Nokia Cell Phone Marketing Plan

Paper Summary:

The paper evaluates the marketing situation and provides a SWOT analysis of the company. The paper outlines Nokia's marketing objectives and strategy as well as the specifics of target markets, positioning and marketing expenditure levels. The paper presents an action plan with an accompanying budget and considers the controls that will be used to monitor progress.

Outline:
Introduction
Executive Summary
Current Marketing Situation
Threats and Opportunities Analysis
Objectives and Issues
Marketing Strategy
Action Programs
Budgets
Controls

From the Paper:

"This is a marketing plan for the introduction of the Nokia N95 Cell Phone. A serious entry into the burgeoning field of PDA's, or Personal Digital Assistants, the N95 includes all of the tools which are necessary to be competitive with the leaders in this segment of the market, including sync with PC's, GPS for localization and direction finding, and a series of other features which are necessary to the business user.
"The N95 is meant to compete with PDA and messaging manufacturers, such as BlackBerry, Palm Treo Series, HP, Samsung and a series of other manufacturers who have been producing PDA's and adding phone characteristics. New entrants to this market segment include heavyweights Apple and Microsoft. Apple's direction is coming from the multimedia side, while Microsoft is able to employ its strength in office and server software to help drive adoption."

Sample of Sources Used:

• Borland. "iTunes outsells traditional music stores." 21 November 2005. CNet News. 14 November 2007 <www.news.com/iTunes-outsells-traditional-music-stores/2100-1027_3-596314.html>.
• Casley, L. "AT&T eager to wield its iWeapon." USA Today 16 April 2007: n.p.
• eWeek. "Motorola Falls Behind in Cell-Phone Sales." eWeek December 2004: n.p.
• Fitchard, K. "Nokia increases market share, lowers prices." Telphony's wireless review 19 October 2006: n.p.
• Hopkins, K. P. "Value Opportunity Three: Improving the Ability to Fulfill Demand." Product Lifecycle Management 14 November 2007: n.p.

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