caso nokai en india
TRANSCRIPT
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A Bomb In Your
Pocket ?
By:
Preeti Gulati
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HISTORY OF NOKIA
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BATTERY RECALL CASE
46 Million Defective BL-5C Batteries wereRecalled
August 14 , 2007
January 1,2008 (ProductAdvisory )
Media Assault & Nationwide Panic
Phenomenal Level of Efforts at each level 95% Batteries Replacements but Not 100%
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OPERATIONS AT NOKIA
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In 2006 , Very Complex Supply chain Handled
900000 mobile devices per day 100 Billion Components
Since 1995 , They were trying to create Demand
Driven Supply Chain Linking with theconsumers and host of suppliers .
In 2007 , In a research Nokia Ranked Number
One for the Excellence in SCM .
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Challenges for Logistics Management
Topography of India
Varying Customer Habits
Diversity of Languages
Diversity of Customs
Highly congested Airports , ports and roadways .
Inadequate warehousing & Distribution facilities
Different Tax regimes & Bueareacratic Control
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SOLUTION TO CHALLENGES
Nokia Established Its Own Storage &
Distribution Facilities .
Third Party Logistics (3PL ) service was taken
into Consideration to resolve the Logistics
Issues
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STEPS TAKEN AT NOKIA
Online Check-In by Keying the Battery Number
at Co Website .
If battery is Affected it could be sent to
Customers address in 15 days
Thought a Small Scale Operation
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Media Furor Raised
Sensational panic
Online Checking was not Effective in Rural India .
To Avoid this Panic 2 separate teams were formed :
Crisis management
Logistics Management
A local Solution was required to solve this
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A SMS ( short Message Service ) was Activated so that
Customers could text the battery Number .
If Battery is Affected another message was send giving
Address Details .
Also Batteries were send to CCCs & RDs in case of Directly
Coming customers .
More than 3 million requests were filed within the week Toll free helpline was started but still it became an out of
reach Issue for Nokia .
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The Batteries Started Coming from : Chennai , Singapore ,
Dusseldorf
Blue-Dart Couriers were not able to handle large volumes
Contacted with DHL ( parent company of Blue-dart ) & set
flat rates . DHL set a makeshift packing and shipping facility .
40 employees from DHL Crew
Consultancy was Taken , 80 Temporary more workers were
hired .
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Reverse Shipment
Environmental Concerns were Prevented
Customers were supposed to sent back the
Affected battery in the same courier bags of DHL& Blue Dart .
4 Months Recall Operations Ended in December
2007 .
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