Market Analysis

SWOT

Ø  A widely used framework for organizing and using data and information gained from situation analysis

Ø  Encompasses both internal and external environments

Ø  One of the most effective tools in the analysis of environmental data and information

Ø  A SWOT analysis generates information that is helpful in matching an organization’s or a group’s goals, programs, and capacities to the social environment in which they operate

Ø  It is an instrument within strategic planning

Ø  When combined with a dialogue, it is a participatory process

Strengths

Positive tangible and intangible attributes, internal to an organization. They are within the organization’s control.

Ø  strong brand names

Ø  good reputation among customers

Ø  cost advantages from proprietary know-how

Ø  exclusive access to high grade natural resources

Ø  favorable access to distribution networks 

Strengths of Nokia

Ø  Is a dominant player in the smart phone market via its majority ownership of Symbian and its proprietary Series 60 user interface which are projected to represent majority of the 100M smart phones sold in the next 4 years.

Ø  33% market share still the largest cell phone vendor by far, with double the market share of nearest competitor

Ø  Size should enable Nokia to amortize R&D costs and to get cost advantages

Ø  Brand position: probably one of the top 20 brands in the world