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Objectives of Nokia

Objectives of Nokia

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Published by Rudra Shekhar
nokia objectives
nokia objectives

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Published by: Rudra Shekhar on Feb 17, 2013
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11/07/2013

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OBJECTIVES
For this project I have been instructed to come up with a marketing strategy for anexisting company/product I have chosen to do Nokia communications, particularly themobile phone sector of Nokia's business. To do this properly I will need to:*
 
Appropriately identify, collect and use primaryand secondary data that is relevant tothemarketing strategyof Nokia
 
Marketing Strategy
“Wherever, whenever, we believer in
communicating, sharing and inthe awesome potentialof connecting the 2 billion who do, with the4
billonwho don’t”At Nokia, customers remain our top
priority.Customerfocus and consumer understanding mustalways drive our day-to-day businessbehavior.
Nokia’s priority is to be
the most preferred partner tooperators,retailers and enterprises.Nokia will continue to be a growth company,andwe will expand to new markets and businesses. Worldleading productivityis critical for our future success.Our brand goal is for Nokia to become the brandmostloved by our customers.In line with
these priorities, Nokia’s
businessportfolio strategy focuses on five areas, with eachhaving long-termobjectives:- Create winning devices- Embrace consumer Internet service- Deliverenterprise solutions- Build scale in networks- Expand professional servicesThere arethree strategic assets that Nokia willinvest in and prioritize:- Brandand design- Customer engagement and fulfillment- Technologyand architectureSWOT analysisStrengths
 
• Nokia has long established identity (1898); lots of 
available resources(financial, etc.)
• Nokia has high penetration rate in Europe, especially
in Northern countries(close to 100%)
• Nokia Consumer Electronics has access to innovative
technology through groupcompanies
 
 Weakness
 
• Lack of 
centralized marketing strategy andchampion; completely differentpositioning strategydepending on the country
• Too many brand names (100) in one market;problem trying to find balance
 
• Corporate culture is highly technical and
operational: So what if the customerdoes notunderstand!; lack of customer service priorityOpportunities
 
• Potential fo
r brand name sales in Europe and Asia-pacific
• Growing replacement and supplement televisionmarket
 
• NCE has opportunity of using its technology toenhance user
-friendliness
 
Threats
 
• The market for color TVs and VCRs is
amature/saturated market; consumersare buying lessoften and only to replace older units (same trend forallcountries across Europe
Can’t
differentiate based on technical advancementor price; competitorstoo fast to match
• Impact of recent purchases (for example
, Sony) andmergers is unknown;competitors are getting largerand integrating supply chains
• Competitors (Samsung, Gold star,
Daewoo) quicklyand successfully buildingbrand name and imageBranding Strategy In the color TV market,neithertechnology nor price provides a competitiveadvantage. The decision aconsumer makes topurchase is primarily motivated by emotion, and isdrivenlargely by comfort level with a particular brand.A successful branding strategy forNCE is, therefore,critical to gaining a competitive advantage.Specifically,NCE should brand for the followingreasons:
• Competitive advantage is gained through brandname (not technology or pric
e)
• According to brand awareness studies, Nokia is
recognized most of the time (inGermany, France,Italy, UK and Norway), but not necessarily affiliatedwithconsumer electronics such as TVs and VCRs
• Consumers buy televisions basedon emotion• Consumers perceive value in features that aremarketed as user
-friendly. In the past Nokia hasrelied heavily on its ability to innovate
it is astrongtechnology company.However, it is not good at introducing orpackagingthis technology for consumers. It must introduce anew mindsetto NCE; a strategic shift that encouragescustomer service and internationalmarketing.Internal Management Challenge faces at least twochallenges within NCEthat he must addressimmediately:1. Lack of a marketing champion incorporateheadquarters2. A continued reliance on technology as themainmarketing approach. For example, the remote controlTV mouse is
 
centered on technology and may frightenaway potential customers whomay perceive it as tootechnical.DATA CAN BE COLLECTED IN TWO FORMS.
1. PRIMARY DATA-2. SECONDARY DATAMETHODS USED IN PRIMARY DATA INCLUDE
 
SURVEYS
 
INTERVIEWS
 
QUESTIONNAIRESMETHODS USED IN PRIMARY DATA INCLUDE
 
JOURNALS
 
BOOKS
 
CENSUS DATA
 
NEWSPAPERS etc.
* Produce a clear analysis of the external influencesaffecting the development of a marketing strategy.
THE PESTLE FACTORS
PoliticalThe
Political
factors relates to the factors which the government also affects such as governmentinstability or rules and regulations which the business must follow. Nokia have recently moved oneof its manufacturing facilities to India, and because of this it is important that Nokia follow therules and regulations that are set in India, so that they can operate as efficiently as possible. Thetypes of things they will have to be aware of is the minimum wage, the maximum hours a week employees can work and especially the Health and Safety regulations; this is to avoid any bad pressor revolt from employees that will ultimately damage the reputation of Nokia both short term andlong term. As well as foreign government it is vital that Nokia have a good relationship with theirgovernment in Finland, as any political instability such as a change in government or coalition mayresult in new laws being implemented, which will affect Nokia a lotEconomical

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