The document is a case study about Nokia's marketing strategies analyzed using Ansoff's Grid. It defines Ansoff's Grid and its four growth strategies: market penetration, market development, product development, and diversification. It then provides a timeline of Nokia's strategies from the 1970s to 2000s, including expanding into new markets in Europe and USA, introducing their first GSM phone and digital phones. Using Ansoff's Grid, it analyzes Nokia's strategies over this period, such as using market penetration during their sales boom and diversifying into mobile phones from other industries in 1987.

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?