goals of an organization on nokia

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Goals of an Organization Page 1

CHAPTER-1

GOALS

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Agoalis a desired result a person or a system envisions, plans and commits to achievea personal or

organizational desired end-point in some sort of assumed development. Many people endeavor to reach goals

within a finite time by setting deadlines.

It is roughly similar to purpose or aim, the anticipated result which guides reaction, or anend, which is

an object, either a physical object or an abstract object, that has intrinsic value.

1.1) Goal setting

Goal-setting ideally involves establishing specific, measurable, attainable, realistic and time-targeted

objectives. Work on the goal-setting theory suggests that it can serve as an effective tool for making progress

by ensuring that participants have a clear awareness of what they must do to achieve or help achieve an

objective. On a personal level, the process of setting goals allows people to specify and then work towards

their own objectivesmost commonly financial or career-based goals. Goal-setting comprises a major

component of personal development. A goal can be long-term or short-term.
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Short-term goals expect accomplishment in a short period of time, such as trying to get a bill paid in the next

few days. The definition of a short-term goal need not relate to any specific length of time. In other words, one

may achieve (or fail to achieve) a short-term goal in a day, week, month, year, etc. The time-frame for a short-

term goal relates to its context in the overall time line that it is being applied to. For instance, one could

measure a short-term goal for a month-long project in days; whereas one might measure a short-term goal for

someones lifetime in months or in years. Plannersusually define short-term goals in relation to a long-term

goal or goals.

Long term are ones that you will achieve over a longer period of time (e.g., one semester, one year, five years,

or twenty years).

Long-term goals often are our most meaningful and important goals. One problem, however, is that the

achievement of these goals is usually far in the future. As a result, we often have trouble staying focused and

maintaining a positive attitude toward reaching these goals. This is why it is helpful to set up what we call

enabling goals.

1.2) Personal Goals

Individuals can set personal goals. A student may set a goal of a high mark in an exam. An athlete might run

five miles a day. A traveler might try to reach a destination-city within three hours. Financial goals are a

common example, to save for retirement or to save for a purchase.

Managing goals can give returns in all areas ofpersonal life. Knowing precisely what one wants to achieve

makes clear what to concentrate and improve on, and often subconsciously prioritizes that goal .Goal

setting and planning ("goal work") promotes long-term vision and short-term motivation. It focuses

intention, desire, acquisition of knowledge, and helps to organize resources.Efficient goal work includes

recognizing and resolving all guilt, inner conflict or limiting beliefthat might cause one to sabotage one's

efforts. By setting clearly defined goals, one can subsequently measure and take pride in the achievement of

those goals. One can see progress in what might have seemed a long, perhaps impossible, grind.
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Achieving complex and difficult goals requires focus, long-term diligence and effort. Success in any field

requires forgoing excuses and justifications for poor performance or lack of adequate planning; in short,

success requires emotional maturity. The measure of belief that people have in their ability to achieve a

personal goal also affects that achievement.

Long term achievements rely on short-term achievements. Emotional control over the small moments of the

single day makes a big difference in the long term.

One formula for achievement reads A= I*M[citation needed] where A = achievement, I = intelligence, and M =

motivation. When motivation equals zero, achievement always equals zero, no matter the degree of

intelligence. Similarly for intelligence: if intelligence equals zero, achievement always equals zero. The higher

the combination of both intelligence and the motivation, the higher the achievements.

1.3) Goal Management In Organizations

Organizationally, goal management consists of the process of recognizing or inferring goals of individual

team-members, abandoning no longer relevant goals, identifying and resolving conflicts among goals, and

prioritizing goals consistently for optimal team-collaboration and effective operations.

For any successful commercial system, it means deriving profits by making the best quality ofgoods or the

best quality ofservices available to the end-user (customer) at the best possible cost. Goal management

includes:

Assessment and dissolution of non-rational blocks to success Time management Frequent reconsideration (consistency checks) Feasibility checks Adjusting milestones and main-goal targetsMorten Lind and J.Rasmussen distinguish three fundamental categories of goals related to technological

system management:[citation needed]

1. Production goal2. Safety goal3. Economy goal
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An organizational goal-management solution ensures that individual employee goals and objectives align with

the vision and strategic goals of the entire organization. Goal-management provides organizations with a

mechanism to effectively communicate corporate goals and strategic objectives to each person across the

entire organization. The key consists of having it all emanate from a pivotal source[citation needed] and providing

each person with a clear, consistent organizational-goal message. With goal-management, every employee

understands how their efforts contribute to an enterprise's success.

An example of goal types in business management:

Consumer goals: this refers to supplying a product or service that the market/consumer wants Product goals: this refers to supplying a product outstanding compared to other products [citation needed]

perhaps due to the likes of quality, design, reliability and novelty

Operational goals: this refers to running the organization in such a way as to make the best use ofmanagement skills[citation needed], technology and resources

Secondary goals: this refers to goals which an organization does not regard as priorities

1.4) Organizational Goals

Every organization has various types of goals. "Organizational goals are desired states of affairs or

preferred results that organizations attempt to realize and achieve" (Amitai Etzioni). The idea of

organizational goals has a long history in economics, in which the classic position posits an entrepreneur or

ownership group which in turn establishes the goals of the firm. Alternatively, these goals may represent a

concesus arrived at by all members of the organization.One useful scheme for describing organizational goals

was provided by Charles Perrow. He has identified the following types of organizational goals:

* Officials goals. These goals are the formally stated goals of an organization described in its charter and

annual reports and they are emphasized in public statements by key executives.

* Operative goals are the outcomes that the organization actually seeks to attain through its operating policies

and activities.

* Operational goals Organizational goals define the performance objectives and desired behaviours within an

organization.

However, a typical social organization today has multiple stakeholders-groups of people, and consequently

has multiple goals, which, at times, may be mutually conflicting.

*According to Perrow, multiple organizational goals can be classified into four major categories:
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* Output goals. These goals are the "end product," such as consumer products, services, health care, or

education.

* System goals. System goals relate to theorganization itself, and they consist of such things as growth,

stability, profit, efficiency, market share.

* Product goals. Product goals consist of the characteristics of the goods or services, such as quality, styling,

uniqueness, variety, and price.

* Derived goals refer to the way an organization uses its power and influence to achieve other social or

political goals (such as employee welfare, community services, or political aims).

Henry Minztberg has provided a different classification of goals:

* System goals. There are four system goals: survival, efficiency, control, and growth.

* Formal goals. Formal goals are used by managers to tell everyone what they are doing.

* Ideological goals. These goals are what the people within the organization believe in.

* Shared personal goals. These goals are what people within the organization come together to accomplish

for their mutual benefit.

For most organizations, goals are constantly changing and members of the organizations must respond

appropriately, by formulating new goals as well as deciding which goals will be accomplished, and in whatorder.


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CHAPTER - 2

COMPANY PROFILE

2

2.1) Company Overview

Nokia Corporation is a Finnish multinational communications corporation, headquartered in

Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki. Nokia is focused on wireless

and wired telecommunications, with 128,445 employees in 120 countries, sales in more than

150 countries and global annual revenue ofEUR 50.7 billion and operating profit of 5.0 billion

as of 2008. It is the world's largest manufacturer ofmobile telephones: its global device market

market segment and protocol, including GSM, CDMA, and W-CDMA (UMTS).

Nokia's subsidiary Nokia Siemens telecommunications networkequipments, solutions and services. Navteq is

part of Nokia's strategy of focusing on mobile navigation.Nokia has sites for research and development,

manufacture and sales in many continents

Throughout the world. As of December 2008, Nokia had R&D presence in 16 countries and

Employed 39,350 people in research and development, representing approximately 31% of the
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group's total workforce. The Nokia Research Center, founded in 1986, is Nokia's industrial

research unit of about 500 researchers, engineers and scientists. It has sites in seven countries:

Finland, China, India, Kenya, Switzerland, United Kingdom and United States. Besides its

NRCs, in 2001 Nokia founded (and owns) INdTNokia Institute of Technology, a R&D

institute located in Brazil. Nokia's production facilities are located at Espoo, Oulu and

Salo, Finland; Manaus, Brazil; Beijing, Dongguan and Suzhou, China; Fleet, England;

Komrom, Hungary; Chennai, India; Reynosa, Mexico; Jucu, Romania and Masan, South

Korea. Nokia's Design Department remains in Salo, Finland.Nokia is a public limited liability

Helsinki, Frankfurt, and New Yorkstock exchanges. Nokia plays a very

large role in the economy of Finland: it is by far the largest Finnish company, accounting for

about a third of the market capitalization of the Helsinki Stock Exchange (OMX Helsinki) as of

2007; a unique situation for an industrialized country. It is an important employer in Finland and

several small companies have grown into large ones as its partners and subcontractors. Nokia

increased Finland's GDP by more than 1.5% in 1999 alone. In 2004 Nokia's share of the

Finland's GDP was 3.5% and accounted for almost a quarter of Finland's exports in 2003.

Finns have ranked Nokia many times as the best Finnish brand and employer. The Nokia

brand, valued at $35.9 billion, is listed as the fifth most valuable global brand in Interbrand/

BusinessWeek's Best Global Brands list of 2008 (first non-US company. It is the number one

brand in Asia (as of 2007) and Europe (as of 2008), the 42nd most admirable company

worldwide in Fortune's World's Most Admired Companies list of 2009 (third in Network

Communications, seventh non-US company), and is the world's 88th largest company in

Fortune Global 500 list of 2008, up from 119 of the previous year. As of 2008, AMR

supply chain number two in the world.

3

One Of Nokias latest Model-Nokia
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2.2) History of Nokia

Nokia started by making paperthe original communications technology

The history of Nokia goes back to 1865. That was when Fredrik Idestam built a wood pulp mill on the banks

of the Tammerkoski rapids, in southern Finland. A few years later, he built a second mill by the Nokianvirta

riverthe place that gave Nokia its name.

A mining engineer by trade, Idestam brought a new, cheaper paper manufacturing process to Finland fromGermany.

It was a great success. Idestams invention won a bronze medal at the Paris World Exposition in 1867, and he

is considered to be the father of Finlands paper industry.

* Idestam named his company Nokia Ab in 1871

* Nokia Ab added electricity generation to its business activities in 1902

The Nokianvirta river is named after a dark, furry animal that was locally known as the Nokiaa type of

marten

2.2.3.1) Nokias first century: 1865-1967

The first Nokia century began with Fredrik Idestam's paper mill on the banks of the Nokianvirta river.

Between 1865 and 1967, the company would become a major industrial force; but it took a merger with acable company and a rubber firm to set the new Nokia Corporation on the path to electronics...


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4

1865: The birth of Nokia :Fredrik Idestam establishes a paper mill at the Tammerkoski Rapids in south-

western Finland, where the Nokia story begins.

5

1898: Finnish Rubber Works founded: Eduard Poln founds Finnish Rubber Works, which will later

become Nokia's rubber business.

6

1912: Finnish Cable Works founded: Arvid Wickstrm starts Finnish Cable Works, the foundation of

Nokia's cable and electronics businesses.

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1937: Verner Weckman, industry heavyweight: Former Olympic wrestler Verner Weckman becomes

President of Finnish Cable Works.

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1960: First electronics department: Cable Works establishes its first electronics department, selling and

operating computers.
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9

1962: First in-house electrical device:The Cable Works electronics department produces its first in-house

electrical device - a pulse analyzer for nuclear power plants.

\

10

1967: The merger: Nokia Ab, Finnish Rubber Works and Finnish Cable works formally merge to create

Nokia Corporation

2.2.3.2) The move to mobile: 1968-1991

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...

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1979: Mobira Oy, early phone maker: Radio telephone company Mobira Oy begins life as a joint venture

between Nokia and leading Finnish television maker Salora.
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12

1981: The mobile era begins: Nordic Mobile Telephone (NMT), the first international mobile phonenetwork, is built.

13

1982: Nokia makes its first digital telephone switch: The Nokia DX200, the companys first digital

telephone switch, goes into operation.

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1984: Mobira Talkman launched: Nokia launches the Mobira Talkman portable phone.

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1987: Mobira Citymanbirth of a classic: Nokia launches the Mobira Cityman, the first handheld NMT

phone.
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16

1991: GSMa new mobile standard opens up: Nokia equipment is used to make theworlds first GSM

call.

2.2.3.3) Mobile revolution: 1992-1999

In 1992, Nokia decided to focus on its telecommunications business. This was probably the most important

strategic decision in its history.

As adoption of the GSM standard grew, new CEO Jorma Ollila put Nokia at the head of the mobile telephone

industrys global boom and made it the world leader before the end of the decade...

17

1992: Jorma Ollila becomes President and CEO: Jorma Ollila becomes President and CEO of

Nokia, focusing the company on telecommunications.

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1992: Nokias first GSM handset: Nokia launches its first GSM handset,

the Nokia 1011.
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19

1994: Nokia Tune is launched: Nokia launches the 2100, the first phone to feature the Nokia Tune.

20

1994: Worlds first satellite call:The worlds first satellite call is made, using a Nokia GSM handset.

21 1997: Snakea classic mobile game:The Nokia 6110 is the first phone to featureNokias

Snake game.

22 1998: Nokia leads the world: Nokia becomes the world leader in mobile phones.

23

1999: The Internet goes mobile:Nokia launches the world's first WAP handset, the Nokia 7110.
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2.2.3.4) Nokia Now: 2000-today

Nokias story continues with 3G, mobile multiplayer gaming, multimedia devices and a look to the future...

24

2002: First 3G phone: Nokia launches its first 3G phone, the Nokia 6650.

25

2003:Nokia launches the N-Gage: Mobile gaming goes multiplayer with the N-Gage.

26

2005: The Nokia Nseries is born:Nokia introduces the next generation of multimedia devices, the Nokia

Nseries.

27

2005: The billionth Nokia phone is sold:Nokia sells its billionth phonea Nokia 1100in Nigeria. Global

mobile phone subscriptions pass 2 billion.
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28

2006: A new President and CEONokia today: Olli-Pekka Kallasvuo becomes Nokias President and

CEO; Jorma Ollila becomes Chairman of Nokias board. Nokia and Siemens announce plans for Nokia

Siemens Networks.

29

2007: Nokia recognized as 5th most valued brand in the world. Nokia Siemens Networks commences

operations. Nokia launches Ovi, its new internet services brand.

30

2008:Nokia's three mobile device business groups and the supporting horizontal groups are replaced by an

integrated business segment, Devices & Services.
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2.3) LOGOS of NOKIA over the Period of time

31

Nokia Company logo. Founded in Tampere in 1865, incorporated inNokia in 1871.

32

The brand logo ofFinnish Rubber Works, founded in Helsinki in 1898. Logo from 1965 to 1966.

33

The Nokia Corporation "arrows" logo, used before the "Connecting People" logo.

34

Nokia introduced its"Connecting People"advertising slogan, coined by Ove Strandberg and used since

1992.
http://en.wikipedia.org/wiki/Tamperehttp://en.wikipedia.org/wiki/Nokia,_Finlandhttp://en.wikipedia.org/wiki/Nokian_Footwearhttp://en.wikipedia.org/wiki/Helsinkihttp://en.wikipedia.org/wiki/Advertising_sloganhttp://en.wikipedia.org/wiki/File:Nokia_Connecting_People.svghttp://en.wikipedia.org/wiki/File:Nokia_arrows_logo.svghttp://en.wikipedia.org/wiki/File:Finnish_Rubber_Works_(Nokia)_logo_1965.svghttp://en.wikipedia.org/wiki/File:Nokia_logo_(1865).svghttp://en.wikipedia.org/wiki/File:Nokia_Connecting_People.svghttp://en.wikipedia.org/wiki/File:Nokia_arrows_logo.svghttp://en.wikipedia.org/wiki/File:Finnish_Rubber_Works_(Nokia)_logo_1965.svghttp://en.wikipedia.org/wiki/File:Nokia_logo_(1865).svghttp://en.wikipedia.org/wiki/File:Nokia_Connecting_People.svghttp://en.wikipedia.org/wiki/File:Nokia_arrows_logo.svghttp://en.wikipedia.org/wiki/File:Finnish_Rubber_Works_(Nokia)_logo_1965.svghttp://en.wikipedia.org/wiki/File:Nokia_logo_(1865).svghttp://en.wikipedia.org/wiki/File:Nokia_Connecting_People.svghttp://en.wikipedia.org/wiki/File:Nokia_arrows_logo.svghttp://en.wikipedia.org/wiki/File:Finnish_Rubber_Works_(Nokia)_logo_1965.svghttp://en.wikipedia.org/wiki/File:Nokia_logo_(1865).svghttp://en.wikipedia.org/wiki/Advertising_sloganhttp://en.wikipedia.org/wiki/Helsinkihttp://en.wikipedia.org/wiki/Nokian_Footwearhttp://en.wikipedia.org/wiki/Nokia,_Finlandhttp://en.wikipedia.org/wiki/Tampere


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2.4) FIRST MOBILE PHONE

35

The Mobira Cityman 200, Nokia's NMT-900 mobile phone from the early 1990s.

The technologies that preceded modern cellular mobile telephony systems were the various

"0G" pre-cellular mobile radio telephony standards. Nokia had been producing commercial and

military mobile radio communications technology since the 1960s. Since 1964, Nokia had

developed VHF-radio simultaneously with Salora Oy. In 1966, Nokia and Salora started

developing the ARP standard (which stands for Autoradiopuhelin, or "car radio phone"), a car-

based mobile radio telephony system and the first commercially operated public mobile phone

network in Finland. It went online in 1971 and offered 100% coverage in 1978.In 1979, the

merger of these two companies resulted in the establishment of Mobira Oy. Mobira began

developing mobile phones for the NMT (Nordic Mobile Telephony) network standard, the

first-generation, first fully-automatic cellular phone system that went online in 1981. In 1982,

Mobira introduced its first car phone, the Mobira Senator for NMT-450 networks.

Nokia's mobile phones got a big publicity boost in 1987, when Soviet leader MikhailGorbachev

was pictured using a Mobira Cityman to make a call from Helsinki to his communications

minister in Moscow. This led to the phone's nickname of the "Gorba".In 1988, Jorma Nieminen,

resigning from the post ofCEO of the mobile phone unit, along with two other employees from

the unit, started a notable mobile phone company of their own, Benefon Oy (since renamed to
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GeoSentric). One year later, Nokia-Mobira Oy became Nokia Mobile Phones.

36

NATURE OF BUSINESS

NOKIA company is the manufacturer and exporter of electronics.

It manufacture and export products like mobile phones,smartphones,multimedia

computers,network services and software online services
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2.5) NOKIA BOARD OF DIRECTORS

37

Chairman Jorma Ollila (Chairman since 1999)

Chairman of the Board of Directors of Nokia Corporation.

Chairman of the Board of Directors of Royal Dutch Shell Plc.

38 39Dame Marjorie Scardino, Stephen Elop

Vice Chairman (since 1999) President and CEO of Nokia Corp.

Chairman of the Nokia Leadership Team.

40 41

Dr. Bengt HolmstrmProf. Dr. Henning Kagermann


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42 43

Per Karlsson Jouko Karvinen

Member of the Personnel Committee. Member of the Audit Committee

44 45

Helge Lund Isbel Marey- Semper

Member of the Personnel Committee. Member of the Audit Committee.

46 47

Risto Siilasmaa Kari Stadigh

Chairman of the Audit Committee. Member of the Personnel Committee.

Member of the Corporate Governance

and Nomination Committee.


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2.6) Nokia head office

Keilalahdentie 2-4

P.O. Box 226

FIN-00045 Nokia Group

Finland

Tel. +358 (0) 7180 08000

Fax. +358 7180 34003

.

Nokia IndiaSP Infocity,

Industrial Plot no. 243

Udyog Vihar, Phase 1,

Dundahera, Gurgaon,

Haryana - 122016.

INDIA

Tel. +91 124 4833000Fax +91 124 4833099

NOKIA FACTORY LOCATION

HARYANA

Nokia India Pvt. Ltd.

1st Floor, Tower A&B,

Cybergreen, DLF Cyber City

Sector 25A, Gurgaon,

Haryana122002.

India


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MUMBAI

Nokia India Pvt. Ltd

A Wing 1st Floor, Glenmark House,

HDO Compound,

Off Western Express Highway,

Andheri East,

Mumbai400099.

Tel. 022 67769000

KOLKOTA

Nokia India Pvt Ltd

DN-62, Millenium City,

Tower-B, Sector-5,

Salt Lake City

Kolkata-700091

Tel. +91 33 4006 2264

Fax +91 33 4006 2260


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BANGALORE

Nokia India Pvt Ltd

Prestige Tech Park,

#2A, Jupiter block, 3rd floor,Sarjapur,

Marathahalli Ring Road, Kadabeesanahalli,

Bangalore - 560 087.

Tel: 40159000

2.7) NOKIA SUBSIDIARIES

2.5.1) Nokia Siemens Networks- Nokia Siemens Networks is a European company, provider of data

networking and telecommunications equipment. It is a joint venture between Nokia of Finland and Siemens of

Germany.The new company was announced on 19 June 2006. Nokia Siemens Networks was officially

launched at the 3GSM World Congress in Barcelona in February 2007. Nokia Siemens Networks then began

full operations on 1 April 2007 and has its headquarters in Espoo, Greater Helsinki,Finland]. Nokia Siemens

Networks has operations in some 150 countries serving over 600 customers. On 19 July 2010, the company

acquired the wireless-network equipment division ofMotorola.

In January 2008 Nokia Siemens Networks acquired Israeli company Atrica, a company that builds carrier-class Ethernet transport systems for metro networks. The official release did not disclose terms, however

they are thought to be in the region of $100 million.

In February 2010 Nokia Siemens Networks acquired Apertio, Bristol UK-based, a mobile networkcustomer management tools provider for 140 million.With this acquisition Nokia Siemens Networks

gained customers in the subscriber management area including Orange, T-

Mobile, O2, Vodafone and Hutchison 3G.

In July 2010, Nokia Siemens Networks acquired the wireless-network equipment division of Motorola.
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2.7.2) NAVTEQ - Navigation Technologies Corporation

Navteq is a Chicago, Illinois-based provider ofGeographic Information Systems (GIS) data and is a dominant

company in providing the base electronic navigable maps. The company is a wholly owned subsidiary

ofNokia but operates independently.

On October 1, 2007, it was announced that Nokia would acquire Navteq in a deal valued at an estimated $8.1

billion (5.7 billion). Navteq shareholders approved the deal in December 2007. TheEuropean Commission in

July 2008 ruled the deal did not violate anti-trust rules clearing the way for closing the deal.

Navteq's principal rival Tele Atlas was acquired by TomTom in 2008.

2.7.3) Symbian- Symbian is a mobile operating system (OS) and computing platform designedfor smartphones and currently maintained by Nokia. The Symbian platform is the successor to Symbian OS

and Nokia Series 60; unlike Symbian OS, which needed an additional user interface system, Symbian includes

a user interface component based on S60 5th Edition. The latest version, Symbian^3, was officially released in

Q4 2010, first used in the Nokia N8.

The Symbian platform was created by merging and integrating software assets contributed by Nokia, NTT

DoCoMo, Sony Ericsson and Symbian Ltd., including Symbian OS assets at its core, the S60 platform, and

parts of the UIQ and MOAP(S) user interfaces.

In December 2008, Nokia bought Symbian Ltd., the company behind Symbian OS; consequently, Nokia

became the major contributor to Symbian's code, since it then possessed the development resources for both

the Symbian OS core and the user interface. Since then Nokia has been maintaining its own code repository

for the platform development, regularly releasing its development to the public repository.

2.7.4) Vertu Mobile Phone - Vertu is a British-based manufacturer and retailer of luxury mobile phones.

Formerly a wholly owned subsidiary, the business is now an independently run division of the Finnish mobile

phone manufacturer Nokia. Vertu designs and manufactures luxury mobile phones in the same vein as luxury

watch manufacturers like Rolex, IWC and Patek Philippe. The most expensive model it has ever made is the

Signature Cobra, at 213,000 (~$310,000); the most expensive regular model is the Signature Diamond at

55,000 (~$83,000). Prices start at 3500 for the Constellation model.[1]

Other models include: Ascent, Constellation, Ascent Ti, Ascent 2010, Ayxta and Quest. The standard Ascentmodels come in many different colours, such as: Black, Brown, Red and Orange. The Special Edition models

come in White, Azure Blue and Pink. The Summer Collection models come in Strawberry Red and White.
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CHAPTER-3

NOKIA

Mission and Vision

Nokias mission is simple, Connecting People.

3.1) The road ahead

Until now, development in mobile industry has mainly been a matter of delivering connectionsmore, faster,

cheaper, and more efficient. This is still important. The connectivity explosion continues, and by 2015

Nokias R& D knows that 5 billion people and further billions of devices will be connected. So, Nokia must

continue applying our expertise in order to deliver on the reality of hundred-fold increases in traffic.

Towards an ecosystem of partners

Today, however, Nokia is also focusing like never before on delivering qualityquality experience. Nokia

can see that a more open, collaborative and customer-centric way of working could bring so much more value

to billions of individuals, and to millions of businesses. Nokia at Nokia Siemens Networks must drive that

change by leaving the closed and proprietary mindset behind, and leading the way in a new spirit of openness

and collaboration.

Our customers challenges

Our customers, Communications Service Providers (CSPs), face challenges on all fronts: the need to increase

efficiency keeps pressure on capital and operational costs; the dramatic rise in traffic due to the proliferation

of internet applications demands new business models for monetization; and an ever fiercer competitive

climate is challenging CSPs to prove they can retain the customers they have and win back any they might

have lost. Nokia Siemens Networks will play a vital role in helping CSPs meet these challenges. This role is

our missionits about building value.


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48 49

Our mission

by improving efficiency and experience

Nokia have built value by addressing efficiency, and Nokia continue to do that. But Nokia also need to

address the customers need for a better experience, because its experience that builds relationships, and

relationships that build value.

Our vision

Nokiabelieve that CSPs can ultimately enable and deliver a segment of one where they can define and

enhance the service experience for each and every individual. Customers whose communications experience

fits and works for them dont change operators. And operators who can devote themselves to enriching the

customers experience build stronger, more lasting and profitable customer relationships.

The individual communications experience is the greatest value a communications service provider can

deliver to their customer, and so its the greatest value Nokia can support communications service providers in

delivering.

The future of service is largely network-based. Internet applications hosted in the cloud (email, social

networking sites, corporate service and communication tools, etc.), already account for a large proportion of

the services people access every day. Every day, therefore, quality of network experience has more and more

to do with quality of life.Ultimately every service is delivered to an individual. And those individuals will

benefit from the services being delivered in a way that fits their personal needs and desires. This experience

cannot be the privilege of the few. It must be as true for customers in emerging countries with just a dollar tospend, as for businesses in developed countries with greater resources, and for the trillions of devices that

make up the Internet of Things.


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Our vision acknowledges that communications service providers need to manage this complexity wisely,

ensuring the necessary security and authentication for users, while having the ability to profitably deliver a

customized experience, based on a persons locations, context, device, usage patterns and preferences.Our

vision guides our mission, and our mission is to build more valuable customer relationships. The individual

communications experience builds more valuable customer relationships.

NOKIAs STRATEGY

Nokias strategic intent is to build great mobile products.

Nokia job is to enable billions of people everywhere to get more of lifes opportunities through mobile.

News - new strategy, new leadership, new operational structure

Nokia has recently outlined its new strategic direction, including changes in leadership and operational

structure to accelerate the companys speed of execution in a dynamic competitive environment.

Major elements of the new strategy include:

*Plans for a broad strategic partnership with Microsoft to jointly build a new winning mobile ecosystem.

*A renewed approach to capture volume and value growth to connect the next billion to the Internet in

developing growth markets

*Focused investments in next-generation disruptive technologies

*A new leadership team and organizational structure with a clear focus on speed, results and accountability

Nokia is at a critical juncture, where significant change is necessary and inevitable in our journey forward,

said Stephen Elop, Nokia President and CEO. Today, Nokia are accelerating that change through a new path,

aimed at regaining our smartphone leadership, reinforcing our mobile device platform and realizing our

investments in the future.


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The strategy

Nokias strategy is about investing in and ensuring Nokias future. I have incredible optimism because I can

see fresh opportunity for us to innovate, to differentiate, to build great mobile products, like never before, and

at a speed that will surpass what Nokia have accomplished in the past, Elop said. Nokia are going forward.

Nokia are not going backwards. Nokia have a strategy. Nokia have a path. Nokia have a future. And Nokia

can deliver great mobile products. And despite all of these changes, Nokia remain true to our mission, that of

Connecting People.

Regaining leadership in the smartphone spaceJuly 30 Times Of India Article

Apple and Samsung Electronics ended struggling Nokias 15 year old reign at the top of th smartphone

sales rankings in the second quarter. Apple Sold a record 20.3 million iphone June 2011 quarter and

Samsung sold 19 million smartphones well ahead of Nokias 16.7 million.

Nokia plans to form a broad strategic partnership with Microsoft to jointly build a global ecosystem that

creates opportunities beyond anything that currently exists. It brings together highly complementary assets

and competences. The Nokia-Microsoft ecosystem targets to deliver differentiated and innovative products

with unrivalled scale in product breadth, geographical reach, and brand identity.Nokia would adopt WindowsPhone as its primary smartphone platform, helping drive and define the future of the platform by leveraging

its expertise on hardware optimization, software customization, and language support. Nokia and Microsoft

would also combine services assets to drive innovation. Nokia Maps, for example, would be at the heart of

key Microsoft assets such as Bing and AdCenter, and Nokias application and content store would be

integrated into Microsoft Marketplace. Under the proposed partnership, Microsoft would provide developer

tools, making it easier for application developers to leverage Nokias global scale.

While Nokia transitions to the Windows Phone platform, Symbian will continue to offer considerable value to

Nokia, to our customers, developers and consumers. 200 million people use Symbian globally, and Nokia will

modernize the platform through investments in completely new devices with new features, hardware

improvements such as GHz+ processing capabilities and significantly increased graphics speed, as well as

software improvements.


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Maintaining volume and value leadership in the mobile phones space

In feature phones, Nokias strategy is to leverage its innovation and strength in growth markets to connect the

next billion people to their first Internet and application experience. By providing compelling and affordable,

localized mobile experiences, particularly to the emerging markets, our ambition is to bring the next billion

online. Nokia will continue the renewal of our Series 40 platform in QWERTY, touch&type, dual SIM, Nokia

services, including Maps, Browser, Life Tools, Web apps and Money. Nokia are also investing in the future;

developing assets (platform, software, apps), which will bring a modern mobile experience to the mobile

phone consumers and enable business opportunities for developers. These investments will be especially

focused on growth economies.

Sustaining future as the worlds leading mobile manufacturer

To make sure Nokia get ahead of the game on industry innovation evolution, our MeeGo efforts will transition

into an ongoing long-term market exploration of the next generation of devices, platforms and user

experiences.

New leadership team, operational structure and governance to drive the changein strategy

This new strategy is supported by significant changes in Nokias leadership, operational structure and

approach. The renewed governance will expedite decision-making and improve time-to-market of products

and innovations, placing a heavy focus on results, speed and accountability. The new strategy and operational

structure are expected to have significant impact to Nokia operations and personnel.


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CHAPTER - 4

PRODUCTS AND MARKETING STRATEGIES

50

4.1) NOKIA BRAND

Nokia has emerged as the Most Trusted Brand in India in the annual survey

undertaken by Brand Equity of The Economic Times, India's largest and the world's second

most read financial daily.

Nokia was ranked 71 in 2005, when it first made an appearance in the Brand Equity Most

Trusted Brand survey. Since then, the company has consistently gained ground - from No. 44 in

2006 to No. 4 in 2007, and finally to No. 1 in 2008.

Nokia Group the Finland-based manufacturer of mobile phones, has been steadily working on

its corporate brand name and the management of consumer perceptions over the last few years.

Its efforts have paid off, because it is now the number one brand in many markets around the

world, effectively dislodgingMotorola from that position. The brand has been built using the


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principles described above, and has been consistently well managed across all markets. Nokia

has succeeded in lending personality to its products, without even giving them names. In other

words, it has not created any sub-brands but has concentrated on the corporate brand, giving

individual products a generic brand personality. Only numeric descriptors are used for the

products, which do not even appear on the product themselves. Such is the strength of the

corporate brand.Nokia has suceeded where other big brand names have so far failed, chiefly

by putting across the human face technology-taking and dominating the emotional high ground.

It has done so in the following way.

51

Nokia has detailed many personality characteristics for its brand, but employees do not have to

remember every characteristic. They do, however, have to remember the overall impression of

the list of attributes, as you would when thinking about someone you have met. As the focus is

on customer relationships, theNokia personality is like a trusted friend. Building friendship and

trust is at the heart of theNokia brand. And the human dimension created by the brand

personality carries over into the positioning strategy for the brand.

Nokia is a great brand because it knows that the essence of the brand needs to be reflected in

everything the company does, especially those that impact the consumer. Product design is

clearly critical to the success of the brand, but how doesNokia manage to inject personality

into product design? The answer is that it gives a great deal of thought to how the user of its

phones will experience the brand, and how it can make that experience reflect its brand

character. The large display screen, for example, is the "face" of the phone.Nokia designers


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describe it as the "eye into the soul of the product". The shape of phones is curvy and easy

to hold. The faceplates and their different colors can be changed to fit the personality, lifestyle,

and mood of the user. The soft key touch pads also add to the feeling of friendliness, expressing

the brand personality. Product design focuses on the consumer and his needs, and is summed

up in the slogan, "human technology."Nokia now accounts for over half of the value of the

Finland stock market, and has taken huge market share from its competitiors. According to one

brand valuation study carried out in mid-1999, it ranked 11th on the world's most valuable

brand list, making it the highest-ranking brand.

4.2) NOKIA PRODCTS

52

1 Mobile phones

1.1 Classic seriesThe Mobira series 1.2 Original series 1.3 10009000 series

1.3.1 Nokia 1000 seriesUltrabasic series- The Nokia 1000 series include Nokia's most affordablephones. They are mostly targeted towards developing countries and users who do not require advanced

features beyond making calls and SMS text messages, alarm clock, reminders, etc.

1.3.2 Nokia 2000 seriesBasic series- Like the 1000 series, the 2000 series are entry-level phones.However, the 2000 series generally contain more advanced features than the 1000 series; many new

2000 series phones feature color screens and some feature cameras, Bluetooth and even A-

GPS, GPS such as in the case of the Nokia 2710. The 2000 series slot between the 1000 and 3000
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series phones in terms of features.

1.3.3 Nokia 3000 seriesExpression series- The Nokia 3000 series are mostly mid-range phonestargeted towards the youth market. Some of the models in this series are targeted towards

young male users, in contrast with the more unisex business-oriented 6000 series and the more

feminine fashion-oriented 7000 series. Feature wise, the 3000 series slot between the 2000 and 6000

series.

1.3.4 Nokia 5000 seriesActive series- The Nokia 5000 series are similar in features to the 3000series, but often contain more features towards active individuals. Many of the 5000 series phones

feature a rugged construction or contain extra features for music playback.

1.3.5 Nokia 6000 seriesClassic Business series- The Nokia 6000 series is Nokia's largest family ofphones. It consists mostly of mid-range to high-end phones containing a high amount of features. The

6000 series is notable for their conservative, unisex designs, which make them popular among

business users.

1.3.6 Nokia 7000 seriesFashion and Experimental series- The Nokia 7000 series is a family ofNokia phones with two uses. Most phones in the 7000 series are targeted towards fashion-conscious

users, particularly towards women. Some phones in this family also test new features. The 7000 series

are considered to be a more consumer-oriented family of phones when contrasted to the business-

oriented 6000 series.

1.3.7 Nokia 8000 seriesPremium series- This series is characterized by ergonomics andattractiveness. The internals of the phone are similar to those in different series and so on that level

offer nothing particularly different, however the physical handset itself offers a level of functionality

which appeals to users who focus on ergonomics. The front slide keypad covers offered a pseudo-flip

that at the time Nokia were unwilling to make. Materials used increased the cost and hence exclusivity

of these handsets.

1.3.8 Nokia 9000 seriesCommunicator series (discontinued)- The Nokia 9000 series wasreserved for the Communicator series, but the latest Communicator, the E90 Communicator, is

an Eseries phone.
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1.4) Modern series (C/E/N/X)

Nokia Cseries- The Nokia Cseries is an affordable series optimized for social networking and sharing.

Nokia Eseries-The Nokia Eseries is an enterprise-class series and includes business-optimized smartphones.

Nokia Nseries-The Nokia Nseries is Nokia's most advanced smartphone series. It is for people who wish tohave advanced multimedia and connectivity features and as many other features as possible into one device.

Nokia Xseries-The Nokia Xseries targets a young audience with a focus on music and entertainment.

Nokia N-GageMobile gaming devices -The N-Gage is a mobile telephone and handheld game

system by Nokia, based on the Nokia Series 60 platform, released in October 2003. It began sales on October7, 2003. The N-Gage QD replaced the original N-Gage in 2004.

1.5) VertuLuxury phones- Vertu is a British-based manufacturer and retailer of luxury mobile

phones. Formerly a wholly owned subsidiary, the business is now an independently run division of the

Finnish mobile phone manufacturer Nokia.

1.6 Concept phones- The Nokia Morph is a concept mobile phone created by Finnish company Nokia.

The concept, which was unveiled on February 25, 2008 at The Museum of Modern Art in New York City,

was the product of a joint study into the future of mobile phones by the Nokia Research Center and

the University of Cambridge's Nanoscience Centre.

1.7 Cardphones (PCMCIA)

2 Other products

2.1 Digital television 2.2 ADSL modems 2.3 WLAN products 2.4 Telephone switches 2.5 GPS products 2.6 TETRA
http://en.wikipedia.org/wiki/Mobile_telephonehttp://en.wikipedia.org/wiki/Handheld_game_systemhttp://en.wikipedia.org/wiki/Handheld_game_systemhttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Nokia_Series_60http://en.wikipedia.org/wiki/N-Gage_QDhttp://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://en.wikipedia.org/wiki/Manufacturerhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Nokiahttp://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://en.wikipedia.org/wiki/Concept_arthttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Finlandhttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/The_Museum_of_Modern_Arthttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/University_of_Cambridgehttp://d/lhttp://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://d/lhttp://en.wikipedia.org/wiki/University_of_Cambridgehttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/The_Museum_of_Modern_Arthttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Finlandhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Concept_arthttp://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Manufacturerhttp://localhost/var/www/apps/conversion/current/tmp/scratch30361/l%20http://en.wikipedia.org/wiki/N-Gage_QDhttp://en.wikipedia.org/wiki/Nokia_Series_60http://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Handheld_game_systemhttp://en.wikipedia.org/wiki/Handheld_game_systemhttp://en.wikipedia.org/wiki/Mobile_telephone


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2.7 Internet tablets 2.8 Security solutions 2.9 Software solutions

2.10 Military communications

53

The Nokia 6300, a member of the Nokia 6000 series, Nokia's largest family of phones

4.3) NOKIA TARGET CUSTOMERS

Nokia announced the launch of Here and Now, an expansion of its Nokia.mobi mobile web

portal promising news and entertainment geared for consumers between the ages of 18 and 35.

According to Nokia, Here and Now will feature world news, music downloads and celebrity

buzz from content partners including Reuters andRolling Stone, as well as information on the

handset giant's services and products. Here and Now is part of the Nokia Media Network

premium mobile advertising effort, which extends across top-tier publishers as well as operator

partners including Sprint and Airtel--existing advertisers include BMW, American Express and

Universal Pictures. Nokia adds the Nokia.mobi portal is now bookmarked in all of its new

devices.
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54

Concurrent with the announcement that it will cut hundreds of jobs, reorganize its Nokia

Research Center and shutter its Turku, Finland office, handset giant Nokia said it will introduce

a range of affordable mobile devices and new web services targeting consumers in emerging

markets. Citing demand based on customer feedback, Nokia said it will initially focus on email,

agriculture and education: Mail on Ovi, enabled on Nokia Series 40 devices, offers users email

accounts directly on the mobile phone sans PC access. Mail on Ovi trials will launch in select

markets by the end of November, with a global rollout planned across all currently shipping

Nokia Series 40 devices by the end of 2008.

Nokia will also introduce Nokia Life Tools, a series of agriculture information and education

applications created especially for rural and small town communities in emerging markets. The

services boast an icon-based, graphically rich user interface complete with tables that can

display information simultaneously in two languages. Nokia adds that related SMS-based

services will guarantee Life Tools services work anywhere within network range, without the

complexities of additional settings or the need for GPRS coverage. Nokia plans to launch the

service in the first half of 2009. In addition, Nokia announced the launch of seven new budget-

priced mobile phones, including the Nokia 7100 Supernova and the Nokia 5130 XpressMusic.
http://www.fiercewireless.com/press-releases/nokia-continues-its-change-and-renews-some-its-activities-0http://www.fiercewireless.com/press-releases/nokia-continues-its-change-and-renews-some-its-activities-0


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4.4) NOKIA COMPETITORS

Brand

Units Sold

(in

millions)

Market

share

2nd quarter

Market share

1st quarter,

2009

QoQ Change (%)

Market

share

2nd quarter,

2009

YoY Change

(%)

Nokia 103.2 40.47 % 40.43 % 0.039999999999999 % 41.08 % -0.61 %

Samsung 52.3 20.51 % 19.91 % 0.6 % 15.39 % 5.12 %

LG 29.8 11.69 % 9.83 % 1.86 % 9.33 % 2.36 %

Motorola 14.9 5.84 % 6.39 % -0.55 % 9.46 % -3.62 %

Sony

Ericsson13.8 5.41 % 6.3 % -0.89 % 8.22 % -2.81 %

Others 41 16.08 % 17.14 % -1.06 % 16.53 % -0.45 %

55


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Handset market share for 1st quarter, 2009

Brand

Units Sold

(in

millions)

Market share

1st quarter,

2009

Market share

4th quarter,

2008

QoQ Change

(%)

Market share

1st quarter,

2008

YoY Change

(%)

Nokia 93 40.43 % 41.93 % -1.5 % 41.1 % -0.67 %

Samsung 45.8 19.91 % 14.54 % 5.37 % 16.48 % 3.43 %

LG 22.6 9.83 % 7.44 % 2.39 % 8.68 % 1.15 %

Motorola 14.7 6.39 % 6.51 % -0.12 % 9.75 % -3.36 %

Sony

Ericsson14.5 6.3 % 7.6 % -1.3 % 7.94 % -1.64 %

Blackberry 7.8 3.39 % 0 % 3.39 % 0 % 3.39 %

Apple 3.8 1.65 % 0 % 1.65 % 0 % 1.65 %

Others 27.8 12.09 % 15.32 % -3.23 % 17.1 % -5.01 %

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4.5) NOKIA MARKETING STRATEGIES

Nokia is a communications based company, which focuses on mobile telephone technology.

When mobile phones first became available on the market the models were very basic with the

best technology being SMS messaging (sending written "text messages" from one phone to

another). Then the next advance in technology was being able to put different faces on your

phone (different style covers for the front and back of your mobile device) and after that the

technological advances have come thick and fast, with advances such as:

* MMS

* WAP (internet)

* Polyphonic ringtones

* Predictive SMS (where the phone will finish off a word for you)

* Camera phones and

* Video recorders

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A businesses success is based on whether they can give the customer what they want and when

they want it. Nokia market research involves the collection, collation and analysis of data

relating to the consumption and marketing of relevant products. The purpose of market research

is really to find out whether there is a gap in the market for the product or service or whether

it can make the customers available the product through persuasive adverting. . In order to

classify the wants and needs of the consuming population, nokia gather information on the

following:

Consumer behaviour- How do customers react to advertising? What are their reactions to

new and developed products?

Buying patterns and sales trends- Organizations need to look at how buying trends and

patterns are affected by class, gender, religion and region. They also need to understand how

buying patterns change over time and what markets are expanding and are worth trying to enter

and obviously which markets are contracting and companies shouldn't aim to enter into.

Consumer preferences- What customers are looking for in a product, for example, style,

colour, technology, amount of outlets, customer service and promotional styles.

Activities of competitors in the market- Nokia examines how their rivals are adapting

their prices and products to meet the consumers need's, how well the rivals are selling and what

marketing strategies they are using.

Market research supply nokia with all the information they require about consumers

preferences, whether they buy certain products, what design features are preferable and what kind of retail

outfits are most frequently used for purchasing certain products.


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Nokia has emerged as the Most Trusted Brand in India in the annual survey

undertaken by Brand Equity of The Economic Times, India's largest and the world's second

most read financial daily.

Nokia was ranked 71 in 2005, when it first made an appearance in the Brand Equity Most

Trusted Brand survey. Since then, the company has consistently gained ground - from No. 44 in

2006 to No. 4 in 2007, and finally to No. 1 in 2008.


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CHAPTER -4

FINANCIAL ANALYSIS

NOKIA TURNOVER

Nokia achieves record quarterly and annual device volumes, net sales and EPS.

Net sales grew 13% in Q4 and 20% in 2006 .

EPS grew 28% in Q4 and 27% in 2006 .

Nokia Board of Directors will propose a dividend of EUR 0.43 per share for 2006 (EUR 0.37

per share for 2005).

Non-IFRS first quarter 2010 results1

EUR million Q1/2010 Q1/2009

YoY

Change Q4/2009

QoQ

goals of an organization on nokia

Documents