The paper “ Nokia's Marketing Strategies Make It Possible to Retain the Position of a Dominant Market Player in Mobile Handset Markets" is a worthy variant of a case study on marketing. Nokia is a large Multinational telecommunications firm based in Finland. It was established in 1865 and has grown to be famous for telecommunication gadget manufacturing, together with the converging of the internet and telecommunication industries. It has a wide market in about 120 countries throughout the world. This paper provides a market analysis of Nokia’ s operations (Bussenius, 2011). NOKIA’ s PESTEL ANALYSISPolitical Factors: According to Shukla (2005), the politico-legal environment is often viewed as a single entity because of being enforced by the government of the country in which the business operates.
It is a significant issue for Nokia’ s business because various nations and their governments end up offering different politico-legal environments. Nokia is a global company but must always work based on the frameworks of local regulations and rules in the different markets where it is hosted in the world (Spulber & Gick, 2008). Lillie (2011) explains that for this reason, Nokia always works in cooperation with authorities in order to maximize its advantage in capturing the target national market. Economic Factors: The economy in which a business operates has the greatest role in determining the consumption and production of goods and services.
In the case of Nokia, economic systems are important as they can dictate what the company is to manufacture, ways in which the production will take place and the kinds of final buyers (Proctor, 2011). Mimoun (2009) suggests that for Nokia, a global supplier, knowledge about the nation’ s economic situation, for instance, the form of the economic system that exists, unemployment levels and inflation rates among others is also important in the pursuit of future plans and enhancement of entrepreneurship.
Spulber & Gick (2008) further explain that when incomes are on the rise, people end up having more disposable incomes, and this makes consumers much more selective in their choice of mobile phones. Social Factors: The social-cultural aspect deals with the ways in which Nokia manages to blend with the host societies. These include social class, culture demographic, psychological and lifestyle-related factors that makeup society’ s characteristics.
Nokia’ s operations are based in a diverse number of cultural settings and every level of social class irrespective of differences in religion, race, beliefs, income status or nationality (Steinbock, 2010). Armstrong & Kotler (2011) explain that even if these differ, there are always variations in the product that ensure that everyone has a type that he or she can choose. Klemens (2010) adds that the growth of an information society has led to an increase in the importance of telecommunications to consumers, both in relation to leisure and work.
Mobile phone users have greater awareness about the choices that they can make in mobile handsets. Technological Factors: Technological change determines how human beings manage to perform tasks and is, therefore, a process, in this case for mobile phones through which people make contact with one another. It not only helps in shaping culture but tends to change other characteristics both at Nokia as a corporation and outside. For instance, there is a periodic need for the upgrading of equipment so as to improve the manufacturing processes of end products (Plunkett, 2009).
According to Bhatt (2006), Nokia’ s success is the result of a constant effort at innovation in human technology. Through the enhancement of communication and exploration of new approaches to information exchange, Nokia enables its users to have more out of life.