Nokia's Case Study: Failure Of The Lumia Series

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Failure of the Lumia Series
Nokia built the Lumia smartphones with a Windows running software, hoping to regain its reputation. On November 2011, 10 months after Nokia and Microsoft announced partnership; Lumia smartphones only achieved 3 percent of market share. At the end of 2012, Nokia’s market share was around 16 percent. The company was unable to regain its lost ground. Nokia was too eager to enter the market with new product, however, this lead to a wrongful development and implementation of market strategy.
The Lumia 920 has a beautiful design and impressive technology. But was unable to received market success because of the wrong implementation of marketing strategy and positioning of the products. The Lumia 920 was only one of the
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On top of the OS, Nokia’s hardware feature had a late release compare to its competitors. Nokia is lagging behind in this vigorous race between Samsung and Apple. Nokia was delayed to realize Samsung’s threat, who entered the mobile market out of nowhere and set its core competence on innovation. Samsung focuses solely on product innovation and has started competing with Apple in all product lines from smartphones to tablets, but Nokia is still underdeveloped on device strategy.

Losing Shares in Both Ends of the Market: Nokia not only fail to realize its competitors from the high-end market such as Apple, Samsung, Sony, and Blackberry, it also failed to notice the stiff competition from the lower segment of the market. While Nokia is losing its ground with their high-end phones, Micromax, HTC, Huawei, and ZTE are squeezing its way into the lower-end market. Nokia is facing trouble from both ends of market shares. The company’s lower-end model like Nokia 11000 is sensing trouble. By the time Nokia launched the Asha series, it has already lost its
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Samsung quickly adapted to this concept and created the Galaxy S series. Nokia also used the umbrella brand with their N series and the Lumia series, but it failed to generate the sensation the two other giants build. Apple releases a new model September of each year, using the hunger marketing strategy. Apple builds consumers anticipation, which drives their demand. On the other hand, Nokia was incapable of building consumer

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