Nokia was originally founded as a paper mill but became involved in telecommunications in the 1970s-80s. They released the first handheld mobile device in 1987 and digital device in 1992, becoming the leader in the mobile phone industry by 1998. Recently their market standing has fallen. This document describes research into factors affecting Nokia's current mobile phone market presence using exploratory, descriptive, and causal methods. Surveys found Apple was most considered brand and quality was most important phone feature. Results showed Apple had highest perceived quality while Nokia was lowest. The experiment found no statistically significant differences in brand quality means.

1. Marketing Research

2. Introduction
 Nokia was founded first as a paper mill in Finland
 Early 1970’s and 1980’s Nokia became involved in
the telecommunications industry
 1987-Nokia implemented their first handheld
mobile device
 1992-First digital handheld device was released
 1998-Nokia was widely known as the leader in the
mobile phone industry
 Recently, Nokia’s high standing has fallen

3. Research Method and Procedures
 Research current factors that are affecting
Nokia’s current presence in the mobile
phone market.
 Exploratory
 Descriptive
 Causal

4. Exploratory
 Want to understand
current Situation with
Nokia
 Nokia is still current
leader (Number one in
Windows Phone)
 Nokia’s Decline

5. Descriptive
 Survey with cross-
sectional analysis
 Factors that influence
consumers
 Non-probability sample
 Convenience
 Snowball

6. Causal
 Manipulation of one
variable and keep all
others the same.
 Does brand cause people
to pay more?

7.  Factors Created
 Each Individual Brand’s
Overall Quality
 Samsung Overall Quality
 Technology Knowledge
 Brand Self Identity
 Brand Rank Frequencies
 Apple
 74% ranked 1st
HTC
 33% ranked 2nd
Motorola
34% ranked 4th
Nokia
50% ranked 5th
Samsung
33% ranked 2nd
Results

8. Frequencies
 What brands do you consider
when buying?
 Apple
 110
 HTC
 54
 Motorola
 27
 Nokia
 19
 Samsung
 58
 Other
 25
**Were able to select all that
applied for both questions
 What features do you use
most on a cell phone?
 Call
 89
 Text-Message
 102
 Internet
 87
 Media
 60
 Camera
 70
 Other
 26
Results

9. Overall Quality Between
Phones
 Paired samples T-Test
 Compared
 Design
 Price
 Brand
 Quality
 Results-Most Important
 1-Quality
 2-Design
 3-Price & Brand (No
difference)
 Paired Samples T-Test
 Compared Overall Quality
of each Brand
 Results-Highest Perceived
Quality
 1-Apple
 2/3 – Samsung & HTC
(No Difference)
 4 – Motorola
 5- Nokia
Results
Most Important Qualities
in a Phone

10. Experiment
 Ran 95% confidence
intervals on individual
means
 Apple
 2.64-4.12
 HTC
 2.10- 3.56
 Motorola
 2.47-3.72
 Nokia
 1.81-3.37
 Samsung
 2.58-3.94
 Results
 Not statically significant
 However, Apple does have
the highest mean, and
Nokia the Lowest
Results

11. Recommendations
 Build a better knowledge base of what product’s
capabilities are
 Illustrate competitive advantages
 Show value to consumers based on their advantages
 Define exact target market
 Offer a premium product or value product