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Market Research Proposal for Lenovo

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Market Research Proposal for Lenovo

  1. 1. MSc Marketing / MSc Marketing and Business Analysis “Marketing Research Proposal for Lenovo smartphones” Marketing Research 23/10/2014 Group 3: B064541 B060897 B064516 B064536
  2. 2. 2 Contents: 1. Executive Summary........................................................................................................3 2. Industry Overview ..........................................................................................................4 3. Research Problem and Objectives ..................................................................................5 4. Outline of Desk and Primary Research...........................................................................6 4.1. Desk Research.............................................................................................................6 4.2. Qualitative Research ...................................................................................................7 4.3. Quantitative Research .................................................................................................9 5. Ethical Issues ................................................................................................................11 6. Timing...........................................................................................................................11 7. Budget...........................................................................................................................13 8. Credentials ....................................................................................................................13 9. Quality control ..............................................................................................................13 References................................................................................................................................14 Appendices...............................................................................................................................15 Appendix 1. Global smartphone market share.....................................................................15 Appendix 2. Smartphone penetration in the UK from 2011 to 2017*.................................15 Appendix 3. Leading handset brands in the UK ..................................................................16 Appendix 4. Lenovo’s positioning.......................................................................................16 Appendix 5: Moderator guide ..............................................................................................17 Appendix 6. Smartphone survey..........................................................................................18
  3. 3. 3 1. Executive Summary This paper introduces the research proposal from Excellence Marketing Research Agency for Lenovo brand upon its entry to the UK smartphone market. The proposal describes, how the further research led by Marketing Research Agency is going to be carried out and which methodology is going to be used. The smartphone industry remains to be one of the fastest growing and most competitive industries both globally and in the UK. Companies are involved in the ceaseless pursuit and thus need to develop innovative smartphone models in order to gain customers loyalty and increase the sales. As for 2014 the top-3 smartphone brands according to their market share were Samsung, Apple and Lenovo. Lenovo is a high-tech company founded in China and it’s globally known because of its relatively inexpensive tablets and laptops. The company went into smartphone business in 2009 and acquired Motorola Mobility in 2014. The main purpose of this paper is to examine the UK smartphone market potential for the Lenovo/Motorola brand and thus, several research objectives were designed. The objectives include gathering and analysing different sorts of data: smartphone usage in the UK, information about smartphone buyers’ behaviour and competitors’ positioning. The last objective is to define the target market for Lenovo smartphones in the UK. In order to accomplish the objectives, first, the desk research will be conducted. It will include both internal and external research. Then, the more detailed qualitative research will be carried out using focus groups. Finally, the quantitative research will be conducted by on-line e- mailed questionnaires. Obtained data will be analyzed using SPSS software and various statistic methods including regression and factor analysis. The research will be created during 16 weeks and presented in the form of report.
  4. 4. 4 2. Industry Overview The global smartphone market continues to grow year by year. The growth rate of worldwide smartphone market reached 28,6% in the first quarter of 2014, with 84,6% market share of devices using OS Android. Samsung accounts for 25,2% global market share, following by Apple with 11,9% smartphone vendor share (Judge, 2014) (see Appendix 1). Although Samsung is nowadays top-of-mind smartphone brand with the largest market share, the most popular smartphone model in the world is Apple iPhone 5s. (ABI, 2014) After the acquisition of Motorola Mobility, Lenovo became the third largest producer of smartphones in the world. As for the UK market, in 2014 the smartphone penetration reached 61% of all mobile phone users and is projected to increase to 81% in the next three years (Ofcom, 2014). Additionally, in 2017 66% of the UK population will own a smartphone (Malone, 2013) (Appendix 2). Smartphone ownership strongly differs by age: while 88% of young people from 16 to 24 have got a smartphone, only 14% of people in the age group 60-plus own it. Despite the fact that the senior citizens are far away from being the most active smartphone consumers, they have a huge potential and the greatest opportunity in terms of smartphone adoption growth, since they accumulate 57% of the UK’s wealth and account for 25% of adults in the UK. It is expected that over-55s smartphone penetration will increase by 25% in 2014 (Deloitte, 2014). The leading mobile phone brands in the UK in 2014 were Apple, Samsung, Sony, HTC, Nokia, LG, Motorola, Blackberry and Huawei (Appendix 3). In 2013, Samsung was the mobile phone market leader with 33,7% market share, while Apple and Nokia had 19,6% and 14,8% respectively. There are opportunities to buy a phone from broadband operators either with or without a contract, from retailers or to order them online. Approximately 37% of mobile users in the UK purchased their devices online in 2013 (Nielsen, 2013). Lenovo is one of the fastest growing tech companies in the world (Lenovo, 2014). It was established in China in 1984 but after purchasing the IBM computer business in 2005, the company realized that even the Chinese market is too small for its ambitions. In 2009, company also started developing the smartphone business. Now Lenovo is going to launch its smartphones in the UK using the potential of its newly purchased Motorola Mobility brand. Motorola already has a long history in the UK, while Lenovo is only known as a relatively cheap but technologically advanced tablet and laptop brand (for more details see Appendix 4). In September 2014, Lenovo announced two brand new smartphone flagman models Vibe Z2 and Vibe X2 with intention to start sales in October and sell them for 425$ (263£) and
  5. 5. 5 390£ (242$) respectively. Lenovo smartphones belong to the accessible smartphone category – the prices vary from 40 to 263£ with only one model exceeding this price range (Lenovo Vibe Z2 Pro for 560$ or 345£). The acquisition of Motorola provides a great opportunity for Lenovo to penetrate into the UK market but prior to entry, an advanced research of the UK smartphone market should be conducted. 3. Research Problem and Objectives The main research problem for Lenovo is the examination of brand’s potential in UK smartphone industry. Thus, some objectives from our agency were proposed. 1. To gather information about smartphone usage in the UK. Detailed information about smartphone usage in the UK will be gathered. It will include smartphone ownership information, market size and growth rate, distribution of smartphones sold in UK by different brands across the years, dynamics of smartphone purchases and many other statistics. 2. To find and analyze the information about British smartphone consumers’ purchase behavior. Information about smartphone buyer behavior in the UK will be studied. It will include the facts about most popular smartphone features and applications for different age groups, preferences in OS, design and brands. Thus, knowledge about mobile data usage and cellular data networks preferred by the UK citizens will be provided. 3. To analyze the competitors’ strengths and weaknesses. Information about key competitors’ positioning, strengths and weaknesses will be collected and carefully analyzed. 4. To define the target segment for Lenovo in the UK smartphone industry. Ultimately, by analyzing the data received from accomplishment of two first objectives and by conducting practical research related to attitude of potential customers towards Lenovo smartphones, the target segment for the company in the UK should be identified.
  6. 6. 6 4. Outline of Desk and Primary Research 4.1. Desk Research Purpose As part of our proposal for Lenovo smartphones, we are going to conduct a secondary research before moving to our primary research. The reason for doing so, is to gather a large amount of data concerning the smartphone market and to gain a general idea of what is the reaction of customers to the smartphones brands. Moreover, it presents an opportunity for longitudinal analysis. Therefore, we will collect relevant information on Lenovo brand and its competitors, as well as we will define any kind of changes in consumer behavior and predict purchasing decisions on smartphones. More specifically, we aim to manage internal and external research that are going to answer main research questions mentioned above. Procedure First, we will do internal research. Regarding the internal part, records from previous marketing research that Lenovo has conducted will help us to understand the customers’ attitude towards the Lenovo brand in total and the positioning that it has on the market (see Appendix 2). For instance, it can be found if the image that consumers in the UK already have for the brand is that of a good quality products or good after-sale service. Additionally, internal reports such us the financial or accounting reports about Lenovo smartphones in other markets can show us what is the volume and the value of smartphone sales in previous years. Information about the results from Lenovo’s marketing strategies and product reviews on Lenovo smartphones are going to be selected and analyzed from our team so as to determine what are the strengths and the weaknesses of the Lenovo smartphone. As for the external research, the official statistics from National Statistics Bureau will lead us to discover parameters of the UK population, such as the number of people, their age, income, occupation, gender, etc. (Bradley, 2010). Hence, we will have an image of the users of the smartphones and some demographic characteristics of them. Moreover, we are planning to gather data from competitors’ annual reports in the UK market. We will analyze the research findings from other agencies and organizations in the UK such as Mintel, Euromonitor etc. This allows us to figure out if there is a market opportunity in the UK for Lenovo smartphones (Bryman & Bell, 2011). Consequently, the data collected from desk research will guide us to the proper implementation of a qualitative research.
  7. 7. 7 4.2. Qualitative Research Purpose Based on the desk research, qualitative research will focus on deeper understanding people's attitudes towards smartphones in general, investigate customers’ opinions about different brands in various segments. Later, the results from qualitative research will be analyzed in order to develop a quantitative survey. We chose the focus groups as a principle qualitative method. Justification of using the focus groups There are two main reasons for using the focus groups. First of all, the dynamic discussion used in focus groups, allows us to collect a diverse set of views about participants' experiences with smartphones. Secondly, unlike the other techniques such as in-depth interviews, the moderator simply guides the discussion process in an informal atmosphere and therefore, the participants are more willing to express their realistic opinions and exchange views. As a result, new ideas might emerge. Population and sampling As people age, their wants and needs are constantly changing. So we will divide the market into 5 segments according to the age since they have similar psychographic and behavioral characteristics (see table 1). Moreover, reliable research agencies, such as Euromonitor also group the population similarly. Table 1. Focus groups divided by age (Age) 13-17 18-24 25-34 35-54 55+ Group1 Group3 Group5 Group7 Group9 Group2 Group4 Group6 Group8 Group10 Additionally, using the quota sampling, we will chose 7 participants for each focus group for all the 10 groups. The group members will be chosen regarding the following criteria:  Both men and women should be involved  Non-acquaintance of the members within a group  Different occupation and social status  Difference in educational level
  8. 8. 8 After the completion of focus groups, the in-depth interviews may take place to acquire more precise and specific information from those, who had the most interesting and useful opinions. We can conduct a maximum number of 5 in-depth interviews because of the budged constrains. Procedure The focus group discussion is going to be conducted in a special venue equipped with recording devices, while the moderator will control the time. The detailed outline of the focus group procedure is presented in the Table 2, while the specified moderator guide can be referred in Appendix 5. There are five principle sessions that will be discussed deeply in the discussion stage. If the participants do not mention the vital topics, the moderator will lead to these significant sessions:  Motives behind purchase behavior  Most popular smartphone activities  Purchase channels  Attitudes towards different brands  General ideas about the Lenovo brand Table 2. Detailed agenda of focus group process Step 1 Scene settings: one round table, U-shaped seating arrangements and independent quiet room, video camera Material preparation: notepad and pen or pencil, flip chart and markers, cards (or badges, stickers) for writing participants’ names on, watch or clock, question guide Step 2 Begin at 10am (10 minutes)  Introduction about the research team and roles  Ground rules  The principle topics Step 3 (10 minutes) The opening topic Step 4 (80 minutes) Five important sessions Step 5 Summing up (end the discussion and gratitude for participation) and reimburses expenses.
  9. 9. 9 The steps of the analysis of the qualitative research data include: 1. Transcription of video recordings According to the notes that the moderator has taken during the interviews, the most relevant parts with our objectives are going to be reviewed from the videos. At this stage, we will interpret not only the verbal cues, but also the body language of the participants. 2. Coding of the transcripts After assembling the data, the goal is to use coding so as to categorize the information and reduce the amount of data. The goal of the data assembly is to reduce the number of the data and to collect the most important ones. 3. Organizing the coded transcript into particular themes 4. Displaying the themes in the form of charts 5. Drawing conclusion to describe patterns and provide explanation. 4.3. Quantitative Research Purpose Online questionnaires will be developed based on information obtained from focus groups. The purpose of online questionnaire is to measure how widespread the attitudes are on the target population. Justification of using online questionnaires There are three reasons for using online questionnaires instead of postal and telephone questionnaires. Firstly, online questionnaires are speed and cost effective. Online questionnaires eliminate the costs of paper, postage, and data entry, as well as other administrative costs. Besides that, the incremental cost of reaching additional respondents is minimal and this allows us to reach larger samples at lower cost. Additionally, online questionnaires can be delivered and collected from respondents in a short period of time and therefore, it is more time efficient. Secondly, online questionnaires allows more accurate data capture compared to postal and telephone questionnaires. Data entry is automated with online questionnaires thus researcher does not need to enter data manually and therefore avoiding errors in data. Furthermore, researcher can review up-to-the-minute sample size counts which postal and telephone questionnaires could not offer. Lastly, online questionnaires allows personalized and flexible questioning. The presence of automatic skipping when using filter questions ensures respondents only answer sections of the
  10. 10. 10 questionnaire relevant to their previous answers. In addition, online questionnaires can prompt respondents when questions were unanswered and therefore reduce nonresponse rate. These features are not available in postal questionnaires. Population and Sampling The target population of this quantitative research is all UK residents above the age of 13 years old. Sampling frame will be obtained from UK census 2011 (National Statistic, 2014). Quota sampling will be used in data gathering. The reason for using quota sampling is to ensure various age groups in the UK population are proportionally represented in the sample (Zikmund and Babin, 2010). Besides that, quota sampling is one of the most cost efficient and realistic technique that researchers can use (Bryman and Bell, 2011). We have decided to categories the sampling frame based on age groups. We also decided to distribute 4250 online questionnaires in total as it is deemed as the most appropriate number taking budget into consideration. Moreover, it is known, that the average response rate for online e-mail surveys is 20% and therefore we will have approximately 850 completed questionnaires. Number of people to be interviewed within each category will be based on the demographics of UK population as specified by Index Mundi (2014) (see Table 3). Table 3. Sample Size Age Percentage of total population Number of samples 13-17 2.11% 89 18-24 13.26% 564 25-34 26.32% 1118 35-54 27.79% 1181 55+ 30.53% 1298 Total 100% 4250 Age 0-12 years old are not within the scope of this research. Therefore, the percentage of population was adjusted and assumptions were made. Procedure The questionnaire will probe the following:  What are the key motives for purchasing a smartphone?  What are the most popular characteristics of smartphones?  What are their attitudes towards different smartphone brands?
  11. 11. 11 The questionnaire will be organized into thematic sections. A mix of open and closed questions will be used and it aims to gather nominal, ordinal, interval and ratio measurements. In particular, interval and ratio measurements will be the main focus as it allows deeper statistical analysis. The questions will be pre-coded and be hosted on Qualtrics.com (see Appendix 6 for sample questionnaire). The maximum duration of the questionnaire will be up to 7 minutes. Five pilot questionnaires will be conducted to ensure context and face validity. Modifications will be made in response to feedback before the questionnaire go live. The questionnaires will be sent to participants through emails with URL-embedded. Participants will be asked to click on the URL and they will be directed to the online questionnaire. As a form of encouragement for people to participate, respondents will be given incentives for participation. Excellence Marketing Research Agency will consult and discuss with Lenovo on what kind of incentives will be given. Data gathered will be analyzed using SPSS software. Statistic techniques such as descriptive statistics, regression, factor analysis and cluster analysis will be used. Regression analysis will be used to study the relationship of dependent variable (Lenovo smartphone sales) and independent variables (smartphone features). Exploratory factor analysis will be used to confirm the dimensionality of existing scales. In this research, applying factor analysis to the smartphone scale will reveal the dimensions underlying the importance of smartphone features. Therefore, deeper understanding of smartphone shoppers will help to improve the effectiveness of the marketing-mix. 5. Ethical Issues Due to the sensitivity of personal and commercial information, researchers will take all necessary steps to ensure that the data will be collected in accordance with the Data Protection Act 1998. At the beginning of the questionnaire, participants will be notified that their participation will be completely voluntary and no sensitive or offensive questions would be asked. Participants will also be notified that they reserve the right to pull out at any stage. All information obtained would remain anonymous and confidential. 6. Timing Regarding the process of our research project and the demands of the Lenovo Company, we have designed a timetable where we have estimated how long does each activity take (see table 4). By using week numbers but not exact dates we are ensuring the flexibility of the
  12. 12. 12 project. Moreover, we decided to approach the timeframe as ‘concurrent phased research’ so as to save more time by running different activities in parallel rather than ‘end to end’(Bradley, 2010, p51). The Gantt chart shows perfectly how these activities are going to be implemented in parallel and cross each other. Table 4. Timing layout Activity Week Desk research 1- 4 Qualitative fieldwork 4-7 Qualitative/desk research available 8 Quantitative questionnaire development 9 Pilot 10 Quantitative stage (n=4250) 11-13 Data preparation 13-14 Produce tables 15 Presentation 16 Final report 17 Table 5. Gantt timing Activity 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Desk research Qualitative fieldwork Write and approve recruiting guide. Identify source for recruiting participants Write and approve interview guide or moderator’s guide. Conduct focus groups In-depth interviews Qualitative/desk research available Quantitative researh Identify lists for participation Quantitative questionnaire development for online interviews Pilot (n=5) Quantitative stage (n=4250) Data preparation Produce tables Presentation Final report
  13. 13. 13 7. Budget The fees charged for the Lenovo Company are based on the techniques that will be used during the qualitative and the quantitative research. In more details the budget of £40,000 is going to be divided into the focus groups, in depth interviews and online questionnaire by email. Nevertheless, we reserve the right to adjust the fee and date of completion should any assumptions prove to be incorrect or changed (Bradley, 2010). Table 6. Budget allocation Methods of research Description Fee Qualitative research 10 Focus Group discussions of 7 interviewees £2000 per group £20,000 Qualitative research Maximum 4 In depth interviews £600 per individual £3,000 Quantitative research Online questionnaire delivered to 4,250 users of the Internet £4 per questionnaire emailed £17,000 Total £40,000 8. Credentials Excellence Marketing Research Agency is known for its high quality researches and superb customer satisfaction. Its employees are graduates from top 50-world business schools with great relevant working experience. Thus, research conducted by the Marketing Research Agency may be considered as highly appreciated. 9. Quality control All the moderators for focus group interviews and in-depth interviews are part of Excellence Marketing Research Agency team and therefore are great specialists in their field of work.
  14. 14. 14 References ABI. 2014. Samsung and Apple devices dominate smartphone device model top 20 [Online]. Available: https://www.abiresearch.com/press/samsung-and-apple-devices-dominate- smartphone-devi [Accessed 21/10/2014]. Bradley, N. 2010. Marketing Research: Tools and Techniques, England, Oxford University Press. Bryman, A. & Bell, E. 2011. Business Research Methods 3rd edition, New York, Oxford University Press. Deloitte. 2014. The Deloitte consumer review [Online]. Available: http://www.deloitte.com/assets/Dcom- UnitedKingdom/Local%20Assets/Documents/Industries/Consumer%20Business/uk-cb- consumer-review-edition-7.pdf [Accessed 22/10/2014]. Judge, S. 2014. Smartphone market research [Online]. Available: http://www.smartphonemarketresearch.com/xiaomi-becomes-worlds-5th-largest-smartphone- vendor-in-q2-2014/ [Accessed 20/10/2014]. Lenovo. 2014. About Lenovo [Online]. Available: http://shop.lenovo.com/gb/en/shop/?cid=gb:sem|se|google|845751236|uk_brand_en|UK+IIP_ Lenovo_Brand_Direct+%28exact%29|109958447&ef_id=VEg6RwAABNrrCT2F:20141022 231415:s [Accessed 22/10/2014]. Malone, I. 2013. UK mobile insight report [Online]. United Kingdom. Available: http://weareapps.com/MobileInsightsReport.pdf [Accessed 21/10/2014]. Mundi, I. 2014. UK Demographics [Online]. Available: http://www.indexmundi.com/united_kingdom/#Demographics [Accessed 22/10/2014]. Nielsen. 2013. The mobile consumer [Online]. Available: http://www.nielsen.com/content/dam/corporate/uk/en/documents/Mobile-Consumer-Report- 2013.pdf [Accessed 22/10/2014]. Ofcom. 2014. Media facts and figures [Online]. Available: http://media.ofcom.org.uk/facts/ [Accessed 20/10/2014]. Zikmund, W. G. & Babin, B. J. 2010. Exploring Market Research, China, Cengage Learning.
  15. 15. 15 Appendices Appendix 1. Global smartphone market share Appendix 2. Smartphone penetration in the UK from 2011 to 2017* *-predicted value
  16. 16. 16 Appendix 3. Leading handset brands in the UK Appendix 4. Lenovo’s positioning
  17. 17. 17 Appendix 5: Moderator guide Introduction My name is ________and I’m the moderator today. My job is to keep the discussion flow smoothly and make sure it covers several aspects of the topics. The purpose of this discussion is smartphones. As you will see, there are no right and wrong answers here, we just want to hear your personal viewpoints. You can say whatever you want related to the topic, we would appreciate any opinions. Ground rules 1. Duration: This session will last for about 1 hour and 40 minutes 2. Transparency: There are observers in other room who are watching the live streaming of this discussion. 3. Courtesy: One person is speaking at one time; we want to respect everyone. 4. Confidential research: nobody's name will be mentioned on any material, and we will use the alias name. Participation introduction 1. Please take a few minutes to talk to the person seated next to you. 2. I want to ask you to introduce the person who you just know and talk about their hobbies, name, interests and so on. Opening topics 1. Which mobile phone you are using now? 2. How long have you been using this phone? 3. Which phones did you use before? Main sessions
  18. 18. 18 1. What motivates you to change your phone? 2. What kind of activities do you prefer to perform on your smartphone? 3. Where have you bought your phones? 4. Which smartphone brands are you familiar with? 5. What do you know and how do you feel about Lenovo? Summing up Thank you very much for taking part in the focus group discussion. You have provided valuable information for our research. Appendix 6. Smartphone survey Dear madam/sir, Your opinion is very important to us. Please take the time to complete our survey regarding smartphones, it will take no more than 7 minutes. Please, follow the link below: URL: http://www.emrc.com/surveys/smartphone-market-in-the-uk After completing this survey, you will have a chance to win a prize sponsored by Lenovo. Your participation is entirely voluntary. This questionnaire would not ask any offensive or sensitive questions. All data gathered would remain confidential and participant details would remain anonymous in accordance with the Data protection Act 1998. Thank you very much for your time and your great help. Should you have any enquiries about the study, please do not hesitate to contact me: j.lewis@emrc.co.uk Best wishes, J. Lewis Senior marketing analyst, Excellence Marketing Research Company
  19. 19. 19 Screening Question S1. Do you have a smartphone? Tick one box (1) Go to Question 1 (2) Go to Question 2 Smartphone Shopping Behaviour In this section I would like you to answer some questions about your smartphone shopping behaviour Q1. What is your current brand of smartphone? Brands Tick (Tick=yes, Blank=No, tick 5 – extra field appears) Apple (1) Samsung (2) Sony (3) Nokia (4) Other (5) (extra field) Please, specify your current smartphone model Q2. Are you going to buy a smartphone in the next 6 months? Tick one box Yes  (1) No  (2) Yes No
  20. 20. 20 Q3. Where did you buy your smartphone? Tick one box Retail stores  (1) Carrier retailer  (2) Online shops  (3) Others  (4) Please specify here__________ Q4. What price are you willing to pay for a smartphone? Tick one box Below £100  (1) £100-£160  (2) £161-£220  (3) £221-£300  (4) £301-£500  (5) £501 and more (6)
  21. 21. 21 Your Attitudes to smartphones that you buy Q5. How important is it that the smartphone you buy have the following features: (Tick for each feature) Q6. Which source of information affects your intention to purchase smartphone? (Tick for each category) Categories No effect (1) Little effect (2) Moderate (3) Some effect (4) Big effect (5) Family and friends recommendations Customer online review Professional online review Advertisement Retail staff recommendation Features Not at all important (1) Somewhat important (2) Moderately important (3) Important (4) Very important (5) Big screen size Affordable price Long battery life Good camera quality Stylish design Fast operating system Good after sales service
  22. 22. 22 Personal details: In this section I would like you to answer some questions about yourself Q7. Your gender (Tick one box) Female Male Q8. What is your age segment? (Tick one box) 13-17 years old 18-24 years old 25-34 years old 35-54 years old 55+ years old Q9. Which of the following categories best describes your annual household income before taxes? (Tick one box) Less than £10000 £10000 - 20000 £20001 - 45000 More than £45000

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