PROJECT REPORT “DESCRIPTIVE STDUDY TO FIND OUT THE MARKET SHARE OF ‘MOTOROLA MOBILE PHONES (GSM)’ VIS A VIS COMPETITION IN LUCKNOW MARKET IN 2004” FOR MOTOROLA INDIA PVT. LIMITED. 2004-06 BY VIBHOR KUMAR SHRIVASTAVA FOR SUBMITTED IN PARTIAL FULFILLMANT OF THE M.B.A. DEGREE REQUIREMENT.
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PROJECT REPORT
“DESCRIPTIVE STDUDY TO FIND OUT THE MARKET SHARE OF ‘MOTOROLA MOBILE PHONES (GSM)’ VIS A
VIS COMPETITION IN LUCKNOW MARKET IN 2004”
FOR
MOTOROLA INDIA PVT. LIMITED.
2004-06
BY
VIBHOR KUMAR SHRIVASTAVAFOR
SUBMITTED IN PARTIAL FULFILLMANT OF THE M.B.A. DEGREE REQUIREMENT.
DEPARTMENT OF MANAGEMENT STUDIESDEWAN INSTITUTE OF MANAGEMENT STUDIES MEERUT
(U.P.)AFFILIATED TO UTTAR PRADESH TECHNICAL
UNIVERSITY, LUCKNOW
Summer Training Project
On
“Descriptive study to find out the share of ‘Motorola mobile phones
(GSM)’vis a vis competition with major brands and market positioning
of the product in comparison with Nokia, Samsung, LG, & Sony
Ericsson in Lucknow market in 2004 .”
Project undertaken to make an assessment of the current
market share of
Motorola vis a vis competition in the present scenario of
dynamic mobile market in GSM division which is almost
contributing 70% of the entire sales volume of the entire
telecom industry in terms of Connectivity and penetration.
Motorola seeks to benefit the communities in which it operates
around the world. The company achieves this by making
strategic grants, forging strong community partnerships,
fostering innovation, and engaging stakeholders.
Vision
To make a unique contribution to improving the world in which
we live.
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How We Do It
We seek to fund best-in-class organizations around the world
that support our strategic focus areas and work with them to
improve communities.
We leverage our resources, include key stakeholders in our
decisions, and work within community networks to maximize
our funding.
We conduct rigorous accounting and oversight practices to
insure impact of our grant making and funding.
Motorola’s role as pioneer, innovator and visionary in mobile
communications is well-known. Originally founded as the Galvin
Manufacturing Corporation in 1928, Motorola has come a long
way since introducing its first product, the battery eliminator.
For more than 75 years, Motorola has proven itself a global
leader in wireless, broadband and automotive communications
technologies and embedded electronic products, and has
become a company recognized for its dedication to ethical
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business practices and pioneering role in important
innovations.
Motorola has kept moving at the pace people are living. Its
products have grown and changed over the years, and its drive
for excellence has strengthened and intensified. From the five
pound Handie-Talkie™ radio to the lightweight models of today,
Motorola has been the leading provider of two-way radio
services to public safety, government, transportation, utility
and manufacturing enterprises. Its digital cable set-top
terminals and cable modems deliver the promise of a
connected home just as the original home radios and
televisions did in the 1930s and ‘40s. The leader in embedded
processor production, Motorola has developed a broad array of
microprocessors for a wide range of products, from some of the
first video games to today’s advanced digital cameras. In
personal communications, Motorola changed the way the world
communicates, from the introduction of the DynaTAC cell
phone in 1983 to today’s sleek handsets and innovative
technology for mobile telephone service. It is also a key
supplier of integrated systems for automobiles, portable
electronic devices and industrial equipment.
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Throughout its history, Motorola has transformed innovative
ideas into products that connect people to each other and the
world around them. Moving forward, the company strives to
keep its commitment of making things better and life easier.
The Global System for Mobile communications is a digital
cellular communications system. It was developed in order to
create a common European mobile telephone standard but it
has been rapidly accepted worldwide. GSM was designed to be
compatible with ISDN services.
1 History of the cellular mobile radio and GSM
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The idea of cell-based mobile radio systems appeared at Bell
Laboratories (in USA) in the early 1970s. However, mobile
cellular systems were not introduced for commercial use until
the 1980s. During the early 1980s, analog cellular telephone
systems experienced a very rapid growth in Europe,
particularly in Scandinavia and the United Kingdom. Today
cellular systems still represent one of the fastest growing
telecommunications systems.
But in the beginnings of cellular systems, each country
developed its own system, which was an undesirable situation
for the following reasons:
The equipment was limited to operate only within the
boundaries of each country.
The market for each mobile equipment was limited.
In order to overcome these problems, the Conference of
European Posts and Telecommunications (CEPT) formed, in
1982, the Groupe Special Mobile (GSM) in order to develop a
pan-European mobile cellular radio system (the GSM acronym
became later the acronym for Global System for Mobile
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communications). The standardized system had to meet certain
criterias:
Spectrum efficiency
International roaming
Low mobile and base stations costs
Good subjective voice quality
Compatibility with other systems such as ISDN (Integrated
Services Digital Network)
Ability to support new services
Unlike the existing cellular systems, which were developed
using an analog technology, the GSM system was developed
using a digital technology. The reasons for this choice are
explained in section 3.
In 1989 the responsibility for the GSM specifications passed
from the CEPT to the European Telecommunications Standards
Institute (ETSI). The aim of the GSM specifications is to describe
the functionality and the interface for each component of the
system, and to provide guidance on the design of the system.
These specifications will then standardize the system in order
to guarantee the proper interworking between the different
elements of the GSM system. In 1990, the phase I of the GSM
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specifications were published but the commercial use of GSM
did not start until mid-1991.
The most important events in the development of the GSM system are presented in the table 1.
Year Events
1982CEPT establishes a GSM group in order to develop the standards for a pan-European cellular mobile system
1985Adoption of a list of recommendations to be generated by the group
1986Field tests were performed in order to test the different radio techniques proposed for the air interface
1987
TDMA is chosen as access method (in fact, it will be used with FDMA) Initial Memorandum of Understanding (MoU) signed by telecommunication operators (representing 12 countries)
1988 Validation of the GSM system
1989The responsability of the GSM specifications is passed to the ETSI
1990 Appearance of the phase 1 of the GSM specifications
1991 Commercial launch of the GSM service
1992Enlargement of the countries that signed the GSM- MoU> Coverage of larger cities/airports
1993Coverage of main roads GSM services start outside Europe
1995Phase 2 of the GSM specifications Coverage of rural areas
Table 1: Events in the development of GSM From the evolution of GSM, it is clear that GSM is not anymore
only a European standard. GSM networks are operational or
planned in over 80 countries around the world. The rapid and
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increasing acceptance of the GSM system is illustrated with the
following figures:
1.3 million GSM subscribers worldwide in the beginning of
1994.
Over 5 million GSM subscribers worldwide in the beginning
of 1995.
Over 10 million GSM subscribers only in Europe by
December 1995.
Since the appearance of GSM, other digital mobile systems
have been developed. The table 2 charts the different mobile
cellular systems developed since the commercial launch of
cellular systems.
Year Mobile Cellular System
1981 Nordic Mobile Telephony (NMT), 450>
1983 American Mobile Phone System (AMPS)
1985Total Access Communication System (TACS) Radiocom 2000 C-Netz
1986 Nordic Mobile Telephony (NMT), 900>
1991Global System for Mobile communications> North American Digital Cellular (NADC)
1992 Digital Cellular System (DCS) 1800
1994Personal Digital Cellular (PDC) or Japanese Digital Cellular (JDC)
1995Personal Communications Systems (PCS) 1900- Canada>
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1996 PCS-United States of America>
GSM ARCHITECTURE
Table 2: Mobile cellular
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Popular Models Of Motorola
Motorola MPx220 SIM Free Smart phone Mobile Phone
The Motorola MPx220 is the latest Microsoft Smart phone 2003 mobile phone to be released. It is a quad band and works on all GSM frequencies. It also features Bluetooth and Windows Media Player.
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Motorola MPx220 Smartphone - features at a glance:
Weight: 110g Talktime up to: 4.5 hrs Standby up to: 110 hrs Microsoft Smartphone 2003 Built-in digital camera Bluetooth 65k colour display 32Mb user accessible memory MMS Email Windows Media Player
Motorola MPx220 The Motorola MPx220 with Windows Mobile software is the ideal productivity solution to take your office on the road.
With Pocket Outlook and ActiveSync you can manage and sync your inbox, calendar and contacts on the go.
Expandable memory and Bluetooth wireless technology makes information management seamless and easy. Bring your info together and bring it on - you're unstoppable.
Bluetooth wireless technology 1.23 megapixel camera and video capture/playback Windows Mobile software including Pocket Internet Explorer, Pocket Outlook, and Windows Media
For use on Quad-band (850/900/1800/1900) networks.
Much more Talk time & Standby. Up to 300-440 min or 140-260 hrs (the Motorola MPx200 is up to 210 - 310 mins or 70 - 100 hrs).
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Motorola MPx220 Full Specifications Highlighted Features
Stylish design with easy to use interface Speech recognition for dialing and opening
applications, as well as a 4-way navigation key and other soft keys.
Take files with you with expandable memory up to 512MB Pocket Internet Explorer (01) - Browse the web for news,
business and entertainment - even pay bills securely with SSL support
Instant messaging (01) - Built-in IM / MSN Messenger helps you keep in touch with friends and associates
Mobile versions of popular Microsoft applications, including to Microsoft Office Outlook, Microsoft Internet Explorer and MSN Messenger for complete on-the-go organization
Games - download directly to your phone through your wireless connection (01)
ActiveSync and AirSync allow you to maintain a constant information flow from you PC to you phone, including your email, contacts and calendar appointments
Windows Media (01) - delivers high-impact audio and video files in a familiar format. Supports WMA and MP3 audio files and WMV video files, including streaming media
miniSD expandable up to 512MB Call History for last numbers dialed and calls received Phone Book- unlimited entries depending on available
memory Speech Recognition - speak a stored name, number or
function and your phone calls it up for you Customize - choose from preinstalled wallpaper or
download (01) new ones
Talk Time Features Provides up to up to 300-440 minutes of talk time (21) Provides up to up to 140-260 hours of standby time (21)
Display 96 x 32 pixel two line external display shows Caller ID,
date & time, plus Status Icons at a glance 176 x 220 pixel internal color display provides a vivid
Calling Features Speed Dial Call Forwarding - unconditional, mobile subscriber busy,
subscriber not reachable. (01) Multiple Call Timers Multiple Key Answer Call Hold Call Waiting Vibra Call alert Ringer/Vibrate Suppress
Indicators/ Alert Features Battery Meter (always shown in display) Voice Message Waiting (01) Alert Setting Indicator Signal Strength Indicator Voice and Message Mail (01) Text Message Waiting (01) Roaming (01)
Security Features Call Restrictions Keypad Lock Phone Lock Application Lock New Passwords
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Motorola V200
Motorola V220 features at a glance:
Dimensions - 85.5 x 44 x 24 mm, 80 cc
Weight - 100 g Standby Time: up to 230 hours Talk Time: up to 320 mins Internal Memory - 1.8 MB Polyphonic ringtones, MP3 ringtones Integrated Digital Camera Speakerphone Colour - Silver Tri-band GSM 900/1800/1900
The Motorola V220 Mobile Phone is a tri-band GSM phone that works on GSM 900, 1800 and 1900 frequencies. Like all our SIM Free phones, it has never been locked. The Motorola V220 works on all UK Networks with any SIM (contract or Pay As You Go) including Virgin, Orange, T Mobile, O2 and Vodafone. It will also work with GSM SIM cards in Europe, Asia, North America and most of the World.
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About the Motorola V220 Mobile PhoneThe beautiful new Motorola V220 Mobile Phone is set to stun with its curvaceous look, sophisticated keyboard and quality colour screen. But it's no lightweight with integrated camera, picture phone book, MP3 ringtones and fun games. Demand more? Add the optional FM stereo radio headset and dance anytime or Mobile Phonetools software to communicate, sync and keep yourself organised. What ever you choose - It's a winner.
Motorola V220 SpecificationsAlert types - Motorola V220 has Polyphonic ringtones, MP3 ringtones & space for downloads (content may vary by operator)
MOTOMIXER™ (Remixable MIDI ringer software): MotoMixer(TM) makes your phone the ultimate in audio customisation. Download and remix ringtones to create unique polyphonic sounds. Forget the decks and hit the phone keypad.
Java (J2ME) Games: Hungry Fish , OptItOut also includes Photo Editor
Integrated Digital Camera
Picture Phone Book: Store your own special photographs and images in the picture phone book. Allocate them to your telephone numbers and see their photograph on your screen when they call. Instantly recognise whose calling. Have some fun - take their photograph or something that reminds you of them... It's a laugh.
In-built Hands-free Speaker Phone. Use your mobile phone like a landline speakerphone. No need for an optional accessory - With just the touch of a button bring others into your conversation with the in-built speakerphone. Great for meetings, second opinions or just showing off.
MMS (Picture / photo + text + sound): Send and receive pictures, sounds and animations with your messages. MMS is as easy to use as sending a standard text message, but now you can really bring your messages to life.
EMS 5.0
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Tri-band GSM 900/1800/1900
Standby Time: up to 230 hours
Talk Time: up to 320 mins
GPRS - (2u/4d) Class 10. GPRS (General Packet Radio Service) allows the user faster call set-up, higher data speed, and an “always on” connection.
WAP - 2.0 / MIB 2.2. Wireless application protocol (WAP) is the first global standard for Internet services over mobile phone networks. It is capable of displaying "mini websites", which look simple when compared with normal websites but which already provide a variety of powerful services, including banking, ticket purchase, news updates and more. See the WAP Demo for more information.
Connectivity - Mini USB. Get the best connection - Motorola phones have a variety of in-built connectors to connect you to a wide range of data accessories such as 'Mobile PhoneTools.' Choose the one that is best suited for your purpose. Bluetooth, Infrared or CE Bus (USB/Serial).
Internal Memory - 1.8 MB
Colour - Silver
Dimensions - 85.5 x 44 x 24 mm
Volume - 80 cc
Weight - 100 g
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Motorola V635
Motorola V635 Phone, features at a glance:
Dimensions: 88 x 47 x 24 mm Weight: 120 g Stand-by time: up to 110 hours Talk time: up to 3 hours Display Type TFT, 262K colours Camera: 1.2 Mega Pixels with x8 zoom Java Bluetooth MP3 player Quad-band, GSM 850, 900, 1800 and
1900
The Motorola V635 SIM Free has never been locked and will work on all UK networks like O2, Vodafone, Orange, T-Mobile and Virgin. It will work on all GSM networks in North America such as T Mobile (Voicestream), Cingular, AT&T GSM service and Fido and also any GSM SIM card in the world. It will work on any Network in Europe, Asia, Australia and New Zealand. You will need to use your own SIM card with operable GSM line.
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If image is everything - don't hide away. Capture, show and share, time and time again. With video, 1.2 megapixel camera and 8x zoom don't let that moment slip away. Plus with Bluetooth technology, integrated MP3 player and removable memory cards you have no excuse to stay indoors.
Personalisation/Fun Features
Alert types : MP3, Polyphonic and Monophonic Ringtones & space for downloads (phone content may vary by region and operator)
MMS (Picture / photo + text + sound) EMS 5.0 iTAP™ Predictive text Instant Messaging Support : Wireless Village (operator
dependent) Email support: Pop3, SMTP, IMAP4 Quick messages Group SMS
Lifestyle Features
Calculator and Currency Converter Date and Clock Alarm PIM functionality
Performance Features
Quad-band : 850/900/1800/1900 Standby Time : Up to 200 hours Talktime : Up to 525 mins
Data Features
Expandable memory (TransFlash)
54
GPRS : Class 10 (2U/4D) EDGE for high speed data exchange (EDGE is a service
dependant feature) : Class 4 WAP : 2.0 / MIB 2.2 Connectivity : CE Bus / Bluetooth
Technical Specifications
Internal Memory : 5 MB Colours (Operator dependent) : Silver & Black Dimensions (H x W x D) : 89 x 49 x 24.6 mm Volume : 85 cc Weight : 124 g Internal Display : 176 x 220 262k Colours TFT
Motorola Brings Photos out of the Phone and into Your World MoreNew Motorola V176 Provides Rich Communication for the Every Day MoreGorgeous, Glamorous and Gifted: Two New Handsets from Motorola to Redefine 3G MoreMotorola Brings Seamless Mobility to Life Through Exciting New Multimedia and Automotive Products at CeBIT 2005 MoreMotorola Demonstrates New Communications System Available in BMW’s Global 2005 Model Year Vehicle Line MoreMotorola and 3 Announce Latest 3G Clamshell MoreNew Motorola Clams Put Style and Fun at
1. ADRIAN NEMCEK President, Networks Business and Executive Vice President, Motorola, Inc.
2. ANDREW S. COBHAM President and Director Corporate
Country Manager PT. Motorola Indonesia ,Motorola, Inc
3. DANIEL M. MOLONEY President, Connected Home Business and Executive Vice President, Motorola, Inc.
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4. DANIEL SHIH President Motorola (China) Electronics Ltd Motorola, Inc
5. DAVID W. DEVONSHIRE Executive Vice President and Chief Financial Officer, Motorola, Inc.
6. DRINA YUE Vice President & Managing Director Connected Home Business, Asia
Pacific, Motorola Asia Pacific Limited
Senior Officers of Motorola:
1.Mr. Ronn Garrique- Prsedident- Motorola all over world
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2.Mr. Allen Burne- Director- Emerging Market ( China, Russia, India,
Midd;e east, south west asia)
3.Mr Sudheer Agarwal- director sales & Marketing
4.Mr. Romy Juneja- Channel sale Mnager- All India
5.Mr. Manish Singhai – Regional sales manager- North
6.Mr. Neeraj kumar Srivastva- Area Sales manager- UP ( central & Eastern)
7.Mr. Nitesh Mittal – Area Executive, Lucknow
8.Mr. Ritesh Gupta-Area Executive, Varanasi.
9.Mr. Rajendra Gupta- Area Executive, Kanpur
10.Mr. Amit Srivastava- Area Executive, Allahabad
11.Mr. Anil Tiwari- Area Executive, Gorakhapur
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REGIONAL OFFICES
REGIONAL OFFICES
63
Broadband Communications sector Motorola India Electronics Pvt. Limited.Motorola India Pvt. Limited.Bagmane Tech Park,(7th Floor), No: 66/1, Plot No.: 05C V Raman Nagar Post,Bangalore 560093,Karnataka, India
Phone: +91-80-2601-7000Fax: +91-80-2601-7037
Motorola India Electronics Private Limited.Bagmane Tech. Park,66/1, Plot# 05,C V Raman Nagar,Bangalore 560093Karnataka, India
Phone: +91-80-2601-0000Fax: +91-80-2601-3366
Commercial, Government and Industrial Solutions Sector Global Telecom Solutions Sector Motorola Exellence Center415/2, Mehrauli Gurgaon RoadSector – 14Gurgaon 122001Haryana, India
Phone: +91-124-230-3212Fax: +91-124-230-6688
Personal Communication Sector Motorola Computer GroupMotorola Exellence Center415/2, Mehrauli Gurgaon RoadSector – 14Gurgaon 122001
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Haryana, India
Phone: +91-124-230-3212Fax: +91-124-230-6688
Motorola India Pvt. Limited 6th Floor, Auriga BlockVanenburg IT ParkSoftware Units LayoutMadhapur Hyderabad 500081, India
Phone: +91-40-5572-7000Fax: +91-40-5572-7001
Motorola India Electronics Private Limited“TSR Towers”H No.6-3-1090, SomajigudaRajbhavan Road Hyderabad RoadHyderabad 500082, India
srivastava ( Area sales Manager ) U.P- east is working very
well on the behalf of Motorola .
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RECOMMENDATION
RECOMMENDATION
1.Motorola company should increase advertisement of mobile
handsets in Lucknow market.
2.Most of the shopkeepers are not satisfied with distributor,
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therefore company must think about better distributor in
Lucknow market
3. Company must be increase the number of employ.
4.It is necessary that company increases it’s services quality
because
the service satisfaction level is not satisfactory in Lucknow .
5.Company should launch good handsets in the range < Rs.
3500.
6.Motorola company must be motivated to it’s dealers &
realtors.
7.Top administration must be make good planning for
increasing the sell .
Submission over last 6 months sales:
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Sales of past six months put together 5101 units are lesser
than what quantities sold in single calendar month 5606 units
of January 2004.
1 Average monthly sales has been 850units within 5 town distributors of east UP. during last 6 months2 Average monthly sales has been 650units within 5 town distributors of east Up in quarter-1 over Avg of 5200 last year.
Sales have gone down by 8 times vis a vis last year
quarter 1.
3 Even after continuous communication nothing concrete
has been done to slower this rate of drop month after month.
4 Confidence of the trade has been shattered due to non
responsive and non aggressive behavior of the company month
after month vis a vis competition.
5 Td's are also loosing interest in the business because of
poor sales and lack of marketing activities during any product
launch
6 None of the product relevant to our market has been
launched properly .
7 Lack of product range in low and mid tier.
8 No scheme for channel in quarter 1 has reduced the
interest of the retailers.
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9 Td's are doing less than 50 handset business in their town
hence their viability of the business is a big question.
10 Lucknow, Kanpur and Varanasi are doing a monthly avg of
237, 167 and 152 respectively in this quarter.
Critical Requirement :
Urgently require good models in the range of 2k to 5k with
very aggressive marketing activities to expand the dealer
network thereby reaching out to the maximum population.
Dealer Schemes and local publicity should be given top
priority in this quarter then only we can survive for the coming
months otherwise we too will continue to be rated as " others "
brand and not No.2 brand of the world.
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LIMITATIONS OF
PROJECT
133
LIMITATIONS OF PROJECT
Following were some of the main limitations of my research work:
1. Distributor of Motorola India Pvt. Ltd. does not want to
give the proper information about it’s dealers.
2. Dealers do not want to waste their time for providing the
information’s.
3. Dealers and Distributor were not impartial during
providing the data.
134
I had choosen the method of random sampling in my research
work, because it was not a simple task to get questionnaire
filled from each and every dealers of Motorola. So the results
does not show the exact market situation of Motorola.I have
put my best efforts in this study but still I have not found the
best results.
Dealers are the major limitation in my study because no one
was perfectly in condition to tell about the true information and
company’s policies.I had shortage of time for my research
study to get information by personal interview with every
Dealers of Motorola
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EXECUTIVE SUMMARY
First of all I would like to appreciate Mr Neeraj kumar
srivastava ( Area sale Manager U.P east ) for his valuable
suggestion & support..
As far as my whole Summer Training and Research Work is
concerned, I would like to thanks to my respected teacher and
project guide Prof. Sudhir Sharma (Lecturer, DIMS) for his
every time guidance and help. He not only motivates every one
but also loving and caring to all.
This summer training will always reside in my memory in my
whole life. All the moments passed in doing this project work
with Dealers, whole staff of ,Motorola, Distributor,
my college teachers, family, friends and my relatives will give
me happiness always.
136
My special experience that happened with me
during my training:
I have completed my training in Marketing Department at
Motorola India Pvt Ltd. I am grateful to Mr. Neeraj Kumar
Srivastava ( Area sales Manager U.P-east ) who gave me
chance to undergo two months summer training in their
reputed and esteemed organization. I have learned a lot of
experience and knowledge from them.I have noticed during
personal interview that most of the Dealers felt that doing
research is only wastage of time.Because most of the
respondents were uneducated, they were not in position to
understand English, so I asked questions from them in my
mother language HINDI.
In the end, I would like to pay my gratitude to the supreme
power-GOD without his will this project would only be a dream.
137
BIBLIOGRAPHY
138
BIBLIOGRAPHY
Kotler, Philip. Marking Management: Prentice Hall of India Pvt.
Ltd., New Delhi.
C.R. Kothari, “ Research Methodology “ – Methods &
1. Nokia :2. Samsung :3. LG :4. Motorola :5. Panasonic :
B) From where do you take this material ?
Distributor –Dealer -Subdealer -
C) Which brand you sell more and why ?
D)Which brand give you maximum profit ?
E) Which brand generally give you maximum scheme ?
F) Which is the most popular model in category ?
140
Model Brands Qty
<3500 :3500 – 5000 :5000 - 6000 :6000 – 8000 :8000 - 10000 :>10000 : G)Why you don’t deal in Motorola ?H)Why you don’t sell Motorola ?I) Are you satisfied with Motorola’s service ?J) Are you aware who is Motorola’s distributor ?