asgnm2 (autosaved) competitor analysis for marketing Nokia

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Introduction: Any organization that wishes to succeed in their market, needs to analyze their competitor's strategies Competitor analysis is a vital part of the marketing planning process A strong competitor can hinder business success, even lead to business failure Competitor analysis helps firms to anticipate their competitor's actions and exploit competitor's weaknesses It also helps firms to identify their unique selling points, so that these can be promoted in marketing campaigns Competitor analysis is an ongoing task, as successful competitors will continuously develop their marketing strategies, in response to change in the marketplace The Competitive Profile Matrix (CPM) is a powerful tool that helps firms in general, and Nokia in specifically distill a vast of data into a single numeric score so that they can identify their strongest competitors as well as the areas they most need to improve Critical success factors (CSF) are those factors in which influence the capability of industry players to flourish in the marketplace On the basis of these factors, a customer decides between competing brands of rivals By identifying your critical success factors, you can create a common point of reference to help you direct and measure the success of your business or project As a common point of reference, CSFs help everyone in the team to find out exactly what's most important And this helps people perform their own work in the right context and so pull together towards the same overall aims There are some important key factors of Nokia Insert table below, then explain The most important factor is price/platform Because when users want to buy a smartphone, they will think what they want to spend on their next smartphone? Is it worth it to use all their salary or is it perhaps appropriate to limit themselves and choose something cheaper but equally powerful and in steps with the times? So, what they need is a good smartphone but the price also has to be reasonable Nokia has many products for medium market segmentation which will make users satisfy Next is the brand name Organizations will always find ways to differentiate them from the others especially in the smartphone industry that keep always changing the technology The organizations have to find new technology that not available in the market and meet demand the customers The brand name can be an identity and exclusivity that represent the organization The brand name can be a name, term, symbol, and design to differentiate the organization from the competitors For example, the brand of Samsung, BlackBerry, Apple HTC, Nokia, and LG are smartphones mostly purchased by the customers Then, we have the advertising At a basic level, advertising is a form of marketing communication that promotes and spreads awareness about an entity that could be a service, product, or even an ideology In the same vein, mobile advertising reaches out to audiences from a similar promotional perspective However, instead of approaching your market on the streets in the form of posters, or on the Internet in the form of banner advertisements, mobile advertising takes advantage of the quickly-growing popularity associated with mobile devices In other words, advertising is the fastest method help firm access the market A unique commercial can have the strong impact on the customer or even people who have not intended to use the product, yet The qualities of cameras in smartphones play an important role so, at present time when somebody thinks of purchasing a smartphone, the first thing that comes into his or her mind is the quality of the camera installed in the smartphone Nowadays, when people go, maybe to a concert, a wedding, a picnic, an even, a gathering with friends or with family members, taking photos have become something like a fashion Then again when these photos are taken, nobody uses cameras like in the old days but instead with their smartphones which are installed with high-quality cameras So, it has become essential for phone manufacturers to install highquality cameras on their smartphones Then there is selfie which is a self-portrait photograph taken with a digital camera or a smartphone camera Selfie has become so popular, and smartphones also need to have a function where selfie photos can also be taken The new feature is also needed In today’s fast-paced world, the mobile feature market is expanding by leaps and bounds Consequently, mobile marketing is becoming more competitive To ensure the visibility of your smartphone’s feature in such a complex scenario, you need to be very particular about the approach being followed for mobile phone feature development It’s what makes you become different from other smartphone rivals Customer service is what a manufacturer needs to have It is often believed that the key to loyal customers is after sale service While a smartphone can be the best in its price range, if the company has a relatively poor after sale service record, customers tend to deviate to potential alternatives As a manufacturer, you need to have enough number of service centers to cater your customers, and if we take the numbers for today, this is where Samsung easily knocks off everyone else on the list The design is just as important as any other aspect of a smartphone If cell- phone design didn't matter or mattered only to make the sale, the phone-makers wouldn't spend hours on ethnographic research in people's homes, and piles of money delving into exact manufacturing processes and materials chemistry to get the color, build, and coatings just right The size, shape, button placement, color, and other decorations are what a lot of consumers use to make a snap decision right away on whether they think they'll like the device or not Beside of those above factors, factors that relate to technology like display, battery, and operating system are critical, too For viewing images and videos, or visiting websites, an extra large screen might work for a user And it can’t deny that larger phones have the advantage with their ability to host larger batteries as well It is said that battery life is what users concern about most when coming to mobile phone features A long life battery will make them satisfy so the manufacturer must care about it One product feature is of essential significance for any smartphone is the mobile OS The mobile OS is a piece of essential software for any smartphone and acts as an interface between hardware resources and applications Deciding on a mobile OS therefore also determines essential aspects with regard to performance, security, and applications available to the user with respect to the smartphone so it’s the reason why OS in the critical factors Analysis statistic table: The table on the next page will indicate more about the situation of Nokia and find out what should Nokia to boost their product sales The Competitive Profile Matrix of Nokia According to the CPM matrix, we could see that there are around main competitors which are swiftly increasing their market share in the market of smartphone Overall, the Sam Sung j7 pro seems to be the smartphone that customers prefer to use most and the Huawei Nova 2i is unpopular than others; however, we should consider more specifically in each of CSF, to find out where is the position of Nokia in the mid-range segment First of all, let’s see the latest product of Nokia_ the Nokia X6 Nokia X6 is rated highly with the state of the art operating system_ the Android 8.1 (Oreo), at 4; however, the highest score is the price based on the platform of Nokia X6, at 0.6 points In the other words, with the price around 5.200.000 VND, the performance of Nokia X6 is out of expectation with the dual camera, elegant design with the notch display, and smooth operating system However, the customer service and the durability of the battery are the weaknesses of the latest Nokia’s smartphone with the score of 0.1 and 0.05 appropriately The total points for Nokia X6 are 25 Next, the Sam Sung J7 pro is considered to be the best choice in the mid-range segment Clearly, the high rating in brand name, advertising, and long- life battery leads to total score is 2.9 There also have some minus point for Sam Sung J7 pro connected with the new features or functions of the device, as well as the ability to update the new operating system Ko cần phân tích From the table, obviously, Huawei has no strengths to compete with other competitors Nevertheless, by using effective advertising, Huawei somehow attracts more and more audiences who will be their target customer in the future This makes the Nova 2i of Huawei be more popular with low-income people who are looking for a low price smartphone Apart from 0.4 points of the price and 0.375 points of advertising, there is no emerged factor can be the strength of the Nova 2i Vivo V9 and OPPO F5 are smartphones having the same level of price, at million VND However, there are some differences between the Vivo V9 and the OPPO F5 Having been made in China, the quality of the camera is the unique feature of both V9 and F5, both of them using AI technology to improve the ability to snap the photo of the user This helps them have brilliant photos with no defect on the face and this strength is applied in their own advertising strategies With 0.5 points in advertising, OPPO F5 defeats Vivo V9 (0.375 points) by 0.143 points, becomes the strongest rival in the advertising field, together with Sam Sung J7 pro More specifically, in each market, OPPO uses the national celebrities who have the strong effect on citizens, to be their face representation or brand ambassador For example, in Vietnam, OPPO invites Son Tung MTP, Isaac or Ho Ngoc Ha, Toc Tien to be their agent in a specific product When people see the advertising, they will be curious whether OPPO is good or not, why these celebrities use it? Besides, the eyes- catching design of OPPO is also one of the critical factors that make F5 be more attractive than Vivo V9 With the same price, but Vivo V9 and OPPO F5 also have a low score in price The OS of kinds of a smartphone are poor as well, the V9 is scored at 0.15 and 0.1 with the F5 And last but not least, the Sony XA1 Plus which is rated 4.5/5 star by users on Gadgets now [ CITATION Son \l 1033 ] We could see that, the XA1 Plus has strength in customer service and the performance of XA1 Plus is suitable for this price level, nearly million VND Sony has their own reputation, their own technology, but their XA1 Plus, as well as the product line, is not popular with users Advertising and design are main reasons that lead to this problem Contrary to others, the commercial of Sony used to get bored and familiar, go along with this is the unchanged design These obstacles make XA1 Plus of Sony_ a big guy in the smartphone market have to stand behind OPPO F5 which the total score is 2.875 Among competitors of Nokia, Sam Sung is the strongest one and Huawei is the weakest; however, other competitors also have their own strengths which take them to be the market leader of the particular field Market leaders, who are they? And what can Nokia learn from them?  Price/Platform: The Sony Xperia XA1 Plus might only be a mid-range handset, but it offers good specs, like the introduction of the fingerprint sensor and a huge battery that should more than see you through the day, especially if you take into account Sony's previous battery reputation This is really a product that satisfies most popular needs in the mid-range handset as agility, good performance, a battery can use all day with the high-end camera, quality display, lightweight software which closes to native Android Especially the Sony brand is still very popular in the world compared with the others brand from China  The lesson can be learned is that Nokia’s mid-range products should provide a good mobile experience Because customer wants the midrange smartphone can really give users a great experience with an affordable price  Brand Name: Samsung has become one of the most popular Android smartphones of all time, with an incredible camera's and sleep designs such as the Samsung Galaxy Edge while Sony is known globally for their wide range of consumer electronics including a smartphone Both of them have a lot of loyal customers So that customers just hear this is a Samsung smartphone or Sony smartphone they auto want to buy it  Advertising: OPPO focuses extensively on promoting itself as a global brand and takes its public relations very seriously and has adopted a geo-localized strategy for its brand promotion and uses local talents for celebrity endorsements of its products In case of India, OPPO has acquired rights to sponsor Indian national cricket team for the duration of 2017-2022 “OPPO Mobiles India, the smartphone manufacturer, has won the Indian team sponsorship rights for a five-year period, starting April 1, 2017” [ CITATION Aru17 \l 1033 ] OPPO is also an official partner of the Spanish football club- FC Barcelona “The company chose FC Barcelona not only because of their status as a global iconic football club but also because they represent the art of football The partnership with FC Barcelona will be an important step in OPPO’s global marketing strategy.”-Tony Chen, CEO, OPPO [ CITATION Ala15 \l 1033 ] Further, since it uses a multi-domestic strategy it uses different marketing communication methods according to various regions As in case of OPPO Vietnam, it hired celebrities such as Son Tung MTP as their brand ambassadors for promoting their products in Vietnam On the other hand, for OPPO digital products, the brand doesn’t rely on the aggressive marketing techniques used for its smartphone business as it is catering to a very niche segment of users in those categories OPPO also advertise through digital media such as TV, Radio, and advertise on online portals and e-commerce websites such as YouTube and Facebook  Samsung does this by investing heavily in traditional advertising just like companies such as Coca-Cola and Nike This is evident from ads coursed through traditional mediums such as print and broadcast as well as new mediums including social media Samsung also does push marketing using celebrity endorsements and spot placements on major events including sports and entertainment shows For example, in Vietnam upcoming singer Isaac has been used for the promotion of Samsung Galaxy J7 The company has also maintained accounts on social networking sites such as Facebook, Twitter, and YouTube to purchase ad spaces while also maintaining the online presence Using social media, the company tries to build and maintain the relationship with consumers through an online presence The social networking accounts of Samsung also serve as a venue for discussions and announcements  Barraging the public with marketing messages will definitely stir interest until the company converts some portion of the general audience into loyal consumers does create a mechanism for supporting future pull marketing strategies So, Nokia should use a multi-domestic strategy it uses different marketing communication methods according to various regions  Camera: OPPO, Vivo are from the same Chinese parent company, BBK Electronics and both of them have a good camera They focus on the selfie feature which is the strength of the OPPO and Vivo line product so that Camera Vivo V9 and F5 not only high in resolution or dual camera technology, but it is also supported by AI_ artificial intelligence with many different features Aside from taking amazing selfies, the front-facing camera also has the Face Unlock feature 10  Customer service: Sony has played by its greatest strength – volume By having a large number of customer support centers and by building a strong self-service portal, Sony has continued to be one of the best in terms of customer service With innovation often comes glitches and problems that previously have never been encountered – meaning tech companies need to be extra diligent when it comes to providing their customers with solutions to common issues Instead of waiting for customers to encounter these glitches and contact customer support, Sony has implemented a system of predictive diagnostics, allowing the company’s tech gurus to monitor equipment around the world in order to proactively identify possible pitfalls and technical issues If one consumer has an issue with a piece of equipment, Sony will work to ensure no one else encounters this problem in the future  The lesson to be learned here is that it’s much more beneficial to fix a problem at its root once, rather than to fix individual problems multiple times over Nokia should work to notice trends in customer complaints – and get to the bottom of the company’s largest problems  Display: The OPPO F5 comes with a 6-inch tall 18:9 LCD panel of 2,160x1,080 pixel resolution[ CITATION Joe17 \l 1033 ] That's fine for the price point and in day-to-day use, it never feels like it's lacking in sharpness Its corners are rounded and that is just one of the many aspects of the phone that make it feel more expensive than it actually is The colors are vibrant enough and while the temperature is set in such a way that whites are too bluish, it's not as extreme an effect as we've seen on other phones, especially mid-rangers from the competition People seem to prefer whites that are more bluish than they should be anyway, so it's unlikely you'll have a 11 problem with this unless you can't stand a screen that isn't properly calibrated  Battery: Powering the OPPO F5 is a 3,200mAh Li-Ion battery that actually gets quite a lot of mileage[ CITATION Joe17 \l 1033 ] In real-world usage, you can comfortably last a whole day on a single full charge from the previous night As for charging, empty to full will take you slightly under two hours What should Nokia to improve their performance? The end nhé) phần t làm Nokia still lacks foothold in Android market Despite it being a veteran among the smartphones, it has only recently adopted the Android operating system In order to know what to improve, they first need to identify what they are lacking First of all, it's the design Not only can you compare the current Nokia flagships to the high-end smartphones like Samsung Galaxy S9 or iPhone 10, but it also somehow looks less slick than the cheaper (or similarly priced) Asus, HTC, Oppo, and Xiaomi phones Secondly, marketing, almost everyone now has the impression of crappy phones with Windows Mobile Operating System when they think of Nokia Now Nokia needs to bump up the marketing to completely renew their image We are seeing nowadays some marketing events by Nokia such as Nokia friend day or something like that, but that's not enough Thirdly, they need to improve their features and strengthen what makes them unique Apple has its own Operating system iOS Samsung uses Android, but they heavily modified to make it distinctive enough from other devices, and sleeker Google uses Android, but they also modified it significantly for their Pixel Phones 12 Now, Nokia has its Zeiss-branded camera, but it still lacks some parts in image quality compared to other major brands Therefore, we would like to give business strategy suggestions base on the improvement of the failure of Nokia in the past In the first place, for the design, between two options of trendy design or a unique one, we would like to suggest that Nokia put both options into its different product lines Because each choice has its strengths and weaknesses, flexibility in design will help it reduces the gap in each choice In more detail, an attractive unique design will be a priority on the company’s strategy mobile devices, and trendy design will be used on low-cost and mid-range devices The reasons for these choices are as follows: The strengths of multi-format design and trend are helping the company expand the market, the product reaches users more quickly However, in the past, the company set out a segmentation strategy in favor of users with the hope of promoting growth in the mobile business This strategy was successful at the beginning when customers were always able to find the product they liked, but over time, the idea was exhausted and the market segmentation was unclear which made Nokia did not have many differences between its products In addition, not being able to create a trend in design but focusing on the design of products running the trend is not a good idea, for the product will not be able to impress the customer and quickly be forgotten in hundreds of other copy designs A unique and charming design can create the trend and impression of the customer In addition, this can help the company gain amount of loyal customers As mentioned above, it is important to prioritize the unique design of the flagship devices so that these products are designed to fit the interests of the majority of 13 customers in that segment For instance, it is easy to realize the design of Sony’s strategic mobiles targets at male customers with relatively stable income through the manly luxury square design The back of the luminescent glass; emphasize the quality of the camera and sound The truth is, a unique design can limit the market, but ultimately, being marketbound in one segment is better than not giving the impression of agent design, and can lead to unstable customer due to continuous design changes We would like to emphasize the combination of the two design styles on the different product lines of Nokia, first, a unique design will belong to the flagship product line to create the brand impression and satisfy loyal customers' preferences Second, trending design will be in the lower-cost and mid-range product lines to expand the market and reach new customers At the second place, the market is expanding with more and more new competitors and new features, especially the fierce competition of Chinese agents in recent years Therefore, above, when we are not too keen on changing the product in part because of the design that is important when it comes to making a visual impression on the customers, but the factor which makes customers buy and stick with that product is the desire to experience new features and good performance For example, Sony products are always considered conservative when they have not changed the design over the years, yet their products are not being dumped out of the market because they keep creating new features and make them become the trend, or not stop improve abilities to support users In the past, when Apple and Google launched two operating systems, iOS and Android, the mobile industry was redefined While Nokia, as the leader in the mobile phone market, was not able to compete with these competitors at this time, 14 it was still focused on simple models and loyal with an out-of-date operating system, Symbian[ CITATION Dil13 \l 1033 ] Therefore, Nokia should learn from its own mistakes Pay attention to creativity and invest in creating new features on products A sluggishly designed product line can be offensive to a number of customers, but if a sleeky, trendy product line does not possess any new feature, it will easily be overshadowed by competitors And cannot stay long in the competitive market In the third place, one another thing Nokia should improve is customer service In the past, one of the failures of Nokia lied in being weak in customer service There are many customers in India complaining about slow service in Nokia centers, although Nokia has placed about 300 service centers there [ CITATION Ico14 \l 1033 ] Although the company succeeded in resonating in the new product lines, they could still lose customers due to its neglect in customer caring for sales If after buying products, customers gain quick help when needed, they will have a better impression on the agent because they feel appreciated Therefore, in order to create smoothness in the sale of products, they should set a detailed and complete business strategy at every stage Their business plans not stop even products are purchased Providing a care service is necessary because that may be the people who can help the company acquire new customers Conclusion: 15 Nokia was an admirable company when it built a giant mobile phone empire before the smartphone was born Of course, the company did nothing wrong when still operating the business in the old successful way Nevertheless, the world is changing so fast and the rivalry of Nokia is too strong Obviously, this production group had not learned, improved and changed Consequently, they missed the opportunity to go further During the peak, Nokia almost occupied the cellphone segment The company has launched new models with different designs When the first smartphone series was developed, Nokia still did not recognize the change of appearance is not enough and missed the opportunity to invest in the smartphone This miss made Nokia not only lose money but also create opportunities for other competitors to rise Currently, Apple with iPhone and Samsung with Galaxy are the main players in the market, not Nokia The story of Nokia shows that if the business does not change, they will be eliminated by the market and the competitors References (2014) Retrieved from Access on: 26/05/2018 Dilger, D E (2013) How Apple's Iphone rapidly destroyed Nokia's world leading Symbian platform Retrieved from appleinsider: Access on: 26/05/2018 F, A (2015) OPPO agrees to years partnership with FC Barcelona Retrieved from Access on: 27/05/2018 Maceda, J (2017) OPPO F5 Review Retrieved from YUGATECH: Access on: 27/05/2018 16 Sony XA1 Plus rate (n.d.) Retrieved from Gadgets Now: Access on: 26/05/2018 Venugopal, A (2017) OPPO wins Indian team sponsorship rights till 2022 Retrieved from ESPN cricinfo: Access on: 28/06/2018 17 ... each of CSF, to find out where is the position of Nokia in the mid-range segment First of all, let’s see the latest product of Nokia_ the Nokia X6 Nokia X6 is rated highly with the state of the... highest score is the price based on the platform of Nokia X6, at 0.6 points In the other words, with the price around 5.200.000 VND, the performance of Nokia X6 is out of expectation with the dual... their brand ambassadors for promoting their products in Vietnam On the other hand, for OPPO digital products, the brand doesn’t rely on the aggressive marketing techniques used for its smartphone
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