Nokia case study with reference to the text mentioned in Philip kotler's marketing management book. Internship under professor Sameer Mathur, IIM Lucknow

1. NOKIA
CASE
STUDY
MINI CASE STUDY NOKIA: MARKETING
INTERNSHIP UNDER PROF. SAMEER
MATHUR,
INDIAN INSTITUTE OF MANAGEMENT,
LUCKNOW

2. Introduction
 Based in Finland
 Employ nearly 130,000 people in 120 countries
 38% of market share in 3rd quarter of 2009
 Number one in the world for cell phone sales

3. Industry Analysis
 Economy
 People are saving money-spending less
 2009 first quarter cell phone sales down 8.6% from a year
ago
 Households omitting landlines-using only cell phones
 Barriers to enter are high
 Fierce competition

4. Industry cont.
 Companies struggling to expand
 Nearly billion people own a cell phone
 Motorola went from 2nd largest to 5th largest in 2007
 Health risks are threatening to industry as a whole
 No proven facts that cell phones cause cancer
 On-going studies conducted

5. S.W.O.T ANAYSIS
Strengths
 Nokia has ten series of cell phone; eight of them are used
Symbian operating system.
 all models in N series and E series are used Symbian S60 OS
 Nokia Corporation purchased Symbian, Ltd in 2008
 High quality and solid shell
 The funny Nokia 1100

6. Opportunities
 Smartphone is the future trends of cell phone.
 The future trends of Smartphone are Touch Screen
Smartphone and QWERTY Keyboard Smartphone.
 High price, high quality, high tech and numerous
functions but also mean high profits.

7. Weaknesses
 Nokia’s market share in North America is only 10 percent.
 Firstly, Nokia didn’t have so much advertisement in America
 Secondly, more than 90% of Nokia’s cell phones are in GSM
net.
 Thirdly, Nokia’s designs are not suitable for American
customers.
 The last but also the most important reason is telephone
services providers.
 Nokia in T-mobile

8. Threats
 It is reported that Nokia’s market share of Smart phone was
35% in the third quarter of 2009.
 Although an unlocked Iphone’s price is more than $700
dollars, but customers could only spent $199 dollars buy an
Iphone with two years AT&T services.

9. Nokia in Europe
 The Emergence of Competitors
 Intellectual Property Disputes
 Concern on Expanding Business

10. Nokia in north America
 Outmoded Design
 Ineffective Cooperation with Operator
 Losing the Smart Phone Market

12. NOKIA IN ASIA
 Nokia in China
-3G market
-Domestic Competitors
 Nokia in India
-Accusation of After Service
-Walkout

13. Apple Inc
 April 1，1976
 Steve Job，Steve Wozniak & Ronald
Wayne
 Cupertino, California, United States
 Revenue: US$32.48 billion (FY 2008)
 Net income: US$ 4.83 billion (FY 2008)
 Employees:35,000 (Q1 FY 2009)
 Products
 iphone (January 9, 2007)

14. Apple Inc
 Strength
1.Operating system
2.Design

15. Motorola
 1928
 Paul Galvin & Joseph Galvin
 Headquarters: Schaumburg, Illinois, United
States
 Revenue: US$ 30.146 billion (2008)
 Net income: US$ -4.244 billion (2008)
 Employees:64,000 (2008)

16. Motorola
 current
situation
2006

17. Samsung
 1938
 Lee Byung-chul
 Headquarters: Samsung Town in Seoul,
South Korea
 Revenue: US$ 173.4 billion (FY 2008)
 Net income: US$ 10.7 billion(FY 2008)
 Employees: 276,000 (Q1 FY 2009)

18. Samsung
 Marketing Strategy
Sports marketing
•1988 Seoul （24th）
•1998 Nagano（18th winter ）
•2000 Sydney （27th）
•2002 salt lake city（19th winter ）
•2004 Athens （28th）
•2006 Turin （20th winter ）
•2008 Beijing （29th）

19. Short-term recommendation
 Enhance Cooperation with Operators in
North America
 Smart Phone Market
 Learn from Competitors

20. Long-term recommendation
 Enhance Cooperation with Operators
 Changes on Operation System
 Meet Consumer’s Needs
 Diversity

21. DISCLAIMER
Created by Sarthak Sinha, SCE Bangalore, during Marketing Internship
under Prof. Sameer Mathur, Indian Institute Of Management Lucknow.
( See www.IIMInternship.com)
Prof. Sameer Mathur, IIM LucknowSarthak Sinha, SCE Bangalore