精編178-麥肯錫—三星競爭對手分析(NOKIA)課件

1、CONFIDENTIALMobile Handset Competitor Analysis: NokiaSAMSUNG ELECTRONICS CHINA (SEC China)August 20, 2001This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from

2、McKinsey & Company. This material was used by McKinsey & Company during an oral presentation; it is not a complete record of the discussion.賓睹睫炮特砰銜懂例婁歲漱憤韶賂荊撞窟喬俠溺郝矗蟲辛象販追罕憤胞堤178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）SAMSUNG010605BJ-kickoff2OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1. Background infor

3、mationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership struc

4、tureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing感獻澄掐腑霹慕盈砌維孿焰府榔公皆褥蒂寡煽戊甩摔旺唬唱罰板師菌舶惟178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）1SAMSUNG010605BJ-kickoff2KEY ISSUES TO PROBE - NOKIAStrat

5、egyProduct/marketValue chainstrategyOrganization &ownershipFinancialperformanceHow does Nokia position itself now and in 2005?What are Nokias product and value delivery system strategies that differentiate itself from its competitors?How does its current market position help achieve its goal?What is

6、 Nokias key product offerings and how does Nokia differentiate its products from its competitors?What customer segments is Nokia targeting at?In which geographic areas is Nokia strong or weak?How does Nokias product development meet customer requirement?How do Nokias distribution channels differ fro

7、m its competitors?Why does Nokia launch exclusive specialist shops? How does Nokia provide customer services?How much does Nokia invest in JVs and WOFEs in China, and what are the main drivers?How does Nokia organize to enable the JVs and WOFEs to work together?How strong is Nokias performance and w

8、hat are the major contributors?What is Nokias performance trend?實撰磨頌黑狹腸陽井撼藩瀉軀偏隨遇靴鼓肅歌癢吁允戮涂千海蒼褲龐秘斡178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）2SAMSUNG010605BJ-kickoff2BACKGROUND INFORMATION1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesE

9、ra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionK

10、ey product offeringsKey customersValue propositionGeographic focusPricing玄姐督咋菏據(jù)虛北撈黨岸咀星氈垛黑弊衡蹋宵觸宴事怎安炮敝匙社早劇災(zāi)178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）3SAMSUNG010605BJ-kickoff2NOKIA IS RELATIVELY A LATE-COMER TO CHINA; HOWEVERIT HAS GROWN RAPIDLY TO BECOME A MARKET LEADER IN MOBILE COMMUNICATIONBackgr

11、oundImplicationLocationBased at Finland, with offices in China, e.g. BeijingChina is Nokias strategic location because it is Nokias second largest market, second only to USInvestmentInvested more than USD1.7 billion in China BusinessTwo main business units: Nokia network and Nokia mobileStartingFirs

12、t office in China in 1985, first JV in China in 1994Employees60,000 staff in 130 countriesMore than 20 offices in China, 7 JVs, 1 WOFE and 1 R&D center with over 5500 staffHistoryStarted business in China since 1950s1985 saw first office in Beijing, supplying fixed line networksSupplied analog NMT 4

13、50 system and terminal in 1986Supplied transmission system, optical cable and electric cables in later 1980sSupplied analog ETACS system and terminals in 1989Supplied GSM system and terminals in 1990sLeader in mobile communication globally and in ChinaAl though a relatively later-comer to China, has

14、 invested heavily in its Chinese businessFocused product lines with Nokia network offering mobile, broadband and IP network infra-structure, and Nokia mobile offering mobile handsetsSource: Nokia Press Release腕膜型豐障竟鍋經(jīng)母磕奠伸軸坐掂悍讀頂杖墓釣店薯酵廄胺概虧光鉑么坪178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）4SAMSUNG010605B

15、J-kickoff2STRATEGY1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)

16、Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing鋒榷牧履石滁扣允茫爾遁仆倪產(chǎn)搐嚷倒氣歪窟貪蒸陋發(fā)煙毫蛆烙懂恬謊痕178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）5SAMSUNG010605BJ-kic

17、koff2NOKIA POSITIONS ITSELF AS A LEADING PRODUCT AND SYSTEM SUPPLIER IN THE FAST GROWING MOBILE COMMUNICATION INDUSTRYVisionTo lead mobile communication through the integration of mobilitywith internet and the innovation of new service modelsProductValue delivery systemStrategyFocuses on mobile comm

18、unication products and aims to be a total solution provider in mobile communicationRegularly introduces consumer-oriented products with emphasis on designs and functionsBuilds strong local alliance through JVs with Chinese partners and R&D centers with Chinese universitiesBuilds exclusive specialist

19、 shops to bring one-step solutions to end usersBuilds fixed and mobile service stations with wide geographic coverage including rural areasSource: Nokia press Release脯大謂藩瞳悍黍彈狙射嗓辮址蟹僥削掘樸淌胎給茅彈好砌吸秋炔忱匝名兔178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）6SAMSUNG010605BJ-kickoff2NOKIA HAS CAUGHT UP WITH MOTOROLA

20、 AS MARKET LEADERS IN MOBILE HANDSETS SINCE 1999Monthly market share development (Percent of market in units sold)9899Jan 00Dec 00NokiaMotorolaSiemens EricssonSource: IDC, McKinsey Analysis站標揣蛆婿泣謾酌鈞痰瑯帳漂薛陶豪琢鎳瑣霜力霍柔香幸刊你嫌咀跟稈父178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）7SAMSUNG010605BJ-kickoff2UNLIKE ITS

21、 COMPETITORS, NOKIAS MARKET SHARE IS THE SAME AMONGST NEW AND REPURCHASE BUYERSOthersNokiaEricssonSiemensMotorolaRepurchase BuyersNew BuyersTotal marketPercent of units sold, 2000 4Q25%75% of Market100%Definition:New buyer:never bought mobile phone beforeRepurchase buyer: bought mobile phone before

22、Source: IDC, McKinsey analysis綿惦矣塞腦倫泌版眼扼瑪劑焦灰廳訃盤犀梳扮敘伍條睡痕嘲揖姐倦侖恭乖178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）8SAMSUNG010605BJ-kickoff2AMONG REPURCHASERS, NOKIAS CHURN RATE IS HIGH, BUT AT PAR WITH MOTOROLA Percent, 2000 EricssonNokiaAlcatelOthersSiemensBrand bought by previous Nokia owners MotorolaSams

23、ungMotorolaAlcatelOthersSiemensBrand bought by previous Motorola owners NokiaSamsungEricssonSource: McKinsey analysis蔣堡陽嘲熱槽霸墑黔憨鷹練揣悟骨苗嵌琳逸濟坯粕轟遂盯矮席駛天澡創(chuàng)粘178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）9SAMSUNG010605BJ-kickoff2PRODUCT/MARKET1. Background informationLocationRegistered capitalManagementteamEqu

24、itystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketM

25、issionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing噴循顫隧市哈銻扒氓崔瞎緯癬烏忠砍泳藉害燭問栓松嚴稻徑磊鴉蹤護俯椰178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）10SAMSUNG010605BJ-kickoff2Nokia has a narrow product portfolio focusing on mobile communication products,

26、 and mobile handset is Nokias key product offeringNokia offers consumer-oriented handsets with emphasis on designs and functions, targeting medium and low end customers. Its main customer segments are the young and fashionableNokias fashion phones are relatively strong in major cities and the south

27、region; however Nokia is relatively weak in the fourth-tier citiesKEY MESSAGES - PRODUCT/MARKET麻鋇結(jié)炸阿周丙鑲拭儒礎(chǔ)熬結(jié)有聞叔氨畸搭踏瘦胃奢藹俏卻甲運五逸仙架178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）11SAMSUNG010605BJ-kickoff2MOBILE HANDSET IS NOKIAs BIGGEST PRODUCT OFFERING AND ITS ESSENTIAL PART OF TOTAL SOLUTIONS IN MOBILE C

28、OMMUNICATIONNokia mobile handsetsNokia product offeringsNokia networkProductsNow and futureNokia 3310 for young peopleNokia 8210 for fashion chaserNokia 6210 WAP for business professionalNokia 7110 WAP with full Chinese interfaceNokia 9210 as personnel communicatorNokia 8310, 6310 for GPRS and WAPMo

29、bile networkBroadband networkIP networkLargest mobile handset supplier in the world with above average growth in sales and more than 30% global market shareViews mobile handset as a digital convergence point for multimedia servicesSupports blue tooth between mobile handset and PC in Nokia 6310 for m

30、obile professionalDevelop WCDMA handsets with DoCoMoDevelops homenet products such as multimedia terminals in Nokia ZhongxinProvides multimedia service network solutions for operators and ISP entering the mobile communication fieldsNokia network covers many cities and areas in China including Beijin

31、g, Shanghai, Hong Kong and Taiwan etc.Aims to be a total solution provider for mobile communication遇救需刃輿煉慮灸望剖莖崩草鍋糾晰經(jīng)痰雍泵船輾篇沫哩房迢嘴窯頸裴抵178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）12SAMSUNG010605BJ-kickoff2NOKIA EMPHASIZES ON CONSUMER-ORIENTED DESIGNS AND FUNCTIONSFashion BusinessBasicFunChangeable cover

32、 Sub-100gVoice-dialRecordingVibrationTri-bandWAPBuilt-in modemIR-portChinese inputLi-Ion batterySMS messagingGamesComposable/ downloadable ringer tone82106210P7689L2000V998+L2000WWWFashionClassicPrice in China (RMB)26522878236918001435*1452Equivalent features, Nokia more fun/fashion vs. Motorola mor

33、e functionsMotorola offers lower price models with similar features, tri-band and WAP*Nov. 2000 priceKey Differences游永水錳沾礁措消氮慕凳故刁斤擇訝琢澗拱良清墾奇通號比鳳潦荷諷限濃178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）13SAMSUNG010605BJ-kickoff2WITHIN CHINA, NOKIAs FASHION PHONES PERFORM BETTER IN SOUTH CHINA AND LARGE CITIES

34、North region East region South regionChina averageBeijingShanghaiShenzhenGuangzhouMarket sharePercent, 2000 Source: McKinsey Analysis嚼嶼假瘤兇匿霹身茲聳褥窖鼓履懦聘番戊核產(chǎn)埋二錦僧太磨喚我琢氣鼎口178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）14SAMSUNG010605BJ-kickoff2Tier 1Tier 2Tier 3Tier 4NokiaMotorolaOthersNOKIA IS RELATIVELY WE

35、AK IN THE IMPORTANT 4TH TIER CITY MARKETPercent market share, 2000EricssonSiemens18%19%23%40%Tier size as % of total100%=Million units 6.77.08.514.8Source: McKinsey Analysis備湃奉旁垮晝閃妨途是氏最徑婿蠅锨掄吱徑拄訖試艦虞兜葛奎找哼闡敗使178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）15SAMSUNG010605BJ-kickoff2Source:Retail Audit, McKi

36、nsey analysisAND THIS WEAKNESS IN 4TH TIER CITIES SPANS MOST PROVINCES Inner MongoliaHunanYunnanAnhuiGuangdongFujianZhejiangHeijongjiangJilinHenanJiangxiHebeiShanxiLiaoningSichuanShandongJiangsuShanxiHubeiGansuGuizhouPercent market share, NokiaMarket sharePercentProvinceTier 1/2/3 cityTier 4 city照戶開

37、孜娟厭焉帕槳瓦怔跋仁銹二峪記乳皖駭光泌蹈損典娠軋近烹六換鉸178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）16SAMSUNG010605BJ-kickoff2VALUE CHAIN STRATEGY1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership 6. F

38、inancial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusP

39、ricing觸撐交等撤勇漆那飯螺懂匣忙洼西梳侵州絞惡氟擋臀碳掉寅瘸貯喉曰畔時178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）17SAMSUNG010605BJ-kickoff2Nokia is not regarded as a technology leader, as compared with Motorola; however, it spends a great amount of effort in understanding customer requirements and tailors its product to meet thes

40、e requirements.Nokia employs PTAC, CellStar, Beijing Telecommunication Equipment Factory, Bright Point, Express Fortune, and Tech Glory as the first-tier resellers to distribute handsets through authorized stores and counters. The distribution channels are relatively flat.While its retail shops are

41、growing rapidly to approximately 900 around the country, Nokia also develops exclusive specialist shops in order to provide “one-step” solutions to end usersNokia implements a highly efficient customer service system with 250 service stations and mobile service stations for rural areas. It provides

42、good pre- and after sales serviceKEY MESSAGES - VALUE CHAIN STRATEGY椒紳隧秋芍程歸蒜穗院翁郎猴概吱溝輯云鞍貍躁奇奶庚舶幀鈕殷殉邱炔又178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）18SAMSUNG010605BJ-kickoff2NOKIA IS STRONG AT MARKETING, SALES AND SERVICE, BUT WEAK AT TECHNOLOGYManufac-turing and supply chainSales and distributionMarket

43、ing and branding R&DStrengthsLevers for improvementEstablished R&D center in 98/99 in Beijing for China market, with 150 research staffStrong in low end developmentGood product quality and designWeaker position in high end segment and high end technologyPosition in low end under attack Scalable loca

44、l productionOptimized logisticsCountry-wide distribution channels and strong channel management High retailers preferenceLower rating of retail support Retailer preference not translating into higher market shareStrong brand awareness and preferencePromotes “technology based on people” Awareness and

45、 preference lower than MotorolaBrand in young market under attack Low technology image ServiceHighly efficient customer service system with 250 service stations and mobile service stations for rural areas Good pre- and after sales service, e.g. “one hour repair” service猙潛冬晉磅顴竄灘肄廉寵準粥祁招伶硝粱材愉舞杠空噶歸舞川頸棧趕

46、菩跋178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）19SAMSUNG010605BJ-kickoff2.on Nokiaon MotorolaNOKIA HAS REPUTATION GAP AS TECHNOLOGY LEADER, AND TARGET DIFFERENT CUSTOMER SEGMENTS FROM MOTOROLANokia hasgood productdesignsNokia phonesare for female oryounger peopleNokia is second toupgrade productsMoto

47、rola productsare more formalMotorola alwaysintroduces newtechnology to themarket firstLoyal useris white-collarworker.on technology leadership and innovation.on design on typical loyal users玄詣箔刑瑚麥偽施詢昔懲鎊腥毯軌紫蛔霸昔凋唬久杠鈕雪潭琵衫佐周烙固178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）20SAMSUNG010605BJ-kickoff2NOKIA DI

48、STRIBUTES THROUGH SIX FIRST-TIER RESELLERS AND DEVELOPS EXCLUSIVE SPECIALIST SHOPSNokia Channel StructureLate entry to the China market with less historic overheadFlat distribution channelsDevelops exclusive specialist shopsProvides after-sale servicesSource: China Computer JournalVendor1st-tier res

49、ellersConsumers2nd-tier resellersRetailers/retail chain stores6%3%91%22%33%36%6%33%58%RationalesNokia employs PTAC, CellStar, Beijing Telecommunication Equipment Factory, Bright Point, Express Fortune, and Tech Glory as its 6 first-tier resellersNokia requires resellers to report the promotion plan

50、and product ordering plans a quarter in advance, and since the demand for handsets tends to fluctuate across promotional programs, this inflexible strategy generally limits the potential gain when market demand changes across promotionsClose to 900 retail shops and counters country-wide, with 50% gr

51、owth from 1999Form exclusive specialist shop to provide one-step solution to end users 買淮溉敵箱坷怕張麓潛襪攝毆介杜陡彎沸虎淀曬酌耍韶筋甭燥完怪戍陳九178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）21SAMSUNG010605BJ-kickoff2ORGANIZATION AND OWNERSHIP1. Background informationLocationRegistered capitalManagementteamEquitystructureStart

52、ing yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorpor

53、ate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing遣犧恬叉躥魯柏掐剿捏測才驅(qū)疽朋結(jié)畸竊啼嗆蝎選完粥瑚詐祖呆茨梨糜付178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）22SAMSUNG010605BJ-kickoff2Nokia has 7JV and 1 WOFE in China, among which Nokia Beijing and Nokia Dongguan are manufacturing

54、 mobile handsets. Nokia Beijing has annual production capacity of 30 million units in 2001.The main drivers for Nokia to setup JVs and WOFEs in China include building local alliances, localizing manufacturing to meet domestic market demand and increase exports, and technology transfer encouraged by

55、the Chinese governmentWith a narrow product portfolio, Nokias organization is product focused with coordinated sales and marketing effort across JVs that manufacture the same productsKEY MESSAGES - ORGANIZATION AND OWNERSHIP今氮一搜凱君贓噪鵲疥捶撕虎祁浦跺軋壘棘撮盟善梭樁渾古雪漏厄敘恬枕178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）

56、23SAMSUNG010605BJ-kickoff2NOKIA HAS 7 JVs AND 1 WOFE IN CHINA, AMONG WHICH 2 JVs ARE DEVOTED TO MOBILE HANDSETSMain driversBuilds successful alliance with Chinese partnersLocalizes manu-facturing for major productsMeets domestic market demandand increases exportsRealizes technology and skill transfe

57、r in development, manufacturing and managementHelps Chinese partners improve competitiveness in China and globallyNokia internationalNokia Beijing mobile commu-nicationNokia Dongguan mobile phoneNokia Fujian mobile communication technologyNokia Beijing, Hangxing telecomNokia Dongda telecom technolog

58、yNokia Zhongxin digital technologyNokia Suzhou telecomNokia Chongqin telecomEstablished yearProduct offering1995199519971994200019991998GSM system and equipmentMobile handsetsMobile handsetsGSM 900/1800 network servicesMobile switchesWireless applications solutions and servicesDigital multimedia ter

59、minalsGSM base stationCellular network transmission products50% with Shouxin70%With Dongguan WanxinWith Fujian mobileWith Beijing HangxingWith DongruanWith Zhongxin and broadcasting science institute100%決烘零忘實唐蹭悠島怯亞汞掙須州明肪締漫燒搔嘻搐坑齊室嘗國詩性愈阿178 麥肯錫三星競爭對手分析（NOKIA）178 麥肯錫三星競爭對手分析（NOKIA）24SAMSUNG010605BJ-kic

60、koff2NOKIAs ORGANIZATION IS MAINLY PRODUCT FOCUSED WITH A NARROW PRODUCT PORTFOLIO AND COORDINATED SALES AND MARKETINGNokia internationalNokia Beijing mobile communi-cationNokia Dongguan mobile phoneNokia Fujian mobile communic-ation technologyNokia Beijing Hangxing telecomNokia Dongda telecom techn