麦肯锡三星竞争对手分析(NOKIA).ppt

麦肯锡三星竞争对手分析(NOKIA).ppt

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CONFIDENTIALMobileHandsetCompetitorAnalysis:

NokiaSAMSUNGELECTRONICSCHINA（SECChina）August20,2001Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.SAMSUNG010605BJ-kickoff2OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.BackgroundinformationLocationRegisteredcapitalManagementteamEquitystructureStartingyearNumberofemployeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,advertisingandpromotionDistribution（channelandsalesforce）OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing1SAMSUNG010605BJ-kickoff2KEYISSUESTOPROBE-NOKIAStrategyProduct/marketValuechainstrategyOrganization&ownershipFinancialperformanceHowdoesNokiapositionitselfnowandin2005?

WhatareNokiasproductandvaluedeliverysystemstrategiesthatdifferentiateitselffromitscompetitors?

Howdoesitscurrentmarketpositionhelpachieveitsgoal?

WhatisNokiaskeyproductofferingsandhowdoesNokiadifferentiateitsproductsfromitscompetitors?

WhatcustomersegmentsisNokiatargetingat?

InwhichgeographicareasisNokiastrongorweak?

HowdoesNokiasproductdevelopmentmeetcustomerrequirement?

HowdoNokiasdistributionchannelsdifferfromitscompetitors?

WhydoesNokialaunchexclusivespecialistshops?

HowdoesNokiaprovidecustomerservices?

HowmuchdoesNokiainvestinJVsandWOFEsinChina,andwhatarethemaindrivers?

HowdoesNokiaorganizetoenabletheJVsandWOFEstoworktogether?

HowstrongisNokiasperformanceandwhatarethemajorcontributors?

WhatisNokiasperformancetrend?

2SAMSUNG010605BJ-kickoff2BACKGROUNDINFORMATION1.BackgroundinformationLocationRegisteredcapitalManagementteamEquitystructureStartingyearNumberofemployeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,advertisingandpromotionDistribution（channelandsalesforce）OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing3SAMSUNG010605BJ-kickoff2NOKIAISRELATIVELYALATE-COMERTOCHINA;HOWEVERITHASGROWNRAPIDLYTOBECOMEAMARKETLEADERINMOBILECOMMUNICATIONBackgroundImplicationLocationBasedatFinland,withofficesinChina,e.g.BeijingChinaisNokiasstrategiclocationbecauseitisNokiassecondlargestmarket,secondonlytoUSInvestmentInvestedmorethanUSD1.7billioninChinaBusinessTwomainbusinessunits:

NokianetworkandNokiamobileStartingFirstofficeinChinain1985,firstJVinChinain1994Employees60,000staffin130countriesMorethan20officesinChina,7JVs,1WOFEand1R&Dcenterwithover5500staffHistoryStartedbusinessinChinasince1950s1985sawfirstofficeinBeijing,supplyingfixedlinenetworksSuppliedanalogNMT450systemandterminalin1986Suppliedtransmissionsystem,opticalcableandelectriccablesinlater1980sSuppliedanalogETACSsystemandterminalsin1989SuppliedGSMsystemandterminalsin1990sLeaderinmobilecommunicationgloballyandinChinaAlthougharelativelylater-comertoChina,hasinvestedheavilyinitsChinesebusinessFocusedproductlineswithNokianetworkofferingmobile,broadbandandIPnetworkinfra-structure,andNokiamobileofferingmobilehandsetsSource:

NokiaPressRelease4SAMSUNG010605BJ-kickoff2STRATEGY1.BackgroundinformationLocationRegisteredcapitalManagementteamEquitystructureStartingyearNumberofemployeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,advertisingandpromotionDistribution（channelandsalesforce）OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing5SAMSUNG010605BJ-kickoff2NOKIAPOSITIONSITSELFASALEADINGPRODUCTANDSYSTEMSUPPLIERINTHEFASTGROWINGMOBILECOMMUNICATIONINDUSTRYVisionToleadmobilecommunicationthroughtheintegrationofmobilitywithinternetandtheinnovationofnewservicemodelsProductValuedeliverysystemStrategyFocusesonmobilecommunicationproductsandaimstobeatotalsolutionproviderinmobilecommunicationRegularlyintroducesconsumer-orientedproductswithemphasisondesignsandfunctionsBuildsstronglocalalliancethroughJVswithChinesepartnersandR&DcenterswithChineseuniversitiesBuildsexclusivespecialistshopstobringone-stepsolutionstoendusersBuildsfixedandmobileservicestationswithwidegeographiccove