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Nokia Marketing Plan Analysis

4090 words - 17 pages

The marketing plan of Nokia
 
Table of contents
 
Executive summary…………………………………………………………………..2
Introduction……………………………………………………...…………………….2
The marketing objectives of Nokia……………………...........……………………3
The target market strategy of Nokia…………..........……..………..…………….3
The competitive strategy of Nokia………………………………………...........….5
The marketing mix of Nokia...………………………………………………...……..7
Conclusions…………………………………………………………………………..12
References……………………………………………………………………………13
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 
 
Executive summary
Mobile phone, which is defined as a high technology electronic product, is popular all over the world. China must be one of the biggest ...view middle of the document...

It increases the sales through sensitive advertisement, presentation to the celebrities and large-scale entertainment. And also choose the FD platform as its major sales channel to improve its sale.  
 
Introduction

Nokia is one of the leading mobile phone manufacturers and is famous around the world for high quality handsets and other telecommunication technologies. Nokia relies on its rich experience, high level of innovation and good marketing strategy. Nokia's mission is "connecting people" through technology, which is easily recognized by people throughout the world. The management of the company and the choice of the marketing strategy is based on this statement and emphasizes the consideration of people all over the world.

In 1985, Nokia established its first branch company in Beijing, which means that Nokia has entered the Chinese market. And now the employee of Nokia in China has increased far beyond 6000. Nokia insists on the combination of produce and research in China. It has set up two research centers in China and paid a great attention to the cooperation with other local company. Nokia also takes parts in several public services and has gained great reputation in China.
 
The first part gives a brief description of the Nokia in China. The second part shows the marketing objective of Nokia, and the third one talks about the Target Market Strategy of this company. Following that is the Competitive Strategy of Nokia, and finally marketing mix is the which includes product strategy, price strategy, and promotional strategy and place strategy. At last is the conclusion about Nokia’s total business strategy.
 
The marketing objectives of Nokia in China
As Nokia knows that everyone in the world needs communication, it insists on helping people fulfill this need by providing consumers with very human technology- technology that is intuitive, a joy to use and beautiful. While in the Chinese market, the marketing objectives of Nokia is to take the first place in the field of mobile communications and become the international enterprise welcomed by government, operator and consumer most of all. Besides these, Nokia in China is determined to become the best employer that has the ability to attract and keep outstanding talents.
 
Because of such market target, the strategy of Nokia relies on growing, transforming, and building the Nokia business to ensure its future success.
 
The Target Market Strategy of Nokia in China
a. The market segmentation
The subdivision of the market is essential for a company to make decision. It is required as a basic skill for a company to understand the mobile phone market and its structure, so as to the market decision. (Earl Peter, 1996))
 
Nokia collect data and process it in order to get results that may reflect the age, sex, region, education, income, lifestyle and the partiality of the consumers in China. Then it subdivides consumers according to the research results and chooses the...

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