A CASE STUDY ON NOKIA

BASED IN FINLANDEMPLOYS NEARLY 130,000 PEOPLE

38% MARKET SHARE IN 2009

WAS NUMBER ONE IN THE WORLD IN TERMS OF SALES

HISTORYStarted as a paper mill in 1865

First electronic device-pulse analyzerKept diversifying product line-eventually producing radios, TVs, and computers

Near bankruptcy after World War One-joined with rubber works and cable works

From 1992focused only on telecommunications

INDUSTRY ANALYSIS

Barriers to enter are high

Economy

Companies struggling to expand

Fierce competition

FOUNDERS

NOKIA PRODUCT MIX

STRENGTHSNokia has ten series of cell phone; eight of them are used Symbian operating system.

Nokia Corporation purchased Symbian, Ltd in 2008

High quality and solid shell

WEAKNESSThe company, though, is often criticized for poor after sales services.Took a long time to enter the highly productive and booming smartphone market.

Some of Nokia’s products are not affordable for middle and lower class consumersConstant competition from rivals Android and iOS

OPPORTUNITIES

Opportunities to expand the range of products and their prices. Also bring in new features and applications on to Windows OS

High price, high quality, high tech and numerous functions also mean high profits

Smart phones are the future of cell phones

THREATS

Although an unlocked Iphone’s price is more than $700 dollars, but customers could only spent $199 dollars buy an Iphone with two years AT&T services

Low-cost threats by China mobile companies and others can cause big problems

Strong competition from other Smartphones companies will make it hard for Nokia to maintain and expand their market share.

MARKETING STRATEGY

•Create winning devices

•Embrace consumer

Internet service

•Build scale in networks

•Deliver enterprise

solutions

•Expand professional

services

What has been the keysto Nokia’s Global Strength?

All price points for various markets

Durable , Reliableand Affordable

Have a finger on the pulse of every country and their culture

Developed GSM – International Roaming

What can Nokia do to gain market share in US and UK?

Use Market Adaptation

Market to the specific needs and wants of the US and UK

Develop a practical understanding of consumer needs, values, and affordability based on demographics

Study and Evaluate potential markets

What are the greatest threats to Nokia ?

Competitors and the fast paced world of mobile - technology

Other companies that have gained significance market share with better product differentiation

Nokia evolved on a slower rate in the quest to maintain low prices.

SUMMARY

DISCLAIMER

THANK YOU!!

Created by Bikash Sahoo, NIT-

Rourkela, during a Marketing

Internship under Prof. Sameer Mathur, IIM-

Lucknow