Marketing Intelligence Assignment Help

Marketing Intelligence Assignment Help

Marketing Intelligence Assignment Help

Introduction

The report is being developed in relation with Nokia, case study of Nokia is being taken into consideration so as to gain appropriate information related with the company. Before making the evaluations of Nokia it is necessary to gather appropriate information related with the company. Nokia is a Finnish Multinational and information technology company which was founded in 1865. Company is headquartered in Espoo, Uusimaa, and in the metropolitan area of greater Helsinki. Nokia is one of the most known names in the market of mobile phones. Nokia is well known for its quality as durability, likewise in India people trust more upon Nokia mobiles rather than other brands. Nokia holds a large market share in Indian mobile market. It is necessary that Nokia should develop effective international marketing strategies so that it could ensure to remain in the competitive market. Report will help Nokia to develop effective strategies as there are various aspects that will be discussed in the report which will help the company to grow in the competitive international market.

Marketing Intelligence Assignment Help

Value Chain Analysis

Support Activities of Nokia

Firm Infrastructure

Nokia has maintained a well organized infrastructure which has employed many of the people. Nokia’s is headquartered in three countries as well it ensures to provide appropriate infrastructure to the people coming to work in the company.

For employees organization provides a proper working environment in which they can work comfortably. Although company is indulged in the international marketing, but for the countries like India, Nokia has provided manufacturing units so that it could manufacture effective number of cell phones and supply them in the market. Infrastructure of Nokia has a manufacturing unit, operation units, designing units and research units which help in bifurcating the work for the employees working in the company. This makes the work easy and helps in bringing quality to the product and availing the satisfactory products to the ultimate customers (Amarantou, et. al., 2016).

Human Resource Management

For the companies like Nokia it is necessary to ensure that it has an effective human resource management which could help the company in every step. It is important that company should focus upon the people working and provide them proper infrastructure and support. Nokia employed 61,656 people across 120 countries. It’s a huge number of people who are working in Nokia and to manage such number it becomes important that the company should have an effective human resource management (Kentistos-Rannos, et. al., 2016).

Human resource management of Nokia believe in placing right person at the right job so that people could work enthusiastically in the company and help the company to grow and provide better support to the customers attached with the company.

Information and communication technology

Nokia is working in a communication market and providing a proper support to its customers. Nokia is known for its quality products and support to the customers. To ensure that the customers should not get affected with the product, company has provided its customer care centers in every city of 120 countries. Customer care centers provide effective and valuable support to its customers. 24 X 7 hour support is being provided to the customers so that could use the products effectively and could get the solution to all the queries related with the products.

Procurement

Nokia is working at a big level and acquires a huge market share. To manage such a huge share it becomes important for a company to attach with various suppliers. To manufacture the mobile phones Nokia is attached with various suppliers who supply the material for the product. There are various supporting chains which helps the company to supply its products and services in the market. To work in such a huge level it becomes important for a company to procure with other companies which are also being done by Nokia so that company could deliver quality product to the target market (Stekler, 2007).

Primary Activities of Nokia

Inbound Logistics

Inbound logistics is one of the most important aspects for the company like Nokia. Company is working in 120 countries and there are various states and cities in these countries in which company is delivering its products and services, so as to ensure that proper and smooth supply should remain maintained company has developed a proper supply chain management system in which it has contracted with many of the logistics companies. Like in India Nokia has contracted with Gati Logistics so that it could maintain the supplies and avail its product in every state and cities of India (Pandey, 2012).

Operations

Nokia has various service centers as well as customer support centers which ensure to manage its operational works. Customer care centers of Nokia are available for 24x7 hours so as to provide proper support to the ultimate customers. All the operational procedures as well as paper work of the company is managed and processed in the call centers so that company could work smoothly and maintain its records in an effective manner. Managing operations in an appropriate manner is an important aspect for which company has operations team which works for the company and manages to provide proper support to the company.

Outbound Logistics

To manage the supplies company prefer to deliver the products with the help of various transport systems like trucks, ships, planes and railways. Nokia uses all type of transports so as to manage its supplies and has various stores in all the countries so that company could store its products at one place and then distribute the same to different parts of the country.

For customers there are various stores of Nokia availed by the company so that people could comes and get information related with the product and make appropriate decision of whether to buy the product or not (Albaum, et. al., 2014). 

Sales and Marketing

Sales and marketing is one of the most important aspects for a multinational company. There are various marketing techniques that are being used by the company to enhance the sale of the product. Nokia advertise its products through videos on social networking sites, through hording and prefer to sale the products on the online sites. There are various means availed by the company to sale the products like selling the products online, door to door sales and through Nokia stores. This process of Nokia has helped the company to enhance its sales and remain in the competition. It is necessary that the company like Nokia should have its focus on the sales and marketing activities so that it could achieve its target and attain success in the competitive market.

Customer Services

Customers are kept on priority by Nokia. To ensure that company could proper effective support to the customers company have provided various customer support and service centers. Nokia stores provide effective set of information to the customers and ensure that customers could make appropriate decision of whether to buy the product or not. To help the customers and maintain company’s value in the eye of the customer Nokia also provide after sale service to the customers. To provide after sale service to the customers Nokia has availed a customer care service centers in every city so that any defect in the mobile could be removed and customer queries could be solved in an effective manner (Huber, et. al., 2017).

Sources of Market Intelligence

Sources of Market Intelligence

Business Analysis

Competitor/peer analysis

Product Analysis

Geography Analysis

Consumer Survey

Forecasting Techniques

A

B

C

D 3Yr. Moving Average

E Error

F 5Yr Moving Average

G Error

2010

Q1

3363

 

 

 

 

 

Q2

3503

3492.67

10.33

 

 

 

Q3

3612

3837

(225)

3680.40

(68.4)

 

Q4

4396

3845.33

550.67

3478

918

2011

Q1

3528

3425

103

3216.20

311.8

 

Q2

2351

2691

(340)

3043.20

(692.2)

 

Q3

2194

2430.67

(236.67)

2504.80

(310.8)

 

Q4

2747

2215

532

2107.40

639.6

2012

Q1

1704

1997.33

(293.22)

1832.40

(128.4)

 

Q2

1541

1407

134

1838.60

(97.6)

 

Q3

976

1247.33

(271.33)

1322

(346)

 

Q4

1225

1121.67

103.33

1214

11

2013

Q1

1164

1184.33

(20.33)

1156.60

7.4

 

Q2

1164

1194

(30)

1212.20

(48.2)

 

Q3

1254

1124

(30)

1218

36

 

Q4

1214

 

 

1236

 


(Solberg Søilen, 2013)

 

 

 

Exponential Smoothing Constant (0.9)

Error

2013

Q4

1563

 

 

2014

Q1

1250

1406.7

(156.7)

 

Q2

1357

1125

232

 

Q3

1672

1221.2

450.7

 

Q4

1760

1504.8

255.2

2015

Q1

 

1584

156.24

(Abdous, et. al., 2008)

Advantages and Disadvantages of Using Moving Average Forecasting Technique

Moving average forecast technique helps in gathering appropriate information related with the company with the effect of which influence the decision making aspects of the company.

Disadvantage related with moving average forecasting technique is that it does not guarantee accuracy; data that is being gathered with the moving average method does not guarantee that it will be accurate all the time.

Nokia’s Brand Logo, Slogan and Corporate Values

Nokia’s Brand Logo

Above is the Nokia’s brand logo and Connecting People is the tag line of Nokia. Nokia believes in providing proper support to the people and wants to ensure that each and every person in this world should stay connected with each other. Hence, Nokia has developed the mobile phones so that people could communicate easily with each other and could share their feelings with each other. Nokia also believes in the quality and so ensures that it could deliver the products and services which are durable and effective. It is necessary that company could deliver the product which could be used effectively by the customers and this is why people trust Nokia more than any other mobile brand in the market (Albaum, et. al., 2014). Nokia does not compromise with its quality and ensures to avail the quality product at lower price so that people could afford to buy the mobile phones and remain connected with their families and friends.

Compare Nokia’s Product with its direct Customers

A

B

Nokia

C

Competitor

Smart Phone

Nokia has launched its Lumia series in the smart phones which are is a windows phone series and avail access to camera, video calling, chatting, voice navigation and many other features. Company is trying to deliver quality products to the target customers with updated technology. Upgrades in the technology are availed by the Nokia phones so that people could enjoy the new technical launches and ensure to enjoy the services in an effective manner (Abdous, et. al., 2008).

Samsung is one of the greatest threats of Nokia in the Indian market. Samsung has launches the Galaxy series in the market of smart phones which have avails android supports to the customers. Camera quality of the phones of Samsung phones is really good, mobile phones of Samsung are much more user friendly than Nokia. Samsung phones have obtained an effective market share and are being liked more by the people available in the market. Samsung is providing better navigation bigger screens and many other things to the people who are attracting the people and affecting the market of Nokia.

Tablet

Nokia N1 is the tables that are being launched by the company in the market. Nokia N1 is powered by 2.3 GHz quadcore Intel Atom Z 3580 processor having 2 GB of RAM, front and rear camera, bigger display and many more things. Tablet that is being launched by Nokia provides a good experience to the people available in the market. There are many works that could be handled with the help of tablet. Now people don’t require any laptop to carry with and work on that. Tablets are more handy than laptops and helps in delivering proper official support to the people available in the market.

Samsung tablets are launched in the market which is user friendly and effective to use. Samsung has launched Galaxy Tab S 10.5 LTE which is an android tablet having qualcom, Snapdragon 800 Exynos 5420 Octa-Quad Core 2.3 GHz processor which is much more effective and user friendly than Nokia (Solberg Søilen, 2013). Samsung provides cheaper tablets than Nokia and ensures that it could attract more and more people towards its products and services. For Samsung Nokia is a biggest threat for which it is upgrading its technology and availing to the people available in the target market.

 There are many other tablets of Samsung which are attracting people and affecting the market of Nokia.

Nokia’s Current Capabilities and Resource

Nokia is delivering its windows phones in the market and ensures to avail the quality products to the target customers. People available in the market trust Nokia because of its quality products and prefers to buy the products of the same rather than purchasing any other products and services. Brand value and name is the strength of Nokia in present time. It is required that rather than focusing upon the Windows phone, company should work on the new technologies, it is necessary that the company should work on the android technology so that company could attract more people towards its products. People in the market require the phones which are user friendly rather than restricted technology. Hence, availing the products which are user friendly will help Nokia to grow and will attract more and more customers towards its products and services (Abdous, et. al., 2008).

People in the market loves to use the products of Nokia this will help the company to attract more and more customer towards the products of the company. Little modifications like bigger screens, effective sound systems and android handsets will help the company to grow in the market and will help in attaining competitive advantage and defeating the competitors available in the market.

Mean And Median

2012

 

Q1

1704

Q2

1541

Q3

976

Q4

1225

2013

 

Q1

1164

Q2

1164

Q3

1254

∑X

9028

Mean= ∑x/N = 9028/7 = 1289.714    

Median= N+1/2= 7+1/2 = 4   

Hence, median is 1223

(Stekler, 2007)

Company Providing Marketing Intelligence

Marketing intelligence is the process in which everyday information of the company’s market could be gathered and analyzed to help the company in decision making process. Marketing intelligence helps the company to grow and develop so that company could attain competitive advantage and grow in the market full of competitors. Business intelligence helps the company to bring innovative ideas and reduces the risk of uncertainties. It helps in delivering better services and information to the people available in the market.

Blue Ocean is the company which is indulged in the market intelligence and provides effective solutions to the big firms like Nokia. There are various innovative ideas that are delivered by the company to the big names like Nokia. It avails the opportunity to grow and helps the company to indulge in the digitization aspects with the effect of which company enters into the digital marketing. Digital marketing has become one of the most important aspects in increasing the sale of the products and services in the market. Nokia should try to bring digitization in its marketing process so that it could attract more people and could generate more revenue (Kentistos-Rannos, et. al., 2016).

There are various steps that could be taken by Nokia to improve its Marketing Intelligence:

1. Marketing Intelligence helps the company to train and motivate sales force. This will help Nokia to grow in the market and will help the company to ensure that company could sustain and enhance its sales.

2. It also helps in motivating the distributors, retailers, and other intermediaries. People present in the supply chain gets motivated and help the company to manage its supplies in an effective way.

3. Marketing intelligence helps the company in spreading extreme network with the effect of which company could ensure to avail the effective set of information to the people available in the market and helps the company to move on the path of success and sustainability.

4. Market Intelligence also helps in setting up customer advisory panel with the effect of which company could ensure to avail appropriate information to its target customers. Setting up the advisory panel for the customers helps the company to develop trust among the customers with the effect of which customers could make decision of choosing the right products and services (Amarantou, et. al., 2016).

5. Market Intelligence helps the company to collect competitive intelligence through online customer feedback with the effect of which it could make changes in the product and could make it much better. Doing so helps the companies to attract more customers and to retain the old customers which help the company to attain competitive advantage in the market.

6. Market Intelligence helps the company to collect optimal usage of government data resources with the effect of which company could gain the information which could help the company to grow and develop in the market. Gathering appropriate information from the government helps in the smooth functioning of the company.

Three Indicators that a Company is Ready to Market Internationally

Dealing in the international market is one of the most crucial but benefitting aspects which helps the companies to ensure that it will move on the path of success and sustainability. There are various things that should be taken into consideration before entering into the global market because in the global market there is no corner for the mistakes or any other negative aspect because single mistake could affect the market as well as value of the company in the eye of the customers (Huber, et. al., 2017). Companies should gather appropriate information related with the market and should do proper market research before entering into it. There are various indicators that should be taken into consideration by the companies before entering into the international market, these are:

Get Companywide commitment

Define the business plan for accessing global market

Determining how much company can afford to invest in international expansion efforts.

Conclusion

With the analysis of various aspects in the report it could be concluded that there are various aspects which should be taken into consideration if a company dealing in the international market. International market is a very wide market which requires lots of surveys and researches. Without doing proper survey and analysis a company should not enter into the international market because it could affect the values of the company and so the revenue. Value chain analysis is another important aspect which helps the company to gather its position in the market and helps in making decisions of what next steps a company should take so that company could sustain and attain competitive advantages from the market.

References

nokia. (17 January 2010). Shaping the future of technology. Retrieved from http://www.nokia.com

Pandey, A. (2012). Optimising online marketing resources: SEO strategy. International Journal Of Technology Marketing, 7(3), 267. http://dx.doi.org/10.1504/ijtmkt.2012.048126

Albaum, G., Duerr, E., & Josiassen, A. (2014). International marketing and export management (1st ed.). London: Routledge.

Solberg Søilen, K. (2013). Exhibit marketing and trade show intelligence (1st ed.). Berlin: Springer.

Abdous, B. & Theodorescu, R. (2008). Mean, median, mode IV. Statistica Neerlandica, 52(3), 356-359. http://dx.doi.org/10.1111/1467-9574.00089

Stekler, H. (2007). The future of macro economic forecasting: Understanding the forecasting process. International Journal Of Forecasting, 23(2), 237-248. 

Kentistos-Rannos, T., & Chatzoglou, P. (2016). How intention to purchase is affected by the use of Comparison Shopping Websites. International Journal of Strategic Innovative Marketing, International Journal of Strategic Innovative Marketing, 276-289.

Amarantou, V., Kazakopoulou, S., Charzoglou, P., & Chatzoudes, D. (2016). Factors affecting “resistance to change”: An explanatory study conducted in the healthcare sector. International Journal of Strategic Innovative Marketing, International Journal of Strategic Innovative Marketing, 78-95.
Huber, Gossmann, & Stuckenschmidt. (2017). Cluster-based hierarchical demand forecasting for perishable goods. Expert Systems With Applications, 76, 140-151.