Abstract

Vertu, a subsidiary of Nokia, is a maker of luxury mobile phones. The case traces the beginnings of the company and its growth. It describes the new product launches of the company, its target markets, and the threats that the company faces. The case ends with a brief discussion on the future prospects of the company.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the importance of identifying or creating new niches in a mature market Understand different approaches to product differentiation Analyze the prospects for highly priced phones in global markets Gain insights into the nature of the market for

Keywords

Vertu mobile phones, Luxury mobile phone market, Marketing luxury products, Vertu collections, Marketing high-end mobile phones