: Finland’s global telecommunication company founded in 1865 A global product : Mobile phone, N-gageContents 01. Standardization VS Localization 02. STPs 4Ps China China Thailand South Korea South Korea Finland’s Standardization Reasonable Price Good Quality Standardization NokiaStandardization Nokia ’s Standardization Good Quality Reasonable PriceLocalization strategies of Nokia in China ChinaBuilding relationship in Chinese way Understand ‘Guanxi’ and connected exchange relationships to build business network Localization strategies China 3 different models for high, medium, and low-income group Offer 3 different models of mobile phone to accommodate users having different economic powerBuilding relationship in Chinese way 3 different models for high, medium, and low-income group Offer 3 different models of mobile phone to accommodate users having different economic power Localization strategies China Understand ‘Guanxi’ and connected exchange relationships to build business networkSce as its high qualitySTPs 4Ps S.Korea 4Ps of Nokia in Korea Price Place Promotion Nokia emphasized after-sale and customer care and established Nokia care. Price was high as its quality, but other competitors, Hyundai and Hanwha charged low price. Channel of distribution was basically operator driven. So, normally SKT, KTF, LGT distributed Nokia products. Product For mass market, Nokia sold only 3 folder type itemsPrice Place Promotion Product STPs 4Ps S.Korea 4Ps of Nokia in Korea Nokia emphasized after-sale and customer care and established Nokia care. Price was high as its quality, but other competitors, Hyundai and Hanwha charged low price. Channel of distribution was basically operator driven. So, normally SKT, KTF, LGT distributed Nokia products. For mass market, Nokia sold only 3 folder type itemsPlace Promotion Product Price STPs 4Ps S.Korea 4Ps of Nokia in Korea Nokia emphasized after-sale and customer care and established Nokia care. Price was high as its quality, but other reate customer relationship management The price of the smartphone series varies between $165 and $890 By supporting retailers in terms of outlet decoration and marketing activities, Nokia made distribution of its products stronger than other competitorsPromotion Product Price Place STPs 4Ps Thailand 4Ps of Nokia in Thailand Diversified products to different users with different lifestyle and income Nokia formed Club Nokia to allow users to download such contents as ring tones and games and to create customer relationship management By supporting retailers in terms of outlet decoration and marketing activities, Nokia made distribution of its products stronger than other competitors The price of the smartphone series varies between $165 and $890Product Price Place Promotion STPs 4Ps Thailand 4Ps of Nokia in Thailand Diversified products to different users with different lifestyle and income Nokia formed Club Nokia to allow users to download such contents as ring tones and games and to cf product from little to four 1 2 3 4Thailand STPs 4Ps of Nokia in ThailandSegmentation Targeting Positioning STPs 4Ps Thailand STPs of Nokia in ThailandSTPs of Nokia in Thailand STPs 4Ps Thailand Targeting Positioning Segmentation : demographic segmentation Income Basic phones for budget-conscious users Fashion phone for trendy users Premium phones for high-end users Entertainment phones For users enjoying game and music) Lifestyle : Psychographic segmentationSTPs of Nokia in Thailand STPs 4Ps Thailand Segmentation Positioning Targeting : Differentiated Marketing Offers 4 different models to different customer segmentationsSTPs of Nokia in Thailand STPs 4Ps Thailand Segmentation Targeting Positioning : Low price High quality Low-end market is accounted for over 50 percentSTPs 4Ps Thailand 4Ps of Nokia in Thailand Price Place Promotion Nokia formed Club Nokia to allow users to download such contents as ring tones and games and to create customer relationship management The price of the0Price Place Promotion Product various series of smartphone having different design such as Nokia Lumia and Nokia Asha Product STPs 4Ps China Nokia gets its products to the market through distributors and sells them through retailers, which is common for the industry TV advertisement Print media Internet 4Ps of Nokia in China The price of the smartphone series varies between $150 and $80Place Promotion STPs 4Ps China Nokia gets its products to the market through distributors and sells them through retailers, which is common for the industry TV advertisement Print media Internet Product Product various series of smartphone having different design such as Nokia Lumia and Nokia Asha Price 4Ps of Nokia in China The price of the smartphone series varies between $150 and $80Promotion STPs 4Ps China TV advertisement Print media Internet Product Product various series of smartphone having different design such as Nokia Lumia and Nokia Asha Price Place Nokia gets its products to the market thro}
The K News “Operations Management of Starbucks ” Monday 06/12/2021 Weekly News Group: 001 1The Headlines of Today Monday 06/12/2021 Weekly News Group: 001 Why Starbucks? Main Question / Motivation 01 Interview Interview with Starbucks Employees 03 Hypothesis Relationship between Location Employees 02 Solution Solution 04 2OM News 01 Monday 06/12/2021 Weekly News Group: 001 Why Starbucks? 3OM News Monday 06/12/2021 Weekly News Group: 001 30,000 Retail Stores in 83 Markets Rank #1 in Food Beverage Industry Recurring Problem on Human Resource “How can Starbucks redefine the responsibilities of its employees based on the geographical location of the store?” Starbucks 4OM News 02 Hypothesis Monday 06/12/2021 Weekly News Group: 001 5OM News Monday 06/12/2021 Weekly News Group: 001 “A location with a huge flow of population will require different employee responsibilities, as the level of their work will be hectic.” Gongdeok Itaewon Flow of Population Level of Work Hypothesis 6OM News 03 Inteekly News Group: 001 Employees of Starbucks Headquarter Employee “H” Gongdeok Supervisor “J” Itaewon Supervisor “W” 8OM News 01 What is the typical day of a Starbucks employee? Monday 06/12/2021 Weekly News Group: 001 9OM News Monday 06/12/2021 Weekly News Group: 001 10 10/10 Rule Work schedules Job classifications work rules 10 minutes before/after 5/7/8 per week StandardizationOM News Monday 06/12/2021 Weekly News Group: 001 “Signature Hot Chocolate” A Receive an order B Add chocolate powder C Add small amount of water D Mix them E Steam milk F Deliver to customer B E F A C D 11OM News Monday 06/12/2021 Weekly News Group: 001 “Signature Hot Chocolate” A Receive an order B Add chocolate powder C Add small amount of water D Mix them E Steam milk F Deliver to customer E F A B+C+D 12OM News 02 How does Starbucks hire its employees? Monday 06/12/2021 Weekly News Group: 001 13OM News Monday 06/12/2021 Weekly News Group: 001 14 Customer Culture Coffee District Manager Store ManagerOM News Mstion) “ If so, please tell me the experience that you created with your customers.” Interview Question Ⅰ 15OM News Monday 06/12/2021 Weekly News Group: 001 “Are you a fast learner ?” (probing question) “ What time did you usually work at the previous coffee shop?” Interview Question Ⅱ 1617 OM News Monday 06/12/2021 Weekly News Group: 001 Itaewon -Populated area -Many entertainment facilities located Need an agile and fast-learning workerOM News 03 How does Starbucks train its employees? Monday 06/12/2021 Weekly News Group: 001 18OM News Monday 06/12/2021 Weekly News Group: 001 HQ Standards Company values Welfare benefits Point of Sales system Service greeting On-The-Job Training 70/20/10 approach Starbucks Academy 19OM News 04 How are the employees trained to provide a place for belonging to customers? Monday 06/12/2021 Weekly News Group: 001 20OM News Monday 06/12/2021 Weekly News Group: 001 “ Call My Name ” Calling customers by registered nicknames First created in Korea 21OM News Mricing Improved reputation Improved response Reduced Costs via Increased productivity Lower rework and scrap costs Lower warranty costs Two ways Quality Improves P rofitability 22OM News Monday 06/12/2021 Weekly News Group: 001 Two ways Quality Improves Profitability Sales Gains via Flexible pricing Creating belonging Improved response Reduced Costs via Increased productivity Lower rework and scrap costs Lower warranty costs Improved Quality Increased Profits 2324 Monday 06/12/2021 Weekly News Group: 001 OM News Employees encounter lots of consumers who -buy latest MD -come for events Customers rush to the store MD sales also part of our businessOM News 05 How do employees’ responsibilities differ by store characteristics? Monday 06/12/2021 Weekly News Group: 001 25OM News Monday 06/12/2021 Weekly News Group: 001 26 Facility L ayout27 OM News Monday 06/12/2021 Weekly News Weekly NewsOM News 06 How does Starbucks motivate its employees? Monday 06/12/2021 Weekly News Group: 001 28Monday enefits Scholarships Maternity Leave Flexible Schedule Wage Higher than competitors OM News 29OM News 30 Various situations occur + already big load of work Do simulations as much as possible Monday 06/12/2021 Weekly News Group: 001OM News 07 How does Starbucks create an open environment for its employees? Monday 06/12/2021 Weekly News Group: 001 31OM News Nicknames Applications Monday 06/12/2021 Weekly News Group: 001 Open Environment 32OM News Mondy 06/12/2021 33 Weekly News Group: 001 No vibrating bell at Starbucks - medical issues occur Always open to hear medical issues - lets employees speak about their problemOM News 04 Solution Monday 06/12/2021 Weekly News Group: 001 34OM News Monday 06/12/2021 Weekly News Group: 001 “Redistribution of Work” Cannot reduce workload or reform labor planning 1 hour countdown Silent/Visual timer Solutions 35OM News Monday 06/12/2021 Weekly News Group: 001 “Motivating Employees” Cannot reform labor planning Cheering Chant 100호의 정신, 이태원! Solutions 3w}
