Nokia Marketing Plan

Nokia Corporation is the world's largest manufacturer of mobile phones, serving customers in 130 countries. Nokia is divided into four business groups: Mobile Phones, Multimedia, Enterprise Solutions, and Networks. The Mobile Phones group markets wireless voice and data products in consumer and corporate markets. The Multimedia segment sells mobile gaming devices, home satellite systems, and cable television set-top boxes. The Enterprise Solutions group develops wireless systems for use in the corporate sector. Wireless switching and transmission equipment is sold through the company's Networks division. Nokia operates 15 manufacturing facilities in nine countries and maintains research and development facilities in 12 countries.. Originally

To effectively regain entry into the markets and remain competitive, the memo emphasizes on the evolution of Nokia and ensure that innovations are delivered to the market in a timely manner. Collaboration among the staff is

However that in 2007 the market of Nokia Company started to decrease and the reasons for that is the new competitions like IPhone from Apple that introduced smartphones, along with Android by Google, and Samsung. Even though Nokia Company results for 2012 were pre much good by having 101982 workers across 120 countries along with sales in more than 150 countries, and the reports for revenue were around 30€ billion. Nokia was announced to be the second largest world for mobiles phone makers in terms of unit sales after Samsung, with having world wide market share 18.0%. However that Nokia Company for current days has 3.2% in smartphones and they lost 40% of their revenue in mobile phone in Q2 for 2013. Nokia was listed in fortune global 500 to be world’s 274 largest companies for 2013 from revenue sides. So Nokia Company has good products, services, and reputations. Knowing that their products are good and have nice services, yet comparing to others like Samsung and Apple they are weak because those provide an outstanding products and services which consist of smartphones. So Nokia want instead of providing a good services and products to become like their competition and provide an outstanding products and

Software: Nokia, Ericsson, Sony Ericsson, Panasonic, Siemens AG and Samsung came up with jointly owned proprietary Operating System for mobiles that had captured 65% worldwide share with 77.3 million smartphone shipment in 2007.

Although Motorola compares favorably to its industry's five-year average return, that is not the case with its three largest competitors. Nokia has averaged a 16.7% return for the past five years. Qualcomm has averaged a 24.7% return and Ericsson has averaged a 37% return during the same five-year period (Morningstar, 2008).

Apple 's iPhone and handsets running Google 's Android together make up over 95% of sales in the US and China, the world 's two largest smartphone markets, according to Kantar World panel 's latest figures. Windows Phone only has shares above 10% in Mexico and France, according to the company 's figures.

Throughout this essay I will explain why I believe that over time the smartphone market will become much more focused on the platform of which the devices are built around and less focused on the actual hardware of the phones. I will be explaining these points based on my understanding of economics thus far in my studies as well as researching to find points to support my arguments I put forward throughout the essay. The smartphone market is currently being dominated by many firms making this a monopolistic competitive market. The market became very popular in 2007 when Apple who, in August 2015, was recorded with a market share of 13.9% (IDC: Smartphone vendor market share) brought out the iPhone. Apples biggest rival is Samsung and Samsung was recorded with a market share of 21.4% at the same time who currently is the leader of the worldwide market. Google created the Android operating system (OS) in which Samsung currently uses. However, Samsung is not the only firm that uses Android OS as the platform for their smartphones, Google provides the operating system to other firms such as LG, HTC and Motorola.

Nokia’s aggressive strategy to dominate mobile communication cluster would be the main reason how Nokia could become a world leader in the sector among other reasons. Nokia’s passion for mobile communication industry was great enough to give up more than 40% of its revenue in is pre-owned communication industry to concentrate only in mobile communications. Nokia was also lucky enough to see the possibility of mobile communication early enough to predominate the industry and prevent any competition from

Throughout 2007 – 2015 these companies have lost and gained market share. For example, Nokia Corp was the market leader in Germany for the smartphone industry in years 2007 to

The launch of a new smart phone known as iPhone 5 is expected to create expectations and anxiousness to the public. The entire world is talking about the phone. Websites and blogs have been developed just to discuss the new hype. Apple owns the iPhone and the public are all familiar with Apple's orientation for technology and design (Kuh, 2012). On the other hand, while the product might be peculiar, the market will always find some negative things and flaws about the product. As much iPhone has been viewed as a sophisticated product, there have been various challenges and the company developed tactics to address these problems. Apple must create a way to enhance the value of the iPhone so that customers may feel satisfied, be willing, and continue to buy the product. The only pressing problem is the iPhone's network provider, network availability, and network agreement between users. This report has focused on key areas of strengthening the product so that it may be acceptable in the new market. The release of the new iPhone has generated significant debates becoming a topic for discussion across world populations. Websites, special forums, and blogs had been designated to discuss this new smart phone (McDonald, 2011).

The author would like to acknowledge the valuable assistance of University of Texas at Dallas in the preparation of this manuscript, in particular the assistance of Professor Lee from the Management Department. The author is grateful to Professor Lee for offering positive feedback and suggestions for improvement during the entire process of writing this paper.

| High- There are relatively large number of competing firms such as Samsung, LG, Motorola, etc., but the latest market data from analyst firm Canalys estimates that Apple took 28% share of US smart phone market in 4th quarter of 2007.

Looking to the market we have companies like: Samsung, Apple, Nokia, HTC, Blackberry, Motorola (bought by Lenovo), LG, Huawei , etc. The market share is split as the following:

In 2011, Nokia joined with Microsoft to strengthen its position in the highly competitive smartphone market. Nokia adopted the Windows Phone OS for smart devices and through their strategic partnership Nokia and Microsoft set about establishing an alternative ecosystem to rival iOS and Android. In 2011, Nokia made number of changes to its operations and company culture in the course of two years lead to shortened product development times, improved product quality and better responsiveness to market demand.

For instance, Nokia Networks recently revealed the programmable 5G architecture infrastructure which is able to adjust automatically radio access and core network resources by meeting the needs of different services (Nokia, 2015). Being innovative in the telecommunication industry means for Nokia competing in a fast developing and booming networking sector, which generates most of the company’s revenue. Chaudhuri (2015) believes, that in Nokia’s case, presence in telecommunication industry is more profitable than mobile handsets manufacturing. This strategy shift may allow the company to win the game by redefining market orientation. To support this example, the author uses the Ericsson case, which illustrates the company's decision to sell its handset business to Sony, after it lost its ability to compete with other manufacturers. Ericsson's focus on mobile networks allowed the company to be