070麦肯锡_三星竞争对手分析（NOKIA）.ppt

SAMSUNG010605BJ-kickoff2,CONFIDENTIAL,MobileHandsetCompetitorAnalysis:Nokia,SAMSUNGELECTRONICSCHINA(SECChina),August20,2001,Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinseyitisnotacompleterecordofthediscussion.,SAMSUNG010605BJ-kickoff2,1,OVERVIEWOFCOMPETITORANALYSISFRAMEWORK,1.Backgroundinformation,LocationRegisteredcapitalManagementteamEquitystructure,StartingyearNumberofemployeesEraanalysis,4.Valuechainstrategy,5.Organizationandownership,6.Financialperformance,FocusonMarketing,advertisingandpromotionDistribution(channelandsalesforce),OrganizationstructureOwnershipstructure,SalesProfit,2.Strategy,3.Product/market,MissionVisionCorporatestrategyMarketposition,KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing,SAMSUNG010605BJ-kickoff2,2,KEYISSUESTOPROBE-NOKIA,Strategy,Product/market,Valuechainstrategy,OrganizationHOWEVERITHASGROWNRAPIDLYTOBECOMEAMARKETLEADERINMOBILECOMMUNICATION,Background,Implication,LeaderinmobilecommunicationgloballyandinChinaAlthougharelativelylater-comertoChina,hasinvestedheavilyinitsChinesebusinessFocusedproductlineswithNokianetworkofferingmobile,broadbandandIPnetworkinfra-structure,andNokiamobileofferingmobilehandsets,Source:NokiaPressRelease,SAMSUNG010605BJ-kickoff2,5,STRATEGY,1.Backgroundinformation,LocationRegisteredcapitalManagementteamEquitystructure,StartingyearNumberofemployeesEraanalysis,4.Valuechainstrategy,5.Organizationandownership,6.Financialperformance,FocusonMarketing,advertisingandpromotionDistribution(channelandsalesforce),OrganizationstructureOwnershipstructure,SalesProfit,2.Strategy,3.Product/market,MissionVisionCorporatestrategyMarketposition,KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing,SAMSUNG010605BJ-kickoff2,6,NOKIAPOSITIONSITSELFASALEADINGPRODUCTANDSYSTEMSUPPLIERINTHEFASTGROWINGMOBILECOMMUNICATIONINDUSTRY,Vision,Toleadmobilecommunicationthroughtheintegrationofmobilitywithinternetandtheinnovationofnewservicemodels,Strategy,FocusesonmobilecommunicationproductsandaimstobeatotalsolutionproviderinmobilecommunicationRegularlyintroducesconsumer-orientedproductswithemphasisondesignsandfunctions,BuildsstronglocalalliancethroughJVswithChinesepartnersandRhoweverNokiaisrelativelyweakinthefourth-tiercities,KEYMESSAGES-PRODUCT/MARKET,SAMSUNG010605BJ-kickoff2,12,MOBILEHANDSETISNOKIAsBIGGESTPRODUCTOFFERINGANDITSESSENTIALPARTOFTOTALSOLUTIONSINMOBILECOMMUNICATION,Nokiamobilehandsets,Nokiaproductofferings,Nokianetwork,Products,Nowandfuture,Nokia3310foryoungpeopleNokia8210forfashionchaserNokia6210WAPforbusinessprofessionalNokia7110WAPwithfullChineseinterfaceNokia9210aspersonnelcommunicatorNokia8310,6310forGPRSandWAP,MobilenetworkBroadbandnetworkIPnetwork,Largestmobilehandsetsupplierintheworldwithaboveaveragegrowthinsalesandmorethan30%globalmarketshareViewsmobilehandsetasadigitalconvergencepointformultimediaservicesSupportsbluetoothbetweenmobilehandsetandPCinNokia6310formobileprofessionalDevelopWCDMAhandsetswithDoCoMoDevelopshomenetproductssuchasmultimediaterminalsinNokiaZhongxin,ProvidesmultimediaservicenetworksolutionsforoperatorsandISPenteringthemobilecommunicationfieldsNokianetworkcoversmanycitiesandareasinChinaincludingBeijing,Shanghai,HongKongandTaiwanetc.Aimstobeatotalsolutionproviderformobilecommunication,SAMSUNG010605BJ-kickoff2,13,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,SAMSUNG010605BJ-kickoff2,14,WITHINCHINA,NOKIAsFASHIONPHONESPERFORMBETTERINSOUTHCHINAANDLARGECITIES,Northregion,Eastregion,Southregion,Chinaaverage,Beijing,Shanghai,Shenzhen,Guangzhou,Marketshare,Percent,2000,Source:McKinseyAnalysis,SAMSUNG010605BJ-kickoff2,15,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,SAMSUNG010605BJ-kickoff2,16,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,SAMSUNG010605BJ-kickoff2,17,VALUECHAINSTRATEGY,1.Backgroundinformation,LocationRegisteredcapitalManagementteamEquitystructure,StartingyearNumberofemployeesEraanalysis,4.Valuechainstrategy,5.Organizationandownership,6.Financialperformance,FocusonMarketing,advertisingandpromotionDistribution(channelandsalesforce),OrganizationstructureOwnershipstructure,SalesProfit,2.Strategy,3.Product/market,MissionVisionCorporatestrategyMarketposition,KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing,SAMSUNG010605BJ-kickoff2,18,Nokiaisnotregardedasatechnologyleader,ascomparedwithMotorola;however,itspendsagreatamountofeffortinunderstandingcustomerrequirementsandtailorsitsproducttomeettheserequirements.NokiaemploysPTAC,CellStar,BeijingTelecommunicationEquipmentFactory,BrightPoint,ExpressFortune,andTechGloryasthefirst-tierresellerstodistributehandsetsthroughauthorizedstoresandcounters.Thedistributionchannelsarerelativelyflat.Whileitsretailshopsaregrowingrapidlytoapproximately900aroundthecountry,Nokiaalsodevelopsexclusivespecialistshopsinordertoprovide“one-step”solutionstoendusersNokiaimplementsahighlyefficientcustomerservicesystemwith250servicestationsandmobileservicestationsforruralareas.Itprovidesgoodpre-andaftersalesservice,KEYMESSAGES-VALUECHAINSTRATEGY,SAMSUNG010605BJ-kickoff2,19,NOKIAISSTRONGATMARKETING,SALESANDSERVICE,BUTWEAKATTECHNOLOGY,StrengthsLeversforimprovement,EstablishedR&Dcenterin98/99inBeijingforChinamarket,with150researchstaffStronginlowenddevelopmentGoodproductqualityanddesignWeakerpositioninhighendsegmentandhighendtechnologyPositioninlowendunderattack,ScalablelocalproductionOptimizedlogistics,Country-widedistributionchannelsandstrongchannelmanagementHighretailerspreferenceLowerratingofretailsupportRetailerpreferencenottranslatingintohighermarketshare,StrongbrandawarenessandpreferencePromotes“technologybasedonpeople”AwarenessandpreferencelowerthanMotorolaBrandinyoungmarketunderattackLowtechnologyimage,Highlyefficientcustomerservicesystemwith250servicestationsandmobileservicestationsforruralareasGoodpre-andaftersalesservice,e.g.“onehourrepair”service,SAMSUNG010605BJ-kickoff2,20,.onNokia,onMotorola,NOKIAHASREPUTATIONGAPASTECHNOLOGYLEADER,ANDTARGETDIFFERENTCUSTOMERSEGMENTSFROMMOTOROLA,Nokiahasgoodproductdesigns,Nokiaphonesareforfemaleoryoungerpeople,Nokiaissecondtoupgradeproducts,Motorolaproductsaremoreformal,Motorolaalwaysintroducesnewtechnologytothemarketfirst,Loyaluseriswhite-collarworker,.ontechnologyleadershipandinnovation,.ondesign,ontypicalloyalusers,SAMSUNG010605BJ-kickoff2,21,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,SAMSUNG010605BJ-kickoff2,22,ORGANIZATIONANDOWNERSHIP,1.Backgroundinformation,LocationRegisteredcapitalManagementteamEquitystructure,StartingyearNumberofemployeesEraanalysis,4.Valuechainstrategy,5.Organizationandownership,6.Financialperformance,FocusonMarketing,advertisingandpromotionDistribution(channelandsalesforce),OrganizationstructureOwnershipstructure,SalesProfit,2.Strategy,3.Product/market,MissionVisionCorporatestrategyMarketposition,KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing,SAMSUNG010605BJ-kickoff2,23,Nokiahas7JVand1WOFEinChina,amongwhichNokiaBeijingandNokiaDongguanaremanufacturingmobilehandsets.NokiaBeijinghasannualproductioncapacityof30millionunitsin2001.ThemaindriversforNokiatosetupJVsandWOFEsinChinaincludebuildinglocalalliances,localizingmanufacturingtomeetdomesticmarketdemandandincreaseexports,andtechnologytransferencouragedbytheChinesegovernmentWithanarrowproductportfolio,NokiasorganizationisproductfocusedwithcoordinatedsalesandmarketingeffortacrossJVsthatmanufacturethesameproducts,KEYMESSAGES-ORGANIZATIONANDOWNERSHIP,SAMSUNG010605BJ-kickoff2,24,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%,SAMSUNG010605BJ-kickoff2,25,NOKIAsORGANIZATIONISMAINLYPRODUCTFOCUSEDWITHANARROWPRODUCTPORTFOLIOANDCOORDINATEDSALESANDMARKETING,Nokiainternational,Marketing,Manufa-cturing,SalesandServices,Manu-facturing,R&D,Service,Manufa-cturing,SalesandServices,R&D,Impleme-tation,SalesandServices,Manufa-cturing,SalesandServices,GSMsystemandequipmentMobilehandsets,Mobilehandsets,GSM900/1800networkservices,Mobileswitches,Wirelessapplications,solutionsandservices,Digitalmultimediaterminals,GSMbasestationCellularnetworktransmissionproducts,SAMSUNG010605BJ-kickoff2,26,FINANCIALPERFORMANCE,1.Backgroundinformation,LocationRegisteredcapitalManagementteamEquitystructure,StartingyearNumberof