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1、CONFIDENTIALMobile Handset Competitor Analysis:NokiaSAMSUNG ELECTRONICS CHINA(SEC China)August 20,2001This 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 McKins
2、ey&Company.This material was used by McKinsey&Company during an oral presentation;it is not a complete record of the discussion.精选课件OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Va
3、lue 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 offeringsKe
4、y customersValue propositionGeographic focusPricing1精选课件KEY ISSUES TO PROBE-NOKIAStrategyProduct/marketValue chainstrategyOrganization&ownershipFinancialperformanceHow does Nokia position itself now and in 2005?What are Nokias product and value delivery system strategies that differentiate itself fr
5、om 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 geographic areas is Nokia strong or weak?How does Nokias product
6、 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 China,and what are the main drivers?How does Nokia organize
7、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?2精选课件BACKGROUND INFORMATION1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.V
8、alue 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 offeringsK
9、ey customersValue propositionGeographic focusPricing3精选课件NOKIA IS RELATIVELY A LATE-COMER TO CHINA;HOWEVERIT HAS GROWN RAPIDLY TO BECOME A MARKET LEADER IN MOBILE COMMUNICATIONBackgroundImplicationLocationBased at Finland,with offices in China,e.g.BeijingChina is Nokias strategic location because it
10、 is Nokias second largest market,second only to USInvestmentInvested more than USD1.7 billion in China BusinessTwo main business units:Nokia network and Nokia mobileStartingFirst office in China in 1985,first JV in China in 1994Employees60,000 staff in 130 countriesMore than 20 offices in China,7 JV
11、s,1 WOFE and 1 R&D center with over 5500 staffHistoryStarted business in China since 1950s1985 saw first office in Beijing,supplying fixed line networksSupplied analog NMT 450 system and terminal in 1986Supplied transmission system,optical cable and electric cables in later 1980sSupplied analog ETAC
12、S system and terminals in 1989Supplied GSM system and terminals in 1990sLeader in mobile communication globally and in ChinaAl though a relatively later-comer to China,has invested heavily in its Chinese businessFocused product lines with Nokia network offering mobile,broadband and IP network infra-
13、structure,and Nokia mobile offering mobile handsetsSource:Nokia Press Release4精选课件STRATEGY1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus onMarket
14、ing,advertising and promotionDistribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing5精选课件NOKIA POSITIONS ITSELF AS A
15、LEADING PRODUCT AND SYSTEM SUPPLIER IN THE FAST GROWING MOBILE COMMUNICATION INDUSTRYVisionTo lead mobile communication through the integration of mobilitywith internet and the innovation of new service modelsProductValue delivery systemStrategyFocuses on mobile communication products and aims to be
16、 a total solution provider in mobile communicationRegularly introduces consumer-oriented products with emphasis on designs and functionsBuilds strong local alliance through JVs with Chinese partners and R&D centers with Chinese universitiesBuilds exclusive specialist shops to bring one-step solutions to end usersBuilds fixed and mobile service stations with wide geographic coverage including rural areasSource:Nokia press Release6精选课件NOKIA HAS CAUGHT UP WITH MOTOROLA AS MARKET LEADERS IN MOBILE H
