NOKIA CORPORATIO

N
CASE STUDY

Melisa Anderson
Alex
Amber
Vivian
INTRODUCTION
Based in Finland
Employ nearly 130,000 people in 120 countri
es
38% of market share in 3rd quarter of 2009
Number one in the world for cell phone sales
HISTORY
Started as a paper mill in 1865
Near bankruptcy after World War One-joined
with rubber works and cable works
First electronic device-pulse analyzer
Kept diversifying product line-eventually pro
ducing radios, TVs, and computers
1992-changed strategy and focused only on t
elecommunications
INDUSTRY ANALYSIS
Economy
People are saving money-spending less
2009 first quarter cell phone sales down 8.6% fro
m a year ago
Households omitting landlines-using only cell pho
nes
Barriers to enter are high
Fierce competition
INDUSTRY CONT.
Companies struggling to expand
Nearlybillion people own a cell phone
Motorola went from 2nd largest to 5th largest in 20
07
Health risks are threatening to industry as a
whole
No proven facts that cell phones cause cancer
On-going studies conducted
S.W.O.T ANAYSIS
STRENGTHS
Nokia has ten series of cell phone; eight of th
em are used Symbian operating system.
all models in N series and E series are used S
ymbian S60 OS
Nokia Corporation purchased Symbian, Ltd in
2008
High quality and solid shell
The funny Nokia 1100
WEAKNESSES
Nokias market share in North America is only
10 percent.
Firstly, Nokia didnt have so much advertise
ment in America
Secondly, more than 90% of Nokias cell phon
es are in GSM net.
Thirdly, Nokias designs are not suitable for A
merican customers.
The last but also the most important reason
is telephone services providers.
Nokia in T-mobile
OPPORTUNITIES

Smartphone is the future trends of cell phon

e.
The future trends of Smartphone are Touch S
creen Smartphone and QWERTY Keyboard Sm
artphone.
High price, high quality, high tech and numer
ous functions but also mean high profits.
THREATS
It is reported that Nokias market share of S
mart phone was 35% in the third quarter of 2
009.
Although an unlocked Iphones price is more
than $700 dollars, but customers could only s
pent $199 dollars buy an Iphone with two yea
rs AT&T services.
CURRENT SITUATION

Great Reputation

New Attempts

New Competitors

Great Advantage on Market share

NOKIA IN EUROPE
The Emergence of Competitors

Intellectual Property Disputes

Concern on Expanding Business

NOKIA IN NORTH AMERICA
Outmoded Design

Ineffective Cooperation with Operator

Losing the Smart Phone Market

NOKIA IN ASIA

Nokia in China
-3G market
-Domestic Competitors
Nokia in India
-Accusation of After Service
-Walkout
APPLE INC
April 1 1976
Steve Job Steve Wozniak & Ronald Way
ne
Cupertino, California, United States
Revenue: US$32.48 billion (FY 2008)
Net income: US$ 4.83 billion (FY 2008)
Employees:35,000 (Q1 FY 2009)
Products
iphone (January 9, 2007)
APPLE INC
Strength
1.Operating system
2.Design
MOTOROLA
1928
Paul Galvin & Joseph Galvin
Headquarters: Schaumburg, Illinois,
United States
Revenue: US$ 30.146 billion (2008)
Net income: US$ -4.244 billion (2008)
Employees:64,000 (2008)
 2006

MOTOROLA
current
situation
SAMSUNG
1938
Lee Byung-chul
Headquarters: Samsung Town in Seoul, So
uth Korea
Revenue: US$ 173.4 billion (FY 2008)
Net income: US$ 10.7 billion(FY 2008)
Employees: 276,000 (Q1 FY 2009)
SAMSUNG
Marketing Strategy
Sports marketing

1988 Seoul 24th

1998 Nagano 18th winter
2000 Sydney 27th
2002 salt lake city 19th winter

2004 Athens 28th
2006 Turin 20th winter
2008 Beijing 29th
SHORT-TERM RECOMMENDATIO
N
Enhance Cooperation with Operators in

North America

Smart Phone Market

Learn from Competitors

LONG-TERM RECOMMENDATION
Enhance Cooperation with Operators

Changes on Operation System

Meet Consumers Needs

Diversity
 CONCLUSION

Any questions?

Thank you!