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Swot Analysis Of Nokia Marketing Essay

Paper Type: Free Essay Subject: Marketing
Wordcount: 1002 words Published: 1st Jan 2015

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Nokia Corporation (NYSE:NOK) is one of the world’s largest telecommunication equipment manufactures. Nokia has largest network of distribution and selling as compared to other mobile phone company of the world. It is backed with the high quality and professional team in the HRD department. The financial aspect of Nokia is very strong as it has many other profitable businesses. It has been getting sold successfully in all over the world. Nokia possesses 38% of the market share in the first quarter of the 2009 (O’Brien, 2009) and probably one of the top 20 brand in the world. Nokia is famous for its quality and features. In addition to that Nokia siemens network is one of the two largest mobile operators in the world (second one is Sony Ericsson), which is a very strong support for Nokia N97. Therefore, Nokia N97 has the strength of corporate brand.

Nokia N97 is considering being the most advanced mobile computer with the promise to change the way people Connect to one another from desktop to laptop and now to your pocket. Nokia N97 is one of the most powerful, multi -sensory mobile computer in existence”, said Jonas Geust, vice president, heading Nokia Nseries. Nokia N97 also has phone sensors that work multi touch screen, which is a new patented technology. Nokia N97 possess many “the first” features which will catch eyes of many consumers. The first Qwerty mobile phone with a slide out Qwerty in Nseries line, the first touch screen device in Nseries line, the first Nseries device with the high resolution screen which is 3.5 inch and support 16 million colors, the first Nseries device which has a built-in memory of 32GB.  These kind of new services are provided to a large and loyal user base that Nokia has accrued over the years. Finally the fact that Nokia is first to provide that kind of service in this area of computer phones is one of its greatest strengths.


Like every new product there is a set of weakness. The Nokia N97 is not a 3G device and will not work in technologically advance countries such as Japan and Korea. All of their phones are 3G compliant. Several of features of Nokia N97 are not particularly impressive. For Nokia N97 there are lots of substitute products available in the market. Like Apple I Phone, Samsung Omnia, LG Arena etc. This will reduce market demand for Nokia N97. Unlike I phone Apple – a friendly user phone it is supposed that Nokia N97 is very tough and complex to understand for those users who are not gadget lovers. It has been about 4 years since Nokia Nseries was introduced the first time on April 27, 2005. Nokia N97 belongs to this product line, whose name is kept for a long time, as a result, Nokia N97 lacks of competitive differentiated name. One of the weaknesses of N97 includes the price of the mobile offered by Nokia and also not concerned people of lower class. While comparing with other mobile available with these features in the market the price of Nokia N97 is very high. The phone is priced around 650 to 750 Dollars and surveys have shown that 52% consumer are happy with their current mobile device. Essentially, this phone is geared towards the high end consumers. Nokia’s choice of distribution channel also been construed as weakness as they are limiting it to only Nokia retailers. Finally, its purpose is to be questioned does the phone fulfill corporate duties or is just an entertainment system.


Lifestyle of the people are changing day by day company can utilize this changing life style of the people for increasing their demand of the product. Nokia has ample opportunity to expand its business. There is quite a demand for a better mobile computing experience. The Nokia N97 tries to combine both powerful computing as well as entertainment into one system. People have also noted that the Mac OS applications for desktop can be seamlessly adapted for the Nokia N98. Also this is first step towards an internet protocol based network.  With the opportunity like ‘Telecom penetration in Australia’ being at peak time, Nokia has an opportunity to increase its sales as well as the market share. In the economic crisis time, all enterprises and organization are on the same boat. However, the target customer of Nokia N97 is wealthy one which seems to suffer less from the economic downturn. Thus, Nokia N97 is expected to satisfy the need of well-off people who want to a mobile computer that can bring the world to their pocket even in this hard time.


Nokia has many threats to tackle to maintain its position as market leader. The threats like emerging of other mobile companies in the market. The companies like Motorola, Sony Eriksson, LG, Apple, Samsung etc. these companies have come to stand of tough competition with Nokia in the field of mobile phones. Threats like providing cheap phones, new features, new style and type, good after sale service etc. So, Nokia has to keep in mind the growing competition around. The global economic crisis is striking every company, including Nokia. The buying power of consumers has been reduced all over the world. According to International Labor Organization, it is predicted that at least 20 million job will have been lost by the end of 2009 because of this crisis (late – 2000s recession, 2008). Definitely, it has great impact on the sale of Nokia. “Nokia reiterated its expectation that industry sales would decline 10% this year from 2008” (O’ Brien, 2009) due to global economic downturn. Hence, Nokia N97 is facing with the risk of low sale at this crisis time. It requires Nokia to generate continuous innovation. The famous mobile giants like Nokia, Apple, Blackberry, Samsung and Sony Ericsson has almost same technology as it can be seen when they introducing new mobile.


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