4/7/2014 Motorola

http://www.slideshare.net/JessicaAllison/motorola-14963205 1/7
Updates 0 Updates 0
Submit Search
Upload
Search SlideShare
Explore

Like this document? Why not share!
Share
Email


Financial Analysis of
Motorola Corp. 2993 views
Marcom Plan Of
Motorola 25968 views
Motorola University
15166 views
Google motorola
mobility final 680 views
Share Email Embed Like Save
by Anirban Ghosh by Vivek Sharma by Ganesh Ram B by nilesh_b4u by Hemanth CRPatna by finance7 by gauravamity by guestf4ebe3e by ashoo2005 by shawn01 by Lavanya Sona by Patrick Deglon
4/7/2014 Motorola
http://www.slideshare.net/JessicaAllison/motorola-14963205 2/7
Project report on
brand preference ... 32512 views
Q3 2001 Earnings
Release 665 views
Inovation of motorola
inc 365 views
Motorola Organization
Research 2315 views
Market Research on
Motorola 3105 views
NMDL Final
Presentation- Digital Ma... 539 views
Employee training and
development a... 6037 views
1

/9

Like Share
4/7/2014 Motorola
http://www.slideshare.net/JessicaAllison/motorola-14963205 3/7
11 of 1 comment
Comment goes here.
12 hours ago Reply Edit Delet e Spam Block
Can u please share this document at hiranaqvi@hotmail.com
4 weeks ago Reply
Motorola
Document Transcript
1. Individual AssignmentTable of Contents No Content Page 1 Introduction-Motorola Company 2 Part A.
The Main Reasons that caused a company to fail its operation by discussing with the case study of
Motorola. 3 Part B. Implementation of any organisational change model 4 Conclusion 5 References 6
AppendixIntroduction- Motorola CompanyHistory of MotorolaThe two founders of Motorola-Paul V.
Galvin and his brother, Joseph E. Galvin, starts withpurchasing a battery eliminator business in Chicago
at September 1928 and named thecompany as Galvin Manufacturing Corporation.Galvins first product is
to develop is a battery eliminator which allows electronic devices torun on electricity rather than
battery.Later, the name Motorola was given to Galvins first car stereo. Motor stands for car andola
stands for sound. Year 1936 onwards, Galvin production lines were dominated bymanufacturing radios
for cars and receivers up to 1947 where they produce their firsttelevision and the company name
changes from Galvin Manufacturing Corporation toMotorola by continuing manufacturing
communications mediums.Starting from the year 1967, Motorola expands its markets into other countries
like Australia,Canada, France, Hong Kong, Israel, Italy, Japan, Malaysia, Mexico, Puerto Rico, South
Korea,Taiwan, the United Kingdom and West Germany. Later on 1969, Motorola starts supplyingthe
National American Space Agency (NASA) with radio equipment so astronauts cancommunicate with
their Earthly bases. The first man on the moon, Neil Armstrongcommunicated with Earth whilst on the
Moon using a Motorola Radio.Asia Pacific UCTI 1
Reporting at Motorola - Predictive ... 222 views
Motorola
by Jessica Allison, Working at Prevvo & CivilGeek Ent erprise, YoShiNey & Guy
on Oct 31, 2012

Tweet 0

2,664
views
Follow 8 Like Share
Show more
1 comment 1 Like
Full Name
022 022 022 022
Hira Naqvi, Teacher at Beaconhouse School System Multan
Lili Wong
Subscribe to comments
Post Comment
Financial Analysis of Motorola
Corp.
2993 views
Like
Marcom Plan Of Motorola
25968 views
Like
Motorola University
15166 views
Like
Google motorola mobility final
680 views
Like
Project report on brand preference
of mobile phones with special
reference to m
32512 views
Like
Q3 2001 Earnings Release
665 views
Like
Inovation of motorola inc
365 views
Like
Motorola Organization Research
2315 views
Like
Market Research on Motorola
3105 views
Like
NMDL Final Presentation- Digital
Marketing Strategy
539 views
Like
Employee training and development
at motorola
6037 views
Related More
4/7/2014 Motorola
http://www.slideshare.net/JessicaAllison/motorola-14963205 4/7
2. Individual AssignmentIn 1973, Motorola introduce the worlds first cellular mobile phone-DynaTAC
which usesradio technology and is released in 1984. Then, Motorola starts to combine both computer
andradio technology to make the first cellular network which the DynaTAC operated on.Motorola began
to make mobile handsets smaller and smaller sizes. In 1996 Motorolareleased the StarTAC which
weighed in at 88 grams only. So far, it is still the lightest even inthis day and age.Continue at the year
2000, Motorola and General Instrument Corporation merged to enhancetheir services and in 2001
Motorola introduces the Motorola v60 phone the world first metalmobile phone which is available on the
cellular networks GSM, TDMA and CDMA. Next, inthe year 2002, Motorola developed released a GPS
chip that could be installed into consumerelectronics to enable location positioning. Also, Motorola
released a 3G which canbetransmitted over CDMA network.Finally, Motorola releases the Cross-
Technology PoC product line that enables subscribers tohave "push-to-talk" connectivity across and
between GPRS, CDMA2000 1X, and WiFinetworks and Motoroloa releases Ojo Personal Video Phone.
Ojo promises broadbandconnectivity and a video phone that doesnt break up which is commonly known
with videophones.Sources from: http://www.motorola-phones.com/motorola-history.html A) The Main
Reasons that caused a company to fail its operation by discussing with the case study of Motorola.What
I can say in Motorola is intermediate failure which is almost losing out theirentiremobile or smart phones
market share to their competitors such as Apple, Samsung,Nokiaand so on.Table 1 below is the diagram
showing that the Global Mobile Device Sales toconsumer for the year ended 2011.Asia Pacific UCTI 2
3. Individual AssignmentAvailable at:http://www.extragsm.com/news/gartner-s-phone-market-share-
report-for-2011-i719.htmlAccording to the Extragsm.com, Nokia is having highest sales among the
competitors at theyear 2011 which is 11,699.4 units, taking over the mobile device market share of
23.4%followed by Samsung, Apple and so on. Where by Motorola is at the 9th ranking of 2.1%
withsales of 10,075.3 units only. So what exactly are the reasons which led to these failureimposed on
Motorola company?No proper LeadershipMotorola was too arrogance at one time not knowing that their
other competitors were cominginto the market- the rivalry of the industry.Motorola currently is that they
attempted to turntheir wayward ship around with repeated job-cuts and still confused with the
corporaterestructuring. Most significantly, Motorola has decided to spin-off its handset business, inhopes
that it can still make money from its cell phone-making business.However, the problem Motorola is
currently facing is rooted in the company leadershipsapparent inability to get the right person for the
executive managersposition of its variouscell phone divisions and refusal to cut-off its useless heads and
start fresh.Asia Pacific UCTI 3
4. Individual AssignmentFailed on product and market differentiation due to lack of market
knowledgeWhat Motorola failed to realize was that the cellphone market changed the consumers
buyingdecisions from hardware, to a software decision. In the trend now, customers want to
runreal, native, apps on their phones. End of story. After the initial boom of cell phone designs inthe early
00s, people dont care anymore if the new RAZR is 1mm thinner than the previousmodel. Phone form
factors and battery life have become good-enough in the last 4 years foralmost all manufacturers, and so
the interest and market differentiation has shifted towardssoftware solutions instead. Also, Motorola was
too concentrating on putting their productresearch and development instead of marketing which causes
they lost in the battle of mobiledevice market. Motorola often attracted to businesses that are pioneering a
brand new productor industry. While a precious few are successful, most fail. Businesses that are
radicallydifferent from existing known businesses can even scare off customers rather than attractthem.
Below is an example of the product life cycle.Product Life Cycle, Available
at:http://www.consumerpsychologist.com/marketing_introduction.htmlFrom the diagram above, we can
get to know that it is necessary for a product to reach acertain maturity stage before it decline. Each new
product intro to the market will continuewith growth. Motorola does not understand to invent or create
product according to marketneeds, the demand which is what consumer want, not to create product
according to what theythink the consumer want. This is why they fail to strategize their business
continuously.Right business but Wrong timingMotorola got out of the right business at the wrong time.
Motorola at one time owned lots ofspectrum, which it traded for equity in Nextel. So it starts every year
with zero sales whileAsia Pacific UCTI 4
5. Individual Assignmentfirms such as Qualcomm own intellectual property worth billions, and Verizon,
AT&T andSprint have millions of customers who will pay them $500/year. Motorola turned down
achance year ago to buy both Qualcomm and/or Nokia (for $20 million!). Motorola missed themovement
to 3G. Its biggest customers are the U.S. wireless carriers, didnt think they wanted3G. So Motorola
listened to its customers, when they should have been listening to itscustomers customers.Failure in
Like
Reporting at Motorola - Predictive
analytics & business insights 2014
222 views
Like
Google's $12
760 views
Like
Presentation by Gene Delaney,
President, Government & Public
Safety business,
1713 views
Like
Motorola
12720 views
Like
Motorolaa
888 views
Like
Q1 2003 Earnings Release
912 views
Like
Kill the Laptop!
1582 views
Like
motorola 2001 Summary Annual
Report
1917 views
Like
Motorola's Vision for 3G CDMA
1025 views
Like
motorola 2003 Annual Report
1317 views
Like
EMEA Backgrounder 2004.
481 views
Like
MS&E274 - Motorola BTO
70 views
4/7/2014 Motorola
http://www.slideshare.net/JessicaAllison/motorola-14963205 5/7
CRMFor some time, Motorola was too arrogance on their product which later makes Motoroladidnt
execute. Their customers start to have a hate-hate relationship with Motorola, which didnot deliver what
it promised it would. Motorola never drank its own Kool-Aid; they neverbuilt the "seamless mobility"
lifestyle among its various product groups. They couldnt findany way that consumers could have
wanted to tie in their needs at home, at work, on theirperson and their auto. Also, Motorola couldnt
bring these warring tribes together inside thefirm. There are basically no proper communication way for
Motorola to communicate or tointeract with their customers which led to failure in customer relationship
management. B) Implementation of any organisational change modelRestructuring to reengineer the
managementThe main problem exist in Motorola is starting from the bottom of the root which is
themanagement problems and the company is still remained there. I would recommend Motorolato
actually hire an outside CEO. To do this, I think, is a sign of a poorly run company. Hiringan outside
CEO means that the company has not done a good job of developing leaders in-house. Sometimes it is
necessary though, because everyone within the company thinks acertain way, and a fresh perspective is
needed to get them out of a rut.Motorola would do better to bring in an outsider. It needs someone
immediately capable ofcutting through the companys notoriously intractable bureaucracy and hidebound
engineeringculture. Motorola is famous for hanging on to technologies such as analog and satellite
phoneslong after the market rejects them.It needs a leader like Edward D. Breen Jr., the former COO it
lost to Tyco International (TYC )in 2002 after just a few months on the job. Breen impressed many by
killing unpromisingAsia Pacific UCTI 5
6. Individual Assignmentcable-modem technology and urging the sale of the wireless-infrastructure unit.
"My issuewith Motorola has always been the glacial pace of how they run their businesses," says
KevinM. Rendino, a fund manager at Merrill Lynch & Co., which owns 9.7 million Motorola shares.GET
TOUGH. The company also needs a leader with a proven record for divining key techtrends. With
wireless growth slowing and phones fast becoming a commodity business,Motorolas next chief needs to
understand how to catapult into such promising areas asgaming and PC-like smart phones. Thats where a
Silicon Valley exec could help someonewho knows how to develop technology that matches what
customers want.That has been a perennial problem at Motorola, which has failed to customize cell
phones forkey carriers such as Sprint (FON). The new CEO ideally would have experience in
bothmarketing and technology one reason investors say Edward J. Zander, former CEO of
SunMicrosystems (SUNW), would be a good fit.Above all, the next chief will need to be tough. He or
she will have to decide what tooutsource and what to keep in-house, as well as what to jettison. While its
walkie-talkietechnology is a keeper, axing the rest of the infrastructure biz looks like a no-brainer.
Figuringout what to do with semiconductors wont be so easy, since wireless chips are part of
thecompanys heritage.Thats precisely why an outsider would be best: Motorola needs someone willing to
slay a fewsacred cows. The companys success may depend on it. Basically this can be done with
thefollowing steps.Empowering LeadershipFor Motorola to besuccesses is to empower leadership. This
type of business managementstyle has also been called transformational leadership. Transformational
leadership is the typeof motivational style that draws others in and inspires them to achieve something
greater thanthemselves. However, the employees and staff members of Motorola do not merely do
thework; they also become better people in the process.Well-Defined VisionMotorola need to have a new
well-defined vision. A corporate vision is a scriptedunderstanding of what a company wants to do and
how they want to accomplish it. A well-Asia Pacific UCTI 6
7. Individual Assignmentdefined vision allows members of an organization to unite for a common cause
who singularaim and all energy focused in one direction.Relevant Knowledge of the Business
MarketMotorola need tohave relevant knowledge of the business market. In order to do anything well,a
person or company must do their homework to gain a deep understanding about the factorsthat are
essential for success. These days as the World Wide Web continues to expand, thereis no excuse for a
would-be to lack knowledge of whatever technology business they feel ledto pursue. Sadly, many
businesses are dead out of the gate because they do not take the timeto gain a proper perspective on the
mobile industry.Detailed Business PlanMotorola need toformulate a comprehensive business plan.
Knowing about an industry andsketching out a vision is only the beginning. The next step for Motorola
Company is to takewhat they know and what they want to accomplish and write a detailed strategy for
how tomake it happen. A business plan covers all the related factors that are essential for a
winningenterprise including vision, description of the market, projected financials, employeerelationships
and customer relations management (CRM).Effective Change Management for MotorolaFor any change
management to adopt in the company, first of all, the organisation needs to beready which is assessing
Like
Q1 2006 Earnings Release
384 views
Like
Project on motrola handset
224 views
Like
nokia vs motorola
2534 views
Like
Q3 2006 Motorola Inc. Earnings
Conference Call Presentation
466 views
Like
Q1 2007 Earnings Release
355 views
Like
motorola 2000 Summary Annual
Report (4.4 MB)
1316 views
Like
4/7/2014 Motorola
http://www.slideshare.net/JessicaAllison/motorola-14963205 6/7
organizational readiness. Motorola need to evaluate the high levelimpact of change, identify key points of
risk and plans to address them.Next is Motorola need to develop a future state vision by Articulate the
change in a conciseand compelling manner that can be shared broadly.Then, the company need to engage
leaders. The Leaders will develop a plan to gain the buy-inand support of those individuals most critical to
success.Of course the most important thing for any hierarchy of management is to
Communicate.Motorola need to develop a proper communication strategy and roll-out plan to
createunderstanding and drive acceptance internally and externally.Apart of the restructuring in the top
management, Staff transition also needed. HumanaResource department of Motorola need to develop
plans for staff transition, redeployment,Asia Pacific UCTI 7
8. Individual Assignmentseparations and talent retention in order for the company to come up with a new
direction inthe market.In the changes, Motorola have to ensure to facilitate individual change from top to
bottom bybuilding change adaptability skills and help individuals internalize and move through thechange
to avoid anyone from missing out of the trend and understand the need for the change.Into this, the
management also need to create organizational alignment by evaluating relevantprograms and business
policies, to identify points of incongruence and develop plans foralignment.Furthermore, Motorola need
to set up proper training and development for the employees.Develop a training strategy to create
proficiency for operating under the new model.Last but not least is to monitor and remediate the
performance and result bymeasuringadoption and performance and develop strategies to address
problems that occur. Take a goodreference on it and make improvement.ConclusionIn summary, for the
year coming of Motorola Company, I hope that Motorola successfullyadopt and adapt the change
management by restructuring it by proper reengineering theirprocess not only on product but also their
marketing to remain competitive advantages in themobile device market. With the recommended new
transformation will actually new Motorolato stand another chance for their product differentiation and
market differentiation instead ofcompeting in price and cost. Motorola need to understand that the
globalisation happeningaround which is to understand what is the needs and demands instead of working
in researchand development but not knowing the market demand. New creation and innovation are
thekeywords for Motorola to enter the mobile device market. Such reasons like faster internetspeed,
more apps, more mobile function and so that highly popular Android smartphones, theelectronics veteran
has brought innovation, excitement and experience to the world of mobilecommunication.To make the
changes successfully, internal and external cooperation of Motorola Companyare needed with strong
relationship including shareholders and stakeholders, to keep theAsia Pacific UCTI 8
9. Individual Assignmentsustainable advantages of the company and its product.ReferencesBooks,
Journals, MagazinesMotorola, 2009, A Timeline Overview of Motorola History 1928-2009N. Fred, 2010,
Four Change Management StrategiesOnline ResourcesConsumer Psychologist.com 2009, Introduction of
Marketing, available at:http://www.consumerpsychologist.com/marketing_introduction.html, viewed on
14 April2012Extragsm.com, 2011, Gartners Phone Market Share Report 2011, available
at:http://www.extragsm.com/news/gartner-s-phone-market-share-report-for-2011-i719.html,viewed on
13 April 2012Motorola Phones.com, 2010, History of Motorola Company, available
at:http://www.motorola-phones.com/motorola-history.html, viewed on: 12 April 2012N. Fred, 2011,
Embracing Resistance to Change, available at:http://www.nickols.us/embracingresistance.htm, viewed on
13 April 2012AppendixAsia Pacific UCTI 9
ENGLISH
English
Franais
Espaol
Portugus (Brasil)
Deutsch
Set Language:
English
Franais
Espaol
Portugus (Brasil)
Deutsch
4/7/2014 Motorola
http://www.slideshare.net/JessicaAllison/motorola-14963205 7/7
About
Careers
Developers & API
Press
Blog
Terms
Privacy
Copyright
Support
Contact
Linkedin Facebook Twitter Google Plus RSS Feeds
LinkedIn Corporation 2014