Nokia Analysis of Marketing Strategies With Respect to NOKIA 1

7/24/2019 Nokia Analysis of Marketing Strategies With Respect to NOKIA 1

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INCOMPANY TRAINING REPORT

IN

NOKIA PVT. LTD.

ON

CUSTOMER PREFERENCECUSTOMER PREFERENCE

FOR NOKIAFOR NOKIA

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT

OF BACHELOR OF BUSINESS ADMINISTRATION (BBA)

GURU JAMBHESHWAR UNIVERSITY, HISAR.

TRAINING SUPERVISOR: SUBMITTED BY:

_____________________ BABITA GANDHI

REGIONAL MANAGER ENROLLMENT NO. ___________

SESSION: !!"#!!$

DIRECTORATE OF DISTANCE EDUCATION

GURU JAMBHESHWAR UNIVERSITY OF SCIENCE AND

TECHNOLOGY, HISAR

0
http://www.nokia.com/


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DECLARATION

I, Babita Gandhi student of Bachelor of Business Administration from Guru

Jambheshwar University, Hisar hereby declare that I have completed In Companyrainin! "eport on %CUSTOMER PREFERENCE TO NOKIA&as part of the course

re#uirement$

I further declare that the information presented in this pro%ect is true and ori!inal to the

best of my &nowled!e$

BABITA GANDHI

BBA

TIT, PITAMPURA

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CERTIFICATE

This is to certify that Ms. Babita Gandhi, Enrolment No. 6511202002 has

preceded nder by sper!ision her "esearch #ro$ect "eport on %CUSTOMER

PREFERENCE TO NOKIA&in the speciali%ation area &Mar'etin().

The *or' embodied in this report is ori(inal and is of the standard e+pected of a

BB stdent and has not been sbmitted in part or fll to this or any otherni!ersity for the a*ard of any de(ree or diploma. -he has completed all

reirements of (idelines for "esearch #ro$ect "eport and the *or' is fit for

e!alation.

-i(natre of -per!isor/Gide *ith -E

NME 3

4E-GNTN 3

"GN-TN 3

7or*arded by 8ead/4irector of -tdy 9enter

:ith si(natre, Name ; -E

(


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ACKNOWLEDGMENT

am deeply (ratefl to my pro$ect (ide Mr. Raman Rastogi & Dr. Mani Manjari

*ho has helped me in completion of this pro$ect. They ha!e been a constant

(idin( force and sorce of illmination for me. t entirely (oes to their credit that

this pro$ect has attained its final shape. *old li'e to than' them for their

!alable ad!ice and (idance.

am also than'fl to all the respondents*ho spared their !alable time for fillin(

p the estionnaire and helped me ot *ith this pro$ect.

7inally, *old li'e to than' officers at 9adbry ndia for there cooperation, *hich

helped me in completin( the pro$ect.

BABITA GANDHI BBA

TIT, ITAM!RA

)


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CONTENT"

*+ecutive ummary -

Chapter ' . Introduction to the Industry /

Chapter ( . Introduction to the company '(

Chapter ) . "esearch b%ective and 1ethodolo!y )2

Chapter 2 . 3ata Analysis )4

Chapter 5 . "ecommendations and Conclusion 5'

Biblio!raphy 55

Anne+ure 5/

2


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E#EC!TI$E "!MMAR%

"esearch has demonstrated conclusively that it is far more costly to win a new customer

than it is to maintain an e+istin! one$ 6or this purpose it is essential to &now the level of

customer satisfaction$ he focus of my research was the measurement of customer

satisfaction level for the products provided by 7o&ia$ he research was done for the

corporate clients of 7o&ia$$ 6inally the results of the research verify the fact that &eepin!

the customer satisfied is the best strate!ies to not only retain the e+istin! customers but

also to e+pand the business to new hori8ons$

5


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CHAPTER '

INTRODUCTION TO THE

INDUSTRY

-


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HISTORY OF MOBILES IN INDIA

M*+-

he technolo!y that !ives a person the power to communicate anytime, anywhere 9 has

spawned an entire industry in mobile communication$ 1obile phones have become an

internal part of the !rowth and efficiency of any business $he most prevalent wireless

standard in the world today, is G1$ he G1 Association :Global ystem for 1obile

Communications; was instituted in '4


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CHAPTER

INTRODUCTION TO THE

COMPANY

4


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COMPANY PROFILE

ABOUT NOKIA

7o&ia is a world leader in mobile communications, drivin! the !rowth and sustainability

of the broader mobility industry$ 7o&ia connects people to each other and the information

that matters to them with easy9to9use and innovative products li&e mobile phones,

devices and solutions for ima!in!, !ames, media and businesses$ 7o&ia provides

e#uipment, solutions and services for networ& operators and corporations$ 7o&ia is a

broadly held company with listin!s on four ma%or e+chan!es$

HISTORICAL BACKGROUND

At the be!innin!, 7o&ia was a manufacturer of paper in '


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and focus on telecommunications$ he company@s ('00 series phone was an incredible

success$

N8*6 T962

oday, 7o&ia is a world leader in di!ital technolo!ies, includin! mobile phones,

telecommunications networ&s, wireless data solutions and multimedia terminals $Bac&ed

by its e+perience, innovation, user friendliness and secure solutions, the company has

become the leadin! supplier of mobile phones ,fi+ed broadbands and I networ&s$ By

addin! mobility to the internet, 7o&ia creates new opportunities for companies and

further enriches the daily lives of people$

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GROWTH

he !ains came at the e+pense of third tier manufacturers and iemens, which saw

real unit shipments fall from '0$


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M6083*17 S306372

Nokias corporate responsibility strategy is to engage, improve and be accountable$

hey constantly measure and review their performance in economic, environmental and

social issues$ hey en!a!e in sta&eholder dialo!ue and form partnerships that serve the

areas they want to improve upon$ hey pursue focused and practical improvement

pro!rams in relevant or!ani8ational or !eo!raphical areas as part of business operations 9

this involves business plannin!, internal communications, trainin!$ hey increase

accountability to sta&eholders throu!h reportin!, and informative internal and e+ternal

communications activities$

?hat ma&es them uni#ue is the way they do it$ Based on the same approach that !uides

the rest of their activity D EThe Nokia Way=9 their corporate responsibility is developed

throu!h lo!ical steps, with much of the wor& concentrated inside the company, much of

the wor& built on e+istin! pro!rams, and many sta!es ta&en forward in parallel.

Accordin! to them it is essential to 90*> 40063 0-1-**+*32 30/7 3

456129wide strate!y process, support issue owners in buildin! business cases for

ethical improvement and implementation, and increase accountability to both internal and

e+ternal sta&eholders$

6or them, corporate responsibility is an inte!ral and continuous part of decision9ma&in!

in all parts of their businessF ta&in! responsibility for the conse#uence of their actions$

It@s a belief that by focusin! on issues over which they have most influence and which

their sta&eholders consider important, they will be able to mobili8e more of company

resources, be more proactive, and ensure lon!9term pro!rams$

he 7o&ia trate!y continues to focus on three activities to e+pand mobile

communications in terms of volume and value.

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E?619 5*+ >*4

3rive consumer multimedia

Brin! e+tended mobility to enterprises

E?619 M*+ V*4

?e believe that many opportunities for !rowth e+ist in the mobile voice mar&et, and we

intend to continue to focus on this area$ In doin! so, we aim to capitali8e on our

demonstrated efficiency and s&ill in e+ecution and demand9supply chain mana!ement,

and our history of innovation$ he mar&ets on which we intend to focus include mar&ets

with low mobile subscription rates relative to the si8e of the population, !eo!raphic areas

where it is more cost9effective to build wireless infrastructure than fi+ed9line networ&s,

and heavily populated areas, where factors such as poor housin! infrastructure or theft of

materials tilt the scales in favor of wireless solutions$ ?e also intend to focus on mar&ets

where the need for networ& capacity is !rowin! as a result of mobile networ& operators

promotin! the replacement of fi+ed networ&s with wireless$

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B0*17 E?3199 M*+*32 3 E1300*-

?e intend to capture profitable se!ments of the corporate mar&et by offerin! products

and services that will benefit companies and individual business people ali&e, includin! a

diverse handset ran!e as well as security and mobile connectivity solutions specifically

tailored for enterprise needs$ As we do this, we intend to capitali8e on companies= needs

for mobility and seamless mobile connectivity in their operations, and also e+pect to

collaborate with leadin! technolo!y and systems inte!ration partners$

B/-*1-- O@43*>

7o&ia@s business ob%ective is to -301731 3*0 -*3*1 as a leadin! systems and

products provider$ heir strate!ic intent, as the trusted brand, is to create personali8ed

communication technolo!y that enables people to shape their own mobile world$

7o&ia *11>63- 341+72to allow people to access Internet applications, devices and

services instantly, irrespective of time and place$ Achievin! interoperability of networ&

environments, terminals and mobile services is a &ey part of their ob%ective$

hey intend 3 46*36+* 1 3*0 +690-*role by continuin! to tar!et and enter

se!ments of the communications mar&et that they believe will e+perience rapid !rowth or

!row faster than the industry as a whole$

By e+pandin! into these se!ments durin! the initial sta!es of their development, 7o&ia

has been established as one of the world=s leadin! players in wireless communications

and si!nificantly influenced the way in which voice and other services have been

transferred to a wireless, mobile environment$

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As demand for wireless access to an increasin! ran!e of services accelerates, they plan to

lead the development and commercialisation of the hi!her capacity networ&s and systems

re#uired to ma&e wireless content more accessible and rewardin! to the end user$ In the

process, they plan to offer their customers unprecedented choice, speed and value$

In addition, they will continue to be active in IP 41>0714$ 7o&ia has established

alliances with other service providers in order to ma&e mobile access to services easier

for the end user$

AREAS OF FOCUS

o achieve their business ob%ective, their strate!y focuses on. bein! the preferred provider

of solutions for mobile communicationsF creatin! personali8ed communication

technolo!yF drivin! open mobile architecture enablin! a non9fra!mented !lobal mobile

services mar&etF stren!thenin! and levera!in! 7o&ia, the trusted brandF and e+pandin!

our business and mar&et position on a !lobal basis$

M*+ C55/1*463*1-he aim is to position 7o&ia as the preferred

provider of products and solutions for mobile communications by providin!

leadin! communications networ&s that enable end9to9end service delivery for both

cellular and broadband networ&s$ hey develop leadin! hi!h9capacity cellular

networ&s, platforms and user applications for the mobile Internet, end9to9end

broadband access solutions and rofessional 1obile "adio systems$

P0-16+*9 T41+72hey want to stren!then their leadership position in

conver!in! personal di!ital terminal solutions$ hey build on their core

competencies in various &ey areas, includin! desi!n and product innovations,

brand development, and effective demandsupply networ& mana!ement, to brin!

new product concepts and associated services to mar&et$

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D0*>*17 O1 M*+ A04*343/07o&ia@s &ey commitment is to create a

!lobal and open mobile software and services mar&et$ hey aim to achieve this

throu!h stron! partnerin! with customers, suppliers and industry participants, and

solid focus on end9to9end solutions in all their development activities$

S301731*17 3 B0619##Accordin! to a variety of consumer surveys, the

7o&ia brand is associated with well9desi!ned, hi!h #uality and technolo!ically

advanced products and customer services that are also user9friendly$ Havin!

invested considerable resources in establishin! the 7o&ia name as the leadin!

brand in mobile communications, they intend to sustain and enhance the brand

throu!h a!!ressive advertisin!, sponsorship and other mar&etin! activities in all

of their principal mar&ets$ It@s a belief that the leadin! mar&et position provides

si!nificant opportunities for 7o&ia to better understand and respond to the usa!e

patterns of end users, and thus enhance the 7o&ia brand$

E?619*17 T B/-*1--##6or more than a decade, they have actively e+panded

their business !lobally$ As a result, the networ& systems, e#uipment and wireless

terminals are produced and sold throu!hout the world$ hey, therefore benefit

from stron! economies of scale throu!hout the or!ani8ation$ 7o&ia@s strate!y is to

continue focused pursuit of !lobal business opportunities by cultivatin! a stron!

local presence in all !rowin! mar&ets and pursuin! partnerin! and ac#uisition

opportunities in order to obtain complementary technolo!ies and mar&et

positions$

At 7o&ia, one of the top priorities is to continue to stren!then their leadin! mar&et

position in a profitable way$ hey believe that further mar&et share !ains are &ey to

e+pandin! the customer base and developin! the future business potential$ heir leadin!

position also enhances the positive effects of their economies of scale, which they believe

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should stren!then their competitive position in the ne+t !eneration of mobile

communications$

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MAJOR RAN!" T#AT AR$ !$A%T & !$A%$R"

1ost of the e+ecutives who were surveyed had almost all the Brands of 1obile Handsets

with them and the final analysis upon which I arrived at was that 7o&ia is the 7o$'sellin! Handset in 3elhi followed by amsun!, 1otorola and ony *ricsson$

7o&ia no doubt has carved a niche for itself over the past 295 years with its superiortechnolo!y and its loyalty towards the Indian customer which certainly ma&es it the most

superior brand$ he bi!!est advanta!e that has wor&ed in 7o&ia@s favor is its mar&etin!

strate!y, which focuses more on their state of the art Handsets$ hey were the first

company to come with a mobile with an in9built camera in it and they surely &new how

to sell their product$ oday almost all mobile companies have followed suit and come out

with their own in9built camera mobiles$

7o&ia is certainly a value for money mobile as more than 40> of the dealers interviewed

a!reed on this statement, not only is the after sale service e+cellent but also the #uality

and pricin! of products is e+cellent$ In such a scenario not only the e+istin! companies

but also the new entrants such as 1"A, Ben, Alcatel etc will have to %ustify

their launch in the lon! run$

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NOKIA CORPORATE RESPONSIBILITY

TOWARDS ENVIRONMENT

W63- *1 6 1

he use of chemicals in 7o&ia products and processes shall be safe to humans and the

environment$ 1eetin! health and environmental re!ulatory re#uirements is a priority and

a basic re#uirement$

7o&ia=s approach is based on the precautionary principle$ ?here we have reasonable

!rounds for concern over the possibility of severe or irreversible dama!e to health or the

environment, we believe that lac& of full scientific certainty should not be an obstacle to

tri!!erin! actions to !ather and assess additional data$ hat may lead us to voluntarily

ta&e steps, e$!$ to substitute substances of concern with safer alternatives, where feasible

alternatives are available$

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TOWARDS SOCIETY

T6073*17 +*; -8*++-

As a !lobal company, we reco!ni8e that youn! people everywhere can benefit from

developin! essential life s&ills that help them to succeed within today@s fast9chan!in!

world$ uch s&ills D includin! confidence, teamwor&, and conflict mana!ement D are

often not tau!ht in schools$ o meet this challen!e, we support life s&ills education

pro!rams that address the specific needs of youn! people within individual countries

E?65+- *14+/9:

Conctate D provides Colombian youth with trainin! in information technolo!y and at the

same time develops their self9esteem, creative and critical thin&in!, and communication

s&ills$

Kapcsolod% be D supports the efforts of youn! community volunteers in Hun!ary, while

e#uippin! them with pro%ect mana!ement and bud!et plannin! s&ills$

eadership for health D develops leadership and life s&ills amon! 7i!erian youth, who

are trained to run HILAI39focused initiatives$

1udando a HistorMa 9 trains Bra8ilian youth to serve as readin! mentors to disadvanta!ed

children$

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STRATEGIC MANAGEMENT

his report outlines the mission statement, strate!y and purposes of 7o&ia $It analyses the

impact of the e+ternal and internal influences on the business strate!ies of 7o&ia$ It alsoemphasises the stren!ths, wea&nesses, opportunities and threats in conte+t of 7o&ia@s

operatin! and mar&etin! activities$

7o&ia has established its leadership in the mobile phone mar&et owin! to its successful

mar&etin! strate!ies and internal mana!ement$ 7o&ia@s philosophy is to learn

continuously, to satisfy customers and to respect individual and pursue professionalism$

SECRETS TO NOKIA=S STRATEGIC SUCCESS

ne can analy8e the secrets behind how an eni!matic 6innish Company !ot an ed!e over

the U and Asian !iants to triumph as the !lobal leader in mobile communications$

B+9 S30637*4 I1313D ?hile others debate and a!oni8e over first Dmover strate!ies,

7o&ia rushes for new opportunities and products$ Growin! up as a small 6innish

Company with few resources and no incumbent privile!es, 7o&ia is accustomed to

movin! swiftly and decisively to claim its share of worldwide mar&ets9 from

infrastructure to handsets and software applications$

I11>63*1 30/7 V6+/ C6*1 D hrou!h technolo!y, innovation and

se!mentation, brandin! and desi!n, 7o&ia ma&es innovation a top priority$ i&e

roctor N Gamble, it has shrewdly filled the shelves with innovative new products to

dominate cate!ories$ i&e ony, it has used its umbrella brand to sell new products

and services and to create footholds in new mar&ets$ Unli&e its direct rivals

:1otorola, *ricsson;, 7o&ia@s innovation e+tends from technolo!y innovation to

mar&etin! activities$

F+63 O0761*63*1D rior to its worldwide e+pansion, 7o&ia e+tended the use of I

throu!hout the company$ As it became a process or!ani8ation, it has shunned

((


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hierarchies and bureaucracy$ *ven the senior e+ecutives have been rotated from one

wor& tas& to another$ he or!ani8ation chart loo&s hierarchic but teams and

networ&in! rei!ns$

E13001/0*6+ S*0*3 D i&e the best ilicon startups, 7o&ia encoura!es

entrepreneurialism throu!hout the ran&s and views failure as a learnin! e+perience$

Incentives, rewards and lifelon! learnin! permeate the entire company$ Humility is

ta&en seriously at 7o&ia as in the technolo!y sector, the arro!ant of today are

considered losers of tomorrow$

C++43*> +690-* D 7o&ia relies on its e+ecutive board, with each member

brin!in! somethin! uni#ue

G+6+ R D N308-D 7o&ia@s "N3 efforts reflect e+tensive collaboration with

vital research institutions worldwide$ he company invests less in technolo!y

development than its rivals, but often e+ploits new &nowled!e more efficiently$

hrou!h technolo!y coalitions it has mana!ed to internali8e new &now9how while

neutrali8in! competitive threats$

C53*3*1 619 C#063*1 D By mana!in! its corporate and !overnment

relations with diplomacy and consideration, 7o&ia has been able to avoid hi!h profile

and costly anti9trust actions and competition policy stru!!les$ Instead of tryin! to buy

or crush potential rivals, 7o&ia wor&s to cooperate with suppliers, partners, clients,

even direct competitors$

C/-350 F4/-D he most endurin! factor is 7o&ia@s ability and willin!ness to

listen to the customer Da fact apparent in its strate!y, structure and resource allocation

and also in its products and services$ SWOT ANALYSIS OF NOKIA=S STRATEGY

here are various tools which can be employed to understand the effectiveness of

a company@s strate!ies$ SWOT Analysis outlines the Stren!ths, Wea&nesses,

Opportunities and Threats facin! the operatin! strate!y of a company$

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Analysin! the effectiveness of strate!ies, stren!th and wea&nesses can be defined as

internal to an or!anisation$ he businesses do not necessarily have to correct all its

wea&nesses however, it should be able to retain its stren!ths$ he &ey success factor for

operatin! in the tar!eted mar&et depends on the e+ternal factor$ ie$ pportunity$ 7o&iahas numerable opportunities to enlar!e its mar&et share, however, they could be faced

with a threat which could be challen!e posed by an unfavourable trend or development

that may lead into absence of defensive mar&etin! action and thus diminish sales and

profit$

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S.W.O.T. ANALYSIS

S30173-

'lobal (roducts and )mageD 7o&ia is a !lobal company$ It not only sells its

products to ')0 countries but also sets up research and development departments in

fifteen countries to produce its products in different culture and lan!ua!e needs,e$!

*n!lish, 3utch, German and Chinese$

$

Wide range o* productsD 7o&ia has the hi!hest number of product line:more than '0

models; compared to its competitors amsun!, *ric&sson, 1otorola etc$

P09/43 W600613 W0+9*9D 7o matter where 7o&ia@s customers are, if they

!ot a problem with their mobile phones, they can approach any of the 7o&ia@s centres$

hus, ensurin! a !ood customer service$

W681---

#igh (rice D 7o&ia offers a !ood ran!e of hi!h #uality products at hi!h prices

hou!h the hi!h prices may be %ustified in terms of the costs to the company but this

can act as a wea&ness in certain sections of the mar&et e$! the middle9low income

!roup people$ 3emand is s&yroc&etin! but the price pressure is hi!h$

Ne+ product developing problemsD Althou!h 7o&ia provided colour screen mobile

phones in eptember (00(,this was late as compared with its competitors such as

ony *ricsson and amsun!$ his acted as a wea&ness as the people had already

accepted the ran!e introduced in the mar&et and didn@t want to switch$

O03/1*3*-

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Joint venture in TechnologyD 7o&ia has %oined with Hewlett ac&ard:H; Company

in technolo!y which has a very !ood reputation for many years$ 7o&ia thus, has a

considerable opportunity to enlar!e their mar&et si8e into C users who prefer

mobile phones compatible with C device$

(roduct launch continuously9 7o&ia uses otal uality 1ana!ement :1; which

mentions more about trainin! wor&er pro!ram, and ma&es product of hi!h #uality$

All employees are well9trained and motivated and consecutively production

processes are also developed as well$ 7o&ia has established "esearch and

3evelopment department :"N3; which develops its product line into modern

modification as well #uality as the e+istin! products$

Ne+ "o*t+are MarketD As &nown, the amount of data traffic in mobile networ&s is

!rowin! at a tremendous rate$ eople around the world are usin! new mobile

services, which are directly relevant to personal needs$ 7o&ia has already added value

throu!h 11 for 1essa!in! and *9mail, Java for download any applications and

H1 especially for content search$ o it may attract those businessmen and

teena!ers who are interested in the new software mar&et$

$asy Availability9 1any mobile phone retail stores, such as, the lin&, hone2U and

Carphone warehouse, have spread across ondon in every street$ And, of course,

every store have not missed the opportunity to choose 7o&ia as their product line$

Conse#uently, all the customers can be !uaranteed that any dama!e or loss of 1obile

phone will be serviced throu!h these retail shops$ i&ewise, in opportunity aspect,

7o&ia has an opportunity to convince the prospects of buyin! 7o&ia in the plenty of

stores around the town$ However the &ey to success of 7o&ia will be the fle+ible

chan!in! capabilities$

T063-

Threats in ( Markets 9 3ue to fierce competition in mobile phone mar&et it has

caused new technolo!y compatible with C computer$ ony *ric&sson speciali8es on

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C computer now$ ony applied their computer system into mobile phone as well as

C computer on hand at the same time$ 6urthermore, nowadays people are interested

in advance of computer as similar as mobile phone mar&et$ In this sharp competition,

it is !oin! to be harder for 7o&ia to !rasp customers@ attention $

PEST ANALYSIS

7o&ia, is an international or!anisation which re#uires to focus on macro environmental

factors$ 1acro *nvironmental factors comprise olitical, *conomical, ociety and

echnolo!y, vi8$, * Analysis$ In view of the different culture and different e+ternal

factors between different countries, 7o&ia has to ad%ust its strate!ic plan in order to

develop international mar&et$

P+*3*46+ F6430-

It is important of a company to ac#uire certain &ind of policies from its !overnment, such

as the economic policy, and science and technolo!y policy$ 6innish policies assist 7o&ia

to advance its products$

he 6innish policies are the most important factors behind 7o&ia@s success$ o operate

efficiently, a modern &nowled!e9 and technolo!y9based economy that is hi!hly

speciali8ed, internationali8ed and under!oin! rapid structural chan!e re#uires active

support from the public sector$ In its widest sense industrial policy and science and

technolo!y :N; policy comprise all those measures by which the public sector shapes

the operatin! environment for business and thus fosters public welfare$ Both policies

pursued by 6innish !overnmentand the arliament are crucial for the development of

both, the 6innish *conomy and of national information society$

General macroeconomic stability, low interest rates, stable currency conditions and the

international competitiveness of the ta+ system form the foundation for the !rowth of

business and improvement in employment. As the result of this, not only 6innish

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Government but also international companies, such as 7o&ia, have to play very important

roles to develop their information society and national technolo!y stren!th$

E415*4 F6430-

Accordin! to the fact that "ussian 6ederation was collapsed in early '440s and it clashed

with 6innish economics$ 7o&ia also faced problems, and chan!ed its functions from

sin!le mar&et and overall products to !lobal mar&et and focusin! mobile phone mar&et$

3urin! the first half of the year (00', 7o&ia continued to perform stron!ly in the !lobal

mobile communications mar&et and was able to stren!then its leadin! mar&et position$

However, the !eneral economic slowdown in the U has recently shown si!ns of

e+tendin! to other re!ions and to the wireless telecommunications industry as a whole$

he slowdown could be a result of a !eneral mar&et deterioration 9 driven by economic

uncertainty, the on!oin! technolo!y transition and less a!!ressive mar&etin! by the

operators$=

In a press release on June '(, (00' it was #uoted that EN8*6 -6 -+0 56083 703

6;;43*17 -419 /6030 0-/+3- 619 6- 3 368 / 643*1- 3 ?619 +690-*

*+ 56*136*1*17 -3017 0;*36*+*32=.

7o&ia will continue to ta&e determined actions in all areas of the business to ali!n its

operations with the chan!in! mar&et conditions$ reviously announced moves to increase

the company@s efficiency and competitiveness include operational chan!es to further

enhance customer focus in 7o&ia 7etwor&s$

?hile mar&et deterioration has had an inevitable impact on 7o&ia=s sales !rowth, their

products have remained stron!, their mar&et position has stren!thened and they have

been able to find further efficiencies throu!h ti!ht control of their own performance$

7o&ia has countered chan!in! mar&et conditions by acceleratin! on!oin! pro!rams and

!eneratin! efficiencies and cost savin!s$ his, in combination with the current financial

health and proven performance, should enable them to e+it the current slowdown in a

stron!er position than before$

(


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S4*32

At 7o&ia, their whole business is based around communication and connectin! people$

ne of 7o&ia=s aims is to ma&e it as easy as possible for their people to be satisfied

wor&in! with them$ hus, it &eeps various sta&eholders interests in mind$

7o&ia develops products and services that encoura!e communication and learnin! amon!

people and societies$ hey are usin! their stren!ths 9 connectin! and communicatin! 9 to

help ma&e a difference$ It complements the core business and their vision to be involved

with the youth and education issues around the world, preparin! youn! people for their

future$

he !oal is to be a !ood corporate community member wherever they operate, as a

responsible and contributin! member of society$ harin! in the belief that prevention is

better than cure, they ta&e part in lon!9term pro%ects aimed at helpin! youn! people to

create a firm foundation for themselves and to find their place in the world$

Technological -actors

In the '4


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choose the features and service that they personally want and need$ It means 7o&ia

does not develop only their product line, but they also improve their service process

to provide the most appropriate service to those customers efficiently$

MARKET SHARE

3ominated lar!ely by 7o&ia with a total mar&et share of 54>, followed by ony

*ric&sson :')>; and 1otorola :/>; respectively$

)0

No&ia

'()"on* Eri+&sson

,-)

Motoro.a

/)

Ot01rs

2,)


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CHAPTER

OBJECTIVES OF THE

STUDY AND

METHODOLOGY

)'


33/58

RESEARCH OBJECTIVES

MAIN OBJECTIVE

o find inter firm comparison of the mobile industry, by analy8in! 7o&ia, ony *ricsson

and 1otorola

SCOPE OF STUDY

he methodolo!y adopted for this pro%ect is e+ploratory in nature since there is no

hypothesis that has to be tested$ he conclusions have been drawn by e+ploratory

research wor&$

)(


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RESEARCH METHODOLOGY

here have been two sources of information collected.

6) P0*5602 S/04-

I have met retailers of the Airtel of the company and have been able to !et first hand

information re!ardin! the product, its features and the buyin! patterns of the product$

heir input has been valuable$

) S419602 S/04-

econdary source has played a vital role to play in this report$ A !ood amount of data has

been collected from various published articles and reports found in ma!a8ines and

%ournals$ Another vital source has been the Internet and particularly the companies own

website$

D636 C++43*1

In this pro%ect both primary data as well as secondary data are used$

P0*5602 D636

rimary data used in this pro%ect is collected throu!h two methods, namely,

QUESTIONNAIRE METHODand DIRECT PERSONAL INTERVIEW METHOD.

Both these method proved to be !reat help in !ettin! the re#uired information$

))


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S419602 D636

It is not possible to collect first hand information for each N every thin! so, secondary

data from various sources li&e I13013, D.K N*+-1=- 003on Jan,(00/, Informationfrom 3+>*-*1 4611+-li&e C7BC, P Business, 73L rofit etc$ and I19*61 I1;+*1

website were used$

S363*-3*46+ P0-1363*1 T+- U-9

PRIMARY DATAis.

6irst classified i$e$ 70/9 /6+*363*>+2 619 /613*363*>+2 accordin! to the

situation or the type of the data which was collected$

After classifyin! is represented *1 3 ;05 ; 36+-i$e$ systematically arran!ed

in columns and rows$

$

SECONDARY DATAis represented.

In the ;05 ; 36+-$

By the way of BAR GRAPHSand PIE CHARTS

ample si8e and Areas covered

A customer9based survey was conducted in which '00 people were as&ed to fill the

#uestionnaire in which '00 people belon! to D+*$

Because it was not possible to consider each and every person of both cities,

PROBABILITY SAMPLEor RANDOM SAMPLEwas ta&en$

)2


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LIMITATIONS

'$ he study is restricted only to 3elhi$

($ he population si8e is very small as compare to population si8e so$

)$ here can be errors in samplin!

2$ ime constraints were present$

)5


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CHAPTER

DATA ANALYSIS

)-


38/58

Based on survey usin! #uestionnaire method and answers ta&en from a !roup of '00

individuals of different a!es$

All data in percenta!e$

Q.' D 2/ /- 6 5*+ 1

O* 7

42 -

F*7/0 : '

)/


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Q. W*4 5*+ 1 9 2/ /-

N8*6 S12 E0*4--1 M30+6 O30-

54 ') / ('

F*7/0 :

)


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Q. W*4 5*+ 619-3 45612 *- 3 -3 64409*17 3 2/

N8*6 S12 E0*4--1 M30+6 O30-

2- )0 '-

Nokia Analysis of Marketing Strategies With Respect to NOKIA 1

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