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NOKIA+PR+program+plan - 2 Nokia Lost in Transition...

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2 Nokia: Lost in Transition Strategic Integrated Marketing Public Relations Campaign Description of Organization Founded in Finland, the Nokia Corporation is a multinational communications corporation that specializes in the convergence of internet and communications industries and the production of mobile devices. With 130,000 employees in 120 countries, and sales in over 150 countries, Nokia is the world’s largest manufacturer of mobile devices and the world leader of handset sales. The brand is valued at $29.5 billion. Statement of Situation Nokia’s market share first began to decline with the release of the iPhone by Apple Inc. (AAPL) in 2007. It has continued to decrease with the release of similarly advanced mobile devices such as the Blackberry from Research in Motion Ltd. (RIMM) and the Android by Google Inc. (GOOG). This decline also stems from Nokia’s failure to depart from its Symbian mobile-phone software, making it even more difficult for the brand to gain overall success in the United States. In July 2010, Nokia announced that its profits had dropped 40%, and was reported by The Wall Street Journal to be in search of a new CEO. In September 2010, Stephen Elop, head of Microsoft’s Business Division, was appointed as the new CEO and president of the company. Canadian Elop replaces Olli-Pekka Kallasvuo as the first non-Finnish CEO of the corporation. Despite claims that he lacks the proper vision to succeed, Elop has also been discussed as having the tools to propel Nokia forward to compete with smartphone creators. His managerial background in top positions at Macromedia, Inc., Adobe, and Juniper has already made his appointment promising to those at Nokia. The clear challenges Nokia faces are well understood. My role is to surface those, to make sure we’re dealing with them efficiently – that we’re making crisp decisions and moving the organization forward aggressively,” Elop said at a press conference.
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3 more… The appointment of Elop raises questions and concerns about his agenda for the future of Nokia worldwide—specifically in the United States—an issue that PR hopes to raise awareness about in its campaign. Key Strategies The key strategies of Nokia’s “Lost in Transition” campaign are comprised of, but are not limited to, the following: 1. To create awareness among key publics about Stephen Elop’s occupational background and well-established qualifications to lead the corporation into a new, positive direction. 2. To educate key publics about Elop’s new strategy to transition Nokia from a hardware business to a software and services business. 3. To establish Nokia’s brand perception to key publics as a major, innovative, and reestablished competitor in the internet, communications, and mobile device industry.
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