Executive Summary
When cell phone technology was first introduced Nokia was a leader in marketing affordable but featured packed phones. However, market and consumer demands changed shifting cell phone technology towards the development of the smartphone. Manufacturers of smartphones, such as Apple, Samsung, HTC, LG and other competitors, are concerned with demonstrating the best technology. Nokia has decided to take a different approach and give Microsoft rights and patents to produce Nokia phones using the Windows operating system. This paper combines market analyses and quantitative research approach, to prove whether or not Nokia will see an increase in smartphone sales, due their partnership with Microsoft, and the decision to focus on …show more content…
This model includes political, economic, social, technological, legal, and environmental factors. Nokia is based in Finland and currently operates its manufacturing facilities in India. Nokia has made several threats to move its operations to China, due to tax disputes and cost efficiency. This decision is political because the Indian government has failed to pay a 4% value- added tax that Nokia paid on phones that were shipped from the factory (Daveri & Silva, 2004). Also, India was seeking $329 million in back taxes on downloads from phones that were made in India (Daveri & Silva, 2004). According to Nokia, there was a bilateral tax treaty between India and Finland to invalidate the need to pay back these taxes. Government regulations and taxation have a great impact on Nokia’s operations. Once completed, Nokia’s agreement to continue manufacturing phones in India will need to be reassessed to ensure business can continue without damaging their reputation of the company, and their relationship with India in order to prevent any political …show more content…
The message that is conveyed to consumers in marketing communication is “only human technology enabled you to get more out of life” (Branding Asia, n.d). Since, Nokia is a multinational corporation, this specific message gives all consumers a sense of trust and understanding of what the brand is trying to communicate. Nokia products are globally recognized and this allows the company to offer different levels of product variation and price points. Nokia has achieved a reputation of success through consistent branding, backed by great logistics and manufacturing (Branding Asia, n.d.). Before the Microsoft, Nokia used Symbian as its operating system. Symbian was known as a sophisticated operating system due to its maturity, and technical capabilities compared to all other major mobile platforms (Bladford, 2010). This partnership gave rise to the positive perceptions and comfortability of using Nokia
When cell phone technology was first introduced Nokia was a leader in marketing affordable but featured packed phones. However, market and consumer demands changed shifting cell phone technology towards the development of the smartphone. Manufacturers of smartphones, such as Apple, Samsung, HTC, LG and other competitors, are concerned with demonstrating the best technology. Nokia has decided to take a different approach and give Microsoft rights and patents to produce Nokia phones using the Windows operating system. This paper combines market analyses and quantitative research approach, to prove whether or not Nokia will see an increase in smartphone sales, due their partnership with Microsoft, and the decision to focus on …show more content…
This model includes political, economic, social, technological, legal, and environmental factors. Nokia is based in Finland and currently operates its manufacturing facilities in India. Nokia has made several threats to move its operations to China, due to tax disputes and cost efficiency. This decision is political because the Indian government has failed to pay a 4% value- added tax that Nokia paid on phones that were shipped from the factory (Daveri & Silva, 2004). Also, India was seeking $329 million in back taxes on downloads from phones that were made in India (Daveri & Silva, 2004). According to Nokia, there was a bilateral tax treaty between India and Finland to invalidate the need to pay back these taxes. Government regulations and taxation have a great impact on Nokia’s operations. Once completed, Nokia’s agreement to continue manufacturing phones in India will need to be reassessed to ensure business can continue without damaging their reputation of the company, and their relationship with India in order to prevent any political …show more content…
The message that is conveyed to consumers in marketing communication is “only human technology enabled you to get more out of life” (Branding Asia, n.d). Since, Nokia is a multinational corporation, this specific message gives all consumers a sense of trust and understanding of what the brand is trying to communicate. Nokia products are globally recognized and this allows the company to offer different levels of product variation and price points. Nokia has achieved a reputation of success through consistent branding, backed by great logistics and manufacturing (Branding Asia, n.d.). Before the Microsoft, Nokia used Symbian as its operating system. Symbian was known as a sophisticated operating system due to its maturity, and technical capabilities compared to all other major mobile platforms (Bladford, 2010). This partnership gave rise to the positive perceptions and comfortability of using Nokia