MBA Project

1. NITESH KUMAR
MBA-HR (1408020834)

2. Title of the project
INTERNATIONAL OPERATIONS AT
NOKIA INDIA PVT. LTD.

3. Objectives of the project
• 1.To understand the marketing and
advertising strategies of Nokia. 2.To
analyze the strategies and its effect on the
corporate profile of the company. 3.To
compare the strategies of Nokia with its
competitors and to analyze its strengths.

4. 4.To realize the role being played by
advertising and promotion on the change in
sales volume of the company. 5.To
understand the future trends in advertising
and marketing in mobile handsets sector
especially. 6.To understand the international
operations of the company

5. Problem Statement
• From marketing and advertising
perspective, consumer choice behavior or
preferences can be studied through the
classical five-step (need–information
search–evaluation of alternatives–
purchase–post-purchase evaluation)

6. The acquisition of a new high end mobile
phone follows this traditional view of buying
process, but is in many situations also
affected by symbolic values related to
brands. Consumer choice behavior has
some important prevailing conditions that
must be taken into account while studying
choice

7. • In the light of the classical problem solving
buying behavior, consumers engage in
information search before making the
actual choice. Consumer decision making
process is usually guided by already
formed preferences for a particular
alternative.

8. • This means that consumers are likely to
make the choice between alternatives
based on limited information search
activity and without detailed evaluation of
the other alternatives like Nokia,
Samsung, Lg. Their study on consumer’s
use of five heuristics

9. in the consideration set formation found that
conjunctive heuristics is the most often used
decision model in the consideration set
formation for two product classes in the
study . Conjunctive heuristics means that a
consumer selects a brand only if it meets
acceptable standards, the so-called cutoff
point on each key attribute consumer
regards as important.

10. Methodology to be used
The methodology adopted for this project is
exploratory in nature since there is no
hypothesis that has to be tested. The
conclusions have been drawn by exploratory
research work.

11. • There have been two sources of
information collected: a) Primary Sources I
have met retailers of the Airtel of the
company and have been able to get first
hand information regarding the product, its
features and the buying patterns of the
product. Their input has been valuable.

12. b) Secondary Sources Secondary source
has played a vital role to play in this report.
A good amount of data has been collected
from various published articles and reports
found in magazines and journals. Another
vital source has been the Internet and
particularly the companies own website.

13. • Data collection In this project both primary
data as well as secondary data are used.
Primary data: Primary data used in this
project is collected through two methods,
namely, QUESTIONNAIRE METHOD and
DIRECT PERSONAL INTERVIEW
METHOD.

14. END