{企业管理咨询}某咨询三星竞争对手分析NOKIA

1、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 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,北斗成功社区 BeiDouW 成功/励志/财经/职场/创业/管理/理财/修身 助您解决成长中的问题 不知道您是否有这种感觉： 1.网络上太多娱乐的内容，互联网和电脑对我的意义难道仅是娱乐吗？这样只会在享乐中沉迷下去，难以成长，我们

2、需要更多的学习资料和教育资源！ 2.资料虽难得，但是整理更难，网上的教育资料大部份都很乱，不好的或不够好的资料看了令人沮丧，令人失去信心，令人失去学习的兴趣！ 3.能够稳定下载的地方太难找，要么连接无效，要么收费，要么内部分享，要么需要配合各种高技术手段.可能花了很多时间在找寻，最后还是一无所获！ 还不快来看看？Success is here!,C O N S U L T I N G,1,OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK,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 Marketing, advertising and promotion Distr

3、ibution (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,2,SAMSUNG010605BJ-kickoff2,KEY ISSUES TO PROBE - NOKIA,Strategy,Product/market,Value chain strategy,Organization HOWEVERIT HAS GROWN RAPIDLY TO BECOME A MARKET LEADER IN MOBILE COMMUNICATION,Background,Implication,Leader in mobile communication global

4、ly 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-structure, and Nokia mobile offering mobile handsets,Source: Nokia Press Release,5,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.

5、 Financial 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 Geographic focus Pricing,6,SAMSUNG010605BJ-kickoff2,NOKIA POSITIONS ITSELF AS A LEADING PRODUCT AND SYSTEM SUPPLIER IN THE FAST GROWING MOBILE COMMUNICATION INDUSTRY,Vision,To lead mobile communication

6、 through the integration 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 communication Regularly introduces consumer-oriented products with emphasis on designs and functions,Builds strong local alliance through JVs with Chinese partners and R however Nokia is relatively weak in the fourth-tier cities,KEY MESSAGES - PRODUCT/MARKET,12,SAMSUNG010605BJ-kickoff2,MOBILE HANDSET IS NOK

7、IAs BIGGEST PRODUCT OFFERING AND ITS ESSENTIAL PART OF TOTAL SOLUTIONS IN MOBILE COMMUNICATION,Nokia mobile handsets,Nokia product offerings,Nokia network,Products,Now and future,Nokia 3310 for young people Nokia 8210 for fashion chaser Nokia 6210 WAP for business professional Nokia 7110 WAP with full Chinese interface Nokia 9210 as personnel communicator Nokia 8310, 6310 for GPRS and WAP,Mobile network Broadband network IP network,Largest mobile handset supplier in the world with above average

8、growth in sales and more than 30% global market share Views mobile handset as a digital convergence point for multimedia services Supports blue tooth between mobile handset and PC in Nokia 6310 for mobile professional Develop WCDMA handsets with DoCoMo Develops homenet products such as multimedia terminals in Nokia Zhongxin,Provides multimedia service network solutions for operators and ISP entering the mobile communication fields Nokia network covers many cities and areas in China including Bei

9、jing, Shanghai, Hong Kong and Taiwan etc. Aims to be a total solution provider for mobile communication,13,SAMSUNG010605BJ-kickoff2,NOKIA EMPHASIZES ON CONSUMER-ORIENTED DESIGNS AND FUNCTIONS,Fashion,Business,Basic,Fun,Changeable cover,Sub-100g,Voice-dial,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+,Fashion,Classic,Price in China (RMB),2652,2878,2369,1800,1435*,1452,Equivalent features, Nokia more fun/fashion vs. Motorola more functions,Motorola offers lower price models with similar features, tri-band and WAP,*Nov. 2000 price,Key Differences,14,SAMSUNG010605BJ-kickoff2,WITHIN CHINA, NOKIAs FASHION PHONES PERFORM BETTER IN SOUTH CHINA AND LARGE CITIES,North region,East region,South region,China average,Beijing,Shanghai,Shenzhen,Guangzhou,Market share,Percent, 200

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