Master of Business Administration

(MBA)

Analysis of Nokia`s Corporate, Business, and Marketing Strategies

Module:

Marketing Strategies

Assignment:

No. 1

Author:

Arend Grünewälder

3rd academic semester Summer 2008

Neuss, 23 May 2008

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Executive Summary

"Change means making choices"

Olli-Pekka Kallasvuo, Nokia CEO

Mobility is not just the fastest-growing technology in the history of mankind. With

potentially four billion people being connected by mobile devices by the end of 2009,

and many people having their first internet experience over a mobile device rather than

a PC, mobility is changing people′s lives for the better. This is a huge responsibility and

test for companies in the business. But Nokia′s CEO, Olli-Pekka Kallasvuo, is claiming

that his company has always been good at adapting to both change and challenges.1

This work examines how well the world largest cell phone manufacturer is prepared to

maintain customer′s continuous trust in their company and products; what is their

strategy to continue success while changing.

The works examines in three steps Nokia′s strategy execution: the corporate strategy

level, the business-level strategy, and the marketing strategy level. Finally, the analysis

results are collectively examined in the SWOT-analysis before drawing the conclusion

for which of the various generic competitive strategies Nokia is deploying.

1 About Nokia (2008), p. 3

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Table of Contents

Executive Summary 2

Table of Contents 3

List of abbreviations 5

List of figures 6

1. Introduction 1

1.1 Nokia at a Glance 1

1.2 Components of a Strategy 1

1.3 Three Level of Strategy 2

1.4 Changing Environment Requires New Strategies 2

2. Corporate Strategy 3

2.1 Corporate Vision and Mission 3

2.2 Corporate Objectives 3

3. Business-Level Strategy 4

3.1 Generic Business-Level Competitive Strategies 4

3.2 Five-Forces Model of Competition 5

4. Marketing Strategy 8

4.1 Marketing Strategy and the Marketing Mix 8

4.2 Analysis of Nokia′s Marketing Strategy 8

4.3 Analysis of Nokia′s Marketing Mix 10

5. Analysis of Strategy Components 11

5.1 SWOT-Analysis 11

5.2 Generic Competitive Strategies 12

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6. Conclusions 13

Bibliography 14

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List of abbreviations

CEO ­ Chief Executive Officer

OEM ­ Original Equipment Manufacturer

SBU ­ Strategic Business Units

SWOT ­ Strength, Weaknesses, Opportunities, and Threats

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