PRINCIPLES OF

MARKETING

“MARKETING STRATEGIES OF
NOKIA”

Submitted by :
Shivani Jain(0043)
Shruti Pal(0076)
Alka Singh(0003)
B.B.S. II semester

To :
Ms. Aanchal Garg
Department of Business Studies

DEEN DAYAL UPADHYAYA COLLEGE

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

Ms. Aanchal Garg

 DECLARATION
We, Shivani Jain, Shruti Pal and Alka Singh, students of
Bachelor of Business Studies (2nd semester), in Deen Dayal
Upadhyaya College, 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’, for academic year
2009-10. The project is submitted for the first time and here
only and the information submitted therein is true to the
best of our knowledge.

We sincerely thank Ms. Aanchal Garg and our friends for the
help extended by them for the successful completion of the
project report.

Date:

Countersigned

Sig
nature
(Ms. Aanchal Garg)
(Shivani Jain)

Sign
ature
(Shr
uti Pal)
 Sign
ature
(Alka
Singh)

TABLE OF
CONTENTS
S.no Topic Page no
1 Introduction

2 Meaning of SWOT

3 Origin of S.W.O.T. Analysis

4 SWOT Analysis Framework

5
Overview Matrix

6 Aim of a SWOT Analysis

7 Simple Rules

8 How to do a SWOT ?

9 SWOT with an Objective

10 Generating Strategies

11 Strengths and Weaknesses

 12 Opportunities and Threats

13 Example.1

14 Example.2

Bibliography

INTRODUCTION
For this project we have been instructed to come up with a marketing strategy for an
existing company/product, so we have chosen to do Nokia communications, particularly
the mobile phone sector of Nokia's business.

For this we would like to proceed in systematic manner as:

* Gathering the information: Appropriately identify, collect and use primary and
secondary data that is relevant to the marketing strategy of Nokia.

* Impact of external environment: Produce a clear analysis of the external influences

affecting the development of a marketing strategy.

* Marketing Mix: Complete a realistic rationale for the development of a coherent

marketing mix for Nokia communications.

*Principles of marketing: Show a full understanding of a marketing strategy for Nokia

with a clear understanding of marketing principles.

*Marketing strategy: Produce a full, well-balanced marketing strategy that reflects

appropriate use of marketing models and tools.
 ABOUT THE COMPANY
Nokia corporation (NYSE:NOK) is one of the world’s largest telecommunications
equipment manufacturers. With headquarters in Keilaniemi of Espoo, Finland, this
Finnish telecommunications company is best known today for its leading range in mobile
phones, Nokia also produces mobile phone, infrastructure and other telecommunications
equipment for applications such as traditional voice telephony, ISDN, broadband access,
professional mobile radio, voice over IP, wireless LAN and a line of satellite receivers.

Nokia provides mobile communications equipment for every major market and protocol,
including GSM, CDMA and WCDMA.

Nokia was established in 1865 as a wood-pulp mill by Fredrick Idestam on the banks of
Nokia rapids. Finnish Rubber Works established its factories in the beginning of 20 th
century nearby and began using Nokia as its brand. Shortly after world war I Finnish
Rubber Works acquired Nokia wood mills as well as Finnish cable works, a producer of
telephone and telegraph cables. All three companies were merged as Nokia Corporations
in 1967.The name Nokia originated from the river which flowed through the town of the
same name (Nokia).

In 1970s Nokia became more involved in the telecommunication industry by developing

the Nokia DX-200, a digital switch for telephone exchange. In the 1980s, Nokia offered a
series of personal computers called MikroMikko. However, these operations were sold to
International Computers Ltd. (ICL), which was later merged with Fujitsu-Siemens AG.
Nokia also began developing mobile phones for the NMT network, unfortunately, the
company ran afoul of serious financial problems in 1990s and streamlined its
manufacturing of mobile phones, mobile phone infrastructure and other
telecommunications areas, divesting itself of other items, such as televisions and personal
computers.

In 2004, Nokia resorted to similar streamlining practice with layoffs and organizational
restructuring, although on a significantly smaller scale. This, however, diminished
Nokia’s public image in Finland, and produced a number of court cases along with, at
least, one television show critical of Nokia.
 COMPANY’S PROFILE
Nokia Corporation manufactures mobile device principally based on global systems for
mobile communications, code division multiple access (CDMA), and wideband
CDMA(WCDMA) technologies. The company operates in three divisions:

 Multimedia: This division focuses on bringing connected mobile multimedia to

customers in the form of advanced mobile services, including 3G WCDMA
mobile devices and solutions.
 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, content and applications. Its solutions include business-optimized
mobile devices for end-users, a portfolio of Internet portfolio network perimeter
security gateways and mobile connectivity offerings.
 Networks Division: This division provides network infrastructure,
communications and network service platforms and professional services to
operators and service providers.

Nokia connects people to each other and the information that matters to them with mobile
devices and solutions for voice, data, imaging, games, multimedia and business
applications. The company also provides equipment, solutions and services for its
operator and enterprise customers. It sells its mobile devices primarily to operators,
distributors, independent retailers and enterprise customers worldwide. Nokia
Corporation is based in Espoo, Finland.
 IMPACT OF EXTERNAL
ENVIRONMENT
Technological

Social

Political

Suppliers
Customers
Management
Economical

BUSINESS

Competitors
Legal

Impact of environment on business

Technological environment:
Nokia is a communications based company, 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). 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, 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, to do this Nokia
must focus on the principles of marketing. At the moment Nokia are the world's best
selling phone company (see table below which shows market share). Nokia strengthened
its lead as the No. 1 vendor in the market during 2000 with shipments growing 66
percent over 1999. Some of the company's success was attributed to a strong second half
in 2000 when 59 percent of sales occurred.
Tgh
1. Nokia 37.2% (34.7% 1Q02)

2. Motorola 17.3% (15.5%)

3. Samsung 9.8% (9.6%)

4. Siemens 8.5% (8.8%)

5. Sony-Ericsson 5.2% (6.4%