International Marketing

1. Group 1
Yana Cherepashenskaya, Garry Gonzalez, Ismet C. Cetinguc,
Alexandra Menéndez Meléndez, Md Kabir Hossain Kanak, Zach Foster

2. Strengths
• Global Brand Image
• Largest Distributor in the
mobile phone industry
• User Friendly
Weaknesses
• Weak brand Building
• Difficulty in Localization
• Poor after sales service very
few customer care point
Opportunities
• Opportunity to expand
with wide range of products
feature, and different price range
to suit different people
Threats
• Maintaining the
position as a market leader
• Many cellphone company was entering
to the market with same function at
cheap price.

3. August 14, 2007
Breaking News:
There Could be A Bomb In Your Pocket

4. ● BL-5C is a Li-ion battery
● 300 million units
● 100 units of BL-5C
● Problems were limited to a
batch
● Overheating batteries were
alarming to countless
consumers

5. ● Batteries overheating while
charging
● Nokia issues advisory for free
replacement of faulty units
● News programs added more
panic with intensive
comparisons
● Flood care centers

6. ● 46 Million batteries
voluntarily recalled by Nokia.
● Company called it an “isolated” accident
for the injury of a 30 year old woman and
assured to compensate injured woman
if it’s proven caused by battery.
● Arja Sauminen, Nokia spokeswoman in India blamed
Matsushita Electric Industrial by stating “Supplier is
responsible for quality”
● Even though the were several suppliers producing BL-5C for
Nokia, only the ones are manufactured by Matsushita recalled.
● Company stated that some of the BL-5C may overheat caused by
a short circuit while being charged.“Consumers with such
batteries can ask for replacements”,said Nokia to prevent
similar incidents.

7. ● Prevented false rumors by stating the supplier
should be held responsible
● Handled angry customers with compensation and
immediate recall and replacement of the product
● Took immediate action with the supplier after
specifically defined the problem
● Shares of Nokia fell 64 cents(2.1%) to $29.84 on NYSE

9. ● September 2013- Microsoft acquired Nokia's mobile phone business
as part of an overall deal totaling €5.44 billion (US $7.17 billion).
● April 2014- Deal completed with Stephen Elop,
Nokia's former CEO, and several other executives
joining the new Microsoft Mobile subsidiary of Microsoft
● November 2014- Nokia began to license product designs
and technologies to third-party manufacturers
● June 2015- Dismissed Stephen Elop and Jo Harlow,
the last surviving members of Nokia's leadership
team to retain prominent positions following
the Microsoft takeover
● Nokia Chief designer, Marko Ahtisaari,
is now playing bass in a band