What industry / industries does the firm compete in?
What is the current attractiveness of this industry / industries and how is it likely to evolve in the next 3 to 5 years in terms of profitability and the level of competition?
What implications does this industry analysis have for the industries/markets that the firm should be considering entering, exiting and/or otherwise changing its level of participation in?
How will current rivals and potential new entrants in the industry / industries compete in the next 3 to 5 years?
Which strategies are most likely to improve its absolute and/or relative performance in the next 3 to 5 years?
Address all aspects of the issues being posed in the introduction (i.e. you will be assessed on whether you actually did what you set out to do).
Your conclusion should review what your key arguments and contributions are (i.e. what have we learnt from reading your report?)
1. Executive summary (what you say in the report)
2. Introduction(whole mobile industry)
Nokia, the most successful mobile company in the world, which started its business in Finland and has over 132,000 employees in 120 countries, sales in more than 150 countries, with major operation in Finland, China, and the US (Deole 2011) Nokia’s most important business is mobile phone manufacturing, which produced revenues of 511.1 billion across more than 150 countries during 2007, with more than 350 million phones selling per year, with its core competences on product design and development (ibid). Moreover, Doz (2011) Nokia’s business success was based on strategic agility which is related to high strategy sensitivity.
Nokia has a traditional advantage in their stable common operation platforms, such as series 40, series 60 etc. and the platforms gained major investment for keeping the most important software components. The platforms are willing to exhibit a solid and clear interface to curry favor with customers. As a result, the Nokia handset is more and more popular. This report aim to analysis the strategy change of Nokia mobile phone and evaluate the trend of this change in the next three years
Before apple and Google launched the latest mobile product, Nokia was the dominant force in the global mobile industry and already overtook its rival of Samsung, LG, Motorola etc. However, the situation changed and Over the summer of 2010, the motivation of Android market was accelerated, putting the Google system more closer to Nokia's.(black book 2011) Moreover, Samsung and LG accelerate their Android covered device strategies and the two famous Chinese manufacturers Huawei and ZTE making significant invades in the non branded market. As a result, Nokia will possibly lose its performance in the smart phone market from a 38.5% global share in the first half of 2010 to 33% in 2011(ibid)
Adding to that point, Samsung, one of the major clients of android system, has sold over 300 million mobile phones in 2011. However, Nokia sold 303.6 million phones in total in the same time. The mobile from Samsung was more and more popular and accept by the customers and gradually catch up with Nokia.(Xu 2012)
2. Analysis of the Nokia mobile phone
This session will focus on ana-lysing of Nokia mobile phone with following aspects: significant competitors will be indicated and SWOT analysis with strength, weakness, opportunities and threat.
2.1.1 Competitors of Nokia mobile phone
Nowadays, as mobile phone become more and more acceptable by publics. Competition in mobile industry become more intensive than ever before and some powerful competitors such as Apple, Samsung, LG, Blackberry, HTC, Motorola, Sony, Google, Microsoft and the market also existing some potential competitors for Nokia, such as Huawei, ZTE, TCL, MEIZU and etc. These four mobile phone companies are not stronger as several previous companies but has a high speed in research