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International Marketing Mix of Nokia - Essay Example

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The purpose of this paper is to conduct an analysis of the international marketing mix as utilized by Nokia. The format of this paper will first involve a brief history of the company followed by a snapshot of the current operations of the company…
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International Marketing Mix of Nokia
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Download file to see previous pages This paper illustrates that according to the Nokia’s website it is the case that the origins of Nokia date back to 1865 when founder Fredrik Idestam founded a wood pulp company in Finland. The second mill built by the company as constructed along the Nokianvirta river hence the name ‘Nokia’. The company went through several different operational directions, first as a pulp mill, and then in 1898, the company founded their rubber business. 1912 marked the year when the company founded their cable electronics business. The company experienced a major shift in their operations from an industrial company to a more technical company by adding an electronics division in the early sixties. It was from these humble beginnings that the modern image of Nokia arose, first by developing handheld radio communication devices in the 1970’s to analog cellular telephones in the 80’s. From this position, the transition to the digital communication and Services Company we see today had begun. According to the ‘Nokia Company in Brief’ brochure, Nokia is the world’s largest mobile device manufacturer but also provides a full range of software solutions for communications networks through Nokia Siemens Networks. According to the company’s estimates, Nokia holds about 39% share of the global market share with an estimated 468 million units overall. They currently have sales in over 150 countries with a strong research and development presence in 16 countries operating on a budget of just over 6 billion euros. The organization and structure of the company are focused on four major functions underneath the group executive board. These functions are directed towards devices (Managing the mobile device portfolio), services (Consumer internet services) markets (supply chains and marketing), and corporate development office (Strategy and future growth opportunities). While the company may be Finish in origins, Nokia is a truly global company. In a McKinsey Quarterly interview with Keith Pardy, Nokia's senior marketer it is the case that the company has a strong presence everywhere. With roughly 38% of sales in Europe, 33% percent in East Asia, 16% in North and South America, and 13% in Africa and the Middle East. It was espoused by Pardy that the company faces unique marketing challenges by having a marketing portfolio that tries to accommodate all people in all markets while giving consistent service and support from rural to highly urbanized areas. As of the end of last year, it Nokia employed 112,262 people across the globe including people employed in the Nokia Siemens network. ...Download file to see next pages Read More
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