The paper "Marketing Strategies Deployed by SGM in Selling Nokia Products in East Timor" is a perfect example of a marketing case study. Nokia is a huge player in the telecommunications industry which is dominated by innovation and competition among companies in this dynamic industry. The company has successfully produced revolutionary phones for different global markets. One such region is East Timor, a country located in South East Asia. This paper will look into the marketing strategies deployed by SGM in selling Nokia products in East Timor. The major focus of the analysis will be on situational analysis, Objectives, message and media strategies. Situational Analysis SGM is a company that has been in operation in East Timor for a period of over 15 years in the telecommunications sector.
The company has been a leader in the sale of mobile handsets and accessories especially the Nokia brand which has been a major supplier. The company has been operating in a highly competitive market which has been liberalized leading to increased competition. In the inception of GSM networks in East Timor in the year 2002, several companies established businesses to provide cell phones to support services offered by Timor Telecom (TT) which was the government-owned entity in partnership with Portugal Telecom (Radha 2007).
The company has been in operation since the year 2002 when it was issued with a license to operate mobile phones services in the country. SGM limited operations in the past were in the mass electronics business when the company sold other items such as radios and television sets (Pan 2013, pp. 35). However, with the inception of the telecommunications in the region, the company partnered with Nokia in selling mobile phone sets to its consumers.
Currently, East Timor is comprised of three players in the telecommunications industry with Timor Telecom controlling 60% of the market followed by the Telin and Viettel which control the remaining 40% of the market. Several factors affect the handset industry in East Timor as outlined; Customer Base: Eat Timor is a developing nation and therefore, most of its citizens are low-income earners. As a result, several handset companies in the region sell low-end mobile devices which are popular.
However, some citizens are now purchasing high-end devices at an increasing rate due to the improved economic conditions of the country (McNamara 2011). As a result, mobile devices from companies such as Nokia are very affordable for the East Timor market (Terplan 2011). Competition: The liberalization of the telecommunications industry in East Timor led to the emergence of several mobile phone vendors who developed partnerships with several multinationals such as Samsung, Ericson, Motorola & Blackberry (Barker 2012). As a result, competition for consumers developed and became heated in the process of procuring for increased sales (Park 2007).
Competition has also increased due to the infiltration of cheap mobile handsets from China. Price: The price of a mobile handset is one of the major determining factors in the selection of the right type of mobile phone for use for the East Timor market (Earnshaw 2005). Brand: In the mobile phone handset industry, the company brand determines a lot in terms of attracting customers to such a company. Popular brands in East Timor include Nokia, Samsung, Techno and LG (Dhar 2008).
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