The paper “ Nokia Corporation Needs to Restructure Its Target Market to Cater to Low-Income Earners and Motorola Should Expand Its Market Share” is an exciting example of a case study on marketing. The manufacturing industry is one of the industries which are characterized by competition. Manufacturing involves the production of finished products, after following a number of prescribed processes. The industry is characterized by different brands. A brand is a trademark, name, design or slogan that identifies the products of a specific company. Each company produces its own brand which is characterized by specific features.
Brand development must be continuous in order to keep up with the market trends. For this reason, marketing becomes a must do for any company intending to stay active in the market. The phone manufacturing industry is one of the industries that have seen enormous revolutions over time. With the growth in telecommunications, need for communication gadgets has come in handy. With the development in wireless communication, mobile phone manufactures have established themselves manufacturing various phone brands bearing various features. The Nokia Corporation and the Motorola Companies are some of the major phone manufactures in the industry.
Both have products trading with the names Nokia and Motorola. Due to the competitiveness of the market, both of them have been forced to diversify their products for instance Motorola also manufactures accessories, consumer two way radios, hoe digital videos, cordless phones, cable modems & gateways, tablets, phone software and also provides home networking (Motorola, 2011). Nokia Corporation has been forced to follow suit and also manufactures the same products. Company backgroundThe Nokia Corporation is a phone manufacturing company.
It has its headquarters in Finland. It produces a mobile phone which trades with the brand name Nokia. It is also a provider of GSM systems. Today, Nokia is the largest producer of mobile phones having a market share of 27 %. The Nokia Corporation has its headquarters in Finland (Nokia, 2011). The company started in the 19 th century as a paper industry and has evolved in products and services to the today’ s Nokia Corporation. The Motorola Company is also a phone manufacturing company with its headquarters in Illinois, US.
The company has been in existence for more than 80 years (Motorola, 2011). The company has its fair share of the market due to its quality products and experience in the communications industry. As it is the case with Nokia, Motorola is involved in brand development so as to keep up with technology and emerging demands. Product overviewPhones are the main products of the Nokia Corporation and Motorola Company. The telecommunications industry has been developing over time. This has seen the need for mobile phone rising each day. Communication is a major contributing factor towards the economic development of an individual and a country at large.
For this reason, emphasis and investments on the communication industry have been undertaken worldwide. The developments in wireless telephony saw the need for mobile phones rise drastically. This has seen a growing rise in need of mobile phones. This has created a good market for the Nokia Corporation and today, it is one of the leading phone manufactures in the world. Strategic Marketing and PlanningStrategic marketing is the practice of marketing according to a specific plan in order to meet certain objectives.
Strategic marketing normally targets a specific market (South west marketing arts, 2002). The plan should be capable of ensuring that the company is able to reach its targeted market hence it must be competitive enough to woo customers. (Revella, 2009)