Strategic+Group+Analysis

Nokia’s strategy is to target its customer groups, customer needs and to differentiate itself from its competitors. As Nokia states on their website, almost one out of three phones used is a Nokia and they impact millions of lives with their product. They want to be known for their innovations and for their emphasis on protecting the environment throughout the cell phone process. Nokia is targeting a large customer group that ranges in ages and demographics. They use new technology such as online access, apps that allow Facebook and MySpace access and even music downloads for younger customers that want to listen to music on their phone. Nokia is also targeting older customers that may need additional help using their cell phone. For instance, in 2009 Nokia marketed a product called Loopset LPS-5 that allows customers with hearing aids to use their cell phone hands-free to connect to their Bluetooth or other device without interference with their hearing aid. Marketing more services to older generations such as the Baby Boomers will allow Nokia to retain, if not gain, more growth in their products due to the growing demand from this generation of customers. Nokia also researches customers needs each year to see what consumers want and need as well as what they use in their cell phones. They use the research results to help formulate how to improve their products, services and even way of business. While Nokia wants to be innovative, they have missed an opportunity by being slow in offering the newest technology that other companies offer such as touch screen phones or apps for business. While Nokia has started offering these specialty items, they have been unable to compete because they were so late-to-market especially for business and industries. For instance, more than 87% of the healthcare industry’s apps for smartphones is offered by Apple and one-tenth of that number is offered by Google’s Android which comes in second (Chester Street Publishing). Nokia is not even mentioned because its healthcare apps are just becoming available. With a growing industry like healthcare, Nokia needs to become more aggressive and innovative in order gain market share to succeed in the future. One way that Nokia differentiates itself from the competition is through its strong emphasis on being environmentally conscious. Nokia prides itself on being a responsible citizen and keeping environmental concerns a priority. Nokia's creating cell phone devices that use less electricity and less material to be more environmentally-friendly. They even give tips, recommendations, to Nokia users on how to be more energy efficient with their phones with tips from unplugging the phone when it has been charged to turning off phone applications when they are not being used. They also stay aware of their impact throughout all stages of development, production and even distribution of their phones. Chester Street Publishing, Inc.; 30 Percent of iPhone Health Apps are for Healthcare Professionals, According to New MobiHealthNews Research Report. " //Physician Law Weekly// 17 Mar. 2010: Research Library, ProQuest. Web. 22 Mar. 2010.