You are on page 1of 15

A Seminar Report

On

MARKETING STRATEGY ON NOKIA VERSUS SAMSUNG

SUBMITTEDINPARTIALFULFILLMENTTO
THE IIS UNIVERSITY

FortheDegreeof
MBA-INTERNATIONAL BUSINESS
(Department of HRM & IB))
SUPERVISED BYChoudhary
Asst. Professor
Dept. of HRM & IB

SUBMITTED BY Miss. Chetangana


Shradha Jaipuria
MBAIB(SEMESTER1)
ICG/2011/17958

TABLE OF CONTENTS
ACKNOWLEDGEMENT
PREFACE
INTRODUCTION
RESEARCH METHODOLOGY
REVIEW OF LITERATURE
OBJECTIVES OF RESEARCH
LIMITATION OF STUDY
COMPANY PROFILE
ANALYSIS AND INTERPREATATION
FINDINGS
SUGGESTIONS
CONCLUSIONS
BIBLIOGRAPHY

INTRODUCTION
Marketing is the process of communicating the value of a product to
customers for the purpose of selling that product (goods or services. Another
simple definition of "marketing" is "managing profitable customer
relationships".
Marketing strategy is the goal of increasing sales and achieving a sustainable
competitive advantage. Marketing strategy includes all basic and long-term
activities in the field of marketing that deal with the analysis of the strategic
initial situation of a company and the formulation, evaluation and selection of
market-oriented strategies and therefore contributes to the goals of the
company and its marketing objectives

Marketing strategy: objectives


Your marketing objectives will focus on how you increase sales by getting and
keeping customers.

Marketing strategy: knowing your customers


A successful marketing strategy depends on understanding your customers, what
they need and how you can persuade them to buy from you.

Marketing strategy: making a plan


A marketing plan explains how to put your strategy into action. It will set
marketing budgets and deadlines, but it will also tell you how you're going to talk
to your target customers - whether that's through advertising ,networking, going
to trade shows, direct marketing, and so on.

RESEARCH METHODOLOGY
Research in a common parlance refers to a search for knowledge. One can
also define research as a scientific and systematic search for pertinent
information on a specific topic. In fact, research is an art of scientific
investigation.
Research methodology is a way to systematically solve the research problem.
It may be understood as a science of studying how research is done
scientifically. In it we study the various steps that are generally adopted by a
researcher in studying his research problem along with the logic behind them

REVIEW OF LITERATURE
Griffin Abbie ,Hauser John R , Integrating R&D and
Marketing: A Review and Analysis of the Literature ,Article
first published online: 3 OCT 2003
Marketing integration is being reassessed in light of the movement
toward flatter organizational structures and cross-functional teams. To
facilitate that reassessment, and to help guide future research in this area,
they review recent research on the methods employed for integrating
R&D and marketing, and they propose several hypotheses regarding
those methods. They present their review and hypotheses within the
framework of a causal map they have developed for studying functional
integration.

OBJECTIVES OF RESEARCH
To get knowledge about Nokia mobiles and Samsung mobiles.
To know the brand image of Samsung and Nokia.
To compare marketing strategies of Nokia and Samsung.
To know about the marketing strategy of Nokia.
To know about the marketing strategy of Samsung.

LIMITATIONS OF THE STUDY

The data used in the study has been collected from secondary sources.
So the level of accuracy cannot be determined.
Time limit is a major constraint.
As per the company rules most of the information were not disclosed.

COMPANY PROFILE
NOKIA
Nokia is a Finnish communications and information technology multinational
corporation that is headquartered in Espoo, Uusimaa, in the
greater Helsinki metropolitan area. Its Nokia Networks subsidiary
provides telecommunications network equipment and services. Its wholly
owned subsidiary here provides free-of-charge digital map information
and navigation services.

SAMSUNG
Samsung Group is a South Korean multinational conglomerate company
headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries
and affiliated businesses, most of them united under the Samsung brand, and
are the largest South Korean chaebol(business conglomerate).
Samsung was founded by Lee Byung-chul in 1938 as a trading company.

DATA ANALYSIS
Nokia has concentrated its effort on design and it has consumers among
businessmen while Samsung has market leadership through its innovative
and hot mobile phones and it has young consumers.
Nokia is considered of a very high quality by segment of consumer between
20 to 50 years of age while Samsung is considered of a medium high quality
by segment of consumer between 15 to 35 years of age.
Nokia is a traditional brand while Samsung is a young brand.
Samsung has spent money on the latest high technology device.
Nokia has established its leadership in mobile phone market according to its
successful marketing strategies and internal management. while Samsung is
always trying to indulge with media

FINDINGS
Nokia use advertisement mode of promotion after launching a new cell phone in
the market. So people dont have much knowledge about their latest models.
While Samsung have lots of ads in market before launching it.
Nokia always launch high range products. So to increase the sales it has to give
advertisement or special discount or special schemes with every purchase of new
cell phone. Samsung have color variety in their cell phones as Nokia dont have
this much.
Nokia's philosophy is to learn continuously, to satisfy consumers, and to respect
individual and pursue professionalism.
Nokia use advertisement mode of promotion after launching a new cell phone in
the market. So people dont have much knowledge about their latest models.
While Samsung have lots of ads in market before launching it

SUGGESTIONS
Nokia should reexamine the introduction marketing strategy it is using for its
mid price range products.
If Nokia would like to use segmentation strategy when introducing its next
smartphones, the company should be more careful when formulating and
implementing its strategic choices.
Samsung should invest in its customer service and focus on customer
satisfaction without changing the product line, pricing levels and the
distribution strategy.
Samsung, with little experience in customer service for businesses, has had to
build its Knox team from scratch as complaints piled

CONCLUSION
Samsung only focuses on the quality and features of their products.
Nokia has the single largest market share in India of 60%.
Nokia is the only competitor of Samsung.
Nokia is better than Samsung but Samsung beat the Nokia.
The one mistake of Nokia not tying up with Android and not bringing
forward really high tech mobile phones has hit the brand in its heart and
opened up the avenue for another super player Samsung.
Nokia has not yet achieved its leadership position, and the reason for this is
the marketing strategy used to market its mid-price range products

BIBLIOGRAPHY
BOOKS
Kothari, C.R.(2007), Research Methodology Methods and Techniques,

NEWSPAPER
The Times Of India
Hindustan Times

INTERNET
www.wikipedia.com
www.projectsmonitor.com

THANK
YOU

You might also like