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 2 of 34 Table of Contents Abstract
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has introduced Smartphone using the Symbian Operating System (OS) into the market in 2001. The Symbian OS is designed specifically for the requirements of advanced 3G mobile phones. Symbian OS allows 3G connectivity easier and faster‚ offer a wide range of Smartphone application and high games quality. Nokia once has dominated the market with 40% of all global mobile phone sales in 2007. However‚ Nokia has suffered a declining market share due to growing use of the Smartphone from their rivals
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Smartphone technology is evolving rapidly and it is influencing consumers’ behaviors‚ their daily lifestyle‚ marketing‚ and business activities. User acceptance of Smartphone technology is a critical key factor to determine its success in toddy’s raid changing technologies. Therefore‚ identifying and better understanding key factors that influence users’ adoption of Smartphone technology is extremely valuable for all stakeholders. Other than stakeholders‚ smart phone also very important to student
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BlackBerry smartphone‚ named such because its physical keyboard resembled the small drupelets of the blackberry fruit. It attracts people who want email as well as a phone on a mobile device‚ and its secure network is favoured by companies and governments. RIM shares quadruple during the year to nearly $15. October 2007 BlackBerry counts more than 10m subscribers‚ just months after Apple launches its iPhone. A month later‚ Google joins major wireless carriers and handset makers HTC and Samsung
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1. Introduction "... a good business plan can help to make a good business credible‚ understandable‚ and attractive to someone who is unfamiliar with the business. Writing a good business plan can’t guarantee success‚ but it can go a long way toward reducing the odds of failure." Preparing a business plan draws on a wide range of knowledge from many different business disciplines: finance‚ human resource management‚ intellectual property management‚ supply chain management‚ operations management
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Integrated Marketing Communications Client: HTC x Microsoft HTC HTC takes pride in their contribution to the growth and capabilities of smartphone technology‚ having invested in a team of highly talented Research & Development (R&D) professionals and pioneering many state-of-the-art innovations and world-class designs for smart-phones. “HTC ’s mission is to become the leading innovative supplier of mobile information and communication devices by providing value-added design‚ world-class manufacturing
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within the smartphone industry. In the highlycompetitive environment‚ manufacturers of handsets have been aggressive in protecting their intellectual properties by suingcompetitors by claiming infringements on patents. For example‚ in March 2010‚ Apple sued HTC for allegedly infringing on20 Apple patents (Weil‚ 2010). Apple also sued Nokia in 2010 for similar patent infringements("Patent wars"‚ 2011).However‚ in April 2011 the International Trade Commission recommended that neither HTC or Nokia should
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Ericson‚ Blackberry‚ HTC etc and low price models by Micromax‚ Karbonn‚ Maxx‚ etc.‚ were forcing Nokia to head downwards. Nokia remained the number one player in the mobile handset market in India‚ but it grew at a dismal 0.2%. Vocie and Data’s 16th Annual Survey results proved that Nokia faced tough competition from homegrown players like Micromax‚ Karbonn and Spice in low-end segments‚ whereas its high-end phones faced tough competition from brands like Samsung‚ Blackberry‚ and HTC. (Refer to Table
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within the smartphone industry. In the highly competitive environment‚ manufacturers of handsets have been aggressive in protecting their intellectual properties by suing competitors by claiming infringements on patents. For example‚ in March 2010‚ Apple sued HTC for allegedly infringing on 20 Apple patents (Weil‚ 2010). Apple also sued Nokia in 2010 for similar patent infringements("Patent wars"‚ 2011). However‚ in April 2011 the International Trade Commission recommended that neither HTC or Nokia
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manufacturer seemed to be over. This phenomenon started when the smartphones were introduced in the market. The industry for smartphones was led by well known companies like iPhone‚ Samsung‚ Sony‚ etc. In order to know the factors why this happened‚ the researchers decided to conduct a market research. 1.2 Statement of the Research Problem Nokia once dominated the industry of mobile phones in the whole world. It pioneered the smartphone market using Symbian operating system in 2002. According to secondary
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