Business Communication and Isues With Brands Nokia and Apple

Question: Discuss about the Business Communication and Isues With the Mobile Brands Nokia and Apple. Answer: Introduction Business communication is the effective sharing of information between two or more parties outside or within the organization performed for the benefit for the business. Business communication can also be defined as the passing of necessary data within the business. Business communication is a major tool in the business landscape; however, for communicating with the consumers the brand needs to have an effective marketing communication. It is basically the capability of the firm to communicate with the users in an effective and persuasive method which will affect the consumers and finally it will affect the popularity and profitability of the service or the products of the organization (Belchet al., 2013). Nokia has failed miserably in the market due to its failure of adapting the mobile eco system approach. This report will address this communication issue of both the brands Nokia and Apple. This report will compare and contrast the communication issue of both the brands in order to find out how the effective business communication can help the brand to obtain a competitive edge in the market place. Overview of the Report This report will clearly address both the issues with the mobile brands Nokia and Apple. In the market place the learning, talent and other function play a major role to minimize the risk of failure in the market. However, in Nokias case, the brand has lost its share in the market and it has also fallen out of the competitive market. However, in case of Apple the scenario is entirely different and the brand makes the marketing communication in a successful way. By reading the sales copies of the products of the brand provide a persuasive copy in order to gain more sales. In this report, the researcher will provide a detailed research on communication research and methodology along with the analysis of the report and show how the marketing strategy of both the brands had made a difference in their market share and popularity. Discussion and the analysis of the findings: Examples of Communication For instance, Apple has used its copy writers in a way that while visiting the web page of Apple the users will look at the headlines of the product. In case of I phone 5, Apple has promoted the product and its readability with broken and short sentence. According to critics these sentences are much easier for reading and it attracts the users effortlessly. The brand also uses the sound bites which are generally the proverbs; therefore it is easier for the brand to communicate the ideas to the users (Thorson Moore, 2013). Moreover Apple can be an example of excellent marketing communication. For I phone 5 advertisements the copywriters had used short sentences such as Everything you need. Everywhere you go or All-new Lightning connector. Smaller, Smarter, Durable, Reversible which clearly stated the unique features of the product. Moreover the advertisements were interesting and were easy to remember for the users. In contrast to that, Nokia has failed to maintain its communication value of the brand for the consumers. It did not put much importance in the market value. Nokia did not realize that most of the technology brands are market driven rather than product driven. For the Nokia 9000 advertisements, the brand has used small sentences, yet it did not mention any brand name or the product name in the tagline (Blakeman, 2014). Even if the product was great and it did carry the legacy the marketing strategy of the product could not play up to the mark. Nokia 9000 was quite an early smart hone and users could access various facilities such as sending and receiving e mails, accessing internet, and receiving and sending faxes to be an incredible product at that time. However the tag line of the product was "Pocket Phone... Pocket Fax.". Apparently the tag line did not have any product r company name and did not indicate to any of the facilities that the users could get from it. Also there was an other exciting catch line in the advertisement, "It's an office in your pocket" which was unable to read. This communication could not convey the potential of the product to the readers. Communication Research For this report, two famous brand of the mobile manufacturing industry, Nokia and Apple have been taken. From middle to late 2000s, Nokia has flourished to be the most dominant brand of mobile phone and the operating software of mobiles. A previous report shows that Nokia has made around half of the mobile phones that have been sold on earth and once the brand had a hold of around 65.6 per cent market share internationally. In comparison to that, the brand Apple came in the business out of nowhere, in fact the brand did not sell a single mobile phone before the year 2007. However by the end of the year 2013, Apple had sold around five times more mobile phones than Nokia had. These facts show that Apple has realized that it is not only about the mobile phones; rather it is also about the operating systems and building a model for the business other than manufacturing the mobile phones. However, in contrast to that Nokia had only focused on the manufacturing part of the mobile phones a nd presented more feature rich mobile phones to the consumers, Apple had surprised the users with a newly developed service based product eco system. It can also be said that in terms of marketing communication, the Nokia versus Apple stories were all about where one brand was eager to introduce innovative moves in the market, the other brand was losing its market share. Nokia was an organization that was famous for its innovations but it started having severe issues during 2010s. Scholars indicate that it was also due to its first phone model gradually failed as it could not adopt the mobile eco system approach. Even if the brand had innovated essential and brilliant features in their products, it mostly followed a product driven business model rather than being a market driven one. This approach had gradually taken the brand to the path of failure. Communication Methodology From a detailed analysis of the approach to the marketing communication of both the brands, it can be said that Nokia had gained competitive advantages in the market by designing its own operating system software and it had the potential to place the brand in a better position in the market but the marketing communication was not sufficient to convey its potentiality to the customers. Nokia also made significant mistakes in the communication strategies such as the brand could not realize the challenge made by other brands such as Apple; therefore it also could not realize the shift to the software to the differentiator of the mobile phones (Kitchen Burgmann, 2015). Therefore it failed miserably in the brand. It could not realize the market driven approach of the brands and how it had shifted from the product driven approach. Gradually the user market had abandoned its operating system as both the android and Iphone system had crushed that. Fundamentally it did not did not improved i ts business model, therefore that enhanced the loss of market shares and the brand had lost its competitive edge in the market. Nokia could not realize the other market threats in the market by other emerging brands as well. Therefore the brand had lost its position where Apple had raised in the competitive market. Analysis of Report After a well organized re-constructor of the brand, Apple had transformed around six of the industries such as animated movies, personal computers, music, tablets, phone and digital publishing. As Luxton, Reid and Mavondo (2015) observes, as the CEO of Apple Steve Jobs made a humanized version of the technology and applied it in various place for improving the everyday life of the users in a genuine way. Apple also had a group of engineers who worked hard to improve the product line. It is not like Nokia lacked having talented engineers; it could not communicate with the consumers in an effective way. Apple had trained its marketing communicators with three sharply knitted sales procedures which had three elements such a permission, position and probe (Blakeman, R2014). The retail and digital work force had worked hard if there is a dissension within the sales executives. Where Apple started creating new ideas to communicate with its consumers, Nokia had gradually lost its touch with the consumer base. Apple had also developed a prevailing service product eco system that connected the phone, music players and the computing of the brand. Other than that the communication strategies had won the hearts of the consumers. However Nokia had proved itself to be a brand with an excellent idea of handset and only focused on selling the handsets not improving the marketing strategies. Therefore there has always been a prominent gap in the marketing communication of Nokia which as gradually enhanced the loss of the market shares of Nokia. References Aversa, P., Haefliger, S., Reza, D. G. 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