NOKIA CORPORATION

CASE STUDY

Melisa AndersonAlex

AmberVivian

INTRODUCTION Based in Finland Employ nearly 130,000 people in 120

countries 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

producing radios, TVs, and computers 1992-changed strategy and focused

only on telecommunications

INDUSTRY ANALYSIS Economy

People are saving money-spending less2009 first quarter cell phone sales down

8.6% from a year agoHouseholds omitting landlines-using only

cell phones Barriers to enter are high Fierce competition

INDUSTRY CONT. Companies struggling to expand

Nearly billion people own a cell phoneMotorola went from 2nd largest to 5th largest

in 2007 Health risks are threatening to industry

as a wholeNo proven facts that cell phones cause

cancerOn-going studies conducted

S.W.O.T ANAYSISSTRENGTHS

Nokia has ten series of cell phone; eight of them are used Symbian operating system.

all models in N series and E series are used Symbian S60 OS

Nokia Corporation purchased Symbian, Ltd in 2008

High quality and solid shell The funny Nokia 1100

WEAKNESSES Nokia’s market share in North America

is only 10 percent. Firstly, Nokia didn’t have so much

advertisement in America Secondly, more than 90% of Nokia’s cell

phones are in GSM net. Thirdly, Nokia’s designs are not suitable

for American 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 phone.

The future trends of Smartphone are Touch Screen Smartphone and QWERTY Keyboard Smartphone.

High price, high quality, high tech and numerous functions but also mean high profits.

THREATS It is reported that Nokia’s market share

of Smart phone was 35% in the third quarter of 2009.

Although an unlocked Iphone’s price is more than $700 dollars, but customers could only spent $199 dollars buy an Iphone with two years 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

Wayne 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 Strength1.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)

MOTOROLA current situation

2006

SAMSUNG 1938 Lee Byung-chul Headquarters: Samsung Town in

Seoul, South 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 RECOMMENDATION

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 Consumer’s Needs

Diversity

CONCLUSION

Any questions?

Thank you!