2do Assessment CASE OD STUDY

Empresas Multinacionales
Leobardo L Quiroga Almaguer
Case of Study
Luis Alberto Macías
Iván Salomón Aldaco Velázquez
27/03/2023
1.What do you consider the most influential marketing mix factor (product, price,
distribution and promotion) on Nokia's success?
Product: Nokia offered high-quality, innovative mobile phones that met the needs and
desires of consumers. The brand was known for its durable and reliable phones, with long
battery life and advanced features like color screens and integrated cameras.
Price: Nokia implemented a competitive pricing strategy that set it apart from its rivals.
Although their phones were not the cheapest on the market, they showed good value for
money that appealed to consumers.
Plaza: Nokia established a global presence in the mobile phone market and was one of the
first manufacturers to offer mobile phones worldwide. The brand established agreements
with mobile phone operators around the world to distribute its products in a wide range of
points of sale.
Promotion: Nokia conducted a series of innovative advertising campaigns that helped

cement its position as the market leader in mobile phones. The brand introduced creative
and effective advertising strategies that highlighted the unique features of its mobile phones
and set them apart from their rivals.
2. What is Nokia's competitive advantage?
Nokia's competitive advantage was its ability to offer innovative, high-quality and durable
mobile phones that met the needs and desires of consumers. Nokia differed from its rivals in
several areas:
Innovation: Nokia was one of the first manufacturers to offer mobile phones with advanced
features such as color screens, integrated cameras and satellite navigation. The brand was
also a pioneer in the development of mobile technologies, such as the GSM protocol and
Bluetooth wireless connectivity.
Quality: Nokia was known for the durability and reliability of its mobile phones, which were
renowned for their long battery life and ability to withstand bumps and drops.
Global presence: Nokia established a global presence in the mobile phone market, with
agreements with mobile phone operators around the world to distribute its products in a wide
range of points of sale.
Brand: Nokia has become a recognized and respected brand in the mobile phone market,
thanks to its innovations, quality, global presence and effective advertising campaigns.
3. And its main disadvantage?
At its most successful, Nokia's main competitive disadvantage was its inability to quickly
adapt to the transition to smartphones and the mobile app ecosystem. While its competitors,
such as Apple and Samsung, focused on developing mobile operating systems and the
application ecosystem, Nokia continued to rely on its Symbian operating system, which was
not as advanced or popular among consumers.
In addition, Nokia also found it difficult to compete in the smartphone market due to its focus
on hardware manufacturing, which limited its ability to offer customized, integrated software
solutions for customers.
4. Why did NOKIA fail worldwide, after being number one worldwide?
Nokia experienced a decline in its worldwide success due to several key factors:
Inability to adapt to the smartphone market: Nokia was slow to recognize the growing
demand for smartphones and the need for advanced operating systems and applications.
Meanwhile, its competitors, such as Apple and Samsung, focused on developing
smartphones and advanced operating systems, such as iOS and Android, allowing them to
grab a large share of the market.
Reliance on the Symbian operating system: Nokia focused on its Symbian operating system,
which limited its ability to offer customized, integrated software solutions for customers. Also,
the operating system was not as advanced or popular among consumers as iOS and
Android.
Wrong Business Decisions: Nokia made a number of wrong business decisions, including
the acquisition of the mobile device division of Siemens and the creation of its own software
platform, MeeGo, which was not successful in the market.
Competition from low-cost manufacturers: Nokia also faced increasing competition from
manufacturers of low-cost mobile phones, especially in emerging markets, which reduced its
market share.
MINI – CASE OF STUDY INCOTERMS
A Spain exporting company and a Mexican buyer contract EXW but the goods are lost
or damaged on their way to Mexico City. Who bears the risk of such loss or damage?
In an EXW (Ex Works) contract, the buyer bears all the risks and costs associated with the
transportation of the goods from the seller's premises to the final destination. Therefore, in
this case, the risk of loss or damage to the goods during transportation falls entirely on the
Mexican buyer, and they are responsible for any costs associated with the loss or damage.
The Spanish exporting company is only responsible for making the goods available at their
premises and providing the necessary documentation.
Merchandise sold under the FOB Incoterm is destroyed by fire in the

warehouse at the port of shipment. Who is responsible for the loss of the
goods? Must the buyer pay the seller the value of the goods?
In this case the responsibility for the goods belongs to the seller. FOB is when the seller
ends its responsibility when the goods stand in the boat for the shipment. So in this case the
goods suffer the damage in the port of exit so the responsibility stays within the seller and
the port.
The buyer should not pay for the goods because in that part of the shipment the responsible
for the safety of the goods was the seller. So we can say that the buyer doesn't have the
obligation to pay for anything.
BIBLIOGRAFÍA
Estrategia y Negocios. (2016, 22 de marzo). ¿Cómo Nokia perdió la batalla de la

innovación? [Entrada de blog]. Recuperado el 27 de marzo de 2023, de
https://www.estrategiaynegocios.net/tecnologia-cultura-digital/como-nokia-perdio-la-batalla-d
e-la-innovacion-FEEN963600#image-1
Ana Pedroche. (2019, 29 de noviembre). ¿Por qué fracasó Nokia en la transformación

digital? [Entrada de blog]. Recuperado el 27 de marzo de 2023, de
https://www.anapedroche.com/por-que-fracaso-nokia-transformacion-digital/
Asana. (s. f.). The 4 Ps of Marketing: What They Are and How to Use Them [Entrada de
blog]. Recuperado el 27 de marzo de 2023, de
https://asana.com/es/resources/4-ps-of-marketing
Alto Nivel. (2015, 23 de abril). Las 4 nuevas y revolucionarias P's del Marketing Mix [Entrada
de blog]. Recuperado el 27 de marzo de 2023, de
https://www.altonivel.com.mx/marketing/48294-las-4-nuevas-y-revolucionarias-ps-del-market
ing-mix/
iContainers. (s. f.). Incoterms EXW [Entrada de blog]. Recuperado el 27 de marzo de 2023,
de https://www.icontainers.com/es/ayuda/incoterms/exw/
iContainers. (s. f.). Incoterms FOB [Entrada de blog]. Recuperado el 27 de marzo de 2023,
de https://www.icontainers.com/es/ayuda/incoterms/fob/

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Empresas Multinacionales

Leobardo L Quiroga Almaguer

Luis Alberto Macías

Iván Salomón Aldaco Velázquez

Promotion: Nokia conducted a series of innovative advertising campaigns that helped

2. What is Nokia's competitive advantage?

MINI – CASE OF STUDY INCOTERMS

Merchandise sold under the FOB Incoterm is destroyed by fire in the

Estrategia y Negocios. (2016, 22 de marzo). ¿Cómo Nokia perdió la batalla de la

Ana Pedroche. (2019, 29 de noviembre). ¿Por qué fracasó Nokia en la transformación

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