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NOKIA GLOBAL MARKETING
---STP analysis system
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Contents
4P2
4
About Nokia3
1
STP analysis3
3
summary
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1965 1967 1991 now1999
Nokia’
firstcentury
Themove
tomobile
Mobilerevolution
Nokia
now
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About Nokia
4P
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Nokia in Africa
Monopolist position----a 34% marketshare.Targeting at young people and ordinaryfamilies.Emphasis on it’s low -price and goodquality.Most of its product issued are bar phonewith simple functions.
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Segmentation and localization
EgyptSouth Africa
Kenya
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Egypt
Passionate love with mobile phone----many have more than one set.Office workers and students constitute alarge part of its consumers, pursuingfashion and personality.
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South Africa
More than 70%people own mobilephones.The young and major users enjoy sendingmessages.You need to pay only 4.99 zar phone billsevery month to get mobile phone. Ads on newspaper provide you with lots of the latest ringtones and pictures.
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Kenya
Nokia set up its African research center in itscapital----Nairobi ,to understand the customer needs in the market of east and middle Africa.Nokia targets the large rural areas with speciallydesigned phones, which have a rubber case for dust-proof and mini-flashlight.
Add transfer-account service to benefit thepeasants without bank accounts.Battery chargers attached on bicycle areprovided for remote districts.
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Asia
Emerging markets----China IndiaIndonesia, Vietnam Philippines.Mature markets----Japan, Korea.
Pay close attention to the price and focuson the middle and low-end market.
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The young generation attach great importanceto fashionable design and combinedmultipurpose entertainment system.
Add social networking site and instant-chatservice in its newly-designed sets----C 3.High-end mobiles for European market aremodified for Asian consumers.
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China
In response to Chinese Government'sConsumer Electronics Subsidy Program, Nokiaissued 30 sets of mobiles in rural regions.Set up a “Gongzhen( ” project in 2007 to
expand its sales in vast rural areas bystrengthening connections with farmers.Launch more high-end and multifunctionalsmartphones.
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India
Cooperate with local telecommunicationoperators.Supply Mobile Money Service with thenative YES Bank.Provide free E-mail box service.Specially designed sets with non-slipsurface due to its sweating weather there.
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Japan and Korea
Not welcome in these mature markets.Tough native opponents such as Anycall,Sony Ericsson and LG.
Lack of localization.Backward technology for hardware.Old-fashioned and poorly-designed.
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Europe
Nokia’s stronghold where its corebusiness operates.The universal use of smartphones.
Mobile is seen as an important companionin their daily life.Value-added services and mobileapplications play key roles. (eg. Ovi Mail,GPS, Wi-Fi)High-end sets are targeted.
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North America
Sales in North America have beendecreased these years because of thefierce competition from Apple and RIM.Competing in North America meanscompeting in high tech. Smartphone havea great market here. iPhone from Appleand blackberry from RIM are excellentexamples.
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Unfortunately, Nokia didn’t do much whenmarching into North America market. Theypay a lot attention on GSM instead of CDMA, which became more popular inNorth America, which limited theexpansion of Nokia in this market.
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Latin America
Nokia play an important role in Latin America’s Mobil phone market. We can sayit’s the “leader” in this market. But recently,
sales here didn’t performed well. It was reported that Nokia have confidenceto have 2 billion consumers in Latin
America Market by 2010. Now it’s on theway to reach this target, but the fact is, it
just performed a little bit better than that inNorth America.
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Nokia has realized the importance of marketing in Latin America. So it has tookseveral measures to consolidated the
leading position.Spokesman from Nokia said that their company is researching the possibility of
building another factory in Argentina,which, if implemented, would greatlyenhance the competitiveness in thismarket.
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Middle East
Middle East is a totally different kind of market from North America.Firstly, Middle East Market is a relativelynew market. For example, Nokia openedits first franchise in Middle East in 2008.
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Secondly, people there needs more Low-end Mobil phones to meet their dailycommunication needs.Nokia launched three new kinds of products in Middle East Market, which arecheaper than that in other markets around
the world.
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Behavioral
OccasionsBenefitsUser status
User ratesLoyalty statusReadiness stage
Attitude toward the product
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Benefit
GPRSVisual
E-mailStock
Inter-company connections
Music RadioCamera Games
•Making phone calls Texting Time
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Target market
Basic users
Entertainment seekers
Businessmen
Fashion followers
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Position
Fundamental usersSerial One & Two2690 2323c 2220s
Main competitors in the area:Low cost brands such as Bird( )
Strengths: stability long time of poweringresist breaking by falling , etc
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2220s
2323c
2690
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Position
Entertainment seekersNokia X series serial 5
5330 X3-02 X6-00Main competitors in the area:
music game phone brands such as BBKStrength:
personalitycombined functions with Nseries
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5330
X6-00
X3-02
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Position
BusinessmenNokia serial E,9&6Main competitors: BlackberryStrengths:Cheaper More supporting software
Adapting to the local market better More choices of the appearance
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Vs
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Position
Fashion followersNokia serial N,7 & 8Main competitors: Iphone
Strengths:Cheaper
Adapting to the local market better
More choices of the appearance
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Multiplication strategy
As we can see, Nokia entered everysegments of the cell-phone market, whichreflects its Multiplication strategy .One of the weakness of the Multiplication
strategy is that it may lead to the abuse of the company’s resource. However, as for Nokia, this company hasa clear position of each series andproducts, which helps the company tominimize this shortage and perfectly usingthe Multiplication strategy
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Strength
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WEAKNESS
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