K

HANDELWAL COLLEGE

0F MANAGEMENT SCIENCE AND TECHNOLOGY

A
PROJECT REPORT ON MARKET ANALYSIS OF NOKIA & ITS COMPARISON WITH MOTOROLA
Session 2009-2010
SUBMITTED TO Miss Shikha Yadav ( Faculty of managment) SUBMITTED BY WASIM HAIDER Class- BBA 6th semester
SEC.- A

ACKNOWLEDGEMENT
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Perseverance, Inspiration and Motivation have always played a key role in the success of any venture. Working on this project was a challenge. It is often difficult to understand wide spectrum of knowledge without proper guidance and advice. I wish to express my gratitude to Mr peyoosh shrmawho assigned me this project. He has been constant source of guidance and encouragement in exploring the nuances of the project. He took special interest in the study and gave me his guidance and pertinent suggestions. Last, but not the least I would like to thank for intellectual simulation, moral support and constant source of inspiration throughout the project and I gratefully acknowledge the continuous assistance and inspiration given to me by her. It has been a privilege and pleasure working under the guidance and experience which will be cherished for a long time to come.
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This acknowledgement is incomplete without rendering impartial gratitude to all those who has helped me directly or indirectly in making this project a success.

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DECLARATIO N
I WASIM HAIDER , student of BBA at KCMT BAREILLY here by declares that the project report entitled Market analysis of Nokia and its comparison with Motorola is an original document and has been done with consultation with the project guide. Feasible suggestions duly incorporated have been incorporated in consultation with the project guide.

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CERTIFICATE

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CONTENTS
: INTRODUCTION OF NOKIA

OBJECTIVES OF STUDY COMPANY PROFILE o HISTORICAL BACKGROUND

PRODUCTS OF NOKIA AND ITS FEATURE

o AREA OF FOCOUS
o

MISSION STATEMENT OF NOKIA

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o SWOT ANALYSIS

RESEARCH METHODOLOGY

COMPETITOR PROFILING COMPARITIVE ANALYSIS DATA ANALYSIS INTERPRETATION FINDING LIMITATION SUGGESTION/RECOMMEND ATION CONCLUSION APPENDIX QUESTIONNAIRE BIBLIOGRAPHY AND

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OBJECTIVES OF STUDY

To

conduct the comparative

study between Nokia another prominent market. Players in the

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 Analysis
reason buying

of behind behaviour

customer customer while

satisfaction and to find out

purchasing nokia.

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INTRODUCT ION
Nokia is a world leader in mobile communications, driving the growth and sustainability of the broader mobility industry. Nokia connects people to each other and the information that matters to them with easy-to-use and innovative products like mobile phones, devices and solutions for imaging, games, media and businesses. Nokia provides equipment, solutions and services for network operators and corporations. Nokia is a broadly held company with listings on four major exchanges.

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COMPANY PROFILE
HISTORICAL BACKGROUND OF 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 southwestern 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.
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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.

The first Nokia century began with Fredrik Idestam's paper mill on the
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banks of the Nokianvirta river. Between 1865 and 1967, the company would become a major industrial force; but it took a merger with a cable company and a rubber firm to set the new Nokia Corporation on the path to electronics...

1865: The birth of Nokia Fredrik Idestam establishes a paper mill at the Tammerkoski Rapids in southwestern Finland, where the Nokia story begins.

1898: Finnish Rubber Works founded Arvid Wickstrm founds Finnish Rubber Works, which will later become Nokia's rubber business.

1912: Finnish Cable Works founded Eduard Poln starts Finnish Cable
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Works, the foundation of Nokia's cable and electronics businesses.

1937: Verner Weckman, industry heavyweight Former Olympic wrestler Verner Weckman becomes President of Finnish Cable Works.

1960: First electronics department Cable Works establishes its first electronics department, selling and operating computers.

1962: First in-house electrical device The Cable Works electronics department produces its first in-house electrical device - a pulse analyzer for nuclear power plants. 1967: The merger Nokia Ab, Finnish Rubber Works and Finnish Cable works formally merge to create Nokia Corporation.

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he newly formed Nokia Corporation was ideally positioned for a pioneering role in the early evolution of mobile communications. As European telecommunications markets were deregulated and mobile networks became global, Nokia led the way with some iconic products...

1979: Mobira Oy, early phone maker Radio telephone company Mobira Oy begins life as a joint venture between Nokia and leading Finnish television maker Salora.

1981: The mobile era begins Nordic Mobile Telephone (NMT), the first international mobile phone network, is built.
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1982: Nokia makes its first digital telephone switch The Nokia DX200, the companys first digital telephone switch, goes into operation.

1984: Mobira Talkman launched Nokia launches the Mobira Talkman portable phone.

1987: Mobira Cityman birth of a classic Nokia launches the Mobira Cityman, the first handheld NMT phone.

1991: GSM a new mobile standard opens up Nokia equipment is used to make the worlds first GSM call.

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In 1992, Nokia decided to focus on its telecommunications business. This was probably the most important strategic decision in its history.

As adoption of the GSM standard grew, new CEO Jorma Ollila put Nokia at the head of the mobile telephone industrys global boom and made it the world leader before the end of the decade...

1992: Jorma Ollila becomes President and CEO Jorma Ollila becomes President and CEO of Nokia, focusing the company on telecommunications.

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1992: Nokias first GSM handset Nokia launches its first GSM handset, the Nokia 1011.

1994: Nokia Tune is launched Nokia launches the 2100, the first phone to feature the Nokia Tune.

1994: Worlds first satellite call The worlds first satellite call is made, using a Nokia GSM handset.

1997: Snake a classic mobile game The Nokia 6110 is the first phone to feature Nokias Snake game.

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1998: Nokia leads the world Nokia becomes the world leader in mobile phones.

1999: The Internet goes mobile Nokia launches the world's first WAP handset, the Nokia 7110.

Nokias story continues with 3G, mobile multiplayer gaming, multimedia devices and a look to the future...

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2002: First 3G phone Nokia launches its first 3G phone, the Nokia 6650.

2003: Nokia launches the N-Gage Mobile gaming goes multiplayer with the N-Gage.

2005: The Nokia Nseries is born Nokia introduces the next generation of multimedia devices, the Nokia Nseries.

2005: The billionth Nokia phone is sold Nokia sells its billionth phone a Nokia 1100 in Nigeria. Global mobile phone subscriptions pass 2 billion.

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2006: A new President and CEO Nokia today Olli-Pekka Kallasvuo becomes Nokias President and CEO; Jorma Ollila becomes Chairman of Nokias board. Nokia and Siemens announce plans for Nokia Siemens Networks.

2007 Nokia recognized as 5th most valued brand in the world. Nokia Siemens Networks commences operations. Nokia launches Ovi, its new internet services brand.

2008 Nokia's three mobile device business groups and the supporting horizontal groups are replaced by an integrated business segment, Devices & Services.

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STRUCTURE OF NOKIA

The Devices unit is responsible for developing and managing our mobile device portfolio, including the sourcing of components. Nokia is increasing its offering of consumer Internet services, in five areas music, maps, media, messaging and gamesand working to deliver those services in an easily accessible manner to consumers. The Services unit is
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responsible for developing this part of our business. The Markets unit is responsible for the management of our supply chains, sales channels, brand and marketing activities. The three units receive operational support from our Corporate Development Office, which is also responsible for exploring corporate strategic and future growth opportunities. Nokia Siemens Networks provides wireless and fixed network infrastructure, communications and networks service platforms, as well as professional services to operators and service providers. NAVTEQ is a leading provider of comprehensive digital map data for automotive navigation systems, mobile navigation devices, Internet-based mapping applications, and government and business solutions. NAVTEQs map data will be an important part of the Nokia Maps service that brings downloadable maps, voice-guided
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navigation and other context-aware web services to peoples pockets.

PRODUCTION UNITS

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Networks technology China Finland Germany India Mobile devices and technology Brazil China Finland Great Britain Hungary India Mexico Romania South Korea

Nokia Today Today, Nokia is a world leader in digital technologies, including mobile phones, telecommunications networks, wireless data solutions and multimedia terminals .Backed by its experience, innovation, user friendliness and secure solutions, the company has become the leading supplier of mobile phones ,fixed
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broadbands and IP networks. By adding mobility to the internet, Nokia creates new opportunities for companies and further enriches the daily lives of people. . Nokia is operating in over 130 countries and 15 factories over 9 countries.Nokia spends 20% of net sales in research and development. Nokia registers on an average 5 patents everyday.

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PRODUCT OF NOKIA AND ITS FEATURES

Nokia 1208

Key Features

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Experience enhanced visual with the 65,536 color display Dust and splash proof with rubberized keypad and antislippery back cover Bright flashlight for convenience and emergency Timer tracker feature helps you controls the duration of each call Multiple phonebook makes sharing phone easier Easyto-use menu in multi languages with calendars

Nokia 2626

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Key Features

Stand out from peers and friends with colored covers Listen to and share your FM radio music through the integrated handsfree speaker Record sound on the move and send to friends with Nokia Xpress Audio Messaging Download wallpapers & ringing tones via GPRS Stay updated on work and play with one inbox for SMS and MMS messages Thickness (max): 18 mm 65,536 colors display

Nokia 2600Classic
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Key features

Capture images and videos in dazzling color with the digital VGA camera and video recorder Personalize your phone with MP3, ringtones and user-created ringtones Enjoy music and news on the move with the FM radio Monitor call times with Pre-paid Tracker Share your photos and video clips with friends and family using Bluetooth Keep in contact with SMS, MMS, email, and Nokia Xpress Audio Messaging Keep all your contacts on hand with 1000-entry phone book
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Nokia 3500 classic

Key Features

An elegant, large, glossy black 1.8" smoked screen makes viewing all your photos a pleasure. A solid metal rim around the phone protects the screen from scratches Splitline coloring in the keymat adds a touch of color Benefit from easy connectivity with Bluetooth, and a mini-USB port to connect to a PC Save more of your moments with the option to use MicroSD memory cards up to 2GB

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Ensure youre always in touch with up to 2,000 contacts. Stay entertained with a music player and FM radio Make your handset unique with MP3 ringtones

Nokia 6500 slide

Key features Take high quality pictures with a 3.2 megapixel camera with Carl Zeiss optics, auto focus, and 8x digital zoom A powerful double LED flash makes indoor pictures perfect
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Share pictures or videos with friends and family via TV-Out 3G video calling helps you feel even closer to the people you care about Connect directly to Flickr website to share your photos with all your friends Download the songs you buy direct to your phone

Nokia N72

Key Features

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"Slide and shoot" print quality photos with 2 megapixel camera with up to 20x zoom Dedicated music keys for access to digital music player Ambient light detector optimizes display brightness Transfer data with Bluetooth wireless connectivity or via USB 2.0 White balance: automatic, daylight, cloudy, tungsten, fluorescent Color tone: normal, sepia, black & white, negative Settings for brightness adjustment, image quality, self-timer, white balance and color tones

Nokia N73

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Key Features

3.2 megapixel camera with Carl Zeiss optics Large, bright 2.4-inch display Advanced auto-focus and mechanical shutter Stereo FM and support for Visual Radio Download and stream videos with built-in RealPlayer

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AREAS OF FOCUS To achieve their business objective, their strategy focuses on: being the preferred provider of solutions for mobile communications; creating personalized communication technology; driving open mobile architecture enabling a non-fragmented global mobile services market; strengthening and leveraging Nokia, the trusted brand; and expanding our business and market position on a global basis. Mobile CommunicationsThe aim is to position Nokia as the preferred provider of products and solutions for mobile communications by providing leading communications networks that enable end-to-end service delivery for both cellular and broadband networks. They develop leading high-capacity cellular networks, platforms and user applications for the mobile Internet, end-to-end broadband access solutions and Professional Mobile Radio systems.
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Personalized TechnologyThey want to strengthen their leadership position in converging personal digital terminal solutions. They build on their core competencies in various key areas, including design and product innovations, brand development, and effective demand/supply network management, to bring new product concepts and associated services to market. Driving Open Mobile Architecture Nokias key commitment is to create a global and open mobile software and services market. They aim to achieve this through strong partnering with customers, suppliers and industry participants, and solid focus on end-to-end solutions in all their development activities. Strengthening the Brand-According to a variety of consumer surveys, the Nokia brand is associated with well-designed, high quality and technologically advanced products and customer
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services that are also user-friendly. Having invested considerable resources in establishing the Nokia name as the leading brand in mobile communications, they intend to sustain and enhance the brand through aggressive advertising, sponsorship and other marketing activities in all of their principal markets. Its a belief that the leading market position provides significant opportunities for Nokia to better understand and respond to the usage patterns of end users, and thus enhance the Nokia brand. Expanding The Business-- For more than a decade, they have actively expanded their business globally. They, therefore benefit from strong economies of scale throughout the organization. Nokias strategy is to continue focused pursuit of global business opportunities by cultivating a strong local presence in all growing markets. MISSION STATEMENT, STRATEGY AND PURPOSES OF NOKIA
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Mission Statement Customer To maintain customer confidence by continuing to provide quality service specifically designed to meet their needs. Market To be recognised as a market innovator in the mobile phone industry to continuing to improve our business practise. Business To ensure the team has a complete understanding of all Mobile Network Internal Systems and Procedures and that each team member is responsible for compliance with the Business Management System. Training To develop on going training strategies to empower personnel with skill levels essential for future company success. The Team To create the best possible working environment, promoting career enhancement and job security, encouraging trust in

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the company and loyalty to the customer.

Marketing Strategy Nokias corporate responsibility strategy is to engage, improve and be accountable. They constantly measure and review their performance in economic, environmental and social issues. They engage in stakeholder dialogue and form partnerships that serve the areas they want to improve upon. They pursue focused and practical improvement programs in relevant organizational or geographical areas as part of business operations - this involves business planning, internal communications, training. They increase accountability to stakeholders through reporting, and informative internal and external communications activities. What makes them unique is the way they do it. Based on the same approach that guides the rest of their activity The Nokia Way - their corporate responsibility is developed through logical steps, with much of the work concentrated inside the company, much
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of the work built on existing programs, and many stages taken forward in parallel. According to them it is essential to drive corporate responsibility through the company-wide strategy process, support issue owners in building business cases for ethical improvement and implementation, and increase accountability to both internal and external stakeholders. For them, corporate responsibility is an integral and continuous part of decisionmaking in all parts of their business; taking responsibility for the consequence of their actions. Its a belief that by focusing on issues over which they have most influence and which their stakeholders consider important, they will be able to mobilize more of company resources, be more proactive, and ensure long-term programs. The Nokia Strategy continues to focus on three activities to expand mobile communications in terms of volume and value: Expand mobile voice Drive consumer multimedia Bring extended mobility to enterprises
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Expand Mobile Voice We believe that many opportunities for growth exist in the mobile voice market, and we intend to continue to focus on this area. In doing so, we aim to capitalize on our demonstrated efficiency and skill in execution and demand-supply chain management, and our history of innovation. The markets on which we intend to focus include markets with low mobile subscription rates relative to the size of the population, geographic areas where it is more cost-effective to build wireless infrastructure than fixed-line networks, and heavily populated areas, where factors such as poor housing infrastructure or theft of materials tilt the scales in favour of wireless solutions. We also intend to focus on markets where the need for network capacity is growing as a result of mobile network operators promoting the replacement of fixed networks with wireless. Drive Consumer Mobile Multimedia They intend to enter new product and service niches, which we expect will emerge as technologies from diverse
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industries start to converge, especially in the area of consumer multimedia. Our strategy is to explore, identify and extract revenue from the most profitable and fastest growing segments of the consumer multimedia business and its value chain by anticipating consumer needs in this area, and developing innovative products and services. In the near term, we intend to focus on imaging and games, where we have already introduced a number of products. Our strategy to drive consumer multimedia will also involve leverage of our strong position in the consumer voice market. Bring Extended Mobility to Enterprise We intend to capture profitable segments of the corporate market by offering products and services that will benefit companies and individual business people alike, including a diverse handset range as well as security and mobile connectivity solutions specifically tailored for enterprise needs. As we do this, we intend to capitalize on companies' needs for mobility and seamless mobile connectivity in their operations, and also expect to
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collaborate with leading technology and systems integration partners. Business Objective Nokias business objective is to strengthen their position as a leading systems and products provider. Their strategic intent, as the trusted brand, is to create personalized communication technology that enables people to shape their own mobile world. Nokia innovates technology to allow people to access Internet applications, devices and services instantly, irrespective of time and place. Achieving interoperability of network environments, terminals and mobile services is a key part of their objective. They intend to capitalize on their leadership role by continuing to target and enter segments of the communications market that they believe will experience rapid growth or grow faster than the industry as a whole. By expanding into these segments during the initial stages of their development, Nokia has been established as one of the world's leading players in wireless communications and significantly influenced the way in which voice and other services have
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been transferred to a wireless, mobile environment. As demand for wireless access to an increasing range of services accelerates, they plan to lead the development and commercialisation of the higher capacity networks and systems required to make wireless content more accessible and rewarding 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 convergence. Nokia has established alliances with other service providers in order to make mobile access to services easier for the end user.

SWOT ANALYSIS

STRENGTHS
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Global Products and Image Nokia is a global company. It not only sells its products to 130 countries but also sets up research and development departments in fifteen countries to produce its products in different culture and language needs,e.g English, Dutch, German and Chinese. High Quality Products Nokia concerns about product quality which is the most important factor to satisfy differentiated features to the market. Meanwhile, it also continuously improves upon the existent markets.customers needs. Nokia adds more values by superior quality or Serving new designs and trends Nokia launched a wireless game which by use of sms, tv, print media, radio and internet provides clues to help players to solve a mystery. This helps Nokia to attract customers to use its products. Wide range of products Nokia has the highest number of product
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line(more than 10 models) compared to its competitors Samsung, Ericsson, Motorola etc. Product Warrantee Worldwide No matter where Nokias customers are, if they got a problem with their mobile phones, they can approach any of the Nokias centres. Thus, ensuring a good customer service.

WEAKNESSES

High Price Nokia offers a good range of high quality products at high prices Though the high prices may be justified in terms of the costs to the company but this can act as a weakness in certain sections of the market e.g the middle-low income group people. Demand is skyrocketing but the price pressure is high. New product developing problems Although Nokia provided colour screen mobile phones in September 2002,this was late as compared with its competitors such as Sony
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Ericsson and Samsung. This acted as a weakness as the people had already accepted the range introduced in the market and didnt want to switch. OPPORTUNITIES

Joint venture in Technology Nokia has joined with Hewlett Packard(HP) Company in technology which has a very good reputation for many years. Nokia thus, has a considerable opportunity to enlarge their market size into PC users who prefer mobile phones compatible with PC device. Product launch continuously Nokia uses Total Quality Management (TQM) which mentions more about training worker program, and makes product of high quality. All employees are well-trained and motivated and consecutively production processes are also developed as well. Nokia has established Research and
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Development department (R&D) which develops its product line into modern modification as well quality as the existing products.

New Software Market As known, the amount of data traffic in mobile networks is growing at a tremendous rate. People around the world are using new mobile services, which are directly relevant to personal needs. Nokia has already added value through MMS for Messaging and E-mail, Java for download any applications and HTML especially for content search. So it may attract those businessmen and teenagers who are interested in the new software market. Easy Availability - Many mobile phone retail stores, such as, the link, Phone4U and Carphone warehouse, have spread across London in every street. And, of course, every store have not missed the opportunity to choose Nokia as their product line. Consequently, all the customers can be guaranteed that any damage or loss of Mobile
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phone will be serviced through these retail shops. THREATS

Threats in PC Markets - Due to fierce competition in mobile phone market it has caused new technology compatible with PC computer. Sony Ericsson specializes on PC computer now. Sony applied their computer system into mobile phone as well as PC computer on hand at the same time. Furthermore, nowadays people are interested in advance of computer as similar as mobile phone market. In this sharp competition, it is going to be harder for Nokia to grasp customers attention and they will have to focus on outstanding imagination and creativity in their marketing plans. Fluctuations in Euro exchange rates Most of the European countries have joined the European Union and thus because of the variedeconomic
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conditions, the currency will fluctuate a lot finally effecting the profits of the company. Blurring of product boundaries This implies new entrants in the same industry like Sony, Motorola etc. who are producing almost the same product range as Nokia and thus, there is a need to change their models.

RESEARCH METHODOLOGY
RESEARCH METHODOLOGY;Research methodology is a way to

systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. It is necessary for the researcher to design his methodology for his problem as the same may differ from problem to problem.
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The current study is Exploratory in nature Exploratory research: The main purpose of such studies is formulating a problem for more precise investigation or of developing the working hypothesis. As such the research design appropriate for such studies must be flexible enough to provide opportunity for considering different aspects of problem under study. In exploratory research the focus is on discovery of ideas. Exploratory research does not have a formal and rigid design as the researcher may have to change this focus or direction depending on the availability of new ideas and relationship among variables. An exploratory study is in the nature of a preliminary investigation where in the researcher himself is not sufficiently knowledgeable and is therefore, unable to frame detailed research questions. Objective of Exploratory Research: Precise formulation of the problem.
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 Provide researcher

more

knowledge the

to

the

about

problem

environment. Establish priorities for future research. To determine nature of relationship between various factors associated with the problem. Methods for collecting information: Literature research/study of secondary data. Experience survey: Survey of people who have practical experience with the problem to be studied, example: sales manager, wholesaler, and retailer. Sampling design: Observational design: Unstructured instrument for collection of data. Non probability sampling:
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It is that sampling procedure which does not afford any basis for estimating the probability that each item in the population has of being included in the sample. In this type of sampling, items for the sample are selected deliberately by the researcher, his choice concerning the items are supreme. Convenience sampling: The researcher chooses the sampling unit on the basis of convenience or accessibility. For the current research study Convenience sampling method has been used. Questionnaire has been prepared and filled up by the respondents at the various Mobile outlets in Kanpur.

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Methods for data collection: The research is based on primary data collection. However, secondary data was also collected to gain insights about the topic of the project. 1. Primary data:

Questionnaire: It is a self administered process whereby the respondent reads the question and records his answers without the assistance of interviewer. Non disguised questionnaire is used. 5 Point Likert Scale has been used for the 16 parameters.

2. Secondary data:

Libraries: To find out relevant data pertaining to the research. Periodicals: Review of business periodicals published fortnightly, monthly, quarterly etc.

Internet: Websites of the concerned organizations etc.

Reliable source of organizations: To find out the sales of both the organizations in Kanpur.

COMPETITORS PROFILING

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MOTOROLA

Motorola is known around the world for innovation and leadership in wireless and broadband communications. Inspired by their vision of Seamless
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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. Connected Home Solutions Provides integrated, end-to-end systems that reliably deliver digital entertainment, information, and communications services over a variety of wired and wireless broadband network architectures. The world's leading provider of digital video set-tops and cable modems, Connected Home Solutions empowers consumers by connecting their homes, keeping the people, content, and services important to them always within their reach.

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Government and Enterprise Mobility Solutions A leading provider of integrated radio communications and information solutions, with more than 65 years of experience in meeting the missioncritical requirements of public safety, government and enterprise customers world-wide. It also designs, manufactures and sells automotive and industrial electronics systems and telematics systems that enable automated roadside assistance, navigation and advanced safety features for automobiles. Mobile Devices Offers market-changing icons of personal technology - transforming the device formerly known as the cell phone into a universal remote control for life. A leader in multi-mode, multi-band communications products and technologies, Mobile Devices designs, manufactures, sells and services wireless subscriber and server equipment for cellular systems, portable energy storage products and systems,
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servers and software solutions and related software and accessory products.

Networks Delivers proven capabilities in cellular, wireless broadband and wireline access technologies, with recognized leadership in integrating core networks through wireless IP, wireless softswitch and IP multimedia subsystems. The Networks group is advancing seamless mobility with innovative technology solutions, as well as a billion dollar services business with an expanded portfolio delivering support, integration, applications and management.

2005 Customer Satisfaction Survey

At Nokia, we are committed to listening carefully to the voice of our customers so we can deliver innovative products and services of the highest quality at competitive prices.
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In June 2005, Nokia commissioned TNS, a global marketing information firm to conduct its annual stakeholder management survey. The survey collected input across a broad range of areas important to our customers from resellers to end users in the Americas, Europe & Africa, and Asia Pacific.

Our goal was to identify, prioritize and facilitate action plans in areas of needed quality improvement for Nokia customers.

This top-line analysis identifies areas for improvement initiatives

Actions planned or undertaken based on input from Nokia

customers surveyed will be identified and communicated in the near term.

2005 Customer Satisfaction Survey Strengths

Nokia Strengths included:

Seen as a mobility technology leader

Sales representatives knowledge of products and services

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 Reliable and dependable products that are easy to install/deploy

Services and Support

Strong Return Material Authorization process for advanced hardware replacement

Low market resistance: positive word of mouth

Overall, high loyalty scores

Nokia aims to provide products and services which meet the needs of trade customers and consumers. We research
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the views of both groups to understand where we are succeeding and how we can do better. Trade customers We research trade customers views of Nokia through the Listening to Trade Customers survey. This is carried out twice a year on our behalf by an independent research company, and aims to reach executive and operational contacts in customers who account for about 80% of Nokias revenue each year. In 2007 we surveyed almost 1000 individuals, from nearly 400 customers in 80 countries. The response rate was 75%. The responses showed satisfaction with Nokia at the highest level since we began this kind of survey in 1998. Comparison with others in our industry placed us in the top 10% of telecommunications companies globally and ahead of key mobile competitors Sony Ericsson, Samsung and Motorola.

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Satisfaction varied by distribution channel, which also influenced geographical scores. Distributors were most satisfied with Nokia, and Operator Groups were the most demanding. The research revealed the following Nokia strengths driving customer satisfaction:

Diversity of product range Relationships with our account teams Logistics

Nokia Account Managers discussed the initial survey results with their teams and customers, and then took action relevant to each account. We used the consolidated feedback to understand where systematic improvements are needed. The main areas are shown in the table, together with our plans for improvement.

Customer comment

Our response

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Logistics was perceived We are acting in these well overall but there was areas to ensure best potential for improvement availability in the industry in the ability to meet to consumers and to make customization Nokia our trade requirements and product customers preferred deliveries during product partner. ramp-up and launch Relationships with our Account Teams were considered very positively but customers felt that Account Teams could contribute more on sharing our vision on industry & market evolution We have changed the organisation to be more customer and consumer focused and added competencies needed to understand and address individual customers strategic drivers and objectives.

We are reviewing our trading terms to meet the Trading Terms need more different needs of tailoring towards specific operators, retailers and trade customers. distributors in each geographic area. We are improving the care Repair time and problem quality process, focussing resolution require on improvements in repair improvement capacity planning and vendor management
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Consumers Nokia Care provides support services to consumers through online, email and call center services, supported by a network of authorized service centers. The support includes basic product information, guides and demonstrations, discussion boards, software updates, advice on specific issues, and warranty repairs. It also helps consumers to find out where to recycle their old products. We aim at getting a holistic picture of consumer experience by using different consumer feedback channels, and respond with targeted improvement actions. The main feedback channels include consumer satisfaction surveys, feedback through independent market research companies and Nokia Care contacts. Operators Nokia continues to receive enquiries and assessment requests about social and environmental performance from our operator customers. We respond to those requests through our normal customer account management interface.
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Reasons Why Nokia Rules the Mobile Phone Market In spite of the presence of big names in consumer electronics like Samsung, LG, Sony-Ericsson and Motorola, Nokia really rules the mobile phone market all over the world with nearly 40% of the market share with no close competitors. Nokia is certainly the king when it comes to brand value, service and experience. The Finnish mobile giant is clearly No. 1 choice in South East Asia including India and China. How they could reach the top position?

1. Call Quality

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Nokia is known for its circuitry to handle the RF Reception and providing the best call reception quality. You wont see users complaining much about the noise or the disturbances within Nokia phones unless its a problem of the telecom service provider. So, the primary objective of a mobile phone i.e. to serve us with better and clearer sound when we talk , is served by Nokia perfectly. And if you are a person who is accustomed to other mobile phone manufacturers, then you know that even Apple iPhone and Sony Ericsson are guilty of it.

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2. Hardware

Y ou can be assured of the quality that Nokia provides in your phone hardware. The circuits are far more durable and reliable than any of the other mobile phone available in the market. I am using a single Nokia phone for 6 years and I had to take it to the service centre only once during this period for a trivial problem. That speaks for the truth I am talking about.

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3. Battery

The Battery life of Nokia mobile phones is longer than many other cellphones available in the market. People who talk a lot prefer Nokia than any other brands. They always know that the battery will not run out in the middle of the call. iPhone has had this problem with battery life in the past and that hasnt been solved yet. Nokia leaves others miles behind when we consider the longevity of the battery. 4. Robustness Everyone knows that Nokia mobiles are truly rock solid. I want to share my experience
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with respect to this. I dropped my Nokia the very next day I bought it. I dropped it on the staircase and it bounced to nearly 12 steps down. My heart pumped out with the fear of losing the phone on the second day. But what I found when I reached downstairs is that the phone is fully functional and it only had a few scratch in its body. Since then, it slipped off my hand many a times but it did not refuse to function. Thanks to Nokia for making such rugged phones. It would really be the worst thing if I had to take my phone to service centre or had to buy a new one every time I dropped my phone. 5. Wide Product Range

Nokia has a vast and huge list of mobile phones. Nokia mobile phones are available for every consumer groups, starting from
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simple and durable phones for the low income groups and high-end phones for those who can afford to spend money. So regardless of you being a corporate honcho or a fresher into the world of economy, Nokia has something for you. The sheer range of products is enviable and at the same time the success mantra of Nokias dominance. 6. Customer Service

The Customer Care of Nokia which they call the Nokia Care, handles the complaints very efficiently satisfying their
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customers. I had a problem with the display of my Nokia Phone. I took it to the Nokia Care and they very quickly fixed it and gave it back. Its just the trust they implement on the customers mind, is really appreciable. Hope you remember the battery bursting incidents of Nokia mobile phones in India. The BL5C battery, which was the culprit in this case, was promptly replaced with no questions asked. They also helped people with a temporary site to go and put their unique manufacturing id and see if they needed to change the battery or not. Believe me, the call wasnt that easy keeping in mind the number of battery parts they had to change. 7. Reliability Nokia really has become a brand that people can trust upon. The error rates or crash
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rates of Nokia phones are very low. It will not dump you when you need this phone. And petty may this be but still, Nokia has this trust thing going in favour of it. People can blindly trust Nokia in Asian Countries. and not to mention, Nokia has deservingly earned this place. 8. Price

The price tags of every Nokia mobile phone is very reasonable. I mean, I can still get a GSM mobile phone for as less as Rs. 1200 in India with all the basic features and that
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will last long enough to pay me back with my dues. 9. Experience Nokia is the largest cellphone manufacturer in the world with about 40% of market share with its competitors nowhere near its sales volume. They know the world of mobile phone more than any other. They have ages of experience, hundreds of success stories and dozens of smart handsets in current portfolio. That helps them to evolve and thereby nourish our needs. 10. Marketing Strategy One of the main reasons behind the success of their mobile phones is their marketing strategy. The main source of earning is the popularity of their phones in the Asian market. China is making phone designs/softwares specific for the region. For instance, since many rural Chinese arent
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familiar with the romanized transliteration system that most cell phones use to input Chinese for text messages, Nokia developed two phones with software that lets them write characters with a stylus. And for India, Nokia launched two India-specific models, which included a flashlight, dust cover, and slip-free grip (handy during Indias scorching, sweaty summers). They also included some softwares in several regional languages which made Nokia a success.

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DATA ANALYSIS AND INTERPRET ATION

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Q1. Which mobile brand you would prefer to buy? 1. Nokia 2. Motorola

INTERPRETATIOON;-

There are70% people are satisfied by NOKIA mobile phones , and 30% people with the MOTOROLA.

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Q2. Rate the following brands based on your perception on the mentioned criteria on a scale of 1-6 where, 1= Below Average 2=Average 3= Satisfactory 4= Good 6= Excellent 5= Very good

nokia
5% 5% 5% b.average 15% 40% average s good verygood 30% excellent

INTERPRETATION;-

There 5% people have the perception as below average, 5% average,

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5%satisfactory , 15% good, 30% very good 40%excellent.

Q3.How often do you purchase mobiles? 1. Every two months 2. 2-4 months 3. 4-6 months 4. Any time of the year

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INTERPRETATION;-

There are 10% people purchase mo. In every 2 month, 20% people 2-4 month , 25%people 4-6 month and 45% people in any time of the year. Q4. Where did you come to know about Nokia? 1. Word of mouth 2. Print Media 3. Electronic media 4. Retailers Recommendation
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INTERPRETATION;-

There are 30% people come to know about nokia by the word of mouth, 30% people by the media, 30% by the electronic media,and also 30% people by the retailers recommadation. Q5. When do you go for new mobiles? 1. When old one is worn out 2. For change 3. Seek variety and range of mobiles
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4. Special occasions

INTERPRETATION;-

There are 20% people go for new mo. by the when old one is worn out , 10% people only for change, 45% people by seek variety & range of mobile and 25 % people at the time of occasions. Q6. Who influences your buying decision? 1. Friends 2. Trends
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3. Family 4. Myself 5. Salesman

INTERPRETATION;-

The buying decision of a customer are influence 20% by the friends, 10% by the trends 20% by the family, 30% by myself 20% by salesman.

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Q7. From where do you like to purchase your mobiles? 1. Multi-branded outlet 2. Exclusive showroom 3. Any other, please specify_____________

INTERPRETATIOON;-

There are 60% customer purchase the mo. from multi branded outlet

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and 40% by the exclusive show room.

Q8. If in a multi-branded outlet, if your brand is not available, do you go for other brand? 1. YES 2.NO

INTERPRETATION;-

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If the brand is not available than 10% people go to take other brand and 90% peopleare not use any other brand.

FINDINGS
After the survey, we came across the following points:

NOKIA has a global market. prefer using NOKIA of its reach,

People products

because easy

affordability,

reliability and innovativeness.

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 People buy NOKIA mobile for varied purposes like personal, official etc. A major share is held by NOKIA but a lot is to be attained. People are satisfied with the

services. So, it needs to be taken care of.

LIMITATIO N
1. To collect the primary data time limit is an important constraint. Since it will takemore time to collect the data. 2. Respondents may reluctant to tell about their business information.

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3. The project is limited to a certain areas of bareilly region 4. Various respondents may give different feed back so it might be difficult to findthe proper conclusion. 5. The data collected represents the whole population .
__

RECOMMENDATI ONS

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1. Nokia brand

has

to

control

market

skimming as it negatively attacks the 2.Nokia is the market leader and it should try to increase the growth rate as it had become flatter in 2007. 3.Nokia should be innovative on style and looks frint of the cell phones as it has recently sprung up in the present in order to attract youth. 4.High end mobile phones from Nokia have a hanging problem they must be tweaked to perform as desire 5.The price of Nokia cellphones is high as compared to the grown up twins available so the buyer is unable to buy the latest available.
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6.Nokia should work on a phone for the masses as it has a lot of scope, just like bird and motorola did. 7.The infrared present on the low end phones of nokia lack compatibility with the non0 nokia phones.

CONCLUSION
The findings of the research I found that nokia is the market leader in the mobile phone industry in india. Nokia has storng 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
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essential factors for Nokias product development. 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 regularly which will assist Nokia in achieving its higher goal.

APPENDIX
QUESTIONNAIRE Name: __________________ Phn No: ____________________ Occupation:
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Q1. Which mobile brand you would prefer to buy? 2. Nokia 2. Motorola

Q2. Rate the following brands based on your perception on the mentioned criteria on a scale of 1-6 where, 1= Below Average 2=Average 3= Satisfactory 4= Good 6= Excellent 5= Very good

Q3.How often do you purchase mobiles? 5. Every two months 6. 2-4 months 7. 4-6 months
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8. Any time of the year

Q4. For what all purposes do you normally buy mobiles? (Please specify)__________________ Q5. Where did you come to know about Nokia? 5. Word of mouth 6. Print Media 7. Electronic media
8.

Retailers Recommendation

Q6. When do you go for new mobiles? 5. When old one is worn out 6. For change 7. Seek variety and range of mobiles 8. Special occasions

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Q7. Who influences your buying decision? 6. Friends 7. Trends 8. Family 9. Myself 10. Salesman

Q8. From where do you like to purchase your mobiles? 4. Multi-branded outlet 5. Exclusive showroom 6. Any other, please specify_____________ Q9. If in a multi-branded outlet, if your brand is not available, do you go for other brand?

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Q10. Have you ever used Nokia? What is your opinion about it?

BIBLIOGRAPHY http://www.scribed.com http://www.nokia.com

http://WWW.google.com

BOOKS C.R. KOTHARI PHILIP KOTLER

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