麥肯錫-三星競爭對手分析NOKIA課件

SAMSUNG010605BJ-kickoff2CONFIDENTIALMobileHandsetCompetitorAnalysis:NokiaSAMSUNGELECTRONICSCHINA(SECChina)August20,2001Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.SAMSUNG010605BJ-kickoff21OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricingSAMSUNG010605BJ-kickoff22KEYISSUESTOPROBE-NOKIAStrategyProduct/marketValuechainstrategyOrganization&ownershipFinancialperformanceHowdoesNokiapositionitselfnowandin2005?WhatareNokia’sproductandvaluedeliverysystemstrategiesthatdifferentiateitselffromitscompetitors?Howdoesitscurrentmarketpositionhelpachieveitsgoal?WhatisNokia’skeyproductofferingsandhowdoesNokiadifferentiateitsproductsfromitscompetitors’?WhatcustomersegmentsisNokiatargetingat?InwhichgeographicareasisNokiastrongorweak?HowdoesNokia’sproductdevelopmentmeetcustomerrequirement?HowdoNokia’sdistributionchannelsdifferfromitscompetitors’?WhydoesNokialaunchexclusivespecialistshops?HowdoesNokiaprovidecustomerservices?HowmuchdoesNokiainvestinJVsandWOFEsinChina,andwhatarethemaindrivers?HowdoesNokiaorganizetoenabletheJVsandWOFEstoworktogether?HowstrongisNokia’sperformanceandwhatarethemajorcontributors?WhatisNokia’sperformancetrend?SAMSUNG010605BJ-kickoff24NOKIAISRELATIVELYALATE-COMERTOCHINA;HOWEVER

ITHASGROWNRAPIDLYTOBECOMEAMARKETLEADERIN

MOBILECOMMUNICATIONBackgroundImplicationLocationBasedatFinland,withofficesinChina,e.g.BeijingChinaisNokia'sstrategiclocationbecauseitisNokia'ssecondlargestmarket,secondonlytoUSInvestmentInvestedmorethanUSD1.7billioninChina BusinessTwomainbusinessunits:NokianetworkandNokiamobileStartingFirstofficeinChinain1985,firstJVinChinain1994Employees60,000staffin130countriesMorethan20officesinChina,7JVs,1WOFEand1R&Dcenterwithover5500staffHistoryStartedbusinessinChinasince1950s1985sawfirstofficeinBeijing,supplyingfixedlinenetworksSuppliedanalogNMT450systemandterminalin1986Suppliedtransmissionsystem,opticalcableandelectriccablesinlater1980sSuppliedanalogETACSsystemandterminalsin1989SuppliedGSMsystemandterminalsin1990sLeaderinmobilecommunicationgloballyandinChinaAlthougharelativelylater-comertoChina,hasinvestedheavilyinitsChinesebusinessFocusedproductlineswithNokianetworkofferingmobile,broadbandandIPnetworkinfra-structure,andNokiamobileofferingmobilehandsetsSource:NokiaPressReleaseSAMSUNG010605BJ-kickoff25STRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricingSAMSUNG010605BJ-kickoff26NOKIAPOSITIONSITSELFASALEADINGPRODUCTANDSYSTEMSUPPLIERINTHEFASTGROWINGMOBILECOMMUNICATIONINDUSTRYVisionToleadmobilecommunicationthrough

theintegrationofmobility

withinternetandtheinnovationofnewservicemodelsProductValuedeliverysystemStrategyFocusesonmobilecommunicationproductsandaimstobeatotalsolutionproviderinmobilecommunicationRegularlyintroducesconsumer-orientedproductswithemphasisondesignsandfunctionsBuildsstronglocalalliancethroughJVswithChinesepartnersandR&DcenterswithChineseuniversitiesBuildsexclusivespecialistshopstobringone-stepsolutionstoendusersBuildsfixedandmobileservicestationswithwidegeographiccoverageincludingruralareasSource:NokiapressReleaseSAMSUNG010605BJ-kickoff28UNLIKEITSCOMPETITORS,NOKIA’SMARKETSHAREISTHESAMEAMONGSTNEWANDREPURCHASEBUYERSOthersNokiaEricssonSiemensMotorolaRepurchaseBuyersNewBuyersTotalmarketPercentofunitssold,20004Q25%75%%ofMarket100%Definition:Newbuyer:neverboughtmobilephonebeforeRepurchasebuyer:boughtmobilephonebeforeSource:IDC,McKinseyanalysisSAMSUNG010605BJ-kickoff29AMONGREPURCHASERS,NOKIA’SCHURNRATEISHIGH,BUTATPARWITHMOTOROLAPercent,2000EricssonNokiaAlcatelOthersSiemensBrandboughtbypreviousNokiaownersMotorolaSamsungMotorolaAlcatelOthersSiemensBrandboughtbypreviousMotorolaownersNokiaSamsungEricssonSource:McKinseyanalysisSAMSUNG010605BJ-kickoff210PRODUCT/MARKET1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricingSAMSUNG010605BJ-kickoff212MOBILEHANDSETISNOKIA'sBIGGESTPRODUCTOFFERINGANDITSESSENTIALPARTOFTOTALSOLUTIONSINMOBILECOMMUNICATIONNokiamobilehandsetsNokiaproductofferingsNokianetworkProductsNowandfutureNokia3310foryoungpeopleNokia8210forfashionchaserNokia6210businessprofessionalNokia7110fullChineseinterfaceNokia9210aspersonnelcommunicatorNokia8310,6310forGPRSandWAPMobilenetworkBroadbandnetworkIPnetworkLargestmobilehandsetsupplierintheworldwithaboveaveragegrowthinsalesandmorethan30%globalmarketshareViewsmobilehandsetasadigitalconvergencepointformultimediaservicesSupportsbluetoothbetweenmobilehandsetandPCinNokia6310formobileprofessionalDevelopWCDMAhandsetswithDoCoMoDevelopshomenetproductssuchasmultimediaterminalsinNokiaZhongxinProvidesmultimediaservicenetworksolutionsforoperatorsandISPenteringthemobilecommunicationfieldsNokianetworkcoversmanycitiesandareasinChinaincludingBeijing,Shanghai,HongKongandTaiwanetc.AimstobeatotalsolutionproviderformobilecommunicationSAMSUNG010605BJ-kickoff213NOKIAEMPHASIZESONCONSUMER-ORIENTEDDESIGNSANDFUNCTIONSFashionBusinessBasicFunChangeablecoverSub-100gVoice-dialRecordingVibrationTri-bandWAPBuilt-inmodemIR-portChineseinputLi-IonbatterySMSmessagingGamesComposable/downloadableringertone82106210P7689L2000V998++L2000WWWFashionClassicPriceinChina(RMB)26522878236918001435*1452Equivalentfeatures,Nokiamorefun/fashionvs.MotorolamorefunctionsMotorolaofferslowerpricemodelswithsimilarfeatures,tri-bandandWAP * Nov.2000priceKeyDifferencesSAMSUNG010605BJ-kickoff214WITHINCHINA,NOKIA'sFASHIONPHONESPERFORMBETTERINSOUTHCHINAANDLARGECITIESNorthregionEastregionSouthregionChinaaverageBeijingShanghaiShenzhenGuangzhouMarketsharePercent,2000Source:McKinseyAnalysisSAMSUNG010605BJ-kickoff216 Source: RetailAudit,McKinseyanalysisANDTHISWEAKNESSIN4THTIERCITIESSPANSMOSTPROVINCESInnerMongoliaHunanYunnanAnhuiGuangdongFujianZhejiangHeijongjiangJilinHenanJiangxiHebeiShanxiLiaoningSichuanShandongJiangsuShanxiHubeiGansuGuizhouPercentmarketshare,NokiaMarketsharePercentProvinceTier1/2/3cityTier4citySAMSUNG010605BJ-kickoff217VALUECHAINSTRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricingSAMSUNG010605BJ-kickoff218Nokiaisnotregardedasatechnologyleader,ascomparedwithMotorola;however,itspendsagreatamountofeffortinunderstandingcustomerrequirementsandtailorsitsproducttomeettheserequirements.NokiaemploysPTAC,CellStar,BeijingTelecommunicationEquipmentFactory,BrightPoint,ExpressFortune,andTechGloryasthefirst-tierresellerstodistributehandsetsthroughauthorizedstoresandcounters.Thedistributionchannelsarerelativelyflat.Whileitsretailshopsaregrowingrapidlytoapproximately900aroundthecountry,Nokiaalsodevelopsexclusivespecialistshopsinordertoprovide“one-step”solutionstoendusersNokiaimplementsahighlyefficientcustomerservicesystemwith250servicestationsandmobileservicestationsforruralareas.Itprovidesgoodpre-andaftersalesserviceKEYMESSAGES-VALUECHAINSTRATEGYSAMSUNG010605BJ-kickoff220….onNokia……onMotorolaNOKIAHASREPUTATIONGAPASTECHNOLOGYLEADER,ANDTARGETDIFFERENTCUSTOMERSEGMENTSFROMMOTOROLANokiahas

goodproduct

designsNokiaphones

areforfemaleor

youngerpeopleNokiaissecondto

upgradeproductsMotorolaproductsaremoreformalMotorolaalways

introducesnew

technologytothe

marketfirstLoyaluser

iswhite-collar

worker….ontechnologyleadershipandinnovation….ondesign…ontypicalloyalusersSAMSUNG010605BJ-kickoff221NOKIADISTRIBUTESTHROUGHSIXFIRST-TIERRESELLERSANDDEVELOPSEXCLUSIVESPECIALISTSHOPSNokiaChannelStructureLateentrytotheChinamarketwithlesshistoricoverheadFlatdistributionchannelsDevelopsexclusivespecialistshopsProvidesafter-saleservices

Source:ChinaComputerJournalVendor1st-tierresellersConsumers2nd-tierresellersRetailers/retailchainstores6%3%91%22%33%36%6%33%58%RationalesNokiaemploysPTAC,CellStar,BeijingTelecommunicationEquipmentFactory,BrightPoint,ExpressFortune,andTechGloryasits6first-tierresellersNokiarequiresresellerstoreportthepromotionplanandproductorderingplansaquarterinadvance,andsincethedemandforhandsetstendstofluctuateacrosspromotionalprograms,thisinflexiblestrategygenerallylimitsthepotentialgainwhenmarketdemandchangesacrosspromotionsCloseto900retailshopsandcounterscountry-wide,with50%growthfrom1999Formexclusivespecialistshoptoprovideone-stepsolutiontoendusersSAMSUNG010605BJ-kickoff222ORGANIZATIONANDOWNERSHIP1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricingSAMSUNG010605BJ-kickoff224NOKIAHAS7JVsAND1WOFEINCHINA,AMONGWHICH2JVsAREDEVOTEDTOMOBILEHANDSETSMaindriversBuildssuccessfulalliancewith

ChinesepartnersLocalizesmanu-

facturingformajorproductsMeetsdomesticmarketdemand

andincreasesexportsRealizestechnologyandskilltransferindevelopment,manufacturingandmanagementHelpsChinesepartnersimprovecompetitivenessinChinaandgloballyNokiainternationalNokiaBeijingmobile

commu-

nicationNokiaDongguanmobilephoneNokiaFujianmobilecommunicationtechnologyNokiaBeijing,HangxingtelecomNokiaDongdatelecomtechnologyNokiaZhongxindigitaltechnologyNokiaSuzhoutelecomNokiaChongqintelecomEstablishedyearProductoffering1995199519971994200019991998GSM

systemandequipmentMobilehandsetsMobilehandsetsGSM900/1800networkservicesMobileswitchesWirelessapplicationssolutionsandservicesDigitalmultimediaterminalsGSMbasestationCellularnetworktransmission