Nokia Case Study: How can Nokia maintain its market position in the mature European market?
GRIN Verlag, Mar 15, 2006 - Business & Economics - 23 pages
Seminar paper from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,5, Trinity College Dublin, 27 entries in the bibliography, language: English, abstract: This report gives an overview on what is happening on the mobile phone market today and analyses Nokia’s market position in the mature European market. This report includes a brief introduction to Nokia followed by an environmental analysis, SWOT analysis and trend analysis of the company. Half way through the report you can find information about consumer behaviour, brand profile and segmentation. At the end, this report introduces the main competitors and analyzes the competitive market. Finally we try to make a conclusion of the topics discussed and attempt to give some possible answers to the question at hand.
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22 to view 6.3 Brand Equity 7.1 Market Segmentation 7.1.1 Geographic Segmentation 7.1.2 Demographic 7.2 Market Targeting 8.1.1 Key Competitor 8.2 Market position 8.3 Competitor Analysis aggressive product strategy BenQ Bluetooth brand personality camera clamshell phones comparative advantage Competitor Market Challengers constantly innovating customers Decline of Brands desire a phone differentiated environment European market example exit barriers Finnish global brand groups Key Competitor Market lifestyle low-end market leader market share mobile communications Mobile Devices mobile phone business mobile phone manufacturers mobile phone market mobile phone radiation Mobile Phone Vendor models Motorola and Sony multimedia Nintendo Nokia knows Nokia N-Gage Nokia phones Nokia Tune Nokia wants Nokia’s brand Number of Competitors number one company Objective and strategy oligopoly percent player psychographic refer to Appendix SAGEM Segmentation Nokia Siemens Sony Ericsson Strengths and weaknesses Substitutes through technological SWOT technological development teenagers Threat trends view picture Western Europe