Subject category:
Strategy and General Management
Published by:
IBS Research Center
Length: 15 pages
Data source: Published sources
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https://casecent.re/p/67987
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Abstract
Motorola has seen a slide in fortunes since the mid 1990s. A pioneer of various wireless technologies, it has missed the shift from analogue to digital cellphones, losing its market leadership to Nokia. Edward Zander, the man hired to turn Motorola around, decides to focus on innovation and revamp Motorola''s strategy for new products with greater emphasis on design. The success of Razr, a new sleek phone launched by the company, has a very positive impact on both Motorola''s image and employee morale. Zander realises that heavy dependence on one phone is risky and looks for ways to systematically develop new products. Zander has also streamlined operations and restructured the organisation. The case discusses Zander''s turnaround strategy and efforts to increase Motorola''s market share.
About
Abstract
Motorola has seen a slide in fortunes since the mid 1990s. A pioneer of various wireless technologies, it has missed the shift from analogue to digital cellphones, losing its market leadership to Nokia. Edward Zander, the man hired to turn Motorola around, decides to focus on innovation and revamp Motorola''s strategy for new products with greater emphasis on design. The success of Razr, a new sleek phone launched by the company, has a very positive impact on both Motorola''s image and employee morale. Zander realises that heavy dependence on one phone is risky and looks for ways to systematically develop new products. Zander has also streamlined operations and restructured the organisation. The case discusses Zander''s turnaround strategy and efforts to increase Motorola''s market share.