芬兰诺基亚市场营销管理案例分析作业

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1、案例CASEexample芬兰的诺基亚不仅仅是手机？他的市场营销管理策略是怎么样的？NokianotsoMobile?这家芬兰公司主导移动通信，但似乎并没有改变它的外观,在过去十年来,近期挑战和市场份额一直很缓慢。诺基亚的全线产品。在欧洲的市场份额开始下降，甚至在该公司的本地芬兰（如忠诚度是非常高的），这一比例从93％下降到80％。ThisFinnishcompanyhasdominatedmobiletelecomsbuthasbeenslowtorecognizerecentchallengestoitsmarketshare.TheNokiahttp://uklunwen

2、.cn/mtk/2204.htmlproductportfoliodoesnotseemtohavechangeditslookoverthepasttenyears.ItsEuropeanshareinthemarketisbeginningtodecline,andeveninthecompany’snativeFinland(whereloyaltyisveryhigh),theshareisdownhttp://uklunwen.cn/dxassignment/from93percentto80percent.AFinnishretailmobilephonechain

3、commentedthatotherbrands,suchasSamsungandSonyEricsson,havecolorscreensthataresosharp,andtheclamshell(foldingdesign)isextremelyhandy.Nokiaappearstobefacingitsgreatestchallengesinceittransformeditselffromasprawlingconglomeratetoahighlyfocusedtelecommunicationsgroupintheearly1990s.TheUSshareisa

4、lsothoughttohavegonedownduetocompetitionfromMotorolaandLGofSouthKorea.Nokiaisalsosufferingbecauseofadesirebymobilephoneoperatorstolaunchasuperior‘lookandfeel’overthatofthehandsetmaker.VodafoneandT-mobilearelargeoperatorslookingfordifferentiationinthemarket.ExclusivityhasneverbeenaNokiastrate

5、gy.Co-brandingisbecomingmorecommon,againastrategynotyettakenbyNokia.IfNokiaweretocontinuetoloseitsshareinthemarket,the‘tremorwouldbefeltthroughoutFinland’.ThiscompanyhashelpedputFinlandonthemapasatechnologicalleader,andduetoitssizetheemployeenumbersareconsiderable.CASEexercise:Analyzingtheca

6、usesofchange案例练习，分析变化的原因。Situationsofchangesuchasthisdrawattentiontothecomplexityofthechangeenvironment.However,itisnotsufficientmerelytoidentifytheretriggersforchange.Analyzingtherelationshipsbetweenthem-inotherwords,theirsystemicnature-isevermoreimportant.Themultiple-causediagraminthecasee

7、xampleisanattempttodothis.Suchdiagramshavethepowertocapturethecomplexdynamicsofchangesituations.Theyhelpbringaboutadeeperunderstandingofhowinterventionsinonevariablecanhavefar-reachingeffectsinotherpartsofthesituation.Theyact,therefore,notonlyinade