Project background, the company and its product
Nokia, a Finnish icon was the world’s leading mobile phone maker. Established in 1865, its principal products are mobile phones and portable IT devices. It also offers internet services such as games, music, media and applications through its Ovi platform. Ever since the revolution of Apple entering the phone market accompanied with the fast changing trend of smartphones, Nokia has since lagged behind. Nokia wish to examine and understand their target market more closely to aid in their management decisions and enhance business development.
Management decision problem translated to research questions
The decision problem identified were the change in consumers’ preferences and trend, the perception and positioning of Nokia in the mind of consumers and is Nokia mobile phone still in demand?
From the decision problems identified from the brief were translated into research areas and then questions evident in the questionnaires.
Changes in target market group demographics: what are the target market demographics?
This forms into the demographic section, such as age, gender, monthly income, etc.
Shifts in product preferences: what do consumers look out for when purchasing a mobile phone and what they want out of Nokia’s mobile phone which could meet their needs and expectations?
Choosing 5 “must have” features in a mobile phone and factors influencing consumers’ purchasing decision.
Brand perception: how consumers perceive, feel or think about Nokia as a brand, the range of mobile phones and how is Nokia faring against their nearest competitor?
Ranking the various brands of mobile phone in order of preference
Product awareness: do consumers take notice of Nokia’s new mobile phone launch? Do they recall seeing advertisements of Nokia’s mobile phone (print ads, television ads, etc)?
Illustrating an advertisement of Nokia Lumia 920 (Nokia’s new mobile phone) and obtain response on product recall/awareness.
Redesign of mobile phone: what improvement can be made or incorporated to enhance Nokia mobile phone features and give consumers what they want?
What are consumers satisfied or dissatisfied in a mobile phone and how Nokia can improvise or avoid?
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