Nokia has developed a cellular telephone that can compete with the iPhone, a multimedia touch screen telephone which can also act as an MP3 player. This 10 page paper looks at the way that new phone could be marketed. The paper is written in three parts the first part looks at how and why an environmental scan will be useful, the second part of the paper represents a PESTEL and SWOT analysis, and the third part of the paper presents an outline marketing plan, using integrated marketing communication, for the launch of the new phone based on the previous findings in the paper. The bibliography cites 8 sources.
Name of Research Paper File: TS14_TEnokiaiphone2.rtf
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able to compete with the iPhone. The marketing of the telephone needs to be considered carefully, not only looking at the target market, but also at the broader environment. Understanding
the value and benefits of environmental scanning indicates a process where relevant data can be gathered. The paper will then use a PESTLE and a SWOT analysis to look at
the position of the firm and then use this data to create a marketing campaign. Explain the possible benefits of environmental scanning and its importance for marketing planners
Market planners have the tasks of planning marketing that will be effective in meeting the goals and objectives of a firm. In order to design
marketing plans or campaigns that are effective it is important that the marketers understand who their target market are, the influences on that market and the influences that are on
the industry as a whole as these need to be taken into account when developing a marketing strategy. The benefit of an environmental scan is the way in which it
will help marketers identify and collect relevant data that can be considered in the marketing development process. Coates (1985) looked at the
idea of an environmental scan more detail, and identified four goals; the first is the detection of macro factors such as scientific, technical, economic, social and political events or
trends that will have an impact on the organisation. It may be argued that these factors may be highly correlated with the use of the PEST, or the extended version
of the PESTEL analysis, which provides a framework for the analysis of the external environment by looking at the political, economic, social and technological influences (Thompson, 2007; Coates, 1985).
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