Introduction:

Nokia is well known and world known company for mobile devices and in congregating communication and integrate industries. They have branches in 120 countries and sales in 150 countries with 128,445 employees. The operating profit of this worlds largest mobile manufacturers is 5.0 and 37% of market share according to Q1 2009. For every market segment and protocol they introduce mobile devices of different technology like W-CDMA (UMTS), CDMA, and GSM. Nokia Siemens network make services and solution along with telecommunication network equipment. They are providing digital map information and internet services through owned subsidiary. This popular public liability company listed on stock exchanges of New York, Helsinki, and Frankfurt. Nokia is a very important employer in Finland and plays very vital role in the financial system of Finland. In fact as a partners and sub contractors of Nokia Company, very small employers grown high in very short period. In the year 1999 GDP of Finland increased more than 1.5% by Nokia and in the year 2004 it was 3.5%. Hence Nokia is ranked as a best Finnish employer and best Finnish brand. Nokia occupied a fifth place as a valuable global brand in the list of Interbred/Business Weeks best global brands 2008. And its a first non US company ranked in the list. In the year 2007 it is a number one brand in Asia and in Fortune's World's Most Admired Companies list of 2009 Nokia considered as 42nd worlds admirable company. According to AMR research Nokia supply chain ranked sixth in the world and third in network communication. In case of environmental issues Nokia holds a superior track of record in restraining the usage level of toxic chemicals in their products. Those records are approved by Greenpeace environmental organization. Comparing to other electronic brands Nokia highly reduced impact on climate change and strongly supporting recycling of electronic waste. In 11th Greenpeace Guide Nokia company obtained first place with improvedHistoryNokia Corporationis aFinlandbasedmultinational company.Founder -Fredrik Idestam in1865(145Yrs)Headquarter -Keilaniemi, Espoo,cityneighboring Finland's capital Helsinki.CEO -Olli-Pekka Kallasvuo &Chairman -orma Ollila.Started their business as manufacturer ofpaper Study of important What is International Marketing?International marketingis simply the application of marketing principles to more than one country. However, there is a crossover between what is commonly expressed asinternational marketingandglobal marketing, which is a similar term. For the purposes of this lesson on international marketing and those that follow it, international marketing and global marketing are interchangeable.Note: Keegans definition is typical of those that see international marketing a one stage of an internationalisation process.FEATURES OF EXPORT MARKETING1. Systematic Process:Export marketing is a systematic process of developing and distributing goods and services in overseas markets. The export marketing manager needs to undertake various marketing activities such as marketing research, product design, branding, packaging, pricing, promotion, etc. To undertake the various marketing activities, the export marketing manager should collect the right information from the right source, analyze it properly and then take systematic export marketing decisions.

2. Customer Focus:The focus of export marketing is on the customer. The exporter needs to identify customer needs and wants, and accordingly design and develop products to generate and enhance customer satisfaction. The focus on customer will not only bring in higher sales in the overseas markets, but it will also improve and enhance goodwill of the firm.

3. Trade Barriers:Export trade is subject to trade barriers tariff and non-tariff barriers. The trade barriers are the restrictions on free movement of goods between countries. Normally, countries impose trade barriers on imports, in order to restrict imports. The export marketing manager must have a good knowledge of trade barriers imposed by importing countries.

4. Trading Blocs:Export trade is also affected by trading blocs. Certain nations form trading bloc for their mutual benefit and economic development. The non-members face problems in trading with the members of a trading bloc due to common external barriers. Indian exporters should have a good knowledge of important trading blocs which would enable them to negotiate effectively with the companies located in such blocs. Some of the important trading blocs include NAFTA, European Union, and ASEAN.

5. Three-faced Competition:In export markets, suppliers have to face three-faced competition, i.e., competition from three angles :(a) From the other suppliers of the exporters country.(b) From the local producers of importing country, and(c) From the exporters of competing nations.

6. Documentation:Export marketing is subject to various documentation formalities. Exporters require various documents to submit them to various authorities including customs, port trust, etc. The documents include: Shipping Bill Consular Invoice Certificate of Origin, etc. 7. Dominance of Multinational Corporations:Export marketing is dominated by MNCs or large corporations. At present MNCs from USA, Europe and Japan play a dominant role in foreign trade. They are in a position to develop world wide contacts through their network of branches/offices/ subsidiaries.

8. Diverse Customs and Traditions:The export markets differ in languages, customs, and traditions. The exporter may not be able to cope up with these diversities. Therefore, he has to be selective. He should deal in only such markets where he can easily handle or overcome such differences or diversities.

9. Large Scale Operations:Normally, export marketing is undertaken on a large scale. Emphasis is placed on large orders in order to obtain economies in large scale production and distribution of goods. The economies of large scale help the exporter to quote competitive prices in the overseas markets. 10. Subject to Regulations:Export marketing is subject to various regulations health and safety regulations, environmental regulations, and foreign exchange regulations. For instance, in India, exporters should realize their export proceeds within a period of 180 days (in respect of consumer goods) from the date of shipment. The SEZ units and status holders can realize within 360 days. Such restrictions are not applicable for domestic marketing. 11. Marketing-Mix:Export marketing requires the right marketing-mix for the target markets, i.e., exporting the right product,. at the right price, at the right place and with the right promotion. The exporter can adopt different marketing-mixes for different export markets, so as to maximise exports and earn higher returns. 12. International Marketing Research:Knowing more about customers, dealers and competitors is a must not only in the domestic markets, but also in the export markets. Marketing research is a must in export business due to various factors, such as diversities in social, cultural, economic, and political environments of distant markets.

PESTLE ANALYSISPOLITICAL FACTOR: Nokia has been a member of the United Nations GlobalCompact since 2001Nokia reported spending $5.4 mn on lobbying in the U.S. in2007 and $2 mn on lobbying in 2008ECONOMIC FACTOR: Nokia had to change its functions from single market toglobal market due to collapse of Russian Federation.SOCIAL FACTOR:Nokia had to change its functions from single market toglobal market due to collapse of Russian Federation.LEGAL FACTOR:Patents and technologyHealth risk and regulationENVIRONMENTAL FACTOR:Environmental impact of supplie products and processesEnvironmentally ethical considerations amongst suppliersLife cycle impact of products throughout the supply chainChanges in technology

Scope of International MarketingInternational Marketing constitutes the following areas of business:-Exports and Imports:International trade can be a good beginning to venture into international marketing. By developing international markets for domestically produced goods and services a company can reduce the risk of operating internationally, gain adequate experience and then go on to set up manufacturing and marketing facilities abroad.Contractual Agreements:Patent licensing, turn key operations, co production, technical and managerial know how and licensing agreements are all a part of international marketing. Licensing includes a number of contractual agreements whereby intangible assets such as patents, trade secrets, know how, trade marks and brand names are made available to foreign firms in return for a fee.Joint Ventures:A form of collaborative association for a considerable period is known as joint venture. A joint venture comes into existence when a foreign investor acquires interest in a local company and vice versa or when overseas and local firms jointly form a new firm. In countries where fully owned firms are not allowed to operate, joint venture is the alternative.Wholly owned manufacturing:A company with long term interest in a foreign market may establish fully owned manufacturing facilities. Factors like trade barriers, cost differences, government policies etc. encourage the setting up of production facilities in foreign markets. Manufacturing abroad provides the firm with total control over quality and production.Contract manufacturing:When a firm enters into a contract with other firm in foreign country to manufacture assembles the products and retains product marketing with itself, it is known as contract manufacturing. Contract manufacturing has important advantages such as low risk, low cost and easy exit.Management contracting:Under a management contract the supplier brings a package of skills that will provide an integrated service to the client without incurring the risk and benefit of ownership.Third country location:When there is no commercial transactions between two countries due to various reasons, firm which wants to enter into the market of another nation, will have to operate from a third country base. For instance, Taiwans entry into china through bases in Hong Kong.Mergers and Acquisitions:Mergers and Acquisitions provide access to markets, distribution network, new technology and patent rights. It also reduces the level of competition for firms which either merge or acquires.Strategic alliances:A firm is able to improve the long term competitive advantage by forming a strategic alliance with its competitors. The objective of a strategic alliance is to leverage critical capabilities, increase the flow of innovation and increase flexibility in responding to market and technological changes. Strategic alliance differs according to purpose and structure.

OBJECTIVESFor this project I have been instructed to come up with a marketing strategy for anexisting company/product I have chosen to do Nokia communications, particularly themobile phone sector of Nokia's business. To do this properly I will need to:*

Appropriately identify, collect and use primary and secondary data that is relevant tothemarketing strategyofNokiaMarketing StrategyWherever, whenever, webeliever incommunicating, sharing and inthe awesome potentialof connecting the 2 billion who do, with the4billonwho dontAt Nokia, customers remain our toppriority.Customerfocus andconsumer understanding mustalways drive ourday-to-day businessbehavior.Nokias priority is to bethe most preferred partner tooperators,retailers and enterprises.Nokia will continue to be a growth company,andwewillexpand tonewmarketsandbusinesses.Worldleading productivityis critical forour future success.Our brand goal is for Nokia to become the brandmostloved by our customers.In line withthese priorities, Nokiasbusinessportfolio strategy focuses on five areas, with eachhaving long-termobjectives:- Create winning devices- Embrace consumer Internet service- Deliverenterprisesolutions- Buildscale in networks- Expand professional servicesTherearethree strategic assets that Nokia willinvest in and prioritize:- Brandand design- Customer engagement and fulfillment- Technologyand architecture

SWOT analysisStrengths Nokia haslong established identity (1898); lotsofavailable resources(financial, etc.) Nokia has high penetration rate in Europe, especiallyin Northern countries(close to 100%) Nokia Consumer Electronics has access to innovativetechnology through groupcompaniesWeakness Lack ofcentralizedmarketingstrategyandchampion; completely differentpositioning strategydepending onthe country Toomany brand names (100) in one market;problem trying to findbalance Corporate culture is highly technical andoperational: So what if the customerdoesnotunderstand!; lack of customer service priority

Opportunities Potential for brand name sales in Europe and Asia-pacific Growingreplacement and supplement televisionmarket NCE hasopportunity of using its technology toenhance user-friendlinessThreats The market for color TVs and VCRs isamature/saturated market; consumersare buying lessoften and only to replace older units (same trend forallcountries across EuropeCantdifferentiate based on technical advancementor price; competitorstoo fast to match Impact of recent purchases (for example, Sony)andmergers isunknown;competitors are getting largerand integrating supply chains Competitors (Samsung, Gold star,Daewoo)quicklyand successfully buildingbrand name and imageBranding Strategy In the color TV market,neithertechnology nor price provides a competitiveadvantage. The decision aconsumer makes topurchase is primarily motivated by emotion, and isdrivenlargely by comfort levelwith a particular brand.A successful branding strategy forNCE is,therefore,criticaltogaininga competitiveadvantage.Specifically,NCE should brand for the followingreasons: Competitive advantage is gained through brandname (not technology or price) According tobrand awareness studies, Nokia isrecognized most of the time (inGermany, France,Italy, UK and Norway), but not necessarily affiliatedwithconsumer electronics such as TVs and VCRs Consumers buy televisions basedon emotion Consumers perceive value in features that aremarketed as user-friendly. In the past Nokia hasrelied heavily on its ability to innovateit is astrongtechnology company.However, it is not good at introducing orpackagingthis technology for consumers. It must introduce anew mindsetto NCE; a strategic shift that encouragescustomer service and internationalmarketing.Internal Management Challenge faces at least two challenges within NCEthat he must addressimmediately:1. Lack of a marketing champion incorporateheadquarters2. A continued reliance on technology as themainmarketing approach. For example, the remote controlTV mouse initial HurdlesWhen Nokia entered India , telecom policies were not conducive for growth of mobile phone industry.Tariffs leviedon importing mobilephones were as highas 27%.Usage charges Rs.16 per minute, at thesehigh rates, consumer did not take tomobile phones.Competition from other powerful globalplayers like Motorola, Sony, Siemens INDIA NOKIAFORESEES GREAT

POTENTIALInfrastructure business is underNokia Networks(now called Nokia Siemens NetworkNow key supplier to allthe top GSM operatorsincluding Airtel, Vodafone, BSNL & IDEA.Nokia has also set-up itsGlobal NetworksSolutions Centerin Chennai. Solutions Centerperformsnetwork operation tasksforoperators in Asia Pacific, Europe, Middle EastandAfrica.

Huge opportunityIndia has second largest market after China.Today6-7millionnewsubscriberseverymonth.Indian consumers tend to change their phonevery fast.COUNTRYCALLRATE(

Country Call rate ( cents)

japan33

brazail11

Australia 24

china4

India 2

Month Total teledensity Urban tele-density Rural teledenity

Mar - 981.95.80.4

Mar-992.36.90.5

Mar-002.98.20.7

Mar-013.610.40.9

Mar-024.312.31.2

Mar-035.323.2

Recent achievements &RecognitionRanked4th in the Most Trusted Brand-Survey by Brand Equity - 2007.RankedNo1. MNCin India by BusinessWorld-2007.RankedNo. 1 in the Consumer Durablesin India in 2005-06.No. 1 telecomequipment vendorfrom2004- 07.Asias most trusted brand in 2006by theMedia-Synovate survey.'Brand of the Year'at CII Brand Summit in2005.Golden Peacock Award 2004for Nokia1100, for most innovative product in the