In the following coursework I will be investigating how Nokia market their products and whether these methods of marketing are effective or not. The report will focus on the marketing strategy used by Nokia, how Nokia carry out their market research, market segmentation and other issues relating to how Nokia market products.
The report will identify and research the target market of Nokia and the marketing mix and how these four P's relate to Nokia. In order to complete this coursework I will be using the Nokia website and, books and my class notes. The company I have chosen to base this coursework on is Nokia. In this part of the coursework I will be focussing on the Nokia N91. Also I will be discussing the marketing background of this product.
What is known today as Nokia was established in 1865 as a pulp mill by Knut Fredrik Idestam on the banks of Nokia rapids. Finnish Rubber Works established its factories in the beginning of 20th century nearby and began using Nokia as its brand. Shortly after World War I Finnish Rubber Works acquired Nokia wood mills as well as Finnish Cable Works, a producer of telephone and telegraph cables. All these three companies were merged into the Nokia Corporation in 1967.
The Nokia Corporation that was created in the 1967 fusion was involved in many sectors, producing at one time or another paper products, bicycle and car tyres, footwear (including Wellington boots), personal computers, communications cables, televisions, electricity production
Nokia's first major mobile phone order came from the Finnish Defence Forces in 1972, for field radios. In the 1970s, Nokia began developing mobile phones for the Nordic Mobile Telephone (NMT) network standard, that went online in the 1980s. Nokia introduced the world's first NMT mobile phone, the Nokia Cityman, in 1987. NMT was the world's first mobile telephony standard that enabled international roaming, and provided valuable experience for Nokia... [continues]
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