Consumer Behaviour on Nokia Windows 8 Tablet Product

1. Introduction

In the modern era, telecommunication, especially mobile phones and networking plays an important role in supporting business and connecting the people. Nokia is one of the largest enterprises in this field alongside other big enterprises such as Samsung, Apple, HTC, etc (Nokia in brief 2008). However, most of the companies in this field realize that mobile phones or smart phones are not enough for fulfilling the demand of the users recently. At present, the users need a device, which can replace desktops, even laptops. Follow the trend and users’ expectation, the firms developed a new device called tablet. Basically, tablet is a smart phone but with the bigger screen and the users can use that device as a laptop. The first company who opening the trend of using tablet is Apple with iPad (run on iOS). After that many companies follow Apple such as Samsung with Samsung Galaxy Tab 10.1 and HTC with HTC Flyer (both run on Android OS) or Nokia with Nokia N900 (Maemo OS). As can be seen, there are no product that runs Windows and Nokia has perceived the opportunity, Nokia has cooperated with Microsoft to develop the tablets that run Windows 8- the new operating system of Microsoft which developed and designed for tablet, beside the series of Nokia Lumia-smart phones run on Windows 7.5. The report will examine the current market for Windows tablet as well as Target Market Behavioural Analysis and recommendations for marketing mix.

2.0 Current History and Product Description

Nokia is a multinational communications enterprise of Finland, which is producing mobile phones, smart phones, mobile computers (usually known as tablet) and networks. The recent Nokia is the combination of the three companies- Nokia Company (Nokia Aktiebolag), Finnish Rubber Works Ltd (Suomen Gummitehdas Oy) and Finnish Cable Works Ltd (Suomen Kaapelitehdas Oy) (Stolle, 2006). In 2011, the annual revenue was €38.65 billion of revenue with more than 130,000 employees in 120...