Marketing research Proposal

ON Downfall of sales of nokia

SUBMITTED TO Prof. Tripti ghosh Sharma SUBMITTED BY Chandan Gupta shah Deepak kumar jaiswal Prateek Khare Sagar Jena Pulkit sinsinwar Abhinav Sharma Abha Chaudhary

EXECUTIVE SUMMARY:
Nokia has been leading the market in the mobile handset industry worldwide but the market share in India has decreased to 30.1% in 2011 from 59.9% in 2008. The problem that had been addressed here is the decline of nokia sales in the mobile market. The various reasons that had been responsible for the same and in what peculiar way it had contributed to the declining market share of nokia. On behalf of a marketing research firm, we have prepared the particular research proposal to be drafted to the nokia company to win the project of research to be conducted on behalf of them. From this research, we will try to find out what are the various problems the company is facing to regain its market share. The objective of this research is to find out the various trends prevailing in the mobile market in India. The research design is used in this research is descriptive research. The information are collected from secondary and also primary sources through online surveys and personal interview. The data are to be analyzed through different standard methods of data analysis. The cost and the time required for the research project is also mentioned in the research proposal. MEASURES UNDERTAKEN: A throughout research will be done in order to identify the key areas responsible for the decline on the market share of nokia .survey, questionnaire, and secondary data has been taken into consideration for the same. RESEARCH PARAMETERS: Past performance data of market share of mobile companies. Past performance data of nokia for the decade. Usage data of popular mobile operating system of the decade Financial data of nokia company itself. Primary data collection through questionnaire.

Background (Information and research)

Nokia was leader in the market of mobile handsets till 2008, but after 2008, sales had been continuously decreasing and had been overtaken by competitors, such as Samsung, Micromax, and Lava, are the major players who had shared the share of Nokia. The Customers of Nokia Mobiles are shifting to these companies. The main reason for decline in sales is low demand for smartphones.The report for 2011 shows that sales has been declined by 7% and operating margin decreased by 41% year on year. Thus, the problem with the company is to find out why the customers are shifting to other handset and decreased demand for smart phones launched by Nokia. According to the recent report in jan-2012, The company posted a 31 percent decline in smartphone shipments, selling only 19.6 million units compared to 28.6 million the previous corresponding quarter. The sales data given below with market shares in India

Market share and sales of Nokia and its competitors

Market Share In 2009 1.20%

11% Nokia 54% Samsung Micromax

Market share in 2011

11.90% 39% Nokia 28% Samsung Micromax

Market share in 2010

6.24% 20.50% Nokia 49.30% Samsung Miromax

Sales of Nokia and Competitors (2009-2011)

90 80 70 60 50 40 30 20 10 0 2009 9.1 1.29 48 76.9

Sales
55.2

31.98

36

Nokia Samsung 15.3 Micromax

9.73

2010

2011 Figs In Millions

OBJECTIVE OF RESEARCH
To find out the reasons for decline in sales of Nokia cell phones. To clarify the customers attitude towards the Nokia products & services. To get insight into the demand and behavior of customers targeted by Nokia. Identify the competitors and ways to compete.

Approach to the research

Our methodology to develop survey will combine literature review and sampling from major retail outlets of Nokia and other mobile providers. The approach will be based on the following factors We will conduct a survey to collect the data required for the research through Mall intercepts, Internet and E-mail. The data will be collected regarding the perception attitude and preferences of the customers regarding various handsets. Finally the data will be analyzed applying various tools of data analysis to find out the required conclusions.

Research Design The research design will include Descriptive research Primary data Surveys and questionnaire methods. Internet, mail and Mall intercepts. Nominal and Audinal scale. Types of questions: Attitude and perception towards mobile handsets.

Purchasing habbits of customers. Usages pattern of the customers.

 Awareness, attitude and perception towards Nokia brand.

Sampling Plan The sample will be selected through convenient technique of sampling. We have made decision to carry out total of 1000 samples using various techniques. This will help to find out the differences and choice of the customers regarding different handsets. Internet: - 400 samples E- mails:- 400samples Mall Intercepts:- 200 samples

Sample of questions to be asked. 1. Which companys mobile are you using, currently? A. Nokia B. Samsung C. HTC D. Blackberry E. Micromax

2. On what basis do you choose this companys mobile? A. Price B.Function C. Features D. Appearance E. Trend

3. Which mobile would you prefer to purchase? A. Nokia B. Samsung C.HTC D. blackberry E. Micromax F. Others

4. What are the reasons according to you are lacking in nokia ? A. Reliability C. Features B. technological parameters D.price

5. Which company mobile do you think are perfectly viable for the present generation? A.Nokia B. Samsung C. HTC F.others D. blackberry E. Micromax

Field works and data collection

Primary data collection Internet controlled E- mail controlled Mall intercept controlled

Data analysis
Percentage analysis what percentage of customers are using which mobile? Central tendency The average no.of customers using various handsets. Regression analysis- we will analyse the relationship between prices of various handsets and the no. customers are preferring.

Reporting

Cost & time Appendices

QUESTIONNAIRE

6. Which companys mobile are you using, currently? A. Nokia B. Samsung C. htc D. blackberry E. micromax

7. On what basis do you choose this companys mobile? A.Price B.Function C. Features D. Appearance E. Trend

8. Which mobile would you prefer to purchase ? A.Nokia B. samsung C.htc D. blackberry E. micromax F. others

9. What are the reasons according to you are lacking in nokia ? A. Realiability C. Features B. technological parameters D.price

10. Which company mobile do you think are perfectly viable for the present generation? A.Nokia B. samsung C. htc D. blackberry E. micromax F.others

11. Which company mobile has the widest product range? A.Nokia B. samsung C.htc D. blackberry E. micromax F. others

7.Except nokia your other preferred brands ? A.Nokia B. samsung C.htc D. blackberry E. micromax F. others

8.Does the nokia phone offers a reasonable price? A.yes B.no

9. which of the following mobile os you find the best? A.symbian B.apple os C.RIM D.android