Mobile Phone and Nokia

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INSTITUTE FOR INTERNATIONAL MANAGEMENT AND TECHNOLOGY

UNDERSTANDING MARKETS & BUYERS BEHAVIOUR
REPORT ON NOKIA

SUBMITTED TO:SUBMITTED BY:
Dr. Sanjay KumarHarsha Vats
(PGDM-2011-13)

EXECUTIVE SUMMARY:
This paper is about launching a new product of Nokia in Indian market. First of all this paper describes the literature in context of mobile industry, origin and growth of the industry followed by the company’s background which includes Nokia’s entrance in Indian market, expansion of Nokia in India, its market share and it’s recognition till this season. Situation analysis i.e. market analysis has been done on the basis of secondary data and informal questionnaire from friends and relatives to know their view point about Nokia. Then it presents the SWOT analysis of the company. As in this coursework we supposed to launch a new product of this brand, after market analysis STP has been done in order to make product successful. After this external analysis for product has done i.e. Competitive analysis and PEST analysis. What all marketing strategies are necessary for the success of the product are explained and last but not the least forecasting for proposed product, conclusion of this report and all the sources which used in making of this report.

TABLE OF CONTENTS:
* Industry overview………………………………………………………….…………4 * Company’s background……………………………………………………………....4 * New product under Nokia……………………………………………………….……6 * SITUATION analysis………………………………………………………................7 * Marketing Strategy……………………………………………………………............8 * STP for new product………………………………………………………..................9 * SWOT analysis……………………………………………………………….……...10 * PEST analysis………………………………………………………………………..11 * Forecasting……………………………………………………………………….…..12 * Conclusion……………………………………………………………………....……12 * Bibliography………………………………………………………………….............13

INDUSTRY OVERVIEW:
In 1995 mobile telephony was introduced in India. Starting was very slow due to lack of government support. With government’s unfriendly policies, high license fees and other issues players were not doing well. Government’s new policies gave life to this industry in 1999. By 2001, there was controlled demand for mobile phones in the market. Within a year industry reached high with popularity and consumer started demanding good services with low prices. This led to innovations and come up with new better innovative mobile phones. Around 55 million subscribers were using cellular services by 2005 in India, 43 million were using GSM, and rest 12 million was using CDMA. As per research conducted by author T V Ramchandran, India is second biggest largest and growing market for mobile industry. According to his report on India is going to be 3rd largest economy in the world by 2020 with increase of ~8% by coming 5-10 years in GDP. He also explained that India’s literacy rate increased up to 80%, Middle class (setting off) 32% and poverty (diminishing) 16% by 2010. Company’s Background: Nokia was started in 1865 by Fredrick Ide stam at the bank of Nokia and actually incorporated in 1967. It was named Nokia at the name of a river Nokia. In 1981 mobile era begins, in 1987; birth of classic phones, Nokia introduced into market then later in 1992 Nokia launched first GSM phone in market and from then keeps on launching advanced and different variety of mobile handsets. Nokia become leader worldwide in 1998 later on they are still introducing variety of mobiles phones with advanced features into the market. It is one of largest company in India, even Nokia is now second largest- market, and displacing U.S and China market behind only. They have 70% market share for long time now with a strong growth in India. Nokia started in 1995 in India, and presently out of offices in New Delhi, Mumbai, Calcutta, Bangalore, Hyderabad and Ahmedabad. Nokia has its manufacturing plant in Chennai, whereas R&D facilities in Mumbai,...
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