Ecobus Marketing Coursework - Nokia - The Wireless Giant Essays

Ecobus Marketing Coursework - Nokia - The Wireless Giant Ecobus Marketing Coursework "Nokia - The Wireless Giant" Introduction & Purpose For this coursework, I have decided to study the wireless giant, Nokia. Nokia is, unarguably, the leader in the world of mobile communications. The brand boasts a significant number of users from around the world, ranging from Europe to the Americas, and from Africa to the Asia Pacific. Nokia's success has been aided by its experience, innovation and its user-friendliness and thus, has become the leading supplier of mobile phones and other related products around the globe. The aim of this project is to identify how Nokia has approached its market and what has enabled the company to become a world leader in the world of wireless communications. This will include a study of the customer behaviour towards the brand and how Nokia has managed to secure a large share of the market, leaving its competitors far behind. Methodology In order to fill my purpose, I will collect both primary as well as secondary data from the appropriate sources. To collect the primary data, I will hand out questionnaires to a sample group of people varying in age and nationality. This is necessary to get a wider perspective of the possible customers of Nokia. Two samples of the questionnaire will be presented in the appendix. I will also carry out an interview with one of the staff of a Nokia Retail Outlet to further inquire about their aims and objectives in Hong Kong. The appropriate information from the questionnaires will be converted into graphs and then summarised. However, my study of Nokia will be based in Hong Kong and may contain a Hong Kong Perspective of the brand In addition to these data, I will create a S.W.O.T (Strength, Weaknesses, Opportunities, Threats) analysis of the company and also analyse Nokia's marketing mix. This will give a good overview of the company's marketing strategy. To add to the analysis, I will include a Boston Matrix of the brand, which will help determine the position of the company in the market. Following this, I will gather all the information to form a conclusion, which will include my own recommendations. A Brief Introduction to Nokia Nokia started in the communications service in 1865 establishing itself in the newspaper business, the original medi... ... a successful wireless giant aided by its strong marketing strategy. Its innovative products, appropriate placement, top notch promotion and suitable pricing has allowed it to hold the better share of the mobile communications market. In a world that is fast becoming reliant on technology, Nokia, with the help of its state of the arc technology, will create a new revolution in the industry. Locally, the telecommunication market is a thriving one and offers endless opportunities to the company. However, continuous market research and development needs to be done to keep Nokia where it is today. To eliminate any possible threats, Nokia can continue to develop new products and acquire a patent which will eliminate any chances of 'me-too' products from other companies. Acquisitions are also an option as a merge will make Nokia stronger as well as help remove competition. Organic growth can also help them guide towards more turnovers over a period of time. Nokia is, clearly, the hot choice of the mobile customers at present. By the looks of it, it is only a matter of time before its competitors are hunted down to extinction, at least in the field of mobile phones.