edf40wrjww2CF_PaperMaster:Desc
Running Head: CASE STUDY
Case Study Assignment in MKTG 311
Case Study Assignment in MKTG 311
Fredrik Idestam founded Nokia in 1865 on the southern side of Finland. The company began as a wood pulp mill on the banks of the Tammerkoski rapids. Later Idestam founded another mill on the Nokianvirta River (Nokia, 2007). In 1871 he named the company Nokia Ab. In 1982, Nokia designed its first digital telephone switch system, the Nokia DX200, and launches it into operation. From 1984 to 1991 Nokia's evolution in the mobile communication market grew sharply with their first mobile phone, the Mobira Talkman, the invention of the first handheld NMT phone, and equipment used to make the world's first GSM call (Nokia, 2007). In 1998, Nokia became the world leader in mobile phones and their market continues grow with new devices that include high-speed Internet, mobile online gaming, and multimedia functions. Since the case study presented in our text a new CEO has taken the helm at Nokia. In 2006, Olli-Pekka Kallasvuo has become the new CEO of Nokia. Nokia has been utilizing market segmentation to implement their products into different cultures around the world and they continue to do so as they expand into the year 2008 and on.
Question One ? Why has segmentation been a successful marketing strategy for Nokia?
Market segmentation has been a successful marketing strategy for Nokia. The reason that market segmentation has been successful is that Nokia uses information regarding their consumers' usage, lifestyles, price sensitivity, and individual preferences to market their products (Kerin et ...