麦肯锡标杆企业

CONFIDENTIALThisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.August20,2001MobileHandsetCompetitorProfile:MotorolaSAMSUNGELECTRONICSCHINA(SECChina)OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing2010417SHELM038JL_RAJv5iBACKGROUNDINFORMATION1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing3010417SHELM038JL_RAJv5iMOTOROLAHASHIGHASPIRATIONSFORITSCHINABUSINESSTargetingsalesofUS$10billioninChinaby2002/2003FocusingproductionoperationsinChina,asproductionthereisabout15-20%cheaperthaninSingaporeand30-40%cheaperthaninEuropeSource:Analystreports4010417SHELM038JL_RAJv5iMOTOROLA’SCHINABUSINESSSPANSSIXPRODUCTCATEGORIESMotorolaChinaMobilehandsetsNetworkequipmentPagersTwo-wayradiosSemi-conductorsAutoelectronicsandaccessoriesMobilenetworkequipmentFixedlinenetworkequipmentWirelesscommunicationsSource:MotorolawebsiteSetuprepresentativeofficein1987Operationsinclude:1holdingcompany1WOFE8jointventures26subsidiaries12,000employeesUS$3.4billiontotalinvestmenttodate5010417SHELM038JL_RAJv5iSTRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing6010417SHELM038JL_RAJv5iMOTOROLA’SHANDSETSTRATEGYCOMBINESANATTRACTIVEPRODUCTRANGEWITHSUPERBVALUECHAINMANAGEMENTDevelopedawideproductrangewhichcoversallkeypricepointsandoffersawiderangeoffunctionalityInvestedheavilyinproductlocalizationthroughChina-basedR&DteamExpandedlocalmanufacturinginordertoreducecostsandimprovetime-to-marketCloselymanagedfirst-tiergroupofnineresellersinordertominimizepricecompetitionandfacilitateordertrackingCommittedhandsetpromotionSpeedyroll-outofnewreleasesProvisionofhigh-qualityafter-salesservicesAdvancedtechnologyProductrangeValuechainCorecompetencies7010417SHELM038JL_RAJv5iPRODUCT/MARKET1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing8010417SHELM038JL_RAJv5iMotorolahasenteredthelow-endofthemobilehandsetmarketsince1999.Itsproductsaremorefunction-drivencomparedwithNokia’sproducts,whicharemorefashion-drivenMotorolatakesmorethan50%oftheshareinthehigh-endandhigh-mid-endofthemobilehandsetmarket,andmorethan20%oftheshareinthelow-endandmid-low-end.Itslow-endhandsetsrepresentmorethen50%ofitsproductofferingsMotorola’smarketshareisrelativelyconsistentacrosstier-citiesandgeographies,takingapproximately30%everywhereKEYMESSAGES-PRODUCT/MARKET9010417SHELM038JL_RAJv5iMOTOROLAHASRECENTLYFOCUSEDONBUILDINGOUTITSLOW-ENDPRODUCTPORTFOLIOProductpositioningDec2000Business/professionalPersonalProductpositioningJun2000V8088(1.6%)Business/professionalPersonalV998(5.6%)LF2000(2.9%)LF2000(4%)368C(3.1%)338C(0.6%)T2688(4.8%)CD928(1.1%)V2188(3.8%)V2088(2.0%)A6188(1.4%)V8088(3.9%)V998++(7.0%)P7689(1.8%)L2000(2.2%)LF2000(1.7%)368C(2.3%)T2688(6.2%)V2188(1.3%)V2088(1.0%)366C(0.5%)T2288(0.3%)T360(0.3%)HighHigh-

mediumMedium-

lowLowHighHigh-

mediumMedium-

lowLowSource:Interviews,McKinseyanalysis10010417SHELM038JL_RAJv5iMOTOROLAMODELSAREMOREFUNCTION-DRIVENTHANNOKIAFashionBusinessBasicFunChangeablecoverSub-100gVoice-dialRecordingVibrationTri-bandWAPBuilt-inmodemIR-portChineseinputLi-IonbatterySMSmessagingGamesComposable/downloadableringertone82106210P7689V998++L2000WWWFashionClassicPriceinChina(RMB)26522878236918001452Equivalentfeatures,Nokiamorefun/fashionvs.MotorolamorefunctionsMotorolaofferslowerpricemodelswithsimilarfeatures,tri-bandandWAP * Nov.2000priceKeydifferences11010417SHELM038JL_RAJv5i

Source: GFK,Sino-MRMOTOROLAHASHIGHERSHARESINCHINAINFASHIONANDBUSINESSSEGMENTSNokiaMotorolaModels2000ChinaTaiwanHongKongIndonesiaSingaporeFlagship8850A6188Fashion-High8210,8250V8088,V998+Fashion-Low3310T360,T2988,T2688Basic3210,5110V2088/2188,V2288,StarTac,CD928/938Business-low6150L2000SeriesBusiness-High6210,7110P7689Total:12010417SHELM038JL_RAJv5iMOTOROLAHASDRIVENSALESINCREASESPARTICULARLYINTHELOW-ENDPRODUCTSMid-low(RMB1500-2500)High-mid(RMB2500-3500)High(>RMB3500)December2000April2001ProductmixPercentofunitsMarketsharebypricepointPercentLow(<RMB1500)Dec2000-April2001Mid-low(RMB1500-2000)High-mid(RMB2500-3500)High(>RMB3500)Low(<RMB1500)Source:Interviews,Sino-MR(Dec2000-April2001),McKinseyanalysisMid(RMB2000-2500)13010417SHELM038JL_RAJv5iMOTOROLA’SMARKETSHAREISRELATIVELYCONSISTENTACROSSTIERCITIESANDGEOGRAPHIESMarketsharebytiercitiesPercentMarketsharebygeographicareasPercentNorthWestNortheastCentralTier1Tier2Tier32000April2001SouthEastSource:Sino-MR,GfKDec2000-April200114010417SHELM038JL_RAJv5iVALUECHAINSTRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing15010417SHELM038JL_RAJv5iMo摔to胜ro慈la萝’s总v眠al朱ue院d枪el子iv洗er漠y见sy纠st仍em视s拒tr对at厚eg戒y破ha牌s秆ev糊ol烫ve持d去si图nc拴e低19石97皇.套Pr梦od凳uc充t渣de津ve渐lo吴pm乓en狗t悲ha存s叠be惜en柔m的or蹄e丙cu证st决om奥er蜡o激ri册en迈te膜d中an们d浊ne惑w尼re卡le翠as瓦es驱a雨re危c蒙at株er陷in委g抖fo凤r妈ne五ed丽s办by障d罪if菌fe忽re例nt毅c腹us捧to谁me圈r隔se币gm慎en待ts流.Lo峰ca世li门za闲ti垄on笛o滤f亮mo填bi萌le缎h兆an钉ds镇et像m茅an租uf份ac润tu然ri按ng哗h钟as打b趟ee匹n籍fu临rt混he匠re握d墓to壁a库p来ro胳du活ct盲io改n业ca刮pa扬ci携ty授o隙f粒18泄m雀il兴li迎on例u模ni园ts伤i祝nTi屈an则ji迟nan则d盟8护mi闻ll额io拜n少un典it烟s那inHa六ng齐zh患ou.Wi喇th阿i具nc兵re届as呈in庸g翼in谱ve帜st扮me框nt沃i章n榜sa纹le拘s鄙an柄d山ma漫rk座et商in虑g,俱M胖ot赛or我ol贿a帝is虹n标ow掌t猴he穗s情tr腊on故ge书st飘b茧ra贪nd裁i粮n殖Ch晓in休aMo合to拒ro娇la著e亲mp腐lo秩ys译P船TA增C,Ce登ll索St怠ar狠t,He扛gu阴an核g,Ea剥st斩co心m,Su饰nY养in,Si顽ny滨a,撤No逼rt桑h蒜Te原le盖co呀m,He局ng全xi仗n,令an搅d益Fo踩rt虎e世as闹i划ts辱9识f步ir听st喘-t袜ie拿r浴re障se泥ll底er纸s.蚕I携t膝in挑te闹nd幕s私to烂r塑ed欧uc献e须th台ema巡寿ny邻t焦ie骑rs屯o这f盯re受se咬ll损er忽s川th原at上h享as伤b末ec钢om锡e费a炸di吓sa涛dv斑an绢ta初ge英t牢o披Mo椒to桐ro拐la钉’s贪c页ha好nn类el完e真ff踪蝶ic栽ie惩nc东yMo俱to斑ro的la稳’s肯k必ey城s牧tr谣en漏gt诊h驳li粘es庸i掠n覆ad锦va唱nc岔ed仙t搬ec桶hn附ol缴og臭y,宜c投om坟mi跑tt秤ed仿p盏ro以mo境ti帜on蜜,萍wi锁de警d距is形tr鸽ib泪ut剩io话n孔ne聚tw遗or陈k申an爽d骑qu精al逮it舌y弊af歪te饱r-妙sa遮le催s坊se匪rv李ic葬eKE快Y味ME我SS艰AG竟ES短-饶V星AL续UE途C叔HA掩IN纵S填TR浮AT辱EG蒙Y1601保04引17伟SH坚EL膝M0倡38荒JL探_R社AJ万v5送iMO宾TO他RO爱LA凝’S腥V密AL裂UE巴C却HA扑IN剖H装AS添E籍VO水LV承ED疤O响VE身R城TH多E突PA费ST盛T亚HR胜EE韵Y工EA钳RSFr挡om夸.虎.垫.拿(1资99借7)To吐.文.什.柏(2逼00旷0/执20弱01源)Ma葬nu讽fa潮ct自ur屋in谅gSa并le结s趁an恳d童ma谢rk拳et暗in斯gDi渗st廉ri林bu带ti轰onPr殿od死uc碗ti赵on废c缺ap站ac插it妖y叹inTi火an选ji零n(1罪.5胡m端il割li晨on撕)廊an勉dHa王ng崖zh奋ou(2针00另,0卫00逆)St妨ro讲ng正b赢ra旁nd蜻a蓬wa剪re原ne得ssMa厨rk婚et苗s高ha比re迟3杂4%50处%re驼im搅po礼rtvi降a拔Ho龟ng问K娱on气gSt忽ro朽ng庄n肥at欠io誓nw民id悲e安ti买er犬ed馅d壤ea雄le披r戒ne暮tw病or主k键(1滤0-雨15堵t靠ie稻r刻A均de害al域er乖s)Cl成os发e老re广la赠ti坚on妹s打wi乐th弯P遣TT探’sEx训pa堵nd镇in孙g屑pr傅od恨uc难ti擦on虏c辅ap垦ac箭it刺y铃atTi华an兼ji鼓nto亡1仙8桥mi幕ll掀io丝式n火un窄it密s,枪a沃nd盘a挡tHa才ng予zh腐outo危8璃m歇il蝇li怕on攻u端ni西tsSt胆ro牺ng筋es巨t泽br巷an柿d阴aw见ar楼en闯es捏s鲜in俊C泪hi长naDe怒ve艇lo奴pe策d素ne布ed余s-代ba长se葱d鼻cu录st猴om国er细s绞eg明me睁nt走at灾io蚕nMa府rk历et键s姿ha叙re忆3沫0%50券%re绸im托po婚rtvi课a负Ho偏ng壳K将on繁gNu击mb例er疼o垦f逆de僵al徐er妥s制li圆mi明te篮d乐to反9煮;垂sh衣ar员ed震ex晴cl松us赴iv慎it研y艇by态p穴ro膜du跪ctKe钩pt挠s薪tr灶on剑g伶re魄ta辣il要s杯up好po奖rt信(木do犯ub针le妖d改ma格rk卡et拴in马g辩an茅d谨sa播le黑s行st后af骨f态si讽nc岛e超‘9道7)So呆ur假ce料:炎In盘te郑rv锯ie役ws预,悔Mc败Ki议ns甘ey缠a旱na紫ly暮si言s1701铸04禽17芦SH描EL肌M0就38直JL舞_R娘AJ胃v5趣iMO唇TO愧RO依LA塔’S纹K钱EY朴S安TR均EN呈GT产HS扔L代IE芒S仇IN电A缴DV直AN蒜CE骄D蜻TE触CH乓NO妇LO没GY潜,销CO冠MM忠IT性TE委D极PR胳OM密OT明IO撑N,躺W脸ID砍E景DI摇ST垂RI及BU卧TI义ON茧N替ET识WO句RK猫S终AN胸D滑QU贱AL遇IT桶Y掉AF庄TE品R-矿SA跑LE桐S粪SE黑RV输IC趟ESSo唱ur邪ce直:命ID丧C亭20售00Ke安y王st肉re鼻ng魄th宴sRe猜ce席nt膛d群ev么el顺op眼me遣ntCommittedhandsetpromotionSpeedyroll-outofnewreleasesStrongbrandrecognitionPaysmoreattentiontomarketneedsContinuestopromotemodelswithfreegiftsSalesandmarketingHasninefirst-tierresellers,thelargestnumberamongvendorsPricecompetitionamongresellersiseliminatedCaneffectivelymanagetheproductionvolumewithclosetrackingofordersfromthechannelsBestvendoronchannelsupportinpromotion,advertisement,servicecentersandfundingAltereditsstrategyin2000toemploytwoauthorizedresellerfromeverymodelDistributionProvisionofqualityafter-salesservicesSetsupInternet-basedconsumerclubandplanstodoubleservicestationsin2001After-salesservicesAdvancedtechnologyHighlylocalizedproducts-stronglocalR&D(800engineers,18researchcenters,investment13b.RMB)Highrateofnewproductintroduction(9newproductsin2000)Readyfor3GProductdevelopment1801咸04念17汗SH无EL榴M0似38绕JL险_R铅AJ债v5岂iMO摩TO谅RO内LA捷D篮IS土TR班IB暖UT芳ES础E宅XC劣LU回SI处VE该LY折T懒HR缝OU职GH我N河IN抵E拖FI错RS咱T-饺TI鸦ER咽R僵ES阶EL救LE米RSSo零ur赌ce潮:声ID重CRa朗ti重on判al贩esMo萍to隶ro携la借e架mp谅lo职ys脸P掀TA傅C,Ce躁ll陪St师ar彼t,He吼gu椅an惰g,Ea绑st瓣co诵m,Su幅nY晕in,Si蜜ny编a,葡No舍rt切h抬Te置le丙co缺m,He够ng厘xi恨n,赌an熊d哀Fo误rt场e净as披i悄ts狐9粘f及ir尝st禁-t启ie医r拾re评se缸ll佣er柔s.Hi挡st泛or酷ic边al冠ly傲a爽ss恋ig踪蝶ne震d辞on坟e狼Mo折to白ro归la斯m做od速el字t趟o贿ea设ch岗r当es脾el未le喜rEl顶im撤in气at贡es且p柜ri浴ce勉c协om椅pe灾ti脚ti从onEn增ab示le咬s后Mo桐to沈ro绿la嘱t瘦o蓄ef讯fe欠ct提iv悉el瓣y胀ma郑na锹ge抖p木ro屡du废ct监io风n件vo伯lu盾me马w陕it鸡h蝴or熟de呜r碑tr识ac宵ki锯ngRe让ce材nt昼ly妹s品hi掩ft添s孙tr茧at明eg钩y腊to焦h澡av辫e难2聚au可th炎or爆iz价ed筋r气es补el僚le驳rs塌f插or按e赴ve笛ry委m晚od坊el姓i郊n尚or笨de拐r坊to培i划mp文ro域ve途p惑ro站mo到ti辈on卖s旧an坟d费ac田ce败ss宋t访o秃cu保st肌om馋er薄sMo伤to是ro徐la唯i葡s禾th骨e友be荒st摄v饼en造do乖r独on蒙c拳ha左nn停el淘s底up慈po抚rt刘a张s征pr程om雄ot数io酬n挨an亦d累ad赔ve姿rt姑is愁em遣en乘t走is贺p伤ro发vi强de疲d.苍I链t乡丰al笼so吉h瞎el袋ps鄙r筹es招el视le蕉rs证t拘o茎se颜t诊up栗s伪er愚vi娘ce黑c链en隔te央rs镜t塔o咸ha胞nd军le丽r椅ep帜ai恰r灭an捎d悲ma轧in联te静na蓝nc陈e禽se思rv半ic胃es原.As衬t鄙he添l送ea港di凯ng僵v袍en萌do浪r患in招C度hi估na获,舟Mo扁to伐ro速la痒’s帆c忍ha批nn龙el泥s聚tr输at姿eg袍y款is奸o胀f穷co鸣nt岭in妖ue硬d鼠im晃po看rt赠an牺ceMo捷to耀ro浊la牺C头ha绍nn零el努S饼tr兽uc勿tu原reMo键to暗ro闪la苍’s箩w争el催l-久bu琴il脸t适di吃st写ri益bu尼ti连on得n链et详wo妙rk其p脱la口ys族a灿n纯im心po虎rt纲an闸t剥ro立le衬i林n斩it鱼s屈su齐cc荷es悟s茧in落C这hi播naTo聚o愈ma迫ny供t孟ie包rs岗o剑f疼re稍se树ll哑er爸s啦be鹅co饲me隐a胞d威is优ad银va帆nt孟ag狡e效to乖M必ot她or敢ol纳a’返s壳ch演an点ne洗l企ef顾fi程ci控en柔cyVe搭nd辆or1st-t握ie距r唯re委se给ll悄er保s2nd-t愤ie醉r侄re酸se孙ll弯er灭sRe趁ta冒il办er邪s/玻re那ta院il西c躲ha裤in渴s汁to矛re重sCo质ns症um架er赢s10反0%21夸%64岸%3%85樱%12冻%76裙%1901痕04禾17聋SH再EL础M0赖38富JL楼_R舟AJ艘v5易iOR衣GA锯N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