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.
Truth in medicine is a big discussion among many medical professionals about how doctors handle the truth. Truth to a patient can be presented in many ways and different doctors have different ways of handling it. Many often believe that patient’s being fully aware of their health; such as a bad diagnosis, could lead to depression compared to not knowing the diagnosis. In today’s society doctor’s are expected to deliver patient’s the whole truth in order for patients to actively make their own health decisions. Shelly K. Schwartz discusses the truth in her essay, Is It Ever Ok to Lie to Patients?. Schwartz argument is that patients should be told the truth about their health and presented and addressed in a way most comfortable to the patient.
One of the most complex, ever-changing careers is the medical field. Physicians are not only faced with medical challenges, but also with ethical ones. In “Respect for Patients, Physicians, and the Truth”, by Susan Cullen and Margaret Klein, they discuss to great extent the complicated dilemmas physicians encounter during their practice. In their publication, Cullen and Klein discuss the pros and cons of disclosing the medical diagnosis (identifying the nature or cause of the disease), and the prognosis (the end result after treating the condition). But this subject is not easily regulated nor are there guidelines to follow. One example that clearly illustrates the ambiguity of the subject is when a patient is diagnosed with a serious, life-threatening
In the magazine Newsweek, Mack Lipkin wrote an article titled “On Telling Patients the Truth.” In this piece, he summarizes his belief that medical information should be withheld from the patient because it is impossible to be completely truthful. This action is justified because patients won’t be able to understand the information, misinterpretation often occurs, and some people just don’t want to know the truth. I disagree with Lipkin’s thesis. I believe that physicians have a moral obligation to tell their patients relevant information about their disease, unless the patient clearly states that he/she does not want to hear it. Patients should be given this information because medicine is patient-centered, communication is necessary to build trust in a patient-doctor relationship, and withholding the truth seems to be more harmful to the patient in the long run.
Should doctors tell the truth to their patients? How much information should the patient know about a certain ill or operation? These controversial questions are asked more frequently in our society. Patients nowadays,. are very sensitive to certain diseases more than before. This paper argues against telling the truth in doctor-patient relationship. Not by defending the idea directly but, by presenting first how truth can be harmful to the patient and by giving Higgs’ objection to it, then by giving my own objection to Higgs’ argument.
Roger Higgs, in “On Telling Patients the Truth” supplies commonly used arguments for paternalistic deception. For the purposes of this paper, paternalism will be defined as, “interference with one’s autonomy or self determination for their own good.” The first argument for paternalistic deception is founded on the idea that medicine is a technical subject where there are very few guarantees (613). Thus, Higgs supplies the argument that not only is it impossible for a patient to understand the true breadth of their diagnosis and prognosis, but additionally that medical predictions are not medical truths. The second argument for paternalistic deception comes from the belief that patients do not actually want to know the truth about their condition, and could suffer from worse health outcomes if they are told the truth (614, 615).
This paper will analyse Blackberry’s current strategy and the challenges facing the company and will conclude with a recommended guideline for a new Strategy. The approach will follow the path highlighted on the Strategic Management Process depicted below (Adopted from http://www.planning-strategy.com/):
Telecommunications gained mainstream attention in the early 90’s; however the initial key market was business men and women, who used their phones whilst being on the move and so allowing them to communicate with their companies with ease. Though in the modern era, telecommunication went through segmentation in the market trends, and now in this day and age it would be difficult to find someone who does not own some form of mobile technology. Many phone providers battle to provide the best service for their customers (Figure 1).
Have you wondered if you were related to a dinosaur or a chimp?through the process of descent with modification, the common ancestor of life on Earth gave rise to the fantastic diversity that we are able see documented in the fossil record and that are around us today. Species need to evolve over time so that they would be better at competition, adapting to new environments, we are able to see this by going back and looking at history. We are able to do so by looking at fossils and seeing what species are more closely related than we thought.
Whatever the judgement of this case would be, it would for sure create a landmark with respect to income classification. It would be used as a precedent in numerous cases to come in future. Owing to the current scenario and the facts of the current case, the judgement went in favour of Vodafone, saving them a tax penalty that went into thousands of crores. Had the conditions and facts have been different, then there would have been a different outcome (maybe resulting in an amendment of the IT act also) , which might have given huge revenue to the IT department. This case highlighted the use of these tax havens, by particular shell companies either for investment or tax evasion, but however this case according to the SC was not classified to fall under tax evasion. The SC’s interpretation of the broad concept of ‘transfer of shares was also a highlight of this case. The request made by the IT department to treat the case retrospectively with the act before 1962’s amendment, was bogus. This case was treated as of utmost importance by the SC , because the outcome if this case would have a direct impact on the investment of various foreign MNC’s in the Indian market. Yes no doubt it cannot be denied that the IT department had acted in its authority and was only fighting this case to earn revenue for the government itself , but its action of appealing in the court repeatedly which led to arbitration shows the behaviour of the It authorities towards large holdings. Due to its loss in this case , now the department would do everything in its power not let any other company( that is actually no evading tax but investing) , escape small amount of tax.
There is a slowdown in sales of mobile handsets, in some markets like the UK, as the mature part of the product lifecycle is reached. Customers are exposed to a barrage of different images and messages by mobile phone companies, as the competition gets tougher. Vodafone appeals to new customers and aims to keep its existing ones by emphasising the uniqueness of the brand.
Nokia Finance Department Finance department The finance department is responsible for razing the money so that the business can survive or expand. It can do this by a judicious mixture of borrowing, going to the shareholders, reducing costs and managing to increase process marginally. Sources of finance * Tax refunds * Bank * Mortgage * Private loans * Credit cards * Shares * Grants * Overdrafts * Personal investments * Borrowing * Savings * Windfalls The department must record all financial transactions, it must be involved in costing and advise on pricing, and it prepares and arranges for the payment of wages and salaries. It must provide continuous prepare the final accounts for the year which will be audited and presents to the shareholders' meeting. The finance department employs a number of experts.
By the end of 2003, Nokia was the clear market leader in the mobile phone industry in terms of sales and profitability. It was ahead of giant companies like Motorola, Ericsson, Siemens, Samsung, and other worthy competitors. Since the early 1990s, Nokia's Strategic Intent was to build distinctive competency in product innovation, rapid response, and global brand management. Its strategic intent required rapid growth in the core businesses of mobile phones and telecommunications networks. This goal was achieved by Nokia's development of new products and expansion into new markets. In order to become the global leader as it is today, the company had overcome numerous challenges and obstacles over the last decade.
I believe cell phones have dramatically changed the way we interact with each other. Since the introduction of the smart phone, mobile calling, texting, and social media have brought many people closer together, but they also have their disadvantages.
No company that falls behind the competition is guilty of standing completely still. But sometimes our efforts fail because of the level of commitment to change.
As a result, shoppers usually abandon their shopping carts or enter false information to speed up the purchasing process.