Marketing Case Study of Nokia

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Seeking Marketing Opportunities in the Contemporary Business Environment Summary: In this paper is amid to review the performance of Nokia in Chinese mobile phone market since 2002. A literature review about marketing research models such as 4 Ps, Porter’s 5 Forces, SWOT analyses is carried out by the author. After that, this paper explained the changes of market environment in last decade with competitor analyses. In addition, the author evaluates the market mix of Nokia. Opinions of how well Nokia did in building a strong brand is presented afterwards. Following the above review and analyses, some recommendations for future marketing strategy are listed at the end of this paper. Literature Review Marketing Mix and 4 Ps Model…show more content…
According to Adrian Palmer (2009), the nature and measurements of these five forces could be concluding as the following: The bargaining power of customer is likely to be high if there are few buyers chasing too many goods, if the buyer purchases in bulk quantities, if the product is not differentiated, if buyer incur low switching cost and if buyers are price sensitive etc. The bargaining power of suppliers is likely to be high when: suppliers are concentrated and well organized; the number of suppliers is small or their services are in short supply; you bearing a high switching cost and you are not an important customer to supplier etc. The intensity of existing competitive rivalry is likely to be high if there are number of small or equal competitors, if customers have low switching costs and if industry is growing etc. The threat of new entrants is likely to be high if capital requirements to start the business are less, if few economies of scale are in place, if customers can easily switch, if your technology is not hard to acquire and if your product is not differentiated etc. The Threat of substitute products is likely to be high when: there are many substitute products available; the quality of competitors’ product is better etc. Argued by Dobbs (2012), lacking of quantitative measurement could make this model lead to misanalysis,
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