The Impact of Declining Nokia Market Essay

1040 Words Apr 9th, 2013 5 Pages
PRESTIGE INSTITUTE OF MANAGEMENT AND RESEARCH

SESSION
2012-2014
Minor Research Project Synopsis “THE IMPACT OF DECLINING NOKIA MARKET ”

CONTENTS

1. Introduction 1.1 Literature Review
1.2 Objective Of The Study

2. Research Methodology 2.1 The Study 2.2 Sample 2.3 Tools For Data Collection 2.4 Tools For Data Analysis

2. References

3. Questionnaire

Introduction

Nokia has come a long way to evolve from a paper mill founded in 1865 to a world renowned mobile phone manufacturer and one of the most powerful brands in the world. In 1992 Nokia appointed Jorma Ollila as the new CEO and concentrated its focus on telecommunications. Throughout the 1990’s Nokia was
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The thesis includes empirical as well as descriptive elements. There are several contexts to the research, because the aim is to improve Nokia’s existing marketing strategies in different regions based on potentially differing brand perceptions prevalent in these areas.

Data Collection Methods

Interview

Qualitative research and analysis methods were used to assess the depth interview
(Appendix 1) conducted on the fourth of February, 2011, with Mr. Pekka Somerto, the
Vice President of Nokia’s Brand and Marketing Portfolio Management. The interview was conducted at Nokia’s headquarters in Keilaniemi and it lasted for approximately an hour. The interview consisted of thirteen questions and the purpose was to find out about the brand identity Nokia tries to create with their marketing. The questions asked were chosen based on the literature discussed in the literature review, and with the overall goal of improving Nokia’s marketing strategies for smart phones from the branding perspective. The results of the interview not only helped in reaching the research objective, but they also provided useful ideas and additional questions for the consumer survey.

Survey

To find out consumers’ brand perceptions of Nokia, quantitative research and analysis methods were utilized. An

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