Marketing Case Study - Nokia

Taher Z.

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Marketing Case Study - Nokia

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Themes

Nokia, Marketing Case Study, key Product, marketing Strategie, product development, telecommunications, financial performance

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Abstract

Nokia is one of the significant pioneers in the telecommunications industry. Since its beginning in 1865 as a single paper mill operation, Nokia has established itself as a force of change in the telecommunications, cable, consumer electronics, and computer industries. It began making telecommunications equipment in the 1960s as a discernible part of all business sectors, and it won attention for its massive acquisitions. While Nokia has plotted repeated course corrections, searching for the next potential "hit products," it has limited alternative and parallel responses with the priorities of making telecommunications powerful.

Introduction
Background of Nokia
1. History of Nokia
2. Key Products and Services
Marketing Strategies of Nokia
1. Product Development and Innovation
2. Brand Positioning and Image
3. Distribution Channels
4. Promotional Activities
Competitive Analysis
1. Comparison with Competitors
2. Strengths and Weaknesses
Global Expansion
1. Emerging Markets Strategy
2. Partnerships and Alliances
Financial Performance
1. Revenue and Profit Trends
2. Market Share
Challenges and Failures
1. Shift in Consumer Preferences
2. Technological Disruptions
Lessons Learned
1. Success Factors
2. Mistakes to Avoid
Conclusion and Future Outlook

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[...] Net income equals net earnings for the fiscal year as reported by Nokia Corporation. Income attributable to Nokia's shareholders increased during the first four years of the period, showing a percentage increase of 111% from 2003 to 2007. However, for the year 2008, the net income registered a decrease of compared to the previous year Income attributable to Nokia's shareholders went down in 2008 due to high inventory, goodwill provisions, write-offs, and the closure of the production line. From an arithmetical aspect, reducing net income percentages going backwards from 2008 gives a compounded negative growth rate of 5.7 percent that Nokia has achieved historically. [...]

[...] Newcomers to the telecommunications industry introduced revolutionary technologies, transforming mobile phones into mere voice communication tools to sophisticated electronic devices with increasing computing, processing, and multimedia capabilities. With their pioneering advertising slogan, Apple moved the focus of mobile phones from voice to data. At its peak in 2000, Nokia's market capitalization was nearly as high as the rest of the industry combined. However, by 2007, the company had lost its number one position to Apple and Research in Motion with its BlackBerry. [...]

[...] Innovation has undoubtedly been a key factor that has led to Nokia's success and growth. It has driven the company's development of its complete range of business units. Another success factor is the strength of the Nokia brand; it is recognized, valued and trusted by customers. A long-term and focused vitality on corporate culture and the rolling out of Nokia values throughout the company should also be seen as an important factor. The company values of customer satisfaction, respect for the individual, achievement, continuous learning, renewal, and teamwork have played a significant role in continually developing Nokia´s operations. [...]

[...] One particular joint venture worth mentioning is the joint venture. After a number of rounds of negotiations, a significant payment was made for a controlling interest in the new company. The business, which specializes in wireline networks such as fixed-line telephony, cable, and broadband, will be the largest supplier of fixed-line infrastructure in the world ahead of other competitors. The new company will also have commercial ties to the parent, maximizing revenues from sales and services, but the management of the two companies will be kept distinct. [...]

[...] By finding the right balance between cost, product, positioning, and distribution, Nokia is able to equalize performance and competitive strength. In the case of promotion, the main goal behind consumer promotion is to increase sales and ultimately provide the consumers with greater benefits. Promotion is a marketing activity that has pioneered the image of the Nokia brand. Regular surveys indicate that strong relations have been built between the promotion scheme and the Nokia brand. However, in purchase decisions of Nokia mobile phones, free gift along with the system do play a certain role in positive decision-making. [...]

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