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：2011/01/12
商品來源：
商品主題：Entrepreneurship; General Management/Strategy; International Business; Marketing; Communications
商品類型：Case (Field)
涵蓋議題：Brand Positioning;Market Segmentation;Product Design;Telecommunications;Luxury Goods;United Kingdom;Finland
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
Nokia, headquartered in Finland, was a global telecommunications equipment manufacturer. It operated Vertu, a luxury mobile phone brand that had pioneered the luxury mobile phone market in the late 1990s by using precious materials such as diamonds, sapphires, titanium, and exotic leather for phone production. The company had enjoyed impressive growth in almost 70 countries and had sold hundreds of thousands of phones in the eight years since its launch. On February 11, 2011, Stephen Elop, the new CEO of Nokia, 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 U.K.-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 when.
教學手冊：Vertu: Nokia's Luxury Mobile Phone for the Urban Rich - Teaching Note
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