Nokia

For this project I have been instructed to come up with a marketing

strategy for an existing company/product I have chosen to do Nokia

communications, particularly the mobile phone sector of Nokia's

business. To do this properly I will need to:

* Appropriately identify, collect and use primary and secondary data

that is relevant to the marketing strategy of Nokia.

* Produce a clear analysis of the external influences affecting the

development of a marketing strategy.

* Complete a realistic rationale for the development of a coherent

marketing mix for Nokia communications.

* Show a full understanding of a marketing strategy for Nokia with a

clear understanding of marketing principles.

* Produce a full, well-balanced marketing strategy that reflects

appropriate use of marketing models and tools.

Introducing the product

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Nokia is a communications based company, which focuses on mobile

telephone technology. When mobile phones first became available on the

market the models were very basic with the best technology being SMS

messaging (sending written "text messages" from one phone to another).

Then the next advance in technology was being able to put different

faces on your phone (different style covers for the front and back of

your mobile device) and after that the technological advances have

come thick and fast, with advances such as:

* MMS

* WAP (internet)

* Polyphonic ringtones

* Predictive SMS (where the phone will finish off a word for you if

it can guess what you are typing)

* Camera phones and

* Video recorders

Competition in the market

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With all this technology available in the communications market it is

obvious that Nokia will have lots of competition, they include:

* Sony Ericsson

* Samsung

* Motorola

* Siemens

* Panasonic

* NEG

* Sagem and

* Toplux

With all of these competitors in the market Nokia must keep ahead of

the game by running successful marketing strategies, to do this Nokia

must focus on the principles of marketing. At the moment Nokia are the

world's best selling phone company (see table below which shows market

share). Nokia strengthened its lead as the No. 1 vendor in the market

during 2000 with shipments growing 66 percent over 1999. Some of the

company's success was attributed to a strong second half in 2000 when

59 percent of sales occurred.

1. Nokia 37.2% (34.7% 1Q02)

2. Motorola 17.3% (15.5%)

3. Samsung 9.8% (9.6%)

4. Siemens 8.5% (8.8%)

5. Sony-Ericsson 5.2% (6.4%)

Marketing principles