BOLGATANGA POLYTECHNIC

MARKETING DEPARTMENT
INTERNATION MARKETING ASSIGNMENT

INDEX: 0911030027

Table of content 1.0 Mission & Vision Statement 1.1 Vision Statement 1.2 Mission Statement 2.0 SWOT Analysis ............................................................................................................. 2.1 Strengths 2.2 Weaknesses 2.3 Opportunities 2.4 Threats

3.0 Objectives.. 3.1 Profits Objectives 3.2 Market Share Objectives 3.3 Promotional Objectives 4.0 Marketing Strategy.. 4.1 Porter's Generic Strategies 4.2 Ansoff Product/Market Growth Matrix 5.0 Marketing Programs / Tactics 5.1 Product

5.2 Price 5.3 Promotion 5.4 Place 6.0 Budget 7.0 Action plan 8.0 Implementation. 9.0 Control review.. Appendix I References

ABSTRACT Nokias market share in the European smartphone market has shown a huge decline in the past couple of years. The problem began with the introduction of the iphone in 2007, which set a new trend in the market. In order to return to the market leadership position, Nokia entered into partnership with Microsoft. Threatened by the rapid loss of market share to rivals, Nokia created series of Smartphones called Nokia Lumia. Nokia bet on these products to regain its lost market share. However two years after the partnership, with 9 Lumia products out in the European market, the company has not achieved its goal. This Marketing plan looks at the marketing strategy that Nokia has chosen to implement for some of the Lumia devices. The approach seems reasonable due to the fast decline of market share for Nokia and the need of taking quick actions to reverse the situation. The analysis finds some evidence that the present situation of the company may be affected by wrong strategy implementation. The research begins by understanding the goals of the company in the smartphone market. From this analysis it becomes clear that one of the main objectives for Nokia is to regain its lost market share, and return to the leadership position in themSmartphone market. The company mainly counts on the partnership with Microsoft, and on its Lumia smartphones to achieve this goal. The analysis moves on to exploring the external and internal environment of the company. Nokia has its main strength in its brand and loyal customers, and it has opportunities in creating innovative ecosystem with Microsoft. The company main threat comes from the existing rivals in the industry. The paper then presents the marketing mix, Lumia 820 and 920 are the smartphones, which are the focus of the analysis. The two smart devices are quite different, such that Lumia 920 is a high-end costly smartphone and 820 is a cheaper product with less impressive features. The 820 also serve as an example for the rest of 5 of 34 the

Lumia products. These products, except for the 920 seem to have the same introduction strategy. From the analyses it becomes clear that for the introduction of Lumia 920, Nokia has implemented differentiation strategy. Nokia targets the mass market with differentiated marketing mix. This strategy is successful as the product is much differentiated in the product and price components of the marketing mix. The market leader in Europe-Samsung also uses this strategy with its flagship device. However compared to Samsung Nokia has not done so well with its mid-price range devices. Lumia 820 and the rest of the Nokia Lumia products seem to use the same introduction marketing strategy. However by looking at the marketing mix it does not become clear, which market segments are the different products targeting. Nokia has not positioned its products well and customers may not be able to recognize, which product suits them best.

1.0

VISION AND MISSION

NOKIAS MISSION Connecting People. Our goal is to build great mobile Products that enable billions of people worldwide to enjoy more of what life has to Offer. Our challenge is to achieve this in an increasingly dynamic and competitive environment. (Nokia, about us) NOKIA VISION Nokia is a consumer led company. There is a progressive and continuous increase in consumer involvement with technology and communications globally. People are broadening their modes of communication to include the web and, social networks are becoming central to how people communicate. People want to be truly connected, independent of time and place, in a way that is very personal to them. And, Nokias promise is to connect people in new and better ways. Nokias strategy is to build trusted consumer relationships by offering compelling and valued consumer solutions that combine beautiful devices with enriched services.

2.0

SWOT ANALYSIS

Strengths:

1) Huge market share in mobile sector 2) Nokia has world-class research, design and engineering team 3) Nokia has global relationships with all major phone companies worldwide 4) Nokia is rated the world's fifth most valuable brand 5) Nokia's strong management team has come through many crises unscathed

WEAKNESSES - Nokia will likely be late in developing third-generation (internet-enabled) phones 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 -Threats from competitor like Samsung and LG

3.0

MARKETING OBJECTIVES

To improve the sale of all brands of the company from 55% at the end of 2014

Increase profitability by 3% by the end of the December 2014. To increase advertisement channels by 20% at the end of December 2014.

4.0

MARKETING STRATEGIES

Market penetration

Nokia will penetrate the Ghanaian market by focusing on selling its existing products in the existing market. We can achieve when we maintain or increase the market share of current products this can be achieved by a combination of competitive pricing strategies, advertising, sales promotion and more resources dedicated to personal selling

Market development

Nokia will develop new markets where it will sell it existing products in.

Nokia will introduce new product dimensions or packaging:

Nokia will introduce new distribution channels

Nokia will set different pricing policies to attract different customers or create new market segments

Product development

Nokia will seek to acquire new competencies the development of new and innovative products to be sold to the existing Ghanaian market. This will include customized Nokia branded smart phones and Nokia branded laptops with build in internet connectivity Diversification; Nokia will seek Partner with Microsoft in order ar to gain competitive advantage. By partnering with Microsoft we can go into the Gaming industry. Such service include; Entertainment software.

5.0

MARKETING TACTICS

Product On 5 September 2012, BBC reports that Lumia 920, which is the flagship device in Europe, features wireless charging as well as its revolutionary camera pure view, which allows you to take pictures at night. Nokia argues that it can capture 10 times the amount of light, compared to the rest of the Smartphones in the market (Nokia unveils two 2012). This feature creates competitive advantage for the company as well as technological leadership. The 820 model featured also wireless charging however less impressive technology and a slightly smaller display (Stevenson, 2012) Customers have encountered problems with the phone software. Such as, Lumia 900, which is the flagship device for US, has been introduced with software bug, which prevents users from connecting to the Internet (Bug hits new, 2012). This has surely caused negative word of mouth for the devices, as well as disappointment for the owners of the Windows phone, it has surely affected European customer base as well. Apps that run on Windows phone are much less than those that Android and IOS offer for their customers. This is a huge problem for Nokia, as apps are really important for the Smartphone user. Nokias devices are offered in different colours such as green, red and yellow so the customers can customize the phone by their preferences. The devices are differentiated in the product part of the marketing mix. However it does not become clear whether the products are targeting any particular customer group from the physical or non-physical features.

Price

Looking at the prices of Nokias flagship device 920, the product is selling cheaper than iphone 5, which was launched in September also. Lumia 920 is selling for the same price or in some places cheaper than Samsung Galaxy S 3, which is the flagship device for Samsung. Galaxy S3 went on sale, three months before the Lumia and it could be argued that the price for the Lumia is too high, because people are not familiar with the product and they may not be willing to take a risk for the high price. 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 consumers 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

6.0 ACTIVITY PROMOTIONS EMPLOYMENT TO MANAGE EXPANSION PRODUCT DEVELOPMENT PARTNERSHIP DEAL WITH MICROSOFT TOTAL

BUDGET AMOUNT (In dollars$) 500,000000 1billion PERIOD January-December January-December

200,000000 500,000000

January-December June

2.3BILLION

7.0 ACTIVITY ADVERTISING PUBLIC RELATIONS

ACTION PLAN MANAGER Sales Manager Marketing Manager DURATION January-December January-December

CREATION OF WHOLLY OWN SUBSIDIARY

Marketing Manager

January-December

R&D manager PARTNERSHIP DEAL Legal Manager

January-December June

8.0

IMPLEMENTATION PLAN

The implementation plan and milestones for the marketing program is to embark on the above mentioned strategies in and ensuring the accomplishment of each program is on time and on budget.

9.0

CONTROL AND EVALUATION OF PERFORMANCE

Samsungs marketing plan is to serve as a guide for the organization. The following areas will be monitored to gauge performance: Revenue: monthly and annual, Expenses: monthly and annual Customer satisfaction, Market Share, New product development Partnership agreement. This would be done by the board of director of the company.

APPENDIX 1 http://www.bbc.co.uk/news/business-12427680 Marketing%20Plan%20Outline.htm www.businessweek.com/globalbiz/.../analyst_doubts.html discussions.europe.nokia.com/discussions/board/message http://search.proquest.com/docview/214961929?accountid=14468Reference