Abstract

According to S&P report in 2008, Nokia is the bestselling brand of cellular phones in the world in 2007 and early months of 2008. The company has 50% share in world market, 55% of index share of Asia and 38% of index share of Iran To clarify the design approach caused NOKIA’s great success in iran market and in the world, this research aims to find out the successful strategy of Nokia for developing new products and Discovering latent opportunities and market’s potentials in order to develop new products by focusing on user group through an analytical and statistical method which based on Quantification Type III and Cluster Analysis. in this way we will analyze different aesthetic characteristics and the functional features of Nokia’s mobile phones which presented in Iran market. Moreover, the Iranian users are investigated to firstly know how much NOKIA mobile phones models have covered their favorites and then specify the aesthetic characteristics and functional features of their favorite mobile phones. The outcomes of this research eventually address the characteristics of Nokia’s design approach that are contributing to her success.