An Analysis of Nokia’s Communications Strategies

Introduction

In the world of telecommunications, the name Nokia is already a byword amidst a competitive field composed of aggressive players that include Samsung, LG, Motorola, RIM, Sony Ericsson, Apple, ZTE, G-5 and other medium and small-sized manufacturers.

Nokia presently occupies the top rank in the world’s listing of telecommunications providers, with a market share of 36.2% representing close to 100 million units sold in 2009 (Gartner Newsroom, 2009).

How Nokia achieved dominance in its industry, considering its rather inconsequential beginnings, is a corporate success story by itself. But given that its rise to market prominence happened only in the last two decades, this paper shall dwell on analyzing not its history but its marketing strategies, particularly its marketing communications strategies, and how effectively it maneuvered its brand positioning in the market.

In addition, this paper would also take a look at the impact of its communications to its various stakeholders and how these various clients have responded to the company’s communication initiatives. The paper shall proceed with a brief background on Nokia to establish a springboard to the specific topical objective of this analysis and then focus on the issues related to marketing communications, the selected mix, positioning, branding, and other marketing communication functions, together with the writer’s evaluation of the effectiveness of these activities.

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Nokia as a Marketing Organization

In a customer-oriented organization such as Nokia, the main driver of business is marketing, a set of processes that aims to create, communicate and deliver offerings that will benefit customers and other stakeholders, according to the American Marketing Association (AMA) in Parsons and Maclaran (2009). And for a company to perform these processes in pursuit of its business, it must be a marketing-oriented organization which recognizes its customers as its...