某咨询三星竞争对手NOKIA

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2021/2/8,#,CONFIDENTIAL,Mobile Handset Competitor Analysis: Nokia,SAMSUNG ELECTRONICS CHINA (SEC China),August 20, 2001,This 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 McKinsey it is not a complete record of the discussion.,SAMSUNG010605BJ-kickoff2,北斗成功社区,BeiDouW,成功,/,励志,/,财经,/,职场,/,创业,/,管理,/,理财,/,修身,助您解决成长中的问题,不知道您是否有这种感觉：,1.,网络上太多娱乐的内容，互联网和电脑对我的意义难道仅是娱乐吗？这样只会在享乐中沉迷下去，难以成长，我们需要更多的学习资料和教育资源！,2.,资料虽难得，但是整理更难，网上的教育资料大部份都很乱，不好的或不够好的资料看了令人沮丧，令人失去信心，令人失去学习的兴趣！,3.,能够稳定下载的地方太难找，要么连接无效，要么收费，要么内部分享，要么需要配合各种高技术手段,.,可能花了很多时间在找寻，最后还是一无所获！,还不快来看看？,Success is here!,C O N S U L T I N G,2,OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK,1.,Background information,Location,Registered capital,Managementteam,Equitystructure,Starting year,Number of employees,Era analysis,4.,Value chain strategy,5.,Organization and ownership,6.,Financial performance,Focus on,Marketing, advertising and promotion,Distribution (channel and sales force),Organization structure,Ownership structure,Sales,Profit,2.,Strategy,3.,Product/market,Mission,Vision,Corporate strategy,Market position,Key product offerings,Key customers,Value proposition,Geographic focus,Pricing,3,SAMSUNG010605BJ-kickoff2,KEY ISSUES TO PROBE - NOKIA,Strategy,Product/market,Value chain,strategy,Organization &,ownership,Financial,performance,How 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 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 from 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 what are the major contributors?,What is Nokias performance trend?,4,SAMSUNG010605BJ-kickoff2,BACKGROUND INFORMATION,1.,Background information,Location,Registered capital,Managementteam,Equitystructure,Starting year,Number of employees,Era analysis,4.,Value chain strategy,5.,Organization and ownership,6.,Financial performance,Focus on,Marketing, advertising and promotion,Distribution (channel and sales force),Organization structure,Ownership structure,Sales,Profit,2.,Strategy,3.,Product/market,Mission,Vision,Corporate strategy,Market position,Key product offerings,Key customers,Value proposition,Geographic focus,Pricing,5,SAMSUNG010605BJ-kickoff2,NOKIA IS RELATIVELY A LATE-COMER TO CHINA; HOWEVERIT HAS GROWN RAPIDLY TO BECOME A MARKET LEADER IN MOBILE COMMUNICATION,Background,Implication,Location,Based at Finland, with offices in China, e.g. Beijing,China is Nokias strategic location because it is Nokias second largest market, second only to US,Investment,Invested more than USD1.7 billion in China,Business,Two main business units: Nokia network and Nokia mobile,Starting,First office in China in 1985, first JV in China in 1994,Employees,60,000 staff in 130 countries,More than 20 offices in China, 7 JVs, 1 WOFE and 1 R&D center with over 5500 staff,History,Started business in China since 1950s,1985 saw first office in Beijing, supplying fixed line networks,Supplied analog NMT 450 system and terminal in 1986,Supplied transmission system, optical cable and electric cables in later 1980s,Supplied analog ETACS system and terminals in 1989,Supplied GSM system and terminals in 1990s,Leader in mobile communication globally and in China,Al though a relatively later-comer to China, has invested heavily in its Chinese business,Focused product lines with Nokia network offering mobile, broadband and IP network infra-structure, and Nokia mobile offering mobile handsets,Source: Nokia Press Release,6,SAMSUNG010605BJ-kickoff2,STRATEGY,1.,Background information,Location,Registered capital,Managementteam,Equitystructure,Starting year,Number of employees,Era analysis,4.,Value chain strategy,5.,Organization and ownership,6.,Financial performance,Focus on,Marketing, advertising and promotion,Distribution (channel and sales force),Organization structure,Ownership structure,Sales,Profit,2.,Strategy,3.,Product /market,Mission,Vision,Corporate strategy,Market position,Key product offerings,Key customers,Value proposition,Geographic focus,Pricing,7,SAMSUNG010605BJ-kickoff2,NOKIA POSITIONS ITSELF AS A LEADING PRODUCT AND SYSTEM SUPPLIER IN THE FAST GROWING MOBILE COMMUNICATION INDUSTRY,Vision,To lead mobile communication through the integration of mobilitywith internet and the innovation of new service models,Product,Value delivery system,Strategy,Focuses on mobile communication products and aims to be a total solution provider in mobile communication,Regularly introduces consumer-oriented products with emphasis on designs and functions,Builds strong local alliance through JVs with Chinese partners and R&D centers with Chinese universities,Builds exclusive specialist shops to bring one-step solutions to end users,Builds fixed and mobile service stations with wide geographic coverage including rural areas,Source: Nokia press Release,8,SAMSUNG010605BJ-kickoff2,NOKIA HAS CAUGHT UP WITH MOTOROLA AS MARKET LEADERS IN MOBILE HANDSETS SINCE 1999,Monthly market share development,(Percent of market in units sold),98,99,Jan 00,Dec 00,Nokia,Motorola,Siemens,Ericsson,Source: IDC, McKinsey Analysis,9,SAMSUNG010605BJ-kickoff2,UNLIKE ITS COMPETITORS, NOKIAS MARKET SHARE IS THE SAME AMONGST NEW AND REPURCHASE BUYERS,Others,Nokia,Ericsson,Siemens,Motorola,Repurchase Buyers,New Buyers,Total market,Percent of units sold, 2000 4Q,25%,75%,% of Market,100%,Definition:,New buyer:never bought mobile phone before,Repurchase buyer: bought mobile phone before,Source: IDC, McKinsey analysis,10,SAMSUNG010605BJ-kickoff2,AMONG REPURCHASERS,NOKIASCHURN RATE IS HIGH,BUTAT PAR WITHMOTOROLA,Percent,2000,Ericsson,Nokia,Alcatel,Others,Siemens,Brand boughtbypreviousNokia owners,Motorola,Samsung,Motorola,Alcatel,Others,Siemens,Brand boughtbypreviousMotorola owners,Nokia,Samsung,Ericsson,Source:McKinseyanalysis,11,SAMSUNG010605BJ-kickoff2,PRODUCT/MARKET,1.,Background information,Location,Registeredcapital,Managementteam,Equitystructure,Startingyear,Number of employees,Eraanalysis,4.,Value chainstrategy,5.,Organizationandownership,6.,Financial performance,Focus on,Marketing,advertisingandpromotion,Distribution(channel and salesforce),Organizationstructure,Ownership structure,Sales,Profit,2.,Strategy,3.,Product/market,Mission,Vision,Corporate strategy,Market position,Keyproductofferings,Keycustomers,Value proposition,Geographic focus,Pricing,12,SAMSUNG010605BJ-kickoff2,Nokia has anarrow product portfoliofocusing onmobilecommunication products,andmobile handset is Nokias key product offering,Nokia offersconsumer-oriented handsetswithemphasis ondesignsandfunctions,targeting mediumandlowendcustomers.Itsmaincustomer segments are the youngandfashionable,Nokiasfashionphones are relatively stronginmajor citiesandthesouth region; however Nokiaisrelatively weakin the fourth-tier cities,KEYMESSAGES- PRODUCT/MARKET,13,SAMSUNG010605BJ-kickoff2,MOBILE HANDSET IS NOKIAs BIGGEST PRODUCT OFFERING AND ITS ESSENTIALPART OFTOTAL SOLUTIONSINMOBILE COMMUNICATION,Nokia mobilehandsets,Nokia product offerings,Nokia network,Products,Nowandfuture,Nokia 3310 for youngpeople,Nokia 8210 for fashion chaser,Nokia 6210 WAP for businessprofessional,Nokia 7110 WAP withfullChineseinterface,Nokia 9210 as personnelcommunicator,Nokia 8310,6310forGPRS and WAP,Mobile network,Broadband network,IP network,Largestmobile handset supplierin the worldwith aboveaveragegrowth in salesandmorethan 30% globalmarketshare,Views mobilehandsetasa digital convergence pointformultimedia services,Supportsblue toothbetweenmobile handset and PC inNokia 6310formobile professional,DevelopWCDMA handsets withDoCoMo,Developshomenetproducts such as multimediaterminals in NokiaZhongxin,Providesmultimediaservicenetworksolutions for operatorsandISPenteringthemobilecommunication fields,Nokia network coversmany citiesandareas in Chinaincluding Beijing, Shanghai,Hong Kong and Taiwan etc.,Aimstobe atotal solutionproviderformobilecommunication,14,SAMSUNG010605BJ-kickoff2,NOKIA EMPHASIZESONCONSUMER-ORIENTED DESIGNS AND FUNCTIONS,Fashion,Business,Basic,Fun,Changeablecover,Sub-100g,Voice-dial,Recording,Vibration,Tri-band,WAP,Built-inmodem,IR-port,Chineseinput,Li-Ion battery,SMSmessaging,Games,Composable/downloadable,ringer tone,8210,6210,P7689,L2000,V998+,Fashion,Classic,Price inChina (RMB),2652,2878,2369,1800,1435*,1452,Equivalent features,Nokia morefun/fashionvs.Motorolamore functions,Motorolaofferslower pricemodels withsimilarfeatures, tri-band and WAP,*,Nov.2000 price,KeyDifferences,15,SAMSUNG010605BJ-kickoff2,WITHIN CHINA, NOKIAs FASHION PHONESPERFORMBETTERIN SOUTHCHINA AND LARGECITIES,North region,Eastregion,South region,China average,Beijing,Shanghai,Shenzhen,Guangzhou,Market share,Percent,2000,Source:McKinseyAnalysis,16,SAMSUNG010605BJ-kickoff2,Tier1,Tier2,Tier3,Tier4,Nokia,Motorola,Others,NOKIA ISRELATIVELYWEAKINTHEIMPORTANT 4,TH,TIERCITY MARKET,Percentmarket share, 2000,Ericsson,Siemens,18%,19%,23%,40%,Tiersize as% of total,100%=,Millionunits,6.7,7.0,8.5,14.8,Source:McKinseyAnalysis,17,SAMSUNG010605BJ-kickoff2,Source:Retail Audit, McKinsey analysis,ANDTHISWEAKNESS IN4,TH,TIERCITIESSPANS MOST PROVINCES,Inner Mongolia,Hunan,Yunnan,Anhui,Guangdong,Fujian,Zhejiang,Heijongjiang,Jilin,Henan,Jiangxi,Hebei,Shanxi,Liaoning,Sichuan,Shandong,Jiangsu,Shanxi,Hubei,Gansu,Guizhou,Percentmarket share, Nokia,Market share,Percent,Province,Tier1/2/3 city,Tier4 city,18,SAMSUNG010605BJ-kickoff2,VALUE CHAINSTRATEGY,1.,Background information,Location,Registeredcapital,Managementteam,Equitystructure,Startingyear,Number of employees,Eraanalysis,4.,Value chainstrategy,5.,Organizationandownership,6.,Financial performance,Focus on,Marketing,advertisingandpromotion,Distribution(channel and salesforce),Organizationstructure,Ownership structure,Sales,Profit,2.,Strategy,3.,Product/market,Mission,Vision,Corporate strategy,Market position,Keyproductofferings,Keycustomers,Value proposition,Geographic focus,Pricing,19,SAMSUNG010605BJ-kickoff2,Nokia isnotregarded asa technology leader, ascompared with Motorola;however, itspendsa greatamount of effortinunderstanding customer requirementsandtailorsitsproductto meetthese requirements.,Nokia employs PTAC,CellStar, Beijing TelecommunicationEquipment Factory, Bright Point,ExpressFortune, and Tech Gloryasthefirst-tier resellerstodistribute handsetsthroughauthorized stores and counters.Thedistributionchannels are relativelyflat.,While its retailshops are growing rapidly to approximately900around the country,Nokia also developsexclusive specialistshops in orderto provide “one-step,”,” solutionsto end users,Nokia implementsa highly efficientcustomerservicesystemwith250servicestations and mobileservicestations for ruralareas. It provides goodpre-andafter salesservice,KEYMESSAGES- VALUECHAIN STRATEGY,20,SAMSUNG010605BJ-kickoff2,NOKIA ISSTRONGAT MARKETING, SALESANDSERVICE,BUTWEAK ATTECHNOLOGY,Manufac-turing and supply chain,Sales and distribution,Marketing,and,branding,R&D,Strengths,Levers for improvement,EstablishedR&Dcenter in 98/99in Beijing for Chinamarket,with 150 research staff,Strong in low end development,Goodproductqualityanddesign,Weaker positionin highendsegmentandhighendtechnology,Positioninlowendunder attack,Scalablelocal production,Optimized logistics,Country-widedistribution channels and strong channel management,Highretailers preference,Lower ratingofretail support,Retailerpreferencenottranslatingintohighermarket share,Strong brandawarenessandpreference,Promotes,“,“technologybased on people,”,”,Awareness and preferencelower thanMotorola,Brand inyoung market underattack,Lowtechnology image,Service,Highly efficientcustomer service systemwith 250 service stations and mobile service stations for ruralareas,Goodpre- and aftersales service, e.g.,“,“one hour repair” service,21,SAMSUNG010605BJ-kickoff2,.onNokia,onMotorola,NOKIA HAS REPUTATIONGAPASTECHNOLOGY LEADER, AND TARGET DIFFERENTCUSTOMERSEGMENTS FROM MOTOROLA,Nokia hasgood productdesigns,Nokia phonesareforfemaleoryounger people,Nokia issecondtoupgrade products,Motorolaproducts,aremoreformal,Motorolaalwaysintroduces newtechnology tothemarketfirst,Loyal useris white-collarworker,.ontechnologyleadership and innovation,.ondesign, ontypicalloyal users,22,SAMSUNG010605BJ-kickoff2,NOKIA DISTRIBUTES THROUGH SIX FIRST-TIERRESELLERS AND DEVELOPSEXCLUSIVE SPECIALISTSHOPS,Nokia Channel Structure,Lateentry to the Chinamarket withlesshistoric overhead,Flatdistribution channels,Developsexclusive specialist shops,Providesafter-saleservices,Source:China Computer Journal,Vendor,1,st,-tier resellers,Consumers,2,nd,-tier resellers,Retailers/retailchain stores,6%,3%,91%,22%,33%,36%,6%,33%,58%,Rationales,Nokia employs PTAC,CellStar, Beijing TelecommunicationEquipment Factory, Bright Point,ExpressFortune, and Tech Gloryasits6 first-tierresellers,Nokia requires resellerstoreport the promotionplan and product ordering plansa quarter in advance, and sincethedemandforhandsetstends to fluctuateacross promotional programs,this inflexiblestrategy generallylimits the potentialgain when market demandchangesacrosspromotions,Close to900retailshops and counters country-wide,with 50% growthfrom 1999,Formexclusive specialist shop to provide one-step solutionto end users,23,SAMSUNG010605BJ-kickoff2,ORGANIZATIONANDOWNERSHIP,1.,Background information,Location,Registeredcapital,Managementteam,Equitystructure,Startingyear,Number of employees,Eraanalysis,4.,Value chainstrategy,5.,Organizationandownership,6.,Financial performance,Focus on,Marketing,advertisingandpromotion,Distribution(channel and salesforce),Organizationstructure,Ownership structure,Sales,Profit,2.,Strategy,3.,Product/market,Mission,Vision,Corporate strategy,Market position,Keyproductofferings,Keycustomers,Value proposition,Geographic focus,Pricing,24,SAMSUNG010605BJ-kickoff2,Nokia has 7JV and 1WOFEinChina, amongwhich NokiaBeijingandNokia Dongguanaremanufacturing mobilehandsets. NokiaBeijinghasannualproduction capacityof 30 million unitsin 2001.,ThemaindriversforNokia to setupJVsandWOFEs inChina include buildinglocal alliances,localizingmanufacturing tomeet domestic market demandandincrease exports, and technology transfer encouraged bytheChinesegovernment,Witha narrow product portfolio,Nokiasorganization isproductfocusedwith coordinated salesandmarketing effortacrossJVsthatmanufacturethesame products,KEYMESSAGES- ORGANIZATIONANDOWNERSHIP,25,SAMSUNG010605BJ-kickoff2,NOKIA HAS 7JVsAND1 WOFE IN CHINA,AMONG WHICH2 JVs ARE DEVOTED TO MOBILEHANDSETS,Maindrivers,Builds successful alliance withChinesepartners,Localizes manu-facturing for majorproducts,Meets domestic market demandandincreases exports,Realizestechnologyandskill transfer in development, manufacturingandmanagement,Helps Chinese partners improve competitiveness in Chinaandglobally,Nokia international,Nokia Beijing mobile commu-nication,Nokia Dongguan mobile phone,Nokia Fujian mobile communication technology,Nokia Beijing, Hangxingtelecom,Nokia Dongda telecom technology,Nokia Zhongxin digital technology,Nokia Suzhou telecom,Nokia Chongqin telecom,Establishedyear,Productoffering,1995,1995,1997,1994,2000,1999,1998,GSMsystemandequipment,Mobile handsets,Mobile handsets,GSM900/1800networkservices,Mobile switches,Wirelessapplications solutionsandservices,Digitalmultimedia terminals,GSMbasestation,Cellularnetworktransmission products,50%,withShouxin,70%,WithDongguan Wanxin,WithFujianmobile,WithBeijingHangxing,WithDongruan,WithZhongxin and broadcasting science institute,100%,26,SAMSUNG010605BJ-kickoff2,NOKIAsORGANIZATIONISMAINLY PRODUCT FOCUSED WITHA NARROWPRODUCTPORTFOLIO AND COORDINATED SALESANDMARKETING,Nokia international,Nokia Beijing mobile communi-cation,Nokia Dongguan mobile phone,Nokia Fujian mobile communic-ation technology,Nokia Beijing Hangxing telecom,Nokia Dongda telecom technology,Nokia Zhongxin digital technology,Nokia Chongqin telecom,Marketing,Nokia China office,Nokia China office,Sales,Service,Manufa-cturing,Sales and Services,Manu-facturing,R&D,Service,Manufa-cturing,Sales and Services,R&D,Impleme-,tation,Sales and Services,Manufa-cturing,Sales and Services,Nokia Suzhou telecom,Manufa-cturing,Sales and Services,GSMsystem and equipment,Mobile handsets,Mobile handsets,GSM900/1800networkservices,Mobile switches,Wirelessapplications, solutionsandservices,Digitalmultimedia terminals,GSMbasestation,Cellularnetworktransmission products,27,SAMSUNG010605BJ-kickoff2,FINANCIAL PERFORMANCE,1.,Background information,Location,Registeredcapital,Managementteam,Equitystructure,Startingyear,Number of employees,Eraanalysis,4.,Value chainstrategy,5.,Organizationandownership,6.,Financial performance,Focus on,Marketing,advertisingandpromotion,Distribution(channel and salesforce),Organizationstructure,Ownership structure,Sales,Profit,2.,Strategy,3.,Product/market,Mission,Vision,Corporate strategy,Market position,Keyproductofferings,Keycustomers,Value proposition,Geographic focus,Pricing,28,SAMSUNG010605BJ-kickoff2,Nokiassales inChina grew31%anditsoperating profitgrew 26% in2000, amongwhich,mobile handsetscontributedto 59% of the salesand70%of the profit.,Mobile handset playsanincreasinglyimportant rolein Nokia,s product portfolio, asitrepresents 59% of the salesin 2000from54%in1999.,Nokia has secured anoperating margin of22%inmobile handsets,thehighestmarginin the mobile handset industry in China,duetohighly efficientoperationsthatkeep the cost downto minimum,eventhoughintensive competition has driventheoperating margin down from24%in 1999.,KEYMESSAGES- FINANCIALPERFORMANCE,29,SAMSUNG010605BJ-kickoff2,NOKIA SEES 30% GROWTH INSALES AND OPERATINGPROFITWHERE MOBILEHANDSETS CONTRIBUTEMORE THAN 50%,RevenuesinChina,Operating profitinChina,2,052,2,697,2000,Mobile handsets,USDmillions,406,512,1999,2000,31%,26%,1999,Mobile handsets,Source:Nokia PressRelease,IDC, McKinsey Analysis,30,SAMSUNG010605BJ-kickoff2,