Pest Analysis of Nokia and Motorola and Their Marketing Mixes and More

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1. INTRODUCTION : There is no doubt, that with the invention of the telephone, telecommunication has become one of the essential innovations of human being since the 19th century, and at the present time, companies which support worldwide dialogue as premier leaders are the celluler phone manufacturers.

I vividly remember the first time a mobile phone, the legendary Nokia 8110, had been welcomed in our family through my father. Although it was Motorola Incorporation that launched the first mobile in 1973 into the market by Martin Cooper, who was working as an engineer for the company at that time, Nokia had managed to astonish people in my country, Turkey, by the 8110. It had all the attention, for a specific period of time, in Turkey. This product, the 8110, was launched in 1996, and is one of the most significant things that remains in my mind since my childhood. Over time, since the first mobile invented by Martin Cooper, there have been a thousandfold evolving new technologies created by companies pertaining to the phone industry. 60 percent of the world has mobile phones today. With this percentage, beyond dispute, the celluler phone sector addresseses an immense market reality all over the world. Therefore, I've found the mobile phone and handset manufacturering industry worth researching. Among these companies, Nokia ( Finland ), seems to be the market leader, is ahead of its American competitor Motorola by far. In addition to those two, there are Samsung ( S. Korea ), LG ( S. Korea ), Siemens ( Germany ), and Sony Ericsson ( Japan/Sweden ) as their hard rivals to share the market.
I chose Nokia and Motorola to analyse as they alternate taking the top seat of the market.

2. HISTORY OF THE TWO ( Nokia and Motorola)

2.1 Motorola :

When Motorola started in the market, the first product it produced was a battery eliminator. Paul and Joseph Galvin, the masterminds of the firm, suggested Motorola as the company name when it started generating



References: and BIBLIOGRAPHY : Doole, I., Lowe, R. (2008) International Marketing Strategy, 5th Edition, Canada: Cengage Learning EMEA Kotler, P. (2000) Marketing Management, 3rd Edition, New Jersey: Prentice Hall Kotler, P., Armstrong, G., Saunders, J., Wong, V. (1999) Principles of Marketing, 2nd Edition, New Jersey: Prentice Hall Brassington, F., Pettitt, S. (2006) Principles of Marketing, 4th Edition, Prentice Hall Ibison, D. (2009) Nokia Reports Sharp Fall In Profits [WWW]. Stockholm. Available from : http://www.ft.com/cms/s/0/53075a82-e879 Taylor, P. (2008) Motorola Cuts 3000 Jobs and Delays Spin-Off [WWW]. Newyork. Available from : http://www.recentnews.co.uk/Motorola-cuts-3000-jobs-and-delays-spin-off/60008 Saunders, J., (2007) Weakness In Motorola 's Handset Division [WWW]. Available from: www.abiresearch.com/Blog/Wireless_Blog/340

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