Nokia, its strategies and its wrong Marketing Mix in the case of the N-Gage
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Summary When approaching this assignment, the second topic attracted us given its interest and the challenges it represents. We wanted to study a successful and well known company, constantly looking for new markets and offering new variants of known devices, to find out what a wrong Marketing-mix consists of for a global company promoting global products. In this way, and without hesitations, Nokia seemed to be relevant in this particular case. Indeed, the example of the famous "N-Gage" strokes our mind and could be linked with the word "failure". The N-Gage began as a concept when Nokia noticed that more gamers were carrying a Nintendo Game Boy and cell phone simultaneously.
In order to argue why the giant mobile phone manufacturer failed to produce a multi-purpose device -encompassing the portable gaming-console and the phone's function- has failed, we decided to contrast it with the success of the mobile phone called the "N-70". The Nokia N-series such as the N-70 model has greatly contributed to the success lately as Jormal Ollila points out:
"I am delighted that our strategy to target new mobile communications market segments is working well, as evidenced by the success of the Nokia N-70 multimedia device: the highest revenue generator for Nokia this quarter and the world's number one selling WCDMA device"
However, it is important to introduce in a first part a history of Nokia and point out key numbers dealing with its industry. Finally, in order to illstrate the contrast, the 2 products will mainly be analyzed through the most relevant P's which are the Product and the Price.
In order to argue why the giant mobile phone manufacturer failed to produce a multi-purpose device -encompassing the portable gaming-console and the phone's function- has failed, we decided to contrast it with the success of the mobile phone called the "N-70". The Nokia N-series such as the N-70 model has greatly contributed to the success lately as Jormal Ollila points out:
"I am delighted that our strategy to target new mobile communications market segments is working well, as evidenced by the success of the Nokia N-70 multimedia device: the highest revenue generator for Nokia this quarter and the world's number one selling WCDMA device"
However, it is important to introduce in a first part a history of Nokia and point out key numbers dealing with its industry. Finally, in order to illstrate the contrast, the 2 products will mainly be analyzed through the most relevant P's which are the Product and the Price.
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