Nokia's Pricing Strategy
Supervisor: Livia Marian Department of Business Administration Examination number: 402966 Number of Characters: 55.272
Is Nokia’s performance in the Smartphone market affected negatively by marketing strategy decisions? Analysis of marketing strategy choice and implementation for Nokia Lumia in Europe
Aarhus School of Business and Social Sciences April 2013
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Table of Contents Abstract.................................................................................................................................4 1. Introduction....................................................................................................................6 1.1 Problem statement .............................................................................................................7 1.2 Scope/Delimitations...........................................................................................................8 1.3 Terminology ..........................................................................................................................8 1.4 Methodology..........................................................................................................................9 2. Nokia’s Mission and Vision ........................................................................................9 3. Internal analysis......................................................................................................... 11 3.1 Overview of Nokia ............................................................................................................ 11 3.2 Marketing mix.................................................................................................................... 11 3.2.1 Product
Is Nokia’s performance in the Smartphone market affected negatively by marketing strategy decisions? Analysis of marketing strategy choice and implementation for Nokia Lumia in Europe
Aarhus School of Business and Social Sciences April 2013
2 of 34
Table of Contents Abstract.................................................................................................................................4 1. Introduction....................................................................................................................6 1.1 Problem statement .............................................................................................................7 1.2 Scope/Delimitations...........................................................................................................8 1.3 Terminology ..........................................................................................................................8 1.4 Methodology..........................................................................................................................9 2. Nokia’s Mission and Vision ........................................................................................9 3. Internal analysis......................................................................................................... 11 3.1 Overview of Nokia ............................................................................................................ 11 3.2 Marketing mix.................................................................................................................... 11 3.2.1 Product