* EXECUTIVE SUMMARY
* 4 P’S CONCEPT
* PEST ANALYSIS
* STP ANALYSIS
This project report analyses the marketing mix, PEST analysis and STP analysis of Nokia. Nokia has adopted excellent techniques to influence a consumer, the prices of their phones are reasonable. Almost every shop dealing in mobiles sells Nokia phones apart from their Nokia Care and Nokia priority outlets. Their products are also well promoted.
The Segmentation, Targeting and Positioning of all their products are discussed in a detailed manner. The success of the company lies in the fact that
NOKIA: AN INTRODUCTION
Everyone has a need to communicate and share. Nokia helps people to fulfill this need and they help people feel close to what matters to them. They focus on providing consumers with very human technology – technology that is intuitive, a joy to use, and beautiful HISTORY OF NOKIA:-
NOKIA’S FIRST CENTURY: 1865-1967
The first Nokia century began with Fredrik Idestam's paper mill on the banks of the Nokianvirta river. Between 1865 and 1967, the company would become a major industrial force; but it took a merger with a cable company and a rubber firm to set the new Nokia Corporation on the path to electronics.
* 1865: The birth of Nokia:-
Fredrik Idestam establishes a paper mill at the Tammerkoski Rapids in south western Finland, where the Nokia story begins. * 1898: Finnish Rubber Works founded:-
Arvid Wickström founds Finnish Rubber Works, which will later become Nokia's rubber business * 1912: Finnish Cable Works founded:-
Eduard Polón starts Finnish Cable Works, the foundation of Nokia's cable and electronics businesses. * 1937: Verner Weckman, industry heavyweight:-
Former Olympic wrestler Verner Weckman becomes President of Finnish Cable Works. * 1960: First electronics department:-
Cable Works establishes its first electronics department, selling and operating computers. * 1962: First in-house electrical device:-
The Cable Works electronics department produces its first in-house electrical device - a pulse analyzer for nuclear power plants. * 1967: The merger:-
Nokia Ab, Finnish Rubber Works and Finnish Cable works formally merge to create Nokia Corporation.
THE MOVE TO MOBILE: 1968-1991
The newly formed Nokia Corporation was ideally positioned for a pioneering role in the early evolution of mobile communications. As European telecommunications markets were deregulated and mobile networks became global, Nokia led the way with some iconic products... 1979: Mobira Oy, early phone maker
Radio telephone company Mobira Oy begins life as a joint venture between Nokia and leading Finnish television maker Salora. 1981: The mobile era begins
Nordic Mobile Telephone (NMT), the first international mobile phone network, is built. 1982: Nokia makes its first digital telephone switch
The Nokia DX200, the company’s first digital telephone switch, goes into operation. 1984: Mobira Talkman launched
Nokia launches the Mobira Talkman portable phone.
1987: Mobira Cityman – birth of a classic
Nokia launches the Mobira Cityman, the first handheld NMT phone. 1991: GSM – a new mobile standard opens up
Nokia equipment is used to make the world’s first GSM call. MOBILE REVOLUTION: 1992-1999
In 1992, Nokia decided to focus on its telecommunications business. This was probably the most important strategic decision in its history. As adoption of the GSM standard grew, new CEO Jorma Ollila put Nokia at the head of the mobile telephone industry’s global boom – and made it the world leader before the end of the decade... 1992: Jorma Ollila...