The market plan of Nokia

Topics: Marketing, Mobile phone, Marketing plan Pages: 11 (3600 words) Published: February 23, 2014
The market plan of Nokia
Executive summary
The electronic products technology is popular all around the world. It has done a tremendous change in all over the world; basically the mobile phones because now at present time mobile phones are the first priority in terms of telecommunication. In the mobile phone manufacturers China must be one of the biggest and growing markets. As we know about that, a leader in mobile telecommunications market, Nokia has its scientific business strategy that leads to success, and pays a great attention to the market of China. Based on the Chinese mobile phone market, this paper analyzes Nokia’s business strategy to show reason of Nokia’s success.

The business strategy includes the strategic intent, the competitive strategy and marketing mix. The strategic concept of Nokia is to take the demand-side strategy. Nokia subdivides the whole market into several objective markets according to the researches about the partialities of different individuals. And then different types of mobile phones are put into the market aimed at attracting different consumer groups. The competitive strategy of Nokia is to improve the innovative ability to win the competitive advantage. Strong technological innovation ability makes Nokia stand in the most forward position of mobile industry all the time, and characterized this brand by a special vitality. And the marketing mix of Nokia is to use the integrated marketing strategy including product, price, promotion and place. It values the construction of a brand, the orientation of its products and pays a lot of attention to technology improvement. It increases the sales through sensitive advertisement, presentation to the celebrities and large-scale entertainment. And also choose the FD platform as its major sales channel to improve its sale.

Introduction
Nokia is famous all over the world as a successful mobile phone manufacturer. It keeps being the leader in the mobile telecommunications relies on its plentiful experience, technology innovation and scientific marketing strategy. The concept of the company is "technology connecting people", which has been rooted in people’s mind deeply. The company emphasizes the consideration of humanity either in the decision of marketing strategy or in the management of the corporation.

In 1985, Nokia established its first branch company in Beijing, which means that Nokia has entered the Chinese market. And now the employee of Nokia in China has increased far beyond 6000. Nokia insists on the combination of produce and research in China. It has set up two research centers in China and paid a great attention to the cooperation with other local company. Nokia also takes parts in several public services and has gained great reputation in China.

The first part gives a brief description of the Nokia in China. The second part shows the marketing objective of Nokia, and the third one talks about the Target Market Strategy of this company. Following that is the Competitive Strategy of Nokia, and finally marketing mix is the which includes product strategy, price strategy, and promotional strategy and place strategy. At last is the conclusion about Nokia’s total business strategy.

The marketing objectives of Nokia in China
As Nokia knows that everyone in the world needs communication, it insists on helping people fulfill this need by providing consumers with very human technology- technology that is intuitive, a joy to use and beautiful. While in the Chinese market, the marketing objectives of Nokia is to take the first place in the field of mobile communications and become the international enterprise welcomed by government, operator and consumer most of all. Besides these, Nokia in China is determined to become the best employer that has the ability to attract and keep outstanding talents.

Because of such market target, the strategy of Nokia relies on growing, transforming, and building the Nokia business to...
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