Analysis of Nokia‘s Corporate, business, and marketing strategies

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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List of figures

  Figure 1: Combined Typology of Business-Level Competitive Strategies  

  Figure 2: The Five Forces  

  Figure 3: SWOT-Analysis of Nokia s Strategies  

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