芬兰诺基亚市场营销管理案例分析作业.doc

案例CASE example芬兰的诺基亚不仅仅是手机？他的市场营销管理策略是怎么样的？Nokia not so Mobile? 这家芬兰公司主导移动通信，但似乎并没有改变它的外观,在过去十年来,近期挑战和市场份额一直很缓慢。诺基亚的全线产品。在欧洲的市场份额开始下降，甚至在该公司的本地芬兰（如忠诚度是非常高的），这一比例从93下降到80。This Finnish company has dominated mobile telecoms but has been slow to recognize recent challenges to its market share.The Nokia product portfolio does not seem to have changed its look over the past ten years. Its European share in the market is beginning to decline, and even in the companys native Finland (where loyalty is very high), the share is down from 93 per cent to 80 percent.A Finnish retail mobile phone chain commented that other brands, such as Samsung and Sony Ericsson, have color screens that are so sharp, and the clam shell (folding design) is extremely handy. Nokia appears to be facing its greatest challenge since it transformed itself from a sprawling conglomerate to a highly focused telecommunications group in the early 1990s. The US share is also thought to have gone down due to competition from Motorola and LG of South Korea.Nokia is also suffering because of a desire by mobile phone operators to launch a superior look and feel over that of the handset maker. Vodafone and T-mobile are large operators looking for differentiation in the market. Exclusivity has never been a Nokia strategy. Co-branding is becoming more common, again a strategy not yet taken by Nokia.If Nokia were to continue to lose its share in the market, the tremor would be felt throughout Finland. This company has helped put Finland on the map as a technological leader, and due to its size the employee numbers are considerable. CASE exercise: Analyzing the causes of change 案例练习，分析变化的原因。Situations of change such as this draw attention to the complexity of the change environment. However, it is not sufficient merely to identify there triggers for change. Analyzing the relationships between them- in other words, their systemic nature- is ever more important. The multiple-cause diagram in the case example is an attempt to do this. Such diagrams have the power to capture the complex dynamics of change situations. They help bring about a deeper understanding of how interventions in one variable can have far-reaching effects in other parts of the situation. They act, therefore, not only in a descriptive mode, but also as an analytical tool for understanding and managing change.Write a brief account of how different elements of the temporal and PEST environments interact to influence the situation described in the case. (Analyze the PEST within the organization. PEST: political, economic, social and technological factors. )Consider how you could use multiple-cause diagrams to picture the multiple and interacting causes that bring pressure for change in Nokia Company. (Firstly, identify the symptoms and causes; secondly, making changes to the company. There are 3 things we can change: culture, structure, and processes.)