Marketing Assessment Worksheet

Appendix Marketing Assessment Tool SUMMARY

ISSUE ANALYSIS
Nokia may still dominate the overall cell phone market, but a steady slide in its smartphone market share could threaten the company's long-term standing. The company reported a spectacular drop in net sales of 2.7bn for Q4 2011, compared to the same period last year, and posted a net loss of just over 1bn.

PRODUCT / SERVICE DESCRIPTION

The massive take up of smartphones that has occurred since 2007 has been a boom for the telecommunications industry. The services, applications, and connectivity that the industry Provides is something that consumers talk, blog, and tweet about with passion.

POSITIONING STATEMENT (this is your elevator pitch) For: Who are dissatisfied with: Businessman, youngster etc Our product is: Smartphone with update technology. That provides: The services, applications, and connectivity. Unlike: We have assembled / We provide something that consumers talk, blog, and tweet about with passion.

BUSINESS MODEL (how you create revenue)

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TECHNOLOGICAL UNCERTAINTIES
There is very high uncertainties in smartphone industry.

MARKET UNCERTAINTIES CHANGES IN BUYER KNOWLEDGE REQUIRED Through internet and electronic media buyer always educated by the new innovations and technology.

CHANGES IN BUYER BEHAVIOUR Buyer behavior influence by the electronic media thats why end user or customer wants the very up dated features in their smartphone.

MARKET EXTERNALITIES: INFRASTRUCTURE / COMPLEMENTARY REQUIREMENTS Enhance the technology with android 4G, 4Gs to fulfill customer needs.

INNOVATION CHARACTERISTICS: degree of continuity / discontinuity (if any)

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MARKETING ASSESSMENT WORKSHEET #1: INTERNAL ANALYSIS

SWOT Assessment Internal Factors Key Results Area Organizational Image/Reputation Strengths Brand Awareness Market leader Weaknesses Very weak market share in US External Factors Opportunities Huge presence in developing countries Threats Chances of missing Inflection point is high . International crises

Financials

Strong background

Its a dramatic down fall from 12 660 million EUR to 9 274 million EUR. There are some quite high supply chain costs that Nokia are Currently paying. Not good at software Manufacture cost is rising

Joint venture with financial intuitions

Accessibility to raw materials/supplies

Joint ventures. Manufacture in different countries. Technology leader in Manufacturing Mobiles

Manufacturing facilities Economies of scale Capacity Ability to deliver on time Technical and manufacturing skills Manufacturing costs

Threat of entry from new players, Microsoft might enter smartphones market. Google has just entered the market with Nexus One Can use its infrastructure business (Nokia Siemens Network) to

Products & Services Brand(s) Pricing Techniques Distribution

Presence across 150 countries

Increasing dissatisfaction levels with its smartphone

Marketing Assessment Worksheet Promotion Segmentation, targeting and positioning Technology Strong in hardware technology Excellent market performance with 37% market share Not very good in smart phone softwares Performance of Symbian OS is lackluster and weak market share in US reduce the bargaining power of mobile operators New joint venture with softwares companies. Improve the technology Huge loyal customer base. And improve the market share

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Innovation in technology day by day Rapidly changing industry

Market Performance/ Market Share/Customer Base etc. Organizational Companys leadership Management aspirations for the company Dedication and skill of workers Marketing Orientation Entrepreneurial orientation Flexibility and adaptability Staff relations/Administration skills Ability to respond to changing conditions Relationship with suppliers, middleperson abilities/Professional qualifications Technical qualifications Marketing knowledge Information management/Use of it Human Resource

incentive and bonus systems Earthquake in

Huge budget require for training ,wages and bonus

Marketing Assessment Worksheet Social Responsibility Other Pakistan in 2005

MARKETING ASSESSMENT WORKSHEET #2: MARKETING MACROENVIRONMENT

WHAT ARE THE KEY TRENDS THAT POSE THREATS OR OPPORTUNITIES THAT AFFECT YOUR INDUSTRY / FIRM?
(Including your raw materials, suppliers, production, service delivery, distribution, customerssome elements are for B2B Marketing only) 1. Demographic trends Age (Industrial markets: Industry trends)

Gender (Industrial markets: Firm Size)

Education (Industrial markets: Industry concentration / Mergers and acquisitions) Well educated. (masters etc) Occupation / Employment (Industrial markets: employment) Business and upper management Family Size / Life Cycle Family size is small and stands in upper middle or high class Urban / Rural / Suburban Mostly they live cities (Urban) Other geographic / location More than 150 ountries 2. Social trends (values, attitudes, life styles) Vary from segment to segment. 3. Economic trends

Marketing Assessment Worksheet Incomes More than Rs 50000 Economic Growth Yes Prices Near about Rs 45000 Savings / Credit

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4. Natural Environment Availability of Natural Resources and Energy Environmental Responsibilities

5. Technology

6. Socio- Political Ethical standards

Political Regulatory

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MARKETING ANALYSIS WORKSHEET #3: MARKETING TASK ENVIRONMENT

1. MARKETS (industry as a whole) Description Segment #2 Size: Current Growth forecast Pessimistic Mid range Optimistic Geographic distribution Profitability iPhone shipments went from 8.7 million in the first quarter of 2010 to 18.7 million in the first quarter of 2011. That brings Apples market share from 2.8 percent in 2010 to 5.0 in 2011. Segment #3 Segment #4

Product Lifecycle Product Adoption Stage 2. COMPETITORS Performance/ Trends Apple 1% Samsung 9.8% Sony Ericson 5.2% China mobile 4%

Key Strengths Shape , technology (core competencies) and expansive ( for

Low price as compare other

Sound , joint venture (Sony and

Very cheap price. Latest look and

Marketing Assessment Worksheet upper class) High prices, loss of Steve jobs companies Smartphone prices are some expansive. Availability in few countries as compare Nokia Co-develop technology for handsets and DVBH standardization solutions(Nokia in April 2007) Ericson) Availability is very low in market

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Key Weaknesses

Strategic Alliances

HP and Apple Partner to Deliver Digital Music Player and iTunes to HP Customers

Sony and ericision strategic alliances

3. CHANNELS What are the trends for distribution? How are channels changing?

4. SUPPLIERS What trends are affecting suppliers?

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MARKETING ANALYSIS WORKSHEET #4: CUSTOMERS

1. Who are your (potential) customers? Segment #1 Size # customers potential sales $ possible penetration lifetime value Full Nust1 $ 1.2 billion Segment #2 Full Nust 2(25-30) Segment #3 40-60 Segment #4 Sophisticated

100% household penetration Lifestyle

100% Durability

80% Fulfill basic needs

50% Extra features Unique, goo looking Standard of livings

Usage characteristics why? how much? when? where?

People use Nokia because they have believe on it. All over the world

To full business as well as provide entertainment

Basic calling needs

Relationship issues/ potential

Key Benefits Sought

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Purchase Motivations

Segment #1 Through Advertisemen t and usage of new technology in phones The big risk is new technology every day we hear about different mobile phones with extra features. Teenagers use phone roughly the advantage of nokia is that it is durable. Not easy in use Samsung and others

Segment #2 Listen from colleagues, Advertisement bill boards etc

Segment #3 Phones that are durable and user friendly

Segment #4 If they see any one in using or TV commercials

Product Involvement / Risk

Adoption Issues Relative Advantage(s)

The big risk at this stage is durability because at this stage person has children and if they are playing with it is risky To entertain himself And by fulfilling basic business needs

If it is difficult to use and not a durable

If it is not status symbol

Talk to their friends and relatives

Have unique phne from others Doesnt matter

Complexity Complementarity Observable Risks Divisible/ Trial

If it is not easy in use Samsung,Q mobiles

Apple

Marketing Assessment Worksheet 2. Customers Purchase Decision Process Segment #1 Buyer when they have sufficient amount When they hear about particulars phone either in market or in friends. Listen from colleagues, Advertisement bill boards etc Segment #2 Segment #3

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Purchase Decision Process Who Decides Strategic Leverage

Segment #4

Need Recognition (when, where, how, how?)

Information Search Through internet, (what, where, advertisements and when, how, how asking from friends. much?)

Get information from Seniors or any other business who are using such type of phones

On internet

Product Evaluation beliefs about Both product benefits / costs value / importance of benefits / costs price sensitivity

Cost Benefits Cost

Benefits

Benefits

Both Yes

Benefits At some extent Yes No

Marketing Assessment Worksheet Customers Purchase Decision Process continued Purchase Decision Segment #1 Segment #2 Stage Product Choice To full basic To fulfill basic features like Wifi etc business needs. purchase Situation

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Segment #3 To talk to their families and friends.

Segment #4

Post Purchase satisfaction

If phone fulfill the requirement. like in form of features If phone fulfill his requirements he tell others about it

By fulfilling basic business needs.

If phone is user friendly

post purchase activities

repeat purchase

Yes

Yes

No Yes

loyalty

At some extent Yes NO Yes

Descriptive Profile age gender family income education location

20-25 Both Middle class 10000-15000 Still getting education All areas

25-30 Both Middle class 40000-50000 Master All Rural Areas

40-60 Normally Males Middle class 10000-15000 Retired from job Normally urban

20-30 Both Upper class 100000-200000 Bachelors Rural

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Demographics (Industrial mkts) Industry Company size, age Location Technologies Social/ Cultural

They want to adopt new technologies

Cultural adopt things social according to culture

Cultural

Both

Values/ Lifestyle

Lifestyle, standard of living

Values which are providing by phone

Do those things just to fulfill basic need

Lifestyle and standard of living

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MARKETING ANALYSIS WORKSHEET #5: MARKETING RESEARCH

SECONDARY MARKET RESEARCH: SOURCES EXAMINED INDUSTRY CONDITIONS CUSTOMERS IN GENERAL CUSTOMER NEEDS CUSTOMER BEHAVIOUR COMPETITORS POSITIONS COMPETITORS ACTIONS MARKET DEMAND FORECASTS Growth Stage Users of Mobile phone To fulfill basic calling needs Strong Penetrate market Continuously increasing from past years SOURCES TO BE PURCHASED / ORDERED/ FOUND

PRIMARY RESEARCH CUSTOMER NEEDS / MOTIVATIONS CUSTOMER DECISION PROCESS BENEFIT EVALUATIONS CONCEPT TESTS PROTOTYPE TESTS METHODS Surveys, Questionnaires QUALITATIVE To fulfill basic calling needs Repeat purchases if they satisfy and phone fulfill their basic needs Between durability and Satisfaction QUANTITATIVE N.A N.A N.A N.A N.A N.A

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MARKETING ASSESSMENT WORKSHEET #6: MARKETING MIX COMPARISON

1. Product / Service Positioning YOUR FIRM For: Position (understood unique . Nokia gain brand selling proposition) personality and market shares of 35% because of its quality APPLE For: SAMSUNG For: Q.Mobail For: Who are: Our product is:

Who are: Apple Who are: has positioned itself to a certain type of customer, wealthy Our product is: people, innovators, people with good jobs, good lifestyle etc Our product is:

For: Who are: Our product is:

One out of three mobile phones was made by Nokia In every series of Nokia there are large numbers of sets thus large variety

That provides: We have assembled:

Customer needs satisfaction. Nokia gain brand personality and market shares of 35% because of its quality

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Marketing Assessment Worksheet 2. Total Product / Service Your Firm Product (# offerings) Nokia sets are of various designs such as flip sets, Flat sets, Slide sets, Sets with rotating Camera etc. APPLE Limited hand set in market SAMSUNG Try to introduce maximum hand set in market

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Q.Mobiles

Brand(s) Awareness / Salience Large brand awareness in market Nokia have strong brand association and durable hand set. Durable Apple has been building up a very big reputation and a very strong brand New technology etc. and high prices Strong awareness last two to three years. Great positive image in electronic products Smart and hand sum Increasing awareness in Rural area and low class Low price or china mobile

Associations / images

Feelings

Innovation, lifestyle

Style

Brand Equity/ Resonance

Strong brand equity

Marketing Assessment Worksheet Product continued Core Benefits NOKIA Marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer. APPLE I Phone is a widescreen iPod with touch controls that shows off all your content including music, videos, podcasts and audio books on a beautiful 3.5 inch display. Sync content from the iTunes library on your Mac or PC IPhone have reliable hand sets Long life SAMSUNG It empowers you with everything you can ever desire so that you can simply, feel free. It is truly smart. ( Galaxy)

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Q.Mobail

Quality Reliability Consistency/ Durability Friendly User friendly People have trust on Nokia. Not very user friendly People have trust Not user friendly as compare Nokia People have trust Nokia is the name of reliability Long life hand sets Reliability Durable Not Reliable Not very durable hand set User friendly People have not trust on it

Trust

Credit / Financing

Not

Not

Not

Not

After sale Warranties / guarantees Service / Support

1year

1 year

1 year

No warranty every hand set Not proper channel

Nokia franchises , United and mobile Zone

Apple Limited warranty

Tele tech

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3. Pricing
Nokia Product / Service Price(s) SAMSUNG Competitor #3

Penetration pricing and Competitor based pricing

Taxes , Advertisement

Other Costs (delivery )

Perceived Value

According Perceive value of customer.

Discounts / Price Promotions (who, how, how much, when?)

No

Overall Pricing Strategy?

Marketing Assessment Worksheet 3. Distribution YOUR FIRM Channel Description Distribution Type Franchises and other private agencies. Franchises and other private agencies. Competitor #1 Competitor #2

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Competitor #3

Purchase conditions (service, convenience, atmosphere, customer experience)

Channel relationship (push/ pull)

Pull

Pull

Pull

Pull

4.

Advertising and Communication YOUR FIRM Competitor #1 Competitor #2 Competitor #3

Promotion Objectives Awareness Knowledge Liking / Preference

About new product About new features Reliability and looking

About product New technology and features Life style

About product Features New look , style

Style Price Target class

Marketing Assessment Worksheet Reminding/Tria Both l Creative idea New ides Reminding New ides Reminding Some time

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Media (use / message) Print TV Radio Internet Direct Mail Bill boards Yes Yes Yes no No Yes No Yes No Bill boards Yes No Yes No Yes Yes Yes Yes No

Advertising / Communications continued Public Relations / Publicity T V advertisements, through print media world of mouth etc. Billboards, TV commercials,WOM etc. Billboards, TV commercials,WOM etc. Internet, Billboards etc.

Trade shows Events Partnerships others

Yes Yes No

Yes Yes No

Yes Yes Yes

Yes Yes Yes

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5.

Sales Force YOUR FIRM Competitor #1 The world's largest information technology company measured by 2011 revenues. Competitor #2 Sony is the fourth largest manufacturer of mobile phone in the world in 2009. Competitor #3 Apple has 357 retail outlet in 10 countries. its worldwide annual revenue in 2010 totalled $65 billion, growing to $108 billion in 2011. Apple has online training System to train their employees Across all over the world

Organization / Size

More Than 130,000Employees And Sales In More Than 150 Countries

Training

Nokia has its own The Training plan of internal training Samsung are programs through Education this they train their planning employees and along Leadership with this they have training program for their Education Supplier training for promoted employees Global education Language education They set examples of good employees. They try to make employees creative in determining rewards Yes

Sony Ericson Train employees according to ethical standards and Compliance with Law. Currently they are providing training material For Supply Chain. Employees must follow the policies of company during and after training. They give group reward but individual initiative does not undermine. They also give one on one coaching. Yes

Motivation

Fair Treatment Compensatio ns And Benefits

They tell Employees about career path and then train them according to it. They provide good environment of work. Yes

Team support

yes

Relationship quality

Yes by providing after sale warranties.

Yes by providing after sale warranties.

Yes by providing after sale warranties.

Yes by providing after

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Effectiveness

Yes by providing new technology and softwares. like new software to enable consolidated view of customer usage patterns and business performance

Yes by providing good features and low prices.

Yes because it is joint venture of two companies the skilled worker of both companies make company very effective.

Status symbol and hard work and motivation of Steve Jobs make apple more effective.