This report highlights the research done based on the investigation of the smartphone industry to identify the main segments in the market, analysing the situation of Microsoft-Nokia partnership and its flagship Microsoft Lumia and its performances running on Windows 10 mobile, and to design a marketing mix program that helps the division to gain a competitive advantage in the market place. In 2013, Microsoft announced its purchase of Nokia's mobile device business, Microsoft continued to use the Nokia brand on Lumia devices until 2014 according to Warren when it began to officially phase out the Nokia name in its promotion and production of smartphones in favor of Microsoft branding.
The market segmentation of Lumia into several groups suitable for competition is based largely on defining the segmentation variables. Preliminary findings show that the younger user consumer segment rather than business market is viable. Lumia 535 is appropriate as a product that will attract with its unique proposition. Careful deliberation has been made to ensure that a targeting strategy fits the organizational objectives. This is conceptualized using a product specialization pattern and concentrated niche market target strategy simple due to the lack of brand presence, declining sales volume and a possible untapped market.
A well-positioned strategy to place Lumia into customer’s mind is critical which they can associated Lumia’s attributes based on customers first policy as a winning proposition. Situational analyses and evaluation of Lumia’s share, sales and profit performances are made, with up-to-date reliable statistics as evidence. Any further rationale or implications as to any strategic directions are provided, leading Lumia forward to achieve its marketing goals.
Any marketing programs and strategies to achieve the goals are further executed by adopting the marketing mix decisions based on creating a productive experience in the product with value and marketing through a social media presence and reductive distributors. A marketing budget requiring 20 k/mth or more is necessary.
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