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ONE PAGE CASE WRITE UP

CASE: Vertu – Nokia’s Luxury Phone for the Urban Rich (Case 4)
NAME: Bhargav Mayahanapu
SEC: 0201
UID: 113754975

HONOR PLEDGE
I pledge on my honor that I have not given or received any unauthorized assistance on this examination. Bhargav Madyahanapu
10/4/15

I. Statement of the Problem:
Vertu is a luxury mobile phone brand operated by Nokia.Vertu is expanding its business into
Asia. The CEO is considering how he might use his company’s product and promotion strategy to increase Vertu’s business in the Asian market, particularly China, Hong Kong, and Taiwan.
He is considering two options: 1) Leverage the company’s existing marketing strategy to further penetrate the Asian market, or 2) adapt the company’s marketing strategy to better accommodate the cultural differences between Western markets and Asian markets.
II. SWOT Analysis
Strength:
- Vertu concierge services and other Value added services like vertu.me, Vertu Fortress, the Vertu
City Brief applications etc. which also accommodate Asian languages to cater to the Asian customers. - Vertu being associated with Nokia which has a strong market presence in the Asian market.
- Unique design and handmade craft phones.
Weakness:
- High production costs.
- High cost of value added services.
Opportunities:
- Asian countries like China and Japan are ranked in the top 5 for the number of HNWI which means that Vertu can have a significant amount of profit if it extends its business to Asia.
- Vertu will not be affected by the state of the economy since its target customers are the urban rich. Threats:
- Introduction of other luxury mobile phones by new companies like Mobiado.
- Market of counterfeit mobile phones increased majorly by 2005 especially in Asian market.
- Services similar to the value added services of Vertu were available in other smartphones

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