siemens research proposal

8/17/2019 siemens research proposal

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1.1 HISTORICAL BACKGROUND:

Founded In: October 1847 , at Berlin in Germany.

Founder: Werner von Siemens & Johann Georg Hals

Named as: !elegra"hen#Ba$anstalt von Siemens & Halse

%!elegra"hen#Ba$anstalt von Siemens & Halse# the Siemens & Halse

!elegra"h 'onstr$ction 'om"any ()as *o$n+e+ in the mi+#1 th cent$ry, a time

characteri-e+ by revol$tion an+ trans*ormation in "olitics, in+$stry an+ society.

!echnological "rogress altere+ "eo"les lives at a breathtaing "ace an+ in )ays

"revio$sly $nimagine+. !hro$gh his inventions an+ innovative technologies

available on a broa+ scale, Warner von Siemens "laye+ a ey role in *$rthering

this "rocess o* change. !he com"any he *o$n+e+ +evelo"e+ *rom a sim"le

)orsho" into a ma/or enter"rise, )hich, by the time Worl+ War#0 broe o$t, ha+

a+vance+ to become one o* the )orl+s lea+ing electrical com"anies.

0n 223, Siemens t$rns 15 years ol+. !hro$gho$t the )orl+ there are *e)

in+$strial com"anies o* a similar si-e that can loo bac on s$ch a long an+

s$ccess*$l history. Since its beginning as a small )orsho" in Berlin, thecom"any has gro)n into global enter"rise, )ith o"erations in 12 co$ntries in

6$ro"e, the S, sia, *rica an+ $stralia.

1.2 SIEMENS IN BANGLADESH:

Siemens has been o"erating aro$n+ the globe in 12 co$ntries )ith a )or *orce

o*, 443,222 em"loyees. 0ts hea+9$arter is in Germany, name+ Siemens G.

Siemens Bangla+esh :imite+ is *$lly ;122


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a$tomation an+ +rive, "o)er generation an+ +istrib$tion, me+ical systems,

lighting systems an+ home a""liances.

Siemens has been involve+ in rail)ay "ro/ects in the co$ntry since 15. 0n

158, it became the *irst +irect *oreign investor to start a /oint vent$re )ith the

Government o* Bangla+esh to man$*act$re tele"hone s)itches an+ sets. >rom

the beginning Siemens me+ical systems an+ sol$tions have been the co$ntrys

technology o* choice in this sector. 0t )as also s$ccee+e+ in "o)er generation

an+ s$""ly. 0n 157 it )as involve+ in constr$cting the %sh$gon/ @o)er @lant

an+ since then it maintaine+ a goo+ b$siness relationshi" )ith Bangla+eshs

"o)er sector. 0n recent years, it has beg$n mareting solar "lants, )hich "rovi+e

rene)able energy to remote villages. 0t has been also "laying a very "rominent

role in "rovi+ing mobile han+sets.

Siemens Bangla+esh :imite+ has a h$ge "ros"ect in a +evelo"ing co$ntry lie

Bangla+esh. 0n the last t)o years Siemens Bangla+esh :imite+ )as es"ecially

s$ccess*$l in terms o* reven$e. Ao) its goal is to e?"an+ its b$siness an+

achieve an im"ressive gro)th )ithin the ne?t *e) years.

1.3 SIEMENS BANGLADESH LIMITED (SBL):

Mission:

“To grow and increase value by implementing advanced technologies, new

products and services to provide excellent solutions to satisfy customers’

reuirements!"

Vision:

“To provide the best solution and euipment for the customers!"

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Goa:

“To achieve mar#et leadership, profitability, good corporate citi$enship and

a sustainable growth!"

O!"#$%is:

%!he main ob/ective o* the com"any is to increase the maret share in relate+

+iversi*ie+ "ro+$cts an+ sol$tions in Bangla+esh an+ to ass$re the "otential

c$stomers o* the 9$ality an+ +$rability o* the "ro+$cts. ltho$gh the "ro+$cts are

a bit highly "rice+ b$t it is the best bargain that money can b$y.

1.' ORTOLIO O SIEMENS BANGLADESH LIMITED:

Siemens b$siness "ort*olio com"rises the *ollo)ing b$siness areasC

o*#+ G#n#+a%ion (G)

T+ans,o+%a%ion - Dis%+i!%ion S/s%#0s (TD)

M#i$a S/s%#0s (MED)

Cons0#+ +o$%s (C)

%ome appliance

&'()* +ighting -roducts.

Telecom / Information Technology +T/IT.

Siemens Bangla+esh :imite+ has relate+ +iversi*ication an+ their "ro+$ct ranges

are +ivi+e+ into +i**erent "ro+$ct lines. !his +ecentrali-e+ str$ct$re gives the

greatest +egree o* entre"rene$rial res"onsibility an+ the ability to n$rt$re the

closest "ossible ties to their c$stomers. t the same time, it enables Siemens to

"rovi+e com"rehensive, c$stomer#*oc$se+ "ro+$cts, sol$tions an+ services *or

the local maret.

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Noia Mo!i# on#:

Aoia is a )orl+ lea+er in mobile comm$nications, +riving the gro)th an+

s$stainability o* the broa+er mobility in+$stry. Aoia connects "eo"le to each other

an+ the in*ormation that matters to them )ith easy#to#$se an+ innovative "ro+$cts

lie mobile "hones, +evices an+ sol$tions *or imaging, games, me+ia an+

b$sinesses. Aoia "rovi+es e9$i"ment, sol$tions an+ services *or net)or o"erators

an+ cor"orations. Aoia is a broa+ly hel+ com"any )ith listings on *o$r ma/or

e?changes.

s technology "rogresses, Aoia remain committe+ to strong gro)th, "ro*itability,

an+ res"onsible maret lea+ershi". Aoia sees mobility s$r"assing voice

comm$nications an+ e?"an+ing into ne) areas s$ch as imaging, games,

entertainment, me+ia an+ enter"rises

t Aoia, their strategy *oc$ses on activities +esigne+ to e?"an+ mobile

comm$nications in terms o* vol$me an+ val$e. !he Aoia Strategy contin$es to

*oc$s on three activities to e?"an+ mobile comm$nications in terms o* vol$me an+

val$eC

6?"an+ mobile voice

Drive cons$mer m$ltime+ia

Bring e?ten+e+ mobility to enter"rises

'onnecting @eo"le has al)ays been, an+ contin$es to be, its reason *or b$siness.

By connecting "eo"le, Aoia hel"s to *$l*ill a *$n+amental h$man nee+ *or social

connections an+ contact. Aoia b$il+s bri+ges bet)een "eo"le ( both )hen they are

*ar a"art an+ *ace#to#*ace ( an+ also bri+ges the ga" bet)een "eo"le an+ the

in*ormation they nee+.

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S4OT ANAL5SIS o6 Si#0#ns:

S%+#n7%s:

Wi+er "ro+$ct range

Strong local "resence

>avorable bran+ image

'om"rehensive no)le+ge o* the total maret an+ client

Goo+ 9$ality an+ to" 9$ality o* "ro+$cts )ith sol$tion

Ea+e in Germany an+ stan+ar+ is maintaine+ by them

sing a+vance high#tech technology

Beca$se o* long term e?"erience, c$stomers reliability an+ loyalty

6**icient a*ter sales service.

4#an#ss:

:ac o* bran+ a)areness

Higher ta? on home a""liances ness

:ac o* consistency in "romotional activities

:ess com"etitive "riceF com"etitor so$rcing "ro+$ct at chea"er "rice

:ess organi-e+ +istrib$tion

:ess com"liance to maret +eman+

@arts are not al)ays available

:imite+ sho)room

O,,o+%ni%i#s: !he ma/or three so$rces o* barriers to ne) entry are to gain :

brand loyalty, absolute cost advantage, economy of scale and

governmental regulation. mong those, 'iemens 0angladesh

imited has the bran+ loyalty beca$se it has gaine+ its e?"erience in

this *iel+ *or more than 12 years )orl+)i+e, as )ell as its "resence

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in Bangla+esh since 15. Besi+es, it create+ bran+ loyalty thro$gh

contin$o$s a+vertising o* the bran+, com"any names, "atent

"rotection "ro+$cts, "ro+$ct innovation, an+ em"hasi-e+ on high

"ro+$ct 9$ality, an+ goo+ a*ter sales service. Siemens en/oye+

reg$latory "rotection as Bangla+esh Government is one o* their

"rime c$stomers o* their "o)er "lants "ro/ects *or a long "erio+. !h$s

Siemens can eliminate the ris o* entry by "otential com"etitors )ith

bran+ loyalty.

6ver rising telecomm in+$stry

6merging marets *or "artment cons$mers an+ high rise

b$il+ing.

rbani-ation an+ electri*ication o* the co$ntry

'ons$mer "re*erence on a$thori-es an+ "$rchasing at one sto"

High +eman+ in comm$nication an+ lo) "enetration in the

sectorF investment *orecast is aro$n+ 1 billion S by "$blic an+

"rivate sector in the ne?t years.

!a? on mobile "hones might be remove+ in B$+get 224#22.

T+#a%s:

Siemens Bangla+esh :imite+ +oes not man$*act$re the e9$i"ment

or sol$tion in Bangla+esh rather im"orts that *rom the "arent com"any#

Siemens G. s a res$lt, it is not "ossible *or them to have absol$te

cost a+vantage or economy o* scale.

ecently the com"etition in the maret has become stronger as

many m$ltinational com"anies have starte+ their b$siness. t thesame time local com"anies are being establishe+. !hey are becoming

rivals o* Siemens Bangla+esh limite+. 6s"ecially Iorean technology,

Ja"anese technology $se+ by other m$ltinational com"any can o**er a

lo)er "rice to the c$stomers. 0n some cases the local com"any is

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o**ering a mo+erate stan+ar+ "ro+$ct at a chea" "rice. !hey are

entering the com"etition gra+$ally.

THE MARKETING AND MANAGEMENT ROBLEM

We have identified some problem of Siemens mobile phone through our primary and

secondary data sources. These problems directly and indirectly have lin !ith the

company"s mareting and management system.

The marketing problem:

!he Siemens com"any has great +eal o* "roblem in their mareting "art. !he

"roblems are more or less relate+ to the strategies taen by the com"any

regar+ing "ro+$ct a+vertisement an+ "romotion, maret segmentation. !he

mareting "roblems are concerne+ )ith the *act that the strategy taen by the

com"any is not al)ays )ell im"lemente+. !he "roblems *rom the "oint o* vie) o*

mareting areC

Design o* the "ro+$ct

Eareting strategies

Earet segmentation

D#si7n o6 %# ,+o$%:

!he "ro+$ct, mobile "hone set by Siemens has the +esign that states that the

o$tloo or the +i**erent mo+el o* the mobile set. 0n terms o* com"arison )ith

Aoia mobile sets Siemens hasnt ha+ that m$ch o* +iversi*ication. !he loos an+

style +oes a**ect in the c$stomer min+ )hile they are $sing the mobile set.

Ma+#%in7 s%+a%#7i#s:

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!here are some con*licts bet)een the mareting strategies an+ the target maret

o* the "ro+$ct. !he com"any )ants to attract the large maret o* age 2 to 8,

b$t the +esign o* the "ro+$ct is totally against this maret. !he overall mareting

"lan an+ strategies o* the com"any is concern )ith this iss$e b$t it +oesnt re*lect

in the act$al "lanning or mareting an+ "romotion iss$es.

!he in+$stry analysis sho)s that the largest maret o* the "ro+$ct is the age

gro$" o* 2 to 8, b$t the strategies o* the com"any +oesnt in+icates eno$gh

im"ortance to this "art o* the maret. !he in*ormation gathere+ in+icates that the

com"any nee+s to go thro$gh the mareting strategies an+ "lans to come $"

)ith some better sol$tion o* the iss$e. !he mareting strategies nee+ to be more

+etaile+ in some cases, )hich are lacing at this "oint.

Ma+#% s#70#n%a%ion:

!he maret segment o* the Siemens mobile "hone set has *e) +i**erent "arts.

!he com"any *oc$ses or segments the maret in +i**erent "arts lie the yo$ng

generation, cor"orate clients an+ the government o**icials. B$t the maret

segment o* the yo$ng generation is not )ell +e*ine+. !he segment +oesnt say

*rom )hich age gro$" the yo$ng generation sho$l+ be "resente+. Siemens has a

+i**erent maret *or the $niversity st$+ents. B$t this segment o* $niversity

st$+ents is overlooe+ by the "romotion strategies. !ho$gh the $niversity maret

segment has high "otential b$t +$e to the non#s"eci*ic maret segmentation an+

lac o* attention this segment is not *oc$se+ )ell.

MARKETING RESEARCH OB8ECTIVE

!here is a strong com"etition in the mobile "hone maret in Bangla+esh. n+ )e

*o$n+ that, %!he sales vol$me o* Siemens mobile "hone is lo)er than the other

bran+ com"any o* the maret. 0n o$r mareting research, )e try to *in+ o$t the

ma/or mareting "roblems that Siemens is *acing no) in the c$rrent mareting

sit$ation. We have trie+ to em"hasi-e the signi*icance o* the "roblems *ace+ by

Siemens in selling their mobile "hones com"are to others in o$r research )or,

s$rvey.

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H/,o%#sis:

1= Siemens mobile "hones are not "o"$lar among the yo$ng generation

com"are+ to Aoia.

= !here is a signi*icant relationshi" bet)een "rice o* the Siemens mobile set

com"are+ to Aoia.

3= !here is a signi*icant relationshi" bet)een "hysical +esigns o* the Siemens

mobile set com"are+ to Aoia.

4= !here is a signi*icant relationshi" bet)een *eat$res. o* the Siemens mobile

set com"are+ to Aoia.

M#%os o6 +#s#a+$:

0n or+er to attain the ob/ectives o* the st$+y, 9$alitative an+ 9$antitative metho+

)ill be $se+. !o "re"are o$r research "a"er )e $se both "rimary +ata analysis

an+ secon+ary +ata analysis. We )ill con+$ct a 9$estionnaire s$rvey to +i**erent

gro$"s o* "eo"le. We )o$l+ gather in*ormation *rom secon+ary +ata analysis.

We )ill also gather in*ormation *rom )ebsite, a *e) "ast research "ro/ect one

an+ *rom the members o* the Siemens too.

BACKGROUND O THE REORT

!he re"ort on S06E6AS mobile "hone set has t)o "arts. !he *irst "art o* the

re"ort basically *oc$ses on the *acts an+ *in+ings *rom the in+$stry an+

secon+ary +ata in*ormation. !his secon+ "art o* the re"ort *oc$ses *rom the "oint

o* vie) o* the "rimary +ata an+ in*ormation gathere+ *rom the s$rvey. !he

research analy-es the "rimary +ata an+ reaches to the concl$sion.

(easons for conducting research

!he research ob/ective is to *in+ o$t the "roblems relate+ to the *act o*

$n"o"$larity o* the S06E6AS mobile set. !he research is *oc$se+ on the

"ers"ective o* the c$stomer, the yo$ng generation an+ their vie)s to)ar+s

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mobile set, )hat are their nee+s an+ )ants. !he reason *or con+$cting this

research is to *in+ o$t the attit$+e an+ "erce"tion o* the yo$ng generation

to)ar+s S06E6AS mobile set an+ )hat are the "roblems relate+ to it an+ )hat

the management o* S06E6AS can +o to im"rove it an+ gain the maret share.

A 6#* o6 o+ +#s#a+$ o!"#$%is:

We "rimarily try to see )hether Siemens mobile "hones are act$ally $n"o"$lar

among the "eo"le or not an+ i* so, then )hat are the reasons behin+ it an+ )hat

the S06E6AS 'om"any can +o to im"rove this sit$ation. We try to e?"lore the

o"inions o* the "eo"le, )ho $se mobile "hones, regar+ing their "re*erences

to)ar+s mobile "hone sets.

We can s$mmari-e o$r research ob/ectives into the *ollo)ing "artsC

0+enti*y the reasons behin+ the $n"o"$larity o* Siemens mobile "hone.

0+enti*y )hether the c$rrent Siemens mobile "hone $sers are satis*ie+

)ith the "ro+$ct.

!o see )hether the a+vertisements o* Siemens mobile "hone are

e**ective.

!o *in+ o$t )hat maes a mobile "hone attractive to its $sers.

1oncentration area of preparing 2uestionnaire:

!he 9$estionnaire is mainly *oc$se+ to *in+ o$t the "erce"tion o* the yo$ng

generation to)ar+s mobile "hone set. 0t tries to *in+ o$t the *eat$res that yo$ng

generation )ants in their mobile "hone set. !hen the 9$estionnaire tries to *oc$s

on the *act o* the yo$ng generation attit$+e an+ "erce"tion to)ar+s S06E6AS

mobile "hone set. >rom this the research tries to come to an o$tcome.

Li0i%a%ions an $ons%+ain%s

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!he limitation an+ the constraints o* this research are more or less beca$se o*

the reg$lar semester. !his ty"e o* mareting research nee+s more time an+ total

*oc$s b$t +$e to the reg$lar semester that co$l+ not be "rovi+e+. !he sam"le

si-e is another iss$e, as it )o$l+ have been better i* a larger "o"$lation co$l+ be

s$rveye+ to concl$+e abo$t the )hole "o"$lation. !he sam"le choosing is

another iss$e in the limitation. !he sam"le )as choose ran+omly b$t that )o$l+

be convenient. !hats )hy more or less the st$+ents )ere consi+ere+ b$t it )o$l+

have been better to have +i**erent ty"e o* res"on+ent.

A,,+oa$ o6 6+a0#*o+:

!his mo+el is a in+ o* bl$e"rint that i+enti*ies the *actors that have relation )ith

c$stomer satis*action o* yo$ng Siemens mobile $sers an+ ho) it )ill a**ect

Siemens. !his mo+el has three "arts# *irst "art sho)s the *actors o* c$stomer

satis*action, secon+ "art +is"lays c$stomer satis*action itsel* an+ *inally c$stomer

satis*action in*l$ences Siemenss b$siness "er*ormance an+ c$stomer res"onse.

!he c$stomer satis*action o* yo$ng Siemens mobile $sers +e"en+s on *eat$res

o* the mobile "hone, mareting strategy an+ e?ternal *orces.

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Aoia has +i**erent in+s o* mo+el )ith their attractive "hysical +esign, )here

Siemens has very *e) mo+els. Besi+es, the main ca$se o* the "o"$larity o*

Aoia is they are very $ser *rien+ly b$t Siemens has a big "roblem in their

"rogram. !he +$rability o* the battery o* the Siemens is very "oor. gain their

"romotional cam"aign is very "oor. !heir availability o* accessories is very *e),

)here the accessories o* the Aoia "hone set are very m$ch available an+

chea".

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'@hysical +esign#ser#*rien+ly#@rice#$ality o* the battery

>eat$res o* Siemensmobile set

#@romotional cam"aign#Warranty#vailability#vailability o* "arts

Eareting strategy

#'om"etitors

6?ternal *orces

Si#0#ns VSNoia

#@ro*it#Sales gro)th

B$siness"er*ormance

''$stomer loyalty# e"eatc$stomer

'$stomerres"onse


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/si$a #si7n

Siemens has very *e) an+ common +esign. Siemens has very *e) mo+el

com"are to Aoia. So Aoia is very "o"$lar in o$r co$ntry. ct$ally "eo"le )ant

ne) +esign es"ecially yo$nger generation. !hey +o not )ant to b$y ne) set as a

common +esign an+ sha"e. ny one can easily co$nt the mo+el o* Siemens set

)here it is very +i**ic$lt in terms o* Aoia.

Us#+96+i#n/

Siemens is not "o"$lar in o$r co$ntry beca$se o* its *eat$res. !hey are not $ser

*rien+ly. Besi+es most o* the "eo"le in o$r co$ntry are $sing Aoia. So, the

*eat$res are )ell no)n to them. !hey can easily *in+ o$t the o"tions )hich

o"tions they )ant *rom the set. B$t in Siemens it is very +i**ic$lt to *in+ that

*eat$res )hat they act$ally )ant.

+i$#

!he "rice o* Siemens set is com"etitive. B$t they have very *e) mo+els )ith high

"rice com"are to other com"any. @eo"le are very "rice concern, so they +o not

)ant to b$y *e)er *eat$res containe+ an+ common +esign Siemens set by high

"rice com"are to "artic$larly Aoia mobile "hone.

ai%/ o6 %# !a%%#+/

!he most im"ortant reason behin+ $n"o"$larity o* Siemens set is their longevity

o* battery. !he 9$ality o* battery is very lo). 0t taes more time *or charging

com"are to others, an+ *$ll charge come to an en+ )ithin very *e) ho$rs )hereother sets *$ll charge taes K3 +ays to en+.

0rand Name (eputation "laye+ the lea+ role being the reason behin+ b$ying

the "hone. !hen price an+ style both has very *e) shares. Lery *e) "eo"le sai+

that they bo$ght the "hone beca$se o* its user friendliness. Some o* the other

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reasons )ere model, attractive price offer an+ battery life. !here )ere also a *e)

"eo"le )ho got their mobile "hones as a gi*t *rom a *rien+ or relative.

)nalysis of the )dvertisement

!he most o* the "ro+$cts are no)n to their c$stomers by a+vertisement to the

"eo"le. Ino)ing *rom the *rien+s, *amily an+ others abo$t the "ro+$cts are very

im"ortant a+vertisement that easily goes into the "eo"le. Aoia is very

s$ccess*$l in this *iel+. Eost o* the mobile "hone a+s have international layo$ts.

Hence, "eo"le are not m$ch conscio$s abo$t the a+s. !his ma+e the statement

ne$tral that the a+ is better than the other a+s *or "ro+$cts in this "ro+$ct

category. @revio$sly, Siemens has ma+e their a+s $sing local mo+els, )hich

)asnt +one by any other com"anies alie. B$t, they +ont *ollo) that strategyanymore. @eo"le have raise+ the iss$e o* M)hy not $sing a local mo+el.

!here*ore, by taling to the bran+ manager o* the mobile "hone, SB:, the

"roblems )ere i+enti*ie+. !he ma/or constraint they are *acing is the b$+get set

*or yearly "romotional activities. 0n a++ition, it is $ncertain )hen )o$l+ a ne)

mo+el o* mobile "hone be available to them. s a res$lt, they are $nable to

manage the time re9$ire+ to mae a local a+ *or any s"eci*ic mo+el o* mobile

"hone.

So0# $+i%i$a iss#s

• Ea/ority o* "eo"le in o$r co$ntry are "rice sensitive. !hey lie to b$y

things, )hich have a goo+ 9$ality )ithin their a**or+ability.

• @eo"le *rom the $""er class, thin o* mobiles as an in+icator o* their social

stat$s. !hey satis*y their sel*#esteem nee+s by "$rchasing high "rice+

mobile sets. B$t c$stomers, )ho belong to the lo)er mi++le class an+

mi++le class society, +o not change their mobiles *re9$ently. Eobiles are

necessity *or them rather than *ashion accessory.

• Eost o* the "eo"le )ant many *eat$res in one set. !hey )ant a very $ser

*rien+ly "rogram in their set

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• esearches can *in+ o$t )hat *actors are most im"ortant in the "$rchase

+ecision an+ )hat vocab$lary cons$mers $se )hen they tal abo$t a

s"eci*ic "ro+$ct. 0n the case o* Siemens mobile, a negative attit$+e has

been observe+ among most o* the res"on+ents beca$se o* their battery

li*e. "art *rom that, they have a goo+ im"ression on the organi-ation.

RIMAR5 DATA RETRIEVAL AND ANAL5SIS

M#%o o6 o!%ainin7 a%a: SSS

!he +ata collecte+ thro$gh the 9$estionnaire *rom the res"on+ent )as co+e+

an+ analy-e+ on the S@SS system. ll the res"onse gathere+ )as "$t as a

+atabase in S@SS an+ *rom that the analysis )as ma+e. Di**erent ty"e o*

analysis )as +one to reach a concl$sion.

E&aa%ion o6 %# #s%ionnai+#

+,os#: !he 9$estionnaire )as +esigne+ in s$ch a )ay that it is not a hassle to

the res"on+ent. !he research trie+ to +esign the 9$estionnaire in a *ormat that is

easily $n+erstan+, "recise an+ to the "oint. So the res"on+ent is com*ortable to

ans)er the 9$estion an+ has clear i+ea abo$t the "$r"ose o* the research.

a%%#+ns o6 %# ;#s%ions: !he 9$estionnaire $se+ +i**erent ty"e o* "atterns in

it. !he reason behin+ is to get the ma?im$m acc$rate +ata *rom the res"on+ent.

!he 9$estionnaire $se+ checlist, liert scale, o"tions, o"en en+e+ 9$estion, etc.

15


16/49

3eveloping the data analysis:

Coin7:

!he co+ing )as basically concern on the *act o* maing the +ata gathere+ *rom

the 9$estionnaire rea+able by the com"$ter S@SS system. >or that the variables

*rom the 9$estionnaire have been co+e+. >or this co+ing the analysis )as

concrete an+ "recise.

Da%a #n%+/:

!he +ata entry "art is concerne+ )ith the iss$e o* entering all the +ata gathere+

*rom the 9$estionnaire to the com"$ter S@SS system thro$gh the co+ing. !he

+ata entry enables the research to come $" )ith +atabase an+ then move on tothe *inal o$tcome.

Da%a Ana/sis:

!he S@SS system is one o* the most $ser *rien+ly so*t)are ever ma+e, *rom this

so*t)are +i**erent ty"e o* table an+ re"ort can be seen. !he research entere+ all

the necessary +ata to the S@SS +atabase an+ *rom that thro$gh +i**erent ty"e o*

*orm$la, *re9$ency, cross#tab$lation, chi#s9$are *in+ing, etc the analysis )as

ma+e.

Da%a $on+sion:

!he *inal "art o* the research )as

se*$lness o* the +ata an+ limitations

We have alrea+y mentione+ some o* the general +i**ic$lties in collecting +ata in

"revio$s section. We mentione+ earlier abo$t the "roblem )ith the res"on+ents.

So there is a chance o* res"on+ent error. 0n s"ite o* that, )e trie+ o$r best to

analy-e an+ "resent a re"ort that )o$l+ mae sense an+ )o$l+ be *easible *or

o$r research "$r"ose. We trie+ to get as m$ch acc$rate +ata as "ossible that

)o$l+ cover most o* the areas )e +isc$sse+.

16


17/49

Sa0,# #si7n: !he sam"le si-e o* o$r s$rvey is 2. We ma+e some categories

o* res"on+ents accor+ing to age, se?, gross *amily income an+ e+$cation. 0n

s"ite o* some limitations as )e have mentione+, )e trie+ to cover as m$ch

res"on+ents as "ossible *rom +i**erent categories.

Us#6n#ss o6 %# a%a an i0i%a%ions

We have alrea+y mentione+ some o* the general +i**ic$lties in collecting +ata in

"revio$s section. We mentione+ earlier abo$t the "roblem )ith the res"on+ents.

So there is a chance o* res"on+ent error. 0n s"ite o* that, )e trie+ o$r best to

analy-e an+ "resent a re"ort that )o$l+ mae sense an+ )o$l+ be *easible *or

o$r research "$r"ose. We trie+ to get as m$ch acc$rate +ata as "ossible that

)o$l+ cover most o* the areas )e +isc$sse+.

Sa0,# #si7n:

!he sam"le si-e o* o$r s$rvey is 2. We ma+e some categories o* res"on+ents

accor+ing to age, se?, gross *amily income an+ e+$cation. 0n s"ite o* some

limitations as )e have mentione+, )e trie+ to cover as m$ch res"on+ents as

"ossible *rom +i**erent categories.

INDINGS o6 %# s+/:

#s%ion No91:

4hat is your age group5

TABLE 1?.@ 1?.@ 1?.@

1=92@ 12 2@.@ 2@.@ 3?.@

2192' 33 ??.@ ??.@ >@.@

2?92 = 1@.@ 1@.@ 1@@.@

To%a =@ 1@@.@ 1@@.@

1#


18/49

CHART < 1

ge Gro$"

12.2<

.2<

2.2<

1.2<

#8

1#4

15#2

Belo) 15

In%#+,+#%a%ion:

O$r *irst 9$estion )as to *in+ o$t o* the age gro$" o* total sam"le. We see that

1< o* s$rvey "o"$lation is belo) 15, 2< are at the age o* 15#2, < are at

the age o* 1#4 an+ 12< o* the s$rvey "o"$lation are at age o* #8.

#s%ion No92:

*ale or female5

TABLE


19/49

>re9$ency @ercent Lali+@ercent

'$m$lative @ercent

Lali+ Eale 4 72.2 72.2 72.2 >emale 18 32.2 32.2 122.2 !otal 52 122.2 122.2

CHART


20/49

TABLE


21/49

!he above table an+ "ie chart re"resents the income level o* those )ho are

$sing their res"ective bran+s o* mobile sets. 32< o* the sam"le "o"$lations

income is 1222# to 222 !I, < o* the sam"le "o"$lations income is 222#

3222 !I, 3< are having the income o* 3222#4222 !I, 12< o* them are

having the income o* more than 4222 !I.

#s%ion No9':

E$a%iona L#.

TABLE


22/49

6+$cation

12.2<

.2<

2.2<

1.2<

@ost Gra+$ate

Gra+$ate

n+er Gra+$ate

High School

In%#+,+#%a%ion:

!hro$gh the "ie chart )e can *in+ o$t that the 1< "ercent o* the res"on+ent are*rom high school, 2< o* the res"on+ents are $n+er gra+$ate, < o* the

res"on+ents are gra+$ate an+ 12< o* the res"on+ents are "ostgra+$ate.

#s%ion no. ?

Do /o s# a 0o!i# ,on#

TABLE


23/49

se o* 'ell >re9$ency @ercent Lali+

@ercent'$m$lative

@ercent Lali+ es 5 3.3 3.3 3.3

Ao 4 5.7 5.7 122.2 !otal 52 122.2 122.2

CHART < ?

se o* 'ell

5.7<

,3.3<

Ao

es

In%#+,+#%a%ion:

!hro$gh the chart )e can see that 3< o* the res"on+ents are $sing the mobile

"hone an+ 7< o* them are not $sing mobile "hone.

#s%ion no. =

4hich brand do you use5

23


24/49

TABLE 2.>

O%#+s ' =. .1 1@@.@

To%a ?= >3.3 1@@.@

Missin7 S/s%#0 ' =.

To%a =@ 1@@.@

CHART < =

Bran+ Aame

5.7<

5.7<

13.3<

5.7<

8.3<

38.3<

Eissing

Others

Sams$ng

Eotorola

Siemens

Aoia

In%#+,+#%a%ion:

24


25/49

We can *o$n+ thro$gh the chart that the "ercentage o* Aoia $sers are 38


26/49


'$m$lative@ercent

Lali+ LerySatis*ie+

1 1.7 1. 1.

Satis*ie+ 5 12.2 7.2 87. Dissatis*ie

+

1 1.7 1. 122.2

!otal 8 13.3 122.2Eissing System 85.7

!otal 52 122.2

Other Satis*action >re9$ency @ercent Lali+

@ercent'$m$lative

@ercent Lali+ Satis*ie+ 3 .2 7.2 7.2

Ae$tral 1 1.7 .2 122.2 !otal 4 5.7 122.2

Eissing System 5 3.3!otal 52 122.2

CHART<

Siemens Satis*action

71.7<

3.3<

13.3<

5.7<

.2<

Eissing

Lery Dissatis*ie+

Dissatis*ie+

Ae$tral

Satis*ie+

26


27/49

Aoia Satis*action

51.7< 15.7<

1.7<

Eissing Satis*ie+

Lery Satis*ie+

2#


28/49

Eotorrola Satis*action

,3.3<

1.7<

1.7<

3.3<

Eissing

Dissatis*ie+

Ae$tral

Satis*ie+

2$


29/49

Sams$ng Satis*action

85.7<

1.7<

12.2<

1.7<

Eissing

Dissatis*ie+

Satis*ie+

Lery Satis*ie+

2%


30/49

Other Satis*action

Eissing

Ae$tral

Satis*ie+

In%#+,+#%a%ion:

!he above table an+ "ie chart re"resents the satis*action level o* those )ho are$sing their res"ective bran+s o* mobile sets. 1.7< o* the res"on+ents )ere very

satis*ie+ )ith Aoia, 15.7< )ere the Msatis*ie+ Aoia $sers. s to Sams$ng 1.7<

)ere Mvery satis*ie+ )ith Sams$ng, 12< )ere Msatis*ie+ Sams$ng $sers, also

there )as a 1.7< )ho )ere M+issatis*ie+ Sams$ng $sers. When Siemens )as

concerne+ < sai+ that they )ere Msatis*ie+, 5.7< )as Mne$tral abo$t Siemens.

!here )ere a h$ge n$mber o* satis*ie+ an+ +issatis*ie+ Siemens $sers )ith

13.3< an+ 3.3< res"ectively.

2uestion no! 6

1hoose the best statement according to your preference!

3&


31/49

F7)T8(7'

.a i) In %#+0s o6 6#a%+#s (s#+ 6+i#nin#ss $oo+ in%#+n#%) Si#0#ns is!#%%#+.

ii) In %#+0s o6 6#a%+#s (s#+ 6+i#nin#ss $oo+ in%#+n#%) Noia is

!#%%#+.

TABLE re9$ency @ercent Lali+@ercent

'$m$lative@ercent

Lali+ Strongly

gree

3 .2 .4 .4

gree 7 11.7 1. 17. Ae$tral 11 18.3 1.5 37. Disagree 35.7 3.3 75.8 Strongly

Disagree13 1.7 3. 122.2

!otal 5 3.3 122.2Eissing System 4 5.7

!otal 52 122.2

CHART < .1.1

31


32/49

Siemens >eat$re

5.7<

1.7<

35.7<

18.3<

11.7<

.2


33/49

Siemens @hysical Design

5.7<

18.3<

41.7<

1.7<

8.3<

3.3<Eissing

Strongly Disagree

Disagree

Ae$tral

gree

Strongly gree

In%#+,+#%a%ion:

Here o$r 9$estion )as in terms o* *eat$res ho) m$ch they lie Siemens. < o*

the res"on+ents strongly agree+ )ith siemens *eat$re, 11.7< agree+, 1.7< )as

strongly +isagree+ )ith siemens *eat$res. B$t in terms o* Aoia 45.7< o* the

res"on+ents strongly agree+ an+ 31.7< agree+ an+ only 1.7< +isagree+.

33


34/49

.! In %#+0s o6 ,/si$a #si7n (o%oo siF#) Si#0#ns is !#%%#+.

In %#+0s o6 ,/si$a #si7n (o%oo siF#) Noia is !#%%#+.

-%9'I1) 37'IN

TABLE re9$ency @ercent Lali+@ercent

'$m$lative@ercent

Lali+ Strongly gree

3.3 3.5 3.5

gree 8.3 8. 1. Ae$tral 13 1.7 3. 3.7 Disagree 41.7 44.5 82.4

StronglyDisagree

11 18.3 1.5 122.2

!otal 5 3.3 122.2Eissing System 4 5.7

!otal 52 122.2

CHART < .2.1

34


35/49

Siemens @hysical Design

5.7<

18.3<

41.7<

1.7<

8.3<

3.3<Eissing

Strongly Disagree

Disagree

Ae$tral

gree

Strongly gree

TABLE< .2.2

Aoia @hysical Design


'$m$lative@ercent

Lali+ Strongly gree

17 8.3 32.4 32.4

gree 4 42.2 4. 73.

35


36/49

Ae$tral 1 2.2 1.4 4.5 Disagree 3 .2 .4 122.2 !otal 5 3.3 122.2


CHART < .2.2

Aoia @hysical Design

5.7<

.2<

2.2<

42.2<

8.3<

Eissing

Disagree

Ae$tral

gree

Strongly gree

In%#+,+#%a%ion:

0n terms o* "hysical +esign o* Siemens, thro$gh the "ie chart )e can *in+ o$t that

strongly agree 3.5


37/49


'$m$lative@ercent

Lali+ gree 12 15.7 17. 17. Ae$tral 35 52.2 54.3 8.1 Disagree 12 15.7 17. 122.2 !otal 5 3.3 122.2


CHART < .3.1

Siemens @rice

5.7<

15.7<

52.2<

15.7<

Eissing

Disagree

Ae$tral

gree

TABLE# 8.3.1

Aoia "rice >re9$ency @ercent Lali+

@ercent'$m$lative

@ercent Lali+ Strongly

gree1 1.7 1.8 1.8

gree 1 2.2 1.4 3. Ae$tral 35 52.2 54.3 87. Disagree 7 11.7 1. 122.2 !otal 5 3.3 122.2

3#


38/49


1%)(T ; 6!

Aoia "rice

5.7<

11.7<

52.2<

2.2<

1.7<

Eissing

Disagree

Ae$tral

gree

Strongly gree

In%#+,+#%a%ion:

Here agree+ 17.re9$ency @ercent Lali+'$m$lative

3$


39/49

@ercent @ercent Lali+ es 3 38.3 41.1 41.1

Ao 33 .2 8. 122.2 !otal 5 3.3 122.2


se+ simens

5.7<

.2<

38.3<

Eissing

Ao

es

2uestion no! ?@

Have yo$ ever come across any a+vertisement o* Siemens mobile @honeP

T)07 ;?@

'riteria @ercentage>re9$encyes 75.7< 43Ao 3.1< 13

3%


40/49

1%)(T ;?@

Si#0#ns A+is0#n%

2<

12<

2<

32<

42<

2<

52<

es

Ao

2uestion no! ??

0* yo$ ever intent to b$y a set in the near *$t$re ;)ithin 1 year= )o$l+ yo$ "re*er

b$ying siemensP

!B:6 Q11

Want to b$y Siemens in *$t$re >re9$ency @ercent Lali+

@ercent

'$m$lative

@ercent Lali+ es 4 42.2 4. 4.

Ao 3 3.3 7.1 122.2 !otal 5 3.3 122.2


1%)(T ;??

4&


41/49

Want to b$y Siemens in *$t$re

5.7<

3.3<

42.2<

Eissing

Ao

es

2uestion no! ?=

Whenever yo$ hear abo$t Siemens mobile "hone, )hat is the *irst thing that

comes to yo$r min+P

!B:6 Q1

'riteria @ercentage>re9$ency

'om"licate+ 8.7< 156?"ensive 7.14< 4

$ality 41.27< 3

Design 3.< 13

'H! Q1

41


42/49

2<

<

12<

1<

2<

<

32<

3<

42<

4<

2<

'om"licate+

6?"ensive

ser >rien+ly

High D$rability

2uestion no! ?<

Whenever yo$ hear abo$t Aoia mobile "hone, )hat is the *irst thing that comesto yo$r min+P

!B:6 Q13

'riteria @ercentage>re9$ency

'om"licate+ 14.< 8

6?"ensive 8.7< 15

$ality 5.7< 1

Design 32.35< 17

Da%a ana/sis an 6inin7 6+o0 %# SSS:

0n the *irst "art o* o$r Data analysis "art o* o$r "ro/ect, )e have come $" )ith the

>re9$ency nalysis thro$gh S@SS. Here, )e have sim"ly *o$n+ o$t the +ata

inter"retation thro$gh *re9$ency table an+ "ie chart. 0n the secon+ "art, )e have

come $" )ith the cross tab$lation. We have establishe+ this relation bet)een

Siemenss "rice an+ Aoias "rice, Siemenss *eat$res an+ Aoias *eat$res,

Siemenss "hysical +esign an+ Aoias "hysical +esign.

0n the *re9$ency table an+ "ie chart +istrib$tion )e have *ig$re it o$t that the

"o"$larity the Siemens mobile "hone is not $n"o"$lar com"are to Aoia.

42


43/49

0n the cross tab$lation "art o* Siemenss "rice an+ Aoias "rice there is a

signi*icant relationshi" as the signi*icant level o* 'hi#s9$are is 2.43 ;more than .

2=, )hich establish o$r secon+ hy"othesis.

0n the cross tab$lation o* Siemens,s "hysical +esign an+ Aoias "hysical +esign

there is a relationshi" as the signi*icant level o* 'hi#s9$are is 2.2 ;more than .

2=, )hich "rove o$r thir+ hy"othesis.

0n the cross tab$lation o* Siemens,s *eat$res an+ Aoias *eat$res there is a no

relationshi" as the signi*icant level o* 'hi#s9$are is 2.22 ;less than .2=, )hich

+oesnt establish *o$rth hy"othesis.

#a%+#s o6 Noia (*/ i%s !#%%#+ %an Si#0#ns)

1 Aoia "hones are very easy an+ sim"le to $se )ith one o* the most $ser *rien+ly

men$ system.

E$ltime+ia *acilities s$ch as mega "i?el camera an+ m"3 an+ )ma "laying

ca"abilities.

3 JavaC /ava games an+ so*t)are r$n smoothly on Aoia "hones )hich allo)s the

"hone to become an entertainment +evice

4 Wi+e range o* "ro+$cts that )ill s$it everyones nee+s *rom chea" b$+gets "hones

to very e?"ensive state o* the art ones

Aoia is lea+ing the maret in terms o* )ireless connectivity )ith technologies s$ch

as Bl$etooth, in*rare+ etc.

5 Aoia gives "eo"le access to the )eb. Aoia "hones can be $se+ /$st as a

com"$ter to bro)se the internet an+ +o)nloa+ re9$ire+ material

7 Aoia "hones have the ability to r$n $se*$l +ay to +ay so*t)are lie Eicroso*t Wor+,

6?cel etc

8 :ong battery li*e ;Siemens in BD have battery "robs=

43


44/49

RECOMMENDATIONS

Having analy-e+ the "roblems o* the com"any an+ the o"inions o* the $sers an+

"otential $sers o* Siemens mobile "hone, )e are able to come $" )ith the

*ollo)ing recommen+ation.

>irstly, )e are s$ggesting that the com"any sho$l+ have the center o* attention

on their "ro+$ct +esign. !he reason behin+ that thro$gh the maret research, )e

have *o$n+ o$t that the line o* the c$stomi-ation o* Siemens mobile "hone is

lo)er than Aoia. '$stomi-ation means +i**erent mo+el o* Siemens mobile

"hone. Eoreover the attractiveness o* the +esign in terms o* o$tloo is lo)er

than Aoia. So they sho$l+ come $" )ith strong research an+ +evelo"ment in

their mobile set.

Secon+ly, tho$gh the "rice o* Siemens mobile set is com"aratively lo), the

9$ality is main the iss$e here. 0n terms o* "rice Aoia is "rovi+ing more 9$ality

com"are to Siemens. So they nee+ to raise the 9$ality stan+ar+ *or the economy

mobile sets.

44


45/49

6m"hasis on the Design o* the mobile set to better *it the maret +eman+C

0n o$r s$rvey, many o* the res"on+ents sai+ that they +ont "re*er Siemens

mobile "hone beca$se it lacs style. gain )hen ase+ abo$t the one thing

that maes mobile "hone attractive to them, most "eo"le sai+ loos an+ style.

!here*ore, Siemens sho$l+ *oc$s on im"roving the o$tloo o* the mobile

"hone sets an+ mae them stylish eno$gh to attract the yo$ng generation.

>or this, they can a++ the *ollo)ing *eat$res in their mobile "honesF

1. 'hangeable covers.

. Small an+ tren+y si-e

3. 6asy to $se inter*ace,

4. "l$g an+ "lay SB storage +rive

. Stylish leather or metal covers *or the set,

5. ++ on sticers or in+icators.

0m"rove *eat$res o* their mobile "honesC

nother im"ortant *actor that is very im"ortant to the c$stomers is the *eat$res o*

the o* the mobile "hones. 6very mobiles "hones *rom Aoia has a n$mber o*

*eat$res s$ch as E@3 "layers, a+io, Eemory 'ar+, W@ connectivity, Bl$e

tooth hea+"hone an+ many other o"tions. Eore over c$stomers can c$stomi-etheir cell "hones accor+ing to their taste. B$t most o* these o"tions are not

available )ith Siemens. !hey have a b$ilt in *i?e+ memory, only o* their cell

"hones have E@3 "layer, no ra+io an+ they are very com"licate+ to c$stomi-e.

!hat is )hy they are *ar behin+ in the com"etition *rom Aoia. !here*ore )e

recommen+ that Siemens sho$l+ im"rove the *eat$res o* their cell "hones. 0n this

"$r"ose, they can incl$+e

1. 6asy access to internet

. O"tion to $"gra+e memory

3. B$ilt in ra+io

4. E@3 "layers

. B$ilt in camera )ith more "o)er an+ ca"acity

45


46/49

5. ser *rien+ly inter*ace

7. Brighter resol$tion.

S"ecial s"otlight on the yo$ng generation as their target cons$mer ;Aiche

Eareting=C

0n s"ite o* taing the h$ge target maret an+ a h$ge amo$nt o* money on

a+vertisement an+ com"eting )ith other mobile "hones, Siemens can target a

s"eci*ic maret lie the yo$nger generation. We have seen that altho$gh

Siemens has a very goo+ sale o* mobile "hones thro$gh the mobile "hone

o"erators, b$t they are *ar behin+ their com"etitors in selling to in+ivi+$al

cons$mers. gain a very big "ortion o* the in+ivi+$al $ser maret is the yo$ng

generation. 0* they can manage to +o so, they )ill be able to increase their sale

as )ell get loyal c$stomers. !here*ore, Siemens sho$l+ "o"$lari-e their mobile

"hones among this target gro$", they are more liely to reali-e high gro)th

"otential in this "artic$lar segment.

'reate a soli+ bran+ image among the cons$mers thro$gh consistent

mareting strategyCSiemens has a very "oor bran+ image among the c$stomers. While

mareting their mobile "hones, Siemens sho$l+ *oc$s on +elivering one

single theme abo$t the "ro+$ct to its target maret. !his is im"ortant beca$se

)e sa) res"on+ents are $nable to sho) any single reaction to this bran+.

!here*ore )ith an Mintegrate+ mareting comm$nication Siemens can b$il+

better bran+ a)areness. >or this they can im"lement the *ollo)ing ste"sF

1. S"eciali-e on s"eci*ic *eat$res o* mobile "hone s$ch a Screen

resol$tion, Battery time, Aet)or or even 6?tra Warranty an+

comm$nicate it to the c$stomers.

. @romote their "ro+$ct by associating )ith other "ro+$cts or events lie

concerts, cricet to$rnament.

46


47/49

3. @rovi+e intense c$stomer service an+ a*ter sale service.

@ers$a+e Government to remove the ta? on im"orte+ mobile "hones C

One ma/or "roblem that Siemens mobile "hone *ace is the high im"ort +$ty it

has to "ay that increases its "rice. Since Siemens is one o* the ma/or

s$""liers o* electric goo+s o* the government, it may try to negotiate the

im"ort ta? to be re+$ce+, )hich )o$l+ mae Siemens mobile "hone more

com"etitive in the maret.

'reate an intense net)or thro$gh retail storesC

Siemense has a very "oor image among the cons$mers as there is lac o*

a*ter sales service )hich re+$ces the satis*action among the cons$mers. !he

reason behin+ is that they have very *e) sho)room in Bangla+esh thro$gh

)hich it sells the mobile "hones to in+ivi+$al cons$mers. !o increase its sales

among this gro$", either it sho$l+ o"en $" more sho)rooms or sho$l+ $se

the +istrib$tors intensely.

@rovi+e s"ecial o**ers *or yo$ng generation to "o"$lari-e its "ro+$ctC

0n or+er ca"t$re this l$crative maret segmentF Siemens sho$l+ consi+er "$tting on e?tra e**ort to "o"$lari-e the Siemens mobile "hones among the

yo$ng generation. Since )e *o$n+ thro$gh o$r research that i* )e remove the

"rice *actor *rom the "ro+$ct, the yo$ng generation )o$l+ not min+ $sing it.

!here*ore, Siemens may consi+er giving "rice +isco$nts to yo$ng generation,

e.g. %St$+ent Disco$nt.

gain, it may intro+$ce "hone sets )ith *$ny colors an+ style, to attract this

"artic$lar maret segment.

'on+$ct a s$rvey to *in+ the )ays to im"rove the satis*action o* the $sersC

>rom this research )e have *o$n+ that the c$rrent $sers o* Siemens mobile

"hone are not very satis*ie+ com"are+ to the other lea+ing bran+s.

!here*ore, to overcome this "roblem, Siemens sho$l+ con+$ct a maret

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research to *in+ o$t the "roblems associate+ )ith their "ro+$ct an+ reason *or

+issatis*action o* the cons$mers. Siemens sho$l+ tae ste"s to im"rove on

the *in+ings o* the research.

1&N18'I&N' F&( T%7 &A7( ) (7'7)(1%:

0n o$r concl$sion "art )e can mentione+ that Siemens is in the gro)ing stage

accor+ing to the res"on+ o* o$r sam"le "o"$lation. B$t thro$gh o$r research )e

are also *in+ o$t some iss$es, )hich "rovi+e the negative im"act on the Siemens

mobile "hone. B$t they can come $" )ith sol$tion $n+er strong research an+

+evelo"ment "roce+$re an+ "romotional cam"aign. 0n o$r mareting research

)e have *o$n+ o$t that o$r hy"othesis abo$t the Siemenss "rice, +esign )ere

a""rove+, )hile the hy"othesis abo$t "o"$larity an+ *eat$res )ere incorrect. So

there is o""ort$nity *or Siemens to raise its maret share $n+er "ro"er g$i+eline

as their "o"$larity is has raise+ an+ in terms o* *eat$res the siemens set is

acce"table.

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siemens research proposal

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