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Marketing Audit Report - NOKIA - Assignment Example
Author : charitydicki
Pages 11 (2761 words)
In this marketing audit report, introduction of Nokia, products offered by the company, its competitors, customers and extent to which Nokia is customer centered, buyers, consumers, marketing mix and marketing strategies are discussed in a detailed manner. …
The present study would focus on Nokia as one of the largest companies in the telecommunication industry in the world. In 2000, it has reached total sales of around $28 billion. It is considered to have the largest chunk of market share as compared to its competitors. Being in a strong leadership position, the company has reached its maturity stage. Economic crunch has affected the growth of new subscribers while the increasing demand of handsets with distinct features and brands has become a commodity item for every other person. Heavy investments are also needed to be made in order to upgrade to the level of 3G technologies. In the midst of this havoc, it would be interesting to see how Nokia manages to retain its customers and maintains its brand loyalty. These two factors have always been the driving factors behind the peak sales of Nokia. China has now become the centre of attention for many companies because of its large population. Like many other companies, Nokia is also planning to enter the Chinese market in order to cater the large masses of population with its telecommunication products. The company has to develop an extensive marketing plan, in order to ensure that the decision of entering new market like china is not wrong. Nokia is a multinational corporation, having focused on wireless and wired telecommunications. It owns the largest market share in cellular industry with about 38% of market share in 2007. All over the world, Nokia is famous because of its successful cellular manufacturing services. ...
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