the Opportunities and Challenges Nokia Facing1 - 图文

The Opportunities and Challenges

Nokia Facing

Xufeng Wang

Luoyang Xinchang Road Bridge Engineering CO, LTD. 4F Tianyuan Business Building

Zhenghe Road, Luoyang, 471023, China

Email: wxufeng01@163.com

Abstract: Finland’s Nokia is the world’s leading mobile communications products manufacturer, founded in1865,has now developed into a well-known world brand. This article briefly describes Nokia's background, and then through an objective analysis swot model of the company's opportunities and challenges faced, and finally put forward the challenge should take positive and effective measures.

Key words: Nokia background Opportunities Challenges Measures

1. Nokia's background

Finland's Nokia (Nokia Corporation) is a leading global manufacturer of mobile communications products, mobile phone market; it is the world's number one giant. 2003, Nokia shipments of about 180 million, is located second Motorola (Motorola, Inc.) 2.4 times (its shipments to 75.1 million units, about 14.5% market share), representing a 34.8% global market share. In addition, it communications network equipment (mainly is a GSM and WCDMA networks) and mobile multimedia application development and other areas of strength are also in the world, and can provide users with enterprise-class security and high reliability of wireless connectivity solutions

The original Nokia (Nokia Ab) is a Finnish engineer named Fredrik Idestam established in 1865, when engaged in the production of pulp and paper business. 1967 , Nokia Corporation (Nokia Ab) and the Finnish rubber factory (Finnish Rubber Works Ltd, founded in 1896) and the Finnish Cable Works (Finnish Cable Works, founded in 1912) were merged to form we see today Nokia Corporation (Nokia Corporation).

Today, Nokia began to focus on mobile communications related products in the R & D and manufacturing, working to provide users worldwide with excellent quality, easy to use, safe and reliable mobile phone products and multimedia, entertainment, communications networks and company class solutions . In addition to mobile phones, Nokia's overseas telecommunications services including mobile phone network (Nordic Mobile Telephone Service NMT and GSM GSM), the official network and application-specific networks, and

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optical transmission systems and other products and solutions. The following SWOT analysis method is using Nokia's marketing situation analysis, as shown in Table 1-1.

Table 1-1 Strengths--S technological innovation, level. With Weakness--W experience, good as Sony Ericsson and other cell phone reliable camera. Since the direction of the so this will affect the 1. Nokia's excellent brand and high 1. Multimedia features is not strong, not as user-friendly and solutions, Nokia has become the leading development of functional cell phone highly mobile phone supplier, is also mobile, fixed integrated, suppliers. broadband and IP network, one of the leading development of Nokia. 2. Nokia smart phone operating system 2. Nokia's design is very human, and a lot of symbian development lags behind the available software. Occupy a large share of introduction of new frequency too slow, the market, with good sales. In 2003, Nokia's leading to declining market share symbian. sales reached 295 million euros (36.2 billion U.S. dollars), with profits of 50 million euros (6.1 billion), profit margin was 17%. 3. Nokia large-scale R & D capability. As of the end of 2003, the company has 9 countries in the world 16 factories and 11 countries have set up R & D center, the number of employees to about 51,000 people. As a public shareholding Paris, company, France, Nokia, respectively, in Helsinki, Finland, Sweden Stockholm, listed. Opportunities--O Threats--T With the development of technology, 3G 1. Dopod represented by the use of mobile phones are slowly approaching our Windows Mobile system and the use of lives. 3G mobile communications industry Linux systems Moto, because a strong and the computer is completely the multimedia capabilities, a lot of software integration of industrial product. 3G mobile resources, so will Nokia's Symbian system, phones in addition to the completion of daily posing a great threat. communication outside the high-quality, but 2. The United States, Apple, Sony Ericsson also for multimedia communications. 3G in Japan, and China's ZTE and Huawei mobile phone users can directly write on the handset manufacturers have developed touch screen, graphics, and send it to another rapidly in recent years, market share phone, but the time required may be less than increased year by year. Nokia caused their one second. Of course, also can be the development to a certain threat information transfer to a computer, or download some information from the computer; users can connect to the Internet

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Germany, Frankfurt and New York in the United States 3G mobile phones, view e-mail or browsing the web; in Dangjin Internet Shuju business continued warming, in the fixed access rate (HDSL, ADSL, of VDSL) rising, against 3G the background mobile communication systems have seen the dawn of the market, Nokia has led in the 3G new development.

2. Nokia Challenges

Nokia has a strong commitment to open up markets around the world to have achieved that today, the market share of peer envy. Nokia's products are sold to Europe, about 38%, 33% sold to the Asia Pacific region including China, 16% are sold to North and South America, and the remaining 13% are exported to Africa and the Middle East.

Global competition means that Nokia's marketing challenges facing the complex and varied: to make it as similar to the small village of India's \service support, but also subsidies for mobile phones with the purchase price with Huawei North American telecommunications service provider partnerships. Coupled with the ever-changing technology, an endless stream of new products and the growing differentiation factors such as media environment, marketers are faced with an extremely complex situation. Manage such a large product portfolio, and when faced with a variety of consumer groups, Nokia will face many challenges. What is the biggest challenge?

\the average life cycle of each product is 12 to 24 months, you will face a lot of the upswing and fall phases of products. Deal with related schedule is a difficult problem. \

\second question is, when you have multiple products, prioritizing becomes essential to communication. Our experience shows that consumers hate confusion and to maintain consumer relations than in a big way to engage in the marketing to be important too fancy more. \appears in all marketing activities are there to change consumer behavior, which usually means the subconscious to communicate with consumers, because, really encourage people to make purchasing decisions is subconscious.

The results show that consumers can be divided into 12 categories, very different types of consumer demand. For some consumers, fashion, pop's appearance is the purchase of mobile communications equipment Suokao Lv Guanjianyinsu; Erlingyixie Xiaofei Zhe advanced technologies and features while Guan Zhu; Huanyoubufen Xiaofei Zhe say that, can help Ziji in mobile complete the work in the mobile communications equipment is essential. \want to raise to 40% market share, such a goal, then, Nokia has another need for a

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diversified portfolio of specific target market to respond to a variety of marketing challenges.\

3. Nokia should take measures to meet challenges

3.1 Adapt to new changes in the enhanced interactive communication.

In Western Europe, North America and some parts of Asia and Latin America, the new communications media in the world has undergone enormous changes. Its role is no longer a simple message across. Any communications product manufacturers and consumers must be interesting to start a dialogue and establish a meaningful relationship.

Among these, the Internet plays increasingly important role beyond anyone's imagination. Brand building via the Internet, but may also have been destroyed on the Internet, and Internet marketing its own new set of rules. The most important rule is: trust and respect

First of all, Nokia do everything possible to solve a problem is: the unconscious and the people.

The real reason for shopping, this is the most valuable and most important. Of course, the product should be carefully manufactured; you have to let people reason to buy your product.

Nokia's marketers are aware of such a reality.

Many consumers through online marketing to amend the definition of the Nokia brand. YouTube, MySpace and many interactive blog site, Nokia is conducting a significant investment in order to establish a readily able to enhance effective way of interaction between the consumer.

Second, Emerging as a major growth market..Take China for example, in China, mobile.nokia.com clicks per month than any other country. Many of the visitors without a computer, they use mobile phones to access the Internet. India, Africa and the Middle East situation is the same. So when we in the development of Internet solutions and products, these markets Nokia's first priority is always the object.

The development potential of emerging markets is staggering. \they are in our share of global mobile communications market share want more than developed markets.\Mobile communication devices to help them deal with at work some things to improve their standard of living. These devices can also help farmers, fishermen and freelancers to find markets, find business opportunities, combined with supply and demand. To change their road because of traffic had to spend a few hours to reach the market, only to often find that the market is not active or are they not the existence of such a passive state. Especially as most of India and the countries of Africa is a very effective means, because there is relatively little fixed-line infrastructure is also weak.

Nokia has been very successful in emerging markets. With Nokia's business continues to expand to the lower income pyramid, Nokia will introduce more innovative marketing model.

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Third, Innovative marketing model to change the market-oriented.

Many marketing activities and changes in consumer behavior.

Giles said: \of truly experience the Internet on the move. So we are trying to encourage consumers to significant changes in behavior, which is from the original home computer when they go out into the Internet browsing the web anytime, anywhere. \this end, can take full advantage of Nokia's long-standing tradition, which makes people feel: life, important that he preferred where the persons or things, including their family and friends, their communities, colleagues and clients, as well as the value of the information they and through experience, is realized by Nokia. \

Conclusion:

We believe, Nokia's brand image with a good, excellent manufacturing level, and the world's leading technology strength and unique corporate culture can overcome these challenges, rose to the challenge, creating more outstanding products for our customers to provide better service for the people's work and life more convenient. Will be able to continue to lead the trend of mobile communications continue to move forward. Competition still exists, but Nokia is seeking the pace of development and innovation has not stopped. In the future they have the confidence and ability!

References:

[1] Baron, D. 1995.“Integrated Strategy: Market and Non-market Components,”California Management ReviewFeb.

[2] Feng Lei Ming, Huang Yan, Di Yang: \business in the market and non-market strategy\[3] http://labs.chinamobile.com/news/26827

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