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1、CONFIDENTIAL Thisreportissolelyfortheuseofclientpersonnel Nopartofitmaybecirculated quoted orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinseyitisnotacompleterecordofthediscussion August20 2001 MobileHandsetCompetitorProfile Motorola SAMSUNGELECTRONICSCHINA
2、 SECChina OVERVIEWOFCOMPETITORANALYSISFRAMEWORK 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channela
3、ndsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing BACKGROUNDINFORMATION 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitys
4、tructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestr
5、ategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing MOTOROLAHASHIGHASPIRATIONSFORITSCHINABUSINESS TargetingsalesofUS 10billioninChinaby2002 2003FocusingproductionoperationsinChina asproductionthereisabout15 20 cheaperthaninSingaporeand30 40 cheaperthaninEurope S
6、ource Analystreports MOTOROLA SCHINABUSINESSSPANSSIXPRODUCTCATEGORIES MotorolaChina Mobilehandsets Networkequipment Pagers Two wayradios Semi conductors Autoelectronicsandaccessories Mobilenetworkequipment Fixedlinenetworkequipment Wirelesscommunications Source Motorolawebsite Setuprepresentativeoff
7、icein1987Operationsinclude 1holdingcompany1WOFE8jointventures26subsidiaries12 000employeesUS 3 4billiontotalinvestmenttodate STRATEGY 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownershi
8、p 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing MOTORO
9、LA SHANDSETSTRATEGYCOMBINESANATTRACTIVEPRODUCTRANGEWITHSUPERBVALUECHAINMANAGEMENT DevelopedawideproductrangewhichcoversallkeypricepointsandoffersawiderangeoffunctionalityInvestedheavilyinproductlocalizationthroughChina basedR DteamExpandedlocalmanufacturinginordertoreducecostsandimprovetime to marke
10、tCloselymanagedfirst tiergroupofnineresellersinordertominimizepricecompetitionandfacilitateordertrackingCommittedhandsetpromotionSpeedyroll outofnewreleasesProvisionofhigh qualityafter salesservicesAdvancedtechnology Productrange Valuechain Corecompetencies PRODUCT MARKET 1 Backgroundinformation Loc
11、ationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy
12、 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing Motorolahasenteredthelow endofthemobilehandsetmarketsince1999 Itsproductsaremorefunction drivencomparedwithNokia sproducts whicharemorefashion drivenMotorolatakesmoret
13、han50 oftheshareinthehigh endandhigh mid endofthemobilehandsetmarket andmorethan20 oftheshareinthelow endandmid low end Itslow endhandsetsrepresentmorethen50 ofitsproductofferingsMotorola smarketshareisrelativelyconsistentacrosstier citiesandgeographies takingapproximately30 everywhere KEYMESSAGES P
14、RODUCT MARKET MOTOROLAHASRECENTLYFOCUSEDONBUILDINGOUTITSLOW ENDPRODUCTPORTFOLIO ProductpositioningDec2000 Business professional Personal ProductpositioningJun2000 V8088 1 6 Business professional Personal V998 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
15、 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 High High medium Medium low Low High High medium Medium low Low Source Interviews McKinseyanalysis MOTOROLAMODELSAREMOREFUNCTION DRIVENTHANNOKIA Fashion Business Basic Fun Changeable
16、cover Sub 100g Voice dial Recording Vibration Tri band WAP Built inmodem IR port Chineseinput Li Ionbattery SMSmessaging Games Composable downloadableringertone 8210 6210 P7689 V998 L2000WWW Fashion Classic PriceinChina RMB 2652 2878 2369 1800 1452 Equivalentfeatures Nokiamorefun fashionvs Motorolamorefunctions Motorolaofferslowerpricemodelswithsimilarfeatures tri bandandWAP Nov 2000price Keydifferences Source GFK Sino MR MOTOROLAHASHIGHERSHARESINCHINAINFASHIONANDBUSINESSSEGMENTS NokiaMotorola M
