ACKNOWLEDGEMENT

S u r v e y i s a n e x c e l l e n t t o o l f o r l e a r n i n g a n e x p l o r a t i o n n o c l a s s r o o m

r o u t i n e c a n substitute which is possible while working in real situations

application of the articleknowledge to practical situations is the bonanzas of this

survey.Without a proper combination of inspection and perspiration, it’s not easy

to achieveanything. There is always a sense of gratitude, which we express to

other for the helpand the needy sevice they render during the development of this

project.F i r s t o f a l l w e w i s h t o e x p r e s s m y p r o f o u n d g r a t i t u d e &

s i n c e r e t h a n k s t o m y esteemed learned Director who allowed me to conduct the

survey.We would like to thank my lect. Mrs. Smriti Dua who has always there to

help andguide me when we needed help. His perceptive criticism kept me working to make

the  p r o j e c t m o r e f u l l p r o o f . W e t h a n k f u l t o h e r f o r h e r

e n c o u r a g i n g & e n r i c h i n g experience for me. We very thankful to him for

all the addition & enhancement doneto us.

No words can adequately express our overriding debt of gratitude to my parentswhose support

help me in all the way above all I shall thank all my friends….

  CHAPTER-1-INTRODUCTIONOVERVIEW OF INDUSTRY AS A WHOLEIn today's world, most people communicate through the use cellular phones. It 's hardt o b e l i e v e t h a t f i f t e e n y e a r s a g o c e l l p h o n e s w e r e a r a r i t y . B e l o w i s a h i s t o r y chronicling the dawn of the cell phone to its current state. 1843-Faraday exposed hisgreat advances of nineteenth-century science and technology and his discoveries haveh a d a n i n c a l c u l a b l e e f f e c t o n t e c h n i c a l d e v e l o p m e n t t o w a r d c e l l u l a r p h o n e development.1865 -Dr. Mahlon Loomis of Virginia, a dentist, may have been the first person toc o m m u n i c a t e t h r o u g h w i r e l e s s v i a t h e a t m o s p h e r e . B e t w e e n 1 8 6 6 a n d 1 8 7 3 h e t r a n s m i t t e d t e l e g r a p h i c m e s s a g e s a t a d i s t a n c e o f 1 8 m i l e s b e t w e e n t h e t o p s o f   Coshocton and Beorse Deer Mountains, Virginia.1973 -

Dr Martin Cooper is considered the inventor of the first portable handset. Dr.Cooper, former general manager for the systems division at Motorola, and the first person to make a call on a portable cellular phone.1973 -Dr. Cooper set up a base station in New York with the first working prototypeof a cellular telephone, the Motorola Dynastic. Mr. Cooper and Motorola took the phone technology to New York to show the public.1977 -Cell phones go public. Public cell phone testing began. The city of Chicagowas here the first trials began with 2000 customers and eventually other cell phonet r i a l s a p p e a r e d i n t h e W a s h i n g t o n D . C . a n d B a l t i m o r e a r e a . J a p a n b e g a n t e s t i n g cellular phone service in 1979.1988 -T h i s y e a r c h a n g e d m a n y o f t h e t e c h n o l o g i e s t h a t h a d b e c o m e t y p i c a l i n t h e   p a s t . T h e C e l l u l a r T e c h n o l o g y I n d u s t r y A s s o c i a t i o n ( C T I A ) w a s d e v e l o p e d t o l a y d o w n p r a c t i c a l g o a l s f o r c e l l u l a r p h o n e p r o v i d e r s . A c c o r d i n g t o t h e C e l l u l a r   T e l e c o m m u n i c a t i o n s I n d u s t r y A s s o c i a t i o n , t o d a y t h e r e a r e m o r e t h a n 6 0 m i l l i o n 4

  customers with cellular phones, even though wireless service was just invented nearly5 0 y e a r s a g o . T h e c e l l u l a r b u s i n e s s w a s a $ 3 m i l l i o n m a r k e t 2 5 y e a r s a g o a n d h a s grown increasingly to close to a $30 billion per year industryAbout the IndustryThe cell phone industry has evolved greatly in the past 10 years. 10 years ago only therich could afford cell phones, and they looked like boxes more than some thing thatcould fit in your pocket. “Today, more people have cell phones than fixed telephonelines, both in the United States and internationally. There are more than one billioncell phone users worldwide." Cell phones have now become a part of every day life.W i t h o u t c e l l p h o n e s w e w o u l d b e l o s t i n o u r h i g h t e c h w o r l d . A m e r i c a n s s p e n d 7 hours a month on cell phones. The effects of new technology have had positive effectsi n s c h o o l , t o o . C e l l p h o n e u s e i s g e t t i n g m o r e a n d p o p u l a r . " S o m e 8 5 m i l l i o n U . S . residents—30 percent of the population—have joined the mobile-phone revolution.”There are already 1 billion cell phone users world wide. Between 2010 and 2020 itwill be hard to find a person with out a cell phone.They are now bought for the fact that they are used in emergency situations. “Nearly156,000 wireless emergency service calls were made every day—about 108 calls per minute.” Parents are now buying them for their children so they know where they areall the time

.Every company has their different Marketing Strategies. Now I am going to discuss the Marketing strategies of Nokia  India’s Tele-density in January 2008 neared 12% with the subscriber base nearing the1 3 0 m n m a r k . D u r i n g J a n u a r y 2 0 0 8 , r e c o r d 5 m n s u b s c r i b e r s w e r e a d d e d a s a g a i n s t 4 . 9 2 m n s u b s c r i b e r s i n D e c e m b e r 2 0 0 7 . T h i s s t r o n g g r o w t h c o u l d b e a t t r i b u t e d t o lifetime validity cards launched by almost all operators. During the first 10 months of FY06, 31.41mn subscribers have been added. In the fixed segment, a total of 0.28mnsubscribers were added during January 2008, taking the subscriber base of fixed lineservices to 49.21mn. In the mobile segment, total additions during the month summedup to 4.69mn with highest ever GSM additions of 3.52mn and CDMA additions of 1.17mn. During the first 10 months of FY08, 28.39mn subscribers have been addedTelecom Industry in India  1.2.PROFILE OF THE ORGANIZATIONCompany Profile Nokia's history starts in 1865, Due to the European industrialization and the growingconsumption of paper and cardboard Nokia soon became successful. Nokia’s CableW o r k ' s E l e c t r o n i c s d e p a r t m e n t s t a r t e d t o c o n d u c t r e s e a r c h i n t o s e m i c o n d u c t o r   t e c h n o l o g y i n t h e 1 9 6 0 ´ s . T h i s w a s t h e b e g i n n i n g o f N o k i a ’ s j o u r n e y i n t o telecommunications.  N o k i a t o d a y i s a w o r l d l e a d e r i n m o b i l e c o m m u n i c a t i o n s , d r i v i n g t h e g r o w t h a n d sustainability of the broader mobility industry. Nokia connects people to each other  and the information that matters to them with easy-to-use and innovative products likem o b i l e p h o n e s , d e v i c e s a n d s o l u t i o n s f o r i m a g i n g , g a m e s , m e d i a a n d b u s i n e s s e s .   N o k i a p r o v i d e s e q u i p m e n t , s o l u t i o n s a n d s e r v i c e s f o r n e t w o r k o p e r a t o r s a n d c o r p o r a t i o n s . T h e c o m p a n y i n c l u d e s f o u r b u s i n e s s g r o u p s ; M o b i l e P h o n e s ; Multimedia; Networks and Enterprise Solutions. In this project I will be focusing onlyon the mobile Phone business of Nokia in India.  N o k i a C o r p o r a t i o n e n g a g e s i n t h e m a n u f a c t u r e o f m o b i l e d e v i c e s a n d m o b i l e networks. It also provides equipment, solutions, and services for network operators,service providers, and corporations. The company operates in four segments: MobileP h o n e s , M u l t i m e d i a , E n t e r p r i s e S o l u t i o n s , a n d N e t w o r k s . T h e M o b i l e P h o n e s segment offers mobile phones and devices based on GSM/EDGE, 3G/WCDMA, andCDMA cellular technologies. The Multimedia segment enables to create, access, and s h a r e m u l t i m e d i a i n t h e f o r m o f a d v a n c e d m o b i l e m u l t i m e d i a c o m p u t e r s a n d applications with connectivity over multiple technology standards. The EnterpriseSolutions segment offers various products and solutions, including enterprise-gradem o b i l e d e v i c e s , u n d e r l y i n g s e c u r i t y i n f r a s t r u c t u r e , s o f t w a r e , a n d s e r v i c e s f o r    businesses and institutions. The Networks segment provides network infrastructure,communications, and networks service platforms, as well as

professional services tooperators and service providers. It focuses on the GSM family of radio technologies;n e t w o r k s w i t h I n t e r n e t P r o t o c o l a n d m u l t i a c c e s s c a p a b i l i t i e s ; a n d p r o f e s s i o n a l s e r v i c e s . T h e c o m p a n y a l s o d e v e l o p s m o b i l e W i M A X s o l u t i o n s . N o k i a s e l l s i t s 10

   products to operators, distributors, independent retailers, and corporate customers. Ithas its operations in Europe, the Middle East, Africa, China, the Asia-Pacific, NorthA m e r i c a , a n d L a t i n A m e r i c a . T h e c o m p a n y w a s f o u n d e d i n 1 8 6 5 a n d i s b a s e d i n Espoo, Finland.Vision: Life Goes MobileTen years ago, Nokia had a vision that seemed revolutionary for the times: VoiceGoes Mobile! As history shows, this vision became reality in an incredibly shortamount of time. With more than 1.6 billion mobile phone subscriptions globally – and more mobile phones than fixed-line phones in use – shows that mobility hastransformed the way people live their livesBusiness Mission: Connecting PeopleB y c o n n e c t i n g p e o p l e , t h e y h e l p f u l f i l l a f u n d a m e n t a l h u m a n n e e d f o r s o c i a l connections and contact. Nokia builds bridges between people – both when theyare far apart and face-to-face – and also bridges the gap between people and theinformation they need.As a market leader, the best contribution we can make to the global community is toc o n d u c t o u r b u s i n e s s i n a r e s p o n s i b l e w a y . T h i s b e l i e f d r i v e s o u r c o m m i t m e n t t o c r e a t i n g e t h i c a l l y s o u n d p o l i c i e s a n d p r i n c i p l e s t h a t g u i d e u s i n o u r w o r k . O u r   C o r p o r a t e R e s p o n s i b i l i t y ( C R ) a g e n d a i s f r a m e d a r o u n d t h e N o k i a V a l u e s a n d i s carried out in all aspects of our work to ensure customer satisfaction and respect, andalso to assist us in embracing renewal and striving for achievement. By striving toinclude all members of Nokia's community in this process, we are demonstrating our overall commitment to the belief that responsibility is everybody's business. In thiss e c t i o n y o u w i l l f i n d i n f o r m a t i o n a b o u t o u r s t r a t e g y a n d a p p r o a c h , n a v i g a t i n g t h e 11

  links above will give you more concrete information on our Corporate Responsibility activities.Our vision is a world where everyone is connected. With

mobile subscriptions about to reach four billion, we are closer to our vision than anyone could have imagined justa few years ago. Our business benefits people, communities and the environment in n e w a n d e x c i t i n g w a y s . A s o u r b u s i n e s s e x p a n d s , s o d o o u r r e s p o n s i b i l i t i e s . T h i s s e n s e o f c o r p o r a t e r e s p o n s i b i l i t y ( C R ) i s a f u n d a m e n t a l p a r t o f w h o w e a r e . Considering the wider impact of our actions is embedded in the Nokia Values, whichguide our behavior, and in the Nokia Code of Conduct, which gives guidance to our   everyday work. Global challenges such as climate change and poverty concern us all. A s a b u s i n e s s t h a t a f f e c t s t h e l i v e s o f b i l l i o n s a r o u n d t h e w o r l d , N o k i a i s i n a k e y   p o s i t i o n t o o f f e r s o l u t i o n s t o t h e s e c h a l l e n g e s . W e b r i n g t h e b e n e f i t s o f m o b i l e technology to more people in ways that reflect our values and our responsibilitiesOur impacts Nokia is the world's number one manufacturer of mobile devices by market share anda leader in the converging Internet and communications industries.We make a wide range of devices for all major consumer segments and offer Internetservices that enable people to experience music, maps, media, messaging and games.W e a l s o p r o v i d e c o m p r e h e n s i v e d i g i t a l m a p i n f o r m a t i o n t h r o u g h N A V T E Q a n d e q u i p m e n t , s o l u t i o n s a n d s e r v i c e s f o r c o m m u n i c a t i o n s n e t w o r k s t h r o u g h N o k i a Siemens Networks. In 2008, Nokia's net sales were EUR 50.7 billion and operating  p r o f i t w a s E U R 5 . 0 b i l l i o n . A t t h e e n d o f 2 0 0 8 , w e e m p l o y e d m o r e t h a n 1 2 8 , 4 4 5  people; had production facilities for mobile devices and network infrastructure aroundthe world; sales in more than 150 countries; and a global network of sales, customer service and other operational units.Corporate responsibilityC o r p o r a t e r e s p o n s i b i l i t y i s a f u n d a m e n t a l e l e m e n t i n N o k i a ’ s b u s i n e s s , b r a n d a n d culture. Nokia aims to set the standards for the industry through initiatives that notonly make a positive impact, but also make good business sense. The Nokia Code of  12

  Conduct commits us to uphold high ethical principles in everything we do. We respectthe principles set in Universal Declaration of Human Rights and by the InternationalLabor Organization and the United Nations Global Compact. Communications is arelatively "clean’ industry. It is not a high energy user, does not generate substantial  pollution, and does not endanger people or communities. But a responsible businessn e e d s t o a d d r e s s i t s i m p a c t s a n d a i m t o m a k e a p o s i t i v e c o n t r i b u t i o n w h e r e v e r     p o s s i b l e . E n v i r o n m e n t a l i s s u e s a r e o u r m a i n p r i o r i t y . C l i m a t e c h a n g e i s a s e r i o u s threat which requires everyone to contribute to building a low carbon economy. We  believe that strong, early action is necessary and that we have an opportunity to make a contribution to tackling climate change beyond the impact of our operations and our   p r o d u c t s . O u r   environm ental strategys e e s N o k i a a m o n g t h e

w o r l d ’ s l e a d i n g companies for all aspects of environmental performance. We have three priorities:energy efficiency, managing substances in our products, and take-back and recycling.W e a r e a l s o f o c u s i n g o n d e v e l o p i n g m o b i l e s e r v i c e s t o p r o m o t e m o r e s u s t a i n a b l e lifestyles. Reflecting this prioritisiation, our environmental data can be found in itsown section here. W e h a v e a l s o s e t h i g h e t h i c a l s t a n d a r d s f o r o u r   supply chain and o u r o w n f a c t o r i e s . W e s e e k t o p r o v i d e consumersw i t h a c c e s s i b l e h i g h q u a l i t y products that meet their needs and to trade with our customers responsibly. Above all,we aim to make a positive contribution tosocietyat the local and global level. Pleaser e f e r t o o u r   k e y I s s u e s f o r i n f o r m a t i o n o n h o w w e i d e n t i f y o u r m o s t i m p o r t a n t i m p a c t .Our valuesT h e N o k i a W a y a n d V a l u e s :A f l a t , n e t w o r k e d o r g a n i z a t i o n a n d s p e e d a n d f l e x i b i l i t y i n d e c i s i o n - m a k i n g c h a r a c t e r i z e t h e N o k i a W a y o f w o r k i n g . E q u a l opportunities and openness towards people and new ideas are also key elements wewant to nourish. Nokia is straightforward when dealing with customers and suppliers,and we always looks for innovative ways of creating and introducing products andsolutions to the market. We provide individuals with a platform for personal growth ina c h a l l e n g i n g e n v i r o n m e n t w i t h a c l e a r v i s i o n , g o a l s a n d s h a r e d m a n a g e m e n t  principles - the Nokia Way. The Nokia Way brings together talented individuals whoshare these principles, and therefore share success. The values of our company makeus different. They provide a sense of direction for consistent behaviour as employees13

  and citizens of the world, and in our quest to become more of an internet company.Through extensive employee engagement, we have renewed our values to reflect our    business and changing environment. They act as a foundation for our evolving cultureand are the basis of our operational mode. Living up to our values every day is our   shared philosophy.Engaging you:For us, ‘engaging you’ incorporates the ‘customer satisfaction’ value a n d d e a l s w i t h e n g a g i n g a l l o u r s t a k e h o l d e r s , i n c l u d i n g e m p l o y e e s , i n w h a t N o k i a stands for in the world.Achieving together

: ‘Achieving together’ is more than collaboration and partnership.As well as trust, it involves sharing, having the right mind-set and working in formal and informal networks.Passion for innovation: ‘Passion for innovation’ is based on a desire we have to liveour dreams, to find courage and make the leap into the future through innovation in technology, ways of working and through understanding the world around us.Very human: Being ‘very human’ encompasses what we offer customers, how we do business and the impact of our actions and behavior on people and the environment. Itis about being very human in the world - making things simple, respecting and caring.I n s h o r t , o u r d e s i r e i s t o b e a v e r y h u m a n c o m p a n y . F o r m o r e i n f o r m a t i o n o n t h e  Nokia Way and Nokia Values, go to  Nokia as an employer   within careers.A s a p p r o x i m a t e l y o n e i n t h r e e p h o n e s i n u s e i s a N o k i a p h o n e , i t ’ s s a f e t o s a y o u r    products influence the lives of hundreds of millions of people.14

M a x i m i z i n g t h e b e n e f i t s o f m o b i l e c o m m u n i c a t i o n a n d m i n i m i z i n g p o t e n t i a l l y n e g a t i v e e f f e c t s r e q u i r e s c o m m i t m e n t f r o m g o v e r n m e n t s , c i v i l s o c i e t y , a n d t h e   b u s i n e s s s e c t o r . H o w e v e r , w e r e c o g n i z e t h a t a s a m a r k e t l e a d e r w i t h g l o b a l o p e r a t i o n s , o u r p o t e n t i a l i m p a c t , a n d t h e r e f o r e o u r r e s p o n s i b i l i t y , i s g r e a t . F r o m a social growth and economic development perspective, we acknowledge our impacta n d r e s p o n s i b i l i t i e s t h r o u g h o u t o u r v a l u e c h a i n : i n o u r s o u r c i n g , p r o d u c t d e s i g n , manufacturing, employee well-being, business partnerships, recycling, communityi n v o l v e m e n t , a n d c o m m u n i c a t i o n s . T h r o u g h o u r p r o d u c t l i f e c y c l e w e r e s p o n d t o various environmental needs. Through employee relations, supply-chain management,a n d c o n s u m e r o f f e r i n g s w e a i m t o h a v e a p o s i t i v e s o c i a l i n f l u e n c e . O u r o v e r a l l response to our stakeholders is to produce high-quality, safe products while upholdingt h e l a w , p r o t e c t i n g t h e e n v i r o n m e n t , a n d f o l l o w i n g s o u n d b e s t p r a c t i c e s . I t i s a n expectation we strive to meet.Nokia India  N o k i a h a s p l a y e d a p i o n e e r i n g r o l e i n t h e g r o w t h o f c e l l u l a r t e c h n o l o g y i n I n d i a , starting with the first-ever cellular call a decade ago, made on a Nokia mobile phoneo v e r a N o k i a - d e p l o y e d n e t w o r k . N o k i a s t a r t e d i t s I n d i a o p e r a t i o n s i n 1 9 9 5 , a n d  presently operates out of offices in New Delhi,

Mumbai, Kolkata, Jaipur, Lucknow,C h e n n a i , B a n g a l o r e , H y d e r a b a d , P u n e a n d A h m e d a b a d . T h e I n d i a n o p e r a t i o n s c o m p r i s e o f t h e h a n d s e t s b u s i n e s s ; R & D f a c i l i t i e s i n B a n g a l o r e , H y d e r a b a d a n d Mumbai; a manufacturing plant in Chennai and a Design Studio in Bangalore.O v e r t h e y e a r s , t h e c o m p a n y h a s g r o w n m a n i f o l d w i t h i t s m a n p o w e r s t r e n g t h increasing from 450 people in the year 2004 to over 15000 employees in March 2008(including Nokia Siemens Networks). Today, India holds the distinction of being thesecond largest market for the company globally.R & D centers  N o k i a h a s t h r e e R e s e a r c h & D e v e l o p m e n t c e n t e r s i n I n d i a , b a s e d i n H y d e r a b a d , Bangalore and Mumbai. These R&D hubs are staffed by engineers who are workingo n n e x t - g e n e r a t i o n p a c k e t - s w i t c h e d m o b i l e t e c h n o l o g i e s a n d c o m m u n i c a t i o n s s o l u t i o n s t o e n h a n c e c o r p o r a t e p r o d u c t i v i t y . T h e C e n t e r i n B a n g a l o r e , t h e b i g g e s t R & D s i t e i n t h e c o u n t r y c o m p r i s e s S 6 0 S o f t w a r e O r g a n i z a t i o n , C o m m o n T e c h n o l o g i e s , N e x t G e n e r a t i o n n o w c a l l e d M a e m o S o f t w a r e , P r o d u c t i z a t i o n a n d Software & Services.NOKIA’S MARKET SHARE:T o d a y , N o k i a i s t h e l e a d e r i n m o b i l e p h o n e t e c h n o l o g y , a l t h o u g h t h e y h a v e o t h e r   subsidiaries, namely ‘Nokia Networks’ and ‘Nokia Ventures Organization’, which,together with Nokia Mobile Phones, form ‘Nokia Group’. Nokia also launched ‘VertuL t d . ’ i n 2 0 0 9 , t h e w o r l d ’ s f i r s t l u x u r y m o b i l e p h o n e c o m p a n y , s e l l i n g g o l d a n d  platinum phones at exorbitant prices.L a s t y e a r , N o k i a h a s o n c e a g a i n r e t a i n e d i t s t o p p o s i t i o n i n t h e m a r k e t . I t e n j o y s a market share of 32.6%, followed by Samsung (because of their CDMA phones) with29.6% and LG with 22.8% (due to their tie-ups with Reliance). Motorola has 5.5%market share, with Panasonic at 3.8%, Sony Ericsson with 2.6% and Siemens with1 . 4 % ; t h e y a r e t h e f o u r t h , f i f t h , s i x t h a n d s e v e n t h l a r g e s t p l a y e r s i n t h e d o m e s t i c h a n d s e t m a r k e t . I n t h e G S M h a n d s e t s e g m e n t , N o k i a h a s 5 8 % m a r k e t s h a r e , w i t h Samsung at 14.7%, Motorola at 14.1%, and Sony Ericsson at 7.1%. Thus, Nokia has alarger presence in the GSM market than the CDMA market.16

  Pie chart showing the market share in the GSM mobile phone market Nokia58.4%Samsung14.7%Sony Ericsson7.1%Motorola14.1%17

   1.3.PROBLEMS OF THE ORGANIZATIONThe prominent brands in the Indian cellular phone industry are Nokia, Sony Ericsson,Motorola, and Samsung. Nokia has the single largest market share in India of 60%. I h a v e f o c u s e d m y r e s e a r c h o n N o k i a a n d a l s o o n o n e o f i t s m a j o r c o m p e t i t o r ; S o n y E r i c s s o n s i n c e t h e s e a r e v e r y p r o m i n e n t p l a y e r s i n t h e I n d i a n m a r k e t . N o k i a h a s s a t u r a t e d t h e u r b a n m a r k e t i n c l u d i n g t h e B a n d C c l a s s c i t i e s a n d i s n o w t a r g e t i n g  potentially untapped markets. Sony Ericsson on the other hand has chosen to focus itsenergies on the B and C class cities since which it had not ventured into so far.The following are the major problems faced by Nokia in the Indian cellular market:-•

I d e n t i f y c a u s e o f p r o b l e m s f a c e d N o k i a t o e n a b l e t h e m a n a g e m e n t t o t r a i n t h e e m p l o y e e s i n h a n d l i n g t h e p r o b l e m s a s w e l l a s s o l v i n g t h e p r o b l e m i n a satisfactory manner.•Segregate identified problems of Nokia into problems requiring staff developmentaction such as training and into problems requiring other management actions, so that these problems are accurately addressed.•Prioritize training actions in accordance to where the training need is more urgent.

Marketing Strategy For Nokia

Marketing Strategy for NokiaFor 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 relevantto the marketing strategy of Nokia.* Produce a clear analysis of the external influences affecting the development of amarketing strategy.* Complete a realistic rationale for the development of a coherent marketing mix for   Nokia communications.* S h o w a f u l l u n d e r s t a n d i n g o f a m a r k e t i n g s t r a t e g y f o r N o k i a w i t h a c l e a r   understanding of marketing principles.* P r o d u c e a f u l l , w e l l - b a l a n c e d m a r k e t i n g s t r a t e g y t h a t r e f l e c t s a p p r o p r i a t e u s e o f   marketing models and tools.Introducing the product  N o k i a i s a c o m m u n i c a t i o n s b a s e d c o m p a n y , w h i c h f o c u s e s o n m o b i l e t e l e p h o n e t e c h n o l o g y . W h e n m o b i l e p h o n e s f i r s t b e c a m e a v a i l a b l e o n t h e m a r k e t t h e m o d e l s were very basic with the best technology being SMS messaging (sending written "textmessages" from one phone to another).T h e n t h e n e x t a d v a n c e i n t e c h n o l o g y w a s b e i n g a b l e t o p u t d i f f e r e n t f a c e s o n y o u r    phone (different style covers for the front and back of your mobile device) and after  that the technological advances have come thick and fast, with advances such as:* MMS22

  * WAP (internet)* Polyphonic ringtones* Predictive SMS (where the phone will finish off a word for you if it can guess whatyou are typing)* Camera phones and* Video recordersCompetition in the market-------------------------W i t h a l l t h i s t e c h n o l o g y a v a i l a b l e i n t h e c o m m u n i c a t i o n s m a r k e t i t i s o b v i o u s t h a t  Nokia will have lots of competition, they include:* Sony Ericsson* Samsung* Motorola* Siemens* Panasonic* NEG* Sagem and* TopluxWith all of these competitors in the market Nokia must keep ahead of the game