《三星竞争对手分析》

CONFIDENTIALMobileHandsetCompetitorAnalysis:NokiaSAMSUNGELECTRONICSCHINA(SECChina)整理课件北斗成功社区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！<<<<如果是这样，欢迎您来到北斗成功社区，这里就是您找寻了很久的乐园>>>><<<<资料全公开、分类目录清晰、收尽成功精品、稳定下载操作简单>>>>还不快来看看？Successishere!CONSULTING1整理课件OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing2整理课件KEYISSUESTOPROBE-NOKIAStrategyProduct/marketValuechainstrategyOrganization&ownershipFinancialperformanceHowdoesNokiapositionitselfnowandin2005?WhatareNokia’sproductandvaluedeliverysystemstrategiesthatdifferentiateitselffromitscompetitors?Howdoesitscurrentmarketpositionhelpachieveitsgoal?WhatisNokia’skeyproductofferingsandhowdoesNokiadifferentiateitsproductsfromitscompetitors’?WhatcustomersegmentsisNokiatargetingat?InwhichgeographicareasisNokiastrongorweak?HowdoesNokia’sproductdevelopmentmeetcustomerrequirement?HowdoNokia’sdistributionchannelsdifferfromitscompetitors’?WhydoesNokialaunchexclusivespecialistshops?HowdoesNokiaprovidecustomerservices?HowmuchdoesNokiainvestinJVsandWOFEsinChina,andwhatarethemaindrivers?HowdoesNokiaorganizetoenabletheJVsandWOFEstoworktogether?HowstrongisNokia’sperformanceandwhatarethemajorcontributors?WhatisNokia’sperformancetrend?3整理课件BACKGROUNDINFORMATION1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing4整理课件NOKIAISRELATIVELYALATE-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:NokiaPressRelease5整理课件STRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing6整理课件NOKIAPOSITIONSITSELFASALEADINGPRODUCTANDSYSTEMSUPPLIERINTHEFASTGROWINGMOBILECOMMUNICATIONINDUSTRYVisionToleadmobilecommunicationthrough

theintegrationofmobility

withinternetandtheinnovationofnewservicemodelsProductValuedeliverysystemStrategyFocusesonmobilecommunicationproductsandaimstobeatotalsolutionproviderinmobilecommunicationRegularlyintroducesconsumer-orientedproductswithemphasisondesignsandfunctionsBuildsstronglocalalliancethroughJVswithChinesepartnersandR&DcenterswithChineseuniversitiesBuildsexclusivespecialistshopstobringone-stepsolutionstoendusersBuildsfixedandmobileservicestationswithwidegeographiccoverageincludingruralareasSource:NokiapressRelease7整理课件NOKIAHASCAUGHTUPWITHMOTOROLAASMARKETLEADERSINMOBILEHANDSETSSINCE1999Monthlymarketsharedevelopment(Percentofmarketinunitssold)9899Jan‘00Dec‘00NokiaMotorolaSiemensEricssonSource:IDC,McKinseyAnalysis8整理课件UNLIKEITSCOMPETITORS,NOKIA’SMARKETSHAREISTHESAMEAMONGSTNEWANDREPURCHASEBUYERSOthersNokiaEricssonSiemensMotorolaRepurchaseBuyersNewBuyersTotalmarketPercentofunitssold,20004Q25%75%%ofMarket100%Definition:Newbuyer:neverboughtmobilephonebeforeRepurchasebuyer:boughtmobilephonebeforeSource:IDC,McKinseyanalysis9整理课件AMONGREPURCHASERS,NOKIA’SCHURNRATEISHIGH,BUTATPARWITHMOTOROLAPercent,2000EricssonNokiaAlcatelOthersSiemensBrandboughtbypreviousNokiaownersMotorolaSamsungMotorolaAlcatelOthersSiemensBrandboughtbypreviousMotorolaownersNokiaSamsungEricssonSource:McKinseyanalysis10整理课件PRODUCT/MARKET1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing11整理课件Nokiahasanarrowproductportfoliofocusingonmobilecommunicationproducts,andmobilehandsetisNokia’skeyproductofferingNokiaoffersconsumer-orientedhandsetswithemphasisondesignsandfunctions,targetingmediumandlowendcustomers.ItsmaincustomersegmentsaretheyoungandfashionableNokia’sfashionphonesarerelativelystronginmajorcitiesandthesouthregion;howeverNokiaisrelativelyweakinthefourth-tiercitiesKEYMESSAGES-PRODUCT/MARKET12整理课件MOBILEHANDSETISNOKIA'sBIGGESTPRODUCTOFFERINGANDITSESSENTIALPARTOFTOTALSOLUTIONSINMOBILECOMMUNICATIONNokiamobilehandsetsNokiaproductofferingsNokianetworkProductsNowandfutureNokia3310foryoungpeopleNokia8210forfashionchaserNokia6210WAPforbusinessprofessionalNokia7110WAPwithfullChineseinterfaceNokia9210aspersonnelcommunicatorNokia8310,6310forGPRSandWAPMobilenetworkBroadbandnetworkIPnetworkLargestmobilehandsetsupplierintheworldwithaboveaveragegrowthinsalesandmorethan30%globalmarketshareViewsmobilehandsetasadigitalconvergencepointformultimediaservicesSupportsbluetoothbetweenmobilehandsetandPCinNokia6310formobileprofessionalDevelopWCDMAhandsetswithDoCoMoDevelopshomenetproductssuchasmultimediaterminalsinNokiaZhongxinProvidesmultimediaservicenetworksolutionsforoperatorsandISPenteringthemobilecommunicationfieldsNokianetworkcoversmanycitiesandareasinChinaincludingBeijing,Shanghai,HongKongandTaiwanetc.Aimstobeatotalsolutionproviderformobilecommunication13整理课件NOKIAEMPHASIZESONCONSUMER-ORIENTEDDESIGNSANDFUNCTIONSFashionBusinessBasicFunChangeablecoverSub-100gVoice-dialRecordingVibrationTri-bandWAPBuilt-inmodemIR-portChineseinputLi-IonbatterySMSmessagingGamesComposable/downloadableringertone82106210P7689L2000V998++L2000WWWFashionClassicPriceinChina(RMB)26522878236918001435*1452Equivalentfeatures,Nokiamorefun/fashionvs.MotorolamorefunctionsMotorolaofferslowerpricemodelswithsimilarfeatures,tri-bandandWAP * Nov.2000priceKeyDifferences14整理课件WITHINCHINA,NOKIA'sFASHIONPHONESPERFORMBETTERINSOUTHCHINAANDLARGECITIESNorthregionEastregionSouthregionChinaaverageBeijingShanghaiShenzhenGuangzhouMarketsharePercent,2000Source:McKinseyAnalysis15整理课件Tier1Tier2Tier3Tier4NokiaMotorolaOthersNOKIAISRELATIVELYWEAKINTHEIMPORTANT4THTIERCITYMARKETPercentmarketshare,2000EricssonSiemens18%19%23%40%Tiersizeas%oftotal100%=Millionunits

6.77.08.514.8Source:McKinseyAnalysis16整理课件

Source: RetailAudit,McKinseyanalysisANDTHISWEAKNESSIN4THTIERCITIESSPANSMOSTPROVINCESInnerMongoliaHunanYunnanAnhuiGuangdongFujianZhejiangHeijongjiangJilinHenanJiangxiHebeiShanxiLiaoningSichuanShandongJiangsuShanxiHubeiGansuGuizhouPercentmarketshare,NokiaMarketsharePercentProvinceTier1/2/3cityTier4city17整理课件VALUECHAINSTRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing18整理课件Nokiaisnotregardedasatechnologyleader,ascomparedwithMotorola;however,itspendsagreatamountofeffortinunderstandingcustomerrequirementsandtailorsitsproducttomeettheserequirements.NokiaemploysPTAC,CellStar,BeijingTelecommunicationEquipmentFactory,BrightPoint,ExpressFortune,andTechGloryasthefirst-tierresellerstodistributehandsetsthroughauthorizedstoresandcounters.Thedistributionchannelsarerelativelyflat.Whileitsretailshopsaregrowingrapidlytoapproximately900aroundthecountry,Nokiaalsodevelopsexclusivespecialistshopsinordertoprovide“one-step”solutionstoendusersNokiaimplementsahighlyefficientcustomerservicesystemwith250servicestationsandmobileservicestationsforruralareas.Itprovidesgoodpre-andaftersalesserviceKEYMESSAGES-VALUECHAINSTRATEGY19整理课件NOKIAISSTRONGATMARKETING,SALESANDSERVICE,BUTWEAKATTECHNOLOGYManufac-turingandsupplychainSalesanddistributionMarketing

and

branding

R&DStrengthsLeversforimprovementEstablishedR&Dcenterin98/99inBeijingforChinamarket,with150researchstaffStronginlowenddevelopmentGoodproductqualityanddesignWeakerpositioninhighendsegmentandhighendtechnologyPositioninlowendunderattackScalablelocalproductionOptimizedlogisticsCountry-widedistributionchannelsandstrongchannelmanagementHighretailerspreferenceLowerratingofretailsupportRetailerpreferencenottranslatingintohighermarketshareStrongbrandawarenessandpreferencePromotes“technologybasedonpeople”AwarenessandpreferencelowerthanMotorolaBrandinyoungmarketunderattackLowtechnologyimageServiceHighlyefficientcustomerservicesystemwith250servicestationsandmobileservicestationsforruralareasGoodpre-andaftersalesservice,e.g.“onehourrepair”service20整理课件….onNokia……onMotorolaNOKIAHASREPUTATIONGAPASTECHNOLOGYLEADER,ANDTARGETDIFFERENTCUSTOMERSEGMENTSFROMMOTOROLANokiahas

goodproduct

designsNokiaphones

areforfemaleor

youngerpeopleNokiaissecondto

upgradeproductsMotorolaproductsaremoreformalMotorolaalways

introducesnew

technologytothe

marketfirstLoyaluser

iswhite-collar

worker….ontechnologyleadershipandinnovation….ondesign…ontypicalloyalusers21整理课件NOKIADISTRIBUTESTHROUGHSIXFIRST-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-stepsolutiontoendusers22整理课件ORGANIZATIONANDOWNERSHIP1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing23整理课件Nokiahas7JVand1WOFEinChina,amongwhichNokiaBeijingandNokiaDongguanaremanufacturingmobilehandsets.NokiaBeijinghasannualproductioncapacityof30millionunitsin2001.ThemaindriversforNokiatosetupJVsandWOFEsinChinaincludebuildinglocalalliances,localizingmanufacturingtomeetdomesticmarketdemandandincreaseexports,andtechnologytransferencouragedbytheChinesegovernmentWithanarrowproductportfolio,Nokia’sorganizationisproductfocusedwithcoordinatedsalesandmarketingeffortacrossJVsthatmanufacturethesameproductsKEYMESSAGES-ORGANIZATIONANDOWNERSHIP24整理课件NOKIAHAS7JVsAND1WOFEINCHINA,AMONGWHICH2JVsAREDEVOTEDTOMOBILEHANDSETSMaindriversBuildssuccessfulalliancewith

ChinesepartnersLocalizesmanu-

facturingformajorproductsMeetsdomesticmarketdemand

andincreasesexportsRealizestechnologyandskilltransferindevelopment,manufacturingandmanagementHelpsChinesepartnersimprovecompetitivenessinChinaandgloballyNokiainternationalNokiaBeijingmobile

commu-

nicationNokiaDongguanmobilephoneNokiaFujianmobilecommunicationtechnologyNokiaBeijing,HangxingtelecomNokiaDongdatelecomtechnologyNokiaZhongxindigitaltechnologyNokiaSuzhoutelecomNokiaChongqintelecomEstablishedyearProductoffering1995199519971994200019991998GSM

systemandequipmentMobilehandsetsMobilehandsetsGSM900/1800networkservicesMobileswitchesWirelessapplicationssolutionsandservicesDigitalmultimediaterminalsGSMbasestationCellularnetworktransmissionproducts50%withShouxin70%WithDongguanWanxinWithFujianmobileWithBeijingHangxingWithDongruanWithZhongxinandbroadcastingscienceinstitute100%25整理课件NOKIA'sORGANIZATIONISMAINLYPRODUCTFOCUSEDWITHANARROWPRODUCTPORTFOLIOANDCOORDINATEDSALESANDMARKETINGNokiainternationalNokiaBeijingmobilecommuni-cationNokiaDongguanmobilephoneNokia

Fujianmobilecommunic-ationtechnologyNokiaBeijingHangxingtelecomNokiaDongdatelecomtechnologyNokiaZhongxindigitaltechnologyNokiaChongqintelecomMarketingNokiaChinaofficeNokiaChinaofficeSalesServiceManufa-

cturingSalesandServicesManu-

facturingR&DServiceManufa-

cturingSalesandServi