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  1. 1. Case Study of Nokia & Samsung PROJECT REPORT ON CASE STUDY OF NOKIA & SAMSUNG COMPARATIVE ANALYSIS BETWEEN NOKIA & SAMSUNG SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION Under Punjab Technical University, Jalandhar SUBMITTED BY ACKNOWLEDGEMENT “World acknowledge those who acknowledge the world”The satisfaction that accompanies the successful completion of any task would be incompletewithout mentioning the name of those people who made it possible, because success results
  2. 2. Case Study of Nokia & Samsungnot only from hard work but also from undeterred missionary zeal, steady fast determination,importuned concentration, dedication and above all adept‘s advicesI am much obliged to for giving me an opportunity and a congenial atmosphere to learn whileworking without bounds. Next I would like to express my profound sense of gratitude to,project supervisor for reviewing the coding, advising, suggestions, guidance, motivation andextending keen interest towards me throughout the project as well as the report Thedepartment has offered a unique and a great opportunity of learning and hands on experience,which will be invaluable for me in the years to come.Last, but not the least, many thanks are also due to all others who remained behind the scenebut whose work has been consulted and referred to in this project. 2 80802320016
  3. 3. Case Study of Nokia & Samsung 1.1. TABLE OF CONTENTSCONTENTS PAGE NO.CHAPTER 1 – INTRODUCTION 4-301.1. Overview of Industry as a whole 41.2. Profile of the Organization of Nokia 101.3. Problems of the Organization of Nokia 181.4. Competition Information of Nokia 191.5. S.W.O.T Analysis of the Organization of Nokia 241.6. Profile of the Organization of Samsung 251.7. Marketing Strategy of Samsung 291.8 S.W.O.T Analysis of the Organization of Samsung 30CHAPTER 2 - OBJECTIVES & METHODOLOGY 31-372.1. Significance 312.2. Managerial usefulness of the study 322.3. Objectives 332.4. Scope of the Study 342.5. Limitations of the Study 352.6. Research Methodology 36CHAPTER-3 CONCEPTUAL DISCUSSION 38-42CHAPTER-4 DATA ANALYSIS 43-53CHAPTER-5 FINDINGS & RECOMMENDATIONS 54-56 ANNEXURE 57-59 APPENDIX 60-63 BIBLIOGRAPHY 64 3 80802320016
  4. 4. Case Study of Nokia & Samsung CHAPTER-1 INTRODUCTION OVERVIEW OF INDUSTRY AS A WHOLEIn todays world, most people communicate through the use cellular phones. Its hard tobelieve that fifteen years ago cell phones were a rarity. Below is a history chronicling thedawn of the cell phone to its current state. 1843-Faraday exposed his great advances ofnineteenth-century science and technology and his discoveries have had an incalculable effecton technical development toward cellular phone development.1865 - Dr. Mahlon Loomis of Virginia, a dentist, may have been the first person tocommunicate through wireless via the atmosphere. Between 1866 and 1873 he transmittedtelegraphic messages at a distance of 18 miles between the tops of Coshocton and BeorseDeer Mountains, Virginia.1973 - Dr Martin Cooper is considered the inventor of the first portable handset. Dr. Cooper,former general manager for the systems division at Motorola, and the first person to make acall on a portable cellular phone.1973 - Dr. Cooper set up a base station in New York with the first working prototype of acellular telephone, the Motorola Dynastic. Mr. Cooper and Motorola took the phonetechnology to New York to show the public.1977 - Cell phones go public. Public cell phone testing began. The city of Chicago was herethe first trials began with 2000 customers and eventually other cell phone trials appeared inthe Washington D.C. and Baltimore area. Japan began testing cellular phone service in 1979.1988 - This year changed many of the technologies that had become typical in the past. TheCellular Technology Industry Association (CTIA) was developed to lay down practical goalsfor cellular phone providers. According to the Cellular Telecommunications IndustryAssociation, today there are more than 60 million customers with cellular phones, eventhough wireless service was just invented nearly 50 years ago. The cellular business was a $3 4 80802320016
  5. 5. Case Study of Nokia & Samsungmillion market 25 years ago and has grown increasingly to close to a $30 billion per yearindustry. About the IndustryThe cell phone industry has evolved greatly in the past 10 years. 10 years ago only the richcould afford cell phones, and they looked like boxes more than some thing that could fit inyour pocket. ―Today, more people have cell phones than fixed telephone lines, both in theUnited States and internationally. There are more than one billion cell phone usersworldwide." Cell phones have now become a part of every day life. Without cell phones wewould be lost in our high tech world. Americans spend 7 hours a month on cell phones. Theeffects of new technology have had positive effects in school, too. Cell phone use is gettingmore and popular. "Some 85 million U.S. residents—30 percent of the population—havejoined the mobile-phone revolution.‖ There are already 1 billion cell phone users world wide.Between 2010 and 2020 it will be hard to find a person with out a cell phone.They are now bought for the fact that they are used in emergency situations. ―Nearly 156,000wireless emergency service calls were made every day—about 108 calls per minute.‖ Parentsare now buying them for their children so they know where they are all the time. Everycompany has their different Marketing Strategies. Now I am going to discuss the Marketingstrategies of Nokia.India‘s Tele-density in January 2008 neared 12% with the subscriber base nearing the 130mnmark. During January 2008, record 5mn subscribers were added as against 4.92mnsubscribers in December 2007. This strong growth could be attributed to lifetime validitycards launched by almost all operators. During the first 10 months of FY06, 31.41mnsubscribers have been added. In the fixed segment, a total of 0.28mn subscribers were addedduring January 2008, taking the subscriber base of fixed line services to 49.21mn. In themobile segment, total additions during the month summed up to 4.69mn with highest everGSM additions of 3.52mn and CDMA additions of 1.17mn. During the first 10 months ofFY08, 28.39mn subscribers have been added 5 80802320016
  6. 6. Case Study of Nokia & SamsungTelecom Industry in India 6 80802320016
  7. 7. Case Study of Nokia & SamsungNokia 60%Motorola 10%Siemens 02%Sony Ericsson 03%Samsung 10%Philips 10%Others 05% 7 80802320016
  8. 8. Case Study of Nokia & Samsung 60%60%50% Nokia40% Motorola Siemens30% Sony Ericsson Samsung20% Philips 10% 10% 10% Others10% 3% 5% 2%0% 8 80802320016
  9. 9. Case Study of Nokia & Samsung9 80802320016
  10. 10. Case Study of Nokia & Samsung 1.2. PROFILE OF THE ORGANIZATION Company ProfileNokias history starts in 1865, Due to the European industrialization and the growingconsumption of paper and cardboard Nokia soon became successful. Nokia‘s Cable WorksElectronics department started to conduct research into semiconductor technology in the1960´s. This was the beginning of Nokia‘s journey into telecommunications.Nokia today is a world leader in mobile communications, driving the growth andsustainability of the broader mobility industry. Nokia connects people to each other and theinformation that matters to them with easy-to-use and innovative products like mobilephones, devices and solutions for imaging, games, media and businesses. Nokia providesequipment, solutions and services for network operators and corporations. The companyincludes four business groups; Mobile Phones; Multimedia; Networks and EnterpriseSolutions. In this project I will be focusing only on the mobile Phone business of Nokia inIndia.Nokia Corporation engages in the manufacture of mobile devices and mobile networks. Italso provides equipment, solutions, and services for network operators, service providers, andcorporations. The company operates in four segments: Mobile Phones, Multimedia,Enterprise Solutions, and Networks. The Mobile Phones segment offers mobile phones anddevices based on GSM/EDGE, 3G/WCDMA, and CDMA cellular technologies. TheMultimedia segment enables to create, access, and share multimedia in the form of advancedmobile multimedia computers and applications with connectivity over multiple technologystandards. The Enterprise Solutions segment offers various products and solutions, includingenterprise-grade mobile devices, underlying security infrastructure, software, and services forbusinesses and institutions. The Networks segment provides network infrastructure,communications, and networks service platforms, as well as professional services tooperators and service providers. It focuses on the GSM family of radio technologies;networks with Internet Protocol and multi access capabilities; and professional services. Thecompany also develops mobile WiMAX solutions. Nokia sells its products to operators,distributors, independent retailers, and corporate customers. It has its operations in Europe, 10 80802320016
  11. 11. Case Study of Nokia & Samsungthe Middle East, Africa, China, the Asia-Pacific, North America, and Latin America. Thecompany was founded in 1865 and is based in Espoo, Finland.Vision: Life Goes Mobile Ten years ago, Nokia had a vision that seemed revolutionary for the times: Voice Goes Mobile! As history shows, this vision became reality in an incredibly short amount of time. With more than 1.6 billion mobile phone subscriptions globally – and more mobile phones than fixed-line phones in use – shows that mobility has transformed the way people live their livesBusiness Mission: Connecting People By connecting people, they help fulfill a fundamental human need for social connections and contact. Nokia builds bridges between people – both when they are far apart and face- to-face – and also bridges the gap between people and the information they need.As a market leader, the best contribution we can make to the global community is to conductour business in a responsible way. This belief drives our commitment to creating ethicallysound policies and principles that guide us in our work. Our Corporate Responsibility (CR)agenda is framed around the Nokia Values and is carried out in all aspects of our work toensure customer satisfaction and respect, and also to assist us in embracing renewal andstriving for achievement. By striving to include all members of Nokias community in thisprocess, we are demonstrating our overall commitment to the belief that responsibility iseverybodys business. In this section you will find information about our strategy andapproach, navigating the links above will give you more concrete information on ourCorporate Responsibility activities. 11 80802320016
  12. 12. Case Study of Nokia & SamsungOur VisionOur vision is a world where everyone is connected. With mobile subscriptions about to reachfour billion, we are closer to our vision than anyone could have imagined just a few yearsago. Our business benefits people, communities and the environment in new and excitingways. As our business expands, so do our responsibilities. This sense of corporateresponsibility (CR) is a fundamental part of who we are. Considering the wider impact of ouractions is embedded in the Nokia Values, which guide our behavior, and in the Nokia Codeof Conduct, which gives guidance to our everyday work. Global challenges such as climatechange and poverty concern us all. As a business that affects the lives of billions around theworld, Nokia is in a key position to offer solutions to these challenges. We bring the benefitsof mobile technology to more people in ways that reflect our values and our responsibilities.Our impactsNokia is the worlds number one manufacturer of mobile devices by market share and aleader in the converging Internet and communications industries.We make a wide range of devices for all major consumer segments and offer Internet servicesthat enable people to experience music, maps, media, messaging and games. We also providecomprehensive digital map information through NAVTEQ and equipment, solutions andservices for communications networks through Nokia Siemens Networks. In 2008, Nokiasnet sales were EUR 50.7 billion and operating profit was EUR 5.0 billion. At the end of 2008,we employed more than 128,445 people; had production facilities for mobile devices andnetwork infrastructure around the world; sales in more than 150 countries; and a globalnetwork of sales, customer service and other operational units.Corporate responsibilityCorporate responsibility is a fundamental element in Nokia‘s business, brand and culture.Nokia aims to set the standards for the industry through initiatives that not only make apositive impact, but also make good business sense. The Nokia Code of Conduct commits usto uphold high ethical principles in everything we do. We respect the principles set inUniversal Declaration of Human Rights and by the International Labor Organization and theUnited Nations Global Compact. Communications is a relatively "clean‘ industry. It is not ahigh energy user, does not generate substantial pollution, and does not endanger people orcommunities. But a responsible business needs to address its impacts and aim to make apositive contribution wherever possible. Environmental issues are our main priority. Climate 12 80802320016
  13. 13. Case Study of Nokia & Samsungchange is a serious threat which requires everyone to contribute to building a low carboneconomy. We believe that strong, early action is necessary and that we have an opportunity tomake a contribution to tackling climate change beyond the impact of our operations and ourproducts. Our environmental strategy sees Nokia among the world‘s leading companies forall aspects of environmental performance. We have three priorities: energy efficiency,managing substances in our products, and take-back and recycling. We are also focusing ondeveloping mobile services to promote more sustainable lifestyles. Reflecting thisprioritisiation, our environmental data can be found in its own section here. We have also sethigh ethical standards for our supply chain and our own factories. We seek to provideconsumers with accessible high quality products that meet their needs and to trade with ourcustomers responsibly. Above all, we aim to make a positive contribution to society at thelocal and global level. Please refer to our key Issues for information on how we identify ourmost important impacts.Our valuesThe Nokia Way and Values: A flat, networked organization and speed and flexibility indecision-making characterize the Nokia Way of working. Equal opportunities and opennesstowards people and new ideas are also key elements we want to nourish. Nokia isstraightforward when dealing with customers and suppliers, and we always looks forinnovative ways of creating and introducing products and solutions to the market. We provideindividuals with a platform for personal growth in a challenging environment with a clearvision, goals and shared management principles - the Nokia Way. The Nokia Way bringstogether talented individuals who share these principles, and therefore share success. Thevalues of our company make us different. They provide a sense of direction for consistentbehaviour as employees and citizens of the world, and in our quest to become more of aninternet company. Through extensive employee engagement, we have renewed our values toreflect our business and changing environment. They act as a foundation for our evolvingculture and are the basis of our operational mode. Living up to our values every day is ourshared philosophy.Engaging you: For us, ‗engaging you‘ incorporates the ‗customer satisfaction‘ value anddeals with engaging all our stakeholders, including employees, in what Nokia stands for inthe world. 13 80802320016
  14. 14. Case Study of Nokia & SamsungAchieving together: ‗Achieving together‘ is more than collaboration and partnership. Aswell as trust, it involves sharing, having the right mind-set and working in formal andinformal networks.Passion for innovation: ‗Passion for innovation‘ is based on a desire we have to live ourdreams, to find courage and make the leap into the future through innovation in technology,ways of working and through understanding the world around us.Very human: Being ‗very human‘ encompasses what we offer customers, how we dobusiness and the impact of our actions and behavior on people and the environment. It isabout being very human in the world - making things simple, respecting and caring. In short,our desire is to be a very human company. For more information on the Nokia Way andNokia Values, go to Nokia as an employer within careers.As approximately one in three phones in use is a Nokia phone, it‘s safe to say our productsinfluence the lives of hundreds of millions of people.Maximizing the benefits of mobile communication and minimizing potentially negativeeffects requires commitment from governments, civil society, and the business sector.However, we recognize that as a market leader with global operations, our potential impact,and therefore our responsibility, is great. From a social growth and economic developmentperspective, we acknowledge our impact and responsibilities throughout our value chain: inour sourcing, product design, manufacturing, employee well-being, business partnerships,recycling, community involvement, and communications. Through our product lifecycle werespond to various environmental needs. Through employee relations, supply-chainmanagement, and consumer offerings we aim to have a positive social influence. Our overallresponse to our stakeholders is to produce high-quality, safe products while upholding thelaw, protecting the environment, and following sound best practices. It is an expectation westrive to meet. 14 80802320016
  15. 15. Case Study of Nokia & SamsungNokia IndiaNokia has played a pioneering role in the growth of cellular technology in India, starting withthe first-ever cellular call a decade ago, made on a Nokia mobile phone over a Nokia-deployed network. Nokia started its India operations in 1995, and presently operates out ofoffices in New Delhi, Mumbai, Kolkata, Jaipur, Lucknow, Chennai, Bangalore, Hyderabad,Pune and Ahmedabad. The Indian operations comprise of the handsets business; R&Dfacilities in Bangalore, Hyderabad and Mumbai; a manufacturing plant in Chennai and aDesign Studio in Bangalore.Over the years, the company has grown manifold with its manpower strength increasing from450 people in the year 2004 to over 15000 employees in March 2008 (including NokiaSiemens Networks). Today, India holds the distinction of being the second largest market forthe company globally.R & D centersNokia has three Research & Development centers in India, based in Hyderabad, Bangaloreand Mumbai. These R&D hubs are staffed by engineers who are working on next-generationpacket-switched mobile technologies and communications solutions to enhance corporateproductivity. The Center in Bangalore, the biggest R&D site in the country comprises S60Software Organization, Common Technologies, Next Generation now called MaemoSoftware, Productization and Software & Services.NOKIA’S MARKET SHARE:Today, Nokia is the leader in mobile phone technology, although they have othersubsidiaries, namely ‗Nokia Networks‘ and ‗Nokia Ventures Organization‘, which, togetherwith Nokia Mobile Phones, form ‗Nokia Group‘. Nokia also launched ‗Vertu Ltd.‘ in 2009, 15 80802320016
  16. 16. Case Study of Nokia & Samsungthe world‘s first luxury mobile phone company, selling gold and platinum phones atexorbitant prices.Last year, Nokia has once again retained its top position in the market. It enjoys a marketshare of 32.6%, followed by Samsung (because of their CDMA phones) with 29.6% and LGwith 22.8% (due to their tie-ups with Reliance). Motorola has 5.5% market share, withPanasonic at 3.8%, Sony Ericsson with 2.6% and Siemens with 1.4%; they are the fourth,fifth, sixth and seventh largest players in the domestic handset market. In the GSM handsetsegment, Nokia has 58% market share, with Samsung at 14.7%, Motorola at 14.1%, and SonyEricsson at 7.1%. Thus, Nokia has a larger presence in the GSM market than the CDMAmarket. 16 80802320016
  17. 17. Case Study of Nokia & Samsung 1.3. PROBLEMS OF THE ORGANIZATIONThe prominent brands in the Indian cellular phone industry are Nokia, Sony Ericsson,Motorola, and Samsung. Nokia has the single largest market share in India of 60%. I havefocused my research on Nokia and also on one of its major competitor; Sony Ericsson sincethese are very prominent players in the Indian market. Nokia has saturated the urban marketincluding the B and C class cities and is now targeting potentially untapped markets. SonyEricsson on the other hand has chosen to focus its energies on the B and C class cities sincewhich it had not ventured into so far.  The following are the major problems faced by Nokia in the Indian cellular market:-  Identify cause of problems faced Nokia to enable the management to train the employees in handling the problems as well as solving the problem in a satisfactory manner.  Segregate identified problems of Nokia into problems requiring staff development action such as training and into problems requiring other management actions, so that these problems are accurately addressed.  Prioritize training actions in accordance to where the training need is more urgent. 17 80802320016
  18. 18. Case Study of Nokia & Samsung 1.4 COMPETITION INFORMATIONSony Ericsson: - Ericsson in one of the largest supplier of mobile systems in the worldand support all major standards for wireless communication. They drive the telecomsindustry and are shaping the future. The world‘s 10 largest mobile operators are amongEricssons customers and some 40% of all mobile calls are made through its systems.Ericsson has been active worldwide since 1876 and is present in more than 140 countries.Headquarters are located in Stockholm, Sweden. Various Ericsson phones available in marketexample are given below.Ericsson R520 EricssonT39 Ericsson T60D / T60LXSamsung: - In 1996, Samsung Electronics Telecommunication Network Division becamethe first in the world to utilize commercialized CDMAservices. By year 2002, Samsung Electronics has growninto a worlds telecommunications network leader, rankingthird in the worlds wireless communications market shareand 55% in the domestic market. Various Samsung‘sphones available in market example are given below. 18 80802320016
  19. 19. Case Study of Nokia & Samsung Motorola: - Motorola is a global leader in wireless,automotive and broadband communications. MotorolasIntelligence Everywhere. Motorola, Inc. (NYSE: MOT) todayannounced it was selected by Microsoft Corp. as the recipientof the North American Windows Embedded CE PartnerExcellence award in the original equipment manufacturer(OEM) category. . Various Motorola‘s phones available in market example are given below.Panasonic: - Panasonic, a creator of numerous electronic devices including wirelesshandsets, have a corporate attitude that puts the consumer first. Panasonic continues toproduce creative devices that "resolve the challenges in business and personal life".LG:- Headquartered in San Diego, California, LG is the North American wireless divisionof LGE, a business unit of LG Electronics (LGE) and global manufacturer of electronicsproducts based in Seoul, Korea. LG entered the cellular phone market in 1998 and hasexpanded its market share to nearly 19% of CDMA wireless handsets sold, and placed thirdin the U.S. at the end of 2002, according to analysts at Strategy Analytics. VariousMotorola‘s phones available in market example are given below. 19 80802320016
  20. 20. Case Study of Nokia & Samsung20 80802320016
  21. 21. Case Study of Nokia & Samsung Marketing Strategy For NokiaFor this project I have been instructed to come up with a marketing strategy for an existingcompany/product I have chosen to do Nokia communications, particularly the mobile phonesector of Nokias business. To do this properly I will need to:* Appropriately identify, collect and use primary and secondary data that is relevant to themarketing strategy of Nokia.* Produce a clear analysis of the external influences affecting the development of a marketingstrategy.* Complete a realistic rationale for the development of a coherent marketing mix for Nokiacommunications.* Show a full understanding of a marketing strategy for Nokia with a clear understanding ofmarketing principles.* Produce a full, well-balanced marketing strategy that reflects appropriate use of marketingmodels and tools.Introducing the productNokia is a communications based company, which focuses on mobile telephone technology.When mobile phones first became available on the market the models were very basic withthe best technology being SMS messaging (sending written "text messages" from one phoneto another).Then the next advance in technology was being able to put different faces on your phone(different style covers for the front and back of your mobile device) and after that thetechnological advances have come thick and fast, with advances such as:* MMS* WAP (internet) 21 80802320016
  22. 22. Case Study of Nokia & Samsung* Polyphonic ringtones* Predictive SMS (where the phone will finish off a word for you if it can guess what you aretyping)* Camera phones and* Video recorders Competition in the marketWith all this technology available in the communications market it is obvious that Nokia willhave lots of competition, they include:* Sony Ericsson* Samsung* Motorola* Siemens* Panasonic* NEG* Sagem and* TopluxWith all of these competitors in the market Nokia must keep ahead of the game... 22 80802320016
  23. 23. Case Study of Nokia & Samsung 1.5 S.W.O.T ANALYSIS OF NOKIAStrengths Is a dominant player in the smart phone market via its majority ownership of Symbian and its proprietary Series 60 user interface which are projected to represent majority of the 100M smart phones sold in the next 4 years. 33% market share still the largest cell phone vendor by far, with double the market share of nearest competitor Size should enable Nokia to amortize R&D costs and to get cost advantages Brand position: probably one of the top 20 brands in the worldWeaknesses The N-gage is considered a flop. Being the market leader and its increase role in Symbian is giving Nokia a bad image, much like Microsoft in the PC industry. Slow to adopt new ways of thinking: good examples are clamshell phones which are preferred by many customers. Nokia was reluctant to produce a clamshell until this year, when it launched its first model.Opportunities Increase their presence in the CDMA market, which they are just entering, as well as 3G and Edge New growth markets where cell phone adoption still has room to go, including India and other countries. Leverage its infrastructure business to get preference and a stronger position with carriersThreats Late in the game in 3G creates a risk to be displaced by leaders like Motorola, LG, NEC and others. Asian OEMs who are entering the market very aggressively (TCL, nGo Bird) ODMs (HTC and others) enabling carriers to leverage their customer power bypassing the handset vendor. Operators want to lessen their dependency on handset vendors and the dominance of Nokia. Orange, O2, and many other operators globally are selling their own brand of phones. 23 80802320016
  24. 24. Case Study of Nokia & Samsung24 80802320016
  25. 25. Case Study of Nokia & Samsung 1.6. PROFILE OF THE ORGANIZATIONCompany ProfileIn 1938 the Samsung‘s fonder byung –chull lee ser up a trade export company in Korea,selling fish vegetables and fruit to china .within a decade Samsung had flour mills andconfectionary machines and become a co-operation in 1951. humble beginnings.From 1958onwards Samsung began to expand into other industries such as financial, media,chemical and ship building throughout the 1970‘s .in 1969, Samsung electronics wasestablished producing what Samsung is most famous for television, mobile phones(througout90‘s),radios, computer components and other electronics devices .1987 founder and chairman,byung-chull lee passed away and kun-hee lee took over aschairman. In the1990‘s Samsung began to expand globally building factories in theus,Britain, Germany Thailand Mexico Spain and china until 1997In 1997 nearly all Korean business shrunk in size and Samsung was no exception. They soldbusiness to relieve debt and cut employees down lowering personnel by 50,000. but thanks tothe electronic industry they manage to curb this and continue to grow.The history of Samsung and mobile phones stretches back to over 10 years .in 1993 Samsungdeveloped the lightest mobile phone of its era the SCH 800 and it was available on CDMAnetworks.then they developed smart phone and a phone combined mp3 player towards theend of the 20th century .to this date Samsung are dedicated to the 3g industry . making video,camera phones at a speed to keep up with consumer demand .Samsung has made steadygrowth in the mobile industry and are currently second but competitor Nokia is ahead withmore than 100%increase in shares. VISION OF THE COMPANYLeading the digital convergence revolution ―GROWING TO BE THE BEST‖ 25 80802320016
  26. 26. Case Study of Nokia & SamsungAs a part of vision Samsung has mapped out a specific plan of reaching $400 billion inrevenue & becoming one of the world‘s top 5 brands by 2020 MISSION OF THE COMPANY“DIGITAL –E COMPANY” excited about future to serve better services to the peoplein the market of telecommunicationsTHE SAMSUNG PHILOSOPHYAt Samsung we follow a simple business philosophy to devote our talent and technology tocreating superior products and services that contribute to a better global society. Every dayour people bring this philosophy to life . our leaders search for the brightest talent fromaround the world ,and give them the resources they need to be the best at what they do . theresult is that all of our products from memory chips that help business store vital knowledgeto mobile phones that connect people across continents have the power to enrich lives andthat‘s what making a better global society is all about.OUR VALUESWe believe that by living by strong values is the key to business.At Samsung a rigorous code of conduct and these core values are at the heart of everydecision we make . PEOPLE Quite simply, a company its people.At Samsung ,we are dedicated to giving our people a wealth of opportunities to reach theirfull potential 26 80802320016
  27. 27. Case Study of Nokia & Samsung EXCELLENCE Everything we do at Samsung is driven by an unyielding passion forexcellence and an unfaltering commitment to develop the best products and services on themarket. CHANGE In today‘s fast paced global economy, change is constant and innovation iscritical to a company‘s survival. As we have done for 70 years, we set our sights on the future,anticipating market needs and demands so we can steer our company towards long termsuccess . INTIGRITY Operating in an ethical way is the foundation of our business .everything wedo is guided by a moral compass that ensures fairness respect for all stakeholders andcomplete transparency . CO-PROSPERITY 27 80802320016
  28. 28. Case Study of Nokia & Samsung A business cannot be successful unless it creates prosperity andopportunity for others .Samsung is dedicated to being a socially and environmentallyresponsible corporate citizen in every community where we operate around the globe. PRINCIPLES OF THE COMPANY We comply with laws and ethical standards. We respect customers, shareholders and employees. We are socially responsible corporate citizen. We care for the environment health and safety. We maintain a clean environmental culture. 28 80802320016
  29. 29. Case Study of Nokia & Samsung SAMSUNG COMPETITORS PRODUCTS Samsung’s competitors M/S year source global m/s DRAM 34.3% Hynix 21.6% 2009 26 NAND flash 40.4% Toshiba 28.1% 2008 27 Large size 26.2% LG display 25.8% 2009 28 LCD panel Active matrix 90.0% LG display 2008 29 OLED Lithium iron battery 19% Sanyo 20% 2009 30 LCD monitor 16.1% Dell 14.6% 2008 31 Hard disk drive 9.5% Seagate 34.9% 2007 32 technology Multifunction printer 16.4% HP 19.2% 2009 33 Television 23% LG 13.7% 2009 34 sets(LCD,PDP,CRT) electronics Mobile phones 21% Nokia 37.8% 2009 35 PDP panel 30.5% LG display 34.8% 2008 37MARKETING STRATEGY OF SAMSUNG Aggressively hawking flips tops and clamshells with polyphonic ring tones and color screen. Nationwide distributer and retail presence in the consumer durable market. Samsung has been associated with the Lakme India fashion week for its mobile phones the company used the LIFW 2005 as a platform to launch D-500,world‘s best mobile phone in the Indian market. Set up a hand set manufacturing facility in India 29 80802320016
  30. 30. Case Study of Nokia & SamsungS.W.O.T ANALYSIS OF THE COMPANYSTRENGTH New product concept to rollout in five month. Catching the pulse of the consumer offering design & understanding emotions. Heavy investments in technology. Focus on innovative products.WEAKNESS Not proactively coming out with newer mobiles. Lack in product differentiation. Different models at different price points. Focus on mass market. not very user friendly designsOPPORTUNITIES Distinguish its service from competitors offer product variation. Demand for cell phones driven by the servers providers or carriers. Tie up with service providers lowering the price of the phone just by $20.THREATS Motorola‘s dominance in the US the European market controlling more than world market. Aggressive competitors including Sony Erikson, Siemens eating into its share. Not keeping track of the new trends in the market. Not an accessory and fashion statement. 30 80802320016
  31. 31. Case Study of Nokia & Samsung CHAPTER-2 OBJECTIVES AND METHODOLOGY2.1 SIGNFICANCE OF THE STUDYThe present study is quite significant because it discusses values cultures vision, mission andstrategies of two companies .Nokia and Samsung to make comparative analysis betweenthese two companies it identifies the current positions of the company . The report finds that high quality and advanced technologies are important factor forNokia‘s success moreover they are concentrating on ne area that is telecommunication whileSamsung is indulging in many areasMoreover the other finding is that Nokia‘s financial position is surpassing its competitors inthe telecommunications report concludes that Nokia has established its leadership in telecomcompanies Samsung is gaining its area in style point of view or advanced features in theirproducts. 31 80802320016
  32. 32. Case Study of Nokia & Samsung 2.2 MANAERIAL USEFULLNESS OF THE STUDYManagerial usefulness of the study is to analyse the comparative study between Nokia andSamsung. compare between there market strategies and to know about there vision missionand there future plans the respondents were discussing the questions prior to reply thus therecould be biasness different promotional schemes were not known by the respondents.The customer analysis of this coursework highlighted that the upper segment of thepopulation are the major consumers of mobile phones extensive research was conducted intoyhe strategies being implemented for the rural market .the prominent brands in Indian cellularphones are Nokia and the Samsung .Nokia has the single largest market share in India of 60%and the we have noticed that Nokiais the only competitor of Samsung but Nokia‘s major competitor is Sony Ericson since theseare very prominent players in the market. 32 80802320016
  33. 33. Case Study of Nokia & Samsung 2.3 OJECTIVES OF THE STUDYTo know about the cellular industries.To help consumers to know about the companies their products and the future overcomingsTo know about the brand Nokia and the Samsung their products, market strategies,values mission adopted in the cellular companies. To know consumer behavior towards Nokia and Samsung. 33 80802320016
  34. 34. Case Study of Nokia & Samsung 2.4. SCOPE OF THE STUDYAs learning is the human activity and is as natural ,as breathing despite of the fact thelearning is all pervasive in our lives, psychologists do not agree on how learning takes individuals learn s a matter of interest to marketers they want to teach consumers intheir roles as their roles as consumers. They want consumers to learn about their productsproduct attributes, potential consumers benefit, how to use, maintain or even dispose of theproduct and the new ways of behaving that will satisfy not only the consumer needs, but themarketer‘s objectives.The scope our study restricts itself to the analysis of CONSUMER BEHAVIOR, perceptionof Nokia and Samsung. 34 80802320016
  35. 35. Case Study of Nokia & Samsung LIMITATIONS OF THE STUDYThe findings of the study will be based on opinion of the respondents, which may bebased.The study is confined to rohini residential areasLack of time and finance may prevent from carrying out in depth study. 35 80802320016
  36. 36. Case Study of Nokia & Samsung 2.6 RESEARCH METHDOLOGYResearch comprise defining and redefining problems, formulating hypothesis or suggestedsolutions; collecting, organizing and evaluating data; making deductions and reachingconclusions; and at last carefully testing the conclusions to determine whether they fit theformulating Hypothesis. In short, the search for Knowledge through Objective andSystematic method of finding solutions to a problem is Research.Research DesignType of Research: - Descriptive researchDescriptive research includes Surveys and fact-finding enquiries of different kinds. The maincharacteristic of this method is that the researcher has no control over the variables; he canonly report what has happened or what is happening.Data Source: There are two types of data.Primary Data: The data was mainly obtained from the people feedback on the questionnaire which was distributed by the group members at various placesSecondary Data: The secondary data was obtained from various journals, internet, magazines etc.Research InstrumentsSelected instrument for Data Collection for Survey is Questionnaire.Sample DesignWho is to be surveyed? The marketing researcher must define the target population that willbe sampled.The sample Unit taken by me; General public of different age group, different gender anddifferent professions. 36 80802320016
  37. 37. Case Study of Nokia & SamsungExtent:-Where the survey should be carried out?I have covered entire residential area of Delhi city for the surveyTime Frame:-When the survey should be conducted?I conducted my survey for 1weekSampling Frame:-The source from which the sample is drawnSampling Technique: -How should the respondent be chosen?In the Project sampling is done on basis of Probability sampling. Among the probabilitysampling design the sampling design chosen is stratified random sampling.Because in this survey I had stratified the sample in different age group, different gender anddifferent professionSample Size/ Population Size: - How many people should be surveyed?My sample size is 50 37 80802320016
  38. 38. Case Study of Nokia & Samsung CHAPTER-3 CONCEPTUAL DISCUSSIONCUSTOMER SATISFACTIONCustomer satisfaction, a business term, is a measure of how products and services supplied bya company meet or surpass customer expectation. It is seen as a key performance indicatorwithin business and is part of the four of a Balanced Scorecard.In a competitive marketplace where businesses compete for customers, customer satisfactionis seen as a key differentiator and increasingly has become a key element of businessstrategy.There is a substantial body of empirical literature that establishes the benefits of customersatisfaction for firms. MEASURING CUSTOMER SATISFACTION Organizations need to retain existing customers while targeting non-customers; Measuringcustomer satisfaction provides an indication of how successful the organization is atproviding products and/or services to the marketplace.Customer satisfaction is an abstract concept and the actual manifestation of the state ofsatisfaction will vary from person to person and product/service to product/service. The stateof satisfaction depends on a number of both psychological and physical variables whichcorrelate with satisfaction behaviors such as return and recommend rate. The level ofsatisfaction can also vary depending on other factors the customer, such as other productsagainst which the customer can compare the organizations products.Work done by Paraguayan, Zenithal and Berry (Leonard L) between 1985 and 1988 deliveredSERVQUAL which provides the basis for the measurement of customer satisfaction with aservice by using the gap between the customers expectation of performance and theirperceived experience of performance. This provides the researcher with a satisfaction "gap"which is semi-quantitative in nature. Cronin and Taylor extended the disconfirmation theoryby combining the "gap" described by Paraguayan, Zenithal and Berry as two differentmeasures (perception and expectation) into a single measurement of performance relative toexpectation.The usual measures of customer satisfaction involve a survey with a set of statements using aLikert Technique or scale. The customer is asked to evaluate each statement in terms of theirperception and expectation of performance of the service being measured. 38 80802320016
  39. 39. Case Study of Nokia & SamsungMETHODOLOGIESAmerican Customer Satisfaction Index (ACSI) is a scientific standard of customersatisfaction. Academic research has shown that the national ACSI score is a strong predictorof Gross Domestic Product (GDP) growth, and an even stronger predictor of PersonalConsumption Expenditure (PCE) growth. On the microeconomic level, research has shownthat ACSI data predicts stock market performance, both for market indices and forindividually traded companies. Increasing ACSI scores has been shown to predict loyalty,word-of-mouth recommendations, and purchase behavior. The ACSI measures customersatisfaction annually for more than 200 companies in 43 industries and 10 economic sectors.In addition to quarterly reports, the ACSI methodology can be applied to private sectorcompanies and government agencies in order to improve loyalty and purchase intent. Twocompanies have been licensed to apply the methodology of the ACSI for both the private andpublic sector: CFI Group, Inc. applies the methodology of the ACSI offline, and ForeseeResults applies the ACSI to websites and other online initiatives. ASCI scores have also beencalculated by independent researchers, for example, for the mobile phones sector, highereducation and electronic mail.The Kano model is a theory of product development and customer satisfaction developed inthe 1980s by Professor Noriaki Kano that classifies customer preferences into five categories:Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers someinsight into the product attributes which are perceived to be important to customers. Kanoalso produced a methodology for mapping consumer responses to questionnaires onto hismodel.SERVQUAL or RATER is a service-quality framework that has been incorporated intocustomer-satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction Barometerto indicate the gap between customer expectations and experience.J.D. Power and Associates provides another measure of customer satisfaction, known for itstop-box approach and automotive industry rankings. J.D. Power and Associates marketingresearch consists primarily of consumer surveys and is publicly known for the value of itsproduct awards.Other research and consulting firms have customer satisfaction solutions as well. Theseinclude A.T. Kearney‘s Customer Satisfaction Audit process, which incorporates the Stagesof Excellence framework and which helps define a company‘s status against eight criticallyidentified dimensions.For Business to Business (B2B) surveys there is the Info Quest box This has been usedinternationally since 1989 on more than 110,000 surveys (Nov 09) with an average responserate of 72.74%. The box is targeted at "the most important" customers and avoids the need fora blanket survey.IMPROVING CUSTOMER SATISFACTIONPublished standards exist to help organizations develop their current levels of customersatisfaction. The International Customer Service Institute(TICSI) has released TheInternational Customer Service Standard (TICSS). TICSS enables organizations to focus their 39 80802320016
  40. 40. Case Study of Nokia & Samsungattention on delivering excellence in the management of customer service, whilst at the sametime providing recognition of success through a 3rd Party registration scheme. TICSS focusesan organization‘s attention on delivering increased customer satisfaction by helping theorganization through a Service Quality Model.TICSS Service Quality Model uses the 5 Ps - Policy, Processes, People, Premises,Product/Services, as well as performance measurement. The implementation of a customerservice standard should lead to higher levels of customer satisfaction, which in turninfluences customer retention.CURRENT STRATEGIES In my view, product development and market penetration are the strategies being currently used by Nokia. Since Nokia operates in an extremely dynamic industry where technology becomes obsolete in the span of six months or even less, Nokia has taken to making forecasts every three months and revising their strategies accordingly. The markets on which they are focusing for penetration include markets with low mobile subscription rates relative to the size of the population, geographic areas where it is more cost-effective to build wireless infrastructure than fixed-line networks, and heavily populated areas. One of the ways they have implemented this is the use of vernacular rendition of communication in their promotion campaigns to appeal more closely to possible consumers. So if you are in Tamil Nadu, you would hear the advertisements and other promotion campaigns in Tamil, and if in Karnataka you would hear them in Karnataka. Nokia does not believe in restricting itself to just basics. They intend to enter new product and service niches, which they expect will emerge as technologies from diverse industries start to converge, especially in the area of consumer multimedia. Their strategy is to explore, identify and extract revenue from the most profitable and fastest growing segments of the consumer multimedia business and its value chain by anticipating consumer needs in this area, and developing innovative products and services. In the near term, they intend to focus on imaging and games, where they have already introduced a number of products. Their strategies to drive consumer multimedia will also consolidate their strong position in the consumer voice market. While Samsung is focusing on only the quality and the features of there products while Samsung introducing them as aNationwide distributer and retail presence in the consumer durable market. 40 80802320016
  41. 41. Case Study of Nokia & Samsung Graph showing the number of mobile phone users at the year end for the last four years 30,000,000 No. of users (in millions) 25,000,000 20,000,000 15,000,000 10,000,000 5,000,000 0 2006 2007 2008 2009 YearThere are no domestic players in the mobile phone industry at the moment. There is a largerpresence of international brands in the market. Therefore, competition in the Indian market isprimarily from the foreign companies. There is no indigenous competition as such. However,as I will be discussing in the later sections, I have noticed that there is high brand loyalty tothese companies.The various companies operating in the Indian market are:NokiaSony EricssonSamsungMotorolaPanasonic.The major player is Nokia, on whom I will carry out intensive research, to help indetermining its relative strengths and weaknesses as well as its strategic approaches.Nokia has a full range of mobile phones. They focus on the lower segment as well as thehigher-end segment of the market. They offer a variety of products in each range, with pricesvarying according to how much the consumer is able to spend on a mobile phone. However,they have phones which are targeted at the bulk of the population in general. For example, theNokia 1110i phone is in the lower price range, but its features and appearance are appealingto the lower class as well as the middle class.In the full range in India, Nokia has 29 models (out of which 2 are CDMA), whereascomparatively Sony Ericsson has 18 models (all GSM), Motorola has 16 models andSamsung has 10 GSM phones and 4 CDMA models.Pest Analysis 41 80802320016
  42. 42. Case Study of Nokia & SamsungThe PEST analysis is a Macro analysis which analyses the environment of a market. PEST isan Acronym for Political, Environmental, Socio-cultural, and Technological. With these fourparameters, a marketer can get a very good idea about the market conditions, and if foundsuitable the marketer can analyze the feasibility of venturing into the market. 42 80802320016
  43. 43. Case Study of Nokia & Samsung CHAPTER-4 DATA ANALYSIS 1. Do you have any mobile phone PARTICULARS NUMBER %AGE YES 50 100% NO 0 0%INTERPRETATION:All the respondents had mobile phone 43 80802320016
  44. 44. Case Study of Nokia & Samsung 2. How many mobile phones do you have : PARTICULAR NO. OF RESPONDENTS 1 37 2 13 3 0 3+ 0INTERPRETATIONOut of 50 respondents 37 says that they had 1 connection while 13 were having 2 connections 44 80802320016
  45. 45. Case Study of Nokia & Samsung 3. Which mobile are you using ? PARTICULAR NO. OF RESPONDENTS NOKIA 27 SAMSUNG 16 OTHER 7INTERPRETATION:Out of 50 respondents 27 were using NOKIA while 16 respondents were using MOTOROLAand 7 were using others. 45 80802320016
  46. 46. Case Study of Nokia & Samsung 4. Are you satisfied with the services PARTICULARS NUMBERS Yes 41 No 9INTERPRETATION:Out of 50 respondents 41 respondents were satisfied with the services of there particularmobile while only 9 were not satisfied 46 80802320016
  47. 47. Case Study of Nokia & Samsung 5. Which facility attracts you most ? PARTICULARS NOKIA MOTOROLA OTHERS PRICE 29 12 9 STYLE 14 15 21 BATTERY BACK UP 36 36 7 MEMORY 24 16 10 OTHER 17 15 18INTERPRETATIONOut 50 respondents most of the respondents prefer Nokia then Motorola and others 47 80802320016
  48. 48. Case Study of Nokia & Samsung 6. Which advertisement media puts more impact on your buying decision ? PARTICULARS NO. OF RESPONDENTS TV 28 MAGAZINES 04 NEWPAPER 10 INTERNET 05 OTHERS 03INTERPRETATION:Out of 50 respondents 28 gets aware of mobiles T.V, 5 by internet,10 by news papers, 03 byothers while 04 by magazines. 48 80802320016
  49. 49. Case Study of Nokia & Samsung 7. From how long you are using this particular service mobile PARTICULARS NO. OF RESPONDENTS 1 10 2 25 3 11 More than 3 years 4INTERPRETATION:Out of 50 respondents 10 were using there particular mobile since 1 years, 25 since 2 year, 11since 3 years while only 4 were using there mobile from more than 3 years. 49 80802320016
  50. 50. Case Study of Nokia & Samsung 8. Would you like to change your current mobile in future ?PARTICULARS No. of RESPONDENTS YES 18 NO 32INTERPRETATION:Out of 50 respondents 32 did not want to change there current while only 18 respondentswant to change there mobile.Q.9What qualities of mobiles are important to you while buying mobiles? Rank them inorder of 1 to 9, where 1 being the most important and 9 being the least important.Criteria RANK IN( %) Most preferred prefer No effectMaintenance 80 15 5Durability 64 24 12 50 80802320016
  51. 51. Case Study of Nokia & SamsungStyle/ Design 72 26 2Price 30 60 10Uniqueness 14 12 74Comfort (edges) 92 08 0FM 94 4 2 Table of figure no. 4.5 100 90 80 70 60 50 40 30 20 10 0 Most preferred prefer No effect Most preferred Maintenance Durability Style/ Design Price uniqness Comfort (edges) FMInterpretation The following are important criteria as suggested by the respondents,Maintenance 80%, 15%, 5%, Durability 64%, 24%, 12%, Style/ Design 72%, 26%, 2%, Price 30%, 60%, 10%, Uniqueness 14%, 12%, 74%, Comfort (edges) 92%, 08%, 0% andFM 94%, 4% and 2%.Q.10 Rate the following brands based on your perception on the mentioned criteria on ascale of 1-6 where,1= Below Average 2=Average 3= Satisfactory4= Good 5= Very good 6= ExcellentCriteria Nokia Sony Ericsson BenQ Panasonic SamsungMaintenance 5 4 2 1 3Durability 6 5 2 1 3Style/ Design 4 4 3 2 5Color 5 4 3 3 4Size 4 4 3 4 5Price 4 2 2 3 5Availability 4 4 1 1 3 51 80802320016
  52. 52. Case Study of Nokia & SamsungLightweight 4 3 3 4 5Comfort 5 5 3 3 4 Table of figure no. 4.6 6 5 4 3 2 1 0 Nokia Sony Ericsson BenQ Panasonic Samsung Maintenance Durability Style/ Design Color Size Price Availability Lightweight ComfortInterpretationNokia is the clear leader in this question of preference asked to the respondents.Q.11 Are you currently using Nokia? What is your opinion about it?Effect No. of people (%)Yes 64No 36 Table of figure no. 4.13 52 80802320016
  53. 53. Case Study of Nokia & Samsung 36% 64% Yes NoInterpretation64 % are using Nokia mobile phones whereas rest of the people are using other mobilephones. Suggestions given by the people …….. During our survey we asked the people to give some suggestions to the compananies there is similar suggestion for both the companies given by 25 peoples that they should not increase their prices. And 1 suggestions given by only 1 person out of 50 that is cellular companies that there should be some function to indicate the person is driving this will not avoid accidents during driving. 53 80802320016
  54. 54. Case Study of Nokia & Samsung CHPATER-5 FINDINGS AND RECOMMENDATIONSFINDINGS Nokia introduces a new phone into the market every two or three months. In Nokias human resource management, the features are to improve employees techniques by regularly training and developing effective teamwork. While Samsung always improving model of their product with different features Nokias financial position is surpassing its competitors in telecommunication. While Samsung in indulging itself in more than telecom it has more products more than mobiles. Nokia has established its leadership in mobile phone market according to its successful marketing strategies and internal management. while Samsung is always trying to indulge with media . Nokias philosophy is to learn continuously, to satisfy consumers, and to respect individual and pursue professionalism. 54 80802320016
  55. 55. Case Study of Nokia & SamsungRECOMMENDATIONAfter analyzing all the data we have some recommendations such as:-Advertisements: -Nokia use advertisement mode of promotion after launching a new cell phone in the market.So people don‘t have much knowledge about their latest models. While Samsung have lots ofads in market before launching itEXAMPLE: - Giving advertisement on television or cable Giving print media add which explain all the features of cell phoneSPECIAL SCHEMES: -Nokia always launch high range products. So to increase the sales it has to give advertisementor special discount or special schemes with every purchase of new cell phone. Samsung havecolor variety in their cell phones as Nokia don‘t have this much. 55 80802320016
  56. 56. Case Study of Nokia & SamsungCONCLUSIONThe customer analysis of this coursework highlighted that the upper segment of thepopulation are the major consumers of mobile phones. Extensive research was conducted intothe strategies being implemented for the rural market.Nokia and Sony Ericsson segment the market on a similar basis. However, they havedifferent interpretations Nokia has saturated the urban market including the B and C classcities and is now targeting potentially untapped markets. Sony Ericsson on the other hand haschosen to focus its energies on the B and C class cities since which it had not ventured into sofar.The prominent brands in the Indian cellular phone industry are Nokia, Sony Ericsson,Motorola, and Samsung. Nokia has the single largest market share in India of 60%. We haveanalysed that Nokia is better than Samsung . Nokia and also on one of its major competitors;Sony Ericsson since these are very prominent players in the Indian market. 56 80802320016
  57. 57. Case Study of Nokia & Samsung ANNEXUREFor ―Study of consumer behavior towards NOKIA and SAMSUNG‖Name –Contact no.-Sex- male female1. Do you have any mobile?Yes No2. How many mobile do you have?1 23 3+3. Which mobile are you using?Nokia Samsung4. Are you satisfied with the services?Yes No5. Which facility attracts you most?Price Call StyleBattery MemoryOthers6. Which advertisement media puts more impact on your buying decision?T.V Magazines 57 80802320016
  58. 58. Case Study of Nokia & SamsungNewspapers InternetOthers7. From how long you are using this particular mobile?1 year 2 years3 years More than 3 years8. Would you like to change your current mobile in future?Yes NoIf yesthen why………………………………Q9. What qualities of mobiles are important to you while buying mobiles? Rank them in order of 1 to 9, where 1 being the most important and 9 being the least important.Criteria RANK (From1-9) Most preferred preferred No effectMaintenanceDurabilityStyle/ DesignPriceUniquenessComfort (edges)FM 58 80802320016
  59. 59. Case Study of Nokia & SamsungQ10. Rate the following brands based on your perception on the mentioned criteria on a scale of 1-6 where,Criteria Nokia Sony Ericsson BenQ Panasonic SamsungMaintenanceDurabilityStyle/ DesignColorSizePriceAvailabilityLightweightComfortQ11. Have you ever used Nokia? What is your opinion about it?  Yes  NoQ12. ARE THERE ANY GENERAL COMMENTS YOU WOULD MAKE ABOUTWHAT YOU LIKE / DISLIKE ABOUT MOBILE PHONES? 59 80802320016
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  64. 64. Case Study of Nokia & Samsung BIBLIOGRAPHYBOOKS Kothari, C.R.(2007), Research Methodology Methods and Techniques,INTERNET:1. www.wikipedia.com2. www.projectsmonitor.com3. 64 80802320016