BBA 311 Marketing Management

1. BBA 311Marketing Management TOPIC: NOKIA 201023016E Lee Man Yee 201023019E Heung Shuk Yi 201023023E Siu Wan Yee 201023028E Lau Chi Wa 201023050E Lo Cheuk San Jackson

2. Agenda • Company Description • Strategic focus and Plan • Situation Analysis • Product Market Focus • Marketing Program • Financial Data and Projection • Implementation Plan • Evaluation and Control

3. Company Description • Nokia Founded in 1865 at Finland • In past, the software engineering in Nokia mobile phone/ information management not develop very well • 4 major business functions or segment: (1) Mobile Phones, (2) Multimedia, (3) Enterprise Solution, (4) Networks • Provides Internet and digital tool to create application under the Ovi brand name • Market share decreasing in 2010 • Cooperate with Microsoft to develop a new product

4. Strategic focus and Plan • Mission & Vision: • “Simple, Connecting People” • Nokia’s promise is to connect people in new and better ways • Goals • Regaining our leadership in the smartphone space • Maintaining our volume and value leadership in the mobile phones space • Sustaining our future as the world’s leading mobile manufacturer • New leadership team, operational structure and governance to drive the change in strategy • Increase brand image via improve the ethical concept

5. Strategic focus and Plan (cont.) • Core competence /sustainable competitive advantage • Seeks to achieve a unique ability to provide distinctive, high-quality • Deliver these products to the customer using effectives retailer • Distribution systems that maintain the Company’s quality standard • Nokia and Microsoft closely collaborate on joint marketing initiatives • Shared development roadmap to align on the future evolution of mobile products

6. Situation Analysis • SWOT Analysis

7. Situation Analysis (cont.) • Industry Analysis • Responsible for Nokia's core mobile phones business, based on WCDMA, GSM,CDMA and TDMA technologies. • Mobile Phones focus on bringing feature-rich, segmented mobile phones to the global market • Environment evolving fast moving and quite young • Competitors Analysis • Strongest competitors as Apple, HTC and Motorola • Apple launched a smartphone device that changed the whole mobile industry & created a distribution channel (App Store) for user • HTC phones work on Android platform give users a different taste of technology. • Motorola increased the handset sales more than 50%

8. Situation Analysis (cont.) • Company Analysis • Market leader is change to Apple & market share of Nokia is become little • Nokia’s market share decrease to 19.2% then Apple increase to 19.4% • Nokia phone emphasis useful more than appearance & less innovative • Major internal problem of Nokia is the development of new products too slow • Customer Analysis • Customer wanted that they wanted phone that were as high quality with long battery life, good reception and good SMS feature, low priced • Need to anticipate future trends and forecast for future sales • Create a feedback group with some prototype phone • Aims: what charge customer would like Nokia to make for them

9. Product Market Focus • Marketing Objective • Capture whole mobile phone market in Hong Kong • Target school student • Attract Customers to New technology • Enhance Distribution & Maximize our revenues • Maintain Customer’s Loyalty • Target markets • Primary consumer target - middle to upper income professionals • Secondary consumer target - high school, college, and graduate student

10. Product Market Focus (cont.) • Point of difference • Best Quality: : 'Self-Regulating Management System'. It's about management practices that allow us to run our business in a consistent, effective and fact-based manner. • User friendly: For an easy-to-use experience, service content must be undemanding and plain. • Positioning of the new product • Slogan: “We call this human technology“ • Trust and consideration • It knows that technology is really only an enabler so that the customer can enjoy a better life

11. Marketing Program • Product Strategy • Development new product • Develop a new product line • Crossover with Microsoft • Fastest, thinnest, screen is the biggest and clearest • Build up app stores for supportive • Product skimming • Cut off some non-profitable product line • Place Strategy • Available in Nokia centers • Vendors, retailers, network provider, suppliers • Promote counter • Internet business

12. Marketing Program (cont.) • Price Strategy • Set a higher price • Make a large profit • US$ 450 is a suitable price • Suitable for most people in Hong Kong • Business man, student and house wife • “High Price, High Quality” Strategy • Pre-sale on our web site and discount $20 off • Promotion Strategy • Advertising on TV, Radio • Educating the sales force • Motivating the channel

13. Financial Data and Projection • The break-even calculation is: $26,750,000 / $(450 – 350)= 267,500 units • Estimated market share increase 25% within a year & higher than Apple Inc. • Figure 1 is the projections reflect the continuing growth in number of unit sold and increasing production and distribution economies of scale as sales volume increase

15. Implementation Plan • The first part : set a total budget for marketing plan, do survey and advertising on TV orradio. • The second part: new modelstarts to be produce. And training our staff; let them know how to use the NxM phone and improve their selling skills. • The third part:continues to make the multimedia advertising campaign & give customer to purchase in advance on the website • The fourth part: to be release the product to marketplace on all of Nokia store, electric company and the Nokia website. And analyze the result of surveys about customer satisfaction

16. Evaluation and Control • Keeping to develop a plans to face /solve environmental changeas new technology and new competition • Through questionnaire to collect the feedback of consumer & make a improvement for further product • Make a clear overview of which part of the strategy needs to be improve or eliminate

17. The End THANK YOU FOR YOUR ATTENTION