...Rom market domination to sell-off in less than 10 years. As Microsoft swoops in to buy Nokia's mobile business for £4.6bn, what happened to Finland's most beloved company, and why would Microsoft take it on? Whenever you turned on one of Nokia's legendary handsets, you always got the same thing: that famous signature logo, holding hands. And for more than one generation, it was hand-holding Nokia did best - carrying people through, bit by bit, the mobile revolution. Because way before we were shouting, "Damn you autocorrect", we were grappling with new-fangled predictive text. In the days before highly customizable backgrounds and operating systems, there were swappable (and very, very cool) fascias. And, of course, more than 12 years before anyone ever made birds angry, there was the mobile game to rule them all: Snake. Nokia were by no means the first company to release a commercially available mobile phone, but it was the first to do it really well, and with true mass appeal. "Back in the 1990s there weren't these other big brands," says Ben Wood, an analyst at CCS Insight. "Nokia were so dominant. People didn't talk about what brand, it was just about the number, 3210, or whatever you had. They took users on a journey." Era of complacency So far, so good - but then one presentation changed everything. "Complacency had kicked in," Mr. Wood continues, "they felt they could do no wrong. "Then all of a sudden, in January 2007, Steve Jobs walked on to a stage and pulled...
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...This Marketing Plan Audit provides an analysis of the brand situation, current strategies and provides suggestions and implementation plan for Nokia Corporation. Nokia is a Finish manufacturer of mobile devices, which makes a full range of cellular phones for all major consumer segments worldwide, including Internet-enabled devices enable people to experience music, maps, media, messaging and games. Company has over 132,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of over 60 billion dollars and operating profit of 2.86 billion dollars as of 2010. Nokia is the world's largest manufacturer of mobile phones: its global device market share was 31% in the fourth quarter 2010, but dropped below 30% in the first quarter 2011. In June 2011, Nokia was overtaken by Apple, as the world's biggest smartphone maker by volume. For many years Nokia enjoyed an overwhelming domination on the market of personal mobile devices. The company managed to build the strong brand, easily recognizable style of it’s devices and consumer favorite. Due to serious mistakes in product and distribution strategy, as well as growing competition from companies like Apple, Samsung ,Motorola and others, Nokia started to experience serious problems with its sales, market share and consumer loyalty. Presented Audit defines Nokia’ current issue with the Brand positioning, that caused the diminishing of the brand popularity and lowered competitive strength of the company...
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...Research Report Submitted To Sir Khalid Jamil Ansari Prepared By Babar Saeed (BM-25208) Bashir Ali (BM-25178) TABLE OF CONTENTS Acknowledgement 02 Executive Summary 03 Company Introduction 04 Company History) 05 a) First Mobile Phone 06 b) GSM Introduction 06 c) Strategic Change 07 Vision, Mission, Organization Direction 07 Environmental Analysis (Internal) 09 Environmental Analysis (External) 12 a) Pestle Analysis 12 b) Porter five forces Analysis 14 SWOT Analysis 18 Market/Competitor Analysis 19 Strategic Analysis 23 a) Corporate Strategy 25 b) Business Strategy 25 c) Operational Strategy 25 d) Supply Chain Strategy 26 e) Defensive Strategy 26 f) Competitive Strategy 26 Nokia Marketing Strategies Analysis 27 a) Segmentation by Geographically 27 b) Segmentation by Demographically 28 c) Segmentation by Consumer / Business 28 Marketing Mix Strategies 29 a) Product b) Price c) Place d) Promotion Key Strategic Issues Face Nokia 30 Nokia Leading Mobile Series 31 a) N Series 31 b) E Series 32 c) X Series 33 d) Asha Series 33 e) Lumia Series 34 References 35 ACKNOWLEDGEMENT One of the great pleasures of writing the report is acknowledging the efforts of our teacher and friends whose hard work, cooperation, friendship and understanding were crucial to the preparation of this report. First of all, we would like to acknowledge the efforts of Sir Khalid Jamil Ansari whose sincerity, loyalty, hard working and...
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...I. EXTENDING THE NOKIA BRAND AND THE PRODUCT LINE i. NOKIA CURRENT BRAND Nokia is one of the leading brands in the industry of manufacturing mobile devices and in converging Internet and communications industries. The company is engaged in developing a range of devices for all the consumer segments and offering Internet services, Ovi, that enable people to experience music, maps, media, messaging and games. The giant mobile phone manufacturer also provides services for communications networks through Nokia Siemens Networks. The Finland-based manufacturer of mobile phones has been steadily working on its corporate brand name and the management of consumer perceptions over the last few years. Its efforts have paid off, because it is currently one of the most well-known and admirable brand in Finland in particular as well as around the world in general. The Nokia brand image is even solid in fast developing markets, where Nokia leads in market share and continues its strategy of targeting younger audiences. However, given the economic downturn and competition for high-end phones from the niche rivals like Apple’s iPhone and RIM’s BlackBerry, Nokia reported a worse-than-expected 90 per cent slump in first quarter profits of 2009. As a result, the Nokia brand image has been affected and became less dominant as it used to be in the world market. While Nokia brand image is favorable and potent in the Smartphone category, where the company still leads in terms of...
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...NOKIA MARKETING PLAN PROJECT INTRODUCTION Nokia was founded in 1865 as a paper mill in Finland. It went on to establish it’s self as a renowned mobile phone manufacturer and one of the most powerful brands in the world. In 1992 Nokia shifted its focus to primarily telecommunications and appointed Jorma Ollila as its CEO. Six years later in 1998 Nokia had established it’s self as the world’s largest mobile phone manufacturer with a turnover of 31 billion. In 2006, Olli-Pekka Kallasvuo replaced Jorma Ollila as the CEO, but was not able to reverse the decline of Nokia’s market share especially in the high end segment. Competitors like Apple, Blackberry, HTC, Samsung, and phones using Google’s Android operating system captured market share from Nokia at an alarmingly increasing rate. By the end of 2010 Android was already the most widespread smart phone operating system in the world and Nokia’s market share in the smart phone segment had declined from 38 to 31 percent in one year (Sokala). In September 2010, the appointment of the Canadian Stephen Elop as the new CEO of Nokia aroused adversarial feelings among people since Elop became Nokia’s first CEO not to originate from Finland. Elop was hired to change the course of Nokia and to stop the declining trend in Nokia’s global market share especially in the smart phone segment. The first major decision was to start extensive cooperation with Microsoft in February 2011. VISION AND STRATEGY Nokia’s mission is simple: Connecting...
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...o Patterns of internationalization 25 Analyzing competitive advantage in an international context 25 International Location of Production 27 Global integration vs. National differentiation 27 Strategy and organization within the multinational corporation 28 VI. VII. VIII. CONCLUSION 28 APPENDIX 29 BIBLIOGRAPHY 30 I. Introduction COMPANY PROFILE Nokia is a Multinational communications and information technology Corporation, with headquarters in Finland. Even though, their product portfolio is quite diverse, their main products are mobile phones and IT devices. Nokia occupied the leadership position in the mobile phones’ industry for more than a decade; however in 2011 this position was lost. The introduction of the smartphones in the market, the scandal related with Stephen Elop’s memo, ex-CEO (Ratner Effect), and the loss of trust in the brand related with the too-early announcement of changing in the operating system (Osborne Effect); resulted in a boycott both from carriers and retailers against Nokia that had a strong negative impact in its performance and overall results. As a consequence, Nokia...
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...Symbian OS is officially the property of Nokia. It means that any other company will have to take permission from Nokia before using this operating system. Nokia has remained a giant in low-end mobile market, so after Java symbian was the most used in the mobile phones till a couple of years ago. Still Symbian is widely used in low-end phones but the demand rate has ben continuously decreasing. By upgrading Symbian mobile OS, Nokia has made it capable to run smartphones efficiently. Symbian ANNA and BELLE are the two latest updates which are currently used in Nokia’s smartphones. Overall, the Symbian OS is excellently designed and is very user-friendly. Unfortunately, Symbian OS graph is going downwards nowadays due to the immense popularity of Android and iOS. Some of the phones currently running on Symbian OS are Nokia C6-01, Nokia 603, Nokia 700, Nokia 808 Pure View, Nokia E6 (ANNA) and Nokia 701 (BELLE). Symbian is a popular choice among nokia dual sim mobile phones as well. September 20th 2008 was the date when Google released the first Android OS by the name of ‘Astro’. After some time next upgraded versions ‘Bender’ and ‘Cupcake’ were also released. Google then adopted the trend of naming android versions after any dessert or a sweet in alphabetical order. The other releases are Donut, Éclair, Froyo, Gingerbread, Honeycomb, Ice Cream Sandwich and Jelly Bean. Jelly Bean is so far the latest android version from google. Since the platform is not closed like IOS, there...
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...Corporate Strategy Nokia Company Confidential 1 © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials Outline of the discussion 1. Nokia’s vision and strategy in brief 2. Nokia’s approach to innovation 3. Nokia’s new services business Company Confidential 2 © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials Way of life Company Confidential 3 © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials Our vision A world where everyone can be connected In 2015, 5 billion people always connected, and 100 fold more network traffic. Company Confidential 4 © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials Source: Nokia Feb 2007 Grow Transform Build new businesses. Company Confidential 5 © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials the number of people using Nokia devices. the devices people use Nokia’s four businesses Lead and win in devices. Grow consumer Internet services. Accelerate adoption of business solutions. Leverage scale and transform to solutions in infrastructure. Company Confidential 6 © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials Nokia’s strategic capabilities Consumer understanding Brand Technology and architecture Channels & supply chain Company Confidential 7 © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials Outline of the discussion 1. Nokia’s vision and strategy in brief 2. Nokia’s approach to innovation 3. Nokia’s new services business Company Confidential 8 © 2008 Nokia V1-Filename.ppt...
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...Nokia Warns Consumers of Fare Handsets Sold Locally 1. How will the proliferation of fake Nokia handsets affect the operations of Nokia Philippines? * I think the proliferation of fake Nokia handsets have a huge effect on the operation of Nokia Philippines. The emerged of fake Nokia handsets may destroy the Nokia’s top position in the market. Nokia may lost the overall mobile phone market share in the Philippines and may suffer from declining profit margins due to fake Nokia handsets. 2. What do you think is the main cause of such proliferation? * I think the main cause of such proliferation is that there’s an existing demand on fake Nokia product which consumers can buy in a cheaper price. Since the original Nokia handsets are expensive, buyers are drawn by the opportunity to own and display what it looks like the genuine Nokia phone at a fraction of the price of the original product. The important thing is to the consumers is to get what they believe to be the same product at a bargain price. In a country like the Philippines where greater part of the population are consider poor and low income, they are not capable of buying an original Nokia which is expensive. It is rational choice for them buying a fake Nokia which is less expensive but with inferior quality over the more expensive original. 3. What measures would you recommend to Nokia Philippines in order to alleviate, if not totally eliminate, the marketing of fake Nokia handsets? * Some measures that...
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...inspires him to name his company Nokia Ab in 1871. How apt that Nokia begins by making paper – one of the most influential communications technologies in history. The galoshes revolution OK, so it’s not exactly a revolution. But in 1898, Eduard Polón founds Finnish Rubber Works, which later becomes Nokia’s rubber business, making everything from galoshes to tyres. Nokia rubber boots become a bona fide design classic, still on sale to this day – though we no longer make them. Electronics go boom In 1912, Arvid Wickström sets up Finnish Cable Works, the foundation of Nokia’s cable and electronics business. By the 1960s, Finnish Cable Works – already working closely with Nokia Ab and Finnish Rubber Works – starts branching out into electronics. In 1962, it makes its first electronic device in-house: a pulse analyser for use in nuclear power plants. In 1963, it starts developing radio telephones for the army and emergency services – Nokia’s first foray into telecommunications. In time, the company’s MikroMikko becomes the best known computer brand in Finland. And by 1987, Nokia is the third largest TV manufacturer in Europe. Three become one Having been jointly owned since 1922, Nokia Ab, Finnish Cable Works and Finnish Rubber Works officially merge in 1967. The new Nokia Corporation has five businesses: rubber, cable, forestry, electronics and power generation. But as the 1980s come into view, it’s an entirely new industry that makes Nokia a household name around the world...
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...HISTORY A legend of technology, the king of producing mobile phone…Those are beautiful words when talk about the legend named Nokia some years ago. All of the time from 1990 to 2000, Nokia became a star in the global technology: biggest mobile phone producer in the world, many biggest thing in world when talk about Nokia. At that time, the word “Nokia” can become the synonym of mobile phone. Nokia is a multinational company which has a headquater in Espoo, a city near the capital of Finland, Helsinki. Almost people think that Nokia is a mobile company but just a few people know that Nokia was a paper pulp company. In 1865, an Finnish engineer, Fredrik Idestam founded paper pulp company in Tammerkoski Rapids of South West Finland area. 6 years later, he opened a second company beside the Nokianvirta river. The name Nokia was inspired by this river name. Early time after founding, Nokia is just a multicompany. In 1898, Eduard Polón founded Finnish Rubber Works Ltd in Helsinki, which produce rubber shoes, rubber tyre. Up to now, many rubber shoes under Nokia brand still exist. Until 1912, Arvid Wickström founded Finnish Cable Works, which lay the foundation for cable business and electronic facilities of Nokia later. In 1967, three companies include Nokia Ab, Finnish Cable Works, Finnish Rubber Works Ltd were official merged. Twelve years later, 1979, Nokia founed the wireless telephone company, Mobira Oy under a joint-venture company with a top Finnish TV producer at that...
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...Human Resource Sustainability & Organizational Behaviours at NOKIA Case Study Assignment 3 Human Resource Sustainability & Organizational Behaviours at NOKIA Case Study Assignment 3 Contents History & Introduction to Nokia 2 Work- Life Balance (WLB) 3 Action Plan/Steps 4 Sustainability 5 Recruitment & Training 5 Action Plan/Steps 5 Sustainability 6 Retaining top talent by incentivising 6 Action Plan/Steps 7 Sustainability 7 Conclusion 8 REFRENCES 9 Extra Readings 11 “ It’s in the Hands of Humanity to make development sustainable, that is to say, seek to meet the needs and aspirations of the present without compromising the ability of the future generations to meet their own” United Nations 1st Rio Earth Summit History & Introduction to Nokia Nokia’s origins stem from the paper manufacturing business by Fredrik Idestam, established in 1865 in the south-west Finland. He later erected a second mill in the nearby town of Nokia which equipped him with the generation of hydropower production. In 1971 the Idestam family along with a business partner Leo Mechlin transformed the firm into a share company and as we know it today to be Nokia. Nokia have a diverse range of interests but we know Nokia for its Mobile Phones * 1912 Generated electricity for the population of Finland * 1962 Created the first pulse generator for use in nuclear power plants * 1963 developed radio/telephone which was...
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...Nokia: Nokia Corporation is a multinational communications and information technology corporation (originally a paper production plant) that is headquartered in Espoo, Finland. Its principal products are mobile telephones and portable IT devices. It also offers Internet services including applications, games, music, media and messaging, and free-of-charge digital map information and navigation services through its wholly owned subsidiary Navteq. Nokia owns a company named Nokia Solutions and Networks, which provides telecommunications network equipment and services. As of 2012, Nokia employs 101,982 people across 120 countries, conducts sales in more than 150 countries, and reports annual revenues of around €30 billion. By 2012, it was the world's second-largest mobile phone maker in terms of unit sales (after Samsung), with a global market share of 18.0% in the fourth quarter of that year. Now, Nokia only have 3 per cent market share in smart phones. They lost 40 per cent of their revenue in mobile phones in Q2 2013. Nokia is a public limited-liability company listed on the Helsinki Stock Exchange and New York Stock Exchange. It is the world's 274th-largest company measured by 2013 revenues according to the Fortune Global 500. Nokia was the world's largest vendor of mobile phones from 1998 to 2012. However, over the past five years its market share declined as a result of the growing use of touch screen smart phones from other vendors—principally the iPhone, by Apple, and...
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...FORWARD FOR NOKIA DENMARK PhD student Marcus Møller Larsen and Professor Torben Pedersen wrote this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2011, Richard Ivey School of Business Foundation Version: 2011-12-20 INTRODUCTION For the management of Nokia Denmark, the question of defining the future strategic directions for its product development activities was a vital issue that boiled down to some key concerns. Nokia Denmark was a subsidiary of the world’s largest telephone manufacturer, the Nokia Corporation, and was one of the largest of Nokia’s many product development units dispersed all around the world. The Danish site developed somewhere between six and 10 mobile phones per year, depending on instructions from the Nokia headquarters...
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...Management NOKIA Nokia Corporation History Nokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighboring Finland's capital Helsinki. Nokia is engaged in the manufacturing of mobile devices and in converging Internet and communications industries, with over 132,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of over €42 billion and operating profit of €2 billion as of 2010. It is the world's largest manufacturer of mobile phones: its global device market share was 31% in the fourth quarter 2010, up from an estimated 30% in third quarter of 2010 but down from an estimated 35% in the fourth quarter of 2009. Nokia's estimated share of the converged mobile device market was 31% in the fourth quarter, compared with 38% in the third quarter 2010. Nokia produces mobile devices for every major market segment and protocol, including GSM, CDMA, and WCDMA (UMTS). Nokia offers Internet services such as applications, games, music, maps, media and messaging through its Ovi platform. Nokia's subsidiary Nokia Siemens Networks produces telecommunications network equipment, solutions and services. Nokia is also engaged in providing free digital map information and navigation services through its wholly owned subsidiary Navteq. Nokia also has greater dependency on England based company duo namely Symbian Corporation for its mobile operating systems and OVI for its mobile-based application...
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