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Example research essay topic: R Amp D Access To The Internet - 1,476 words

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... bile phone companies Nokia is a large company supplying mobile phones to a vast market. However they are not the only company supplying these products. Other companies with growing reputations are: "h Samsung "h Sony "h Motorola "h Sagem Of these companies Samsung are developing their own version of 3 G mobile phone to be launched in the third quarter of 2003. Others have their own development plans providing improved 2 G phones with additional features. Landline The majority of homes have traditional telephone lines installed.

The use of landlines is cheaper and can come as a package for the home television and / or internet connection. Email Email communication has expanded over recent years and in some cases considered the optimum communication tool. This is especially true in professional working environments. Email addresses can be readily created and used, just requiring an internet access point. As well as having a connection on a home PC, access can be gained from schools, universities, libraries and many places of work. Reduced Disposable Income Currently the UK has low unemployment accompanied by a good average income.

This results in a higher level of disposable income and therefore social spending. Should the strength of our economy reduce and with it employment levels, people will become more cautious about their spending habits. in cases where the mobile phone is a necessity this will not cause a problem, however where the mobile is deemed a luxury item, sales will could be affected. For example, not upgrading and sticking with an older model, reverting to other communication networks etc.

Health Concerns Radiation from handset use has been a concern in recent years. Continual research is being carried out in order to prove or disprove suggestions of mobile phones having potential to cause serious health problems to the user. This has not halted the increasing popularity of mobile phones, however research into this must be monitored. OPPORTUNITIES: Sales 3 G technology will enable users to surf internet with TV-like multimedia phones, download music, images, full-motion video and see the people they are talking to.

For this privilege consumers will purchase new handsets with the technology incorporated. Developing tariff relationships Placing more phones on contracts for tariff companies. Where customers will sign up for contracts and subject to conditions will get the phone at a reduced rate / free . Companies with 3 G licences are: "h BT "h T-Mobile "h Orange "h TIW (Tele system International Wireless) "h Vodafone Each of these companies will operate in the MHz range. The Nokia phones should be compatible to each of the specified ranges ensuring the product operation across all tariffs. Personal choice on tariff will affect sells, by maximising availability increase product potential.

Reputation In current plans, Nokia will be the first company to release a 3 G mobile phone. This therefore has the potential to promote Nokia as the leading authority in development of mobile technology. Providing further features will be appealing for multifunction Multifunction will enable users to disregard other products they may have purchased as well, such as a personal organiser. SWOT Analysis STRENGTHS The Strengths of the business are: These strengths can be developed further by: Costs in developing these strengths Reputation Keeping profile high.

Positive publicity. Good customer service and product support. Essentially high quality of products Internal costs ensuring the quality of the product and service provided are of an extremely high standard Large coverage of the 2 G market Achieving high level of distribution in 3 G market. Whilst still supporting the products for the 2 G customer. Internal restructuring costs for specialist 3 G departments High demand for mobile handsets. Increasing Nokia market share.

Distributing to a wider audience Market research into desired areas and Promotion to those deemed potential successes Breadth of company knowledge and skills Good quality working practices. Investment in key staff. All staff dealing with customers at all levels should have the relevant product knowledge. Internal quality processes costs. Staff training etc Quality of products and product performance Supplying products offering increased usability, functions and reliability Product development costs Patents Enhance technological achievements, which in turn enhance the product produced by Nokia Product development in 'confidential' conditions and applications to patent office.

WEAKNESSES The Weaknesses of the business or are: These weaknesses can be corrected by: Costs of weakness correction: Many mobile phone users are influenced in choice of mobile phone by tariff operator they desire. Good relationships with as many of the big tariff operators as possible. Prove the Nokia 3 G is a mobile handset that will be beneficial for them to support on their network. -Tariff operators have to be convinced the phone is going to be profitable. However with only five main operators expected for the 3 G range a new product of this interest will not need a great expense of promoting World-wide distribution? ? ? Integrating distribution channels Operating subsidiaries in countries to be targeted Distribution channels to be extended from 2 G mobile phone distribution. Setting up new distribution channels will be costly.

Paying royalties to incorporate with other goods will not benefit financially in the long term OPPORTUNITIES Opportunities that can be taken advantage of are: Effort required to benefit from the opportunities: Resources required to support effort Technology Continual research and development (R& D) into the use of new telecommunication technologies and the inclusion of existing technology to products provided by Nokia Financial investment in R& D both the skills and the practices Economy Economic research. Points of good strong economy most likely to aid launching product Research costs and estimate for the future state of economy local and abroad Relationships with tariff operators Build strong bounds between the tariff operators and 3 G suppliers Early development with tariff operators to build confidence in product. Internet Integrate systems and enable access to particular sites of interest Internet integration development THREATS Factors within the business or external environment that could threaten the successful implementation of this plan are: Steps that can be taken to minimise these threats: Cost considerations of taking these Steps: Competition from other mobile phone manufacturers. Begin Advertising the 3 G phone before development is complete, public ising our future 3 G product.

Create public and businesses desire for the before it is available-Promotion will be expensive at outset. -will be costly in lost custom and company image if advertised deadlines are not met. - Continual use of landlines to homes and places of work By providing additional features. Desire to have a mobile phone will reduce the threat of landline competition-Advertising -Promote benefits of mobile communications to businesses -Generate 'must have accessory' feeling Email, with access to a mailing service this is efficient and in common use Promote mobile phone as the most efficient form of communication. No access to the internet or mailing services is required. Health Concerns Continue / support research into alleged illnesses caused by continual use of mobile phones-Continual health research is costly -Should danger of handset use be detected, this will have to be publicised to the users. Having a damaging affect on the product and Nokia Market Saturation V Few new potential users left to enter the market Aim towards user groups in areas of the world.

Today's 2 G user is the futures 3 G user. Nokia will drive the market to evolve with technology available-In targeting groups of users the product may become 'pigeon holed' to a specific type of user, limiting its appeal. -Reaching current mobile users and influencing to move for the new technology will be costly in time and finance. Legislation / regulations Ensure legislation and regulation alterations are not a surprise to the company. Costs may be incurred to obtained legislation / regulations at change proposal stage Economy Should the economy suffer the Nokia products will require promotion as a commodity to the target market. Should this have the image of an accessory problems would then be encountered Promotion and advertising costs.

Image creation will be costly to drive as a must have item Internet Provide more facilities in terms of communication. Being mobile is fundamental advantage and gaining access to the internet via mobile link will reduce this as a threat competition Providing internet access and integration systems are costly in development. Forces Driving Industry Competition POTENTIAL ENTRANTS Threat of new Entrants A new company beginning to supply third generation mobile phones would have serious market considerations. A high level of capital would be required for investment in the mobile phone product. The technology development would need to be supported as well as marketing expenditure to make consumers aware. A new entrant at this stage would be an extreme distance behind in development, and therefore product launch would be delayed.

A new brand would not carry the same reputations and confidence other companies have established whilst developing...


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