[경영전략] 노키아 스마트폰 시장(영문)

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목차: 1.0 INTRODUCTION
1.1 BACKGROUND
1.1.1 VISION & STRATEGY
1.1.2 POSITION & CORPORATE STRUCTURE
1.1.3 OPERATION & CORPORATE CULTURE
1.1.4 BUSINESS MODEL
1.2 BEST FIRM IN EUROPE
1.2.1 CHALLENGES OF GROWTH
1.2.2 SUCCESSFUL PRODUCTS
1.2.3 POPULAR OPERATING SYSTEM - SYMBIAN
1.3 NOKIA IN EMERGING MARKETS
1.3.1 NOKIA IN INDIA
1.3.2 NOKIA IN CHINA
1.3.3 OTHER EMERGING MARKETS
1.4 CHALLENGING TIME
1.4.1 APPLE AND IPHONE
1.4.2 ANDRIOD
1.4.2.1 SAMSUNG
1.4.2.2 HTC
1.4.3 RIM
1.4.4 MICROSOFT
1.5 CURRENT ACTION PLAN
1.5.1 NEW EXECUTIVES
1.5.2 N8
1.5.3 MEEGO
1.5.4 3D MOBILE PHONE
2.0 ANALYSIS
2.1 INTERNAL ANALYSIS - Corporate Value-Chain (supportive activities)
2.1.1 FIRM INFRASTRUCTURE
2.1.2 HUMAN RESOURCE MANAGEMENT
2.1.3 TECHNOLOGY DEVELOPMENT (R&D)
2.1.4 PROCUREMENT
2.2 INTERNAL ANALYSIS - Corporate Value-Chain (primary activities)
2.2.1 INBOUND LOGISTICS
2.2.2 OPERATIONS
2.2.3 OUTBOUND LOGISTICS
2.2.4 MARKETING AND SALES
2.2.5 SERVICE
2.2.6 EVALUATION
2.3 INDUSTRY ANALYSIS – Porter’s 5 Forces
2.3.1 THREAT OF NEW ENTRANTS
2.3.2 RIVALRY AMONG EXISTING FIRMS
2.3.3 THREAT OF SUBSTITUTE PRODUCTS OR SERVICES
2.3.4 BARGAINING POWER OF BUYERS
2.3.5 BARGAINING POWER OF SUPPLIERS
3.0 SWOT ANALYSIS
3.1 STRENGTHS
3.2 WEAKNESSES
3.3 OPPORTUNITIES
3.4 THREATS
4.0 RECOMMENDATION

본문내용: 2.2 INTERNAL ANALYSIS - Corporate Value-Chain (primary activitiesPrimary Activities)
2.2.1 INBOUND LOGISTICS
Rigorous Suppliers Selecting And Local Purchasing
In purchasing aspect, Nokia completely controls the quality through rigorous suppliers selecting. All of Nokia mobile phone manufacturing bases in worldwide use of Nokia’s global purchasing system and CQTM, which is global organization for managing components quality and technologies so that they collectively manages quality of suppliers and their goods. In this way, Nokia controls the quality of product from the first stage and made suppliers to deliver raw materials and components suited for Nokia’s standard. Its local purchasing size is increasing annually following the expansion of business sector.
2.2.2 OPERATIONS
Manufacturing By Orders Based On Rapid Responding And Capacity
In the industrial complex such as Nokia Center, there are mobile phone components factories and service suppliers. They are ready to supply services and goods at all times and this system support Nokia’s manufacturing by orders. When Nokia take an order, it immediately begins manufacturing after components are delivered by the suppliers. The manufacturing process only takes 24 hours. By reducing the supply chains, Nokia could respond to demands rapidly and increase the production efficiency.
Effective Inventory Strategy
By unifying all information from manufacturers and suppliers on the unitary data platform, they could share information each other and check stocks in real time. Due to the automatic product supplement system, suppliers could adjust their manufacturing schedules more efficiently. Nokia secures the visibility of the supply chain from the advanced information system and total amount of inventory is also decreased. This process leads to the cost reduction so it could improve its overall competitiveness of supply chain.
Design For Recycling
Nokia tries to reduce resources spending and maximize materials recycling proportion by improving technologies and product design. In fact, 75% to 90% of its mobile phone materials are recyclable.
Standardization Of Components
Nokia’s components are compatible between different devices. Less kind of components means more cost saving. By standardization of components, Nokia maximize economies of scale.
2.2.3 OUTBOUND LOGISTICS
Dominating Power of Distribution
Nokia hold a dominant position in mobile communication business due to huge amount of transaction. It provides products at a suitable time and place using global supply chain management system. It also dominates an emerging market such as Indonesia and China ahead of other competitors so it could get low price mobile phone market.
Actively Using Outsourcing
Nokia could acquire distribution channel between product and customers with relatively low cost by outsourcing. Since distribution channel is not directly related to product quality, Nokia could gain competitiveness by outsourcing or having alliances with local corporations.
2.2.4 MARKETING AND SALES
Building ‘Brand’
Brand consulting company called Interbrand which evaluated Nokia’s brand value as 8th in the world in 2010. In fact, it had been ranked in top 5 for past several years, but fell this year.
Nokia established absolute brand image in the global mobile phone market because it built up consistent image. It conquers the market through the low price products, but at the same time Nokia maintained the top grade high-technology in its business – it is Nokia’s recognized brand image and this strategy was very successful.
Regional Characteristics Added
Nokia’s brand slogan is ‘connecting people’. It foresees itself as the link between people. It considers ‘human’ first and competes in aspects such as convenient UI and simple design. Moreover, its mobile phone is appropriately priced to all types of customers worldwide. It aims to be the first in market share in both of developed and developing countries.
By releasing various products for appropriate times and places, Nokia spreads assault marketing. In fact, it has hundreds kind of product and sells different product suited for each market. Especially Nokia shows strength in emerging market like China. For example, Nokia priced its lowest-end phone at just $45, however customers do not even recognize it as a low-price mobile phone manufacturer. Instead, most customers view it as a firm which produces advanced phones.
Nokia also tries to keep a good brand image in developed country so that it sells high price, high-end product in that market. Its strongholds are Europe and Northeast Asia. For example, it released internet mobile phone in early stage and even a special model ‘VERTU’ diamond decorated phone.
2.2.5 SERVICE
Nokia Care
As a customer service center, Nokia care helps customers to utilize Nokia’s product as much as possible. It successfully operates Nokia care line, Nokia care center, and Nokia authorize

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http://flyingstar99.blog.me/70028341623 노키아의 인도 휴대폰 성공 요인
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http://leesuhan1107.blog.me/110096724000 중국에서는 아직 노키아(Nokia, 诺基亚)가 대세
http://blog.naver.com/soonha1967?Redirect=Log&logNo=120073157515 KIET
http://leesuhan1107.blog.me/110096724000 ‘중국에서는 아직 노키아가 대세’
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http://fdu700.egloos.com/640390 산골 종이공장에서 세계 휴대전화 거인으로 - 노키아(Nokia)
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LG Business Insight
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http://cafe.naver.com/baekseok123.cafe?iframe_url=/ArticleRead.nhn%3Farticleid=21 ‘competitiveness of Nokia’ 한태범
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