Marketing Research Plan

Abstract

In this study we try to explore the concept of competitive strategies in a holistic context. The main focus of the research is on Nokia and Apple and its relation with cost and differentiation strategy. The research also analyzes many aspects of competitive strategies and tries to gauge its effect on Nokia and Apple. Finally the research describes various factors which are responsible for strategies and tries to describe the overall effect of strategies on Nokia and Apple. The study will be conducted through the application of qualitative and quantitative research in order to compare the competitive strategies.

Table of Contents

Abstractii

Research Conceptualization1

Organizational Market Research Needs1

Research Objectives2

Literature Review2

1.Cost Leadership Strategy2

2.Product Differentiation Strategy3

3.Focus3

4.Sustainable Competitive Advantage4

Scope and Limitations5

Ethical Issues5

Research Methodology6

Data Description6

Research Method6

Scheme of Data Analysis7

Nature and Form of Results10

References12

Appendix13

Marketing Research Plan

Research Conceptualization

Organizational Market Research Needs

It is the two different industries in which Nokia and Apple have been performing for the last many years in their respective industries. Nokia belongs to the mobile manufacturing functions and activities since it mainly indulges in the production of the mobile sets. The main portion of the revenues of Nokia's company is generated from the production of cellular phones in the industry. Though, it also provides the internet services to its consumers, still, Nokia has been the main producer of the mobile phones and has become the industry leader through a proper implementation of its marketing strategies. On the other hand, Apple Incorporation is the leader in producing computers, laptops, notepads and other related items. However, it has also gained a good positioning in the production of mobile phones and Smartphone such as iPhone, iPod etc (Bakos & Brynjolfsson, 2007). However, when we come to the analysis in this dissertation, we consider the mobile side of Apple, which include iPhone and also look at the leading strength of Nokia.

One of the main objectives of many organizations is to achieve an advantage over its direct competitors. The central question in this case remains that how the organization will receive this benefit? Porter (1985) provides an answer to this important issue, highlighting three key overall strategies: cost leadership, individualized and focused (Barney, 2001).

Research Objectives It is stated in terms of precise information necessary to address the marketing research problem/opportunity. Research objective is gathered from the background information, and it clarifies the research problem and creates hypothesis or research priority. Then quantitative research is used to follow up and quantify the qualitative findings. The objectives of the research are targeted:

To determine if iPhone strategy gives more competitive advantage over competitors,

To discover the extent to which strategy causes sales or profit change,

To observe the relationship between marketing strategy and business success.

Literature Review

A firm positions itself in the industry through leveraging its strengths and capabilities amongst its rivals. Following his work analyzing the competitive forces in an industry, Porter (1980) had established a structured framework which discussed three generic strategies. They included cost leadership, product differentiation and focus which were to be integrated by the organization in order to ...