In 2003 Nokia was No.1 in mobile phone sales and technology but almost overnight global market changes saw it lose major global market share.Nokia met this challenge by reorganising their entire organisational business structure and associated strategies such that by 2006 they had successfully turned their mobile phone fortunes around.

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A business's success is determined by two aspects of strategic fit. First, its competitive and marketing strategies must fit the needs and desires of its target customers and the competitive and technological realities of the marketplace. Second, even if a firm adopts an appropriate competitive strategy to suit market circumstances it must be capable of effectively executing that strategy.

In 2003 Nokia Was No