Marketing Strategy Of Nokia

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Executive summary

The aim of this marketing report is to help Nokia in developments of its marketing strategies in 2016. The objective of this report is to analyse the company’s current marketing environment, marketing segmentation, target marketing, market positioning and tactics. Our team worked on the marketing system of Nokia to properly identify the type of marketing strategies and tactics they are current using. The fastly growing rivalry in the world market & coming different advanced technology made it more difficult to servive the existence in this business industry of some slowly going organization.Secondary data were collected and used. To goal the objectives our team recommended using defensive strategy to maintain the growth
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Findings / Analysis
3.1 Marketing Objectives
Corporate objectives:
Corporate objectives are specific, realistic and measurable goals which an organization plans to achieve within a given period of time (Drummond, Ensor, & Ashford, 2008).
It is very important for a company to decide exactly what it is trying to achieve. Traditional economic theory suggests that all companies attempt to maximise profits at all times. Nokia, however, has chosen to maximise growth. Having decided on growth as the prime corporate objective, Nokia needed to develop a strategy to achieve this target. Nokia has recognised that in a rapidly growing, highly competitive market, where there is a great deal of choice, the corporate strategy must focus entirely on delivering value to the customer. The user has to be the only priority and the product is the key to success (Nokia, 2015). And for the year of 2016,
• Penetrating the retiree market which is often over looked with a simple phone with a very friendly basic user interface to help increase sales and market share.
• Using research and design judge what the certain segments of the market look for in a phone.
• Continue to develop current product to better suit the needs of the
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Each part is finance, human resources, operations and marketing will develop a way to support this objective. In terms of the marketing function, it is focused about which products and services should be used into which markets (Evans & Berman, 1995).
Nokia today outlined a new strategic direction, including changes in leadership and operational structure to accelerate the company’s speed of execution in a dynamic competitive environment. In connection with this new strategic direction, Nokia has set new financial targets and forecasts for Nokia and the mobile device industry and for Nokia Siemens Networks and the mobile and fixed infrastructure and related services market (Nokia, 2015).

And for the year of 2016:
Nokia expects attractive mobile device industry revenue growth in 2016 and over the longer-term, driven by the further adoption of smartphones by consumers globally and the further adoption of mobile devices and services, particularly in emerging markets. Over the longer-term, Nokia expects mobile device industry gross margins to come under pressure due to competitive

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