Ecobus Marketing Coursework - Nokia - The Wireless Giant

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Ecobus Marketing Coursework - Nokia - The Wireless Giant

Ecobus Marketing Coursework

"Nokia - The Wireless Giant"

Introduction & Purpose

For this coursework, I have decided to study the wireless giant,

Nokia. Nokia is, unarguably, the leader in the world of mobile

communications. The brand boasts a significant number of users from

around the world, ranging from Europe to the Americas, and from Africa

to the Asia Pacific. Nokia's success has been aided by its experience,

innovation and its user-friendliness and thus, has become the leading

supplier of mobile phones and other related products around the globe.

The aim of this project is to identify how Nokia has approached its

market and what has enabled the company to become a world leader in

the world of wireless communications. This will include a study of the

customer behaviour towards the brand and how Nokia has managed to

secure a large share of the market, leaving its competitors far

behind.

Methodology

In order to fill my purpose, I will collect both primary as well as

secondary data from the appropriate sources. To collect the primary

data, I will hand out questionnaires to a sample group of people

varying in age and nationality. This is necessary to get a wider

perspective of the possible customers of Nokia. Two samples of the

questionnaire will be presented in the appendix. I will also carry out

an interview with one of the staff of a Nokia Retail Outlet to further

inquire about their aims and objectives in Hong Kong. The appropriate

information from the questionnaires will be converted into graphs and

then summarised. However, my study of Nokia will be based in Hong Kong

and may contain a Hong Kong Perspective of the brand

In addition to these data, I will create a S.W.O.T (Strength,

Weaknesses, Opportunities, Threats) analysis of the company and also

analyse Nokia's marketing mix. This will give a good overview of the

company's marketing strategy. To add to the analysis, I will include a

Boston Matrix of the brand, which will help determine the position of

the company in the market. Following this, I will gather all the

information to form a conclusion, which will include my own

recommendations.

A Brief Introduction to Nokia

Nokia started in the communications service in 1865 establishing

itself in the newspaper business, the original medi...

... middle of paper ...

... a successful wireless giant aided by its

strong marketing strategy. Its innovative products, appropriate

placement, top notch promotion and suitable pricing has allowed it to

hold the better share of the mobile communications market. In a world

that is fast becoming reliant on technology, Nokia, with the help of

its state of the arc technology, will create a new revolution in the

industry.

Locally, the telecommunication market is a thriving one and offers

endless opportunities to the company. However, continuous market

research and development needs to be done to keep Nokia where it is

today.

To eliminate any possible threats, Nokia can continue to develop new

products and acquire a patent which will eliminate any chances of

'me-too' products from other companies. Acquisitions are also an

option as a merge will make Nokia stronger as well as help remove

competition. Organic growth can also help them guide towards more

turnovers over a period of time. Nokia is, clearly, the hot choice of

the mobile customers at present. By the looks of it, it is only a

matter of time before its competitors are hunted down to extinction,

at least in the field of mobile phones.

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