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Expansion Strategy for Nokia
1. Emerging on Top Corporate Strategy for Nokia Saturday, March 19, 2011 Daniel Rodic, Josh Xu, MarazRahman, Michael Le Rotman Commerce Consulting Association
2. Agenda Saturday, March 19, 2011 Corporate Strategy for Nokia 2 Executive Summary 1 Developing Market Strategy 2 Developed Market Strategy 3 Risk & Mitigation Plans 4 Implementation & Key Takeaways 5
4. Nokia is a full service, global telecommunications company, with leadership in the emerging markets. Saturday, March 19, 2011 Corporate Strategy for Nokia 4 Recently, Nokia has experienced a decline in developed markets (e.g. a 15% decline in European sales in Q4 ‘09) or complete exits from previously successful countries. Complication How can Nokia compete successfully in the global mobile phone and telecommunications market? In which market(s) should they compete? What phone-types should they focus on for each market? What services can Nokia leverage in each market?
5. Nokia has strengths in developing markets, but is missing out on the huge North American Smart Phone market. Saturday, March 19, 2011 Corporate Strategy for Nokia 5 World Mobile Phone Markets Projected Nokia Revenues by Region (in $ Thousands) 2010 - 2013 Projected Smart Phone Revenues by Region (in $ Thousands) 2010 - 2013 Nokia should focus on their dominance in Emerging Markets while innovating in the US to capture an increased share of the Feature Smartphone Market.
6. Nokia should compete in the developedanddeveloping markets, but with distinct strategy in each. Saturday, March 19, 2011 Corporate Strategy for Nokia 6 Enhanced Phones Smart Phone Hardware + Android OS
25. Investment in AppsThe Enhanced Phoneallows Nokia to capitalize on the change in demographics, and reap additional revenues through new mobile apps.
26. Projected revenues in Developing Markets of Enhanced Phones is much higher than revenues from Basic Phones Saturday, March 19, 2011 Corporate Strategy for Nokia 9 Comparison between Projected Revenues (in Thousands of $ USD) from Enhanced Phones versus Basic Phones in the Developing Markets Sensitivity Analysis on Enhanced Phone Revenues Even at a 45% Price Discount, Projected revenues for Enhanced Phones is Double the Revenues of the Basic Phone
39. Does Not Take Advantage of New Infrastructure of New Consumer Tastes Nokia should leverage competencies in hardware and existing Android OS to be immediately competitive in developed Smart Phone markets.
40. Partnering with Android allows for a reduction in Nokia Operating System R&D expenses. Saturday, March 19, 2011 Corporate Strategy for Nokia 12 Effect of Reduction in R&D over Three Years (in € Millions) The 17.8% increase in net income can be put towards Android-compatible hardware development to help compete with other Handset Manufacturers
41. Risk & Mitigation Plans Corporate Strategy for Nokia 13 Saturday, March 19, 2011
42. Nokia faces three key risks with the proposed strategies. Saturday, March 19, 2011 Corporate Strategy for Nokia 14
43. Implementation & Key Takeaways Corporate Strategy for Nokia 15 Saturday, March 19, 2011
44. There are two distinct work streams for each strategy. Saturday, March 19, 2011 Corporate Strategy for Nokia 16 High Launch App Campaign in Developing Market Transition from Basic to Enhanced Phones in Developing Markets Phase out Meego OS R&D Activities 2010 Begin Android Hardware Development Launch Nokia-Android Smart Phone Medium Priority Phase out low-end phones in Developed Markets (North America, EU) 2011 Low Time from Today 2012 +
45. The lesson is clear that a one-size-fits-all approach just doesn’t work. Olli-PekkaKallasvuo
