NOKIA制胜美国市场报告.ppt
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1、NOKIA制胜美国市场制胜美国市场报告报告RatingProduct Product and category selection Products optimized for US marketCapabilities Resources Research and development Market relations Distribution and sales channels Marketing Alliances and acquisitionsOrganization Aspiration and priority Talent Decision making andrespon
2、sibilities Culture, values and style Coordination mechanisms FINGERPRINT NOKIA Rationale Focused on high growth categories (e.g., mobile phones, digital) Anticipated shift to digital technology in the U.S. before competitors and directed resources to optimize opportunity; tailors products to target
3、customers (e.g., fashion covers for younger segment) Some difficulty to attracting top-tier local senior management due to glass ceiling (e.g., all senior leadership in Finnish0; Finnish managers used to manage U.S. operations Succeeds in attracting top engineers because of attractive products Local
4、 managers have limited autonomy and accountability exists at the unit level, but head office retains final input Difficulty translating “The Nokia Way” to U.S. (“The culture doesnt have the same richness or value as it does in Europe”) Devotes sufficient resources to local organization to win in mar
5、ket (e.g., provided resources for U.S. to win in mobile phone segment) Outsources non-core technologies (e.g., microprocessors from Intel, components form Motorola) and uses standard components to save on R&D spend and react faster to changing technologies than its competitors; leverages partnership
6、s for more efficient R&D (e.g., JV with Cisco, Geoworks, HP) N/A Creates broad distribution reach through numerous, innovative relationships with retailers and distributors (e.g., Sears, AT&T wireless services,Tandy) Develops and launches innovative marketing campaigns (e.g., first to target consume
7、rs rather than professionals) Successfully allies and acquires to gain capabilities (e.g., joint venture with Tandy for distribution, acquisition of Mobira to enter promising mobile phone area)HighLow Encourages sharing of best practices but has not been very successful at doing so to dateNOKIA54251
8、3682119Key facts Largest 1 -3 year revenues growth of competitors Largest mobile phone manufacturer and second largest provider worldwide (behind Ericsson)Products Mobile phones GSM/DSC networksCompetitors Ericsson MotorolaTimeline 18651990s Developed into conglomerate (flooring, TV, footwear, etc.)
9、 until refocusing on high growth mobile phone segment in late 1980s and 1990sDivests non-core businesses19951999AmericasROWEURRevenues$ BillionsStock appreciation (1998-99)521622NokiaS&PS&P cell and wireless indexCAGR %Capabilities First to use mass marketers as distributors (e.g., selling mobile ph
10、ones in Radio Shack) Uses alliances for distribution channels (e.g., AT&T Wireless Services, Sears) Adopts consumer rather than professional focus in marketing, unlike competitors Uses alliances in R&D to grow development capabilities (HP, Cisco, Geoworks)Organization Autonomy provided to senior lea
11、dership in local subsidiaries Top management is all Finnish; obstacle to hiring top U.S. talent Strong emphasis on corporate values and culture with “The Nokia Way” teamwork, innovation, production; difficult to implement in U.S. Excellent opportunities for advancement-fast career tracks, early resp
12、onsibility, rotation programs Hierarchy and bureaucracy reduced Young, innovative, non-rigid leadership style Rated in Fortune top 100 firms to work for in the U.S. Product Grew mobile phone segment from 16% of total sales in 1991 to 66% in 1999 Allied to gain product expertise (e.g., Motorola to st
13、andardize technology, Cisco and HP to develop network products) Technology design innovator; first to market with many product innovations Tailored product to target key customers (e.g., phones with fashionable, changeable covers to attract young segment)BackgroundLevers for success19.86.2Founded as
14、 paper mill58% CAGREnters U.S. through Tandy JVGrows mobile business in U.S.19881983Acquires Mobira1981Operates as a conglomerate1960sCONTENTS Company overview U.S. market entry strategy Products Capabilities Organization NOKIA COMPANY BACKGROUND Founded 1865, in Finland, as a pulp and paper mill En
15、tered U.S. in 1983, when cellular service was just launching in the U.S. Global employees 55,260; in U.S. 10,500 CEO: Jorma Ollila (Finnish) Most senior managers for U.S.: Kari-Peleka Wilska, President of Americas Rich Geruson, Head of USA Sales and Marketing for Nokia Mobile Phones Key divisions: M
16、obile Phones, Nokia Networks, Communications Products Market cap: $193.3 billion (as of October 27,2000) Key industry of focus: Mobile phones (65% of 1999 total sales)Number 1 mobile phone maker globallyNumber 2 GSM/DCS mobile phone networks provider globally Competitors: Motorola, Ericsson COMPANY
17、EVOLUTIONSource: International Directory of Company Histories1800s Founded 1865 in Finland as pulp and paper manufacturer Constructs own power plants as industry becomes energy intensive1960s Merges with Finnish Rubber Works and Finnish Cable Works in 1966 as part of diversification plan Begins to d
18、esign and manufacture data processing, industrial automation, and communications systems Nokia conglomerate consists of integrated cable operations, electronics, tires, and rubber footwear Makes first public share offering in 19661970s Oil crisis in 1973 reduces reliance on exports (timber products
19、and machinery) to Soviet Union (12% of sales) Kari Kairamo, appointed CEO in 1975, realizes that for Nokia to grow it has to expand abroad; expands Nokia in Scandinavia and Europe Sells switching systems under license from allocated (French) Helps design worlds first international cellular system in
20、 the 1970s1980s Acquires nearly 20 electronics companies over the decade and completes key mergers Acquires Mobira (Finnish mobile phone company) in 1981, to gain foothold in growing mobile phone segment Merges Salora (largest TV manufacturer in Scandinavia) and Luxor (Swedish-state owned electronic
21、s and computer firm) in 1984 Through the 80s, manufactures OEM equipment for Hitachi; Ericsson, Northern Telecom, Granada, IBM Enters U.S., in 1983 through JV with Tandy Corporation to sell Nokia phones under Tandy name Launches first product (mobile phones) marketed internationally under Nokia bran
22、d name in 1986Nokia 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 U.S. Buys Tandys share of JV in 1993 to fully own factories in U.S. and South
23、Korea Signs significant contracts to increase distribution channels (e.g., AT&T Wireless Services)Conglomerate phaseExpands in Scandinavia and EuropeAcquires and allys into mobile phones and U.S.Allys to strengthen U.S. positionTimeHorizon 1Drive core growthHorizon 2Build momentum of emerging growth
24、 enginesHorizon 3Secure future optionsProfit“We are now benefiting from the visionary technological solutions we made years ago; the long-term success of our company requires constant agility in positioning ourselves in this dynamic industry.” Jorma Ollila, CEO“To identify what is required in the lo
25、ng term you need the competencies and the products; getting the right focus is the tough part.” Jorma Ollila, CEO“The CEO has to understand the dynamics of each business the company is in; in order to understand where the future lies.” Jorma Ollila, CEOSource: Annual reports; press clippingsLEADERSH
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