Nokias Marketing Strategy

Nokias Marketing Strategy Marketing is typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses (Kortler, 2005). Marketing is about stimulating demand for a companys products. Is this sense, marketing can be defined as the art of selling products. However in the modern economies, marketing is more than selling. According to Peter Drucker, a leading management theorist, the aim of marketing is to know and understand the customer so well that the product or the service fits him and sells itself. In this respect, the focus of marketing shifts from convincing people to buy a companys products to discovering the needs of the people and designing products that satisfy these needs. Thus marketing activities should result in customer who is ready to buy. At this point all that is needed is to make the right product available to consumers. A company that is going to be successful in the market place will be that company that will correctly discover the needs of c onsumers and produce products that satisfy them. This is what is called right product based on careful marketing research. Based on the above, marketing is well explained by the definition provided by the American Marketing Association. Thus marketing is defined as the process of planning and executing conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. Marketing deals with identifying and meeting human and social needs. Indeed marketing can be defined as simply meeting needs profitably. Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. It is the art and science of choosing target markets and getting, keeping Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. It is the conscious effort to achieve desired exchange outcomes with target markets. MARKETING STRATEGY A companys marketing strategy will be influenced by the chosen target market and the marketing philosophy being practiced by the management. Target Markets A single company or product can rarely satisfy everyone in a market. People have different tastes and preferences. People differ in terms of age, gender, beliefs, income, religion, and location. All these factors have a bearing on the products that appeal to them. Therefore, marketers must start by dividing or segmenting the market. A company must identify and profile distinct groups of buyers who might prefer or require varying product and services mixes. A companys marketing strategy should target that segment that promises the greatest opportunity. The developed market offering is then positioned in the minds of the target buyers as delivering some central benefits. Marketing Orientations or philosophies A marketing philosophy is an orientation or principle that guides a companys marketing activities or efforts. It defines the relative weights that are given to the interests of the organization, the customers, and the society. It is imperative that marketing activities be carried out under well thought out philosophy of efficiency, effectiveness, and social responsibility (Kortler, 2005). Organizations can conduct their marketing activities under different marketing philosophies. They include: the production concept, the product concept, the selling concept, the marketing concept, and holistic marketing concept. Production concept This concept holds that consumers will prefer products that are widely available and inexpensive. Such a business will concentrate on achieving high production efficiency, low costs, and mass distribution. The assumption is that consumers are primarily interested in product availability and low prices. This orientation is more often applied in developing countries, where it is assumed, consumers are more interested in obtaining the product than its features. However with the rapid globalization and more informed consumers, this philosophy is rapidly loosing its meaning. Product concept Product concept holds that consumers will favor those products that offer the most quality, performance, or innovative features. Managers in these organizations focus on making superior products and improving them over time. The assumption is that buyers admire well made products and can evaluate quality and performance. Companies that are product oriented believe that their engineers exceptional products that will meet customer expectations. Normally no customer input is sought and competition is not a consideration. This is a make and sell philosophy that does not focus on the customer. Selling concept The selling concept holds that consumers and businesses, if left alone, will not buy enough of the organizations products. Aggressive selling and promotion effort is needed to make sales. According to this concept, consumers typically show buying inertia or resistance and therefore must be coaxed into buying. Money is spent on television and radio advertising, posters, mailings. The selling concept is ideal for unsought goods, goods that buyers normally do not think of buying. Companies that are experiencing overcapacity also engage in aggressive marketing techniques. Their aim is to sell what they make rather than make what the market wants. Marketing concept This is a customer centered philosophy. Instead of hunting for customers, marketing is seen as gardening. The task is not to find the right customers for the company products but the right products for the target customers. According to this concept, the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating superior customer value to its chosen target markets. The marketing philosophy is preoccupied with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it. The customer is the king. The marketing concept rests on four pillars: target market, customer needs, integrated marketing, and profitability. Companies do best when they choose their target markets carefully and prepare tailored marketing programs. Nokia has segmented its market in six regions; Africa, Asia Pacific, Europe, Latin America, Middle East, and North America. Each region has unique needs addressed by the company in terms of product quality, features, pricing, and durability. Customer concept This involves shaping separate offers, services, and messages to individual customers. The company is forced to collect information on each customers past transactions, demographics, psychographics, and media and distribution preferences. They hope to achieve profitable growth through capturing a larger share of each customers expenditures by building a higher customer loyalty and focusing on customer lifetime value. Societal marketing concept This concept holds that the organizations task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserves or enhances the consumers and the societys well being. It requires marketers to build social and ethical considerations into their marketing practices. In the modern world that is faced with environmental deterioration, water pollution, resource shortages, hunger, poverty, explosive population, and mushrooming slums, marketing practices should consider the long term benefit of the society or public. COMPANY PROFILE Nokia is the world leader in mobility, driving the transformation and growth of the converging internet and communications industries. The company has operations in Africa, Asia Pacific, Europe, Latin America, Middle East, and North America. In brief the company has a world wide presence. Nokia began as a paper mill company dealing in paper, rubber, and cables in 1865 in South Western, Finland. The company changed to Nokia Corporation in 1968 and positioned itself for a pioneering role in the early evolution of mobile communications. The period 1992 to 2000 experienced a boom in mobile phone use. Nokia made this sector as its core business. By the turn of the century, Nokia had become the world leader in mobile phones. 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. Strategy Nokias strategy is to build trusted consumer relationships by offering compelling and valued consumer solutions that combine beautiful devices with context enriched services. Corporate Business Development The Nokia Corporate Business Development has the responsibility to manage Nokias Strategic growth areas. Their aim is to look for breakthrough ideas that are industry shakers. These are innovative business concepts and technologies that integrate with and expand beyond Nokia core business. Nokia aims to connect people with new services that are meaningful to them and offer greater benefits by enabling more transactions on the device. New services stem from the local needs of consumers and local expertise. Marketing strategy in place The company heavily depends on advertising and promotion activities to popularize its products. In addition, the company through its research unit is continuously involved in searching for product features that meet the evolving needs of diverse customers. There are different types of Nokia phones in the market ranging from a cheaper to expensive models. The aim is to satisfy the needs of diverse markets. Advertising Program Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor. It is important to start by identifying the target market and buyer motives. An advertising program has five components: mission, money, message, media, and measurement. Advertising objectives must flow from prior decisions on target market, market positioning, and marketing mix. Advertising objectives may be to inform, persuade, remind, or reinforce. OVERAL BUSINESS STRATEGY A strategy is the direction and scope of an organization over a long term, which achieves advantage for the organization through its configuration of resources within a changing environment to the needs of markets and fulfill stakeholder expectations. This is the highest strategy level. It is concerned with overall purpose and scope of the firm (Jelassi and Enders, 2009). Corporate strategy addresses issues such as allocation of resources, acquisition, and products to produce. Marketing strategies of the firm are meant to contribute to the realization of the corporate objectives. Incorporating the global environment into marketing planning Business and competition is increasingly taking a global perspective. Goods manufactured in foreign countries are easily finding markets in distant countries thanks to the improved means of communication and transport. Use of e-business in marketing management Marketing activities can now be conducted online. Customers are able to determine the type of merchadize they require on the internet. Communication between suppliers and customers can be done via the internet. CONCLUSION Nokia has adopted the Marketing philosophy or orientation in its marketing activities. The company has also produced a variety of cell phones to meet the diverse market needs. The company has a strong research department that is charged with the responsibility of determining the consumer needs and finding innovative products to meet those needs.

Case Study Summary Intergovernmental Relations and Ocean Policy Change: 1971-85 Essay

As I focus on summarizing the case study pertaining to â€Å"Intergovernmental Relations and Ocean Policy Change: 1971-85†, there are several aspects that should be considered. One of the most essential as well as important aspects involves understanding the affects that policy changes have toward society. In my opinion, this case study is an appropriate example of how the concerns within political transmit inactivity or change because of corporate and profit growth. Although the dumping in oceans does have effect on all individuals; it is quite easier to obtain a profit if it associates with the correct power of political or connection. However, this case study addresses the changes of policy and political concerns influenced in the 1970’s to the mid 80’s. In this essay, I will summarize the key issues and select a point of view on ocean dumping to discuss. President Nixon announced in the early 1970’s his opinion toward administration, which stated that America should decide on un-regulated ocean dumping. After this immediately addressed the EPA nationally, while the Administration presented the appointed leaders, this notion was fully supported and a bill was spearheaded, which soon after 1972 convince Congress to pass the Act of MPRSA (Stewart, Hedge Jr. & Lester, 2008). This new bill was composed to place strict guidelines within history and be considered as a way toward completely terminating ocean dumping. In addition to the new bill or policy, a permit system was established to place limitations on all other materials as well as prospect of damage items. However, the EPA introduced their final recommendations by October 1973 to discontinue all dumping regardless of reasons encountered by corporation that it would not bring harm to lives of marines. Furthermore, the EPA was determined as being the first to authorize protection for the oceans.

Personal Statement Essay

My name is Cheng Tzy Terng. My former school is Kian Kok Middle School. Now I am studying Cambridge A-Level Commerce course at Institut Sinaran. I take business studies, accounting, economics and mathematics. I wish to study accounting and finance in the university. I want to be an accountant. I study A-Level because A-Level is very important to me. When I was in Kian kok Middle school, I was in commerce stream. My choice is to study A-Level. I take four subjects that are business studies, accounting, economics and mathematics. I take business studies because I can know some business knowledge, business advantages and disadvantages. I take accounting because can know the formulae to count how much profit to earn or loss. I take economics because to learns how to control my personal and business economics. I take mathematics because to improve my problem-solving skills. I think that A-Level subjects are very important to me and for my results to enter university. Then, I must take accounting and finance in university. I think that those A-Level subjects that I take must relate to university. I think that Commerce subjects are fun because that is easy, logics, interesting and others. Commerce subjects are related psychology, sociology, mathematics, art and other subjects those are include. I hope that I can earn my master in accounting and finance in university. Commerce subjects those are very important to me. I hope that I can to be an accountant. When I was studying Cambridge A-Level Commerce, those subjects also apply in my career. Accounting that can calculate how much profit or loss in business. Business studies that can helps me to know business knowledge, business advantages and disadvantages. Economics that helps me for my personal savings and control my personal economics that I use. Mathematics that helps me improves problem-solving skills. When I am free, I learns other languages, computer skills, martial arts, and other skills. I also know that I must be more independent, responsible, more logics and creative, and other personalities and some values that are important to get a new career. My SPM result got over five credits. I got a credit in LCCI Level 1 bookkeeping. I hope that I can get LCCI Level 3 in accounting with distinction and some others that I think is very important to me must be achieved. My leisure interest is playing online games, some mind games and board games. I like that interest because it can training my brain and be more creative, logics and other skills. My leisure interest are also surf internet because I can save some money to find information and faster than searching in the book. I hope that the university will accept me as a student. I hope that I want to be an accountant.

The Scandel at Banco Intercontinental - 859 Words

BANCO INTERCONTINENTAL (BANINTER) The scandal BanInter was the second largest privately held commercial bank in the Dominican Republic before collapsing in 2003 in a spectacular fraud tied to political corruption. The resulting deficit of more than US$2.2 billion was equal to 12% to 15% of the Dominican national gross (LatinNews, 2013). The banks main owner, Ramà ³n Bà ¡ez Figueroa, was accused of operating a secret â€Å"bank within the bank† by officials for more than ten years (Economist, 2003). Dominican Republic, President Leonel Fernà ¡ndez, introduced a number of reforms to the country’s economy. With his approval and the approval of the nation treasury, Banco Central, Daez merged his bank with Banco de Comercio (LatinNews, 2013). The terms of this deal were that, Banco Central would absorb Banco de Comercio’s liabilities, leaving BanInter walked away with the profitable portfolios that belonged to Banco de Comercio. BANINTER grew quickly into a typical family-run corporation, buying up or controlling smaller companies. The Group managed to control the countrys largest media group, the oldest and leading newspaper; four television stations, a cable television company, and more than 70 radio stations, thus making him powerful and highly influential (Wikipedia, 2013 ). On May the 15th, Baez, along with two other executives, were arrested for embezzling 55 billion Dominican pesos ($2.2 billion) from the family bank. Two-thirds of the money deposited by customers in the bank