Nokia Marketing Report
Marketing Management
Law
Group Assessment
Nokia’s Australia
Strategic
Marketing Success Report
Fleur Brennet
Jennifer Massey
Joel Saaghy
Oliver Thomson
Massimo Trevisan
Page 1 of 29
1020562
1022083
1022431
1021274
1022648
Executive Summary
Nokia is one of the world’s most renowned mobile communications device manufacturers and former market leader. Recent years however have found Nokia struggling in the industry, haemorrhaging both profits and market share. Presently,
Nokia has partnered with Microsoft to differentiate its product and deliver a new and fresh experience to consumers through its Lumia range.
Analysis has revealed that Nokia’s formerly dominant position in the market has grossly dissolved to a 5% share; due to the influx of new competitive firms, Nokia’s inertia and lack of innovation in the industry. Despite reactive efforts to contest the market,
Nokia’s target market lost faith in the brand and consumers became disloyal, complicated and more demanding in their expectations. This caused them to change loyalties to different brands. Nokia have been ill-prepared to deal with the strong competitive pressure from new market entrants and leaders.
The emergence of the smartphone and the increasing use of touchscreen technology has seen Nokia fall well behind in the industry. Nokia 's success was primarily based on the quality, durability and reliability of their products, where many smartphones today are fragile and delicate. Nokia now has the opportunity to focus on reinvigorating this competitive advantage. Targeting those who have experienced Nokia 's quality and reconnecting with their lost consumers through emotional attachment and genuine products is the premise in Nokia’s new strategy.
The new strategy will seek to evoke different consumer emotions and gain a higher standing in consumers perception of mobile phone brands. Marketing spending will be increased to instigate the target market. The
Law
Group Assessment
Nokia’s Australia
Strategic
Marketing Success Report
Fleur Brennet
Jennifer Massey
Joel Saaghy
Oliver Thomson
Massimo Trevisan
Page 1 of 29
1020562
1022083
1022431
1021274
1022648
Executive Summary
Nokia is one of the world’s most renowned mobile communications device manufacturers and former market leader. Recent years however have found Nokia struggling in the industry, haemorrhaging both profits and market share. Presently,
Nokia has partnered with Microsoft to differentiate its product and deliver a new and fresh experience to consumers through its Lumia range.
Analysis has revealed that Nokia’s formerly dominant position in the market has grossly dissolved to a 5% share; due to the influx of new competitive firms, Nokia’s inertia and lack of innovation in the industry. Despite reactive efforts to contest the market,
Nokia’s target market lost faith in the brand and consumers became disloyal, complicated and more demanding in their expectations. This caused them to change loyalties to different brands. Nokia have been ill-prepared to deal with the strong competitive pressure from new market entrants and leaders.
The emergence of the smartphone and the increasing use of touchscreen technology has seen Nokia fall well behind in the industry. Nokia 's success was primarily based on the quality, durability and reliability of their products, where many smartphones today are fragile and delicate. Nokia now has the opportunity to focus on reinvigorating this competitive advantage. Targeting those who have experienced Nokia 's quality and reconnecting with their lost consumers through emotional attachment and genuine products is the premise in Nokia’s new strategy.
The new strategy will seek to evoke different consumer emotions and gain a higher standing in consumers perception of mobile phone brands. Marketing spending will be increased to instigate the target market. The
References: Ahonen, T.T. (February 13, 2013). Final Q4 Numbers and Full Year 2012 Stats for Smartphone Market Shares: Top 10 Manufacturers, Top OS Platforms, Top Installed Bases. Retrieved July 19, 2013. From http://communitiesdominate.blogs.com/brands/2013/02/final- q4-numbersand-full-year-2012-stats-for-smartphone-market-shares-top-10-manufacturerstop-os-p.html Alan, J Phone 8 launch Received July 17, 2013 from http://www.phonearena.com/news/Financial-Times-Nokia-looking-at-new-marketingstrategy-before-Windows-Phone-8-launch_id32531 Australian Bureau of Statistics. (2013). Australia Social Trends. . Retrieved June 14, 2013, from http://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/4102.0Main+Features Australian Department of Broadband, Communications and the Digital Economy. (January 31, 2013) Retrieved July 19, 2013. From http://www.budde.com.au/Research/Australia-MobileCommunications-Statistics-and-Forecasts.html#sthash.y0N0oRP8.dpuf Chitty, W Datamonitor. (2011). HTC corporation. Retrieved July 17, 2013, from http://cibcasestudy.com/downloads/Profile_HTC.pdf De Salvia, N July 17, 2013 from http://www.slideshare.net/tintin_111/nokia-innovation Engadget (2013) HTC. (2013). 2012 HTC annual report. Retrieved July 17, 2013, from http://media.corporateir.net/media_files/IROL/14/148697/2012%20H Page 24 of 29 Internet Marketing Channels (2013) Internet Marketing Channels Retrieved July 22 from Nokia’s Smartphone Market Retrieved July 17, 2013 from http://www.slideshare.net/merragun/nokia-strategy-3763661 Munday, P (2013) Nokia Marketing Objectives Retrieved July 17 from http://www.marketingprofs.com/ea/qst_question.asp?qstid Nokia (2013) About Us, Our Company Retrieved July 17, 2013 from http://www.nokia.com/global/about-nokia/about-us/the-nokia-story/ Nokia (2013). Concept Art Nokia Ads – iBroke, Think Different. Retrieved June 19 from http://wp.pandaapp.com/news/05292013/concept_art_nokia_ads_ibroke_think_differe O’Reilly, L. (2013) Financial Times: Nokia looking at new marketing strategy before Windows Phone 8 launch Retrieved July 17, 2013 from http://www.marketingweek 19, 2013 from http://www.reuters.com/article/2012/06/15/us-nokia-restructuring-jobsidUSBRE85D09K20120615 Woods, B