NOKIA BRAND

Nokia brand

Table of contents

Chapter 1: Company Background3

Chapter 2: Marketing5

MARKETING OBJECTIVES OF NOKIA 6

TARGET MARKET STRATEGY OF NOKIA 6

Market Segmentation6

Target Market Strategy of Nokia6

Theories of Competitive Strategy7

Competitive Strategy of Nokia7

Growth strategy of Nokia8

Integration of Human, Technology and Process9

Placing Value in Sales9

Specifying Job Roles10

Marketing mix10

Product Strategy10

Price Strategy12

Promotion Strategy13

Marketing Channel Strategy of Nokia14

Chapter 3: Implementing Change15

The expected outcome16

The implementation of the improvement actions16

Organisation16

Technical environment17

Training18

Role of the consultants18

Phases of the experiment19

The measured results and lessons learned21

Technical results21

Business results24

Organisational results24

Technical lessons25

Business lessons26

Strenghts and  weaknesses of the experiment27

Conclusions28

Chapter 4: Project Management30

Chapter 5: Conclusion49

References61

Nokia brand

Chapter 1: Company Background

Nokia started in 1865, when a mining engineer built a wood-pulp mill in southern Finland to manufacture paper. Over the next century, the company diversified into industries ranging from paper to chemicals and rubber. In the 1960s, Nokia ventured into telecommunications by developing a digital telephone exchange switch. In the 1980s, Nokia developed the first "transportable" car mobile phone and the first "hand portable" one. During the early 1990s, Nokia divested all of its non-telecommunications operations to focus on its telecommunications and mobile handset businesses.

Today, Nokia is the world leader in mobile communications. The company generates sales of more than $27 billion in a total of 130 countries and employs more than 60,000 people. Its simple mission: to "connect people." (Antonelli, 2005, p67)

The company has 15 manufacturing facilities in 9 countries and research and development in 12 countries. At the end of 2004, Nokia employees approximately 55,500 people. With a leading brand, strong product offering, advanced technology, and unique corporate culture.Nokia is well placed to usher in a new era of mobile communications.Nokia is a broadly held company with listings on the Helsinki, Stockholm, Frankfurt and New York stock exchanges.

Headquartered in Finland, Nokia's business is divided into four divisions:

* Nokia Mobile Phones

* Nokia Networks

* Nokia Ventures Organizations

* Nokia Research Center

Purpose of Study

The purpose of this thesis is to extract and provide practical knowledge and examples from both theory and practice in order to clarify some practices that can be used in the implementation of open innovation. It can be of interest for whomever willing to gain an insight into the practical features of open innova-tion and for companies considering, or struggling with the implementation of open innovation.

Method

The study was approached with a qualitative and interpretive method. Second-ary sources were used exclusively to review the practical aspects of open inno-vation in theory and practice. Open innovation practice at Nokia Corp. was researched and reported using studies of other authors as well as the companies' own publications.

Thesis Objectives

Although the concept of open innovation has won a great deal of attention the last decade, many companies are struggling with the implementation. This thesis seeks to scrutinize the fragmented open innovation theme and - drawing from two examples from practice - define some of the shapes and models in which it can be implemented. As the authors have sought to review the central themes and practical aspects of open innovation, it can be of interest for whomever willing to ...