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Strategic Planning: Company Organization Person

A mission statement outlines the overall goal and purpose of an organization's existence. It provides context for developing strategies and guides decision-making. Effective mission statements clearly articulate the organization's purpose and value provided to key stakeholders like customers. Nokia's mission in India was to capture the widespread market. It adapted products with India-specific features at appropriate price points. Nokia established an extensive distribution network to reach rural markets and promoted through print and television to build awareness of its non-popular brand.

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Sohit Agarwal
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46 views

Strategic Planning: Company Organization Person

A mission statement outlines the overall goal and purpose of an organization's existence. It provides context for developing strategies and guides decision-making. Effective mission statements clearly articulate the organization's purpose and value provided to key stakeholders like customers. Nokia's mission in India was to capture the widespread market. It adapted products with India-specific features at appropriate price points. Nokia established an extensive distribution network to reach rural markets and promoted through print and television to build awareness of its non-popular brand.

Uploaded by

Sohit Agarwal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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What is Mission Statement:A mission statement is a statement of the purpose of a company, organization or person, its reason for existing.

The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. It provides "the framework or context within which the company's strategies are formulated. Effective mission statements start by cogently articulating the organization's purpose of existence. Mission statements often include the following information:

Aim(s) of the organization The organization's primary stakeholders: clients/customers, shareholders, congregation, etc.

How the organization provides value to these stakeholders, for example by offering specific types of products and/or services A declaration of an organization's sole core purpose. A mission statement answers the question, "Why do we exist?" According to Bart,[the commercial mission statement consists of 3 essential components: 1. 2. Key market who is your target client/customer? (generalize if needed) Contribution what product or service do you provide to that client?

3. Distinction what makes your product or service unique, so that the client would choose you?

Strategic planning is an organization's process of defining its strategy, or direction, and


making decisions on allocating its resources to pursue this strategy. In order to determine the direction of the organization, it is necessary to understand its current position and the possible avenues through which it can pursue a particular course of action. Generally, strategic planning deals with at least one of three key questions:[1] 1. 2. 3. "What do we do?" "For whom do we do it?" "How do we excel?"

Case Study : Nokia Nokia has been the pioneer of mobile telephony in India, the existence here is from 1994. As noted , the first ever GSM call in India was made on a Nokia 2110 on its own network. Although the conditions in Indian telecom industry were not very conducive, Nokia maintained an aggressive strategy. Marketing strategy of a company in a new country plays a vital role in determining its future in that country. Knowing that Indian market is very different from other markets it was already operating in, Nokia came up with an Indiaspecific strategy or a glocal strategy. It adapted the to Indian conditions by launching new products and enhancing the products with features designed specifically for local customers, as well as promotional campaigns targeted at Indian audience to gain a foothold in the market. To capture the widespread Indian market, it developed an extensive

distribution network which also helped it take its products to rural markets in India. Here, to discuss the strategy, we consider the simple concept of 4 Ps, namely; product (customization), price, place (distribution) and production Product 1998 was 51st year of Indian independence, hence Nokia provided the ring tone of National son Saare Jahan se Achha ye Hindustan Hamara in 5110 model. The introductory offer for this model also had inter-changeable covers. The success of 5110 initiated Nokia to focus on feature-specific localization. In1999, Hindi (national language, and mother tongue of 43% Indians) user interface was provided in Nokia 3210. Pricing Pricing of the phones was of prime importance for success in India. Being a developing country, the purchasing power of the people was not high as compared to other developed countries. Research unveiled that phones of lower price range (below Rs8000 or $200 approx.) amounted for 65% of the total sales in India. Nokia depended majorly on rural market, therefore, pricing was a major success factor for the company. Nokia did achieve success in India, in spite of the fact, that its handsets were not the cheapest in the market.Mobile phones in India are considered as to be consumer durable, hence they are not just sold through exclusive telecom retailers but also through general retailers. Nokia designed modeled its distribution strategy on lines of FMCG business. An important reason for the success of mobile phones in India was limited reach of the landline phones in several parts of the country Promotion Nokia entered India with one for mobile services to start, and had to establish its nonpopular brand. To build credentials the company used both print and television campaigns. In the early days, print media concentrated on Nokias status, global R&D and international awards won to establish brand awareness. Even after the market grew, Nokias advertisements concentrated on product attributes.

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