A Study Of The Marketing Strategy And Implementing Strategy Of Nokia Smartphone

With the development of3G technology, the demand of users is not only the communication but also data, entertainment and sociality etc. The feature phone is lack of meeting the various demands. Based on the development of smartphone chip technology, the performance of smartphone makes rapid progress. The characteristics of smartphone allow the users to istall applications provided by3rd party, it can meet the various demand better.Since1996, Nokia have taken over the No.1of handset market for15years. The market share of Nokia handset highly reached40%. But since2010, the market share of Nokia handset glides considerably because of the emergence of iPhonc and Android based smartphone. The market share of Nokia handset reduced to20%in Q1,2012which ranked second. On the contrary, the market share of smartphone vendors, such as Samsung, Apple, HTC, increased rapidly. Samsung took the place of Nokia and became the leader of handset market.On April24,2012, Fitch Ratings reduced Nokia’s long-term debt rating to BB+(junk),blaming the deterioration of its handset business. In May9,2012, Nokia sold its headquarters in New York, USA to raise cash. The operation of Nokia got into hot water. According to the Report of Q3,2012, Nokia continued the losses for6Quarters. The losses was0.969billion EURO in Q3,2012. How to deal with the the deterioration sales is the key to get through difficult situatons.The essay researches the macro economy circumstance and the pattern of the smartphone market, combines Nokia’s strength and globlc handset market situation, analyses the external environment and internal environment by SWOT analysis, segments the target market of Nokia smartphone by synthesis based on geographical and behavioral factors, then puts forward the corresponding market strategy. The essay concludes the implementing strategy based on4P’s strategy and makes the measures of marketing control.The essay intents to provid some reference and consult to the marketing of Nokia smartphone. Most of all, the essay will help to review what I have learned in MBA courses and guide my work in future.