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Details

Event: Marketing Strategies
Institution/College: University of applied sciences, Neuss
Category: Scholary Paper (Seminar)
Year: 2008
Pages: 23
Grade: 1,7
Bibliography: ~ 11  Entries
Language: English
File size: 241 KB
Archive No.: V112926
ISBN (E-book): 978-3-640-12785-6
ISBN (Book): 978-3-640-12813-6

Abstract

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. For most of Nokia’s 140-year history the Finish company was a sprawling conglomerate making toilet paper, rubber boots, wooden flooring, telephone cable, and a bunch of other unrelated products. The firm entered the telecommunication business in the 1960s when it started making radio transmission equipment, and it strengthened its position in that industry during the 1980s when it introduced the first fully digital telephone exchange in Europe and introduced the world’s first mobile car phone; though at 22 pounds the phone wasn’t all that mobile and was marketed mainly as a business tool. Today Nokia is the world leader in mobility, leading the convergence of mobility and the Internet. Nokia now makes a wide range of mobile devices, services and software that enable people to go beyond communications to navigation, music, video and more. Nokia is not only the world leader in mobile phones. They are also the world’s largest camera manufacturer and a leader in digital music with sales in more than 150 countries.

Excerpt (computer-generated)

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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