An Investigation Into The Reasons Behind Nokia’s Fall In Market Share And The Possible Strategic Options Available To The Company In Order To Restore A Dominate Position (2013)

This dissertation seeks to identify the reasons behind Nokia’s fall in market share and the possible strategic options which could be adopted by the company in order to restore a dominate position. Today’s mobile phone market may be seen as one of the most competitive markets in the consumer electronics sector.

Large companies such as Nokia, Apple, LG, Motorola amongst others who all compete for a variety of customer segments including the latest smart phones with internet access at the premium end of the segment to the unbranded white box at the budget end of the segment. The competitors in this industry are employing variety of business and corporate level strategies in order to achieve business advantages over the competitors and ensure the desired level of market share.

he overall purpose of the research paper is to explore the reasons for Nokia’s fall in market share which have negatively affected the business revenues of the organizations. In addition to analysing the reasons for the fall in market share, the paper also aims to consider the key strategies which Nokia may deploy in attempting to reverse the trend and improve the business related results. The reason for fall in the market share will be identified by analyzing the organizational strategies and the external environmental factors which have affected Nokia’s business revenues.

The researcher will also conduct a questionnaire survey with the customers in order to identify their responses behind this fall in the market share of Nokia Corporation. Dissertation objectives;

• To consider Nokia’s market position in the mobile phone market over the past 10 years
• To consider the key changes within the global external environment which may have affected Nokia’s market share in recent years
• To consider the critical success factors of the mobile phone industry and which of these factors Nokia is able to meet according to current core competencies
• To consider what strategies are available to Nokia in order to restore market share in accordance with the current trends in the external environment, core competencies of the company and he critical success factors of the industry

• 13,000 words – 54 pages in length
• Excellent use of literature
• Good analysis of subject area
• Well written throughout
• Ideal for business and marketing students

1: Introduction
Purpose Statement
Company Background
Research Objectives
Research Questions
Summary and Conclusion

2: Literature Review
Generic Strategies
Framework for Analysis
Critical Success Factors
Nokia’s Current Market Position
Strategic Options
Porters’ Five Forces Model
PESTLE Analysis
Political
Economical
Social
Technological
Legal
Environmental
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats

3: Research Methodology
Research Approach
Data Collection Methods
Questionnaire Survey
Interview
Limitations of the Research

4: Research Findings and Analysis
Analysis of Questionnaire Survey
Analysis of Interview
Link between Literature Review Analysis and Research Findings
Summary and Conclusion

5: Final Conclusion and Recommendations
Conclusions
Recommendations
References

Appendices
Survey Questionnaire
Interview Questions