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

Company Name: NOKIA CORPORATION Address:Nokia Spain CM CERRO DE LOS GAMOS 1 ED, POZUELO DE ALARCON SPAIN Tel / Nokia Head Office KEILALAHDENTIE 2-4 P.O. BOX 226 FIN NOKIA GROUP FINLAND TEL (0) General 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. General information

1865 – From the foundations to becoming a major industrial force Nokia Ab. was created in 1865, when Fredrik Idestam established a at the Tammerkoski Rapids in south-western Finland. Nokia was named for the river, next to which the pulp mill was created. 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 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

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: Nokia launches the Mobira Cityman, the first handheld NMT phone (Nordic Mobile Telephone, the first mobile phone network ever) Nokia equipment is used to make the world’s first GSM call. History

1992 essential strategic decisions Nokia decided to focus on its telecommunications business. This was probably the most important strategic decision in its history. Nokia decided to focus on its telecommunications business. This was probably the most important strategic decision in its history first satellite call The world’s first satellite call is made, using a Nokia GSM handset. The world’s first satellite call is made, using a Nokia GSM handset 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. 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-….

NOKIA BECOMES THE WORLD’S LEADER IN MOBILE PHONES – the first WAP handset Nokia launches the Nokia 7110, the world's first WAP handset – the first 3G phone Nokia launches the Nokia 6650, its first 3G phone billionth phone Nokia sells its billionth phone – a Nokia 1100 in Nigeria. Global mobile phone subscriptions pass 2 billion. History 1992-….

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. Organizational structure

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 MISSION

"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 –customers-

In line with these priorities, Nokia’s business portfolio strategy focuses on five areas, with each having long-term objectives: Create winning devices Create winning devices Embrace consumer Internet services Embrace consumer Internet services Deliver enterprise solutions Deliver enterprise solutions Build scale in networks Build scale in networks Expand professional services Expand professional services There are three strategic assets that Nokia will invest in and prioritize: Brand and design Brand and design Customer engagement and fulfillment Customer engagement and fulfillment Technology and architecture Technology and architectureCONCLUSION: competitive advantage built on differentiation (quality) STRATEGY – business -

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. Products and service delivered

Quality - „the heart of Nokia’s brand promise” Not only meeting the expectations but exceeding them 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” 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 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. 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 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. „Self-Regulating Management System” – key framework for management practices that allow to run the business in a consistent, effective manner. „Take quality personally!” „Take quality personally!” 10 OM decisions in Nokia

Service & product design The pursuit of technological excellence is the Nokia’s driving force 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. Nokia’s designers create mobile devices that blend cutting edge technology with high fashion. Designing an experience, not a product 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. 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 Rather long products runs Processes designed taking advantage of the newest technologies Processes designed taking advantage of the newest technologies Capacity built in view of demand (supporting the credibility of Nokia) 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 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 Incorporating fashion designers in the design process experience design approach experience design approach recognizing trends and the way people or societies are changing recognizing trends and the way people or societies are changing Studying target groups (testing) Studying target groups (testing)Location Operates on global market (130 countries) Operates on global market (130 countries) Production units in technologicy leading as well as low labour cost countries Production units in technologicy leading as well as low labour cost countries headquartered in Espoo in Finland, in the origins of Nokia headquartered in Espoo in Finland, in the origins of Nokia 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. 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” „submit your venture proposal” Nokia encourages open discusions, conducts ´Listening to You´ employee surveys 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. 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 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 Scheduling They use their own home-developed software. They use their own home-developed software. Inventory management Inventory management Maintenance Maintenance 10 OM decisions in Nokia

Was launched as an industrial company Was launched as an industrial company Competitive advantage by differentiation Competitive advantage by differentiation Gained its strong position on the market by ”Being the first who…” Gained its strong position on the market by ”Being the first who…” Fashion x Technology = Perfect Fashion x Technology = Perfect Quality in each detail Quality in each detail R&D – exceeding customers needs R&D – exceeding customers needs Targeted at maintaining the credibility and building consumer’s loyalty Targeted at maintaining the credibility and building consumer’s loyalty Executive summary

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