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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
2、McKinsey & Company. This material was used by McKinsey & Company during an oral presentation; it is not a complete record of the discussion.麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1. Background informationLocationRegistered capitalManagementteamEquitystructureStarti
3、ng yearNumber of employeesEra analysis4. 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 MissionVisionCorpora
4、te strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing1麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件KEY ISSUES TO PROBE - NOKIAStrategyProduct/marketValue chainstrategyOrganization &ownershipFinancialperformanceHow does Nokia position itself now and in 2005?What are
5、 Nokias product and value delivery 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 targe
6、ting at?In which geographic 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 inves
7、t in JVs and WOFEs in 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?2麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件BACKGROUND INFORMATION1. Background
8、informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership
9、structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing3麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件NOKIA IS RELATIVELY A LATE-COMER TO CHINA; HOWEVERIT HAS GROWN RAPIDLY TO BECOME A MARKET LEAD
10、ER IN MOBILE COMMUNICATIONBackgroundImplicationLocationBased at Finland, with offices in China, e.g. BeijingChina is Nokias strategic location because it is Nokias second largest market, second only to USInvestmentInvested more than USD1.7 billion in China BusinessTwo main business units: Nokia netw
11、ork 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 JVs, 1 WOFE and 1 R&D center with over 5500 staffHistoryStarted business in China since 1950s1985 saw first office in Beijing, supplying fixed li
12、ne networksSupplied analog NMT 450 system and terminal in 1986Supplied transmission system, optical cable and electric cables in later 1980sSupplied analog ETACS system and terminals in 1989Supplied GSM system and terminals in 1990sLeader in mobile communication globally and in ChinaAl though a rela
13、tively later-comer to China, has invested heavily in its Chinese businessFocused product lines with Nokia network offering mobile, broadband and IP network infra-structure, and Nokia mobile offering mobile handsetsSource: Nokia Press Release4麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件STRATEGY1. Background inf
14、ormationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership str
15、uctureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing5麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件NOKIA POSITIONS ITSELF AS A LEADING PRODUCT AND SYSTEM SUPPLIER IN THE FAST GROWING MOBILE COMMUN
16、ICATION 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 a total solution provider in mobile communicationRegularly introduce
17、s 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 geog
18、raphic coverage including rural areasSource: Nokia press Release6麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件NOKIA HAS CAUGHT UP WITH MOTOROLA AS MARKET LEADERS IN MOBILE HANDSETS SINCE 1999Monthly market share development (Percent of market in units sold)9899Jan 00Dec 00NokiaMotorolaSiemens EricssonSource: ID
19、C, McKinsey Analysis7麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件UNLIKE ITS COMPETITORS, NOKIAS MARKET SHARE IS THE SAME AMONGST NEW AND REPURCHASE BUYERSOthersNokiaEricssonSiemensMotorolaRepurchase BuyersNew BuyersTotal marketPercent of units sold, 2000 4Q25%75% of Market100%Definition:New buyer:never bought
20、mobile phone beforeRepurchase buyer: bought mobile phone before Source: IDC, McKinsey analysis8麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件AMONG REPURCHASERS, NOKIAS CHURN RATE IS HIGH, BUT AT PAR WITH MOTOROLA Percent, 2000 EricssonNokiaAlcatelOthersSiemensBrand bought by previous Nokia owners MotorolaSamsung
21、MotorolaAlcatelOthersSiemensBrand bought by previous Motorola owners NokiaSamsungEricssonSource: McKinsey analysis9麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件PRODUCT/MARKET1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain
22、 strategy5. Organization and ownership 6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey
23、customersValue propositionGeographic focusPricing10麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件Nokia has a narrow product portfolio focusing on mobile communication products, and mobile handset is Nokias key product offeringNokia offers consumer-oriented handsets with emphasis on designs and functions, targeti
24、ng medium and low end customers. Its main customer segments are the young and fashionableNokias fashion phones are relatively strong in major cities and the south region; however Nokia is relatively weak in the fourth-tier citiesKEY MESSAGES - PRODUCT/MARKET11麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件MOBILE
25、HANDSET IS NOKIAs BIGGEST PRODUCT OFFERING AND ITS ESSENTIAL PART OF TOTAL SOLUTIONS IN MOBILE COMMUNICATIONNokia mobile handsetsNokia product offeringsNokia networkProductsNow and futureNokia 3310 for young peopleNokia 8210 for fashion chaserNokia 6210 business professionalNokia 7110 full Chinese i
26、nterfaceNokia 9210 as personnel communicatorNokia 8310, 6310 for GPRS and WAPMobile networkBroadband networkIP networkLargest mobile handset supplier in the world with above average growth in sales and more than 30% global market shareViews mobile handset as a digital convergence point for multimedi
27、a servicesSupports blue tooth between mobile handset and PC in Nokia 6310 for mobile professionalDevelop WCDMA handsets with DoCoMoDevelops homenet products such as multimedia terminals in Nokia ZhongxinProvides multimedia service network solutions for operators and ISP entering the mobile communica
28、tion fieldsNokia 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 communication12麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件NOKIA EMPHASIZES ON CONSUMER-ORIENTED DESIGNS AND FUNCTIONSFashion BusinessBasicFunChan
29、geable cover Sub-100gVoice-dialRecordingVibrationTri-bandWAPBuilt-in modemIR-portChinese inputLi-Ion batterySMS messagingGamesComposable/ downloadable ringer tone82106210P7689L2000V998+L2000WWWFashionClassicPrice in China (RMB)26522878236918001435*1452Equivalent features, Nokia more fun/fashion vs.
30、Motorola more functionsMotorola offers lower price models with similar features, tri-band and WAP* Nov. 2000 priceKey Differences13麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件WITHIN CHINA, NOKIAs FASHION PHONES PERFORM BETTER IN SOUTH CHINA AND LARGE CITIESNorth region East region South regionChina averageBeij
31、ingShanghaiShenzhenGuangzhouMarket sharePercent, 2000 Source: McKinsey Analysis14麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件Tier 1Tier 2Tier 3Tier 4NokiaMotorolaOthersNOKIA IS RELATIVELY WEAK IN THE IMPORTANT 4TH TIER CITY MARKETPercent market share, 2000EricssonSiemens18%19%23%40%Tier size as % of total100%=
32、Million units 6.77.08.514.8Source: McKinsey Analysis15麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件Source:Retail Audit, McKinsey analysisAND THIS WEAKNESS IN 4TH TIER CITIES SPANS MOST PROVINCES Inner MongoliaHunanYunnanAnhuiGuangdongFujianZhejiangHeijongjiangJilinHenanJiangxiHebeiShanxiLiaoningSichuanShandongJ
33、iangsuShanxiHubeiGansuGuizhouPercent market share, NokiaMarket sharePercentProvinceTier 1/2/3 cityTier 4 city16麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件VALUE CHAIN STRATEGY1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value cha
34、in strategy5. Organization and ownership 6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKe
35、y customersValue propositionGeographic focusPricing17麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件Nokia is not regarded as a technology leader, as compared with Motorola; however, it spends a great amount of effort in understanding customer requirements and tailors its product to meet these requirements.Nokia e
36、mploys PTAC, CellStar, Beijing Telecommunication Equipment Factory, Bright Point, Express Fortune, and Tech Glory as the first-tier resellers to distribute handsets through authorized stores and counters. The distribution channels are relatively flat.While its retail shops are growing rapidly to app
37、roximately 900 around the country, Nokia also develops exclusive specialist shops in order to provide “one-step” solutions to end usersNokia implements a highly efficient customer service system with 250 service stations and mobile service stations for rural areas. It provides good pre- and after sa
38、les serviceKEY MESSAGES - VALUE CHAIN STRATEGY18麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件NOKIA IS STRONG AT MARKETING, SALES AND SERVICE, BUT WEAK AT TECHNOLOGYManufac-turing and supply chainSales and distributionMarketing and branding R&DStrengthsLevers for improvementEstablished R&D center in 98/99 in Bei
39、jing for China market, with 150 research staffStrong in low end developmentGood product quality and designWeaker position in high end segment and high end technologyPosition in low end under attack Scalable local productionOptimized logisticsCountry-wide distribution channels and strong channel mana
40、gement High retailers preferenceLower rating of retail support Retailer preference not translating into higher market shareStrong brand awareness and preferencePromotes “technology based on people” Awareness and preference lower than MotorolaBrand in young market under attack Low technology image Se
41、rviceHighly efficient customer service system with 250 service stations and mobile service stations for rural areas Good pre- and after sales service, e.g. “one hour repair” service19麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件.on Nokiaon MotorolaNOKIA HAS REPUTATION GAP AS TECHNOLOGY LEADER, AND TARGET DIFFER
42、ENT CUSTOMER SEGMENTS FROM MOTOROLANokia hasgood productdesignsNokia phonesare for female oryounger peopleNokia is second toupgrade productsMotorola productsare more formalMotorola alwaysintroduces newtechnology to themarket firstLoyal useris white-collarworker.on technology leadership and innovatio
43、n.on design on typical loyal users20麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件NOKIA DISTRIBUTES THROUGH SIX FIRST-TIER RESELLERS AND DEVELOPS EXCLUSIVE SPECIALIST SHOPSNokia Channel StructureLate entry to the China market with less historic overheadFlat distribution channelsDevelops exclusive specialist shop
44、sProvides after-sale servicesSource: China Computer JournalVendor1st-tier resellersConsumers2nd-tier resellersRetailers/retail chain stores6%3%91%22%33%36%6%33%58%RationalesNokia employs PTAC, CellStar, Beijing Telecommunication Equipment Factory, Bright Point, Express Fortune, and Tech Glory as its
45、 6 first-tier resellersNokia requires resellers to report the promotion plan and product ordering plans a quarter in advance, and since the demand for handsets tends to fluctuate across promotional programs, this inflexible strategy generally limits the potential gain when market demand changes acro
46、ss promotionsClose to 900 retail shops and counters country-wide, with 50% growth from 1999Form exclusive specialist shop to provide one-step solution to end users 21麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件ORGANIZATION AND OWNERSHIP1. Background informationLocationRegistered capitalManagementteamEquitystru
47、ctureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVi
48、sionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing22麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件Nokia has 7JV and 1 WOFE in China, among which Nokia Beijing and Nokia Dongguan are manufacturing mobile handsets. Nokia Beijing has annual production cap
49、acity of 30 million units in 2001.The main drivers for Nokia to setup JVs and WOFEs in China include building local alliances, localizing manufacturing to meet domestic market demand and increase exports, and technology transfer encouraged by the Chinese governmentWith a narrow product portfolio, No
50、kias organization is product focused with coordinated sales and marketing effort across JVs that manufacture the same productsKEY MESSAGES - ORGANIZATION AND OWNERSHIP23麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件NOKIA HAS 7 JVs AND 1 WOFE IN CHINA, AMONG WHICH 2 JVs ARE DEVOTED TO MOBILE HANDSETSMain driversB
51、uilds successful alliance with Chinese partnersLocalizes manu-facturing for major productsMeets domestic market demandand increases exportsRealizes technology and skill transfer in development, manufacturing and managementHelps Chinese partners improve competitiveness in China and globallyNokia inte
52、rnationalNokia Beijing mobile commu-nicationNokia Dongguan mobile phoneNokia Fujian mobile communication technologyNokia Beijing, Hangxing telecomNokia Dongda telecom technologyNokia Zhongxin digital technologyNokia Suzhou telecomNokia Chongqin telecomEstablished yearProduct offering1995199519971994
53、200019991998GSM system and equipmentMobile handsetsMobile handsetsGSM 900/1800 network servicesMobile switchesWireless applications solutions and servicesDigital multimedia terminalsGSM base stationCellular network transmission products50% with Shouxin70%With Dongguan WanxinWith Fujian mobileWith Be
54、ijing HangxingWith DongruanWith Zhongxin and broadcasting science institute100%24麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件NOKIAs ORGANIZATION IS MAINLY PRODUCT FOCUSED WITH A NARROW PRODUCT PORTFOLIO AND COORDINATED SALES AND MARKETINGNokia internationalNokia Beijing mobile communi-cationNokia Dongguan mobi
55、le phoneNokia Fujian mobile communic-ation technologyNokia Beijing Hangxing telecomNokia Dongda telecom technologyNokia Zhongxin digital technologyNokia Chongqin telecomMarketingNokia China officeNokia China officeSalesServiceManufa-cturingSales and ServicesManu-facturingR&DServiceManufa-cturingSale
56、s and ServicesR&DImpleme-tationSales and ServicesManufa-cturingSales and ServicesNokia Suzhou telecomManufa-cturingSales and ServicesGSM system and equipmentMobile handsetsMobile handsetsGSM 900/1800 network servicesMobile switchesWireless applications, solutions and servicesDigital multimedia termi
57、nalsGSM base stationCellular network transmission products25麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件FINANCIAL PERFORMANCE1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership 6. Financ
58、ial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing
59、26麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件Nokias sales in China grew 31% and its operating profit grew 26% in 2000, among which, mobile handsets contributed to 59% of the sales and 70% of the profit.Mobile handset plays an increasingly important role in Nokias product portfolio, as it represents 59% of the
60、 sales in 2000 from 54% in 1999.Nokia has secured an operating margin of 22% in mobile handsets, the highest margin in the mobile handset industry in China, due to highly efficient operations that keep the cost down to minimum, even though intensive competition has driven the operating margin down f
61、rom 24% in 1999.KEY MESSAGES - FINANCIAL PERFORMANCE27麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件NOKIA SEES 30% GROWTH IN SALES AND OPERATING PROFIT WHERE MOBILE HANDSETS CONTRIBUTE MORE THAN 50%Revenues in ChinaOperating profit in China2,0522,6972000Mobile handsetsUSD millions4065121999200031%26%1999Mobile handsetsSource: Nokia Press Release, IDC, McKinsey Analysis28麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件三茅招聘管理软件，永久免费，三茅招聘管理软件，永久免费，HR都在用。都在用。官方下载网站：官方下载网站：29麦肯锡麦肯锡三星竞争对手分析（三星竞争对手分析（NOKIA课件课件
