Motorola in 2004: Zander's Challenge

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTA101 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


Case Length : 16 Pages
Period : 1928 - 2004
Organization : Motorola
Pub Date : 2004
Teaching Note : Not Available
Countries : USA
Industry : Telecommunications


Motorola, the second largest manufacturer of cell phones in the world, is also a leading supplier of wireless infrastructure equipment. In early 2004, Motorola is attempting to recover from the crisis it had faced in the 1990s. Edward Zander, former President of Sun Microsystems has stepped in as the company's new CEO.

Zander has articulated a new vision for the company. Zander has also emphasised the need for a sharper focus. The case explains how Motorola is trying to reposition its brand and implement its new vision of seamless mobility.


  Page No.
Introduction 1
Background Note 2
Iridium 3
Losing the Wireless War 4
Repositioning the Brand 6
The Road Ahead 8
Exhibit 10


Motorola, Cell phones, mobile phones, Christopher Galvin, Edward Zander, Winphoria, Iridium, Digital technology, Samsung, Nokia, "Hello motto" campaign, MTV, Harley-Davidson, America Wireless, Qualcomm Inc

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