Transcript NOKIA

By Fantastic Four team:
Sylwia Kaluzna
Gabriele Gasperoni
Gonzalo Sofont
CONTENTS
•
general information
•
history
•
organizational structure
•
mission and strategy
•
products & services
•
implementing the strategy – overview of the 10 OM decisions
product design
•
summary
General information
Company Name:
Address:
NOKIA CORPORATION
Nokia Spain
CM CERRO DE LOS GAMOS 1 ED, 3
28224 POZUELO DE ALARCON
SPAIN
Tel. +34 91/2010314
Nokia Head Office
KEILALAHDENTIE 2-4
P.O. BOX 226
FIN-00045 NOKIA GROUP
FINLAND
TEL. +358 (0) 7180 08000
General information
Location:
ALL AROUND THE WORLD.
They sell in more than 130 countries,
have R&D facilities in 11 countries
and production facilities in 8
countries.
Market Position:
THE WORLD'S LARGEST
MANUFACTURER OF MOBILE
DEVICES
One out of three mobile phones was
made by Nokia.
History 1865-1967
1865 – From the foundations to becoming a major industrial
force
Nokia Ab. was created in 1865, when Fredrik Idestam established a
paper mill at the Tammerkoski Rapids in south-western Finland.
Nokia was named for the river, next to which the pulp mill was
created.
1967- a merger with Rubber Works and Finnish Cable Works
Nokia Ab, Finnish Rubber Works (1882) and Finnish Cable (1912)
Works (jointly owned since 1922) formally merge to create Nokia
Corporation. At the time, Nokia Ab was the smallest of the three.
Since then, the process of integration of five businesses (rubber,
cable, forestry, electronics, power generation) started.
History 1968-1991
1968-1991 for a pioneering role in the early evolution of
mobile communications
The newly formed Nokia Corporation was ideally positioned for a
pioneering role in the early evolution of mobile communications. As
European telecommunications markets were deregulated and
mobile networks became global, Nokia led the way with some iconic
products, like:
1987 - Nokia launches the Mobira Cityman, the first handheld NMT phone
(Nordic Mobile Telephone, the first mobile phone network ever)
1991 - Nokia equipment is used to make the world’s first GSM call.
History 1992-….
1992 essential strategic decisions
Nokia decided to focus on its telecommunications business. This
was probably the most important strategic decision in its history.
1994 - first satellite call
The world’s first satellite call is made, using a Nokia GSM handset.
1997 - Nokia’s Snake Game
Nokia 6110 is the first phone to feature Nokia’s Snake Game. Snake
and its successors are now available on an estimated 350 million
mobile phones.
History 1992-….
1998 - NOKIA BECOMES THE WORLD’S LEADER IN MOBILE
PHONES.
1999 – the first WAP handset
Nokia launches the Nokia 7110, the world's first WAP handset.
2002 – the first 3G phone
Nokia launches the Nokia 6650, its first 3G phone.
2005 - billionth phone
Nokia sells its billionth phone – a Nokia 1100 in Nigeria. Global
mobile phone subscriptions pass 2 billion.
Organizational structure
BUSINESS GROUPS:

Mobile Phones - embraces all mobile devices
providing expanding mobile voice and data
capabilities.

Multimedia – advanced mobile multimedia
computers and applications with connectivity
over multiple technology standards.

Enterprise Solutions offers businesses and
institutions a broad range of products and
solutions.

Networks provides network infrastructure,
communications
and
networks
service
platforms, as well as professional services.
Organizational structure
SUPPORTING ENTITIES:
Customer and Market Operations is responsible
for sales and marketing, manufacturing and
logistics, and sourcing and procurement for mobile
devices from Mobile Phones, Multimedia and
Enterprise Solutions.
Technology Platforms delivers leading
technologies and platforms to Nokia's business
groups and external customers.
other horizontal units:
 Brand and Design
 Developer Support
 Research and Venturing
 Business Infrastructure.
MISSION
Connecting People
“Connecting is about helping
people to feel close to what
matters. If we focus on people,
and use technology to help
people feel close to what
matters, then growth will follow.
In a world where everyone can
be connected, Nokia takes a
very
human
approach
to
technology.”
July 2006
STRATEGY –customers"Wherever, whenever, we believe in
communicating, sharing and in the awesome
potential of connecting the 2 billion who do,
with the 4 billion who don't."

At Nokia, customers remain their top priority.
Customer focus and consumer understanding
must always drive their day-to-day business
behavior.

Nokia’s priority is to be the most preferred
partner to operators, retailers and enterprises.
STRATEGY – business In line with these priorities, Nokia’s business portfolio strategy focuses
on five areas, with each having long-term objectives:

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Create winning devices
Embrace consumer Internet services
Deliver enterprise solutions
Build scale in networks
Expand professional services
There are three strategic assets that Nokia will invest in and prioritize:

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Brand and design
Customer engagement and fulfillment
Technology and architecture
CONCLUSION:
competitive advantage built on differentiation (quality)
Products and service delivered
• Mobile Phones and accesories (car sets, bluetooth kit sets
etc.)
• Mobile multimedia experiences, as well as share their
experiences with others through a range of radio
technologies (GPS car systems, Ultra Mobile PC etc.)
• Enterprise solutions for businesses and institutions.
• Network infrastructure, communications and networks
service platforms, as well as professional services to
operators and service providers.
10 OM decisions in Nokia
Quality - „the heart of Nokia’s brand promise”

Not only meeting the expectations but exceeding them

Holistical approach to quality – „The quality of products and customer
experiences depends on the quality of processes, which in turn is tied to the
quality of management”

Getting acquainted with customer requirements is the starting point of
managing the quality

processes are continuously improved based on the measures and the
feedback we receive from our customers.

Quality in management is a key point in managing the innovations globally

„Self-Regulating Management System” – key framework for management
practices that allow to run the business in a consistent, effective manner.

„Take quality personally!”
10 OM decisions in Nokia
Service & product design

The pursuit of technological excellence is the Nokia’s driving force

Nokia’s designers create mobile devices that blend cutting edge technology
with high fashion.

Designing an experience, not a product

developed theme or story affects the design language, the selection of
materials, the colours and graphics of the product as well as the packaging,
advertising etc.
Process, capacity design

Rather long products runs

Processes designed taking advantage of the newest technologies

Capacity built in view of demand (supporting the credibility of Nokia)
10 OM decisions in Nokia
Layout design

Based on a flexible global manufacturing network that gives
them the ability to respond quickly to changes in demand and
technology
Incorporating fashion designers in the design process
experience design approach
recognizing trends and the way people or societies are
changing
Studying target groups (testing)

Operates on global market (130 countries)

Production units in technologicy leading as well as low labour
cost countries

headquartered in Espoo in Finland, in the origins of Nokia

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Location
10 OM decisions in Nokia
Human resources, job design
 They offer company-wide incentive and bonus systems,
coupled with plenty of opportunities for the employees – they
are encouraged to create their own development plans.
 „submit your venture proposal”
 Nokia encourages open discusions, conducts ´Listening to You´
employee surveys
Supply-chain management
 Nokia sources goods and services from a wide range of
suppliers .They tend to engage in joint ventures.
 Detailed selection of suppliers, who have to fully comply with
the company’s policy (environmental requirements – EMS) –
promoting social, ethical and environmental responsibility
10 OM decisions in Nokia

Scheduling
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They use their own home-developed software.

Inventory management

Maintenance
Executive summary
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Was launched as an industrial company
Competitive advantage by differentiation
Gained its strong position on the market by ”Being the first
who…”
Fashion x Technology = Perfect
Quality in each detail
R&D – exceeding customers needs
Targeted at maintaining the credibility and building
consumer’s loyalty
THE END
THANK YOU
FOR YOUR ATENTION
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