：《麦肯锡—三星竞争对手分析(NOKIA)ppt》

SAMSUNG010605BJ-kickoff2CONFIDENTIALMobileHandsetCompetitorAnalysis:NokiaSAMSUNGELECTRONICSCHINA(SECChina)August20,2001Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.SAMSUNG010605BJ-kickoff21OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.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-kickoff22KEYISSUESTOPROBE-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-kickoff23BACKGROUNDINFORMATION1.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-kickoff24NOKIAISRELATIVELYALATE-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-kickoff25STRATEGY1.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-kickoff26NOKIAPOSITIONSITSELFASALEADINGPRODUCTANDSYSTEMSUPPLIERINTHEFASTGROWINGMOBILECOMMUNICATIONINDUSTRYVisionToleadmobilecommunicationthroughtheintegrationofmobilitywithinternetandtheinnovationofnewservicemodelsProductValuedeliverysystemStrategy•Focusesonmobilecommunicationproductsandaimstobeatotalsolutionproviderinmobilecommunication•Regularlyintroducesconsumer-orientedproductswithemphasisondesignsandfunctions•BuildsstronglocalalliancethroughJVswithChinesepartnersandR&DcenterswithChineseuniversities•Buildsexclusivespecialistshopstobringone-stepsolutionstoendusers•BuildsfixedandmobileservicestationswithwidegeographiccoverageincludingruralareasSource:NokiapressReleaseSAMSUNG010605BJ-kickoff27NOKIAHASCAUGHTUPWITHMOTOROLAASMARKETLEADERSINMOBILEHANDSETSSINCE1999Monthlymarketsharedevelopment(Percentofmarketinunitssold)9899Jan‘00Dec‘00010203040NokiaMotorolaSiemensEricssonSource:IDC,McKinseyAnalysisSAMSUNG010605BJ-kickoff28UNLIKEITSCOMPETITORS,NOKIA’SMARKETSHAREISTHESAMEAMONGSTNEWANDREPURCHASEBUYERS3131312829