California and the King’s Road in London, to observe the way that mobile phoneswere becoming fashion accessories (Economist March 1997:77). This unusual approach resulted in a superior product design and control of consumer segment. Nokia attached a unique value of trends, lifestyles, freedom,power, and technology among others, into their products. This unique valueperceived by the customers resulted into a leading brand well-positioned (Keegan1999:8-7; Quelch and Kenny 1994:153-154 and 158-160).
The Unique Value
Nokia saw that the customer preferences were starting to change, and appliedthese changes to their products. To spot the needs in the market, and to tell thecustomers that this is the phone they need, are some of Nokia’s strengths.Nokia has for many years had a focus on design, customer adaptation, and userfriendliness. This has turned out to be a success, as they passed Motorola in 1998as the world-leading supplier of mobile phones (Nokia 1998). The unique value seen by consumer’s is identified in the products unique value. Theunique value can be viewed as the customer’s perception on its benefit preferencesdivided by actual price
A Global Winner
The outstanding growth and success of Nokia can be summarized as the overallperformance, focus and strategic decisions made in the early days of the mobilestrategic decisions made in the early days of the mobile cellular industry.Nokia is characterized as a global winner for several reasons (Appendix I);
The operational excellency by the top ManagementIdentification of the internal processes from production to distribution (TQM) The success in own countryKeeping the global focus on segments.As the company grew, they identified new need, for a maturing markets and createdcustomer needs as the products where launched (Lamb et al. 1994:728-740).
The Global Cellular Mobile Industry:
The global mobile phone industry is based on many different manufacturers andoperators. The industry is based on advanced technology and many of themanufacturers are operating in different industries, where they use theirtechnological skills, distribution network, market knowledge and brand name. Threelarge manufacturers of mobile phones are today dominating the global mobile