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 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 – Earlier entry, early start of the learning curve. Its crucial and experience is tough to imitate. Nokia can develop enhanced reputation by being pioneer and using its already established brand image 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.