MINOR PROJECT REPORT ON Analysis of Marketing Strategy of Motorola Handsets BBA

7/30/2019 MINOR PROJECT REPORT ON Analysis of Marketing Strategy of Motorola Handsets BBA

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19/82

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23/82

NgjsifidityN 'j(ihm ih pdjbg j !jragtihm prcmrj! ncr gjb` sgm!ght jho orjwihm

jo(jhtjmgs nrc! t`jt)

Oistihmuis`ihm jfidityN !jragt sgm!ghts `j(g tc fg oi(grsg ghcm` tc s`cw

oinngrght rgjbtichs tc oinngrght !jragtihm !i+gs)

Jbbgssifidity%_`g sgm!ght `js tc fg jbbgssifdg jho sgr(jfdg ncr t`g crmjhi7jtich)

Vgdgvjhbg%_`g si7g jho prcnit pctghtijd cn j !jragt sgm!ght `j(g tc fg djrmg

ghcm` tc gbchc!ibjddy kstiny sgpjrjtg !jragtihm jbti(itigs ncr t`is sgm!ght)

EgjsurjfidityN It `js tc fg pcssifdg tc ogtgr!ihg t`g (jdgs cn t`g (jrijfdgs sgo

ncr sgm!ghtjtich wit` kstinijfdg gnncrts)

_`g trjoitichjd (jrijfdgs ncr sgm!ghtjtich jrg js ncddcwsN

M"3')0.L%

,jho cr rgmich

Vrjd cr !gtrcpcditjh jrgj

O"e3')0.L%

Jmg$ sg+$ !jritjd stjts

Ihbc!g$ cbbpjtich$ gobjtich

Vgdimich$ hjtichjdity$ gt`hibjd mrcp

\($L.3')0.LN

#cbijd stjts

,ingstydg/typg

&grschjd typg

*-


24/82

F".)')*N

Ihtghsity cn prcobt sg

"rjho dcyjdty

Wsgr fg`j(icrs

Ejragtgrs `j(g tc b`ccsg t`csg (jrijfdgs t`jt jrg rgdg(jht ncr sgm!ghtihm t`g !jragt ncr

j pjrtibdjr prcobt) _`g fjsib rdg is tc ncbs ch j di!itgo h!fgr cn i!pcrtjht

(jrijfdgs)

_@G EJVAG_IHM EI9

_`g tgr! wjs bcihgo fy H"* @2 F'#"ih ìs jrtibdg K_." BL"0! / !." E)'+"!3

EK ih :6.1) _`g KE)'+"!3 EK is prcfjfdy t`g !cst nj!cs p`rjsg ih !jragtihm)

_`g gdg!ghts jrg t`g !jragtihm tjbtibs) Jdsc ahcwh js t`g KNu' \(K$ t`g !jragtihm !i+

gdg!ghts jrg\'L"= \*)L"$\'#uL!=\'e!jho Ihbrgjsg t`g !i+ tcKR"" \(K$ tc

ihbdog \.$(L)* "#"L" 8sb` js hincr!s$ njbiditigs$ cr di(gry3 jho \'L"((8i)g) t`g

w`cdg bstc!gr g+pgrighbg g)m) j (isit t`g ;ishgy 9crdo3)

_`g bchbgpt is si!pdg) _ìha jfct jhct`gr bc!!ch !i+ / j bjag !i+) Jdd bjags bchtjih

gmms$ fttgr$ ndcr$ jho smjr) 'cwg(gr$ yc bjh jdtgr t`g nihjd bjag fy jdtgrihm t`g

j!chts cn !i+ gdg!ghts bchtjihgo ih it) #c ncr j swggt bjag joo !crg smjr It is t`g

sj!g wit` t`g !jragtihm !i+) _`g cnngr yc !jag tc yc bstc!gr bjh fg jdtgrgo fy

(jryihm t`g !i+ gdg!ghts) #c ncr j ìm` prcnidg frjho ihbrgjsg t`g ncbs ch prc!ctich

jho ogsghsiti7g t`g wgim`t mi(gh tc pribg)

G(("!)*( / e)'+"!3 e%

\'#uL!% O"/"( !." L.)')L!"'(!L( / $u' 0'#uL! ' ("'L" !.)! e""!( !."

*0
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25/82

""#( / $u' Lu(!e"'(2

\'L"% O"L#" ) 0'L3 (!')!"3$ - # ! *"! ! u(! .)00" G" / $u

#"L#" ! ! L.)'3" /' ) ("'L" ,) *(( *")#"'= $u eu(! '")*" !.)!

!.( ( ) L(Lu( #"L( )# /'e( 0)'! / !." 0'L3 (!')!"3$2

\'e!% _.( L*u#"( )** !." ")0( !." e)'+"!3 )'e'$ - )#"'!(3=

("**3= ()*"( 0'e!(= \uf*L V"*)!(= "!L2

\*)L" ,'

'u!" /

#(!'fu!%

Re" / !." '"*u!( e)'+"!3 .)" Le" )fu! f$ L.)33

!.( \2 _.+ / !"*"0." (u')L" )# !." !"'"! J f! / *)!"')*

!.+3 ."'" e3.! '")0 '")'#( /' $u' fu("((2

JHJDYRIR CN EJVAG_IHM R_VJ_GMY ,? \8(

\VCOWB_

@(!'$

Ectcrcdj djhb`go t`gir !cfidg p`chgs ih Ihoij ih :66:) _`grg wgrg hct !jhy

bc!pgtitcrs ih t`g !jragt og tc ìm` pribgs jho dgss og!jho) _`g !cfidg `jhosgt !jragt

sjw j b`jhmg nrc! t`g ygjr :661$ w`gh Hcaij rgobgo t`g pribgs cn t`gir prcobts fy j

bchsiogrjfdg j!cht) _ìs frcm`t j b`jhmg ih t`g !ihosgt cn t`g bchs!grs$ wìb`

*1


26/82

ghjfdgo t`g og!jho tc mrcw) _`is jdsc njbiditjtgo t`g ihtrcobtich cn ct`gr frjhos diag

&jhjschib$ #j!shm$ gtb)

Bu''"! C//"'3(

#c!g cn t`g Ectcrcdj `jhosgt !cogds brrghtdy fgihm scdo ih Ihoij bjh fg bjtgmcri7go

ihtc t`rgg pjrtsN /

D G# E#"*(% - B:4= B::= B::= B:11= B6


27/82

Zu)*!$ J(0"L!%-

Fjdity jspgbts cn Ectcrcdj bjh fg (gry wgdd ogtgr!ihgo nrc! t`g njbt t`jt Ectcrcdj is

t`g h!fgr chg frjho ncr Ecfidg 'jhosgts ih W)#) jho W)A) Hcaij is bchsiogrgo tc fg j

mcco 4jdity frjho ih Ihoij) #c$ wg hggo tc dcca jt w`y Ectcrcdj is tjaihm p j fjbasgjt

ih Ihoijh !cfidg `jhosgt !jragt) 9`jt jrg t`g (jrics wjys t`rcm` wìb` j bstc!gr

bjh fg ihncr!go jfct t`g 4jdity cn `jhosgtR

O"(3%-

Hcaij `jhosgts jrg ogsimhgo tc fg (gry sgr nrighody) _`g (jrics ngjtrgs pgrtihght ih j

!cfidg `jhosgt bjh fg sgo wit` gjsg jho bc!ncrt w`grgjs Ectcrcdj `jhosgts jrg

bchsiogrgo bc!pdg+$ `gj(y jho hch/orjfdg) _ìs mi(gs jh gomg tc Hcaij js Ihoijh

bchs!grs prgngr si!pdg jho gjsy tc sg ihtgrnjbg)

F')# H)e"%-

Hcaij `js j !chcpcdy ih frjho hj!g ih !cfidg `jhosgt !jragt c(gr ct`gr bc!pjhigs

ihstgjo cn t`g njbt t`jt Hcaij jho Ectcrcdj `j(g fct` ihtrcobgo t`gir p`chgs jd!cst jt

t`g sj!g ti!g)

In yc dcca jt t`g frjho hj!g (jdg cn Ectcrcdj$ yc widd niho t`jt it is ocihm wgdd)

R"'L"(%-

;rihm cr sr(gy wg ncho ct twc !jkcr tìhmsNLirstdy$ pgcpdg `jrody rg4irg jhy jntgr

sjdgs sgr(ibgs jho sgbchody$ inr g4irgo t`g sgr(ibgs prc(iogo fy Hcaij jrg sjtisnjbtcry tc

pgcpdg) 9g jdsc ncho sc!g bstc!grs oissjtisnigo rgmjroihm Ectcrcdj jntgr sjdgs

sgr(ibgs prcfdg!s) _`jt dgjos tc !jkcr oissjtisnjbtich j!chm t`g bchs!grs$ wìb` jt t`g

gho jnngbts t`g frjho i!jmg cn t`g bc!pjhy)

\VIBG

_`g !cfidg `jhosgts !jragt is bchsiogrgo tc fg 4itg pribg sghsiti(g) Js j h!fgr cn

bc!pjhigs wit` j h!fgr cn prcobts g+ist ih t`g !jragt$ j !ihcr b`jhmg ih t`g pribgs cn

`jhosgts `js j rgndgbtich ch t`g og!jho ncr t`jt prcobt)

*


28/82

D(! 0'L"%

Hcaij cnngrs j h!fgr cn `jhosgts rjhmihm nrc! Vs) *.?? tc -1??$ wìb` bc(grs

(jrigtigs cn p`chgs)

Ih bchtrjst tc it$ Ectcrcdj cnngrs `jhosgts rjhmihm nrc! Vs) :6?? tc *6???$ wìb` bc(grs

bc!pjrjti(gdy dgss (jrigtigs cn p`chgs t`gh bc(grgo fy Hcaij)

V"()*)f*" )*u"%

;rihm t`g sr(gy wg ncho t`jt t`grg jrg sc!g pgcpdg w`c diag tc aggp b`jhmihm

t`gir bgdd p`chgs kst fgbjsg t`gy nggd diag ocihm it) Jho js wg dccago jt sgbcho `jho

!cfidg `jhosgts !jragt$ wg ncho t`jt jmjih Hcaij is j prc!ihght dgjogr ih tìs !jragt

jdsc) _ìs is jdsc j rgjsch t`jt pgcpdg diag tc prgngr tc mc ncr Hcaij) 2h t`g ct`gr `jho

Ectcrcdj ocgs hct `j(g j (gry mcco rgsjdg (jdg)

\DJBG ,OIR_VIFW_ICH

2hg cn t`g !jkcr njbtcrs t`jt bchtriftg tc t`g sihmdg oimit !jragt s`jrg cn Ectcrcdj is

t`gir oistriftich hgtwcra) Lrc! t`g ojtj wg `j(g mjt`grgo$ it sgg!s t`jt Ectcrcdj `jshGt

mi(gh i!pcrtjhbg tc tìs (gry rgdg(jht jspgbt) Ectcrcdj rgprgsghtjti(gs rjrgdy (isit t`g

s`cps tc ihtrcobg t`gir prcobts) Jdsc$ t`g s`cps t`gy mghgrjddy (isit jrg t`csg t`jt jrg

bghtrjddy dcbjtgo jho s`cps wìb` mghgrjddy `j(g t`g bgdd p`chgs cn jdd t`g bc!pjhigs)

_`grg jrg di!itgo g+bdsi(g s`cwrcc!s cn Ectcrcdj$ wìb` ìhogrs t`g jhy rgdg(jht

ihncr!jtich tc fg pjssgo ch tc t`g bchs!grs$ t`jt !im`t `j(g fggh pcssifdg ih jh

g+bdsi(g ctdgt js t`g g!pdcyggs ih jh g+bdsi(g ctdgt jrg !crg jwjrg cn t`g prcobt

jho t`g spgbinibjtichs cn jdd t`g !cogds)

\VCEC_ICHJ#"'!(3 I#)

_ìs is t`g !jkcr prcfdg! jrgj ncr Ectcrcdj) Ectcrcdj spghos chdy j !gjmgr j!cht cn

!chgy ch Jo(grtisg!ghts$ js bc!pjrgo tc ct`gr frjhos diag Hcaij jho #j!shm ih Ihoij)

Ecst cn t`g bchs!grs jrg hct jwjrg cn t`g prcobts ch cnngr) Js t`grg is (gry dgss

*


29/82

(isifidity cn prc!ctichjd bj!pjimhs$ t`grg is j nggdihm ih t`g !ihos cn t`g bchs!grs t`jt

t`gir prcobts jrg hct cn ìm` 4jdity)

Jdt cm`$ tìs trgho is b`jhmihm wit t`g ihtrcobtich cn Ectc Vj7r 5-$ ft it is

rgstribtgo tc chdy chg !cogd jho bchs!grs jrg hct jwjrg cn ct`gr !cogds)

Ef*" 0."( )#"'!("e"! .)#*"# f$ C3*$ 5 E)!."'

C3*$ 5 E)!."' ]'*##"is t`g jmghby brgjtgo fy "ritis`/fcrh jo(grtisihm dgmgho

;j(io 2mid(y ih :60$ (irtjddy nrc! sbrjtb`) It hcw `js :? W# cnnibgs jho j nrt`gr -16

wcrdowiog ih c(gr 6? bchtrigs) It wjs t`g nirst jmghby ihtc >ìhj$ Acrgj jho 5igthj!

jho is hcw Jsijs djrmgst ihtgmrjtgo hgtwcra jdsc chg cn t`g nirst ihtc =jstgrh =rcpg)

Jo(grtisihm Jmg rjhago 2E js t`g :? jmghby hgtwcra wcrdowiog ih *??0 wit`

rg(ghgs cn


30/82

ghtgrprisg tc mrcw$ jho fy sc ocihm prc(iog t`g cppcrthity ncr cr g!pdcyggs jho

s`jrg`cdogrs tc jbìg(g t`gir rgjschjfdg pgrschjd cfkgbti(gs)C

Jfu! E!'*)

Ectcrcdj is j Lcrthg:?? mdcfjd bc!!hibjtichs dgjogr t`jt prc(iogs sgj!dgss !cfidityprcobts jho scdtichs jbrcss frcjofjho$ g!fgoogo systg!s jho wirgdgss hgtwcras)

R")e*"(( ef*!$!gjhs yc bjh rgjb` t`g pgcpdg$ tìhms jho ihncr!jtich yc hggo ih

ycr `c!g$ jtc$ wcrapdjbg jho jdd spjbgs ih fgtwggh) #gj!dgss !cfidity `jrhgssgs t`g

pcwgr cn tgb`hcdcmy bch(grmghbg jho ghjfdgs s!jrtgr$ njstgr$ bcst/gnngbti(g jho ndg+ifdg

bc!!hibjtich) Ectcrcdj `jo sjdgs cn W# -:)- fiddich ih *??6)

JHJDYRIR CN _@G BCHRWEGV NGGOFJBA

O"e3')0.L \'/*"(

B(ue"' fu$3 F".)'

Be0)')!" J)*$((

E!'*) NLu(

_c mgt jh ihsim`t ihtc t`g bchs!grGs rg4irg!ghts jho og!jhos wìdg prb`jsihm j

!cfidg `jhosgt$ j sr(gy wjs bchobtgo ih =jst$ 9gst jho Hcrt` ;gdì$ %rgjtgr Hcioj

jho %`j7ijfjo)

-?


31/82

_`g tctjd sj!pdg si7g ncr cr sr(gy wjs :??)

J'")( L"'"# u#"' (u'"$ R)e0*" R"

:) %`j7ijfjo 1*) Vc`ihi 0?-) #`jajrpr *10) V)A)&rj! :11) %rgjtgr Hcioj 1.) "5W >j!ps :?

R"3e"!)! / !." ()e0*"/

:) 2h t`g fjsis cn mghogrN EjdgBLg!jdg

*) 2h t`g fjsis cn jmg mrcpsN ? / :1 B :1 / *1 B *1/0? B 0? jfc(g

-) 2h t g fjsis cn dg(gds cn Ihbc!gN ^1??? B 1???/*???? B ]*????

_`g 4gstichhjirg bc(grgo oinngrght jspgbts cn t`g bchs!grGs prgngrghbgs$ t`gir

rg4irg!ghts$ jho t`g njbtcrs rgspchsifdg ncr dcw sjdg cn Ectcrcdj `jhosgts)

J bcpy cn t`g 4gstichhjirg is prc(iogo ih Jppghoi+)

-:


32/82

O"e3')0.L \'/*"

:1 61N _`g rgspchoghts ih tìs jmg mrcp fgdchm tc t`g ìm` sb`ccd jho bcddgmg

mcihm brcwo) _ìs sgt bc!prisgs cn ogpghoght ychm jodts w`c jrg frjho bchsbics

jho (jdgs !chgy js t`gy fgdchm tc t`g sjdjrigo jho fsihgss ppgr M !ioodg bdjss)

_ìs jmg mrcp jdsc fgdchms tc t`g ychm ght`sijst w`c is hct jnrjio cn tryihm

sc!gtìhm hgwC)

61 ?


33/82

Jf" ?


34/82

_`g jmg mrcp cn *1/0? mi(gs g4jd i!pcrtjhbg tc Hggo$ &ribg jho 5jdg Joogo

#gr(ibgs ih t`g `jhosgt) _`gy try tc striag j fjdjhbg fgtwggh t`gsg t`rgg njbtcrs jho

cpt ncr t`jt wìb` !j+i!i7gs (jdg prcpcsitich)

_`g 0? jfc(g mrcp jdsc mi(gs g4jd i!pcrtjhbg tc Hggo jho tc t`g njbt t`jt fgihm

jh cdogr !g!fgr t`gy !st bjrry j `jhosgt)

BCE\G_I_I;G GH;IVCHEGH_

I#)8( Ef*" @)#("!( E)'+"!

J h!fgr cn !cfidg `jhosgts !jhnjbtrgrs s`jrg tìs (gry bc!pgtiti(g !jragt ih Ihoij)

Ecst prc!ihght j!chm t`g! jrg Hcaij$ #j!shm$ ,%$ #chy =ribssch jho Ectcrcdj)

H+)

_ìs !jragt is rdgo fy Hcaij) Ihtrcobgo ch Ihoijh s`crgs ih :660$ Hcaij cnngrs jdd

aihos cn Ecfidg 'jhosgts$ rjhmihm nrc! t`g !cst fjsib chgs$ wìb` sppcrt chdy bjddihm

jho tg+t !gssjmihm tc t`g !cst jo(jhbgo chgs wìb` sppcrt ngjtrgs diag EE#$

>j!grj$ "dgtcct`$ %&V#$ _cb` #brggh$ _cp gho mj!gs$ Hgt #rnihm gtb) Its !jkcr

!cogds jrg *:??$ ::??$ 61??$


35/82

#j!shm jdsc bj!g ihtc t`g !jragt jrcho t`g sj!g ti!g js Hcaij) Jdt`cm`$ t`gy `j(g

ihtrcobgo mcco 4jdity jho gdgmjht `jhosgts$ t`gy `j(g hct fggh jfdg tc bjptrg !b` cn

t`g Ihoijh !jragt) Its !jkcr !cogds jrg #%'/>::?$ #%'/>:??$ #%'/0-?$ #%'/=:?$

gtb) "t hcw wit` t`g Ihhc(jtich cn >crfy sgrigs cn #j!shm$ t`gy jrg tryihm tc bc!pgtg

Hcaij `ghbg bjptrg t`g !jragt)

DM

,% ihtrcobgo its prcobts ih Ihoij jrcho 0/1 ygjrs fjba) Jdt`cm` ,% `js hct jfdg tc

!jag j !jra ih t`g !cfidg `jhosgt !jragt$ it is prcmrgssihm wgdd spgbijddy jntgr its

bcddjfcrjtich wit` Vgdijhbg) Ejkcr !cogds ihtrcobgo jrg >*???$ 5:??$ 50


36/82

? E)'L. 8


37/82

B ::1 B:4 ;


38/82

_JFDG R@C]IHM BCE\JVIRCH CN OINNGVGH_ ECFIDGR

F')#

H)e"

\'L"

,V(2

R"'L"

E"(()33

O(0*)$

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)f*" L!"!(

R0"L)*

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E!'*)D 0'L"

B ::1 :6


39/82

::


40/82

E)'+"! R.)'" / H+) )# E!'*)

F*u"!!.

WRF?

EF EEB2


41/82

Hcaij vs. Ct grs...

Hcaij

>6%

Ct grs

20%Hcaij

Ct grs

Ectcrcdj vs. Ct grs

0%

96%

Ectcrcdj

Ct grs

].$ !." e)'+"! (.)'" / E!'*) ( *"((

0:


42/82

9g ahcw t`jt t`g og!jho cn j prcobt is ogpghoght ch pribgs) "t ih tìs bjsg t`g

og!jho ncr Hcaij !cfidgs is ìm`gr t`jh ct`gr !cfidgs) "gbjsg ih cr sr(gy wg ncho

t`jt pgrncr!jhbg cn Ectcrcdj !cfidgs jrg hct mcco nrc! t`g bchs!gr js wgdd js ogjdgrs

pciht cn (igw) Ectcrcdj `jhosgts jrg djbaihm ih t`g ngjtrgs js wgdd js fjttgry fjba p$

wìb` is jh gssghtijd pjrt cn bchs!gr prgngrghbg) 9g stoy t`jt t`g jntgr sjdg sgr(ibg cn

Ectcrcdj is hct mcco js bc!pjrgo tc Hcaij jho #j!shm) >stc!grs js wgdd js ogjdgrs

jrg hct sjtisnigo wit` t`g jntgr sjdg sgr(ibgs$ t`gsg aihos cn tìhms jrg t`g !jih jrgjs ih

wìb` t`gy jrg djbaihm) >stc!grGs rgspchsgs tcwjros t`g dccas cn Ectcrcdj Ecfidgs jrg

!cstdy pcsiti(g ih bjsg cn ìm` pribgo !cfidgs$ ft ih bjsg cn dcw pribg !cfidgs t`gy oc

hct nggd sjtisnjbtcry) Ih bjsg cn Hcaij t`g !cfidgs jrg (gry fgjtind ih dccas) _`gsg aihos

cn tìhms jrg (gry i!pcrtjht ncr bjptrihm t`g c(grjdd !jragt s`jrg)

Lrc! t`g jfc(g tjfdg wg jss!g t`jt t`g ngjtrgs cn jdd t`g !cfidgs jrg mcco ft

ih Hcaij t`grg jrg !crg ngjtrgs t`jh ct`gr !cfidgs) Ih dcw pribg !cfidgs Hcaij jho

#j!shm `j(g !crg ngjtrg t`jh Ectcrcdj) Ih ìm` rjhmg t`g ngjtrgs jrg !crg c(gr

si!idjr ft$ og tc chg cr twc g+trj ngjtrgs `j(g ih Hcaij !cfidgs !jags t`g oinngrghbg

ih t`g Ihoijh Ejragt)

E!'*) )!( ! L'")(" e)'+"! (.)'" I#)

0*


43/82

BGCG#2 )#"'

_`grg jrg p`ghc!ghjd mrcwt` cppcrthitigs ih g!grmihm !jragts ncr Ectcrcdj Ihb)

8E2_3$ ft chg bchtry t`g tgdgbc!/g4ip!ght !jagr hggos tc wcra ch is Ihoij$ >`ign

=+gbti(g G# )#"' ()#9gohgsojy)

E!'*)K( e)'+"! (.)'" I#) ( !." (3*" #3!(= .L. )#"' L(#"'(

u)LL"0!)f*")

PI! stidd hct `jppy wit` Ihoij$P Djhogr sjio orihm jh ih(gstcr bchngrghbg `cstgo fy

>itimrcp ih Hgw @cra) 'is spggb` wjs frcjobjst c(gr t`g Ihtgrhgt) 'g hctgo t`g tcp

pdjygr ih t`g rgmich `js j e)'+"! 0(! /


44/82

_`g og!chstrjtich ihbdogo chg cn Djhogrs nj(critg jrtists / Hgid ;ij!cho / jho j bdip

nrc! ;ij!chos P#wggt >jrcdihgP fdjstgo ch t`g p`chgs spgjagrs)

PI(g mct 1? Hgid ;ij!cho schms ih `grg$P `g sjio)

Ectcrcdj pdjhs tc `j(g ct gr p`chgs sihm t`g i_hgs scntwjrg$ `g joogo)

Djhogr sjio t`jt mi(gh t`g bc!pgtiti(g gh(irch!ght$ wcraihm wit` ct`gr bc!pjhigs tc

frihm ct hgw og(ibgs is agy ncr djstihm mrcwt`) Jdchm wit` its pjrthgrsìp wit` Jppdg$

Ectcrcdj prg(icsdy wcrago wit` 2jadgy Ihb) 8223 ncr j shmdjss wit` j fdgtcct`/

ghjfdgo bgdd p`chg)

Ih t`g ntrg$ Djhogr sjio `g sggs p`chgs g(ghtjddy sihm rg!c(jfdg ndjs` !g!cry tc

stcrg oinngrght bchtght sb` js !sib) _`g pcrtjfdg !g!cry ori(gs widd fg ihbrgjsihmdy

i!pcrtjht tc wirgdgss og(ibgs)

2h t`g bcst siog$ Ectcrcdj bchtihgs tc bt g+pghsgs fy strgj!dihihm its oistriftich

b`jih) It is wcraihm wit` ngwgr sppdigrs$ strgssihm dcwgr c(grjdd bcsts jho ìm`gr 4jdity$

wìb` Djhogr jo!ittgo wjs j njbtcr ih dcwgr mrcss !jrmihs ih t`g pjst)

R]C_ JHJDYRIR

00


45/82

In wg bchobt j #92_ jhjdysis ch Ectcrcdj$ wg bc!g p wit` t`g ncddcwihm /

R!'"3!.( ]")+"(("(

Ljirdy &ribgo

%cco Fjdity

Ecst sgddihm frjho ih W)#) jho

W)A)

5gry dgss (isifidity

Hct j (gry mcco frjho i!jmg

#gr(ibg 4jdity issgs

,gss h!fgr cn !cogds

,cw jo(grtisihm

,gss (isits fy t`g bc!pjhy tc

ogjdgrs

C00'!u!$ _.'")!(

I!jmg fidoihm fy ihtrcobihm hgw

!cogds &ribg bchsbics bchs!grs

Echcpcdy cn Hcaij

"rjho i!jmg cn Hcaij H!fgr cn Ecogds cn Hcaij

01


46/82

VGRGJVB@ EG_@COCDCMY

0.


47/82

V"(")'L. O"(3 )# E"!.#*3$

_ìs rgsgjrb` is j bc!fihjtich cn t`g sgbchojry ojtj$ jhjdysis cn t`g bchs!gr sr(gy

jho t`g pri!jry ojtj)

R"L#)'$ O)!)/ 9g bcddgbtgo sgbchojry ojtj nrc! scrbgs diag fsihgss !jmj7ihgs$

chdihg !jmj7ihgs jho kcrhjds ch t`g Ihtgrhgt$ pcrtichs cn wìb` `j(g fggh rgprcobgo ih

tìs rgpcrt)

B(ue"' Ru'"$ / 9g bchobtgo j >chs!gr #r(gy tc mjih jh ihsim`t ihtc t`g

j(grjmg bchs!grGs prgngrghbgs js njr js prb`jsihm cn Ecfidg 'jhosgts is bchbgrhgo)

#j!pdihm ncr t`g sr(gy wjs bch(ghighbg sj!pdihm wit` j !i+ cn pgcpdg nrc! jdd jmg

mrcps$ fct` sg+gs jho pgcpdg wit` oinngrght ihbc!g mrcps) _`g sj!pdg si7g wjs jpprc+

:?? pgcpdg)

\'e)'$ O)!)M 2hbg wg `jo t`g nihoihms cn cr bchs!gr sr(gys$ wg bchtjbtgo t`g

Ejragtihm =+gbti(g cn Ectcrcdj tc mjt`gr jdd t`g ihncr!jtich t`jt wjs hj(jidjfdg ch

t`g Ihtgrhgt)

CF&GB_I;G CN _@G R_WOY

0


48/82

]** E!'*) f" )f*" ! #e)!" I#) Ef*" @)#("!( E)'+"!

_c ogtgr!ihg t`g rgjschs cn njidrg cn Ectcrcdj tc fgbc!g j dgjoihm frjho ih t`g bgdd

p`chg !jragt$ ih spitg cn its fgihm t`g dgjoihm frjho ih bchtrigs diag WA jho W#) 9g

widd ncbs ch t`g prcfdg!s ih its !jragtihm strjtgmy)

9g widd jhjdy7g jdd t`csg pjrj!gtgrs w`ib` `ihogr t`g b`jhbgs cn Ectcrcdj fgihm j

oc!ihjht pdjygr ih t`g Ihoijh Ejragt)

Ruf Cf"L!"( / !." R!u#$% -

:) Is Ectcrcdj prc(ioihm mcco prcobt jho sgr(ibgs ih IhoijR

*) 9`y is Hcaij$ ogspitg fgihm j djtgbc!gr$ j dgjogrR

-) 'cw bjh Ectcrcdj prc!ctg itsgdn tc fg j dgjoihm frjhoR

0


49/82

BCHBG\_WJD OIRBWRRICHR ,_@GCVG_IBJD

FJBAOVC\ JHO DI_GVJ_WVG VG;IG]

06


50/82

JFCW_ @JHORG_R

Lcr 1? ygjrs t`grg `js fggh j spgbijdi7go typg cn !goij rgsgjrb`wìb` !gjsrgs

joighbg rgjbtich tc nid!s jho ct`gr prcmrj!!ihm ch j bchtihcs sgbcho/fy/sgbcho

fjsis t`rcm` sg cn gdgbtrchib`jhosgt() Vgsdts jrg b`jrtgo orihm t`g (igwihm)

&jttgrhs cnrgspchsg bchstittg jh /rjy cn t`g prcmrj! js g+pgrighbgo fyt`g joighbg$ j

rgbcro cn bcmhiti(g prcbgssihm) #b` rgsgjrbòjtj jrg hi4g jho hj(jidjfdg sihm ct`gr

rgsgjrb` !gt`cos)_ìs pjpgr trjbgs t`g ìstcry cn t`g og(gdcp!ght cn`jhosgts$nrc! t`g

:60?s tc t`g :66?s$ jho ogsbrifgs t`gir b`jrjbtgristibs)"y t`g :61?s (jrics rgspchsg

sbjdgs wgrg fgihm sgo$ prihbipjddy-/pciht$ 0/pciht$ jho 1/pciht$ js wgdd js oinngrght

bchnimrjtichscn`jhosgt$ wit` ps` fttchs$ cr oijd$ cr 0/wjy kcy stiba)Hcw ih t`g :66?s

t`grg is jh g+trjcroihjry (jrigty cn scpìstibjtgo`jrowjrg jho scntwjrg j(jidjfdg)

'jrowjrg og(gdcpgo ncr bchtihcsrgspchsg !gjsrg!ght wjs gjrdy jojptgo fy

gobjtcrs ncr jo!ihistgrihmbdjssrcc! tgsts$ jho !crg rgbghtdy ncr twc/wjy ihtgrjbtich

ih;istjhbg ,gjrhihm) Ihostry hcw sgs `jhosgts ih mrcp !ggtihmsncr nggofjba jho tc

njbiditjtg kciht ogbisichs) _gdgbchngrghbihmsgs `jrowjrg wìb` pgr!its mrcps

jssg!fdgo ih oinngrght bitigstc rgspcho tc j prgsghtjtich !jog nrc! j bghtrjd pciht$

jho

ihtgrjbt wit` spgjagrs) Lrc! its nirst ygjrs$ bchtihcs joighbg

rgspchsg rgsgjrb` `jsrg!jihgo t`g tccd cn j rgdjti(gdy s!jddmrcp cnscpìstibjtgo sgrs) Ecst ft hct jdd

brgjti(g pgcpdgtgho tc rgkgbt sg cnjh gdgbtrchib og(ibg ncr g(jdjtihm t`girwcra) _`s$

pjrjoc+ibjddy$ t`csg w`c bjh fghgnit t`g !cst `j(gfggh !cst rgdbtjht tc sg it) "t js

bc!pgtitich ncr joighbgsfgbc!gs stinngr$ og!jho ncr rgsgjrb` fjsgo ch `jhosgt sg

jppgjrstc fg mrcwihm)

JFCW_ EC_CVCDJ

1?


51/82

EctcrcdjGs rcdg js pichggr$ ihhc(jtcr jho (isichjry ih !cfidg bc!!hibjtichs is wgdd/

ahcwh) 2rimihjddy nchogo js t`g %jd(ih Ejhnjbtrihm >crpcrjtich ih :6*$ Ectcrcdj

`js bc!g j dchm wjy sihbg ihtrcobihm its nirst prcobt$ t g fjttgry gdi!ihjtcr) Lcr !crg

t`jh chhgbtgo 'c!g #cdtichs$ %c(grh!ght =htgrprisg Ecfidity #cdtichs jho Hgtwcras)

H"!'+(

1:


52/82

;gdi(grs prc(gh bjpjfiditigs ih bgdddjr$ wirgdgss frcjofjho jho wirgdihg jbbgss

tgb`hcdcmigs$ wit` rgbcmhi7go dgjogrs`ip ih ihtgmrjtihm bcrg hgtwcras t`rcm`

wirgdgss I&$ wirgdgss scntswitb` jho I& !dti!goij sfsystg!s) _`g Hgtwcras

mrcp is jo(jhbihm sgj!dgss !cfidity wit` ihhc(jti(g tgb`hcdcmy scdtichs$ js

wgdd js j fiddich ocddjr sgr(ibgs fsihgss wit` jh g+pjhogo pcrtncdic ogdi(grihm

sppcrt$ ihtgmrjtich$ jppdibjtichs jho !jhjmg!ght)

Jfu! E!'*) I#)

Ectcrcdj ih Ihoij is @")#u)'!"'"# )! Mu'3)= @)'$))$ wit` sjdgs cnnibgs jt

O"*.= Euef) jho F)3)*'") It `js rgsgjrb` jho og(gdcp!ght bghtgrs jt

F)3)*'" jho@$#"')f)#) Ectcrcdj Ihoijs cpgrjtichs ih Ihoij jrg oi(iogo ihtc

ncr fsihgssgsN Ecfidg ;g(ibgs$ Hgtwcras$ >chhgbtgo 'c!g #cdtichs$ jho

%c(grh!ght =htgrprisgs Ecfidity #cdtichs) _`g >c!pjhyGs ncbs jrgjs

ihbdog$ Ecfidg 'jhosgts$ 9irgdgss Ihnrjstrbtrg$

Ejhjmgo jho 'cstgo #gr(ibgs$ "rcjofjho =4ip!ght 8wirgo js wgdd js wirgdgss3$

_rhaihm _wc 9jy Vjoics$ #cntwjrg ;g(gdcp!ght jho Vgsgjrb` jho

;g(gdcp!ght ch bttihm gomg ntrg bc!!hibjtich tgb`hcdcmigs)

]'"*"(( I/')(!'uL!u'"

Ectcrcdj Ihoij ghkcys j agy pcsitich ih t`g wirgdgss ihnrjstrbtrg sgm!ght jho

cnngrs bttihm gomg gho/tc/gho scdtichs jbrcss %#E jho >;EJ tgb`hcdcmigs) It

is j oc!ihjht pdjygr ih %#E tgb`hcdcmigs t`g chdy chg tc `j(g sgt/p hgtwcras ih

jdd !gtrcs jho Ihoijs nirst %&V# jho >;EJ hgtwcra) Jdd !jkcr bjrrigrs 8%#E

jho >;EJ3 jrg Ectcrcdj Ihoijs bstc!grs) Ectcrcdj is frihmihm t`g djtgst

wirgdgss tgb`hcdcmigs ihtc Ihoij jho prc!ctihm Ihoij js j og(gdcp!ght fjsg ncr

hg+t mghgrjtich tgb`hcdcmigs jho scdtichs) It `js joogo Ejhjmgo #gr(ibgs jho

'cstgo #gr(ibgs tc its pcrtncdic

Ef*" O"L"(

1*


53/82

Ectcrcdj Ihoij is j dgjoihm pdjygr ih tìs spjbg) It `js j (gry (grsjtidg prcobt

pcrtncdic wìb` ihbdogs t`g wcrdos nirst ,ih+ fjsgo &;J p`chgs sb` js t`g

J :-$ 5:-: jho 5:11)

B"L!"# @e"= ]'"*"(( F')#f)# )# _-)$ V)#(

Ectcrcdj Ihoij `js dgjoihm !dti sgr(ibg cpgrjtcrs js its bstc!grs ncr 5cibg jho

;jtj scdtichs) _`g >c!pjhy is jdsc t`g dgjoihm prc(iogr cn

ihtgmrjtgo bc!!hibjtichs jho ihncr!jtich scdtichs$ trstgo tc !ggt !issich/

britibjd rg4irg!ghts jho i!prc(g t`g cpgrjtichs cn pfdib sjngty$ mc(grh!ght jho

ghtgrprisg bstc!grs wcrdowiog)

M*f)* R/!)'" M'u0

Ectcrcdj %dcfjd #cntwjrg %rcp 8%#%3s Ihoij bghtgr is t`g cdogst jho djrmgst

%#% bghtgr ncr rgsgjrb` jho og(gdcp!ght cn scntwjrg) It wjs t`g nirst bc!!grbijd

scntwjrg crmjhi7jtich ih t`g wcrdo tc jbìg(g #=I ,g(gd 1 ih :66- jho jdsc t`gnirst crmjhi7jtich ih t`g wcrdo tc fg jssgssgo jt #=I >EEI ,g(gd 1 ch j

bchtihcs !cogd) %#% Ihoij og(gdcps bstc! scntwjrg jho scdtichs ncr

Ectcrcdjs g+istihm$ jho hg+t mghgrjtich wirgdgss systg!s jho tgb`hcdcmigs)

Gef"##"# R/!)'"

Ectcrcdj Ihoij is dgjoihm t`g ihhc(jtich cn ihtgddimght fidoihm fdcbas ncr

stjhojros fjsgo g!fgoogo bc!ptihm) _`gsg fidoihm fdcbas ihbdog cpgh/

jrbìtgbtrg `jrowjrg$ rib` scntwjrg jho jppdibjtich/rgjoy pdjtncr!s t`jt ghjfdg

g4ip!ght !jhnjbtrgrs tc 4ibady jho bcst/gnngbti(gdy g!fgo dgjoihm/gomg

nhbtichjdity ihtc t`gir hg+t/mghgrjtich systg!s)

E!'*) D)f(

1-


54/82

Ectcrcdj `js joogo tc its jdrgjoy strchm V; strghmt` ih Ihoij t`g :1t` bghtrg cn

g+bgddghbg cn Ectcrcdj ,jfs$ ih "jhmjdcrg) _`g !jhojtg cn Ectcrcdj ,jfs ih

Ihoij widd fg tc ghmjmg ih rgsgjrb`$ ori(gh fy EctcrcdjGs (isich cn #gj!dgss

Ecfidity jho widd ihbdog bch(grmgo hgtwcras$ jtchc!ib hgtwcraihm$ ghtgrprisg

ogsimh jho p`ysibjd sbighbgs)

E!'*) .)( 0""# " '"(")'L. *)f F)3)*'"

_`g djf//t`g ::t` sb` bghtgr cpghgo fy tgdgbc!!hibjtichs mijht Ectcrcdj$ jho its nirst

ih Ihoij//widd wcra ch oi(grsg jppdigo jrgjs sb` js bch(grmgo hgtwcras$ jtchc!ib

hgtwcraihm$ ghtgrprisg jppdibjtichs$ g!fgoogo systg!s jho p`ysibjd sbighbgs)

#b`j!fgrm$ Idd)/fjsgo Ectcrcdj jdrgjoy `js jh Ihoij/fjsgo V; ihnrjstrbtrg$ w`ib`

g!pdcys :$


55/82

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56/82

OJ_J JHJDYRIR

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57/82

F')#( W("# F$ O//"'"! B(ue"'(%

I/"'"L"%

Hcaij is t`g !jragt dgjogr ih t`g Ihoijh Ecfidg `jhosgts !jragt) Jdt`cm`$ ct`gr frjhos

oc g+ist ih t`g !jragt$ ft t`gy `j(g hct fggh jfdg tc !jag j !jra ih t`g ihostry)

Ejragt R`jrg

>6%:>%

2%0%=%

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58/82

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I/"'"L"% Hcaij is jmjih j dgjogr ih t`is bjtgmcry js 61 pgrbght cn Hcaij sgrs jrg

sjtisnigo wit` t`g `jhosgt t`gy jrg sihm) #chy jho "gh4 bchs!grs jrg jdsc sjtisnigowit` t`gir `jhosgt)

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59/82

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\ribg tc \grncrejhbg

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'grg jdsc$ wg bjh sggh t`jt Hcaij sgrs jrg t`g !cst 'jppy bstc!grs js t`gy jrg

sjtisnigo wit` t`g sgr(ibg ih rgspgbt cn t`g pribg t`gy `j(g pjio)

16


60/82

7BCE\JVIRCH FG_]GGH HCAIJ 5 EC_CVCDJ>

D""* C/ F')# D$)*!$

_`g dg(gd cn frjho dcyjdty js ogpibtgo fy t`g jfc(g oijmrj! is (gry ìm` tcwjros j

wgdd gstjfdis`go frjho hj!go Hcaij) Lcr j mcco !jkcrity cn rgspchoghts jbrcss jdd

jmg mrcps t`g jhswgr tc t`g jfc(g !ghtichgo 4gstich wjs Hcaij) >chs!grs jrg

(gry frjho dcyjd jho widd hct switb` tc jhct`gr chg t`cm` sgts wit` sj!g ngjtrgs jrg

t`grg ih !jragt) _`gy rgnrjih nrc! tryihm jhct`gr frjho sihbg `jhosgts `j(g mrcwh tc

fgbc!g j orjfdg bc!!coity) _`jt bdgjrdy is hct mcco hgws ncr jdd prcspgbti(g jho

hgw ghtrjhts ih tìs sgm!ght$ ft chbg j !jragt s`jrg `js fggh mrjffgo t`g bc!pjhy

bjh fg srg cn frjho dcyjdty)

'cwg(gr$ it s`cdo it fg hctgo t`jt t`g dg(gd cn dcyjdty tcwjros j frjho ogbrgjsgs jswg !c(g tc t`g rgspchoghts ih t`g ìm`gr jmg bjtgmcrigs) _ìs is trg fgbjsg mi(gh

t`gir og!cmrjpìb prcnidgs gdogrdy pgcpdg jrg !crg diagdy tc try sc!gtìhm oinngrght cr

hgw js t`jt !jy mi(g t`g! j mcco prcobt jt gbchc!ibjd rjtgs) _ìs jbbchts ncr t`gir

ogbrgjsgo dcyjdty tcwjros j pjrtibdjr frjho)


61/82

E(! \'"/"''"# F')#

H+)g!grmgs js t`g !cst prgngrrgo frjho cn !cfidg `jhosgts ncr j !jkcrity cn t`g

rgspchoghts) _`g njbt t`jt Hcaij wjs j!chmst t`g nirst !jkcr pdjygrs tc ghtgr t`g

!jragt dghos brgoifidity tc t`is rgspchsg) 2(gr t`g ygjrs it `js fgbc!g !crg pcpdjr

ih t`g ychmgr sgbtich cn t`g rfjh scbigty cwihm tc its jmmrgssi(g !jragtihm t`rcm`

djrmg sbjdg jo(grtisihm jho prc!ctichjd sb`g!gs t`jt it bc!gs ct wit` ch j rgmdjr

fjsis)

_`g trgho `cwg(gr$ b`jhmgs ih bjsg cn t`g #gbcho bjtgmcry cn rgspchoghts$ w`grg

t`gir prgngrghbg b`jhmgs tc Ectcrcdj prcobts) Jfct .? cn t`g rgspchoghts ih t`is


62/82

jmg mrcp s`jrg t`g bc!!ch (igw t`jt Ectcrcdj `jhosgts jrg rgjschjfdy pribgo

wit`ct j bc!prc!isg ch 4jdity$ w`ib` !jags it j prgngrrgo `jhosgt)

E(! \'L" Be0"!!" F')#

Hcaij `js g!grmgo ct js t`g hoisptgo pribg dgjogr jbrcss t`g fcjro) >cst sj(ihms

ch jbbcht cn b`gjpgr ihpts jho jdrgjoy Oih / pdjbgG oistriftich hgtwcra `js jssistgo

t`g Hcaij `jhosgts tc fgbc!g !crg jnncrojfdg)

It is j bc!!ch cfsgr(jtich jbrcss jdd t`g jmg mrcps t`jt Ectcrcdj is pgrbgi(go tc fg

!crg bcstdy js bc!pjrgo tc t`g ct`gr frjhos ih t`g !jragt) _`is bjh fg jttriftgo tc


63/82

its gnncrts oirgbtgo tcwjros gstjfdis ihm itsgdn js j prg!i! 4jdity frjho ncr ìm`gr

ihbc!g mrcps jho ppgr ppgr jho !ioodg ppgr bdjss)

_`cm` t`g Ectcrcdj `jhosgts jrg jdsc ìm`dy pribg bc!pgtiti(g ih sc!g sgm!ghts$

djba cn jwjrghgss jfct its prgsghbg jho cnngrihms j!chmst t`g rgspchoghts bcdo

`j(g jbbchtgo ncr t`g hnj(crjfdg rgspchsg t`jt it `js rgbgi(go nrc! t`g!)

E(! Zu)*!$ Be0"!!" F')#

Hcaij sbcrgs wgdd jfc(g ct`grs w`gh it bc!gs tc 4jdity) _`g pgrbgptich cn j

!jkcrity cn rgspchoghts jbrcss jdd jmg mrcps fg`cdo t`jt Hcaij is t`g !cst 4jdity

bc!pgtiti(g frjho w`gh bc!pjrgo wit` ct`grs ih t`g !jragt) It sbcrgs wgdd jfc(g

ct`grs fgbjsg jbbcroihm tc j !jkcrity cn rgspchoghts it `js jdwjys !gt its prc!isg cn

mcco 4jdity) _ìs cfsgr(jtich nrt`gr (jdiojtgs t`g mghgrjd prg!isg t`jt M#

Zu)*!$ cn t`g prcobt rgjddy `gdps t`g frjho ih mjihihm t`g B/#"L" / !."

Fu$"'()


64/82

Ectcrcdj `js !jhjmgo tc mgt j nj(crjfdg rgspchsg nrc! j !jkcrity cn rgspchoghts ih

t`g djst jmg mrcp w`grg jbbcroihm tc jfct . cn t`g rgspchoghts sjy it is cn

trg!ghocs 4jdity)

E(! G//"L!" E"#) C/ J#"'!(3

_gdg(isich bc!gs jbrcss js t`g !cst gnngbti(g !goij cn jo(grtisihm$ wìb` is hct j hgw

njbt$ ft w`jt is wcrt` bchsiogrihm is$ t`jt is ocgs hct rgjddy bc!g jbrcss js fgihm t`g

!cst gnngbti(g$ mi(gh t`g ìm` bcst cn fccaihm ti!g sdcts jt pri!g ti!g) Jos ch rjoic$

jdt`cm` b`gjpgr t`jh tgdg(isich$ `j(g si!idjr dg(gds cn jwjrghgss jho rgbjdd) Jos ih

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MINOR PROJECT REPORT ON Analysis of Marketing Strategy of Motorola Handsets BBA

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Transcript of MINOR PROJECT REPORT ON Analysis of Marketing Strategy of Motorola Handsets BBA