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Market leaderMid term exam

nstructor : MA .Ha Thi LanPresented by :

1 .Ninh Thi Le2.Bui Thi Hue

3. Le Thi Huyen


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Presentation structure

Introduction

Content:

* Martketingstrategy

* Product

strategy Conclusion


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Introduction structure

History of Nokia

Logos of Nokia

Nokia CorporationThe main phone

line


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History of Nokia

Nokia's history starts in

1865 when engineer Fredrik

Idestam established a wood

pulp mill in southern Finland

and started manufacturing

paperIn 1868, Idestam built a

second mill near the townof

Fredrik Idestam


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History of Nokia

In 1871, Idestam, withthe help of his closefriend statesman Leo

Mechelin, renamedand transformed hisfirm into a share

company, therebyfounding the NokiaCompany, the name it

is still known by today.

Leo Mechelin

co-founder


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History of Nokia

Nokia operatedby the board andCEO Group

This isJormaollila chairmanof the board

Nokia from 1992to today


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LOGOSLOGOS

NOKIA Company logo, 1966.

The NOKIA "arrows"

logo before itsConnecting People

logo.

"Connecting

People" slogan,

invented by Ove

Strandberg.
http://en.wikipedia.org/wiki/Image:Nokia_Connecting_People.svghttp://en.wikipedia.org/wiki/Image:Nokia_arrows_logo.svg


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Present LogoPresent Logo


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Where are Nokia?


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A multinationalcompany based inKeilaniemi, Espoo,

a neighboring cityof Helsinki, Finland.

They are also foundon the internet

Nokia.com and alsoon many of thecountry specificsites.


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Nokia hasopenedrepresentativeoffices in 16countries

Mainheadquarter

areIn Finland

In China

In US

Main headquarters


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Nokia Corporation

NokiaCorporation isdivided into four

main businessunits:

1. Mobile Phone

2. Multimedia

Entertainment

3. Network


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The main phone line

Series CSeries EX Series

The line NXpress line ofmusic


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Nokia strategy

How Nokia strategy ?Wherever, whenever, we believer in

communicating, sharing, and in the awesome

potential of connecting the 2 billion who do, with

the 4 billion who dont .


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Nokia business portfolio strategy focuses

on five areas :

1. Create winning devices.

2. Embrace consumer

Internet service.

3. Deliver enterprisesolutions.

4. Build scale in networks.

5. Expand professional

service.


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Three strategic assets that Nokia will invest in

and prioritize :

Bran and design

Customer engagement

and fulfillment

Technology andarchitecture


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MARKETING STRATEGY

Focused on Handset Manufacture onlyEnhance Product Portfolio

Increase Distribution Channels

CustomerSatisfactionFocused on Replacement

Ensure Accountability and Quality

Aggressive Pricing


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Segmentation Strategy

Do you know market

segmentation ?

Segmentation strategy :

- Geographic

- Demographic


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Marketing mix strategy

Product- Product quality is an important

determinant for the customers.

- A higher price is a sign of high

quality to the customers.

PricePrice influences the brand choice

in two ways :

- seek the lowest price to avoidfinancial risk.

- seek the higher price to gain

product quality.


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Place

- Nokia has opened its retail outlet Nokia

Priority as well as many authorizeddealers at various places.

Promotion

AIDAin Nokia :

A Attention

I Interest


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D Desire

A Action

Marketing mix viz. brand reputation : product ( 4.74);

price (3.82); promotion(4.45); place( 4.02); brand

reputation ( 4.89).

0

0

0

0

0

0

p r o d u c t

p r ic e

p r o m o ti o n

p lac e

b r a n d r e p u t a

P k i


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Packaging...

Packaging is important.

It protects products as they make their way fromfactory to customers.

Attractive, good, and secure packaging


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Branding

Our brand was living in

yesterdays world I hoped

youd bring us into

todays but youve taken

us into tomorrows.

Nokia built its brand with

high-end multimedia

handsets for upscalebuyers.

Low-priced phones for

emerging countries.


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The close cooperation ofThe close cooperation of

Nokia and MicrosoftNokia and Microsoft

NEW YORK Aug. 12, 2009Microsoft Business Division

President Stephen Elop and Nokia

Executive Vice President Kai Oistamo

announce a joint venture to bring

Microsoft Office Mobile andCommunication solutions to Nokia

smart phones.

Microsoft and Nokia Form Global


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Microsoft and Nokia Form Global

Alliance


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Nokia, Microsoft and their first phone

About NokiaAbout Microsoft

Nokia Lumia 800The first Nokia phone

to run on the Windows

Phone OS.


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Clear and simpleBeautiful all-screen design

everything looks

clear and sharp

works pretty welloutside in direct

sunlight


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Really friendlySee what everyone's up to

Get updatesfrom all over

the place

in one place


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Very fastBeyond the browser

Access quickly

and easily tosocial networks

faster photos and

videos sharing


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Amazing photosCarl Zeiss optics

Take faster,

better photos,

and HD video The 8 MP

camera and

the 28 mmwide angle lens


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Ready for businessWork on the go

Work here. Work there.

Work anywhere.


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Really to goFind your way

Find:

-new places-new things to do

-better ways to get

to them

M i


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MusicHear it here first

unlimited music

create your own

play lists Attractive and easy

to deliver songs


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REVIEW

Introduction: History of NokiaLogo of Nokia

Nokia CorporationThe main phone line

Content: strategy business

Strategy product Conclusion:

- Mission Vision Swot analysis Forecasting

Recommendation

Review


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MISSION

IN A WORLD WHERE EVERY ONE CAN BECONNECTED, WE TAKE VERY HUMAN APPROACH

TO TECHNOLOGY


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VISION

- very simple andspecific.

- Our vision is a worldwhere everyone canbe connected.


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Swot analysis

Strengths* Durability

Imaging tests durability Nokias mobile in the factory


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Strengths (cont.)

-User friendly


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Strengths(cont.)

- Long battery life- Global expansion


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Strengths (cont.)

Brand loyalty Affordable prices


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weaknesses

Low voice quality:

Less stylish and

Heavy sets


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Weaknesses (cont.)

Mainly concentrating

on phone and not on

other product

categories such as

LG, SONY, APPLE,

SUMSUNG

O t it


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Opportunity

Perfect customer in

Pakistan

Increase of the mobile

usage

New demand created

from the advancement of

technology

Expand through

partnership


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Threats and challenges

* Competitors

* Major

competitors are

Sony Ericsson,

LG, Samsung,

Apple


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Threats and challenges (cont.)

China mobiles

Saturation in Current

market

* Challenges of continuous

technologicaldevelopment NokiaNokia E7(China)E7(China)

Forecasting Recommendation


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Improve market

conditions

Total market raising

by 10-15% Replacement sales to

increase by 55%

Operating margins to

increase from 5-10%

Expand the Nokiarevolution

Develop 3G networks inUs and Asia

Select for partnership for

expansion

Forecasting Recommendation


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Documents

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