Nokia的风险管理课题研究ppt课件

1、NOKIA Background Type: Julkinen osakeyhti (Public) Trade as: OMX-NOK1V,NYSE-NOK Industry: Telecommunications equipment Internet Founded: Tampere, Grand Duchy of Finland (1865) incorporated in Nokia (1871) Founders: Fredrik Idestam Leo Mechelin Headquarters :Espoo, Finland Area served :Worldwide Key

2、people :Risto Siilasmaa (Chairman)Stephen Elop (President & CEO)Company analysisCompetitive environmentEuropean and American mobile phone is saturatedThe Apple market revenue soared 147% in Asia, Asian market revenue accounted for 24% of Apples total revenue As a representative of the Android sy

3、stem, HTC has eyes on its own home market in Asia, and now HTCs market share in Asia is growing at twice the speed of high-speed growth Company analysisv Nokia from 2000 to 2019 has been an upward trend in market share, but slipped to amount in 2019, Saipan attractive to other manufacturers has been

4、 reduced to zero due to the emergence of intelligent systems Android and Apple Company analysisv Product v Handsets:v Nokia 3310 for young peoplev Nokia 8210 for fashion chaserv Nokia 6210 WAP for business professionalv Nokia 7110 WAP with full Chinese interfacev Nokia 9210 as personnel communicator

5、v Nokia 8310, 6310 for GPRS and WAPv Servicev Maps and navigation v Messagev Media software solution v Company analysisvCompetitive advantagev Give up all irrelevant to the main business products v Provide superior quality products and a full range of services v Energy-saving phone and continuously

6、improve product energy efficiencyv Will be a wide variety of mobile phones unified standard vCompetitive disadvantagev the policy mistakes v Ignore changes in consumer demandv Lack of hardware v Appearance and performance arent better than the popular phonevactivity in the market, have a sense of la

7、ck of the fashionCompany analysisvCompany strategyv Visionv Corporate strategyv Marketing, advertising and promotionv Competitive Strategy vTargets for future growthv Capture new business opportunities, improve market leading position v Development of new products, the introduction of products with

8、new features and functionality Market analysisvRevenue compositionvCost structureMarket analysisv Financial analysisv Nokias sales in China grew 31% and its operating profit grew 26% in 2000, among which, mobile handsets contributed to 59% of the sales and 70% of the profit.v Mobile handset plays an

9、 increasingly important role in Nokias product portfolio, as it represents 59% of the sales in 2000 from 54% in 2019.v Nokia has secured an operating margin of 22% in mobile handsets, the highest margin in the mobile handset industry in China, due to highly efficient operations that keep the cost do

10、wn to minimum, even though intensive competition has driven the operating margin down from 24% in 2019.Crisis When the global industry look to further increase in Nokia,In 2019 January, the Apple Corp announced the official flag of intelligent mobile phone:iPhoneIn 2019, Google Corporation announced

11、 its intelligent mobile phone operating system: AndroidIn 2019, Nokia Phone launched a Windows phone system CrisisNokia from brilliant trend be on the wane.Affected by this, the company stock is currently over the years nadir.The stock price of NOKIAThe NOKIA crisis situationv APPLE strikes a high-e

12、nd v Android strike in the high-end and midrange, intrusion in the low-end v emulational mobile phone lock endNOKIA$500IPHONE、Samsung$300-$500HTC、Samsung$150-$250Huawei$150emulational mobile phoneThe main risks of NOKIAvEnvironmental riskv Industry risk：Andirod, IOS system.v Competitors：Apple, Samsu

13、ng, HTC, HUAWEI.vOperational riskv Product development: Meego system and WP system series have general performance.vRisk of authorizationv When the Nokia is faced with how to change time, shareholders and directors chose a Microsoft background of Stephen Elop, the Kang Peikai joined Nokia in 1980 ha

14、d been kicked.Risk analysisvConceitv The Symbian mobile phone can not be put in the low end of the market.v NOKIA research and development in Android model.v For GOOGLE given special attention.vMarket prospect forecasting error,risk alert response to market demand inadequacy, slow, progressive loss

15、of emerging markets.A summary of the causesIn the face of riskMobile phone manufacturers increaseBlind faithSymbian system lose the advantagesNot having reactionConclusionThe creative innovator will be the final WINNER!Interactive/Internet PhoneSmart PhoneEntertainment PhoneConnecting PhoneIphoneNok

16、iaSamsungOther brandsNokiaSamsungOther brandsNokiaSamsungOther brandsPhone Market TrendWhere are they?NOKIAs risk management system and process.NOKIA risk management processesvThe risk management process includes the following main elements:(A) The initial information collection risk management;(B)

17、to conduct a risk assessment;(C) Develop and implement risk management strategies and solutions;(D) monitoring and improvement of risk management.Nokia face of possible risk response measuresAccept the riskA lot of the commercial risk must be acceptedCope with risksFor most of the significant risks

18、to take a proactive response rather than a passive reaction and processing.Transfer riskTransfer risk to reduce the impact (For example: insurance), sharing (for example: to cooperate with others), Transfer through contract. Note: The transfer of risk and will not result in the transfer of responsib

19、ility.Termination of riskRisk can terminate specific operations or exit from a market action to avoid.Risk IdentificationAssessControlMeasurement detectionReportFlow chartCollect the initial informationTarget auditRisk IdentificationRisk AnalysisRisk ManagementRisk monitoringNokias methods and techn

20、iques to manage these risksOperational risk management methods:vWho in the operational risk management of Nokia?Board of directors, senior management, wind direction and management departments, business managementvNokia is currently facing this kind of operational risk?1.Nokia most of the management

21、 staff of the company are not suitable for their posts. 2.has a huge design team, the companys approval process is also very time spent.vHow to address this risk?1.The appointment of new innovation / creation / design director, first of all he should have a Nokia before or now work in Nokia, he has

22、the vision, strategy and plan of operation of Nokia innovation mechanism.2.Optimization of the approval process, even if the application in product innovation concept.2019 Nokia Brief Analysis of annual financial statementsTime20192019Change ratio(%)Net operating income (million euros)103.9973.54-28

23、.9%Phone equipment revenue (million euros)70.8942.46-40%Phone equipment sold (million units)102558270-24%Credit risk management methods:vWhat causes Nokias credit risk?1.First quarter net loss of more than 900 million euros shipments beyond by Samsung2.Fitch debt rating lowered to junk status-BB+, t

24、he outlook was uncertainvNokia is how to deal with these issues?v The company will continue to focus on streamlining the cost structure, improve cash flow and maintain a strong financial position and is committed to further cut costs.Market risk management methods:vNokia faces how market risk?Compan

25、y losses continue to expand, resulting in cumulative Nokia shares down 92%. The credit rating to junk. This is a very serious risk commodities and stocks.vHow does Nokia deal with market risk?v Nokias decision backs against the wall, to give up the hundreds of millions of Symbian users, and Microsof

26、t to launch WP7 WP8 new mobile phone products, and to intensify propaganda. In order to reduce costs, massive layoffs and other measures takenThe solution of first crisesvConfront the crisis, to improve their understanding of the market demand, the bold and innovative To resolve the crisis, and win

27、market Faced the second crisesvDilemma :vFollow the general trend of turning Andrews system v orvAbandon Saipan, the development of new systems The decline of Nokia is actually not so much Relationship with IPHONE. v A closed hardware and software, the manufacturers of a single product, no matter ho

28、w well, with the price of market impact is limited, only a partial impact across the board layout NOKIA NOKIA to do then bad just the loss of a high-end marketv The key point is Android How to solve the second crises?v1.Change the CEOv2. Find a Partner v3. Opening up new applications Reason summariz

29、e : The increased handset manufacturers ,fierce competition Face the risk Saipan losesFailed to timely reflect Remedial measures vPublicity famous movie star endorsement shooting micro film to publicity new Nokia N9. v N9 is Meego system, which is the last one with this systemTimely response, to mak

30、e reasonable risk management Nokia declaration UnfollowIf the patient is strong,I choose to fight.If a compromise is hard,I choose to fight for.If the future will be wonderful,I will not give up now.My true,I will prove myself!Equipment and service departmentNAVTEQ Nokia Siemens Networks Nokia reven

31、ue compositionSTRENGTHS NOKIANokia offers a broad and flexible GSM BTS portfolio which may help them better cater for emerging / Greenfield opportunities. Aggressive pricing strategies are being used to win business from rivals.Nokia successfully winning GSM business at present. Network sharing is a

32、 consistently revisited issue, driven by Nokia, whose products are believed to be optimised for Network Sharing. Nokia increased R&D spend from 02 to 03.#2 for market share in cellular infrastructure manufacture (21% in 2019)Well-positioned to weather pressure from lower ASPs through its low cos

33、t structure and focus on consumer segmentation.Q103 Rev up:18% YoY ($7.4B vs. $6.3B), Earnings up:13% YoY ($1.3B vs. $1.15B).#1 handset manufacturer 2019, Handset unit sales up13% and margins at 23.9%.Down only 14% on peak headcount after job cuts which is the lowest percentage cut of all competitor

34、s by at least half so this kind of cost cutting will effect them least.Strong software portfolio including AMR/HR/EDGE.In applications and middleware Nokia have a strong mindset which offers operators revenue generation and network management efficienciesWEAKNESSES NOKIA Nokia are having significant

35、 technical problems in UMTS despite denying issues with interoperability between Node Bs and RNCs and is going ahead with software release. These problems may lead to operator hesitancy.Nokia are displaying critical weakness in UMTS currently at inflexion point and are having to push EDGE to compens

36、ate.24% decline in 2G sales in 02 led to a margin collapse. 15 % network market decline YOY has led to 15% reduction in workforce and potentially lowering in house R&D. Unsure whether to outsource some infrastructure areas, or concentrate on handsets ? Pricing strategies could mean they are sell

37、ing at a loss to win business.Used customer financing to expand infrastructure share in 2000-02. This cost Nokia + $250M in write-offs in 2019. Nokia are becoming increasingly reliant on 3rd parties for BTSOperating margins decreased (17.5%vs.18.3%), mainly due to weakness in networks. Nokias lacks

38、experience in CDMA and has no business here.Deteriorating relationships with customers.OPPORTUNITIES NOKIA Cost cutting in networks and a continuing ability to finance deals are expected to make Nokia more competitive in infrastructure in the coming year. Could leverage handsets. Strong handset posi

39、tion could help support failing infrastructure success.Could leverage handsets and drive market against commercial influences towards EDGE. Nokia are trying to change the value chain with open BTS architecture initiative, increasing emphasis on modem and transmission in BTS integrating the rest of the equipment.Nokia threaten to dominate corporate positioning with financial, market and organisational ability to lead