070麥肯錫—三星競(jìng)爭(zhēng)對(duì)手分析（nokia）

1、SAMSUNG010605BJ-kickoff2,CONFIDENTIAL,Mobile Handset Competitor Analysis: Nokia,SAMSUNG ELECTRONICS CHINA (SEC China),August 20, 2001,This report is solely for the use of client personnel. No part of it may be circulate

2、d, 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

3、t a complete record of the discussion.,SAMSUNG010605BJ-kickoff2,1,OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK,1. Background information,LocationRegistered capitalManagementteamEquitystructure,Starting yearNumber of

4、employeesEra analysis,4. Value chain strategy,5. Organization and ownership,6. Financial performance,Focus onMarketing, advertising and promotionDistribution (channel and sales force),Organization structureOwners

5、hip structure,Sales Profit,2. Strategy,3. Product/market,MissionVisionCorporate strategyMarket position,Key product offeringsKey customersValue propositionGeographic focusPricing,SAMSUNG010605BJ-kickoff2,2,KEY IS

6、SUES TO PROBE - NOKIA,Strategy,Product/market,Value chainstrategy,Organization &ownership,Financialperformance,How does Nokia position itself now and in 2005?What are Nokia’s product and value delivery system str

7、ategies that differentiate itself from its competitors?How does its current market position help achieve its goal?What is Nokia’s key product offerings and how does Nokia differentiate its products from its competitors

8、’?What customer segments is Nokia targeting at?In which geographic areas is Nokia strong or weak?How does Nokia’s product development meet customer requirement?How do Nokia’s distribution channels differ from its com

9、petitors’?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 to ena

10、ble the JVs and WOFEs to work together?How strong is Nokia’s performance and what are the major contributors?What is Nokia’s performance trend?,SAMSUNG010605BJ-kickoff2,3,BACKGROUND INFORMATION,,,,,,,,,,,1. Background

11、information,LocationRegistered capitalManagementteamEquitystructure,Starting yearNumber of employeesEra analysis,4. Value chain strategy,5. Organization and ownership,6. Financial performance,Focus onMarketing,

12、 advertising and promotionDistribution (channel and sales force),Organization structureOwnership structure,Sales Profit,2. Strategy,3. Product/market,MissionVisionCorporate strategyMarket position,Key product of

13、feringsKey customersValue propositionGeographic focusPricing,SAMSUNG010605BJ-kickoff2,4,,,NOKIA IS RELATIVELY A LATE-COMER TO CHINA; HOWEVERIT HAS GROWN RAPIDLY TO BECOME A MARKET LEADER IN MOBILE COMMUNICATION,Bac

14、kground,Implication,Leader 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 mobil

15、e, broadband and IP network infra-structure, and Nokia mobile offering mobile handsets,,Source: Nokia Press Release,SAMSUNG010605BJ-kickoff2,5,STRATEGY,,,,,,,,,,,,,1. Background information,LocationRegistered capitalM

16、anagementteamEquitystructure,Starting yearNumber of employeesEra analysis,4. Value chain strategy,5. Organization and ownership,6. Financial performance,Focus onMarketing, advertising and promotionDistribution

17、(channel and sales force),Organization structureOwnership structure,Sales Profit,2. Strategy,3. Product /market,MissionVisionCorporate strategyMarket position,Key product offeringsKey customersValue propositionG

18、eographic focusPricing,SAMSUNG010605BJ-kickoff2,6,NOKIA POSITIONS ITSELF AS A LEADING PRODUCT AND SYSTEM SUPPLIER IN THE FAST GROWING MOBILE COMMUNICATION INDUSTRY,,,Vision,To lead mobile communication through the inte

19、gration 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 communicationRegularly introduces consumer-

20、oriented products with emphasis on designs and functions,Builds strong local alliance through JVs with Chinese partners and R&D centers with Chinese universitiesBuilds exclusive specialist shops to bring one-step so

21、lutions to end usersBuilds fixed and mobile service stations with wide geographic coverage including rural areas,,,Source: Nokia press Release,SAMSUNG010605BJ-kickoff2,7,NOKIA HAS CAUGHT UP WITH MOTOROLA AS MARKET LEADE

22、RS IN MOBILE HANDSETS SINCE 1999,Monthly market share development (Percent of market in units sold),98,99,Jan ‘00,Dec ‘00,Nokia,Motorola,Siemens,Ericsson,Source: IDC, McKinsey Analysis,SAMSUNG010605BJ-kickoff2,8,UNLIKE

23、ITS COMPETITORS, NOKIA’S MARKET SHARE IS THE SAME AMONGST NEW AND REPURCHASE BUYERS,Others,Nokia,Ericsson,Siemens,Motorola,Repurchase Buyers,New Buyers,Total market,Percent of units sold, 2000 4Q,25%,75%,% of Market,100%

24、,,Definition:New buyer:never bought mobile phone beforeRepurchase buyer: bought mobile phone before,Source: IDC, McKinsey analysis,SAMSUNG010605BJ-kickoff2,9,AMONG REPURCHASERS, NOKIA’S CHURN RATE IS HIGH, BUT AT PAR W

25、ITH MOTOROLA,Percent, 2000,Ericsson,Nokia,Alcatel,Others,Siemens,Brand bought by previous Nokia owners,Motorola,Samsung,Motorola,Alcatel,Others,Siemens,Brand bought by previous Motorola owners,Nokia,Samsung,Ericsson,Sour

26、ce: McKinsey analysis,SAMSUNG010605BJ-kickoff2,10,PRODUCT/MARKET,,,,,,,,,1. Background information,LocationRegistered capitalManagementteamEquitystructure,Starting yearNumber of employeesEra analysis,4. Value ch

27、ain strategy,5. Organization and ownership,6. Financial performance,Focus onMarketing, advertising and promotionDistribution (channel and sales force),Organization structureOwnership structure,Sales Profit,2. Stra

28、tegy,3. Product /market,MissionVisionCorporate strategyMarket position,Key product offeringsKey customersValue propositionGeographic focusPricing,SAMSUNG010605BJ-kickoff2,11,Nokia has a narrow product portfolio fo

29、cusing on mobile communication products, and mobile handset is Nokia’s key product offeringNokia offers consumer-oriented handsets with emphasis on designs and functions, targeting medium and low end customers. Its mai

30、n customer segments are the young and fashionableNokia’s fashion phones are relatively strong in major cities and the south region; however Nokia is relatively weak in the fourth-tier cities,KEY MESSAGES - PRODUCT/MARK

31、ET,SAMSUNG010605BJ-kickoff2,12,,,,MOBILE HANDSET IS NOKIA's BIGGEST PRODUCT OFFERING AND ITS ESSENTIAL PART OF TOTAL SOLUTIONS IN MOBILE COMMUNICATION,Nokia mobile handsets,Nokia product offerings,Nokia network,Produ

32、cts,Now and future,Nokia 3310 for young peopleNokia 8210 for fashion chaserNokia 6210 WAP for business professionalNokia 7110 WAP with full Chinese interfaceNokia 9210 as personnel communicatorNokia 8310, 6310 for G

33、PRS and WAP,Mobile networkBroadband networkIP network,Largest 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

34、point for multimedia 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 Zho

35、ngxin,Provides multimedia service network solutions for operators and ISP entering the mobile communication fieldsNokia network covers many cities and areas in China including Beijing, Shanghai, Hong Kong and Taiwan etc

36、.Aims to be a total solution provider for mobile communication,,,,,SAMSUNG010605BJ-kickoff2,13,NOKIA EMPHASIZES ON CONSUMER-ORIENTED DESIGNS AND FUNCTIONS,Fashion,Business,Basic,Fun,Changeable cover,Sub-100g,Voice-dial

37、,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 (

38、RMB),,2652,,2878,,2369,,1800,,1435*,,1452,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,?,,,Equivalent features, Nokia more fun/fashion vs. Motorola more func

39、tions,Motorola offers lower price models with similar features, tri-band and WAP,*Nov. 2000 price,Key Differences,,,,,,,,,?,SAMSUNG010605BJ-kickoff2,14,,WITHIN CHINA, NOKIA's FASHION PHONES PERFORM BETTER IN SOUTH C

40、HINA AND LARGE CITIES,North region,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,N

41、okia,Motorola,Others,NOKIA IS RELATIVELY WEAK IN THE IMPORTANT 4TH TIER CITY MARKET,Percent market share, 2000,Ericsson,Siemens,18%,19%,23%,40%,Tier size as % of total,100%=,Million units,6.7,7.0,8.5,14.8,Source: McKinse

42、y 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,Hena

43、n,Jiangxi,Hebei,Shanxi,Liaoning,Sichuan,Shandong,Jiangsu,Shanxi,Hubei,Gansu,Guizhou,Percent market share, Nokia,Market sharePercent,Province,Tier 1/2/3 city,Tier 4 city,SAMSUNG010605BJ-kickoff2,17,VALUE CHAIN STRATEGY,,

44、,,,,,,,,,1. Background information,LocationRegistered capitalManagementteamEquitystructure,Starting yearNumber of employeesEra analysis,4. Value chain strategy,5. Organization and ownership,6. Financial performa

45、nce,Focus onMarketing, advertising and promotionDistribution (channel and sales force),Organization structureOwnership structure,Sales Profit,2. Strategy,3. Product/market,MissionVisionCorporate strategyMarket

46、position,Key product offeringsKey customersValue propositionGeographic focusPricing,SAMSUNG010605BJ-kickoff2,18,Nokia is not regarded as a technology leader, as compared with Motorola; however, it spends a great amou

47、nt of effort in understanding customer requirements and tailors its product to meet these requirements.Nokia employs PTAC, CellStar, Beijing Telecommunication Equipment Factory, Bright Point, Express Fortune, and Tech

48、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 approximately 900 around the

49、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 stat

50、ions for rural areas. It provides good pre- and after sales service,KEY MESSAGES - VALUE CHAIN STRATEGY,SAMSUNG010605BJ-kickoff2,19,NOKIA IS STRONG AT MARKETING, SALES AND SERVICE, BUT WEAK AT TECHNOLOGY,Strengths

51、Levers for improvement,Established R&D center in 98/99 in Beijing for China market, with 150 research staffStrong in low end developmentGood product quality and designWeaker position in high end segment

52、and high end technologyPosition in low end under attack,Scalable local productionOptimized logistics,Country-wide distribution channels and strong channel management High retailers preferenceLower rating of ret

53、ail support Retailer preference not translating into higher market share,Strong brand awareness and preferencePromotes “technology based on people” Awareness and preference lower than MotorolaBrand in young m

54、arket under attack Low technology image,Highly 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” service,

55、SAMSUNG010605BJ-kickoff2,20,….on Nokia,……on Motorola,NOKIA HAS REPUTATION GAP AS TECHNOLOGY LEADER, AND TARGET DIFFERENT CUSTOMER SEGMENTS FROM MOTOROLA,Nokia hasgood productdesigns,Nokia phonesare for female oryoung

56、er people,Nokia is second toupgrade products,Motorola productsare more formal,Motorola alwaysintroduces newtechnology to themarket first,Loyal useris white-collarworker,….on technology leadership and innovation,,…

57、.on design,… on typical loyal users,SAMSUNG010605BJ-kickoff2,21,NOKIA DISTRIBUTES THROUGH SIX FIRST-TIER RESELLERS AND DEVELOPS EXCLUSIVE SPECIALIST SHOPS,Nokia Channel Structure,Late entry to the China market with less

58、historic overheadFlat distribution channelsDevelops exclusive specialist shopsProvides after-sale services,Source: China Computer Journal,,Vendor,1st-tier resellers,Consumers,2nd-tier resellers,Retailers/retail chain

59、stores,,,,,,,,,6%,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 6 first-tier resellersNokia r

60、equires 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

61、the potential gain when market demand changes across 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,,,SA

62、MSUNG010605BJ-kickoff2,22,ORGANIZATION AND OWNERSHIP,,,,,,,,,,,,,1. Background information,LocationRegistered capitalManagementteamEquitystructure,Starting yearNumber of employeesEra analysis,4. Value chain stra

63、tegy,5. Organization and ownership,6. Financial performance,Focus onMarketing, advertising and promotionDistribution (channel and sales force),Organization structureOwnership structure,Sales Profit,2. Strategy,3.

64、Product /market,MissionVisionCorporate strategyMarket position,Key product offeringsKey customersValue propositionGeographic focusPricing,SAMSUNG010605BJ-kickoff2,23,Nokia has 7JV and 1 WOFE in China, among which

65、Nokia Beijing and Nokia Dongguan are manufacturing mobile handsets. Nokia Beijing has annual production capacity of 30 million units in 2001.The main drivers for Nokia to setup JVs and WOFEs in China include building l

66、ocal alliances, localizing manufacturing to meet domestic market demand and increase exports, and technology transfer encouraged by the Chinese governmentWith a narrow product portfolio, Nokia’s organization is product

67、 focused with coordinated sales and marketing effort across JVs that manufacture the same products,KEY MESSAGES - ORGANIZATION AND OWNERSHIP,SAMSUNG010605BJ-kickoff2,24,,,,,,,NOKIA HAS 7 JVs AND 1 WOFE IN CHINA, AMONG WH

68、ICH 2 JVs ARE DEVOTED TO MOBILE HANDSETS,,Main drivers,Builds successful alliance with Chinese partnersLocalizes manu-facturing for major productsMeets domestic market demandand increases exportsRealizes technology