BUSINESS RESEARCH METHODS

PROJECT

Submitted by: AKASH GUPTA HARITA SINGH NIDHI BHUSARI SHIVAYOGI KITAGERI SHOBHIT SHARMA UTKARSH MANOJ

PROJECT PROPOSAL
INTRODUCTION A smart phone is a cellular phone with better, faster and enhanced operating abilities and performance which was earlier restricted to PDAs and computers. Smart phones are best known for their fast processing speed, high internet connectivity, multitasking and availability of numerous utilities. With the introduction of smart phones the basic definition of a mobile phone has changed from a basic communication device to High-End mobile phone with internet connectivity, high end media player, compact digital camera and many other features. They can be considered as Pocket Computers and have become an essential part of the rapidly changing world. Nokia 9000 Communicator was the first smart phone, launched in 1996.

SMARTPHONE MARKET IN INDIA The smart phone market in India is showing a robust growth with the rise in mobile internet usage and availability of 3G services. According to marketing research firm Cyber Media Research (CMR) there will be a dramatic growth in the smart phone market in India. The expected sale of 12 million smart phones in 2011 represents a near 100% growth over sales of smart phones in 2010. Also the proportion of smart phones as a percentage of total mobile handset is also expected to grow from 3.6% in 2010 to 5.7% in 2011. The major players in the Indian smart phone market are: Nokia, Samsung, Blackberry, Apple, RIM.

However in smart phone space, Nokia is losing the share much more rapidly and now represents only 35 per cent market share. Nokia continues to be the top brand but Samsung is closing in fast with 26 per cent market share already. Research in Motion (RIM) and Apple trailed with 15% and 2.6%, respectively

Total number of Nokia phone sold for the quarter was down 3% since last year, with smartphones taking a big 38% hit, while feature phones were actually up 8% YoY..

INTRODUCTION TO PROBLEM Nokia has been the Market Leader in the Mobile Phone industry in India from more than 10 years. But due to the introduction of Smart Phones, Nokias Market share has declined over the years. Nokias biggest mistake was it was Myopic and complacent about its achievements and failed to visualize the forthcoming competition, arising innovations and high end technology coming its way which had the full potential of dethroning Nokias competitive edge. The entry of new players such as Samsung, Blackberry, LG, Apple etc in the Indian mobile phone market hindered the sales and Market Share of Nokia. According to research agency ORG GFK, Nokia's market share, as of February 2006 was a staggering 78.8 per cent whereas it has come down to a meagre 39% in 2011. One of the main reasons for this drop in market share is Nokia has been unable to capitalize on the Smart Phones sales compared to its competitors such as Samsung, Blackberry, Apple etc in this Segment. The Opportunity derived from this Research would be we will be able to identify what are the factors or features that users would want to have in their Smart Phones in the future.

PROBLEM STATEMENT What factors can help Nokia make a strong foothold in Smart Phone Market.

RESEARCH OBJECTIVE The Objective of our Research would be to identify the factors the Users consider for buying Smart Phones and what are the significant factors resulting in customer satisfaction that is the Post Purchase behaviour/inferences of the Users.

EXPECTED OUTCOMES OF THE PROJECT With FGD (Focus Group Discussions) and Primary data research instruments, We will observe major factors and their significance with respect to the purchase of Smart Phones and recommend what Nokia should do to increase its market share. In our research we will also be able to identify the features that the users want in their smart phones in future which in turn Nokia can implement in their future releases in the smart phones segment. This would provide Nokia with the First Mover Advantage.

In the due course of our Research we wont be using the brand name Nokia and the research would be conducted on a generic basis because it may lead to biasness in the results we obtain through the FGDs and surveys.