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Executive Summary Within two decades, Nokia, a company that started as a wood pulp mill in 1967, became a leader in electronics manufacturing. Nokia has a complex supply chain making over 900,000 devices daily with 100 billion components from 60 different suppliers. (Nokia India: Battery Recall Logistics, 2011) During the company’s peak they experienced a defect with one of their batteries that challenged the company is ways they didn’t expect. What they initially thought would be a simple minimal recall of the affected batteries turned into a reverse logistic nightmare that put a strain on their resources. Once the media released the recall and headlined the potential of an exploding battery, Nokia was overwhelmed with requests for replacement batteries. As the company tried to devise a plan for the consumer to check if their battery was affected they ran into many logistic issues on access to internet, inability to deliver replacements due to topography conditions and unnecessary widespread panic. A well-defined media plan and recall process would have aided Nokia in being able to be proactive should a recall situation arise.

Background
Prior to venturing into the telecommunications industry in 1967, Nokia, named for its location on the banks of Nokianvirta River, was simply a wood pulp mill. The founder, Fredrik Idestam