Nokia Case Study
...the competitive position of Nokia in the market ?
What are the current and future threats for their product portfolio ?
Is Nokia’s positioning clear ?
How relevant or appropriate is their NPD strategy? Give details.
What would you do differently, if anything ?
EXECUTIVE SUMMARY
This case study is about the launch of new product Nokia 6630 by Nokia Corp. on 14 June 2004. Nokia 6630 is the first 3G mobile phone of Nokia introduced to the 3G market. It marked Nokia’s first steps in a new market niche.
Nokia 6630 represents the most advanced 3G mobile phone with the latest digital applications. It reflects the radical changes in mobile phone technology moving from the analogue service to the digital era. In general, the launch of Nokia 6630 is successful thanks to excellent marketing strategies. By the fourth quarter 2004, Nokia 6630 has been marketed by more than 30 3G service operator around the world. In Western Europe, Nokia 6630 has been the best selling 3G mobile phone. As a result, the sales of Nokia 6630 has significantly contributed to the increase in operating profit of 53% to EUR 164 million for the Multimedia group in the fourth quarter 2004.
The successful launch of Nokia 6630 illustrates that product innovation is the key to success in the market.
TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
INTRODUCTION 4
ABOUT THE FIRM 5
THE INDUSTRY 9
THE TECHNOLOGY 15
THE INNOVATION 18
THE MARKETING STRATEGIES 21
THE RESULT 25
COMMENTARY 26
REFERENCE LIST 27
INTRODUCTION
Product innovation has been known as a critical factor to success of a firm in the market. This case study will analyse the launch of Nokia 6630, a 3G mobile phone to illustrate the importance of product innovation.
This case study comprises 7 parts:
- analysis of the firm
- analysis of the industry that the firm is competing in
- analysis of the...
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