Bus 661 Marketing Research Paper

853 Words2 Pages
bulb-icon

Recommended: Nokia product development

Noelle Bell
BUS 661 Marketing
Nokia Marketing Research Proposal
October 27, 2014

Executive Summary
Introduction
Over the past several years Nokia has been faced with the challenge of maintaining a competitive position in the smartphone marketplace. Nokia currently uses the Windows operating system, and will continue to support Microsoft. The decision to continue to use Windows will allow Nokia to focus its efforts on producing more affordable smartphones rather than competition with premium smartphones, such as Apple’s iPhone and Samsung’s Galaxy. My paper will focus on whether or not Nokia’s strategy will allow them to become competitive in a different market, by appealing to young adults and seniors. Nokia has the option of either continuing to use the Windows operating system and appealing to a different consumer group, or switching to the Android operating system and competing with smartphone devices. I will compare Nokia’s efforts to companies who are participating in each approach. This will give insight into what consumers are looking for, and how Nokia can implement a marketing strategy that will be effective in communicating this shift.
PESTLE Analysis
Political
The PESTLE analysis is used to assess the external forces that affect how Nokia will operate. This model includes political, economic, …show more content…

The level of competition continues to rise as competitors try display the highest level of innovation. Nokia must learn how to include all smartphone necessities, and offer other superior functions in order to differentiate its brand compared to competitors. Microsoft’s acquisition of Nokia will reinforce the ability to design, develop, manufacture, and market the latest smartphones using an innovative operating system platform. Nokia’s latest innovations include Bluetooth low-energy technology, e-Skin wearable sensors, and graphene technology

Show More
Related

  • Prices, Elasticity and Competition

    1895 Words  | 4 Pages

    Prices, Elasticity and Competition RESEARCH PROPOSAL This research is on the product of Nokia 8210,including the state of price,the elasticity of demand and the state of competition which affect Nokia 8210 and the firm in the mobile phone market. The main obstacles are selecting information from the given resourses awide range of information accurate. To get the most widely information, I decide to do my survey on the internet. How will I answer the questions : 1.

    Read More

  • Analysis of Microsoft

    3443 Words  | 7 Pages

    Microsoft has been a leader in the software industry for many years. As the technology industry has changed, so has the type of devices. This change has created a market with a focus on mobile devices and access to data through the cloud. Microsoft has made headway into this mobile driven market, however, they face competition from Apple, Google, and other tech giants. Microsoft must find a way to stay relevant in the technology world. Various different strategies will be analyzed to determine which one best fits Microsoft and will help to position Microsoft in this changing marketplace.

    Read More

  • Position of Vodafone in International Markets

    2887 Words  | 6 Pages

    The following report will analyse Vodafone and their current position in the international market. This report will cover the competitive strategy of Vodafone and their influence of products and services in relation to the demand of the market.

    Read More

  • General Environment of T-mobile

    1823 Words  | 4 Pages

    In conclusion, current trends and significant events concerning T-Mobile were examined. A hard look was given to the economy, demographics, technology, political and legal issues, and social characteristics. T-Mobile is strong across the board, with surprising statistics backing up a variety of topics. The economy is strong, the demographics are not far-fetched, technology is improving, there’s no huge political or legal scandal, and T-Mobile is socially strong.

    Read More

  • Integrated Marketing Communication Plan for Nokia

    2889 Words  | 6 Pages

    14. Warman, M., (2014), Nokia X: Android Phone Announced, Telegraph.co.uk, [online] Available at: http://www.telegraph.co.uk/technology/nokia/10657433/Nokia-X-Android-phone-announced.html, Accessed on: 2nd April 2014.

    Read More

  • The Cell Phone Industry

    773 Words  | 2 Pages

    Manufacturers and service providers of cell phones are located throughout the world, although, as inCode, a wireless business and technology consulting firm, suggests, “Not many wireless carriers today have a truly global presence.”  However, the company predicts that “the top 10 wireless carriers are going to make a push for globalization in the coming years” (“InCode releases…”).  Most especially, inCode foresees service providers reaching to “unconquered markets like China, which is the fastest growing wireless market in the world” (“InCode releases…”).  Some companies have already tapped into the global marketplace, spreading areas of coverage across continents.  The cell phone manufacturer Nokia, for example, is rooted in Finland, but sells cellular phone products virtually everywhere on the globe.  Service providers, although most often more less expansive in scope, are also trying to provide more global coverage.

    Read More

  • iPhone Beats Android

    1147 Words  | 3 Pages

    Technology has become a huge part of everyday life, and people seem to have one great debate and are fighting over which is the best phone, iPhone or Android. The Apple iPhone is a cellular smartphone that was created and is maintained by Apple Inc. Android is another type of smartphone that is accessible to consumers, but the operating system is powered by Google and many different companies produce Android devices. The different operating systems and interfaces have created a long and carried out debate to which was superior. iPhone is the better phone and there are many reasons as to why it is superior to its rival, Android. The iPhone’s sleek and beautiful design has users’ hands fondling the device and never putting it down. The operating system is very distinct, but is straightforward with its functionality. People who purchase the iPhone believe that they have received their money’s worth and more when owning and iPhone. The iPhone is better than Android when compared because of the beautiful design and attractive display, the operating system and its functionality, and the device’s personal worth is definitely worth the money spent to own one.

    Read More

  • Nokia Case Study

    567 Words  | 2 Pages

    One Core competence as defined by C.K Prahalad and Gary Hamel (May-June 1990) provides potential access to a wide variety of markets. Nokia once established itself as the world leader in mobile phones and concurred with the above definition. However from 2008 to 2010, Nokia’s global handset market share declined from 35% to 5%.It set the unenvied new world record of the fastest collapse in history of mobile phone sales over a year (-62% - Tomi Anohen Consulting Analysis January 2013). Nokia has thus seized to be “something that opened up a good number of potential markets.”

    Read More

  • Nokia Case Study

    1321 Words  | 3 Pages

    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."

    Read More

  • Emerging Nokia's Case Study: Emerging Nokia

    1110 Words  | 3 Pages

    Under the circumstance that the mobile phone industry entered the 3rd generation, Nokia faced competition from both macro level and industry level. For the macro level, the government encouraged competition among the operators and handset manufacturers by giving digital licenses to new entrants. As a result, the mobile phones became more sophisticated, for example, the cameras and the games in the mobile phone. For the industry level, which can be analyzed by the Porter’s Five Forces, (lecture )Nokia was facing threat of new entrants, competitive rivalry and the bargaining power of buyers is increasing as well. As the government encourage completion between the handset manufacturers, there are several new entrants from different countries enter this industry, such as Apple from USA, Samsung from Korea. These new entrants compete with Nokia in both smartphone segment and basic phone segment. Some of them even constructed “ecosystems”, which they could integrate the services and applications quickly, in order to produce the phone in just two days. For the bargaining power of buyers’ aspect, they do not need to rely on the only operating system Symbian. They can choose Windows mobile launched by Microsoft, Android launched by Google and Ios launched by Apple, in addition, basically all of them are better than Symbian (Amiya, 2010). The buyers could choose any

    Read More

  • Case Study Of Nokia

    1894 Words  | 4 Pages

    Summarizing above report indicate that Nokia has faced tremendous issues and challenge after the beginning of the smartphone series launch. Nokia was the leading position in headset market but introduction of apple iPhone in 2007 brought misfortune for Nokia. The drawback of Nokia actually was because it fails to meet the need of its consumer demand. Any organization must have effective and quick strategies to sustain and retain its consumers as an example from Nokia failed from the area that it had the stronghold.

    Read More

  • Nokia Business Strategy

    1064 Words  | 3 Pages

    By the end of 2003, Nokia was the clear market leader in the mobile phone industry in terms of sales and profitability. It was ahead of giant companies like Motorola, Ericsson, Siemens, Samsung, and other worthy competitors. Since the early 1990s, Nokia's Strategic Intent was to build distinctive competency in product innovation, rapid response, and global brand management. Its strategic intent required rapid growth in the core businesses of mobile phones and telecommunications networks. This goal was achieved by Nokia's development of new products and expansion into new markets. In order to become the global leader as it is today, the company had overcome numerous challenges and obstacles over the last decade.

    Read More

  • Phone Industry Analysis falls to Oligopoly Structure

    1777 Words  | 4 Pages

    In this following report I will discuss the phone industry and analysed it in great detail. I will analysis the market structure and try and understand why the mobile industry falls to heavily oligopoly structure. I will highlight all the structures, however I will discuss in detail how, for example Vodafone can be incorporated in the porter’s five forces method to show how the mobile industry has devolved over the years and to understand if consumers are driven by the actual technology of the phone but if it driven more by style.

    Read More

  • Marketing Reflection Paper

    1153 Words  | 3 Pages

    Before taking this course, marketing was all about product and the promotion of that product. I took a marketing course during my undergrad about 7 years ago that emphasized the 4 P’s. Building a strategy around promoting a product and/or service seemed to be the most fundamental concept of marketing to me. My narrow thinking soon changed after going into the workforce and after taking this course. Marketing is more than just telling potential and current consumers about your products and why they should buy it. Marketing truly encompasses all areas of business. A great marketing strategy needs to focus on all the new strategic marketing elements of positioning, product, logistics, price, integrated marketing communications, and service. It’s

    Read More

  • Introduction Of Microsoft Company

    930 Words  | 2 Pages

    ... smartphone. The company has improved increasingly because the combination with the Nokia company. Away to insure that the company can stay on top is to increase the innovations to their devices. Nokia was once a mobile telephone powerhouse, but has struggled since smartphones hit the market. As part of Microsoft, it will have better footing to compete there, however Ballmer noted that Nokia remains a leader in non-smart with phones sold in developing regions. The company’s ultimate goal is growth for the platform. After years trying to regain relevance in the mobile industry, Microsoft’s Windows Phone operating system narrowly nudged ahead of theird-place BlackBerry in global smartphone shipments, now sitting somewhere in the neighborhood of five percent globally. In the end Microsoft has accomplished their goal as a company and plans to stay there for a while.

    Read More

More about Bus 661 Marketing Research Paper

Open Document