Marketing Principles: Nokia's Marketing Strategies and Planning Report

This report provides a comprehensive analysis of Nokia's marketing strategies and planning processes. It begins with an introduction to marketing principles and their application within Nokia, examining how the company adapts to changing market perceptions and leverages its organizational capabilities for future marketing activities. The report delves into techniques for organizational auditing, including SWOT and PEST analyses, to assess internal strengths and weaknesses and external factors influencing marketing planning. It further explores the barriers to effective marketing planning and suggests strategies to overcome them. The report then outlines a marketing plan for Nokia's products and services, emphasizing the significance of marketing planning in strategic planning. It also touches upon techniques for new product development, recommendations for pricing, distribution, and communication strategies, and factors affecting the effective implementation of the marketing plan. Finally, the report addresses the ethical issues that impact marketing planning and organizational responses, as well as the influence of consumer ethics on Nokia's marketing strategies.

Marketing Principles
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TABLE OF CONTENTS
INTRODUCTION................................................................................................................................3
TASK....................................................................................................................................................3
1.1 Changing perceptive in marketing planning..............................................................................3
1.2 Organisation capability for planning its future marketing activity............................................4
1.3 Techniques for organisational auditing and analysing the external factors that impact marketing
planning...........................................................................................................................................4
1.4 Organisational audit and analysis of external factors that can impact the marketing planning of
Nokia................................................................................................................................................5
2.1 Main barriers of marketing planning.........................................................................................5
2.2 Ways to overcome barriers to marketing planning....................................................................6
3.1 Marketing plan for products and services..................................................................................6
3.2 Significance of marketing planning in strategic planning process............................................7
3.3 Techniques for new product development.................................................................................8
3.4 Recommendations for pricing policy, distribution and communication mix.............................8
3.5 Factors affecting the effective implementation of marketing plan ...........................................9
4.1 Ethical issues impact on marketing planning............................................................................9
4.2 Organisational responses to ethical issues.................................................................................9
4.3 Consumer ethics and its impact on marketing planning..........................................................10
CONCLUSION .................................................................................................................................10
REFERENCES...................................................................................................................................11
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INTRODUCTION
Marketing planning is considered as a critical aspect in which business organisation focuses on
effective designing of diverse marketing tactics in order to accomplish organisational goals and
objectives. With an improved focus on marketing planning, business organisation can attain better
opportunities in the competitive market (Armstrong, 2012).
In the current report, learning will focus on the work culture of Nokia in order to understand the
concept of marketing planning. It will focus on organisation’s capability for planning its future
marketing activities. It will also provide understanding regarding various techniques that can be used
by the management of Nokia in order to attain information regarding external factors that are related
with marketing planning. It will also have spot light on the ethical issues that can influence the
marketing planning. Furthermore, it will also focus on the significance of strategic planning process for
the organisation.
TASK
1.1 Changing perceptive in marketing planning
Marketing is considered as a procedure that helps in effective promotion of goods and services
within competitive market. It considers collective working of four key elements such as product, price,
place and promotion. Marketing planning is considered as one of significant processes of the
organisation and it provides various contribution to the effective accomplishment of marketing
activities. It also focuses on making business plan so that marketing activities can be completed in a
desired time period. It includes all the marketing strategies which would put its major impact on the
future of business (Cravens, 2008). In order to gain better development opportunities, management of
Nokia focuses on diverse marketing planning tactics. Company considers situational analysis system as
a significant aspect that helps in attaining information regarding external environment which may
influence the overall development of business.
With an improved focus on marketing planning, managers and departments of Nokia can easily
plan marketing activities in order to maintain integration in business. In support of this, it can also be
stated that proper implementation of marketing planning is also beneficial for business firm to attain
competitive advantage in the market (McDonald, 2011). It also facilitates organisation to look forward
for various developments that can meet cultural and social aspects that are present among the diverse
needs of customers. Concept of marketing planning has changed in a diverse manner as compared to
traditional approach. In other words, it can be said that marketing planning concepts are now
considering collective and integrated factors for the better success of organisation (Walker, 2006). It
will also provide better assistance to the telecommunication and computer software.
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In addition to this, it can be said that the traditional marketing approaches were more focused
towards skilled workforce to meet goals. Current conditions and approaches are different and business
firms are taking skilled workforce, technology, customer relationship as a critical aspect. In traditional
marketing, the professionals were used to maintain relationship through meetings but nowadays the
they are more focused towards use of CRM system and other technological tools. It helps in building
strong relationship with customers and lead business to impressive level of success. Current
approaches like business plan includes all the marketing strategies which would put its major impact
on the future of business.
1.2 Organisation capability for planning its future marketing activity
In order to have effective identification of organisational capability, management of Nokia has
focused diverse marketing research tools. These tools have provided improved level of information
regarding internal and external factors that can influence the operational activities of organisation.
SWOT Analysis
Strength
 Company has good brand image in the global market.
 Organisation focuses on cutting edge technology for effective designing of products. Enhanced level of experience among local partners (Porter, 2008).
Weakness
 Weak branding is one of key weaknesses that impacts business of Nokia.
 Company offers less variety of products that also affects business in a negative manner. Organisation faces number of issues in localization.
Opportunities
 Company can introduce number of telecommunication products in the market by considering
recent trends of the sector.
 Innovation can also boost global opportunities for the business.
 Company can look forward to expand business in the new market (Aljukhadar, 2011). Company can conduct strategic alliance with various telecommunication organisations in order
to boost opportunities.
Threats
 High level of competition in telecommunication and computer software market may influence
business opportunities.
 Differences in customer needs create barriers for the organisation
 Rapid changes in technological trends is also one of key issues that may impact business in a
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diverse manner.
1.3 Techniques for organisational auditing and analysing the external factors that impact marketing
planning
There are number of techniques and tools that can be adopted by the management of Nokia in
order to have effective accomplishment of organisational audit and examine the influence of diverse
external factors on marketing planning. In this aspect, it can be said that PEST analysis is one of
significant tools that is mostly used to analyse the external factors. With an assistance of PEST
analysis, management can easily understand the political, economic, social and technological aspects
that are related with the external environment of Nokia (Decker, 2005). Other than this, in order to
have effective designing of approaches as per the status of external factors, management of Nokia can
also focus on porter five force analysis.
Moreover, porter five force analysis mainly focuses on bargaining power of customers,
bargaining power of suppliers, threat of competitors, threat of new entrants and threat of substitute
products. With an improved level of understanding of various factors, business organisation can easily
design various strategies that can boost operational opportunities in a diverse manner and lead business
to the impressive level of success (Ivy, 2008).
Other than this, it is also essential for management of Nokia to focus on five M of marketing.
Classification of factors can be as mission, money, message, media and measurement. It is necessary
for management to ensure that they have determined organisational mission in appropriate manner so
that business can be lead to impressive level of success. Quantitative measures can be used to analyse
the awareness regarding mission among members. Any kind of avoidance in this respect may influence
overall activities of marketing planning. Marketing activities also demands high ratio of money so
management needs to focus on money for effective accomplishment of marketing planning. Resource
allocation must be allocated to build brand image and provide sustainable growth. Advertising is a
creative process so management of Nokia also need to ensure about the message that they want to
spread among customer’s. The message of an advertisement is creative aspect and lead business to
impressive level of success. Proper activities can also be designed as per measurement of previous
marketing activities that were implemented within organisation.
1.4 Organisational audit and analysis of external factors that can impact the marketing planning of
Nokia.
Political: It has been spotted that political factors within Finnish government are stable and
corporative for various developments. It means that management of Nokia can have better
opportunities but it is essential for management to consider changes in taxes and other government
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policies for gaining success ethically (Sutherland, 2004).
Economical: European economic system is stable and it provides great assistance to the
business firm for attaining better opportunities in the market. In this respect, management of Nokia
must focus on diverse economic factors such as recession, income ratio, etc. Changes in economic
factors can influence business of Nokia in a positive as well as negative manner.
Social: It is also essential for management to focus on cultural and social aspects in order to
gain better opportunities. It has been spotted that community of Finland is more attracted towards
technological tools that boosts opportunities for the organisation and gets better assistance (Khan,
2004).
Technological: It has also been spotted that technological trends are changing rapidly in the
current market scenario. In this respect, management of Nokia is focusing on the adaptation of diverse
technological tools in order to meet the current trends of industry in terms of technological aspects.
2.1 Main barriers of marketing planning
In order to have effective marketing planning, it is necessary for the management of Nokia to
focus on learning regarding diverse barriers that can influence the overall development. It has been
spotted that classification of key barriers can be as improper information about market condition,
cultural barriers, environmental issues, lack availability of sources and communication barriers.
In this respect, it can be said that in order to have effective designing of marketing planning,
business firm needs effective identification of market conditions and customer’s needs. Improper
information about market conditions and customer’s needs can influence the overall process in a
negative manner (Marketing strategies. 2004). It has also been spotted that company operates its
business in different nations but identification of cultural needs is one of critical issues for Nokia. It is
essential for management of Nokia to identify diverse culture, belief, values and perceptions present in
the environment so that proper satisfaction can be provided to the customers.
Other than this, it is also essential for management to ensure that they are having easy
accessibility of the resources. Avoidance of these kinds of factors can impact business in a negative
manner and may lead business to the failure (Sirgy, 2008). It is necessary for the organisation to
develop sources that can provide easy accessibility of skilled labour unit and financial resources.
2.2 Ways to overcome barriers to marketing planning
In support of this, it can be said that there are number of ways that can be used by the
management of Nokia to overcome barriers effectively. In addition to this, it can be said that company
can focus on introducing well-structured and planned system as it will facilitate business in creating
flexible work environment. Organisation can also focus on research techniques in order to understand
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the key issues and collect information regarding market condition. Such information should be reliable
and accurate in order to understand issues and market condition effectively (Mason, 2007). Moreover,
marketing department of Nokia also requires to consider the needs and wants of customers as a critical
aspect while developing marketing plan. It will lead business to the impressive level of success and
provide better accomplishment of organisational goals.
Other than this, organisation also needs to establish effective mechanism that provides
information regarding diverse factors which can facilitate in formulating marketing activities
effectively. In addition to this, management of Nokia can also take number of initiatives in respect to
social media and online marketing (Sutherland, 2004). It is beneficial to have effective advancement in
communication as well as in relationship between the users and marketers.
3.1 Marketing plan for products and services
Executive summary
Marketing plan is a well-structured procedure that helps in promoting and selling products as
well as services effectively. It also facilitates in effective development of products and services as per
the customer’s needs. Nokia is looking forward to introduce its N1 Sequel Tablet in the UK market
with few modifications in features (Christensen, 2004). In this respect, it is essential for management to
focus on marketing plan so that business can have better opportunities in the UK.
Target market segment
Key objective of company is to provide premium products at low cost to its customers in order
to meet the key needs of UK market. In this respect, management can focus on middle income level
group. Students, young age persons and professionals can also be target customers for the organisation
as young age people and business groups are more attracted towards the use of tablet (Sutherland,
2004).
Marketing objective
 To increase market share in UK and re-establish its brand image.
 To amend customer base in the UK market. To enhance profit margin ratio by 20 % in the end of year 2016.
Marketing mix
In order to have effective marketing plan, it is essential for the management of Nokia to focus
on marketing mix. N1 Sequel is consisted of new and unique features which are developed with the
consideration of customer’s needs. One of key motives of company is to provide low cost products so
it is necessary for the management of Nokia to focus on competitive pricing strategy. It will allow
business to target middle income level group in an appropriate manner (Mason, 2007). In order to have
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effective distribution of the products, online platforms and outlets can be used. It will provide better
convenience to customers and amend the overall sales of organisation. For better promotion of N1
Sequel, Nokia can focus on various advertising and promotional techniques such as print media, online
media, etc.
Implementation
In order to have effective implementation of marketing plan, it is necessary for the management
of Nokia to focus on various factors that can provide its better success in the market. Classification of
factors can be as geographic location, behaviour of consumers, business strategy, promotional
techniques, etc. It is beneficial for business as it helps in effective accomplishment of organisational
goals (Sirgy, 2008).
3.2 Significance of marketing planning in strategic planning process
It has been spotted that marketing planning is considered as one of most significant processes
that helps in effective accomplishment of strategic planning process. It is also refereed as the
combination of diverse corporate strategies that enhances the organisational opportunities. It helps in
accomplishing activities that are related with finance, production, human resource, etc (Marketing
strategies. 2004). It is also advantageous as it impacts positively on the profit margin ratio of
organisation as well as it improves customer base in a diverse manner. In other aspect, it can also be
said that marketing planning is also essential for Nokia as it creates brand image in the UK market
which meets organizational objectives. Marketing plan helps in fulfilling the needs of customers
according to their culture and geographical aspect (Khan, 2004). Along with this, company can easily
offer attractive pattern in the electronic equipments by taking ideas and design. It also plays a key role
in advancement of profit margin ratio. With an assistance of marketing planning the strategic activities
can be accomplished in effective manner at low cost operations. Number of resources can be stored
and used in appropriate manner by accessing the marketing planning process. It is also significant for
better benefits of marketing orientation and decrease in cost which impacts overall business in positive
manner.
3.3 Techniques for new product development
It has been spotted that there are number of techniques that can be adopted by the management
of Nokia while developing new product. Classification of product development techniques can be as
full product development and value addition in existing products as well as services. In support of this,
it can be said that full product development is all about developing the overall product as per the need
of particular consumers (Sutherland, 2004). For example, customer’s key need is easy handing android
base tablet. In this respect, management can focus on the overall development of product as per their
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needs.
On the other side, value addition in existing product means that company should focus on the
activities that can add values to its existing product line. It is mostly helpful to meet unique needs of
customers in an appropriate manner (Ivy, 2008). For example, Nokia is looking forward to bring some
changes in its existing product line as per the needs of customers. In the present scenario, value
addition in existing products and services is the most beneficial technique for the organisation.
Other than this, the business organisation can also focus on various alternative techniques in
order to have new product development. Classification of techniques can be as idea generation, idea
screening, concept testing, bus analysis, product development and monitoring. It is essential for
management to ensure that the idea is generated in appropriate manner to meet the goals of new
product development. New product development requires idea in order to accomplish objectives. Idea
must be presented among employees and members so that they can provide their assistance and
guidance in respect to development. After this, management of Nokia needs to focus on concept testing
and bus analysis in order to meet objectives. In other aspect, it can be stated that the idea must be tested
by the members to ensure that organisation goals can be accomplished in optimistic manner. At last,
monitoring is also essential for business because it provides information about development process is
working. It will also provide information about weaknesses and strengths that relates with product
development process.
3.4 Recommendations for pricing policy, distribution and communication mix
In order to have effective development and accomplishment of objectives, it is necessary for the
management of Nokia to focus on diverse strategies. Classification of essential strategies can be as
pricing, promotional and communication techniques.
Pricing strategy
In order to have effective selection of pricing strategy, business firm can focus on competitive
pricing strategy. It will allow business to attain better opportunities in the competitive market.
Customers prefer low cost products so selection of competitive pricing strategy is beneficial for the
organisation to accomplish its objectives effectively (Decker, 2005).
Promotional strategy
Social media, television, newspaper, print media, radios, mobile, online sites etc are the most
commonly used tools that help business organisation to promote its products and services in an
appropriate manner (Aljukhadar, 2011). With an assistance of these tools, company can easily create
brand image in the market. Providing discount on products and services is also beneficial technique in
regard to promotion.
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Distribution strategy
With an assistance of online portal, business firm can easily sell its products and services in the
UK market. It is considered as one of most beneficial channels of distribution as it helps in enhancing
the sales of goods. Other than this, Nokia outlets can also be one of significant distribution channels for
the organisation as it provides better convenience to the customers (Cravens, 2006). Stores must be
established in the middle of city so that customers can have easy accessibility to the distribution
channel.
3.5 Factors affecting the effective implementation of marketing plan
It has been spotted that there are number of factors that can influence effective implementation
of marketing plan. In support of this, it can be said that management of Nokia must have effective
focus on the factors like setting marketing, advertising and promotional strategies, decision making
process, understanding and achieving customer’s needs etc. (Porter, 2008). Changes in customer’s
needs can influence the overall implementation process. If, management is not considering customer’s
needs in an appropriate manner then it may impact the overall development of marketing plan in a
negative manner. Other than this, it can also be asserted that effective implementation of marketing
plan also requires the consideration of marketing mix.
Moreover, it is very important to make balance among all the factors to ensure the success of
marketing plan. It will provide various long term outcomes to the business which is beneficial for
better opportunities. In addition to this, it can also be said that proper evaluation of activities is also
essential for the management as it boosts effectiveness of overall implementation. In the support of
this, it can be said that the external environmental factors can also influence the effective
implementation of marketing plan. Changes in political and legal aspects can also affect the working of
marketing department in diverse manner. For example, the UK government has changes the policies of
advertisement then it is necessary for management of Nokia to bring some changes in its marketing
process according to standards of advertising policy. Product features also forces company to redesign
activities as per the needs of customers. For instance, the Nokia is looking forward to introduce new
product in the market but smartphone does not covers any unique features so it may cut down the
effective implementation of marketing plan due to improper message availability.
4.1 Ethical issues impact on marketing planning
It has been spotted that ethical issues are considered as one of critical aspects for marketing
planning and it may influence business in a negative manner. As per the consideration of current
market condition, it can be said that ethical issues of marketing planning in telecommunication and
computer software industry are increasing. Most of the time, company faces problems regarding the
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patent of phone design and tablet (Aljukhadar, 2011). Other than this, organizations also faces issues in
context to online websites. In order to have better implementation of activities, management of Nokia
must avoid miscommunication on online sites. Advertising activities must be performed in an
appropriate manner so that business can ensure about ethical standards. Ethical issues regarding
advertisement activities impact business in a negative manner (Ivy, 2008). The information about
customers must be confidential so that business can create better customer loyalty aspect.
Other than this, it can be said that the ethical issues impacts the effectiveness of marketing
planning in diverse manner. For example, the business firm is looking forward to introduce its new
advertisement in the market but due to improper knowledge about ethical work policies the few of
standards has been avoided. It will create negative work environment within Nokia and may create
conflict situation. During the launch and marketing of new product it is also essential for management
to ensure that the policies and design of product is designed in most appropriate manner. Ethical
standards must be followed in by management at every stage of product development and marketing.
4.2 Organisational responses to ethical issues
In order to overcome ethical issues, management of Nokia can focus on diverse approaches that
ensure about ethical standards. In addition to this, it can be said that business can also focus on the use
of innovative technological tools. Moreover, proper training can be provided to employees so that
issues regarding ethical aspects can be reduced in an effective manner. Company can also set out
various policies in context to ethics and safety (Khan, 2004). Use of technological tools in production
process to ensure about the quality of products can lead business to the impressive level of success. It
is also essential for management of Nokia to bring some changes in its monitoring system in order to
identify ethical issues in an easy manner. It will also facilitate business firm to spot out new ways that
can reduce ethical issues aspects within environment.
Moreover, the organisation can focus on research and development department outcomes for
better opportunities. In this support, it can be asserted that the company can invest more on research
department who will have initiatives to find out ways that can manage ethical aspects in most suitable
manner. Management of Nokia must have consideration of various environmental issues in order to
meet the standards of ethical work conditions. Policies must be designed according to rules and
regulations that are implemented by the government authorities. Respect and values must be provided
to employees as well as customers in order to meet the ethical work standards.
4.3 Consumer ethics and its impact on marketing planning
It has been spotted that unethical practices conducted by customers also impact business in a
negative manner. In addition to this, it can be said that unethical practice by consumer can harm brand
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image of organisation in a diverse manner. It can also influence the market share of company in a
negative manner (Armstrong, 2012). For example, customer of Nokia has claimed on company in an
unethical manner just to get attention on the media. It will influence the organisation’s brand image in
an adverse manner. It also influences customer perception and satisfaction level negatively.
Other than this, it is also essential for management to make sure that the consumers are also
considering ethical standards in appropriate manner. Any kind of unethical working from customers
may influence brand image of company. For example, the person has caught while robbery the product
from the store. It will influence the customers perception in negative manner that security aspects are
not well maintained within organisation. Customers will not visit Nokia stores due to fear of theft and
other security issues. This indicates that the consumer ethics are necessary to maintained properly in
order to lead business to impressive level of success.
CONCLUSION
As per the above study, it can be stated that marketing planning is one of significant aspects for
the organisation and it may impact business in a diverse manner. Marketing plan influences the overall
business plan so marketing activities should be completed in a desired time period. In order to have
effective promotion of N1 Sequel, business firm can focus on various advertising tools such as social
media, television, print media, etc. Other than this, ethical issues of marketing planning in
telecommunication and computer software industry are increasing which are influencing the overall
business of Nokia.
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