Marketing – Right Choices

Off Campus & Assignment Handling Services per centimeage of In clearation Services Nathan Campus GRIFFITH UNIVERSITY QLD 4111 ASSIGNMENT COVER SHEET Open Universities Australia scholarly person details Name Gokhan Aykut Course B. Comm Unit details Unit commandment MKT 103 Unit name Introduction To food trade placeing Unit tutor Kieth sound judgement Item details merchandiseing Report Due date 20/02/2012 Word count 2500 elongation granted v? No ? Yes Extension date Is this a resubmission? v? No ? Yes Resubmission date ACADEMIC up officeness DECLARATION Br for each adeptes of academic integrity (cheating, plagiarism, falsification of data, collusion) seriously compromise scholarly person cultivation, as substantially as the Universitys assessment of the effectiveness of that learning and the academic quality of the Universitys deed oers. 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I, herewith certify that 1 except where I bring on indicated, this assignment is my own work, based on my personal study and/or research. 2 I induce acknowledged all materials and sources used in the preparation of this assignment whether they be books, articles, deliver notice (of)s, lecture notes, or any other kind of instrument or personal communication. 3 I have not collaborated with another student or person in final causening, eveloping and writing this assessment item. 4 this assignment has not been submitted for assessment in any other tend or at any other time in the homogeneous course. 5 I have not copied in part or in self-colored or otherwise plagia come outd the work of other students and/or other persons. 6 I havent make this piece of work available to another student. Providing this declaration falsely is considered a breach of academic integrity. I have retained a copy of this assessment item for my own records. Date 09/01/2012. (Gokhan Aykut) Executive SummaryThe fol hap slighting report is the food commercialize b readinessing plan for the spic-and-span Nokia Lumia 910G for the global market for the financial brotherly secern of 2012 -2013. After many a(prenominal) years of unsuccessful hand notices which have lead to a decline in growth, this handset is designed to regain the market appoint globally and for Nokia to lead into a current generation of expanding low cost handsets with high end features with the added benefit of sho pull throughg to the creative activity that Nokia is environmentally conscious and a proud ambassador for protecting our precise tenuous planet. The go withs mission statement E reallyone has a wish to transfer and constituent. Nokia helps fulfill these needs and we help people experience exclude to what matters. We heightensing on consumers by providing very human applied science * lading to fall by the modal esteemside unwrap rest and innovated products to our customers. We seek to travel the turn one electronics amicable club through go forth the world. * Focused to prolong outstanding relationship with all of customers and distri preciselyion partners globall y. By maintaining our strong relationship our organize is to become once again the itemize one handset manufacture globally.The trade plan will focus on the smartsound and the legitimate line of smartphones that Nokia has introduced, it will outlined the detailed of the current promotion and marketing campaigns used and how it could further better those campaigns. The target market that this handset will be think on is generation Z in particular, 15-22 year old males and females. This generation is the geld setters of today and are digital natives, it will in like manner analyse relevant factors with the partnership including, competitors, customers and drum analysis.Table Of Contents Executive Summary.. 2 Introduction 4 part abridgment. 5 Macro surround.. 6 Political legal Environment 7 Technology. 7-8 Competitor Analysis. 8-9 Consumer Analysis 9-10 inbred Environment. 11 gross revenue Market Share 11 gull Awareness. 1 Promotional And merchandise.. 11-12 devise A nalysis. 13-14 Objectives.. 15 Target Market. 16 berth Map. 17 market Mix Strategies.. 18-20 Evaluation.. 21 Implementation.. 22 shoemakers last. 23 References. 24 Introduction Nokia was foremost established in 1865 on the banks of Nokianvitra River in Finland by Fredrick Idestam.He would set up a wood pulp hoagie and produced paper, the original form of communication. It was later on were a merger took place with Finnish Rubber Works and Finnish Cable Works that gave cede to Nokia Corporation in 1965. The name of Nokia would be development at a rapid rate, and lastly the company would be a major shammer for 31 meshwork operators around the world. Nokia initially targeted low income people and prototypical time vigorous buyers, with the basis of the 1100 series. Today the company has grown into the largest shaper and distri hardlyor of spry phones.With the innovation of OVI (internet services for the Nokia taint) in 2007, Nokia has now become a major player in the sma rt phone industry, and with its impudently formed alliance with Microsoft Corporation and Windows vigorous, the sky is the limit for this iconic spot. Situational Analysis The major mobile handset suppliers in Australia now include places much(prenominal) as Nokia, Sony Ericsson, Samsung, LG, Motorola, Sonim, HTC, Palm, Blackberry, Garmin Asus, Alcatel and apple iPhone. The cost has gone from over $5000 in 1981 (in unbiased machine system) to Telstras rattyest model available today at $35.Mobile coverage, customers and functionality has changed dramatically over 30 years and together with the mesh, friendly media and affordability mobile communication has permanently changed the way in which people live and work. There are now an estimated 22 one million million mobile phone services in Australia as at 2011. (Budde. com, 2011). The mobile phone market in Australia is passing war-ridden in terms of both service and phone suppliers. In the bailiwick of service provider s the dominant player is Telstra, although with a policy of rival, other organisations are developing strong competitive positions.Pre-paid and post paid plans also form a basis for competition between providers. The chart below provides an insight into both service providers and types of service in 2008. Item 3 on the chart includes other suppliers. Source Mobility Magazine (2011) 10 (3). The Finnish Nokia Brand remains the worlds largest mobile phone producer although its market deal has dropped to 23. 9 percent (from 28. 2 percent last year), and Samsung, LG and Apple are showing strong growth. (IBT March 24 2011). Macroenvironment Economic Environment Economic conditions affect the way in which consumers spend.They also affect the way in which companies spend on much(prenominal) things as product development, begin and inventory of stock. The point world frugal crisis in Europe has had an decide on both consumers and manufacturers. Global gross revenue of all mobile phon es showed a growth rate of 5. 6 percent in the third quarter (2011) compared to 16. 5 percent in the previous quarter. Global sales of Smartphones were also down from 74 percent growth to 42 percent in the third quarter whilst inventories have grown by 20 million phones during the same period. MobiThinking, 2011). Australia has shown better economic performance than that of most other countries, but this too is dependent on factors outside of its control. Given that the major manufacturers of mobile technology are multi-nationals, they will feel the effect of any economic downturn, which may also so be seen here. Consumers have shown reluctance world(a) to purchase new phones during the European credit crisis, although this may be mitigate by consumers waiting for new flagship devices to be released. Gartner, 2011). Even if Australia is insulated from the entire effectuate of a major economic downturn in the near future, it is likely to affect the purchasing intentions of th e mobile phone market Political ratified Environment The telecommunications market is important to the domestic economy and as such(prenominal)(prenominal) is subject to political and legal constraints. Politics has led to opening the market to competition, and it is maintaining and streng and thening competitive forces.In terms of service providers, they have to operate within a legal framework that is subject to political influence and overseen by such bodies as the Australian Competition and Consumer Council (ACCC) in accordance with beauteous Trade and Trade Practices Acts. There is also protection of intellectual property, as well as trademark/design and rat protection in Australia that companies have to consider when marketing their goods and services. Technology Technology has been an essential driver of the mobile phone market for both mailmans and handset providers.The original AMPS (Advanced Mobile Phone System) was launched in 1987 and provided an parallel of latitu de or 1G service and by 1989 had 100,000 subscribers. In 1992, both Optus and Vodafone were licensed and the arrive of subscribers reached 500,000. In 1993 Telstra launched its new 2G ne bothrk, and by 1996 in that location were over one million digital subscribers and 2. 5 million analogue users. Four years later the AMPS service ceased, however, by 2003 the first 3G network together with the Nokia e606 mobile phone allowed for both video calls and high-speed Internet access.By 2005 half the Australian population had a mobile phone, and at stupefy (2011) there are more subscribers than people in Australia. (ActewAGL, 2009). In each stage of development carriers and phone manufacturers worked together to increase the fly the coop and variant of applications that could be performed by mobile devices, culminating with the issue of the Apple 4 iPhone in 2011. Ongoing development includes Apples new battery antecedent (Hydrogen Cell) that could power the iPhone for weeks (AEDT, 20 11).The antithetical architecture or platforms used and being certain for the smartphone market will provide both marketing and technology-related opportunities. Operating Systems (OS) such as Palm and BlackBerry, Symbian and Windows Mobile, are all likely to increase competition and consumer choice in the market. Competitor Analysis Both carriers and retailers/manufacturers operate in a dynamic and highly competitive market. There is a superfluity of deals in the marketplace covering both service providers and retailers. Continual new product innovations have put pressure on companies to innovate or lose market share.For example, the Apple iPhone completely changed the product landscape realising phenomenal growth since its release in 2007. (Australian IT, 2011) The introduction of competing phones and platforms that offer advantages peculiar to an case-by-case system is likely to fuel a continuation of the current expert war, which, combined with aggressive marketing from al l the major suppliers, makes for an evolving and occasional mobile phone market. Mobile phone marketing strategies are aimed at both the business-to-business (B2B) market and the business to consumer market (B2C).Some of the strategies used include twofold pricing (B2B) as in supplying all the phones for a particular(prenominal) company (eg. Origon Energy), bundling, where the phone and plan form the purchase and provide honour for the bundle for both business and consumer markets, two for one deals, free chew out time, (for a specified harbor above that which is paid for in the mobile phone plan), and many more. Customer/Consumer Analysis Customers can be classified in terms of business and non-business. The business sector is more rational, value driven and information hungry. Business customers will adopt a incorporated approach to analysing costs and, n the main, make choices based on full information. Consumers as individuals constitute a different market, with differen t needs and associated motivations. From the very beginning mobile phones were seen as status symbols, owning one increase ones well-disposed standing and position. This still remains a keystone driver for innovators who will purchase new and improved phones as in brief as they are available, and bask in their (perceived) increased social standing or Street Cred. Mobile phones have had a dependent relationship with social media such as Facebook and Twitter.One has supplied the other with the means to fatten out and capture a huge consumer audience. As such there has been broad research conducted into other motivations, needs, and influences that affect the interface of mobile phones and social media. (Lenhart, 2009). For instance, Telstra has released consumer research showing how Australians use their mobiles to connect. It found * 50 percent of Australians feel alarm stricken within five proceedings when they think they have addled their mobile phone 25 percent panic afte r less than a minute. Nearly one third of Generation Y consumers check their mobile phones in the mornings before they use the bathroom, have breakfast, or go online. * Nearly half of Australians rank mobile phones as the innovation they value the most, more than the desktop computer to laptop and the oven to microwave. (SMH, 2011). Mobile phones are an inbuilt part of a consumers life affecting the ways in which they conduct business and leisure activities. With the introduction of the Smart Phones, consumers now have the capacity to interact with one another in ways that have completely and radically changed the marketing landscape.Apart from using applications for shopping online or as a means of supplementing high street purchases) they can now wedlock communities and share opinions near goods and services that are really empowering them in the consumer decision-making process. national Environment Sales And Market Share The global mobile phone market is extremely competitiv e in terms of manufactures. In 2007 Nokia was number one handset manufacture, with a global market share of 38 percent, and estimated sales of 32 billion. Five years later, Nokia finds themselves losing their crown as number one handset anufacture to its long time completive rival, Samsung Electronics. Nokias market share has slumped to only 19. 8 percent in the handset market, which works out to be a 52. 1 percent decline from 2007. Nokia has just released its pecuniary Q2 2012 financials. Its reported 7. 5 billion in net sales, a slight increase from the 7. 4 billion last quarter. Net sales are down by five percent, and the operating loss is near twice the value it was last quarter 826 million compared to 487 million a year ago. Brand Awareness Nokia has built a reputation on being one of the worlds number one handset manufactures.Nokia initially targeted low income earners and first time mobile phone owners, but since has grown into a leading and innovating smart phone supplier to the world. The brands mission statement is heavily focused around communication. Everyone has a need to communicate and share. Nokia helps fulfill these needs and we help people feel close to what matters. We focus on consumers by providing very human technology Nokias brand is built around friendship, trust and customer loyalty. structure friendship and trust is at the heart of the brand, and this is visual communicated to customers by two hands shaking.Promotion And Marketing Currently Nokia is heavily promoting there Lumia family of Windows Phones on a massive global scale. These include 4D projections and live music events. Along with Nokia force heavily the Lumia range, Microsoft has jumped on board and pushing hard with carries around the world to promote the Windows based handset, this is done with the take in by Windows Phone campaign. This campsite was based around simply a bet where people would win a $100 if their non-Windows phones is quicker than the Lumia hands et running the Windows Phone software.According to Nokia Australias level of marketing, Jolaine Boyd, This new brand proposition and campaign signals a new Nokia a company that is thinking and doing things differently. Our aim is to primitively shift consumer perceptions and educate them somewhat Nokias new smartphone range. We want to put Nokia firmly in the consideration set and make the brand relevant again. This current camping focuses, on Nokias global brand positioning and promoting Amazing Everyday which is heavily focused around portraying the amazing thing we do as existence every day with a massive focus on social media and the youth of today.There are three core elements within this camping and they are, out of home, TV and digital. Boyd added, Australia has the highest smartphone penetration in the world at 37 per cent. The rise of smartphones is dramatically increasing the use of the internet boilers suit in Australia. With this in mind the Amazing Everyday campa ign, the current advertisement of the new Lumia range capitalises on these aspects, with bright and bold colours with simple statements. Some of these advertisements are below. SWOT Analysis Strengths Nokia incorporated has a rich history and a wealth of experience which spans well over a 100 years.The company has one of the largest networks of scattering and selling partners in the world. Currently Nokia has one of the largest RD departments in the world, which has a strong financial prickleing with over 1. 4 billion USD which allows Nokia to keep producing new and revolutionary products for its customers. Nokia produces many different handsets for different people for their day to day use and pride themselves on building relationships and sustaining them. The build quality of Nokia handsets are at world class levels, which gives to a much higher resale value than its competitors.Weakness Nokia is a well-established company with many strengths, but is main strength has also turne d out to be its biggest weakness. The handset giant unfortunately did not move along with the technical move that sweep through right after the turn of the millennium. With the introduction of the iPhone, the handset giant was consistently producing the same type of phone but with a different designs and still asking customer to pay reward prices. The handsets that were being produced were overpriced and customers wanted more from their Nokias.Customers became app crazy and with the introduction of social media on the go, Nokia was lagging behind. Bold moves by Nokia gave hand over to the NGAGE, a movable gaming console. The handset was designed to make phone calls, send text and surf the web with the added advantage of being able to play your pet retro on the go. The concept was great but unfortunately this radical all in one device was not accepted by the market, customers still prefer the iPhone. This then gave birth to the N97 a poorly prepared handset which was very clumsy and had outdated software. OpportunitiesThere are many opportunities at present for Nokia. One of these opportunities is for the company to enter new growing markets, such as the Indian market. By entering a newly developing market it has an opportunity to increase its sales as well as the overall global market share. As the standard of living in India has increased so has the purchasing power of the people. By targeting the market at the right time Nokia can gain the most out of this situation( Nokia SWOT Analysis). Nokia has been a leading the way for many years with its well-designed handsets, these designs have gave birth to other handsets such as the iPhone.With the addition of Cal Zeiss to the portfolio, Nokia now has outstanding cameras on their handsets as well. Threats Nokia has many competitors in the market that it must attach to maintain its position as the market leader. The threats are emerging handset manufactures in the market. Companies like Motorola, Sony, LG mobil e, Apple and HTC. The manufactures are providing equal or better products and presenting to be tough competition for Nokia in the global market. These threats can be providing cheap phones, new features, new style/types, and amplitude after sales service.So the growing competition has created an uphill battle for Nokia. With global economic downfall Nokia has to produced premium quality handsets at competitive prices, if this issue is not tackled head on it could create greater problems for Nokia in the future. Objectives Mission Statement Everyone has a need to communicate and share. Nokia helps fulfill these needs and we help people feel close to what matters. We focus on consumers by providing very human technology * Commitment to deliver outstanding and innovated products to our customers.We seek to become the number one electronics company throughout the world. * Focused to maintain outstanding relationship with all of customers and distribution partners globally. By maintaini ng our strong relationship our aim is to become once again the number one handset manufacture globally. Marketing Objectives * Increase sales by 10% within one year. Use innovative technologies, such as Nokia Kinetic a world first flexible LCD, the introduction of WP8 handsets, to increase our target audiences awareness to illustrate our competitive advantages. Refine current products. Improve current products to reach new markets based on unmet consumer needs. Sales Objectives * To achieve sales on 10,000 units per quarter across every carrier and to have net sales exceed $100,000 per month. * To gain 15 per cent of the total Australian market share with WP7 handsets and to achieve globally 30 per cent. Total marketing budget for WP7 handsets in 20 per cent. Target Market Primary Market 15-22 year old males and females, or better know as generation Z.Most members of this generation have spent their entire lives on the World great Web. Generation Z are a highly connected into techn ology they are the edit setter. The generation has spent their whole lives around technology and new forms of communications, such as the World Wide Web, instant messaging, texting, iPods, mobile phones, Facebook, twitter and YouTube, giving them the new name of digital natives. These trend setters are no longer using the internet on their PCs but rather it is on the go and carried in their pockets on their mobile phones.This generation is trend setting however very lazy they want something that is easy to use out of the box with no hassles. Market Positioning Nokias brand positioning should differentiate itself from the past. In the past Nokia handset was specially designed for low end users, succession the N series was aimed at trend setters, it lacked substance and failed to capture the digital natives. With handsets that were out shadowed by the iPhone, Nokia quickly lost its majority market share. Nokia has to aggressively attack the smartphone market by specifically targeti ng the trend setters of today.The trend setters of today are driven by technology and want handsets that are easy to use, they are heavily driven by social media, and their social status is of the highest priority. The key strategy is to maintain its leadership and lower prices on smartphones while providing high end products for the masses. Positioning Map Innovation Samsung Samsung Nokia Nokia incoming Positioning Future Positioning Apple Apple Sony Sony Nokia Nokia Current Positioningnt Positioning Positioning Current Positioningnt Positioning Positioning high toll High Price Low Price Low Price LG Mobile LG MobileCompetitiveness Marketing Mix Strategies Product According to OConnor ,B (2000) A well-thought-out marketing plan can give you the ability to exploit your competitors weaknesses, adjust to any new competition, set off your service capabilities, strengthen customer relationships and minimize sales bulk fluctuations. It will also help eliminate unproductive promotion s and enable you to create and control the specific image you want to project. To have an impact on the market, Nokia needs a blockbuster a single, stunning smartphone that puts the company back on the map alongside with Windows Phone.Windows Phone 8 has a lot of interest from various carriers, by taking advantage of all this, the company can get its groove back. The handset must be simple to use, jam packed with technology while upholding two key fundamental features social media and easy to use. Nokia introduced a whole line accessories free of PVC, tutelage in touch with this green aspect already adopted by Nokia, the Lumia 910G will have a specially designed solar dining table will built into the back of the handset, as part of the battery cover.Ten minutes of sun exposure will get you three minutes of parley time and the phones casing will be do entirely from recycled fictile water bottles. Other key features are, quad core processing power, 12 mega pixel camera with Car l Zies lens, Nokia flexible AMOLED screen. 4. 7 progress 4. 7 inch Solar Panel Solar Panel Recycled Materials Recycled Materials Place/Distribution Having already established a line of merchandise of distribution partners globally, the handset will be available through all major vendors globally as well as to be purchased through online vendors such amazon and Nokia online.The opportunity exists to expand through existing areas, but with heavy focus on the Nokia online store. This channel present great opportunity as there is no overheads. Price Price for this handset is claimly set against competitors like the Apple IPhone 4s and Samsung galaxy S3. The handsets being manufactures offshore in China and allows entry into the market at $350 per unit. The pricing strategy is very aggressive, keeping in line with the market audience the handset is directed at.This handset will be the first smartphone with high end features for very low costs. Being of all recycled shaping design al lows maximum build quality with minimum costs. Promotions The use of viral marketing is the quickest way to get the word out about the new handset, as the use of social networks will spread the subject quicker. According to Berkowtiz, D (2010) blogs and social media can be useful for establishing direct communication between marketers and consumers, and they can contribute to establishing a larger share of voice in search engine results.One such example of this is the scoop up job in the world campaign that involved getting a job in the topical islands of the great barrier reef. The campaign had generated so much interested that the publicity around it was worth well over $150 million and in the process highlighted Queensland as an ideally holiday destination. By heavily promoting the Smoked by Windows Phone campaign, over social media sites, the word of the Lumia 910G will spread. Evaluation According to Harris, A (2010), there is a lack of strategy for using these new social me dia tools.It is often viewed as a technology issue, not a communications tool. Improving brand awareness and exposure involves creating an online presence, delivering key messages to a target audience and then building relationships with potential customers. brotherly media allows for these behaviors, as well as enhancing a companys credibility. Social media is fairly new components to marketing, this type of marketing involve a company interested in increasing brand awareness and exposure to new and existing customers.By gaining the trust and respect of potential customers through frequent, but informal postings public relations teams may then assess the results of the marketing campaign. Although posting cannot be quantitatively measured, it can eventually lead to sales. According to Connor, A (2010) public relations professionals must develop creative strategies for linking online community participation to direct revenue. The interested fans having these conversations may be mo re inclined to purchase from their online friend than someone else.The will give an indication into measuring the sales volumes achieved through social media. From here, Nokia can restrain if social medial marketing is worth the time that has been invested into. Implementation Conclusion This report sets out the marketing plan for the new Nokia Lumia 910G. The handset is made from recyclable plastic water bottles and sports a solar panel on the back for additional power for the handset. It is a leading and innovating handset with greatest features at the fraction of the price of its competitors.The handset is specifically aimed at the trend setters of today, the digital natives The sales objectives is to achieve 10,000 units per quarter and to achieve a sales revenue of $100,000 per month. Back boning on the currently successful promotion Smoked By A Windows Phone campaign and the use of social media the aim is to regain the majority of the globally market share and to become the number one handset manufacture in the world. Reference Berkowitz, David Social Marketing Advertising Age 818 (Feb 22,2010)54 Connor, Angela. Market With Social Media 21 Dec. 2009 Research Library, ProQuest.Web. 21 Feb. 2010. Harris, Angela. Does Social WORK? Measuring company Effectiveness. EContent 1 Jan. 2010 Research Library, ProQuest. Web. 22 Feb. 2010 OConnor, Bob Motor 193. 3 (Mar 2000) p71-74 http//www. authorstream. com/Presentation/sanju152k-262736-nokia-final-education-ppt-powerpoint/ http//www. campaignbrief. com/2012/03/version10-starthtml0000000149-190. html http//www. informationweek. com/news/mobility/smart_phones/232901759 http//www. marketing91. com/swot-nokia/ http//www. moyeamedia. com/blog/? p=2361 http//techland. time. com/2012/07/20/lets-be-realistic-about-nokias-chances/