Professional Documents
Culture Documents
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History
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2001 and into the Future
Nokia is harnessing its experience in mobility and
networks to generate a startling vision of the future.
Meeting rooms, offices and homes will be 'smart'
enough to recognize their human visitors and give
them whatever they want by listening to their
requests. Nokia welcomes change and improvement
and can embrace new ideas at great speed. Such
characteristics will never change but, as to the rest,
the story has only just begun!
1 Vision
“Our customers continue to our First Priority”
Nokia’s future success depends on delivering great
experiences to our customers by creating products
and solutions that work seamlessly and are appealing.
2 Mission
“In a world where everyone can be connected, we
take very human approach to technology”
Connecting is about helping people to feel close to
what matters. Wherever, whenever, Nokia believes in
communicating, sharing, and in the awesome
potential in connecting the 2 billion who do with the 4
billion who don’t. If we focus on people, and use
technology to help people feel close to what matters,
then growth will follow. In a world where everyone
can be connected, Nokia takes a very human approach
to technology.
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Strategy
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Organization
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Supply Chain
SWOT Analysis
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Nokia was the first to acknowledge fashion as an
important element in mobile phone purchases, and it
is solidly behind the push for Multimedia Messaging
Service, which could become the first data service
beyond Short Message Service to be deemed
successful. There is a significant gap between Nokia
and startups, which makes it difficult to compete
against Nokia. Nokia's tie to operators has kept its
products solidly in consumers' view. Yet, Nokia faces
some serious challenges.
Strengths
Weakness
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Opportunities
Threats
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• According to brand awareness studies, Nokia is
recognized most of the time (in Germany, France,
Italy, UK and Norway), but not necessarily affiliated
with consumer electronics such as TVs and VCRs
• Consumers buy televisions based on emotion
• Consumers perceive value in features that are
marketed as user-friendly. In the past Nokia has
relied heavily on its ability to innovate—it is a strong
technology company.
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Option 1 is not viable since even though it may result
in short-term agreement, it will result in resignations,
poor morale and distrust in senior management over
the long run. Since the change process can be slow,
Nokia should adopt option 2 that means getting buy-in
at the senior management level.
Quality targets:
Segmentation Strategy
Demographic
• Male and female.
• Ages 25-50, this is the segment that makes up 80%
of the Nokia mobile phone market according to the
NOKIA India Ltd.
• Professionals and College students.
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Marketing Strategy
Today, the true “killer” data application is still text
messaging, a typical example of person-to-person
communication. Other end-user services, however,
have not taken off as expected in recent years.
The primary reason for this slow take-up is that most
of these services do not fulfill the expectations of
users. Although ring tones are one example of
successful person-to-content services, progress must
be made for market take-up of other mobile data
services such as:
• Messaging (e.g., MMS and e-mail)
• Entertainment (e.g., graphics, logos, games)
• Information (e.g., directory services, news)
Marketing Objective
ü Capture rural Indian market
ü Target school student
ü Attract Customers to New technology
ü Enhance Distribution
ü Maximize our revenues
ü Maintain Customer’s Loyalty
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The company, which accounts for about half of all
mobile handsets sold in India, has been using microfinance
schemes to allow poor villagers to buy its products. A
microfinance organization has bought handsets from Nokia
and sold them to women in rural villages by charging them
Rs 100 or about US$2 a week for as long as 25 weeks.
Distribution Channels
Distributors:
A) HCL Infosystem: During the last ten years, the HCL-
Nokia relationship has witnessed strong growth in the
Indian GSM handset market resulting in a significant
market share gain for Nokia.
B) Bright point: It offers the most comprehensive
selection of brands and products in the wireless
industry. Handset, Integrated devices, PDAs, etc. They
also provide full selection of OEM and aftermarket
accessories, Modems and software. It distributes
product manufactured by the world’s leading handset
manufacturer.
Conclusion
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