Analysis of Nokia’s Marketing Practices and Orientation

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Nokia Mobile phones & smart devices

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Nokia Mobile phones & smart devices

Analysis of Nokia’s Marketing Practices and Orientation

Analysis of Nokia’s Marketing Practices and Orientation

Contents

List of Figures 2

1. Introduction 3

2. Nokia at a Glance 3

3. Nokia’s Organizational Structure 4

4. Market Facts 6

5. Analysis of Nokia’s Mission Statement 7

6. Nokia’s Marketing Mix 8

7. Nokia’s Market Orientation 12

8. Analysis of Porter’s Five Forces for Mobile Telephone Market 13

9. Moving to Holistic Marketing 14

10. SWOT analysis for NOKIA 16

11. Market Research 17

12. Conclusion 19

References 20

List of Figures

Figure-1: Nokia’s Business Lines, 2011

Figure-2: Nokia’s Organization Structure, 2011

Figure-3: Apple and Samsung Overtake Nokia in Global Smartphone Market

Figure-4: Nokia Company Logo & Motto

Figure-5: Some of Nokia’s Phone Models as of 2011

Figure-6: Apple’s iPhone-4 Model

Figure-7: Homepage of Nokia’s Official Web-Site

Figure-8: Possible Distribution Channels in Mobile Phone Business

Figure-9: Holistic Marketing Dimensions

Figure-10: One of Nokia’s Advertisements, which cares environment

1. Introduction

The rapid growth of wireless communications in 90s thrust Nokia into the global spotlight. The company is firmly established as the world's largest mobile handset supplier as well as a leading provider of telecom infrastructure networks. Nokia as Finland's biggest company, sells its phones in more than 150 countries, has offices in more than 120 countries and employs around 130,000 people around the world. In 2008, its share of the global handset market reached the highest level, accounting for four out of every ten phones sold. Since then, though, performance has slumped, mainly as a result of the startling growth of the global smartphone sector dominated by...