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Case Title:

Nokia vs Motorola (B): Fight for Market Share – Flight of Margins?

Publication Year : 2007

Authors: Shanul, Mercy Mathew

Industry: Telecommunications

Region:Japan US

Case Code: COM0177

Teaching Note: Available

Structured Assignment: Available

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Abstract:
Motorola, ranked second in the mobile handset industry, launches its fashionable ultra-slim phone, RAZR. It is a terrific hit and becomes iconic. Motorola inches closer to Nokia, to topple it from the top position. Both slog it out for market share, at the cost of their average selling prices and operating margins. Debating Motorola’s strategy, this case discusses whether it can beat Nokia.

Pedagogical Objectives:

  • To understand product innovation and growth strategies with respect to the MOTO RAZR
  • To analyse the parameters of competition in the mobile handset industry, and see the standing of Nokia and Motorola with regard to them
  • Understand the concept of market share and profitability.

Keywords : Product innovation; mobile handset industry; MOTO RAZR; growth Strategies; concept of market share and profitability; operating margins; Core Competency & Competitive Advantage Case Study; average selling price; Nokia vis-à-vis Motorola

Contents : 
The Making of RAZR
Nokia vs Motorola: The Competition
Nokia vs Motorola: The Game Plan
Market Price of MOTO RAZR V3

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