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Mobile Phones offers a global range of highly competitive mobile phones for
large consumer segments, and develops mobile phones for all major
standards and customer segments in over 130 countries. It is responsible for
Nokia's core mobile phones business, based mainly on WCDMA, GSM,
CDMA and TDMA technologies. Mobile Phones focuses on bringing
feature-rich, segmented mobile phones to the global market.
Historically, the thinking was: a good product will sell itself. However there
are no bad products anymore in today's highly competitive markets. Plus
there are many laws giving customers the right to send back products that
he perceives as bad. Therefore the question on product has become: does
the organization create what its intended customers want? Define the
characteristics of your product or service that meets the needs of your
customers.
Functionality:
• Quality
• Appearance
• Packaging
• Brand
• Service
• Support
• Warranty
Some of the Products that Nokia offers to
Customers are:
Nokia 8800
- Nine new GSM models, including the Nokia 6280, our first mid-range
WCDMA/3G phone.
- Four new CDMA models, growing our mid-range offering in CDMA.
- Premium category devices: the Nokia 8800 and Nokia 8801 stainless
steel slide phones.
- The Nokia 6270 slide phone: one of two new models with 2 mega
pixel cameras.
- The Nokia 5140i camera phone: Nokia's first mobile device to comply
with upcoming EU environmental legislation.
- Two entry-level mobile phones, the Nokia 1110 and Nokia 1600, each
offering technological features designed to reduce the total cost of
ownership for users.
Price:
How much are the intended customers willing to pay? Here we decide on
a pricing strategy - do not let it just happen! Even if you decide not to ask
(enough) money for a product or service, you must realize that this is a
conscious decision and forms part of the pricing strategy. Although
competing on price is as old as mankind, the consumer is often still
sensitive for price discounts and special offers. Price has also an irrational
side: something that is expensive must be good. Permanently competing
on price is for many companies not a very sensible approach.
List Price:
• Discounts
• Financing
• Leasing Options
• Allowances.
Place
Available at the right place, at the right time, in the right quantities? Some
of the recent major changes in business have come about by changing
Place. Think of the Internet and mobile telephones
Locations:
• Logistics
• Channel members
• Channel Motivation
• Market Coverage
• Service Levels
• Internet
• Accessibility
Promotion
How are the chosen target groups informed or educated about the
organization and its products? This includes all the weapons in the
marketing armory - advertising, selling, sales promotions, Public
Relations, etc. While the other three P's have lost much of their meanings
in today's markets, Promotion has become the most important P to focus
on.
Advertising:
• Front Line Service
• Public Relations
• Message
• Direct Sales
• Sales
• Media
• Budget
People
All people directly or indirectly involved in the consumption of a service are an
important part of the extended marketing mix. Knowledge Workers, Employees,
Management and other Consumers often add significant value to the total product
or service offering.
Process
Procedure, mechanisms and flow of activities by which services are consumed
(customer management processes) are an essential element of the marketing
strategy.
Nokia has rapidly moved from functionally oriented organisation to a
business process oriented mode, and our information systems have not
followed the change as fast as they should. To fill the gap, IM organisation
must learn and implement working methods which enable the creation of
business process oriented information systems. To satisfy these business
needs, Nokia has introduced a new development approach for information
systems development. These processes have been created and tested during
the SPI.
The technical target environment for the SPI included a R/3 based
standard package as the baseline project environment, a CASE tool to
support the IM Process and an intranet environment where the results were
shared.
Pay Exercised
Weakness:
Nokia has many strengths and some weakness. Some of the
weakness includes the price of the product offered by the company.
Some of the products are not user friendly. Not concern about the lower
class f the society people. Not targeting promotion toward them. The
price of the product is the main issue. The service centers in India are
very few and scare. So after sales service is not good.
Opportunity:
Nokia has ample of opportunity to expand its business. With the
wide range in products, features and different price range for different
people, it has an advantage over the competitors around. With the
opportunity like ‘Telecom penetration in India’ being at the peak time,
Nokia has an opportunity to increase its sales as well as the market share.
As the standard of living in India has increased the purchasing power of
the people as increased as well, so Nokia has to target right customer at
right time to gain the most out of the situation.
Threats:
Nokia has many threats to tackle to maintain its position as market
leader. The threats like emerging of other mobile companies in the
market. The companies like Motorola, Sony Eriksson, Cingular (U.S)
etc. these companies have come to the stand of tough competition with
Nokia in the field of Mobile Phones. Threats can be like providing cheap
phones, new features, new style and type, good after sales service etc.
So, Nokia has to keep in mind the growing competition around. Nokia
has to make strategies to tackle problems in the present and the near
future. The growing demand of WLL network can cause drop in sales for
Nokia, as Nokia provides many less CDMA phones to the customer.
Index
1. About the Company
2. Nokia in the region of Asia- Pacific
3. Company’s Profile
4. Product
5. Products that Nokia offers
6. New Products & Operating Highlights
7. Price
8. Price of Some Most Selling Mobile Phones
9. Place
10.Promotion
11.People
12.Process
13.Pay Package
14.SWOT Analysis
Thakur College of Science & Commerce
BMS Department