Nokia's Decline: A Case Study

Running head: ENTREPRENEURSHIP
Entrepreneurship
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Executive Summary
The report takes into account Nokia’s return to the market as a Smartphone manufacturer
with the launch of trio three of Nokia branded phones, namely Nokia 6, 5 and 3. Through the
report, a Literature Review would be conducted by carrying out PESTLE and SWOT analysis
and that shall help present substantial findings with theoretical and methodological
contributions to this topic. This would be followed by a research, where Case Study Method
and Data Collection Method will be used and accordingly the findings would get presented.
Case Study Method aims to analyze specific issues within the boundaries of a specific
environment, situation or organization. According to the way things are presented, case study
method can be divided into three categories, explanatory, exploratory and descriptive.
Explanatory method deals with the presentation of data in such a manner which would
themselves explain how the collected data has helped to carry out the research and their
findings. Exploratory method requires approaching data and analyzing to understand their
main characteristics. Finally descriptive method helps in describing certain situations, where
the predictions might not be accurate. Then an analysis would be carried out on the data
collected through the research and accordingly, a reflective study on findings and
implications shall be done. Findings would basically deal with the key takeaways from the
analysis of data. The takeaways would help form conclusion that for a brand like Nokia, the
effort to position themselves in the minds of the customers for their smartphones’ segment
would be far less. With their trio three of branded phones, running on Android, they would be
looking to target the customers based on their reliability and durability. These strengths of
Nokia are the base on which the customers get the assurance that they can use the product
with full confidence. The perception which Nokia has created on the customers’ minds over a
period of time would hold in good stead on their comeback, for targeting the right set of
customers by focusing on their values and brand. In getting products sold, perception plays a

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big role and a good perception of a particular brand would always let an organization fulfil
their goals and objectives in an efficient manner. The recommendations would include,
looking into the opportunities for Nokia in the smartphones segment, the strategies which
they could implement in order to attract customers through highlighting the brand value and
the loyalty they have gained from their customers. Nokia can utilize the growth in
smartphones’ sales along with the popularity to enter and cash on the rising demand. This can
provide massive opportunity to Nokia, with the blend of demand and popularity.

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Table of Contents
1. Introduction............................................................................................................................4
2. Literature Review...................................................................................................................4
2.1 PESTLE Analysis of Nokia.............................................................................................6
2.2 SWOT Analysis of Nokia...............................................................................................7
3. Research Methodology...........................................................................................................8
3.1 Case Study and Data Analysis.......................................................................................10
4. Marketing Mix.....................................................................................................................10
5. Presentation of findings:......................................................................................................11
6. Analyzing the data................................................................................................................15
7. Reflection on findings and implications..............................................................................16
8. Conclusion............................................................................................................................17
9. Recommendations................................................................................................................17
10. References..........................................................................................................................19

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1. Introduction
Entrepreneur is a person or an individual, who instead of working under someone as
employee, runs some small business, by making an assumption of all the rewards as well as
risks of a business venture. An entrepreneur of an organization is mainly seen as an innovator
of ideas and strategies regarding any business. Entrepreneurship is being regarded as a critical
component of economic growth and innovation. It is considered as an integral part in the
growth of economic strategies of national and local governments across the world (Priem,
Butler and Li 2013).
The report throws light on the opportunities of the telecommunications company,
Nokia for reintroducing its devices back to the market. Established in the year 1865, Nokia
Corporation is a Finnish company of communications and information technology. The
company is headquartered at Espoo and Uusimaa, with several divisions and avenues for
communication business. The handset division has a good reputation all across the world as it
provides its consumers with reliable and durable mobile phones, which has helped the
company gain wide acceptance in the market (Mishra 2017).
The report highlights the opportunities of the company on reintroducing its devices
back to the market. The report further will analyze the opportunities in the new market along
with the implications and recommendations on how it can work to successfully re-launch its
products and services.

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2. Literature Review
The Nokia nostalgia still exists within the market due to the consumer demands. The
corporation sold their division of handset to the Microsoft Company, in the year 2014.
Microsoft focused on the areas of telecommunication business, which gained appreciation in
the market. However, after three years, Nokia has decided to make a comeback into the
handset business, by introducing its new handset series which will run on Android OS. The
new series is named as Nokia 6, 5 and 3 (Becker et al. 2012). The company’s biggest
opportunity is its brand recognition and through that it can leverage its attempts for gaining
the market share again in the business of Smartphone. Majority of the customers, still
recognize the handset company due to its durability and reliability. Good consumer
perception plays a very crucial role in sales. Even if a company disappears for the time being
and decides to reintroduce its products, consumers will accept them gladly (Bojei and Hoo
2012). Nokia has managed to earn this position for a very long period; it has set a good brand
image in front of their target market and achieved international acclamation.
The handsets have higher value of sales in comparison with other brands which
already exists in market. The products are also simple and easier to handle and moreover, the
lower segments prefer this brand over others. The company produces its products keeping in
mind the behavior of the consumers (Dwivedi 2015). It has managed to gain popularity as it
keeps the price range on the basis of the consumers’ purchasing behavior. However, Nokia
lost its recognition in the past, as the competitors took control of the market (McQueen
2016). Partnership with Microsoft and upgrading to Windows mobile operating system
couldn’t help much and its market was being dominated by several competitive brands like
Samsung, Apple, Redmi, Motorola and others (Nosrati, Karimi and Hasanvand 2012). Taking
the year 2017 into consideration, it seems brighter for the company’s progress and growth.