Samsung Nokia
MKT 340
Marketing Research Project
SAMSUNG & NOKIA
TEAM FRESH
Executive Summary
This report was done to analyze and compare Samsung and Nokia with regard to their marketing strategies.
This report draws attention to the fact that Nokia was once the market leader for cell phone industry however, the company have been constantly losing its market share year after year. Samsung on the other hand have been gaining market share and is considered to be the top player in this cell phone industry......
Table of Contents
Cell phone industry
Samsung
Nokia
General Overview
Customer Analysis
Competitor Analysis
Self- Analysis
Regulatory/political/technological/industry analysis
Product and pricing analysis
Product and pricing analysis
Positioning and promotion analysis
Distribution analysis
Final Analysis
Recommendations
Appendix
Cell phone industry
The cell phone industry is one of the most competitive and rapidly changing industries. It is characterized by quickly evolving technology and designs, short product life cycles, aggressive pricing, rapid imitation of product and technological advancements, and highly price sensitive consumers. As consumers, many of us can feel the effect from the constant battle among the cell phone manufacturers. The most visible effect is the introduction of new cell phones into the market every year. Current top players in the industry such as Apple and Samsung are competing vigorously for the higher market share. Both the companies are coming out with new phones every year. According to the news report from Yahoo Finance***, the cell phone industry will continue its momentum in growth and it is estimated that the industry will reach $338.4 billion in the year 2017 with a compound annual growth rate of 6.8% over the next five years. In this report, we have chosen two companies that are Samsung and Nokia. Samsung will be a more dominant brand whereas Nokia will be the less dominant brand.
Samsung
Marketing Research Project
SAMSUNG & NOKIA
TEAM FRESH
Executive Summary
This report was done to analyze and compare Samsung and Nokia with regard to their marketing strategies.
This report draws attention to the fact that Nokia was once the market leader for cell phone industry however, the company have been constantly losing its market share year after year. Samsung on the other hand have been gaining market share and is considered to be the top player in this cell phone industry......
Table of Contents
Cell phone industry
Samsung
Nokia
General Overview
Customer Analysis
Competitor Analysis
Self- Analysis
Regulatory/political/technological/industry analysis
Product and pricing analysis
Product and pricing analysis
Positioning and promotion analysis
Distribution analysis
Final Analysis
Recommendations
Appendix
Cell phone industry
The cell phone industry is one of the most competitive and rapidly changing industries. It is characterized by quickly evolving technology and designs, short product life cycles, aggressive pricing, rapid imitation of product and technological advancements, and highly price sensitive consumers. As consumers, many of us can feel the effect from the constant battle among the cell phone manufacturers. The most visible effect is the introduction of new cell phones into the market every year. Current top players in the industry such as Apple and Samsung are competing vigorously for the higher market share. Both the companies are coming out with new phones every year. According to the news report from Yahoo Finance***, the cell phone industry will continue its momentum in growth and it is estimated that the industry will reach $338.4 billion in the year 2017 with a compound annual growth rate of 6.8% over the next five years. In this report, we have chosen two companies that are Samsung and Nokia. Samsung will be a more dominant brand whereas Nokia will be the less dominant brand.
Samsung