麦肯锡—NOKIA制胜美国市场报告(英文)(ppt 44页).ppt

CONFIDENTIAL,Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinseyitisnotacompleterecordofthediscussion.,Discussiondocument,December2000,NokiaCaseStudy:WinningintheU.S.,NJ-262408.756/001031NdkocHR1,1,FINGERPRINTNOKIA,Rationale,Focusedonhighgrowthcategories(e.g.,mobilephones,digital),AnticipatedshifttodigitaltechnologyintheU.S.beforecompetitorsanddirectedresourcestooptimizeopportunity;tailorsproductstotargetcustomers(e.g.,fashioncoversforyoungersegment),Somedifficultytoattractingtop-tierlocalseniormanagementduetoglassceiling(e.g.,allseniorleadershipinFinnish0;FinnishmanagersusedtomanageU.S.operations,Succeedsinattractingtopengineersbecauseofattractiveproducts,Localmanagershavelimitedautonomyandaccountabilityexistsattheunitlevel,butheadofficeretainsfinalinput,Difficultytranslating“TheNokiaWay”toU.S.(“TheculturedoesnthavethesamerichnessorvalueasitdoesinEurope”),Devotessufficientresourcestolocalorganizationtowininmarket(e.g.,providedresourcesforU.S.towininmobilephonesegment),Outsourcesnon-coretechnologies(e.g.,microprocessorsfromIntel,componentsformMotorola)andusesstandardcomponentstosaveonRleveragespartnershipsformoreefficientRobstacletohiringtopU.S.talentStrongemphasisoncorporatevaluesandculturewith“TheNokiaWay”teamwork,innovation,production;difficulttoimplementinU.S.Excellentopportunitiesforadvancement-fastcareertracks,earlyresponsibility,rotationprogramsHierarchyandbureaucracyreducedYoung,innovative,non-rigidleadershipstyleRatedinFortunetop100firmstoworkforintheU.S.,ProductGrewmobilephonesegmentfrom16%oftotalsalesin1991to66%in1999Alliedtogainproductexpertise(e.g.,Motorolatostandardizetechnology,CiscoandHPtodevelopnetworkproducts)Technologydesigninnovator;firsttomarketwithmanyproductinnovationsTailoredproducttotargetkeycustomers(e.g.,phoneswithfashionable,changeablecoverstoattractyoungsegment),Background,Leversforsuccess,19.8,6.2,Foundedaspapermill,58%CAGR,EntersU.S.throughTandyJV,GrowsmobilebusinessinU.S.,1988,1983,AcquiresMobira,1981,Operatesasaconglomerate,1960s,NJ-262408.756/001031NdkocHR1,3,CONTENTS,CompanyoverviewU.S.marketentrystrategyProductsCapabilitiesOrganization,NJ-262408.756/001031NdkocHR1,4,NOKIACOMPANYBACKGROUND,Founded1865,inFinland,asapulpandpapermillEnteredU.S.in1983,whencellularservicewasjustlaunchingintheU.S.Globalemployees55,260;inU.S.10,500CEO:JormaOllila(Finnish)MostseniormanagersforU.S.:Kari-PelekaWilska,PresidentofAmericasRichGeruson,HeadofUSASalesandMarketingforNokiaMobilePhonesKeydivisions:MobilePhones,NokiaNetworks,CommunicationsProductsMarketcap:$193.3billion(asofOctober27,2000)Keyindustryoffocus:Mobilephones(65%of1999totalsales)Number1mobilephonemakergloballyNumber2GSM/DCSmobilephonenetworksprovidergloballyCompetitors:Motorola,Ericsson,NJ-262408.756/001031NdkocHR1,5,COMPANYEVOLUTION,Source:InternationalDirectoryofCompanyHistories,1800sFounded1865inFinlandaspulpandpapermanufacturerConstructsownpowerplantsasindustrybecomesenergyintensive,1960sMergeswithFinnishRubberWorksandFinnishCableWorksin1966aspartofdiversificationplanBeginstodesignandmanufacturedataprocessing,industrialautomation,andcommunicationssystemsNokiaconglomerateconsistsofintegratedcableoperations,electronics,tires,andrubberfootwearMakesfirstpublicshareofferingin1966,1970sOilcrisisin1973reducesrelianceonexports(timberproductsandmachinery)toSovietUnion(12%ofsales)KariKairamo,appointedCEOin1975,realizesthatforNokiatogrowithastoexpandabroad;expandsNokiainScandinaviaandEuropeSellsswitchingsystemsunderlicensefromallocated(French)Helpsdesignworldsfirstinternationalcellularsysteminthe1970s,1980sAcquiresnearly20electronicscompaniesoverthedecadeandcompleteskeymergersAcquiresMobira(Finnishmobilephonecompany)in1981,togainfootholdingrowingmobilephonesegmentMergesSalora(largestTVmanufacturerinScandinavia)andLuxor(Swedish-stateownedelectronicsandcomputerfirm)in1984Throughthe80s,manufacturesOEMequipmentforHitachi;Ericsson,NorthernTelecom,Granada,IBMEntersU.S.,in1983throughJVwithTandyCorporationtosellNokiaphonesunderTandynameLaunchesfirstproduct(mobilephones)marketedinternationallyunderNokiabrandnamein1986,Nokiahasevolvedsubstantiallysinceitsfoundation,movingfromaFinnishpapermill,toadiversifiedFinnishconglomeratetoaglobalwirelessleader.,1990sAggressivelygrowsmobilephonebusinessintheU.S.BuysTandysshareofJVin1993tofullyownfactoriesinU.S.andSouthKoreaSignssignificantcontractstoincreasedistributionchannels(e.g.,ATthelong-termsuccessofourcompanyrequiresconstantagilityinpositioningourselvesinthisdynamicindustry.”JormaOllila,CEO,“Toidentifywhatisrequiredinthelongtermyouneedthecompetenciesandtheproducts;gettingtherightfocusisthetoughpart.”JormaOllila,CEO,“TheCEOhastounderstandthedynamicsofeachbusinessthecompanyisin;inordertounderstandwherethefuturelies.”JormaOllila,CEO,Source:Annualreports;pressclippings,LEADERSHIPCOMMITMENTACROSSTHREEHORIZONS,WhenplanningNokiasfuturedevelopment,CEOJormaOlliladistinguishesclearlybetweenthreewaves.ThefirstwaveemphasizesthecontinuousexploitationofNokiascorebusinesses.ThesecondwaverequirestheidentificationofcapabilitiesandproductsthatwillhaveimpactonNokiassuccessintheimmediatefuture.Finally,thethirdwavedeterminesthecompanysfuturedirectionthroughsettingaspirationsandplacingoptions.,NJ-262408.756/001031NdkocHR1,7,PLANNINGACROSSTHREETIMEHORIZONS,Profit,Horizon1,Horizon2,Horizon3,Drivecoregrowth,Buildmomentumofemerginggrowthengines,Securefutureoptions,Products,Boostmobilephonesalesthroughbrand-buildingeffortsMakeproductextensionssuchas“Swatch-likeneon-coloredmobilephones”,Expandproductrangethroughnewfeaturesandcomplementaryaccessories,suchasphonecoversordifferentbatterysizes,CreateRprincipalproductsincludedigitalexchanges,transmissionsystems,andcellularsystems,whicharesoldtoPTT,publicutilities,newoperators,andcableTVcompaniesHome,multimediaandotherincludesPCandworkstationmonitors,aswellasinteractivedigitalsatelliteandcableterminals,In1998,Nokiabecametheworldslargestmanufacturerofmobilephones,selling40.8millionhandsets,andgrewsalesgrew51percentfrom1998to1999.,“Threeyearsagowedecidedtocreateatelecom-orientedcompany.Wehavebeenabletoimplementthechangesfasterthanweexpected.”JormaOllila,FinancialTimes,09/07/1995,NJ-262408.756/001031NdkocHR1,14,SUBSIDIARYLOCATIONSANDRESEARCHCENTERS,(6),Nokiacoversanexpansivegeography.,NJ-262408.756/001031NdkocHR1,15,CONTENTS,CompanyoverviewU.S.marketentrystrategyProductsCapabilitiesOrganization,NJ-262408.756/001031NdkocHR1,16,STORYLINE,Atthebeginningofthe1980sNokiawasstilladiversifiedcompany,relyingpredominantlyonEurope(particularlyScandinavia)todrivesalesHowever,thecompanyrealizedthatsignificantgrowthwouldbedependentonbuildingamajorpresenceintheU.S.market,inhighreturnsegmentsTodosotheyacquiredMobira(Finland)in1981togainafootholdintherapidlyemergingmobilephonesector.TheyrapidlygrewthisopportunityintheU.S.throughaseriesofOEMrelationships(GTE,Delco,SouthwesternBell,BellAtlantic)andajointventurewithTandyCorporationin1983Nokialaunchedtheirownbrandmobilephonein1986andpursuedaggressivebrandingandalliancestrategies(e.g.,RooftopCommunications,Compaq,ATprimarilydrivenbyalliancesandpartnerships.,CAPABILITYPLATFORM,NJ-262408.756/001031NdkocHR1,23,BRANDDEVELOPMENT,Startingin1994,Nokiaincreasedcorporatebrandawarenessthroughvigorousadvertisingcampaigns.,Source:Annualreports;pressreleases;pressclippings;companywebsite,Nokia6100Seriesphone,NJ-262408.756/001031NdkocHR1,24,Nokiakeptitsadvertisingconsumerfriendlyandeasytofollow,incontrasttotheircompetitorswhotargetedprofessionals,NOKIACOMMUNICATIONSTRATEGY,SincetheearlyninetiesNokiasvaluepropositiontotheconsumerhasbeensingle-mindedonsimplicityandeaseofusingmobilephonesThepropositionofsimplicityisfurtherenhancedbythetoneofvoiceandvisualsusedinthecommunicationThepropositionhasbeencommunicatedthroughalltheircommunicationeffortsbothinmassmediaandatpoint-of-sale,NJ-262408.756/001031NdkocHR1,25,Source:Pressarticles;annualreports;ECCHCollectionCaseStudy,Nokia,Motorola,Ericsson,Percentageofsales,Randwhenitsnecessaryweformpartnershipswithotherpioneersoftechnology;thismeansfocusingonwhatwearebestatandcomplementingitwiththeexpertiseofothers.”,Partnercompany,Products,Start,NokiahasbuiltextensiveRpressreleases;Internethomepage,NOTEXHAUSTIVE,NJ-262408.756/001031NdkocHR1,27,President,NokiaTelecommunicationsNetworkandAccessSystemsDivision,“Thiscooperationanswerstheneedforfasterbuildingofnewcompetencies,fasterRpressarticles,NOKIA/CISCORNokiawasparticularlyactivein2000.,STRATEGICALLIANCES,NJ-262408.756/001031NdkocHR1,29,Source:Pressclippings,STRATEGICALLIANCES(CONTINUED),NJ-262408.756/001031NdkocHR1,30,CONTENTS,CompanyoverviewU.S.marketentrystrategyProductsCapabilitiesOrganization,NJ-262408.756/001031NdkocHR1,31,ORGANIZATIONALLEVERS,Nokiahasmadeseveralmovesinthepastyearstobetteralignitsorganization,NJ-262408.756/001031NdkocHR1,32,Source:Annualreports;Internethomepage,Managingtheflow,Extensiverecruiting,Selectsetofnewhires,“Peoplearethemostcrucialresourceinmanaginggrowth;youhavetoconstantlyrecruitandintegratethebestpeopleintoyourculture.”,“TeamworkisoneofthebasicelementsofNokia,westresscommunicationandsocialskills,inadditiontoprofessionalexcellence.”,RecruitingeventsatinternationaluniversitiesandbusinessschoolsCareeropportunityadsininternationalandregionalnewspapersandontheInternetCreationofearlytiesthroughinternationalstudentexchangeprogramofferingtraineeplacementsinallNokiabusinessgroupsworldwide,UniversitydegreepreferablyinscienceorbusinessstudiesAcademicexcellenceOutgoing,confidentpersonalityabletosolveproblemsindependently,whileatthesametimeworkinateam,“Mucheffortisinvestedinimprovinginductionprograms;butwevegottofindawaytoavoidbureaucracyandmaintainentrepreneurialspirit.”,QuicklyindoctrinatenewpersonnelintheNokiawayofdoingbusinessInstillaspiritofcontinuouslearninginallnewemployees,Nokiaviewspeopleasitsmostimportantasset.,TALENTMANAGEMENTTECHNIQUES,NJ-262408.756/001031NdkocHR1,33,“Wehaveachievedthebestresultsinunitswheretherehasbeenaclearemphasisoncontinuouslearning,improvingskillsandquality,ambitiousgoals,andalsorespectfortheindividual;ensuringthatthesevaluestakerootandflourishthroughouttheGroupisacentralthemepermeatingallofNokiashumanresourcedevelopmentprograms.”JormaOllila,CEO“NokiaWay”hasbeendifficulttoimplementintheU.S.-“TheculturedoesnthavethesamerichnessorvalueasitdoesinEurope”,Customersatisfaction,Continuouslearning,Respectfortheindividual,Achievement,Source:Internethomepage;annualreports,NOKIAVALUES,Nokiasgrowthtargetsarewellbalancedwithitslongtermvalues.,NJ-262408.756/001031NdkocHR1,34,“Weworkhard;10hoursandifnecessary12hoursadaywehavetomakesurethatwedontbecomelazy.”JormaOllila,CEO“Nokiaisanextremelytoughenvironment;peopleworklikehell;theresanongoingjokethatNokiaprovidesfreeeyedrops,becauseitsemployeeseyesarealwaysredduetolackofsleep.”“Itsaswimorsinkmentality.butifyousurviveyoucanbepresidentofasubsidiaryafter3years.”,“Yes,Nokiaisperformance-driven.butitsalsoafunplacetowork;forexample,ithasroomswithpooltableswheretheteamcangoandrelaxforawhile.”“Underperformersarenotfired;theystaywithNokia,butarereassignedtolessdemandingtasks.atleastinFinland;maybethatsdifferentinforeignsubsidiaries.”“Oneimportantbrickinbuildingasuccessfulcompanyisthattheworkplaceisfunandthateverybodyknowswhytheyareworkingthere.”PetteriWaldea,NokiaCable,Performance-drivenculture.,.withcommunityfeel,Source:InterviewswithMcKinseyconsultants;pressclippings,Nokiascultureisstronglyorientedtowardsperformance,temperedbyacommunityatmosphere,NOKIASGLOBALCULTURE(EUROPEANCULTURE),Appendix,NJ-262408.756/001031NdkocHR1,36,1991annualreport,“NokiaisaEuropeantechnologygroup.”,1992annualreport,“Nokiaisaninternationalelectronicsandelectrotechnicalgroup.”,1993annualreport,“Nokiaisaninternationaltelecom-municationsandelectronicsgroup”,1994annualreport,“Nokiaisaleadinginternationaltelecommunicationscompany.”,Theevolvingfocusofthecompanyduringtheinflectionperiodisreflectedinthechangingannualreport.,COMPANYDESCRIPTIONS,NJ-262408.756/001031NdkocHR1,37,Existingcompetitivearena,Moveintonewcompetitivearena,vs.,Existinggeography,Expansionintonewgeographies,vs.,Existingindustrystructure,vs.,Improvementofindustrystructure,Existingvaluedeliverysystem,vs.,Innovationofvaluedeliverysystem,vs.,Existingproductsandservices,Innovationofproductsandservices,Existingbusinessandcapabilityplatform,ContinuouslystrengthenpositioninthetelecommunicationsmarketAlmost100%ofbusinessactivitiesconcentratedintelecommunications,91%of1995salesoutsideofFinland,comparedto52%in1988StrongestgrowthraterecordedoutsideofEurope,especiallyinAsia-Pacific,Newproductdevelopmentandextensionofexistingproductlinethroughnewfunctionalities(e.g.,pushintowirelessofficecommunicationthroughNokia9000Communicatorcombiningphone,fax,E-mail,andInternetaccessinoneportableunit)Innovativeproductdesignattractingnewcustomersegments,Firsttousemassmarketdistributionchannelsfortelecommunicationsequipmentoutofneedtoquicklyachievehighcoverage(e.g.,sellingmobilephonesintheU.S.throughRadioShack),StrategicalliancesinRe.g.,EFRvoicecodedevelopedbyNokiaandtheUniversityofSherbrooke,Canada,madeindustrystandardforGSMandDCSin1995,Growthwasfueledthroughpursuingmultiplegrowthpaths.,Source:Annualreports;McKinseyanalysis;pressclippings,PURSUINGMULTIPLEGROWTHPATHS,NJ-262408.756/001031NdkocHR1,38,Source:Annualreports,McKinseyanalysis,EXPANSIVEMINDSETTHROUGHSTRATEGICFOCUS,NJ-262408.756/001031NdkocHR1,39,Changefromanalogtodigitaltechnology,Developmentofcellularinfra-structureandequipment,Growthopportunities.,.capturedbyNokia,Strongfocusondevelopmentanddesignofdigitalmobilephonestoachievehigh-marketpenetrationEarlyentryintothosemarketswherecellularnetworkswerefirstdevelopedtogainexperienceinhightechnicalandproductqualitystandardwithrelativelylittlecompetitionEarlycommitmenttoGSMstandard,whichlaterbecamethepan-EuropeanstandardcellularnetworkWidegeographiccoveragesupplyingcustomersin35countrieswithGSM/DCS-basedandNMT-basedcellularnetworks,Nokiastremendousgrowthinthepastfewyearscanlargelybeattributedtoitsabilitytotakeadvantageoftechnologicalshiftsinthetelecomindustry.AsJormaOllilaexplains:“Thetwothingsthathavehelpedusmosthavebeentheentryofnewoperatorsintothecellularmarketandtheshiftfromanalogtodigital.”(FinancialTimes,23/09/94),Source:HBSTeachingNote;pressclippings,EXPLOITINGTECHNOLOGICALSHIFTSINTHETELECOMINDUSTRY,NJ-262408.756/001031NdkocHR1,40,NOKIAANEXAMPLEOFSUCCESSFULBRANDLAUNCH,Source:Pressclippings;Internethomepage;annualreports,Mobilephones,Timing,1960,1975,1985,1990,1992,1996,BrandrecognitioninScandinaviaandtheU.S.,Internationalexpansion,StrategicalliancesinmarketingandRannualreports,THENOKIAWAY:BALANCINGBUREAUCRACYANDANARCHY,Nokiasstrongcommitmenttodecentralizationprovidesitwiththeflexibilitythathasbeenfundamentaltoitssustainedsuccessinarapidlychangingregulatorymarketingandtechnologicalenvironment.Thisisbasedincooperationandteamworktodismantlebureaucracybutalsoanawarenessofthedangersoftheoppositeextremeanarchy.,NJ-262408.756/001031NdkocHR1,42,“Itisthequestionoflettingthepeoplewhoknowhowtodoit,doititwasanexerciseintheorganizationofpeople.”JormaOllila,CEO,Rthechangestobeimplementedcontinuethedevelopmentstartedin1992.”JormaOllila,CEO,Todevelopitsmanagersaware-nessforglobalissuesinalocalcontext,Nokialauncheda5-monthprojectbringingtogetherabroadmixofhundredsofemployeesfor3day-longbrainstormingsessionsinLondonandFrankfurt,Nokia,America,Asia/Pacific,Europe,Implementgroup-wideregionalunits,Trainmanagershowtoactlocallyinforeignmarkets,By1998,thederegulationprocessinEuropeantelecomswillbecomplete.However,fertilegrowthspacestillexistsinfast-growingmarketssuchasChinaandIndia,whichhaverecentlyembracedderegulation.Nokiasclearfocusoncapturingtheseopportunitiesisdemonstratedbyitsreorganizationintoglobalregionalunits.Furthermore,Nokiaistrainingitsmanagerstodeveloplocalmarketcapabilities.,*AsofJanuary1,1997Source:Pressreleases;pressclippings,THINKGLOBAL,ACTLOCAL.,NJ-262408.756/001031NdkocHR1,44,Nokiaelectronics,Nokiacablesandmachinery,Nokiapaper,power