28332852 research-report-on-nokia

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28332852 research-report-on-nokia

  1. 1. EAstern Institute for Integrated Learning in ManagementProject Report on “Why Nokia Handsets are preferred over other Handsets?”Prepared by Kaizer : 1
  2. 2. KAIZER Team Members: NAME ROLL NO.1. Abhijit Sarkar 12. Arindam Chakrobourty 123. Arindam Dey(xcellent.dey@gmail.com)4. Ashutosh Kr. Tiwary 175. Biswajyoti Nath 236. Chandan Dhekial 257. Diganta Deori 318. Hemant Kumar Upadhyaya 359. Mausam Mrinmay Sharma 5110.Nashid - Ul – Ameen 5711.Shreya Ghosh 98 2
  3. 3. Acknowledgement:It is indeed our great privilege and opportunity to have an outstanding professionalas the project guide: Dr.Avijit Brahmachary, who in spite of his busy schedulemanaged to squeeze some quality time to guide us in our project. we extend ourprofound gratitude for his guidance, constant encouragement and enthusiasmthroughout the project.We would also like to thank the respondents for providing us all the requiredinformation which helped us a lot in our project.Finally, we thank Eastern Institute For Integrated Learning in Management forgiving us the opportunity to undergo such a project. Group - Kaizer 2ndsemester, PGPM, Section - H1 Eastern institute for integrated learning in Management, Kolkata 3
  4. 4. Contents: 1) Title page……………………………………………………………..01 2 ) Acknowledgement…………………………………………………03 3) List of Tables & Figures………………………………………………..04 4 ) Executive Summary (a)objectives……………………………………………………………05 (b)Results…………………………………………………………………05 (c)Conclusion……………………………………………………………05 (d)Recommendations………………………………………………….065) Body (a)Introduction………………………………………………………….07-08 (b)Methodology…………………………………………………………..09 (c)Results……………………………………………………………… 11-12 (d)Limitations…………………………………………………………… 13.6) Conclusion and Recommendations………………………………13-147) Reference/Bibliography………………………………………………….158) Appendix……………………………………………………………………16 4
  5. 5. Executive Summary:Objectives: Our objectives behind doing this project was to know,1. Why customers prefer Nokia over other Brands?2. The areas in which Nokia performs better?3. How the Brand Nokia effect the consumers Psychology?4. Strategies to be adapted by Nokia to be the to keep their market base?5. To analyze the brand NOKIA acceptability by the customers.Results: we came to know that people prefer Nokia because of mainly it’s rangeof products, Availability, durability and user friendliness. It is facing closecompetition from other players like Motorola, Samsung, LG etc.we also came toknow the strategies adapted by Nokia to maintain it’s market position as numberone. We also came to know that NOKIA Brand name matters when a personpurchase nokia mobile handsets. Other findings are discussed in details in the mainbody.Conclusion: During the course of research on this project (Preference of Nokiamobiles over other cell-phones) we have come to know a lot of interesting factsand Information regarding Nokia. Nokia is undoubtedly the market leader in thecell-phone market. Nokia still dominates the world cell-phone market share. Nokialeads the market with 38.6% stake, beating its nearest rival Samsung which has16.2% stake. Motorola and LG are tied with 8.3% each. Nokia enjoys this status ofbeing no. 1 because of its qualities, features, price range it provides to itscustomers compared to its competitors. 5
  6. 6. Recommendation: Through our collaborative research, we have found outsome areas where Nokia should emphasize more so that it continues to be themarket leader and have an edge over its competitors. These include further focuson –1. Product competitiveness: - The products of Nokia should be superior or atleast at par with the competitors’ regarding technology, designing and features etc.2. Customer satisfaction: - Nokia should come up with more value addedproducts and effective after-sales services.3. Research and Development: - In order to retain the position of a marketleader Nokia should incorporate the latest technological innovations into theirhandsets and should put stress on further development.4. Demand and Supply: - A strong demand and supply network should beestablished for smooth availability of products to the customers. 5. End to Endcapability: - Stress should be given on end to end capability by integrating mobiledevices applications and infrastructure. 6
  7. 7. Introduction:Nokia was founded in 1865 by Fredrik Idestam in Finland as a papermanufacturing company. In 1920, Finnish Rubber Works became a part of thecompany, and later on in 1922, Finnish Cable Works joined them. All the threecompanies were merged in 1967 to form the Nokia Group.In the late 1970s, Nokia started taking an active interest in the power andelectronics businesses and by 1987, consumer electronics became Nokias majorbusiness. Nokia created the NMT mobile phone standard in 1981 and launched thefirst NMT phone, Mobira Cityman, in 1987. The company delivered the first GSMnetwork to Radkilinia, a Finnish company in 1991, and in 1992, Nokia 1011 - aprecursor for all Nokias current GSM phones - was introduced.In the 1990s, Nokia provided GSM services to 90 operators across the world.Another significant move of the company during this period was the divestment ofits non-core operations like IT. The company focused on two core businesses -mobile phones and telecommunications networks.Nokia in IndiaNokia entered the Indian market in 1994. The first ever GSM call in India wasmade on a Nokia 2110 mobile phone on its own network in 1995. When Nokiaentered India, the telecom policies were not conducive to the growth of the mobilephone industry.The tariffs levied on importing mobile phones were as high as 27%, usage chargeswere at Rs.16 per minute and, at these high rates, consumers did not take to mobilephones. . It started capturing the market with it’s quality products and services.Nokia’s success is mainly attributed to distribution deals they inked - of theestimated 79,000 retail outlets in India selling mobile phones, Nokia had apresence in 72,000 of them.Though Nokia had to face tough competition from other powerful global playerslike Motorola, Samsung, LG and Sony Ericsson ,they could not snatch Nokia’s 7
  8. 8. customers. So we wanted to find out the reason “Why Nokia is preferred overother Brands.”Handset Market Share: OTHERS LG 9% 1O% SAMSUNG NOKIA 23% 58% 8
  9. 9. Methodology:We used different methodology while doing our survey. Firstly we collectedPRIMARY DATA. Our sample size was 32. We collected the data’s through aQuestionnaire we designed. The questionnaire was structured and non- disguised.We also prepared interview schedule and mailed some questionnaire.We collected all the datas from the field directly. The sample size of our surveywas a heterogonous mix which comprised of different age group, occupations,income level etc. We used cluster sampling and also random sampling. Since thepopulation is large we went for cluster sampling. Moreover it saves time and cost.To minimize the chances of biasness we used random sampling technique. Wedivided the population into different clusters according to different characteristicslike age group, income etc. The benefit of cluster sampling is that we can getheterogeneous mix of population.The sample we selected belonged to our hostels, institute, and local residents andwe divided it into clusters accordingly.Regarding the information relating to the company profile we took the help ofinternet. 9
  10. 10. QUESTIONNAIRE“PREFERENCE OF NOKIA HANDSETS OVER OTHER HANDSETS” 1. Do you think Nokia handsets are updated with the latest features? a)YES b) NO 2. Are Nokia mobiles readily available in the markets? a) YES b) NO 3. Do you think Nokia mobiles are user friendly? a) YES b) NO 4. Do Nokia provide good after sales service compared to other mobile phones? a) YES b) NO 5. Nokia is costlier as compared to other mobile handsets that provides same features as Nokia, but still why do you prefer Nokia? a) NOKIA BRAND NAME b) BETTER FEATURES c) USER FRIENDLY d) ALL THE ABOVE 6. Does a Nokia phone come with reasonable price? a) YES b) NO 7. If a mobile company offers same features, quality and price as Nokia, will u still go Nokia? a) YES b) NO 8. Except Nokia your other preferred mobile phone brands? a) SAMSUNG (b) LG (c) MOTOROLLA (d) OTHERS 9. Will you go for other mobile phone brand with less price and more features? a) YES 10
  11. 11. b) NO 10.How do you rate the after sale service of Nokia? a) VERY GOOD (b) GOOD (c)NEITHER GOOD NOR BAD (d) BAD (e) VERY BADResults:We asked total 10 questions, which were mainly close ended questions. out of 10 ,8 wereanswerable in either YES or NO. And the remaining 2 questions had 5 options for each.The results of the question Number 1,2,3,4,6,7 and 8 which are answerable in EitherYES or NO are below, Question No. Yes % No % 1 87.5 12.5 2 87.5 12.5 3 100 0 4 62.5 37.5 6 75 25 7 50 50 9 37.5 62.5In question number 5 we asked that Nokia is costlier as compared to other mobilehandsets that provides same features as Nokia, but still why do you prefer Nokia?57% people told that because it is user friendly.29% people told that it is because of the NOKIA Brand Name.Where 14% people told that it is because of better features. 11
  12. 12. Nokia Brand name 29% User Friendly 57% Better Features 14%In question number 8 we asked that Except Nokia what are your other preferredmobile phone brands?25% people told that they prefer Samsung, 12.5% told LG, 37.5% told Mot25%toldMotorola and remaining 25% told they prefer other brands. 12 8 4 8 Samsung LG Motorola Others 12
  13. 13. Limitations:  During interview we found out that the customers have a blind faith regarding NOKIA which we could not explain in quantitative terms.  The respondents were biased to some extent with the respective brands .  Our research was limited to only 32 respondents whereas in reality the universe is too big. Hence statistical datas might change if we further increase the sample size.  The accuracy of the datas are doubtful as the respondents were ignorant and hesitant towards their response.  Time and money was another constraint in our project.Conclusion and Recommendations:During the course of research on this project (Preference of Nokia mobiles overother cell-phones) we have come to know a lot of interesting facts and Informationregarding Nokia. Nokia is undoubtedly the market leader in the cell-phone market.Nokia still dominates the world cell-phone market share.Nokia leads the market with 38.6% stake, beating its nearest rival Samsung whichhas 16.2% stake. Motorola and LG are tied with 8.3% each. Nokia enjoys thisstatus of being no. 1 because of its qualities, features, price range it provides to itscustomers compared to its competitors.However, Nokia is facing certain challenges that have affected its sales at present.Nokia has predicted low sales for 2009 and that is due to the global economicslowdown which has resulted in sharp pull back in global consumer spending. Thesales of Nokia have also been affected quite badly by the recent launch of someduty-free cheap cell phones. Moreover, there are some areas where its competitorsare giving a run for their money like product designing, modifications etc. 13
  14. 14. Through our collaborative research, we have found out some areas where Nokiashould emphasise more so that it continues to be the market leader and have anedge over its competitors. These include further focus on –1. Product competitiveness: - The products of Nokia should be superior or atleast at par with the competitors’ regarding technology, designing and features etc.2. Customer satisfaction: - Nokia should come up with more value addedproducts and effective after-sales services i.e., service centres should be well-equipped to handle customer concerns and there should be proper co-ordinationbetween them. It should focus on customization to gain greater customersatisfaction.3. Research and Development: - In order to retain the position of a marketleader Nokia should incorporate the latest technological innovations into theirhandsets and should put stress on further development.4. Demand and Supply: - A strong demand and supply network should beestablished for smooth availability of products to the customers. So that thecustomers get the product as and when they require it.5. End to End capability: - Stress should be given on end to end capability byintegrating mobile devices applications and infrastructure.6. Efficient, manufacturing, logistics and high quality products and services shouldbe maintained. 14
  15. 15. Reference and Bibliography: 1) Uma Sekharan, “Research methods for Business “ page no.218- 298 2) Nag and Chanda, “Business Statistics”, Page no. 03-30 Web Sites 1)www.nokia.com 2)www.mobileburn.com 3)www.iwire.com 4)www.wikipedia.com 5)www.scribd.com 15
  16. 16. Appendix:We also came to know how the duty free cheap mobile handsets are affecting thegrowth of branded mobile sets such as NOKIA, SAMSUNG, and MOTOROLAetc.These cheap handsets are offering very low priced handsets and thus are attractingmany customers who were inclined towards NOKIA and other branded handsets.We also found that Nokia has to improve its after sales service. Many respondentswere not satisfied with Nokia’s after sales service. 16

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