Nokia- flagship store Strikes Back.doc

 PAGE \* MERGEFORMAT 6 Nokia: ‘flagship store’ Strikes Back Recently, Nokia, Motorola, headquartered in Chicago, opened a flagship store covers an area of 228 square meters, the store is the second flagship store in Moscow, after Nokia, the world opened the first two flagship stores. Consumers can see all the Nokia flagship stores the latest mobile phones, Vertu phones are also well-known high-end of its column. As Vertu in Latin meaning ‘supreme, the only’ like this the world’s most luxurious mobile phones, the maximum price of 90,000 U.S. dollars. Allegedly, Nokia will also be built in North America, 4 such flagship store in the world plans to set up 18 flagship stores. Coincidentally, Motorola has also opened a franchise on the Michigan Avenue store, The difference is that Motorola This store is temporary, is designed to promote their latest Q-smart phones of the word. Indeed, the flagship store to open on the adversary’s doorstep, one that competes with Nokia’s determination. Be in fact, the Nokia flagship stores this behind the birth of a deeper level of strategic factors: In view of the North American market at a competitive disadvantage, Nokia adjusted its product lines to focus on competing with Motorola’s high-end mobile phone market, while the use of flagship Store remodeling Nokia brand image, cut into the high-end handset market, meaning self-evident. In addition, long-term subject to mobile phone operators, Nokia tried to retail, the development of the terminal may also be another way to open a flagship store to consider. North America ‘counter’ operation A few years ago, Nokia is a leader in the mobile phone market in North America, and now Jiangshan easy to master, were retired. Jiang Hu boss’s status has been usurped by Motorola. According to statistics, Motorola’s market share of 35%, far higher than the Nokia’s 17.8%. Even worse, LG and Samsung are also more than Nokia, points out two, three. Compared to Nokia’s performance in other count