SAP ID: 500066031 Assignment 1

Er.No : R600218030

Choose a company with which you have a relatively close relationship. Describe the trust
and the commitment on the part of both parties in the relationship, and explain how these
have grown over time.

Company: Nokia Corporation

Ever since childhood, I have grown up using Nokia mobile phones and I am still using the
newly launched Nokia 5.1 Plus and the reasons are:

1. Nokia creates durable phones (the older phones use to work satisfactorily even when they
were dropped from a height),
2. In the current scenario, the decrease in the price of the mobile phones has resulted in the
decrease in the quality of phones, whereas Nokia realistically does the business to
preserve its customers who are loyal to it, by creating innovative new phone models,
more features at a cheaper price than its previous technology and
3. The after-sales services they offer across the globe.

However Nokia saw the downfall when Android era started, as it didn’t switch to the
Android Operating System (OS), instead it went for Microsoft as their OS, it wasn’t a hit for
Nokia, it was barely surviving in the market, later it made a comeback by adopting Android one
in its operating systems, managed by HMD. Intending to retain the customers who were once
loyal to the Nokia Company and pitch into other novel potential customers, Nokia came up with
various strategies such as:

1. New smart mobile phones (Android enabled) at a reasonable price.

2. Wide range of products with varied features and prices.
3. The phones were designed based on the feedback obtained from the customers.
4. Best material and manufacturing capability are used to make world-class products.
5. Resolving customer issues on the first call.
6. Providing self-care and self-diagnostic capabilities.
7. Clarifying the services they offer and how they bill customers.
8. Delivering a consistent experience across every customer interaction.
9. Simplifying customer interactions.
10. Enhance yield and loyalty by optimizing the network experience.

From the above we can understand the commitment of the company; it is worth being loyal to a
customer-oriented company. When the company understood the needs of customers and the
trends of the market a little late though, but after making a comeback their only focus was
customers and their needs for which customers have also responded well and there is an increase
in 60-70% of their sale in the FY (2017-18) and currently Nokia is holding an overall market
share of 1% worldwide (as reported by Counterpoint Research). With time slowly it would retain
its lost market.

By: Naveen Kenchanagoudar

MBA-LSCM