PADMSHREE DR.D.Y.PATIL DEPARTMENT OF BUSINESS MANAGEMENT SUBJECT: BUSINESS POLICY AND STRATEGIC MANAGEMENT SUBMITTED TO SUBMITTED BY PROF.Aparajita Priyadar shani Navin Roy
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PADMSHREE DR.D.Y.PATIL DEPARTMENT OF
BUSINESS MANAGEMENT
SUBJECT: BUSINESS POLICY AND STRATEGIC
MANAGEMENT
SUBMITTED TO SUBMITTED BY
PROF.Aparajita Priyadarshani Navin Roy
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Analysis of Consumer Behavior –Nokia & Other
Sidhant Agrawal
Lilesh Koli
CONTENT
Sr.No. Particular Page No.
1 Acknowledgement
2 Abstract
3 Introduction(Nokia, Motorola and SonyEricsson)
4 Research objectives
5 Research Methodology
6 Research Findings
7 Recommendation
8 Conclusion9 References
10 Annexure
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Analysis of Consumer Behavior –Nokia & Other
ACKNOWLEDGEMENT
I hereby extend our respectful gratitude to the PADMASHREE DR.
D.Y PATIL UNIVERSITY, DEPARTMENT of BUSINESS
MANAGEMENT for giving us the opportunity to carry out a
research paper project in “Analysis Of Consumer Behavior
Nokia & Other”
I express my immense gratitude to my Prof. Aparajita
Priyadarshani who not only guided me throughout the research
paper project but also give me an opportunity to be analysis of
banking sector.
His motivation and constant mentoring has helped me in the
completion of the research paper project. Mutual
understanding and coordination amongst my friends are also
highly appreciated.
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Analysis of Consumer Behavior –Nokia & Other
Abstract:
There has been a tendency in certain recent studies of industrial
location to use aggregated samples which draw together, and
consider similarly, wide-ranging types of industrial production.With regard to labour considerations in mobile firms, interest has
frequently gravitated towards an analysis of the variation in
managerial competence to solve labour difficulties and has largely
ignored the reality that the extent of the labour problem will vary
between firms.
This paper, with the aid of empirical data from the scientific and
industrial instruments and systems industry, will argue that the
product and process technologies of individual industries dictatethe complexity of and labour requirement of firms.
It is concluded that the effect of labour requirements on mobile
industrial firms can only be realistically examined in studies of the
labour problems of mobile industry if production technology, and
its influence on the subsequent labour requirement, is
acknowledged and included as a key variable.
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Analysis of Consumer Behavior –Nokia & Other
Introduction:
Nokia
NOKIA was established in 1865 as a wood-pulp mill by Knut
Fredrik Idestam on the banks of the Tammerkoski rapids in the
town of Tampere, in south-western Finland. The company was
later relocated to the town of Nokia by the Nokianvirta River,
which had better resources for hydropower production. That is
where the company got the name that it still uses today. The name Nokia originated from the river which flowed through
the town. The river itself, Nokianvirta, was named after the old
Finnish word originally meaning a dark, furry animal that was
locally known as the Nokia, or sable, or later pine marten.
Finnish Rubber Works established its factories in the beginning of
20th century nearby and began using Nokia as its brand. Shortly
after World War I, Finnish Rubber Works acquired Nokia Wood Mills
as well as Finnish Cable Works, a producer of telephone and
telegraph cables. These three companies were merged to form
Nokia Corporation in 1967.
The new company was involved in many sectors, producing at one
time or another paper products, bicycle and car tires, footwear
(including Wellington boots), personal computers,
communications cables, televisions, electricity generation
machinery, capacitors, aluminium, etc.
Focusing on Telecommunications:
During the deep recession in Finland at the beginning of the
1990's, the telecomm-unications and mobile phones divisions
were the only supporting pillars of the Nokia. In May 1980, Nokia
made the strategic decision to divest its non- core operations and
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Analysis of Consumer Behavior –Nokia & Other
focus on telecommunications. The company's 2100 series phone
was an incredible success.
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Analysis of Consumer Behavior –Nokia & Other
First mobile phones:
Nokia had been producing commercial and military mobile radio
communications technology since the 1960s. Since 1964 Nokia
had developed VHF-radio simultaneously with Salora Oy, whichlater in 1971 also developed the ARP-phone. In 1979 the merger
of these two companies resulted in the establishment of Mobira
Oy. Mobira began developing mobile phones for the Nordic Mobile
Telephony (NMT) network standard that went online in the 1980s
and in 1982 it introduced its first car phone, the Mobira Senator for
NMT 450 networks.
Nokia bought Salora Oy in 1984 and now owning 100% of thecompany, changed the company's telecommunication branch
name to Nokia-Mobira Oy. The Mobira Talkman, launched in 1984,
was one of the world's first transportable phones. In 1987, Nokia
introduced one of the world's first handheld phones, the Mobira
Cityman 900. While the Mobira Senator of 1982 had weighed 9.8
kg (22 lb) and the Talkman just under 5 kg (11 lb), the Mobira
Cityman weighed only 800 g (28 oz) with the battery and had a
price tag of 24,000 Finnish marks (approximately €4,560).
Despite the high price, the first phones were almost snatched from
the sales assistants' hands. Initially, the mobile phone was a
"yuppie" product and a status symbol.
In 1988, Jorma Nieminen, resigning from the post of CEO of the
mobile phone unit, along with two other employees from the unit,
started a notable mobile phone company of their own, Benefon
Oy. One year later, Nokia Mobira Oy became Nokia Mobile Phones
and in 1991 the first GSM phone was launched.
SONY ERICSSON:Page
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Sony Ericsson is a joint venture established in 2001 by the
Japanese consumer electronics company Sony Corporation and
the Swedish telecommunications company Ericsson to make
mobile phones. The stated reason for this venture is to combineSony's consumer electronics expertise with Ericsson's
technological leadership in the communications sector. Both
companies have stopped making their own mobile phones.
The company's global management is based in Hammersmith,
London, and it has research & development teams in Sweden,
Japan, China, Germany, the United States, India, Pakistan and the
United Kingdom.
While Sony Ericsson has been enjoying strong growth recently, its
South Korean rival LG Electronics overtook it in Q1 2008 due to
the company's profits crashing significantly by 43% to €133 million,
sales falling by 8% and market share dropping from 9.4% to 7.9%,
despite favorable conditions that the handset market is expected
to grow by 10% in 2008. The situation is getting worse as Sony
Ericsson announced another profit warning in June 2008leading to
wide fear that Sony Ericsson is on the verge of decline along with
its struggling rival, Motorola. Sony Ericsson has approximately
8,000 employees worldwide.
MOTOROLA:
Motorola is known around the world for innovation and leadership
in wireless and broadband communications. Inspired by their
vision of Seamless Mobility, the people of Motorola are committed
to helping you get and stay connected simply and seamlessly to
the people, information, and entertainment that you want and
need. They do this by designing and delivering the "must have"
products, "must do" experiences and powerful networks - along
with a full complement of support services. A Fortune 100
company with global presence and impact, Motorola had sales of
$47.8 billion in 2007.
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Analysis of Consumer Behavior –Nokia & Other
O BJECTIVES
MAIN OBJECTIVE:
To understood the market research on consumer preference onthe mobile phone in different companies.
SECONDARY OBJECTIVES:
To understood of consumer satisfaction and competitive analysis
of Nokia, Sony Ericsson and Motorola within the mobile phone
industry.
To find and list the factor that affect buying decisions.
To understood the awareness of Nokia and Sony Ericsson as a
brand.
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Analysis of Consumer Behavior –Nokia & Other
RESEARCH METHODOLOGY
DATA COLLECTION
The task of data collection begins after a research. A problem has
been defined and research design/plan chalked out. While
deciding about the method of data collection, the researcher
should keep in mind two types of data viz., primary and secondary.
The primary data is the one, which is collected fresh and for the
first time and thus happen to be original in character. The
secondary data are those which have already been collected bysomeone else and which have already been passed through the
statistical process. The methods of collecting primary data is that
to be originally collected, while in case of secondary data the
nature of data collection work is merely that of compilation.
COLLECTION OF PRIMARY DATA THROUGH
Customer
Retailer
COLLECTION OF SECONDARY DATA THROUGH
Various publications
Technical and trade journals
Books, magazines
Internet
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Analysis of Consumer Behavior –Nokia & Other
1-Who was the main influencer while purchasing the mobilephone?
2-Rank the following brands in order of your preference _NOKIA.
Particular Highes
t
Highe
r
High High-
natural
High-
low
High
least
Total
Frequenc
y
10 9 5 3 1 2 30
Particular Frequency
Own Decision 11
Friends and Relatives 9 Television/Prints 10
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3-Rank the following brands in order of your preference Sony
Ericsson.
Particular Highes
t
Highe
r
High High-
natural
High-
low
High
least
Total
Frequenc
y
5 8 8 5 2 2 30
4-Rank the following brands in order of your preference Motorola.
Particular Highes
t
Highe
r
High High-
natural
High-
low
High
least
Total
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Frequenc
y
5 3 3 12 4 3 30
5-What is your main reason for having a mobile phone? Just
Making and receiving calls.
Particular Least
likely
Somewha
t likely
More
likely
Very
likely
Most
likely
Total
Frequenc
y
3 3 6 8 10 30
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Analysis of Consumer Behavior –Nokia & Other
6-What is your main reason for having a mobile phone? It’s a status
Symbol.
Particular Least
likely
Somewha
t likely
More
likely
Very
likely
Most
likely
Total
Frequenc
y
2 3 6 8 11 30
7-What is your main reason for having a mobile phone? Inclinedtowards sms and other features like camera, fm, etc.
Particular Least
likely
Somewha
t likely
More
likely
Very
likely
Most
likely
Total
Frequenc
y
5 2 4 5 14 30
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Analysis of Consumer Behavior –Nokia & Other
RECOMMENDATIONS
Nokia can do an excellent job to make the mobile phone easy touse. In order to maintain the leader position of mobile phonemarket, the company should closely focus on the tendency of
marketing development.
It would be good for Nokia to make out specialized products forenterprise markets. These specialized products' functions wouldbe to make the connection more quickly and handily than before.
The enterprises could involve big companies, hospitals,government organizations etc.
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Analysis of Consumer Behavior –Nokia & Other
The group market is a long run market. The enterprise wouldn'tchange these products easily and they may require updating aftera period of time.
This group market may get further marginal profits than theindividual market and the rate of return over cost will be improvedas well this is because the competitors will be less in the groupmarket than the individual market.
It is also essential to treat the services and the products asequally important. The provision of a service can be attractive initself. Developing a good understanding of how your products andservices will be used and how they will change is important.Operators may well find themselves positioning R&D as a means
to promote the use of bandwidth and focusing on service creation.
Nokia should be innovative on style and looks front of the cellphones as it has recently sprung up in the present in order toattract youth.
High end mobile phones from Nokia have a hanging problem theymust be tweaked to perform as desired.
The price of Nokia cell phones is high as compared to the grown
uptwins available so the buyer is unable to buy the latest available.
Nokia should work on a phone for the masses as it has a lot of scope, just like bird and Motorola did.
CONCLUSION
The findings of the research I found that Nokia is the marketleader in the mobile phone industry in India. Nokia has strong
brand image to influence and create large customer base. Nokia
should launch new mobile phones that are an optimum balance
between price and features Strengths and opportunities of Nokia
suggest that high quality, advanced technology, worldwide
service and continuous new products are the essential factors for
Nokia's product development.Page
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Nokia concerns on its enterprise culture. In the company the
relationship between individuals is mutual trust, fair and
openness. Nokia makes courses to train its employees regularly
which will assist Nokia in achieving its higher goal.
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Analysis of Consumer Behavior –Nokia & Other
REFERENCES
• WWW.NOKIA.COM
• WWW.MOTOROLA.COM
• WWW.SONYERICSSON.COM
• WWW.BLOOMBERG.COM
•
WWW.YAHOO.COM
• WWW.WIKIPEDIA.COM
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QUESSIONAIRE
1-Do you prefer using a mobile?
Yes No
2- If yes which brand do you own?
Nokia( ) Sony Ericsson( ) Others(
)
3-What qualities of mobiles are important to you while
buying
mobiles? Assign them weights as percentage on a
scale of 100.
Criteria (Weight in %)
1.Maintenance (%) 2.Durability(%) 3.Style/
Design(%) 4.Color (%) 5.Size(%)
6. Price (%)
7.Availability(%) 8.Lightweight (%) 9.Comfort (%)
10.Discounts (%)
4-Rate the following brands based on your perception onthe mentioned criteria on a scale of 1-6 where.
1. Below Average 2.Average 3.Satisfactory
4.Good 5.Very good 6.Excellent
(Criteria Nokia Sony Ericsson Motorola
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Analysis of Consumer Behavior –Nokia & Other
Others……………….)
5-How often do you purchase mobiles?
1.Every two months 2. ( 2-4) months
3. (4-6) months 4. Any time of the year
6.Where did you come to know about Nokia?
• Word of mouth
• Print Media
• Electronic media• Retailers
Recommendation
7. When do you go for new mobiles?
• When old one is worn out
• For change
• Seek variety and range of mobiles
• Special occasions
8. Who influences your buying decision?
• Friends
• Trends
• Family
• Myself
• Salesman
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Analysis of Consumer Behavior –Nokia & Other
• others………………………………
………
9.Who decides to buy mobiles in your
family?
• Self
• Joint
• Parents
•
Spouse• Children
• Others, please specify……………………………………………
10.From where do you like to purchase your
mobiles?
• Multi-branded
outlet
• Exclusive
showroom
•
Any other, please specify……………………….............................
11.Do you think that the market has any brand that has
all the quality (durability, colors, etc)?
Please specify…………………………………………………….............
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12.Have you ever used Nokia? What is your opinion about it?
………………………………………………………………………………...
13. How often do you change your
mobile?
Name Age Occupation
Service Graduates Business
Student Professionals Other Specify
Monthly income……………………………………………………………..
1. Less than 10000 2.10000-15000
3.15000-20000
4.Above-20000
LOCATION……………………………………………………………………….
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