marketing opportunities report

7/25/2019 Marketing Opportunities Report

1/15

0

tefan Hubenov508191

Marketing

Opportuniti

esReport on Nokia

Corporations Marketing

Opportunities


2/15

[MARKETING OPPORTUNITIES]Stefan Hubenov 1508191

Executive summary

Nokia Corporation is a Finnish u!tinationa! "ouni"ations an#

inforation te"hno!og$ "opan$% foun#e# in 18&5' Nokia is

hea#(uartere# in )spoo% *usiaa% in the greater He!sinki etropo!itan

area' +n ,01-% Nokia ep!o$e# &1%&5& peop!e a"ross 1,0 "ountries% #i#

business in ore than 150 "ountries an# reporte# annua! revenues of

aroun# .1,'/ bi!!ion' Nokia is a pub!i" !iite#!iabi!it$ "opan$ !iste# on

the He!sinki Sto"k )2"hange an# Ne3 4ork Sto"k )2"hange' +t is the

3or!#s ,/-th!argest "opan$ easure# b$ ,01 revenues a""or#ing to

the Fortune 6!oba! 500' 7he "opan$ is a "oponent of the )uro Sto22 50

sto"k arket in#e2'

7he "opan$ has ha# various in#ustries in its 150$ear histor$%

origina!!$ foun#e# as a pu!p i!!% an# "urrent!$ fo"uses on !arges"a!e

te!e"ouni"ations infrastru"tures% an# te"hno!og$ #eve!opent an#

!i"ensing' Nokia is a!so a aor "ontributor to the obi!e te!ephon$

in#ustr$% having assiste# in #eve!opent of the 6SM an# 7) stan#ar#s%

an# 3as% for a perio#% the !argest ven#or of obi!e phones in the 3or!#'

Nokias #oinan"e a!so e2ten#e# into the sartphone in#ustr$ through its

S$bian p!atfor% but 3as soon oversha#o3e# b$ "opetitors'

Sin"e the sa!e of its obi!e phone business% Nokia began to fo"usore e2tensive!$ on its te!e"ouni"ations infrastru"ture business%

arke# b$ the #ivestiture of its Here Maps #ivision% its fora$ in virtua!

rea!it$% an# the a"(uisitions of Fren"h te!e"ouni"ations "opan$

:!"ate!u"ent an# #igita! hea!th aker ;ithings in ,01&'

Now it is time for comeac!"

:fter i#entif$ing an# eva!uating ne3 arketing opportunities for

Nokia Corporation 3e are presenting $ou 3ith this report'

1

Nokia Corporation


3/15


Ta#e of co$te$t

Pa%e

I. New opportunities 3II. Identifying the new opportunities

5a. Potential new markets

5b. Marketing approaches 5III. Evaluation 7a. SWOT Analysis 7b. PEST Analysis

8c. Financials & RO 9IV. Promoting

9

V. hanges in operations and resour!es

"#VI. on!lusion "$VII. %eferen!es&'ppendi(

"$

,

Nokia Corporation


4/15


I. New opportunities

+f 3e 3ant to take a !ook into the ne3 opportunities that stan#

in front of Nokia Corporation 3e have to #ive into ke$ points that are

re!ate# to ea"h "opan$s #eve!opent an# su""ess su"h aserent segents of the arket 3e "an !o"a!i?e the

best opportunities that 3e "an set our attention'a. Potential new mar)ets

Having te"hno!ogies 3ith proven (ua!it$ the$ "an pro"ure

parts for other obi!e phones% !aptops% an# a!! kin# of e!e"troni"

#evi"es'North 3estern )uropean "ountries have been prooting

bi"$"!es as a 3a$ of transport for soe tie no3' Nokia "ou!#

he!p bui!# up better net3ork for this initiative throughout 3ho!e

)urope% an# !ater D the 3or!#' Creating ap routes% navigations%

bi"$"!e "hargers an# tra"king #evi"es so $our bike "ou!# be safe

3hen $ou !eave it% $ou 3ou!#nt get !ost an# $ou 3ou!# a!3a$s

get the right route% kno3 the 3eather fore"ast% et"ENokia "ou!# #ire"t these!ves into a!ternative 3a$s of

e!e"tri"it$ pro#u"tion'*. ar)eting approa!hes/

I$creasi$% mar!et s&areCoing ba"k 3ith a fresh start into the obi!e phones

arket "an be risk$ but no3 3hen Sasung an# :pp!e are

"op$ing ea"h other an# not a"tua!!$ presenting soething

innovative% Nokia "an n# a gap an# "oe up 3ith ne3 series

of phones in a!! pri"e ranges D ust !ike the$ a!3a$s #i#' Or ust

one phone that "ou!# have the benets of both Sasung an#

iBhone but that 3ou!# a!so possess the #istinguishab!e Nokia

#urabi!it$% a""ura"$% sharpness% (ua!it$ of "aera an#

ateria!s'

'eve#o(i$% $ew mar!etsNokias portfo!io of pro#u"ts an# servi"es is vast!$

#iverse 3hi"h "an easi!$ be use# to target ne3 arkets 3ith

5

Nokia Corporation


7/15


as !itt!e as possib!e a#ustent of the pro#u"ts' 7he$ "an turn

to governent or nongovernent proe"ts an# organisations

for bui!#ing up an# sustaining "ouni"ations in thir# 3or!#"ountries'

'eve#o(i$% $ew (ro)ucts7hroughout histor$ Nokia has been "reating an#

pro#u"ing variet$ of pro#u"ts an# there is no reason 3h$ in

the 3or!# of high te"hno!og$ that 3e !ive the$ "ou!# not be

ab!e to "oe up 3ith soething ne3' 7he$ have been

pro#u"ing ga!oshes% toi!et paper% e!e"tri"it$ an# e!e"troni"s%

"ar t$res% "ab!esG the$ have been into forestr$ as 3e!!';ith stateoftheart navigation s$stes an# pro"essors the$

"an easi!$ penetrate the spa"e progras of an$ nation as the$

have a!rea#$ been invo!ve# in i!itar$ proe"ts'7he$ ha# an attept in !aptop pro#u"tion 3hi"h #i# not

resu!t in great su""ess ho3ever 3ith the $ears that have

passe# an# the ne3 un#erstan#ing of the arket #ean#s

the$ "an "oe up 3ith high!$ "opetitive h$bri# !aptop

tab!etI pro#u"t that "ou!# !aun"h the ahea# of the ain

"opetitors in the se"tor'

'iversi*catio$

;ith the kno3!e#ge an# resear"hes in various spheres

of #igita! #ata transfer% storage an# pro"essing the$ "ou!#

easi!$ "o!!aborate 3ith anufa"turers of ne e#i"a!

e(uipent in or#er to "ontribute to hea!thre!ate# resear"hes

in the area of "an"er% b!oo#% brain stu#ies% et"E

:fter proper resear"h an# ana!$sis 3e be!ieve that the

t3o opportunities that #eserve our attention are the

#eve!oping of ne3 sart phone 3ith ne3 operationa! s$ste

an# "o!!aboration 3ith a kit"hen app!ian"es anufa"turer in

or#er to integrate the ne3 sart s$ste into fri#ges% ovens%

air"on#itioners% et"'

&

Nokia Corporation


8/15


/

Nokia Corporation


9/15


III. Evaluationa 012 analysis Stre$%t&s

Nokia has a!3a$s been kno3n to "reate #urab!e an#

innovative #evi"es as the$ 3ere the rst to intro#u"e an$

things in the e!# of obi!e #evi"es' +ntro#u"ing ne3

sartphone 3ith their o3n operating s$ste "ou!# be a b!ast'

7here are sti!! an$ peop!e 3ho re"ogni?e the bran# an# are

!o$a! to it' 7he$ "an give the 3or!# soething !ean% #urab!e%

Je2ib!e% intuitive% an# innovative be"ause in the tie the$

3ere absent% the$ #eve!ope# net3ork an# "aera so!utions' +ea!$esses

Coing up 3ith ne3 pro#u"t of this t$pe "an be rea!!$

tri"k$% be"ause no3a#a$s a!! the popu!ar app!i"ations that

provi#e so"ia! net3orking% photo e#iting% "ouni"ation%

organi?ers% usi" p!a$ers% navigation% et"' are pro#u"e# to

suK"e :pp!e an# :n#roi# phones' +ntro#u"ing ne3 phone 3ith

no a"tua! app!i"ations "reate# for it% or at !east s$n"hroni?e#

3ith soe that a!rea#$ e2ist 3i!! be tota! #isaster' :n# Nokia

a#e istake of that kin# before'O((ortu$ities

7here are a!so an$ peop!e 3ho are tire# or #isappointe#

3ith iOS% :n#roi# an# ;in#o3s' 7he rst t3o have "oe to a

p!a"e 3here their pro#u"ts are so u"h a!ike that "an easi!$

be #ethrone# 3ith soething ne3 that has strong histor$'

7he$ "an use a!! that the$ have !earne# so far fro their ups

an# #o3ns' 7he$ have p!ent$ of tie to #o a proper resear"h

on the arket to see 3hat are the tren#s% an# na!!$ D the$

"an ust "hose one parti"u!ar target arket instea# of ghting

for pie"e of the @big pieL' T&reats

7he ass "onsuer 3ants on!$ 3hat is popu!ar' Having so

strong "opetition in the e$es of :pp!e% Sasung% Son$% H7C

an# a!! other bran#s that use sii!ar p!atfors an# phone

8

Nokia Corporation


10/15


st$!es "an be tough an# it "an even en# up in !oss instea# of

prots' 6aining popu!arit$ again an# estab!ishing a position in

the arket "an take tie an# it is tri"k$'

* PE0 analysis

Po#itica#

Ne3 phones "oe up ever$ #a$' 7he arket for obi!e

phones is a>e"te# b$ po!iti"s as far as there is soe p!a"e for

!obb$is an#or prob!es on a po!iti"a! !eve! !ike the F=+ vs'

:pp!e "ase in the *S' 7his "an turn the attention to a

parti"u!ar anufa"turer an# raise or !o3er its prots' Ho3ever

peop!e "an start asking (uestions if their inforation an# #ata

are se"ure#' :n# that is ho3 a!! anufa"turers 3i!! be

a>e"te#'

Eco$omica#

Benetrating the obi!e phone arket Nokia shou!#

"onsi#er o>ering #evi"e for ea"h "!ass of peop!e or ust one

"!ass of peop!e' Spen#ing an$ resour"es on #eve!oping aphone that is too "heap ight have the opposite e>e"t an#

vi"e versa' So far the$ have pro#u"e# phones in ea"h

segent D re!ative!$ "heap% e#iu pri"e# an# highen# "!ass

phones' +f the$ #e"i#e to rise up again o the )uropean an#

:eri"an:ustra!ia arkets the$ shou!# keep in in# the

state of )urope 3ith a!! the "urrent prob!es that are

o""urring there' )"onoies in the States an# :ustra!ia havebeen re!ative!$ stab!e in the past fe3 $ears 3ith a "ertain

per"entage of gro3th' )urope ho3ever has a bit of strugg!e

an# there are sti!! regions that are poor "opare# to the

3estern e"onoies' Socia#

)ver$one has a obi!e phone no3' Soe peop!e have ore

than one D for persona! use an# for 3ork' Separating the

persona! fro 3orking !ife is iportant' 7he ne3 Nokia #evi"e

9

Nokia Corporation


11/15


"an "on"entrate on this as 3e!!' :n# a$be tr$ing to get

peop!e out of their #igita! she!!s "ou!# be interesting' =eing

provo"ative an# setting ne3 tren#s is 3hat the$ a!3a$s havebeen #oing' +t is a!! about @Conne"ting Beop!eA an# so"ia!ising' Tec&$o#o%ica#

Nokia has the te"hno!ogi"a! a#van"e to "reate soething

that "an "hange the arket surfa"e' 7he$ are "onstant!$

#eve!oping ne3 net3orking so!utions an# are up to #ate 3ith

te"hno!ogi"a! progress' Man$ other bran#s an# pro#u"ers

have a#opte# soe of their a""op!ishents'

E$viro$me$ta#7he ne3 #evi"e "an be abso!ute!$ environenta!!$ frien#!$'

7he$ "an "apaign b$ taking o!# phones for re"$"!ing an#

giving #is"ounts for peop!e 3ho are 3i!!ing to bring their o!#

phones to be re"$"!e#' 7he ne3 phone "an be a#e fro

re"$"!ab!e ateria!s' 7he$ "an even tr$ to a## an a!ternative

3a$ of "hargers' 7his 3a$ the$ 3i!! ans3er the so"ia! fear of

the g!oba! 3aring an# po!!ution'

! 4inan!ial and %2I

Marketing

opportunit$Cost

)2pe"te#

returnRisk ROI ,-.

aun"hing ne3

sartphone #evi"e

3ith o3n operating

s$ste

/0"1

mi##io$

/023

mi##io$/40 mi##io$

,,023 mi##io$ 5 0"1

mi##io$. 6 023

mi##io$.7833 9

::-

aun"hing sart

fri#ge% oven%

3ashing a"hine%

#r$er% an# air

"on#itioner

s$stes

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mi##io$

/8;3

mi##io$/80 mi##io$

,,8;3 mi##io$ 5 ;"0

mi##io$. 6 8;3

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:1-

IV. Promoting

7he prootion 3i!! be the ain prob!e 3ith the ne3

pro#u"t' Nokia has to ake it popu!ar' 7he$ have to ake

peop!e 3ant it'

:#vertising it as e"ofrien#!$ is one of the starts'10

Nokia Corporation


12/15


6enerating interest b$ intro#u"ing a!! the variet$ of

app!i"ations that peop!e 3ou!#nt iss if the$ "hose the

pro#u"t

)phasi?ing on the #urabi!it$ an# (ua!it$ of the pro#u"tD eta! parts% goo# "aera% fast pro"essor% et"'

:#vertising the ne3 operating s$ste D sho3ing ho3

intuitive it is% "reating opportunities to s$n"hroni?e it

3ith other #evi"es% ai!s% "ars E

7he prootion a"tivities that Nokia "an use in or#er to

in"u!"ate their ne3 pro#u"ts an# s$stes a$ var$ fro

e#ia a#vertiseents to #is"ount #ea!s o>ere# b$ "hoosing

other servi"es the$ provi#e'7he on!ine an# 7 a#vertiseent is sti!! the ain

resour"e of a arketing the arketing "apaigns' 7he ain

per"entage of the popu!ation in 3estern "ountries% 3hi"h are

Nokias target arket% has a""ess to internet or te!evision

signa!' 7hrough this etho# of a#vertising the$ "an organise

an# invite peop!e to their other prootiona! a"tivities D !ike

free testing of the ne3 #evi"es% enro!ent in pri?e #ra3s an#

et"'

Openair 3orking shops for "hi!#ren using the ne3

te"hno!ogies an# presentation to tea"h ki#s about the benets

of re"$"!ing an# 3hat the "opan$ invo!veent regar#ing to

the issue' :t this 3orkshop the$ "an initiate a re"$"!ing gae

3ith a pri?e of ne3 phone or soe kit"hen3are'

V. hanges in operations and resour!es

+n or#er to eva!uate the viabi!it$ of the "hosen

opportunities 3e have to i#entif$ a!! nee#e# resour"es an#operations to e2e"ute the opportunities p!an'

New smart (&o$e )evice

Nokia 6roups fa"tories an# pro#u"tion sites are a!!

e(uippe# 3ith ever$thing nee#e# to put together a obi!e

#evi"e' 7he$ have !ong histor$ of obi!e phone pro#u"tion'

For the pro#u"tion of the ne3 #evi"e ho3ever the$ 3i!! nee#

ne3 an# 3e!!traine# sta>' Having the ph$si"a! resour"es is

not ever$thing that is re(uire# to ake this opportunit$ 3ork'

11

Nokia Corporation


13/15


Serious atter is the #eve!opent of $ew o(eratio$a#

systemfor the #evi"e' Nokia has to "oe up 3ith the i#ea%

vision% fun"tiona!it$ an# "onsuer appea! for the s$ste' :fter

that the$ 3i!! have to #e"i#e if the$ 3i!! outsource t&e)eve#o(me$t to someo$e e!se or the$ 3i!! &ire

(ro%rammers to )eve#o( it for t&em' Ho3ever that hi#es

a !ot of risks as !i"ensing% antivirus prote"tion% a!! other kin#s

of se"urit$ brea"h' +t is eas$ to sa$ that this 3i!! be the most

ex(e$sive (artof the opportunit$ ip!eentation'

7he ne2t iportant thing is to ma$ufacture t&e (arts

for the ne3 #evi"e interna!!$ t&rou%& recyc#i$% o#) (&o$es'

For this the$ 3i!! nee# to ui#) recyc#i$% statio$a#oine# to

one of their fa"tories'

For the rest the$ have the huan an# ateria!

resour"es' T&e sta< wi## &ave to %o t&rou%& refres&i$%

courses' :!! the rest nee#e# to asseb!e a obi!e #evi"e

the$ have an#or 3i!! take rea#$ be"ause the$ #ont

anufa"ture the D #isp!a$s% speakers% "aera !enses an#

atri"es'

I$ t&e e%i$$i$% t&e (ro)uctio$ s&ou#) start wit&

s#ow (ace i$ t&e factory i$ =i$#a$)' On!$ after an# if the

opportunit$ sho3s soe potentia! for outburst the$ "an

outsour"e it to be anufa"ture# in other "ountries% but sti!!

3ith a!! parts "oing fro Fin!an# after the proper

veri"ations'

Smart !itc&e$

On"e the$ have the operationa! s$ste for their ne3

obi!e #evi"e the$ "an easi!$ "reate the "hips an# pro"essors

for the sart kit"hen app!ian"es' Ho3ever obi!e #evi"e an#

p!ate pro#u"tion re(uires sa!!er fa"tories so after the

"hipsets are rea#$ the$ 3i!! be shippe# to the anufa"turers

of kit"hen 3are the$ have #e"i#e# to 3ork 3ith'

7he in"orporation of this part into the fri#ge% oven% air

"on#itioner% et"' 3i!! have to be #one b$ peop!e 3ith the

proper kno3!e#ge' 7his 3i!! be a 3ho!e ne3 se"tor in the

pro#u"tion of the hosting organi?ation' Nokia 3i!! provi#e the

sta> an# the training so the sart app!ian"es "an "oe true'7he #evi"es 3i!! use internet "onne"tivit$ that a!rea#$ e2ists in

1,

Nokia Corporation


14/15


the hoes of the "ustoers' 7he$ 3i!! use the operation

s$ste !ike the obi!e #evi"e so the$ "an s$n"hronise 3ith it

an# be easi!$ to "ontro!'

7hat opportunit$ re(uires ne3 an# traine# sta> that 3i!!

be fai!iar 3ith both Nokia s$stes an# the hosting

organisations pro#u"ts'

O(eratio$s

Custoers 3i!! have to be "onvin"e# that not on!$ the$

3i!! not !ose an$ of the "oo#ities that their :n#roi# or iOS

phones are o>ering% but the$ 3i!! be ab!e to transfer a!! #ata%

"onta"ts% fun"tiona!it$ to the ne3 #evi"e' 7he ne3 operations$ste shou!# be ab!e to support variet$ of app!i"ations an#

a""ounts that have a!rea#$ been "reate#'

;hen "ustoers are pur"hasing the ne3 pro#u"ts the$

3i!! be a#e a3are for the "o!!aboration bet3een the t3o

bran#s an# a!! the prootions an# a#vantages the$ "an get

b$ using the' =oth bran#s "an o>er to take ba"k o!# kit"hen

app!ian"es an# phones an# give #is"ounts on ne3 ones' 7he$

3i!! have to think of support in ever$ "ountr$ that the pro#u"ts

3i!! be avai!ab!e' 7his is a##itiona! sta> personne! that 3i!!have to be fai!iari?e# 3ith the pro#u"ts features an# ho3 to

repair the' ;ithout an$ support the ne3 pro#u"ts stan# no

"han"e to be"oe popu!ar or even hoe bran#s' 7he sa!es

sta> 3i!! have to be traine# 3ith the pro#u"ts features as

3e!!% an# the prootions an# the @greenA 3a$ of pro#u"tion of

the ne3 pro#u"ts'

VI. on!lusion

Su""essfu! !aun"h of a ne3 sartphone #evi"e 3ou!#

resu!t in taking ba"k a serious pie"e of arket share fro

other bran#s' ;ith this happening Nokia 3i!! reopen a gap in

aking prot' Beop!e are "onstant!$ "hanging their phones to

be 3ith the !atest% fastest% fashionab!e pro#u"ts 3hen it "oes

to persona! phones' +f the$ "hose to pro#u"e the phones in

)urope it 3i!! give the even ore "re#ibi!it$' Not using the

"heap an# unfair !abour of :sian peop!e 3i!! ake goo#

ipression on the o#ern "onsuer that is getting ore an#

ore a3are of the ethi"a! treatent of nature% peop!e% an#ania!s'

1

Nokia Corporation


15/15


: su""essfu! !aun"h of the sart kit"hen e(uipent 3i!!

open a "op!ete!$ ne3 arket in 3hi"h the$ 3ou!# be one of

the rst if not the rst at a!!' :n# the$ #ont nee# to

anufa"ture fri#ges% ovens% et"' the$ ust have to 3ork 3ith3e!!estab!ishe# anufa"turer an# "obine their e>orts'

Nokia has the kno3!e#ge an# resour"e to ake the

har#3are an# the$ have been #eve!oping in this area for ore

than ,0 $ears' No3 the$ have to 3ork on the soft3are an# ust

integrate the together' 7hat 3i!! a!!o3 the to take a

signi"ant part of the arket share an# gain protabi!it$ of

the arket on"e the$ "ontro!!e#'

VII. %eferen!es&'ppendi(

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