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Key Topics
Requirement
An exercise on using Google to conduct exploratory research:
-Identify a marketing issue related to a company, product, or brand
-Describe your Google Trends and Keyword Planner findings
-Generate marketing insights based on your findings
-Develop at least one research hypothesis based on your insights
-Identify any additional data you need in order to test your hypotheses
Solution
Marketing Issue of a Company
There was a time when Nokia the mobile company was the leader in the marketing industry. Till 2005, Nokia was ruling the industry. But the downfall of the company started when the competitors like Samsung and Apple took over to the marketing industry. The marketing issue of Nokia was it failed in attracting customers in order to sell the products. Whereas, the other companies were promoting their products to a large extent and were attracting more customers (Silver et al., 2013).
Therefore, the marketing issue of Nokia was the bad marketing and advertising strategy in order to attract more customers. The old models of the software were used by the company. This resulted in huge losses and the company was facing difficulties in recovering the cost. The strategies of the company were not promising enough. And the company started losing its customers, and people were switching to other companies like Apple, Samsung, etc.
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Google Trends and Keyword Planner
The graph below shows the decline in the search request by the internet users for the term “Nokia” in the past five years.
And there is a similar trend for the keyword “Nokia Mobile” as shown in the image below:
The graph below shows the falling interest of people in the “Series 40” OS of Nokia over the past five years:
On the other hand, the trend for the keyword “Apple Inc” can be seen from the below graph which soars higher at every major launch of company’s product:
Findings
The graph above shows the fall in the Nokia as a brand in the eyes of the consumers. If the trend of Apple and Nokia is compared directly, it can be inferred that the innovation and marketing rightly is very important. Some other findings have been discussed ahead.
The findings for the above-given marketing issues of Nokia are ("Why Nokia's Marketing Strategy Failed," 2012):-
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The company didn't know their value proposition and this resulted into a bad marketing strategy for promoting the products in order to attract more customers. Value proposition helps the customer to identify the difference between the products of the company.
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The company was lacking in consistency as they didn’t know what message is to be given to the customers. If the company itself is not clear with the message then how the customers will get the clear message and buy the product.
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The middle-level managers were not getting support from the top management instead they were being insulted and discouraged most of the time. Therefore, the employees were not doing their job rightly and that became a problem for marketing strategy.
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The products were not developed as per the customer's need and they felt that the newly developed products are repetitive. And because of this customers started losing their interest in the company. Therefore, Nokia didn’t understand the customer’s requirement and this resulted in a bad marketing strategy.
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Nokia refused to cooperate with other companies in order to work in a team because the company wanted to make high profits through monopoly. Therefore, this created a major problem for the company and it was making bad marketing strategies in order to sustain the position.
Marketing Insights
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Nokia could have focused more on the rural areas in order to advertise the products and attract more customers. Because most of the companies don't promote their product in the rural areas. Therefore, this could have helped the Nokia to improve their marketing strategy and attract more customers (Staff, 2016).
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As the company had a good department of resource and development, it could have utilized that in order to provide products and services to the customers as per their requirement and this could help the company to improve the marketing strategy.
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The company could have improved the marketing strategy if there was a support of top management to the middle level of management. This could make the employees motivated and they could develop the better marketing strategies for the company in order to increase the sale of products and attract more customers.
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Nokia could have also tied-up with the existing companies in the marketing industry in order to improve the marketing strategy.
Research Hypothesis
It refers to an assumption which can be defined as a solution to the issue. The research hypothesis based on the insights identified above:
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More focus on the promotional activities in the rural area helps in the improvement of marketing strategy.
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Research and development based on the marketing impact the company’s sustainability.
Additional data required for the test of hypothesis
The data will be gathered from the researches which were done earlier and the information will be compared with the data which will be gathered through the surveys as the primary research. The data is required in order to check that to what extent promotional activities in rural areas helped the companies to improve their strategies. And how this helped them in attracting more customers.
The data is required in the aspect of research and development in order to check whether R and D actually helped the companies to improve their marketing strategy and if helped then to what extent it helped in increasing the sustainability of the company.
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Recommondations, N. (2016). GRIN - Nokia's Marketing Strategy- Analysis and Recommendations. Grin.com. Retrieved 17 September 2016, from http://www.grin.com/en/e-book/263916/nokia-s-marketing-strategy-analysis-and-recommondations
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Silver, M., Heyward, A., Gimein, M., Caesar, E., Borowitz, A., & Cassidy, J. et al. (2013). Where Nokia Went Wrong - The New Yorker. The New Yorker. Retrieved 17 September 2016, from http://www.newyorker.com/business/currency/where-nokia-went-wrong
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Staff, E. (2016). Nokia Failed Because They Did the One Thing That Drives Most Companies into the Ground. NextShark. Retrieved 17 September 2016, from http://nextshark.com/the-fall-of-nokia-has-an-important-lesson-in-success-everyone-should-know/
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Why Nokia's Marketing Strategy Failed. (2012). Peter Sandeen. Retrieved 17 September 2016, from http://www.petersandeen.com/nokia-marketing-strategy-fails/
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