Nokia India Case BM Essay

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Nova Southeastern University H. Wayne Huizenga School of Business & Entrepreneurship Assignment for Course: SCM 5830 Supply Chain Management Submitted to: Ryan Atkins Submitted by: Bernardo Mayrinck; 305-978-6810 Date of Submission: February, 23, 2015 Title of Assignment: Nokia India CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas or words, either quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course. Student's Signature: Bernardo Mayrinck,…show more content…
India is a complex emerging market with limited infrastructure and various cultures Core Questions Analysis Mobile customers in India purchased their devices independently from their mobile services. Because of this method, Nokia has direct sales contact to the customer instead of a mobile service provider who could potentially have a better customized relationship with its customers. The first mistake Nokia made was to underestimate the volume required for battery replacement. Initially, Nokia estimated anywhere between fifty and sixty thousand recalls. Due to the media exaggeration of the problem with the battery, customers panicked and did not follow the protocols set up by Nokia. The role of India’s CEO should have been to recommend to corporate the need of a supply chain capability and strategy to adapt and deliver in case of a recall to any issue with their mobile device (Charles Dhanaraj, 2011). After initial panic and communication failure with its customers, Nokia changed their strategy by creating a team of local expert in logistics to coordinate the task at hand. The group created an advertising campaign aimed directly to its consumers. Its focus was to eliminate customer concerns regarding the problem with the BL_5C batteries and providing them the information on how to check for a defective battery and process to replace. Each customer care center across the country was assigned a Nokia
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