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Nokia does not seem to have a certain target market for their products and thus they tend to focus more on all targets groups. But despite this, the target market for the company is that they need to focus more on the youngsters and this will entail people between the age of 18 years and 35 years and this will be mainly aimed at addressing the common challenge that Nokia is facing in that it have been overtaken by companies such as Apple and Samsung. Companies in the various industries tend to have a number of marketing objectives that they aimed at achieving and in this regard Nokia aims at increasing the market share of the company over time with the aim of overtaking its close competitors in the market (Hollensen 2014). Additionally, companies have a number of advertising objectives and the advertising objective that Nokia aims at achieving is making itself the best producer of quality products among its close competitors (Young 2005).

Based on the notion that the customer preferences and population have being on the rise and there are more available competitive option for companies, segmentation of customers seems to be critical for all kinds of businesses (Kotler & Keller 2005). The target market of Nokia can be grouped into four major segmentation and this includes geographic segmentation, demographic segmentation, psychographic segmentation as well as behavioral segmentation. Demographic segmentation divides the population based on occupation, income, family size and age and gender just to mention a few of them (Kotler & Keller 2005). In this regard, Nokia needs to make use of age since the youngsters are more enticed with upcoming technology and thus they are well suited to be the target group. Behavioral segmentation divides the population based on usage, behavior as well as their decision making pattern. In regard to this kind of segmentation, Nokia need to create a good impression and perception in the mind of the consumers. All this will be aimed at creating a group of loyal customers for the brand. Geographic segmentation on the other hand mainly treats the various markets as distinct geographical regions (Kotler & Keller 2005). With recent technological advancements a great number of youths all over the globe are in need of phones to ease their communication and to maintain an active social life. When it comes to psychographic segmentation, it makes use of the people lifestyles, their interests, activities in addition to their opinions. The youth are well suited in that they need to maintain a certain social standing in the society. This means that they are likely to try and keep with new and emerging technologies and phones. When the target market of Nokia is segmented based on the flour types of segmentation they are likely to solve the challenge they are experiencing and if Nokia can solve its own problems and grasp the opportunity, it can still rehabilitate itself. This will also help them in a great way when it comes to achieving their advertising and marketing objectives in the most effective and timely manner (De Mooij 2003).


De Mooij, M 2003, ‘Convergence and divergence in consumer behavior: Implications for global advertising’, International Journal of Advertising.

Hollensen, S 2014, Global Marketing, Pearson, New Jersey.

Kotler, P & Keller, L 2005, Marketing Management, Prentice Hall, United States of America.

Young, C 2005, Advertising Research Handbook, Ideas in Flight, Seattle.