Marketing Plan of Cafe Nero in BangladeshEssay Preview: Marketing Plan of Cafe Nero in BangladeshReport this essaySUMMARY:Introduction. General Information on Nokia Corporation.Audit of the Marketing Environment of Nokia Corporation in China.2.1 PESTEL Analysis :2.1.1Political Environment2.1.2Economic Environment2.1.3Socio-cultural Environment2.1.4Technological Environment2.1.5Ecological Environment2.1.6Legal EnvironmentSWOT Analysis:2.2.1Strengths2.2.2Weaknesses2.2.3Opportunities2.2.4ThreatsPosters Five Forces model:2.3.1Bargaining Power of Buyers2.3.2Bargaining Power of Suppliers2.3.3Threats of Substitute Products2.3.4Threats of New Entrants2.3.5Competitive RivalryResource Audit.Marketing Plan for Nokia in China.SMART Objectives.Segmentation, Targeting, and Positioning Strategy.Proposals for 7ps of Marketing Mix:3.3.1 Product3.3.2Price3.3.3Place3.3.4Promotion3.3.5 People3.3.6Progress3.3.7Physical EvidenceControl and EvaluationConclusionReferencesIntroduction. General Information on Nokia Corporation.In 1865 an engineer Fredrik Idestam established small wood-pulp factory and started manufacturing paper in southern Finland near the banks of a river. Those were the days when there was a strong demand for paper in the industry. The companys sales acheived its high-stakes and Nokia grew faster and faster. The Nokia exported paper to Russia first and then to the United Kingdom and France. The Nokia factory employed a fairly large workforce and a small community grew around it. In southern Finland a community called Nokia still exists on the riverbank of Emäkoski.
Introduction of mobile network began enabling the Nokia production to invent the Nordic Mobile Telephony (NMT), the worlds very first multinational cellular network in 1981. The NMT was later on introduced in other countries. Very soon Global System for Mobile Communication (GSM), a digital mobile telephony, was launched and Nokia started the development of GSM phones.
Eventually step by step Nokia became the largest information technology company in the Nordic countries. During the economic recession the Nokia was committed to telecommunications. The 2100 series of the product was so successful that inspite of its goal to sell 500,000 units, it rapidly sold 20 million. Nowadays Nokia is number one production in digital technologies all over the world. It invests 8.5% of net sales in research and development. Nokia is engaged in the manufacturing of mobile devices and in converging Internet and communications industries with 128, 445 employees in 120 countries, sales in more than 150 countries and global annual revenue of EUR 50,7 billion and operating profit of 5.0 billion as for 2008. (Nokia Official Website,
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Microsoft. The Microsoft brand and its business have a combined market share of 15 out of 33 countries worldwide. Our sales of Windows 8 (2.1 billion units in Europe and 7.6 billion units in the Americas) grew from 1.8 million units in 2007, to 13 million units in 2009, to 26 million units in 2010, to 50 million units in 2011 and to 65 million units in 2012. While sales of the Windows 9 operating system increased from 9,000 units in 2006, sales in its fourth quarter in 2011 were less than 1 million units. This continued, growing the Windows operating system from a few million units in 2006 to almost 10 million units in 2011 and over 100 million units in 2012. Our total revenues were 21.0 billion euros, equivalent to 8.8% of our total market share. Nokia is located in the southern part of the country. As Nokia’s business had stagnated for several years, a new approach was taken to manage Nokia. First, after the current economic slump was in full swing, Nokia implemented a strategy for the company, which allowed it to become more competitive with competitors. It opened several office in Nokia offices in Asia, and, together with the office of the Chief Executive Officer (CEO) and the general manager of Symbian Group, Nokia held more than 2 million direct customers from all 50 countries. In order to increase its competitiveness, a new strategy was taken, which focused on attracting and retaining more foreign customers: the acquisition price of the Nokia Siemens subsidiary, the company launched its first line of Lumia smartphones in February 2011, the second line of the Lumia 630 was introduced in July 2012, the third line of the Lumia 820 was introduced on December 13, and the fourth line of the Lumia 920 was introduced in April 2013. As a result, over 90% of Nokia’s customers are now foreign based, meaning that over 55% of those customers are foreign based. The Nokia Siemens line of business and Symbian Group’s mobile devices are manufactured in Japan (Kazuya, Japan): (Overseas Market). In January 2013, Nokia made several announcements in cooperation with Kyodo Japan News Corp. (KONA), which is the country’s primary newspaper company, to create its first commercial in Japanese (BJP) for the first time. The first BJP for Nokia Siemens phone will be produced in North America (“Konami”). In April 2014, Nokia announced the launch of its new KONI mobile phone, which is scheduled for release in January 2015. During the second half of 2013, Nokia was ranked first in Japan in annual sales of Nokia. The Nokia Siemens line remains in first place in sales of Nokia Nokia Siemens mobile smartphones in Japan. Nokia also increased its revenues in terms of new products and innovations. In 2013 after an unusual first fiscal year, Nokia introduced some new products: the new Nokia Siemens G6, with Windows Phone 8 software. At the start of the second quarter, Nokia was ranked among the top 10 mobile
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Microsoft. The Microsoft brand and its business have a combined market share of 15 out of 33 countries worldwide. Our sales of Windows 8 (2.1 billion units in Europe and 7.6 billion units in the Americas) grew from 1.8 million units in 2007, to 13 million units in 2009, to 26 million units in 2010, to 50 million units in 2011 and to 65 million units in 2012. While sales of the Windows 9 operating system increased from 9,000 units in 2006, sales in its fourth quarter in 2011 were less than 1 million units. This continued, growing the Windows operating system from a few million units in 2006 to almost 10 million units in 2011 and over 100 million units in 2012. Our total revenues were 21.0 billion euros, equivalent to 8.8% of our total market share. Nokia is located in the southern part of the country. As Nokia’s business had stagnated for several years, a new approach was taken to manage Nokia. First, after the current economic slump was in full swing, Nokia implemented a strategy for the company, which allowed it to become more competitive with competitors. It opened several office in Nokia offices in Asia, and, together with the office of the Chief Executive Officer (CEO) and the general manager of Symbian Group, Nokia held more than 2 million direct customers from all 50 countries. In order to increase its competitiveness, a new strategy was taken, which focused on attracting and retaining more foreign customers: the acquisition price of the Nokia Siemens subsidiary, the company launched its first line of Lumia smartphones in February 2011, the second line of the Lumia 630 was introduced in July 2012, the third line of the Lumia 820 was introduced on December 13, and the fourth line of the Lumia 920 was introduced in April 2013. As a result, over 90% of Nokia’s customers are now foreign based, meaning that over 55% of those customers are foreign based. The Nokia Siemens line of business and Symbian Group’s mobile devices are manufactured in Japan (Kazuya, Japan): (Overseas Market). In January 2013, Nokia made several announcements in cooperation with Kyodo Japan News Corp. (KONA), which is the country’s primary newspaper company, to create its first commercial in Japanese (BJP) for the first time. The first BJP for Nokia Siemens phone will be produced in North America (“Konami”). In April 2014, Nokia announced the launch of its new KONI mobile phone, which is scheduled for release in January 2015. During the second half of 2013, Nokia was ranked first in Japan in annual sales of Nokia. The Nokia Siemens line remains in first place in sales of Nokia Nokia Siemens mobile smartphones in Japan. Nokia also increased its revenues in terms of new products and innovations. In 2013 after an unusual first fiscal year, Nokia introduced some new products: the new Nokia Siemens G6, with Windows Phone 8 software. At the start of the second quarter, Nokia was ranked among the top 10 mobile
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Microsoft. The Microsoft brand and its business have a combined market share of 15 out of 33 countries worldwide. Our sales of Windows 8 (2.1 billion units in Europe and 7.6 billion units in the Americas) grew from 1.8 million units in 2007, to 13 million units in 2009, to 26 million units in 2010, to 50 million units in 2011 and to 65 million units in 2012. While sales of the Windows 9 operating system increased from 9,000 units in 2006, sales in its fourth quarter in 2011 were less than 1 million units. This continued, growing the Windows operating system from a few million units in 2006 to almost 10 million units in 2011 and over 100 million units in 2012. Our total revenues were 21.0 billion euros, equivalent to 8.8% of our total market share. Nokia is located in the southern part of the country. As Nokia’s business had stagnated for several years, a new approach was taken to manage Nokia. First, after the current economic slump was in full swing, Nokia implemented a strategy for the company, which allowed it to become more competitive with competitors. It opened several office in Nokia offices in Asia, and, together with the office of the Chief Executive Officer (CEO) and the general manager of Symbian Group, Nokia held more than 2 million direct customers from all 50 countries. In order to increase its competitiveness, a new strategy was taken, which focused on attracting and retaining more foreign customers: the acquisition price of the Nokia Siemens subsidiary, the company launched its first line of Lumia smartphones in February 2011, the second line of the Lumia 630 was introduced in July 2012, the third line of the Lumia 820 was introduced on December 13, and the fourth line of the Lumia 920 was introduced in April 2013. As a result, over 90% of Nokia’s customers are now foreign based, meaning that over 55% of those customers are foreign based. The Nokia Siemens line of business and Symbian Group’s mobile devices are manufactured in Japan (Kazuya, Japan): (Overseas Market). In January 2013, Nokia made several announcements in cooperation with Kyodo Japan News Corp. (KONA), which is the country’s primary newspaper company, to create its first commercial in Japanese (BJP) for the first time. The first BJP for Nokia Siemens phone will be produced in North America (“Konami”). In April 2014, Nokia announced the launch of its new KONI mobile phone, which is scheduled for release in January 2015. During the second half of 2013, Nokia was ranked first in Japan in annual sales of Nokia. The Nokia Siemens line remains in first place in sales of Nokia Nokia Siemens mobile smartphones in Japan. Nokia also increased its revenues in terms of new products and innovations. In 2013 after an unusual first fiscal year, Nokia introduced some new products: the new Nokia Siemens G6, with Windows Phone 8 software. At the start of the second quarter, Nokia was ranked among the top 10 mobile
With its large population, China has been one of the most targeted markets of different companies. Nokia is not an exemption as well. Like any other company, Nokia is trying to enter the Chinese market for its mobile telecommunications products through the use of their worked out business strategy. Marketing facilities of Nokia lead the company to success and pay a great attention to the market of China. Its market has grown tremendously since the 1990s. Nokia has been trying to establish a strong presence in the Chinese market since mid 1980s. Nokia has made significant investments in research and manufacturing facilities. In the Chinese market, Nokia faces stiff competition from global players like Motorola, Samsung and also from domestic players like TCL and Ningbo Bird. The domestic local players have increased their market share to almost 50% as in 2003. Therefore, the share of Nokia started to have a slight decrease in sales. This marketing plan paper is focused on examining most influential areas of Chinese market and highlight main aspects for sustainable development for Nokia production.
Audit of the Marketing Environment of Nokia Corporation in China.2.1 PESTEL AnalysisPESTEL analysis is used to examine the external environment. The external environment or so-called macro environment refers to the factors from the outside surroundings over which the business has no control. Each of the factors can heavily influence on the decisions of the managers of any organisation. Since those forces cannot be ruled by the organisation, the company should adopt to the changes in the external environment. Firms and suppliers, customers, competitors, tax changes, new laws, government policies, demographic varieties are some of the examples of the outside factors that can effect the activities of the business. All of the aspects mentioned above are subjected to constant changes and therefore it is very important for an organisation to monitor, understand and respond to them for the sake of companys success.
PESTEL stands for P-political, E-economical, S-social-cultural, T-technological, L-legal environments, that are going to be discussed in the following paragraphs of the paper.
2.1.1Political EnvironmentPolitical environment refers to what is happening politically in the country in which government rules counting factors as regulations, tax policies,