SlideShare a Scribd company logo
Emerging Nokia –
Group 12
Ankur Kislaya-DM18206
Ajay Norman-DM18202
Melissa Alex-DM18233
Saurabh Arora-DM18246
Shivam Shukla-DM18248
Problem Statement
Should Nokia’s growth strategy be to
focus on the developed markets,
emerging markets or both?
Case Analysis
• Handset manufacturer worldwide market share of 38% in 2009
• Market leader in emerging markets like India(60%) and China(40%)
• Financial performance pre-2008 was exceptional
• Known for innovation
• Offers products at all price points
• Post-2008 started losing ground in developed markets
• European market revenue declined by 15% in 2009
• Exited the Japanese market after 20 years of operations
• Nokia was fifth most valuable brand globally in 2000
Analysis of Emerging Market
• Employed the cost leadership strategy: Purchasing power low in
emerging markets hence Nokia provided cost effective products
successfully.
• First time purchasers: Only 20% of the emerging market were not first
time purchasers
• Services as the key selling point: People of emerging markets wanted
value added services bundled with the phone
Analysis of Developed markets
• Consumers not very price sensitive
• Delivering innovative products more important
• 57% of the market goes for a second phone, most of the time for an
upgrade
• Emergence of i-phone, considered as replacement for normal handsets
with users looking for upgradation
• Growing competition from companies like Samsung, LG, Motorola and
Sony Ericson was also making things worse for Nokia.
• New Operating System – e.g. – Emergence of OSs like Google’s Android
and Microsoft’s Windows mobile further bothered Nokia.
• Inability to understand demand – Nokia failed to understand growing
demand for touch phones
Porter’s Five Force Model
Threat OF New Entrants
Medium
•Computer manufacturers entered industry such as
Acer and Dell
Bargaining Power Of Buyers
Strong
The market was price sensitive
Bargaining Power Of Supplier
Weak
Market leader
Threat Of Substitutes
Weak
No direct substitute for handsets
Competitors Rivalry
Strong
Many companies coming out
with similar products
SWOT Analysis
Very strong brand name and positive image
Strong distribution network
Best Navigation (Nokia OVI Maps)
Phones were not always good as competitors
E.g.- in 2003, company was too late with clamshell
models.
Introductory phones were not user friendly, couldn’t
attain expected success
Companies like Samsung, Sony and Motorola were
eating into Nokia’s market share
New Operating Systems were putting Nokia into
back foot
Have high competitive advantage in terms of brand
recognition and large market penetration
With little innovation and existing low prices,
company can improve market position
S W
T O
Why focus on Emerging Markets?
As Nokia has already gained the following benefits by being the first mover, it
should strive hard to maintain it’s market share in developing economies.
Advantages it has –
1. Earlier entry, early start of the learning curve. Its crucial and experience is
tough to imitate.
2. Nokia can develop enhanced reputation by being pioneer and using its
already established brand image
3. Absolute cost advantage can be gained by early commitments to supplies
of materials and distribution channels….
Recommendations- Emerging Market
• Nokia should concentrate on Improved as well as Basic phones as the
market is still evolving
• Tie up with Telecom players and bring dual sim phones to increase the
switching cost
• It should follow innovations in developed countries and adapt them to
emerging markets in order to stand against competition.
• One general strategy should be to outsource the services part as it is not
Nokia’s competency and customers are giving more regard to services
(Exhibit 6)
• Instead of charging customers for Life tools, revenues should be earned
from advertisers.
Recommendations–Developed Market
• Nokia should follow the innovations in developed countries especially USA
• Nokia should look to divest in Japan as it is largely smartphone driven market
and Nokia has very little market share
• Having an edge over the technology and vision of R&D for better quality
products and value added supply chain, it can occupy the space after Apple and
RIM, slowly increasing its market share.
• Can compete with other OS and with Apple and RIM. Strategy will be to form
an Alliance with Microsoft.
• That can lead to better compatibility and better performance. But they have to
share revenue with the alliance company
Strategy to be followed
• Nokia needs to change from its International Product life cycle approach
as innovation is needed in both markets for products to succeed
• Adopt a Multi-domestic strategy to cater to the needs of both markets
• Manufacturing should be done on a global scale to minimise cost
• Local talent and recruitment should be made from developing countries
like India especially in software development
Thankyou

More Related Content

What's hot

Aqualisa Quartz - Simply A Better Shower (HBR Case Study)
Aqualisa Quartz - Simply A Better Shower (HBR Case Study)Aqualisa Quartz - Simply A Better Shower (HBR Case Study)
Aqualisa Quartz - Simply A Better Shower (HBR Case Study)
Arjun Parekh
 
Hubble session 1 case studies
Hubble session 1 case studiesHubble session 1 case studies
Hubble session 1 case studiesSpace IDEAS Hub
 
Tanishq - Positioning to capture Indian woman’s heart - Marketing Management...
Tanishq - Positioning to capture Indian woman’s heart - Marketing Management...Tanishq - Positioning to capture Indian woman’s heart - Marketing Management...
Tanishq - Positioning to capture Indian woman’s heart - Marketing Management...
Abbas Dhuliawala
 
Clique Pens Pricing: The Writing Implements Division of U.S. Home
Clique Pens Pricing: The Writing Implements Division of U.S. Home Clique Pens Pricing: The Writing Implements Division of U.S. Home
Clique Pens Pricing: The Writing Implements Division of U.S. Home
Demin Wang
 
Cola war continues: Coke and Pepsi 21st century and battle for Internationa...
Cola war  continues: Coke and Pepsi 21st century and battle for  Internationa...Cola war  continues: Coke and Pepsi 21st century and battle for  Internationa...
Cola war continues: Coke and Pepsi 21st century and battle for Internationa...
Sulabh Subedi
 
Altius golf and the fighter brand
Altius golf and the fighter brandAltius golf and the fighter brand
Altius golf and the fighter brand
Nowshad Amin
 
Natureview Farm - Harvard Case Study
Natureview Farm - Harvard Case StudyNatureview Farm - Harvard Case Study
Natureview Farm - Harvard Case Study
Santhosh Kumar
 
Tweeter Electronics: Marketing Case Analysis
Tweeter Electronics: Marketing Case AnalysisTweeter Electronics: Marketing Case Analysis
Tweeter Electronics: Marketing Case Analysis
Dipak Senapati
 
Virgin mobiles pricing for the very first time
Virgin mobiles  pricing for the very first timeVirgin mobiles  pricing for the very first time
Virgin mobiles pricing for the very first timeSwapnil Soni
 
Culinarian cookware
Culinarian cookwareCulinarian cookware
Culinarian cookware
Sindoor Naik
 
Case Analysis |Altius Golf and the Fighter Brand|
Case Analysis |Altius Golf and the Fighter Brand|Case Analysis |Altius Golf and the Fighter Brand|
Case Analysis |Altius Golf and the Fighter Brand|
Anahit Babayan
 
Gino sa distribution channel management case study
Gino sa distribution channel management case studyGino sa distribution channel management case study
Gino sa distribution channel management case study
Sameer Mathur
 
Culinarian Cookware case study analysis
Culinarian Cookware case study analysisCulinarian Cookware case study analysis
Culinarian Cookware case study analysis
Saurabh Mhase
 
Exploring brand person relationship group4
Exploring brand person relationship group4Exploring brand person relationship group4
Exploring brand person relationship group4Arjun Choudhry
 
Atlantic Computers: A Bundle of Pricing Options
Atlantic Computers: A Bundle of Pricing OptionsAtlantic Computers: A Bundle of Pricing Options
Atlantic Computers: A Bundle of Pricing Options
JasmineDennis
 
Colgate palmolive the precision toothbrush
Colgate palmolive the precision toothbrushColgate palmolive the precision toothbrush
Colgate palmolive the precision toothbrushRajendra Inani
 
Jsw shoppe
Jsw shoppeJsw shoppe
Jsw shoppe
Jay K Garg
 
The Walt Disney: The Entertainment King
The Walt Disney: The Entertainment KingThe Walt Disney: The Entertainment King
The Walt Disney: The Entertainment King
Anuj Poddar
 
Montreaux (1)
Montreaux (1)Montreaux (1)
Montreaux (1)
Bheemendra Narayan
 

What's hot (20)

Aqualisa Quartz - Simply A Better Shower (HBR Case Study)
Aqualisa Quartz - Simply A Better Shower (HBR Case Study)Aqualisa Quartz - Simply A Better Shower (HBR Case Study)
Aqualisa Quartz - Simply A Better Shower (HBR Case Study)
 
Hubble session 1 case studies
Hubble session 1 case studiesHubble session 1 case studies
Hubble session 1 case studies
 
Tanishq - Positioning to capture Indian woman’s heart - Marketing Management...
Tanishq - Positioning to capture Indian woman’s heart - Marketing Management...Tanishq - Positioning to capture Indian woman’s heart - Marketing Management...
Tanishq - Positioning to capture Indian woman’s heart - Marketing Management...
 
Clique Pens Pricing: The Writing Implements Division of U.S. Home
Clique Pens Pricing: The Writing Implements Division of U.S. Home Clique Pens Pricing: The Writing Implements Division of U.S. Home
Clique Pens Pricing: The Writing Implements Division of U.S. Home
 
Cola war continues: Coke and Pepsi 21st century and battle for Internationa...
Cola war  continues: Coke and Pepsi 21st century and battle for  Internationa...Cola war  continues: Coke and Pepsi 21st century and battle for  Internationa...
Cola war continues: Coke and Pepsi 21st century and battle for Internationa...
 
Altius golf and the fighter brand
Altius golf and the fighter brandAltius golf and the fighter brand
Altius golf and the fighter brand
 
Natureview Farm - Harvard Case Study
Natureview Farm - Harvard Case StudyNatureview Farm - Harvard Case Study
Natureview Farm - Harvard Case Study
 
Tweeter Electronics: Marketing Case Analysis
Tweeter Electronics: Marketing Case AnalysisTweeter Electronics: Marketing Case Analysis
Tweeter Electronics: Marketing Case Analysis
 
Virgin mobiles pricing for the very first time
Virgin mobiles  pricing for the very first timeVirgin mobiles  pricing for the very first time
Virgin mobiles pricing for the very first time
 
Culinarian cookware
Culinarian cookwareCulinarian cookware
Culinarian cookware
 
Case Analysis |Altius Golf and the Fighter Brand|
Case Analysis |Altius Golf and the Fighter Brand|Case Analysis |Altius Golf and the Fighter Brand|
Case Analysis |Altius Golf and the Fighter Brand|
 
Gino sa distribution channel management case study
Gino sa distribution channel management case studyGino sa distribution channel management case study
Gino sa distribution channel management case study
 
Culinarian Cookware case study analysis
Culinarian Cookware case study analysisCulinarian Cookware case study analysis
Culinarian Cookware case study analysis
 
Exploring brand person relationship group4
Exploring brand person relationship group4Exploring brand person relationship group4
Exploring brand person relationship group4
 
The Fashion Channel
The Fashion ChannelThe Fashion Channel
The Fashion Channel
 
Atlantic Computers: A Bundle of Pricing Options
Atlantic Computers: A Bundle of Pricing OptionsAtlantic Computers: A Bundle of Pricing Options
Atlantic Computers: A Bundle of Pricing Options
 
Colgate palmolive the precision toothbrush
Colgate palmolive the precision toothbrushColgate palmolive the precision toothbrush
Colgate palmolive the precision toothbrush
 
Jsw shoppe
Jsw shoppeJsw shoppe
Jsw shoppe
 
The Walt Disney: The Entertainment King
The Walt Disney: The Entertainment KingThe Walt Disney: The Entertainment King
The Walt Disney: The Entertainment King
 
Montreaux (1)
Montreaux (1)Montreaux (1)
Montreaux (1)
 

Viewers also liked

Nokia Case Study
Nokia Case StudyNokia Case Study
Nokia Case Study
Sambit Mishra
 
SWOT ANALYSIS OF NOKIA
SWOT ANALYSIS OF NOKIASWOT ANALYSIS OF NOKIA
SWOT ANALYSIS OF NOKIA
sayyedasif1
 
Nokia swot analysis
Nokia swot analysisNokia swot analysis
Nokia swot analysis
Sarfaraz Ahmad
 
Business Sustainability and Emerging Markets
Business Sustainability and Emerging MarketsBusiness Sustainability and Emerging Markets
Business Sustainability and Emerging Markets
Innovation Forum Publishing
 
Strategies That Fit Emerging Markets
  Strategies That Fit Emerging Markets   Strategies That Fit Emerging Markets
Strategies That Fit Emerging Markets
Safexpress Private Limited
 
Emerging Markets in Digital World
Emerging Markets in Digital WorldEmerging Markets in Digital World
Emerging Markets in Digital World
Arab Federation for Digital Economy
 
Why do experts say india is an emerging
Why do experts say india is an emergingWhy do experts say india is an emerging
Why do experts say india is an emerging
Praseedh Philip
 
Stretagies that fit Emerging Markets
Stretagies that fit Emerging MarketsStretagies that fit Emerging Markets
Stretagies that fit Emerging Markets
Rizwan Qamar
 
Swot analysis of nokia
Swot analysis of nokiaSwot analysis of nokia
Swot analysis of nokiaDebajit Ghosh
 
Ppt on nokia
Ppt on nokiaPpt on nokia
Ppt on nokia
Babasab Patil
 
Nokia Competitive Intelligence, Strategy and Marketing analysis
Nokia Competitive Intelligence, Strategy and Marketing analysisNokia Competitive Intelligence, Strategy and Marketing analysis
Nokia Competitive Intelligence, Strategy and Marketing analysis
sylvain revuz
 
Colombia Presentation 2017
Colombia Presentation 2017Colombia Presentation 2017
Colombia Presentation 2017
ProColombia
 
BUSSINESS PLANING PRESETNTATION PASCA SARJANA UMJ 2014
BUSSINESS PLANING PRESETNTATION PASCA SARJANA UMJ 2014BUSSINESS PLANING PRESETNTATION PASCA SARJANA UMJ 2014
BUSSINESS PLANING PRESETNTATION PASCA SARJANA UMJ 2014Biyah Djauhar
 

Viewers also liked (13)

Nokia Case Study
Nokia Case StudyNokia Case Study
Nokia Case Study
 
SWOT ANALYSIS OF NOKIA
SWOT ANALYSIS OF NOKIASWOT ANALYSIS OF NOKIA
SWOT ANALYSIS OF NOKIA
 
Nokia swot analysis
Nokia swot analysisNokia swot analysis
Nokia swot analysis
 
Business Sustainability and Emerging Markets
Business Sustainability and Emerging MarketsBusiness Sustainability and Emerging Markets
Business Sustainability and Emerging Markets
 
Strategies That Fit Emerging Markets
  Strategies That Fit Emerging Markets   Strategies That Fit Emerging Markets
Strategies That Fit Emerging Markets
 
Emerging Markets in Digital World
Emerging Markets in Digital WorldEmerging Markets in Digital World
Emerging Markets in Digital World
 
Why do experts say india is an emerging
Why do experts say india is an emergingWhy do experts say india is an emerging
Why do experts say india is an emerging
 
Stretagies that fit Emerging Markets
Stretagies that fit Emerging MarketsStretagies that fit Emerging Markets
Stretagies that fit Emerging Markets
 
Swot analysis of nokia
Swot analysis of nokiaSwot analysis of nokia
Swot analysis of nokia
 
Ppt on nokia
Ppt on nokiaPpt on nokia
Ppt on nokia
 
Nokia Competitive Intelligence, Strategy and Marketing analysis
Nokia Competitive Intelligence, Strategy and Marketing analysisNokia Competitive Intelligence, Strategy and Marketing analysis
Nokia Competitive Intelligence, Strategy and Marketing analysis
 
Colombia Presentation 2017
Colombia Presentation 2017Colombia Presentation 2017
Colombia Presentation 2017
 
BUSSINESS PLANING PRESETNTATION PASCA SARJANA UMJ 2014
BUSSINESS PLANING PRESETNTATION PASCA SARJANA UMJ 2014BUSSINESS PLANING PRESETNTATION PASCA SARJANA UMJ 2014
BUSSINESS PLANING PRESETNTATION PASCA SARJANA UMJ 2014
 

Similar to emerging nokia - should they focus on developed or emerging markets

Nokia ppt
Nokia pptNokia ppt
Nokia ppt
Murat Bigvava
 
NOKIA’s Comeback: Rising from The Ashes
NOKIA’s Comeback: Rising from The AshesNOKIA’s Comeback: Rising from The Ashes
NOKIA’s Comeback: Rising from The Ashes
Lalita Shrestha
 
Samsung & Micromax -comparative Marketing analysis of Mobile handset industry
Samsung & Micromax -comparative Marketing analysis of Mobile handset industrySamsung & Micromax -comparative Marketing analysis of Mobile handset industry
Samsung & Micromax -comparative Marketing analysis of Mobile handset industry
RAHUL KUMAR
 
Case study NOKIA failure
Case study NOKIA failureCase study NOKIA failure
Case study NOKIA failure
Nildip Patel
 
Nokia vs. Apple - the ongoing war in the mobile industry
Nokia vs. Apple - the ongoing war in the mobile industryNokia vs. Apple - the ongoing war in the mobile industry
Nokia vs. Apple - the ongoing war in the mobile industry
Mika Marjalaakso
 
Nokia And The Global Mobile Phone Industry
Nokia And The Global Mobile Phone IndustryNokia And The Global Mobile Phone Industry
Nokia And The Global Mobile Phone Industry
kcampbell01
 
Infamous Nokia and Cheap Samsung Phones, A Comparison
Infamous Nokia and Cheap Samsung Phones, A ComparisonInfamous Nokia and Cheap Samsung Phones, A Comparison
Infamous Nokia and Cheap Samsung Phones, A Comparison
cheap samsung phones
 
Samsung marketing
Samsung marketingSamsung marketing
Samsung marketing
priyanshdwivedi22
 
International Marketing - Samsung
International Marketing - Samsung International Marketing - Samsung
International Marketing - Samsung
shraddhashinde
 
Samsung
SamsungSamsung
Samsung
Mahesh Jamb
 
Example of Micromax launching a new phone
Example of Micromax launching a new phoneExample of Micromax launching a new phone
Example of Micromax launching a new phone
Mitul Siria
 
Five forces model cellphone industry
Five forces model   cellphone industryFive forces model   cellphone industry
Five forces model cellphone industry
Umer Saeed
 
Samsung Industry and Firm Analysis
Samsung Industry and Firm AnalysisSamsung Industry and Firm Analysis
Samsung Industry and Firm Analysis
Jeril Peter
 
Marketingmanagement o samsung and micromax by nehal gaonkar-phpapp01
Marketingmanagement o samsung and micromax by nehal gaonkar-phpapp01Marketingmanagement o samsung and micromax by nehal gaonkar-phpapp01
Marketingmanagement o samsung and micromax by nehal gaonkar-phpapp01
Nehal Gaonkar
 
Strategy of Samsung
Strategy of SamsungStrategy of Samsung
Strategy of Samsung
MD. Monowar Hussain
 
Sony ericson
Sony ericsonSony ericson
Sony ericson
Geeta Prasad
 

Similar to emerging nokia - should they focus on developed or emerging markets (20)

Nokia ppt
Nokia pptNokia ppt
Nokia ppt
 
NOKIA’s Comeback: Rising from The Ashes
NOKIA’s Comeback: Rising from The AshesNOKIA’s Comeback: Rising from The Ashes
NOKIA’s Comeback: Rising from The Ashes
 
Samsung & Micromax -comparative Marketing analysis of Mobile handset industry
Samsung & Micromax -comparative Marketing analysis of Mobile handset industrySamsung & Micromax -comparative Marketing analysis of Mobile handset industry
Samsung & Micromax -comparative Marketing analysis of Mobile handset industry
 
Case study NOKIA failure
Case study NOKIA failureCase study NOKIA failure
Case study NOKIA failure
 
Nokia vs. Apple - the ongoing war in the mobile industry
Nokia vs. Apple - the ongoing war in the mobile industryNokia vs. Apple - the ongoing war in the mobile industry
Nokia vs. Apple - the ongoing war in the mobile industry
 
Nokia Strategy Presentation
Nokia Strategy PresentationNokia Strategy Presentation
Nokia Strategy Presentation
 
Nokia And The Global Mobile Phone Industry
Nokia And The Global Mobile Phone IndustryNokia And The Global Mobile Phone Industry
Nokia And The Global Mobile Phone Industry
 
Infamous Nokia and Cheap Samsung Phones, A Comparison
Infamous Nokia and Cheap Samsung Phones, A ComparisonInfamous Nokia and Cheap Samsung Phones, A Comparison
Infamous Nokia and Cheap Samsung Phones, A Comparison
 
Nokia
NokiaNokia
Nokia
 
Samsung marketing
Samsung marketingSamsung marketing
Samsung marketing
 
International Marketing - Samsung
International Marketing - Samsung International Marketing - Samsung
International Marketing - Samsung
 
Samsung
SamsungSamsung
Samsung
 
Nokia
NokiaNokia
Nokia
 
SAMSUNG
SAMSUNGSAMSUNG
SAMSUNG
 
Example of Micromax launching a new phone
Example of Micromax launching a new phoneExample of Micromax launching a new phone
Example of Micromax launching a new phone
 
Five forces model cellphone industry
Five forces model   cellphone industryFive forces model   cellphone industry
Five forces model cellphone industry
 
Samsung Industry and Firm Analysis
Samsung Industry and Firm AnalysisSamsung Industry and Firm Analysis
Samsung Industry and Firm Analysis
 
Marketingmanagement o samsung and micromax by nehal gaonkar-phpapp01
Marketingmanagement o samsung and micromax by nehal gaonkar-phpapp01Marketingmanagement o samsung and micromax by nehal gaonkar-phpapp01
Marketingmanagement o samsung and micromax by nehal gaonkar-phpapp01
 
Strategy of Samsung
Strategy of SamsungStrategy of Samsung
Strategy of Samsung
 
Sony ericson
Sony ericsonSony ericson
Sony ericson
 

More from Saurabh Arora

Sports obermeyer case
Sports obermeyer caseSports obermeyer case
Sports obermeyer case
Saurabh Arora
 
Egypt turbulence and transition
Egypt turbulence and transitionEgypt turbulence and transition
Egypt turbulence and transition
Saurabh Arora
 
Walmart's africa expansion, ivey publishing
Walmart's africa expansion, ivey publishingWalmart's africa expansion, ivey publishing
Walmart's africa expansion, ivey publishing
Saurabh Arora
 
Lg electronics global strategy in emerging markets
Lg electronics global strategy in emerging marketsLg electronics global strategy in emerging markets
Lg electronics global strategy in emerging markets
Saurabh Arora
 
China's reminbi our currency your problem
China's reminbi   our currency your problemChina's reminbi   our currency your problem
China's reminbi our currency your problem
Saurabh Arora
 
Apple in china, third bird school of management
Apple in china, third bird school of managementApple in china, third bird school of management
Apple in china, third bird school of management
Saurabh Arora
 
Nestle marketing - stgrategy
Nestle marketing - stgrategyNestle marketing - stgrategy
Nestle marketing - stgrategy
Saurabh Arora
 
Big bazaar - Industry – Retailing (Hypermarket)
Big bazaar - Industry – Retailing (Hypermarket)Big bazaar - Industry – Retailing (Hypermarket)
Big bazaar - Industry – Retailing (Hypermarket)
Saurabh Arora
 
Avari hotels - marketing
Avari hotels - marketingAvari hotels - marketing
Avari hotels - marketing
Saurabh Arora
 
procter and gamble a case
procter and gamble a case procter and gamble a case
procter and gamble a case
Saurabh Arora
 
s2 blue ocean
 s2 blue ocean s2 blue ocean
s2 blue ocean
Saurabh Arora
 
Group 12 walt disney
Group 12 walt disneyGroup 12 walt disney
Group 12 walt disney
Saurabh Arora
 
sara lee -
 sara lee -  sara lee -
sara lee -
Saurabh Arora
 
resuming internationalization at starbucks
 resuming internationalization at starbucks resuming internationalization at starbucks
resuming internationalization at starbucks
Saurabh Arora
 

More from Saurabh Arora (14)

Sports obermeyer case
Sports obermeyer caseSports obermeyer case
Sports obermeyer case
 
Egypt turbulence and transition
Egypt turbulence and transitionEgypt turbulence and transition
Egypt turbulence and transition
 
Walmart's africa expansion, ivey publishing
Walmart's africa expansion, ivey publishingWalmart's africa expansion, ivey publishing
Walmart's africa expansion, ivey publishing
 
Lg electronics global strategy in emerging markets
Lg electronics global strategy in emerging marketsLg electronics global strategy in emerging markets
Lg electronics global strategy in emerging markets
 
China's reminbi our currency your problem
China's reminbi   our currency your problemChina's reminbi   our currency your problem
China's reminbi our currency your problem
 
Apple in china, third bird school of management
Apple in china, third bird school of managementApple in china, third bird school of management
Apple in china, third bird school of management
 
Nestle marketing - stgrategy
Nestle marketing - stgrategyNestle marketing - stgrategy
Nestle marketing - stgrategy
 
Big bazaar - Industry – Retailing (Hypermarket)
Big bazaar - Industry – Retailing (Hypermarket)Big bazaar - Industry – Retailing (Hypermarket)
Big bazaar - Industry – Retailing (Hypermarket)
 
Avari hotels - marketing
Avari hotels - marketingAvari hotels - marketing
Avari hotels - marketing
 
procter and gamble a case
procter and gamble a case procter and gamble a case
procter and gamble a case
 
s2 blue ocean
 s2 blue ocean s2 blue ocean
s2 blue ocean
 
Group 12 walt disney
Group 12 walt disneyGroup 12 walt disney
Group 12 walt disney
 
sara lee -
 sara lee -  sara lee -
sara lee -
 
resuming internationalization at starbucks
 resuming internationalization at starbucks resuming internationalization at starbucks
resuming internationalization at starbucks
 

Recently uploaded

Premium MEAN Stack Development Solutions for Modern Businesses
Premium MEAN Stack Development Solutions for Modern BusinessesPremium MEAN Stack Development Solutions for Modern Businesses
Premium MEAN Stack Development Solutions for Modern Businesses
SynapseIndia
 
Putting the SPARK into Virtual Training.pptx
Putting the SPARK into Virtual Training.pptxPutting the SPARK into Virtual Training.pptx
Putting the SPARK into Virtual Training.pptx
Cynthia Clay
 
BeMetals Presentation_May_22_2024 .pdf
BeMetals Presentation_May_22_2024   .pdfBeMetals Presentation_May_22_2024   .pdf
BeMetals Presentation_May_22_2024 .pdf
DerekIwanaka1
 
3.0 Project 2_ Developing My Brand Identity Kit.pptx
3.0 Project 2_ Developing My Brand Identity Kit.pptx3.0 Project 2_ Developing My Brand Identity Kit.pptx
3.0 Project 2_ Developing My Brand Identity Kit.pptx
tanyjahb
 
20240425_ TJ Communications Credentials_compressed.pdf
20240425_ TJ Communications Credentials_compressed.pdf20240425_ TJ Communications Credentials_compressed.pdf
20240425_ TJ Communications Credentials_compressed.pdf
tjcomstrang
 
Cracking the Workplace Discipline Code Main.pptx
Cracking the Workplace Discipline Code Main.pptxCracking the Workplace Discipline Code Main.pptx
Cracking the Workplace Discipline Code Main.pptx
Workforce Group
 
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
BBPMedia1
 
Search Disrupted Google’s Leaked Documents Rock the SEO World.pdf
Search Disrupted Google’s Leaked Documents Rock the SEO World.pdfSearch Disrupted Google’s Leaked Documents Rock the SEO World.pdf
Search Disrupted Google’s Leaked Documents Rock the SEO World.pdf
Arihant Webtech Pvt. Ltd
 
Pitch Deck Teardown: RAW Dating App's $3M Angel deck
Pitch Deck Teardown: RAW Dating App's $3M Angel deckPitch Deck Teardown: RAW Dating App's $3M Angel deck
Pitch Deck Teardown: RAW Dating App's $3M Angel deck
HajeJanKamps
 
Exploring Patterns of Connection with Social Dreaming
Exploring Patterns of Connection with Social DreamingExploring Patterns of Connection with Social Dreaming
Exploring Patterns of Connection with Social Dreaming
Nicola Wreford-Howard
 
Lookback Analysis
Lookback AnalysisLookback Analysis
Lookback Analysis
Safe PaaS
 
The-McKinsey-7S-Framework. strategic management
The-McKinsey-7S-Framework. strategic managementThe-McKinsey-7S-Framework. strategic management
The-McKinsey-7S-Framework. strategic management
Bojamma2
 
Enterprise Excellence is Inclusive Excellence.pdf
Enterprise Excellence is Inclusive Excellence.pdfEnterprise Excellence is Inclusive Excellence.pdf
Enterprise Excellence is Inclusive Excellence.pdf
KaiNexus
 
Project File Report BBA 6th semester.pdf
Project File Report BBA 6th semester.pdfProject File Report BBA 6th semester.pdf
Project File Report BBA 6th semester.pdf
RajPriye
 
Brand Analysis for an artist named Struan
Brand Analysis for an artist named StruanBrand Analysis for an artist named Struan
Brand Analysis for an artist named Struan
sarahvanessa51503
 
Memorandum Of Association Constitution of Company.ppt
Memorandum Of Association Constitution of Company.pptMemorandum Of Association Constitution of Company.ppt
Memorandum Of Association Constitution of Company.ppt
seri bangash
 
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdfMeas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
dylandmeas
 
Cree_Rey_BrandIdentityKit.PDF_PersonalBd
Cree_Rey_BrandIdentityKit.PDF_PersonalBdCree_Rey_BrandIdentityKit.PDF_PersonalBd
Cree_Rey_BrandIdentityKit.PDF_PersonalBd
creerey
 
Buy Verified PayPal Account | Buy Google 5 Star Reviews
Buy Verified PayPal Account | Buy Google 5 Star ReviewsBuy Verified PayPal Account | Buy Google 5 Star Reviews
Buy Verified PayPal Account | Buy Google 5 Star Reviews
usawebmarket
 
What is the TDS Return Filing Due Date for FY 2024-25.pdf
What is the TDS Return Filing Due Date for FY 2024-25.pdfWhat is the TDS Return Filing Due Date for FY 2024-25.pdf
What is the TDS Return Filing Due Date for FY 2024-25.pdf
seoforlegalpillers
 

Recently uploaded (20)

Premium MEAN Stack Development Solutions for Modern Businesses
Premium MEAN Stack Development Solutions for Modern BusinessesPremium MEAN Stack Development Solutions for Modern Businesses
Premium MEAN Stack Development Solutions for Modern Businesses
 
Putting the SPARK into Virtual Training.pptx
Putting the SPARK into Virtual Training.pptxPutting the SPARK into Virtual Training.pptx
Putting the SPARK into Virtual Training.pptx
 
BeMetals Presentation_May_22_2024 .pdf
BeMetals Presentation_May_22_2024   .pdfBeMetals Presentation_May_22_2024   .pdf
BeMetals Presentation_May_22_2024 .pdf
 
3.0 Project 2_ Developing My Brand Identity Kit.pptx
3.0 Project 2_ Developing My Brand Identity Kit.pptx3.0 Project 2_ Developing My Brand Identity Kit.pptx
3.0 Project 2_ Developing My Brand Identity Kit.pptx
 
20240425_ TJ Communications Credentials_compressed.pdf
20240425_ TJ Communications Credentials_compressed.pdf20240425_ TJ Communications Credentials_compressed.pdf
20240425_ TJ Communications Credentials_compressed.pdf
 
Cracking the Workplace Discipline Code Main.pptx
Cracking the Workplace Discipline Code Main.pptxCracking the Workplace Discipline Code Main.pptx
Cracking the Workplace Discipline Code Main.pptx
 
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...
 
Search Disrupted Google’s Leaked Documents Rock the SEO World.pdf
Search Disrupted Google’s Leaked Documents Rock the SEO World.pdfSearch Disrupted Google’s Leaked Documents Rock the SEO World.pdf
Search Disrupted Google’s Leaked Documents Rock the SEO World.pdf
 
Pitch Deck Teardown: RAW Dating App's $3M Angel deck
Pitch Deck Teardown: RAW Dating App's $3M Angel deckPitch Deck Teardown: RAW Dating App's $3M Angel deck
Pitch Deck Teardown: RAW Dating App's $3M Angel deck
 
Exploring Patterns of Connection with Social Dreaming
Exploring Patterns of Connection with Social DreamingExploring Patterns of Connection with Social Dreaming
Exploring Patterns of Connection with Social Dreaming
 
Lookback Analysis
Lookback AnalysisLookback Analysis
Lookback Analysis
 
The-McKinsey-7S-Framework. strategic management
The-McKinsey-7S-Framework. strategic managementThe-McKinsey-7S-Framework. strategic management
The-McKinsey-7S-Framework. strategic management
 
Enterprise Excellence is Inclusive Excellence.pdf
Enterprise Excellence is Inclusive Excellence.pdfEnterprise Excellence is Inclusive Excellence.pdf
Enterprise Excellence is Inclusive Excellence.pdf
 
Project File Report BBA 6th semester.pdf
Project File Report BBA 6th semester.pdfProject File Report BBA 6th semester.pdf
Project File Report BBA 6th semester.pdf
 
Brand Analysis for an artist named Struan
Brand Analysis for an artist named StruanBrand Analysis for an artist named Struan
Brand Analysis for an artist named Struan
 
Memorandum Of Association Constitution of Company.ppt
Memorandum Of Association Constitution of Company.pptMemorandum Of Association Constitution of Company.ppt
Memorandum Of Association Constitution of Company.ppt
 
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdfMeas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
Meas_Dylan_DMBS_PB1_2024-05XX_Revised.pdf
 
Cree_Rey_BrandIdentityKit.PDF_PersonalBd
Cree_Rey_BrandIdentityKit.PDF_PersonalBdCree_Rey_BrandIdentityKit.PDF_PersonalBd
Cree_Rey_BrandIdentityKit.PDF_PersonalBd
 
Buy Verified PayPal Account | Buy Google 5 Star Reviews
Buy Verified PayPal Account | Buy Google 5 Star ReviewsBuy Verified PayPal Account | Buy Google 5 Star Reviews
Buy Verified PayPal Account | Buy Google 5 Star Reviews
 
What is the TDS Return Filing Due Date for FY 2024-25.pdf
What is the TDS Return Filing Due Date for FY 2024-25.pdfWhat is the TDS Return Filing Due Date for FY 2024-25.pdf
What is the TDS Return Filing Due Date for FY 2024-25.pdf
 

emerging nokia - should they focus on developed or emerging markets

  • 1. Emerging Nokia – Group 12 Ankur Kislaya-DM18206 Ajay Norman-DM18202 Melissa Alex-DM18233 Saurabh Arora-DM18246 Shivam Shukla-DM18248
  • 2. Problem Statement Should Nokia’s growth strategy be to focus on the developed markets, emerging markets or both?
  • 3. Case Analysis • Handset manufacturer worldwide market share of 38% in 2009 • Market leader in emerging markets like India(60%) and China(40%) • Financial performance pre-2008 was exceptional • Known for innovation • Offers products at all price points • Post-2008 started losing ground in developed markets • European market revenue declined by 15% in 2009 • Exited the Japanese market after 20 years of operations • Nokia was fifth most valuable brand globally in 2000
  • 4. Analysis of Emerging Market • Employed the cost leadership strategy: Purchasing power low in emerging markets hence Nokia provided cost effective products successfully. • First time purchasers: Only 20% of the emerging market were not first time purchasers • Services as the key selling point: People of emerging markets wanted value added services bundled with the phone
  • 5. Analysis of Developed markets • Consumers not very price sensitive • Delivering innovative products more important • 57% of the market goes for a second phone, most of the time for an upgrade • Emergence of i-phone, considered as replacement for normal handsets with users looking for upgradation • Growing competition from companies like Samsung, LG, Motorola and Sony Ericson was also making things worse for Nokia. • New Operating System – e.g. – Emergence of OSs like Google’s Android and Microsoft’s Windows mobile further bothered Nokia. • Inability to understand demand – Nokia failed to understand growing demand for touch phones
  • 6. Porter’s Five Force Model Threat OF New Entrants Medium •Computer manufacturers entered industry such as Acer and Dell Bargaining Power Of Buyers Strong The market was price sensitive Bargaining Power Of Supplier Weak Market leader Threat Of Substitutes Weak No direct substitute for handsets Competitors Rivalry Strong Many companies coming out with similar products
  • 7. SWOT Analysis Very strong brand name and positive image Strong distribution network Best Navigation (Nokia OVI Maps) Phones were not always good as competitors E.g.- in 2003, company was too late with clamshell models. Introductory phones were not user friendly, couldn’t attain expected success Companies like Samsung, Sony and Motorola were eating into Nokia’s market share New Operating Systems were putting Nokia into back foot Have high competitive advantage in terms of brand recognition and large market penetration With little innovation and existing low prices, company can improve market position S W T O
  • 8. Why focus on Emerging Markets? As Nokia has already gained the following benefits by being the first mover, it should strive hard to maintain it’s market share in developing economies. Advantages it has – 1. Earlier entry, early start of the learning curve. Its crucial and experience is tough to imitate. 2. Nokia can develop enhanced reputation by being pioneer and using its already established brand image 3. Absolute cost advantage can be gained by early commitments to supplies of materials and distribution channels….
  • 9. Recommendations- Emerging Market • Nokia should concentrate on Improved as well as Basic phones as the market is still evolving • Tie up with Telecom players and bring dual sim phones to increase the switching cost • It should follow innovations in developed countries and adapt them to emerging markets in order to stand against competition. • One general strategy should be to outsource the services part as it is not Nokia’s competency and customers are giving more regard to services (Exhibit 6) • Instead of charging customers for Life tools, revenues should be earned from advertisers.
  • 10. Recommendations–Developed Market • Nokia should follow the innovations in developed countries especially USA • Nokia should look to divest in Japan as it is largely smartphone driven market and Nokia has very little market share • Having an edge over the technology and vision of R&D for better quality products and value added supply chain, it can occupy the space after Apple and RIM, slowly increasing its market share. • Can compete with other OS and with Apple and RIM. Strategy will be to form an Alliance with Microsoft. • That can lead to better compatibility and better performance. But they have to share revenue with the alliance company
  • 11. Strategy to be followed • Nokia needs to change from its International Product life cycle approach as innovation is needed in both markets for products to succeed • Adopt a Multi-domestic strategy to cater to the needs of both markets • Manufacturing should be done on a global scale to minimise cost • Local talent and recruitment should be made from developing countries like India especially in software development