Marketing information system in Nokia and Samsung mobiles

comparison

CHAPTER 1
 Mobile Introduction
A mobile phone is a portable telephone that can make and receive calls over a radio
frequency link while the user is moving within a telephone service area. The radio
frequency link establishes a connection to the switching systems of a mobile phone
operator, which provides access to the public switched telephone network (PSTN). Most
modern mobile telephone services use a cellular network architecture, and, therefore,
mobile telephones are often also called cellular telephones or cell phones. In addition to
telephony, 2000s-era mobile phones support a variety of other services, such as text
messaging, MMS, email, Internet access, short-range wireless communications (infrared,
Bluetooth), business applications, gaming, and digital photography. Mobile phones which
offer these and more general computing capabilities are referred to as smartphones.

The first handheld mobile phone was demonstrated by John F. Mitchell and Martin Cooper
of Motorola in 1973, using a handset weighing c. 4.4 lbs (2 kg). In 1983, the DynaTAC
8000x was the first commercially available handheld mobile phone. From 1983 to 2014,
worldwide mobile phone subscriptions grew to over seven billion, penetrating 100% of the
global population and reaching even the bottom of the economic pyramidIn first quarter of
2016, the top smartphone manufacturers were Samsung, and Nokia smartphone sales
represented 78 percent of total mobile phone sales
 Nokia Introduction

Nokia Corporation Finnish pronunciation: stylised as NOKIA, is a Finnish multinational

communications and information technology company, founded in 1865. Nokia is
headquartered in Espoo, Uusimaa, in the greater Helsinki metropolitan area. In 2014,
Nokia employed 61,656 people across 120 countries, did business in more than 150
countries and reported annual revenues of around 12.73 billion. Nokia is a public limited
company listed on the Helsinki Stock Exchange and New York Stock Exchange. It is the
world's 274th-largest company measured by 2013 revenues according to the Fortune
Global 500 and is a component of the Euro Stoxx 50 stock market index.

The company has had various industries in its 151-year history. It was founded as a pulp
mill, and now focuses on large-scale telecommunications infrastructures, and technology
development and licensing. Nokia is also a major contributor to the mobile telephony
industry, having assisted in development of the GSM and LTE standards, and was, for a
period, the largest vendor of mobile phones in the world. Nokia's dominance also extended
into the smartphone industry through its Symbian platform, but was eventually
overshadowed by competitors. Nokia eventually entered into a pact with Microsoft in 2011
to exclusively use Microsoft's Windows Phone platform on future smartphones. Its mobile
phone business was eventually bought by Microsoft in an overall deal totaling $7.17
billion. Stephen Elop, Nokia's former CEO, and several other executives joined the new
Microsoft Mobile subsidiary of Microsoft as part of the deal, which was completed on 25
April 2014

After the sale of its mobile phone business, Nokia began to focus more extensively on its
telecommunications infrastructure business, marked by the divestiture of its Here Maps
division, its foray in virtual reality, and the acquisitions of French telecommunications
company Alcatel-Lucent and digital health maker Withings in 2016.whilst the Nokia name
will return to the mobile phone market through HMD Global

Samsung Introduction

Samsung Group is a South Korean multinational conglomerate headquartered in Samsung

Town, Seoul. It comprises numerous affiliated businesses,[1]most of them united under
the Samsung brand, and is the largest South Korean chaebol (business conglomerate).

Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the next three
decades, the group diversified into areas including food processing, textiles, insurance,
securities and retail. Samsung entered the electronics industry in the late 1960s and the
construction and shipbuilding industries in the mid-1970s; these areas would drive its
subsequent growth. Following Lee's death in 1987, Samsung was separated into four
business groups Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Since
1990, Samsung has increasingly globalized its activities and electronics; in particular, its
mobile phones and semiconductors have become its most important source of income.

Notable Samsung industrial affiliates include Samsung Electronics (the world's largest
information technology company measured by 2012 revenues, and 4th in market
value), Samsung Heavy Industries (the world's 2nd-largest shipbuilder measured by 2010
revenues), and Samsung Engineering and Samsung C&T (respectively the world's 13th and
36th-largest construction companies). Other notable subsidiaries include Samsung Life
Insurance (the world's 14th-largest life insurance company), Samsung Everland (operator of
Everland Resort, the oldest theme park in South Korea) and Cheil Worldwide (the world's
15th-largest advertising agency measured by 2012 revenues).

Samsung has a powerful influence on South Korea's economic development, politics, media
and culture and has been a major driving force behind the "Miracle on the Han River". Its
affiliate companies produce around a fifth of South Korea's total exports. Samsung's revenue
was equal to 17% of South Korea's $1,082 billion GDP.

On 17 February 2017, Vice Chairman Lee Jae-yong was arrested for bribery, embezzlement,
hiding assets overseas and perjury.

We believe that Samsung has good chance to get success when global market is
becoming more competitive. Samsung can create new trends in market in a
fashionable way and using the recommended conditions which have been discussed,
while it is backed up by core competency of marketing. We really believe that earlier
advantage can be achieved despite Nokia has currently launched a new phone as
their brand is driven by style and price. Samsung can launch a new product with a
fashionable style and can build a new brand image that is not manufactured and
launched by any other company.
Sustainability of this product requires new and up to date relevant technology which
will keep it for long period. Technical and famous designers are used to make certain
products at forefront of the new competitive global and fashionable industry.
Technology used is the key role player to change the traditional trends in industry and
this technology is incorporated into the Cell phone to make best use of it for the
potential sales.
 Objectives

For the strategic decision making organizational analysis is much important and business
units concerning to organization's objectives which require accountability must be clearly
defined. Stakeholders must be satisfied with these new strategic decisions (Joyce and
Woods, 2001). The Samsung requires a corporate culture and ethics when implementing
new strategies whether this strategy is adequate and can be implemented within firm. Top
Management of the Samsung takes strategic decisions to become important player in the
Phone Industry. All units within Samsung are responsible to CEO. The CEO of the
Samsung is setting a separate unit to foster the start up and meeting the requirements of the
customers as well as generating more revenue for its share holders. The CEO of the
Samsung has set these goals to take advantage of wealth of shareholders to ensure that
Samsung will remain more profitable within market. In this way Samsung mobiles will be
an independent unit driven by the goals of Samsung as it is functioning within Samsung
firm and its revenue will be rewarding to Samsung's shareholders.

OBJECTIVE OF THE STUDY

1. To know the attractiveness of the industry with the help of Porters five forces model.
2. To understand the key drivers leading to growth of the industry.

3. To know the current position of different players in mobile handset industry.

4. To know the internal and external business environment of Nokia and Samsung

5. To understands the marketing strategy w.r.t Samsung and Nokia

RESEARCH METHODOLOGY

The research is secondary in nature. For the purpose of the study, relevant information has
been collected through books, articles, websites and annual reports of the company under
study.
 LIMITATIONS OF THE STUDY

As the study is based on secondary data, the inherent limitation of the secondary data
would have affected the study. The figures in market analysis are likely to be a least
several months out of date, and so might not give a proper indication of the companys
current position. This study need to be interpreted carefully. They can provide clues to the
companys performance or financial situation. But on their own, they cannot show whether
performance is good or bad. It requires some quantitative information for an informed
analysis to be made.
What are some reasons for you to have a cell phone or
smartphone? (Check all that apply.)
For emergencies/safety

Convenience (reach me anytime/use anywhere)

Stay in touch with family and friends

Get information quickly

All my friends have one

Other

What are some reasons for you to have a tablet? (Check

all that apply.)
For emergencies/safety

Convenience (reach me anytime/use anywhere)

Stay in touch with family and friends

Get information quickly

All my friends have one

Other
Will you recycle or donate your old wireless device or
accessories next time you get a new phone/smartphone?
Yes

No

Which of the following mobile features is the most

important to you? (Choose one.)
Making, receiving voice calls

Texting

Internet access

Email

Viewing/streaming online video

Taking or viewing pictures or video

Apps

How many text messages do you send each day?

1-30 per day

31-60 per day

61-100 per day

More than 100 each day

What "apps" do (or would) you use? (Check all that

apply.)
GPS/navigation

Social networking

News

Weather
 Entertainment

Sports

Games

Educational/homework help

Other

None

Are you are allowed to use personal cell phones,

smartphones, and tablets in school?
Yes

No

If "NO", are you in favor of changing the policy?

Yes

No

If you use (or could use) a cell phone, smartphone, or

tablet for schoolwork, what do (would) you use it for?
(Check all that apply.)
To take notes or do assignments in class

To do homework assignments

To communicate with teachers about assignments

To communicate with classmates about assignments

To schedule assignments, tests, sports events, etc.

To give presentations in class

Other
 Do you have mobile phones? * (Required, Multiple choice)

Yes

No

Which brand of mobile phones do you use? * (Required, Multiple choice)

SAMSUNG

NOKIA

MICROMAX

Any other

What do you know about samsung mobile phones? * (Required, Multiple choice)

I heard something

I do not interested in it
 I know everything about it

I don't know it,but I would like to know

I don't know

Why do you choose samsung mobile phones? * (Required, Multiple choice)

Due to price

Due to qaulity

Due to design

I don't know

I don't choose it

What three features are most imoartant to you when purchasing a mobile phone? * (Required,
Multiple choice)

Design

Operating system

Brand
 Camera/videi capabilties

Technical specifications

Availibility of applications

Easy of use

Screen size

Battery life

How long do you use samsung mobile phones? * (Required, Multiple choice)

Less than 1 year

From 2 to 5 years

More than 5 years

I don't use

How did you hear about samsung product? * (Required, Multiple choice)

Television
 Friends

Internet

Other

Samsung phones are very stylish in appearance * (Required, Multiple choice)

Strongly disagree

Disagree

Agree

Strongly agree

Samsung mobile phones offer large variety of models to choose(comprehensive

functions). * (Required, Multiple choice)

Strongly disagree

Disagree

Agree

Strongly agree
 SAmsung mobile phones are very user friendly (direct menu etc.). * (Required, Multiple
choice)

Strongly disagree

Disagree

Agree

Strongly agree

Samsung phones are multifeatured and priced very reasonably * (Required, Multiple choice)

Strongly diasagree

Disagree

Agree

Strongly agree

Samsung mobile phones are in forefront to apply advance technologies (GPRS, Bluetooth
etc.) *(Required, Multiple choice)

Strongly disagree

Disagree
 Agree

Strongly agree

13. Samsung mobile phones are durable * (Required, Multiple choice)

Agree

Disagree

Strongly disagree

Strongly agree

Ranking of samsung mobile phones on the basis of its reputation * (Required, Multiple choice)

5
 Samsung mobile phones have excellent customer services (convenient repair
location) * (Required, Multiple choice)

Yes

No

Samsung mobile phones are available in very convenient locations * (Required, Multiple
choice)

Yes

No

What do you think about samsung mobile phone's marketing? * (Required, Multiple choice)

Good advertisement

There are too little advertisements

There are too many advertisements

Non-impressive advertisements

What do you think about quality of samsung mobile phones? * (Required, Multiple choice)

Bad
 Good

Best

Excluding voice calls do samsung mobile phones are useful. * (Required, Multiple choice)

Yes

No

Do samsung mobile phones complete your primary uses like gaming,music and social
networking? *(Required, Multiple choice)

Yes

No

Samsung mobile phones provide best battery back up. * (Required, Multiple choice)

Strongly disagree

Disagree

Agree

Strongly agree
 Samsung mobile phones have better speakers. * (Required, Multiple choice)

Strongly disagree

Disagree

Agree

Strongly agree

Samsung mobile phones have more and qualitative accessories. * (Required, Multiple choice)

Strongly disagree

Disagree
 Agree

Strongly agree

Samsung mobile phones have strong body * (Required, Multiple choice)

Strongly disagree

Disagree

Agree

Strongly agree

Samsung mobile phones have wide and qualitative screens * (Required, Multiple choice)

Strongly disagree

Disagree

Agree

Strongly agree

Samsung mobile phones have better touch senstivity * (Required, Multiple choice)
 Strongly disagree

Disagree

Agree

Strongly agree

Samsung mobile phones have good picture and video capturing quality. * (Required, Multiple
choice)

Strongly disagree

Disagree

Agree

Strongly agree

Do you recomment samsung mobile phone to your friends and relatives * (Required, Multiple
choice)
 Yes,ofcourse

may be couple of them

no,i don't

i don't know

Whether samsung should continue making mobile phones? * (Required, Multiple choice)

Yes

No

1. 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?
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?

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?

Motorola

Nokia
 Apple

Sony/Ericsson

HTC

Google

Samsung

Blackberry

Philips

Siemens

Panasonic

Don't Know

Other (please specify)

*5. 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?
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