Nokia's goals are to be a responsible corporate citizen and help young people. It focuses on youth programs and digital bridging to connect communities. Nokia operates worldwide, with its largest markets in 2002 being the US, UK, China, Germany and others. Its target market is global, focusing on Asia, Europe, America and the Middle East. Nokia analyzes its product portfolio and invests more in its most profitable products, like cellular phones, while still supporting other product lines.

1. GoalsThe goal of NOKIA is “to be a good corporate citizen wherever we operate, as a responsible and contributing member of society. We take part in long-term projects aimed at helping young people create their own place in the world, for example through our global youth programs.”<br />Digital Bridging<br />Digital Bridging is an integral part of everyday business. It is also an important part of the company's Corporate Community Involvement activities that focus on youth and education. <br />Marketing Objectives<br />Marketing objectives presents a brief summary of the main goals and the recommendations of the plan for management review, helping top management to find the plan’s major points quickly.In marketing objectives, following areas are included…<br />Current marketing situation <br />Threats and opportunity analysis <br />Objectives and issues <br />Marketing strategy <br />Action programs <br />Budgets <br />control <br />Organization’s Network<br />Nokia is manufacturing its products world wide in following countries…<br />· Austria · Bahrain· Belgium· Bosnia-Herzegovina · Croatia· Cyprus· Czech Republic· Denmark· Finland· France· Germany· Greece· Gulf countries · Hungary· Israel· Italy· Kuwait· Lebanon· Luxembourg· Malta· Monaco· Netherlands· Norway· Oman· Poland· Portugal· Qatar· Saudi Arabia· Serbia and Montenegro · Slovakia· Slovenia· Spain· Switzerland· Tunisia· Turkey· UAE · Yemen<br />Target Market<br />The target market of NOKIA is very wide. Its products are demanded world wide and are given preference at any other cellular company in the world. They have comparatively low rates than the other companies and have a very good and interactive performance and interesting features, so because of these features, people prefer NOKIA than the other companies.Specially in Asia, Europe, America and the Middle East, NOKIA has a very big market. It is manufacturing GSM and AMPS technologies cellular sets which are meeting every kind of consumer’s requirements.In 2002, Nokia's largest markets were US, UK, China, Germany, Italy, France, UAE, Thailand, Brazil and Poland. <br />Portfolio Analysis<br />The major activity in strategic management is business portfolio analysis whereby management evaluates the business making up the company. The company will want to put strong resources into its most profitable business and phase down or drop its weaker ones. So while analyzing the portfolio of NOKIA, it was found that its product of cellular phones, especially its GSM sets were making more profit to the company as compare to its other products. So the company invested more budget in this area and started development on this area to earn the maximum profit. But in the mean while, the company didn’t neglected their other products and invested more money on the development of those products. <br />Micro and Macro Environmental Factors<br />Effecting Business<br />The actions and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions within target customers, is called the marketing environment.Environmental considerations are integrated into every area of company life and at every phase of our products' life cycle. We believe in eco-efficiency and sustainability - to respect nature and the needs of future generations. Nokia's new Environmental Report 2002 states the company's understanding of the environmental aspects and impacts of its activities.There are two categories of marketing environment:1. Microenvironment2. Macro environment<br />Micro EnvironmentFollowing are the Micro Environmental factors which affects the company:<br />The company <br />Suppliers <br />Marketing intermediaries <br />Customers <br />Competitors <br />Publics <br />Macro Environment<br />Following are the Macro Environmental factors which affects the company:<br />Demographic environment <br />Economic environment <br />Natural environment <br />Technological environment <br />Political environment <br />Cultural environment <br />Competitive Analysis<br />Visually, there is no any key competitor to NOKIA as comparing its vast market and demand, but still, we can consider the following companies as its competitors:-<br />Ericson <br />Motorola <br />Samsung <br />Siemens <br />Sony <br />These competitors of NOKIA has also a big market, but as compared to NOKIA, we cannot say that they can compete this organization at the same level of competition.<br />Social Factors<br />Every Nokia employee has influence over Nokia's performance and reputation in issues of health, safety, security, employee relations, corporate citizenship and human rights. <br />Marketing Strategy<br />As we move into the Mobile World, we remain committed to strong growth, profitability and responsible market leadership. <br />Strategic Direction<br />The mobile phone is fast becoming the centerpiece of personal communication, allowing us access to an ever-widening range of services. Today, we are moving from voice services to services driven by data and multimedia.<br />Business Environment<br />Nokia competes in the global telecommunications industry in general and in the mobile industry in particular, each of which has exhibited rapid growth, change and convergence in recent years.<br />Suggestions<br />Though the NOKIA is the world’s largest cellular phone company and has the very efficient features and facilities but there are some suggestions by me after analyzing and researching about this company.· It should decrease its prices of the sets so that the sets may become in reach of every user and the market may increase and become the cause of increasing profit rate.· Its spare parts should be available in its every market.· There should be replace warranty in case of defection.· Memory capacity should be increased to save the different entertaining materials in the sets.<br />References· Nokia sales point, Chandni chowk, Murree Road, Rawalpindi. Pakistan.· www.nokia.com· www.nokiausa.com· www.yahoo.com· www.google.com· www.nokia.com/downloads.htm<br />