Caso Nokai en India

8/21/2019 Caso Nokai en India

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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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Caso Nokai en India

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