Bus 661 Marketing Research Paper

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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

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