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1、SAMSUNG010605BJ-kickoff2,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Unit of measure,*,Source:,CONFIDENTIAL,Mobile Handset Competitor Analysis:Nokia,SAMSUNG ELECTRONICS CHINA(SEC China),August 20,2001,This report is solely for
2、 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 it is not a complete record of the discussion.,SAMSUNG010605BJ-kickoff2,OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK,1.,Backgro
3、und 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 force),Organization str
4、ucture,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,1,SAMSUNG010605BJ-kickoff2,KEY ISSUES TO PROBE-NOKIA,Strategy,Product/market,Value chain,strategy,Org
5、anization&,ownership,Financial,performance,How does Nokia position itself now and in 2005?,What are 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
6、 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 development meet customer requirement?,How do Nokias distribution channels differ from its competitors?,Why does N
7、okia 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 enable the JVs and,WOFEs,to work together?,How strong is Nokias performance and what are the major contribu
8、tors?,What is Nokias performance trend?,2,SAMSUNG010605BJ-kickoff2,BACKGROUND INFORMATION,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
9、,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 customers,Value proposition,Geographic focus,Pricing,3
10、,SAMSUNG010605BJ-kickoff2,NOKIA IS RELATIVELY A LATE-COMER TO CHINA;HOWEVERIT HAS GROWN RAPIDLY TO BECOME A MARKET LEADER IN MOBILE COMMUNICATION,Background,Implication,Location,Based at Finland,with offices in China,e.g.Beijing,China is Nokias strategic location because it is Nokias second largest
11、market,second only to US,Investment,Invested more than USD1.7 billion in China,Business,Two main business units:Nokia network and Nokia mobile,Starting,First office in China in 1985,first JV in China in 1994,Employees,60,000 staff in 130 countries,More than 20 offices in China,7 JVs,1 WOFE and 1 R&D
12、 center with over 5500 staff,History,Started business in China since 1950s,1985 saw first office in Beijing,supplying fixed line networks,Supplied analog NMT 450 system and terminal in 1986,Supplied transmission system,optical cable and electric cables in later 1980s,Supplied analog ETACS system and
13、 terminals in 1989,Supplied GSM system and terminals in 1990s,Leader in mobile communication globally 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-structur
14、e,and Nokia mobile offering mobile handsets,Source:Nokia Press Release,4,SAMSUNG010605BJ-kickoff2,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.,Fina
15、ncial 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 customers,Value proposition,Geographi
16、c focus,Pricing,5,SAMSUNG010605BJ-kickoff2,NOKIA POSITIONS ITSELF AS A LEADING PRODUCT AND SYSTEM 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,Product,Value delivery system,Strategy,Focuses on mobile communication products and aims to be a total solution provider in mobile communication,Regularly introduces consumer-oriented products with emphasis on designs
麥肯錫三星戰(zhàn)略2（nokia）
