The Evolution Of Nokia Marketing Essay Case Study

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The Evolution Of Nokia Marketing Essay Case Study Introduction

The internal and the external analysis are important for the organization as it helps them in gathering important information about the market. They are mainly helpful in identifying the needs of the customers and the trends which is going on in the market. Nokia is considered to be a Finnish multinational organization which is having 103,083 employees working in it, having income about 549 million pounds and revenue of 22.56 billion pounds. SWOT analysis is important for any organization is it helps in providing a perspective about the strengths as well as it helps in permitting in expanding in order to meet the needs of the business. PESTLE analysis is considered to be strategic planning which mostly required for the reduction of the threats within the business. Therefore, the study focuses on the importance of SWOT and PESTLE analysis of the organization Nokia.

Fill the table

Company name

Nokia

Type of company

Finnish multinational telecommunications, information technology, and consumer electronics company

Headquarter

Espoo, Finland

Sale/revenue

£ 22.56 billion

Area served

Russia, China and Barcelona

Number of stores

Approximately 8252 stores

Competition

Motorola, Apple and Sony

USP

Branded business phones

Target groups

Various age groups of people and the international market

Products

Smartphone, feature phones and operating systems 

Website

www.nokia.com

The Evolution Of Nokia Marketing Essay SWOT Analysis

Strengths

Weaknesses

  • Experienced employees
  • User-friendly products
  • Strong customer relationship
  • High durable products
  • Voice quality is low
  • Sets are heavy
  • The recent sets are a flop in the market
  • Less attractive products at low price

Opportunity

Threats

  • Increase in the presence of 3G as well as edge markets
  • Mini notebooks
  • Improvement in the quality of the camera
  • Growth of the market
  • Presence of Samsung as well as iPhone
  • Presence of China sets in the market
  • Cheaper Smartphone manufacturers

The Evolution Of Nokia Marketing Essay Analysis

As per the case study of Nokia, it has been found that the organization is having experienced employees who are mainly increasing productivity by making new market strategies to attract the attention of more customers. The products which are developed by Nokia are mostly user friendly as well as easily operated by all users (theguardian.com, 2019). As per the case study of Nokia, the organization is successful in building a strong customer relationship in order to increase the market share. The products which are developed by Nokia are having a long life which is satisfying the needs of the customers. As per the case study of Nokia, the challenges which are faced by the organization are the features which are added within the sets are of a low quality which is not meeting the needs of the customers. The products which are made by the organization are heavy and they are becoming uneasy for them to carry. The recent sets which are launched within the market are not meeting the needs of the customers which exist within the international market. Nokia is mostly making products which are not attractive to the customer within a low budget. As per the case study of Nokia, the opportunities which they are getting are the presence of 3G as well as they have launched a new product is mini notebooks and improved the quality of the camera. As per the case study of Nokia, a threat which is faced by Nokia is the presence of other organizations such as the iPhone and Samsung in the market. The other threats which are faced by Nokia are the presence of other Chinese products which are enabling the customers to switch products. Due to the switch of the customer the market share of the organization got decreased by 24.2 % as per the IDC report (statista.com, 2018). The international market consists of many Smartphone manufacturers which are cheaper in prices and they are successful in gaining the attention of more customers in the market. The major threat which is faced by Nokia is the rival company Apple is having a market share of 15.8 % as compared to Nokia which is having only 18.3 %. Samsung is having a market share of 28.48 % which is also a threat for the organization the number of customers is decreasing (statista.com, 2018).

The Evolution Of Nokia Marketing Essay PESTLE

Political

  • Good international relationships
  • Low trade barriers
  • Direct foreign investments
  • Open door policies announced by the government

Economical

  • The inflation rate is 2.5 % (bbc.com, 2019)
  • The change in the GDP rate is 1.8 % (tradingeconomics.com, 2019)

Social

  • Mostly targeting the people from 29 to 45 years
  • Strong market communication
  • The income level of the people
  • Meeting the needs despite of different race

Technological

  • Operating systems
  • Mobile windows professional
  • Mobile artificial intelligence

Legal

  • Data Protection Act 1998
  • Consumer law
  • Copyright law
  • Export or import law

Environmental

  • Environment friendly products
  • User friendly
  • Corporate social responsibilities

Analysis

As per the case study of Nokia it has been observed that the organization is successful in maintaining a strong international relationship with other countries in order to expand the business. As commented by Dhingra et al. (2016), low trade barriers and the direct investment of foreign trade helps the organization in making new strategies to gain the attention of new customers in the market. Low trade barriers are important for the organization as it is having a positive impact on lowering the tariffs as well as reduction of the non-tariff barriers. The annoyance of open door policy helped Nokia to expand business in other countries which are increasing the profit level. As there is a change in the GDP rate it helped Nokia in hiring more workers and having the ability to pay high salaries to the employees. The inflation rate helps the organization in getting the attention of more investors in the market. As commented by Breinlich et al. (2017), due to the inflation rate the relation between the corporate as well as the government is getting yield. As per the case study of Nokia, the organization is mostly target the people on the basis of income level who are from the age of 29 to 45 years age. The organization is successful in maintaining a strong market relation for effective marketing of new products. The organization is following import as well as export law for the successful transfer of the goods within the other countries for the achievement of the goals and aims. The technologies which are used by Nokia for developing the products are the Operating systems, Mobile windows professional and Mobile artificial intelligence. As per the case study of Nokia, the organization is following the Data Protection Act 1998 for storing important data which are related to the products and the employees (legislation.gov.uk, 2019). Nokia is mostly making the user as well as environment-friendly products which are successful in increasing the market share.

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References

bbc.com, (2019) WHAT IS THE UK'S INFLATION RATE? Available at: https://www.bbc.com/news/business-12196322 [Accessed on: 20 August 2019]

Breinlich, H., Leromain, E., Novy, D. and Sampson, T., (2017). The Brexit vote, inflation and UK living standards. Centre for Economic Performance (CEP) Brexit Analysis, 20(3), pp. 30-35

Dhingra, S., Ottaviano, G.I., Sampson, T. and Reenen, J.V., (2016). The consequences of Brexit for UK trade and living standards 10(1). Pp 100-110.

legislation.gov.uk, (2019). DATA PROTECTION ACT 1998. Available at: http://www.legislation.gov.uk/ukpga/1998/29/contents [Accessed on: 20 August 2019]

statista.com, (2018). MARKET SHARE OF LEADING MOBILE DEVICE VENDORS IN THE UNITED KINGDOM (UK) FROM 2010 TO 2018. Available at: https://www.statista.com/statistics/487780/market-share-of-mobile-device-vendors-uk/ [Accessed on: 20 August 2019]

theguardian.com, (2019). SUPPORT THE GUARDIAN. Available at: https://www.theguardian.com/technology/nokia [Accessed on: 20 August 2019]

tradingeconomics.com, (2019). TRADING ECONOMICS. Available at: https://tradingeconomics.com/united-kingdom/gdp-growth [Accessed on: 20 August 2019]

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