Market Segmentation: Nokia Example Essay

Market Segmentation: Nokia Example Essay

Length: 1794 words (5.1 double-spaced pages)

Rating: Powerful Essays

Open Document

Essay Preview


Marketing consists of individual and organisational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, servicing, distribution, promotion and pricing of goods, services and ideas (The American Marketing Association, cited by Simkin, 2000). Mass marketing and market segmentation are the two general approaches to marketing. Mass marketing is the fact of taking a market as a whole while market segmentation divides the market into different groups which shares the same needs. The most common of these two approaches remains the market segmentation as it usually is more efficient and effective. Either banks, corporation, supermarkets and others uses segmantation in order to know who their potential clients are. Each one of them uses a different segmentation strategy. Nokia corporation, focused in communication and information technology uses succesfuly multiple approaches to segment its market. The main purpose of this paper is to show how Nokia's segmentation strategy is relevant. Prior to that there will be the description of segmentation and ntroduction to the corporation.

I.DESCRIPTION OF SEGMENTATION

WHAT IS SEGMENTATION
Segmentation would be best defined as the art of identifying different groups of customers which share the same requirements. It actually is the heart of strategic marketing. While segmenting, the marketers try to think like customers so that they know what they expect. As a mater of fact many industrial market segmentation schemes are nothing more than common-usage of industrial sectors or internal product groupings: a long way from the customer need and attitude segments adopted by consumer marketers (Dibb and Simkin, 2000 cited by S...


... middle of paper ...


...011).Nokia connected the world for you.Available: http://nokiaconnectworld.blogspot.co.uk/2011/11/chapter-8-nokia-market-segmentation.html. Last accessed 19th february 2014.

Hooley G.J, International Journal of Advertising, Vol. 1, No. 4, 1982

Murray M.(No date).Market Segmentation.Available: http://logistics.about.com/od/forsmallbusinesses/a/Market_Segmentation.htm. Last accessed 20 february 2014.

Nokia. (2014).-.Available: http://www.nokia.com/global/about-nokia/about-us/about-us/. Last accessed 18 february 2014.

Sauriol K. (2012). Need a phone for your Tween or Teen? Check out the Nokia Lumia 610. Available: http://crunchycarpets.com/2012/08/21/need-a-phone-for-your-tween-or-teen-check-out-the-nokia-lumia-610/. Last accessed 14 february 2014.

Simkin L., (2000) "Marketing is marketing – maybe!", Marketing Intelligence & Planning, Vol. 18 Iss: 3, pp.154 – 158

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Essay on Nokia Case Study

- Nokia: A Phone for Every Segment "While practically everybody today is a potential mobile phone customer, everybody is simultaneously different in terms of usage, needs, lifestyles, and individual preferences," explains Nokia's Media Relations Manager, Keith Nowak. Understanding those differences requires that Nokia conduct ongoing research among different consumer groups throughout the world. The approach is reflected in the company's business strategy: We intend to exploit our leadership role by continuing to target and enter segments of the communications market that we believe will experience rapid growth or grow faster than the industry as a whole.......   [tags: Business, Case Study, solution]

Free Essays
1321 words (3.8 pages)

Questions On Market Segmentation And Segmentation Essay

- Part B Task 2 Outcome 2 – Apply market segmentation processes 2. Identify and apply the segmentation bases both markets according to the segmentation variables for each of the following: a) Geographic b) Demographic c) Psychographic d) Behavioural usage Segmentation of the markets: Geographic:-. Geographic segmentation play very important role for the company and people as well because Air New Zealand provides an indication according to different geographic regions like states cities and according to population also....   [tags: Marketing, Psychographic, Market segmentation]

Powerful Essays
2662 words (7.6 pages)

Market Segmentation : Marketing And Strategic Planning Essay

- An Overview of Market Segmentation: basis, evaluations and issues It was pointed out by researchers that business from all industry sectors uses market segmentation in their marketing and strategic planning nowadays. (Dibb, 1998, p.394) Among marketing activities, marketing segmentation is virtual for company success. Researchers have found that the companies without a clear idea of the nature of the target segment the firm using a ‘scatter-shot approach ' to marketing strategic decision making are with little chance to success....   [tags: Marketing, Market segmentation, Marketing research]

Powerful Essays
1448 words (4.1 pages)

Essay on Market Segmentation : Segmenting And Profiling

- Segment the Market Segmenting and profiling a market is done in order to create a product that best suits the needs of the desired consumer. Market segmentation is useful as it separates the total market into different segments allowing a company to create a product specific to the consumer’s needs. Profiling the market then allows the marketer to define the certain characteristics of the target market helping the product to cater better specifically to their needs. Sources of information that could be used to segment and profile the market include industry sources, using qualitative and quantitative research, priori research, by making assumptions and using research to support them as well...   [tags: Marketing, Target market, Meal, Food]

Powerful Essays
2799 words (8 pages)

Segmentation And Target Market : Starbucks Essay

- Segmentation and Target Market Starbucks is a company with a recognizable presence nationally and internationally. Starbuck reputations and on a multinational level is consistent of high quality items With more than 18,000 retail locations in 60 countries, the coffeehouse is the picture of success (Schoultz, 2014). In this paper I will discuss the demographic, psychographic, geographic, and behavioral characteristics of the major company. Also I will discuss the positioning statement needed for considering new markets and business strategies....   [tags: Dunkin' Donuts, Starbucks, Coffee, Target market]

Powerful Essays
1371 words (3.9 pages)

Nokia And Nokia 's Strategy Essays

- The changes in leadership positions soon led to results and Nokia’s strategy was re-evaluated. The company describes the decision to shift focus on its remaining three divisions – Nokia Networks, HERE and Nokia Technology – as forward-looking. The businesses continuing in operation are respective leaders of their marketplace (Nokia, 2014). Nokia Networks is a broadband radio network provider, attracting customers all over the globe. Nokia Networks focuses on developing 5G, which is due to replace the old 4G....   [tags: Mobile phone, Nokia, Smartphone]

Powerful Essays
1540 words (4.4 pages)

Nokia, Using The Frameworks And Concepts Essay

- This report is mainly based on the case study Emerging Nokia, using the frameworks and concepts we have learned to analyze the case. This report is divided into 5 parts, first is the summary of the case, the second part is about the competition Nokia faced, the third part is the factors that contributed to the success of Nokia, then the challenges Nokia may face in China and the recommendations to them and the last part is the conclusion of the report. Introduction of case study Nokia, the leader of mobile phone manufacturers, has a successful strategy in the emerging markets....   [tags: Mobile phone, Smartphone, Nokia, Marketing]

Powerful Essays
1110 words (3.2 pages)

Market Segmentation Essay

- If you've studied marketing or spent any time hanging around marketing geeks, then you know something, probably quite a bit, about "consumer segmentation". It is one of the fundamental tools of modern marketing. Segmentation is simply the process of dividing your potential customers into different groups, the notion being that it is easier and more effective to tailor an offering to a relatively small group of people with similar wants and needs than it is to try to mass-market something to the world....   [tags: Business Marketing Segmentation]

Free Essays
738 words (2.1 pages)

Market Segmentation Essay

- Segmenation Market Segmentation Market segmentation is the division of a market into distinct groups of buyers who might require different products or marketing mixes (Kotler et al, 1994). It is the division of a heterogeneous market consisting of buyers with different needs and wants, into homogeneous segments of buyers with similar needs and wants. Therefore, the segments are heterogeneous between (ie. all the segments are different, eg. one segment all males, one segment all females) themselves, but homogeneous within (eg....   [tags: Essays Papers]

Powerful Essays
1783 words (5.1 pages)

Market Segmentation Essay

- Market Segmentation What is Segmentation. Market segmentation is the practice of dividing a market into identifiable groups of customers with common characteristics and motivations. This is so that each group can be treated independantly, tailoring the marketing mix to meet the needs of each segment. Furthermore, opportunities for new products and any niche markets are highlighted. Segmentation also portrays which segemets are doing well, which are likey profitable to be profitable/worth pursuing, which segments need additional marketing support and which should be ignored....   [tags: Business Management Studies]

Free Essays
882 words (2.5 pages)