Nokia Assigment

Introduction to Marketing, Fall 2009

Assignment 3: Product Line Extension, Product Positioning and Marketing Strategy

Nokia has a long, proud and varied history in innovation and diversification, and this is typified by their latest foray into the compact notebook market with their new Nokia Booklet 3G. This product not only has the features, capabilities and specifications to compete viably in this section of the industry, but this new product represents for Nokia amazing potential in a new product line, and an opportunity to extend what the Nokia brand already represents. At the 2009 Nokia World exhibition in Stuttgart, Nokia CEO and President Olli-Pekka Kallasvuo reiterated that over its history the company has made the move from a technology-oriented business to a customer led organization with strong customer service attitudes and values. This shift is evident in the types of ways that Nokia is conducting itself, both in terms of the products it is turning out, as well as the many other ways that it works to better the lives of its customers through its wide array of services within and around its core field.

The Booklet 3G is a product that will be keenly watched by not only Nokia and its senior management, but also competitors in all related industries, interested and technology-savvy consumers as well as all of Nokia’s current stakeholders. A major question is how Nokia’s industry leading technology in mobile communications can bridge the gap into more powerful technology like laptops, with mini-laptops as a necessary but lucrative stepping stone. It provides a perfect opportunity to develop Nokia’s brand and image into something that incorporates more than what it currently represents, however there are challenges in pulling off a line extension such as this. Strategic marketing is also an important consideration, and how this product will move Nokia into the strategic alignment that it has hoped for.

Section One

Connecting People. This is... [continues]

Read full essay