hrd project-on nokiya

8/16/2019 Hrd Project-On Nokiya

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PROJECT REPORT

CUSTOMER SATISFACTION ON NOKIA

MULTIMEDIA CELLPHONES

Mrs. Sonu SehgalFacul!

Su"#$e% $n Par$al Ful&$ll#en o& he Re'u$re#ens o& M(A Progra# o&

INSTITUTE OF MANA)EMENT STUDIES* (ADDI

Afliated to HPU, SHIMLA

SU(MITTED TO+ , SU(MITTED (-+,DEPARTMENT OF (USINESS PANKAJ KUMARADMINISTRATION* IMS ROLL.NO.,/01(ADDI 2H.P.3 UNI. ROLL.NO.,455

M(A I6h SEM.IMS (ADDI 2H.P.3

CERTIFICATE

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I am o!liged to my guide, my friends and on top my respondents for having faithon me in conducting research. (ell special thanks to my god for his kind andgenerous !lessings on me.

)ogita *oll+$-/- MBA+&inal

ACKNO7LED)EMENT

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(ith immense pleasure I do e0press my heartily appreciation to all those who havecontri!uted a lot to this research report e0plicitly and implicitly. I wish to e0pressmy thankfulness to Mrs. Sonu Sehgal* Lecurer* Ins$ue o& Manage#enSu%$es* (a%%$ for providing opportunity to work on this research work. I wouldlike to pay my gratitude to him for kind support to understand the concepts andvalua!le guidance to complete this research work.

I specially thankful to Pro&. O. N. Ka8oor* Hea% o& he De8ar#en * Ins$ue o& Manage#en Su%$es* (a%%$ my friends whohelped me at each and every step in my proect. It2s also !y the !lessing of all whoare concerned with me that I am a!le to complete this research report for the partialfulfillment of my course.

)3"ITA

MBA 4IV t h '5M

TA(LE OF CONTENTS

Sr. No. Conens Page No.6ertificate 9

7reface /

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Acknowledgement :Cha8er,I Inro%uc$on 5,95

i. 6ompany profile ;,


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CHAPTER,I+ INTRODUCTION

I. COMPAN- PROFILE=

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9okia is engaged in the manufacturing of mo!ile devices and in convergingInternet and communications industries, with 1$>,88 employees in 1$% countries,sales in more than 1% countries and glo!al annual revenue of 5;* %.? !illionand operating profit of .% !illion as of $%%>.It is the world@s largest manufacturer of mo!ile telephones= its glo!al device market share was a!out -? in 1 $%%,down from - in 1 $%%> and unchanged from 8 $%%>.9okia produces mo!iledevices for every maor market segment and protocol, including, 6:MA, and (+6:MA C;MT'D. 9okia offers Internet services that ena!le people toe0perience music, maps, media, messaging and games. 9okia@s su!sidiary 9okia'iemens 9etworks produces telecommunications network eEuipment, solutionsand services. The company is also engaged in providing digital map informationthrough its wholly+owned su!sidiary 9avteE.

9okia 6orporation C9)'5= 93#D is one of the world@s largest telecommunicationseEuipment manufacturers. (ith headEuarters in #eilaniemi of 5spoo, &inland, this&innish telecommunications company is !est known today for its leading range of mo!ile phones. 9okia also produces mo!ile phone infrastructure and other telecommunications eEuipment for applications such as traditional voice telephony,I':9, !road!and access, professional mo!ile radio, voice over I7, wireless FA9and a line of satellite receivers.

9okia provides mo!ile communication eEuipment for every maor market and protocol, including "'M, 6:MA, and (6:MA.

In the 1?%s 9okia !ecame more involved in the telecommunications industry !ydeveloping the 9okia :G $%%, a digital switch for telephone e0changes. In the1>%s, 9okia offered a series of personal computers called MikroMikko H1,however, these operations were sold to International 6omputers, Ftd. CI6FD, which

was later merged with &uitsu+'iemens A". 9okia also !egan developing mo!ile phones for the 9MT networkJ unfortunately, the company ran afoul of seriousfinancial pro!lems in the 1%s and streamlined its manufacturing of mo!ile

phones, mo!ile phone infrastructure, and other telecommunications areas,divesting itself of other items, such as televisions and personal computers.

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In $%%8, 9okia resorted to similar streamlining practices with layoffs andorgani%s. It has since esta!lished a leading !rand presence in many local markets, and !usiness has e0panded considera!ly in allareas to support customer needs and the growth of the telecommunications industryin the region.

9okia@s regional treasury center + 9okia Treasury Asia + operates out of 'ingaporeas an in+house !ank for 9okia su!sidiaries in the Asia 7acific region, while 9okia*esearch 6entre + the corporate research unit + has offices in Kapan and 6hina.

9okia also manufactures products out of three maor facilities in Masan, #orea,

and Beiing and :ongguan in 6hina.

As of Kanuary $%%8, 9okia streamlined its glo!al organi


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Mo!ile 7hones offers a glo!al range of highly competitive mo!ile phones for largeconsumer segments, and develops mo!ile phones for all maor standards andcustomer segments in over 1-% countries. It is responsi!le for 9okia@s core mo!ile

phones !usiness, !ased mainly on (6:MA, "'M, 6:MA and T:MAtechnologies. Mo!ile 7hones focus on !ringing feature+rich, segmented mo!ile

phones to the glo!al market.

Multimedia !rings mo!ile multimedia to consumers in the form of advancedmo!ile devices and applications. Its products have features and functionality suchas imaging, games, music, media and a range of other attractive content, as well asinnovative mo!ile enhancements and solutions.

9etworks continue to offer leading+edge network infrastructure, technology andrelated services, !ased on maor wireless standards to mo!ile operators and service

providers. &ocusing on the "'M family of technologies, the group aims atleadership in "'M, 5:"5 and (6:MA radio networks. 3ur networks have !eeninstalled in all maor glo!al markets that have adopted these standards. 9etworksare also a leading provider of !road!and access and T5T*A networks for

professional users in the pu!lic safety and security sector.

5nterprise 'olutions provides a range of terminals and seamless mo!ileconnectivity solutions !ased on end+to+end mo!ility architecture, dedicated tohelping !usinesses and institutions worldwide improve their performance throughe0tended mo!ility. Its end+to+end solution offerings range from !usiness optimi


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7eople are !roadening their modes of communication to include the we! and,social networks are !ecoming central to how people communicate.7eople want to !e truly connected, independent of time and place, in a way that isvery personal to them. And, 9okia2s promise is to connect people in new and !etter ways.

9okia2s strategy is to !uild trusted consumer relationships !y offering compellingand valued consumer solutions that com!ine !eautiful devices with conte0tenriched services.

O"@ec$>es+• To set up a new !rand image for 9okia2s mo!ile phone= 6reative and

Trendy.

• To meet the needs of the niche= )oung and *ich customers who are pursuing

stylish lifestyle.

• To ma0imie (oar%+

Oll$,Pea Kallas>uo7resident and 653 of 9okia 6orporationEso Aho50ecutive Vice 7resident, 6orporate *elations and *esponsi!ilityRo"er An%ersson

1%


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50ecutive Vice 7resident, :evices &inance, 'trategy and 'ourcingS$#on (eres&or%,7!l$e6hief 50ecutive 3fficer, 9okia 'iemens 9etworksT$#o Iha#uo$la50ecutive Vice 7resident, 'alesHallse$n Moer 50ecutive Vice 7resident, Luman *esourcesR$char% A. S$#onson50ecutive Vice 7resident, 6hief &inancial 3fficerAnss$ 6an@o$50ecutive Vice 7resident, MarketsDr. Ka$ $s#G50ecutive Vice 7resident, :evices

Pro%uc$on un$s+

Ne?ors echnolog! Mo"$le %e>$ces an% echnolog! 6hina Bra


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mo!ile devices for end users, a portfolio of Internet portfolio network perimeter security gateways, and mo!ile connectivity offerings.

The 9etworks division provides network infrastructure, communications, andnetworks service platforms and professional services to operators and service

providers. 9okia connects people to each other and the information that matters tothem with mo!ile devices and solutions for voice, data, imaging, games,multimedia, and !usiness applications. The company also provides eEuipment,solutions, and services for its operator and enterprise customers. It sells its mo!iledevices primarily to operators, distri!utors, independent retailers, and enterprisecustomers worldwide. 9okia 6orporation is !ased in 5spoo, &inland.

PRODUCT+Listorically, the thinking was= a good product will sell itself. Lowever there are no

!ad products anymore in today@s highly competitive markets. 7lus there are manylaws giving customers the right to send !ack products that he perceives as !ad.Therefore the Euestion on product has !ecome= does the organi


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Mo"$le 8hones Class$c ser$es The Mo"$ra ser$es

3riginal series

1%%%4%%% series

9okia $%%% series 4 Basic series

9okia -%%% series 4 50pression series

9okia %%% series 4 Active series

9okia /%%% series 4 6lassic Business series

9okia ?%%% series 4 &ashion and 50perimental series

9okia >%%% series 4 7remium series

9okia %%% series 4 6ommunicator series CdiscontinuedD

S8ec$al &unc$on 8hones

9okia 5series 4 5nterprise series

9okia 9series 4 Multimedia 6omputer series

9okia 9+"age 4 Mo!ile gaming devices CdiscontinuedD

Vertu 4 Fu0ury phones

6ardphones C76M6IAD

6oncept phones

Oher 8ro%ucs

:igital television

A:'F modems

(FA9 products

1-

http://en.wikipedia.org/wiki/List_of_Nokia_products#Mobile_phones%23Mobile_phoneshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Classic_series_.E2.80.93_The_Mobira_series%23Classic_series_.E2.80.93_The_Mobira_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Original_series%23Original_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#1000.E2.80.939000_series%231000.E2.80.939000_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_2000_series_.E2.80.93_Basic_series%23Nokia_2000_series_.E2.80.93_Basic_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_3000_series_.E2.80.93_Expression_series%23Nokia_3000_series_.E2.80.93_Expression_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_5000_series_.E2.80.93_Active_series%23Nokia_5000_series_.E2.80.93_Active_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_6000_series_.E2.80.93_Classic_Business_series%23Nokia_6000_series_.E2.80.93_Classic_Business_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_7000_series_.E2.80.93_Fashion_and_Experimental_series%23Nokia_7000_series_.E2.80.93_Fashion_and_Experimental_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_8000_series_.E2.80.93_Premium_series%23Nokia_8000_series_.E2.80.93_Premium_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_9000_series_.E2.80.93_Communicator_series_.28discontinued.29%23Nokia_9000_series_.E2.80.93_Communicator_series_.28discontinued.29http://en.wikipedia.org/wiki/List_of_Nokia_products#Special_function_phones%23Special_function_phoneshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Special_function_phones%23Special_function_phoneshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_Eseries_.E2.80.93_Enterprise_series%23Nokia_Eseries_.E2.80.93_Enterprise_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_Nseries_.E2.80.93_Multimedia_Computer_series%23Nokia_Nseries_.E2.80.93_Multimedia_Computer_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_N-Gage_.E2.80.93_Mobile_gaming_devices_.28discontinued.29%23Nokia_N-Gage_.E2.80.93_Mobile_gaming_devices_.28discontinued.29http://en.wikipedia.org/wiki/List_of_Nokia_products#Vertu_.E2.80.93_Luxury_phones%23Vertu_.E2.80.93_Luxury_phoneshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Cardphones_.28PCMCIA.29%23Cardphones_.28PCMCIA.29http://en.wikipedia.org/wiki/List_of_Nokia_products#Concept_phones%23Concept_phoneshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Other_products%23Other_productshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Other_products%23Other_productshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Digital_television%23Digital_televisionhttp://en.wikipedia.org/wiki/List_of_Nokia_products#ADSL_modems%23ADSL_modemshttp://en.wikipedia.org/wiki/List_of_Nokia_products#WLAN_products%23WLAN_productshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Mobile_phones%23Mobile_phoneshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Classic_series_.E2.80.93_The_Mobira_series%23Classic_series_.E2.80.93_The_Mobira_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Original_series%23Original_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#1000.E2.80.939000_series%231000.E2.80.939000_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_2000_series_.E2.80.93_Basic_series%23Nokia_2000_series_.E2.80.93_Basic_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_3000_series_.E2.80.93_Expression_series%23Nokia_3000_series_.E2.80.93_Expression_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_5000_series_.E2.80.93_Active_series%23Nokia_5000_series_.E2.80.93_Active_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_6000_series_.E2.80.93_Classic_Business_series%23Nokia_6000_series_.E2.80.93_Classic_Business_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_7000_series_.E2.80.93_Fashion_and_Experimental_series%23Nokia_7000_series_.E2.80.93_Fashion_and_Experimental_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_8000_series_.E2.80.93_Premium_series%23Nokia_8000_series_.E2.80.93_Premium_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_9000_series_.E2.80.93_Communicator_series_.28discontinued.29%23Nokia_9000_series_.E2.80.93_Communicator_series_.28discontinued.29http://en.wikipedia.org/wiki/List_of_Nokia_products#Special_function_phones%23Special_function_phoneshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_Eseries_.E2.80.93_Enterprise_series%23Nokia_Eseries_.E2.80.93_Enterprise_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_Nseries_.E2.80.93_Multimedia_Computer_series%23Nokia_Nseries_.E2.80.93_Multimedia_Computer_serieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_N-Gage_.E2.80.93_Mobile_gaming_devices_.28discontinued.29%23Nokia_N-Gage_.E2.80.93_Mobile_gaming_devices_.28discontinued.29http://en.wikipedia.org/wiki/List_of_Nokia_products#Vertu_.E2.80.93_Luxury_phones%23Vertu_.E2.80.93_Luxury_phoneshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Cardphones_.28PCMCIA.29%23Cardphones_.28PCMCIA.29http://en.wikipedia.org/wiki/List_of_Nokia_products#Concept_phones%23Concept_phoneshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Other_products%23Other_productshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Digital_television%23Digital_televisionhttp://en.wikipedia.org/wiki/List_of_Nokia_products#ADSL_modems%23ADSL_modemshttp://en.wikipedia.org/wiki/List_of_Nokia_products#WLAN_products%23WLAN_products


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Telephone switches

"7' products

T5T*A

Internet ta!lets

So#e o& he Pro%ucs ha No$a o&&ers o

Cuso#ers are+

Nokia N90 Nokia 9300

Nokia 8800

Nokia 7710

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http://en.wikipedia.org/wiki/List_of_Nokia_products#Telephone_switches%23Telephone_switcheshttp://en.wikipedia.org/wiki/List_of_Nokia_products#GPS_products%23GPS_productshttp://en.wikipedia.org/wiki/List_of_Nokia_products#TETRA%23TETRAhttp://en.wikipedia.org/wiki/List_of_Nokia_products#Internet_tablets%23Internet_tabletshttp://www.nokia.co.in/nokia/0,,74107,00.htmlhttp://www.nokia.co.in/nokia/0,,67684,00.htmlhttp://www.nokia.co.in/nokia/0,,72862,00.htmlhttp://www.nokia.co.in/nokia/0,,66118,00.htmlhttp://en.wikipedia.org/wiki/List_of_Nokia_products#Telephone_switches%23Telephone_switcheshttp://en.wikipedia.org/wiki/List_of_Nokia_products#GPS_products%23GPS_productshttp://en.wikipedia.org/wiki/List_of_Nokia_products#TETRA%23TETRAhttp://en.wikipedia.org/wiki/List_of_Nokia_products#Internet_tablets%23Internet_tabletshttp://www.nokia.co.in/nokia/0,,74107,00.htmlhttp://www.nokia.co.in/nokia/0,,67684,00.htmlhttp://www.nokia.co.in/nokia/0,,72862,00.htmlhttp://www.nokia.co.in/nokia/0,,66118,00.html


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Nokia 7280 Nokia 7270 Nokia 6822 Nokia 6681

Nokia 6680 Nokia 6670 Nokia 6630 Nokia 6260

1

http://www.nokia.co.in/nokia/0,,62952,00.htmlhttp://www.nokia.co.in/nokia/0,,62940,00.htmlhttp://www.nokia.co.in/nokia/0,,71601,00.htmlhttp://www.nokia.co.in/nokia/0,,70665,00.htmlhttp://www.nokia.co.in/nokia/0,,70590,00.htmlhttp://www.nokia.co.in/nokia/0,,63895,00.htmlhttp://www.nokia.co.in/nokia/0,,59031,00.htmlhttp://www.nokia.co.in/nokia/0,,59030,00.htmlhttp://www.nokia.co.in/nokia/0,,62952,00.htmlhttp://www.nokia.co.in/nokia/0,,62940,00.htmlhttp://www.nokia.co.in/nokia/0,,71601,00.htmlhttp://www.nokia.co.in/nokia/0,,70665,00.htmlhttp://www.nokia.co.in/nokia/0,,70590,00.htmlhttp://www.nokia.co.in/nokia/0,,63895,00.htmlhttp://www.nokia.co.in/nokia/0,,59031,00.htmlhttp://www.nokia.co.in/nokia/0,,59030,00.html


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Nokia 6255 Nokia 6235

Nokia 6230i

Nokia 3230

Ne? Pro%ucs Launch$ng O8era$ng H$ghl$ghs+

The Mo!ile 7hones !usiness group increased its consumer offering during theEuarter with the introduction of new models in a range of form factors and designs.

Lighlights include=

9ine new "'M models, including the 9okia /$>%, our first mid+range

(6:MAN-" phone.

&our new 6:MA models, growing our mid+range offering in 6:MA.

7remium category devices= the 9okia >>%% and 9okia >>%1 stainless steel

slide phones.

The 9okia /$?% slide phone= one of two new models with $ mega pi0el

cameras. The 9okia 18%i camera phone= 9okia@s first mo!ile device to comply with

upcoming 5; environmental legislation.

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http://www.nokia.co.in/nokia/0,,56183,00.htmlhttp://www.nokia.co.in/nokia/0,,66687,00.htmlhttp://www.nokia.co.in/nokia/0,,71397,00.htmlhttp://www.nokia.co.in/nokia/0,,56183,00.htmlhttp://www.nokia.co.in/nokia/0,,66687,00.htmlhttp://www.nokia.co.in/nokia/0,,71397,00.html


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Two entry+level mo!ile phones, the 9okia 111% and 9okia 1/%%, each

offering technological features designed to reduce the total cost of ownership for users.

PRICE+

L$s Pr$ce+

• :iscounts

• &inancing

• Feasing 3ptions

Allowances.

Mare,S$##$ng Pr$c$ng+

• 'et a high price

• 'kim the ma0imum revenue

• :ecrease the price gradually

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• Initially we will set a high price around O1$%%, gradually decrease and

replaced !y a newer model

• Maintain a high profit margin

Model 7rice Appro0 in *s 9okia -$-% *s.1,%%%

9okia ?/1% *s.1/,%%%

9okia /$-% *s.1$,%%%

9okia //-% *s.$$,%%%

9okia -%% *s.$>,%%%

9okia -//% *s.11,%%%

9okia 11%% *s.-%%

9okia //1% *s./%%%

Pr$ces o& he #os sell$ng #o"$le 8hones o& No$a $n he Mare

1>


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PLACE+

9okia products are availa!le in whole over the world. This refers to the chosenoutlets for a product or service, for a product to !e very successful it must !e easyto access, Mo!ile phones are very easy to access nowadays, they are soldin supermarkets, speciali


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PROMOTION+

Low are the chosen target groups informed or educated a!out the organier$s$ng+

&ront Fine 'ervice

7u!lic *elations

• Message

• :irect 'ales

• 'ales

• Media

• Budget

T!8es o& a%>er$se#en+• 7rinted advertisement

$%


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• "oal= to create a new reason to !uy our new cell phone

• &ocus on masculine and feminine maga


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PROCESS+

7rocedure, mechanisms and flow of activities !y which services are consumedCcustomer management processesD are an essential element of the marketingstrategy.

9okia has rapidly moved from functionally oriented organi


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The technical target environment for the '7I included a *N- !ased standard package as the !aseline proect environment, a 6A'5 tool to support the IM7rocess and an intranet environment where the results were shared.

III. MARKETIN) PRINCIPLES OF NOKIA+

There are many priorities within a !usiness, !ut in a marketing orientated companylike 9okia, many of the following principles will !e high on the agenda=

=. Ma$ng sa$s&acor! 8rogress+ 3rgani$ron#en+ An organi


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IV. S7OT ANAL-SIS OF NOKIA

Srenghs+

9okia has largest network of distri!ution and selling as compared to other mo!ile phone company in the world. It is !acked with the high Euality and professionalteam in the L*: :ept. The financial aspect is very strong in case of 9okia as it

has much more profita!le !usiness. The product !eing user friendly and have allthe accessories one want that is why is in great demand making it 9o+1 sellingmo!ile phones in the world. 9okia provides wide range of products for all class.The re+sell value of 9okia phones are high compared to other company2s product.

7eaness+

9okia has many strengths and some weakness. 'ome of the weakness includes the

price of the product offered !y the company. 'ome of the products are not user friendly. 9ot concern a!out the lower class of the society people. 9ot targeting

promotion toward them. The price of the product is the main issue. The servicecenters in India are very few and scare.

O88orun$!+

9okia has ample of opportunity to e0pand its !usiness. (ith the wide rangein products, features and different price range for different people, it has anadvantage over the competitors around. (ith the opportunity like PTelecom

penetration in India2 !eing at the peak time, 9okia has an opportunity to increaseits sales as well as the market share. As the standard of living in India has increasedthe purchasing power of the people as increased as well, so 9okia has to targetright customer at right time to gain the most out of the situation.

$8


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Threas+

9okia has many threats to tackle to maintain its position as market leader.The threats like emerging of other mo!ile companies in the market. The companieslike 'amsung, Motorola, 'ony 5riksson, 6ingular C;.'D etc. these companies havecome to the stand of tough competition with 9okia in the field of Mo!ile 7hones.Threats can !e like providing cheap phones, new features, new style and type,good after sales service etc. 'o, 9okia has to keep in mind the growingcompetition around. 9okia has to make strategies to tackle pro!lems in the presentand the near future. The growing demand of (FF network can cause drop in sales

for 9okia, as 9okia provides many less 6:MA phones to the customer.

STREN)TH

+The Feader in the Industry

+'trong &inancial 'upport forInvestment

+'trong *: ;nit

+'trong 6ustomers *elation

OPPORTUNITIES

+6lose cooperation with 'uppliers andIntermediaries

+Ta0 *eduction

+9ew :emand 6reated &rom theAdvancement of Technology

7EAKNESS

+Fack of Innovation

+Luman *esources Management

THREATS

+#een and 'trong 6ompetitors

+'aturation in 6urrent Market

+6hallenges of 6ontinuous

Technological :evelopment

CHAPTER,II+ RE6IE7 OF LITERATURE

$


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RE6IE7 OF LITERATURE+

A customer may !e defined as someone who=

• has a direct relationship with, or is directly affected !y your company and

• *eceives or relies on one or more of your age company2s services or

products.

6ustomers in human services are commonly referred to as service users,consumers or clients. They can !e individuals or groups. An organi


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There are a num!er of reasons why customer satisfaction is important in Insurance'ector=

• Meeting the needs of the customer is the underlying rationale for the

e0istence of community service organiers$!

$?


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The following study !oth synthesi


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MeB$co Jucu* Ro#an$a an% Masan* Souh Korea. No$as Des$gn De8ar#enre#a$ns $n Salo* F$nlan%.The name of the town, 9okia, originated from the river which flowed through thetown. The river itself * No$an>$ra, was named after the archaic &innish wordoriginally meaning a small, dark+furred animal that lived on the !anks of the

9okianvirta river. In modern &innish, noki means soot and nokia is its inflected plural, although this form of the word is rarely if ever used. The oldword, nois 28l. nokia3 or nokinäätä 2soo #aren3* meant sa!le. After sa!le washunted to e0tinction in &inland, the word was applied to any dark+furred animal of the genus Martes* such as the pine marten, which are found in the area to this day.

9okia was esta!lished in 1>/ as a wood+pulp mill !y Fre%r$ I%esa# on the !anks of 9okia rapids. &innish *u!!er (orks esta!lished its factories in the !eginning of $%th century near!y and !egan using 9okia as its !rand. 'hortly after (orld (ar I &innish *u!!er (orks acEuired 9okia wood mills as well as &innish

6a!le (orks, a producer of telephone and telegraph ca!les. All three companieswere merged as 9okia 6orporation in 1/?. The name 9okia originated from theriver which flowed through the town of the same name C9okiaD.

9okia@s regional corporate headEuarters is located at AleBan%ra Techno 8ar $nS$nga8ore. As the regional hu! for 9okia, it is a !ase from which over ?%% staff

provide leading+edge technology, product and solutions support to the $% diversemarkets and 9okia offices in the Asia 7acific.Low much are the intended customers willing to pay Lere we decide on a pricingstrategy + do not let it ust happenQ 5ven if you decide not to ask CenoughD moneyfor a product or service, you must reali


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/. Cuso#er nee%s an% eB8eca$ons+ This is anticipating future trends andforecasting for future sales. This is vital to any organi


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The D$&&eren Roles o& Sa$s&ac$on* Trus* an% Co##$#en $n Cuso#erRela$onsh$8s* "! Ellen )ar"ar$no an% Mar S. Johnson J *onis, )ates et al. 1>J FuD. It is consumer attitudes that are usually named as the maor factor in shaping consumer !ehaviour and a wealth of studies is availa!le on the topic of how attitudes can predict

!ehaviour.

-$

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(ith the advancement of the telecommunication sector the demand for the cell phones is increasing day !y day. The different multinational and nationalcompanies are providing cell phone products like No$a* Sa#sung* S$e#ens* L)*Son! Er$cson* Moorola* M$cro#aB ec. !ut 9okia among all is the market leader

--


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in cell phones market having -?.$ market share, Motorola having 1?.- marketshare, 'amsung having .> market share, 'iemens having >. market share and'ony 5ricson having .$ market share. In this present study of No$a#ul$#e%$a cell 8hones, I have gathered information a!out the product profile,company, current market position, and market share customer response towardsthe 9okia cell phone products. Because No$a is the most selling !rand in cell

phone2s market so my proect on Cuso#er Sa$s&ac$on on No$a Mul$#e%$aCell 8hones tries to find out the factors which makes No$a most demanding

!ecause it is having the largest market share among all players in mo!ile phonemanufacturing. Meanwhile I have tried to ascertain the overall satisfaction level of customers using No$a cell 8hones.This study involves a market survey of ($las8ur an% Solan %$sr$cs o& H.P. so thescope of study is limited !ecause it involves the survey of a limited geographicalarea and can2t !e considered for whole nation collectively. But it tries to find out

the different factors which may !e much !eneficial for the company to analy


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A decision has to !e taken concerning a sample unit !efore selecting the num!er of samples. It may !e geographical as well as individual. Lere ($las8ur and Solan%$sr$cs o& H.P. have !een taken as a geographical unit and different people as anindividual unit.

Lere sample si


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In&erence, This pie graph shows that ?$ respondents say that 9okia cell phones are most preferred while $> respondents say that 9okia cell phones are less preferred.

In&erence, This pie chart is showing that > respondents say that 9okia cell phones are lesse0pensive while 8$ respondents say that 9okia cell phones are more e0pensive.

-/


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In&erence, This pie chart is showing that ? respondents say that 9okia cell phones are moretrusted while $ respondents say that 9okia cell phones are less trusted.

-?


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AND LIMITATIONS OF STUD-

->


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-


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CHAPTER,6II+ CONCLUSION

8%


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81


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CHAPTER 6III+ (I(ILIO)RAPH-

8$


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CHAPTER,I+ ANNEURES

8-


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ANNEURE

ues$onna$re 'r. 9oU..I am Pana@ Ku#ar a student of M(A Course of Ins$ue o& Manage#en Su%$es 2(ADDI3conducting a survey for my Pro@ec Re8or on Cuso#er Sa$s&ac$on on No$a Mul$#e%$aCell Phones is part of our course curriculum. I would !e grateful to you if you spare some of your precious time with me for filling this Euestionnaire. The answers provided !y you would !ekept confidential. This Euestionnaire is purely for educational research purpose.

CHAPTER,III+ NEED* SCOPE AND

O(JECTI6ES OF STUD-

I. NEED AND SCOPE OF STUD-+

88


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II. O(JECTI6ES OF THE STUD-

To find out and analy


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8/


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CHAPTER,I6+ RESEARCH METHODOLO)-

I. RESEARCH METHODOLO)-

*esearch in common language refers to a search for knowledge. *esearch is ascientific and systematic search for pertinent information on a specific topic. Infact, research is an act of scientific investigation. *esearch methodology is ascientific way to solve research pro!lems. In it we study the various steps that aregenerally adopted !y the researchers in studying their research pro!lems. It isnecessary for the researchers to know not only research methodsN techniEues !utalso methodology. The scope of research methodology is wider than those researchmethods.

The research process consists of a series of closely related activities. At times, thefirst step determines the nature of the last step to !e undertaken. (hy a researchstudy has !een undertaken. (hy a research study has !een undertaken, how theresearch pro!lem has !een defined, in what way and why the hypothesis has !eenformulated, what data has !een collected and what particular method has !eenadopted and a host of similar other Euestion are usually answered when we talk of research methodology concerning a research pro!lem or study.

The research is !ased upon facts, relia!le data and other environment situations. Itis descriptive research study where focus is on the following topics=

TOOLS AND INSTRUMENTS USED FOR THE STUD-+ It is necessary for a researcher to define conceptual structure which researchwould !e conducted. The function of research design is to provide for thecollection of relevant evidence with minimal e0penditure of efforts, time andmoney. In this research the research design was as follows=

I. PROCEDURE OF DATA COLLECTION

:ata compilation is an intermediate stage !etween data collection and analysis.:ata compilation involves classification and summari


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appropriate data which differ considera!ly in conte0t of money cost, time and other resources. They can !e !roadly classified in to two categories.Two sources to collect data are namely=

i. primary source

ii. secondary source

II. PRIMAR- SOURCE OF COLLECTIN) DATA

III. UESTIONNAIRE TECHNIUE

The method of collecting data mailing and personally distri!uting Euestionnaire tothe respondents is the most e0tensively employed techniEue in various economicalsurveys. This method is Euite popular, particularly in case of !ig inEuiries. Atypical Euestionnaire consists of a num!er of Euestions arranged and printed indefinite order on a form or a set of forms. The Euestionnaire is given to therespondents who are e0pected to read and understand the Euestions and write theresponse in the given space meant for the purpose in the Euestionnaire.

The #er$s o& 'ues$onna$re+

• The respondents have adeEuate time to give well thought out responses.

• It is free from !eing !ias !ecause every respondent2s thing is diverse.

• It is a low cost method.

• Farge samples can make use of and thus making the results generally, more

dependa!le and relia!le.

The %e#er$s o& 'ues$onna$re+

• It is difficult to know whether willing respondents are truly representative.

8>


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• This method is likely to !e the slowest of all

• The control over the Euestionnaire may !e lost once it is distri!uted.

• It can !e used only when the respondents are educated and cooperative

I6. SECONDAR- SOURCE OF DATA COLLECTION+

6. RESEARCH DESI)N+

6I. SAMPLE DESI)N+

6II. SAMPLIN) UNIT+

6III. SIE OF SAMPLE+

8


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CHAPTER,6+ DATA ANAL-SIS AND INTERPRETATION

%


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I. DATA ANAL-SIS AND INTERPRETATION

1. Low did you know a!out the 9okia cell phone products

a &rom Advertisements C!D &rom &riends

CcD &rom *etail 'hops CdD &rom other sources

CHOICES RESPONSE PERCENTA)E

&rom Advertisements

&rom &riends $$ $$

&rom *etail 'hops 1 1

&rom other sources > >TOTAL


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In&erence, This Euestion shows the sources of information from where respondents came

to know a!out 9okia. This graph is showing that ma0imum i.e. respondents collected

information from advertisements, $$ respondents from friends, 1 respondents from retail

shops and > respondents know a!out 9okia from other sources.

$. &rom when you are using a 9okia multimedia cell phone

CaD Fess than 1 year C!D 1 to - years

CcD - to years CdD More than years


Fess than 1 year 1> 1>

1 to - years -% -%

- to years8$ 8$

More than years 1% 1%

TOTAL


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In&erence, This Euestion shows the time period of respondents as a 9okia customer or from

which time they are using a 9okia Multimedia cell phone. This graph shows that ma0imum i.e.

8$ respondents are user of 9okia from last - to years, -% respondents are user of 9okia

from last 1 to - years, 1> respondents are user of 9okia from less than last 1 year and 1%

respondents are user of 9okia from more than last years.

-. According to you 9okia provides a wide range of multimedia cell phones

Ca D )es C!D 9o


)es

9o

TOTAL


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6heaper > >

can2t say 1% 1%

TOTAL respondents say it is cheaper and 1%

respondents have no idea regarding price range of 9okia.

. (ith the pricing strategy of 9okia, you are +

CaD 'trongly satisfied C!D 'atisfied

CcD 9either satisfied nor unsatisfied CdD ;nsatisfied

CeD 'trongly ;nsatisfied


'trongly satisfied 18 18

'atisfied


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9either satisfied norunsatisfied

/ /

;nsatisfied $% $%

'trongly ;nsatisfied

TOTAL


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9ot very Important 8 8

9ot at all important > >

TOTAL

respondents say not at all important.

7. According to you 9okia multimedia cell phones are easily availa!le in your local market

Ca D )es C!D 9o


)es >$ >$

9o 1> 1>TOTAL


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In&erence, This Euestion shows the availa!ility of 9okia products in local markets. This pie

chart shows that maority of respondents i.e. >$ say that 9okia cell phones are easily availa!le

in their local market while 1> respondents say that these are not availa!le in their local market.

>. &rom where you had purchased 9okia cell phone

CaD 9okia 7riority centre C!D Focal *etail store

CcD &rom other place


9okia 7riority centre $/ $/

Focal *etail store > >

&rom other place 1/ 1/

TOTAL


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In&erence, This Euestion tells a!out the purchasing place of 9okia !y customers who are

using 9okia cell phones. And this pie chart shows that maority of respondents i.e. > have

purchased 9okia cell phone from local store, $/ respondents have purchased from 9okia

priority centre while 1/ respondents have purchased 9okia cell phone from other place.

. Are 9okia care centers easily availa!le in your near!y towns

Ca D )es C!D 9o


)es % %

9o 1% 1%

TOTAL


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TOTAL ->

Any 3ther %

TOTAL


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In&erence, This pie chart shows that /$ respondents like 'hah+*uk+#han in 9okia

advertisements while -> respondents like 7riyanka 6hopra in 9okia advertisements.

1$. According to you after sale services of 9okia is+ CaD 50cellent C!D "ood CcD Average CdD 7oor


50cellent /8 /8

"ood $> $>

/$


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Average / /

7oor $ $

TOTAL respondents say that after sale services of 9okia are good, / respondents say

that after sale services of 9okia are average and $ respondents say poor.

1-. According to you what makes 9okia a most trusted !rand in cell phones market+

CaD "uaranty and warranty C!D 'trong !attery !ack+up

CcD 5asy availa!ility of "7*' (A7 settings CdD Better after sale services

CeD Ligh Euality of sound and camera CfD other reasons please

specify++++++++++++++++++++


"uaranty and warranty $1 $1

'trong !attery !ack+up 1/ 1/

/-


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5asy availa!ility of "7*' (A7 settings 18 18

Better after sale services - -

Ligh Euality of sound and camera 1% 1%

other reasons 8 8

TOTAL


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TOTAL


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&ashioned

Most7referred

?$ ?$ Fess7referred

$> $>

More50pensive

8$ 8$ Fess50pensive

> >

MoreTrusted

? ? FessTrusted

$ $

CHAPTER,6I+ FINDIN)S* RECOMMENDATIONSI. FINDIN)S+ &rom the survey we find that ma0imum customers get the information a!out

9okia multimedia cell phone products from advertisements. And Televisionadvertisements are most liked !y customers.

&rom the survey we find that /? respondents say that the price range of

9okia multimedia cell phones is economical.

&rom the survey we find that customers are satisfied with the pricing

strategy of 9okia.

&rom the survey we find that >$ customers say that 9okia multimedia cell

phones are easily availa!le in their local market and most of them have purchased 9okia cell phone from their local market.

&rom the survey we find that /8 customers say that after sale services of 9okia are e0cellent.

&rom the survey we find that the main reason for 9okia as a most trusted

!rand is !etter after sale services while other reasons include guaranty andwarranty, strong !attery !ack+up, high Euality of camera and sound etc.

&rom the survey we find that ma0imum customers i.e. /$ rate their overall

satisfaction level e0cellent and $8 customers rate their satisfaction levelgood.

II. RECOMMENDATIONS+ 9okia should more focus on advertisements of products !ecause ma0imum

customers get information a!out products from advertisements.

//


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9okia should anticipate future trends in the market. Because it is vital to

any organi. market share and 'ony 5ricson having .$market share in cell phones market. In this present study I have tried to ascertain

/?


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the overall satisfaction level of customers using 9okia and ma0imum of respondents2 rate their satisfaction level e0cellent !ut at present the competition isincreasing day !y day !ecause many new players have entered in this market. But

9okia have capa!ilities of technological innovation. 9okia should strengthen itsmarketing strategies !y overcoming its weaknesses to gain an advantage over competition and to sustain over a long period in the market.

(I(ILIO)RAPH-+(OOKS REFFERED

Kohar$ C.R. * Research Meho%olog!* 6$sh?a Praashan* Ne?

Delh$* 911/.

Koler Ph$ l $8* Mare$ng Manage#en* Pren$ce Hal l o& In%$a

P>. L%.* Ne? Delh$*


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NE7S PAPERS

TL5 TIM5' 3& I9:IA

TL5 T*IB;95

Insruc$ons , 7lease read each Euestion carefully 4 some will seem very similar, !ut trust me +this is all vital stuff if you want to achieve that first EuestionQ;se tick mark for choosing your answer and complete all Euestion thoroughly.*ight then 4 go for itQNa#e + WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW Age,

SeB + WWWWWWWWWWWWWW Occu8a$on,

E,#a$l A%%ress ,

A%%ress , WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW

Conac No.,

1. Low did you know a!out the 9okia cell phone products

! &rom Advertisements C!D &rom &riends

CcD &rom *etail 'hops CdD &rom other sources

$. &rom when you are using a 9okia multimedia cell phone

CaD Fess than 1 year C!D 1 to - years

CcD - to years CdD More than years

-. According to you 9okia provides a wide range of multimedia cell phones

Ca D )es C!D 9o

8. According to you price range of 9okia multimedia cell phones is+

CaD 5conomical C!D 50pensive

CcD 6heaper CdD can2t say

. (ith the pricing strategy of 9okia, you are +

/


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CaD 'trongly satisfied C!D 'atisfied

CcD 9either satisfied nor unsatisfied CdD ;nsatisfied

CeD 'trongly ;nsatisfied

/. Is it important for 9okia to provide price discounts on festivals or on special occasions

CaD 50tremely Important C!D Very Important

CcD 'omewhat Important CdD 9ot very Important

CeD 9ot at all Important

7. According to you 9okia multimedia cell phones are easily availa!le in local market

Ca D )es C!D 9o

>. &rom where you had purchased 9okia cell phone

CaD 9okia 7riority centre C!D Focal *etail store

CcD &rom other place

. Are 9okia care centres easily availa!le in your near!y towns

Ca D )es C!D 9o

1%. (hat type of advertisement you like most in 9okia

CaD Television advertisements C!D Maga


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CaD "uaranty and warranty C!D 'trong !attery !ack+up

CcD 5asy availa!ility of "7*' (A7 settings CdD Better after sale services

CeD Ligh Euality of sound and camera CfD other reasons please

specify++++++++++++++++++++

18. *ate your overall satisfaction level for 9okia multimedia cell phones

CaD 50cellent C!D "ood CcD Average CdD 7oor

CeD Very 7oor

1. According to you 9okia multimedia cell phones are+

CTick whichever is applica!leD

3ld &ashioned or Morden

Most 7referred or Fess 7referred

More 50pensive or Fess 50pensive

More Trusted or Fess Trusted

1/. (hat is the first thing that comes to your mind when you hear a!out 9okia WWWWW

WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW

1?. (hen you purchased a 9okia cell phone, then most important consideration in

)our mind wasWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW

WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW

1>. Any 'uggestions for 9okia WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW

WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW

hrd project-on nokiya

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