Sherry, Amanda and Amber's Case Study: Nokia Case Study using Ansoff's Grid

1. University of Birmingham
Title: Nokia Case Study
Names: Sherry, Amanda & Amber
Section: 7
Lecturer: Dot MacKenzie
Date: 24/08/2016

2. Contents:
– Introduction to Ansoff’s Grid
– Timeline of Nokia’s Marketing Strategies
– Analysis of Nokia using Ansoff’s Grid
– Conclusion
– Reference

3. Definition of Ansoff’s Grid:
• “Useful in business unit strategy processes to determine business growth
opportunities” (Cathryn S. Overall, Sophia Butt & Jennifer Metcalfe, 2015)
• Consists of 2 dimensions:
 products and markets
 4 growth strategies:
 marketing penetration
 marketing development
 product development
 diversification
• Strategic planning tool that provides framework to help executives, senior
managers, and marketers devise strategies for future growth
Introduction:

4. Introduction:
Products
Market
Current New
Current
• Market penetration • Product development
New
• Market development • Diversification
1. Horizontal
2. Vertical
3. Concentric
4. Conglomerate

5. Started to
invest in
wire-free
phones
Director,
Kaitamo,
decided to
conglomerate
Produced
world’s first
mobile
Launched
first GSM
phone
Paper, rubber,
& tyre
divisions sold
off
Showed
fantastic
growth in
Europe and
USA
WAP phone
entered
market
1970S 1984 1987 1991 1992 1996-2000 2000
Timeline of Nokia’s Marketing Strategies

6. Products
Market
Current New
Current
• Market penetration
 Boom period for
Nokia’s sales of digital
phones
• Product development
 First GSM phone
 Big, bulky phone➟ smaller, smarter,
digital phone
New
• Market development
 Sales of Nokias in
Europe & USA
• Diversification
 Conglomerate: toilet paper & tyres
➟mobile phones (1987)
Analysis of Nokia Using Ansoff’s Grid

7. Conclusion:
 Launching new models continuously
 Reducing new product lead time
 Presenting phones as fun, stylish consumer products

8. Reference:
OVERALL, C.S. (2015,67) BME WORKING WITH CASES. 4th edn. BIRMINGHAM: UNIVERSITY
OF BIRMINGHAM.

9. Thank you for listening.
Do you have any questions?