STARATEGIES MANAGEMENT

Strategies management

Strategies management

Pricipal and Process

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(Moenaert 2000 360-377).

Nokia is currently the largest mobile phone manufacturer in the world. With sales of $27 bn in 2000, it has about twice the market share of its closest rival, Motorola.. A world leader in mobile communications, Nokia has established itself as the leading preferred brand in many markets where it is present in Asia Pacific. Backed by its experience, innovation, user-friendliness and secure solutions, Nokia is the world's leading supplier of mobile phones, fixed, mobile and IP networks Backed by its experience, innovation, user-friendliness and secure solutions, Nokia is the world's leading supplier of mobile phones, fixed, mobile and IP networks.

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

Nokia Mobile Phones

Nokia Networks

Nokia Ventures Organizations

Nokia Research Center

NOKIA'S PRODUCT LINE

To meet the needs of these segments, Nokia has recently introduced several innovative products. For example, for the Communicator segment, Nokia's 7650 features a built-in digital camera, an enhanced user interface, large color display, and multimedia messaging (MMS) functionality that allows users to combine audio, graphic, text, and imaging content in one message. Once the user has selected a picture, written text, and included an audio clip, a multimedia message can be sent directly to another multimedia messaging-capable terminal as well as to the recipient's email address.

Nokia's 6340 phone allows Classic consumers to roam between various global networks; has a new wallet feature that stores the user's credit and debit card information for quick wireless Internet e-commerce transactions; supports voice-activated dialing, control of the user interface, and three minutes of voice memo recording; and includes a personal information manager (phone book and calendar).

To target the Basic segment, Nokia provides very easy-to-use, low-priced phones that are likely to be used primarily for voice communication. They are designed for consumers who are buying their first cell phone. "We want it to be a very easy choice for the consumer," explains Kennedy. Products designed for the Expression segment are still in the low price range but allow young adults to have fun while communicating with friends (Kragh 2001 pg. 1301). Nokia recently introduced the 5210, a cell phone that offers a youthful and vibrant style with improved durability, for this group. Features include a removable shell, a built-in stopwatch, a thermometer, downloadable game packs, a personalized logo, and a personal information manager.

Nokia Marketing Strategy

Nokia is currently the world's largest mobile phone manufacturer, with 64.4% of the GSM/TDMA market and 2.9% of the CDMA market. Despite the argument that the ...