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  • TeamInduJain Nokia

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    Nokia once dominated the global mobile phone market but lost significant ground after 2008. It failed to keep up with technology changes and new competitors like Apple and Samsung. Nokia was slow to adopt new operating systems like Android and failed to improve its Symbian platform. It delayed launching its own app store and shifting to a new strategic direction hurt its brand and long-term goals. Nokia invested heavily in R&D but seemed to run in the wrong direction, losing focus on growth. To recover, it needs an international innovation approach, multi-domestic strategy, global manufacturing scale, and local talent from developed countries.

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    Nokia once dominated the global mobile phone market but lost significant ground after 2008. It failed to keep up with technology changes and new competitors like Apple and Samsung. Nokia was slow to adopt new operating systems like Android and failed to improve its Symbian platform. It delayed launching its own app store and shifting to a new strategic direction hurt its brand and long-term goals. Nokia invested heavily in R&D but seemed to run in the wrong direction, losing focus on growth. To recover, it needs an international innovation approach, multi-domestic strategy, global manufacturing scale, and local talent from developed countries.

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    22 vues8 pages

    TeamInduJain Nokia

    Transféré par

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    Nokia once dominated the global mobile phone market but lost significant ground after 2008. It failed to keep up with technology changes and new competitors like Apple and Samsung. Nokia was slow to adopt new operating systems like Android and failed to improve its Symbian platform. It delayed launching its own app store and shifting to a new strategic direction hurt its brand and long-term goals. Nokia invested heavily in R&D but seemed to run in the wrong direction, losing focus on growth. To recover, it needs an international innovation approach, multi-domestic strategy, global manufacturing scale, and local talent from developed countries.

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    sur 8

    Emerging Nokia

    Team Indu Jain


    2

    The
    Problem
    Statement!
    WITH THE BENEFIT OF HINDSIGHT, WHAT WENT
    WRONG WITH NOKIA'S HANDSET BUSINESS?
    CASE ANALYSIS 3

    PRE 2008 POST 2008


     As Handset Manufacturer they  Post 2008 lost ground in
    contribute to world wide share of developed markets like USA
    38%  European Market revenue
     Market leader with shares in declined by 15% in 2009
    India (60%) and China (40%)  Exited Japanese market after 20
     Financial Performance pre 2008 years of operations
    was exceptional  Samsung from 3.3% to 23 %
    4
    Market Analysis

    Emerging Market Developed Market

     Employed the cost leadership strategy – As ▫ Consumers not price sensitive


    purchasing power is low in emerging markets ▫ Delivering innovative products more
    hence they launched cost effective products. important
     First time purchases – Only 20% contributed
    ▫ 57% goes for second phone
     Services as key selling point
    ▫ Emergence of I-Phone was considered as
    threat
    ▫ Heavy competition from Sony , Samsung and
    other top players
    ▫ New Operating system introduced and
    inability to understand the market demand
    5
    What went wrong?

    Failure of Symbian: Launching the own Delayed adoption to Brand failure


    app store technology
    Had windows operating Minimum platform iPhone vs E series
    system experience
    UI wasn’t improved Launch in 35 countries
    Android dominated
    market
    Shut in 2 years
    6
    What went wrong?

    Third leg failure Long term agenda Unwilling to Nokia’s value Running fast in
    contradicting with learn proposition the wrong
    New venture board short term
    New Ventures deliveries Open Handset direction
    Organisation – IoT alliance by Google
    What does Nokia $40 billion into R & D
    Less focus on mean?
    concepts and
    growth – only core
    business
    7

    Thank
    you
    8

    Strategy to be followed
    International approach to innovation approach.
    Adopt multi domestic strategy.
    Manufacturing should be done and global scale at
    minimum cost
    Local talent and recruitment should be made from
    developed countries.

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