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SAMSUNG010605BJ-kickoff2CONFIDENTIALMobileHandsetCompetitorAnalysis:NokiaSAMSUNGELECTRONICSCHINA(SECChina)August20,2001Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.1北斗成功社区BeiDouWeb.com成功/励志/财经/职场/创业/管理/理财/修身助您解决成长中的问题不知道您是否有这种感觉：1.网络上太多娱乐的内容，互联网和电脑对我的意义难道仅是娱乐吗？这样只会在享乐中沉迷下去，难以成长，我们需要更多的学习资料和教育资源！2.资料虽难得，但是整理更难，网上的教育资料大部份都很乱，不好的或不够好的资料看了令人沮丧，令人失去信心，令人失去学习的兴趣！3.能够稳定下载的地方太难找，要么连接无效，要么收费，要么内部分享，要么需要配合各种高技术手段.....可能花了很多时间在找寻，最后还是一无所获！如果是这样，欢迎您来到北斗成功社区，这里就是您找寻了很久的乐园资料全公开、分类目录清晰、收尽成功精品、稳定下载操作简单还不快来看看？Successishere!CONSULTINGSAMSUNG010605BJ-kickoff22OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.Backgroundinformation•Location•Registeredcapital•Managementteam•Equitystructure•Startingyear•Numberofemployees•Eraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocuson•Marketing,advertisingandpromotion•Distribution(channelandsalesforce)•Organizationstructure•Ownershipstructure•Sales•Profit2.Strategy3.Product/market•Mission•Vision•Corporatestrategy•Marketposition•Keyproductofferings•Keycustomers•Valueproposition•Geographicfocus•PricingSAMSUNG010605BJ-kickoff23KEYISSUESTOPROBE-NOKIAStrategyProduct/marketValuechainstrategyOrganization&ownershipFinancialperformance•HowdoesNokiapositionitselfnowandin2005?•WhatareNokia’sproductandvaluedeliverysystemstrategiesthatdifferentiateitselffromitscompetitors?•Howdoesitscurrentmarketpositionhelpachieveitsgoal?•WhatisNokia’skeyproductofferingsandhowdoesNokiadifferentiateitsproductsfromitscompetitors’?•WhatcustomersegmentsisNokiatargetingat?•InwhichgeographicareasisNokiastrongorweak?•HowdoesNokia’sproductdevelopmentmeetcustomerrequirement?•HowdoNokia’sdistributionchannelsdifferfromitscompetitors’?•WhydoesNokialaunchexclusivespecialistshops?•HowdoesNokiaprovidecustomerservices?•HowmuchdoesNokiainvestinJVsandWOFEsinChina,andwhatarethemaindrivers?•HowdoesNokiaorganizetoenabletheJVsandWOFEstoworktogether?•HowstrongisNokia’sperformanceandwhatarethemajorcontributors?•WhatisNokia’sperformancetrend?SAMSUNG010605BJ-kickoff24BACKGROUNDINFORMATION1.Backgroundinformation•Location•Registeredcapital•Managementteam•Equitystructure•Startingyear•Numberofemployees•Eraanalysis4.Valuechainstrategy5.Organizationandownership6.Financialperformance•Focuson–Marketing,advertisingandpromotion–Distribution(channelandsalesforce)•Organizationstructure•Ownershipstructure•Sales•Profit2.Strategy3.Product/market•Mission•Vision•Corporatestrategy•Marketposition•Keyproductofferings•Keycustomers•Valueproposition•Geographicfocus•PricingSAMSUNG010605BJ-kickoff25NOKIAISRELATIVELYALATE-COMERTOCHINA;HOWEVERITHASGROWNRAPIDLYTOBECOMEAMARKETLEADERINMOBILECOMMUNICATIONBackgroundImplicationLocation•BasedatFinland,withofficesinChina,e.g.Beijing•ChinaisNokia'sstrategiclocationbecauseitisNokia'ssecondlargestmarket,secondonlytoUSInvestment•InvestedmorethanUSD1.7billioninChinaBusiness•Twomainbusinessunits:NokianetworkandNokiamobileStarting•FirstofficeinChinain1985,firstJVinChinain1994Employees•60,000staffin130countries•Morethan20officesinChina,7JVs,1WOFEand1R&Dcenterwithover5500staffHistory•StartedbusinessinChinasince1950s•1985sawfirstofficeinBeijing,supplyingfixedlinenetworks•SuppliedanalogNMT450systemandterminalin1986•Suppliedtransmissionsystem,opticalcableandelectriccablesinlater1980s•SuppliedanalogETACSsystemandterminalsin1989•SuppliedGSMsystemandterminalsin1990s•LeaderinmobilecommunicationgloballyandinChina•Althougharelativelylater-comertoChina,hasinvestedheavilyinitsChinesebusiness•FocusedproductlineswithNokianetworkofferingmobile,broadbandandIPnetworkinfra-structure,andNokiamobileofferingmobilehandsetsSource:NokiaPressReleaseSAMSUNG010605BJ-kickoff26STRATEGY1.Backgroundinformation•Location•Registeredcapital•Managementteam•Equitystructure•Startingyear•Numberofemployees•Eraanalysis4.Valuechainstrategy5.Organizationandownership6.Financialperformance•Focuson–Marketing,advertisingandpromotion–Distribution(channelandsalesforce)•Organizationstructure•Ownershipstructure•Sales•Profit2.Strategy3.Product/market•Mission•Vision•Corporatestrategy•Marketposition•Keyproductofferings•Keycustomers•Valueproposition•Geographicfocus•PricingSAMSUNG010605BJ-kickoff27NOKIAPOSITIONSITSELFASALEADINGPRODUCTANDSYSTEMSUPPLIERINTHEFASTGROWINGMOBILECOMMUNICATIONINDUSTRYVisionToleadmobilecommunicationthroughtheintegrationofmobilitywithinternetandtheinnovationofnewservicemodelsProductValuedeliverysystemStrategy•Focusesonmobilecommunicationproductsandaimstobeatotalsolutionproviderinmobilecommunication•Regularlyintroducesconsumer-orientedproductswithemphasisondesignsandfunctions•BuildsstronglocalalliancethroughJVswithChinesepartnersandR&DcenterswithChineseuniversities•Buildsexclusivespecialistshopstobringone-stepsolutionstoendusers•Buildsfixedandmobileservicestationswithwidegeographiccoverageincludingru