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Strategic Marketing

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The Warwick MBA
Assignment Cover Sheet
Submitted by: 1167477
Date Sent: 2013-12-09
Module Title: Strategic Marketing
Module Code: IB8050
Date/Year of Module: December/2013
Submission Deadline: 2013-12-09 17:30
Word Count: 2890
Number of Pages: 11
Question: [Question Number and Title, or Description of Project]

“This is to certify that the work I am submitting is my own. All external references and sources are clearly acknowledged and identified within the contents. I am aware of the University of Warwick regulation concerning plagiarism and collusion.

No substantial part(s) of the work submitted here has also been submitted by me in other assessments for accredited courses of study, and I acknowledge that if this has been done an appropriate reduction in the mark I might otherwise have received will be made.”
1

Nokia shifting from a “Leader” to a “Challenger”
– Marketing Strategy of Nokia Lumia 1020
1. Executive summary
Nokia was one of the most recognized and well-loved brands in the world. It was trampled and nearly destroyed by the disruptive innovation of Apple’s iPhone and the massive success of Android OS in the smartphone sector. Nokia holds many of the key technologies for mobile devices, but lacked the foresight and leadership to seize the massive opportunity in the shift from feature phones to smartphones.
(Patric, 2013)
In order to regain its lost market share and return to the leadership position, Nokia created series smartphone called Nokia Lumia. In June of 2013, Nokia launched its flagship Lumia 1020 – the best shot at making a real impact in smartphone, according to Nokia. However the smartphone market becomes super competitive than ever before. Especially in China, the world’s largest smartphone market, Nokia is facing increased competition from both international and domestic rivals.
In this essay, I will

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