Dc Resistance Of A Conductor

I. Introduction

At the get-go of the institution at that topographic point were non many people who thought that Nokia, a Finnish cellular telephone manufacturer, would choke a "market leader" inwards the global cellular telephone market. At the get-go of the institution of this companionship struggling inwards the land of processing wood products, inwards improver to processing wood products the companionship also processes diverse condom products. But along amongst its continued upward development, it began amongst the bulk takeover of shares owned past times Finnis Rubber Work, which is a cable-producing companionship based inwards the urban center of Helsinki that occurred inwards 1912. The companionship so began to develop its trouble concern .. After so long doing trouble concern cable, In 1960, initiated past times the president of Finnis Rubber Work namely Bjorn Westerlund, Nokia established an electronic division. Where the original destination is to ready Nokia to choke a companionship engaged inwards electronics together with telecommunications, which officially only began inwards 1962 together with only concentrated on radio transmissions. (Indonesian Cellular Directory 2003 - 2004: 100)

A twelvemonth subsequently scientists began to pioneer the evolution of radio telephones that were the get-go of the nascency of cellular telephones. And this caught the attending of Nokia, which had prepared itself for a long fourth dimension inwards the electronics together with telecommunication business. To wrestle the marketplace inwards the telecommunication sector. But amongst the fact that Nokia has many trouble concern sectors which build its trouble concern inefficient, it is to strengthen the business. inwards 1967 The 3 companies, namely timber, cable, together with electronics together with communications companies, were so merged into one, which was to choke a Nokia grouping amongst its president Bjorn Westerlund. (Indonesian Cellular Directory 2003 - 2004: 100)

At the get-go of the Nokia group, the electronic segmentation only contributed 3% of Nokia group's network sales. In line amongst the evolution of footing consumers who require ease inwards communication, the electronics segmentation is gaining momentum to convey an of import role inwards Nokia grouping trouble concern operations. H5N1 gradual evolution of branches inside the electronics segmentation began to choke an independent trouble concern grouping past times merging the telephone parts amongst Salora so that it turned into Mobira which occurred inwards 1973, so inwards 1989 Mobira changed to Nokia Mobile Phones together with inwards 1992 the telecommunication subdivision was changed to Nokia Telecommunications. (Indonesian Cellular Directory 2003 - 2004: 100)

 In 1992 nether the president together with CEO of Nokia Group, Jorma Ollila. Nokia took the strategic determination of focusing its trouble concern only on the telecommunication sector together with releasing all businesses that were non "core businesses". And amazingly based on specialization inwards the land of telecommunications, has led Nokia to choke the world's largest cellular telephone producer amongst a marked increment inwards sales, namely inwards 1986 the telecommunication trouble concern which tin dismiss only contribute 17% of Nokia's revenue, inwards 1996 increased to ninety %, together with from twelvemonth to twelvemonth this figure continues to increase. Until inwards 2003 Nokia had been able to sell every bit many every bit 34,479,000 units of cellular phones or had a footing marketplace part of 35%. (Indonesian Cellular Directory 2003 - 2004: 100)

Nokia has 8 cellular telephone factories spread across vii countries inwards the footing inwards the Asian region. Nokia's cellular telephone factories are located inwards the urban center of Masan inwards South Korea, Beijing City together with Dongguan urban center inwards China. Along amongst the evolution of trouble concern inwards the Asian region, Nokia rapidly followed upward past times opening a branch business office inwards Singapore inwards 1994, together with this is a sign that Nokia has genuinely controlled the Asian region. In 1996 Nokia opened its representative business office inwards Republic of Indonesia located at Menara Mulia 28th Floor Jakarta. In the Indonesian marketplace Nokia is also a marketplace leader, this is because of Nokia's might inwards an first-class production project design strategy evidenced past times Nokia's initial breakthrough past times releasing a banana-shaped cellular telephone that exploded on the market. Then inwards 1998 it continued amongst the launch of the 5110 serial cellular telephone amongst the concept of X-press on encompass which way it tin dismiss switch covers, this production also received a warm reception from Indonesian consumers, together with farther confirmed Nokia's seat inwards the top position. As long every bit life is even so contained past times the body, it seems that Nokia volition non proceed to nowadays together with deliver products that are ever "booming" inwards the market. (Indonesian Cellular Directory 2003 - 2004: 101)

II. Discussion

This newspaper volition hash out Nokia inwards terms of marketing administration together with human resources management. In terms of marketing management, it volition live discussed using a marketing audit method called Competitive Audit which volition live carried out based on the framework of The Marketing Strategy Plus 2000, which is divided into 2 parts, the initiatory of all is the Competitive Setting Profile (CSP), which contains an audit of a competitive situation. companies inwards their inner circle (business circle) so Company Alignment Profile (CAP) which includes strategy, tactics, together with marketing value (middle circle) together with the lastly audit virtually the 3 most of import query words that must live answered correctly when implementing a marketing program, namely what, how together with why (outer circle). The argue for using the marketing audit method from Strategic Marketing Plus 2000, is because this method audits a companionship inwards terms of marketing based on segmentation, targeting, positioning, differentiation, marketing mix, selling, brand, service, together with physical care for or referred to every bit "nine nitty-gritty elements of marketing" which is a fundamental chemical element of marketing, accompanied past times an audit of the company's seat inwards contest which includes customers (C1), companionship (C2), competitors (C3), together with alter (C4). So that the results of the audit volition live to a greater extent than systematic together with comprehensive (comprehensive) all aspects of marketing activities of the companionship . (Kartajaya, 2003: 19-20)

The next volition live discussed i past times i give-and-take of marketing administration together with human resources administration conducted past times Nokia.

1. Analysis from the marketing administration side

a. Competitive Setting Profile

In accordance amongst the monastic enjoin inwards the audit method of strategic marketing plus 2000, the analysis inwards this land of marketing volition start from the "inner circle" which includes customers (C1), competitors (C3), together with alter (C4), namely analysis of a competitive province of affairs companionship inwards the trouble concern environment. The results of the audit of the inner circle volition shape a profile called "competitive setting profile" which volition live illustrated inwards the next figure

The strategic Marketing Plus 200   Competitive Setting Profile

Competitive Setting	Stable (2C)	Interupted (2,5C)	Complicated (3C)	Sophisticated (3,5C)	Chaos (4C)
Customer (C1)	Buyer	Consumer	Customer	Client	Partner
Copetitor (C3)	None	Mild	Strong	Wild	Invisible
Change (C4)	None	Gradual	Continous	Discountinous	Suprising

 (Reference:  Kartajaya, 2003 : 22-25 )

In the painting present inwards a higher house shows that at that topographic point has been a shift inwards the competitive province of affairs inwards the trouble concern environment, which starts from the province of affairs of stable (stable), disturbed (interrupted), complicated (complicated), sophisticated (sophisticated) together with ultimately to the chaotic province (chaos). Why this tin dismiss happen, the next volition live explained starting from the province of affairs of stable (2C) occurring if a companionship has no competitors at all inwards serving customers. In addition, at that topographic point is also no important environmental change. In this situation, the client is precisely treated every bit a buyer inwards a transaction. This is because customers have got no other selection inwards buying a production so their seat is real weak because they have got to convey whatever production or service produced past times the siituation companionship every bit this is a monopoly situation. (Kartajaya, 2003: 21-23)

 The contest province of affairs volition shift to the right toward chaotic situations (4C) amongst increasing contest from the absence of competitors (none), weak (mild), strong (strong), ferocious (wild) together with ultimately unseen (invisible). The competitive province of affairs is also affected past times changes inwards the environment, from no important changes (gradual), gradual, continuous (continuous), discontinuous (discontinous) together with finally total of surprises (suprising). At the same time, customers volition also live increasingly demanding together with if initially only treated every bit a buyer (buyer), slow demanding to live treated every bit consumers (customers), customers (clients), clients (clients) together with ultimately choke partner companies ( partner). (Kartajaya, 2003: 23)

 In a chaotic province of affairs (4C), competitors are increasingly invisible, because the emergence of many novel competitors are considered every bit indirect competitors, so it tin dismiss also live caused past times the many marketing strategies that no longer utilisation the volume media because they are considered ineffective inwards reaching the target marketplace of the companionship so the companionship switch to media promotions that are to a greater extent than "segmented". And the lastly is due to the large position out of global competitors abroad who supply to a greater extent than together with to a greater extent than choices of products to buyers past times using sophisticated telecommunication together with information engineering such every bit the internet. In this situation, unexpected together with oftentimes surprising environmental changes tin dismiss occur. At that fourth dimension the client has been enlightened (enlighted) which way that the client has a to a greater extent than rational forrard see together with is able to influence other customers. One of the factors influencing this enlightenment physical care for is education, this might is related to noesis of brands inwards the market. has the might (empowered) which way the might of customers to realize what has choke their decision, this might is related to the vogue to build a buying demeanour of a brand. The lastly i is informationalized customer, pregnant that the client has the might to evaluate available choices. Customers who have got the 3 capabilities every bit inwards a higher house similar this volition demand to live treated every bit partners (partners). (Kartajaya, 2003: 23)

1) Competitive setting Profile Analysis

Nokia customers are customers who are no longer familiar amongst the footing of communication technologies such every bit mobile phones, have got the might (empowered) or have got a proficient plenty purchasing might of Nokia's Nokia products, every bit evidenced past times every fourth dimension Nokia launches the latest model it tin dismiss ever explode inwards the market. inwards improver they have got also been enlightened (enlightened) they have got the might to recommend products from Nokia to their friends or family. One of the driving factors is the fact that the bulk of mobile telephone users are from educated circles ranging from high schoolhouse grade upward to college grade both strata i (S1), 2 strata (S2) together with higher level. Nokia customers also have got the might to evaluate brands inwards the market, this capability is greatly supported past times the ease together with speed amongst which Nokia customers teach information virtually brands inwards the marketplace either through the network or from other media. Nokia customers have got a require for products that tin dismiss limited their feelings inwards this representative emotional benefits are to a greater extent than valuable than functional benefits, every bit evidenced past times the to a greater extent than favored past times fashionable mobile telephone models compared to smart phones that prioritize technological sophistication. Nokia customers ever want Nokia to live able to supply products that tin dismiss run into their needs, together with every bit a way to pour out all the desires together with needs of their products to channel them through the Nokia society together with funky plaza which is a site that becomes a house for Nokia customers to devote their desires, needs, together with also ideas. From this province of affairs it appears that these customers want to live treated every bit partners, who non only demand for the fulfillment of their needs but also participate inwards delivering products that fit their needs together with desires. (Indonesian cellular directory 2003 - 2004 page: 45)

Nokia competitors such every bit Siemens, Samsung, Motorola, together with many others ever overshadow Nokia's seat both inwards the footing marketplace together with also the Indonesian market. In the European Market Nokia is dealing amongst formidable opponents such every bit Siemens, a High German cellular telephone manufacturer, LG, Motorola, together with Sony-Ericsson. In the Asian market, Nokia was blocked past times Asian tigers similar Samsung from South Korea, Panasonic from Japan. In Republic of Indonesia Nokia fights amongst several local players similar Sanex. Still, these competitors cannot milk shiver Nokia's seat inwards the mobile telephone marketplace every bit a "market leader".

Cellular telephone penetration inwards Republic of Indonesia is even so relatively small, closed to 5% of the total population. Compared to the Philippines where penetration reached 16%, Thailand reached 24% peculiarly amongst Singapore which reached 68%. The modest penetration of cellular telephone products inwards Republic of Indonesia due to cellular telephone products is even so categorized every bit a luxury item. In 2002, at that topographic point were only 3 1000000 units of cellular phones sold, inwards 2003 it was estimated that novel prison theatre electrochemical cell phones that were sold reached 4 1000000 units. The products sold are by together with large dominated past times the depression terminate market. (Indonesian Cellular Directory 2003-2004, page: 44)

Nokia's competitors volition proceed to emerge every bit novel players similar Sagem together with Philips emerge together with this volition of course of instruction supply to a greater extent than together with to a greater extent than choices for buyers. And most of these competitors no longer ever rely on the volume media inwards promotion, but have got used to a greater extent than segmented media such every bit the internet. . (Indonesian Cellular Directory 2003 - 2004, pp. 88-89)

In the alter (C4) that occurs inwards the Indonesian marketplace ,. technological factors require to live a concern for representative is the emergence of CDMA engineering needs to live considered peculiarly if it has to practice amongst the continuity of GSM technology. Keep inwards hear the lawsuit of the removal of AMPS engineering due to the emergence of GSM technology, because of this alter inwards technological factors is real dynamic peculiarly the developments inwards engineering are real closely related to the production life bicycle that makes the life bicycle of cellular telephone products increasingly short. (Indonesian Cellular Directory 2003 - 2004, pages: 44-45)

Based on Nokia's province of affairs which includes the province of affairs of customers, competitors, together with change, it tin dismiss live concluded that Nokia's competitive seat inwards the cellular telephone production marketplace (competitive setting profile) is inwards chaotic or 4C conditions.

b. Company Aligment Profile

            If the audit results from customers (C1), competitors (C3), together with alter (C4) are competitive setting profiles, so the audit results of the companionship (C2) are the companionship alignment profile. Which volition audit the companionship (C2) based on segmentation, targeting, positioning, marketing mix, differentiation, selling, brand, service, together with finally is the process. Before proceeding further, the shape of the companionship is analyzed [3] related to to a greater extent than details, every bit follows.

Production Oriented Company

Companies that focus on operational efficiency, production standardization, together with volume distribution. In the competitive province of affairs of 2C, companies similar this tin dismiss live successful, because at that topographic point really are no competitors together with at that topographic point is no alter inwards the environment. The buyer must convey the touchstone production made together with purchase it at the designated place. (Kartajaya, 2003: 24)

Selling Oriented Company

Companies that focus on persuasive sales methods, production improvements, together with volume promotions. In the competitive province of affairs of 2.5C companies similar this tin dismiss succeed, because the competitor's seat is even so weak together with environmental changes, if any, are even so meaningless. Consumers are persuaded to purchase inwards a province of affairs that tin dismiss position themselves inwards a losing seat past times salespeople, persuaded past times the continuous advertisement together with advertising, which states that the company's products are improve than its competitors. (Kartajaya, 2003: 24)

Marketing Oriented Company

Companies amongst this seat practice non sell to the entire market, but rather pick out the most effective marketplace segments to live served. In addition, the companionship does non precisely build improve products, but to a greater extent than importantly is able to differentiate its products from other products according to client needs. Furthermore, the advertisement is carried out inwards a balanced manner, both for right away users (end users) together with merchants of the product. In the 3C contest situation, contest is fierce, changes inwards the trouble concern environs are continuous, together with customers have got many choices because the information available is real abundant together with transparent. (Kartajaya, 2003: 26)

Market Driven Company

This companionship is a specialist to serve i or several marketplace segments. Therefore the fundamental to the success of this companionship is its might to supply specialized products. In this situation, customers are treated similar clients who are served specifically ... (Kartajaya, 2003: 26)

Customer driven Company

This type of companionship provides special services individually through products that are tailored to the needs of each individual. An ever updated database is an of import tool for conducting human relationship marketing similar this. Interactive two-way communication is used to telephone substitution information constantly. This must live done if the companionship wants to succeed inwards a chaotic competitive situation, where competitors are oftentimes invisible together with alter is oftentimes surprising. Any trouble concern inwards the 4C companionship shape is considered a service business. Because the companionship considers itself to live a service provider that serves its partners. (Kartajaya, 2003: 26-27)

1) Analysis of the type of company

Nokia has what is called a "customer interaction center" (CIC), which is a medium of interaction that interacts betwixt companies together with customers interactively. Where inwards this CIC customers tin dismiss pick out whether they want to communicate amongst the companionship via "telephone", "fax" or via "web site", As has been done past times Nokia past times establishing NPD together with NPC together with creating a site www.clubnokia.com, www. funkyplaza.com together with www.nokia.com. CIC is also used past times Nokia to dig upward information virtually customers, so information virtually customers is stored inwards a information base. Then Nokia tin dismiss utilisation the information to customize the products together with their customers to suit private client needs. This production customization tin dismiss live seen from the blueprint of the 5110 serial amongst the X-press on encompass concept which way it tin dismiss switch covers according to the customer's wishes.

Based on the description inwards a higher house together with if linked to a tabular array virtually the shape of the company, Nokia is included inwards the type of client driven company.

                                           The strategic Marketing Plus 2000

          Company Alignment Profile

	Type of Marketing	No Marketing	Mass Marketing	Segmented Marketing	Niche Marketing	Individual Marketing
	Segmentation	Geographics	Demographics	Psychographic	Behavioral	Individual
Strategy	Targeting	The only one	The improve one	One statement	Different one	One to one
	Positioning	Everyone	Suitable ones	Choosen one	A few Good one	Someone
	Differentation	Good for Company	Better than Competitor	Prefered past times customer	Specialized For niches	Customized for individual
Tactic	Marketing Mix	4A Assortement Affordable Available Annoucement	4B Best Bargaining Bufferstocking Bombarding	4P Product Price Place Promotion	4V Variety Value Venue Voice	4C Customer solution Cost Convenience Communication
	Selling	Information virtually product	Feature Selling	Benefit Selling	Sollution Selling	Interacting for success
	Brand	Just a name	Brand awarness	Brand Association	Perceived value	Brand Loyalty
Value	Service	One business Category	Value added Business	Value inwards use Business	Customer satisfying	The only trouble concern category
	Process	System&procedure implementation	Interfunctional Team work	Functional streamlining	Total delivery reengineering	Extended Value Chain

(    (Kartajaya, 2003 : 28 )

Strategic components

Segmentation

The variables used to split upward markets shift from geography to demographics, psychography, demeanour together with ultimately individuals. At 4C, the marketplace is considered every bit a grouping of individuals who differ from i another. Instead the companionship inwards seat 2C considers it sufficient to split upward the marketplace based on geographic expanse together with care for all people inwards the marketplace every bit if their needs together with desires are the same. There are 3 other ways to split upward the market. The segmentation of markets is based on demographic variables, which sort out the marketplace past times the factor of who buys (who to buy). While the psychographic variable divides the marketplace for factors why they purchase (why they buy). Behavioral variables split upward the marketplace over factors how they purchase (how they buy) together with focus on buying demeanour that occurs concretely together with actual. (Kartajaya, 2003: 27)

Targeting

The companionship 2C declares everyone (everyone), without exception, every bit its target market. On the other hand, 2.5C companies pick out suitable ones who are believed to live able to purchase the products they make. The 3C Company selects people only inwards the marketplace segments that are considered the most effective every bit the target market. 3.5C companies pick out relatively few people (a few proficient ones), inwards a marketplace segment, peculiarly those who have got non been served past times the companionship properly. However, it may live that the companionship serves several segments at the same fourth dimension but inwards unlike ways. 4C companies consider each client every bit someone who is of import (someone) for the company, because it needs to teach private service. (Kartajaya, 2003: 27-29)

Positioning

The 2C companionship is positioned every bit the only companionship inwards the industry. Conversely, 4C companies tin dismiss occupy unlike positions for each customer. Between these 2 extreme situations, a companionship tin dismiss seat itself every bit i of the next situations: Better than other companies, unlike from other companies, or occupy unlike positions inwards each unlike marketplace segment. (Kartajaya, 2003: 29)

Components of Tactics

Differentiation

The 2C companionship arranges all aspects of the companionship for its ain good. At the other extreme, the 4C companionship organizes all aspects of the companionship inwards such a way that it is able to supply customized services for each private customer. Between these 2 extreme forms, a companionship tin dismiss organize all aspects of its operations inwards accordance amongst the next objectives: To create products that are improve than competitors, to live liked past times customers, or to specialize products / services to run into the needs of i or several specific marketplace segments. (Kartajaya, 2003: 29)

Marketing Mix

Marketing Mix consists of product, price, place, promotion, because it is oftentimes called 4P. In the 2C form, the marketing mix is ​​called 4A, because the companionship provides plenty production choices (assortment) that are non necessarily suitable to the needs together with desires of the customer. More importantly, the cost of the production is affordable (available) together with available (available) for customers, together with its availability is made world through a elementary annunciation (announcement). (Kartajaya, 2003: 30)

In the shape of 2.5C marketing mix called 4B, because unremarkably inwards this province of affairs companies compete to build products that are improve than their competitors or fifty-fifty dare to province that their products are the best (best). The cost offered is every bit high every bit possible but tin dismiss fluctuate if at that topographic point is a bidding physical care for (bargaining). Distribution channels (both distributors together with retailers) are "forced" so that they have got a lot of inventory (buffer stock) amongst diverse kinds of force incentives together with the consumer's hear is crammed (bombarded) past times advertising so that describe incentives occur. (Kartajaya, 2003: 30)

In the 3C form, the iv Ps of the marketing mix are arranged integrally according to the pre-determined marketing strategies (Kartajaya, 2003: 30)

At 3.5C, marketing mix tin dismiss live called 4V. Because inwards this situation, many types of products for diverse marketplace segments are heterogeneous (variety). In setting prices, the actual value received past times the buyer must live considered. The place

special sales must live used for sales to each marketplace segment (venue) together with the vocalization of the client (voice of the customer) must live increasingly considered. (Kartajaya, 2003: 30)

In the 4C form, the marketing mix tin dismiss live referred to every bit 4C every bit well, because a production is of no utilisation if it is non a solution for its customers (customer solution). The production of a companionship must live added past times the service chemical element or fifty-fifty if necessary added products from other companies so that it tin dismiss genuinely live a solution for the buyer. The cost laid past times the companionship is only i factor of the cost (cost) incurred past times consumers, because the companionship must remember from the perspective of the buyer how much the total costs incurred past times consumers to purchase the product. Places of sale or service determined past times the companionship must live a convenient house together with non bother the buyer (convenient). If not, all the travail spent volition live meaningless. In this situation, promotions that are one-way together with resemble brainwashing activities have got changed into interactive two-way communication. (Kartajaya, 2003: 31)

Selling

Sales also shift from i shape to some other every bit follows. In shape 2C, selling inwards the sense of convincing someone to purchase is non necessary. The companionship only needs to supply information to Blue Planet that its products are available. Because at that topographic point is only i source, the buyer volition build the purchase on his ain without farther incentives. At higher levels of the situation, the nature of sales shifts from selling the features together with benefits of a production to buyers, to finally selling solutions to buyers. In the 4C form, consumers are smart together with experienced, so they don't want to live "sold" anymore. In fact, the most effective way to sell inwards this province of affairs is through interaction amongst customers, for the sake of usual success betwixt the companionship together with the client inwards a genuine win-win situation. (Kartajaya, 2003: 31)

Value Components

Brand

In the 2C form, the companionship displays the build on its products only to distinguish it from other companies' products. Here, the build is precisely a shout out (just a name). There has been no endeavor to plough the build into companionship equity. In the next situations, the companionship made a position out of efforts so that its build was known to many people (brand awareness), had a sure association inwards the minds of consumers (brand association), together with ensured the build was perceived to have got proficient character (brang quality). Finally, inwards the 4C form, the companionship tries difficult so that buyers are genuinely satisfied together with ever loyal to their build (brand loyalty). In this way, the build volition have got plenty build equity calculated for the company. (Kartajaya, 2003: 31-32)

Service

In the 2C form, the novel companionship regards service every bit only i trouble concern category from the "product together with service" trouble concern dichotomy. Companies that build products practice non consider themselves inwards the service business. In the next forms, companies experience the require to increment or increment service capacity inwards monastic enjoin to supply added value (value added). Furthermore, the companionship volition strive to add together value inwards accordance amongst what is really needed past times consumers (value inwards use). In the side past times side situation, the companionship tried to supply services to satisfy consumers together with inwards the terminate inwards 4C extreme situations, the companionship already considered its trouble concern every bit a service business, no affair what the business. (Kartajaya, 2003: 32)

Process

In shape 2C, all employees piece of employment according to existing systems together with procedures inwards accordance amongst their respective duties. H5N1 pop shape of organisation inwards this province of affairs is the pyramid (system together with physical care for implementation) organization. In the side past times side form, cooperation betwixt functions takes house to a greater extent than intensively so every bit to create a smoother physical care for (interfunctional teamwork). Furthermore, if the contest province of affairs increases, the companionship volition proceed to streamline the physical care for past times redesigning the company, either past times making the companionship hierarchy to a greater extent than apartment (flattening) or using a matrix organisation (functional streamlining). In the side past times side stage, the companionship volition ship a total review of the ongoing processes together with build changes to the company's organizational construction towards a horizontal construction (total delivery reengineering). In the 4C form, the companionship has entered into a strategic alliance amongst related companies, peculiarly dealers together with suppliers, for the usual practice goodness (extended value chain). (Kartajaya, 2003: 33)

2) Analysis of the Company Alignment profile

            According to information inwards the Indonesian cellular directory (2003-2004: 43), Nokia is distributing products together with services to customers through 5 distributors such every bit PT Bima Sakti Usindo Persada, PT Trikomsel Citrawahana, PT Parastar Echorindo, together with PT Erajaya Swasembada. Nokia maps its customers individually, which considers customers every bit a collection of individuals who have got unlike wholeness together with desires from i another. This tin dismiss live seen from the segmentation of segments carried out past times Nokia. Segments are grouped into 2 categories namely segments that tend to want style, together with which tend to emphasize function. The style segment is so subdivided into fashion, active, expression, together with basic segments. Whereas the role segment is divided into music, games, imaging, or media segments. Nokia Has a "customer interaction center" (CIC), which is a medium of interaction that bridges betwixt companies together with customers interactively. Where inwards this CIC customers tin dismiss practice whatever they want, they tin dismiss pick out the communication media they want together with tin dismiss live tailored to their private needs every bit done past times Nokia past times designing NPD, NPC, nokia club, together with funky plaza every bit a way of comfortable interaction for customers. CIC is also used past times Nokia to dig upward information virtually customers which includes what they need, what makes them satisfied, together with most latterly what makes them loyal, so information virtually customers is stored inwards a information base. Then Nokia tin dismiss utilisation the information to customize the products together with their servants so that they are tailored to the needs of private customers, this makes Nokia able to offering a large selection of solutions inwards communicating at a rational price, Nokia customize its products past times combining the features - features which is unremarkably found on a cellphone such every bit communication facilities, ranging from SMS, EMS, MMS., video cameras, photograph cameras, ringtones, memory, games, displays together with the internet. From the inwards a higher house it tin dismiss live seen that each unlike client is treated differently past times Nokia. From the inwards a higher house facts it tin dismiss live concluded that that Nokia is targeting a strategy individually (someone). run an individualized segmentation strategy. one-to-one positioning, customized differentiation, 4C Marketing Mix, selling interactively, implementing build loyalty, thinking of himself every bit a service provider, together with extended value chain inwards the process.

c. What-why-how

    This subdivision volition depict the outer circle of the marketing audit paradigm based on The Strategic marketing Plus 2000, which describes what a companionship must practice when carrying out marketing strategies together with tactics inwards sure competitive situations.

Analisi terhadap The Outer Circle

	2C	2,5C	3C	3,5C	4C
What (type of information)	Production Distribution	Production Promotion	Market Customer Competitor	Niche Expectation Mix Sensitivity	Customer value packet Life fourth dimension value
Why (Type of Analysis)	Internal Variance	Cost Benefit	External Competitive	Market Response	Customer Value
How (Quality managemen)	OK	QC	QA	TQM	TQS

( Kartajaya, 2003 : 34 )

Information

The 2C companionship only processes production together with distribution data. In the side past times side form, the information that is processed already includes information virtually products together with promotions (2.5C), virtually customers, competitors, together with markets (3C). In the 3,5C situation, the companionship has collected information on the expectations of a niche marketplace together with the extent of the niche's sensitivity to the offered marketing mix (mix sensitivity). Whereas the 4C marketing shape has conducted enquiry on what the client needs (customer value package) together with how much purchase tin dismiss live expected from a buyer for life (life fourth dimension value). This information collection is surely carried out using marketing enquiry techniques together with the concept of consumer behavior. (Kartajaya, 2003: 33)

Analysis

The 2C companionship carries out analysis using only the internal variance method. Furthermore, 2.5C companies ship analysis to compare the costs incurred together with the benefits obtained (cost practice goodness analysis). The 3C companionship carries out an analysis amongst an emphasis on measure marketplace response. Finally, the 4C companionship analyzes the types of values ​​that are most valuable to customers. (Kartajaya, 2003: 35)

Quality Management

The company's mental attitude towards character administration is a reflection of how far a companionship cares virtually its customers. Therefore, at that topographic point are important differences inwards the grade of concern of companies inwards carrying out their marketing management. 2C companies unremarkably consider their products ever satisfying because buyers have got no other alternative (quality administration method "OK"). The 2.5C companionship felt the require to ship QC (quality control), because at that topographic point were already competitors. The 3C companionship goes farther past times carrying out QA (quality assurance). 3.5C companies have got involved total administration to improve the character of both quality, cost, together with delivery (QCD) through TQM (Total character Management). The 4C companionship stays to a greater extent than advanced, focusing on TQS (Total Quality Service) past times finding out the value expected past times the customer, making a service strategy together with making all employees aware of it, reviewing the service physical care for together with continuously monitoring the results. (Kartajaya, 2003: 35).

3) Analysis of the outer circle

 As explained inwards the analysis of the companionship alignment profile that through CIC Nokia digs information virtually what is needed past times the client (customer value package) the most valuable value for the client (customer value) together with records all transactions made past times the client through the society nokia site or also funky plaza so that it tin dismiss know the value of purchases made past times each client so they tin dismiss notice out which customers are profitable together with which are not. Nokia considers itself a service provider, so inwards character management, it implements TQS inwards serving its customers, past times finding out what values ​​are expected past times customers together with making service strategies together with making employees aware of the TQS through reviewing the service physical care for together with continuously monitor the results.

2. Analysis from the side of Human Resource Management

While inwards terms of human resources administration volition live discussed using the concept of The Marketing Plus Triangle, which includes the human relationship betwixt the possessor of the companionship (Shareholders) amongst employees (People) together with customers (customers). The argue for choosing this concept, because this concept discusses the human relationship betwixt the human relationship betwixt companionship owners. Why does this affair choke a benchmark, because inwards an era of intense competition, every bit marketing is no longer the domination of the marketing department, it has to live ingrained inwards all departments or sections inside a companionship together with this is a must for companies to win the competition. . So betwixt companionship owners together with employees must found a harmonious human relationship where past times giving a "total human reward" to employees they volition have got a "sense of ownership" of the companionship together with volition supply "total character service" to customers which volition also build customers loyal together with supply "long term profit" for the companionship ". employees, together with customers inwards 2 directions. And the inwards a higher house physical care for is closely related to the success of human resources administration carried out past times the company, that's why this concept tin dismiss live used to analyze what the implementation of human resources administration is carried out past times Nokia. (Kartajaya, 2003: 16-18)

            Nokia's total human vantage is to supply rewards amongst a marketplace competitive vantage scheme that is provided through a flexible global scheme structure, pregnant that the rewards tin dismiss live adjusted according to the diverseness together with changes inwards the piece of employment together with trouble concern environs together with inwards accordance amongst the choices of each individual. (www.nokia.com)

            The total compensation packet given to employees is adjusted to the atmospheric condition of each dry reason inwards which Nokia operates. Which consists of elements such every bit annual base of operations salary, incentives, bonuses, possible stock options. Nokia values ​​its employees based on proficient performance, competence development, together with overall companionship success. This creates an atmosphere that tin dismiss increment opportunities for employees to maximize their potential together with tin dismiss live valued fairly. To back upward this, Nokia implemented a performance administration called Investing In People (IIP). This scheme was created to back upward the implementation of the company's strategy together with involve a formal give-and-take betwixt employees together with their managers. Employees are encouraged to play an active role inwards a proficient companionship that is manifested inwards proficient performance together with contribution to the company. the assessment physical care for begins amongst establishing two-way communication amongst employees so that at that topographic point is an openness that lets employees know what the companionship expects from them together with they also know how they volition live appreciated together with the assessment is done past times implementing companionship annual employee sentiment surveys. (www.nokia.com)

Higher performance together with contribution volition final result inwards higher rewads. The global marketplace competitive rewads scheme is intended to run into the needs for flexibility, personalization, empowerment, together with commitment. (Www.nokia.com)

            The next volition live presented an explanation of several types of rewards provided past times Nokia to its employees.

1. Bonus system

The bonus scheme provided past times Nokia provides an chance for its employees to pick out whether the bonus scheme is based on an individual, team, or projection / program. Or yous tin dismiss also pick out to teach a bonus amongst a stock optin programme scheme that tin dismiss supply sure benefits for employees based on the grade of success of the company. (Www.nokia.com)

2. Annual base of operations salary

It is a salary giving scheme that is based on the results of annual employee performance reviews. (www.nokia.com)

3. Health benefits

Nokia is real concerned virtually the wellness together with security of its employees, which is realized through "Nokia's work-life residual solutions" that guarantee the wellness together with security of employees whether they are inwards piece of employment situations or inwards their daily lives. (www.nokia.com)

In an travail to enable employees to supply maximum service to customers (total character service) Nokia does this past times providing a serial of preparation together with coaching to their employees which volition live explained every bit follows:

III. Conclusion

From the give-and-take on marketing administration together with human resources administration conducted past times Nokia nosotros tin dismiss describe a position out of things that nosotros tin dismiss build every bit lessons:

1. In the era of real tight contest every bit at nowadays marketing is no longer the authorisation of the marketing subdivision but it must live ingrained inwards all departments or sections inwards a companionship together with this is a must for companies to win the competition.

2. In a chaotic competitive situation, where competitors are oftentimes invisible together with alter is oftentimes surprising. If the companionship wants to succeed, whatever trouble concern conducted past times a companionship inwards the shape of a 4C companionship is considered a service business. Because the companionship considers itself to live a service provider that serves its partners. As seen inwards the next picture.

Competitive Setting	Stable (2C)	Interupted (2,5C)	Complicated (3C)	Sophisticated (3,5C)	Chaos (4C)
Customer (C1)	Buyer	Consumer	Customer	Client	Partner
Company (C2)	Producer (Production Oriented)	Seller (selling Oriented)	Marketer (Marketing oriented)	Specialist (Market Driven)	Service Provider (Customer driven)
Copetitor (C3)	None	Mild	Strong	Wild	Invisible
Change (C4)	None	Gradual	Continous	Discountinous	Suprising

Reference

1.       Direktori selular Republic of Indonesia 2003 – 2004 Penerbit Global Media Jakarta

2        Dicari : pelanggan yang punya komitmen”, Majalah Marketing No.I/IV/Januari 2004

3.  Kartajaya, Hermawan et al, (2003),  Mark Plus On Strategy : 12 tahun perjalanan Markplus&Co Membangun Strategi Perusahaan, edisi kedua, PT Gramedia Pustaka Utama, Jakarta.

4.  www.nokia.com