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1、SAMSUNG010605BJ-kickoff2,Mobile Handset Competitor Analysis: Nokia,SAMSUNG010605BJ-kickoff2,1,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. Organ
2、ization 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 custom
3、ers Value proposition Geographic focus Pricing,SAMSUNG010605BJ-kickoff2,2,KEY ISSUES TO PROBE - NOKIA,Strategy,Product/market,Value chain strategy,Organization HOWEVERIT HAS GROWN RAPIDLY TO BECOME A MARKET LEADER IN MOBILE COMMUNICATION,Background,Implication,Leader in mobile communication globally
4、 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,SAMSUNG010605BJ-kickoff2,5
5、,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 f
6、orce),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,SAMSUNG010605BJ-kickoff2,6,NOKIA POSITIONS ITSELF AS A LEADING PRODUCT AND SYS
7、TEM 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,Strategy,Focuses on mobile communication products and aims to be a total solution provider in mobile communicat
8、ion Regularly introduces consumer-oriented products with emphasis on designs and functions,Builds strong local alliance through JVs with Chinese partners and R however Nokia is relatively weak in the fourth-tier cities,KEY MESSAGES - PRODUCT/MARKET,SAMSUNG010605BJ-kickoff2,12,MOBILE HANDSET IS NOKIA
9、s BIGGEST PRODUCT OFFERING AND ITS ESSENTIAL PART OF TOTAL SOLUTIONS IN MOBILE COMMUNICATION,Nokia mobile handsets,Nokia product offerings,Nokia network,Products,Now and future,Nokia 3310 for young people Nokia 8210 for fashion chaser Nokia 6210 WAP for business professional Nokia 7110 WAP with full
10、 Chinese interface Nokia 9210 as personnel communicator Nokia 8310, 6310 for GPRS and WAP,Mobile network Broadband network IP network,Largest mobile handset supplier in the world with above average growth in sales and more than 30% global market share Views mobile handset as a digital convergence po
11、int for multimedia services Supports blue tooth between mobile handset and PC in Nokia 6310 for mobile professional Develop WCDMA handsets with DoCoMo Develops homenet products such as multimedia terminals in Nokia Zhongxin,Provides multimedia service network solutions for operators and ISP entering
12、 the mobile communication fields Nokia network covers many cities and areas in China including Beijing, Shanghai, Hong Kong and Taiwan etc. Aims to be a total solution provider for mobile communication,SAMSUNG010605BJ-kickoff2,13,NOKIA EMPHASIZES ON CONSUMER-ORIENTED DESIGNS AND FUNCTIONS,Fashion,Bu
13、siness,Basic,Fun,Changeable cover,Sub-100g,Voice-dial,Recording,Vibration,Tri-band,WAP,Built-in modem,IR-port,Chinese input,Li-Ion battery,SMS messaging,Games,Composable/ downloadable ringer tone,8210,6210,P7689,L2000,V998+,L2000WWW,Fashion,Classic,Price in China (RMB),2652,2878,2369,1800,1435*,1452
14、,Equivalent features, Nokia more fun/fashion vs. Motorola more functions,Motorola offers lower price models with similar features, tri-band and WAP,*Nov. 2000 price,Key Differences,SAMSUNG010605BJ-kickoff2,14,WITHIN CHINA, NOKIAs FASHION PHONES PERFORM BETTER IN SOUTH CHINA AND LARGE CITIES,North re
15、gion,East region,South region,China average,Beijing,Shanghai,Shenzhen,Guangzhou,Market share,Percent, 2000,Source: McKinsey Analysis,SAMSUNG010605BJ-kickoff2,15,Tier 1,Tier 2,Tier 3,Tier 4,Nokia,Motorola,Others,NOKIA IS RELATIVELY WEAK IN THE IMPORTANT 4TH TIER CITY MARKET,Percent market share, 2000
16、,Ericsson,Siemens,18%,19%,23%,40%,Tier size as % of total,100%=,Million units,6.7,7.0,8.5,14.8,Source: McKinsey Analysis,SAMSUNG010605BJ-kickoff2,16,Source:Retail Audit, McKinsey analysis,AND THIS WEAKNESS IN 4TH TIER CITIES SPANS MOST PROVINCES,Inner Mongolia,Hunan,Yunnan,Anhui,Guangdong,Fujian,Zhejiang,Heijongjiang,Jilin,Henan,Jiangxi,Hebei,Shanxi,Liaoning,Sichuan,Shandong,Jiangsu,Shanxi,Hubei,G
