile communication products multinational company, headquartered in finland. It will provide an overview that will elaborate discussion around the companys strategy. Nokia has successfully used its marketing strategy to target diverse customers from around the world. From glory to declinethe development of nokia as a veteran mobile phone companies, nokia has experienced a total of three transformations. This paper will discuss mainly the marketing decisions of.
The product strategy and mix in microsoft marketing strategy can be explained as follows. Law nokia corporation is the provider of telecommunications and infrastructure, locationbased technologies and advanced technologies. Nokia corporation stock exchange release october 25, 2018 at 08. Europes former smartphone juggernaut has resurfaced, promising new handsets, the return of a familiar. It should be noted that nokia had never enjoy monopoly in any market including finland and the company share is due to its competitive marketing strategy. Nokias marketing strategy free marketing essay essay uk. Our target market for s51 is mostly youth and professionals and also those who loves technology and like innovations in their lives. We have all had a nokia phone once, so i hope this will be an interesting presentation for all of us. Nokia has come up with new place strategy by opening of the retail outlets known as nokia priority. Essay about integrated marketing communication plan for nokia. Nokias marketing strategy analysis and recommondations janin ropot research paper undergraduate communications. Optimizes operating model to maintain competitive advantage. Dec, 2017 from the students of bath spa university, uae rak campus. The data here is secondary and thus is collected with the help of case studies and news articles.
Indeed, these two approaches have a reciprocal and complementary relationship. Yes, nokia the mobile company that we saw rise and fall, and eventually getting sold off. Analysis of nokias corporate, business, and marketing. Examination of nokias strategy execution in three steps arend grunewalder textbook business economics business management, corporate governance. Our target market for s51 is mostly youth and professionals and also those who loves technology and like innovations in. Come browse our large digital warehouse of free sample essays. Europes former smartphone juggernaut has resurfaced, promising new handsets, the return of a. Jun 30, 2016 hello everyone, today we are going to discuss about the marketing strategy of nokia. Marketing strategy for nokia a target customers and products.
From the students of bath spa university, uae rak campus. In the past few years nokias market share slid down. Here the strategies are discussed on the basis simple concept of 4 ps. Nokia phone was used in 1991 for making the first gsm call. Feb 25, 2017 there is an excitement in the digital air at mobile world congress. Is nokias performance in the smartphone market affected negatively by marketing strategy decisions. The total targeted population is estimated at 100 million. The strategic decisions that caused nokias failure. The marketing plan must include the business strategy that nokia must use which includes the strategic intent, competitive strategy and marketing mix. This could be an effective marketing strategy for a brand as strong as that. In this paper we will discuss nokias struggle to find a sustainable approach to the smartphone market. Nokias marketing strategy analysis and recommondations. This analysis can be used to evaluate the position of their business. This thesis research is going to analyze the marketing strategy samsung has used for some of its smartphone devices in the smartphone market.
Chapter five marketing strategy, points out the marketing strategies applied by nokia in india since the time of foundation in the country. Elizabeth wambui samsung smartphone marketing strategy. Nokia siemens networks services division is based in india nokia siemens networks has operations in some 150 countries they merge their mobile and fixedline phone network equipment businesses to create one of the worlds largest network both company has a 50% stake the. Based on the above analysis, marketingled strategy and resourcebased strategy both played key role in nokias process of success. Dsim digital marketing blog delhi school of internet marketing. Is nokia 3310 the companys most effective marketing strategy. Pdf rebirth of nokia in 2017 an empirical study of nokias. This ebusiness strategy that supplement nokia traditional phone support is a system that saves precious time for nokia while providing opportunities to know its customer more deeply.
By following this method, nokias marketing wont let them down in any recession. Marketing mix of nokia the 4 ps of nokia product price. Nokia announces plans to accelerate strategy execution. Marketing, strategy, and competitive analysis w eve all heard someone in the course of business say that marketing is fluff and hype. Get the knowledge you need in order to pass your classes and more. Pricing strategy is a way of finding a competitive price of a product or a service. In 1988, nokia became the world leader in mobile phones.
Read this essay on marketing strategy of nokia brand. Nokia lost the smartphone battle the target audience was a wide fraction of the market. However, the wisest, most savvy, and most successful. By studying the global market strategy of nokia one can argue that nokia. Marketing plan for a marketing strategy essay businesses utilize strategies and implement them through the execution of a plan. We contribute to insights on how a company with an active innovation policy, product launch and market segmentation strategy failed to maintain its dominance on. Joint venture nokia siemens networks is a joint venture between nokia and siemens ag on 19 june 2006. Marketing mix of microsoft analyses the brandcompany which covers 4ps product, price, place, promotion and explains the microsoft marketing strategy. The thesis will look into products introduced within the last two years. How nokia failed to nail the smartphone market econstor. In 1992, they launched nokia 1101, the first gsm handset which became an instant hit. The product i want to discuss this week is the phone of nokia.
Nokia maybe the world leader in the mobile phones arena, but it seems as if it has completely lost its way as far as the marketing strategies are concerned no doubt thatthe products from the finnish company, nokia, are some of the very best in the world, but the company still hasnt found a profitable way to market its goods. Success breeds conservatism and hubris which, over time, results in a decline of the. For mwc17, nokias social content had to reach and engage a larger variety of audiences. Dec 21, 2018 nokia is one of the leading cellular phone providers across india. While success and failure depend heavily on the marketing strategy, we cant just give the credits or put the blame on the marketing strategy for. Marketing strategies of major players nokia and samsung 4. Nokia announces plans to accelerate strategy execution, sharpen customer focus, and maintain longterm cost leadership. Nokias marketing strategy analysis and recommondations janin ropot research paper undergraduate communications public relations, advertising, marketing, social media publish.
Microsoft is a research and development driven company which identifies the customer needs even before they arise and launches a wide variety of products and services to cater for the same. Pdf nokia was the greatest mobile phone manufacturer for 14 years since 1998, but recently they lost their position to samsung in 2012. Nokia relied more on conventional marketing practices marketing budget for print media. Nokia s marketing strategy analysis and recommondations janin ropot research paper undergraduate communications public relations, advertising, marketing, social media publish your bachelors or masters thesis, dissertation, term paper or essay. This research studies the marketing strategies of nokia, a high technology. Case study resources in business strategy and other management education subjects. Pdf nokia marketing strategy yogesh bohra academia. Marketing mix refers to the combination of factors such as product, place, promotion and price that determine the offer of a product or a brandoztas, 2015. Indeed, these two approaches have a reciprocal and complementary.
Better aligns structure to strategy with improved customer focus. One of the earliest thinking on marketing strategy was that the fit between organizational culture and. Doc strategic management nokia strategy report taner. In 2006, ollipekka kallasvuo became the new ceo of nokia and jorma ollila shifted to being the chairman of nokias board. Rebirth of nokia in 2017 an empirical study of nokias nostalgic marketing strategy with special reference to a prelaunch scenario in india. By following this method, nokia s marketing wont let them down in any recession. Jul 24, 2018 this article presents one of nokias reasons for failure and what you can learn to improve your leadership.
This strategy is combined with the other marketing pricing strategies that are the 4p strategy products, price, place. Nokia is a mobile communication products multinational company. It will provide an overview that will elaborate discussion around the companys strategy and situation. Finally, the analysis results are collectively examined in the swotanalysis before drawing the conclusion for which of the various generic competitive strategies nokia is deploying. Nokias mobile phone story exemplifies a common trait we see in mature, successful companies. Nokias demise from being the worlds best mobile phone company to losing it all. Marketing strategies of nokia nokia direct marketing. Marketing strategy is the overall game plan of the business for reaching the target audience and fulfilling the business goals by making them buy the business offering. Technology foresight group, department of management, science and. The team wanted to do even better at the 2017 eventthe first opportunity to execute their refreshed social strategy. With marketing becoming more complex due to the increased competitiveness of business it is essential to be organized in executing a particular marketing strategy therefore marketing plans have become important. Nokias marketing strategy analysis and recommondations janin ropot research paper undergraduate communications public relations, advertising, marketing, social media publish your bachelors or masters thesis, dissertation, term paper or essay. Apr 02, 2019 the term marketing strategy is used at such a frequency that even the people who know very little about it use it in their daily routine. There is an excitement in the digital air at mobile world congress.
In addition, based on nokias internal resources and external business environment from the supplied case information, i will. At the 2016 congress, nokia was in the top five social influencers at the event. The acquisition includes, cellity a mobile software company, oz. Finally, the analysis results are collectively examined in. This strategy is combined with the other marketing pricing strategies that are the 4p strategy products, price, place and promotion economic patterns, competition, market demand and finally product characteristic. In less than a decade, nokia emerged from finland to lead the mobile phone revolution. Nokia ebusiness strategy has helped the marketing strategist to better plan their product offerings, keeping in view the latest trends of the market.
At that time nokia and siemens announced plans for nokia. This is the second element regarding marketing mix that nokia has implemented in india. At its height nokia commanded a global market share in mobile phones of over 40 percent. It was ahead of giant companies like motorola, ericsson, siemens, samsung, and other worthy competitors. Although nokia is an established multinational company, the management must still be able to use different strategy that would sustain nokias competitive advantage and ensure market success. Nokias marketing share grew to 74% in march 2006 from 61. Since 1997, the company has acquired 37 companies around the world. Market positioning creating an effective positioning. This article presents one of nokias reasons for failure and what you can learn to improve your leadership. Market positioning refers to the ability to influence consumer perception competitive advantage a competitive advantage is an attribute that allows a company to outperform.
In the world of telecommunications, the name nokia is already a byword amidst a competitive field composed of aggressive players that include samsung, lg, motorola, rim, sony ericsson, apple, zte, g5 and other medium and smallsized manufacturers. Analysis of nokias corporate, business, and marketing strategies. In addition, based on nokia s internal resources and external business environment from the supplied case information, i will. Nokias marketing strategy is good, or at least theyre doing all the right things. Nokia, strategy, smartphone, os platform, android, windows phone, symbian. Aggregation strategy a seller treat its total market as a single segment. In 2006 nokia launched its flagship and first smart phone n 95.