Ace Institute of Management

STRATEGIC MARKETING

Assignment # 1: Marketing Survey for Nokia Mobile Phone

Submitted to: Mr. Suman Shakya Course Instructor

Submitted by: Rupesh Kumar Shah EMBA 11 Fall

February 2013
Table of Content

INTRODUCTION: ............................................................................................................................................................................... 3 DATA COLLECTION ........................................................................................................................................................................ 4 FINDINGS OF THE SURVEY ........................................................................................................................................................ 4 OBSERVATIONS AND CONCLUSION....................................................................................................................................... 5 APPENDIX ............................................................................................................................................................................................. 6

Introduction:
Nokia Corporation is a Finnish multinational communications corporation with its headquarter at Espoo, a city neighboring Finland's capital Helsinki. Nokia becomes the world's number one manufacturer of mobile devices by market share and a leader in the converging Internet and communications industries with over 132,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of over Euro 42 billion and operating profit of Euro 2 billion as of 2010. It is the world's largest manufacturer of mobile phones: its global device market share was 23% in the second quarter 2011. Nokia produces a wide range of mobile devices for every major market segment and protocol, including GSM, CDMA and W-CDMA (UMTS). Nokia offers Internet services that enable people to experience applications, games, music, maps, media and messaging through its Ovi platform. Nokia is also engaged in providing free digital map information and navigation services through its wholly owned subsidiary NAVTEQ and equipment, solutions and services for communications networks through Nokia Siemens Networks.

Nowadays, it is really easy to see a new style and high technology mobile phone every single day. The story of mobile phones is not too long. There were only mobile phones ten years ago to just make a call. After that, innovations followed each other such as testing, additional music players, and cameras, touch screens, etc. Likewise product life cycle has been getting shorter and shorter, because of increasing higher technology. However, mobile phone companies find themselves in a tough competition to sell more their own products and make it better profit. In highly competitive business environments and short product life cycles and especially for high technology producing industries, there is one way dealing with this highly pressures, which are Research & Development and manufacturing of new products. New product development and innovation are mainly important in industries which technology changes speedily and product life cycle is so short. Nokia is one of the most innovative companies in the mobile phone industry. The key factor in order to reach success for Nokia is to establish right balance between innovation and execution. Nokia Corporation is a world leader in global communications. Nokia has a history of being innovative and has a well known reputation among the top innovative companies in the world. Nokia's global presence is composing by its research and development, manufacture and sales department in several countries. Nokia had R&D presence in 16 countries and employed 35,870

people in the same department, representing approximately 27% of the group's total workforce. Nokia operates a total of 9 manufacturing facilities located in Finland, Brazil, Romania, China, Hungary, India, Mexico and South Korea. In the global Smartphone rivalry, Nokia held the 3rd place in 2nd Quarter 2011, trailing behind Samsung and Apple. On 11 February 2011, Nokia announced a partnership with Microsoft where all future Nokia smart phones will be powered by the Windows Phone 7 (WP7) operating system. On 26 October 2011, Nokia unveiled its first WP7.5 powered handsets Lumia 710 and 800.

Data Collection
The questionnaires were used as a tool for the survey. The respondents were asked to select the answers from the set of available choices in the questionnaire form. 15 similar kinds of respondents were asked to participate in the survey. All the respondents were the employee of Nepal Electricity Authority working at different levels and positions. The survey was conducted at the training Center of Nepal Electricity Authority. Most of the respondents were male. Around 54% of the respondents belong to the age group of 36 - 50. Most of them had their monthly income ranging from NRs. 10,000 to NRs. 25,000 and positioned at level 9 i.e. Deputy Manager.

Findings of the Survey

Most of customers buy their mobile under the influence or suggestion of their family and few under the influence or suggestion of their friends. This shows that friends or family members make customers to purchase mobile more than their own search. Most of Respondent's favorite brand was Nokia followed by Apple and Samsung. Generally Respondent's like to change their mobile after more than 4 years of experience with existing mobile. It seems they are happy with the performance of the existing ones. Majority of the Respondent's have Nokia Mobile Phone but of them were sure that their next phone will be from a Nokia Brand. Most of people are willing to have their next mobile from Nokia Brand of middle range i.e. NRs. 10,000-NRs. 20,000 which means they want to have their next mobile with more features than the existing one. Customers of Nokia mobile considered or gave importance to price & features during their purchase. Most of the respondent wanted to have Nokia Phone to make communication with family, friends and others. Few wanted to have Nokia Phones for email, play music and take photos as it is having durability, rough & tough quality etc. Music express feature is also one type attraction of customers toward product, which provide them entertainment.

There was mixed indication regarding the different schemes. However, most of the respondent reacted over discounts and sales offer during their purchase. About 10 out of 15 people like to prefer touch screen type mobile phones from Nokia. Yet they responded to buying their next Nokia Phone as of reasonable price, brand and key features. No one cared about the design.

Observations and Conclusion

Users of Nokia mobile are in large number than any other phones. Customers are ready to purchase Nokia with touchscreen. Trust on Nokia mobile will be higher with competitive price and better features. Customers choose Nokia mobile on the basis of price & features. Customers take decision of purchasing mobile consulting with their friends & family members. It is essential for Nokia to be aware of New Product Development considering the existing competitive business environment. Nokia needs to set long-term goals and seek to identify the ways technology and social movements will define the market in five to ten years.

Appendix