Department of Economics, East Asia Institute of Management University, 9 Ah Hood Road, Singapore
Research Article
A Stratified Technical Research into the Go-to-Market Strategy and Data Specific Planning of Lumia Smartphone Division
Author(s): Patrick Sim Puay-I*
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 consum.. Read More»
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