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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:Ericsson,SAMSUNG ELECTRONICS CHINA(SEC China),August 20,2001,This report is solely
2、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 it is not a complete record of the discussion.,OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK,1.,Background information,Locati
3、on,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 structure,Ownership struc
4、ture,Sales,Profit,2.,Strategy,3.,Product/market,Mission,Vision,Corporate strategy,Market position,Key product offerings,Key customers,Value proposition,Geographic focus,Pricing,1,KEY ISSUES TO PROBE-ERICSSON,Strategy,Product/market,Value chain,strategy,Organization&,ownership,Financial,performance,W
5、hat will be Ericssons strategic focus for the next 5 years?,How will Ericsson secure its leading position in mobile infrastructure?,What products will Ericsson be focusing on?,Which market segment will Ericsson be interested in?,Will Ericsson become a niche market player in mobile handset?,How does
6、Ericsson secure its leadership in technology?,How does Ericsson improve its local production capability?,How are Ericssons mobile handsets distributed?,How does Ericsson organize its JVs and,WOFEs,?,What functions does Ericsson China centralize?,How good is Ericssons recent financial performance?,Ho
7、w will Ericsson improve its performance in the future?,2,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,Focus on,
8、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,ERICSSON
9、IS A TECHNOLOGY LEADER IN MOBILE COMMUNICATION AND A MARKET LEADER IN MOBILE INFRASTRUCTURE,I,mplication,Leader in mobile system technology including GSM,GPRS and 3G,Emphasize on mobile infrastructure and claim to be the only total solution provider for a full range of 2G and 3G standards,Location,B
10、ased at Sweden,with 24 offices in China,Since 1998,China has been Ericssons largest market in the world,Investment,Invested more than USD 0.6 billion in China,Business,Four main business units:Mobile infrastructure,mobile handset,data network and circuit switching/packet switching multi-service netw
11、orks,Starting,First office in China in 1985,first JV in China in 1992,Employees,100,000 staff in 140 countries,Over 4,000 employees in China,24 offices,10 JVs and 4,WOFEs,History,1985:First Ericsson office in Beijing,1987:First mobile network launched,Qinhuang,island,1989:Set up offices in Guangzhou
12、 and Shanghai,1992:Started JVs in China for mobile infrastructure and handset,1994:Established Ericsson China Limited,1995:China became Ericssons third largest market in the world,1996:China became Ericssons s second largest market in the world,1997:Established R&D center in Shanghai and Ericsson Ch
13、ina institute,1998:China became Ericssons largest market in the world,established,Chongqing,Ericsson technology,1999:Established Ericsson consulting in Shanghai and mobile multi-media lab in,Zhonguancun,2000:First to complete WCDMA test in China,Background,4,SAMSUNG010605BJ-kickoff2,STRATEGY,1.,Back
14、ground 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
15、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,5,ERICSSON AIMS TO SECURE ITS LEADERSHIP POSITION IN NETWORK EQUIPMENT AND MAY BECOME A NICHE PLAY
16、ER IN MOBILE HANDSET,Product,Maintain foothold in the low end mobile handset market through JV with,Nanjing,Panda,Develop 3G technology(WCDMA)for mobile communication by collaborating with MII and DoCoMo,and apply leading technology to products,Secure its leadership position in network equipment rather than becoming the best-selling brand for mobile handsets,Value delivery system,R&D localization through collaboration with Chinese government and universities,Further expand local production capac
麥肯錫三星戰(zhàn)略4（愛立信）
