Marketing Strategies Used By Nokia

Marketing Strategies Used By Nokia In order to execute the project on hand I have select Nokia. Nokia was founded by Fredrik Idestamin in 1865 as public limited company. Nokia is leading the cellular phone industry with around 38% of the market share, while Motorola, which is American based is having 12% of total market share. Nokia used be a diversified conglomerate up till 1980 with business includes pulp, rubber tire production, paper, telecommunication equipment, cable manufacturing, and consumer electronics. The geographic target market of Nokia was mainly limited to Scandinavia (70% market share) and US (33% market share) (123helpme, 2010). It should be noted that Nokia had never enjoy monopoly in any market including Finland and the company share is due to its competitive marketing strategy, state of the art product designing and manufacturing, pricing strategies and creative marketing campaigns. The company has constant record of launching new product that either low costs or cutting-edge technology, and flair have not yet been stopped. These two characteristics of the firm are giving it competitive advantage and the company is still the most profitable company of the mobile-phone manufacturing industry (Kumar, Banthia, Sharma, 2010). Nokia headquarter in situated in Espoo, Finland. The Research and Development wings of the company are situated in 10 countries around the globe. The device manufacturing factories of the company are located in nine countries while the company transacts its business in more than 150 countries of the world. In this paper we going to investigate that how does a Finnish organization become a world leader in the highly sophisticated cutting-edge industry from the marketing viewpoint? Importance and the use of Information in their Marketing Strategies of Nokia: In the decade 1990s the telecommunication industry around the globe experience three significant positive changes that sets the foundation for future growth. These three trends were increase in the use of internet, deregulations of the market that led to easy access for new competitor and the advent and popularization of wireless services. Nokia then adapted the three strategies in its marketing program. This was a mega turn in the history of Nokia. In order to get the exploit the opportunities provided by the environmental factors and decrease the potential demerits of changes that might have impact on the business, Nokia initiated an information system project. It has decided to install an information system that will facilitate decision maker across the organization in its various functional departments. For this sake Nokia takes advantage of Management Information System (MIS), Decision Support System (DSS), Executive Information System, Transaction Processing System (TPS) etc. Through the use of these systems the organization not only was able to manage the organization effectively and efficiently but was also able to coordinate its different RD departments (that are situated in 10 countries), its manufacturing facilities (that are situated in 9 different countries) and its distribution networks that situated in 150 countries. Organizational Marketing Strategy Used by Nokia: Organizational Strategy: Nokia historical logo was three arrows that were created in 1966, the company then devise its presently used organizational slogan connecting people. This slogan was design by Ove Strandberg. The company is the world 6th most loved and fastest growing brand of the world. All this was possible due to Nokia consistent organization wide supportive culture, shared values and vision. The vision statement of Nokia is our vision is a world where everyone is connected, and its promise is Our promise is to help people feel close to what is important to them. The approach the company used for to achieve this objective is Trusted consumer relationships, Best mobile devices everywhere, and Context enriched services (Nokia, 2010). Marketing Strategy: In order to achieve its organizational objectives, the marketing wing of the Nokia is doing remarkable job. In the following we explored different aspects of the marketing strategy used by Nokia. Market Segmentation: Geographic: Both Rural and Urban areas Demographic: Male and Female Age: 22-50 (almost 80% of the sales comes from this segment Consumer Segments: All the three types of users including high-users, medium users and light-users. (Kumar, Banthia, Sharma, 2010) Product Strategy: The focus of the marketing efforts of Nokia is mostly on handset manufacturing only. The company is constantly enhancing its product portfolio by inventing constantly new models. The mobile phones that are manufactured by Nokia have two diverse focuses: either low costs or cutting-edge technology. The products of the company are adopted as per the specific markets situation. For example handsets distributed in Middle East have an Arabic language function, while in France the language is tailored as French. Branding Strategy: Nokia use two types of branding strategies. It is due to the fact that its target market consumer consists of two types of customers: Upscale buyers and Economy seeker. For upscale buyer the company built its brand with high-end multimedia handsets, while for economy seeker in emerging markets its branding strategy focuses on providing economical handsets (123helpme, 2010). Pricing Strategies: The pricing strategies used by Nokia vary from situation to situation and from product to product. For cutting-edge technological products that are newly designed by the company RD, the company use first the skimming marketing strategy, and then decrease the price. While for cost-effective products that focus on economy, the company use penetrating pricing strategy. Promotion Strategy: The company success can be traced to the excellent promotion activities carried out by the organization. The company use integrated marketing communication to promote its various products in different region of the world. The promotion activities are directed toward replacement Place Strategy: The company distribution network is situated in 150 countries, and the company is still using its aggressive marketing strategy to boost its network, and market development strategy to target new markets from around the world. Nokia has come up with new place strategy by opening of the retail outlets known as Nokia Priority. Nokia: in the Global Context: Nokia has successfully used its marketing strategy to target diverse customers from around the world. Its products are equally used by rural as well as people belong to the urban areas. The company is using the right blend of standardization and adaptation. By studying the global market strategy of Nokia one can argue that Nokia standardized its products when possible and customize its products when needed. For example Nokia introduced its dust-resistant mobile phone with anti-slip grip and flash light in less developed markets including India, Pakistan, Bangladesh etc. the product was customized according to the needs and wants of the rural market of the people living in these countries. Such sort of commitment to the needs and wants satisfaction of the target market by Nokia shows Nokia genuine commitment towards the local customers needs. The competition in the global market for Nokia is increasing with the passage of time. As the market for cellular phone is passing through the growth stage of product life cycle, constant entrance of new cellular phone manufacture is continued. The competition for Nokia includes: Motorola, Sony Ericson, Samsung, Siemens, Panasonic, NEG, Toplux and Sagem and many more. In order to keep its share in the international market Nokia must continue to exploit its competitive advantage to get ahead of competitors. It needs to have more focused marketing strategy. Nokia late arrival of can-bar phone and missed design trends like clamshell phones are some of the factors that has led to decrease in the market share of the company (Kiley, 2007). Nokia market share was 66% in 1999, which now stood at 38% (2009), it means that although in terms of sales its revenue is increasing with the passage of time, but in terms of market share, competitors are capturing niche from Nokia. Nokia is using aggressive marketing strategy in the global market. Since 1997, the company has acquired 37 companies around the world. The acquisition includes, Cellity a mobile software company, OZ Communications of Canada, Navteq which is a U.S. base supplier for a price of $8.1 billion, and Enpocket supplier of mobile advertising technology and many more (Kumar, Banthia, Sharma, 2010). These acquisitions have strengthened the market standing of Nokia, and help the company to boost its competitive advantage. The global sales of Nokia are increasing and the organization is constantly using four types of strategies to increase its sales in the global market. Nokia is increasing its sales in its existing market of already available products through increase strong positioning strategy, promotion activities, and competitive pricing strategies, and thus company is able to increase the sales for its products. The company has constant record of launching new product that is either low costs (that target low-income group) or cutting-edge technology (that target upper-upper and upper-middle class of the market), and flair have not yet been stopped. New market offer exciting opportunities to Nokia and the company is continuing to explore new market in the world. Currently the distribution network of the company has been established in 150 countries in all the continents of the world. The company now developed multifunctional cell phones, and continued to put up its business in significant on the rise markets such as India, China, Middle East and Indonesia where the target market are still looking for reliable hardware. The strategy is working for Nokia and over the year it has been able to launch series of new version in the global market. And Nokia is now looking to target 200 million middle class population of China for whom the company has developed customized products that costs under 63$ (Kiley, 2007). On the other hand, the situation in US is quite different. Thats why the company is using different strategy to target that market. In US market growth is tough because the market is driven by cell-service provider. For example Verizon Communication sell phone to customer at subsidized rate to its target market. Nokias relations in US with cell phone operator are not as strong as those of competitors that are why the company is suffering in this front. To tackle this trend, Nokia have reportedly spends $5.4 million in 2007 and $2 million in 2008 on lobbying in the U.S. market to hold its market share. The strategy was very successful for the firm, as it resulted in favorable political environment for the company. Had the company adopted the same strategy in before the results for the company must have been quite different and it must have not lost its market share in the US market? On the other hand the condition is quite change as compared to condition in US and the consumers can buy the cell-phone of ones own choice, and then shop for their service. In order to take advantage of favorable market conditions Nokia has joined hands with Siemens Networks and formed a joint venture in 2006. Nokia Siemens Networks services are available in 150 countries around the world. Both the companies have merged their fixed line and mobile phone network equipment business to create the worlds biggest network. This has resulted in 1.5 billion Euros for Nokia in year 2009. Nokia e-Business Strategy: For Nokia e-business is not just limited to web presence to make easy buying selling. Nokia is exploiting the collective power of the internet and IT to vitally convert its strategic business strategies and business processes. Nokia is one of the successful ventures of the world that is using the e-commerce and e-business solution in its flair to build successful relation with its target market. Nokia e-business is known as Nokia Payment Solution that was initiated in 2001 (Nokia, 2010). The Nokia Payment Solution is unique program that enables payment service providers to mediate payments between three parties including financial institutions, distributor and consumers. This platform allow Nokia to collect, manage and clear payment initiated from mobile phone and other web-enabled terminals all the way through different payments methods including debit cards, credit cards, operators prepaid and postpaid system. Nokia provides Nokia Signet Server that serves the purpose of verification and payment transaction of non-repudiation through digital signatures. The verification and digital signature connecting the client and server are satisfied using the wireless Public Key Infrastructure (PKI) technology. On the other hand Nokia is using its e-Business strategy to successfully integrate its various divisions across the world. Nokia factories are situated in 10 countries, and its RD wings are situated in 9 countries. E-business provides an opportunity to Nokia to cut its costs dramatically through e-procurement, which is as a way for Nokia to better track and manage their purchasing. Nokia also provides various blogs in an effort to know its target market. This e-chat provides Nokia a form of technical and customer support is an excellent example of its customer focused e-business strategy. This e-business strategy that supplement Nokia traditional phone support is a system that saves precious time for Nokia while providing opportunities to know its customer more deeply. Nokia e-business strategy has helped the marketing strategist to better plan their product offerings, keeping in view the latest trends of the market. The products are designed and manufactured keeping in view the needs and wants of its target market. Through the use of e-business the marketing department is able to develop and retain its valued customers. Nokia website provides online support to its valued customer in the form of free download (music, video, themes, etc), software solution, and integration of different task related to products. . This had helped the company not only in creation long-lasting, and satisfied customer creation but also helped the company to prolong the product life cycle of its various products. On the other hand Nokia has formed strategic partnership with Facebook. Facebook is a social network website that connects people and work as link between them. This had provided remarkable opportunity to Nokia, because the Facebook application for Nokia is available for download in more than 150 countries. Nokia is the only mobile company of the world whose handsets can be connected to Facebook. This has created a world of opportunities for both Nokia and Facebook. (Nokia, 2010) Conclusion: Over the last two decades the mobile-phone market has gone through tremendous changes, with unbelievable products and rapid growth in the market. The growth of the market is still continued. Nokia is using its creative marketing strategies to hold its market share through strong positioning and competitive strategy in order to beat the competition. The company sales performance has been increase dramatically in the past few years, although it has lost a portion of its market share to new rivals in the market. If the company continue to tailor its marketing strategies according to the needs and wants of the target market, its chances for success in the market will increase even more.

Korea Essay -- essays research papers

The Korean Religious Heritage Korea's religious heritage has contributed to the teaching of the Unification Church. Since it first appeared on Korean soil and was nourished by the Korean philosophy of life, the new movement was naturally influenced to some extent by its environment. Just as Eastern Orthodoxy cannot be understood apart from Christian Hellenism, and Roman Catholicism is a product of Latin civilization, so the Unification Church greatly profited from the religious development of its homeland. Korea's indigenous religion, like that of most early cultures, was a form of shamanism. This original faith has never completely disappeared and still exerts considerable influence. Ancient Koreans believed in a variety of supernatural spirits, both good and evil. But more important was the one supreme Spirit, Hananim, the creator and beneficent ruler over creation. This high God was worshipped at mountain shrines; and to win his favor animal sacrifices were offered at appropriate times. Springtime and harvest festivals were particularly important. For more details, one can look at my book entitled Faiths of the Far East. 1 For our purposes, it is merely necessary to point out that from time immemorial Koreans believed in the existence of one Lord of heaven and earth as well as numerous lesser spirits. From earliest times Koreans have experienced direct contact with supernatural powers. Furthermore, shamanism emphasized Korea's unique role in history. Traditionally, Koreans dressed in white, because this symbolized their faith that they were children of the divine light. For centuries the shamans taught that Koreans had been chosen for a special purpose in God's plan for mankind. One should therefore not overlook the religious dimension of Korean nationalism. Then, as Buddhism spread from India across East Asia, it was planted in Korea. For a thousand years, Mahayana Buddhism, which came via China, was the court religion and popular faith of the Korean monarchy. Numerous Buddhist temples were erected at government expense. Monks and nuns became a normal feature of Korean society. Education and the fine arts were inspired by Buddhist teachings. Powerful abbots were advisors to the king as well as being the teachers of conventional morality. It would be impossible to exaggerate the religious, ethical and cultural effect which a millennium of Buddhist life a... ...s case came to trial several months later, he was completely exonerated. In spite of persecution, the Unification Church continued to grow. In 1958 a missionary was sent to Japan and the following year I came to Eugene, Oregon, as the first missionary to the United States. By 1975 missionary teams had been sent to one hundred and twenty countries. In 1960 Reverend Moon married Hak Ja Han. He and his wife moved to America in 1972, where he had begun nation-wide speaking tours. These culminated in the Madison Square Garden rally. As a result of this American publicity, the foundation was laid for an immense World Rally for Korean Freedom in Seoul at which Reverend Moon spoke to more than one million people on June 7, 1975. His Yankee Stadium appearance took place on June 1, 1976, and the Washington Monument Rally on September 18, 1976, provided an appropriate finale to Reverend Moon's public speaking campaigns in the United States. Throughout his life, his motto has been: To restore the world, Let us go forth With the heart of the Father In the shoes of a servant, Shedding sweat for the earth, Tears for man And blood for heaven. 9 Hyo-Won Eu. The Apostolic Herald, November, 1956.

Objectives of the Various Database Marketing Essay

When its competitors entered new markets with advantages of innovation and lower cost during the 1990s, Harrah’s capped the business growth. However, the company rather chose to make use of an existing advantage – customer loyalty, instead attempting to create new resources. A marketing database contains information about individual customers or potential customers that is relevant to the marketing process. DBM is an important tool to build up customer relationship and increase the loyalty. To strengthen the loyalty competency, requiresd Harrah’s to process sophisticated database analysis of customer profiles, so that the company could market the right customers with right ways, in order to attract repeated visits and retain the loyalty (See Appendix A and B). Harrah’s used the data base in three programs – new business program, loyalty program, and retention program – to build up the customer relationship and strengthen the loyalty. Another objective of DBM is to predict consumer behavior and â€Å"customer worth†. Customer profiles provide information about customers’ play preferences, betting patterns, how often they visit, how much they play, etc. After retrieving detailed information from every customer, Harrah’s could predict potential customer playing behavior at all of its properties through quantitative models. After the models identified some opportunity-based customer segments for rationalized reinvestment, Harrah’s sent customized incentives to these customers, seeking relationships with them based on their future worth, rather than on their past behaviors. One more important objective of DBM is to track customers over time and conduct some â€Å"marketing experiments†, so that Harrah’s can find the right marketing instrument, for the right behavior modification, for the right customer. When Harrah’s issues special promotions, it needs to know which kind of promotion is the most effective at the lowest cost. For example, through marketing experiments, Harrah’s found that a less attractive offer was more profitable, and the return of a portion of customer’s bet was unnecessary. Through the DMB program, Harrah’s could gain a better understanding of customers to increase customer satisfaction and achieve organization’s objective at a profit level.

Bioethics- Normal Character Analysis essays

Bioethics- Normal Character Analysis essays I found Normal to be compelling, engaging, and educational. I think the entire class enjoyed the movie, and it was definitely beneficial to watch in bioethics class, because an emotional connection to ones argument can be just as if not even more crucial and beneficial to an ethical situation as hard facts or detached analysis. Though I felt that all the characters in the film were powerful, complex and memorable, one character in particular that stood out to me was Patti-Ann, the pubescent teenage daughter of Roy, a man with gender dysphoria, and Irma, his confused but supportive wife. Patti-Ann was particularly interesting to me because she demonstrated the theme in the film that there is no such thing as a perfect gender condition, and that most people are, to an extent, confused about the roles that society imposes upon them based on their gender. Patti-Anns character was conflicted; both she and her father were struggling with particular gender issues in a small, rural, religious and socially conservative town. Though Patti-Ann lived and was born as a sexual female, she was a tomboy and expressed discomfort when her mother attempted to impose girlish behavior, clothing, and general feminine standards upon her. Patti claimed that she did not feel comfortable wearing bras, tight clothes, or skirts, and often tried to wear her fathers old clothes. This was ironic and must have been even more confusing to Patti-Ann, because at that time, her father was undergoing his own gender crisis and was getting rid of his old clothes in place of skirts and the type of clothes that Patti felt uncomfortable with. Near the beginning of the film, when Patti got her first period, she expressed disgust, depression and discomfort, a typical reaction for some girls, but one which especially resonated with Pattis character, a biological female who was uncomfortable with her body. ...

buy custom Healing Hospital A Brave Paradigm essay

buy custom Healing Hospital A Brave Paradigm essay A healing hospital is characterized by historical beliefs and values, where care is realized through the very objective of healing. Healing hospital refers to the provision of loving care to the ill person, and his/her families as well. It generally supports the caring culture (Chapman, 2003). In the modern healthcare industry, the main emphasis is on the advanced technology, modern treatments and medicines as well as invasive diagnostic procedures. In most times, the providers of health care services forget to provide a compassionate and loving care for the ill. Therefore, this essay discusses the components of healing hospitals, their relationship to spirituality together with the challenges of creating a healing environment in light of the barriers and complexities of the hospital environment. The ideas in the essay will be supported by a biblical passage. The healing hospital is usually different from a conventional hospital due to the powerful caring nature and love background applied in it (Chapman, 2003). One of the main components is a healing physical environment. This brings out the concept of taking care of the ill with love, while interacting closely with their families. The hospital environment can not be influenced by any physical turbulence in the form of strange noises, gloomy hospital arrangements, unskilled care providers, monotonous procedures and occurrences. The creation of a calm, pleasant, and loving environment will assist the patient and his/her family to deal with sickness and strain. A room with enough windows and light can show the world outside and help patients wake up quickly, orient with time in a quick way, and at the same time, gain speedy recovery. The healing physical environment attracts spiritual services. Spiritual buildings give some hope to the sick in form of the favorable physical environment (Eb erst, n.d). Thus, if the hospitals are built in a manner that resembles a religious worship building, like a mosque or a church, while saying prayers, providing religious relic, listening to the word of God, and listening to religous music, could have positive impact on the family and their sick members. Another aspect is the integration of technology and work design. Technology makes it possible for the care providers to work in an efficient way and provide extra security and privacy to the families and patients. Through the creation of a respite area for the workers in each unit with bug windows with the Mountain View can assist the staff in handling stresses at work. Private rooms for every patient are very useful in giving them enough sleep, and possibility to have a rest; this, in turn, promotes their body to heal quickly. High-tech equipments for care providers, like equipment with silencers, and telephones that can be personalized, enhance efficiency in work. The provision of a sound-free environment to the patient, education concerning visiting hours, permitting the family to spend some time with the patient, and engaging patient in some additional activities also promotes faster healing. The culture of radical loving care based on Eric Chapmans philosophy is the other most important component in the healing hospital. It promotes the attainment of healing through a holistic process, which is achieved through treating physical, emotional, and spiritual needs. The care provider is expected to give unconstrained care and love for the family and their patient in their darkest hour. This promotes the process of healing and quick revival. Putting these beliefs and values into practice in healthcare can create a more lucrative condition that exhibits altruism of the people taking care of the patient. Loving care is supposed to be given to the patients, their families, and the care providers (Eberst, n.d). While a healing hospital is of great use, there are challenges of creating a healing environment in light of the barriers and complexities that come along with it. The establishment of a healing hospital is mainly a combination of the present aspect of health system and the conventional concept of divine healing. With the advancement in the hhealthcare technology, the loving care seems to decrease. There is a tendency to focus on treatments, medicines, and invasive processes, like robotic surgeries. Physical healing seems to take a center stage, while the emotional and spiritual needs of the patient are neglected. There are unseen wounds in the lives of the patients that are not addressed. The business aspect of the industry in healthcare mainly dictates how care is provided to the patient. Expenses and costs become a great barrier to the healing hospitals. Discharge to patient is given out speedily for the purposes of cutting down the costs, and hence the welfare of the patient is n ot given much consideration. Radical loving care finally reduces. Bureaucracy is another challenge, as there is no dignity and respect for people. The field of healthcare operates, like a robot, and it is a hard condition to face. This is evident when patients share facilities and lack their own privacy. Again, cynicism becomes another challenge; instead of having hoped that everything will work out for the patient through loving care, people show cynicism. A failed leadership, where there is absence of facility care and the care of the staff, kills the hope of having a healing hospital. Care should be provided both physically, emotionally, and spiritually (Chapman, 2003) The biblical passage in Matthew 9:1-8 is a perfect example of what healing hospital means, and how it works. Jesus healed a man who was paralyzed. After seeing the faith that was in the patient, he forgave his sins and requested him to go home (The Holy Bible; King James Version). This case by Jesus shows the importance of guidance, authority and loving care of God. The main message in the essay is that healing is both physical and psychological process. Faith and prayer are the most effective ways, through which healing can be enhanced. Through this, we see the significance of the spiritual aspect of the process of healing. This is how a healing hospital connects with spirituality since absorption in the creative process is what brings healing to the patient (Luethje, 2009). Buy custom Healing Hospital A Brave Paradigm essay

How do history events lead to frequent extreme weather Research Paper

How do history events lead to frequent extreme weather - Research Paper Example This paper seeks to discuss how different historical events have contributed to the uneven extreme weather that is experienced in different parts of the world today. The first example that can prove this is the agrarian revolution that took place from the 1600s. This was a time when agriculture was getting a new face, and all businesses were revolving around agriculture1. New farming technologies had been invented, and every farmer wanted to part of the invention. It was a great revolution that affected almost all fields of life. Agricultural production increased, and there was a need to develop other sectors of the economy so that the excess food could not be a waste2. People developed the food processing industries so that food would be processed, preserved and exported to other areas, for sale. As a result, the transport industry was also developed, so that transportation from farms to factories and from the factories to the market would be easy3. By the year 1940, agriculture had taken a completely different turn4. People had graduated from simple farming to tractors and other technologies like the seed drill. Improved fertilizers were produced, which contributed greatly to agricultural production. As all this was taking place, there was a lot of pollution that was un-noticed. All the industries that were coming up were hurting the ozone layer5. They were major air and water pollutants, and this has contributed to the adverse weather changes that the world is currently experiencing. In the modern world, many scholars have been forced to set down for long hours, just to discuss about the climate changes. There are extreme weather changes, which are affecting various parts of the world. All these can be linked to the agrarian revolution in one way or another. For example, when industries were releasing carbon emissions uncontrollably, into the atmosphere, they led into the destruction of the ozone layer6. This is clear evidence that the current world is suffe ring a great deal because of the mistakes and events that that happened many years ago in the world’s history. Industrialization is another thing that has had very adverse effects on the weather, and climate. The first phase of industrialization was marked by a lot of changes in the world of business. The production and manufacturing industry, the processing industry, and other service industries were affected. Factories were being constructed at a very fast rate. Many products were being manufactured, and there was a need for a lot of fuel to facilitate all these processes. Electricity as scarce, and expensive to produce, as a result, many people used coal and wood as a source of fuel. Many trees were cut down in search of fuel and wood for manufacturing different items. This was one of those ties when the world experienced the highest ate of deforestation. Many trees were cut down, and a lot of initial forested and was left bare. This has had a very negative effect on weath er, even up to today. One of the most important functions that trees play is that they absorb carbon dioxide from the environment, and release oxygen. Carbon dioxide cannot be absorbed from the atmosphere if trees are not available. The historical mass cutting of trees has led to a considerably low number of trees, which means that enough carbon dioxide cannot be absorbed from the environment. High concentrations of carbon dioxide lead to global

I Am Legend Essay Example | Topics and Well Written Essays - 500 words

I Am Legend - Essay Example Neville keeps sending radio messages to track any survivors as he continues with his research, his only companion being his German shepherd. The vampires keep hunting for him but he eventually manages to trace two more humans that are normal and finds an antidote for the virus. This paper is a review of the film Am a Legend directed by Francis Lawrence and scripted from Richard Mathesons 1954 novel  bearing the same title. The film shows some unwillingness to venture preceding happenings and offers limited portrayal of issues like bioethics. The film somehow portrays the  dangers  that modern scientific research practices may pose to the future of humankind. Most current researchers especially in the medical division carryout a lot of drug trials using human subjects as guinea pigs believing that such actions cannot result in pandemic since the researches are meant to help people. To them, the film is mere fiction and full of utopian ideologies. However, the movie can be considered both utopian and dystopian at the same time. It is Utopian when it depicts Neville as a legend who is immune to the disasters that wipe out everybody else. The dystopian aspect is demonstrated by the unimaginable circumstances faced by the actors, or the entire New York (Matheson 22-30; Scott Web; Jolin Web). The movie somewhat puts forward the impacts that modern medical practices such as genetically modified crops which are susceptible to gene mutation could cause. Pandemics such food insecurity, which could result are capable of wiping out a large percentage of the population like in the film, which is not fiction (Adams Web). Other researches such as in biotech which entail experimenting with human genome in the attempt to create drugs aimed at altering human genome so as to cure diseases could result into a dystopian world (Adams Web). The film depicts a lot about our future. Human might not turn