Nokia Organizational Analysis



Executive Summary

Mobile or Cell Phones are considered a technological electronic product which are used worldwide ever since their invention. Nowadays, there is enough variety in the market to dazzle all users and it is becoming difficult for all manufacturers to maintain their sales. However, through strategic marketing and various business strategies it is possible to attract and retain customers to any particular brand. Nowadays, Symbian technology that Nokia was integrating into their mobiles is considered almost 'obsolete.' It is now the age of Smartphone's, like androids, Iphones and RIM technologies to rule of which Nokia has a share with its Windows LUMIA series. However, it is imperative that Nokia adopts a marketing plan which successfully attracts its existing customers towards its own Smartphone's and lure away customers from its competitors.

A marketing plan is put forward utilizing the marketing strategies and developing new ones to enhance the effectiveness of the proposed seller. An overview of the industry has been provided and the target market has been defined. The proposed marketing plan contains research on the industry and on the target market. Hence, ways to improve and ways to achieve a break through to a broader market are laid down.

Table of Contents

Executive Summary2

Introduction5

Overview of Nokia5

Overview of Industry6

Value Chain6

Players7

Nokia Marketing Strategy7

Discussion9

Business Mission9

External Marketing Audit Macro-environment For Nokia9

PEST - Political Factors10

PEST - Economical10

PEST - Social10

PEST - Technological11

Nokia's Competitors and Problems with Smart phone's11

Industry Trends12

Commoditization of the Handset12

Outsourced Manufacturing of Handsets13

The Age of Smartphone13

Nokia in the Smartphone Market14

Internal Marketing Audit16

SWOT Analysis16

Strengths16

Weaknesses17

Opportunities17

Threats17

Marketing Objectives18

Core Strategy of Nokia18

Target Markets18

Competitor Targets19

Competitive Advantage20

Marketing Mix Decisions20

Product Strategy20

Pricing Strategy21

Promotion of Nokia23

Placement Strategy24

Nokia Transformational Crises Management24

Nokia's Change-Management Crises25

The Human Resource Management Crisis27

Managing Demotivated Employees28

Managing Structural Change28

Research Gap28

Budgets/Implementation & Control29

Conclusion29

REFERENCES32

Marketing Plan for Nokia

Introduction

The IT industry for mobile phones and smart phones is very huge and vast. The competition is quite tough in the market. There are companies like Apple, Samsung and Motorola operating globally, selling their products. This industry has grown immensely, for Nokia they've also grown and are amongst the most popular mobile phones manufacturers and sellers worldwide. Their vision and their objective is to provide the most effective and efficient products and services for every market they are targeting (Ammisetti, 2012, pp. 14-20).

For decades Nokia was a powerful force to be reckoned with. From executives to blue collar workers, Nokia was the mobile phone of choice, in fact for a while every BMW or Mercedes, the 'cars of choice' for sales executives and middle managers came with a mobile phone kit in built for Nokia phones. Nokia's phones were and for that matter still are known to be reliable and durable with an easy and friendly user interface with great battery lives and with innovation they were also reducing in size from large to medium fast.

Overview of Nokia

Nokia is a multinational corporation that is engaged in the production of sophisticated mobile phones. Since its inception, the company has been trying to connect people by introducing easy-to-use mobile phones. The company has the history of introducing reliable and easy ...