Critical Analysis of the Nokia's Marketing and the Relation to Its Current Situation

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EXECUTIVE SUMMARY

The research has focused on the current situation of the Nokia and the impact of environmental factors which have affected the leading position of Nokia. The paper also shows how marketer can reach number of consumers by marketing and advertising just only few consumers. In this paper, in this paper it has also been studies that marketing still makes sense for small business. The study will also focus on the drivers and environmental factors. Basically, the major purpose would be to study the role of various factors that will strengthen consumer's intention towards marketing. The cellular phone industry is developing at a fast and ever changing pace. Technology is constantly changing and Nokia must continuously improve and develop technology that will help them stay ahead of, or at the same level, as competitors. Failing to keep up with changing technology would threaten Nokia's number sales position. Nokia must also be mindful of the technological gains looming from Asian companies, such as Sony. The research has taken both qualitative and quantitative data analysis.

ACKNOWLEDGEMENT

I would like to express my gratitude regards to my research coordinator, colleagues, family and friends for their relentless support and guidance, without them I would not be able to deliver this work.

TABLE OF CONTENTS

EXECUTIVE SUMMARYII

ACKNOWLEDGEMENTIII

CHAPTER 1: INTRODUCTION1

1.1 Background of the study1

1.2 Problem Statement2

1.3 Rationale/ Nature of the study2

1.4Theoretical Framework2

1.5 Scope and Objective2

CHAPTER 2: SITUATIONAL ANALYSIS4

2.1 Nokia and the Telecom Industry4

2.2 Current Situation of Nokia4

2.3 Environmental Factors6

2.3.1 Social and Political factors6

2.3.2 Economical factors7

2.3.3 Legal factors7

2.3.4 Technical factors8

2.3.5 Demographical factors8

2.4 Competitive Environment9

2.5 Organizational and People Strategy9

CHAPTER 3: METHODOLOGY12

3.1 Mixed Research12

3.2 Classification of research methods12

3.3 Sample Size13

3.3.1 Multi-method studies13

3.3.2 Mixed method studies13

3.4 Steps in mixed methodology13

3.5 Strength and weakness of the mixed research:14

3.5.1 Strengths14

3.5.2 Weaknesses15

3.6 Literature Search15

3.7 Ethical Considerations15

CHAPTER 4: FINDINGS AND ANALYSIS17

4.1 Introduction17

4.2 Analysis of the Results17

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS32

5.1 Conclusion32

5.2 Recommendations33

REFERENCES36

APPENDICES42

CHAPTER 1: INTRODUCTION

1.1 Background of the study

For the study conducted, there was a requirement of the resources which would assist to identify key constituents that have been undertaken for the purpose. In order to achieve this target, our study of focus was on the various types of factors that affects the marketing strategies and environmental circumstances for Nokia. The company operates worldwide diverse population. For example, the European market, people can be divided into various sub-cultures and consumer behavior is also different. Also today, telecommunications, it is important to people for work and leisure. In addition, consumers are better informed about the choice of mobile phone. As the technology market, perhaps the most important factors that Nokia should consider. They must keep abreast of the latest technologies so that they capture the largest market and outperform their competitors. (Bluetooth, GPRS, and the camera) Nokia reaches 130 countries and nearly 250 network operators (Amin 2002 ,255).

There are various factors that can play a crucial role in affecting consumer's intention towards Nokia's marketing. Marketing has got huge importance these days which can be witnessed during any advertising campaign ...