top-rated free essay

cathay pacific

By jaatsoiyt Oct 11, 2013 981 Words

The Background information:
'Lumia 920' of Nokia was released in November last year which is a lower-price level running on Windows Phone 8 software. This cutting-edged device - 'Lumia 920' successfully brings people big surprises with Car Zeiss lens , wireless charging and a 4.5" PureMotion HD.

SWOT Analysis of Nokia
Nokia is the world's largest producer and manufacturer of cell phone.( Shann Bobby. ) Due to its good quality and durable functions, the product of Nokia normally can be used for 3 to 5 years without any malfunction. Astonishing, even if the cell phones are fallen down for many times, they still work as normal. Weaknesses

Presumably, its products are mainly designed in simple and unattractive ways in dull color, mostly are grey and black. Moreover , the service centers of Nokia are few and it lacks doing targeting promotion.( Ynkamat.2009 ) Opportunities

In the past, there were not many competitors in the market so the market was mainly dominated by Nokia. In fact, Nokia used to be the most superior cell phone company in the world for almost 14 years . Nowadays, Nokia tries to cooperate with Microsoft and brings innovations.
Starting from 2010, the power of Apple and Samsung have been springing in the market, and they have started to threaten the position of Nokia in the market. At the same time Nokia faces the price pressure compared with other brands in the same level of functions. The Research Objectives:

There are three objectives in total:
1.Find out the level of acceptability of Nokia by their customers nowadays. This objective is based on exploratory research which is conducted to clarify ambiguous situation or discover ideas that may be potential business opportunities.(Zikmund&Babin.2013) As Nokia is not the best seller in the market of cell phones , we are wondering whether customers are still fond of Nokia and what are their rankings towards Nokia.

It should be found by asking the buyers the feelings of using its products and beliefs towards the products or brand, talking about the loyalty and personal taste. Second, finding the market share , sales volume , net profit and the market price per share of Nokia in these 3 years.

2.Analysis the reasons why Nokia cannot retain its first position for 14 years in the market of mobile phone. The second and third objectives are based on descriptive research which describes characteristics of objects, people, groups, organizations ,or environments.(Zikmund&Babin.2013) The descriptive method often involves extensive observation and note-taking, as well as in-depth narrative.( Shane Hall.2012) Basically, finding the pros and cons of Lumia 920 in several areas, such as price, functions , appearance, cooperation with other companies ,user friendliness and the performance in apps downloading. Furthermore, the factors why consumers prefer other brands to Nokia , the comparative advantages and disadvantages of Lumia 920 among iPhone 5 and Samsung S3.

3.Suggest ways to improve the performance and help Nokia fight for higher position. Covering the marketing mix :Product, Price, Place and Promotion. (BusinessDictionary.2013). Analyzing their decisions and examining the responses in quality, packaging, repairs and supports, pricing strategies , discounts , warehousing , inventory management ,advertising and marketing communications. Research Methods:
Secondary Data Research
Secondary data research is the analysis of data or information that was gathered by other researchers.( Ellie82.2012) Using secondary data is inexpensive and accessible, however it is time-consuming and the data may not be specific for the need's of researchers. In this research, there would be both contained with internal secondary research (customer databases and official reports) and external secondary research (social media). First and foremost, in order to find out the opinions and feedbacks of people after purchasing, who used to be the users , are being the users of Nokia and the users of Lumia 920,the research data would be collected by features articles, blogs , social posts and updates ( Facebook and Forums like HK Forum) , press releases and magazines. Then ,it is needed to find out the statistical data to compare the changes in performance of Nokia through seasonal or annual reports of Nokia in sales ,and official reports of comparing the performance in the industry of cell phones.
We collect these feedbacks through internets of forums like HK-PUB forum and HK Golden and gather statistical figures made by other researchers. Also, we obtain some relevant articles from magazine about technology like E-Zone and PChome and catalogs of the targeted companies at their stores.

Primary Research
Primary research is research collected directly from the research area, by the researcher.(Edward.2012) Doing primary research allows researchers to control the contents and the depth of the questions effectively in order to get more accurate and precise answers. On the contrary , it takes lots of time for preparation before interview . In this research , we would firstly set up surveys asking questions in more general and pass to the people through internet websites , e-mail , mobile phones and telephone. Then we form focus groups collecting more detailed points of view and explanations. Surveys

The target of first method is people who have cell phones .Questionnaires would be divided in 3 sections. In the first section, the reasons they should have cell phones and their preferences like what are their ideal brands , colors , market prices and functions. In the second section, ,by asking the feelings and attitudes towards Nokia ,so that we can know the position of Nokia towards Hong Kong people. Finally , we set questions to ask for differences among Nokia , Apple and Samsung .

Focus Groups
The target of focus groups would be separated into either the users of Lumia 920 or not the users of Lumia 920. There are six in a group who are leaded by a moderator. There are mainly two sections. The first section , basically knowing the reasons of choosing their cell phones , the disadvantages and advantages and their experiences of their cell phones. Then , it comes to setting questions on what are their expectations and suggestions towards Nokia and Nokia 920.We aim at getting detailed explanations and descriptions in this part.

Cite This Document

Related Documents

  • Cathay Pacific

    ...Part 1HistoryIn 1946 two ex air force pilots Roy Farrell and Sydney de Kantzow founded Cathay Pacific in Hong Kong. Both of them contributed HK$1 so that their new found airline could be registered. Even though at first it was based in Shanghai, both founders shifted to Hong Kong where they established Cathay Pacific. According to Gavin (1988) ...

    Read More
  • Cathay Pacific

    ...Cathay Pacific Cargo From its origins as a small regional freight operator established in 1946, Cathay Pacific Airways has grown to become one of the world’s leading international air cargo carriers. Cathay Pacific’s cargo business currently accounts for around 30% of its annual revenues, and has helped to build Hong Kong into the world’s...

    Read More
  • Cathay Pacific

    ...[pic] People, They make an airline. Cathay Pacific is an international flag carrier of Hong Kong. The airline was founded in 1946 and it’s located at Hong Kong International Airport. Its major shareholders are Swire Pacific and Air China. The airline's operations include scheduled passenger and cargo services to 168 destinatio...

    Read More
  • Cathay Pacific

    ...Intakes 4 Economic of Industry Assignment CATHAY PACIFIC, founded by Roy.C.Farrell and Sydney H de Kantzow in 1946. It is now an international airline registered and based in Hong Kong serving over 180 destinations in more than 40 countries. It is more like an Oligopoly company because even though it is already a giant in ...

    Read More
  • Cathay Pacific

    ...Cathay Pacific 1. Case Summary I. Problem Statement (briefly discuss the main decision, problem or opportunity that management is faced with in this case) Cathay Pacific Airways, founded in 1946, is a multibillion dollar company headquartered in Hong Kong. Between 1946 and the late 1970s Cathay Pacific developed in house cutting edge IT s...

    Read More
  • Brand Development Plan - Cathay Pacific

    ...1. Company Background Cathy Pacific Airways was founded in 1946, it is an international airline based in Hong Kong, offering scheduled cargo and passenger services to over 170 destinations around the world. The company is the industry's one of the few 5-Star Airline and be awarded the World’s Best Airline over years. It vision is to make the...

    Read More
  • Competitor Analysis of Cathay Pacific

    ...Competitor Analysis of Cathay Pacific Airlines Cathay Pacific Airways is an international airline registered and based in Hong Kong, offering scheduled cargo and passenger services to more than 110 destinations around the world. The main competitors of Cathay Pacific are Singapore Airlines and China Southern Airlines . In this competitor ana...

    Read More
  • Cathay Pacific Case Analysis

    ...e-Procurement at Cathay Pacific Airways: e-Business Valuation Group 7/ B2B Kunal Kumar PGP/16/204 AnkitVermaPGP/16/185 Chandan Bharambe PGP/16/078 StutiAnand PGP/16/231 Supriya S M PGP/16/234 1. What are the benefits of the e-procurement systems for the Airlines Purchasing Department? Quantifiable benefits:         ...

    Read More

Discover the Best Free Essays on StudyMode

Conquer writer's block once and for all.

High Quality Essays

Our library contains thousands of carefully selected free research papers and essays.

Popular Topics

No matter the topic you're researching, chances are we have it covered.