The Marketing Plan of Honda

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Executive summary

The mobile phone and phone device market in Vietnam is developing and with the high growth rate of phone users, Vietnam becomes a potential market of phone company. First introduced in 1996, until now Nokia is one of the popular brands in Vietnam. Understanding customer needs and want is a key for success of Nokia. Nokia has many line products that can be listed out as E series, N series, 1200, Lumia… Nowadays, digital technology and smart phone seem to be more popular.

Nokia Vietnam has a wide range of products and it is necessary to identify which areas that could be improved. Thus, Nokia’s trend is smart phone which be integrated many applications, running on Windows operating system for phone. With the same macro-environment, there are many competitors such as Apple with Iphone, Samsung with Galaxy, Sony Ericsson with Xperia. There are also external and internal factors that affect the company and create Strength, Opportunities, Weakness and Threats and by analyzing these factors Nokia can figure out marketing strategy and with the development in Vietnam, Nokia is reaching their specific strategy that called “global supply chain strategy”.

Table of contents

Company profile

Nokia, a Finnish company was established in 1865 and over the past 150 years, Nokia has evolved from a riverside paper mill in south-western Finland to a global telecommunications leader connecting over 1.3 billion people. In 1998, Nokia was selected the world’s biggest mobile phone manufacturer (Nokia’s official website, 2010). In 2010, Nokia becomes a leading company in digital technology industry, including mobile phones, telecommunications networks, wireless data solutions and multimedia terminals with about 27% market share of World mobile industry. Nokia has three main product categories: mobile phones, telecommunications networks and software’s solutions.

Recently, this group has met many challenges and income loss.  According to the technology page on British newspaper – The Guardian, Nokia has lost the “King” position in mobile phones area.  The revenue in the first quarter of 2012 of Nokia has dropped 29% over the same period last year, down to 9.7 billion USD.

In Vietnam, Nokia was first introduced in 1996 and until now it’s still the most favourite brand by occuping almost market share.

In 2011, Nokia also announced it will build a factory mobile phones in Vietnam. The company said the new plant would be worth 200 million Euros and will be located near Hanoi. The new production will comeintooperation from 2012. The Nokia has factories  Brazil, Mexico, Finland, Hungary, Romania, Britain, China, India and Korea. Thus, a factory in Vietnam is the 10th country of the Finnish company. Vice President, Nokia said the factory in our country will play a major role in connecting billions of people on the internet. Company analysis

Mission statement

Nokia’s mission is simple: Connecting People. The goal is to build great mobile products that enable billions of people worldwide to enjoy more of what life has to offer. The challenge is to achieve this in an increasingly dynamic and competitive environment. Everyone has a need to communicate and share. Nokia helps people to fulfill this need and we help people feel close to what matters to them and focuses on providing consumers with very human technology NOKIA Nokia exists to connect people with innovative, quality, up to date products that are easy to use. “Nokia is a world leader in mobile communications, driving the growth and sustainability of the broader mobility industry. Nokia connects people to each other and the information that matters to them with easy-to-use and innovative products like mobile phones, devices and solutions for imaging, games, media and businesses. Nokia provides equipment, solutions and services for network operators and corporations.” ( Nokia.com)

Company objective
The opening ceremony took place on Apr 23rd in Bac Ninh and...
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