Current marketing situation

The smartphone and the technology market is oligopoly which is controlled by a small numbers of firms. Nokia is one of a leader in the fields of network infrastructure, location-based technologies and advanced technologies. Facing the fierce competitors, Nokia tried to product differentiation and services differentiation to create customer value and connect closely to build the relationship with customers. For the product differentiation, Nokia has corporate with Microsoft company and provided window system as smartphone operating system.

As Nokia has three businesses: Business, HERE, and Technologies. It dividing the market into small segments with Mobile Broadband and Global Services within Networks, HERE, and Technology four parts. Nokia was using undifferentiated market targeting to whole market which mass marketing that focuses on common needs rather than what's different. Therefore, it only have two types of model. Lumia Products and Asha Products for mobile devices. Mobile Broadband provides mobile operators with radio and core network software together with the hardware needed to deliver mobile voice and data services. Global Services provides mobile operators with a board range of services, including network implementation, care, managed services, network planning and optimization. HERE focuses on the development of location intelligence location-based services and local commerce. Technology is built on Nokia's Chief Technology Office and intellectual property rights and licensing activities.

In addition, customer buying behaviour place important for Nokia, as there are some environmental factors that affect customer purchasing. First, cultural include culture, subc...

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...fferences and changing situations by using several price adjustments strategy. One of the strategy is discount and allowance pricing strategy. Student discount is a case in point .It can capture new customer value of youths as e-learning is more and more popular and common ,students are learning on tablets. Or seasonal discount for phones out of season, it can increase part of sales. The lower price of phone may interested by the consumer which highly sensitive on price. They consumed when their expectations is higher than the price. Moreover, promotional pricing is another way to adjust price. For example, special-event pricing, such as Easter holidays sales to draw more customers, or cooperate with wireless communications companies that having the phone and internet device plans, cost free for the phone and pay hundreds of monthly plan to increase short-run sales.