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Nokia Production Design and Development Strategy


Submitted By ashurbashawi
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Product Design and Development Strategy
On 5 September 2012, BBC reports that Lumia 920, which is the flagship device in Europe, features wireless charging as well as its revolutionary camera pure view, which allows you to take pictures at night. Nokia argues that it can capture 10 times the amount of light, compared to the rest of the Smartphones in the market (“Nokia unveils two” 2012). This feature creates competitive advantage for the company as well as technological leadership. The 820 model featured also wireless charging however less impressive technology and a slightly smaller display (Stevenson, 2012)
Customers have encountered problems with the phone software. Such as, Lumia 900, which is the flagship device for US, has been introduced with software bug, which prevents users from connecting to the Internet (“Bug hits new”, 2012). This has surely caused negative word of mouth for the devices, as well as disappointment for the owners of the Windows phone, it has surely affected European customer base as well.
Apps that run on Windows phone are much less than those that Android and IOS offer for their customers. This is a huge problem for Nokia, as apps are really important for the Smartphone user. Nokia’s devices are offered in different colours such as green, red and yellow so the customers can customize the phone by their preferences. The devices are differentiated in the product part of the marketing mix. However it does not become clear whether the products are targeting any particular customer group from the physical or non-physical features.
Distribution strategy
Nokia is getting its products to the market through distributors. It mainly sells its Smartphone trough Mobile operators. The company does not own shops in most of Europe, exception make UK. Nokia does not differentiate itself in this component of the marketing mix.
Rapid market

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