Phn tch ma trn SWOT

1. im mnh (S)
1.1. C li th v thng hiu Nokia has an advantage of strong brand name:
Nokia Group l nh sn sut in thai di ng Phn Lan ln nht v hu nh ai cng bit. Nhng nm gn y h kinh doanh bng chnh tn thng hiu ca tp on v ch ng nh hng quan nim khch hng. Phn thng xng ng cho Nokia l danh hiu thng hiu s 1 nhiu th trng trn th gii, nh bt Motorola ra khi v tr . Nokia thnh cng khi to cho sn phm mt tnh cch m khng t cho n mt ci tn. Ni cch khc Nokia khng to ra bt k thng hiu no trc , ch tp trung vo thng hiu tp on, a tnh cch chung ca thng hiu vo sn phm c nhn.

Nokia Corporation is a Finnish largest mobile phone manufacturer and is most well known in global market. In recent years they have been doing business with the company's brand name itself and proactively follows customer-oriented concept. Nokia was ever rewarded the title "No. 1 brand" well-known in many markets around the world, kicking Motorola out that position. For a product, Nokia has managed to create character before giving it a name. In other words, Nokia always focuses on corporate brands in priority, bringing the overall brand personality on individual products.
ng n hn na, Nokia cn thnh cng c nhng ni thng hiu ni ting khc tht bi. Mu cht thnh cng, l tnh nhn bn ca cng ngh - khu hiu gip Nokia chim nhiu cm tnh ca khch hng. Sau y chng ta c th hiu r hn Nokia thc hin iu nh th no.

More impressive, Nokia was successful in the markets where other famous brands failed. The key to success is to create "humanizing technology" - the slogan helped Nokia get good impression from more customers.
Tnh cch thng hiu Nokia: Khi th trng c qu ng i th cnh tranh, Nokia nh v bng cch s dng thng ip kt hp r rng hai mt cng ngh v nhn bn. Ch cng ngh nhn bn ca Nokia mi c th gip bn nhn c nhiu hn, ngoi cuc sng. nhiu ni bn c th thy dng ch: Chng ti gi y l cng ngh nhn bn . Thng qua khu hiu, cng ty mong mun to dng lng tin t khch hng vo thng hiu Nokia. Nokiahiu v bit cch lm sao gip khch hng thc hin c nhng mong mun ca bn thn trong cuc sng. V Nokia cng hiu cng ngh ch l kh nng em li cho bn - nhng khch hng - mt cuc sng tt p hn. Do vy chin lc nh v ca Nokia l s kt hp nhng hnh tng gy cm xc, da trn li ch, kht vng v tnh cnh tranh. Nokia s hu ngha nhn

bn i vi truyn thng di ng, t chn cho mnh v tr tt nht, tch bit vi cc i th khc ang cn nhc nn s hu iu g, c tm mt cch nh v cho ring mnh.

1.2. Sn phm cho mi khch hng

Cc dng in thoi cao cp v bnh dn,nhiu tnh nng hay t tnh nng, Nokia gn nh c mi th, tr chic iPhone. T nhng chic in thoi gi 750 USD kiu cch, c tch hp h thng nh v ton cu cho ti nhng chic in thoi c bn gi ch 45 USD vi mn hnh en trng, Nokia lm bo ha th trng in thoi di ng theo cch m c Motorola hay bt k mt i th cnh tranh no khc khng th bt chc ni. Chui sn phm ng n bao gm khong 100 mu ca Nokia ch l mt trong s nhiu l do ti sao hn 1/3 s in thoi di ng trn th gii hin nay c xut x tEspoo, ngoi th Helsinki ca Phn Lan, ni t i bn doanh ca Nokia. Mt bi hc m Nokia hc c, l khng nn ph thuc qu nhiu vo mt vi mu sn phm bn chy. Ngc li Motorola li qu ph thuc vo dng Razr. Nokia xy dng ch ng cho mnh trn c th trng cao cp v bnh dn. Dnh cho i tng khch hng k vng vo cng ngh mi nht, Nokia c chic N95 bao gm trnh duyt Internet, nghe nhc, b nhn tn hiu GPS v tinh v kh nng kt ni Wi-Fi... Thm ch nhng mu in thoi bnh dn ca Nokia cng c nhng tnh nng m rng khin mt s lng ln khch hng thu nhp thp cm thy th v khi ln u tin c trong tay mt chic in thoi di ng.Chng hn, mu Nokia 1200 vi gi ch 45 USD ca Nokia c th chy ti 2 tun m khng cn xc pin, ng thi c c n flash tch hp, rt thun tin trong trng hp mt in. Nokia u t hng trm triu USD xy dng cc h thng phn phi v mng li bn l ti cc nc ang pht trin. Nh vy, y l hng in thoi di ng s mt Trung Quc, n v ang tng trng mnh chu Phi, th trng ha hn s pht trin mnh trong thi gian ti. Trong khi , sn phm in thoi di ng gi r ca Motorola cho th trng n tht bi, mc d c gi ch 35 USD. Mt phn dn n tht bi l do nhng chc nng hn ch ca chic in thoi ny khng th thu ht c cc khch hng tim nng.

1.3. Dch v chm sc khch hng tt

Nhn vin Nokia tn trng v nng cao cc gi tr trong cng vic, tng cng tinh thn tp th, trch nhim c nhn, v sc mnh c c t tnh phong ph a dng.Vi phng chm mang n cho khch hng nhng dch v tt nht, mi th u xoay xung quanh khch hng. Cu hi:"Khch hng s c thm li ch g khi p dng chnh sch, cng ngh hoc gii php ny?" lun l cu hi u tin m cc cn b, chuyn gia, cng nh nhn vin ca Nokia t ra khi x l cc vn v k thut cng nh kinh doanh. Cng chnh v x l mi vn theo quan im ly khch hng lm trung tm, t quyn li ca khch hng ln trn nn vic Nokia lun chim trn 1/3 th phn in thoi di ng trn ton th gii l iu hon ton d hiu.

1.4. T v trc cc c sc

Nh nhng li th , th phn trn th trng ton cu ca Nokia nay t mc 37%. Nhiu chuyn gia cho rng, con s ny cn c th ln ti 40% trong nm nay. Tuy vy, Nokia cng phi tri qua mt s giai on khng hong. Tr li thi im nm 1995, h thng sn xut ca Nokia gn nh sp di sc nng ca s tng trng nhanh chng. Vo nm 2003, Nokia chm chp trong vic a ra cc mu my gp v c mn hnh mu. T qu 4/2003 n qu 1/2004, th phn ca Nokia gim t mc 34,6% xung cn 28,4%. Nhng thch thc tng t gn nh loi cc hng sn xut in thoi di ng khc khi th trng. Nhng i th mt thi nh Panasonic, Philips, Siemens hin nay ch chim th phn di 1% trn th trng in thoi di ng ton cu. Tuy nhin, di s lnh o ca Gim c iu hnh Jorma Ollila v ngi k nhim ng, Olli-Pekka Kallasvuo, Nokia tri dy cn mnh m hn trc. Bng cch a dng ha sn phm v m rng th trng, Nokia gi y c kh nng t v tt hn nhiu trc cc c sc thi im hn 3 nm trc y. Nh phn tch Neil Mawston caStrategy Analytics ni: R rng l Nokia hc c nhiu iu t nhng g m h tri qua. H phn tn ri ro nhiu hn trc.

1.5. Chui cung ng tt

C th ni, cch thc qun l chui cung cp ca Nokia tt hn so vi bt k mt cng ty no trn th gii. Bn cnh , Nokia c s khi u thun li ti nhng th trng ang tng trng nhanh nh Trung Quc v n . Cng ty ny cn c khon vn l 9,5 t USD tin mt v khng h c n nn.Nokia thu li nhun ln t th trng cp thp v chui cung cp v h thng sn xut ca hng hot ng cc k hiu qu. Hng cng duy tr c s kim sot i vi chi ph thng qua vic s dng chung linh kin gia cc thit b v thit k nhng mu in thoi c t linh kin hn so vi cc i th cnh tranh. Nhng hot ng nh vy gip Nokia vn ln v tr dn u trong bng xp hng hng nm ca cng ty nghin cu th trng AMR Research dnh cho cc nh iu hnh chui cung cp, trn c nhng qun qun trong lnh vc logistics nh Toyota v Wal-Mart.

2. im yu (W)
2.1. Sn phm cha p ng nhu cu ca khch hng
Vi rt nhiu thnh cng m Nokia t c nh vo u im vt tri ca n, nhng khng phi Nokia khng c im yu. Dng in thoi E-series tng thch e-mail nhm vo th trng doanh nghip ca hng ang b cc i th khc nh BlackBerry ca Research In Motion dn trc v khng em li li nhun. Lin doanh gia Nokia v Siemens cng ang b i th Thy in vt xa trn th trng h tng vin thng. V thit k, Nokia ang phi i mt vi thch thc t Apple v chic iPhone ang rt hot.Nokia ch c mt s t sn phm mn hnh cm ng v cha c mu no tin tin nh chiciPhone vi bn phm o. y khng phi l ln u tin mt i th cnh tranh thch thc Nokia. Chic Chocolate caLG hoc nhng chic in thoi cm tay siu mng ca Samsung cng lm cc nh lnh o ca Nokia phi au u.

2.2. Cha c th trng cc nc M, Nht Bn

M Vn l hng di ng ln nht th gii, thng hiu Nokia cng ch xp sau Google v Coca Colanhng ti th trng M, Nokia vn ch l mt ci tn xa l.Nu xt v doanh s my in thoi c tiu th ton cu, lng my ca Nokia nhiu hn tng s sn phm ca 3 hng ln xp sau h cng li. Vi con s ny, phi chng vic ai tuyn b Nokia khng th chim lnh th trng M l mt s ng nhn? Ngi vit bi th lm mt cuc kho st nh quanh khu vc trung tm thnh ph San Francisco v nhn thy khng h c mt mu my cao cp no ca Nokiaxut hin trong cc ca hng. Ti ca hng ca hng vin thng AT&T, mu smartphone cao cp nht m h ang phn phi ch l mt chic E71 vi bn phm QWERTY, c gi ch 50 USDkm theo hp ng s dng dch v trong 2 nm. Ti ca hng ca T-Mobile s lng my mang nhn hiu Nokia c nhiu hn nhng cng ch c mt chic 2720 c bn vi gi 10 USD, mt chic 5130 vi gi 20 USD v mt chic 5610 Xpress Music. Ti shop ca Verizon, hng vin thng ln nht nc M tuyt nhin khng c bng dng ca Nokia. Trn trang web bn in thoi trc tuyn ca h xut hin 2 mu cp thp cn vi nh mng Sprint, n ca hng trc tuyn cng khng thm bn in thoi Nokia.

At shops of Verizon - the largest telecommunication firm in the U.S., there is no stamp of Nokia. On their online shopping website for phones, there are only two low-grade models. For the Sprint carrier, its online site doesnt want to sell Nokia phones, even though.
Nht Bn/ In Japan Hng sn xut TD ln nht th gii va quyt nh rt chn khi th trng di ng ln nht th gii Nht Bn, ng thi s ngng pht trin nhng chic in thoi cho NTT DoCoMo vSoftbank Mobile.

The biggest mobile manufacturer in the world has decided to withdraw from Japan - the largest mobile market. At the same time, it will stop developing phones for NTT DoCoMo and Softbank Mobile.
Cch y 5 nm, Nokia ti xut ti th trng di ng Nht Bn, ng thi cn hm h tung ra cc dch v 3G ti t nc mt tri mc. Tuy nhin, thi th thay i, s i xung ca nn kinh t ton cu buc Nokia phi rt chn khi th trng cc k nng ng ny.Theo pht ngn vin Nokia, doanh s sn phm bn ra ton cu ca Nokia ang gim mnh, chnh v th hng buc phi la chn, trong khi Nht Bn khng phi l th trng u tin ca hng ny. Five years ago, Nokia re-emerged in Japanese mobile phone market and was eager to launch 3G services at the Land of the Rising Sun. However, the world changed and the global recession forced Nokia to withdraw from this dynamic market. According to the front man of Nokia, Nokias global product sales are strongly decreasing. Therefore, they have to make a choice because Japan is not their priority market. Quyt nh ca Nokia phn nh r rt xu hng pht trin hin ti ca th trng di ng Nht Bn, hn l bn thn Nokia. Ti mt t nc c qu nhiu tn tui sn xut TD nh NEC, Fujitsu, Sharp, Panasonic th s xut hin ca mt hng nc ngoi nh Nokia xem ra khng

my hiu qu.Mt bo co gn y cho thy, trong s 22 mu in thoi mi ang c NTT DoCoMo s dng th c 5 chic ca Panasonic; Fujitsu, Sharp v NEC mi hng c 4 chic; v 2 chic cn li l ca HTC; ch c 1 chic ca Nokia, LG v BlackBberry.

Nokias decision clearly reflected the current trend of mobile phone market in Japan over themselves. In a country with so many famous cellphone manufacturers as NEC, Fujitsu, Sharp and Panasonic, appearance of a foreign company like Nokia seems fruitless. A recent report shows in 22 new phones used by NTT DoCoMo, there are Panasonics, Fujitsus, Sharp and NEC with 4 sets for each. The two remaining ones are HTCs. Nokia, LG and BlackBberry have only 1 set for each.

3. C hi (O) - Opportunities
3.1. Cho ra i nhng sn phm cng ngh cao
Introduction of hi-tech products Xut pht t cuc tranh ua gia cc nh cung ng in thoi di ng trn th gii, m khch hng c s dng nhng chic in thoi thng minh, nh gn, m li c chc nng nh 1 chic laptop.Nokia cng khng nm ngoi cuc chy ua ,v vy m hng ny , ang v s cho ra nhng sn phm cng ngh cao. Started from competition between cellphone providers all over the world, customers have chance to use small-size smart phones with functions as a laptop. Nokia is no exception. As a result, this firm has been introducing hi-tech products. V d: Nokia N96 s c mt trn th trng vo thng ti nhm cnh tranh vi Apple iPhone 3G. Chic smartphone mi tinh ny ca Nokia c y yu t thch thc v tr c tn caiPhone 3G hin nay.

For example: The model Nokia N96 will be launched next month in purpose of competing with Iphone 3G by Apple. This brand new smart phone includes efficient factors to challenge the niche status of Iphone 3G, currently. 3.2. M rng quan h hp tc vi cc i tc
Expansion of partnership cooperation Rt nhiu chiu thc kinh doanh vt ln i th cnh tranh m Nokia thc hin. Vi mc tiu gi vng v th dn u th phn in thoi di ng, Nokia bt tay vi rt nhiu i tc nh bi i th cnh tranh. Nokia has carried out so many kinds of business techniques to go beyond competition. Aiming to maintain its leading position in the mobile phone market, Nokia has cooperated with lots of partners to beat bussiness competitors. Nokia, Intel nui gic m lm b ch th trng di ng Nokia and Intel dream of gaining hegemony in the mobile phone market

C Intel v Nokia u hiu cch duy nht nh bi Microsoft, Google v Apple l hp sc vi nhau phong ta cc thit b di ng, John Strand, gim c cng ty c vn cng nghStrand Consult ni sau khi cc ng ln trong lnh vc cng ngh tuyn b cc k hoch ca mnh ti Trin lm di ng th gii (MWC). Tuy nhin, theo ng ny, khng phi nhiu nn tng s mang li thnh cng. iu quan trng nht l to c sn phm c ngi dng mong i. Ong khng tm n khu vn rng m ch tm n nhng bng hoa p nht, Strand v von. Both Intel and Nokia understand that the only way for them to beat Microsoft, Google and Apple is to cooperate to block mobile devices, said John Strand, Director of Strand Consult Company, after big bosses of technology proclaimed their plans at the Mobile World Congress (MWC). According to his words, however, good backgrounds cannot lead to success. The most important thing is to create products that sastify users expectation. Bees are not attracted by large gardens but the most beautiful flowers, Strand said as a metaphor. Cch y 3 thng, Intel v Nokia gy bt ng vi ngnh cng nghip di ng khi trnh din chic in thoi Maemo u tin - kt qu ca d n pht trin 5 nm. Gii phn tch d on Maemos gip hng c thm nhiu c hi thnh cng trn th trng in thoi cao cp. Three years ago, Intel and Nokia made the mobile phone industry surprised when introducing the first Maemo model - resulting from a 5-year development project. Analysts predict Maemo will gain more chance to be successful in the luxury mobile market.

Nokia bt tay hp tc vi FPT pht trin th trng di ng Vit Nam

Nokia cooperated with FPT to develop its market in Vietnam Vi mc ch pht trin mng li thit b di ng ca Nokia ti Vit Nam, cam kt n lc hp tc nhm pht trin cc gii php ni dung s phc v ngi tiu dng Vit Nam, Nokia k kt hp tc chin lc vi FPT.

In purpose of developing a Nokia network of mobile devices in Vietnam and commit for a effort cooperation to develop digital solutions to serve Vietnamese consumers, a Strategic Cooperation Agreement was signed between Nokia and FPT.

4. Thch thc (T) - Threats

4.1. Doanh thu ang st gim nghim trng Dramatically decreasing sales
Nokia ang phi i mt vi tnh trng thua l rng khong 913 triu euro so vi li nhun 1,1 t euro ca cng k nm trc. Nguyn nhn chnh l do hng ny b cc nh sn xut in thoi thng minh nh Apple ln lt. Gim c iu hnh Olli-Pekka Kallasvuo cho hay, doanh s bn hng b hn ch bi tnh trng thiu linh kin". Mc d b thua l nhng th phn caNokia trn th trng in thoi vn c duy tr mc 38% vi s tng trng th trngchu u, chu M Latinh, Trung ng v chu Phi. S tng trng ny b p cho s st gim th phn ti Trung Quc, Chu - Thi Bnh Dng v Bc M. Cc

chuyn gia phn tch d on, trong nm nay doanh s bn hng trn ton cu ca Nokia s thp hn khong 7%so vi nm 2008

Nokia has undergone net loss of approx. 913 million euros, compared to the profit of 1.1 billion euros at the same period. The main reason is that it is surpassed by smart phone manufacturers like Apple. CEO of Nokia, Olli-Pekka Kallassvuo said that sales are limited by the lack of spare parts. Despite the loss, Nokias market in mobile sector still remains a growth rate of 38% in Europe, Latin America, Middle East and Africa. This growth has made up for the market decrease in China, Asia-Pacific and North America. Analysts predict global sales of Nokia shall be 7% lower than the sales in the year 2008. 4.2. i th cnh tranh Competition
Nokia ang phi ng u vi i th cnh tranh sng s, v c nhng dng sn phm khng th cnh tranh vi dng sn phm th mnh ca h. Nokia is facing formidable competitors and unability to compete their strong series products. L mt nhn vt kh mi trong lnh vc in thoi di ng nhng Apple t ra khng h km cnhlo tng Nokia, thm ch cn ngy cng bnh trng sc mnh, chim th phn ca Nokiasau khi tung ra chic in thoi iPhone vo nm 2007. Nh iPhone, trong qu cui ca nm , hng vt qua Nokia vi mc li nhun cao nht. Being a relatively new brand in mobile phones but Apple has proved that it is not worse than the veteran Nokia. Even though, their power is more and more expanded and occupied Nokias market after launching its iPhone in 2007. Thanks to iPhone, at the last quarter of that year, its sales, reaching the highest rate, and surpassed Nokias. Mc d lnh vc ch o ca Apple l my tnh, nhng hng ny hin gt hi mc li nhun trn th trng in thoi di ng cao hn bt k nh sn xut no khc. Although the major product of Apple is computer, the company has gained more sales revenue than any other manufacturers in the mobile market. Tuy nhin, tr ngi ln nht ca Apple cng chnh l v sinh sau mun bi i th Nokia l mt trong nhng n v c ng gp nhiu nht nhng cng ngh c bng sng ch vo kho ti sn tr tu chung c s dng nhm thit lp cc tiu chun khng dy th h th hai v th ba. Theo quy nh, cc hng in thoi mun c s dng cc tiu chun ny phi c c s cho php ca n v sng ch. Tng gim c Nokia, Jorma Ollila cho bit cc i th cnh tranh ca Nokia ang tranh th tn dng "l hng" ca dng in thoi cp trung m Nokia li. ng ni: "Thc s c mt th trng ng k cho in thoi cp trung, khch hng ca chng ti ang khng th chuyn t cp thp nht ln cp trung nu h mun

Sony Ericsson cho rng nhng thnh cng gn y ca h l do mc tiu th mnh ca cc loi in thoi trung v cao cp, phn th trng t lu thng tr bi Nokia, nh sn xut in thoi di ng ln nht th gii. Samsung Electronics tin rng h trc tip dnh th trng t Nokia. Li nhun rng caSamsung tng gn gp ba trong qu va qua.