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1、SAMSUNG010605BJ-kickoff2,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
2、 prior written approval from McKinsey it is not a complete record of the discussion.,SAMSUNG010605BJ-kickoff2,1,OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK,1. Background information,Location Registered capital Management team Equity structure,Starting year Number of employees Era analysis,4. Value cha
3、in 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
4、offerings Key customers Value proposition Geographic focus Pricing,SAMSUNG010605BJ-kickoff2,2,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 deli
5、very 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 geographi
6、c 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
7、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?,SAMSUNG010605BJ-kickoff2,3,BACKGROUND INFORMATION,1. Background information,Location Reg
8、istered capital Management team Equity structure,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 structu
9、re,Sales Profit,2. Strategy,3. Product/market,Mission Vision Corporate strategy Market position,Key product offerings Key customers Value proposition Geographic focus Pricing,SAMSUNG010605BJ-kickoff2,4,NOKIA IS RELATIVELY A LATE-COMER TO CHINA; HOWEVER IT HAS GROWN RAPIDLY TO BECOME A MARKET LEADER
10、IN MOBILE COMMUNICATION,Background,Implication,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
11、mobile offering mobile handsets,Source: Nokia Press Release,SAMSUNG010605BJ-kickoff2,5,STRATEGY,1. Background information,Location Registered capital Management team Equity structure,Starting year Number of employees Era analysis,4. Value chain strategy,5. Organization and ownership,6. Financial per
12、formance,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 focu
13、s Pricing,SAMSUNG010605BJ-kickoff2,6,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 mobility with internet and the innovation of new service models,Strategy,Focuses on mo
14、bile 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 exclusiv
15、e 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,SAMSUNG010605BJ-kickoff2,7,NOKIA HAS CAUGHT UP WITH MOTOROLA AS MARKET LEADERS IN MOBILE HANDSETS SINCE 1999,Monthly ma
16、rket share development (Percent of market in units sold),98,99,Jan 00,Dec 00,Nokia,Motorola,Siemens,Ericsson,Source: IDC, McKinsey Analysis,SAMSUNG010605BJ-kickoff2,8,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 Repurchas
