某咨询标杆企业英文3

CONFIDENTIALThisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.August20,2001MobileHandsetCompetitorProfile:MotorolaSAMSUNGELECTRONICSCHINA(SECChina)OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing2010417SHELM038JL_RAJv5iBACKGROUNDINFORMATION1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing3010417SHELM038JL_RAJv5iMOTOROLAHASHIGHASPIRATIONSFORITSCHINABUSINESSTargetingsalesofUS$10billioninChinaby2002/2003FocusingproductionoperationsinChina,asproductionthereisabout15-20%cheaperthaninSingaporeand30-40%cheaperthaninEuropeSource:Analystreports4010417SHELM038JL_RAJv5iMOTOROLA’SCHINABUSINESSSPANSSIXPRODUCTCATEGORIESMotorolaChinaMobilehandsetsNetworkequipmentPagersTwo-wayradiosSemi-conductorsAutoelectronicsandaccessoriesMobilenetworkequipmentFixedlinenetworkequipmentWirelesscommunicationsSource:MotorolawebsiteSetuprepresentativeofficein1987Operationsinclude:1holdingcompany1WOFE8jointventures26subsidiaries12,000employeesUS$3.4billiontotalinvestmenttodate5010417SHELM038JL_RAJv5iSTRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing6010417SHELM038JL_RAJv5iMOTOROLA’SHANDSETSTRATEGYCOMBINESANATTRACTIVEPRODUCTRANGEWITHSUPERBVALUECHAINMANAGEMENTDevelopedawideproductrangewhichcoversallkeypricepointsandoffersawiderangeoffunctionalityInvestedheavilyinproductlocalizationthroughChina-basedR&DteamExpandedlocalmanufacturinginordertoreducecostsandimprovetime-to-marketCloselymanagedfirst-tiergroupofnineresellersinordertominimizepricecompetitionandfacilitateordertrackingCommittedhandsetpromotionSpeedyroll-outofnewreleasesProvisionofhigh-qualityafter-salesservicesAdvancedtechnologyProductrangeValuechainCorecompetencies7010417SHELM038JL_RAJv5iPRODUCT/MARKET1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing8010417SHELM038JL_RAJv5iMotorolahasenteredthelow-endofthemobilehandsetmarketsince1999.Itsproductsaremorefunction-drivencomparedwithNokia’sproducts,whicharemorefashion-drivenMotorolatakesmorethan50%oftheshareinthehigh-endandhigh-mid-endofthemobilehandsetmarket,andmorethan20%oftheshareinthelow-endandmid-low-end.Itslow-endhandsetsrepresentmorethen50%ofitsproductofferingsMotorola’smarketshareisrelativelyconsistentacrosstier-citiesandgeographies,takingapproximately30%everywhereKEYMESSAGES-PRODUCT/MARKET9010417SHELM038JL_RAJv5iMOTOROLAHASRECENTLYFOCUSEDONBUILDINGOUTITSLOW-ENDPRODUCTPORTFOLIOProductpositioningDec2000Business/professionalPersonalProductpositioningJun2000V8088(1.6%)Business/professionalPersonalV998(5.6%)LF2000(2.9%)LF2000(4%)368C(3.1%)338C(0.6%)T2688(4.8%)CD928(1.1%)V2188(3.8%)V2088(2.0%)A6188(1.4%)V8088(3.9%)V998++(7.0%)P7689(1.8%)L2000(2.2%)LF2000(1.7%)368C(2.3%)T2688(6.2%)V2188(1.3%)V2088(1.0%)366C(0.5%)T2288(0.3%)T360(0.3%)HighHigh-

mediumMedium-

lowLowHighHigh-

mediumMedium-

lowLowSource:Interviews,McKinseyanalysis10010417SHELM038JL_RAJv5iMOTOROLAMODELSAREMOREFUNCTION-DRIVENTHANNOKIAFashionBusinessBasicFunChangeablecoverSub-100gVoice-dialRecordingVibrationTri-bandWAPBuilt-inmodemIR-portChineseinputLi-IonbatterySMSmessagingGamesComposable/downloadableringertone82106210P7689V998++FashionClassicPriceinChina(RMB)26522878236918001452Equivalentfeatures,Nokiamorefun/fashionvs.MotorolamorefunctionsMotorolaofferslowerpricemodelswithsimilarfeatures,tri-bandandWAP * Nov.2000priceKeydifferences11010417SHELM038JL_RAJv5i

Source: GFK,Sino-MRMOTOROLAHASHIGHERSHARESINCHINAINFASHIONANDBUSINESSSEGMENTSNokiaMotorolaModels2000ChinaTaiwanHongKongIndonesiaSingaporeFlagship8850A6188Fashion-High8210,8250V8088,V998+Fashion-Low3310T360,T2988,T2688Basic3210,5110V2088/2188,V2288,StarTac,CD928/938Business-low6150L2000SeriesBusiness-High6210,7110P7689Total:12010417SHELM038JL_RAJv5iMOTOROLAHASDRIVENSALESINCREASESPARTICULARLYINTHELOW-ENDPRODUCTSMid-low(RMB1500-2500)High-mid(RMB2500-3500)High(>RMB3500)December2000April2001ProductmixPercentofunitsMarketsharebypricepointPercentLow(<RMB1500)Dec2000-April2001Mid-low(RMB1500-2000)High-mid(RMB2500-3500)High(>RMB3500)Low(<RMB1500)Source:Interviews,Sino-MR(Dec2000-April2001),McKinseyanalysisMid(RMB2000-2500)13010417SHELM038JL_RAJv5iMOTOROLA’SMARKETSHAREISRELATIVELYCONSISTENTACROSSTIERCITIESANDGEOGRAPHIESMarketsharebytiercitiesPercentMarketsharebygeographicareasPercentNorthWestNortheastCentralTier1Tier2Tier32000April2001SouthEastSource:Sino-MR,GfKDec2000-April200114010417SHELM038JL_RAJv5iVALUECHAINSTRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing15010417SHELM038JL_RAJv5iMotorola’svaluedeliverysystemstrategyhasevolvedsince1997.Productdevelopmenthasbeenmorecustomerorientedandnewreleasesarecateringforneedsbydifferentcustomersegments.Localizationofmobilehandsetmanufacturinghasbeenfurtheredtoaproductioncapacityof18millionunitsinTianjinand8millionunitsinHangzhou.Withincreasinginvestmentinsalesandmarketing,MotorolaisnowthestrongestbrandinChinaMotorolaemploysPTAC,CellStart,Heguang,Eastcom,SunYin,Sinya,NorthTelecom,Hengxin,andForteasits9first-tierresellers.ItintendstoreducethemanytiersofresellersthathasbecomeadisadvantagetoMotorola’schannelefficiencyMotorola’skeystrengthliesinadvancedtechnology,committedpromotion,widedistributionnetworkandqualityafter-salesserviceKEYMESSAGES-VALUECHAINSTRATEGY16010417SHELM038JL_RAJv5iMOTOROLA’SVALUECHAINHASEVOLVEDOVERTHEPASTTHREEYEARSFrom...(1997)To...(2000/2001)ManufacturingSalesandmarketingDistributionProductioncapacityinTianjin(1.5million)andHangzhou(200,000)StrongbrandawarenessMarketshare34%50%reimportviaHongKongStrongnationwidetiereddealernetwork(10-15tierAdealers)CloserelationswithPTT’sExpandingproductioncapacityatTianjinto18millionunits,andatHangzhouto8millionunitsStrongestbrandawarenessinChinaDevelopedneeds-basedcustomersegmentationMarketshare30%50%reimportviaHongKongNumberofdealerslimitedto9;sharedexclusivitybyproductKeptstrongretailsupport(doubledmarketingandsalesstaffsince‘97)Source:Interviews,McKinseyanalysis17010417SHELM038JL_RAJv5iMOTOROLA’SKEYSTRENGTHSLIESINADVANCEDTECHNOLOGY,COMMITTEDPROMOTION,WIDEDISTRIBUTIONNETWORKSANDQUALITYAFTER-SALESSERVICES

Source: IDC2000KeystrengthsRecentdevelopmentCommittedhandsetpromotionSpeedyroll-outofnewreleasesStrongbrandrecognitionPaysmoreattentiontomarketneedsContinuestopromotemodelswithfreegiftsSalesandmarketingHasninefirst-tierresellers,thelargestnumberamongvendorsPricecompetitionamongresellersiseliminatedCaneffectivelymanagetheproductionvolumewithclosetrackingofordersfromthechannelsBestvendoronchannelsupportinpromotion,advertisement,servicecentersandfundingAltereditsstrategyin2000toemploytwoauthorizedresellerfromeverymodelDistributionProvisionofqualityafter-salesservicesSetsupInternet-basedconsumerclubandplanstodoubleservicestationsin2001After-salesservicesAdvancedtechnologyHighlylocalizedproducts-stronglocalR&D(800engineers,18researchcenters,investment13b.RMB)Highrateofnewproductintroduction(9newproductsin2000)Readyfor3GProductdevelopment18010417SHELM038JL_RAJv5iMOTOROLADISTRIBUTESEXCLUSIVELYTHROUGHNINEFIRST-TIERRESELLERSSource:IDCRationalesMotorolaemploysPTAC,CellStart,Heguang,Eastcom,SunYin,Sinya,NorthTelecom,Hengxin,andForteasits9first-tierresellers.HistoricallyassignedoneMotorolamodeltoeachresellerEliminatespricecompetitionEnablesMotorolatoeffectivelymanageproductionvolumewithordertrackingRecentlyshiftstrategytohave2authorizedresellersforeverymodelinordertoimprovepromotionsandaccesstocustomersMotorolaisthebestvendoronchannelsupportaspromotionandadvertisementisprovided.Italsohelpsresellerstosetupservicecenterstohandlerepairandmaintenanceservices.AstheleadingvendorinChina,Motorola’schannelstrategyisofcontinuedimportanceMotorolaChannelStructureMotorola’swell-builtdistributionnetworkplaysanimportantroleinitssuccessinChinaToomanytiersofresellersbecomeadisadvantagetoMotorola’schannelefficiencyVendor1st-tierresellers2nd-tierresellersRetailers/retailchainstoresConsumers100%21%64%3%85%12%76%19010417SHELM038JL_RAJv5iORG三ANI三ZAT三ION三AN三DO三WNE三RSH三IP1.Bac三kgr三oun三di三nfo三rma三tio三nLoc三ati三onReg三ist三ere三d三cap三ita三lMan三age三men三t

t三eamEqu三ity三st三ruc三tur三eSta三rti三ng三yea三rNum三ber三of三e三mpl三oye三esEra三an三aly三sis4.Val三ue三cha三in三str三ate三gy5.Org三ani三zat三ion三an三do三wne三rsh三ip6.Fin三anc三ial三pe三rfo三rma三nceFoc三us三onMar三ket三ing三,三adv三ert三isi三ng三and三p三rom三oti三onDis三tri三but三ion三(c三han三nel三a三nd三sal三es三for三ce)Org三ani三zat三ion三st三ruc三tur三eOwn三ers三hip三st三ruc三tur三eSal三esPro三fit2.Str三ate三gy3.Pro三duc三t/三mar三ketMis三sio三nVis三ionCor三por三ate三st三rat三egyMar三ket三po三sit三ionKey三pr三odu三ct三off三eri三ngsKey三cu三sto三mer三sVal三ue三pro三pos三iti三onGeo三gra三phi三cf三ocu三sPri三cin三g20010三417三SHE三LM0三38J三L_R三AJv三5iMot三oro三la三has三8三JVs三,1三WO三FE三and三1三hol三din三gc三omp三any三in三Ch三ina三,a三mon三gw三hic三hH三ang三zho三uE三ast三com三Ce三llu三lar三Ph三one三(8三mi三lli三on三uni三ts三pro三duc三tio三nc三apa三cit三y)三and三Mo三tor三ola三Ti三anj三in三(MC三EL,三18三mi三lli三on三uni三ts三cap三aci三ty)三ar三ed三evo三ted三to三mo三bil三eh三and三set三sMot三oro三la三is三mai三nly三or三gan三ize三da三lon三gp三rod三uct三li三nes三,h三owe三ver三,i三ts三WOF三Ei三nT三ian三jin三ha三sb三een三re三org三ani三zed三to三be三mo三re三cus三tom三er三foc三use三d.三Mot三oro三la三Tia三nji三ni三sd三ivi三ded三in三to三4s三ect三ors三,i三.e.三Pe三rso三nal三Co三mmu三nic三ati三on三for三co三nsu三mer三s,三Com三mer三cia三l,三Gov三ern三men三ta三nd三Ind三ust三ria三lS三olu三tio三ns三for三co三rpo三rat三ea三nd三gov三ern三men三t,三G三lob三al三Tel三eco三mmu三nic三ati三on三Sol三uti三ons三fo三rt三ele三com三op三era三tor三s,三and三In三teg三rat三ed三Ele三ctr三oni三cS三yst三ems三fo三ra三sse三mbl三ersKEY三ME三SSA三GES三-三ORG三ANI三ZAT三ION三AN三DO三WNE三RSH三IP21010三417三SHE三LM0三38J三L_R三AJv三5iMOT三ORO三LA三HAS三8三JVs三AN三D1三WO三FE三IN三CHI三NA,三AM三ONG三WH三ICH三1三JV三AN三DT三HE三WOF三EA三RE三DEV三OTE三DT三OM三OBI三LE三HAN三DSE三TSMot三oro三la三(Ch三ina三)i三nve三stm三entLes三han三-三Pho三eni三x三sem三i-c三ond三uct三orSha三ngh三ai三Mot三oro三la三pag三ing三pr三odu三ctsHan三gzh三ou三Mot三oro三la三Mob三ile三co三mmu三ni-三ca三tio三nHan三gzh三ou三Eas三tco三mc三ell三ula三rp三hon三eSha三ngh三ai三zho三ngm三ei三aut三omo三tiv三ee三lec三tro三nic三sHua三min三Sm三art三ca三rd,Bei三jin三gH三uam三in三sma三rt三car三ds三yst三em三man三ufa三ctu三rin三gMot三oro三la三Tia三nji三n(三MCE三L)Est三abl三ish三ed三yea三rPro三duc三to三ffe三rin三g199三5199三5200三0200三0199三9199三8199三2Sem三ico三ndu三cto三rPag三erGSM三an三dC三DMA三ne三two三rkMob三ile三ha三nds三etsAut三omo三tiv三ee三lec三tro三nic三sSma三rt三car三ds三yst三em三and三pr三odu三ctMob三ile三ha三nds三etsMob三ile三in三fra三str三uct三ureSem三i-c三ond三uct三orsTwo三-wa三yr三adi三osBas三es三tat三ion三sHan三dse三ta三cce三sso三rie三sWit三hA三nse三nme三ia三nd三Les三han三Ra三dioWit三hS三han三gha三iR三adi三o(三SRC三EM)Wit三hE三ast三com三an三dP三uti三an42%Wit三hE三ast三com三an三dP三uti三anWit三hS三han三gha三iG三EWit三hS三ino三-ov三ers三eas三co三nst三ruc三tio三ni三nfo三rma三tio三n100三%Sou三rce三:M三oto三rol三ap三res三sr三ele三ase22010三417三SHE三LM0三38J三L_R三AJv三5iMOT三ORO三LA三IS三ORG三ANI三ZED三AL三ONG三PR三ODU三CT三LIN三ES,三HO三WEV三ER三ITS三WO三FE三IN三TIA三NJI三NH三AS三BEE三NR三EGO三RGA三NIZ三ED三TO三BE三MOR三EC三UST三OME三RF三OCU三SEDR&D三H三ang三Z三hou三/Sha三ngh三aiMan三u-三fac三tur三ingSal三esSer三vic三esMan三u-三fac三tur三ingSal三esSer三vic三esMotorola

ChinaPer三son三alcom三mun三ica三tio三nCom三mer三cia三l,三gov三ern三men三t三and三in三dus三tri三al三sol三uti三onsGlo三bal三Te三le-三com三mun三ica三tio三ns三olu三tio三nsInt三egr三ate三dE三lec三tro三nic三sS三yst三emsAsi三at三ele三-co三mmu三nic三ati三on三pro三duc三tm三anu三fac三tur三ing三si三te(pl三ann三ed)R&DMan三u-fac三tur三ingR&DMan三u-fac三tur三ingSal三esR&DMan三u-fac三tur三ingSal三esR&DMan三u-fac三tur三ingMob三ile三ha三nds三et*三pa三ger*In三20三01,三18三mi三lli三on三uni三ts三cap三aci三tyGSM三,C三DMA三Mo三bil三en三etw三ork三an三dh三and三set三sGSM三,C三DMA三Mo三bil三en三etw三orkMob三ile三ha三nds三ets三**In三20三01,三5三mi三lli三on三uni三ts三pro三duc三tio三n8m三ill三ion三un三its三ca三pac三ityTwo三wa三yr三adi三oGSM三,C三DMA三sy三ste三ms,三e.三g.,三ba三se三sta三tio三nBat三ter三iesHan三gzh三ouMot三oro三la三m三obi三le三co三mmu三nic三ati三onHan三gzh三ouEas三tco三m三cel三lul三ar三pho三neMot三oro三laTia三nji三n(MC三EL)MarketingSou三rce三:M三oto三rol三ap三res三sr三ele三ase23010三417三SHE三LM0三38J三L_R三AJv三5iFIN三ANC三IAL三PE三RFO三RMA三NCE1.Bac三kgr三oun三di三nfo三rma三tio三nLoc三ati三onReg三ist三ere三d三cap三ita三lMan三age三men三t

t三eamEqu三ity三st三ruc三tur三eSta三rti三ng三yea三rNum三ber三of三e三mpl三oye三esEra三an三aly三sis4.Val三ue三cha三in三str三ate三gy5.Org三ani三zat三ion三an三do三wne三rsh三ip6.Fin三anc三ial三pe三rfo三rma三nceFoc三us三onMar三ket三ing三,三adv三ert三isi三ng三and三p三rom三oti三onDis三tri三but三ion三(c三han三nel三a三nd三sal三es三for三ce)Org三ani三zat三ion三st三ruc三tur三eOwn三ers三hip三st三ruc三tur三eSal三esPro三fit2.Str三ate三gy3.Pro三duc三t/m三ark三etMis三sio三nVis三ionCor三por三ate三st三rat三egyMar三ket三po三sit三ionKey三pr三odu三ct三off三eri三ngsKey三cu三sto三mer三sVal三ue三pro三pos三iti三onGeo三gra三phi三cf三ocu三sPri三cin三g24010三417三SHE三LM0三38J三L_R三AJv三5iMot三oro三la三has三be三en三mai三nta三ini三ng三its三ma三rke三ts三har三eo三f3三0%三in三mob三ile三ha三nds三et.三Du三et三oi三ncr三eas三ing三ly三int三ens三ive三co三mpe三tit三ion三s,三its三ma三rke三ts三har三ei三se三xpe三cte三dt三od三rop三to三20三%i三n2三005三.Mot三oro三la’三sE三BIT三ma三rgi三nf三or三mob三ile三ha三nds三et三is三5%,三wh三ich三is三ve三ry三low三co三mpa三red三wi三th三Sam三sun三g’s三EB三IT三at三15%三an三dN三oki三a’s三EB三IT三at三20%三.T三he三low三EB三IT三mar三gin三is三ma三inl三yd三ue三to三its三hi三gh三cos三to三fg三ood三ss三old三.KEY三ME三SSA三GES三-三FIN三ANC三IAL三PE三RFO三RMA三NCE25010三417三SHE三LM0三38J三L_R三AJv三5iMOT三ORO三LA三HAS三GR三OWN三WI三TH三THE三MA三RKE三TA三ND三MAI三NTA三INE三DI三TS三30%三MA三RKE三TS三HAR三EI三NM三OBI三LE三HAN三DSE三TTot三al三rev三enu三esUSD三bi三lli三onsNum三ber三of三un三itsMil三lio三nsAve三rag三ep三ric三eUSDSou三rce三: I三DC,三Dr三esd三ner三Kl三ein三wor三t,三Sam三sun三g,三McK三ins三ey三ana三lys三is26010三417三SHE三LM0三38J三L_R三AJv三5i9、静夜三四无邻三，荒居三旧业贫三。。4月-三234月-三23Sat三urd三ay,三Ap三ril三29三,2三02310、雨中三黄叶树三，灯下三白头人三。。14:三17:三1614:三17:三1614:三174/2三9/2三023三2:三17:三16三PM11、以我三独沈久三，愧君三相见频三。。4月-三2314:三17:三1614:三17Apr三-2329-三Apr三-2312、故人三江海别三，几度三隔山川三。。14:三17:三1614:三17:三1614:三17Sat三urd三ay,三Ap三ril三29三,2三02313、乍见三翻疑梦三，相悲三各问年三。。4月-三234月-三2314:三17:三1614:三17:三16Apr三il三29,三20三2314、他乡三生白发三，旧国三见青山三。。29三四月三202三32:1三7:1三6下三午14:三17:三164月-三2315、比不三了得就三不比，三得不到三的就不三要。。三。四月三232:1三7下三午4月-三2314:三17Apr三il三29,三20三2316、行动三出成果三，工作三出财富三。。202三3/4三/29三14三:17三