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Table of contents
Executive summary ………………………………………………………………………ii
Overview of Nokia & Nokia Nseries ……………………………………………………..1
I. Company analysis ……………………………………………………………………..2
I.1. Mission statement……………………………………………………………………..2
I.2. Objectives…………………………………………………………………….……….2
II. Environment analysis ………………………………………………………………..3
II.1. Economic factor ……………………………………………………………………..3
II.2. Demographic factor ………………………………………………………………….3
II.3. Technological factor …………………………………………………………………4
II. 4. Social factor …………………………………………………………………………4
II. 5. Political factor ………………………………………………………………………4
III. COMPETITOR ANALYSIS……………………………………………………… 5
III. 1. Substitute products………………………………………………………………… 5
III. 1. 1. Direct competitors ……………………………………………………………….5
III. 1. 2. Indirect competitors ……………………………………………………………..5
III. 2. Direct competitors …………………………………………………………………5
III. 2. 1. Sony Ericsson W-Series ………………………………………………………...5
III. 2. 2. O2 Atom Series ………………………………………………………………….6
III. 3. Market positioning ………………………………………………………………... 7
IV. CUSTOMER ANALYSIS…………………………………………………………...8
IV. 1. Behaviour …………………………………………………………………………..8
IV. 2. Psychographic ……………………………………………………………………...9
IV. 3. Demographic ……………………………………………………………………...10
IV. 4. Geographic ………………………………………………………………………..10
V. BRAND ANALYSIS ………………………………………………………………..10
V.1. Product life cycle ………………………………………………………………….10
V.1.1. Product development ……………………………………………………………..10
V.1.2. Introduction stage ………………………………………………………………...10
V.1.3. Growth stage ……………………………………………………………………..11
V.1.4. Maturity stage & Decline stage …………………………………………………..11
V.2. Current marketing strategy………………………………………………………11
VI. SWOT ANALYSIS …………………………………………………………...……12
VI. 1. Strength …………………………………………………………….……………..12
VI. 2. Weaknesses ……………………………………………………………………….13
VI. 3. Opportunities ……………………………………………………………………..14
VI. 4. Threats ……………………………………………………………………………14
VII. CONCLUSION …………………………………………………………………...15
References …………………………………………………………………………….16
1
EXECUTIVE SUMMARY
Vietnam economy which has been developed continuously and remains stable in some current
years creates more chances for mobile phone industry. In Vietnam, Nokia is still the leader which
get more than a half of market share. It is known that the appearance of mobile phones has
supported our life but Nokia still want to make it more perfect and change our view about the
world one more time , so that in 2005 it launched Nokia Nseries that completely contributed to the
quality of life. Then these products have been getting a lot of attention from mobile phone users in
Vietnam who have high income and are active. We have divided our topic into six main parts.
Firstly, we draw the overview of Nokia and Nokia Nseries, and its mission and objectives.
Secondly, we present Vietnam environmental analysis that affects the performance of Nokia
Corporation as well as Nokia Nseries. The following parts are Nokia Nseries’ competitors, its
customer analysis and brand analysis of Nokia Nseries. The last one we discuss the SWOT
analysis. Throughout the research, suggestions will be provided.
2
OVERVIEW OF NOKIA & NOKIA NSERIES
It is very surprising that the original product of Nokia is paper, rubber, etc. The story of Nokia
began with the event the Finnish engineer, Fredrik Idestam invented a new method for paper
industry in 1865. Until the first years of the 20th
century, Nokia had made great achievements in
paper industry. From that moment, Nokia’s success story captured the attention of Finnish Rubber
Works. This company decided to buy Nokia and use this brand to do marketing for their own
product. 50 years later, the brand Nokia Corporation first appeared in the market (vietnamnet.vn).
Until now Nokia is a world leader in mobile communications. It is well-known all over the world
with easy-to-use and innovative products. Its success story is built on non-stop innovation of
technology, a very human technology. One of the biggest achievements of Nokia is the
introduction of Nokia Nseries, which are regarded as masterpiece of leading technology.
Despite of a late comer in Vietnamese market, Nokia has defeated other brands in order to capture
the number one position. Whenever new products of Nokia are launched in the overseas market,
they will be introduced shortly afterward in the Vietnamese market, a very potential country. In
this market, Nokia remains the No.1 mobile phone brand,followed by Samsung, Motorola, Sony
Ericsson and Siemens (vnmedia.vn). In 2006, Nokia had the honour to received the prestigious
prize “The most favourite product in Vietnam” awarded by Vietnam Economic Times and PC
World magazine.
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Nokia N70 Nokia N91
I. COMPANY ANALYSIS
I.1. MISSION STATEMENT
Nokia’s slogan is “Connecting people” which can be interpreted as helping people feel closer to
what matters to them. As Nokia has stated on its official website that: “Connectivity is becoming
truly ubiquitous”, people are living in a world where anyone can be easily connected. Today is the
era of technology, in which connectivity is increasingly becoming an integral part of their live.
Communications industry continues to change rapidly and the Internet is at the center of
information transformation.
Followed by the success of others members in the Nokia family, Nseries are expected to change
customers’ life by all-in-one device, the perfect combination of latest technology, stylish design
and the ease to use. Using only one single device, customers can record video, watch TV, listen to
music, surf the internet, sending messages, etc. whenever and wherever they want.
Moreover, it always concentrates on offering its customers best products and services using very
human technology, “technology that is intuitive, a joy to use and beautiful” (nokia.com). Each
product in the Nseries is indeed truly emotional sensibility and a masterpiece of non-stop
innovation.
I.2. OBJECTIVES
The mission of Nokia is becoming the world’s most loved and admired brand. It wants every
consumer to view it as the mobile phone icon in the industry. As stated on its official website
(www.nokia.com), quality is at the heart of Nokia’s brand promise. It believes that quality is about
meeting and exceeding customers’ expectations.
4
Design continues to play an integral part in the Nokia Nseries strategy. More products with a
variety of styles and designs will be launched in to the market. Consumers have a lot of choices –
from slim to slide or clamshell device. The design of a Nseries multimedia computer will be based
around imaging, music, internet browsing or watching live television, etc. Each device will also
have specific capabilities and applications of the family and is made easier for consumers to shoot
videos or photos. In short, simplicity, relevance and experience are at the center of Nokia’s
strategy according to Nokia.com.
Surely, Nokia’s customers benefit greatly from the trusted brand and wide product portfolio with
widened manufacturing and distribution networks. New and more affordable mobile devices will
be introduced that can contribute to higher quality of life in the emerging market nowadays.
II. ENVIRONMENTAL ANALYSIS
II.1. Economic factor
Based on the macro economic term, economic involves with income, interest rate, unemployment
rate, inflation, recession, value of money. Looking at the Vietnam economy, people are enjoying
more and more comfortable life with higher living standard thanks to Vietnam’s GDP is growing
constant around 8 percent. Moreover, we are living in an era where connectivity is becoming truly
ubiquitous. The communication industry continuous to change and the internet is at the center of
this transformation. So cell phones, in general, are claimed to be more popular and necessary for
daily life. Cell phones which consist of multimedia computers become one of the most wanted
products for almost everyone. Because of this reason, Nokia company launched new branch of
multimedia devices namely N-series on 2005 to target high income and young people.
II.2. Demographic factor
As we know the term demographic refers to population characteristics in terms of size, density,
age, sex, race, occupation, location, education, etc. Vietnam is considered as a country with
crowed population and young generation. Like other foreign young people, Vietnamese youth are
active, eager to discover new things and love to use high new tech products such as mobile phones
with multimedia computers, ipod, laptop,etc. Actually, market for mobile phones in Vietnam is
really potential. Vietnamese young people not only like to use new innovative products but also
advise or suggest friends or relatives who may have little idea about technology to buy new
products like Nokia N-series. Especially, music now plays a very important role in daily life of
young people. So Nokia N-series may attract music lovers, particularly Vietnamese young people.
5
II. 3. Technological factor
Nokia Nseries is a range of high performance multimedia devices that delivers unparalleled mobile
multimedia. Packed with the latest technologies such as 3G, Carl Zeiss Optics, megapixel cameras,
multi-gigabyte memory, VHS resolution video and WLAN, the Nokia Nseries offers new fusions
of digital media and mobility to the hands of mobile users. "With the Nokia N77, we are expecting
an increase in the take-up of broadcast mobile TV service in Vietnam", said Mr. Le Doan Quan,
Director of VTC Mobile Television Company. "Nokia now gives subscribers more choice in the
type of device they would like to own when applying for the broadcast mobile TV services in
Vietnam." In 2006, Vietnam became the first country in Asia Pacific to roll-out broadcast mobile
TV services based on DVB-H (Digital Video Broadcast-Handheld). The service is operated by the
VTCmobile Television Company, one of the leading multimedia corporations in Vietnam(www.
nokia.com).
Besides, Nokia N93 is not only a pocket video camera that can take DVD-quality video but also a
high performance mobile camcorder allowing users to record their own adventures in DVD-like
quality. An interactive online community for mobile movies called Nokia Nseries Studio is created
and launched by award-winning actor and director Gary Oldman.
Nokia's global network of relationships with universities and other industry R&D experts expands
the scope of our long-term technology development. Highlights from 2006 and early 2007 include
the opening of the Nokia Research Center Cambridge in Massachusetts, in collaboration with the
Massachusetts Institute of Technology; the establishment of a new Nokia Research Center site in
Palo Alto, California; collaboration with Stanford University; and collaboration on nanotechnology
research with Cambridge University and the Helsinki University of Technology (www.nokia.com)
II. 4. Social factor
The consumption style of Vietnamese people has changed greatly due to the influence of foreign
culture. Their purpose of using one mobile phone is not only to make phone calls or send messages
but also consider it as jewelry to make up themselves. They prefer any product that has stylish
design and convienient. Indeed products belonging to Nokia Nseries have met the expectations of
Vietnamese consumers. Nokia Nseries devices have completely met the expectations of
Vietnamese consumers.
II. 5. Political factor
Vietnam has carried out open-door policies and joined in the global integration process. The
country has been the official members of prestigious international organizations, such as APEC,
6
WTO, etc. Nokia and other foreign corporations are, therefore, encouraged to invest in Vietnam
with favourable working conditions such as tax reduction or paper works removal. Actually, their
penetration has brought more opportunities to Vietnamese consumers to use high-quality and
fashionable products.
III. COMPETITOR ANALYSIS
III. 1. Substitute products
III. 1. 1. Direct competitors
Nokia Nseries’ direct competitors are mainly low-cost mobile phones whose prices are under VND
1 million. Currently in Vietnamese market such kind of mobile phones are quite favourable to
almost all consumers. Meanwhile, price of one product belonging to Nseries is varying from VND
7 million to VND 13 million.
According to baothuongmai.com, in addition to launching into market luxurious products which
provide users with comprehensive multimedia applications, mobile phone providers, for example
LG, Nokia, Motorola, etc. continue to introduce new budget models that are quite attractive to
middle-income earners. Moreover, mobile providers are expanding their market share by
cooperating with mobile networking corporations like Mobifone, Viettel Mobile, S-fone, HT
Mobile, etc. For instance, S-fone cooperates with Motorola to offer customers a very attractive
product, that is the combination of one free S-fone SIM card and one Motorola product which
costs only about VND 600,000.
III. 1. 2. Indirect competitors
Nokia Nseries are all-in-one mobile devices. It means that using a single device, customers can
listen music, take photos, send messages, watch TV and so many other entertainment applications.
In contrast, their indirect competitors are digital cameras, laptop, ipod, home phones, wireless
home phones, LCD televisions, etc. have specialized functions. These products are more
professional than Nokia Nseries in terms of playing audio files, imaging and so on.
III. 2. Direct competitors
III. 2. 1. Sony Ericsson W-Series (Walkman series)
One of the biggest competitors of Nokia Nseries is Sony Ericsson W-Series (Walkman series).
They are the perfect combination of a mobile phone and a walkman, providing music lovers with
the best choice. The most popular products in this series are W580i, W850i, W700i, and W960i.
7
Currently young people are quite interested in Sony Ericsson W-Series because of their superior
functions in playing audio and downloading music files in comparison with other brands. They
have a specially designed keypad for music playback, particularly one W-shaped button.
Customers can also use car speaker or computer speaker to enjoy music from their mobile phone.
Besides, W-Series offer users supporting devices, namely Walkman headphone, wireless Bluetooth
connection, disc2phone disk (including one software provided inside). Moreover, their 256 MB
storage capacity can be upgraded to 2 GB by inserting one Memory Stick Pro Duo card. Last but
not least, battery of W-series is evaluated by almost all users as high quality product as it can run
three day long. In addition to their above strength, the price of Sony Ericsson W-Series is very
reasonable, ranging from VND3.5 million to VND 6 million.
In contrast, these W-series produce average quality photos although they are supported by camera
2 megapixel. Imaging does not support Autofocus (a function helping to zoom photos). Limited
product portfolio is also a weakness of Sony Ericsson W-Series.
III. 2. 2. O2 Atom Series
Another competitor of Nokia Nseries is O2 Atom Series, pocket PC phone. In these series, the
most favourite products are O2 Atom Life, O2 Atom Axec, etc. Their strength is defined as being a
helpful assistant for office workers with applications not only for entertainment activities but also
for business purposes.
8
Sony Ericsson W580i Sony Ericsson W700i
O2 Atom Life
O2 Atom Series use Windows Mobile 5.0 - an operating system provided by Microsoft- with
Office Mobile applications. Using any product of Atom Series, customers can find it easy to read,
edit and transfer Word or Excel files. Moreover, their memory capacity is upgraded to 1 GB so that
bring more satisfactions to users. Applications in schedules, directory, etc. are professionally
designed. Another superior characteristic of Atom Series is the eye-catching design. Users are
impressed by large LCD screen (2.7 inch), considered as an impressive mirror. Icons are designed
with ease-to-use purpose.
Nevertheless, price of these products is relatively high in comparison with income of Vietnamese
people. It often costs consumers more than VND10 million to own one product belonging to O2
Atom Series. For example, O2 Atom Life costs VND 15.200.000 (as of March 2007).
Additionally, customers do not have much choice due to their limited models.
III. 3. Market positioning
IV. CUSTOMER ANALYSIS
The following table provides the overview of Nokia Nseries customer analysis:
9
Low perceived
quality and status
Nokia
Nseries
O2 Atom
Series
Sony
Ericsson W-
Series
High perceived
quality and status
Extensive
Personalized
Service
Limited
service
Less
personal
Home
phone
Product: Nokia Nseries
Behaviour Psychographic Demographic Geo-
graphic
Benefits
sought
Readi-
ness
stage
Brand
familiar
Socio-
economic
status
Value Life-
style
Age/
Gender
Income/
Occu-
pation
Region
digital
media and
mobility,
enjoying
entertain-
ment,
accessing
informa-
tion,
watching
mobile
TV
High
aware-
ness ,
prefe-
rence
and
purcha-
sing
very
human
and emoti-
onal
sensibi-
lity,
preference
high
living
standard
rich
commu-
nication,
balance
personal
and
work
life
Fashion-
ably
designed
,
dynamic
and
multi-
form
no
distin-
ction
high
income
or
young,
stylish
people
at high
class
big cities
rather
than
suburbs.
IV. 1. Behaviour
- Benefits sought
Everyone has a need to communicate and share. While today mobile devices are still used
primarily for voice and text message communication, Nseries offers new fusions of digital media
and mobility to the hands of mobile users. Consumers can now use a single device to do
everything from enjoying entertainment, accessing information, watching mobile TV and much
more.
- Readiness stage
The awareness of Nokia Nseries through the eyes of customers is completely high in Vietnamese
mobile phone market. Consumers can find the products' information or even sample the new
products at any mobile store , experience new ideas and technologies through in-store multimedia
displays. Moreover, the image of Nokia also appears on every medium such as newspapers,
10
magazines, television or via Internet regularly. Therefore, the readiness stage of Nokia Nseries'
consumers is mostly preference, conviction or purchasing intention.
- Brand familiar
Since the early 90s, the brand name of Nokia has defined in people's minds - a very human and
emotional sensibility, as expressed in its "Connecting People" slogan. Nokia Nseries can meet the
consumers' expectations such as: ease of use, quality, reliability, design, etc.
According to Synnovate's research, the preference level of consumers for Nokia still reach the top
in comparison with other close competitors like Motorola and Samsung. Answering the question:
“Which mobile phone's brand name you like?", 77% Vietnamese interviewees choose Nokia
whereas 15% choose Samsung and only 5% select Motorola as the most favorite brand name of
mobile phone.
IV. 2. Psychographic
- Socioeconomic status: Most of the Vietnamese customers buying Nokia Nseries have high living
standards because Nokia Nseries are relatively expensive concerning Vietnamese people' average
income (from around 7 million VND to about 13 million VND per cell phone).
- Value: The Nokia Nseries range helps consumers balance personal and work life with a broad
range of productivity features such as push email with attachments and full organizer features. As
Nokia Nseries is based on the Series 60 smart phone platform, users can choose from more than 3
000 applications to add new functionality to their device. Rich communication is naturally at the
core of all Nokia Nseries devices, including telephony, two-way video call, video sharing and
multiple messaging options.
- Lifestyle: almost all of the Nokia Nseries products are beautifully as well as fashionably
designed, dynamic and multiform. Consequently, customers can choose the best mobile phone
which can meet their expectations among Nokia Nseries products.
IV. 3. Demographic
Nokia Nseries consumers are mostly businessmen who have high income or young, stylish people
at high class, without any age’s distinction. This group of Nokia Nseries's targeting customers
always requires the high technology, design and multi-functions for their cell phones. Besides,
11
Nokia Nseries also has a small market share of customers who are at the middle class or we call
middle socioeconomic class.
IV. 4. Geographic
Although Nokia has a large market share in Vietnam, the target customers of Nokia Nseries gather
mostly in big cities like Hanoi, Ho Chi Minh, Hai Phong, etc rather than in suburbs.
Decision type
Nokia Nseries is considered one of the most luxurious devices in the mobile phone industry.
People do not often buy mobile phone or replace their old ones by the new generation. Thus,
consumers are highly involved in a purchase from searching information about the product
category by the time they are convinced of what the device can do and be shown how to take
advantage of its features. Consequently, the decision type for Nokia Nseries is extended problem
solving.
V. BRAND ANALYSIS
V.1. Product life cycle
V.1.1. Product development
Launching Nokia Nseries into the world market is at the heart of Nokia Corporation’s strategy.
With the purpose of non-stop innovation and updating the latest technology, Nokia want to expand
its product portfolio (nokia.com). The birth of Nseries has been the inheritance of Nokia’s
continual success story. Each product belonging to these smart phone series is the perfect
combination of stylish design, leading technology and convenience for users.
V.1.2. Introduction stage
On 27 April 2005, Nokia organized a press conference in Amsterdam, the Netherlands to announce
a new brand of multimedia services, Nseries. The first three introduced Nseries are N70, N90
AND N91. Shortly afterwards, these products were brought into Vietnamese market. Step by step,
Nokia launched into the market new products of this series in 2006. Up to now N72, N73, N76,
N80 N91, N93 and N95 have been among the most favorite mobile products in Vietnam (aha.vn).
V.1.3. Growth stage
Sales of Nokia Nseries rose rapidly in 2006 and 2007 thanks to a lot of its promotion campaigns,
especially in Asia Pacific region. In October 2007, Nokia organized a competition named “Nokia
12
Nseries - Digital space” in seven Asian countries including Singapore, Malaysia, India, Thailand,
Australia, Indonesia and Vietnam (thanhnien.com.vn).
V.1.4. Maturity stage & Decline stage
Currently Nokia Nseries show no signal of decline in the Vietnamese market. It still remains good
positions in the eyes of mobile phone users (www.aha.vn).
V.2. Current marketing strategy
Applying the theory provided by Kotler et al (Principle of Marketing, p. 276), the brand strategy of
Nokia Nseries is brand extension. Looking at the four main Ps which are Product, Price, Place and
Promotion of the product, marketing manager can learn effectively how to meet the needs of target
customers.
Firstly, the most important part in assuring a brand name is the product itself. Because of strong
brand preference and loyalty, special purchase effort as well as low price sensitivity, Nokia Nseries
is considered a specialty product. In the book “Principle of Marketing”, Kotler et al ( n.d., p267 )
also mentioned the three factors that have a significant impact on customers’ purchasing decision
which are product quality, product features and product design. Meanwhile, quality is at the heart
of Nokia’s brand name, very human technology. As mobile usage grows in the world’s emerging
markets, Nokia Nseries contributes to increased economic growth and high living standard.
Moreover, almost all Nokia Nseries are stylish designed, slim and easy to pocket. Consequently,
Nokia Nseries can gain brand recognition widely and ultimately command strong consumer
loyalty.
The next two key elements are price and place. Because Nokia Nseries are more innovative and
distinctive compared with other competitor products, its target customers are willing to pay the
high price. Therefore, Nokia Nseries uses the market – skimming pricing as new – product pricing
strategies, which means that the company makes fewer but more profitable sales. In addition, the
distribution channels of Nokia Nseries are extended widely. In Vietnam, FPT is the largest
distributor of Nokia, account for more than 80% of its revenue ( Hoai Anh, 2007 ).
Finally, Nokia Nseries has a large scale of promotion. Consumers can find the products'
information or even sample the new products at any mobile store, experience new ideas and
technologies through in-store multimedia displays. Moreover, the image of Nokia also appears on
every medium such as newspapers, magazines, television or via Internet. The announcement of “ I
13
am Nokia Nseries” contest which is held from dates 27 July 2007 to dates 17 August 2007 have
motivated people in Vietnam to take part in. In addition, Nokia Nseries also create promotional
campaigns such as “Quay phim chụp hình - Hết mình độc lập" (from 22nd Sept to 22nd Oct)
applying for N6020 and N6070; “Cuồng nhiệt trong giai điệu Nokia N-series – Tận hưởng âm
nhạc" (from 25th Sept to 31st Oct) applying for N72, N70ME, N73ME, N77, N76, N95, N93i.
(www.mobilenet.vn )
VI. SWOT ANALYSIS
SWTO analysis is a strategy planning used to evaluate the strengths, weaknesses, opportunities and
threats involved in a project or in a business venture. We list here the table of SWTO analysis of
Nokia Nseries to identify internal and external factor that are important to achieve the company’s
objective.
Positive Negative
Internal
External
Strengths
+ Leader in mobile industry
+ Most favorite brand name
+ Various products
+ Smart phone
Weaknesses
+ High price
+ Weak battery
+ Can not use all of the
functions in Vietnam
Opportunities
+ Vietnam joined WTO
+Tax reduction
+Potential market
Threats
+Apples and iPhone
+China products
+ Budget domestic telephone
services like: S-phone, H-T
mobile
14
1. STRENGTHS
The modern day lives on technology and innovations. Development of technology has been giving
us more chances to enjoy the world from a new perspective. Just look at the mobile phone
industry. Nokia is still the world’s number one on manufacturers of mobile industry, and one of the
leading markets of mobile network. In Vietnam, market share of Nokia account for 54 percent, two
times higher than Samsung and four times higher than Motorola. (baothuongmai.com). According
to research of Synovate, Nokia ranks at the first as the most favorite brand name in mobile phone
industry. Among 100 people of Vietnamese people who were asked “Which mobile phone brand
name do you like?”, there were 77 people saying that they like Nokia(2006).
Nokia has a number of products which aim at different target customers with friendly products,
easy to use, repair or replace, etc. For example, Nokia has common mobile phone that is very
simple to use such as: Nokia 1100, Nokia 6030, Nokia 2610 and Nokia 1200 with the price of $45,
the users do not have to charge battery within 2 weeks. (vneconomy.vn). But Nokia still launched
high class product line to satisfy business or young people who are looking to pack as many
features as possible into one device. Nokia is affirming the leader in mobile industry by
introducing mobile phone with real music listening functions in Nokia NSeries family. Nokia’s
NSeries mobile phones are not mere talking instruments, they work like mini computers. Nokia's
N-Series product line incorporates a huge list of members-Nokia N70, N72, N73, N75, N76, N77,
N80, N90, N91, N92, N93, N93i and N95.These phones support digital multimedia services such:
music playback, video capture, web activities, gaming, memory features and high-speed wireless
technologies such as 3G, HSPA, or Wireless LAN.
Music is another class feature in the N-Series phones. These phones are equipped with high
fidelity music players which supports a variety of music formats. Moreover, Nokia N92 is the first
mobile phone in the world that allows users watch television channels everywhere.
2. WEAKNESSES
Although Nokia series have a lot of strengths, they still face a number of weaknesses that are listed
below.
Firstly, Nokia Nseries are expected to bring a lot of benefits to customers who are interested in
high technology products that can satisfy their needs of both connecting with others people and
entertaining at the same time. But it is said that some functions that make Nokia Nseries over their
15
competitors still can not use in Vietnam situation like: 3G network does not currently appear in
Vietnam.
Moreover, this line of products of Nokia targets to a small number of customers who have high
income or affordable young people. And it has very high price compare with other products of
competitors. Almost all of Nokia Nseries cost over 10 million VND; many users complain that
battery is weak. Just have a look at Nokia N80 and Nokia N95 as examples of some disadvantages.
With N95, the sliders can go up or down but when they put the phone into trousers’ pocket so the
phones may slide and the keyboard may be automatically locked. And with N80, the main
drawbacks are: not comfortable keyboard, lack of FM-radio support RDS, no automatic key guard
and camera lens is not protected.
3. OPPORTUNITIES
When Vietnam joined WTO in November, 2006, there are a lot of chances and opportunities for
Vietnam economic industry grow in general and develop fast in the future and the mobile phone
industry in particular. Therefore, the market for mobile phone is increasing sharply because of the
communication demand of all most every people from low, medium to high income in society.
Nokia with the first position in Vietnamese users’ mind as the best mobile phone brand name can
take this advantage and target to customers who are very eager to use innovative products. And
Nokia Nseries has been satisfying not only the need of communicating but also serving customers
high satisfaction with many distinctive functions.
Moreover, the import tax of mobile phone reduced 5 percent to 0 percent so it created more
chances for Nokia Nseries to cut the price and reach much more potential customers. Therefore, it
creates more opportunities for Nokia to gain the market share and affirm the top brand name in the
mobile phone industry.
4. THREATS
We have seen internal analysis and opportunities of Nokia Company as well as Nokia Nseries
when Vietnam joined WTO and go with these chances this product line may face up with other
problems that come from external environment such as: competitors, China’s products and low
price domestic communication services.
16
When Vietnam joined WTO, there have been a lot of chances for Nokia and also for their
competitors. And a number of mobile phone companies may come and may get the market share
from Nokia in general and Nokia Nseries in particular. Addition to this situation, mobile phone
market in Vietnam, there are about more than 20 producers so it leads to a hard competition
between them (vnmedia.vn).The direct competitors of Nokia are large and famous companies all
over the world like: Samsung, Motorola, Sony Ericsson and Siemens. They are also still producing
high quality and lower price to complete with Nokia Nseries.
Another difficulty of this product is that some companies cooperated with domestic mobile
network to reduce the cost and bring many attractive promotions to customers that benefit network
providers, mobile phone companies and the users.
However, it is undeniable that the most threat of Nokia Nseries is the China’s products and mobile
phones that are imported illegally into Vietnam. These products have a much lower price than
Nokia Nseries but sometimes they have the same appearances. That is the reason why it requires
Nokia Company gives more effort to market or to assure the position of Nokia Nseries in the
mobile phone industry.
VII. CONCLUSION
“Connecting people” is becoming closer to Vietnamese people because of Nokia’s successful
marketing strategy. This assignment has discussed one of the high technology and super quality
product lines of Nokia Corporation. In all devices that it offers to Vietnam market, Nokia Nseries
appear to be the top product. Although it faces some difficulties when it came to Vietnam market
because of limited network services, large number of competitors and different view of customers,
it still gets much attention of mobile phone users in Vietnam for the reason that it brings a lot of
excitement and satisfaction to the customers. It can be said that Nokia Nseries should continue
putting more value on their products to gain the advantages over competitors to reach and remain
the top position in the mobile phone industry.
We hope that with this reliable analysis of this assignment, Nokia in general and Nokia Nseries in
particular may bring small contribution on the development of Nokia in the future. It is all
likelihood that, with the current development, Nokia Nseries will develop and take a high position
in customers’ mind.
17
References
1. “The best mission yet – now on Nokia Nseries”, 2006. Available at URL:
http://www.nokia.com/A4136001?newsid=1083782
2. “Nokia Nseries”, 2007. Available at URL:
http://vi.wikipedia.org/wiki/Nokia
3. “Quality”,2006. Available at URL:
http://www.nokia.com/A4126368
4. “Loạt sản phẩm Nokia Nseries mới hướng đến âm nhạc”, 2006. Available at URL:
http://www1.thanhnien.com.vn/CNTT/2006/10/7/165104.tno
5. “Dòng N series”, 2007. Available at URL:
http://vi.wikipedia.org/wiki/Nokia
6. “ Tin nóng về thị trường điện thoại”, 2007. Available at URL:
http://www.aha.vn/diendan/viewthread.php?topicId=1119
7. “ Cạnh tranh gay gắt trên thị trường điện thoại di động”, 2007. Available at URL:
http://www.vnmedia.vn/NewsDetail.asp?Catid=48&NewsId=47037
8. “ Nokia từ giấy đến alô”, 2006. Available at URL:
http://vietnamnet.vn/cntt/2006/03/549855/
9. “Căng thẳng cuộc đua điện thoại di động”, 2007. Available at URL:
http://www.baothuongmai.com.vn/article.aspx?article_id=27256
10. “Những chú dế nghe nhạc đắt khách”, 2007. Available at URL:
http://sohoa.net/News/Dien-thoai/2007/11/3B9AEEC4
11. “Nokia chọn thêm nhà phân phối”,2007. Available at URL:
http://www.ictnews.vn/tianyon/Index.aspx
18

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Marketing assignment: Nokia (2007)

  • 1. Table of contents Executive summary ………………………………………………………………………ii Overview of Nokia & Nokia Nseries ……………………………………………………..1 I. Company analysis ……………………………………………………………………..2 I.1. Mission statement……………………………………………………………………..2 I.2. Objectives…………………………………………………………………….……….2 II. Environment analysis ………………………………………………………………..3 II.1. Economic factor ……………………………………………………………………..3 II.2. Demographic factor ………………………………………………………………….3 II.3. Technological factor …………………………………………………………………4 II. 4. Social factor …………………………………………………………………………4 II. 5. Political factor ………………………………………………………………………4 III. COMPETITOR ANALYSIS……………………………………………………… 5 III. 1. Substitute products………………………………………………………………… 5 III. 1. 1. Direct competitors ……………………………………………………………….5 III. 1. 2. Indirect competitors ……………………………………………………………..5 III. 2. Direct competitors …………………………………………………………………5 III. 2. 1. Sony Ericsson W-Series ………………………………………………………...5 III. 2. 2. O2 Atom Series ………………………………………………………………….6 III. 3. Market positioning ………………………………………………………………... 7 IV. CUSTOMER ANALYSIS…………………………………………………………...8 IV. 1. Behaviour …………………………………………………………………………..8 IV. 2. Psychographic ……………………………………………………………………...9 IV. 3. Demographic ……………………………………………………………………...10 IV. 4. Geographic ………………………………………………………………………..10 V. BRAND ANALYSIS ………………………………………………………………..10 V.1. Product life cycle ………………………………………………………………….10 V.1.1. Product development ……………………………………………………………..10 V.1.2. Introduction stage ………………………………………………………………...10 V.1.3. Growth stage ……………………………………………………………………..11 V.1.4. Maturity stage & Decline stage …………………………………………………..11 V.2. Current marketing strategy………………………………………………………11 VI. SWOT ANALYSIS …………………………………………………………...……12 VI. 1. Strength …………………………………………………………….……………..12 VI. 2. Weaknesses ……………………………………………………………………….13 VI. 3. Opportunities ……………………………………………………………………..14 VI. 4. Threats ……………………………………………………………………………14 VII. CONCLUSION …………………………………………………………………...15 References …………………………………………………………………………….16 1
  • 2. EXECUTIVE SUMMARY Vietnam economy which has been developed continuously and remains stable in some current years creates more chances for mobile phone industry. In Vietnam, Nokia is still the leader which get more than a half of market share. It is known that the appearance of mobile phones has supported our life but Nokia still want to make it more perfect and change our view about the world one more time , so that in 2005 it launched Nokia Nseries that completely contributed to the quality of life. Then these products have been getting a lot of attention from mobile phone users in Vietnam who have high income and are active. We have divided our topic into six main parts. Firstly, we draw the overview of Nokia and Nokia Nseries, and its mission and objectives. Secondly, we present Vietnam environmental analysis that affects the performance of Nokia Corporation as well as Nokia Nseries. The following parts are Nokia Nseries’ competitors, its customer analysis and brand analysis of Nokia Nseries. The last one we discuss the SWOT analysis. Throughout the research, suggestions will be provided. 2
  • 3. OVERVIEW OF NOKIA & NOKIA NSERIES It is very surprising that the original product of Nokia is paper, rubber, etc. The story of Nokia began with the event the Finnish engineer, Fredrik Idestam invented a new method for paper industry in 1865. Until the first years of the 20th century, Nokia had made great achievements in paper industry. From that moment, Nokia’s success story captured the attention of Finnish Rubber Works. This company decided to buy Nokia and use this brand to do marketing for their own product. 50 years later, the brand Nokia Corporation first appeared in the market (vietnamnet.vn). Until now Nokia is a world leader in mobile communications. It is well-known all over the world with easy-to-use and innovative products. Its success story is built on non-stop innovation of technology, a very human technology. One of the biggest achievements of Nokia is the introduction of Nokia Nseries, which are regarded as masterpiece of leading technology. Despite of a late comer in Vietnamese market, Nokia has defeated other brands in order to capture the number one position. Whenever new products of Nokia are launched in the overseas market, they will be introduced shortly afterward in the Vietnamese market, a very potential country. In this market, Nokia remains the No.1 mobile phone brand,followed by Samsung, Motorola, Sony Ericsson and Siemens (vnmedia.vn). In 2006, Nokia had the honour to received the prestigious prize “The most favourite product in Vietnam” awarded by Vietnam Economic Times and PC World magazine. 3 Nokia N70 Nokia N91
  • 4. I. COMPANY ANALYSIS I.1. MISSION STATEMENT Nokia’s slogan is “Connecting people” which can be interpreted as helping people feel closer to what matters to them. As Nokia has stated on its official website that: “Connectivity is becoming truly ubiquitous”, people are living in a world where anyone can be easily connected. Today is the era of technology, in which connectivity is increasingly becoming an integral part of their live. Communications industry continues to change rapidly and the Internet is at the center of information transformation. Followed by the success of others members in the Nokia family, Nseries are expected to change customers’ life by all-in-one device, the perfect combination of latest technology, stylish design and the ease to use. Using only one single device, customers can record video, watch TV, listen to music, surf the internet, sending messages, etc. whenever and wherever they want. Moreover, it always concentrates on offering its customers best products and services using very human technology, “technology that is intuitive, a joy to use and beautiful” (nokia.com). Each product in the Nseries is indeed truly emotional sensibility and a masterpiece of non-stop innovation. I.2. OBJECTIVES The mission of Nokia is becoming the world’s most loved and admired brand. It wants every consumer to view it as the mobile phone icon in the industry. As stated on its official website (www.nokia.com), quality is at the heart of Nokia’s brand promise. It believes that quality is about meeting and exceeding customers’ expectations. 4
  • 5. Design continues to play an integral part in the Nokia Nseries strategy. More products with a variety of styles and designs will be launched in to the market. Consumers have a lot of choices – from slim to slide or clamshell device. The design of a Nseries multimedia computer will be based around imaging, music, internet browsing or watching live television, etc. Each device will also have specific capabilities and applications of the family and is made easier for consumers to shoot videos or photos. In short, simplicity, relevance and experience are at the center of Nokia’s strategy according to Nokia.com. Surely, Nokia’s customers benefit greatly from the trusted brand and wide product portfolio with widened manufacturing and distribution networks. New and more affordable mobile devices will be introduced that can contribute to higher quality of life in the emerging market nowadays. II. ENVIRONMENTAL ANALYSIS II.1. Economic factor Based on the macro economic term, economic involves with income, interest rate, unemployment rate, inflation, recession, value of money. Looking at the Vietnam economy, people are enjoying more and more comfortable life with higher living standard thanks to Vietnam’s GDP is growing constant around 8 percent. Moreover, we are living in an era where connectivity is becoming truly ubiquitous. The communication industry continuous to change and the internet is at the center of this transformation. So cell phones, in general, are claimed to be more popular and necessary for daily life. Cell phones which consist of multimedia computers become one of the most wanted products for almost everyone. Because of this reason, Nokia company launched new branch of multimedia devices namely N-series on 2005 to target high income and young people. II.2. Demographic factor As we know the term demographic refers to population characteristics in terms of size, density, age, sex, race, occupation, location, education, etc. Vietnam is considered as a country with crowed population and young generation. Like other foreign young people, Vietnamese youth are active, eager to discover new things and love to use high new tech products such as mobile phones with multimedia computers, ipod, laptop,etc. Actually, market for mobile phones in Vietnam is really potential. Vietnamese young people not only like to use new innovative products but also advise or suggest friends or relatives who may have little idea about technology to buy new products like Nokia N-series. Especially, music now plays a very important role in daily life of young people. So Nokia N-series may attract music lovers, particularly Vietnamese young people. 5
  • 6. II. 3. Technological factor Nokia Nseries is a range of high performance multimedia devices that delivers unparalleled mobile multimedia. Packed with the latest technologies such as 3G, Carl Zeiss Optics, megapixel cameras, multi-gigabyte memory, VHS resolution video and WLAN, the Nokia Nseries offers new fusions of digital media and mobility to the hands of mobile users. "With the Nokia N77, we are expecting an increase in the take-up of broadcast mobile TV service in Vietnam", said Mr. Le Doan Quan, Director of VTC Mobile Television Company. "Nokia now gives subscribers more choice in the type of device they would like to own when applying for the broadcast mobile TV services in Vietnam." In 2006, Vietnam became the first country in Asia Pacific to roll-out broadcast mobile TV services based on DVB-H (Digital Video Broadcast-Handheld). The service is operated by the VTCmobile Television Company, one of the leading multimedia corporations in Vietnam(www. nokia.com). Besides, Nokia N93 is not only a pocket video camera that can take DVD-quality video but also a high performance mobile camcorder allowing users to record their own adventures in DVD-like quality. An interactive online community for mobile movies called Nokia Nseries Studio is created and launched by award-winning actor and director Gary Oldman. Nokia's global network of relationships with universities and other industry R&D experts expands the scope of our long-term technology development. Highlights from 2006 and early 2007 include the opening of the Nokia Research Center Cambridge in Massachusetts, in collaboration with the Massachusetts Institute of Technology; the establishment of a new Nokia Research Center site in Palo Alto, California; collaboration with Stanford University; and collaboration on nanotechnology research with Cambridge University and the Helsinki University of Technology (www.nokia.com) II. 4. Social factor The consumption style of Vietnamese people has changed greatly due to the influence of foreign culture. Their purpose of using one mobile phone is not only to make phone calls or send messages but also consider it as jewelry to make up themselves. They prefer any product that has stylish design and convienient. Indeed products belonging to Nokia Nseries have met the expectations of Vietnamese consumers. Nokia Nseries devices have completely met the expectations of Vietnamese consumers. II. 5. Political factor Vietnam has carried out open-door policies and joined in the global integration process. The country has been the official members of prestigious international organizations, such as APEC, 6
  • 7. WTO, etc. Nokia and other foreign corporations are, therefore, encouraged to invest in Vietnam with favourable working conditions such as tax reduction or paper works removal. Actually, their penetration has brought more opportunities to Vietnamese consumers to use high-quality and fashionable products. III. COMPETITOR ANALYSIS III. 1. Substitute products III. 1. 1. Direct competitors Nokia Nseries’ direct competitors are mainly low-cost mobile phones whose prices are under VND 1 million. Currently in Vietnamese market such kind of mobile phones are quite favourable to almost all consumers. Meanwhile, price of one product belonging to Nseries is varying from VND 7 million to VND 13 million. According to baothuongmai.com, in addition to launching into market luxurious products which provide users with comprehensive multimedia applications, mobile phone providers, for example LG, Nokia, Motorola, etc. continue to introduce new budget models that are quite attractive to middle-income earners. Moreover, mobile providers are expanding their market share by cooperating with mobile networking corporations like Mobifone, Viettel Mobile, S-fone, HT Mobile, etc. For instance, S-fone cooperates with Motorola to offer customers a very attractive product, that is the combination of one free S-fone SIM card and one Motorola product which costs only about VND 600,000. III. 1. 2. Indirect competitors Nokia Nseries are all-in-one mobile devices. It means that using a single device, customers can listen music, take photos, send messages, watch TV and so many other entertainment applications. In contrast, their indirect competitors are digital cameras, laptop, ipod, home phones, wireless home phones, LCD televisions, etc. have specialized functions. These products are more professional than Nokia Nseries in terms of playing audio files, imaging and so on. III. 2. Direct competitors III. 2. 1. Sony Ericsson W-Series (Walkman series) One of the biggest competitors of Nokia Nseries is Sony Ericsson W-Series (Walkman series). They are the perfect combination of a mobile phone and a walkman, providing music lovers with the best choice. The most popular products in this series are W580i, W850i, W700i, and W960i. 7
  • 8. Currently young people are quite interested in Sony Ericsson W-Series because of their superior functions in playing audio and downloading music files in comparison with other brands. They have a specially designed keypad for music playback, particularly one W-shaped button. Customers can also use car speaker or computer speaker to enjoy music from their mobile phone. Besides, W-Series offer users supporting devices, namely Walkman headphone, wireless Bluetooth connection, disc2phone disk (including one software provided inside). Moreover, their 256 MB storage capacity can be upgraded to 2 GB by inserting one Memory Stick Pro Duo card. Last but not least, battery of W-series is evaluated by almost all users as high quality product as it can run three day long. In addition to their above strength, the price of Sony Ericsson W-Series is very reasonable, ranging from VND3.5 million to VND 6 million. In contrast, these W-series produce average quality photos although they are supported by camera 2 megapixel. Imaging does not support Autofocus (a function helping to zoom photos). Limited product portfolio is also a weakness of Sony Ericsson W-Series. III. 2. 2. O2 Atom Series Another competitor of Nokia Nseries is O2 Atom Series, pocket PC phone. In these series, the most favourite products are O2 Atom Life, O2 Atom Axec, etc. Their strength is defined as being a helpful assistant for office workers with applications not only for entertainment activities but also for business purposes. 8 Sony Ericsson W580i Sony Ericsson W700i O2 Atom Life
  • 9. O2 Atom Series use Windows Mobile 5.0 - an operating system provided by Microsoft- with Office Mobile applications. Using any product of Atom Series, customers can find it easy to read, edit and transfer Word or Excel files. Moreover, their memory capacity is upgraded to 1 GB so that bring more satisfactions to users. Applications in schedules, directory, etc. are professionally designed. Another superior characteristic of Atom Series is the eye-catching design. Users are impressed by large LCD screen (2.7 inch), considered as an impressive mirror. Icons are designed with ease-to-use purpose. Nevertheless, price of these products is relatively high in comparison with income of Vietnamese people. It often costs consumers more than VND10 million to own one product belonging to O2 Atom Series. For example, O2 Atom Life costs VND 15.200.000 (as of March 2007). Additionally, customers do not have much choice due to their limited models. III. 3. Market positioning IV. CUSTOMER ANALYSIS The following table provides the overview of Nokia Nseries customer analysis: 9 Low perceived quality and status Nokia Nseries O2 Atom Series Sony Ericsson W- Series High perceived quality and status Extensive Personalized Service Limited service Less personal Home phone
  • 10. Product: Nokia Nseries Behaviour Psychographic Demographic Geo- graphic Benefits sought Readi- ness stage Brand familiar Socio- economic status Value Life- style Age/ Gender Income/ Occu- pation Region digital media and mobility, enjoying entertain- ment, accessing informa- tion, watching mobile TV High aware- ness , prefe- rence and purcha- sing very human and emoti- onal sensibi- lity, preference high living standard rich commu- nication, balance personal and work life Fashion- ably designed , dynamic and multi- form no distin- ction high income or young, stylish people at high class big cities rather than suburbs. IV. 1. Behaviour - Benefits sought Everyone has a need to communicate and share. While today mobile devices are still used primarily for voice and text message communication, Nseries offers new fusions of digital media and mobility to the hands of mobile users. Consumers can now use a single device to do everything from enjoying entertainment, accessing information, watching mobile TV and much more. - Readiness stage The awareness of Nokia Nseries through the eyes of customers is completely high in Vietnamese mobile phone market. Consumers can find the products' information or even sample the new products at any mobile store , experience new ideas and technologies through in-store multimedia displays. Moreover, the image of Nokia also appears on every medium such as newspapers, 10
  • 11. magazines, television or via Internet regularly. Therefore, the readiness stage of Nokia Nseries' consumers is mostly preference, conviction or purchasing intention. - Brand familiar Since the early 90s, the brand name of Nokia has defined in people's minds - a very human and emotional sensibility, as expressed in its "Connecting People" slogan. Nokia Nseries can meet the consumers' expectations such as: ease of use, quality, reliability, design, etc. According to Synnovate's research, the preference level of consumers for Nokia still reach the top in comparison with other close competitors like Motorola and Samsung. Answering the question: “Which mobile phone's brand name you like?", 77% Vietnamese interviewees choose Nokia whereas 15% choose Samsung and only 5% select Motorola as the most favorite brand name of mobile phone. IV. 2. Psychographic - Socioeconomic status: Most of the Vietnamese customers buying Nokia Nseries have high living standards because Nokia Nseries are relatively expensive concerning Vietnamese people' average income (from around 7 million VND to about 13 million VND per cell phone). - Value: The Nokia Nseries range helps consumers balance personal and work life with a broad range of productivity features such as push email with attachments and full organizer features. As Nokia Nseries is based on the Series 60 smart phone platform, users can choose from more than 3 000 applications to add new functionality to their device. Rich communication is naturally at the core of all Nokia Nseries devices, including telephony, two-way video call, video sharing and multiple messaging options. - Lifestyle: almost all of the Nokia Nseries products are beautifully as well as fashionably designed, dynamic and multiform. Consequently, customers can choose the best mobile phone which can meet their expectations among Nokia Nseries products. IV. 3. Demographic Nokia Nseries consumers are mostly businessmen who have high income or young, stylish people at high class, without any age’s distinction. This group of Nokia Nseries's targeting customers always requires the high technology, design and multi-functions for their cell phones. Besides, 11
  • 12. Nokia Nseries also has a small market share of customers who are at the middle class or we call middle socioeconomic class. IV. 4. Geographic Although Nokia has a large market share in Vietnam, the target customers of Nokia Nseries gather mostly in big cities like Hanoi, Ho Chi Minh, Hai Phong, etc rather than in suburbs. Decision type Nokia Nseries is considered one of the most luxurious devices in the mobile phone industry. People do not often buy mobile phone or replace their old ones by the new generation. Thus, consumers are highly involved in a purchase from searching information about the product category by the time they are convinced of what the device can do and be shown how to take advantage of its features. Consequently, the decision type for Nokia Nseries is extended problem solving. V. BRAND ANALYSIS V.1. Product life cycle V.1.1. Product development Launching Nokia Nseries into the world market is at the heart of Nokia Corporation’s strategy. With the purpose of non-stop innovation and updating the latest technology, Nokia want to expand its product portfolio (nokia.com). The birth of Nseries has been the inheritance of Nokia’s continual success story. Each product belonging to these smart phone series is the perfect combination of stylish design, leading technology and convenience for users. V.1.2. Introduction stage On 27 April 2005, Nokia organized a press conference in Amsterdam, the Netherlands to announce a new brand of multimedia services, Nseries. The first three introduced Nseries are N70, N90 AND N91. Shortly afterwards, these products were brought into Vietnamese market. Step by step, Nokia launched into the market new products of this series in 2006. Up to now N72, N73, N76, N80 N91, N93 and N95 have been among the most favorite mobile products in Vietnam (aha.vn). V.1.3. Growth stage Sales of Nokia Nseries rose rapidly in 2006 and 2007 thanks to a lot of its promotion campaigns, especially in Asia Pacific region. In October 2007, Nokia organized a competition named “Nokia 12
  • 13. Nseries - Digital space” in seven Asian countries including Singapore, Malaysia, India, Thailand, Australia, Indonesia and Vietnam (thanhnien.com.vn). V.1.4. Maturity stage & Decline stage Currently Nokia Nseries show no signal of decline in the Vietnamese market. It still remains good positions in the eyes of mobile phone users (www.aha.vn). V.2. Current marketing strategy Applying the theory provided by Kotler et al (Principle of Marketing, p. 276), the brand strategy of Nokia Nseries is brand extension. Looking at the four main Ps which are Product, Price, Place and Promotion of the product, marketing manager can learn effectively how to meet the needs of target customers. Firstly, the most important part in assuring a brand name is the product itself. Because of strong brand preference and loyalty, special purchase effort as well as low price sensitivity, Nokia Nseries is considered a specialty product. In the book “Principle of Marketing”, Kotler et al ( n.d., p267 ) also mentioned the three factors that have a significant impact on customers’ purchasing decision which are product quality, product features and product design. Meanwhile, quality is at the heart of Nokia’s brand name, very human technology. As mobile usage grows in the world’s emerging markets, Nokia Nseries contributes to increased economic growth and high living standard. Moreover, almost all Nokia Nseries are stylish designed, slim and easy to pocket. Consequently, Nokia Nseries can gain brand recognition widely and ultimately command strong consumer loyalty. The next two key elements are price and place. Because Nokia Nseries are more innovative and distinctive compared with other competitor products, its target customers are willing to pay the high price. Therefore, Nokia Nseries uses the market – skimming pricing as new – product pricing strategies, which means that the company makes fewer but more profitable sales. In addition, the distribution channels of Nokia Nseries are extended widely. In Vietnam, FPT is the largest distributor of Nokia, account for more than 80% of its revenue ( Hoai Anh, 2007 ). Finally, Nokia Nseries has a large scale of promotion. Consumers can find the products' information or even sample the new products at any mobile store, experience new ideas and technologies through in-store multimedia displays. Moreover, the image of Nokia also appears on every medium such as newspapers, magazines, television or via Internet. The announcement of “ I 13
  • 14. am Nokia Nseries” contest which is held from dates 27 July 2007 to dates 17 August 2007 have motivated people in Vietnam to take part in. In addition, Nokia Nseries also create promotional campaigns such as “Quay phim chụp hình - Hết mình độc lập" (from 22nd Sept to 22nd Oct) applying for N6020 and N6070; “Cuồng nhiệt trong giai điệu Nokia N-series – Tận hưởng âm nhạc" (from 25th Sept to 31st Oct) applying for N72, N70ME, N73ME, N77, N76, N95, N93i. (www.mobilenet.vn ) VI. SWOT ANALYSIS SWTO analysis is a strategy planning used to evaluate the strengths, weaknesses, opportunities and threats involved in a project or in a business venture. We list here the table of SWTO analysis of Nokia Nseries to identify internal and external factor that are important to achieve the company’s objective. Positive Negative Internal External Strengths + Leader in mobile industry + Most favorite brand name + Various products + Smart phone Weaknesses + High price + Weak battery + Can not use all of the functions in Vietnam Opportunities + Vietnam joined WTO +Tax reduction +Potential market Threats +Apples and iPhone +China products + Budget domestic telephone services like: S-phone, H-T mobile 14
  • 15. 1. STRENGTHS The modern day lives on technology and innovations. Development of technology has been giving us more chances to enjoy the world from a new perspective. Just look at the mobile phone industry. Nokia is still the world’s number one on manufacturers of mobile industry, and one of the leading markets of mobile network. In Vietnam, market share of Nokia account for 54 percent, two times higher than Samsung and four times higher than Motorola. (baothuongmai.com). According to research of Synovate, Nokia ranks at the first as the most favorite brand name in mobile phone industry. Among 100 people of Vietnamese people who were asked “Which mobile phone brand name do you like?”, there were 77 people saying that they like Nokia(2006). Nokia has a number of products which aim at different target customers with friendly products, easy to use, repair or replace, etc. For example, Nokia has common mobile phone that is very simple to use such as: Nokia 1100, Nokia 6030, Nokia 2610 and Nokia 1200 with the price of $45, the users do not have to charge battery within 2 weeks. (vneconomy.vn). But Nokia still launched high class product line to satisfy business or young people who are looking to pack as many features as possible into one device. Nokia is affirming the leader in mobile industry by introducing mobile phone with real music listening functions in Nokia NSeries family. Nokia’s NSeries mobile phones are not mere talking instruments, they work like mini computers. Nokia's N-Series product line incorporates a huge list of members-Nokia N70, N72, N73, N75, N76, N77, N80, N90, N91, N92, N93, N93i and N95.These phones support digital multimedia services such: music playback, video capture, web activities, gaming, memory features and high-speed wireless technologies such as 3G, HSPA, or Wireless LAN. Music is another class feature in the N-Series phones. These phones are equipped with high fidelity music players which supports a variety of music formats. Moreover, Nokia N92 is the first mobile phone in the world that allows users watch television channels everywhere. 2. WEAKNESSES Although Nokia series have a lot of strengths, they still face a number of weaknesses that are listed below. Firstly, Nokia Nseries are expected to bring a lot of benefits to customers who are interested in high technology products that can satisfy their needs of both connecting with others people and entertaining at the same time. But it is said that some functions that make Nokia Nseries over their 15
  • 16. competitors still can not use in Vietnam situation like: 3G network does not currently appear in Vietnam. Moreover, this line of products of Nokia targets to a small number of customers who have high income or affordable young people. And it has very high price compare with other products of competitors. Almost all of Nokia Nseries cost over 10 million VND; many users complain that battery is weak. Just have a look at Nokia N80 and Nokia N95 as examples of some disadvantages. With N95, the sliders can go up or down but when they put the phone into trousers’ pocket so the phones may slide and the keyboard may be automatically locked. And with N80, the main drawbacks are: not comfortable keyboard, lack of FM-radio support RDS, no automatic key guard and camera lens is not protected. 3. OPPORTUNITIES When Vietnam joined WTO in November, 2006, there are a lot of chances and opportunities for Vietnam economic industry grow in general and develop fast in the future and the mobile phone industry in particular. Therefore, the market for mobile phone is increasing sharply because of the communication demand of all most every people from low, medium to high income in society. Nokia with the first position in Vietnamese users’ mind as the best mobile phone brand name can take this advantage and target to customers who are very eager to use innovative products. And Nokia Nseries has been satisfying not only the need of communicating but also serving customers high satisfaction with many distinctive functions. Moreover, the import tax of mobile phone reduced 5 percent to 0 percent so it created more chances for Nokia Nseries to cut the price and reach much more potential customers. Therefore, it creates more opportunities for Nokia to gain the market share and affirm the top brand name in the mobile phone industry. 4. THREATS We have seen internal analysis and opportunities of Nokia Company as well as Nokia Nseries when Vietnam joined WTO and go with these chances this product line may face up with other problems that come from external environment such as: competitors, China’s products and low price domestic communication services. 16
  • 17. When Vietnam joined WTO, there have been a lot of chances for Nokia and also for their competitors. And a number of mobile phone companies may come and may get the market share from Nokia in general and Nokia Nseries in particular. Addition to this situation, mobile phone market in Vietnam, there are about more than 20 producers so it leads to a hard competition between them (vnmedia.vn).The direct competitors of Nokia are large and famous companies all over the world like: Samsung, Motorola, Sony Ericsson and Siemens. They are also still producing high quality and lower price to complete with Nokia Nseries. Another difficulty of this product is that some companies cooperated with domestic mobile network to reduce the cost and bring many attractive promotions to customers that benefit network providers, mobile phone companies and the users. However, it is undeniable that the most threat of Nokia Nseries is the China’s products and mobile phones that are imported illegally into Vietnam. These products have a much lower price than Nokia Nseries but sometimes they have the same appearances. That is the reason why it requires Nokia Company gives more effort to market or to assure the position of Nokia Nseries in the mobile phone industry. VII. CONCLUSION “Connecting people” is becoming closer to Vietnamese people because of Nokia’s successful marketing strategy. This assignment has discussed one of the high technology and super quality product lines of Nokia Corporation. In all devices that it offers to Vietnam market, Nokia Nseries appear to be the top product. Although it faces some difficulties when it came to Vietnam market because of limited network services, large number of competitors and different view of customers, it still gets much attention of mobile phone users in Vietnam for the reason that it brings a lot of excitement and satisfaction to the customers. It can be said that Nokia Nseries should continue putting more value on their products to gain the advantages over competitors to reach and remain the top position in the mobile phone industry. We hope that with this reliable analysis of this assignment, Nokia in general and Nokia Nseries in particular may bring small contribution on the development of Nokia in the future. It is all likelihood that, with the current development, Nokia Nseries will develop and take a high position in customers’ mind. 17
  • 18. References 1. “The best mission yet – now on Nokia Nseries”, 2006. Available at URL: http://www.nokia.com/A4136001?newsid=1083782 2. “Nokia Nseries”, 2007. Available at URL: http://vi.wikipedia.org/wiki/Nokia 3. “Quality”,2006. Available at URL: http://www.nokia.com/A4126368 4. “Loạt sản phẩm Nokia Nseries mới hướng đến âm nhạc”, 2006. Available at URL: http://www1.thanhnien.com.vn/CNTT/2006/10/7/165104.tno 5. “Dòng N series”, 2007. Available at URL: http://vi.wikipedia.org/wiki/Nokia 6. “ Tin nóng về thị trường điện thoại”, 2007. Available at URL: http://www.aha.vn/diendan/viewthread.php?topicId=1119 7. “ Cạnh tranh gay gắt trên thị trường điện thoại di động”, 2007. Available at URL: http://www.vnmedia.vn/NewsDetail.asp?Catid=48&NewsId=47037 8. “ Nokia từ giấy đến alô”, 2006. Available at URL: http://vietnamnet.vn/cntt/2006/03/549855/ 9. “Căng thẳng cuộc đua điện thoại di động”, 2007. Available at URL: http://www.baothuongmai.com.vn/article.aspx?article_id=27256 10. “Những chú dế nghe nhạc đắt khách”, 2007. Available at URL: http://sohoa.net/News/Dien-thoai/2007/11/3B9AEEC4 11. “Nokia chọn thêm nhà phân phối”,2007. Available at URL: http://www.ictnews.vn/tianyon/Index.aspx 18