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.
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.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- Table of Contents
- 1. Introduction
- 1.1 Nokia at a Glance
- 1.2 Components of a Strategy
- 1.3 Three Levels of Strategy
- 1.4 Changing Environment Requires New Strategies
- 2. Corporate Strategy
- 2.1 Corporate Vision and Mission
- 2.2 Corporate Objectives
- 3. Business-Level Strategy
- 3.1 Generic Business-Level Competitive Strategies
- 3.2 Five-Forces Model of Competition
- 4. Marketing Strategy
- 4.1 Marketing Strategy and the Marketing Mix
- 4.2 Analysis of Nokia's Marketing Strategy
- 4.3 Analysis of Nokia's Marketing Mix
- 5. Analysis of Strategy Components
- 5.1 SWOT-Analysis
- 5.2 Generic Competitive Strategies
- 6. Conclusions
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This work analyzes Nokia's corporate, business, and marketing strategies to determine how the company maintains customer trust and continues its success amidst a changing environment. It examines Nokia's strategic execution across three levels: corporate, business, and marketing.
- Nokia's corporate vision and mission
- Analysis of Nokia's competitive strategies
- Evaluation of Nokia's marketing mix
- Assessment of Nokia's strengths, weaknesses, opportunities, and threats (SWOT analysis)
- Determination of Nokia's generic competitive strategy
Zusammenfassung der Kapitel (Chapter Summaries)
1. Introduction: This introductory chapter provides an overview of Nokia, its position in the mobile phone market, and the fundamental components of a successful business strategy. It establishes the framework for the subsequent analysis by outlining the three levels of strategy (corporate, business, and marketing) and highlighting the importance of adapting to a constantly evolving technological landscape. The chapter emphasizes the significance of Nokia's ability to adapt to change and maintain customer trust in a rapidly growing mobile market.
2. Corporate Strategy: This chapter delves into Nokia's overarching corporate vision and mission, exploring the company's long-term goals and its overall approach to achieving them. It likely examines Nokia's strategic objectives, outlining its key performance indicators and targets. The analysis will likely cover the company's strategic direction and its commitment to innovation and market leadership.
3. Business-Level Strategy: This section analyzes Nokia's competitive strategies within the mobile phone market. It likely explores the competitive landscape using frameworks like Porter's Five Forces model to identify opportunities and threats. The chapter will examine how Nokia positions itself against competitors, focusing on its generic competitive strategy—whether it's cost leadership, differentiation, or a combination thereof. The analysis will likely showcase Nokia's strategic choices concerning market segmentation and target audience.
4. Marketing Strategy: This chapter details Nokia's marketing strategies and their implementation. A thorough examination of Nokia's marketing mix (product, price, place, promotion) is provided, analyzing its effectiveness in reaching target markets and building brand loyalty. The chapter will focus on the specific marketing techniques employed by Nokia and assess their overall impact on the company's market position and profitability.
5. Analysis of Strategy Components: This chapter synthesizes the findings from the previous sections, presenting a comprehensive SWOT analysis of Nokia's overall strategic position. It identifies Nokia's internal strengths and weaknesses, as well as external opportunities and threats. This chapter likely draws conclusions about the effectiveness of Nokia's integrated strategy and offers insights into potential areas for improvement.
Schlüsselwörter (Keywords)
Nokia, corporate strategy, business strategy, marketing strategy, competitive advantage, SWOT analysis, marketing mix, mobile phone industry, competitive landscape, strategic management, innovation, customer trust, market leadership.
Nokia Strategic Analysis: Frequently Asked Questions
What is the purpose of this document?
This document provides a comprehensive preview of a strategic analysis of Nokia's corporate, business, and marketing strategies. It includes a table of contents, objectives and key themes, chapter summaries, and keywords. The analysis aims to understand how Nokia maintains customer trust and achieves success in a dynamic market.
What are the key themes explored in the analysis?
The analysis explores Nokia's corporate vision and mission, its competitive strategies, its marketing mix, a SWOT analysis of its position, and its generic competitive strategy. The core focus is on how Nokia operates at three strategic levels: corporate, business, and marketing.
What topics are covered in each chapter?
Chapter 1 (Introduction): Provides an overview of Nokia, its market position, and the basic components of strategic planning. It emphasizes adaptation to change and maintaining customer trust. Chapter 2 (Corporate Strategy): Examines Nokia's overall vision, mission, long-term goals, and strategic objectives. Chapter 3 (Business-Level Strategy): Analyzes Nokia's competitive strategies within the mobile phone market, using frameworks like Porter's Five Forces. Chapter 4 (Marketing Strategy): Details Nokia's marketing strategies and their effectiveness, focusing on the marketing mix (product, price, place, promotion). Chapter 5 (Analysis of Strategy Components): Synthesizes the previous chapters with a SWOT analysis to identify strengths, weaknesses, opportunities, and threats, evaluating the effectiveness of Nokia's overall strategy.
What is the scope of the Nokia strategy analysis?
The analysis covers Nokia's strategic execution across three levels: corporate, business, and marketing. It examines how these levels interact to contribute to Nokia's overall success and market standing.
What are the key findings or conclusions expected from this analysis?
The analysis aims to determine how Nokia maintains customer trust and achieves continued success. It will likely assess the effectiveness of Nokia’s integrated strategy and identify potential areas for improvement. The SWOT analysis is expected to provide critical insights into the company's strengths and weaknesses in relation to its competitive environment.
What keywords are associated with this Nokia strategic analysis?
Keywords include: Nokia, corporate strategy, business strategy, marketing strategy, competitive advantage, SWOT analysis, marketing mix, mobile phone industry, competitive landscape, strategic management, innovation, customer trust, and market leadership.
What type of audience is this analysis intended for?
The analysis is intended for an academic audience, focusing on the structured and professional analysis of themes related to Nokia's strategic operations.
Where can I find the complete Nokia strategic analysis?
The complete analysis is not included in this preview. This document serves as a summary and overview of the complete work.
- Quote paper
- Arend Grünewälder (Author), 2008, Analysis of Nokia‘s Corporate, business, and marketing strategies, Munich, GRIN Verlag, https://www.grin.com/document/112926