KLE SOCIETY’S
INSTITUTE OF MANAGEMENT STUDIES AND
RESEARCH
Assignment Report on NOKIA
Team Name: The Clusters
Submitted By: Submitted To:
Jyotika Naik Prof. Ashwini
Soundarya Kotkar
Jeevan
Darshan Melwanki
Danesh Patil
INDEX
Sl no Content Page no
1 Introduction
2 Failure
3 Introduction New Company
4 Unique Features
5 Target Audience
6 Product Portfolio
7 Marketing Strategy
8 Competitive Analysis
9 Product Roadmap
10 Sales & Distribution Strategy
11 Collaboration
12 Collaborating Companies & Investment
13 Human Resource Management
14 Sales
15 Profit
16 Conclusion
INTRODUCTION OF NOKIA
Nokia was a global leader in telecoms and digital infrastructure. It was the world’s largest
vendor of mobile phones from 1998 to 2012.
● Nokia Corporation was formed in 1865 by Fredrik, Eduard, and Leo.
● Later on, in 1998, Nokia was termed one of the fastest-selling mobile brands globally.
● Nokia’s profit was hiked to 4 billion by the end of 1999.
● In 2003, Nokia created its best-selling mobile, the Nokia 1100.
However, a series of bad decisions resulted in a Nokia failure.
We all know the story of how Apple and Samsung, two relatively small companies at the turn
of the century, rose to dethrone Nokia from its perch. A company valued at $250 billion is
now worth less than $14 billion. The company that shipped 463 million phones in 2007 sent
only 4.4 million in 2013.
Nokia fell into a trap that most companies face at one point or another. Nokia thought that
product innovation was not a necessity. So, they continued to release products with minor
changes and kept thinking that their market share won’t be affected.
● But, when the other companies were looking to bring innovations to the market, Nokia was
still on cloud 9 with its last creation.
● As a result, Apple came up with the iPhone, which disrupted the market and gained
popularity very quickly.
● To compete with Apple, Nokia did come up with an innovation known as the “iPhone killer,”
which failed miserably in the market leading to the downfall of Nokia and paving the way for
Samsung and Apple to rule the market.
● In the next five to six years, Nokia failed miserably; its market share declined and was
negligible by late 2010.
● In 2011, Nokia was finally acquired by Microsoft.
It's main failures are:
1. Not adapting to the environment
Nokia remained adamant about its feature phones as the world moved toward smartphones.
As a result, it is believed that the future of mobile technology will be dominated by feature
phones. This misinterpretation was the start of its downfall.
Nokia was hesitant to upgrade to Android because it believed Android was not the mobile
industry’s future, and customers would not migrate to it. Moreover, the company’s
management did not think of touch screen smartphones as a necessity, which proved a
failure for Nokia.
Nokia remained stubborn when mobile phone manufacturers were busy improving and
working on their smartphones. Samsung soon launched its Android-based range of phones
with QWERTY keypad layouts that were cost-effective and user-friendly. They understood
the requirement of people, which is why they succeeded in making their brand stand out in
the market.
2. Microsoft offer
Once a household name in the mobile phone industry, Nokia lost its market dominance and
was forced to sell its handset business to Microsoft.
As Nokia’s market share slid from 50% to less than 5% globally, there was a lot of
speculation about what led to Nokia’s failure. One of the primary reasons for that debacle
was Nokia’s inability to cope with change. As a result, the company lost sight of changing
consumer preferences and failed to keep up with the competition.
In turn to this cause, Nokia had to sell itself to Microsoft, which created a lot of buzz around
the world about its incapability of coping with the changing environment and thus violating
the fundamental rule of business–dynamic nature.
3. Poor marketing strategies
When you look at the company’s most successful strategy today, i.e., Apple, you will find
that the company has never unpredictably launched any new product. Instead, the company
keeps adding new products to its existing product portfolio.
The Nokia marketing strategy failed, and it tried to launch entirely new models with different
brand names, such as the N series, E series, etc. As a result, consumers were confused
while making a choice. Also, it was unable to create a brand appeal for these products.
If Nokia had used the umbrella branding strategy, it would have been easier for the company
to increase its market share. In addition, with this strategy, the company would have been
able to generate a better recall value for its products and create brand loyalty among its
customers.
The model of umbrella branding has been successful for Apple and Samsung. According to
this model, the flagship product serves as a catch-all brand. When people think of Apple,
they think of iPhone, and Samsung Galaxy. But Nokia is not the same as Nokia. People still
associate Nokia with Symbian OS and their feature phones and disguised Nokia marketing
strategy.
4. Adapting too slowly to the industry trends
Nokia was founded to make simple phones for people who didn’t want to be bothered with
complicated technology. The company was successful in that endeavor but failed to keep up
with the times and eventually lost its market share to Apple and Samsung.
And then, Nokia had a significant setback in 2007 when Apple launched the iPhones. This
proved to be a turning point in the history of Nokia as they got their taste of defeat after
years of unchallenged dominance in the mobile phone industry.
This made Nokia realize that they needed to change their strategy, and they also came up
with new smartphones, but it was too late as Samsung had already taken its place by then.
5. Overconfidence
Nokia was a market leader in mobile phones for 14 years. It had 70% of the market share,
and it was the largest vendor of mobile phones. But within five years, the company failed in
the market.
The company overestimated its brand value. They believed that people would still flock to
stores and purchase Nokia-manufactured phones would retain market leadership if they
used just better software. This is far from reality.
Reviving Nokia Company
Company logo
Introduction
welcome to our company called NOKIA 2.0
Tag line:
CONNECTING PEOPLE
Connecting people because connecting people in a new way to reflect our focus
on mobile technology and innovation
Vision:
Our vision at Nokia 2.0 is to connect people and things seamlessly with our cutting-edge
mobile technology, empowering individuals and societies to thrive in a constantly evolving
digital world.
Mission:
Our mission is to provide innovative, high-quality mobile devices and services that cater to
the needs of our diverse and dynamic target audience. We believe that technology should
enhance our lives, simplify our tasks, and connect us with the world around us.
At NOKIA 2.0, we pride ourselves on our commitment to customer satisfaction, product
excellence, and social responsibility. We believe in creating value for our customers,
employees, and shareholders by delivering innovative solutions that make a positive impact
on society and the environment.
1.Our unique features:
We will highlight several key features that make our product stand out in the market
1. Lighter Weight, Better Hold
Fitting the large screen and battery into a compact bod. NOKIA 2.0 is lighter
than the previous generation and a better fit in your hand
2. The Colourful World in Your Han
The screen has been individually tuned to show you a true-to-life world
3. Enjoy the Smoothness
The display, with up-to 120 Hz screen refresh rate, delivers a smooth viewing
experience and quick response rate
4. Care for Your Eyes
The 1440 Hz high frequency PWM dimming control reduces eye strain. Even
in lowlight conditions, you can still enjoy a comfortable and high-quality
viewing experience
5. Wet? So What!
IP68 rated for splash, water, and dust resistance
6.What You See is What You Get
Shows you the true colours
7.Turn the tiny things into great things
Discover the tiny objects in super close 2.5cm macro shot, and you can zoom
in to see exquisite textures and details. Magnify the unexpected surprises
8.Elegant Outside Powerful Inside
Providing excellent quality with a high-speed processor
9.Robust Security Features
Some of the most advanced security features available, including biometric
authentication, encryption and remote wipe capabilities
2.Target Audience
Our target audience consists of tech-savvy individuals who value innovation, quality,
and affordability in their mobile devices and services. This includes:
Millennials and Gen Z: A digitally native generation that values connectivity,
convenience, and social responsibility. They seek products that align with their
values and lifestyles, and are willing to pay for quality and innovation.
Professionals: Busy individuals who rely on their mobile devices for work and
personal productivity. They require devices that are reliable, efficient, and secure,
and are willing to invest in premium products that meet their needs.
Families: Tech-savvy families who seek affordable and reliable mobile devices for
their daily communication, entertainment, and education needs. They prioritize
safety, ease of use, and versatility in their devices.
Our products and services are designed to cater to the unique needs and
preferences of our target audience, offering high-quality features and benefits at an
affordable price point. We believe that our products will resonate with our target
audience and provide exceptional value and satisfaction
3: Product Portfolio
Introducing the product portfolio of our NOKIA 2.0, which includes:
Smartphones: Our smartphones come in a variety of models and sizes to cater to
the needs of our diverse target audience. They feature high-quality cameras, long
battery life, and advanced security features to ensure a seamless user experience.
Accessories: We offer a range of accessories, including protective cases, screen
protectors, and chargers, to enhance the usability and longevity of our smartphones.
Wearables: Our wearables, including smartwatches and fitness trackers, are
designed to help our target audience lead a healthier and more active lifestyle. They
feature advanced sensors, GPS tracking, and heart rate monitoring to provide
accurate data and insights.
Home Devices: We are expanding into the smart home market with our range of
home devices, including smart speakers and smart lighting. Our devices are
compatible with popular voice assistants and can be controlled via our mobile app.
Our products are competitively priced and offer exceptional quality and value to our
target audience
4: Marketing Strategy
At NOKIA 2.0, we believe in a comprehensive marketing strategy that leverages
multiple channels to reach our target audience and promote our brand and products.
Our marketing strategy includes:
social media: We will leverage popular social media platforms such as Facebook,
Instagram, and Twitter to create a strong brand presence and engage with our target
audience. Our social media content will showcase our products and services,
highlight our unique features and benefits, and provide useful information and
entertainment for our followers.
Influencer Marketing: We will collaborate with influential individuals in our target
audience's niche to promote our brand and products. We will partner with social
media influencers, bloggers, and content creators to create compelling content that
showcases our products and highlights their unique features and benefits.
Email Marketing: We will leverage email marketing to engage with our existing
customers, provide them with useful information and updates, and offer them
exclusive deals and promotions. Our email campaigns will be personalized and
targeted, based on our customers' preferences and behaviour.
Events and Sponsorships: We will participate in relevant industry events and
sponsorships to showcase our brand and products and network with potential
customers and partners. We will also host our own events, such as product launches
and pop-up stores, to create a buzz around our brand and products and provide an
interactive and engaging experience for our target audience.
By implementing this comprehensive marketing strategy, we aim to create a strong
brand presence, build trust and loyalty with our target audience, and drive sales and
revenue for our business
5: Competitive Analysis
At NOKIA 2.0, we understand the importance of staying competitive in the dynamic and fast-
paced mobile industry. To stay ahead of the competition, we have conducted a thorough
analysis of our competitors' strengths, weaknesses, opportunities, and threats. Our
competitive analysis includes:
Key Competitors: We have identified the key players in the mobile industry, including
established brands such as Apple, Samsung, and Huawei, as well as emerging brands such
as Xiaomi and OnePlus.
Product Comparison: We have compared our products and services with our competitors'
offerings, based on factors such as design, features, performance, pricing, and customer
satisfaction.
Market Trends: We have analysed the latest market trends, such as the growing demand
for 5G connectivity, the rise of mobile gaming and entertainment, and the increasing focus
on sustainability and social responsibility.
Opportunities and Threats: We have identified the key opportunities and threats in the
mobile industry, such as emerging technologies, changing consumer preferences, regulatory
changes, and global economic conditions.
Based on our competitive analysis, we have developed a strategy that focuses on our
unique strengths and opportunities, while mitigating potential threats and weaknesses. We
believe that our strategy will enable us to differentiate ourselves from our competitors, create
value for our customers, and achieve sustainable growth and profitability.
6: Product Roadmap
At NOKIA 2.0, we are committed to delivering innovative and high-quality products and
services that cater to the evolving needs of our target audience. Our product roadmap
includes:
Mobile Devices: We will launch a range of mobile devices that cater to the diverse needs
and preferences of our target audience. Our devices will feature the latest technologies and
innovations, such as 5G connectivity, AI-powered cameras, and immersive displays. We will
also focus on design, ergonomics, and user experience to create devices that are intuitive,
easy to use, and visually appealing.
Accessories: We will offer a range of accessories that complement our mobile devices and
enhance their functionality and usability. Our accessories will include cases, chargers,
headphones, and smart wearables, such as smartwatches and fitness trackers.
Services: We will provide a range of services that enhance the value and convenience of
our products for our customers. Our services will include cloud storage, mobile security,
customer support, and content subscriptions, such as music and video streaming.
Sustainability: We will integrate sustainability into our product design and development
process, by using eco-friendly materials, reducing waste and carbon footprint, and
supporting social and environmental initiatives that align with our values and mission.
By following this product roadmap, we aim to create a strong and diverse product portfolio
that caters to the evolving needs and preferences of our target audience, while promoting
our brand and values. We are excited to share our products with you and invite you to join us
on our journey to revolutionize the mobile industry
7: Sales and Distribution Strategy
At NOKIA 2.0, we understand that a robust sales and distribution strategy is crucial to
reaching our target audience and driving revenue for our business. Our sales and
distribution strategy includes:
Online Channels: We will leverage e-commerce platforms, such as our own website, as
well as online marketplaces, such as Amazon and eBay, to reach customers who prefer to
shop online. We will provide a seamless and secure online shopping experience, with
multiple payment options, fast delivery, and hassle-free returns.
Physical Stores: We will establish a network of physical stores in strategic locations, such
as high-traffic areas and shopping malls, to provide customers with a hands-on and
immersive experience of our products. Our stores will feature attractive displays,
knowledgeable staff, and exclusive deals and promotions.
Partnerships: We will partner with key retailers, such as mobile network operators and
electronics chains, to expand our reach and distribution channels. We will also collaborate
with complementary brands and companies to create joint promotions and bundles that add
value to our customers.
International Expansion: We will expand our sales and distribution channels to new
markets, both domestically and internationally, to tap into new customer segments and
revenue streams. We will adapt our products and services to local market conditions and
regulations, and establish partnerships with local distributors and retailers.
By following this sales and distribution strategy, we aim to create a strong and diversified
sales network that reaches our target audience wherever they are, and provides them with a
seamless and convenient shopping experience. We are confident that our strategy will
enable us to achieve our sales and revenue targets, and establish ourselves as a leading
player in the mobile industry
Collaboration:
Reliance Jio:
Reliance Jio Info COMM Limited, doing business as Jio, is an Indian
telecommunications company and a subsidiary of Jio Platforms, headquarters in Navi
Mumbai, Maharashtra, India. It operates a National LTE network with coverage
across all 22 telecom circles. Jio offers 4G and 4G+ services all over India and 5G
services in many cities. Its 6G services is in the works.
We are collaborating with Jio networks to invest and expand the business. This
means lakh of Jio retail shops in India will sell Nokia through its distribution network.
Reliance Jio is taking the rural consumers market by storm. They are providing good
quality services so that we are majorly targeting the rural customers. We providing
them 6 months free 2Gb data. Reliance Jio ready to invest 10% of 1000cr. and they
are getting 4.1% of profit.
Samsung:
Samsung has been a supplier of OLED displays. Samsung OLED is the best display
for realising High dynamic range (HDR) because it can express detailed, deeper and
more three-dimensional images.
It is suitable for users who enjoy dynamic and colourful high end contents with fast
response speed and clear image quality. So that we are collaborating with Samsung.
They are agreed to invest 15% of 1000cr. and they get a profit of 6.25%.
Tata Elxsi:
Tata Elxsi is Semiconductor Company-Driving Innovation in the Semiconductor
Industry. It focused on providing semiconductor solutions for various industry such as
automotive, industrial, and telecom with a strong focus on innovation and quality.
We are collaborating with Tata Elxsi for its strong legacy of delivering innovative
semiconductor solutions for a wide range of industries. They invested 20% of 1000cr
and they get 8.3% of profit for their technologies and deep expertise and innovation
and delivering value for its customers.
Android:
Android is a mobile operating system based on a modified version of the Linux kernel
and other open source software, designed primarily for touchscreen mobile devices
such as smartphones and tablets.
We are collaborating with Android and they are ready to invest 15% of 1000cr
and they get 6.25% profit Because people are very much attracted to android version
of phones. It is a user-friendly software and gets lots of hardware innovations.
Collaborating Companies and Investment
Company Investment
Reliance Jio 10%
Tata Elxsi 20%
Samsung 15%
Android 15%
Self 40%
Investment
Reliance Jio
Tata Elxsi
Samsung
Android
Self
HUMAN RESOURCE MANAGEMENT
Overall, building a successful mobile company requires a team with a diverse set
of skills and expertise. It's important to carefully consider the roles and
responsibilities you will need to fill to ensure that your business can thrive,
• Mobile App Developers: These employees will be responsible for designing and
building your mobile app, ensuring that it is user-friendly and meets the needs of
your customers.
• UI/UX Designers: User Interface (UI) and User Experience (UX) designers are
responsible for creating an intuitive and visually appealing app interface that is easy
to use and navigate.
• Sales and Marketing Professionals: You will need employees who can develop
and execute marketing campaigns to attract customers and promote your brand.
Sales professionals can help you generate leads and close deals with potential
customers.
• Customer Service Representatives: These employees will be the face of your
company to your customers. They will handle inquiries, complaints, and other issues,
ensuring that your customers are satisfied and their needs are met.
• Operations and Logistics Experts: These employees will help you manage the
logistics of your mobile company, ensuring that your products and services are
delivered on time and in good condition.
• Financial Analysts and Accountants: These employees will help you manage
your finances, ensuring that your budget is allocated effectively and that your
financial records are accurate and up-to-date.
• Human Resources Professionals: You will need HR professionals to help you
hire, train, and manage your employees. They will also handle payroll, benefits, and
other employee-related issues.
SALES
Sales
350000
300000
SMARTPHONE SALES
250000
200000
150000
100000
50000
0
2024 2025 2026 2027 2028
PROFIT
Profit in crore
350
300
250
200
150
250 275 290 320
100 212
50
0
2024 2025
2026
year 2027
2028
Conclusion
In conclusion, reviving Nokia is not an easy task, but it is possible.
By following these steps and focusing on innovation, partnerships,
and excellent customer service, Nokia can regain its position as a
leader in the mobile phone industry.
