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RR1601 A 26
Executive summary
Challenges:-
Customer analysis:-
We will be targeting all segments of the people, by providing them all kinds of
services according to their need or wants. For example, we will be providing
different plans for different customers according to their usage and needs.
Today customers wants goods and services according to their need so we will
be having separate plans for students, teenagers, adults, service people,
business people etc. i.e. we will be providing customized products.
Competitor analysis:-
Airtel is leading the market with 93.923 million subscribers, capturing a market
share of 32.57%. BSNL bags third position with 46.684 million GSM
subscribers. Followed by this is Idea, with a subscriber base of 43.023 million in
comparison to 41.519 million a month earlier. The new entrant Aircel, ended
March with 18.478 million subscribers, holds 6.41% of market share. Reliance
Telecom GSM subscriber base reached 11.145 million from 10.745 million in
February 09.
So, Airtel, Vodafone, Bsnl , Idea, Aircel, Reliance are major competitors which
can hinders in the growth of Nokia.
Collaboration:-
Political Factors
Political factors include government regulations and legal issues and define both
formal and informal rules under which the firm must operate. Some examples
include:
• tax policy
• employment laws
• environmental regulations
• trade restrictions
• political stability
All these factors should be kept in mind while the functioning of the
organization takes place. For the success of any organization political
relations should be good so that it in favour of the development of the
economy.
Economic Factors
Economic factors affect the purchasing power of potential customers and the firm's
cost of capital. The following are examples of factors in the macro economy:
• economic growth
• exchange rates
• inflation rate
The present condition of the economy should be kept in the mind of the
organization, and should contribute towards the development of the economy.
Social Factors
Social factors include the demographic and cultural aspects of the external macro
environment. These factors affect customer needs and the size of potential markets.
Some social factors include:
If Nokia want to have a huge market share then they have to learn the
condition of the society. They have to learn the demography of the Indian
society. They should know the needs of the society and should provide good
quality services.
Technological Factors
• R&D activity
• automation
• technology incentives
• rate of technological change
As Nokia is famous in mobile phone technology, and till now they are
providing new technologies in cell phones which are appreciated by
customers and in case of Nokia networks they have to provide strong network
which will be present everywhere and this will only be possible only if Nokia
has advanced technology.
Swot analysis:-
Strengths:-
opportunities:
- The world biggest phone companies are willing to pay top dollar to offer its
customers Nokia's snazzy phones
- There is growing world market for cell phones and network, especially in
developing countries such as China and India
- The cell phone market should reach 1.5 billion units per year by 2007
Threats:
- The European market for cellular phones with current technology is nearly
saturated
Nokia vision
Product description:-
Product- mobile Sim
For business people- 100 rs sim, 1yr validity, local & std call-60 paisa, sms 20
paisa
In case of post paid sims, customized services will be given and according to
customers demand different plans will be made and charged.
Marketing strategy
Geographic
World region – Asia
Country – India
Cities – Reach out maximum places
Demographic
Age – All age group
Gender – Male, Female
Income – All income groups
Occupation – Every sector
Religion – Irrespective of religion
Psychographic
Social class – All class of people
Lifestyles – Urban, rural, and even far villages
Behavioural
Benefits – Quality
Loyalty status – Strong
Positioning:-
Positioning is the process of creating the image of the product that holds in the
mind of the consumers, relative to competing products. Positioning helps
consumers understand what is unique about the products when compared with
the competitor’s product. Nokia is going to position all segment groups.
Marketing mix
Product:-
Product involves mobile Sims.
Price:-
Price will be kept, keeping in mind competitor’s price. Mainly while pricing,
different segments and different plans they are taking will be kept in mind.
Place:-
Product will be available in Nokia centres. Besides this, different vendors,
retailers, suppliers can be used. Canopies can also be made outside school,
colleges, offices, and main stress will be laid on rural market.
Promotion:-
Promotion is a key element of marketing program and is concerned with
effectively and efficiently communicating the decisions of marketing strategy. It
influences the target consumer’s perceptions to facilitate exchange between the
marketer and the consumer. Some of the promotional strategies used by Nokia
are:-
1) Advertising on TV, Radio
2) Direct selling
3) Personal selling
4) Different offers
5) Motivating the channel i.e.distributer margin
6) Free sims, who purchases any Nokia mobile phone
Conclusion
As Nokia is the leading manufacturer of mobile phones whole over the world,
its new strategy of diversification in Nokia Mobile Network will be at great
success, also customers are loyal to Nokia and Nokia has positioned itself
properly in the minds of all the customers. It will be easier for Nokia to attract
its existing customers. Besides this Nokia with its latest technology and strong
networks is laying more stress on rural areas where till now no network has
satisfied rural people.
References
www.businessweek.com/globalbiz/.../analyst_doubts.html
discussions.europe.nokia.com/discussions/board/message