Avoiding strategic drifts in a hypercompetitive market:Analysis of Nokias position in the mobile phone industry and suggestions

Masters Thesis from the year 2011 in the subject Business economics - Business Management, Corporate Governance, grade: 1.3, Berlin School of Economics and Law (Institute of Management Berlin), course: MBA European-Asian Management - Study of the impact, causes and solutions for Nokias strategy worn-out in the hypercompetitive smartphone segment, language: English, abstract: The focus of this thesis is to study the impact, causes and solutions for Nokias strategy worn-out in the hypercompetitive smartphone segment. Based on industry experts interviews, internal documentation and market reports and analyses, the reasons for Nokias strategic drift are regrouped around two concepts: industry platform and dynamic capabilities. Three potential solutions, benchmarked from different industries, are suggested to avoid drift situations in similar market environments. Finally, the scenario analysis of Nokias current strategic answers to its drift shows the non-sustainability of Windows Phones choice as unique smartphone platform. Corrective suggestions include essentially the leverage of Nokias services store, the creation of a cross-platform payment and banking solution and the coring towards vehicle and home entertainment industries.