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Declaration Preface 1. Introduction 1 . 1 R e v i e w o f L i t e r a t ur e 1.2 Objective of the study 1.3 Methodology 1 . 4 L i mi t a t i o n s o f S t u d y 2. Introduction 2.1 Nokia 2.1.1Nokia Vision/Mission Statement 2.1.2 About the Company 2.1.3History of Nokia 2.1.4Company Profile 2.1.5SWOT Analysis 2.2Introduction to Marketing 2.3Market Segmentation 2.3.1Considerations for Market Segmentation 2.3.2Segmentation Basis 2.3.3Effective Segmentation 2.4Market Segmentation for Nokia 2.4.1Segmentation of Nokia 2.4.2Nokia mobile phones by Series 2.4.3Lifestyle and Psychographic Basis for Nokia 2.4.4The Segmentation of Nokia conducted on the basis of Price 3.Analysis and Interpretation 4. Conclusion 5. Recommendations 6. Bibliography 7. Annexure
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Introduction The company I have chosen to analyse in my project is the mobile phone giant Nokia. This project tells us briefly what Nokia actually is, its company structure and overall view on the size and sales of the company & also the Various Market segmentation Strategies followed by them. Since January 2004, Nokia Group has consisted of four different business groups: Mobile Phones, Multimedia, Enterprise Solutions and Networks. “In addition, there are two horizontal groups that support the mobile device business groups: Customer and Market Operations and Technology Platforms.” In the year 2004 Nokia’s net sales for mobile phones were 18507 million euro, which went down 12% from 2003. Nokia’s market areas were Europe/Africa/Middle East (55% of net sales), Asian Pacific and China (25%) and Americas (20%). Nokia’s market share in Europe was 45.8% in 2003, in 2004 it was 34.8% and in the third quarter of 2005 it was 36%. The average number of personnel for 2004 was 53511. At the end of 2004, Nokia employed 55505 people worldwide. In 2004, Nokia′s personnel increased by a total of 4146 employees. Nokia’s turnover for the third quarter of 2005 was 8403 million euro from which mobile phones brought in 62%, multimedia 17%, Enterprise solutions 2% and Networks 9%. “The year 2004 was demanding for Nokia. In response, the company set five top priorities in the areas of customer relations, product offering, R&D efficiency, demandsupply management and the company’s ability to offer end-to-end solutions. Nokia is making good progress in these areas, and is now better positioned to meet future challenges.
• It’s a world of experiences. • One of our basic needs as human beings is the need to communicate and share. shared experiences.Nokia Vision/Mission Statement Our Vision • A world where everyone can be connected. Our Promise • We help people feel close to what matters to them. . to help them feel close to what matters to them. • In 2015. and 100 fold more network traffic. • Our promise is to help fulfil this need. 5 billion people always connected.
Build • Grow the number of people using nokia devices. Intuitive 4. Internet innovation. • We take a very human approach to technology 1. •Transform the devices people use. • Internet is our quest. media and services will be available anytime. . We act on our consumer insights. then design. Nokia’s promise is to help people feel close to what matters to them. anywhere. •Nokia wants to bring the best of internet to mobile . Our Resolution-Grow. Simple 2. • Build new businesses • Our business and people’s expectations for mobile devices and services are changing. Experiences to fall in love with.Our Approach • Consumer understanding drives us. Reliable 3. Transform. • We observe first. creativity.
ISDN. wireless LAN and a line of satellite receivers. these operations were sold to International . Shortly after World War I Finnish Rubber Works acquired Nokia wood mills as well as Finnish Cable Works. professional mobile radio. Nokia provides mobile communication equipment for every major market and protocol. and WCDMA. a producer of telephone and telegraph cables. including GSM. The name Nokia originated from the river which flowed through the town of the same name (Nokia). Nokia offered a series of personal computers called MikroMikko. broadband access. Finnish Rubber Works established its factories in the beginning of 20th century nearby and began using Nokia as its brand. Nokia was established in 1865 as a wood-pulp mill by Fredrik Idestam on the banks of Nokia rapids.Connecting People ! Nokia Corporation (NYSE: NOK) is one of the world's largest telecommunications equipment manufacturers. voice over IP. Finland. With headquarters in Keilaniemi of Espoo. Nokia also produces mobile phone infrastructure and other telecommunications equipment for applications such as traditional voice telephony. this Finnish telecommunications company is best known today for its leading range of mobile phones. In the 1970s Nokia became more involved in the telecommunications industry by developing the Nokia DX 200.About the Company Nokia. All three companies were merged as Nokia Corporation in 1967. a digital switch for telephone exchanges. In the 1980s. However. CDMA.
to develop three highend mobile phones. and produced a number of court cases along with. however. a Taiwanese Original Device Manufacturer. unfortunately. Recently. such as televisions and personal computers. the company ran afoul of serious financial problems in the 1990s and streamlined its manufacturing of mobile phones. divesting itself of other items. In 2004. Nokia joined other mobile phone manufacturers to embrace Taiwanese Original Device Manufacturers. which are scheduled to retail by the end of 2005. Nokia resorted to similar streamlining practices with layoffs and organizational restructuring. (ICL). mobile phone infrastructure. diminished Nokia's public image in Finland. Nokia also began developing mobile phones for the NMT network.Computers. This. at least. which was later merged with Fujitsu-Siemens AG. Ltd. and other telecommunications areas. although on a significantly smaller scale. . Nokia signed a contract with BenQ. one television show critical of Nokia.
History of Nokia Nokia's history started in year 1865.mobile phones and telecommunications networks. Nokia provided GSM services to 90 operators across the world. when engineer Fredrik Idestam established a wood-pulp mill in Southern Finland and started manufacturing paper. The company delivered the first GSM network to Radkilinia. In 1895 Fredrik Idestam handed over the reins of the company to his son-in-law. Another significant move of the company during this period was the divestment of its non-core operations like IT. Finnish Cable Works joined them. a Finnish company in 1991.a precursor for all Nokia’s current GSM phones . Another significant move of the company during this period was the divestment of its non-core operations like IT. In 1920. In the 1990s. Nokia created the NMT mobile phone standard in 1981 and launched the first NMT phone. and in 1992. Finnish Rubber Works became a part of the company. The company focused on two core businesses . All the three companies were merged in 1967 to form the Nokia Group. Mobira Cityman. and later on in 1922.was introduced. Due to the European industrialization and the growing consumption of paper and cardboard Nokia soon became successful. in 1987.mobile phones and telecommunications networks. The success with the NMT and GSM technologies and the products they spawned secured Nokia's position as the world's . The company focused on two core businesses . Nokia's history contains many achievements that were the first of their kind in the world. Many milestones have been experienced in the mobile phone business since the 80’s. Nokia 1011 . In the 1990s. Nokia provided GSM services to 90 operators across the world. Nokia was Actually founded in 1965 by Fredrik Idestam in Finland as a paper manufacturing company.
Nokia was able to offer advanced products from the beginning of the 90s. The new phone models and standardized technical solutions made it possible to produce an increasingly extensive product range more effectively. is one of the reasons why Nokia became the market leader. The extensive range of mobile phone models. . Nokia ensured its continued growth by reforming its production in the middle of the 90s. Nokia has been involved in making the world's first NMT network and the world's first pocket-sized mobile phone. covering all user groups. The list of Nokia's milestones provided a good insight in the history of wireless communications.leading telecommunications company. The world's first device to use the Symbian OS was also produced by Nokia. Early investments in R&D were thus handsomely rewarded.
where the Nokia story begins. 1937: Verner Weckman. the foundation of Nokia's cable and electronics businesses. . but it took a merger with a cable company and a rubber firm to set the new Nokia Corporation on the path to electronics… 1865: The birth of Nokia Fredrik Idestam establishes a paper mill at the Tammerkoski Rapids in south-western Finland. 1898: Finnish Rubber Works founded Eduard Polón founds Finnish Rubber Works. industry heavyweight Former Olympic wrestler Verner Weckman becomes President of Finnish Cable Works. 1912: Finnish Cable Works founded Arvid Wickstrom starts Finnish Cable Works. which will later become Nokia's rubber business.Company Profile Nokia’s first century:1865-1967 The first Nokia century began with Fredrik Idestam's paper mill on the banks of the Nokianvirta river. the company would become a major industrial force. Between 1865 and 1967.
selling and operating computers. 1979: Mobira Oy. Finnish Rubber Works and Finnish Cable works formally merge to create Nokia Corporation. 1962: First in-house electrical device The Cable Works electronics department produces its first in-house electrical device .. The move to mobile:1968-1991 The newly formed Nokia Corporation was ideally positioned for a pioneering role in the early evolution of mobile communications. .. early phone maker Radio telephone company Mobira Oy begins life as a joint venture between Nokia and leading Finnish television maker Salora. 1967: The merger Nokia Ab. Nokia led the way with some iconic products.a pulse analyzer for nuclear power plants. As European telecommunications markets were deregulated and mobile networks became global.1960: First electronics department Cable Works establishes its first electronics department.
Nokia decided to focus on its telecommunications business. the company’s first digital telephone switch. the first international mobile phone network. 1987: Mobira Cityman – birth of a classic Nokia launches the Mobira Cityman. Mobile revolution:1992-1999 In 1992. 1991: GSM – a new mobile standard opens up Nokia equipment is used to make the world’s first GSM call.1981: The mobile era begins Nordic Mobile Telephone (NMT).. This was probably the most important strategic decision in its history. 1982: Nokia makes its first digital telephone switch The Nokia DX200. 1984: Mobira Talkman launched Nokia launches the Mobira Talkman portable phone. the first handheld NMT phone. goes into operation. . As adoption of the GSM standard grew. new CEO Jorma Ollila put Nokia at the head of the mobile telephone industry’s global boom – and made it the world leader before the end of the decade.. is built.
1997: Snake – a classic mobile game The Nokia 6110 is the first phone to feature Nokia’s Snake game. 1994: World’s first satellite call The world’s first satellite call is made. focusing the company on telecommunications. the first phone to feature the Nokia Tune. 1992: Nokia’s first GSM handset Nokia launches its first GSM handset.1992: Jorma Ollila becomes President and CEO Jorma Ollila becomes President and CEO of Nokia. the Nokia 1011. using a Nokia GSM handset. . 1999: The Internet goes mobile Nokia launches the world's first WAP handset. the Nokia 7110. 1998: Nokia leads the world Nokia becomes the world leader in mobile phones. 1994: Nokia Tune is launched Nokia launches the 2100.
2005: The Nokia Nseries is born Nokia introduces the next generation of multimedia devices. 2006: A new President and CEO – Nokia today Olli-Pekka Kallasvuo becomes Nokia’s President and CEO. mobile multiplayer gaming. multimedia devices and a look to the future. 2007 Nokia recognized as 5th most valued brand in the world. 2003: Nokia launches the N-Gage Mobile gaming goes multiplayer with the N-Gage. 2002: First 3G phone Nokia launches its first 3G phone. Nokia Siemens . the Nokia Nseries. Jorma Ollila becomes Chairman of Nokia’s board.Nokia now:2000-today Nokia’s story continues with 3G. 2005: The billionth Nokia phone is sold Nokia sells its billionth phone – a Nokia 1100 – in Nigeria. Global mobile phone subscriptions pass 2 billion. Nokia and Siemens announce plans for Nokia Siemens Networks.. the Nokia 6650..
2008 Nokia's three mobile device business groups and the supporting horizontal groups are replaced by an integrated business segment. Nokia launches Ovi.Networks commences operations. Devices & Services. . its new internet services brand.
Weaknesses. . Opportunities.SWOT Analysis SWOT Analysis. and those external to the firm can be classified as opportunities (O) or threats (T). The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. Such an analysis of the strategic environment is referred to as a SWOT analysis. and Threats involved in a Project or in a Business venture. Environmental factors internal to the firm usually can be classified as strengths (S). It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. it is instrumental in strategy formulation and selection. is a Strategic planning tool used to evaluate the Strengths. SWOT Analysis of Nokia Modern SWOT Analysis A SWOT analysis conducts an external and internal scan of Nokia's business environment. or weaknesses (W). it is an important part of the strategic planning process. As such.
• Slow to adopt new ways of thinking: a good example are clamshell phones which are preferred by many customers. when it launched its first model. • 33% market share still the largest cell phone vendor by far. much like Microsoft in the PC industry. . with double the market advantages • Brand position: probably one of the top 20 brands in the world share of nearest competitr • Size should enable Nokia to amortize R&D costs and to get cost Weaknesses • The N-Gage is considered a flop • Being the market leader and its increase role in Symbian is giving Nokia a bad image. Nokia was reluctant to produce a clamshell until this year.Strengths • Is a dominant player in the smart phone market via its majority ownership of Symbian and its proprietary Series 60 user interface which are projected to represent majority of the 100M smartphones sold in the next 4 years.
Operators want to lessen their dependency on handset vendors and the dominance of Nokia. and many other operators globally are selling their own brand of phones. Orange. ODMs (HTC and others) enabling carriers to leverage their customer power bypassing the handset vendor. • Asian OEMs who are entering the market very aggressively (TCL. • Leverage its infrastructure business to get preference and a stronger position with carriers Threats • Late in the game in 3G creates a risk to be displaced by leaders like Motorola. . nGo Bird) • LG. which they are just entering.Opportuntiies • Increase their presence in the CDMA market. as well as 3G and Edge • New growth markets where cell phone adoption still has room to go. O2. NEC and others. including India and other countries.
as they are very cheap. As per my opinion Nokia had introduced various schemes to attract people & gain more goodwill into market.1 leader in it.Conclusion From the above project I have come to this conclusion that Nokia has implemented various segmentation strategies for its products on a large scale & becoming no. Nokia segments its market according to various variables. efficient & advanced techniques are used to increase the sales of product. . good & efficient to operate.1 leader in the world of mobile phones. Various segmentation strategies are being enrolled into the market to increase the sales of the products. Nokia have used better & efficient market segmentation strategies to market its products according to various segments of customers in the market. Nokia as such has used all modern & good techniques to tackle problems of customers in market. Also Nokia is largest manufacturer of mobile phones in India & also the no. New models & their strategies are being well utilized to enhance the product. I would like to conclude that Nokia had been launching various new products & strategies throughout the year but still it is the no. Better. The main segmentation is done on the basis of price. Many people around the globe are purchasing Nokia phones. Customer care & feedback is also given more importance.1 brand leader in mobile phones.
Recommendations I would like to provide certain recommendations towards this Project report. They are as follows: I would like to suggest that the Marketing areas for Sales should be increased. . the Company should try to offer sales of such products at an affordable Price. They should try to adopt new strategies to regain whole sales force in the market. The Company should try to bring more attractive offers & discounts to the customers of segments to make them more brand loyal towards them. As far as launching of new models is concerned.
com http://www.in/#hl=en&source=hp&q=market+segmentation +of+nokia&meta=&aq=7&aqi=g10&aql=&oq=market+se&gs_rfai= &fp=fe4cbc854b7cd67d www.x=43&sa.google.google.com/search? cat=redesign&q=project+on+nokia&sa.scribd.y=15 .com/about-nokia/company www.com http://www.Bibliography Websites visited: www.co.nokia.com http://www.scribd.nokia.
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