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CONFIDENTIALMobileHandsetCompetitorAnalysis:NokiaSAMSUNGELECTRONICSCHINA(SECChina)August20,2001Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotapleterecordofthediscussion.SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第1頁!OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.BackgroundinformationLocationRegistered
capitalManagement
teamEquity
structureStartingyearNumberof
employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing1SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第2頁!KEYISSUESTOPROBE-NOKIAStrategyProduct/marketValuechainstrategyOrganization&ownershipFinancialperformanceHowdoesNokiapositionitselfnowandin2005?WhatareNokia’sproductandvaluedeliverysystemstrategiesthatdifferentiateitselffromitspetitors?Howdoesitscurrentmarketpositionhelpachieveitsgoal?WhatisNokia’skeyproductofferingsandhowdoesNokiadifferentiateitsproductsfromitspetitors’?WhatcustomersegmentsisNokiatargetingat?InwhichgeographicareasisNokiastrongorweak?HowdoesNokia’sproductdevelopmentmeetcustomerrequirement?HowdoNokia’sdistributionchannelsdifferfromitspetitors’?WhydoesNokialaunchexclusivespecialistshops?HowdoesNokiaprovidecustomerservices?HowmuchdoesNokiainvestinJVsandWOFEsinChina,andwhatarethemaindrivers?HowdoesNokiaorganizetoenabletheJVsandWOFEstoworktogether?HowstrongisNokia’sperformanceandwhatarethemajorcontributors?WhatisNokia’sperformancetrend?2SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第3頁!BACKGROUNDINFORMATION1.BackgroundinformationLocationRegistered
capitalManagement
teamEquity
structureStartingyearNumberof
employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing3SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第4頁!STRATEGY1.BackgroundinformationLocationRegistered
capitalManagement
teamEquity
structureStartingyearNumberof
employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing4SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第5頁!NOKIAHASCAUGHTUPWITHMOTOROLAASMARKETLEADERSINMOBILEHANDSETSSINCE1999Monthlymarketsharedevelopment(Percentofmarketinunitssold)9899Jan‘00Dec‘00NokiaMotorolaSiemensEricssonSource:IDC,McKinseyAnalysis5SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第6頁!AMONGREPURCHASERS,NOKIA’SCHURNRATEISHIGH,BUTATPARWITHMOTOROLAPercent,2000EricssonNokiaAlcatelOthersSiemensBrandboughtbypreviousNokiaownersMotorolaSamsungMotorolaAlcatelOthersSiemensBrandboughtbypreviousMotorolaownersNokiaSamsungEricssonSource:McKinseyanalysis6SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第7頁!Nokiahasanarrowproductportfoliofocusingonmobilemunicationproducts,andmobilehandsetisNokia’skeyproductofferingNokiaoffersconsumer-orientedhandsetswithemphasisondesignsandfunctions,targetingmediumandlowendcustomers.ItsmaincustomersegmentsaretheyoungandfashionableNokia’sfashionphonesarerelativelystronginmajorcitiesandthesouthregion;howeverNokiaisrelativelyweakinthefourth-tiercitiesKEYMESSAGES-PRODUCT/MARKET7SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第8頁!NOKIAEMPHASIZESONCONSUMER-ORIENTEDDESIGNSANDFUNCTIONSFashionBusinessBasicFunChangeablecoverSub-100gVoice-dialRecordingVibrationTri-bandWAPBuilt-inmodemIR-portChineseinputLi-IonbatterySMSmessagingGamesComposable/downloadableringertone82106210P7689L2000V998++L2000WWWFashionClassicPriceinChina(RMB)26522878236918001435*1452Equivalentfeatures,Nokiamorefun/fashionvs.MotorolamorefunctionsMotorolaofferslowerpricemodelswithsimilarfeatures,tri-bandandWAP * Nov.2000priceKeyDifferences8SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第9頁!Tier1Tier2Tier3Tier4NokiaMotorolaOthersNOKIAISRELATIVELYWEAKINTHEIMPORTANT4THTIERCITYMARKETPercentmarketshare,2000EricssonSiemens18%19%23%40%Tiersizeas%oftotal100%=Millionunits
6.77.08.514.8Source:McKinseyAnalysis9SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第10頁!VALUECHAINSTRATEGY1.BackgroundinformationLocationRegistered
capitalManagement
teamEquity
structureStartingyearNumberof
employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing10SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第11頁!NOKIAISSTRONGATMARKETING,SALESANDSERVICE,BUTWEAKATTECHNOLOGYManufac-turingandsupplychainSalesanddistributionMarketing
and
brandingR&DStrengthsLeversforimprovementEstablishedR&Dcenterin98/99inBeijingforChinamarket,with150researchstaffStronginlowenddevelopmentGoodproductqualityanddesignWeakerpositioninhighendsegmentandhighendtechnologyPositioninlowendunderattackScalablelocalproductionOptimizedlogisticsCountry-widedistributionchannelsandstrongchannelmanagementHighretailerspreferenceLowerratingofretailsupportRetailerpreferencenottranslatingintohighermarketshareStrongbrandawarenessandpreferencePromotes“technologybasedonpeople”AwarenessandpreferencelowerthanMotorolaBrandinyoungmarketunderattackLowtechnologyimageServiceHighlyefficientcustomerservicesystemwith250servicestationsandmobileservicestationsforruralareasGoodpre-andaftersalesservice,e.g.“onehourrepair”service11SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第12頁!NOKIADISTRIBUTESTHROUGHSIXFIRST-TIERRESELLERSANDDEVELOPSEXCLUSIVESPECIALISTSHOPSNokiaChannelStructureLateentrytotheChinamarketwithlesshistoricoverheadFlatdistributionchannelsDevelopsexclusivespecialistshopsProvidesafter-saleservices
Source:ChinaComputerJournalVendor1st-tierresellersConsumers2nd-tierresellersRetailers/retailchainstores6%3%91%22%33%36%6%33%58%RationalesNokiaemploysPTAC,CellStar,BeijingTelemunicationEquipmentFactory,BrightPoint,ExpressFortune,andTechGloryasits6first-tierresellersNokiarequiresresellerstoreportthepromotionplanandproductorderingplansaquarterinadvance,andsincethedemandforhandsetstendstofluctuateacrosspromotionalprograms,thisinflexiblestrategygenerallylimitsthepotentialgainwhenmarketdemandchangesacrosspromotionsCloseto900retailshopsandcounterscountry-wide,with50%growthfrom1999Formexclusivespecialistshoptoprovideone-stepsolutiontoendusers12SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第13頁!Nokiahas7JVand1WOFEinChina,amongwhichNokiaBeijingandNokiaDongguanaremanufacturingmobilehandsets.NokiaBeijinghasannualproductioncapacityof30millionunitsin2001.ThemaindriversforNokiatosetupJVsandWOFEsinChinaincludebuildinglocalalliances,localizingmanufacturingtomeetdomesticmarketdemandandincreaseexports,andtechnologytransferencouragedbytheChinesegovernmentWithanarrowproductportfolio,Nokia’sorganizationisproductfocusedwithcoordinatedsalesandmarketingeffortacrossJVsthatmanufacturethesameproductsKEYMESSAGES-ORGANIZATIONANDOWNERSHIP13SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第14頁!NOKIA'sORGANIZATIONISMAINLYPRODUCTFOCUSEDWITHANARROWPRODUCTPORTFOLIOANDCOORDINATEDSALESANDMARKETINGNokiainternationalNokiaBeijingmobilecommuni-cationNokiaDongguanmobilephoneNokia
Fujianmobilecommunic-ationtechnologyNokiaBeijingHangxingtelecomNokiaDongdatelecomtechnologyNokiaZhongxindigitaltechnologyNokiaChongqintelecomMarketingNokiaChinaofficeNokiaChinaofficeSalesServiceManufa-
cturingSalesandServicesManu-
facturingR&DServiceManufa-
cturingSalesandServicesR&DImpleme-tationSalesandServicesManufa-
cturingSalesandServicesNokiaSuzhoutelecomManufa-
cturingSalesandServicesGSMsystemandequipmentMobilehandsetsMobilehandsetsGSM900/1800networkservicesMobileswitchesWirelessapplications,solutionsandservicesDigitalmultimediaterminalsGSMbasestationCellularnetworktransmissionproducts14SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第15頁!Nokia’ssalesinChinagrew31%anditsoperatingprofitgrew26%in2000,amongwhich,mobilehandsetscontributedto59%ofthesalesand70%oftheprofit.MobilehandsetplaysanincreasinglyimportantroleinNokia’sproductportfolio,asitrepresents59%ofthesalesin2000from54%in1999.Nokiahassecuredanoperatingmarginof22%inmobilehandsets,thehighestmargininthemobilehandsetindustryinChina,duetohighlyefficientoperationsthatkeepthecostdowntominimum,eventhoughintensivepetitionhasdriventheoperatingmargindownfrom24%in1999.KEYMESSAGES-FINANCIALPERFORMANCE15SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第16頁!NOKIAISRELATIVELYALATE-COMERTOCHINA;HOWEVER
ITHASGROWNRAPIDLYTOBECOMEAMARKETLEADERIN
MOBILECOMMUNICATIONBackgroundImplicationLocationBasedatFinland,withofficesinChina,e.g.BeijingChinaisNokia'sstrategiclocationbecauseitisNokia'ssecondlargestmarket,secondonlytoUSInvestmentInvestedmorethanUSD1.7billioninChina BusinessTwomainbusinessunits:NokianetworkandNokiamobileStartingFirstofficeinChinain1985,firstJVinChinain1994Employees60,000staffin130countriesMorethan20officesinChina,7JVs,1WOFEand1R&Dcenterwithover5500staffHistoryStartedbusinessinChinasince1950s1985sawfirstofficeinBeijing,supplyingfixedlinenetworksSuppliedanalogNMT450systemandterminalin1986Suppliedtransmissionsystem,opticalcableandelectriccablesinlater1980sSuppliedanalogETACSsystemandterminalsin1989SuppliedGSMsystemandterminalsin1990sLeaderinmobilemunicationgloballyandinChinaAlthougharelativelylater-ertoChina,hasinvestedheavilyinitsChinesebusinessFocusedproductlineswithNokianetworkofferingmobile,broadbandandIPnetworkinfra-structure,andNokiamobileofferingmobilehandsetsSource:NokiaPressRelease16SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第17頁!NOKIAPOSITIONSITSELFASALEADINGPRODUCTANDSYSTEMSUPPLIERINTHEFASTGROWINGMOBILECOMMUNICATIONINDUSTRYVisionToleadmobilemunicationthrough
theintegrationofmobility
withinternetandtheinnovationofnewservicemodelsProductValuedeliverysystemStrategyFocusesonmobilemunicationproductsandaimstobeatotalsolutionproviderinmobilemunicationRegularlyintroducesconsumer-orientedproductswithemphasisondesignsandfunctionsBuildsstronglocalalliancethroughJVswithChinesepartnersandR&DcenterswithChineseuniversitiesBuildsexclusivespecialistshopstobringone-stepsolutionstoendusersBuildsfixedandmobileservicestationswithwidegeographiccoverageincludingruralareasSource:NokiapressRelease17SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第18頁!UNLIKEITSCOMPETITORS,NOKIA’SMARKETSHAREISTHESAMEAMONGSTNEWANDREPURCHASEBUYERSOthersNokiaEricssonSiemensMotorolaRepurchaseBuyersNewBuyersTotalmarketPercentofunitssold,20004Q25%75%%ofMarket100%Definition:Newbuyer:neverboughtmobilephonebeforeRepurchasebuyer:boughtmobilephonebeforeSource:IDC,McKinseyanalysis18SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第19頁!PRODUCT/MARKET1.BackgroundinformationLocationRegistered
capitalManagement
teamEquity
structureStartingyearNumberof
employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing19SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第20頁!MOBILEHANDSETISNOKIA'sBIGGESTPRODUCTOFFERINGANDITSESSENTIALPARTOFTOTALSOLUTIONSINMOBILECOMMUNICATIONNokiamobilehandsetsNokiaproductofferingsNokianetworkProductsNowandfutureNokia3310foryoungpeopleNokia8210forfashionchaserNokia6210WAPforbusinessprofessionalNokia7110WAPwithfullChineseinterfaceNokia9210aspersonnelmunicatorNokia8310,6310forGPRSandWAPMobilenetworkBroadbandnetworkIPnetworkLargestmobilehandsetsupplierintheworldwithaboveaveragegrowthinsalesandmorethan30%globalmarketshareViewsmobilehandsetasadigitalconvergencepointformultimediaservicesSupportsbluetoothbetweenmobilehandsetandPCinNokia6310formobileprofessionalDevelopWCDMAhandsetswithDoCoMoDevelopshomenetproductssuchasmultimediaterminalsinNokiaZhongxinProvidesmultimediaservicenetworksolutionsforoperatorsandISPenteringthemobilemunicationfieldsNokianetworkcoversmanycitiesandareasinChinaincludingBeijing,Shanghai,HongKongandTaiwanetc.Aimstobeatotalsolutionproviderformobilemunication20SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第21頁!WITHINCHINA,NOKIA'sFASHIONPHONESPERFORMBETTERINSOUTHCHINAANDLARGECITIESNorthregionEastregionSouthregionChinaaverageBeijingShanghaiShenzhenGuangzhouMarketsharePercent,2000Source:McKinseyAnalysis21SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第22頁! Source: RetailAudit,McKinseyanalysisANDTHISWEAKNESSIN4THTIERCITIESSPANSMOSTPROVINCESInnerMongoliaHunanYunnanAnhuiGuangdongFujianZhejiangHeijongjiangJilinHenanJiangxiHebeiShanxiLiaoningSichuanShandongJiangsuShanxiHubeiGansuGuizhouPercentmarketshare,NokiaMarketsharePercentProvinceTier1/2/3cityTier4city22SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第23頁!Nokiaisnotregardedasatechnologyleader,asparedwithMotorola;however,itspendsagreatamountofeffortinunderstandingcustomerrequirementsandtailorsitsproducttomeettheserequirements.NokiaemploysPTAC,CellStar,BeijingTelemunicationEquipmentFactory,BrightPoint,ExpressFortune,andTechGloryasthefirst-tierresellerstodistributehandsetsthroughauthorizedstoresandcounters.Thedistributionchannelsarerelativelyflat.Whileitsretailshopsaregrowingrapidlytoapproximately900aroundthecountry,Nokiaalsodevelopsexclusivespecialistshopsinordertoprovide“one-step”solutionstoendusersNokiaimplementsahighlyefficientcustomerservicesystemwith250servicestationsandmobileservicestationsforruralareas.Itprovidesgoodpre-andaftersalesserviceKEYMESSAGES-VALUECHAINSTRATEGY23SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第24頁!….onNokia……onMotorolaNOKIAHASREPUTATIONGAPASTECHNOLOGYLEADER,ANDTARGETDIFFERENTCUSTOMERSEGMENTSFROMMOTOROLANokiahas
goodproduct
designsNokiaphones
areforfemaleor
youngerpeopleNokiaissecondto
upgradeproductsMotorolaproductsaremoreformalMotorolaalways
introducesnew
technologytothe
marketfirstLoyaluser
iswhite-collar
worker….ontechnologyleadershipandinnovation….ondesign…ontypicalloyalusers24SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第25頁!ORGANIZATIONANDOWNERSHIP1.BackgroundinformationLocationRegistered
capitalManagement
teamEquity
structureStartingyearNumberof
employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing25SAMSUNG010605BJ-kickoff2麥肯錫三星競爭對手分析NOKIA共29頁，您現(xiàn)在瀏覽的是第26頁!NOKIAHAS7JVsAND1WOFEINCHINA,AMONGWHICH2JVsAREDEVOTEDTOMOBILEHANDSETSMaindriversBuildssuccessfulalliancewith
Chinesepa
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