Opportunity Analysis Project: Nokia Handset Division Re-Entry Strategy

This project delves into the opportunity analysis for Nokia's handset division, focusing on its re-entry into the smartphone market. The research investigates the potential of Nokia's brand recognition, product reliability, and market segmentation to gain market share. The project employs a single case study approach, leveraging secondary data from industry reports and Nokia's annual reports. It utilizes PESTLE and SWOT analyses to identify and evaluate opportunities in the competitive landscape. The research aims to provide recommendations for Nokia to successfully re-launch its handset products, considering market trends, consumer preferences, and the competitive environment. The project analyzes both qualitative and quantitative data to identify and quantify market opportunities.

UNIVERSITY NAME
Student’s name
Student’s ID
Entrepreneurship
Theme: Opportunity Analysis

Project Statement
Background
The case organization Nokia, is Finnish multinational in information technology and
communication business. The company has several divisions/avenues through which it operates
and transacts business. Among these divisions is the handset division which has a reputation
across the world for its durable and reliable handsets with wide market acceptance across the
world. (Pai, 2015).
Project topic
In the year 2014 Nokia Corporation sold its handset making division to Microsoft Corporation
and decided to focus on its other areas of its telecommunication business. However three years
later in 2017 Nokia is making a comeback into mobile phones market by introduction of a trio
three of Nokia branded phones running on Android operating s namely Nokia 6, 5 and 3.
One of the biggest opportunities Nokia Corporation can leverage on as it attempts to gain a
market share in Smartphone business is their brand name. Many consumers still recognize Nokia
phones because of their reliability and durability. Perception is everything in sales once a product
has a good perception in the market even if it disappear for a while consumes will likely receive
it back well if it’s re-introduced. The phones also tend to have much higher resale value
compared to other brands which exist in the market. They are also easy to use and the lower
segment of the Smartphone market will likely prefer Nokia brands over competition. The price
range is also wide which in turn translates to wider market for the Nokia brand of handsets.
(Leelakulthanit and Hongcharu, 2012)
Purpose of the research
Therefore, the purpose of this research is to carry out an investigation into opportunities
available to Nokia for its handset division even as it embarks on reintroducing the devices back
into the market. The research will analyze and highlight these opportunities to Nokia Corporation
and make recommendation on how best it can tab on them in order to successfully re-launch its
handset product back into the market. (Allen, Graupera and Lundrigan, 2010)
Literature review
The following concepts/theories relate to this topic.
 PESTLE analysis
 SWOT analysis
Research method
The research will take the form of single case study in the name of Nokia corporation handset
division as a unit of analysis. The secondary data will be collected from a number of previously
done researches on the same topic as well as other forms of publications that fall within the area

of study of this particular research. In particular the research will leverage on the following
industry reports Global Market Analysis and Outlook: Disruption In Change Market (Anon, 2017)
and Smartphones Market Trends (Strategyr.com, 2017) among other industry related reports. The
research will also draw secondary data from Nokia’s annual reports (Nokia, 2011; Nokia 2012;
Nokia 2014). The information will be used to indentify opportunities available in Smartphone
sectors and draw comparisons to Nokia’s opportunities. The research will utilize both qualitative
and quantitative data analysis to identify Smartphone market opportunities available in the
market and quantify these opportunities to see their respective potentials.

Bibliography
Allen, S., Graupera, V. and Lundrigan, L. (2010). Pro Smartphone Cross-Platform Development.
Berkeley, CA: Apress.
Anon, (2017). Global Smartphone Market Analysis and Outlook: Disruption in a Changing
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Leelakulthanit, O. and Hongcharu, B. (2012). Factors Influencing Smartphone Repurchase.
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Pai, V. (2015). Nokia Ltd: Travails of a Market Leader. Vision: The Journal of Business
Perspective, 19(3), pp.276-285.
Strategyr.com. (2017). Smartphones Market Trends. [online] Available at:
http://www.strategyr.com/MarketResearch/Smartphones_Smart_Mobile_Phones_Market_Trends
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