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Customer Satisfaction in Nokia

Paper Type: Free Essay Subject: Marketing
Wordcount: 1394 words Published: 15th Jan 2018

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Marketing is a comprehensive term and it includes all resources and a set of activities necessary to direct and facilitate the flow of goods and services from producers to consumers in the process of distribution. Businessmen refer marketing process as distribution process. Human efforts, finance and management constitute the primary resources in Marketing.

Marketing encompasses all activities of exchange conducted by producers and middlemen in commerce for the purpose of satisfying consumer demand. Marketing Management is responsible for organizing, directing and controlling all marketing activities included in the process of marketing.

Marketing consist of a set of principles for choosing target markets, identifying consumer needs, developing wants. Satisfying products and services and delivering value to customers and profit to the company. More successful companies owe their success to practicing a thorough customer orientation. They make consumer needs the basis of company opportunities.

Definition of Marketing

P. Kotler defines marketing as the set of human activities directed at facilitating and consummating exchanges. The essence of marketing is exchange of products and the transaction is to satisfy human needs and wants.

The American Marketing Association defines marketing as the performance of business activities that direct the flow of goods and services from producer to consumer


Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation.

Today in the customer driven economy, all firms are engaged in a rat race to attract customers build long term relationships with their customers.

The key to customer loyalty is customer satisfaction. A satisfied customer will act as a spokesperson of the company’s product and bring in more customers. All the efforts put in by the marketer in the end comes down to satisfying the customers.

Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation.

Certain ways in which customer satisfaction can be achieved:

Undertaking the needs of the customer.

For defter customer satisfaction a firm has to correctly determine the need of its customer. The best way to understand their needs is through collecting the opinion of the customer and finding out what they really want.

Fulfilling the needs of customers.

To a customer a product represents bundle of expectations. If the performance of the product falls short of expectation, the customers are dissatisfied. So a firm must try to fulfil the needs of the customers.

To study the customers demand in the market.

Customer demands are continuously changing. It can rise or fall. Therefore the firm should be careful and be able to satisfy the customer demand.

Good quality products

The firm should always be able to satisfy the customers by providing them with good quality products and be able to maintain the quality of the goods.

Good service at purchase point and after sales service.

Good quality services are helpful to increase the satisfaction level of the customer. Good after sales service prevents dissatisfaction, frustration and ill will among customers. It can also build up and maintain seller goodwill and better company image.


To find out if the customers are satisfied with services offered by NOKIA and also to find out if they have any problem with the services.

Finally get the customers view on NOKIA services and also how to bring about improvements


To track customers attitude towards NOKIA

To find out customer satisfaction with respect to the services offered by NOKIA

To find, if the services are rendered on time to the customers and to find out if the customers would want any change in NOKIA marketing strategy


The scope is to study the Customer Satisfaction on the Services provided By NOKIA in UK. It looks at the general satisfaction levels of the customers of NOKIA. It also tries to find out how long the customers has been associated with NOKIA, the research also seeks to provide the company with suggestions for improving the services provided by them and also provides information to the company about the rising competition faced by them.


Data collection instrument is an instrument through which data is collected as accurate as possible. It should be easy to use convenient for obtaining data and the researcher should find it easy to gather accurate data using this instruments used in research are-


These contents a set of question which are all the people respond back by answering question choice answers. It is the most common method.


This instrument is a questionnaire but it is sent by mail and response is also obtained by Mail, However, the response could be low.

Apart from this there are also other mechanical or electronic devices which are also used for getting data.


About the company

Nokia Corporation (NYSE: NOK) is one of the world’s largest telecommunications equipment manufacturers. It has since established a leading brand presence in many local markets, and business has expanded considerably in all areas to support customer needs and the growth of the telecommunications industry. Nokia also produces mobile phone infrastructure and other telecommunications equipment for applications such as traditional voice telephony, ISDN, broadband access, professional mobile radio, voice over IP, wireless LAN and a line of satellite receivers. Nokia provides mobile communication equipment for every major market and protocol, including GSM, CDMA, and WCDMA.

SWOT Analysis of the Company: Nokia


Nokia has largest network of distribution and selling as compared to other mobile phone company in the world. It is backed with the high quality and professional team in the HRD Dept. The financial aspect is very strong in case of Nokia as it has many profitable business.

The product being user friendly and have all the accessories one want that is why is in great demand making it No-1 selling mobile phones in the world. Wide range of products for all class. The re-sell value of Nokia phones are high compared to other company’s product.


Nokia has many strengths and some weakness. Some of the weakness includes the price of the product offered by the company. Some of the products are not user friendly. Not concern about the lower class of the society people. Not targeting promotion toward them. The price of the product is the main issue. The service centers in India are very few and scare. So after sales service is not good.

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Nokia has ample of opportunity to expand its business. With the wide range in products, features and different price range for different people, it has an advantage over the competitors around. With the opportunity like ‘Telecom penetration in India’ being at the peak time, Nokia has an opportunity to increase its sales as well as the market share. As the standard of living in India has increased the purchasing power of the people as increased as well


Nokia has many threats to tackle to maintain its position as market leader. The threats like emerging of other mobile companies in the market. The companies like Motorola, Sony Eriksson, Cingular (U.S) etc. these companies have come to the stand of tough competition with Nokia in the field of Mobile Phones. Threats can be like providing

cheap phones, new features, new style and type, good after sales service etc. So, Nokia has to keep in mind the growing competition around. Nokia has to make strategies to tackle problems in the present and the near future. The growing demand of WLL network can cause drop in sales for Nokia, as Nokia provides many less CDMA phones to the



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