Marketing Plan

Topics: Mobile phone, Nokia, Marketing Pages: 23 (6963 words) Published: March 25, 2013
Marketing Plan:
Executive Summary:

Mobile phone, which is defined as a high technology electronic product, is popular all over the world. China must be one of the biggest markets for those mobile phone manufacturers. As a leader in mobile telecommunications market, Nokia has its scientific business strategy that leads to success, and pays a great attention to the market of China. Based on the Chinese mobile phone market, this paper analyzes Nokia’s business strategy to show reason of Nokia’s success.

In planning to launch a new concept phones in the mature market with the changes in the charging system. Nokia is a big company and big name so they have the target market and by launching this first objective is to maintain the quality and then to boost the logo which is “connecting people”. They are basically reducing gap between the people.

The business strategy includes the strategic intent, the competitive strategy and marketing mix. The strategic concept of Nokia is to take the demand-side strategy. Nokia subdivides the whole market into several objective markets according to the researches about the partialities of different individuals. And then different types of mobile phones are put into the market aimed at attracting different consumer groups. The competitive strategy of Nokia is to improve the innovative ability to win the competitive advantage. Strong technological innovation ability makes Nokia stand in the most forward position of mobile industry all the time, and characterized this brand by a special vitality. And the marketing mix of Nokia is to use the integrated marketing strategy including product, price, promotion and place. It values the construction of a brand, the orientation of its products and pays a lot of attention to technology improvement. It increases the sales through sensitive advertisement presentation to the celebrities and large-scale entertainment.

Nokia is a world leader in the mobile industry. The products produced by this business concern are valued all over the world very well. Nokia has successfully met the changing needs, demands and dynamic trends of the customers. In its operation Nokia has given a full consideration to Research and Development. Whatever the market, Nokia targeted, it always faced success. The strategies adapted by Nokia are fully in accordance with the market needs and demands, that is why Nokia has captured a large market sector and instead of hard competition it is still market leader.


Nokia is famous all over the world as a successful mobile phone manufacturer. It keeps being the leader in the mobile telecommunications relies on its plentiful experience, technology innovation and scientific marketing strategy. The concept of the company is “technology connecting people”, which has been rooted in people’s mind deeply. The company emphasizes the consideration of humanity either in the decision of marketing strategy or in the management of the corporation.

In 1985, Nokia established its first branch company in Beijing, which means that Nokia has entered the Chinese market. And now the employee of Nokia in China has increased far beyond 6000. Nokia insists on the combination of products and research in China. It has set up two research centers in China and paid a great attention to the cooperation with other local company. Nokia is a reputable brand all over the world and is famous for its technology, quality, features and innovation.

Nokia is engaged in manufacturing of mobile devices and in converging Internet and communication industries with 128,445 employees in 120 countries, sales in more than 150 countries. It is the world’s largest manufacturer of mobile telephones. Nokia produces mobile devices for major market segment and protocol, including GSM, CDMA, and W-CDMA. Nokia offers Internet services that enable people to experience music, maps, media, messaging and games. Nokia’s subsidiary Nokia Siemens Networks produces...
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