Introduction:

Nokia is well known and world known company for mobile devices and in congregating
communication and integrate industries. They have branches in 120 countries and sales in
150 countries with 128,445 employees. The operating profit of this worlds largest mobile
manufacturers is 5.0 and 37% of market share according to Q1 2009. For every market
segment and protocol they introduce mobile devices of different technology like W-CDMA
(UMTS), CDMA, and GSM. Nokia Siemens network make services and solution along with
telecommunication network equipment. They are providing digital map information and
internet services through owned subsidiary. This popular public liability company listed on
stock exchanges of New York, Helsinki, and Frankfurt. Nokia is a very important employer in
Finland and plays very vital role in the financial system of Finland. In fact as a partners and
sub contractors of Nokia Company, very small employers grown high in very short period. In
the year 1999 GDP of Finland increased more than 1.5% by Nokia and in the year 2004 it
was 3.5%. Hence Nokia is ranked as a best Finnish employer and best Finnish brand. Nokia
occupied a fifth place as a valuable global brand in the list of Interbred/Business Weeks best
global brands 2008. And its a first non US company ranked in the list. In the year 2007 it is a
number one brand in Asia and in Fortune's World's Most Admired Companies list of 2009
Nokia considered as 42nd worlds admirable company. According to AMR research Nokia
supply chain ranked sixth in the world and third in network communication. In case of
environmental issues Nokia holds a superior track of record in restraining the usage level of
toxic chemicals in their products. Those records are approved by Greenpeace environmental
organization. Comparing to other electronic brands Nokia highly reduced impact on climate
change and strongly supporting recycling of electronic waste. In 11th Greenpeace Guide
Nokia company obtained first place with improved
History
Nokia Corporation is aFinland basedmultinational company.
Founder -Fredrik Idestam in
1865(145Yrs)
Headquarter -Keilaniemi, Espoo, cityneighboring Finland's capital Helsinki.
CEO -Olli-Pekka Kallasvuo &Chairman -orma Ollila.
Started their business as manufacturer ofpaper

Study of important
What is International Marketing?
International marketing is simply the application of marketing principles to more than one
country. However, there is a crossover between what is commonly expressed as international
marketing and global marketing, which is a similar term. For the purposes of this lesson on
international marketing and those that follow it, international marketing and global marketing
are interchangeable.
Note: Keegans definition is typical of those that see international marketing a one stage of an
internationalisation process.
FEATURES OF EXPORT MARKETING
1.

Systematic Process:
Export marketing is a systematic process of developing and distributing goods and

services in overseas markets. The export marketing manager needs to undertake various
marketing activities such as marketing research, product design, branding, packaging,
pricing, promotion, etc. To undertake the various marketing activities, the export marketing
manager should collect the right information from the right source, analyze it properly and
then take systematic export marketing decisions.

2.

Customer Focus:

The focus of export marketing is on the customer. The exporter needs to identify
customer needs and wants, and accordingly design and develop products to generate and
enhance customer satisfaction. The focus on customer will not only bring in higher sales in
the overseas markets, but it will also improve and enhance goodwill of the firm.

3.

Trade Barriers:

Export trade is subject to trade barriers tariff and non-tariff barriers. The trade
barriers are the restrictions on free movement of goods between countries. Normally,
countries impose trade barriers on imports, in order to restrict imports. The export marketing
manager must have a good knowledge of trade barriers imposed by importing countries.

4.

Trading Blocs:
Export trade is also affected by trading blocs. Certain nations form trading bloc for

their mutual benefit and economic development. The non-members face problems in trading
with the members of a trading bloc due to common external barriers. Indian exporters should
have a good knowledge of important trading blocs which would enable them to negotiate
effectively with the companies located in such blocs. Some of the important trading blocs
include NAFTA, European Union, and ASEAN.

5.

Three-faced Competition:

In export markets, suppliers have to face three-faced competition, i.e., competition

from three angles :
(a)

From the other suppliers of the exporters country.

(b)

From the local producers of importing country, and

(c)

From the exporters of competing nations.

6.

Documentation:

Export marketing is subject to various documentation formalities. Exporters require

various documents to submit them to various authorities including customs, port trust, etc.
The documents include:

Shipping Bill

Consular Invoice

Certificate of Origin, etc.

7.

Dominance of Multinational Corporations:

Export marketing is dominated by MNCs or large corporations. At present MNCs

from USA, Europe and Japan play a dominant role in foreign trade. They are in a position to
develop world wide contacts through their network of branches/offices/ subsidiaries.

8.

Diverse Customs and Traditions:

The export markets differ in languages, customs, and traditions. The exporter may not
be able to cope up with these diversities. Therefore, he has to be selective. He should deal in
only such markets where he can easily handle or overcome such differences or diversities.

9.

Large Scale Operations:

Normally, export marketing is undertaken on a large scale. Emphasis is placed on large orders
in order to obtain economies in large scale production and distribution of goods. The
economies of large scale help the exporter to quote competitive prices in the overseas
markets.

10.

Subject to Regulations:

Export marketing is subject to various regulations health and safety regulations,

environmental regulations, and foreign exchange regulations. For instance, in India, exporters
should realize their export proceeds within a period of 180 days (in respect of consumer
goods) from the date of shipment. The SEZ units and status holders can realize within 360
days. Such restrictions are not applicable for domestic marketing.
11.

Marketing-Mix:

Export marketing requires the right marketing-mix for the target markets, i.e., exporting the
right product,. at the right price, at the right place and with the right promotion. The exporter
can adopt different marketing-mixes for different export markets, so as to maximise exports
and earn higher returns.
12.

International Marketing Research:

Knowing more about customers, dealers and competitors is a must not only in the domestic
markets, but also in the export markets. Marketing research is a must in export business due
to various factors, such as diversities in social, cultural, economic, and political environments
of distant markets.

PESTLE ANALYSIS
POLITICAL FACTOR: Nokia has been a member of the United Nations GlobalCompact since

2001Nokia reported spending $5.4 mn on lobbying in the U.S. in2007 and $2 mn on lobbying
in 2008
ECONOMIC FACTOR: Nokia had to change its functions from single market toglobal
market due to collapse of Russian Federation.
SOCIAL FACTOR:

Nokia had to change its functions from single market toglobal market due to collapse of
Russian Federation.
LEGAL FACTOR:
Patents and technology Health risk and regulation
ENVIRONMENTAL FACTOR:
Environmental impact of supplie products and processesEnvironmentally ethical
considerations amongst suppliersLife cycle impact of products throughout the supply chain
Changes in technology

Scope of International Marketing

International Marketing constitutes the following areas of business:Exports and Imports: International trade can be a good beginning to venture into international
marketing. By developing international markets for domestically produced goods and
services a company can reduce the risk of operating internationally, gain adequate experience
and then go on to set up manufacturing and marketing facilities abroad.
Contractual Agreements: Patent licensing, turn key operations, co production, technical and
managerial know how and licensing agreements are all a part of international marketing.
Licensing includes a number of contractual agreements whereby intangible assets such as
patents, trade secrets, know how, trade marks and brand names are made available to
foreign firms in return for a fee.
Joint Ventures: A form of collaborative association for a considerable period is known as
joint venture. A joint venture comes into existence when a foreign investor acquires interest
in a local company and vice versa or when overseas and local firms jointly form a new firm.
In countries where fully owned firms are not allowed to operate, joint venture is the
alternative.
Wholly owned manufacturing: A company with long term interest in a foreign market may
establish fully owned manufacturing facilities. Factors like trade barriers, cost differences,
government policies etc. encourage the setting up of production facilities in foreign markets.
Manufacturing abroad provides the firm with total control over quality and production.

Contract manufacturing: When a firm enters into a contract with other firm in foreign country
to manufacture assembles the products and retains product marketing with itself, it is known
as contract manufacturing. Contract manufacturing has important advantages such as low
risk, low cost and easy exit.
Management contracting: Under a management contract the supplier brings a package of
skills that will provide an integrated service to the client without incurring the risk and
benefit of ownership.
Third country location: When there is no commercial transactions between two countries due
to various reasons, firm which wants to enter into the market of another nation, will have to
operate from a third country base. For instance, Taiwans entry into china through bases in
Hong Kong.
Mergers and Acquisitions: Mergers and Acquisitions provide access to markets, distribution
network, new technology and patent rights. It also reduces the level of competition for firms
which either merge or acquires.
Strategic alliances: A firm is able to improve the long term competitive advantage by forming
a strategic alliance with its competitors. The objective of a strategic alliance is to leverage
critical capabilities, increase the flow of innovation and increase flexibility in responding to
market and technological changes. Strategic alliance differs according to purpose and
structure.

OBJECTIVES
For this project I have been instructed to come up with a marketing strategy for
anexisting company/product I have chosen to do Nokia communications, particularly
themobile phone sector of Nokia's business. To do this properly I will need to:*
Appropriately identify, collect and use primary and secondary data that is relevant
tothemarketing strategyof Nokia
Marketing Strategy
Wherever, whenever, we believer in
communicating, sharing and inthe awesome potentialof connecting the 2 billion who do,
with the4
billonwho dontAt Nokia, customers remain our top
priority.Customerfocus and consumer understanding mustalways drive our day-to-day
businessbehavior.
Nokias priority is to be
the most preferred partner tooperators,retailers and enterprises.Nokia will continue to
be a growth company,andwe will expand to new markets and businesses. Worldleading
productivityis critical for our future success.Our brand goal is for Nokia to become the
brandmostloved by our customers.In line with
these priorities, Nokias
businessportfolio strategy focuses on five areas, with eachhaving long-termobjectives:Create winning devices- Embrace consumer Internet serviceDeliverenterprise solutions- Build scale in networks- Expand professional
servicesThere arethree strategic assets that Nokia willinvest in and prioritize:Brandand design- Customer engagement and fulfillment- Technologyand architecture
SWOT analysis
Strengths
Nokia has long established identity (1898); lots of
available resources(financial, etc.)
Nokia has high penetration rate in Europe, especially
in Northern countries(close to 100%)

 Nokia Consumer Electronics has access to innovative technology through group

companies
Weakness
Lack of centralized marketing strategy and champion; completely different
positioning strategy depending on the country
Too many brand names (100) in one market;problem trying to find balance
Corporate culture is highly technical andoperational: So what if the
customerdoes notunderstand!; lack of customer service priority
Opportunities
Potential for brand name sales in Europe and Asia-pacific
Growing replacement and supplement televisionmarket
NCE has opportunity of using its technology toenhance user
-friendliness
Threats
The market for color TVs and VCRs isamature/saturated market; consumersare
buying lessoften and only to replace older units (same trend forallcountries across
EuropeCantdifferentiate based on technical advancementor price; competitorstoo fast
to match
Impact of recent purchases (for example, Sony) andmergers is unknown;competitors
are getting largerand integrating supply chains
Competitors (Samsung, Gold star,Daewoo) quicklyand successfully buildingbrand
name and imageBranding Strategy In the color TV market,neithertechnology nor price
provides a competitiveadvantage. The decision aconsumer makes topurchase is
primarily motivated by emotion, and isdrivenlargely by comfort level with a particular
brand.A successful branding strategy forNCE is, therefore,critical to gaining a
competitive advantage.Specifically,NCE should brand for the followingreasons:
Competitive advantage is gained through brandname (not technology or price)
According to brand awareness studies, Nokia isrecognized most of the time
(inGermany, France,Italy, UK and Norway), but not necessarily affiliatedwithconsumer
electronics such as TVs and VCRs
Consumers buy televisions basedon emotion

 Consumers perceive value in features that aremarketed as user-friendly. In the past

Nokia hasrelied heavily on its ability to innovateit is astrongtechnology
company.However, it is not good at introducing orpackagingthis technology for
consumers. It must introduce anew mindsetto NCE; a strategic shift that
encouragescustomer service and internationalmarketing.Internal Management
Challenge faces at least two challenges within NCEthat he must addressimmediately
:1. Lack of a marketing champion incorporateheadquarters
2. A continued reliance on technology as themainmarketing approach.
For example, the remote controlTV mouse

initial Hurdles
When Nokia entered India , telecom policies were not conducive for growth of mobile
phone industry.
Tariffs levied
on importing mobilephones were as high as 27%.
Usage charges Rs.16 per minute, at thesehigh rates, consumer did not take tomobile phones.
Competition from other powerful globalplayers like Motorola, Sony, Siemens
INDIA NOKIAFORESEES GREAT
POTENTIAL
Infrastructure business is under Nokia Networks(now called Nokia Siemens Network
Now key supplier to all the top GSM operatorsincluding Airtel, Vodafone, BSNL & IDEA.
Nokia has also set-up itsGlobal NetworksSolutions Centerin Chennai. Solutions
Centerperformsnetwork operation tasksforoperators in Asia Pacific, Europe, Middle
East andAfrica.
Huge opportunity
India has second largest market after China.
Today 6-7 million new subscribers everymonth.
Indian consumers tend to change their phonevery fast.
C
R

O
A

U
T

N
E

R
(

Country
japan
brazail
Australia
china
India

Call rate ( cents)

33
11
24
4
2

Urban rural teledensity

Month
Mar - 98
Mar-99
Mar-00
Mar-01
Mar-02
Mar-03

Total teledensity
1.9
2.3
2.9
3.6
4.3
5.3

Urban tele-density
5.8
6.9
8.2
10.4
12.3
23.2

Rural teledenity
0.4
0.5
0.7
0.9
1.2

Strategies
Customer remains the top priority
- Nokias priority is to be the most preferred partner tooperators, retailers and enterprise- the
brand goal for Nokia is to become the most lovedbrand by the customer
Nokia s business strategy focus on 5areas:
- create winning devices- embrace consumer internet service- Deliver enterprise solutionBuild scale in networks- expand professional services

Recent achievements &Recognition

Ranked4th in the Most Trusted Brand-Survey by Brand Equity - 2007.
RankedNo1. MNCin India by BusinessWorld-2007.
RankedNo. 1 in the Consumer Durablesin India in 2005-06.
No. 1 telecom equipment vendorfrom2004- 07.
Asias most trusted brand in 2006
by theMedia-Synovate survey.
'Brand of the Year'at CII Brand Summit in2005.
Golden Peacock Award 2004
for Nokia1100, for most innovative product in the
Year 2008
India is only country where Nokia is present inthe entire range- R & D, retail, manufacturing
and services.
75000+ outlets to sell Nokia products.
Nokia has62.5% share in mobile handset market in India.
Launched a new service brand Ovi for Internet services
To access on-demand online music andgamesbesides other entertainment content.
Nokia N95 with maps that enable users tofind their way to people and places. Mapsservices
also have aroute finder

RESEARCH METHODOLOGY
RESEARCH DESIGN
The Research Design adopted in the study wasdescriptive in nature because the study aims
atdescribing the situation as it exists at present.
It shows the consumers satisfaction for Nokia mobiles
.
SAMPLE SIZE
The Sample Size of this study is 50
.
POPULATION
The Population of this study is indefinite.
SAMPLING METHOD
The study involves area sampling method. Area sampling methodinvolves selecting a
probability sample of geographic areas andselecting units or individuals within the selected
areas for thesample.
SOURCES OF DATA
The Study used both Primary and Secondary data
.PRIMARY DATA
The primary data was collected from the respondentsusing questionnaire.
SECONDARY DATA:
The Secondary data was collected from the companysofficial website.
METHODS OF DATA COLLECTION
Data was collected from the customers with the help of aquestionnaire.
DATA ANALYSIS METHOD
The Data was collected from the main study and was analyzed usingBased on the results
conclusion were drawn andsuggestions were made

No. of users of Nokia mobiles

tABLE 1TABLE SHOWING THE USERS OF NOKIA

Serial no
1
2
Tatal

Particular
Yes
No

No of respodents
2
15

percentages
12%
88%
100

MARKETING MIX

Product
Latest technology.
Text messaging and games like Snake andMemory.
Bulky and quite unattractive but now theyare all quite sleek and stylish.
Accessories that consumers buy with them(carry cases, hands free kits and in-carchargers)
Price
Penetration Pricing
Competitor Based Pricing
Place
Mobile phone dealerships
Retailers and electrical suppl
Promotion
One Big AdvertisingCampaign
Organizational Culture
The Nokia Way-emphasizes the speed andflexibility of decision-making.
Flat-networked organization with a certainamount of bureaucracy.
Equality of opportunities and employeeparticipation.
The Nokia Values are Customer Satisfaction,Respect, Achievement, and Renewal.
Contd

The 10 largest markets wereUS, UK, China, Germany, Italy, France, UAE, Thailand, Brazil
and Poland, togetherrepresenting 60% of total sales
Nokia has appointed JWT as its global networkmarketing agency
JWT will support the lead creative agencies in theimplementation and localization of
globalcampaigns.
Also, as a strategic global partner, the agency willsupport local marketing activities in over
80

Noki97
Nokia 63

nokia classic5300

Nokia xpressmusic

Nokia lumia 520

Facts and finding

Challenges of growth

The Nokia House, Nokia's head office located by the Gulf of Finland in Keilaniemi, Espoo,
was constructed between 1995 and 1997. It was the workplace of more than 1,000 Nokia
employees.[20]
In the 1980s under CEO Kari Kairamo, Nokia expanded into new fields, mostly by
acquisitions. In the late 1980s and early 1990s, the corporation ran into serious financial
problems, partly due to heavy losses in its television manufacturing division.[49] Kairamo
committed suicide in 1988. After Kairamo's death, Simo Vuorilehto became Nokia's chairman
and CEO. In 19901993, Finland underwent a severe recession,[50] which also struck Nokia.
Under Vuorilehto's management, Nokia was severely overhauled. The company responded by
streamlining its telecommunications divisions and by divesting itself of the television and PC
divisions.[51]
Probably the most important strategic change in Nokia's history was made in 1992, however,
when the new CEO Jorma Ollila made a crucial strategic decision to concentrate solely on
telecommunications.[22] Thus, during the rest of the 1990s, the rubber, cable and consumer
electronics divisions were gradually sold as Nokia continued to divest itself of all of its nontelecommunications businesses.[22]
As late as 1991, more than a quarter of Nokia's turnover came from sales in Finland.
However, after the strategic change of 1992, Nokia sales to North America, South America
and Asia became significant.[52] The worldwide popularity of mobile telephones, beyond even
Nokia's most optimistic predictions, created a logistical crisis in the mid-1990s,[53] prompting
Nokia to overhaul its entire supply chain.[54] By 1998, Nokia's focus on telecommunications
and its early investment in GSM technologies had made the company the world's largest
mobile phone manufacturer, a position it held until 2012. Between 1996 and 2001, Nokia's
turnover increased almost fivefold from 6.5 billion euros to 31 billion euros.[52] Logistics
continued to be a major advantages over rivals, along with greater economies of scale.[55]

2000 to 2010

The flagship Nokia store in So Paulo, Brazil

Product releases

Reduction in size of Nokia mobile phones. Left to right: Nokia 638 (1996; 19.06 cm height),
Nokia 2160 EFR (1996; 16.42 cm), Nokia 5160 (1998; 14.84 cm), Nokia 6070 (2006; 10.5
cm)
Nokia launched the Nokia 3310 in late 2000 as the successor of the Nokia 3210. It has
become one of the most popular devices of all time. The Nokia 1100 handset in 2003,[31]
shipping over 200 million units, is the best-selling mobile phone of all time and the world's
top-selling consumer electronics product, and contributed to the company's rise in developing
markets.[56] Nokia was one of the first to recognize the market opportunity in combining a
game console and a mobile phone (both of which many gamers were carrying in 2003) into
the N-Gage. The N-Gage was a mobile phone and game console meant to lure gamers away
from the Game Boy Advance, though it cost twice as much.[57]
Nokia Productions was the first mobile filmmaking project directed by Spike Lee. Work
began in April 2008, and the film premiered in October 2008.[58]

In 2009, the company reentered the personal computing market, announcing a high-end
Windows-based netbook called the Nokia Booklet 3G.[48] The company also entered the
smartphone market.[59]
Symbian OS
Symbian was Nokia's main smartphone operating system until 2011.
Symbian was popular among the smartphone market during the 2000s. Some popular
Symbian-powered devices include the Nokia 7650, the first S60 smartphone; Nokia N-Gage
the first game-centric smartphone; Nokia 6600, the first Symbian smartphone to sold over a
million unit with a soap-like design; Nokia 7610, the first Nokia with a megapixel camera;
Nokia 6630 the first 3G Nokia smartphone; Nokia N90, the first camera-centric phone; Nokia
N95, a popular slider; Nokia N82, with Xenon flash; Nokia E71, offering a full "qwerty"
keyboard and premium build; Nokia 5800 XpressMusic the first full-touch smartphone;
Nokia N97 with full-touchscreen and a side-sliding QWERTY keyboard; Nokia X6 the first
capacitive touchscreen and the Nokia N8 with the newer Symbian^3 and 12 megapixel
camera.
The 2012 Nokia 808 PureView had a record 41-megapixel camera, and represented the end of
the Symbian platform after its replacement by Windows Phone.[60]

New products, recovering market share, lack of profits

In January 2013, Nokia reported 6.6 million smartphone sales for Q4 2012 consisting of 2.2
million Symbian and 4.4 million sales of Lumia devices (Windows Phone 7 and 8).[149] In
North America, only 700,000 mobile phones have been sold including smartphones.
In May 2013 Nokia released the Asha platform for its low-end borderline smartphone
devices. The Verge commented that this may be a recognition on the part of Nokia that they
are unable to move Windows Phone into the bottom end of smartphone devices fast enough
and may be "hedging their commitment" to the Windows Phone platform.[150]
In the same month, Nokia announced its partnership with the world's largest cellular operator
China Mobile to offer Nokia's new Windows-based phone, the Lumia 920, as Lumia 920T, an
exclusive Chinese variant. The partnership was a bid by Nokia to connect with China
Mobile's 700 million-person customer base.[151]
Following the second quarter of 2013, Nokia made an operating loss of 115m (98.8m),
with revenues falling 24% to 5.7bn, despite sales figures for the Lumia exceeding those of
BlackBerry's handsets during the same period. Over the nine-quarters prior to the second
quarter of 2013, Nokia sustained 4.1 billion worth of operating losses. The company
experienced particular problems in both China and the U.S.; in the former, Nokia's handset
revenues are the lowest since 2002, while in the U.S., Francisco Jeronimo, analyst for
research company IDC, stated: "Nokia continues to show no signs of recovery in the US
market. High investments, high expectations, low results."[152]
In July 2013, Nokia announced that Lumia sales were 7.4 million for the second quarter of
the year a record high

2013-present
Nokia X
Steven Elop unveiling the Nokia X in February 2014
In February 2014, Nokia unveiled the Nokia X familya new line of low-end smartphones
running a fork of the Android operating system oriented towards Nokia and Microsoft
services, and with an interface inspired by the Asha and Lumia lines. Nokia aimed the
devices specifically towards emerging markets.[154]
Sale of mobile phone business to Microsoft
On 2 September 2013, Microsoft announced that it would acquire Nokia's mobile device
business in a deal worth 3.79bn, along with another 1.65bn to license Nokia's portfolio of
patents for 10 years; a deal totaling at over 5.4bn. Steve Ballmer considered the purchase to
be a "bold step into the future" for both companies, primarily as a result of its recent
collaboration.[8][9][155][156] In an interview with Helsingin Sanomat, former Nokia executive
Anssi Vanjoki commented that the Microsoft deal was "inevitable" due to the "failed
strategy" of Stephen Elop.[157]
The deal was closed on 25 April 2014 for "slightly more" than the originally stated 5.44
billion.[158] Nokia's mobile phone assets became a part of Microsoft Mobile, a new subsidiary
of Microsoft based in Finland.[159][160] The deal was originally expected to be closed in March
2014, but was delayed by a tax dispute involving a factory in Indiaofficials claimed that
Nokia had not properly paid taxes on devices that were produced at the plant, but sold
domestically (exports are exempt from taxes). Indian governments had required that Nokia
place money in escrow before it was allowed to transfer control of the factory to Microsoft.
As a result, the plant will not be transferred to Microsoft, but will produce products on behalf
of the company.[161][162][163]
As part of the deal, Microsoft acquired the Asha and Lumia brands, but only has a limited
license to the Nokia brand. Microsoft can only use the Nokia brand to promote Lumia
products for 18 months after the closure of the acquisition, X products through 31 December
2015, and feature phones such as the Series 30 and Series 40 series for 10 years. Microsoft
will only use its own brand on new "product[s], applications and experiences". Microsoft also
did not acquire any rights to the Nokia tune, which the company may only use on Nokiabranded devices, where it must be set as default. Nokia itself is also subject to a non-compete

clause forbidding it from manufacturing any Nokia-branded phones until 31 December 2015.
[164][165][166]

Microsoft also took over Nokia's website and social media outlets following the

closure of the deal; this arrangement will be in place for a minimum of one year after the
closure.[159]
A number of Nokia executives joined Microsoft as a result; Stephen Elop became the head of
Microsoft's devices team (which include products such as Xbox and Surface lines); Risto
Siilasmaa replaced Elop as interim CEO, before the appointment of Rajeev Suri. Postacquisition, Nokia now focuses on three core business units; its Here mapping service (which
Microsoft will license for four years under the deal), its infrastructure division Nokia
Solutions and Networks (NSN), and on developing and licensing its "advanced technologies".
[8][8][9][155][156]

In July 2014, Microsoft announced a significant layoff of workers, including 12,500 workers
from the former mobile phone group at Nokia.[167] It was also reported that Microsoft had
ended future development of Nokia's feature phone and X lines in favor of focusing
exclusively on Windows Phone.[168][169]
Post Devices & Services business sale
Nokia has been involved in the acquisition of other companies. These include Medio Systems
by the HERE division.[170]
The Technologies division announced their first consumer product in June 2014, the Nokia Z
Launcher, a home screen interface written for Google's Android OS.[171]
China Mobile deal
In October 2014, Nokia and China Mobile signed a $970 million framework deal for delivery
between 2014 and 2015.[172]
Operations
Nokia is a public limited-liability company listed on the Helsinki, Frankfurt, and New York
stock exchanges.[6] Nokia plays a very large role in the economy of Finland.[173][174] It is an
important employer in Finland and works with multiple local partners and subcontractors.[175]
In 2009 Nokia contributed 1.6% to Finland's GDP, and accounted for about 16% of Finland's
exports in 2006.[176]

Divisions
Since the Microsoft acquisition, Nokia comprises three business groups: Mobile Solutions,
HERE, and Technologies.
On 1 April 2007, Nokia's Networks business group was combined with Siemens's carrierrelated operations for fixed and mobile networks to form Nokia Siemens Networks, jointly
owned by Nokia and Siemens and consolidated by Nokia.[177] Nokia bought the 50% share
and took full control of the group on 3 July 2013.[178]
Markets
Markets is responsible for Nokia's supply chains, sales channels, brand and marketing
functions of the company, and is responsible for delivering mobile solutions to the market.[179]
HERE
HERE is responsible for Nokia's suite of navigation services (formerly under the Ovi brand).
[180]

HERE's map data originated in Navteq, a Chicago, Illinois-based provider of digital map data
and location-based content and services for automotive navigation systems, mobile
navigation devices, Internet-based mapping applications, and government and business
solutions. Navteq was acquired by Nokia on 1 October 2007.[5] Navteq's map data became
part of the HERE Maps online service where users can download maps, use voice-guided
navigation and other context-aware web services.[179]
Nokia Networks
Main article: Nokia Networks
Nokia Solutions and Networks (NSN), previously known as Nokia Siemens Networks B.V. is
a multinational data networking and telecommunications equipment company headquartered
in Espoo, Finland. NSN was a joint venture between Nokia (50.1%) and Siemens (49.9%),
but is now a wholly owned subsidiary of Nokia. It is the world's fourth-largest telecoms
equipment manufacturer measured by 2011 revenues (after Ericsson, Huawei and AlcatelLucent).[181] NSN has operations in around 150 countries.[182]
The NSN brand identity was launched at the 3GSM World Congress in Barcelona in February
2007.[183] NSN provides wireless and fixed network infrastructure, communications and

networks service platforms, as well as professional services to operators and service

providers.[179] NSN focuses on GSM, EDGE, 3G/W-CDMA, LTE and WiMAX radio access
networks; core networks with increasing IP and multiaccess capabilities and services.
In July 2013, Nokia bought back all shares in Nokia Siemens Networks for a sum of US$2.21
billion.[184]
Research
The Nokia Research Center, founded in 1986, is Nokia's industrial research unit consisting of
about 500 researchers, engineers and scientists;[185][186] it has sites in seven countries: Finland,
China, India, Kenya, Switzerland, the United Kingdom and the United States.[187] Besides its
research centers, in 2001 Nokia founded (and owns) INdT Nokia Institute of Technology, a
R&D institute located in Brazil.[188] Nokia operates a total of 7 manufacturing facilities[6]
located at Manaus, Brazil; Beijing and Dongguan, China; Komrom, Hungary; Chennai,
India; Reynosa, Mexico; and Changwon, South Korea.[69][189] Nokia's industrial design
department is headquartered in Soho in London, UK with significant satellite offices in
Helsinki, Finland and Calabasas, California in the US.

Controversies
NSN's provision of intercept capability to Iran

In 2008, Nokia Siemens Networks, a joint venture between Nokia and Siemens AG,
reportedly provided Iran's monopoly telecom company with technology that allowed it to
intercept the Internet communications of its citizens.[209] The technology reportedly allowed
Iran to use deep packet inspection to read and even change the content of everything from "e-

mails and Internet phone calls to images and messages on social-networking sites such as
Facebook and Twitter". The technology "enables authorities to not only block communication
but to monitor it to gather information about individuals, as well as alter it for disinformation
purposes,". During the post-election protests in Iran in June 2009, Iran's Internet access was
reported to have slowed to less than a tenth of its normal speeds, and experts suspected this
was due to the use of the interception technology.[210]
The joint venture company, Nokia Siemens Networks, asserted in a press release that it
provided Iran only with a 'lawful intercept capability' "solely for monitoring of local voice
calls". "Nokia Siemens Networks has not provided any deep packet inspection, web
censorship or Internet filtering capability to Iran," it said.[211]
In July 2009, Nokia began to experience a boycott of their products and services in Iran. The
boycott was led by consumers sympathetic to the post-election protest movement and
targeted at those companies deemed to be collaborating with the Islamic regime. Demand for
handsets fell and users began shunning SMS messaging.[212]

ex Nokia
In 2009, Nokia heavily supported a law in Finland that allows companies to monitor their
employees' electronic communications in cases of suspected information leaking.[213] Contrary
to rumors, Nokia denied that the company would have considered moving its head office out
of Finland if laws on electronic surveillance were not changed.[214] The Finnish media dubbed
the law Lex Nokia because it was implemented as a result of Nokia's pressure.

The law was enacted, but with strict requirements for implementation of its provisions. Until
February 2013, no company had used its provisions. In 25 February the Office of Data
Protection Ombudsman confirmed that city of Hmeenlinna had recently gave the required
notice.[215]
NokiaApple patent dispute
In October 2009, Nokia filed a lawsuit against Apple Inc. in the U.S. District Court of
Delaware claiming that Apple infringed on 10 of its patents related to wireless
communication including data transfer.[216] Apple was quick to respond with a countersuit
filed in December 2009 accusing Nokia of 11 patent infringements. Apple's General Counsel,
Bruce Sewell went a step further by stating, "Other companies must compete with us by
inventing their own technologies, not just by stealing ours." This resulted in an ugly spat
between the two telecom majors with Nokia filing another suit, this time with the U.S.
International Trade Commission (ITC), alleging Apple of infringing its patents in "virtually
all of its mobile phones, portable music players, and computers."[217] Nokia went on to ask the
court to bar all U.S. imports of the Apple products including the iPhone, Mac and the iPod.
Apple countersued by filing a complaint with the ITC in January 2010.[216]
In June 2011, Apple settled with Nokia and agreed to an estimated one time payment of $600
million and royalties to Nokia.[218] The two companies also agreed on a cross-licensing
patents for some of their patented technologies.[219][220]
Alleged tax evasion in India
Nokia's Indian subsidiary has been charged with non-payment of TDS and transgressing
transfer pricing norms in India.[221] The unpaid TDS of 30 billion, accrued during a course of
six years, due to royalty paid by the Indian subsidiary to its parent company.[222]

Nokia's biggest problem is not Apple and the iPhone, but their ability to communicate with
the outside world .
- the Finnish language is difficult, especially if you are trying to make yourself sound
sexy
A lot has been said and written about the mobile market during the past three years and many
in the business have had an opinion about Nokias results and how the mobile market has

been developing. But a closer examination of how the press has treated Nokia shows that they
have been extremely critical about Nokia and how Nokia has been doing business.
At the same time, these same people have had an opinion about Apple and the iPhone and
there is no doubt that the attention the iPhone has received from the press has been much
more positive, despite Apple still being a marginal market player in a global perspective. For
some reason, a great deal of the global press corps have simply been totally uncritical about
Apple and the iPhone market.
How many articles have you read that described how iPhone sales experienced a flat growth
for four quarters in a row from Q3 2009 to Q2 2010? How many articles have you seen that
have described how Apples distribution has grown over time and whether there is a
relationship between the development of Apples sales and their distribution growth? We have
not seen any such articles, but on the other hand this does not surprise us.
Nokia can be evaluated in many different ways. You could for example measure their success
by the number of people that choose to purchase a Nokia mobile phone every year. In that
area, Nokia is still by far the world's largest market player, with a market share almost twice
the size of their nearest competitor.
You could also evaluate Nokia based on their smartphone market share. Despite Nokia having
decreasing smartphone market shares, it is still a fact that Nokia was almost alone on that
market for a long period of time, and that Nokia still has a smartphone market share that is
larger than their overall market share. Today, Nokia is still selling over twice as many
smartphones as their closest competitor.
Some people are evaluating Nokia's ability to offer an alternative to the iPhone. From both
the media - and many end users point of view - there is no doubt that Nokia has not been
capable of delivering a serious alternative to the iPhone, despite the fact that Nokia is the
largest smartphone manufacturer.
During recent years, Nokia has achieved most success on the low and medium end mobile
phone market. In this area Nokia has almost eliminated many of their competitors, who were
unable to match the tough competition from Nokia and wisely retreated from these market

segments, focusing instead on smartphones.

Nokia has similarly more or less eliminated some of their competitors in regions like South
America, Africa, large parts of Asia including China and India, and also Russia. Somewhat
simplified one could say that Apple has been very successful in the regions of the world that
have experienced the current financial recession - the USA and parts of Europe, while Nokia
has been focusing on the regions around the world that are experiencing financial growth.
From our point of view there is no doubt that Nokia has not been particularly successful in
the smartphone area, but on the other hand they have done extremely well in many other
product areas and achieved a unique market position on some of the most interesting markets
in the world - most companies can only dream of dominating the BRIC countries.
Strand Consultant believes that Nokia is greatest problem lies in their communication. It is a
paradox that a company whose core business is selling communications solutions is having
such great difficulty in communicating with the outside world.
It will be interesting to see whether Nokia's new CEO Stephen Elop will be better at
communicating than Olli-Pekka Kallasvuo - whose degree in law most certainly did not
contribute to his communication skills.
There is no doubt that Stephen Elops background from Macromedia has given him a great
deal of experience in communicating with the American press, although the American press
does seem to constantly paint a very one-sided picture of the mobile market. Many American
journalists hardly realise that there is a mobile market outside the USA, regardless of the fact
that the American mobile market is only 7 % of a global mobile market that is still totally
dominated by Nokia in all areas.
So the billion dollar question is whether Stephen Elop will be capable of improving Nokia's
communication to the extent that the global press corps - and especially the stock market will gain a better understanding of Nokia and the staggering number of customers that are
actually purchasing Nokia mobile phones every day?
One thing we are sure of, and that is that Finnish is by no means the world's most sexy

language. While it may be possible to seduce a beautiful woman in Finnish, it will require a
very different approach to seduce the mobile industry's opinion formers and their current
opinion of Nokia.

The real reason Nokia went with Windows

Phone instead of Android
or a long time coming, Nokias resistance to join Android was portrayed by the
Finnish company with a stern stance. Then-executive Anssi Vanjoki even joked
about it, saying an OEM using Android is like a Finnish boy peeing their pants for
warmth in the winter. Thats a statement that never fails to pop to the front of
our minds every time we think about their Android-powered Nokia X line.

appears that comment was more truthful than it was funny, though, with Nokias latest
explanation injecting a lot more sense into it. In a recent ask me anything session, CEO
Stephen Elop recently revealed the reasoning behind going with Windows Phone instead of
Android:
When we made the decision to focus on Windows Phone back in 2011, we were very
concerned that a decision to pursue Android would put us on a collision course with
Samsung, who already had established a head of steam around Android. That was the right
decision, as we have seen virtually all other OEMs from those days pushed to the side.
It seems Elop was right, because not even the onconce-dominant HTC is able to overcome
Samsungs stranglehold on the Android smartphone market. The HTC One from yesteryear
and this years follow-up are great smartphones, but HTC is still finding it difficult to sell
enough units to stay in the black.
The Taiwanese company has seen declining profits and revenue for months now (they were in
the red last quarter), and have even suffered their first consecutive quarters with net operating
losses. Its not enough of a drop to count HTC out just yet, but its enough to make us worried
about their future.

And HTC isnt the only competing smartphone manufacturer in tough waters. Sony, LG,
Motorola and more are finding it difficult to find solid footing in these races despite coming
forth with their strongest products yet in recent months.

Its not as if Nokia is doing much better than any of them, though. Windows Phone itself still
plays second fiddle to Android and iOS, and by a very large margin. Microsoft only owns
about 3.4% of the US smartphone market share last we heard, and Nokia likely commands a
vast majority of that. The global numbers figure to show a similar trend.
Of noteworthy mention is Nokia going back on their own word and releasing the Nokia X
line, though Elop contends they did that to attack a specific need in specific markets, and not
to try and cash-in quick on Androids insane success.
So whats the difference between Nokia and other Android-focused OEMs? The difference is
that their focus on Windows Phone has allowed them to stand out in a new ecosystem, which
is a major reason why Microsoft was interested enough to close the books on a deal that
would see them acquiring the manufacturer.
Should Microsoft do the unthinkable and find a breakthrough moment with Windows Phone
to steal a considerable amount of market share from iOS and Android, Nokia (or Microsoft?)
will be first in line to reap the benefits of that. Thats a lot more than any other Android OEM
not named Samsung can say.

Devices is responsible for developingthe best device portfolio for themarketplace,

including sourcing of components
Services & Software reflectsstrategic emphasis on developingand growing
offering of consumerInternet services and enterprisesolutions and software.

Markets is responsible formanagement of supply chains, saleschannels, and brand &

marketingactivities.

The Corporate Development Officefocuses on strategy and futuregrowth, and provides

operationalsupport for integration across all th

Infrastructure and related servicesbusiness is conducted through NokiaSiemens Networks, a

separatecompany jointly owned by Nokia andSiemens and consolidated by Nokia

NAVTEQleading provider of comprehensivedigital map data for automotivenavigation

systems, mobile navigationdevices, Internet-based mappingapplications, and government
andbusiness solutions.
FUTURE PLANS
Low cost , web enabling handsets by 2010.Targeting hundreds of millions of usersof the
internet.To bring internet access to all themasses in India.

Nokia aims to be no.

1
in bringing the

FUTURE MARKETING STRATEGY FOR NOKIA

Nokia is very best in the world.Motorola and Samsung must now be inthe FUW list inNokia
board meeting.Nokia , quite alarmed by the droppingsales of its phones, is now putting all its
weight


Motorola gives a dashy-flashy name to its phones.

Consumers are more attracted by names.

Nokia advertises more than Motorola.

Nokia would soon go to the marketingways.

More focus on 3G and entering into

Conclusion
From the analysis of the Proton & India:

Protons Price, Mileage & other features willbe apt for the Indian Market , which will
helpProton to compete.
But,we
suggestthat
Proton can
Succeed
inthe
Indian market
,iftheyjoinwiththelocalcompanyi.e.,Jointventure(wherethereislargecompetitorslikeToyota,Tata,
Fordetc..)

Conclusion
okia has created a set of values which enables the organisation to adapt to the rapidly
changing environment of telecommunications.
Although the future of telecommunications cannot be predicted accurately, an organisation
which clearly understands its market and its product, with a confident and flexible work
force, will be in a very strong position to change with its environment and shape the future of

Read more: http://businesscasestudies.co.uk/nokia/building-a-globaltelecommunications-business/conclusion.html#ixzz3HoVcofmu

Follow us: @Thetimes100 on Twitter | thetimes100casestudies on Facebook

1. Which category below includes your age?

Which category below includes your age? 17 or younger
18-20
21-29
30-39
40-49
50-59
60 or older
*
2. Which of the following best describes your current occupation?
Which of the following best describes your current occupation? Business, Management
or Financial
Computer, Mathematical or Engineering
Community and Social Service
Legal
Education, Training, and Library
Arts, Design, Entertainment, Sports, and Media
Healthcare
Building,Grounds Cleaning and Maintenance
Retail
Office and Administrative Support
Farming, Fishing, and Forestry
Construction and Extraction
Student
Unemployed

Prefer not to say

Other (please specify)

3. What is your approximate average household income?

What is your approximate average household income? 0-24,999
25,000-49,999
50,000-74,999
75,000 and up
Prefer not to say
*
4. What was your first mobile phone?
What was your first mobile phone? Motorola
Nokia
Apple
Sony/Ericsson
HTC
Google
Samsung
Blackberry
Philip
5. What is your current mobile phone?
What is your current mobile phone? Motorola
Nokia
Apple
Sony/Ericsson
HTC

Google
Samsung
Blackberry
Philips
Siemens
Panasonic
Other (please specify)

*
6. What 3 features are most important to you when purchasing a mobile phone?
What 3 features are most important to you when purchasing a mobile phone? Operating
system
Design
Brand
Camera/Video Capabilities
Technical Specifications (RAM, Storage Space, processor etc.)
Availability of applications
Ease of use
Screen Size/Product Dimensions
Battery life
Other (please specify)

*
7. What is the primary usage of your phone?
What is the primary usage of your phone? Social (e.g. calling/texting friends and
family)

Business
Gaming
Other (please specify)
*
8. Rate the following companies on reputation, quality of product/service, and their
products/services value for money. (1 = very poor, 5 = average, 10 - Excellent)
5
1 (V.Poor)
2
3
4
(Avera
6
7
8
9
ge)
*Rate

10
(Exelle
nt)

the
following
companies
on
reputation,
No
No
quality of
No
No
No
No
No
No
No
product/serv
Nokia
ice, and
kia
kia
Reputat
their
kia
kia
kia Reputat kia
kia
kia
kia Reputat
ion
products/ser Reputat Reputat Reputat ion 5 Reputat Reputat Reputat Reputat ion 10
vices value ion 2 ion 3 ion 4 (Averag ion 6 ion 7 ion 8 ion 9 (Exelle
for money.
e)
nt)
(1 = very
poor, 5 =
average, 10
- Excellent)
Nokia
Reputation
1 (V.Poor)
No
No
No
No
No
No
No
No
No
Nokia
kia
kia
Nokia
kia
kia
kia Quality kia
kia
kia
kia Quality
Quality
Quality
of
Quality
Quality
Quality
of
Quality
Quality
Quality
Quality
of
of
Service
1
of
of
of
Service
of
of
of
of
Service
Service
(V.Poor) Service Service Service 5 Service Service Service Service 10
2
3
4 (Averag 6
7
8
9
(Exelle
e)
nt)
Nokia
Nokia
No
No
No
No
No
No
No
No
No
Value
for
Value for
kia
kia
kia
kia
kia
kia
kia
kia
kia
money money 1 Value Value Value Value Value Value Value Value Value
(V.Poor)
for
for
for
for
for
for
for
for
for
money money money money money money money money money
2
3
4
5
6
7
8
9
10

1 (V.Poor)

Apple

Ap

5
(Avera
ge)
(Averag
e)
Ap

Ap

Ap

Ap

Ap

10
(Exelle
nt)
(Exelle
nt)
Ap

Ap

Ap

Apple
ple
ple
Reputat
ple
ple
ple Reputat ple
ple
ple
ple Reputat
Reputation
ion
Reputat Reputat Reputat ion 5 Reputat Reputat Reputat Reputat ion 10
1 (V.Poor)
ion 2 ion 3 ion 4 (Averag ion 6 ion 7 ion 8 ion 9 (Exelle
e)
nt)
Ap
Ap
Ap
Ap
Ap
Ap
Ap
Ap
Ap
Apple
ple
ple
Apple
ple
ple
ple Quality ple
ple
ple
ple Quality
Quality
Quality of Quality Quality Quality of Quality Quality Quality Quality of
of
Service 1
of
of
of Service of
of
of
of Service
Service
(V.Poor) Service Service Service 5 Service Service Service Service 10
2
3
4 (Averag 6
7
8
9
(Exelle
e)
nt)
Ap
Ap
Ap
Ap
Ap
Ap
Ap
Ap
Ap
Apple
ple
ple
Apple
ple
ple
ple
Value
ple
ple
ple
ple
Value
Value
Value for Value Value Value
for
Value Value Value Value
for
for
money
1
for
for
for
money
for
for
for
for
money
money
(V.Poor) money money money
5
money money money money 10
2
3
4 (Averag 6
7
8
9
(Exelle
e)
nt)
Bla
Bla
Blackb
Bla
Bla
Bla
Bla
Bla
Bla
Bla
Blackbe
ckberry
ckberry
rry
erry
ckberry ckberry ckberry Reputat ckberry ckberry ckberry ckberry Reputat
Reputat
Reputation Reputat Reputat Reputat ion 5 Reputat Reputat Reputat Reputat ion 10
ion
1 (V.Poor) ion 2 ion 3 ion 4 (Averag ion 6 ion 7 ion 8 ion 9 (Exelle
e)
nt)
Bla
Blackb
Blackbe
rry
ckberry
Quality erry Quality Quality
of
of Service 1 of
Service (V.Poor) Service
2

HYPOTHESIS
Literature survey suggests that, buyers perceive or build brand reputation of mobilephones in
terms of
(1)product (quality):-(2) price (affordability):-(3) promotion (adv. & communication) :-(4)
place (availability
):-Based on the Theoretical framework, the following hypotheses were developed.Sufficient
evidence exists to conclude that no linear relationship exists between
Nokias dependent variable brand reputation and independent variables s
uch asproduct, price, promotion, and place. At least one of the predictor variables has a
linear relationship with the dependent variable brand reputation.
Growth and achievementsGROWTH
1.
By 2010 number of mobile subscribers globally will increase to 4 billion.2.
Worldwide 1 billion people use a Nokia device daily.3.
India is the fastest growing market in terms of subscriber growth - over 8million new
subscribers per month.4.
6 devices sold every second (worldwide), 2 per second out of them in India;India is the
second largest market for Nokia.5.
Organized Trade - the Indian retail market, is the fifth largest retaildestination globally, it's
estimated to grow to US$ 427 billion by 2010.Nokia has been working closely with operators
in India to increase thegeographical coverage and lower the total cost of ownership for
consumers. Today,Nokia has one of the largest distribution network with presence across
1,30,000outlets. In addition, the company also has Nokia Priority Dealers across thecountry
and Nokia
Concept stores
in Bangalore, Delhi, Jaipur, Hyderabad,Chandigarh, Ludhiana, Chennai, Indore and Mumbai
to provide customers acomplete mobile experience.Nokia will further increase its efforts to
build trusted consumer relationships,moving from single transactions to dynamic dialogue
with the consumers. Nokiawill continue to invest to drive growth in the device business. The
vision of Nokiais a world where everybody can be connected, thus we will aim to address
everyrelevant geography and price point and strive to bring the best mobile
devices everywhere. Broad device base creates a foundation for our servicesbusiness.Nokia
will create context enriched services to complement the device experienceand to offer
compelling solutions for consumers and businesses alike.

Page | 12
devices everywhere. Broad device base creates a foundation for our servicesbusiness.Nokia
will create context enriched services to complement the device experienceand to offer
compelling solutions for consumers and businesses alike.
ACHIEVEMENTS
1.

Ranked No 1 Most Trusted Brand Survey by Brand Equity, 20082.

Ranked the No 1. MNC in India by Businessworld, Indias leading business
weekly, 20063.
Ranked as the No. 1 telecommunications equipment vendor in the country byVoice & Data
for five consecutive years

2008, 2007, 2006,2005 and 20044.

Ranked as the 9th most powerful brand by Millward Browns BrandZ 2008
5.
Ranked worlds 4th most valuable brand by Interbrand, 2007
6.
Ranked Asias most trusted brand by the Media
-Synovate, 2006

CONSUME
R
SATISFAC
TION

Consumer
satisfaction
may be
defined as the
utility of the
customer
whichthey get
from the

products and
services
rendered by
the business
organizations.
Customers
always want
the maximum

utility from the

products and
services.Hence
to study
the customers
satisfaction,
should be the

main aim of
every
business
organization.

RESEARC
H

Research in
Management
can be defined
as the process
of
systematicinve
stigation of
any

Management
problem and it
is used as
Management
toolsfor
problem
solving and

decision
making.

It comprises
defining and
Re-defining
problems,

formulating
hypothesis,coll
ecting,
organizing and
evaluating
data, making
deductions and
makingconclus

ions and at
last, carefully
testing the
conclusions to
determine
whetherthey fit
the formulated
hypothesis.

Page | 19

The research is
done by
collecting
primary and
secondary
data.

III.2
:

Primary Data

It is obtained by a study, specifically designed to fulfill the data needsof the problems at hand.
Such data is original in character and is generated in largenumber of surveys conducted
mostly by government and also by some individualinstitutions and research bodies. It is
collected through personal interview,schedule, etc. The data is first hand in new sample size.
Sample Size
:The sample size of my project was 50 customers.
Sampling Method
:For collecting primary data personal interviews were
Tool & Technique of Collection Of Primary Data:
For the present study, primary data wascollected through simple random sampling technique.
III.2.1.1 OBSERVATION METHOD
The observation method involves human or mechanical observation of what peopleactually
do or what events take place during a buying or consumption situation.
Information is collected by observing process at work.
Secondary Data:
It is the data which is not originally collected but rather obtained frompublished source.
III.3.2.1 Sources Of collection Of Secondary Data:
Data is collected from available sources like journals, magazines, internet,etc.1. Website2.
Data analysis3. Books.It consists of information that already exists somewhere have been
collectedfor some purposealso attitudinal data and demographic data.
DATAANALYSIS

Q1. Place for

preference for
buying Mobile
Phone?1.

Priority outlet
( ) 3. Dealers
( )2.Gray
market ( ) 4.
Others ( )
Q2.Are you
satisfied with
price of Nokia

phone?1.High
satisfied ( )2.
Satisfied ( )3.
Neither
satisfied nor
dissatisfied ( )
4. Dissatisfied
( )5. Highly

dissatisfied
( ) \ Q3. Are
you satisfied
with
Advertisement
s of Nokia
phone?1.High
satisfied ( )2.

Satisfied ( )3.
Neither
satisfied nor
dissatisfied ( )
4. Dissatisfied
( )5. Highly
dissatisfied ( )
Q4. Are you

satisfied with
Features of
Nokia phone?
1.High
satisfied ( )
2.Satisfied ( )
3.Notsatisfied
( )Q5. Are you

satisfied with
Audio output?
1.High
satisfied ( )2.
Satisfied ( )
3.Not satisfied
( )Q6. Are you
satisfied with

Software
compatibility?
1.High
satisfied ( )2.
Satisfied ( )
3.Not satisfied
()
Page | 49

Q7. Are you

satisfied with
Built in
memory?
1.High
satisfied ( ) 2.
Satisfied ( )
3.Not satisfied

( )Q8. Are you

satisfied with
Camera/video
quality?1.
.High satisfied
( )2. Satisfied (
)3.Not
satisfied ( )Q9.

Are you
satisfied with
Accessories?1.
High satisfied
( )2. Satisfied (
)3.Not
satisfied ( )
Q10. Are you

satisfied with
Appearances?
1. High
satisfied ( )2.
Satisfied ( )
3.Not satisfied
( )Q11. Are
you satisfied

with Battery
backup?1.
High satisfied
( )2. Satisfied (
)3.Not
satisfied ( )
Q12. Are you
satisfied with

its services
provided by
Nokia service
center?1. High
satisfied ( )2.
Satisfied ( )
3.Not satisfied
( )Q13. Are

you satisfied
with its Brand
image?1. High
satisfied ( )2.
Satisfied ( )
3.Not satisfied
()
Are you satisfied with its life?1. High satisfied ( )2. Satisfied ( )3.Not satisfied ( )
Q15. Are you fully aware all the Features of Nokia phone?1.Yes ( ) 2. No ( )Q16.
Who suggested you buy Nokia phone?1.Family ( ) 2. Relative ( )3.Friends ( ) 4.
Neighbors ( )5. Dealer ( ) 6.Advertisment ( )Q17. Age?1.Below 20 ( )2. 21-30 ( )
3.31-40 ( )4. 41-50 ( )5. More than 50 ( )Q18. Sex?1. Male ( ) 2. Female ( )Q19.

Your education qualification?1.Primary ( ) 2. Secondary ( )3. Graduate ( ) 4. Post

graduate ( )Q20. Your monthly income?1.Below 10000 ( ) 2. 10000-20000 ( ) 3.
20000-30000 ( )4. 30000-40000 ( ) 5. More than 40000 ()