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marketing project

marketing project

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Published by Shivani Jain

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Published by: Shivani Jain on Apr 14, 2011
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Submitted by :
Shivani Jain(0043) Shruti Pal(0076) Alka Singh(0003) B.B.S. II semester

To : Ms. Aanchal Garg Department of Business Studies


To the best of my knowledge. Aanchal Garg . students of BBS. Shruti Pal and Alka Singh. University of Delhi has worked under my guidance for the topic titled “Marketing Strategy of Nokia”. Deen Dayal Upadhyaya College. this piece of work is original and the student to any other Institute/University has submitted no part of this project earlier. Ms.CERTIFICATE This is to certify that Shivani Jain.

DECLARATION We. (Shivani Jain) ature (Shr uti Pal) Aanchal Garg) Sign . students of Bachelor of Business Studies (2nd semester). We sincerely thank Ms. for academic year 2009-10. Aanchal Garg and our friends for the help extended by them for the successful completion of the project report. Date: Countersigned Sig nature (Ms. University of Delhi. hereby declare that we have made this academic project titled ‘Marketing Strategy of Nokia’ as a part of the internal assessment for the subject ‘Principles of Marketing’. in Deen Dayal Upadhyaya College. The project is submitted for the first time and here only and the information submitted therein is true to the best of our knowledge. Shivani Jain. Shruti Pal and Alka Singh.

Analysis SWOT Analysis Framework Overview Matrix Aim of a SWOT Analysis Simple Rules How to do a SWOT ? SWOT with an Objective Generating Strategies Strengths and Weaknesses Page no .W.O.T.Sign ature (Alka Singh) TABLE OF CONTENTS S.no 1 2 3 4 5 6 7 8 9 10 11 Topic Introduction Meaning of SWOT Origin of S.

particularly the mobile phone sector of Nokia's business. collect and use primary and secondary data that is relevant to the marketing strategy of Nokia. so we have chosen to do Nokia communications.2 Bibliography INTRODUCTION For this project we have been instructed to come up with a marketing strategy for an existing company/product.1 Example. *Principles of marketing: Show a full understanding of a marketing strategy for Nokia with a clear understanding of marketing principles.12 13 14 Opportunities and Threats Example. * Marketing Mix: Complete a realistic rationale for the development of a coherent marketing mix for Nokia communications. well-balanced marketing strategy that reflects appropriate use of marketing models and tools. * Impact of external environment: Produce a clear analysis of the external influences affecting the development of a marketing strategy. *Marketing strategy: Produce a full. . For this we would like to proceed in systematic manner as: * Gathering the information: Appropriately identify.

In the 1980s. wireless LAN and a line of satellite receivers. such as televisions and personal computers. infrastructure and other telecommunications equipment for applications such as traditional voice telephony. divesting itself of other items. a producer of telephone and telegraph cables. Finland.The name Nokia originated from the river which flowed through the town of the same name (Nokia). Nokia was established in 1865 as a wood-pulp mill by Fredrick Idestam on the banks of Nokia rapids. one television show critical of Nokia. however. professional mobile radio. including GSM. Nokia also produces mobile phone. mobile phone infrastructure and other telecommunications areas. which was later merged with Fujitsu-Siemens AG. although on a significantly smaller scale. Nokia provides mobile communications equipment for every major market and protocol. a digital switch for telephone exchange. However. at least.ABOUT THE COMPANY Nokia corporation (NYSE:NOK) is one of the world’s largest telecommunications equipment manufacturers. Finnish Rubber Works established its factories in the beginning of 20 th century nearby and began using Nokia as its brand. (ICL). With headquarters in Keilaniemi of Espoo. broadband access. . In 1970s Nokia became more involved in the telecommunication industry by developing the Nokia DX-200. CDMA and WCDMA. All three companies were merged as Nokia Corporations in 1967. ISDN. Nokia offered a series of personal computers called MikroMikko. Shortly after world war I Finnish Rubber Works acquired Nokia wood mills as well as Finnish cable works. these operations were sold to International Computers Ltd. the company ran afoul of serious financial problems in 1990s and streamlined its manufacturing of mobile phones. this Finnish telecommunications company is best known today for its leading range in mobile phones. In 2004. Nokia resorted to similar streamlining practice with layoffs and organizational restructuring. diminished Nokia’s public image in Finland. and produced a number of court cases along with. This. unfortunately. Nokia also began developing mobile phones for the NMT network. voice over IP.

The company operates in three divisions:  Multimedia: This division focuses on bringing connected mobile multimedia to customers in the form of advanced mobile services. code division multiple access (CDMA).  Enterprise Solutions: This division enables businesses and institutions extend their use of mobility from mobile devices for voice and basic data to secure mobile access.  Networks Division: This division provides network infrastructure. data. Its solutions include business-optimized mobile devices for end-users. content and applications. including 3G WCDMA mobile devices and solutions. imaging. and wideband CDMA(WCDMA) technologies. Nokia connects people to each other and the information that matters to them with mobile devices and solutions for voice. . distributors. independent retailers and enterprise customers worldwide. It sells its mobile devices primarily to operators. solutions and services for its operator and enterprise customers. multimedia and business applications. The company also provides equipment. communications and network service platforms and professional services to operators and service providers.COMPANY’S PROFILE Nokia Corporation manufactures mobile device principally based on global systems for mobile communications. Nokia Corporation is based in Espoo. a portfolio of Internet portfolio network perimeter security gateways and mobile connectivity offerings. Finland. games.

IMPACT OF EXTERNAL ENVIRONMENT Technological Social Political Suppliers Customers Management Economical BUSINESS Competitors Impact of environment on business Technological environment: Legal .

Nokia is a communications based company. Then the next advance in technology was being able to put different faces on your phone (different style covers for the front and back of your mobile device) and after that the technological advances have come thick and fast. with advances such as:  MMS  WAP (internet)  Polyphonic ring tones  Predictive SMS (where the phone will finish off a word for you if it can guess what you are typing)  Camera phones and  Video recorders Competition in the market: With all this technology available in the communications market it is obvious that Nokia will have lots of competition. which focuses on mobile telephone technology. When mobile phones first became available on the market the models were very basic with the best technology being SMS messaging (sending written "text messages" from one phone to another). Nokia strengthened . to do this Nokia must focus on the principles of marketing. they include: * Sony Ericsson * Samsung * Motorola * Siemens * Panasonic * NEG * Sagem and * Toplux With all of these competitors in the market Nokia must keep ahead of the game by running successful marketing strategies. At the moment Nokia are the world's best selling phone company (see table below which shows market share).

Nokia 37.6%) 4. Sony-Ericsson 5.2% (6. Siemens 8.7% 1Q02) 2.3% (15.its lead as the No. Some of the company's success was attributed to a strong second half in 2000 when 59 percent of sales occurred.5%) 3. Samsung 9.2% (34.8%) 5.5% (8. 1 vendor in the market during 2000 with shipments growing 66 percent over 1999. Tgh 1.8% (9. Motorola 17.4% .

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