Introduction Nokia was founded first as a paper mill in Finland Early 1970’s and 1980’s Nokia became involved inthe telecommunications industry 1987-Nokia implemented their first handheldmobile device 1992-First digital handheld device was released 1998-Nokia was widely known as the leader in themobile phone industry Recently, Nokia’s high standing has fallen
Research Method and Procedures Research current factors that are affectingNokia’s current presence in the mobilephone market. Exploratory Descriptive Causal
Exploratory Want to understandcurrent Situation withNokia Nokia is still currentleader (Number one inWindows Phone) Nokia’s Decline
Descriptive Survey with cross-sectional analysis Factors that influenceconsumers Non-probability sample Convenience Snowball
Causal Manipulation of onevariable and keep allothers the same. Does brand cause peopleto pay more?
Frequencies What brands do you considerwhen buying? Apple 110 HTC 54 Motorola 27 Nokia 19 Samsung 58 Other 25**Were able to select all thatapplied for both questions What features do you usemost on a cell phone? Call 89 Text-Message 102 Internet 87 Media 60 Camera 70 Other 26Results
Experiment Ran 95% confidenceintervals on individualmeans Apple 2.64-4.12 HTC 2.10- 3.56 Motorola 2.47-3.72 Nokia 1.81-3.37 Samsung 2.58-3.94 Results Not statically significant However, Apple does havethe highest mean, andNokia the LowestResults
Recommendations Build a better knowledge base of what product’scapabilities are Illustrate competitive advantages Show value to consumers based on their advantages Define exact target market Offer a premium product or value product