Marketing Plan Nokia

Marketing Plan Nokia

Introduction

This main aim of this report is to present the marketing plan of the development of environmental friendly cell phones of Nokia, which will be based on situation analysis. Nokia Corporation has succeeded to become a world leader in the development and manufacturing of mobile telecommunications. The company developed by a number of mergers and acquisitions, and was one of the main actors in the development of the mobile telecom industry in the 1980's and 1990's (Thomas, 2007). Nokia has realized that effective R&D is vital to remain competitive in the mobile communications industry and invests a rough 10% of net sales into R&D (Nokia.com, Research).

Mobile Phone Market Australia

The mobile phone market in Australia is a remarkable success story. The synthesis of technological advances, and marketing focused on fulfilling societies' needs for communication in both business and personal arenas, has seen market growth that has outstripped anything in recent times. In 1981 a limited mobile service network (Mobile Telephone System, 2007) was introduced that enabled fixed “mobiles” such as those permanently installed as car phones to operate in Australia. However the first actual mobile call in Australia was made from the steps of the Opera House on February 23rd 1987 using a Mitsubishi Electric handset. According to Telstra, these first handsets were about the size of a briefcase, cost $4000 or more and had a battery life of approximately twenty minutes. Despite these drawbacks, they were hugely popular, becoming a “must have” status symbol (SMH, 2007).

The major mobile handset suppliers in Australia now include brands such as Nokia, Sony Ericsson, Samsung, LG, Motorola, Sonim, HTC, Palm, Blackberry, Garmin Asus, Alcatel and Apple iPhone. The cost has gone from over $5000 in 1981 (in car system) to Telstra's cheapest model available today at $35. Mobile coverage, customers and functionality has changed dramatically over 30 years and together with the Internet, social media and affordability; mobile communication has permanently changed the way in which people live and work. There are now an estimated 22 million mobile phone services in Australia as at 2011 (Budde.com, 2011).

Current Situation of Nokia

Nokia is the world leader with a lot of difference in mobile phone sales, selling over a million phones a day, over the next three brands combined. But its managers have no reason to be happy, because high-end smart phones are clearly a tendency to lose market share to Android and iPhone the most. And a manufacturer that spends far more on R & D than its rival does not make sense to see problems precisely in the high range (Skaggs&Youndt, 2004).

Nokia's problem is that their traditional system for Smart phones, Symbian, is not up to Android or IOS on newer phones with touch screen interface. The pair continues to enhance Symbian, Nokia is developing Meegan, a system that is very interesting because it really leverages the mobile phones are increasingly powerful, but it is taking to get ready the system used in the most revolutionary Smartphone from Nokia ...