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A STUDY ON BRAND FAILURE OF NOKIA MOBILES PUBLIC LIMITED

In Partial Fulfilment of Bachelor Degree in Business Administration (International Business)

Submitted by: Ranjit Kshirsagar

Guided by: Kiran.D.Nagare

Abstract

 This study examined the link between strategic partnerships, innovation, and consumer preferences in the smartphone market. Nokia's alliance with Microsoft served as a prime example to explore these dynamics and their impact on tech companies. The study highlighted innovation as a key driver of success. For Nokia, facing giants like Apple and Samsung, continuous innovation wasn't optional. The study emphasized the importance of data-driven decisions. By examining the outcomes of Nokia's partnership and innovation efforts, it highlighted the value of using data and consumer feedback to guide future strategies. Interestingly, the analysis of the Microsoft partnership showed mixed results, suggesting careful evaluation of future alliances, especially those that could significantly impact product offerings and market positioning. This case study serves as a guide for tech companies navigating the complex interplay of innovation, partnerships, and market dynamics. It emphasizes a balanced approach that considers long-term brand value, customer loyalty, and the relentless pursuit of innovation. Ultimately, it's a reminder of the importance of informed, data-driven decisions in shaping a company's future in the competitive tech landscape.