Nokia: Losing Ground in India

Nokia: Losing Ground in India
Case Code: BSTR447
Case Length: 19 Pages
Period: 1994 - 2013
Pub Date: 2014
Teaching Note: Not Available		 Price: Rs.500
Organization: Nokia
Industry: Telecommunications
Countries: India
Themes: Globalization, Strategic Alliance, Growth Strategies
Nokia: Losing Ground in India
Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

The case discusses the downward spiral of the once leading mobile handset company, Nokia, in India. Based in Finland, Nokia entered India in 1994. From then till 2007, it had been leading the Indian mobile market. Nokia had been popular for introducing low cost phones catering to the needs of low income consumers. It customized its products for the Indian market and offered Indian ringtones, user menu in local languages, and sturdy phones that could withstand the extreme weather and dust in India.

However, after 2007, Nokia failed to sense that trends were changing. It ignored the changing demands and needs of the customers. Also, its inability to cope with the severe competition and its dependence on a more complex operating system, Symbian, made its position shaky in India.

Issues

  • Understand the causes for Nokia’s success in India
  • Study the strategies adopted by Nokia to lead in the Indian market
  • Examine the various factors which led to Nokia losing its position in the market
  • Discuss how the acquisition of Nokia by Microsoft would impact its Indian operations

Contents

Keywords

Mobile phones, Nokia, Apple, Samsung, India, Microsoft, Android, Symbian, Localization, Smartphones, Acquisition, Dual SIM Phones, Tablets

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