【正文】 t a Preside n t, Mo b il e P h o n e s Finn ishSa r i Ba ld a u f Preside n t, Ne tw o r ks Finn ishMi kko Heikk o n e n EV P amp。 Ericsson, Northern Tele, Granada, IBM ? Enters ., in 1983 through JV with Tandy Corporation to sell Nokia phones under Tandy name ? Launches first product (mobile phones) marketed internationally under Nokia brand name in 1986 Nokia has evolved substantially since its foundation, moving from a Finnish paper mill, to a diversified Finnish conglomerate to a global wireless leader. 1990s ? Aggressively grows mobile phone business in the . ? Buys Tandy?s share of JV in 1993 to fully own factories in . and South Korea ? Signs significant contracts to increase distribution channels (., ATamp。P cell and wireless index CAGR % Capabilities ? First to use mass marketers as distributors (., selling mobile phones in Radio Shack) ? Uses alliances for distribution channels (., ATamp。 it is not a plete record of the discussion. Discussion document December 2022 Nokia Case Study: Winning in the . Ra tin gP r od uct? P rod u c t a n d c a te g o r y s e l e c t i o n? P rod u c ts o p ti m i z e d f o r US m a r k e tCa pabilitie s? Re s o u rc e s? Re s e a rc h a n d d e v e l o p m e n t? M a rk e t rel a ti o n s? Di s tri b u ti o n a n d s a l e s c h a n n e l s ? M a rk e ti n g? A l l i a n c e s a n d a c q u i s i t i o n sO r ganiz a tio n? A s p i rat i o n a n d p r i o rit y? T a l e n t? De c i s i o n m a k i n g a n drespo n s i b i l i t i e s ? Cu l t u re, v a l u e s a n d s t y l e? Co o rd i n a t i o n m e c h a n i s m s FINGERPRINT – NOKIA Rationale ? Focused on high growth categories (., mobile phones, digital) ? Anticipated shift to digital technology in the . before petitors and directed resources to optimize opportunity。 tailors products to target customers (., fashion covers for younger segment) ? Some difficulty to attracting toptier local senior management due to glass ceiling (., all senior leadership in Finnish0。T Wireless Services, Sears) ? Adopts consumer rather than professional focus in marketing, unlike petitors ? Uses alliances in Ramp。T Wireless Services) Conglomerate phase Expands in Scandinavia and Europe Acquires and allys into mobile phones and . Allys to strengthen . position Time Horizon 1 Drive core growth Horizon 2 Build momentum of emerging growth engines Horizon 3 Secure future options Profit “We are now benefiting from the visionary technological solutions we made years ago。 G e n e r a l Man a g e r , Cust o merOp e r a tio n s, Ne tw o r ksFinn ishOlli Pe kka Ka ll a s u v o EV P a n d CFO , Nokia Cor p . Finn ishDr . Y r j246。 JV with Tandy Corp. to sell Nokia phones through 6,000 Radio Shack stores。 e n h a n c i n g t e c h n o l o g y“ k n o who w ” in c o rpo ratec o m m u n i c a t i o n s a p p l i c a ti o n s1 2 /1 3 /1 9 9 9 Tel e w a re P rovid e s o l u ti o n s fo r m o b i l e In te rne t N/A S o ftw a re securi ty e x p e rti s e3 /6 /2 0 0 0 Ne two rk A l c h e m y P rovid e IP c l u s te r i n g s o l u t i o n s e rv i c e s $ 3 3 5 m i l l i o n P a te n te d I P c l u s te r i n g te c h n o l o g y 。 primarily driven by alliances and partnerships. CAPABILITY PLATFORM BRAND DEVELOPMENT Starting in 1994, Nokia increased corporate brand awareness through vigorous advertising campaigns. Source: Annual reports。D EXPENDITURES 1995 6 . 98 . 11 5 . 3Nokia spends relatively little on Ramp。D centers exist in 14 countries on four continents. JOINT Ramp。 Network and Access Systems Division Objective To jointly develop ATMbased (broadband) service solutions for petitive tele operators in deregulated markets that provide services for ? Corporate customers: need to increase connectivity across the pany ? Residential customers: require advanced data and video (multimedia) services Cisco ? Data and private work/corporate applications knowhow (market leader in switched interworking。D cycles, and the right timing of product launches.” Source: Nokia press release。 and when it?s necessary we form partnerships with other pioneers of technology。D investment through ? Numerous Ramp。 press clippings。T Wireless Service for Nokia branded mobile phones Distribution ? Ramp。 North and South American markets are half of global mobile phones market 1996 1994 1997 ? CFO of Nokia deployed as Head of . business。 ck EV P, Co r p o r a t e Re lat io n s a n d T r a d ePo li cy , Nokia Corp.Finn ishAn ssi Va n joki EV P, Eu r o p e amp。 getting the right focus is the tough part.” – Jorma Ollila, CEO “The CEO has to understand the dynamics of each business the pany is in。 obstacle to hiring top . talent ? Strong emphasis on corporate values and culture with “The Nokia Way” – teamwork, innovation, production。D spend and react faster to changing technologies than its petitors。 Company. This material was used by McKinsey amp。T wireless services,Tandy) ? Develops and launches innovative marketing campaigns (., first to target consumers rather than professionals) ? Successfully allies and acquires to gain capabilities (., joint venture with Tandy for distribution, acquisition of Mobira to enter promising mobile phone area) High Low ? Encourages sharing of best practices but has not been very successful at doing so to date NOKIA 542513682119Key facts ? Largest 1 3 year revenues growth of petitors ? Largest mobile phone manufacturer and second largest provider worldwide (behind Ericsson) Products ? Mobile phones ? GSM/DSC works Competitors ? Ericsson ? Motorola Timeline 1865 1990s ? Develop