Last Updated 07 Jul 2020

Nokia  Business Analysis

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One of the most important concepts in the orbitational research which is the firm performance. Firm performance is the measure of performance of a company that may not depends on the efficiency of the company by itself, it depends on the markets also. It is known as the financial stability in the financial sector, there are many differences of financial measures that can be used in order of evaluating the performance of the company, such as: Stock prices, revenues, return on assets, profit margin, Sales growth, Capital adequacy, liquidity ratio, return on equity is considered as some of the common financial measures.

To illuminate, some of the ratios will be more meaningful than the others depending on the market or the industry that the company operates in. For example; the manufacturing industry field, the return on assets, inventory turnover, and total unit sales might be the key ratio to display. On the contrary, the operating income, stock prices, revenues and cashflows could be the key ratios for the financial institution. Its complex term which might include various shadows of meaning if it stays related to the organizational performance.

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Generally, the firm performance implies the institution performance that includes manufacturing products and services, performance of its employees and their outcomes in the institution of their work. The firm performance can be also viewed in the broad context. The more effective and completed operations in the firm the more positive sign of the institution performance is, on the other hand, the performance of the firm becomes poor when the efficiency of the firm’s operation and the employees’ performance getting low. Furthermore, the hard part of the job is to keep the firm performance high which happened in the history of the economics, big collapsed and bankrupts faced huge corporations due to certain reasons.

Nokia in the history, the corporation and its business version converted from a rubber, paper and cable corporation to an organization that focused on cellular handsets and mobile telecommunication infrastructure. Nokia in the 1990s and early 2000s considered one of the largest mobile cellphone organizations in phrases of volume, sales, market share and earnings, however it failed to make the transition to the phone market within the early 2010s. despite the fact that, Nokia until 2007 had a market share of 80% in the cellphone market, the main reason for losing floor during the new generation of the smartphone age was due to the weak function of Nokia in the technological system. it is tempting to blame Apple, Google and Samsung for Nokia’s demise at the doors of. However, as an existing argument for the last decade, Nokia had started to fall apart from inside well earlier than any of those organizations entered the cellular communications market. In these instances of technological advancement, rapid market trade and developing complexity, analyzing the story of Nokia presents salutary lessons for any corporation looking to either forge or hold a leading position in their industry.

Nokia Analysis:

Nokia’s troubles and struggles are clearly exposed through its financial numbers. As lately as June 2012 Nokia reported revenues of $34.08 billion, but on June 30, 2015, Nokia reported revenues of $16.31 billion. those revenues definitely represent something of a turnaround for the corporation; in June 2013 Nokia stated revenues of just $8.57 billion, or a bit over a quarter of the amount from the 12 months before. latest revenue figures imply that Nokia is retaining its market position but no longer growing. Nokia-MobiraIn appointed Ollila in 1990 as a CEO. the following year, 1991, Finland was in economic crises and Nokia made massive losses. The very same year Nokia bought Technophobe Ltd and this modified Nokia’s corporation language to English. also, the meaning of a brand has become a focal point for the corporation and big efforts have been made to place Nokia as a strong brand. The name of the organization changed into Nokia mobile phones Ltd. the first GSM network was in place in July 1991 and the first call was made the same day with a Nokia cellphone. The increase in manufacturing quantity of mobile phones by Nokia and some of its most competitors showed that in the middle of 1990s the cellular market and Nokia’s market share gained momentum.

In 1994 Nokia made the shift from a Finnish organization to a global payer. even though Finland remained a pioneer marketplace, the actual market was international with Nokia having an alternatively difficult relation with the united states market. initially, global markets had been served through exports and slow global expand. subsequent manufacturing outside Finland turned into ventured, in the United Kingdom with the aid of obtaining Technophone and inside the US through taking over Tandy stocks after an initial 50-50 joint venture owned operations. In 1998 Nokia have become the number one mobile cell phone producer in the world. However, Nokia was the world leader in the mobile phones market, the new decade delivered along a brand-new set of demanding situations for the corporation. The wireless and internet technologies have been converging, and the 3rd era of wireless era - that promised better multimedia capability.

It was the year 2001 when Nokia’s income first crumbled after being the top cell phone maker in the world. This was normal because of a slowdown in the mobile phone market. That downfall turned out to be short-lived, but 3 years later, in 2004, the corporation once more reported that its market share is sliding, in spite of still leading with the solid 35%. Another hiccup came in 2007 when the corporation needed to recall a whopping 46 million defective mobile-phone batteries. What is even worse was that the batteries which were manufactured between 2005 and 2006 appeared in a huge range of Nokia phones, which intended that a huge part of the corporation’s device portfolio became affected. In 2008 - the same year when the Android first version released – Nokia income decreased by 30%, at the same time as sales decreased 3.1%. On the other hand, iPhone sales sky-rocketed by around 330% during the same period. The year 2009 noticed Nokia laying off 1,700 employees worldwide. Later within the year, the suffering Finnish corporation ultimately stated that it was gradual to react to the change in the market, which became now slowly being taken over by the likes of Apple and BlackBerry, and inspired by newcomers like Samsung, HTC, and LG.

The following year, Stephen Elop who was previously head of Microsoft's business software department, was appointed as Nokia’s new CEO. He became additionally the first non-Finnish chief of the corporation. Even though, 2010 noticed a rise in the profits for the corporation, job cuts continued. Stephen Elop became well-known for a speech that he brought to Nokia employees in early 2011, in which he compared the corporation’s market position to a man standing on a "burning platform." quite evidently, the corporation’s financial situation was going from bad to worse.

Policy implications:

PESTLE analysis, is a concept in advertising and marketing principles. furthermore, this concept is used as a tool by organizations to track the environment they are operating in. PESTLE is a mnemonic which in its expanded form denotes Political, economic, Social, Technological, legal and Environmental which helps evaluating and analyses Nokia corporation factors that lead it to the crisis.

Political Factors Affecting Nokia:

The impact of political factors on Nokia is difficult to ascertain. The corporation is based in the European nation of Finland; however, the Finnish government has refused to provide it a bailout or special favors. This forced Nokia into an uneasy alliance with Microsoft that has considering fallen apart. in contrast to some tech organizations, Nokia lacks strong government aid because it is based in a small country. this may both help and hurt the corporation because it is not associated with a major power, however it would lack the political clout of American or Chinese language-based competitors. Political unrest or other modifications in China could disrupt manufacturing and limit Nokia’s production abilities in that country. This will force it to transfer manufacturing to higher-cost places such as the united states.

Economic Factors Affecting Nokia:

Nokia suffered heavily from the European downturn of latest years. economic turmoil in Europe has hurt it badly through limiting buying demand in its domestic markets. Unlike Apple in the other side Apple, Nokia has had a difficult time tapping into the fast-growing Chinese market. Nokia also lacks the large economic resources available compared to its competitors, including Google, Apple and Samsung. particularly, Nokia appears to lack the research and development abilities that have enabled these corporations to develop new devices and tap new markets. One reason why it lacks those abilities is that Nokia clearly does no longer have the cash to finance large research and developments efforts like its competitors do.

Social and Cultural Factors Affecting Nokia:

The main cultural issue that has hurt Nokia has been the massive adoption of smartphones and the growing use of apps. Among the most famous apps, such as WhatsApp, are designed for more popular running systems consisting of Google’s Android and Apple’s proprietary iOS. Nokia’s choice to make use of the Microsoft windows smartphone rather than Android decreased its enchantment to many customers. The popular association of Apple with smartphones in a few countries—including America—has reduced deeply into Nokia’s market share by creating an era of customers that more effective purchase one brand. In more recent years, Nokia has needed to deal with the famous misconceptions that there are the most effective brands of the smartphone within the market, Apple and Samsung, and best-operating systems: iOS and Android. This has kept many clients from even thinking about Nokia products.

Technological Factors Affecting Nokia:

The technological challenges affecting Nokia are at the foundation of the social factors limiting its business. The development of open-sourced running systems which includes Android and the invention of apps significantly changed the mobile smartphone market. mobile telephones have been converted from a simple communications tool into advanced computers. This led to a situation in which clients desired to perform a wide variety of tasks with smartphones, which includes taking images, watching streaming video and performing business capabilities. The trouble was compounded through Nokia’s choices to make use of the much less popular windows smartphones operating system and to stick with its own operating system. This limited customers’ alternatives and made it hard to promote Nokia products to younger purchasers. Nokia has no longer be capable to significantly tap the probably lucrative market for different styles of smartphones devices such as tablets and wearable technology. this can greatly reduce its competitive part in the future.

Legal Factors Affecting Nokia:

Nokia’s legal environment is extremely difficult and challenging as it operates in the European Union. That body’s regulators had been investigating Google’s use of Android for a probable antitrust case. the European movement towards Google may cause radical changes in Nokia’s market share, such as Android being spun off right into a separate organization. It is not clear how exactly such action could have an influence Nokia; however, it may create an extra space of competing area and increase Nokia’s access to the European market. One possible game-changer may be those famous Google solutions such as Gmail could be taken off Android, which could impact its popularity.

Environmental Factors Affecting Nokia:

Like other electronics manufacturers, Nokia is faced with the trouble of properly and economically disposing of its used products in an environmentally-friendly way. One high cost requirement that it may face in the years ahead is legal guidelines making electronics producers chargeable for the disposal or recycling of used devices, a potentially expensive cost, particularly if the devices use lithium batteries. another environmental issue that might affect Nokia is expanded prices for materials and components, specially lithium for batteries. accelerated demand for lithium for other uses including electric vehicles may limit its supply and raise prices. an extended-range challenge may be climate change created by global warming, that can disrupt transoceanic materials shipping and Nokia’s supply chain. New environmental regulations in China designed to reduce greenhouse gases may increase manufacturing expenses in that country and influence effect Nokia’s expenses.

Research ; Development Policy and venturing policy:

Nokia was initially mainly focused on product improvement. only a fraction of Nokia’s attempt become in primary research. within the 1990s research become channeled in the direction of the primary development of cell phones and cellular data communications. In 1999 Nokia had besides Nokia studies Centre, 44 extra enterprise units primarily based worldwide research centers in 12 countries. Nokia research Centre becomes closely linked to and embedded in the Finnish education and research infrastructure. access to pretty skilled and professional IT experts never has been a difficulty.

Collaboration with universities has usually been a part of Nokia’s open innovation policy. Tampere University of technology is the main partner, but additionally, a collaboration with Aalto and Oulu university and top American (MIT, Stanford) and Chinese (BUPT, Tsinghua) universities have been established. Nokia spent a totally massive amount of cash in R;D, also as a proportion of the income, sometimes near 10% (Sölvell and Porter, 2011). at the end of 2006, 31% of the Nokia employees labored in R;D, even though in particular in product development (cord, 2014, p. 38).

Management strategy:

It has always been known that the corporation board plays a fundamental role in; the corporate governance, the corporation strategic dimensions of the company structure, the organizational goals and operational target (Agyemang et al., 2014). From a different perspective, Key amongst those decisions was the reallocation of essential management roles and the poorly applied 2004 reorganization right into a matrix structure. This caused the departure of critical members of the executive team, which caused the deterioration of strategic questioning. Tensions within matrix corporations are not unusual as different companies with different priorities and overall performance criteria are required to work collaboratively.

At Nokia, which had been accustomed to decentralized tasks, this new manner of operating proved an anathema. Mid-level executives had neither the experience nor training in the subtle integrative negotiations essential in a successful matrix. Nokia mobiles production have locked into an increasing number of conflicted product development matrix. Among product line executives with obligations and common “horizontal resource platforms” whose managers have been struggling to allocate scarce resources. They had to meet the various and growing demands of increasingly more numerous and disparate product development programs without sufficient software program structure development and software assignment management skills. This conflictual manner of operating slowed decision-making and seriously dented morale, at the same time as the damage and tear of extraordinary growth combined with an abrasive CEO personality additionally began to take their toll. Many managers left.


In the current economic environment, corporations are racing for variety and more revenues, that is the mission of the management team to increase the wealth of the shareholders, and to keep their positions. Globalization made corporations as open book for everybody, even financial trading is easier, so corporations are competing to be the best to attract investors to invest their money in their corporation. Frim performance is the guide line for investors to invest their money in a company, so every board of directors and management team should work to improve the organization performance. Engaging the employees to the work decisions by allow them to give their opinions, that will help the board of directors and the management to build a strong knowledge and understanding of the business strategy through work force.

Furthermore, it will build trust between the management and the employees, make certain each employee is using his preferred skills and has an effective degree of autonomy, and focusing on each department to improve their procedures and targeting the department activities to do better achievements. Leverage is one of the biggest challenges for the firms’ decisions. Debt ratio should be studied well and taking in consecration all the concerns that maybe affect the firm performance and capitalism in a bad way in the future. Moreover, using training and development strategies always in the company. Technology and employees’ knowledge is the best investment to improve the firm performance, which are linked together. Technology needs some knowledge employees to operate it, and they must be in a deep knowledge of it, which is better for the business, production, and performance.



Firm performance is the measure of performance of a company that depends on the efficiency and the market of the company. The firm performance implies the institution performance that includes manufacturing products and services, performance of its employees and their outcomes in the institution of their work. The more effective and completed operations in the firm the more positive sign of the performance is, on the other hand the performance of the firm becomes poor when the efficiency of the firm’s operation and the employees’ performance getting low. The goal of the firm is to increase the wealth of the current investors.

There are many models to determine or measure the firm performance like, Profitability performance: which is the possibility to the firm to generate the profits. A profit is what remain from the earnings that the firm earned after paying all costs. Market value performance (Potential value): it shows the evaluation outside the firm and the future expectation of the performance. Growth performance: The organization ability to expand it is size by making the firm generate more money and gains. Nokia’s decline in mobile phones market cannot be defined through a single, simple answer: management decisions, dysfunctional organizational strategies and structure, growing bureaucracy and deep internal rivalries all performed an element in preventing Nokia from recognizing the shift from product-based competition to one based on platforms.

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