Exploratory Research Assignment (Essay Sample)

Exploratory research assignment
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Introduction
The Canadian Wireless Telecommunication Association (CWTA) is a body that is concerned with issues related to wireless, trends and developments in Canada. Companies that provide wireless to consumers are represented by this authority especially in the development and production of products and services in the telecommunication industry. It includes companies that deal with the manufacturing of the handsets, creation of applications, contents, and B2B service providers. Some of the companies in the industry are Nokia and Blackberry among others. The competition in the mobile telecommunication industry has been significantly stiff. Companies dealing with mobile handsets have continued to launch products with a highly upgraded version with the aim of appealing to the consumers and gaining competitive leverage.
The sales of Blackberry mobile handset has significantly been dropping. Nokia too has faced the similar challenge in the industry, especially about the Nokia Lumia version. These two companies have realized little sales of their products in comparison to other companies providing similar products. Initially, when blackberry handset was introduced in the market, individuals possessing it would draw a lot of attention. Currently, the phenomenon has completely changed. On the other hand, Nokia Company had endeared itself to the consumers and was the most common type of mobile handsets. However, this too has significantly changed. The struggling sales of these products are not only being witnessed in the Canadian domestic market but also in the international market.
Research Objectives
The main objective of the study is to determine how the Nokia and Blackberry brands are doing in the market. To achieve the above main objective the following specific objectives were employed:
To determine the perception of the customers about these two brands
To identify the types of strategy issues that these companies is facing
To determine the likely progress of the brands in the future market
METHODOLOGY
The methods that were employed in the study entailed the use of questionnaires, observation, interviews, and sampling (Martin & Hanington, 2012).
Sample
A sample of 50 professionals or employees from various mobile handset companies were randomly incorporated in the study. Moreover, a sample of 100 consumers of these gadgets was also incorporated to determine the expectation of the clients and how these clients relate the various mobile handset products in the market.
Questionnaires
The researcher incorporated both the open and closed ended questionnaires (Rugg & Petre, 2007). The closed-ended questionnaires were ideal in retrieving information that were deemed to be specific while the opened ended questionnaires were specifically for obtaining detailed information concerning the trends, and market orientation of Nokia and Blackberry mobile handsets. These questionnaires were directed towards the consumers within the sample of the identified respondents (Dawson, 2002).
Interview
The sample of professionals from the industry (Communication Wireless Telecommunication Association) was interviewed with the aim of seeking insights on their perception concerning the ideal marketing strategies for the products within the industry. The interviews were then recorded for the purpose of analysis.
Observation
The research also employed the use of observation as a technique for obtaining information concerning the trends of the performance of the products in the market.
The findings of the study
Marzilli (20120 illuminated that despite the losses incurred by BlackBerry, the perception of the consumers was still positive. However, the poor or rather a downward trend of the perception of the brand especially among the users of smartphones had leveled. The dubbing of the original smartphone played a vital role in the smartphone share market. The majority of the views of the consumers were of the opinion that devices from Apple and Android presented intense competition to the industry especially for BlackBerry. BlackBerry struggled to wage market competition from smartphone, and this phenomenon was associated with the brand losing its presence in the market (Forbes, 2015).
As for the Nokia Lumia 920, Zeaman (2012) predicted that despite the consumers loving it, they would not purchase the product. The Nokia Company was able to create a positive impression among its consumers. As much as Zeaman (2012) being critical, he argued that the company's aggressive pricing method would likely win the consumers into making a purchase. Zeaman (2012) while alluding to the findings of research conducted by couponscodes4u.com explained that the clients with a high probability of purchasing Nokia Lumia.They were lured with the device's ability to utilize the touch screens using gloves.
On the other hand, in the Canadian market, Berkow (2011) elaborates that BlackBerry was still popular among the Canadian consumers of smartphones. It was reflected in their purchase of smartphones where the consumers appeared to be more lenient to the BlackBerry in this particular market segment.
Hartley (2011) revealed that Nokia, which at one point was a powerful giant in wireless has been dropping due to intense competition from emerging competitors in the climate of smartphone technology. Hartley (2011) further revealed that Apple is one of the major rivals through its iPhone that controls the high-end wireless market. Android too positioned itself in the market aggressive in comparison to Nokia.
Ray (2014) social media has emerged has one of the effective tools that telecommunication companies have employed in the marketing processes. She asserts that some of the consumers have been persuaded by the adverts of these products (Nokia and BlackBerry into making a purchase.
The implications of the study and recommendations
The sales of Nokia and Blackberry have significantly been dropping as other smartphone devices and androids are dethroning these products in the market. Even though the consumers of these products have not been greatly influenced by the unfolding phenomenon, the futures of the products are threatened in the event that the trends of low sales of Nokia and BlackBerry persist.
Recommendations
The companies shou...