New technology also cost less such as LG KS360 is a new phone with key pad and internet facilities but Nokia is a brand that has attract people minds towards their products. Nokia have chosen this income because most people can’t afford to the phones when they took it out on a maximum contract with mobile networking companies.
Recommendations for Improvements: -
Recommendation for improvements might be in the light of PESTLE or SWOT analyses. Nokia have to be careful when deal with launching a new phone because they have big competitors in the way and they are trying as best as they could be beat Nokia. PESTLE analyse have a huge impact over all businesses as it deals in Political, Economical, Social, Technological, Legal and Environmental. Political factors have a direct impact on Nokia that how the business runs. All the decisions are taken by the company should be under the government policies and legislation. Technology factors have changed the whole businesses and increase the number of competitors. Technology factors are beneficial for Nokia because as the internet has increased the number of consumers, so Nokia can offer more to the consumers. SWOT analyse is playing a huge role in running a successful business. Nokia strengths are Nokia brand image and it could be further improved by having a high market share in the phone market. Nokia weakness could be that same phones are being manufactured by the competitors which have the same functions. Nokia can improve this by developing different phones from all other competitors. Nokia have good opportunities because they have brand, name and image. Nokia is still ahead of every competitor but if they offer more better service such as touching system or keypad phones, they will beat its every competitor. Thread to Nokia could be that Apple has launched a smart iPhone while blackberry is continuously manufacturing PDA (Personal Digital Assistant) phones which allow the users to use WAP. These kinds of threats might lead down Nokia.
Recommendation for improving the demographical segmentation would be that Nokia should choose different age group because some posh people who can afford the phone but due to Nokia are not targeting at them will not buy the phone. Nokia should carry out some more research about boys and girls. What are their likes and dislikes in a phone. Some people might get bored because of same applications in new phones and thus they leave it. Nokia have to take care of PESTLE and SWOT analyses in order to remain high in the market.
Psychographic Segmentation: -
Nokia have chosen Psychographic segmentation according to their research results. As Nokia have aimed its phone at 16-30 age groups, these groups have different people who have different interest in different applications. Most people would love to have internet facilities in their phones. E.g. Blackberry is covering the market because most computer technician prefers to have Blackberry phones, which allows them to use internet on their phone. Nokia N96 also depends on what kind of people is buying it. It would suit that person who runs a small business or self employee. People who are self employees therefore might have a good interest in the internet and ultimate messaging services because they have to be alert from day to day business life.
Now a day’s phones company have made it easier for the customers to have access to the internet but it depends on what network they are using. E.g. if they have 3G network then they have a free access to internet browser for most of the websites such as eBay. People opinions changes when a new product takes place in the market. An example would include apple because it’s a sensitive touch screen phone and it allows its users to have a new applications such as x-rays, photo burners etc. It’s just like some one is playing on a PC. The graphics of iphone and internal memory might satisfy people opinions. The games are also interested, and are controlled though moving up and down the phone. Teenagers or Bachelors would like to have a good camera on their phones and high internal memory so when they go on holidays or tour they can capture the good moments with high quality of camera. Most people would prefer to have a high mega pixel camera in the phones. But some brands such as LG would not sell its phones, although it have high mega pixel camera which ever an phone has in the current mobile phone market but people have very low interest in LG brand.
Recommendations of improvements: -
Psychographic segmentation could be affect though SWOT analyse as Nokia Strength would be its brand but Weakness could be lack of applications in phone due to which people don’t want it. Opportunities might be good marketing share in mobile phone market but Threats would be the huge competitors and their products.
Nokia can improve the psychographic segmentation by increasing the number of facilities in the phone. Although Nokia can be affected through different analyse but they have to be care full and operate the business according to government statuary. Nokia have to make sure that they satisfy customer interest and meet their opinions. Nokia is already offering BBC iPlayer which is good for those who love to watch Dragon’s Den or other BBC drama, but as on other side Apple is offering the whole internet service in their phone. Nokia should let the users to have a full free access to the internet, which might change people opinions. Most people interests are in music and they want huge internal memory to save their favourite music in phones. Nokia should manufacture a good internal memory phone, so people can be attracted.
Benefits: -
Nokia N96 offers wide range of benefits to its customers. These benefits include internet, Sat Nav MP3 player, Video player etc. Nokia N96 offers internet service to its customers which allow the user to use internet where possibility of mobile network is available. This will let the customers to watch their favourite dramas on BBC iPhone and check their emails and online accounts as well. These benefits are completely different from previous Nokia phones in terms of technology, applications and design. Nokia N95 black and Nokia N96 have another benefit which is that it let the user to watch full HD videos on phones. These kinds of expectations can attract people and make them to buy the phone. 3D satellite Navigation is also available in some cars and those cars cost too much capital. Normal people will use the benefit of Nokia N96 which has made it easier for the user to find their destinations thorough the phones with 3D objects. These kinds of applications have made Nokia more successful. MP3 player offer a good service in the phone, and the customers can listen to music for up to 8 hours. Nokia stand-by time is 48 hours and talk time is 10 hours. This signifies that Nokia N96 has a good battery life as well.
Nokia fans would expect the above benefits from the new phone and would prefer to buy it.
Recommendations for improvements: -
Recommendations for improving in benefits would be that Nokia should full fill every need of their customers. Nokia N96 also offer good benefits, besides it got BBC iPlayer but some disadvantages it has been gone down. Nokia should install some new applications such as photo editing or other music player etc. People like new applications and due to that they buy that phone which offers the specific applications and needs. The purpose of recommendations is that Nokia would be No.1 market brand in the mobile communication market.
