麦肯锡三星竞争对手分析NOKIA.ppt

Mobile Handset Competitor Analysis: Nokia SAMSUNG ELECTRONICS CHINA (SEC China) OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK KEY ISSUES TO PROBE - NOKIA BACKGROUND INFORMATION NOKIA IS RELATIVELY A LATE-COMER TO CHINA; HOWEVERIT HAS GROWN RAPIDLY TO BECOME A MARKET LEADER IN MOBILE COMMUNICATION STRATEGY NOKIA POSITIONS ITSELF AS A LEADING PRODUCT AND SYSTEM SUPPLIER IN THE FAST GROWING MOBILE COMMUNICATION INDUSTRY NOKIA HAS CAUGHT UP WITH MOTOROLA AS MARKET LEADERS IN MOBILE HANDSETS SINCE 1999 UNLIKE ITS COMPETITORS, NOKIA’S MARKET SHARE IS THE SAME AMONGST NEW AND REPURCHASE BUYERS AMONG REPURCHASERS, NOKIA’S CHURN RATE IS HIGH, BUT AT PAR WITH MOTOROLA PRODUCT/MARKET KEY MESSAGES - PRODUCT/MARKET MOBILE HANDSET IS NOKIAs BIGGEST PRODUCT OFFERING AND ITS ESSENTIAL PART OF TOTAL SOLUTIONS IN MOBILE COMMUNICATION NOKIA EMPHASIZES ON CONSUMER-ORIENTED DESIGNS AND FUNCTIONS WITHIN CHINA, NOKIAs FASHION PHONES PERFORM BETTER IN SOUTH CHINA AND LARGE CITIES NOKIA IS RELATIVELY WEAK IN THE IMPORTANT 4TH TIER CITY MARKET AND THIS WEAKNESS IN 4TH TIER CITIES SPANS MOST PROVINCES VALUE CHAIN STRATEGY KEY MESSAGES - VALUE CHAIN STRATEGY NOKIA IS STRONG AT MARKETING, SALES AND SERVICE, BUT WEAK AT TECHNOLOGY NOKIA HAS REPUTATION GAP AS TECHNOLOGY LEADER, AND TARGET DIFFERENT CUSTOMER SEGMENTS FROM MOTOROLA NOKIA DISTRIBUTES THROUGH SIX FIRST-TIER RESELLERS AND DEVELOPS EXCLUSIVE SPECIALIST SHOPS ORGANIZATION AND OWNERSHIP KEY MESSAGES - ORGANIZATION AND OWNERSHIP NOKIA HAS 7 JVs AND 1 WOFE IN CHINA, AMONG WHICH 2 JVs ARE DEVOTED TO MOBILE HANDSETS NOKIAs ORGANIZATION IS MAINLY PRODUCT FOCUSED WITH A NARROW PRODUCT PORTFOLIO AND COORDINATED SALES AND MARKETING FINANCIAL PERFORMANCE KEY MESSAGES - FINANCIAL PERFORMANCE NOKIA SEES 30% GROWTH IN SALES AND OPERATING PROFIT WHERE MOBILE HANDSETS CONTRIBUTE MORE THAN 50% Revenues in China Operating profit in China 2,052 2,697 2000 Mobile handsets USD millions 406 512 1999 2000 31% 26% 1999 Mobile handsets Source: Nokia Press Rel