【文章內容簡介】 okia Networks Nokia Mobile Phones Nokia Communications Products Nokia Multimedia Terminals Nokia Industrial Electronics Nokia Ventures Nokia Research Center Nokia Inter Communications Nokia Ventures Fund Internal Venturing Unit Nokia Wireless Business Communications Nokia Wireless Software Solutions Nokia IP Application and Connectivity Platform 02 , 0 0 04 , 0 0 06 , 0 0 08 , 0 0 01 0 , 0 0 01 2 , 0 0 0World tele equipment index Samp。P 500 Nokia NOKIA STOCK PRICE COMPARISON $ Thousands Source: Data stream Value 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 Nokia clearly outperforms the market and its petition. 13 1618 212562 595854682121232219AsiaPacific Europe 1995 1996 1997 1998 1999 NOKIA SALES BY REGION Euro Millions Nokia’s sales in North America have grown dramatically in the late 90’s with a CAGR of 58 percent, while European contribution to sales has diminished steadily shrinking. North America 6,191 6,613 8,849 13,326 19,772 CAGR Percent 34 37 26 58 Source: Annual reports 100% = 7426ROW Finland (676) 1991 100% = EURO 2,600 982ROW 1999 100% = EURO 19,772 Finland (395) Nokia’s sales in Finland have fallen dramatically as a percentage of total sales. Source: Annual reports Euro Millions NOKIA’S FINLAND SALES COMPARED TO REST OF WORLD NOKIA’S INDUSTRY FOCUS AND PRODUCT MIX Euro Millions Source: Annual reports Sales by product 333016129Consumer electronics Cables and machinery Mobile products Telemunications 1991 100% = EURO 2,600 Basic industries 66295Network solutions Mobile products 1999 100% = EURO 19,772 Home, multimedia, and other Nokia’s products ? Mobile products – full range of digital and analog cellular phones, widearea pagers, as well as accessories and ponents for mobile phones ? Network solutions – telemunication systems and equipment for both fixed and mobile works。 principal products include digital exchanges, transmission systems, and cellular systems, which are sold to PTT, public utilities, new operators, and cable TV panies ? Home, multimedia and other – includes PC and workstation monitors, as well as interactive digital satellite and cable terminals In 1998, Nokia became the world’s largest manufacturer of mobile phones, selling million handsets, and grew sales grew 51 percent from 1998 to 1999. “ Three years ago we decided to create a teleoriented pany. We have been able to implement the changes faster than we expected.” – Jorma Ollila, Financial Times, 09/07/1995 SUBSIDIARY LOCATIONS AND RESEARCH CENTERS NOT EXHAUSTIVE (5) (2) (3) (1) (3) (14) (3) (1) (4) (1) (17) (2) (3) (1) (5) (1) (2) (1) (5) (6) (3) (1) (3) (4) (2) (2) (2) (2) (2) (1) (2) (2) (2) (6) (1) (2) (3) (3) (1) (1) (1) (9) (7) (2) (2) (1) (1) (1) (1) (1) (1) (2) (1) (1) (1) (1) (1) (6) (7) (3) (2) Research Nokia covers an expansive geography. CONTENTS ? Company overview ? . market entry strategy ? Products ? Capabilities ? Organization STORYLINE ? At the beginning of the 1980?s Nokia was still a diversified pany, relying predominantly on Europe (particularly Scandinavia) to drive sales ? However, the pany realized that significant growth would be dependent on building a major presence in the . market, in high return segments ? To do so they acquired Mobira (Finland) in 1981 to gain a foothold in the rapidly emerging mobile phone sector. They rapidly grew this opportunity in the . through a series of OEM relationships (GTE, Delco, Southwestern Bell, Bell Atlantic) and a joint venture with Tandy Corporation in 1983 ? Nokia launched their own brand mobile phone in 1986 and pursued aggressive branding and alliance strategies (., Rooftop Communications, Compaq, ATamp。T Wireless Services) to solidify their presence Nokia was the first player to use mass market distribution channels for telemunications equipment. Source: International Directory for Company Histories, Annual Reports, press clippings 1992 ? Begins to aggressively market own branded products 1983 1992 1993 1995 1997 1983 ? Cellular service launched in .。 JV with Tandy Corp. to sell Nokia phones through 6,000 Radio Shack stores。 JV includes joint ownership of factories 1992 ? Nokia and Tandy Corp. open a mobile phone factory in Texas。 North and South American markets are half of global mobile phones market 1996 1994 1997 ? CFO of Nokia deployed as Head of . business。 . subsidiary sees immense growth from 199799 1993 ? Acquires Tandy?s share in both manufacturing panies。 overall, operates 5 factories。 continues selling through Tandy retail formats ? Deemphasizes consumer electronics business 1995 ? New distribution facility opened in Fort Worth, TX ? Granted license to American Portable Tele (private cellular work operator) for PCS 1,900 MHz product 1996 ? Signs significant contracts with ATamp。T Wireless Services, Sprint Spectrum, and Powertel 1986 ? Launches own brand product globally 1988 ? Divests flooring, paper, rubber, and ventilation systems businesses 1986 1988 Early and mideighties ? Aggressively sought and signed OEM deals with numerous . panies (., GTE, Delco, etc.) TIMELINE OF KEY EVENTS IN NOKIA’S . BUSINESS CONTENTS ? Company overview ? . market entry strategy ? Products ? Capabilities ? Organization Fo c use s on hig hgrowt h m a r k e t s? A l te red c a te g o ry f o c u s o f p ro d u c t o ffe ri n g t o c a p i ta l i z e o n e x p e c ta ti o n s o f h i g h g rowi n g m o b i