Marketing Plan of Cafe Nero in Bangladesh

SUMMARY:

1.0 Introduction. General Information on Nokia Corporation.

2.0 Audit of the Marketing Environment of Nokia Corporation in China.

2.1 PESTEL Analysis :

2.1.1 Political Environment

2.1.2 Economic Environment

2.1.3 Socio-cultural Environment

2.1.4 Technological Environment

2.1.5 Ecological Environment

2.1.6 Legal Environment

2.2 SWOT Analysis:

2.2.1 Strengths

2.2.2 Weaknesses

2.2.3 Opportunities

2.2.4 Threats

2.3 Poster's Five Forces model:

2.3.1 Bargaining Power of Buyers

2.3.2 Bargaining Power of Suppliers

2.3.3 Threats of Substitute Products

2.3.4 Threats of New Entrants

2.3.5 Competitive Rivalry

2.4 Resource Audit.

3.0 Marketing Plan for Nokia in China.

3.1 SMART Objectives.

3.2 Segmentation, Targeting, and Positioning Strategy.

3.3 Proposals for 7p's of Marketing Mix:

3.3.1 Product

3.3.2 Price

3.3.3 Place

3.3.4 Promotion

3.3.5 People

3.3.6 Progress

3.3.7 Physical Evidence

4.0 Control and Evaluation

5.0 Conclusion

6.0 References

1.0 Introduction. General Information on Nokia Corporation.

In 1865 an engineer Fredrik Idestam established small wood-pulp factory and started manufacturing paper in southern Finland near the banks of a river. Those were the days when there was a strong demand for paper in the industry. The company's sales acheived its high-stakes and Nokia grew faster and faster. The Nokia exported paper to Russia first and then to the United Kingdom and France. The Nokia factory employed a fairly large workforce and a small community grew around it. In southern Finland a community called Nokia still exists on the riverbank of Emäkoski.

Introduction of mobile network began enabling the Nokia production to invent the Nordic Mobile Telephony (NMT), the world's very first multinational cellular network in 1981. The NMT was later on introduced in other countries. Very soon Global System for Mobile Communication (GSM), a digital mobile telephony, was launched and Nokia started the development of GSM phones.

Eventually step by step Nokia became the largest information technology company in the Nordic countries. During the economic recession the Nokia was committed to telecommunications. The 2100 series of the product was so successful that inspite of its goal to sell 500,000 units, it rapidly sold 20 million. Nowadays Nokia is number one production in digital technologies all over the world. It invests 8.5% of net sales in research and development. Nokia is engaged in the manufacturing of mobile devices and in converging Internet and communications industries with 128, 445 employees in 120 countries, sales in more than 150 countries and global annual revenue of EUR 50,7 billion and operating profit of 5.0 billion as for 2008. (Nokia Official Website, http://www.nokia.com/)

With its large population, China has been one of the most targeted markets of different companies. Nokia is not an exemption as well. Like any other company, Nokia is trying to enter the Chinese market for its mobile telecommunications products through the use of their worked out business strategy. Marketing facilities of Nokia lead the company to success and pay a great attention to the market of China. Its market has grown tremendously since the 1990s. Nokia has been trying to establish a strong presence in the Chinese market since mid 1980s. Nokia has made significant investments in research and manufacturing facilities. In the Chinese market, Nokia faces stiff competition from global players like Motorola, Samsung and also from domestic players like TCL and Ningbo Bird. The domestic local players have increased their market share to almost 50% as in 2003. Therefore, the share of Nokia started to have a slight decrease in sales. This marketing plan paper is focused on examining most influential areas of Chinese market and highlight main aspects for sustainable development for Nokia production.

2.0 Audit of the Marketing Environment of Nokia Corporation in China.

2.1 PESTEL Analysis

PESTEL analysis is used to examine the external environment. The external environment or so-called macro environment refers to the factors from the outside surroundings over which the business has no control. Each of the factors can heavily influence on the decisions of the managers of any organisation. Since those forces cannot be ruled by the organisation, the company should adopt to the changes in the external environment. Firms and suppliers, customers, competitors, tax changes, new laws, government policies, demographic varieties are some of the examples of the outside factors that can effect the activities of the business. All of the aspects mentioned above are subjected to constant changes and therefore it is very important for an organisation to monitor, understand and respond to them for the sake of company's success.

PESTEL stands for P-political, E-economical, S-social-cultural, T-technological, L-legal environments, that are going to be discussed in the following paragraphs of the paper.

2.1.1 Political Environment

Political environment refers to what is happening politically in the country in which government rules counting factors as regulations, tax policies,