Professional Documents
Culture Documents
Introduction
Nokia Corporation
Nokia India
Manufacturing Process
Logistics in India
46 million defective BL-5C batteries recalled August 14, 2007 January 1, 2008 (Product Advisory) Media assault & Nationwide panic Phenomenal amount of effort at different levels
Nokia Corporation
Nokia India
Manufacturing Process
Logistics in India
Battery Problem
Paper pulp industry in 1865, Nokianvirta River in Finland The company named NOKIA AB. In 1967, Nokia Corporation = Nokia AB + Finnish Rubber Works + Finnish Cable Works Diversification strategy in 1980s.
Nokia Corporation
Nokia India
Manufacturing Process
Logistics in India
Battery Problem
Concentrating on consumer electronics (40% of Nokias sales revenue) In 1984, the first car telephone
Nokia Corporation
Nokia India
Manufacturing Process
Logistics in India
Battery Problem
Devices
Services
Nokia Corporation
Nokia India
Manufacturing Process
Logistics in India
Battery Problem
R&D Centers,
Japan, China
Nokia India
Manufacturing Process
Logistics in India
Battery Problem
Recall Strategy
One of the fastest-growing mobile phone markets with 170 million subscribers Liberalization of the market Allowing private operators to give licences Nokia entered Indian market in 1995
Nokia India
Manufacturing Process
Logistics in India
Battery Problem
Recall Strategy
Some of the CCCs and NPDs were owned and operated by Nokias alliance partner,
HLC Infosystems
Nokia India
Manufacturing Process
Logistics in India
Battery Problem
Recall Strategy
In 2006, Nokia and HCL decided to coverage needs of both the urban and widely-dispersed areas Nokia India,
North West South East
Manufacturing Process
Logistics in India
Battery Problem
Recall Strategy
Raw Materials
Automated Assembly
Manual Assembly
Customizing
Packing
Shipping
Logistics in India
Battery Problem
Recall Strategy
Logistics Controller
In 2006, very complex supply chain handled 900,000 mobile devices per day 100 billion components Since 1995, trying to create a demand-driven supply chain linking with the consumers and host of suppliers In 2007, in a research Nokia ranked number one for the excellence in SCM.
Logistics in India
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Logistics in India
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Thats why Nokia had established its own storage and distribution facilities The complex and different tax regimes in each state and high bureaucratic control were another hurdles.
This requires third party logistics(3PL) service providers in providing logistics solutions.
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Up to comsumer complaints, Nokia discovered that BL-5C batteries were likely to swell during charging. After some analysis, some batches of batteries produced by Matsushita were found defective because of overheating. Then, Nokia management decided to issue a product advisory.
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Online check-in by keying the battery number from the web site of NOKIA If the battery is affected it could be sent to customers adress within 15 days
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
SAP Problems,
The batteries were free. 25 different states & different set of tax rules Lots of details required SAP system did not have a provision for a zero priced item All documents and invoices were done manually All this software obstacles were overcome by the management within the same day
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Media Furor, Sensational panic occured Online-checking from the web was not very effective especially in rural India To avoid this panic,
2 different teams created
Crisis Management team Logistics Team
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
A local solution was required to prevent that time consuming, A Short Message Service(SMS) was activated that customers could text the battery numbers If the battery is affected, then customers sends another text which includes him/her adress.
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Also batteries were sent to the CCCs and RDs in case of directly coming customers. Reached local customers easily Then, more than 150 000 phone calls and messages within a couple of days
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
These options were not enough Independent mobile service and buyers So, Nokia could not reach all the customers A toll-free telephone helpline at each CCC and NPD.
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Blue Dart couriers, not able to handle large volumes Contacted with DHL (Blue Darts parent company)
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
DHL set up a makeshift packing and shipping facility 40 employees from DHL crew At least twice as many more workers needed Nokia warehouse Delhi did not let them A consultancy was taken,
80 temporary workers were hired
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Another empty warehouse was rented and began three shift operation Unpack cartoons each containing batteries Each battery wrapped in a bubble sheet four times Batteries were put in a DHL courier bag with Not For Sale sticker The bar codes and courier bags were scanned To avoid double delivery, each CCC also captured the number of batteries it replaced
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Nokia India DHL Blue Dart XPS First Flight FDC Gati Overnite TNT FedEx
Nokia paid a flat rate to DHL. DHL negotiated the rates with remaning courier companies Peak Business & Nokia offered DHL special incentives and DHL offeren cuurier companies too.
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Reasons for non-delivery, Incomplete adresses Missing Postal Identification Numbers Nobody at home
The courier left a call If no answer they went once more to deliver If nobody again, the battery was sent back to Nokia
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Reverse Shipment, Enviromental concerns were prevented Customers were asked to give back old batteries via DHL & Blue Dart The same courier bags Old batteries collected at CCCs
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Coordinating and controling the cycle of transportation (shipment-partnership with DHL, Blue Darth) Organising the storage and distribution of bateries by using complex IT and telecommunications systems. Checking the quantity and quality of batteries which were sent to customers
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Allocating duties for temporary staff Developing business by gaining new contracts, analysing logistical problems and producing new solutions (tariff restrictions of exports) Organizing reverse shipment
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Routine data analysis of consumer complaints Awereness of defective batches Standart protocol for crisis Not appropriate for local areas (online check system form web) SMS solutions for media furor (local solution) Business management software database Manuel documents and invoices Completition of FOC and VAT processes within the same day
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Tool-free helephone helpline Communication with each CCC and NPD Successful third party logistics management Temporary workers Trying to reach each customer Prevention of duplicate records
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
A Recall Protocol that is known by all the stakeholders Special protocols for special regions Stable and contracted third party logistics support
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Battery Problem
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Perfect product customization in terms of agility Also Nokias supply chain should be agile in case of big breakthroughs
Smart phone technology
Nokia should try to sell devices with operators to catch the consumer information trends and choices
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Todays Nokia
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Todays Nokia
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Todays Nokia
Recall Strategy
Logistics Controller
Evaluations
Recommendations
Todays Nokia
Slow adaptation to smart phone technology Weak comsumer orientation Lack of operating system Corporation with Microsoft