Assignment front sheetLearner name DEEPTHIBALADITHYAN Date issued Completion date 01/05/2013 Qualification Assessor name Prof P V IGNATIUS Submitted on 01/05/2013 Unit number and title

BTEC LEVEL 7 EDSML

UNIT 3 : Strategic planning

Assignment title In this assessment you will have opportunities to provide evidence against the following criteria. Indicate the page numbers where the evidence can be found.

Criteria reference

To achieve the criteria the evidence must show that the student is able to:Discuss models of strategic change Evaluate the relevance of models of strategic change to organisations in the current economy

Task no.1.1 1.2

Evidence

Assess the value of using strategic intervention techniques in organisations Examine the need for strategic change in an organisation

1.3 2.1

Assess the factors that are driving the need for strategic change in an organisation

2.2

Assess the resource implications of the organisation not responding to strategic change

2.3

Develop systems to involve stakeholders in the planning of change

3.1

Develop a change management strategy with stakeholders

3.2 3.3 3.4 4.14.2 4.3

Evaluate the systems used to involve stakeholders in the planning of change Create a strategy for managing resistance to change 1develop appropriate models for change Plan to implement a model for change Develop appropriate measures to monitor progress

Learner declaration

1

I certify that the work submitted for this assignment is my own and research sources are fully acknowledged. Learner signature: Date:

TABLE OF CONTENT 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. INTRODUCTION VISION, MISSION AND OBJECTIVES EXTERNAL FACTORS PESTILE ANALYSIS SWOT ANALYSIS PORTERS FIVE FORCE MODEL MAJOR COMPETITORS OF THE COMPANY AND THEIR STRENGHTS TOWS MATRIX IMPLEMENTATION OF STRATEGY A SCHEDULE FOR IMPLEMENTATION OF THE STRATEGY PLAN A COMMON STRATEGY WITH THE STAKEHOLDERS CONCLUSION REFERENCES AND BIBLIOGRAPHY

INTRODUCTION OF NOKIACORPORATION Nokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki. Nokia is engaged in the manufacturing of mobile devices and in converging Internet and communications industries, with over 123,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of EUR 41 billion and operating profit of 1.2 billion as of 2009. It is the world's largest manufacturer of mobile telephones: its global device market share was 30% in the third quarter 2010, down from an estimated 34% in the third quarter 2009 and an estimated 33% in the second quarter 2010. Nokia's estimated share of the converged mobile device market was 38% in the third quarter, compared with 41% in the second quarter 2010. Nokia produces mobile devices for every major market segment and protocol, including GSM, CDMA, and W-CDMA (UMTS). Nokia offers Internet services such as applications, games, music, maps, media and messaging through its Ovi platform. Nokia's subsidiary Nokia Siemens Networks produces telecommunications network equipment, solutions and services. Nokia is also engaged in providing free digital map information and navigation services through its wholly-owned subsidiary Navteq. Nokia has sites for research and development, manufacture and sales in many countries 3

throughout the world. As of December 2009, Nokia had R&D presence in 16 countries and employed 37,020 people in research and development, representing approximately 30% of the group's total workforce. The Nokia Research Centre, founded in 1986, is Nokia's industrial research unit consisting of about 500 researchers, engineers and scientists. It has sites in seven countries: Finland, China, India, Kenya, Switzerland, the United Kingdom and the United States. Besides its research centres, in 2001 Nokia founded (and owns) INDT Nokia Institute of Technology, a R&D institute located in Brazil. Nokia operates a total of 15 manufacturing facilities located at Espoo, Oulu and Salo, Finland; Manaus, Brazil; Beijing, Dongguan and Suzhou, China; Farnborough, England; Komrom, Hungary; Chennai, India; Reynosa, Mexico; Romania and Masan, South Korea. Nokia's industrial design department is headquartered in Soho in London, England with significant satellite offices in Helsinki, Finland and Calabasas, California in the USA. Nokia is a public limited liability company listed on the Helsinki, Frankfurt, and New York stock exchanges. Nokia plays a very large role in the economy of Finland; it is by far the largest Finnish company, accounting for about a third of the market capitalization of the Helsinki Stock Exchange (OMX Helsinki) as of 2007, a unique situation for an industrialized country. It is an important employer in Finland and several small companies have grown into large ones as its partners and subcontractors. Nokia increased Finland's GDP by more than 1.5% in 1999 alone. In 2004 Nokia's share of the Finnish GDP was 3.5% and accounted for almost a quarter of Finland's exports in 2003.

1. The vision mission and objectives of the company and check the compatibility with the core values of the company. (5.1/5.2/5.3)MISSION & VISSION OF NOKIA CORPORATION

Mission Statement:1-To guide and focus decision making 2-To create a balance between the competing interests of various stakeholders 3-To motivate and inspire organizational members However, it is important to point out that mission statements do not always deliver the promised benefits. In reality, mission statements are often unreadable and uninspiring, and articulate values

that are unrealistic or are not aligned with day-to-day organizational behaviour. Previous mission statement research focused primarily on the content of mission statements and/or on the managers perception of the mission statement. Meanwhile, the mission statement perception of individual organizational members received little attention.

Vision Statement:Nokia wants to create a new world; to transform a big planet to a small village. Their vision is to create, build, and encourage people from all countries to communicate with each other in order to create a world where everybody is connected. Humans learn from people around them, but men also seem to forget that beliefs and thoughts differ from person to person. The way of thinking, experiences, believes are simultaneously related in a logic approach. Similarly, Nokia wants to create a world of creativity and experience, shared experiences. mill in Tammerkoski in southern Finland. Frederick Idestam then built another mill by the Nokiavirta River where he gave the name Nokia to the mill in 1871. Originally, the Nokianvirta River was named after a dark furry animal, locally known as the Nokia a type of marten. Following a major industrial force, the company merges with a cable company (founded by Eduard Polon) and a rubber firm (founded by Arvid Wickstrom) which sets Nokia on the new path of electronics. Nokias first electronic device was a pulse analyser designed for use in nuclear power plants in 1962. Their interest in telecommunication systems began in 1963 when they started developing radio telephones for the army and the emergency services, prior to the manufacturing of televisions, radio phones, data transfer equipment, radio link, analysers and digital telephone exchange. Nokia will change its production and focus on the telecommunication expertise until it becomes the core of its future work. GOALS AND OBJECTIVES The following are Nokias goals and objectives in the market: To create and build high quality mobile products 5

To assist people in feeling that they are very near to what matters to them most To facilitate people from all over the world get more lifes opportunities through mobile phones connections To provide internet to many people in the world and to improve internet technology. COMPATABILITY AND CORE VALUES OF NOKIA CORPORATION The company has the worlds leading and largest network of distribution and selling when compared to its competitors like Samsung and Motorola companies. Core innovation strengths within Nokia include speed of action, interconnection between products and services and the strategic use of design. Over the past few years, as margins have been three times those of its nearest competitors, the company has re-emphasised the importance of design to place it literally at the heart of the organisations operations. This has moved Nokia from being a feature-driven to a design-driven manufacturer where, amongst others, ethnography is now a core capability linking consumer behaviour around new uses of digital media directly into the development process. Nokias leadership in mobile devices has given it a solid platform upon which to build a services business that expands outside the core. And heres the rub, while Nokia has consolidated its traditional strengths of R&D and product design, the big story in 2007 was its strategic shift into the multimedia services space. It has high qualified and innovative employees who are capable of bringing new ideas to the company and as a result helping in providing high quality products to satisfy their customers Nokia Company receives a lot of money as profits and revenues from its branches all over the world and hence its financial base is very strong. This has made it very profitable as it is in a position to venture into the international markets by investing in foreign countries Its products are highly demanded as they have accessories which one could want. Provision of high quality products have resulted in the company becoming the world leading mobile phone seller. Nokia has been able to expand it markets by providing wide range of products. In this case, the company is divided into four dynamic segments Multimedia, mobile phones, networks, and enterprise solutions. This shows that it is in a position to provide its customers with diversified products the re-sell value of mobile phones manufactured by Nokia Company is high as

compared to that of other companies. It has increased resources in terms of technical and human resources and therefore provision of high quality products and services is facilitated. CORE VALUES Achieving together - expands our old value of Achievement, reflecting that we increasingly work in networks. Very Human - builds on our previous value of Respect. Engaging You - all our stakeholders, not just customers. Passion for Innovation - more vigorous than our previous value of Renewal.

2. Explain the importance of external factors which affect the organization. (1.1)

EXTERNAL FACTORS THAT EFFECTS NOKIA

PoliticsThis economic policy, and science and technology policy, a company's important to get the government's resources. Nokia to launch its products and policies to help the Finnish Nokia, which is obtained from the sources Nokia, is the most important factor in Finnish policies. Efficient, that is very special knowledge and technology-based economy to a modern, internationalized and surgical intensive support from the public sector requires bold structural change. Even companies that provide a stable economic environment of an industrial and economic policy must pursuer. General economic stability, low interest rates, a stable currency conditions and the international competitiveness of the tax system to set the foundation for business development, growth of unemployment. The result, the Finnish government and international companies such as Nokia, only the most played

EconomicAnd it fell early1990s Russian Federation (OECD, 1996) In fact, according to the Finnish economy was hit with. Nokia face the problem, and the single market and the overall mobile phone market products on the world market and to change the focus of its operations. Technology and Society in the 1980s, according to the micro-trend and Nokia changes in1990s computers, monitors and television sets. (Meriden, 2001) and its main products, the manufacturing process to match, the mobile phone market, Nokia is changing its functionality. 7

and create new opportunities for innovation. Environmental products market is expected to grow rapidly in the future. Finnish government offers the opportunity to take the goods. Environmental objectives arising from the front of the national and European reforms that affect innovation [Nokia] for a uniform implementation of the environmental aims and objectives of innovation policy should be used to help find a solution. (Science and Technology Policy Council of Finland, 1996) sum up, the main reason for Nokia's success was its advance

Social FactorsSocio-culture focuses on how Nokia blends in with components in a society; that is culture, social class, lifestyle and demographic and psychological factors making up the society. Nokia operates in a diverse number of culture and all levels of social class simply because different models are frequently released to satisfy all individuals despite their difference in race, nationality, religion, income level or beliefs among each other. Mobile phones can easily adapt to any culture and can be used to support different aspects and existing patterns of Individuals lifestyle or behaviour. The rise of the so-called information society has made telecommunications increasingly more important to consumers, both in terms of work and leisure. Users are more aware of mobile phone handset choice and advancements due to increased information availability.

Technological FactorsTechnology change defines how fast technology advances. Being the predominate medium by which we get things done; technology as a process, in terms of mobile phones defines the way we make contact. Not only does it helps shape culture but also changes other aspects within and/or outside the organization for example the need to upgrade Equipments to en-better the manufacturing of the end products. The success of Nokia is based on constant innovation on human technology. By enhancing communication and exploring new ways to exchange information, connecting people, Nokia allow users to get more out of life.

3. Do a PESTLE Analysis of the company. (1.3) PESTLE ANALYSIS

PoliticalThe Political factors relates to the factors which the government also affects such as government instability or rules and regulations which the business must follow. Nokia have recently moved one of its manufacturing facilities to India, and because of this it is important that Nokia follow the rules and regulations that are set in India, so that they can operate as efficiently as possible. The types of things they will have to be aware of is the minimum wage, the maximum hours a week employees can work and especially the Health and Safety regulations; this is to avoid any bad press or revolt from employees that will ultimately damage the reputation of Nokia both short term and long term. As well as foreign government it is vital that Nokia have a good relationship with their government in Finland, as any political instability such as a change in government or coalition may result in new laws being implemented, which will affect Nokia a lot

EconomicalNokia are vital to the Economy in Finland as it currently occupies a third of the market on the Helsinki stock exchange. The organisation is so important to the economy of Finland that the government had to step in when the business, earlier this year Nokia planned job cuts in Finland and with fears of what that would do to the economy the Finnish government stated they were prepared to help find jobs for those who are sacked (Reuters, 2011). Nokia will also have to be aware of changes in exchange rates, as they operate on a global scale and drastic changes in rates can have a devastating effect on the financial operations of the company if the business do not take appropriate steps to ensure the effects are minimum. The threat of recession on western economy has also had an effect on the interest rates in banks, which means the cost of borrowing money for business activities has increased and Nokia will need to be aware of the changes in interest rate.

SocialWith Nokia mainly operating in the Western market it is important for them to fully understand the social factors in these markets and the main factor they need to understand is the culture of the society; which is to have the latest and most up to date phone, is considered a key fashion icon. Consumers are always after the most innovative and best looking Smartphone because in todays culture people are judge on how fashionable they are by their choice of mobile phone. 9

The increasing trend in Smartphones means when consumers purchase new mobile phones less and less consumers are choosing the standard mobiles phones over Smartphones because of the social trend in todays society. Nokia will be aware of this and may now spend the majority of their efforts developing a Smartphone that can compete with their rivals products, in order to keep up with the trends of their consumers.

TechnologicalThe technological advances in the industry are vital to the success of any new Smartphone in the market that is continually growing, as the level of competition rises Nokia must ensure that their Smartphones are at the highest level of innovation. With functions such as camera, internet, social networking and email all necessities on Smartphones Nokia will have to think of other functions to help differentiate and stand out from its rivals. As well as function more and more consumers are looking at the software running all the functions as a key indicator of the success and quality of the Smartphone, so Nokias alliance with Microsoft for their latest Smartphones seems a very good move as everyone are aware of the technological capabilities of Microsoft and the value they can add to any technological product. In the past Nokia were the market leaders in innovation in the mobile phone industry, however in recent times they have seemed well off the mark and struggle to compete with their rivals. This is why Nokia must consider their position in the industry and attempt to once again become the market leader by offering a new innovative capability and get to the market before its rivals.

LegalIntellectual property is the key to any technological business and must be cared for and protected to the fullest amount to ensure the business does not lose out to rivals. Nokia operate in an industry where it is very difficult to have a product that is different to its competitors, when they do release a product with an innovative capability it is vital to protect the rights to it through patents, copyright, trademarks or design to ensure they are not stolen by their competitors. Not only are competitors a threat of intellectual, but Nokia must ensure they do not fall victim to counterfeiters who claim to be a Nokia products but are cheap knock-offs. As Nokia have manufacturing plants in a various countries it is extremely important that they abide by the laws and regulations set by the different countries as the laws will differ depending on the country, these can be employments laws, Health and Safety or even trade restrictions.

EnvironmentalIn todays culture it is very important for organisations to be seen as environmentally friendly and ethical with its manufacturing, because of the global effect it has on global warming so Nokia must ensure that they operate in an appropriate manner. With mobile phone recycling organisations becoming more and more popular, this demonstrates how important people are regarding it. The main issue with mobile recycling is the disposal of the batteries in the phones as these can become dangerous if not disposed of appropriately.

4. Do a SWOT Analysis of the company. (2.1)

SWOT ANALYSIS OF NOKIA CORPORATION:

Strengths: Huge market share: Nokia has huge market share in the cell phone sector and therefore can use its image to be successful in the service provider market. World-class technology: Nokia can make use of its world class research and development team to design better network coverage for its sim-cards. 11

Geographical Reach: As Nokia is one of the renowned brands globally, its presence in the market is very high and can use this to provide its sim-cards service to majority of population.

Weakness: New in the market: As Nokia is new in the service provider market, it will be difficult to attract customers towards its sim-cards and service plans. High customer churn rate: Due to many competitors in the market and less margin to differentiate the service from competitors, customers switch from one service provider to other if they are not satisfied with its service.

Opportunities: Untapped Market: Nokia is new to the service provider market and has an opportunity to explore the market. High market growth rate: As the number of people using mobile phones is increasing rapidly. There is high growth rate in the market. Increase Market Share: Nokia can increase its market share by untapping the service provider market and increasing its customer base.

Threats: Competitors threat: Nokia face competitors threat from market leaders such as Airtel, Vodafone and also from new entrant Aircel which has been successful to gain market share within a short period. Global recession: It led to less amount of disposable income with the customers. Hence, customers think twice before investing his money. Market Saturation: It poses as another threat if the service provider market saturates due to financial crisis caused by recession. CONCLUSION Nokias strategy to diversify from cell phone manufacture to Nokia mobile network will be a

great success. Moreover, it can use its goodwill and loyalty of people towards Nokia cell phone to use its sim-cards. As majority of service providers focus on urban areas, Nokia can use its geographical reach to untap the rural market.

5. Describe the competitive position of the company using Porters Five Forces Model. (2.2 /2.3) PORTER'S FIVE FORCE ON NOKIA CORPORATION IntroductionNokia was founded over 140 years ago in Finland, and since then has become a global organisation that operates in over 120 countries worldwide. Nokia has also become a market leader in the mobile telecommunications industry and is most known for their mobile phones and Smartphones. Although recent competition has affected the market share that Nokia has in the telecommunication industry they still hold a strong 29%(2011) of the market share in a forever changing industry The micro environment is the internal factors that are affected by the customers, staff, shareholders and competitors. The best model for evaluating the micro environment of Nokia is Porters 5 forces as this takes into consideration the competitors, customers, suppliers and new entrants.

Threat of new entrants:The mobile phone industry is already a well-established market and the threat of a new entrant is quite low, as the technology needed to rival the devices already available is quite advance if they want to differentiate from them The barriers to entry in the mobile phone industry is high because any new entrants will need high investments in R&D, technology and marketing in order to compete with the established organisations. New entrants want to take market share from the larger organisations but Nokia hold 29% of the market share in the industry, the highest market share in the industry. (BBC News, 2011)

13

The threat of new entrants into the mobile phone industry is very unlikely as the start-up cost of entering into the market at a high level needs a lot of investments and time to be considered a respectable competitor of the already established organisations. Nokia currently hold a 29% of the entire mobile phone market worldwide and for a new competitor to obtain some of their market will take either a very long term plan or something that is truly innovative and unseen before. This is because realistically the new entrant will need very high investment for R&D and marketing, and would not be able to publish positive result for a long time as they try to build a customer base and a name for itself in an established market. In conclusion the threat of new entrants is very low and not a factor which Nokia will have to worry about in the near future.

Power of suppliers:Although Nokia rely on its suppliers to supply equipment for their advanced mobile phones there are actually a number of large equipment makers, which Nokia could switch to. The software suppliers for their Smartphones are now Microsoft, who will have a very high bargaining power. As the leading mobile phone company in the industry they are in a very strong position when bargaining with their suppliers. Nokia are in the position where they can bargain and negotiate with any mobile phone hardware maker because there is a high number of equipment suppliers that are readily available to them should their current suppliers attempt to bargain for more money with them. Nokias main argument would be the fact that they are a global organisation that has the highest market share in the industry, so the suppliers would not want to lose such an illustrious organisation. On the other hand, Nokia have recently created an alliance with Microsoft for their software which would be considered a major coup for Nokia more than Microsoft. As a result, Microsoft will have a lot of power when negotiating a price and share because the deal is more beneficial to Nokia than Microsoft. In conclusion, there is a moderate threat from the powers of suppliers because although the hardware suppliers have a very low power, Microsofts power over the software is very high because theyre very few other organisations who have the expertise and skills to rival Microsoft.

Powers of buyers:The power that customers have is rising because of the increasing number of choices in the mobile telecommunication industry. With a lot of the Nokia competitors all offering similar packages (e.g. unlimited texts and calls) the industry is very price sensitive with customers

seeking out the best value for money. Many of the consumers will also be tied into long term contracts so switching from one handset to another will be difficult and expensive for the consumer, as a result they may not want to change until the contract is finished. The mobile phone industry is a competitive market where the number of choices is very wide, resulting in the consumer having a lot of power because they can choose to go to one of Nokias many rivals if they feel Nokia are not good enough. As Nokia do not have a direct store to sell to their consumers, intermediaries such as Car phone warehouse or network stores such as Orange also have other handsets readily available for the consumers, which makes it difficult for Nokia to have a direct impact on the selling of their handsets. As a result this has created a very price sensitive market because consumers will always be on the lookout for the best deals. In conclusion, the buyers have a high amount of power because of the other handsets they can purchase instead of Nokia.

Threats of substitutes productsMobile phones are an everyday essential in peoples lives today and people would find it hard to replace, as customers would not be able to be in constant contact when away from the house. On the other hand, it could be said that customers would be able to contact people through others types of media such as social networking websites, email and home telephones. Although staying in constant contact would be hard in customers day to day life. However, smart phones are capable of a lot of functions so there are many substitutes if the substitute focuses on one of the functions, e.g. digital camera can take better photos then smart phones, notebooks can surf the web just as effectively and PDAs can plan a day the same way a smart phone can. Mobile phones have become an everyday necessity in peoples lives because of the important functions that they can do and are all available in just one handset. No other product has the ability to make phone calls, send messages, surf the web and many more in one device. The idea of being in constant communication with someone at anytime and anywhere makes the mobile phone a very important device to people. On the other hand, a mobile phone can be dissected into the key function where there are substitutes for the functions, such as the camera function on a mobile phone can be substituted for a digital camera which can do a better job than the camera in a mobile phone. In conclusion, the threat of a substitute product is very low due to the fact a mobile phone is no 15

longer just for making calls but for all the other function as well are expected on all mobile phones. So, the only real substitute is to buy all the functions of a mobile phone in the individual products which would not be plausible to carry all around on a person at the same time. Without mobile phones consumers would find it very difficult to replace, as it can offer so much to the consumers all in one device, no matter what the needs of the consumer are. Consumers rely on mobile phones a lot and would not be able to find a substitute that has all the function of a mobile phone.

Competitive rivalry:Nokia rivals have moved to smart phones and androids while Nokia have only just recently released their first smart phones leaving them trailing their rivals such as Apple and HTC. There is also very little differentiation between the competitors which means any new smart phones in the market, like Nokia Lumia, will find it difficult to tempt existing iphone and HTC customers to switch. Intense competition from large companies such as; Apple, HTC, Blackberry, Sony Ericcson and LG, etc . Nokia operate in an industry where the competition is extremely fierce with high investment in R&B and marketing to compete with some of the biggest organisations in the world. This year Nokias market share has dropped to 29% and it is forecast to continue to fall because of the rising popularity of the Apple Iphone. After Nokias slow move into the Smartphone market it has left them trailing their rivals, and has just released their Lumia range which will find it difficult to compete and win over consumers from their Iphones. In conclusion, competitive rivalry is very high and Nokia must be aware of the threat that competitors have on their business especially with the growing popularity of the Apple iphone and RIM blackberry. The competitive rivalry is the biggest threat to Nokia because in the Smartphone market they are considerably behind and to increase their market share will take a lot of work in an market where some of the biggest names in business operate in such as Apple and Sony.

6. Describe the major competitors of the company and their strengths. (3.2)

COMPETITORES OF THE COMPANY AND THEIR STRENGTH SamsungSamsung Electronics is one of the world's largest semiconductor manufacturers; Samsung Electronics is also South Korea's top electronics company. It makes many kinds of consumer devices, including DVD players, digital TVs, and digital still cameras; computers, color monitors, LCD panels, and printers; semiconductors such as DRAMs, 17

static RAMs, flash memory, and display drivers; and communications devices ranging from wireless handsets and smart phones to networking gear. The company, which is the flagship member of Samsung Group, also makes microwave ovens, refrigerators, air conditioners, and washing machines. Nearly half of sales come from the Asia/Pacific region. Top industries for Samsung Electronics Co. are memory chip and module manufacturing, communications chip manufacturing, wireless telephone handset manufacturing.

Strengths Samsung holds significant market share in most of the product categories Samsung is NO.2 in terms of market share in mobiles, it captured Nokias market share by superior innovation in smart phones Samsung is the best in terms of design features and technology. It was the first to introduced dual screen mobiles Samsung took advantage of the growing economy of Asian market by setting up manufacturing plant in India there by reducing logistics and supply chain costs. Samsung brand value increased by 80% in past three years

HTCHTC is a renowned name in phone industry. HTC this time introduces a new line of Android cell phone backup service. Some of its features are similar to Apple Mobile Me. HTCsense.com backup system comes with smart phones. HTCsense.com offers a free backup service for your emails or text messages. It is a new exploration with enables to reveal new features of software and many declares it as, holistic experience with fun and delight. Some important features of HTCsense.com backup services are, absolutely free of charge, Wireless backup, Call forwarding, Map locator, DLNA support, Time saver, Low booting time, Incoming call screen,Digital compass, Data storage, Phone locator, Various customized options. Strength: 1. HTC chose the right partners (giant players in software industry, such as Microsoft) to cooperate with to enter the market with less risk. 2. Strength in hardware design and strong manufacture capacity: provides high quality products with high technology and innovation.

3. ODM saved cost and avoids market entry risk. 4. Operator business, operators buy product from HTC and promote the sales themselves, is good for HTC to enlarge sales volume and market share with less promotion cost. 5. ODM and operator business brought high margin (20%) compared to an industry average of 5%. 6. The brand HTC was recognized by end users.

BlackberryBlackBerry is a brand of wireless handheld devices and services developed by the Canadian telecommunications company Research In Motion (RIM). The first BlackBerry device is an email pager. Most BlackBerry devices are primarily known for their ability to send and receive push email and instant messages while maintaining a high level of security through on-device message encryption. They are also designed to function as personal digital assistants, portable media players, internet browsers, gaming devices, cameras and more. BlackBerry devices support a large variety of instant messaging features, with the most popular being the proprietary BlackBerry Messenger service.

Strengths RIM core technology centres on radio technology and mobile communication. Research and development is a key success to RIM. RIMs product gives up $85 million in revenues and $10.5 million in net income in 2000. RIM 850, 950, and 957 products have a software package that allows the user to access email anytime anywhere. RIM and Intel Most Successful Alliance in North America. By awarding them in 1999 Canadian American Business Achievement Award. RIM had relationship with community software, technical support, and discussion forums with its Developer Zone.

LGstrength 1. Wide range of products to serve all categories and a strong focus on technology and quality 19

2. Effective localization of product offerings for growth markets like India, Brazil, China 3. Brand offers sound rational appeal good product features and good value for money 4. Good after sales service and wide distribution network 5. Subsidiaries enjoy independence in decision making and hence have flexibility in adapting to the local market 6. Sponsorship of sports and entertainment events enhances visibility 7. It has nearly 100,000 employees and is one of the top mobile manufacturers.

AppleToday could herald a revamped iPhone from Apple, at its Worldwide Developers Conference. In the two years since the phones launch, it has changed the world of mobile, bringing about a new age of smartphones with touchscreens, proper mobile browsing, decent music players and third-party applications. There isnt a mobile manufacturer out there that hasnt been forced to acknowledge the Apple iPhone Strengths 1. Entire iPhone ecosystem 2. Perceived to be the most stable OS 3. Best designed phone in the market resulting in novelty factor for the phone 4. Excellent branding and marketing 5. Lots of apps and feature Sony Ericcson Strengths 1. Existing Knowledge of Target Market which is consumers in the age group of 15-40. 2. Research & Development done in vast number of Countries including Sweden, China, Japan , US & UK 3. Creation & Innovation of Fantastic Products 4. Most attractive & innovative Global Brand

7. Using TOWS matrix, develop various strategic options for the company and select the most suitable strategy for the company. (3.1/3.3/4.2)TOWS MATRIX

NOKIA CORPORATION SHOULD FOCUS ON THE FOLLOWING STRATEGIC AREAS:RECOMMENDED STRATEGY The external strategy should focus on how your agencys service is designed, marketed, and delivered to target customers. Use advertising/educational strategies to set appropriate customer expectations. Technology updating strategy should be reviewed before further model launching. Benchmarking should be done with current market leaders so as to regain their market dominance. Market wants should be recognized and then evolve with products accordingly. Still 21

Nokia has not come up with a tablet mobile segment which is unfortunate & also in the Android operating system is lacking in the models. So a new market segmentation strategy should be implemented.

8. Select the proper structure suitable for implementation of the strategy and its resource implication. (4.1/4.3)

The organizational structure present now in the company is compatible for the implementation of the strategies proposed. Resources recommended: Financial resources should be raised by capital infusion or borrowing. Human resources should be recruited for implementing these strategies. Physical resources such as land and infra -structure should be developed.

Question No.9.Develop the monitoring and evaluation system for follow up of implementation. (5.4/ 6.3) The failure of Nokia in loosing its market leadership is a factor that should be well studied, so as to regain its market share. A team should be set up in order to follow up the improvements in the new changes and always rely on expert opinions. Looped meetings should be conducted in order to monitor the status and time benchmarking should be done for better results. The implementation of strategies should be executed time bound because Nokia is in the verge of

disappearing from the list top market movers. The introduction of the new model range Nokia Lumia is also a failure when looking at the statistics due to its lack of user friendly operating system, and the Nokia has not yet moved on the Android segment smart phones which has got great demand presently. As the recently implemented strategies all resulted in a failure , before further experimentation a proper market & trend study should be done with the follow ups. Virtual communication has to be maintained throughout the time. A prototype of the strategy should be implemented in an isolated group for identifying the response. Expert advice should be consulted for much better experienced perspective. Each team member individually should monitor the improvement and also in the team, this improves the quality of progress. QuestionNo.10Develop a schedule for implementation of the strategy plan.(6.1) New market segmentation strategy should implemented first with an updating strategy by innovative product (ex: a smart phone with an android software in a price range between ten to twenty thousand or a tablet PC), in the coming six months. Rigorous advertising should be carried out before the launch of product into the market. Supposedly, using the above strategies works out as planned ,then Nokia will regain its glory in a period of on year. Maintaining the market leader position is most competitive job and that is where Nokia failed , but after regaining the state the R&D should be so active in order to keep up the competition.

QuestionNo.11Develop the communication strategy with the stakeholders.(6.2)

A. EMPLOYEES: Nokia commonly involves employees in debate about issues such as corporate ethics, skill development, profession and performance, Diversity and work-life steadiness which helps to generate a working environment with opportunities of communication and response. B. INVESTORS: Nokia recognizes the increasing importance of ethical business practices to both mainstream and communally responsible institutional investors. Nokia engage with investors through its investor's website and investor relations services, through economic and sustainability coverage, and meetings with groups of or individual investors. C. ACADEMIC INSTITUTIONS: 23

Nokia sponsors various research collaborations with manufacturing and educational partners. Its objective is to strengthen co-operation between its researchers and academics. D. GOVERNMENT: Nokia's behaviour in all its business activity and its engagement with governments is set according to Nokia's code of conduct which was created in 1997 and revised in 2009.Nokia connect with governments all over the globe on a broad variety of issues applicable to its business, however as mentioned in the Nokia Code of Conduct, Nokia does not offer financial support to political parties or other political groups (Nokia)

ConclusionFrom the above report it is concluded that as the business environment is constantly changing, so the main aims and objectives of Nokia is generating sales as well as providing complete range of products and services to the consumers and to inspire and educate consumers to the importance of mobility and improve Nokia's reputation in the eyes of consumer. Secondly, the report concludes about Nokia's excellent reputation, image and identity and is ranked top according to its reputation, which forms a superior image in customer's eyes and provides excellent services to the customers all over the world and also highlights about its engagement with external and internal stakeholders i.e., customers, government, investors, academic institutes and employees. Finally, report illustrates the important element of culture. Nokia's official corporate culture manifesto emphasis on globalisation and diversity which helps Nokia to be ranked NO.1 among telecommunication industry. Nokia redefines its values after initiating a series of discussion worldwide as to what the new values of company should be. Based on employees services new values are: Engaging you, passion for innovation, achieving together and very human.

REFERENCES AND BIBLIOGRAPHY

Mikhailova, K. (2010). Globalization Strategy of Nokia, Global School of International Studies, Korea University, 2010 November 8 Nokia website: www.nokia.com Nwankwo, S. and Aiyeku, J. (2002). Dynamics of Marketing in African Nations. Connecticut: Greenwood Publishing Pang, S. (2009). Successful Service Design for Telecommunications. United Kingdom: Wiley & Sons Parsons, E. and Maclaran, P. (2009). Contemporary Issues in Marketing and Consumer Behavior. Massachusetts: Butterworth Heinemann http://www.ukessays.com/essays/communications/international-corporate-communicationcommunications-essay.php http://www.nokia.com/global/about-nokia/about-us/our-structure/

25