Competitive Analysis of Nokia Vrs Samsung Mobile

POSTGRADUATE DIPLOMA IN MANAGEMENT

MARKET SURVEY
ON
“COMPARATIVE ANALYSIS OF SAMSUNG V/S NOKIA MOBILES IN BHUBANESWAR MARKET”
UNDER THE GUIDANCE of PROF. CHUMKI CHATERJEE

PRESENTED BY:- SARMISTHA SARKAR TAPENDRA SAHANI JOYJIT MUKHERJEE SHUBHAJIT CHANDRA DINESH KUMAR SAHOO DIVYALOCHAN SHETTY

ACKNOWLODGEMENT

We would like to express our sincere gratitude to our faculty guide, PROF. CHUMKI CHATTERJEE for taking out his precious time and guiding to our team for market survey. With the help of his valuable suggestion, guidance and encouragement, we are able to perform this survey. We would also like to thanks BHARATIYA VIDYA BHAVAN for giving opportunity to get this small but relevant exposure to the market sector while doing our project. Last, but not least, we would like to thanks my college, who helped and gave us support at critical junctures during the making to this survey in one way or another.

CERTIFICATE OF APPROVAL
This is certifying that the report entitled:
Comparative Analysis of Samsung v/s Nokia Cell Phones in Bhubaneswar Market

This is to certify that the project titled “Market Survey on Comparative analysis on Samsung v/s Nokia mobile in Bhubaneswar’’. Submitted by Tapendra Kr. Sahni, Sarmistha Sarkar, Subhajit Chandra, Dinesh Kr. Sahoo, Divyalochan Shetty and Joyjit Mukherjee, to BHARATIYA VIDYA BHAVAN (BHAVAN’S CENTER FOR COMMUNICATION AND MANAGEMENT, Bhubaneswar Kendra, as a part of survey report which has to be carried out on the part of their study for award of PGDM degree, is a record of bonfire MARKET SURVEY carried out under my supervision and guidance during the academic session 2012-2014.

Prof. T. N Shukla Prof. Chumki Chatterjee
(Associate Principal) (Faculty Guide)

INDEX

Executive Summery Introduction of survey
Objectives of the survey
Scope of the survey
Limitation of the survey
Research methodology
Sample planning
Data description
Questionnaires
Data analysis
SWOT Analysis
Findings
Suggestion
Conclusion

Executive Summary
We have started our survey on 6th November, 2012. We choose some area in Bhubaneswar to conduct our survey like Market Building area, Big Bazaar Mall area and Kharvel Nagar area. The main objective of our survey is to find out the market leader between Samsung and Nokia in Bhubaneswar cell phone market. The survey, in such vast area is not an easy task but fortunately we got the support from our respective mentor, all faculties & our buddies, their co-operation help us to achieve our objective. Truly saying we tried our best to interact with different age category of people, and tried to understand their views, perception on cell phones and cell phone brands.
Some other important things also were to find out the no. of brand loyal customers of Samsung and Nokia in Bhubaneswar cell phone market and to find out what are the different features of cell phone that Bhubaneswar’s consumer seeks while buying a cell phone.
After the survey we found a large number of people in Bhubaneswar market like Nokia cell phone rather than Samsung. Most of the people in Bhubaneswar use cell phone for general purpose only.
Here people like applications and extra features in cell phone but in cheaper rate.
This survey helped us to understand the perceptions and views about cell phone brands in the mind of Bhubaneswar’s people. The interaction which we made with the general citizens of the Bhubaneswar helps us to build up our communication skill and increase our confidence level.

INTRODUCTION

The most booming sector in India is telecom industry with expected growth rate of 26% by 2012. From the two decades in India the cell phone market is dominated by the Nokia. Nokia established its market through the hard cover body & long battery life. 1100 NOKIA’s mass produced globally and known by its hard body cover and battery life. Nokia recently retained the market share with 23% (Source: Hindustan Times). Nokia’s global market share is as of now 22.5% and world’s largest cell phone producer after Samsung.
Samsung Telecommunications is one of five business units within Samsung Electronics, belonging to the Samsung Group, and consists of the Mobile Communications Division, Telecommunication Systems Division, Computer Division, MP3 Business Team, Mobile Solution Centre and Telecommunication R&D Centre. Telecommunication Business produces a full spectrum of products from mobiles and other mobile devices such as MP3 players and laptop computers to telecommunication network infrastructure. Headquarters is located in Suwon, South Korea.
Our study is to compare the recent market position between Nokia and Samsung in Bhubaneswar market.

OBJECTIVES
PRIMARY OBJECTIVES * To find out the market leader of cell phone industry between Samsung and Nokia in Bhubaneswar market.

SECONDARY OBJECTIVES * To find out the features customers seek while buying a cell phone in Bhubaneswar market. * To find out the number of brand loyal customer of Samsung and Nokia in Bhubaneswar market

SCOPE OF THE SURVEY
We choose some selected area in Bhubaneswar for conducting our survey. We visited Market Building area, Big Bazaar Mall area, and Kharvel Nagar area. At the time of survey we met different categories of people and interacted with them. We got lots of information about Samsung and Nokia cell phones from them. As our survey is totally based on primary data so we tried to find out the features, Bhubaneswar people like in mobile phone, and the brand which Bhubaneswar people like between Samsung and Nokia.
At the time of conducting the survey or interacting with the respondents we got some idea about customer perception and preferences on cell phones.
At the time of survey we got good & real experience about the cell phone market and its customer. We also got some idea about customer expectation about their brand.
LIMITATION OF THE SURVEY
Lack of time & other resources at it was not possible to conduct survey at large level.
Samples size was very less for gathering the accurate data
Some respondents were not supported and less interested to answer.
The time period of the study was not sufficient to measure the interviewer’s response effectively and reach to a more valid conclusion.
Many of the respondents may not have given the correct information due to personal bias.

RESEARCH METHODOLOGY 1. First we made the objectives of the survey. 2. We made one main or primary objective and two more secondary objectives. 3. By following the objectives we prepared the questionnaire. 4. We visited Market areas for conducting the survey. 5. We interacted with the young college going students, some middle aged service holders and some business men.
SAMPLING PLAN
NUMBER OF SAMPLES: 250
SAMPLING TECHNIQUES: Convenience Random Sampling
SAMPLE DESCRIPTION: We interacted with the young college going students, some middle aged service holders and some business men.
DATA DESCRIPTION
DATA COLLECTION TECHNIQUE: The target area was the customer of Bhubaneswar.
SOURCES OF DATA: Questionnaires.
AREA COVERED: Market building area, Big Bazer Mall area, and Kharvel Nagar area.

QUESTIONNAIRE-MARKET SURVEY (The information which you are giving is only for study purpose. The information taken in this questionnaire will be kept confidential)
NAME: _______________________________________________________________________________
AGE: 18-25 25- 35 35-45 45 & ABOVE
OCCUPATION: _________________________________________________________________________
CONTACT NO. _________________________________________________________________________ 1. Do you use cell phones : YES NO 2. Which brand of cell phones do you prefer: SAMSUNG NOKIA IF OTHERS SPECIFY______

3. Are you satisfied with your existing cell phones: YES NO , IF NO, WHICH BRAND DO YOU WANT TO OPT FOR __________________________________________________________ 4. What features do you seek while purchasing cell phones: TOUCHSCRREN QWERTY PAD

CAMERA BATTERY LIFE BRAND NAME STYLE COLOR

5. How much do you want to spend for purchasing of your cell phone: [phone]

3000- 8000 8000-15000 15000 and above

6. Which brand do you think provides better after sale service: SAMSUNG NOKIA

7. From which shop do you prefer to purchase your cell phone: SAMSUNG STORE

NOKIA STORE NORMAL RETAIL SHOP

8. For what purpose are you using cell phones: BUSINESS CHATTING CALLS

IF OTHERS SPECIFY __________________________

9. On a scale of 1 to 5, how much you will rate for your existing cell phones: 1 2 3 4 5

10. Which brand is more economical: SAMSUNG NOKIA IF OTHERS SPECIFY__________

11. Does applications place a vital role for purchasing your choice of cell phones : YES NO 12. What suggestions do you want to give for improving your existing cell phones: ____________________________________________________________________________________________________________________________________________________________ PLACE: DATE: THANK YOU FOR YOUR COOPERATION

DATA ANALYSIS

After the study Researcher found that 94.4% respondents use cell phones and 5.4% say no to cell phones.

After the study Researcher found that 30.40% respondents use Samsung, 47.20% Nokia, and 22.40% respondents use other brand.

After the study Researcher found that 52.80% Respondents are satisfied and 47.20% switch to other brand like Micromax, HTC, I-phone, LG, BlackBerry etc.

After the study Researcher found that 13.60% Respondents go for Touch screen, 15.20% go for Qwerty keypad, 12.80% go for camera, 39.20% go for battery backup, 8.80% go for brand name, 6.8% go for Style, and 3.60% go for Color.

After the study Researcher found that 31.60% Respondents spend Rs. 1000-3000, 37.60% spend Rs.3000-8000, 17.20% spend Rs.8000-15000, and 13.60% spend above Rs.15000.

After the study Researcher found that 33.20% Respondents say Samsung and 66.80% say Nokia.

After the study Researcher found that 41.60% Respondents prefer Samsung/Nokia stores and 58.40% prefer normal retail shop.

After the study Researcher found that 30.40% Respondents use cell phone for making calls, 24.80% use for business purpose, 26.80% use for messaging, and 18% use for other purpose like Internet etc.

After the study Researcher found that 5.20% Respondents rate the one, 23.60% rate two, 32.80% rate three, 31.20% rate four, and 7.20% rate five.

After the study Researcher found that 43.60% of Respondents say Samsung and 56.40% say Nokia.

After the study Researcher found that 68.80% of Respondents like applications and 31.20% say no to applications.

SWOT ANALYSIS
STRENGTH OF SAMSUNG 1. New product concept to rollout in five months. 2. Catching the pulse of the consumer, offering good designs & understanding emotions. 3. Heavy investment in technology, product design, and human resources. 4. Focus for innovative products for high end market.
STRENGHT OF NOKIA 1. Strength of the corporate brand. 2. Complexity improves its competitive position. 3. Design, the branding and the technology. 4. Backwards compatibility – protection from a Japanese onslaught. 5. Lending personality to its products (fashion statement) 6. Effective advertisement and market communication. 7. Not only a tool for business but being an item of everyday convenience. WEAKNESSES OF SAMSUNG 1. Not pro actively coming out with newer models. 2. Lack in product differentiation. 3. Different models at different price points. 4. Focus on mass market instead of niche markets. 5. Not very user friendly designs. WEAKNESSES OF NOKIA 1. Lapse has opened up space for smaller competitors. 2. Potential threat from microsoft’s entry into mobile telephony. 3. Ericsson- king of wireless infrastructure. 4. Design to market takes more time.

OPPORTUNITIES OF SAMSUNG 1. Distinguish its service from competitors. 2. Offer product variations. 3. Demand for cell phone driven by the service providers or carriers. 4. Tie up with service providers. 5. Lowering the price of aphone by just $20 in many countries could increase its affordability by 43%. OPPORTUNITIES OF NOKIA 1. Highest growth in markets such as china and Latin America. 2. Feature- loaded phones to act as an offset. 3. Providing value at a reasonable lifetime cost. 4. Life style marketing and segmentation. 5. Building a worldwide supplier network. 6. Preemptive competitors in critical markets. 7. Managing competitive interaction. THREATS OF SAMSUNG 1. Motorola’s dominance in the U.S, Nokia’s popularity in the European market, controlling more than half of the world market. 2. Aggressive competitors, including Sony, Ericsson, and Siemens eating into its share. 3. Not keeping track of the new trends in the market. 4. Not an accessory and fashion statement.

THREATS OF NOKIA 1. Biggest threat - “complacency”. 2. “Inflection point” - a disruptive technological change. 3. New competitors with different skills and potent brands challenge. 4. 3G will increase competition between suppliers. 5. Cheaper midrange models from Motorola and others.

ONE EXAMPLE OF S.W.O.T ANALYSIS

Strengths:-
Nike is a very competitive organization. Phil knight is often quoted as saying that “Business is war without bullets”.

Weakness:-
The organization does have a diversified range of sports products.

Opportunities:-
Product development offers Nike many opportunities.

Threats:-
Nike is exposed to the international nature of trade.

FINDINGS
After the analysis of 250 sample data of our survey Researcher found some factors. These are:- 1. 94.4% respondents use cell phones and 5.4% say no to cell phones. 2. 30.40% respondents use Samsung, 47.20% Nokia, and 22.40% respondents use other brand. 3. 52.80% Respondents are satisfied and 47.20% switch to other brand like Micromax, HTC, I-phone, LG, BlackBerry etc. 4. 13.60% Respondents go for Touch screen, 15.20% go for Qwerty keypad, 12.80% go for camera, 39.20% go for battery backup, 8.80% go for brand name, 6.8% go for Style, and 3.60% go for Color. 5. 31.60% Respondents spend Rs. 1000-3000, 37.60% spend Rs.3000-8000, 17.20% spend Rs.8000-15000, and 13.60% spend above Rs.15000. 6. 33.20% Respondents say Samsung and 66.80% say Nokia. 7. 41.60% Respondents prefer Samsung/Nokia stores and 58.40% prefer normal retail shop. 8. 30.40% Respondents use cell phone for making calls, 24.80% use for business purpose, 26.80% use for messaging, and 18% use for other purpose like Internet etc. 9. 5.20% Respondents rate the one, 23.60% rate two, 32.80% rate three, 31.20% rate four, and 7.20% rate five.
10. 43.60% of Respondents say Samsung and 56.40% say Nokia.
11. 68.80% of Respondents like applications and 31.20% say no to applications.

SUGGESTION * Android set of Samsung should improve their battery backup. * Nokia should improve its resistivity quality of touch screen in comparison with Samsung mobiles. * Gorilla glass (scratch resistant) should be improved by Nokia mobiles. * Nokia provide economical phones in comparison to Samsung mobiles. * Nokia mobiles are easier to operate in comparison to Samsung mobiles. * Nokia provide better after sale service as compared to Samsung Mobiles.

CONCLUSION
When we started our survey on Samsung and Nokia cell phones we did not have a vast knowledge about Bhubaneswar market and the market leader but after the survey we got some clear idea about Bhubaneswar market. Though this market is not so big still there is potentiality for good featured cell phones. * From the survey it can be concluded that Nokia is the Market leader over Samsung mobiles. * It can be concluded that battery backup is the main feature that consumers seeks while purchasing mobiles. * Consumers are mostly satisfied with their existing mobiles and don’t want to switch over to other mobiles this shows that they are Brand loyal customers. * This survey really helps us to gain our confidence and it was a good experience to us. If we are getting chance we’d like to do this type of survey again in future.