Marketing Management of Nokia

Marketing Management of Nokia Dr. Jim McCleskey Introduction    Nokia is a Finnish corporation, which is founded in 1865. At beginning they started as a ground wood pulp mill. In 1967 this Corporation was founded by merging the companies. In 1978 it has started to explore digital phone network. Mobile network was founded in Scandinavia in 1981; which was initially for car phones. In 1994 Nokia introduce the 2100 series, whose sell 20million phones around world. Up to 1998 Nokia became world leader in mobile phones market. From 1996 to 2001 Nokias turnover increases from  £6.5bn to  £31bn. Nokia introduces first mobile phone with a built-in camera in 2001, called Nokia 7650. After a year Nokia launches its first 3G phones, Nokia 6650. 3G technology phones can be used for browsing web, download music, watch TV and much more. Overview of the Case Nokia entered India market with services of mobile phones in 1995. It was leading name for cell phones in India working with an aim to connect people. Indias telecom sector opened up to private companies after a year Nokia entered to the market. Nokia made giant assembly plant of Vis and component suppliers, by hand with cheap labor, 8000 full time jobs out of a figure of 30.000 mostly women were hired (MNSambit, 2010). First Indian ringtone Saare Jahan Se Accha- was on the phones in 1998. As we all know India is the 2nd most populated country in the world so we can understand why Nokia choose to be in that market. In 2000 Nokia introduced its first phone with a user menu in Hindi, in Nokia 3210. In 2002 Nokia introduced their first camera phone for Indian customers. So Nokia was absolutely determined about dominating the telephone sector in India. For the latest information about the mobile subscribers that we can find out is that there were 500 million subscribers in India. Mobile phone sector in India is gigantic with 118 million mobile users and 85 million of this users are Nokia users. While reaching this amount of users Nokia didnt just stay in only one sector they did wire cables, rubber works, in-house electrical device and etc. this helped them to extend all-over the world. Marketing Issues and Concepts Nokia was directly concentrating on the Rural India. The total targeted population they estimated were almost 100 million. The users were commonly males. But female users were also not commonly less. The users of the Nokia phone was aged between 25 and 50, which is the segment that makes up 80% of the Nokia mobile phone market. Nokia targeted to stay in the market for more than 30 years. But as we know the era of Smartphones appeared. So teenagers and mostly business class people start to ask for something different and something new. Nokias decline starts when its rivals arrives in 2004 on arrival of smartphones, Nokia 9210 was the first mobile phone with an organizer. Nokia developed the mobile phones with Symbian OS, with which capabilities were expended. But Apple came up with IOS on their IPhones; which brought new definition to smartphone. Apple introduced iPhone in a way like minicomputer that could make phone calls. Nokia didnt upgrade their phones like the iPhone and still u sing Symbian OS. Nokias market shares move more downwards when Samsung came into market with their smartphones. At that period Nokia didnt do anything to change itself. Nokia was sticking with the old version of mobile phones that were mainly about calling people. Nokia was unable to notice that they were just making some updates about checking e-mail, surfing and on messaging. In 2011 Nokia has united with Microsoft. The new Windows Phone was going to replace the Symbian OS with smartphones. It was estimated that the union would make Microsofts Windows Phone a stronger rival against iOS and Android. This new phone by Nokia was called Lumia line. Lumia line sale was increased more than 1 million before 26 January 2012. Continuously in second quarter sales reached up to 5.4 million Windows Phones. The sales of the Lumia line went up, in the second quarter of 2013 Nokia announced that Lumia sales were 7.4 million, which was a new record for Nokia. In 2013 Nokia get back to profit afte r a series of losses, Microsoft buys Nokias handset business for  £5.44bn. Nokia not only failed to realize competition from Apple, Samsung, Sony, and Blackberry in high end smartphones, they also failed to notice the stiff competition in the lower segments of phone (KaranKamboj, 2014). We can easily say that, Nokia dramatically lost its place on market share. The less you keep up with the case the less you live. Even if they had the slogan of Know our Past, Create the Future they couldnt figure-out the consequences of ignoring the Smartphones and they couldnt create their future. Questions Should Nokia pursue full market coverage, market specialization, product specialization, selective specialization, or single-segment concentration? Why? According to Forbes newspaper Nokia has been losing its market share in a faster rate. In 2009 Nokias market share in India was 54% and it declined to 36.3 % in middle of 2010. With this decline the market share dropped to 20% in 2016 (Trefis Team, 2016). Nokia has tried to keep its market share by a product specialization inventing dual SIM card system. As a result, cell phones with dual SIM card become very popular till the smart phone invention. Nokia had limited social networking system or smart phone industry system which caused rivals to increase their market share in India. Therefore, Nokia should concentrate more on below marketing. Single-segment concentration will not be enough to compete with others. Product specialization, selective specialization- in order compete with other carrier Nokia needs to increase social networking feature. Market specialization- Nokia has been inventing its tools to different demographic groups. Providing icon-based menu consisting of pictures and Hindi SMS Saral Mobile Sandesh. Full market coverage- since entrance to Indian market Nokia has been widely working with telecommunication to use the network. Should Nokia provide post-purchase service by identifying the service that consumers value the most, and the relative importance of each? Any marketing need to provide post-purchase service/s in order to know what consumers value. Nokia has been opened Nokia Priority Dealers across the country and Nokia Concept Stores. Would technological convergence lead to technological obsolescence? Any technological convergence lead to technological improvement to Nokia. Since other competitors/rivals Samsung and Apple by adding a new and improved technological convergence tools they have been increasing their market shares. For instance, social networking system. Will responding to heightened competition with a number of models lead to product cannibalization in Nokia? Since day by day a competition is increasing tremendously, therefore Nokia has been introducing new models of handsets such as Lumia, Asha, Nokia X, Nokia E series to respond to high demand of consumers. However, all series have their different profit margin. In order to compete and increase its market share Nokia needs a technologic cannibalization more often and balanced. Conclusion Nokia has been an industry leader for many years however the market has changed quickly and Nokia must right itself. There is a significant risk for Microsoft it should deliver a world class OS or otherwise the customers will turn to Apple and Android.(MNSumbit,2010) When Nokia had a scenario and tried to increase their market share on a Lumia series they aimed to stand on market for a long duration. And Lumia series was Nokias appliance to challenge with smartphone market. But Nokia didnt respond on time and get late to introduce Lumia series, if they would respond on time, in 2007 or 2008, they would have a greater market share as compared to its existing position. But Nokias market share will grow because Nokia is introducing smartphones of substantial quality for almost every budget. e.g. Nokia Lumia 520 is a cheap smartphone, which can do everything unlike expensive Lumia. But its features are of less quality. Samsung brings a wide range of smartphones in market to increase their market share. Samsung is going to capture market with their different models. Nokia is also supposed to use that strategy to increase their market share; produce every budget Lumia versions of the consumer. Nokia still needs to compete with the recent and future tre nds. If not they are not going to adjust with the market they will make loses as we learned from the history. References Mishra,S. (2010). Nokia Case Study [PPT format]. Retrieved from http:// http://www.slideshare.net/mnsambit/nokia-case-study-52866723?next_slideshow=1 Kamboj,K. (2014). Failure of Nokia [PPT format]. Retrieved from http:// http://www.slideshare.net/karankamboj313/failure-of-nokia Raghavan Srinivasan, S., Ramakrishnan, S., & Grasman, S. E. (2005). Marketing intelligence. Kapil Nayan, K., Mukherjee, J. (2011). Case Studies in Marketing. Team T., (2016). Great Speculations.

Discuss the use of literary technigues Essay

Pride and Prejudice by Jane Austen is a very accomplished book because of Austen’s clever and successful use of literary techniques. Literary techniques refer to the deliberate construction of language to further the story whether that be to develop character, plot, suspense or to create an enjoyable humorous novel. Jane Austen applies many literary techniques such as point of view, dialogue, letters and irony to tell the story of Pride and Prejudice. Pride and Prejudice is told in third person limited omnipresent point of view but mainly told through Elizabeth’s consciousness. This point of view is a successful narrative technique because it gives an insight into the characters, mainly Elizabeth’s thoughts, and also helps to create suspense. This technique also arouses the reader’s sympathy for Elizabeth because we can see that she is being honest to herself, which is essential if we are to desire her reform. â€Å"The officers of the-shire were in general a very creditable, gentlemanlike set. And the best of them were of the present party; but Mr Wickham was as far beyond them all in prison, countenance, air, and walk. † (pg65) This is Elizabeth’s opinion of Mr Wickham that is later found out to be completely wrong but the reader can see her sincerity. By using this technique Austen can also control how much the reader knows about event and emotions which helps to create suspense. In the first section of the novel Austen occasionally reports form Darcy’s consciousness so that the reader is made aware of his growing feeling for Elizabeth and to highlight that Elizabeth was prejudice when she made a wrong judgment against Darcy. â€Å"Darcy had never been so bewitched by any woman as he was by her†. In Pride and Prejudice she does not report from Darcy’s point of view during the period between her two proposals, so that the reader, like Elizabeth, is uncertain whether he is ‘lost forever’. The dialogue in Pride and Prejudice is very successful in developing characters and advancing the plot. Austen brings her characters to life by having them reveal themselves or other characters reveal them to the reader through their dialogue, rather than through detailed narrative descriptions. â€Å"Oh! you are a great deal apt you know, to like people in general. You never see a fault in any body. All the world are good and agreeable in your eyes. I never heard you speak ill of a human being in my life. † This dialogue reveals Jane as being amiable, good-natured, and always assumes that others are as good-natured as she. In chapter three Darcy’s dialogue reveals his character to Elizabeth as being too proud. He thinks himself socially inferior to Elizabeth so declines from asking her to dance. This is one instance were the dialogue helps to create Elizabeth’s wrong judgement of Darcy and thus advancing her prejudice. â€Å"She is tolerable; but not handsome enough to tempt me; and I am in no humour at present to give consequence to young ladies who are slighted by other men. You had better return to your partner and enjoy her smiles, for you are wasting your time with me. † (pg13) Darcy’s sense of social superiority later proves his chief difficulty in admitting his love for Elizabeth. This dialogue also helps to advance the plot as his rudeness creates a negative impression of him in her mind, one that will linger for nearly half of the novel, until the underlying nobility of his character is gradually revealed to her. The dialogue within Pride and Prejudice is a very significant part of the novel as it is a way revealing to the reader the characters and the plot progression. In addition to using dialogue, Austen also successfully uses letters to reveal character and to further the plot. The use of letters also allows Austen to introduce a character before they arrive such as Mr Collins in the letter of chapter 15. The letter is a popular literary convention that Austen weaves very cleverly into her novel. The letter in Chapter 7 from Jane to Elizabeth is an example of how Austen uses this technique successfully. â€Å"I find myself very unwell this morning, which, I suppose, is to be imputed to my getting wet through yesterday. † This reveals Jane to be good hearted and none judgmental of her mother even though it was Mrs. Bennet who intentionally sent her out into the rain. Jane did not once say it was Mrs. Bennet’s fault. The way Jane describes the Bingley sisters as ‘my kind friends’ also reinforces her warm heart. â€Å"therefore do not be alarmed if you should hear of his having been to me. † Even though Jane is the one that is unwell she is always looking out for others so she sends the letter to reassure Elizabeth and make sure she does not worry. The letter also demonstrates character relation as Jane sent it to Elizabeth showing that they have a close relationship. This letter also furthers the plot because as a result of this letter Elizabeth decides to visit Jane at Netherfield, which put Darcy and Elizabeth in more frequent and honest contact with each other. Just this one letter proves that the letter convention is a very successful narrative technique. Irony is the tension between literal meaning and implied meaning. Austen is able to present the main themes, criticise some characters and add humour through the use of irony within Pride and Prejudice. Jane Austin establishes her ironic tone in the opening sentence of Pride and Prejudice. â€Å"It is a truth universally acknowledged, that a single man in possession of a good fortune must be in want of a wife. † However the opposite is the case. The truth is well fixed into the district, that he is already considered the rightful property of one of their daughters. It now becomes a competition for which mother has the daughter who gets him. Jane Austen treats the characters in Pride and Prejudice with irony. Mr Bennet is a prime example as he himself is a very sarcastic and ironic character. â€Å"What say you Mary? For you are a young lady of deep reflection I know, and read great books, and make extracts. † (pg9) Mr Bennet is being ironic because he knows that all Mary does is repeat what she reads and doesn’t actually understand it so he is really poking fun at Mary. This is also dramatic irony because the reader knows that Mr Bennet is not serious, but Mary takes him seriously. Austen uses irony as the basis for the plot. The whole story is based around an ironic situation. Elizabeth prides herself on her observation of character but dislikes Darcy because she is under the mistaken impression that he disapproves of her. She is also mistaken by liking Wickham because he flatters her pride. In both cases she has judged incorrectly and begins her reform when she is given the truth in Darcy second proposal letter. The humour in Pride and Prejudice comes from this irony and from Austen’s gentle Satire. She laughs at human folly and social structure. Austin satirises Lady Catherine de Bourgh unmercifully as a member of the autocracy. Jane Austin laughs at how Lady Catherine believes so strongly in the distinction between classes. Lady Catherine believes because she is in a higher class that she can influence whoever she wants but Austen is saying that the superiority in social class does not necessarily mean superiority in ethics, morals and intellect. Verbal and dramatic irony are a very successful literary technique in Pride and Prejudice as they create humour and criticise and develop characters. Jane Austin constructs Pride and Prejudice through the use of four main narrative techniques. Third Person omnipresent point of view mainly through Elizabeth’s consciousness has the advantages of allowing the reader to sympathise with Elizabeth while being able to give the reader the narrative objectively. Austen’s use of dialogue allows her to reveal the character without giving a long narrative description. The use of a letter is proved very vital in Pride and Prejudice because plot and character development can be created in a couple of lines. Irony is also an important technique as it is the basic plot and creates the humour of the novel which is a great attraction to the reader.

9/11 Essay on law - 1587 Words

The events surrounding the September 11 attacks on the United States of America have often been shrouded in a cloud of controversy and mystery, with no one individual seemingly able to apprehend the â€Å"true† details of the terror attack. Many proposed theories have been brought forth, the most widely accepted being that of co-ordinated attacks by terrorist organisation â€Å"Al-Qaeda†. â€Å"9/11†, as the event is commonly known, is simply one of many global terrorism attacks that have seemingly consumed the contemporary world. Thus, it is up to the acts and responsibilities of governments and legal organisations to undertake action in attempt to achieve justice and equality throughout the world, ensuring the safety of all people. Although, it is†¦show more content†¦At a similar time, Prime Minister of Australia, John Howard, invoked the IV Article of the ANZUS treaty, as he was currently in Washington D.C at the time of the assault. The United Natio ns Security Council Resolution 1368 in fact also condemned the attacks, and displayed the readiness to take action against the assault on the United States. The United States of America experienced the greatest, and arguably the most significant, restructure of both governmental and legal proportions in its contemporary history. Following the suddenness of the attacks, the United States was desperate to ensure that an onslaught of a similar stature was subdued. Henceforth, the Homeland Security Act of 2002 was established, bringing into existence the Department of Homeland Security (DHS), a department specifically concerned with internal issues faced by the USA. Primarily made as a direct response to the 9/11 attacks, the role of the DHS is to protect the United States of America and its given states and territories from danger; specifically, terrorist attacks, man-made accidents, and natural disasters; this is commonly seen in airports in the form of Customs and Border Control which are two functions of the DHS, following its subsequent take over of the IHS (Immigration and Naturalisation Services) in 2003. In the same movement for secu rity, the *USA PATRIOT Act of 2001 was legislated in an attempt to â€Å"detect and prosecute terrorism and other crimes†Show MoreRelatedPost 9/11 Law Enforcement Response to Terrorism Essay3265 Words   |  14 PagesCompare and contrast the pre and post 9/11 law enforcement response to terrorism. What strategies could be implemented to increase future law enforcement capability in countering terrorism? â€Å"We’re in a new world. 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Take-home Final Exam Free Essay Example, 1000 words

Furthermore, the book encourages self-driven actions that eventually prove to be helpful to an individual. Renee is depicted as having had taught herself philosophy through reading of books. This bit helps and inculcates determination in the readers. Most importantly, the reader develops skills and experiences that are beneficial in facing real life challenges. The hypocrisy by Renee in concealing her true self and how Paloma came to know about it is also fascinating. The reader is kept in suspense and is somehow glued to the book to find out the unfolding events. This aspect of suspense is the catching point of the literary work of Professor Muriel Barbery, and this gives the book many credits that call for its reading by any other person. However, the book has its weak points that, of course, remain subdued by the positive qualities it possesses. For example, the book employs an essay format style that is boring. Most people consider the literary style monotonous as it discourag es non-dedicated readers. There is also radicalization in the literary work that is evident where class-based discrimination has been depicted. We will write a custom essay sample on Take-home Final Exam or any topic specifically for you Only $17.96 $11.86/pageorder now This quality among others is mostly viewed as negative to a society. In a society set up, the community members are expected to be flexible in order to live peacefully with the rest. Every community member should learn to tolerate one another taking into consideration the individual differences. Somehow the book revolves majorly around two characters, Paloma, and Renee. This presentation of few characters makes the book simple, predictive and boring to the likes that are more familiar to many characters within a given narration or literary work. The Elegance of Hedgehog is a collection of essays and diary entries narrated by the two protagonists. Renee and Paloma reveal daily lives of people that lived in the apartment by describing their pets, children, as well as their faults. Paloma has a dairy that she used to keep the daily observations of the families that lived in the apartment. The view of the characters is similar because they have brethren spirit. Renee reads about other author’s philosophy while Paloma jots down the profound in the daily occasions. Renee outwardly appears to have inherited the apartment management from her husband as she keeps the television turned on daily but does not concentrate on watching it. She gains self-education by reading philosophy and listening to opera. Paloma is also an autodidact since she keeps daily observations on her dairy and is arrival to Renee as she is more knowledgeable about music, art, literature and Japanese culture.