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c :In the present generation there are too many products releasing in the market.

The
competition of new products in the market has been more while compared to the past. In
order to keep organisation competitive in the market new product development is essential. It
is the one of reason for success in the market. In order to keep there existing customers and to
increase the new customers nokia thought that continuous improvement is essential. This is
the reason the company has released wide variety of products and services in the market
whenever there is a need for change. That¶s why nokia still remains competitive in the market

The present project is based on the new product development of Nokia and how it
effects there competitors after the relase of the product in the market. For the discussion of
Nokia we had taken Nokia tablet as the product going to be released in the market. The
project is designed by assuming and adding some features to the product which might be
helpful for the Nokia to stay as competitor in the market.

 

   
  


         


  rver the past ten years there are too many changes in the market.
rrganisations are facing severe competitions. As the customer needs are changing the
companies need to change their strategy in view of the customer needs. Developing new
products for their satisfaction which attracts and simple to use is the major thing that the
customers are looking in these days.In the present global market there are many essentials in
order to operate a business successfully. For some organisations sales are adaptable, some of
them use the marketing technique, and some of them use the option production for there
improvement in the organisation. But after going in the research of operations management it
is found that the main component of any successful business will be done by successful use
of operations management. rperations management uses all the resources of business and it
will unite all the sources together and it will provide the outcome in such a way that all the
resources will be used to the customers more efficiently. The first plan of the successful
business operations is to make a make a business plan. The plan should cover all the
resources of the business and it should also cover the operational plan.

The above project is based on the organisation Nokia and its development of new
product. The organisation is Finland based and it is established in 1967.It is international tele
communication company and the product quality is the promise of the organisation. It is one
of the leading manufacturers of mobile phones in the world. So doing the research about the
new product in this organisation is quite knowledgeable and interesting. As the number of
mobile phone organisations increases and the demand for innovative products will increase.



     As the total UK market was covered by Apple products. The
competitor Nokia needs to bring the product so that it should able to grow in the market by
competing with Apple corporations limited. The new product that we are suggesting Nokia is
to develop product called Nokia tablet. Nokia tablet is very slim, less heavy, and able to do
multitasking and there will be an option to connect a USB device. In addition to these Nokia
tablet will have a camera for video chat and it has an added advantage of connecting
headphones or speakers to the device. It is different from IPAD in all these features. There
are some more benefits that Nokia tablet will have. Those are the battery can be replaced in
case of anything goes wrong, the device will operate with windows 7, no need of iTunes in
the device. In IPAD there is no way to upgrade the memory. This disadvantage will be over
come from this device.It is inconvenient while editing the long documents in IPAD where as
in Nokia tablet this feature is solved.In this manner Nokia new product can able to bring
change in the market. (Adapted from www.pubarticles.com)

       


 :In the present generation there are too many
products releasing in the market. The competition of new products in the market has been
more while compared to the past. In order to keep organisation competitive in the market new
product development is essential. It is the one of reason for success in the market. In order to
keep there existing customers and to increase the new customers nokia thought that
continuous improvement is essential. This is the reason the company has released wide
variety of products and services in the market whenever there is a need for change. That¶s
why nokia still remains competitive in the market. The other major factor is the maintaining
the quality and reliability of the product. As the technology is developing day by day
customers will expect more flexible and quality products. In addition to these the competitors
in the market if they release new products the customer count for nokia might decrease. So
according to the environment of the competitors, mind-sets of customer expectations and
technical improvement in the market new product development is essential. In order to
develop the new product the organisation should not blindly depend upon the customer needs,
a proper business plan need to be implemented which defines customer needs, markets which
are going to be served competitors and competitive strengths of each competitor which gives
an idea to evaluate potential opportunities. From the opportunities that the organisation got
through the research should be utilised effectively in order to develop a product plan.
Defining the product is the key stage in the process of development. In order to define the
product perfectly research need to be done in different areas. Some of those areas are target
market, meeting the financial objectives, expectations from the customers, product
specifications, and platform dependencies which related to data centre and management,
planning the capacity, process and support services and finally service level agreement. So all
these factors need to be researched properly while defining the new product.(RDI consultants,
2007)

c
          
:

1.„ The new product Nokia tablet released in the market in order to attract the customers
those who fell in comfortable in using IPAD.
2.„ As the total UK market mostly covered by Apple products, Nokia want to retain those
customers by implementing the new product. The product should be designed in such
a manner which overcomes the disadvantages of IPAD.
3.„ The product quality is the key factor of the new product. Because customers will only
like the products if they are designed with good product. For example if any product
has more defects due to manufacture the organisation name and fame will be damaged
and it will show a serious impact on the organisation.
4.„ To remain competitive in the market new product development is essential.
5.„ As the technology is improving Nokia should not remain in the position, it should
change according to the advancements in the technology.
6.„ Nokia want to attract the IPrD customers because most of the customers in the UK
market use IPrDS. Nokia want grow there business in this products as well. This is
one factor.

(           


  c
Nokia is developing new product to occupy a new product category which is in between
laptop and IPrD.When IPAD has released in the market there are so many customers in UK
who shown interest in this product. There is no competitor in the market. The product was
successful which made Nokia to design a product similar to the above product.So due to this
reason Nokia shown interest in developing the new product. Nokia has gone through all the
customer needs, present market conditions and it had released a product plan. Some of the
major advantages of Nokia tablet are the battery can be replaced if it is damaged in case. New
features like camera, USB port, expandable memory if needed, able to do multitasking, etc.

So if Nokia release this product it might attract the customer who shown interest on
IPAD. Apart from these reason it overcomes the disadvantages of the product. IPAD has
created a new revolution in the market. Customers those who feel that laptop is heavy to
carry they will use this product instead of laptop. The growth of the company has been
suddenly increased by the release of IPAD in the market. In order to get name, fame and to
improve there business Nokia wants to release a similar product like the IPAD. The most
import advantage of the Nokia tablet is it will be easy to carry to anywhere while travelling.
Because the weight of the product is not heavier than the previous one.

   


 
  : As the business environment depends
upon the internal and external factors which show impact on the functioning and processing
of Nokia. The internal factors include Nokia vision, mission and objectives. It entirely refers
to the management, company image and brand equity. The external factors of the
organisation include suppliers, customers, competitors and environmental factors. Let us
discuss how these factors will affect the Nokia in real time with porter five forces model.

Competitors with in the market: Some of the competitors like APPLE with products like
IPAD compete in the market which shows a serious impact of Nokia resources. This threat
already exists in the market. Nokia need to resolve this problem by releasing the quality and
specialized product.

Threat posed by new organisations: It might show an effect on Nokia if any existing
organisations like Samsung, LG, APPLE, etc. or a new organisations releasing product in the
product. This might make the customers attract towards the products newly released in the
market.

Threat caused by Substitutes: This threat will show effect on Nokia because if any competitor
releasing different product with similar functions it might cause a problem.

Power of suppliers with there bargaining: Suppliers can have a huge control on Nokia if the
company entirely depends on it for raw material and may be due to some other factors. There
is a risk of integration by the supplier as well.

Power of customers with there bargaining: There will be a serious impact on Nokia if the
customer demands for lower the price of the product. It might be because they demand better
quality product, the competitor released better product than this product and the expense of
industrial profitability. This is the major problem among all others because customers are the
main source of the Nokia which made the firm to grow in the market tremendously.(Adapted
from www.scribd.com)

h       


: As the trend is changing product development is the
key factor of any organisation. Nokia designed the product Nokia tablet in eight stages. Those
are

Idea generation: Nokia is mainly got an idea this product with the effect of existing
competitor Apple and based on customer needs.

Idea screening: This is the stage that Nokia need to satisfy the customers with the product. It
should calculate weather it is feasible and profitable in the market.

Testing and developing the product: This is the third stage in Nokia NPD. This is the stage
for the marketing and engineering employees in the firm. A prototype of Nokia tablet is
prepared in this stage.

Business analysis: The potential profitability of Nokia is mainly analysed in these stage. It is
very important area of developing Nokia tablet. This is the stage where we can increase the
cost of the product by analysing the market strategy.

Beta testing and market strategy: A working prototype of Nokia tablet is implemented, tested
and focussed among different groups.

Technical implementation stage: Estimating the resources of the customers, collaborating the
suppliers and anything else for planning will be done in this stage.

Commercialisation: Nokia tablet is released in this stage, advertisements for the product are
done and feedback from the customers¶ needs to be taken in this stage.

Nokia Tablet pricing: This is the final stage which looks at the pricing level of the product.
Steps need to be taken to ensure that the price is at right level. Finally forecasts of long term
profits will be done. (Adapted from www.articlesnatch.com)

!              :

h c  
                
    " # $ % & ' (
 Idea generation Xxxx
" Idea screening xxxx Xxxx
# Testing and Xxxx Xxxx Xxxx
developing
$ Business Xxxx Xxxx
analysis
% Marketing Xxxx Xxxx
strategy
& Technical Xxxx Xxxx
assessment
' Commercialisa xxxx
tion
( Pricing xxxx

c  


         For completing the project of
Nokia tablet there are five stages to finish the task. The five stages of the action plan are
discovery, building business case, development, testing and validation and launching the
product. The first stage of the plan is discovery. In this stage all the research has been carried
from the customer needs to the competitors in the market. So all this has been placed together
and in the second stage a business case has been implemented through which all the needs of
the customers has been met and Nokia need to make sure that the product that they are
developing should be similar to the competitor product so that the new product will remain
competitive in the product. The third stage of the action plan is development in this stage a
prototype is developed and features will be advertised in the market. Feedback is taken from
the customers in this case. The fourth stage will be testing and validating the Nokia tablet.
Feedbacks from the customers have been resolved in this stage and the final stage will be
launching the product in the market. The final stage includes product pricing as well. In all
these stages product quality should be maintained proper and the workers should work in
teams. Each team is assigned with the team leader. The team leader need to take initiative of
the team. The product development should be divided into tasks, each task will be given to
each team leader so that it will be easier to maintain the quality of the product while working
in the teams. (Adapted from www.prod-dev.com)

"

(   
            There are two types of
research methods in the market. Those are inductive method and deductive method. The
research method for finding out the potential of the new product of Nokia is deductive
approach. The reasoning of the approach is from more general to specific. It is a top down
approach. Statistical inference and numerical estimation are the types of analysis for the
deductive method of research. These methods can be used to know the potential of the new
product.Here conclusion follows logically from the surroundings. For Nokia deductive
approach is used because they want to know about the product logically from the customers
and moreover arguments which are truly based, protocols and accepted principles are used for
this research. Deductive method follows this steps this is the reason why Nokia need to use
this method of approach. (Adapted from www.drburney.net)

Primary data is being proposed to be gathered data from the market. Because primary
data is the data available from the sources from the customers, the organisation Nokia,
suppliers and the competitors like IPAD in the market. The main source for gathering the data
will be from the customer reviews and there feedback has been collected by there percentage
of votes in the category. Then the potential of the new product Nokia tablet can be known in
the market. If the product is failed in the market then steps need to be taken in order make
sure that the reasons for the failure of the product need to be resolved. The reasons of failure
will be known by the feedback from the customers. Then the quality of the product is another
crucial thing for failure of the product. Hence keeping all this things in mind new product
development need to be done perfectly.

(    )


      
There are various types of resources
available in the organisation but the most important resources for developing the new product
in Nokia are financial resources, technical resources, physical resources and research and
development. Let us discuss all these resources in detail.

Financial resources: As Nokia is famous for the quality products. The financial resources of
the organisation are more enough to be as a stable competitor in the market. There are only
fewer failures of the products that are released by the organisation. This will be an example
for stronger financial resources in the market.

Technical resources: These mainly concentrate on the administration and expert sing the job,
salary, promotions, qualified training and other additional allowances which makes Nokia to
grow technically fast. There will be a technical department in Nokia which is a customer
service. It means it will give solutions to the customer problems. There are some other
organisations which are helpful for Nokia technically. For example the product which is
designed and assembled will not be in same place.

Physical resources: The physical resources of Nokia include premises, plant, machinery,
equipment, materials and stocks. Premises mean location of the site, storage facilities and are
the firm is to buying or renting. The choice of location is situated which is near to the
transport links. A careful planning process is required for getting the plant and machinery
equipment. This process will be done with cash flow forecast.(Adapted from
www.businessstudiesonline.co.uk)

Research and development: The research and development of Nokia creates mobiles
according to the change in the market. Due to the faster growth of technology Nokia should
not remain at same place in the market. It should release the new products as per the technical
change in the market. For this proper research and development staff is essential. Nokia has
done this in the past and it is doing in the present as well. Due to the proper research and
development staff Nokia has able to release wide variety of products in the market.

h         Nokia is the brand which recognises all over the world. It is
one of the leading manufacturers of mobile phones in the world. It has good reputation. So
any other organisation can able to give financial support for Nokia. The best possible way of
getting financial support for Nokia is through the shares and debentures in the public. The
research and development for the Nokia will be available from other organisations which are
technically faster in designing mobile phones. These firms they always do the research and
develop the product plans for further development in the future. The physical resources of the
organisation will be met by getting the shares, or investors and debentures in the public.
Sponsors will be doing the jobs like site location, equipment, plant and machinery. The
technical resources of Nokia are mainly the staffs that are technically proved in designing the
products. There will be a contract based technical staff and permanent based technical staff in
Nokia. The recruitment of the employees is in the hands of human resource department.There
will be a technical department in Nokia which is a customer service. It means it will give
solutions to the customer problems. There are some other organisations which are helpful for
Nokia technically. For example the product which is designed and assembled will not be in
same place.

#     
        
  
 

 h  A marketing strategy is like a focus on the business. It will identify the
different ways of speaking with the customers. It will make the organisation to concentrate on
things that creates more sales. It tells the organisation what to say, in which process we need
to say and who to say to it in order increase the sales of the business. Every time when we
speak to some others or other organisations it means that we are involved in marketing. Any
discussion regarding the organisation is an opportunity to promote the business and increase
the sales. The marketing objectives of Nokia will mainly focus on how to build the business
and increase the sales. It will be done by maintaining the existing customers and increasing
the new customers. Marketing strategy will help the organisation in putting the right mix of
marketing approaches in place so that we can bring the sales and marketing activities together
effectively. Marketing strategy approach will be successful only if the organisation
understands the needs of customers. There is no other substitute of knowing the needs from
the customers. Experience and a lot of two way communication between the customers and
the organisation will be known a lot about customers. But a targeted market research will
build a more detailed picture of the customer segments with similar needs with in the
organisation. So finally it can be said that a marketing strategy will help the organisation to
understand how to target on customer needs without wasting the time on customers who are
not interested in the company offer.

rn the other hand marketing plan will makes the organisation


to place the strategy into action. rrganisation budgets and deadlines will be set out by proper
marketing plan. It will also make how the organisation is going to talk to the target
customers. Timing the activities within the organisation to properly fit the buying cycles will
save money and increase the sales of business. So proper marketing plan will help the
organisation to reduce the money and increase the sales of the organisation. (Adapted from
www.marketingdonut.co.uk)

h  *  *      h

SWrT analysis is a tool for explaining and auditing the strategic position of Nokia and its
business environment. Strengths and weakness are considered to be internal factors of the
organisation. rpportunities and threats are to be considered as external factors of the
organisation. Let us discuss how these factors will affect the organisation Nokia.

Strengths Weakness
The technological skills of Nokia are strong Sometimes due to the failure of technology
enough to be as competitor in the market. or due to lack of strong commitment product
might fail in the market.
Nokia is a famous brand which is recognised Sometimes this brand might fail due to
in the international market competitors that are strong enough than this
brank for example if they release products in
the market
Quality Products are one of the strengths of Failure of quality has been happened before
Nokia. with Nokia so steps need to be taken to
ensure quality products are produced.
Customer loyalty is one more advantage of Customers might lose if there is continuous
the Nokia failure of products in the market.
The distribution channels is spread all over Sometimes this distribution channels will
the market which is an important strength for because of improper communication between
the Nokia them.
The Music system with Nokia products are Improper call quality happening sometimes
good than the others. with Nokia products.
Battery is more capable than the other The battery is heated more than the other
products in the market products if we use the product for long time.

rpportunities Threats
Changes in customer taste might be an Changes in customer taste might be a
advantage to Nokia because they can come to disadvantage to Nokia because they can
purchase this product if they get bored of purchase other products if they are releasing
using other company products. newly in the market.
Changes in government policies will be an It may be a threat if the product is against the
opportunity. policy after the change in government.
Liberalisation of geographic markets Closing of geographic markets
If the taxes are low it will be an opportunity If the taxes are increased customers will not
for the Nokia be able to purchase the product. So it will be
a threat to the company.
Environmental changes might be an Environmental changes might be a threat to
opportunity the organisation

SWrT analysis adapted from www.tutor2u.net

h: STP stands for segmentation, targeting the customers and positioning the
product. Basically the strategic marketing planning mainly follows from the vision, mission
statement in order to select the target markets. So the organisation will offer the positioning
of each product or the service. The essence of strategic planning is segmentation, targeting
the customers and positioning the market. (Kotler, 1994)

Segmentation: This is the first stage of market analysis which consists of identifying the
segment. It is in the hands of business analyst who has an option for identifying the segment
in the market using different sets of criteria including the needs of the customer, his benefits
and behaviour measures of the customer.(Wilkie, 1990)In this categories the options
available are truly overwhelming and in many cases different segmentation categories will
steer strategy along with different paths. If it is happening like that most of the authors
recommend different segmentations.

Targeting: This is the second stage of the marketing strategy. rnce Nokia has chosen a
market segment it should chose a competitive strategy like Apple or Samsung or some other
organisation. During this process it is very important to review the selected strategy across
segments and explore normal strategic approaches. In some cases it will become like counter
segmentation will be applicable. In other cases the development of different mixes will be
applicable for each segment which covers inconsistencies.

Positioning: This is the third stage of the marketing strategy. This stage is nothing to do with
the product but it is only applicable with the mind. By proper understanding how the mind
will receive the information, stores or rejects the information it will improve the chances of
making the positioning objective Coincide with the actual positioning in the target customers.

Finally it can be said that understanding the STP analysis is probably one of the best
important processes management should undertake together at the onset of new offer creation
as well as periodic revision of the protocols of offers and strategies used by the
organisation.(Adapted from www.eurekafacts.com)

 * *  


     

Product: The Nokia is targeting the customers of IPAD with releasing the Nokia tablet. The
Nokia belief is that the product that they are releasing has higher specifications with less
disadvantages, good quality and at reasonable price. Marketing of the product will be done
prior to the release in the market. The main target of the organisation is to offer wide variety
of quality products and retain more customer attraction than any other organisation in the
market.

Price: There are two factors that affect the variation of price of the product in the market.
Those are internal factors and external factors. Internal factors of Nokia are goals and
objectives, cost aspects and Nokia consideration. The goals and objectives of Nokia are to
make sure that Nokia tablet need to survive in the market. To maintain this strategy the Nokia
increase or decrease the price in order to increase the sales of the product. The other cost
aspects include raw cost or costs that are involved while transporting the product. The
external factors that affect the price of the product are demand of product in the market and
Pricing Strategy of IPAD.

Place: Place of the product varied according to the time. The product will be sent from the
Nokia to distributor, from distributor it will be going to retailer and then finally from the
retailer to the customer. There are small and large distributors for Nokia. As it is a
international brand it has more number of distributors. So there will be no problem for
transporting the product.

Promotion: Nokia uses extensive promotional tolls for releasing any new product. As Nokia
tablet is complete different category it¶s not an IPod or laptop or mobile phone. It¶s a new
category developed by Nokia after the Apple extensive promotional tools are used in order to
promote the new product. The promotional tools that are used by Nokia are

u„ Sales promotion
u„ Advertisement through Media
u„ Finally through public relations. (Adapted from www.scribd.com)

       
   From the given three tools of marketing
strategy, the best suitable tool for the Nokia Ansoff matrix.For marketing structure these
analysis is very important. This procedure not only explains the present condition of the
marketing strategy but also it is used for the future references. It was well created by Ansoff
that is the reason the name of the matrix is Ansoff matrix. It not only differentiates the
present and future positions of the market but also it gives accurate listings of the profit and
growth of the organisation. It also gives an idea of creating a new product whenever there is a
demand of the organisation in the market.The strategy of the new product Nokia tablet is
explained in the following table which is provided by Ansoff matrix.

Existing product New product


Existing markets Product performance. Product development
New Markets Market development Diversification
Product performance will be improved by the marketing the existing product and it will on
Nokia how it is going to be executed to face the competition and to increase the of demanded
goods in the market. Market development will be done by the release of branded products in
the market. And the products should be promoted to increase the sales. Product development
techniques are discussed in the before topics. Diversification is a method to develop a
marketing plan. The new market always looks for the new things and company will use
depending on the requirement and change in the product will create a selling figure in the
market.

   
  : There are various tools used for developing the marketing
strategy of Nokia. But the most important strategy in order increase the sales and improve the
quality of product is developing feedback systems.The benefits that are gained from a
feedback system are significant for Nokia. It will make opportunities for the supply and make
use of feedback always allow Nokia to monitor the activities and also to make any changes
whenever they needed. Feedback will be a crucial while bringing the change in the
management. It will be done by simple observing the effect of the first stage of a change
process and finding out about its effects it is possible to introduce a later stage with high rate
of success than the previous one. There has been a considerable change in the development of
ideas about the measures and indicators in the public sector.

It can be said that if any new product launched in the product. If there is any
problems, by getting the feedback from the customers only it will be known to the
organisation. So the problem will be resolved by this step. Also feedback will be showing the
diference in the products between the organisations. For example if Nokia is released Nokia
tablet then the question which product is more popular will be known by the feedback and
reviews by the customers.(Adapted from the book MRPP)
      c
 

u„ Nokia is a trusted brand in Asia so it has a fair resale value. So the customers from
Asia there is no problem of purchasing the product.
u„ The Asian market is huge and diverse. Rural customers especially brings a lot of
unexploited opportunities along with its own set of challenges.
u„ Nokia communication sector is one of the first to tap the potemtial of the market.
u„ Nokia believes in innovation so it is always leading than any other brands in the
market.
u„ The only way to succeed in the Asian market is to provide better customer service and
make a brand image. Asians trust Nokia for mobile phones and a lot of brands only
compete through customer satisfaction.
u„ In Asia, consumers tend to change their phones faster than in most other places. And
whenever they change their phone, 60% are willing to pay a higher price. (Adapted
from http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4220)

References:

1.„ www.pubarticles.com
2.„ Management research project and presentation.
3.„ www.scribd.com
4.„ www.articlesnatch.com
5.„ www.prod-dev.com
6.„ www.drburney.net
7.„ www.businessstudiesonline.co.uk
8.„ www.marketingdonut.co.uk
9.„ www.tutor2u.net
10.„www.eurekafacts.com
11.„http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4220

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