Vertu: Nokia's Luxury Mobile Phone for the Urban Rich
商品編號：9B11A040
出版日期：2011/09/28
再版日期：2011/12/01
商品來源：Ivey
商品主題：Entrepreneurship; General Management/Strategy; International Business; Marketing; Organizational Behaviour/Leadership
商品類型：Case (Field)
涵蓋議題：Marketing management;Brand positioning;Market segmentation;Product design/development;Mobile communication industry;Luxury goods
難易度：4 - Undergraduate/MBA
內容長度：22 頁
地域：Finland; United Kingdom
產業：Manufacturing;
事件年度：2011
Finland-headquartered Nokia was a global telecommunications equipment manufacturer. It operated a luxury mobile phone brand called Vertu, founded by Frank Nuovo in the late 1990s, which pioneered the luxury mobile phone market by using precious materials such as diamonds, sapphires, titanium and exotic leather for phone production. The company enjoyed impressive growth in almost 70 countries, and sold hundreds of thousands of phones in the eight years following its launch. On February 11, 2011, Stephen Elop, the new CEO who had been at the helm at Nokia for only five months, announced a new mobile strategy to adopt Microsoft's new but unproven Windows Phone as its primary smartphone operating system. The market reacted poorly, and the company's share price took a 14 per cent dive on the day of announcement. How should Vertu respond to this new Nokia mobile strategy? Was Vertu well positioned to take the brand forward under the new Nokia? Should this UK-based wholly owned subsidiary be left alone and continue to be managed at arm's length from Nokia? Changes to Vertu were inevitable— it was not a matter of if, but of when.
教學手冊：8B11A040
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