Nokia'S BUSINESS POLICY AND STRATEGY

Nokia’s Business Strategy
&POLICIES
By -SANDEEP
INTRODUCTION
 The roots of Nokia go back to the year 1865 with the establishment of a forestry industry
enterprise located in Finland.
 In 1967 firms known as Finnish Rubber Works Ltd, Finnish Cable Works Ltd. and Nokia
were merged to form Nokia Corporation.
 The company has four main business functions:

 Mobile Phones.
 Multimedia.
 Enterprise Solutions.
&
 Networks.
• It offers mobile phones and devices based on GSM/EDGE, 3G/WCDMA, and CDMA
cellular technologies .
• Nokia is focused on wireless and wired telecommunications, with 112,262 employees in 120
countries, sales in more than 150 countries and global annual revenue of 51.1 billion Euros
and operating profit of 8.0 billion as of 2007.
• In March 2008, Nokia had R&D centers in 10 countries and employed 30,415 people in
research and development, representing approximately 27% of Nokia’s total workforce.
• Nokia have 800 researchers, engineers and scientists. It has sites in seven countries: Finland,

Denmark, Germany, China, Japan, United Kingdom and United States.
• Nokia plays a very large role in the economy of Finland: it is by far the largest Finnish. The
Nokia’s brand valued at $35.9 billion.
• Nokia is one of the leading brand in the market . Leaving behind Motorola Sony Ericson
Samsung Siemens Philips L G and many more.
• Nokia has succeeded where other big brand names have so far failed, chiefly by putting across
the human face technology-taking and dominating the emotional high ground.
Nokia Brand Personality
• Nokia has many personality characteristics for its brand, As you would

have been thinking about someone you have met.
• As the focus is on customer relationships, the Nokia personality is like a

trusted friend. Building friendship and trust is at the heart of
the Nokia brand..
Nokia Positioning
• When Nokia positions its brand in the crowded mobile phone marketplace, its
message must clearly bring together the technology and human side of its offer in a
powerful way.
• Nokia gives consumers a sense of trust and consideration by the company, as

though to say that Nokia understand what they want in life, and how it can help.
• Nokia knows that technology is really only an enabler so that the customers can
enjoy a better life.
• Nokia thus uses a combination of aspiration, benefit-based, emotional features, and

competition-driven positioning strategies
• It owns the "human" dimension of mobile communications,
leaving its competitors wondering what to own, having taken
the best position for itself.
Nokia Product Design
• Nokia is a great brand because it knows that the essence of the brand needs
to be reflected in everything the company does, especially those that
impact the consumer.
• Nokia designers describe it as the "eye into the soul of the product".
• The shape of phones is curvy and easy to hold.
• The faceplates and their different colors can be changed to fit the
personality, lifestyle, and mood of the user.
Product Strategies
• We must remember that marketing is fundamentally about providing the
correct bundle of benefits to the end user.
• Marketing is not about providing products or services it is essentially about

providing changing benefits to the changing needs and demands of the
customer.
• Decisions have to be taken into consideration. These include:

• Product Quality.
• Premium based pricing.
Nokia Milestones
 Nokia’s first century: 1865-1967
From roots in paper, rubber, and cables, in just over 100 years Nokia becomes
a powerful industrial conglomerate..
 The move to mobile: 1968-1991

The newly formed Nokia Corporation is ideally positioned for a pioneering
role in the early evolution of mobile communications.
 Mobile revolution: 1992-1999

As mobile phone use booms, Nokia makes the sector its core business. By the
turn of the century, the company is the world leader...
 Nokia now: 2000-today

Nokia sells its billionth mobile phone as the third generation of mobile
technology emerges.
Personality Counts
• The ability to find the "right" person to fit into the Nokia team is one of the
company's core competencies.
• They search for the talented software engineer or researcher who can thrive
in the Nokia environment requires the company to pay great attention to
personality and behavior.
• The Nokia culture, promotes intervention, contradiction and difference of

opinion.
Core Values
 The Core Values are:
• Customer orientation: seeing the customer as the basis of all

Nokia activities.
• Respect for the individual: treating employees, business

partners and customers with respect.
• Achievement: working toward a well-defined common goal

and strategy.
• Continuous learning: constantly looking for ways to improve

performance and having the courage to pursue new ideas.
Role of Strategy
• Strategy is as important in an organization like walking for a human.

Behind every successful organization there is a strategy.
• In strategy you cannot just attempt something that you have to or will do
just like that you need to take small and control in sometimes brave steps
to achieve what you desire and have to be patient because in planned
strategy to work time is your biggest friend and sometimes the worst
enemy.
• In a competitive business environment you have to realize the brutal facts

of Market environment, Financial and Economic conditions.
Core Competencies
• Core competencies are activities and process performed by a company to

keep ahead of the market and its competitors.
• Competencies of a company are things that are hard to imitate like

customer loyalty etc.
• These Core Competencies change from time to time. In today’s market

where every company is in a lose Nokia is thinking of new ways to get an
edge on its competitors by introducing new services and products that are
harder to imitate and trying to give most for consumers money.
SWOT Analysis
 Strengths:
1 Nokia has largest network of distribution and selling as compared to other

mobile phone company in the world.
2 The financial aspect is very strong in case of Nokia as it has many more
profitable businesses.
3 The product being user friendly and have all the accessories one want.
4 Nokia with wide range of products for all classes.

SWOT Analysis
 Weakness:
1 Some of the products are not user friendly.
2 Some of the weakness includes the price of the product offered by the
company.
3 Nokia does not like to adopt change very quickly.
4 The service centers in third world countries are very few.

SWOT Analysis
 Opportunity:
1 Nokia is also thinking of moving from mobile manufacture to personal

computer manufacture.
2. As the standard of living in third world countries has increased the

purchasing power of the people has increased as well
3. Nokia has to target right customer at right time to gain the most out of the
situation.
SWOT Analysis
 Threats:
1. The threats like emerging of other mobile companies in the market.
2. The new mobile operating systems from Google and Microsoft.
3. The biggest threat is not adopting new technology and putting in good use.
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What are Nokia's core business functions?

What are Nokia's core business functions?

How does Nokia position its brand in the marketplace?

How does Nokia position its brand in the marketplace?

Nokia’s Business Strategy

 The company has four main business functions:

Denmark, Germany, China, Japan, United Kingdom and United States.

• Nokia has many personality characteristics for its brand, As you would

• As the focus is on customer relationships, the Nokia personality is like a

• Nokia gives consumers a sense of trust and consideration by the company, as

• Nokia thus uses a combination of aspiration, benefit-based, emotional features, and

• Nokia designers describe it as the "eye into the soul of the product".

• The shape of phones is curvy and easy to hold.

• Marketing is not about providing products or services it is essentially about

• Decisions have to be taken into consideration. These include:

 The move to mobile: 1968-1991

 Mobile revolution: 1992-1999

 Nokia now: 2000-today

• The Nokia culture, promotes intervention, contradiction and difference of

• Customer orientation: seeing the customer as the basis of all

• Respect for the individual: treating employees, business

• Achievement: working toward a well-defined common goal

• Continuous learning: constantly looking for ways to improve

• Strategy is as important in an organization like walking for a human.

• In a competitive business environment you have to realize the brutal facts

• Core competencies are activities and process performed by a company to

• Competencies of a company are things that are hard to imitate like

• These Core Competencies change from time to time. In today’s market

1 Nokia has largest network of distribution and selling as compared to other

4 Nokia with wide range of products for all classes.

1 Some of the products are not user friendly.

3 Nokia does not like to adopt change very quickly.

4 The service centers in third world countries are very few.

1 Nokia is also thinking of moving from mobile manufacture to personal

2. As the standard of living in third world countries has increased the

1. The threats like emerging of other mobile companies in the market.

2. The new mobile operating systems from Google and Microsoft.

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