Introduction

Nokia was once a global leader of the mobile phone market, reaching an enormous customers base, and successfully created barriers for any new players. Unfortunately, Nokia’s market share has shown a huge decline the past couple of years. It all started in 2007 when Apple launched the iPhone. Hoping to regain its leadership position Nokia entered into a partnership with Microsoft, creating series of smartphones called the Nokia Lumia. However, the company was unable to achieve its objective, and is still threatened by the rapid lost of its market share. Nokia’s main threats are not only from rivals in the industry, but also from the company itself. Nokia is having difficulties positioning its product and the customers are unable to recognize which product suits them.

SWOT analysis A way to monitor Nokia’s internal and external environment is to use the SWOT analysis. This method can better explore the strength, weakness, opportunity, and threat for Nokia. This help understand the company’s strategy in utilizing its strength and how they protect themselves from threats in the market, and whether it’s working to offset the weakness.

The main strength Nokia has is the brand itself. Nokia has been one of the most respected and well-known brands in the mobile market. Their products are recognized for the destined design, accountability and sturdiness. The brand is associated with the best product in the industry and has developed brand awareness. Although Nokia