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Assignment brief

There are many examples of companies in history that have experienced a remarkable fall from being a market leader in a particular technology or field to being a just a “small player”, in extreme cases they have had to leave to market altogether or even declare themselves bankrupt if they had complete dependence on one product or service. For your PMA you will study a classic example, the Nokia, corporation which dominated the phone market till its decline in the early 2010s.

For the PMA your role is a consultant investigator examining the internal choices and market situation that led to the Nokia collapse. Your task is to critically analyse the rise and, especially, fall of Nokia - drawing from literature. You should then propose an alternative path that would have led to continued growth, success and business Excellence for this company. Your essay you should follow the guidance given below:-

 Your introduction should give the reader a clear lead into the subject of business excellence and then set the scene for the reader on the Nokia case study utilising appropriate academic sources. (15%)

 You should then further critically review wider literature in order to create a proposal on what the company should have done to embark on, and sustain, a journey of excellence. In creating your proposal, identify what difficulties could occur during this alternative journey (Critical Success Factors/Barriers) and integrate solutions on how to overcome anticipated problems. Where alternative approaches are identified in the literature you read, create an argument for the approach that would best suit Nokia. Note: Your arguments should always be based on academic references (45% of word count).

 Having created your proposal, Use the EFQM model (2 nd Edition) criteria to critique the practices and decisions the company took and the alternatives your proposal suggests . Note that you need to have adequate references (academic and company/market based) to support your evaluation (15% of the word count).

 Critically discuss how your proposal would be supported by Deming's System of Profound Knowledge and his 14 Points for management. If your proposal departs from Deming’s principles, either justify such departures, or discuss how the proposal could be changed to meet those principles (15% of word count).

 Finally, your PMA needs to have a clear discussion/conclusion appropriately rounding of your work (10% of word count).