NOKIA GLOBAL MARKETING

---STP analysis system

Contents

1 3
2 3 4

About Nokia

4P
STP analysis

summary

1965

1967 The move to mobile

1991

1999

now
Nokia now

Nokia first century

Mobile revolution

About Nokia

4P

The market of Africa

A huge market----about 100,000,000 users now, only 9% of the whole population. The demand is sharply increasing, especially among the young. Most are underdeveloped or developing countries with low-level communication technology.

Nokia in Africa
Monopolist position----a 34% market share. Targeting at young people and ordinary families. Emphasis on its low-price and good quality. Most of its product issued are bar phone with simple functions.

Segmentation and localization

Egypt South Africa Kenya

Egypt
Passionate love with mobile phone---many have more than one set. Office workers and students constitute a large part of its consumers, pursuing fashion and personality.

South Africa
More than 70%people own mobile phones. The young and major users enjoy sending messages. You need to pay only 4.99 zar phone bills every month to get mobile phone. Ads on newspaper provide you with lots of the latest ringtones and pictures.

Kenya
Nokia set up its African research center in its capital----Nairobi ,to understand the customer needs in the market of east and middle Africa. Nokia targets the large rural areas with specially designed phones, which have a rubber case for dust-proof and mini-flashlight. Add transfer-account service to benefit the peasants without bank accounts. Battery chargers attached on bicycle are provided for remote districts.

Asia
Emerging markets----ChinaIndia Indonesia, VietnamPhilippines. Mature markets----Japan, Korea. Pay close attention to the price and focus on the middle and low-end market.

 The young generation attach great importance to fashionable design and combined multipurpose entertainment system. Add social networking site and instant-chat service in its newly-designed sets----C3. High-end mobiles for European market are modified for Asian consumers.

China
In response to Chinese Government's Consumer Electronics Subsidy Program, Nokia issued 30 sets of mobiles in rural regions. Set up a Gongzhen( project in 2007 to expand its sales in vast rural areas by strengthening connections with farmers. Launch more high-end and multifunctional smartphones.

India
Cooperate with local telecommunication operators. Supply Mobile Money Service with the native YES Bank. Provide free E-mail box service. Specially designed sets with non-slip surface due to its sweating weather there.

Japan and Korea

Not welcome in these mature markets. Tough native opponents such as Anycall, Sony Ericsson and LG. Lack of localization. Backward technology for hardware. Old-fashioned and poorly-designed.

Europe
Nokias stronghold where its core business operates. The universal use of smartphones. Mobile is seen as an important companion in their daily life. Value-added services and mobile applications play key roles. (eg. Ovi Mail, GPS, Wi-Fi) High-end sets are targeted.

North America
Sales in North America have been decreased these years because of the fierce competition from Apple and RIM. Competing in North America means competing in high tech. Smartphone have a great market here. iPhone from Apple and blackberry from RIM are excellent examples.

Unfortunately, Nokia didnt do much when marching into North America market. They pay a lot attention on GSM instead of CDMA, which became more popular in North America, which limited the expansion of Nokia in this market.

Latin America
Nokia play an important role in Latin Americas Mobil phone market. We can say its the leader in this market. But recently, sales here didnt performed well. It was reported that Nokia have confidence to have 2 billion consumers in Latin America Market by 2010. Now its on the way to reach this target, but the fact is, it just performed a little bit better than that in North America.

Nokia has realized the importance of marketing in Latin America. So it has took several measures to consolidated the leading position. Spokesman from Nokia said that their company is researching the possibility of building another factory in Argentina, which, if implemented, would greatly enhance the competitiveness in this market.

Middle East
Middle East is a totally different kind of market from North America. Firstly, Middle East Market is a relatively new market. For example, Nokia opened its first franchise in Middle East in 2008.

Secondly, people there needs more Lowend Mobil phones to meet their daily communication needs. Nokia launched three new kinds of products in Middle East Market, which are cheaper than that in other markets around the world.

Behavioral
Occasions Benefits User status User rates Loyalty status Readiness stage Attitude toward the product

Benefit

GPRS Visual

E-mail Stock Inter-company connections

Music Radio Camera Games

Making phone calls Texting Time

Target market

Fashion followers

Businessmen

Entertainment seekers

Basic users

Position
Fundamental users
Serial One & Two 2690 2323c 2220s Main competitors in the area: Low cost brands such as Bird() Strengths: stability long time of powering resist breaking by falling , etc

2220s

2323c
2690

Position
Entertainment seekers Nokia X series serial 5 5330 X3-02 X6-00 Main competitors in the area: music game phone brands such as BBK Strength: personality combined functions with Nseries

5330

X6-00

X3-02

Position
Businessmen Nokia serial E,9&6 Main competitors: Blackberry Strengths: Cheaper More supporting software Adapting to the local market better More choices of the appearance

Vs

Position
Fashion followers Nokia serial N,7 & 8 Main competitors: Iphone Strengths: Cheaper Adapting to the local market better More choices of the appearance

Multiplication strategy
As we can see, Nokia entered every segments of the cell-phone market, which reflects its Multiplication strategy . One of the weakness of the Multiplication strategy is that it may lead to the abuse of the companys resource. However, as for Nokia, this company has a clear position of each series and products, which helps the company to minimize this shortage and perfectly using the Multiplication strategy

Strength

WEAKNESS