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

Seminar Paper , 2008 , 22 Pages , Grade: 1,7

Business economics - Offline Marketing and Online Marketing

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

• Executive Summary
• Table of Contents
• List of abbreviations
• List of figures
• Introduction
  • Nokia at a Glance
  • Components of a Strategy
  • Three Level of Strategy
  • Changing Environment Requires New Strategies
• Corporate Strategy
  • Corporate Vision and Mission
  • Corporate Objectives
• Business-Level Strategy
  • Generic Business-Level Competitive Strategies
  • Five-Forces Model of Competition
• Marketing Strategy
  • Marketing Strategy and the Marketing Mix
  • Analysis of Nokia's Marketing Strategy
  • Analysis of Nokia's Marketing Mix
• Analysis of Strategy Components
  • SWOT-Analysis
  • Generic Competitive Strategies
• Conclusions
• Bibliography

Zielsetzung und Themenschwerpunkte

This work examines Nokia's strategy execution on three levels: corporate strategy, business-level strategy, and marketing strategy. The analysis aims to understand how Nokia, as the world's largest cell phone manufacturer, plans to maintain customer trust and continue its success amidst a changing environment. The analysis culminates in a SWOT analysis to determine which generic competitive strategies Nokia is deploying.

• Nokia's corporate strategy, including its vision, mission, and objectives
• Nokia's business-level strategy, focusing on generic competitive strategies and the Five-Forces Model of Competition
• Nokia's marketing strategy, including its marketing mix and the analysis of its effectiveness
• A SWOT analysis of Nokia's overall strategy
• Identification of the generic competitive strategies Nokia is deploying

Zusammenfassung der Kapitel

The introduction provides an overview of Nokia's position in the mobile technology market and the importance of adapting to a changing environment. It also defines the key components of a strategy and outlines the three levels of strategy that will be examined in the work.

The chapter on corporate strategy delves into Nokia's vision, mission, and objectives. It explores how these elements guide the company's overall direction and decision-making processes.

The chapter on business-level strategy examines the generic competitive strategies that Nokia employs to achieve its goals. It also analyzes the competitive landscape using Porter's Five-Forces Model of Competition.

The chapter on marketing strategy focuses on Nokia's marketing mix and its effectiveness in reaching target audiences. It analyzes the company's marketing strategies and their impact on brand perception and customer loyalty.

The chapter on the analysis of strategy components presents a SWOT analysis of Nokia's overall strategy. It identifies the company's strengths, weaknesses, opportunities, and threats, and analyzes how these factors influence its competitive position.

Schlüsselwörter

The key terms and focus themes of this text include Nokia's corporate strategy, business-level strategy, marketing strategy, SWOT analysis, generic competitive strategies, mobile technology, customer trust, and competitive advantage. The analysis examines how Nokia's strategies contribute to its success in the rapidly evolving mobile technology market.

• College: University of applied sciences, Neuss
• Course: Marketing Strategies
• Grade: 1,7
• Author: Arend Grünewälder (Author)
• Publication Year: 2008
• Pages: 22
• Catalog Number: V112926
• ISBN (eBook): 9783640127856
• ISBN (Book): 9783640128136
• Language: English
• Tags: Analysis, Nokia‘s, Corporate, Marketing, Strategies