Table 3.

1 Table Illustrating Current SWOT Analysis of Nokia

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Car at Strengths (aW0T) cest market hare within the smartphone m3xkt Lar (2379%) High commitment to research and development, with spending currently three times its peers at 53.9 billion in 2010 (B-emstein Research, 2011) Largest network of distribution with a global reach to over 160 counties Valuable and recognisable brand; although the brand has seen a significant devaluation in recent Years currently estimated to be worth around 510 'billion Substantial ^Ott cavino in production through economies of scale and through vertical integration (both upstream and downstream Global leader in Supply Chain Management (SCM) NA TEQ is a leading provider of geographic information tygenat data and enjoys an SPio market share in automotive navigation systems alone. Pre-loading of Nokia's (Navtea based) Drive application into its new smartphone range, giving it a key differmtiator. Pordblio of over 10,000 patents

r a t Weaknesses (SWOT) Declining proms, more basic phones consprez A margins V.-eak presence in the United States Confused tablet strategy from both Microsoft and Nokia in their strategic partnership The **Osborne effect" that came about when Nokia announced the new Windows phones ahead of their launch impacting sales. If the Microsoft proaership does not materialise as expected. Nokia will have limited their options and more competitive alternatives may not be available at all severely impacting Nokia The Windows Phone platoma is a very recent, largely

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La^k of motivation within the workfor-A. after countless reorganisations it is intractable. even to _ Nokia's huge size means that it has lost its agility and _ . .

Cur ent Opportunities (SWOT)

Strategic partnership with Microz oft has given Nokia a strong base from which to develop and produce products Development of sophisticated applications and content by third parties RIM is losing its grip on the business market due to network outages and failures; thus, customer loyalty is low with many busineztez acing other manufacturers Launch of 40 will allow Nokia and Microsoft to push the barriers of innovation Emerging markets will continue to be an opportunity; first, Lough its rapid growth and second, through its progression to more advanced smartphones as citizens become wealthier Frontier markets such as Africa will become the last tier of users to enter the phone market
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Current

Aciuisition of corn etitors Windows OS is used by other manufacturers who have the opportunity to create more innovative offerings that are directly comparable Dependence on low margin, high volume products Rapid technology changes and short product life cycles

Threats (SWOD

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increased contract duration; IS to 24 months result in a decrease in phone turnover Threat of substitute products, e.g. tablets

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Parmership with Microsoft should bring about significant developments in the Nokia App Store

Customers are increasingly gaining bargaining power within all industries due to choice and abundance of information Inability to differentiate, innovate or customise significantly from other manufacturers utilising the Windows Phone plafform