edf40wrjww2CF_PaperMaster:Desc
For this project I have been instructed to come up with a marketing
strategy for an existing company/product I have chosen to do Nokia
communications, particularly the mobile phone sector of Nokia's
business. To do this properly I will need to:
* Appropriately identify, collect and use primary and secondary data
that is relevant to the marketing strategy of Nokia.
* Produce a clear analysis of the external influences affecting the
development of a marketing strategy.
* Complete a realistic rationale for the development of a coherent
marketing mix for Nokia communications.
* Show a full understanding of a marketing strategy for Nokia with a
clear understanding of marketing principles.
* Produce a full, well-balanced marketing strategy that reflects
appropriate use of marketing models and tools.
Introducing the product
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Nokia is a communications based company, which focuses on mobile
telephone technology. When mobile phones first became available on the
market the models were very basic with the best technology being SMS
messaging (sending written "text messages" from one phone to another).
Then the next advance in technology was being able to put different
faces on your phone (different style covers for the front and back of
your mobile device) and after that the technological advances have
come thick and fast, with advances such as:
* MMS
* WAP (internet)
* Polyphonic ringtones
* Predictive SMS (where the phone will finish off a word for you if
it can guess what you are typing)
* Camera phones and
* Video recorders