麦肯锡—三星竞争对手分析.ppt

CONFIDENTIAL MobileHandsetCompetitorAnalysis Nokia SAMSUNGELECTRONICSCHINA SECChina August20 2001 Thisreportissolelyfortheuseofclientpersonnel Nopartofitmaybecirculated quoted orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinseyitisnotacompleterecordofthediscussion OVERVIEWOFCOMPETITORANALYSISFRAMEWORK 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing KEYISSUESTOPROBE NOKIA Strategy Product market Valuechainstrategy Organization ownership Financialperformance HowdoesNokiapositionitselfnowandin2005 WhatareNokia sproductandvaluedeliverysystemstrategiesthatdifferentiateitselffromitscompetitors Howdoesitscurrentmarketpositionhelpachieveitsgoal WhatisNokia skeyproductofferingsandhowdoesNokiadifferentiateitsproductsfromitscompetitors WhatcustomersegmentsisNokiatargetingat InwhichgeographicareasisNokiastrongorweak HowdoesNokia sproductdevelopmentmeetcustomerrequirement HowdoNokia sdistributionchannelsdifferfromitscompetitors WhydoesNokialaunchexclusivespecialistshops HowdoesNokiaprovidecustomerservices HowmuchdoesNokiainvestinJVsandWOFEsinChina andwhatarethemaindrivers HowdoesNokiaorganizetoenabletheJVsandWOFEstoworktogether HowstrongisNokia sperformanceandwhatarethemajorcontributors WhatisNokia sperformancetrend BACKGROUNDINFORMATION 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing NOKIAISRELATIVELYALATE COMERTOCHINA HOWEVERITHASGROWNRAPIDLYTOBECOMEAMARKETLEADERINMOBILECOMMUNICATION Background Implication LeaderinmobilecommunicationgloballyandinChinaAlthougharelativelylater comertoChina hasinvestedheavilyinitsChinesebusinessFocusedproductlineswithNokianetworkofferingmobile broadbandandIPnetworkinfra structure andNokiamobileofferingmobilehandsets Source NokiaPressRelease STRATEGY 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing NOKIAPOSITIONSITSELFASALEADINGPRODUCTANDSYSTEMSUPPLIERINTHEFASTGROWINGMOBILECOMMUNICATIONINDUSTRY Vision Toleadmobilecommunicationthroughtheintegrationofmobilitywithinternetandtheinnovationofnewservicemodels Strategy FocusesonmobilecommunicationproductsandaimstobeatotalsolutionproviderinmobilecommunicationRegularlyintroducesconsumer orientedproductswithemphasisondesignsandfunctions BuildsstronglocalalliancethroughJVswithChinesepartnersandR DcenterswithChineseuniversitiesBuildsexclusivespecialistshopstobringone stepsolutionstoendusersBuildsfixedandmobileservicestationswithwidegeographiccoverageincludingruralareas Source NokiapressRelease NOKIAHASCAUGHTUPWITHMOTOROLAASMARKETLEADERSINMOBILEHANDSETSSINCE1999 Monthlymarketsharedevelopment Percentofmarketinunitssold 98 99 Jan 00 Dec 00 Nokia Motorola Siemens Ericsson Source IDC McKinseyAnalysis UNLIKEITSCOMPETITORS NOKIA SMARKETSHAREISTHESAMEAMONGSTNEWANDREPURCHASEBUYERS Others Nokia Ericsson Siemens Motorola RepurchaseBuyers NewBuyers Totalmarket Percentofunitssold 20004Q 25 75 ofMarket 100 Definition Newbuyer neverboughtmobilephonebeforeRepurchasebuyer boughtmobilephonebefore Source IDC McKinseyanalysis AMONGREPURCHASERS NOKIA SCHURNRATEISHIGH BUTATPARWITHMOTOROLA Percent 2000 Ericsson Nokia Alcatel Others Siemens BrandboughtbypreviousNokiaowners Motorola Samsung Motorola Alcatel Others Siemens BrandboughtbypreviousMotorolaowners Nokia Samsung Ericsson Source McKinseyanalysis PRODUCT MARKET 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing Nokiahasanarrowproductportfoliofocusingonmobilecommunicationproducts andmobilehandsetisNokia skeyproductofferingNokiaoffersconsumer orientedhandsetswithemphasisondesignsandfunctions targetingmediumandlowendcustomers ItsmaincustomersegmentsaretheyoungandfashionableNokia sfashionphonesarerelativelystronginmajorcitiesandthesouthregion howeverNokiaisrelativelyweakinthefourth tiercities KEYMESSAGES PRODUCT MARKET MOBILEHANDSETISNOKIA sBIGGESTPRODUCTOFFERINGANDITSESSENTIALPARTOFTOTALSOLUTIONSINMOBILECOMMUNICATION Nokiamobilehandsets Nokiaproductofferings Nokianetwork Products Nowandfuture Nokia3310foryoungpeopleNokia8210forfashionchaserNokia6210WAPforbusinessprofessionalNokia7110WAPwithfullChineseinterfaceNokia9210aspersonnelcommunicatorNokia8310 6310forGPRSandWAP MobilenetworkBroadbandnetworkIPnetwork Largestmobilehandsetsupplierintheworldwithaboveaveragegrowthinsalesandmorethan30 globalmarketshareViewsmobilehandsetasadigitalconvergencepointformultimediaservicesSupportsbluetoothbetweenmobilehandsetandPCinNokia6310formobileprofessionalDevelopWCDMAhandsetswithDoCoMoDevelopshomenetproductssuchasmultimediaterminalsinNokiaZhongxin ProvidesmultimediaservicenetworksolutionsforoperatorsandISPenteringthemobilecommunicationfieldsNokianetworkcoversmanycitiesandareasinChinaincludingBeijing Shanghai HongKongandTaiwanetc Aimstobeatotalsolutionproviderformobilecommunication NOKIAEMPHASIZESONCONSUMER ORIENTEDDESIGNSANDFUNCTIONS Fashion Business Basic Fun Changeablecover Sub 100g Voice dial Recording Vibration Tri band WAP Built inmodem IR port Chineseinput Li Ionbattery SMSmessaging Games Composable downloadableringertone 8210 6210 P7689 L2000 V998 L2000WWW Fashion Classic PriceinChina RMB 2652 2878 2369 1800 1435 1452 Equivalentfeatures Nokiamorefun fashionvs Motorolamorefunctions Motorolaofferslowerpricemodelswithsimilarfeatures tri bandandWAP Nov 2000price KeyDifferences WITHINCHINA NOKIA sFASHIONPHONESPERFORMBETTERINSOUTHCHINAANDLARGECITIES Northregion Eastregion Southregion Chinaaverage Beijing Shanghai Shenzhen Guangzhou Marketshare Percent 2000 Source McKinseyAnalysis Tier1 Tier2 Tier3 Tier4 Nokia Motorola Others NOKIAISRELATIVELYWEAKINTHEIMPORTANT4THTIERCITYMARKET Percentmarketshare 2000 Ericsson Siemens 18 19 23 40 Tiersizeas oftotal 100 Millionunits 6 7 7 0 8 5 14 8 Source McKinseyAnalysis Source RetailAudit McKinseyanalysis ANDTHISWEAKNESSIN4THTIERCITIESSPANSMOSTPROVINCES InnerMongolia Hunan Yunnan Anhui Guangdong Fujian Zhejiang Heijongjiang Jilin Henan Jiangxi Hebei Shanxi Liaoning Sichuan Shandong Jiangsu Shanxi Hubei Gansu Guizhou Percentmarketshare Nokia MarketsharePercent Province Tier1 2 3city Tier4city VALUECHAINSTRATEGY 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing Nokiaisnotregardedasatechnologyleader ascomparedwithMotorola however itspendsagreatamountofeffortinunderstandingcustomerrequirementsandtailorsitsproducttomeettheserequirements NokiaemploysPTAC CellStar BeijingTelecommunicationEquipmentFactory BrightPoint ExpressFortune andTechGloryasthefirst tierresellerstodistributehandsetsthroughauthorizedstoresandcounters Thedistributionchannelsarerelativelyflat Whileitsretailshopsaregrowingrapidlytoapproximately900aroundthecountry Nokiaalsodevelopsexclusivespecialistshopsinordertoprovide one step solutionstoendusersNokiaimplementsahighlyefficientcustomerservicesystemwith250servicestationsandmobileservicestationsforruralareas Itprovidesgoodpre andaftersalesservice KEYMESSAGES VALUECHAINSTRATEGY NOKIAISSTRONGATMARKETING SALESANDSERVICE BUTWEAKATTECHNOLOGY StrengthsLeversforimprovement EstablishedR Dcenterin98 99inBeijingforChinamarket with150researchstaffStronginlowenddevelopmentGoodproductqualityanddesignWeakerpositioninhighendsegmentandhighendtechnologyPositioninlowendunderattack ScalablelocalproductionOptimizedlogistics Country widedistributionchannelsandstrongchannelmanagementHighretailerspreferenceLowerratingofretailsupportRetailerpreferencenottranslatingintohighermarketshare StrongbrandawarenessandpreferencePromotes technologybasedonpeople AwarenessandpreferencelowerthanMotorolaBrandinyoungmarketunderattackLowtechnologyimage Highlyefficientcustomerservicesystemwith250servicestationsandmobileservicestationsforruralareasGoodpre andaftersalesservice e g onehourrepair service onNokia onMotorola NOKIAHASREPUTATIONGAPASTECHNOLOGYLEADER ANDTARGETDIFFERENTCUSTOMERSEGMENTSFROMMOTOROLA Nokiahasgoodproductdesigns Nokiaphonesareforfemaleoryoungerpeople Nokiaissecondtoupgradeproducts Motorolaproductsaremoreformal Motorolaalwaysintroducesnewtechnologytothemarketfirst Loyaluseriswhite collarworker ontechnologyleadershipandinnovation ondesign ontypicalloyalusers NOKIADISTRIBUTESTHROUGHSIXFIRST TIERRESELLERSANDDEVELOPSEXCLUSIVESPECIALISTSHOPS NokiaChannelStructure LateentrytotheChinamarketwithlesshistoricoverheadFlatdistributionchannelsDevelopsexclusivespecialistshopsProvidesafter saleservices Source ChinaComputerJournal Vendor 1st tierresellers Consumers 2nd tierresellers Retailers retailchainstores 6 3 91 22 33 36 6 33 58 RationalesNokiaemploysPTAC CellStar BeijingTelecommunicationEquipmentFactory BrightPoint ExpressFortune andTechGloryasits6first tierresellersNokiarequiresresellerstoreportthepromotionplanandproductorderingplansaquarterinadvance andsincethedemandforhandsetstendstofluctuateacrosspromotionalprograms thisinflexiblestrategygenerallylimitsthepotentialgainwhenmarketdemandchangesacrosspromotionsCloseto900retailshopsandcounterscountry wide with50 growthfrom1999Formexclusivespecialistshoptoprovideone stepsolutiontoendusers ORGANIZATIONANDOWNERSHIP 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing Nokiahas7JVand1WOFEinChina amongwhichNokiaBeijingandNokiaDongguanaremanufacturingmobilehandsets NokiaBeijinghasannualproductioncapacityof30millionunitsin2001 ThemaindriversforNokiatosetupJVsandWOFEsinChinaincludebuildinglocalalliances localizingmanufacturingtomeetdomesticmarketdemandandincreaseexports andtechnologytransferencouragedbytheChinesegovernmentWithanarrowproductportfolio Nokia sorganizationisproductfocusedwithcoordinatedsalesandmarketingeffortacrossJVsthatmanufacturethesameproducts KEYMESSAGES ORGANIZATIONANDOWNERSHIP NOKIAHAS7JVsAND1WOFEINCHINA AMONGWHICH2JVsAREDEVOTEDTOMOBILEHANDSETS Maindrivers BuildssuccessfulalliancewithChinesepartnersLocalizesmanu facturingformajorproductsMeetsdomesticmarketdemandandincreasesexportsRealizestechnologyandskilltransferindevelopment manufacturingandmanagementHelpsChinesepartnersimprovecompetitivenessinChinaandglobally NokiaBeijing Hangxingtelecom Establishedyear Productoffering 1995 1995 1997 1994 2000 1999 1998 GSMsystemandequipmentMobilehandsets Mobilehandsets GSM900 1800networkservices Mobileswitches Wirelessapplicationssolutionsandservices Digitalmultimediaterminals GSMbasestationCellularnetworktransmissionproducts 50 withShouxin 70 WithDongguanWanxin WithFujianmobile WithBeijingHangxing WithDongruan WithZhongxinandbroadcastingscienceinstitute 100 NOKIA sORGANIZATIONISMAINLYPRODUCTFOCUSEDWITHANARROWPRODUCTPORTFOLIOANDCOORDINATEDSALESANDMARKETING Nokiainternational Marketing Manufa cturing SalesandServices Manu facturing R D Service Manufa cturing SalesandServices R D Impleme tation SalesandServices Manufa cturing SalesandServices GSMsystemandequipmentMob