WHY NOKIA FAILED AT SMARTPHONE SEGMENT AGAINST APPLE?
According to my project I am going to explain two companies; which one of them is successful at producing and selling Smartphone and one of them is, can not success at production and sale of Smartphone. Firstly I am going explain Nokia which is leader of communication industry but going to fail at Smartphone sector and after that, I am going to explain Apple, that is best at producing Smartphone and proved its quality in last 4 years. I am going to explain briefly Nokia’s history and position in industry and explain marketing strategy deeply. Soon, I’m going to explain Apple and its product Iphone and how being successful at communication industry with explaining marketing and production strategy. At the end of project I am going to compare these two companies and their actions.
Nokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi , Espoo, a city neighboring Finland's capital in Helsinki Nokia is engaged in the manufacturing of mobile devices and in converging Internet and communications industries. And Nokia has got over 132,000 employees in 120 countries, sales goods in more than 150 countries and global annual revenue of over €42 billion and operating profit of €2 billion as of 2010. Nokia Corporation is the world's largest manufacturer of mobile phones: its global device market share was 23% in the second quarter 2011. Nokia has sites for research and development , manufacture and sales in several countries; Nokia had R&D situate in 16 countries and employed 35,870 people in research and development, representing approximately 27% of the group's total workforce . The Nokia Research Center, founded in 1986, is Nokia's industrial research unit consisting of about 500 researchers, engineers and scientists; it has sites in seven countries:Finland , China , India , Kenya , Switzerland , the United Kingdom and the United States . Besides its research centers, in 2001 Nokia founded (and owns) INdT – Nokia Institute of Technology, a R&D institute located in Brazil. Nokia operates a total of 9 manufacturing facilities located at Salo , Finland; Manaus , Brazil; Cluj , Romania; Beijing and Dongguan , China; Komárom , Hungary; Chennai , India; Reynosa , Mexico; and Masan , South Korea. Nokia produced first mass-produced GSM known as Nokia 1101 and produced near 100 different models since 1992. So, Nokia reached being leader of communication industry by produces mobile devices for every major market segment and protocol including GSM, CDMA and UMTS. So, we can understand their strategy from their advertising slogan 'Connecting People'. Nokia is being leader of communication industry with success at producing handset model for everyone. So, Nokia knows it customer and knows what they want from Nokia. Nokia has customer from every type of people including; high-income, lower-income, old and young people, game lovers and businessmen. And Nokia successes to making models that address every type of its clients. So, Nokia sells Nokia 1203 about 18$ for lower income consumer but at same time sells Nokia 8800 Sapphire about 1180$ for rich and l stylish models lovers. Furthermore, Nokia is one of the major corporation that young customers prefer to buying handset because Nokia represents to play games, listen to music and radio, take photo with high definition camera and most important thing is surfing at web. Nokia makes many models which started to produce with Nokia 5510 and after that produce N7650, Nokia N-Gage and N series for young customers. And businessmen and corporations are major customers of Nokia products because Nokia represents E-series which customers can send and receive e-mail, organize documents with office tools and effective calendar using. So Nokia is the one of the major corporation that sells mobile phone to businessmen and companies....
References: 17. Linzmayer, Ronald W. (1999). Apple Confidential: The Real Story of Apple Computer, Inc
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