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1、CONFIDENTIALThis 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 prior written approval from McKinsey&Company.This material was used by McKinsey&Company during an oral presentation;it is no
2、t a complete record of the discussion.August 20,2001Mobile Handset Competitor Profile:MotorolaSAMSUNG ELECTRONICS CHINA(SEC China)精选课件OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.
3、Value chain strategy5.Organization and ownership6.Financial performanceFocus onMarketing,advertising and promotionDistribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMarket positionKey product offerings
4、Key customersValue propositionGeographic focusPricing2精选课件BACKGROUND INFORMATION1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus onMarketing,advert
5、ising and promotionDistribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing3精选课件MOTOROLA HAS HIGH ASPIRATIONS FOR ITS
6、 CHINA BUSINESSTargeting sales of US$10 billion in China by 2002/2003Focusing production operations in China,as production there is about 15-20%cheaper than in Singapore and 30-40%cheaper than in EuropeSource:Analyst reports4精选课件MOTOROLAS CHINA BUSINESS SPANS SIX PRODUCT CATEGORIESMotorola ChinaMobi
7、lehandsetsNetworkequipmentPagersTwo-wayradiosSemi-conductorsAutoelectronics andaccessoriesMobilenetworkequipmentFixed linenetworkequipmentWirelesscommunicationsSource:Motorola websiteSet up representative office in 1987Operations include:1 holding company1 WOFE8 joint ventures26 subsidiaries12,000 e
8、mployeesUS$3.4 billion total investment to date5精选课件STRATEGY1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus onMarketing,advertising and promotionD
9、istribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing6精选课件MOTOROLAS HANDSET STRATEGY COMBINES AN ATTRACTIVE PRODUCT
10、RANGE WITH SUPERB VALUE CHAIN MANAGEMENTDeveloped a wide product range which covers all key price points and offers a wide range of functionalityInvested heavily in product localization through China-based R&D teamExpanded local manufacturing in order to reduce costs and improve time-to-marketClosel
11、y managed first-tier group of nine resellers in order to minimize price competition and facilitate order trackingCommitted handset promotionSpeedy roll-out of new releasesProvision of high-quality after-sales servicesAdvanced technologyProduct rangeValue chainCorecompetencies7精选课件PRODUCT/MARKET1.Bac
12、kground informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership 6.Financial performanceFocus onMarketing,advertising and promotionDistribution(channel and sales force)Organization structureOwners
13、hip structureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing8精选课件Motorola has entered the low-end of the mobile handset market since 1999.Its products are more function-driven compared wi
14、th Nokias products,which are more fashion-drivenMotorola takes more than 50%of the share in the high-end and high-mid-end of the mobile handset market,and more than 20%of the share in the low-end and mid-low-end.Its low-end handsets represent more then 50%of its product offeringsMotorolas market sha
15、re is relatively consistent across tier-cities and geographies,taking approximately 30%everywhereKEY MESSAGES-PRODUCT/MARKET9精选课件MOTOROLA HAS RECENTLY FOCUSED ON BUILDING OUT ITS LOW-END PRODUCT PORTFOLIO Product positioning Dec 2000Business/professional PersonalProduct positioning Jun 2000V8088(1.6
16、%)Business/professional PersonalV998(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%)High High-mediumMedium-low Low High High-mediumMedium-low Low Source:Interviews,McKinsey analysis10精选课件MOTOROLA MODELS ARE MORE FUNCTION-DRIVEN THAN NOKIAFashion BusinessBasicFunChangeable cover Sub-100gVoice-dialRecordingVibration
