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Promotional Strategies of Nokia
1. Customer satisfaction: Market research must be used to find out whethercustomers' expectations are being met by current products or services.2. Customer perception: this is based on the images consumers have of theorganization and its products, this can be based on; value for money, productquality, fashion and product reliability.3. Customer needs and expectations: This is anticipating future trends andforecasting for future sales. This is vital to any organization if they wish to keeptheir entire current market share and develop more.4. Generating income or profit: This principle clearly states that the need of theorganization is to be profitable enough to generate income for growth and tosatisfy stakeholders in the business. Although satisfying the customer is a bigpart of a companies plans they also need to take into account their own needs,such as:5. Making satisfactory progress: Organizations need to make sure that theirproduct is developing along with the market, if a product is developing well, thenincome should increase, if not then the marketing strategy should be revised.6. Be aware of the environment: An organization should always know what ishappening within their designated market, if it is changing, saturation,technological advances, slowing down or rapidly growing, being up to date onthis is essential for companies to survive. There are also certain external factors that a company should be very aware of,such as P.E.S.T factors (political, environmental, social and technological) andalso S.W.O.T (strength, weakness, opportunityand threat). A business must take into account all these constraints whendesigning and introducing a marketing strategy.P.E.S.T:Political factors- Legal constraints (such as the G3 technology constraints thatNokia have to take into consideration) must be taken into account because manybusinesses aim to make a profit so they maybe tempted to mislead their customers about prices, quality of products and theavailability of their products. They may also try to cut expenditure by using
 
lesser quality materials in their products(such as weaker materials for Nokia cases and batteries), also some companiesmay also dispose their waste in ways that damage the environment (pollution)and not ensuring high standards of hygiene andsafety in the workplace and outlet stores, all of these are illegal and can leavecompanies in big legal trouble. The governmental bodies in the U.K have introduced new laws into the businessenvironment, which ensure that none of these procedures take place; if acompany is to be successful they must follow all of these laws.Environmental social and ethical factors- some businesses view profits are morevaluable then a strong ethical code and this can govern behaviour and businessconduct. Some un-ethical practices are againstthe law and companies can not become involved in them (I have mentionedthese above) but there are also some practices that aren't illegal by law but areconsidered highly un-ethical by the consuming public, companies who engage inthese practice's can lose a lot of market share if they are found out. An exampleof this is cosmetic testing on animals, it is legal but some of the consumingpublicarenot happy about it and boycott Certain products because of it, companies mustbe very careful about how they conduct themselves. Nokia have managed to bequite environmentally friendly and have notdone anything that the consuming public have taken huge offence to, they havebeen very careful about this and this is one of the reasons they are such apopular brand of mobile phones. Technological- In the communications market technology is perhaps the mostimportant factor that companies like Nokia have to take into consideration. Theyhave to keep up to date with all the newesttechnological advances (like camera and motion capture phones) if they aregoing to capture the biggest market share and stay ahead of their competitors(Sony and Seimens).S.W.O.TSWOT analysis is also another way of deciding on a successful marketingscheme, we must look at strength, weakness, opportunity and threat.
 
Strength (internal factors)- Is looking at the companies current market share andresearching how recognised Nokia is amongst consumers in the target market.Nokia is currently one of the most popular Mobile communications companies inthe industry, generating over 52,000 sales in 1997, which was a 34% increasefrom 1996. Nokia's net sales for the October-December period in 1997 came to atotal of FIM 15 857 million (FIM 12 669 million in 1996).Weakness (internal factors)- This is basically looking at where the product isfailing or not doing as well as it should in the market. Nokia's problems are that:1. They are currently aiming their products at a saturated marketsegment.2. Their wage costs are forever rising.3. Higher import charges have now been put into place.4. There are some quite high supply chain costs that Nokia are currently paying.Opportunity (external factors)- This is the area in which Nokia can make moreprofit, or gain more market share. There are 2 ways in which Nokia can currentlydo this:1. Improve the technology that they are using to make their phones and use intheir products, for example, camera phones and advanced picture messagingwould attract new consumers to purchase phones under the Nokia brand name.2. Using innovation to re-invent their products, change and develop within themarket to offer something none of the competitors have.Also the fact that phone call charges are being forced to fall should prove to bean opportunity for Nokia to sell to the people, who previously may have notpurchased a phone because of higher callcharges. Threat (external factors)- This is looking mainly at the competition that aretaking away Nokia's current market share and also government legislations (thetotal costs of 3G licensing in Europe is 110 billioneuros) that could hinder Nokia's development as a company.For an existing product it is often useful to draw up an Ansoff's matrix, in orderfor Nokia to grow as a business we must look at:· Market penetration
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princess1989

Hey...this is an amazingg reportttt :) Is it possible for you to send me this report to my id..I have been trying to catch hold of information on nokia for presentation and project submmission in my college..please can u send it across to my id it is hot_wiz@hotmail.com

reply04 / 25 / 2010
geminisiddu

Hey,,, the report is amazing.. is it possible to send me the report.. i am doing project on nokia..my mail id gemini_siddu@yahoo.co.in

reply04 / 21 / 2010
Semisi

hey this is a great report could you please send it to me at skailahi@tti.to

reply04 / 08 / 2010
inutza1986

hi:)...good work:)....can u sent it to me at irina.peleanu@gmail.com thank you

reply03 / 23 / 2010
xuehye

hey..nice work on nokia..can u sent to me at whit3_7@yahoo.com.my..thanks a lot..

reply03 / 19 / 2010
rieta748

hye..morning.good work all about nokia..can u sent to me rieta748@yahoo.com.my .the report very helpful for me..thanks a lot..

reply03 / 14 / 2010
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