This 9 page paper looks at the launch of the new Nokia 5800 XpressMusic. The paper is written in 3 parts. The first part of the paper looks at the concept of environmental scanning and why it is important to marketers. The second part of the paper undertakes environmental scanning, using a PESTEL and SWOT analysis considering the position of Nokia with the launch of their first touch screen telephone with the online music service 'Comes with Music'. The last part of the paper outlines a marketing campaign that could be used to market the telephone. The bibliography cites 6 sources.
Name of Research Paper File: TS14_TEnokiaiphone1.rtf
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the way its competitors are seeking to gain business, the influences that are likely to impact on business and influences that may impact on the purchase process. There are a
large number of influences that can be important. This can be assessed with the use of environmental scanning. To appreciate why it is important and how it can benefit a
firm it is first necessary to look at the concept itself and how it is used. Kelly (1983), argues that the environment is "the single most important contribution of
strategic planning to institutional decision-making". In order to appreciate potential benifits of environmental scanning it is necessary to define what it is so that its importance can be assessed in
the context marketing. Environmental scanning is defined by Brown and Weiner (1985) as "a kind of radar to scan the world systematically and signal the new, the unexpected, the major
and the minor". Aguilar (1967) has studied the way the information is gathered by managers concerning the external environment and notes that
is undertaken in order to reduce the level of randomness of the information coming into the organisation and to provide an early warning to management of any external changes to
market conditions. Therefore, it is an approach that allows for relevant information to be gathered in a systemic matter that is at better than a random approach. The frameworks
can be different, the system may include the use of a PEST or SWOT analysis, looking to the environment of the firm and its competitors. The key is the use
of a predefined framework. These can be seen as methods and structures by which information can be gathered and outlining the way in which the information can be used to
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