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Nokia has long established identity 1898 lots of available resources financial etc Schmohl is experienced in international marketing Adidas and Uniroyal Nokia has high penetration rate in Europe especially in Northern countries close to 100 Nokia Consumer Electronics has access to innovative technology through group companies Lack of centralized marketing strategy and champion completely different positioning strategy depending on the country Too many brand names 100 in one market problem trying to find balance Corporate culture is highly technical and operational So what if the customer does not understand lack of customer service priority Potential for brand name sales in Europe differentiation Growing replacement and supplement television market NCE has opportunity of using its technology to enhance user-friendliness The market for color TVs and VCRs is a maturesaturated market consumers are buying less often and only to replace older units same trend for all countries across Europe Cant differentiate based on technical advancement or price competitors too fast to match Impact of recent purchases for example Sony and mergers is unknown competitors are getting larger and integrating supply chains Competitors Samsung Goldstar Daewoo quickly and successfully building brand name and image In the colour TV market neither technology nor price provides a competitive advantage The decision a consumer makes to purchase is primarily motivated by emotion and is driven largely by comfort level with a particular brand A successful branding strategy for NCE is therefore critical to gaining a competitive advantage Specifically NCE should brand for the following reasons Competitive advantage is gained through brand name not technology or price According to brand awareness studies Nokia is recognized most of the time in Germany France Italy UK and Norway but not necessarily affiliated with consumer electronics such as TVs and VCRs Consumers buy televisions based on emotion Consumers perceive value in features that are marketed as user-friendly In
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