Marketing Case Study of Nokia
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
The 4 Ps marketing model is wieldy considered as a typical framework in practice to understand Marketing Mix. Although practically, Marketing Mix and 4 Ps are often used as synonyms, in fact they are not necessarily being the same thing (Shahhosseini and Ardahaey, 2011). Marketing Mix is not a scientific theory but a conceptual framework. 4 Ps model is just one of those Marketing Mix list that developed over years (Shahhosseini and Ardahaey, 2011).
It is claimed that Borden in 1965 first used the term “Marketing Mix” to indicate an executive is “a mixer of ingredients” like a baker mixing cake (Chai, 2009) which means marketing manager can control variables to influence a brand’s sales or market share (Shahhosseini and Ardahaey, 2011). Originally, the Marketing Mix concept described by Borden contents 12 elements namely: Product planning, Pricing, Branding, Channels of distribution/place, Personal selling, Promotions, Advertising, Packaging, Display, Servicing, Physical handling, and Fact-finding and analysis. All the elements are used to formulating a specific market program. In 1964, McCarthy simplified those elements into four key groups, namely Product, Price, Promotion and Place (Zineldin and Philipson, 2007; Kotler
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
The 4 Ps marketing model is wieldy considered as a typical framework in practice to understand Marketing Mix. Although practically, Marketing Mix and 4 Ps are often used as synonyms, in fact they are not necessarily being the same thing (Shahhosseini and Ardahaey, 2011). Marketing Mix is not a scientific theory but a conceptual framework. 4 Ps model is just one of those Marketing Mix list that developed over years (Shahhosseini and Ardahaey, 2011).
It is claimed that Borden in 1965 first used the term “Marketing Mix” to indicate an executive is “a mixer of ingredients” like a baker mixing cake (Chai, 2009) which means marketing manager can control variables to influence a brand’s sales or market share (Shahhosseini and Ardahaey, 2011). Originally, the Marketing Mix concept described by Borden contents 12 elements namely: Product planning, Pricing, Branding, Channels of distribution/place, Personal selling, Promotions, Advertising, Packaging, Display, Servicing, Physical handling, and Fact-finding and analysis. All the elements are used to formulating a specific market program. In 1964, McCarthy simplified those elements into four key groups, namely Product, Price, Promotion and Place (Zineldin and Philipson, 2007; Kotler
References: Chang, H. C. and Horng, D. J. 2010. The High-Quality Low-Price Strategy in Penetrating Emerging Market: A Case of Nokia’s Business Strategy in China Chai, L. G. 2009. A review of marketing mix: 4Ps or more? International Journal of Marketing Studies, 1 (1), pp. 2-15. [On-line]. ABI/INFORM Global. Available from: http://search.proquest.com [Accessed on 20 December 2012]. Dobbs, M. E. 2012. Porter 's five forces in practice: Templates for firm and case analysis. Competition Forum, 10 (1), pp. 22-33. [On-line]. ABI/INFORM Global. Available from: http://search.proquest.com [Accessed on 20 December 2012]. Fu, X.J. 2009. Review of the Marketing Mix of Nokia in China MSc Degree in Economics. China Dongbei University of Finance and Economics. [On-line]. scholar.google.com. Available from: http://scholar.google.com [Accessed on 20 December 2012]. Kotler, P. and Keller, K. L. 2006. Marketing management. 12th ed. Upper Saddle River, N.J: Pearson Education. Kotler, P., Keller, K. L. and Lu. Taihong. 2009. Marketing management in china. Singapore: Pearson Education. Kotler, P. and Keller, K. L. 2012. A framework for marketing management. 5th ed. Harlow: Pearson Education. Palmer, A. 2009. Introduction to marketing: Theory and practice. 2nd ed. Oxford: Oxford University Press. Helms, M. M. and Nixon, J. 2010. Exploring SWOT analysis - where are we now? Journal of Strategy and Management, 3 (3), pp. 215-251. [On-line]. ABI/INFORM Global. Available from: http://search.proquest.com [Accessed on 20 December 2012]. ZDC (Online Survey Center of ZOL). 2012. Report of Chinese Mobile Communication Marke. [On-line]. ZDC. Available from: http://zdc.zol.com.cn/ [Accessed on 20 December 2012].