Analysis of Business Decisions that caused Nokia to drop its Legacy and its Rebirth in 2017 using Nostalgic Marketing Approach: A Case Study

International Journal of Case Studies in Business, IT, and Education ◽

10.47992/ijcsbe.2581.6942.0133 ◽

2021 ◽

pp. 268-283

Author(s):

Vijay raj B. V. ◽

A. Jayanthila Devi

Keyword(s):

Mobile Phone ◽

Marketing Strategy ◽

Smart Phone ◽

Innovative Technology ◽

Business Decisions ◽

Customer Needs ◽

Secondary Sources ◽

The Right ◽

Marketing Approach

Purpose: This article will investigate the causes for Nokia’s failure to stay afloat in the market, as well as how the company resurrected in 2017 by employing a nostalgic or sentimental marketing strategy. Technology management on a strategic level at Nokia Corporation is thoroughly examined and analyzed in this study. Nokia used to be the market’s dominant corporation, leader, and pacesetter until it had a massive market disaster. We inferred that the problem at Nokia was not the absenteeism of advancement, but in its place, it was due to a lack of innovation estimation and a misunderstanding that the requirements in the mobile phone market were not only about displaying a cell phone that makes verdicts, sends messages, and connects to the internet, but also the stage that connects all of these volumes together. Finally, this article describes how Nokia’s revival was achieved through the use of a nostalgic or sentimental marketing strategy. Objectives: We aim to present the reasons behind the failure of Nokia and its return using Nostalgic marketing approach to do a comparison analysis with its competitors and make recommendations to improve the company based on the findings Design/Methodology/Approach: Journals, as well as a variety of internet resources such as websites and blogs, were used to conduct this company analysis. A SWOC Analysis was used to analyses the Nokia corporation. Findings/Result: Till 2008 Nokia was the pioneer in the mobile phone market. Based on the study done it’s clear that Nokia failed to acquire smart phone market because Nokia couldn’t recognize the customer needs, didn’t Analyze the Market Accurately and also lack of implementing innovative technology in its product which customer needs. Nokia was focusing on implementing traditional Symbian operating system to its smart phone but Samsung choose android as its operating systems for its smartphone at the right time, which met the customer requirements. In 2017 Nokia came with nostalgic marketing approach by re-creating its old Nokia 3310 handset with modern features such Bluetooth, GPS, Wifi. Originality/Value: Based on data from secondary sources, this article investigates the reasons why Nokia failed to gain access to the smartphone market, and explores its comeback through nostalgic marketing strategies. Paper Type: Research Case Study.

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DEVELOPMENT STRATEGY OF HUMAN CAPITAL OF PT KIMIA FARMA (PERSERO) TBK

IJHCM (International Journal of Human Capital Management) ◽

10.21009/ijhcm.012.17 ◽

2017 ◽

Vol 1 (02) ◽

pp. 153-162

Author(s):

Antoni Ludfi Arifin

Keyword(s):

Human Capital ◽

Development Strategy ◽

Selection Process ◽

Theory Building ◽

Primary Data ◽

Secondary Sources ◽

Recruitment And Selection ◽

The Right ◽

Capital Development

This research is a qualitative research with case study at PT Kimia Farma (Persero) Tbk. The purpose of this research is to understand the overall development strategy of human capital of the Company. Data were collected from primary data through interview, observation, and recording; while secodary data were obtained from PT Kimia Farma (Persero) Tbk or from the externals that are used by the researcher to strengthen the premise, theory building, or data from previous researchers. The data collected from primary and secondary sources are then processed. The validity of data is checked though data accuracy checking process (triangulation). This research found that the Company has conducted human reseource development strategy through 1) Integrated HR Development with the Companyâ€™s visions and missions; 2) open recruitment and selection process will decide and find the candidates who meet the qualifications; 3) preparing assessement center to select the right candidate for the right position; 4) employees training can improve the employeesâ€™ competence; and 5) the right development of human capital to prepare for the competitiveness in the future.. Keywords: Human Capital, Development, Strategy, HR Planning

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Analysis of Social Marketing for Anti-Corruption Campaign: Case Study of Film “Kita Versus Korupsi”

Humaniora ◽

10.21512/humaniora.v3i1.3248 ◽

2012 ◽

Vol 3 (1) ◽

pp. 181

Author(s):

Rosidah Rosidah

Keyword(s):

Best Practices ◽

Social Marketing ◽

Marketing Mix ◽

Marketing Theory ◽

Commercial Sector ◽

Marketing Campaign ◽

Secondary Sources ◽

Social Marketing Campaign ◽

Marketing Approach

The paper aims to explain the application of commercial marketing theory in a social marketing campaign. This study derives from secondary sources have been conducted, including previous researches and published articles. The writer finds yhat the theory of marketing mix has been used to study the film proposition. Furthermore, another “P”, namely Partnership, and segmentation has also been added to the campaign. The marketer has applied the commercial marketing approach in the film, as one of the campaigns for anti-corruption in Indonesia, to ensure that the campaign will be effectively delivered for the target audience. This finding can serve as a guideline for best practices in social marketing campaign for other sector or mission. In addition, the paper doesn’t aim to evaluate the effectiveness of the film as a social marketing campaign. It just wants to analyze the application of commercial sector marketing that applied in the film.

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COMPARISON OF MACHINE LEARNING CLASSIFICATION ALGORITHM ON HOTEL REVIEW SENTIMENT ANALYSIS (CASE STUDY: LUMINOR HOTEL PECENONGAN)

Jurnal Pilar Nusa Mandiri ◽

10.33480/pilar.v16i1.1131 ◽

2020 ◽

Vol 16 (1) ◽

pp. 59-64

Author(s):

Jaja Miharja ◽

Jordy Lasmana Putra ◽

Nur Hadianto

Keyword(s):

Machine Learning ◽

Nearest Neighbor ◽

Classification Algorithm ◽

K Nearest Neighbor ◽

Business Decisions ◽

Machine Learning Classification ◽

Business People ◽

Auc Value ◽

The Right

Analysis of hotel review sentiment is very helpful to be used as a benchmark or reference for making hotel business decisions today. However, all the review information obtained must be processed first by using an algorithm. The purpose of this study is to compare the Classification Algorithm of Machine Learning to obtain information that has a better level of accuracy in the analysis of hotel reviews. The algorithm that will be used is k-NN (k-Nearest Neighbor) and NB (Naive Bayes). After doing the calculation, the following accuracy level is obtained: k-NN of 60,50% with an AUC value of 0.632 and NB of 85,25% with an AUC value of 0.658. These results can be determined by the right algorithm to assist in making accurate decisions by business people in the analysis of hotel reviews using the NB Algorithm.

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Analysis of Marketing Strategy to Accelerate Business Growth of Painted Veil Dr. Kerudung Lukis

Jurnal STEI Ekonomi ◽

10.36406/jemi.v27i1.153 ◽

2018 ◽

Vol 27 (1) ◽

pp. 57-65

Author(s):

Mega Nuriza F Putri ◽

Didip Diandra

Keyword(s):

Marketing Strategy ◽

Marketing Mix ◽

Brand Awareness ◽

Natural Phenomenon ◽

Business Growth ◽

Final Project ◽

Marketing Mix Strategy ◽

The Right ◽

Case Study Methods

This research analyzes the marketing strategy which is implemented by DR. Kerudung Lukis. This research used case study methods to gather the data and observe the natural phenomenon which exists in a set of data. The objective of this final project is to assign the right marketing strategy for DR. Kerudung Lukis to accelerate their business growth. The result of analysis shows that DR. Kerudung Lukis need to improve their 7Ps marketing mix strategy in several aspects such as; First, DR. Kerudung Lukis should optimize it current products. Second, DR. Kerudung Lukis should optimize its current promotions strategies. Third, DR. Kerudung Lukis should hire more employees, and the last DR. Kerudung Lukis should add some physical evidences to increase their brand awareness

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Marketing Strategy Using Porter's Five Force Model Approach: A Case Study of PT M-150 Indonesia

Open Access Indonesia Journal of Social Sciences ◽

10.37275/oaijss.v4i2.47 ◽

2021 ◽

Vol 4 (2) ◽

pp. 192-198

Author(s):

Eka Apriyanti

Keyword(s):

Marketing Strategy ◽

Bargaining Power ◽

Sales Manager ◽

Force Model ◽

Product Positioning ◽

Marketing Manager ◽

Potential Development ◽

Negative Perceptions ◽

The Right

The right strategy is an absolute necessity for a company. This study aims toformulate the right marketing strategy with the Porter's Five Force approach,namely rivalry among competing firms, Bargaining power of customers,Bargaining power of suppliers, Potential development of substitutes orsubstitution products, and potential entry of new competitors. The researchuses qualitative methods based on interviews to gather information. Interviewswere conducted with the general manager, national sales manager, logisticmanager, and marketing manager to ensure that the information complete.Results show that currently, PT M-150 Indonesia has a weak positioningcompared to competitors' products. PT M-150 Indonesia has not been able todistribute its products to all layers of the market and M-150 products get anegative perception in society that these products will harm health. With theseresults, it is concluded that the right strategy to use is a strategy to create newvalue so that product positioning is stronger, strengthen distribution channelsso that products are available in the market, besides that, socialization must becarried out by PT M-150 Indonesia to eliminate negative perceptions of theproduct.

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A Case Study of Sport Marketing Strategy of Mercuries Taiwan Masters Invitational Golf Tournament 2012

Advances in Marketing, Customer Relationship Management, and E-Services - Emerging Trends and Innovation in Sports Marketing and Management in Asia ◽

10.4018/978-1-4666-7527-8.ch005 ◽

2015 ◽

pp. 82-95

Author(s):

Noah Yang Hsu

Keyword(s):

Marketing Strategy ◽

Sport Management ◽

Sport Marketing ◽

Golf Tournament ◽

Entry Level ◽

Sport Industry ◽

The Right

The Mercuries Taiwan Masters Invitational Golf Tournament has successfully been held for over 26 years without any interruption. The Mercuries Corporation is the company that organized the event solely. However, golf games in Taiwan normally do not attract enough spectators to watch them, unless there are world-renowned star players participating in the game. Consequently, most of the golf tournaments would not be able to sustain because of no sufficient income from spectators and from sponsors. MTMIGT has managed to survive because of the support of its own corporation, but the event is also facing the problem of lacking viewers. Being noticed by the corporation, the Department of Sport Management at Aletheia University and its students earned their reputation as a group of hard working entry-level event volunteers for MTMIGT for many years. Because of this, the corporation contacted the head of the department in 2011 and invited them to work together on a larger scale. The Mercuries Corporation wanted the Department of Sport Management to plan the marketing works of the event, and the company would pay all of the expenses. After months of preparation and planning by the department, the 2011 MTMIGT and its surrounding sport marketing campaigns were staged with better results than its previous years. And the department thus successfully acquired the right of planning and implementing the event's marketing for 2012. This case study fully explores the cooperation between the MTMIGT and the department in 2012. The result as well as its process can be a reference for people in the sport industry and the academy.

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How can challenger marketers target the right customer organization? The A-C-O-W customer organization profiling matrix for challenger marketing

Journal of Business and Industrial Marketing ◽

10.1108/jbim-02-2017-0039 ◽

2019 ◽

Vol 34 (2) ◽

pp. 338-346 ◽

Cited By ~ 2

Author(s):

Weng Marc Lim

Keyword(s):

Thematic Analysis ◽

Design Methodology ◽

Theory And Practice ◽

Content Type ◽

New Ideas ◽

The Right ◽

Business To Business ◽

Practical Implications ◽

Marketing Approach

PurposeThis paper aims to help challenger marketers identify and target the right customer organization.Design/methodology/approachThis paper adopts a customer organization profiling route to targeting for challenger marketing that is predicated on a thematic analysis of key findings of customer organization profiles from an international case study.FindingsThis paper introduces and explains the concepts of aggressiveness to succeed, compatibility of offerings, openness to new ideas and willingness to take action (or A-C-O-W) as components of a newly developed customer organization profiling matrix for challenger marketing.Research limitations/implicationsThe A-C-O-W customer organization profiling matrix offers a fresh conceptual outlook for targeting customer organizations using a challenger marketing approach in the contemporary business-to-business (B2B) marketplace.Practical implicationsThe A-C-O-W customer organization profiling matrix illuminates how challenger marketers can target the right customer organizations in the contemporary B2B marketplace.Originality/valueThe A-C-O-W customer organization profiling matrix is a pioneering concept for challenger marketing in B2B theory and practice.

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Swedish sustainability through a Zhang and London lens

Competitiveness Review An International Business Journal incorporating Journal of Global Competitiveness ◽

10.1108/cr-05-2014-0014 ◽

2016 ◽

Vol 26 (4) ◽

pp. 370-394 ◽

Cited By ~ 1

Author(s):

Lars Lindbergh ◽

Mattias Jacobsson ◽

Timothy L. Wilson

Keyword(s):

Sustainable Development ◽

Formal Model ◽

Content Type ◽

Secondary Sources ◽

Study Approach ◽

The Government ◽

Definition Of ◽

The Right ◽

High Level

Purpose The purpose of this paper is to describe how sustainable development has been initiated in a country (Sweden) in which sustainable development has priority and has produced observable results – essentially, the definition and reshaping of contents (p. 107) referred to in the Zhang and London (ZL) paper, therefore adding some validity to the model. Design/methodology/approach The research is both exploratory and qualitative in nature and uses an in-depth case study approach to the Swedish international economy as might be reflected by ZL’s modified Porter model. Information drawn from current secondary sources is complemented by personal contemporaneous observations of individuals in the country of interest. Findings The task of implementing Sweden’s strategy for sustainable development is holistic, and the State has played a major role in its development. That is, sustainability is the responsibility of the Government Offices as a whole, which produces proactive programs in each of the interactions analyzed in the ZL modified model. As an aside, the country has sustained a high level of competitiveness while producing a pleasant environment in which to live. Research limitations/implications Limitations in the study follow the same criticisms made of Porter’ seminal treatment – (still) lack of a formal model construction (although ZL make a meaningful contribution), (still) lack of clear definitions (although ZL make a meaningful contribution), problematic research methodology (although an attempt has been made at improvement) and lack of empirical testing among others (and it is thought that this paper is a step in the right direction). Practical implications Insofar as Sweden might be a model for other countries interested in extending their efforts in sustainable development, observations here provide some insights into possible approaches and results. Originality/value The approach basically followed Siggelkow’s (2007) definition of the use of cases as illustrations, which is useful when the underlying development depends upon constructs. It follows that the association of real-world observations with theory well serves the underlying foundation and cannot help but build credibility of those concepts and theory.

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A Comprehensive Study of Talent Management Process adopted by Tata Consultancy Services (TCS)

International Journal of Case Studies in Business, IT, and Education ◽

10.47992/ijcsbe.2581.6942.0115 ◽

2021 ◽

pp. 267-281

Author(s):

Laveena C. Crasta ◽

Shailashri V. T.

Keyword(s):

Talent Management ◽

Global Market ◽

Annual Reports ◽

Management Process ◽

Sources Of Information ◽

Secondary Sources ◽

The Right ◽

The Impact ◽

Comprehensive Study

Background /Purpose: Talent management is the kernel of human resource management, the process of procurement of the right people to be absorbed by a company based on its business requirements. The surge to absorb the right competency in the global market has forced every corporation to build a vibrant process to acquire the best, develop and engage the acquired effectively to achieve optimal results. This paper is a comprehensive study on acquiring information on the Talent Management process adopted by Tata Consultancy Services (TCS). Design/Methodology/Approach: This study is based on the data collected from secondary sources of information. The main sources of information are annual reports of the company and websites. It is an explorative research case study that aims at identifying the best practices in terms of the Talent Management process and to perform SWOC analysis. Findings/Result: Based on the study, TCS has a robust process in place not only to acquire the best talent but also to nurture the existing talent within the company. This well-established process has helped the company to have maximum employee retention, which is a great asset while considering the impact of human resourcefulness in the growth of the company. Originality/Value: This paper analyses and interprets the Talent Management model of TCS based on its past 5 financial years of data. Based on the findings and their interpretation, new knowledge in the form of recommendations/suggestions are presented. Paper Type: Company Analysis as a Research Case Study.

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