Institute of Management Technology, Dubai Page | 1 of 21 Group Term Project On NOKIASubmitted to: Dr. Mohan Lal Agarwal Submitted by: (Group 5) Pranay Sachdev (Smba 09049) Siddharth Verma (Smba 09069) Vaibhav Khurana (Smba 09077) Institute of Management Technology, Dubai
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Introduction toNokia:
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 (send
written ³text messages´ from one phone to another). Then the next advance intechnology 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:
y MMS
y WAP (Internet)
y Polyphonic ringtones
y Predictive SMS
y Camera recorders
Nokia History:
Nokia is known today as the largest manufacturer of mobile phones, having
about 40% of the share in the second quarter of 2008. This company is even the
reason why Finland is a prosperous country in which it is accounted for about
30% of the Nation¶s market capitalization. But Nokia had a really humble
beginning it all started in 1865.
In 1895, Fredrik Idestam established a wood-pulp mill, which is now known as
the Nokia Corporation. It was first based in south western Finland town called
Tampere but was later relocated to Nokia town so that the company can use the
Nokiavirta river. This river is where the company¶s Nokia, originated.
In the beginning of the 20th
century, Finnish Rubber works began establishing
its factories. This company acquired the Nokia wood mills and also acquired a
company producing telegraph and telephone cables, the Finish cable works . The
merging of these three companies in 1967 led to the creation of the Nokia
corporation.
Nokia started producing military as well as commercial mobile radio
communications technology in the 1960¶s. It was in 1964 when the company
started to create VHF-radio. The two companies started to develop mobile
phones for the NMT network standard. In 1982, they introduced their first car
phone called the Mobira Senator, which weighted 9.8kg.
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Aware of the Environment:
Nokia is a very Eco friendly Company. They use recycled paper for their
packaging and protect the env ironment however they can.
PEST:
Political factors:
Nokia always takes care & intensely considers fair means of practices as per thepolitical factors. With stringent rules and regulation of UAE government Nokiatrade has seen slight downfall.
Environmental Social and Ethical factors:
Many companies may view profit as more important than ethical practice and
this can lead them to making illegal decisions and this has been a big
contribution to many companies going out of business or losing all their market
share to eco-friendly companies. Nokia is a company which complies with the
environmental social and ethical factors around itself.
Technological:
In the communications market this is probably the most important external
factor in affecting a companies development of their marketing strategy as they
must always keep up to date with every change within the market if they are to
be successful and hold on to their market share and hopefully gain more.
Nokia's current marketing strategy by launching N8 to counter Companies like
Apple and Blackberry is one its move.
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environments, terminals and mobile services is a key part of companies intent.
Nokia need to capitalise on leadership role by continuing to meet the
target and enter segments of the communications market that
will experience rapid growth. With appointment of new CEO it shall be bit
more difficult task when he has many objectives to cover especially rapidlyfalling Nokia¶s market share. Focus should be on targeting segment as well as
launching new innovative products so as to compete with competitors like
apple, blackberry.
Nokia has established itself as one of the world¶s leading player¶s in wireless
communication and has significantly influenced the way in which voice and
other services can been transferred to a wireless, mobile environment.
As demand for smart phones have been increasing Nokia¶s plan to lead and
capture market share shall only be possible by inventing and pooling new andinnovative technology far better than its competitors. In this process Nokia shall
be able to offer customers unprecedented choice, speed and value. Nokia has a
time and again contributed to the development of new
technologies, products and systems for mobile communications. Recent
examples include: the launch of N8 with symbian^3 and symbian^4 operating
system.
In addition, Nokia have continued to be active in IP convergence. They
have established alliances with other service providers in order tomake mobile access services easier for the end user.
In order to classify the wants and needs of the consuming population, following
are the attributes which we think Nokia must ponder upon and gather
information:
1. Consumer Behaviour
2. Buying patterns and sales trends
3. Consumer preferences
4. Activities of competitors in the market
Sources of Marketing Information:
The information that we collected through market research were of two forms,
qualitative or quantitative data.
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sales in order to identify those products, which are likely to experience a rise i n
sales and to look at those in which the sales are likely to fall.
The Marketing Mix:
The marketing mix refers to the combination of elements within a company¶smarketing strategy, these are designed to give the customer what they want and
in the long term are designed to maximise profits.
The marketing mix is based around the idea of the 4P¶s:
Product:
The product i.e. Nokia Cell phones is in the centre of the marketing mix and the
other 3P¶s are based on it. Consumers purchase goods and services for a variety
of individual reasons and a company must be aware of all of these when selling
a product. In short, there research should not stagnate with having older version
of software or technologies but by creating new advancement in technology.
Time and again launching of new products as per the demand of customers and
in order to have competitive edge over its competitors it should always try to
stay one step ahead in order to tap market share.
Price:
It¶s basically a key fact in the selling of a product, and is usually the one that is
open to the most change based on different pricing strategies, for ex: competitor based, penetration or skimming. Nokia must be flexible to promote discounts or
any incentive plans on older as well as new devices so that cus tomer retention
stays high.
Place:
This refers to the chosen outlets for a product or service, for a product to be
very successful it must be easy to access, mobile phones are very easy to access
now a days, they are sold in supermarkets, specialise outle t and all major
department stores. Nokia is brand well known by every possible man on earthand this being a key factor it has established various outlets and should
regularly update these stores with its new devices or products.
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The B2B internet based technologies of Nokia provide effective and efficient
ways in which corporate buyers can gather information rapidly about available
products and services, evaluate and negotiate with suppliers, implement order
fulfillment over communication links and access post -sales services.
Useful Information:
Nokia N8:
Nokia is in process to launch its latest hand gadget sometime next week inDubai. The question that poses each geek is that whether it could overshadow
apple¶s I Phone and Blackberry and regain its honor in the market or would bejust another mobile in its long list. The word around is people are anxiouslyawaiting for it as nokia embarks in the segment of higher-end smart phones.Nokia has managed to pack a lot into a sleek anodized aluminum case thatcomes in several colors, including silver white, dark gray, orange, blue andgreen. Central to the N8 is a 3.5-inch 16:9 capacitive touch screen (640 x 360pixels) showing 16.7 million colors. There¶s 16GB of internal memory,expandable with an additional 32GB using MicroSD card.
With a 12-megapixel sensor and Carl Zeiss optics, the N8 certainly has enough
hardware to impress. Whether the photo quality is there as well remains to beseen. HD video recording at 720p, 25 fps with H.264, MPEG-4 should meanhigh quality video as well. There¶s also a HDMI connection so you can watchphotos and video on a compatible TV.
One interesting fact about N8 is the latest version of the Symbian mobileoperating system (Symbian^3). Nokia says there are 250 new features in
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Symbian^3 including real multitasking, multiple personalized home screens,turbo charged graphics, multi touch and intell igent networking.
Nokia Sues Apple
Nokia Oyj, the world¶s biggest maker of mobile phones, filed a patent -
infringement lawsuit against Apple Inc. in its latest salvo over the iPhone and
iPad. The lawsuit, the fifth patent complaint between the two companies in the
past year over smart phone technology, broadens the fight to include Apple¶s
iPad touch-screen computer tablet. Nokia¶s filing of lawsuit in federal court at
Madison, Wisconsin, helped push Apple shares down 4.2 percent in New York
trading, their steepest drop since Jan. 22
The legal battle began in October, when Espoo, Finland - based Nokia fileda lawsuit accusing Apple of infringing 10 patents. It demanded royalties on the
more than 51 million iPhones sold since Apple Chief Executive Officer Steve
Jobs, 55, introduced the device in 2007.
The five patents in the newest complaint relate to enhanced speech and data
transmission, and antenna configurations that improve performance and save
space, Nokia said in a statement. The patents aren¶t the same ones at issue in
cases in a federal court in Delaware, and before the U.S. International Trade
Commission.
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