Managing Strategic Change on Nokia’s High-End Smartphone Segment
Managing Strategic Change on Nokia’s high-end Smartphone segment
Contents
Background 3
Problem statement: 4
Objective: 4
Research questions: 4
Methodology 5
Research activities planned: 5
Research approach: 6
Research Design: 6
Research limitations: 6
Referencing 7
Report outline: 9
Timescale 10
Resources 11
Background
The high-end Smartphone market segment has developed tremendously in the recent years. The beginning of this growth was marked by Apple introduction of its first iPhone, which has managed to change the whole industry . Since then technological companies like Samsung, LG, HTC and Nokia have strived to get a valuable market share, offering a superior value to its customers, consisting of innovation in devices, services and closer communication with the clients .
In the researched period- the time from 2007 to 2011, Nokia has lost its major presence on the Smartphone market. Although being a leader on it, its market share and profitability have fallen down under the pressure of its main competitors Apple and Samsung. Nokia’s product line on the market is broad, offering Smartphones in all price ranges. According to an online business article , however, Nokia has not focused on developing in particular its high-end (premium) Smartphone segment and has not offered a leading device with innovative features. Its last Smartphones were catching up with the competitors’ devices instead of offering a unique value.
This situation has led to changes on the top of the company. The new CEO Stephen Elop has been appointed to bring innovativeness and to focus on improving Nokia’s presence on the North American market, where, based on market results, the company has weak market positions. As a professional with an experience on this region, however, not in the mobile industry, Mr. Elop is a controversial figure, which takes over the company in challenging times. The high-end Smartphone market is already in its mature
Contents
Background 3
Problem statement: 4
Objective: 4
Research questions: 4
Methodology 5
Research activities planned: 5
Research approach: 6
Research Design: 6
Research limitations: 6
Referencing 7
Report outline: 9
Timescale 10
Resources 11
Background
The high-end Smartphone market segment has developed tremendously in the recent years. The beginning of this growth was marked by Apple introduction of its first iPhone, which has managed to change the whole industry . Since then technological companies like Samsung, LG, HTC and Nokia have strived to get a valuable market share, offering a superior value to its customers, consisting of innovation in devices, services and closer communication with the clients .
In the researched period- the time from 2007 to 2011, Nokia has lost its major presence on the Smartphone market. Although being a leader on it, its market share and profitability have fallen down under the pressure of its main competitors Apple and Samsung. Nokia’s product line on the market is broad, offering Smartphones in all price ranges. According to an online business article , however, Nokia has not focused on developing in particular its high-end (premium) Smartphone segment and has not offered a leading device with innovative features. Its last Smartphones were catching up with the competitors’ devices instead of offering a unique value.
This situation has led to changes on the top of the company. The new CEO Stephen Elop has been appointed to bring innovativeness and to focus on improving Nokia’s presence on the North American market, where, based on market results, the company has weak market positions. As a professional with an experience on this region, however, not in the mobile industry, Mr. Elop is a controversial figure, which takes over the company in challenging times. The high-end Smartphone market is already in its mature