麦肯锡三亮星战略motorola.ppt

Mobile Handset Competitor Profile: Motorola SAMSUNG ELECTRONICS CHINA (SEC China) OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK BACKGROUND INFORMATION MOTOROLA HAS HIGH ASPIRATIONS FOR ITS CHINA BUSINESS MOTOROLA’S CHINA BUSINESS SPANS SIX PRODUCT CATEGORIES STRATEGY MOTOROLA’S HANDSET STRATEGY COMBINES AN ATTRACTIVE PRODUCT RANGE WITH SUPERB VALUE CHAIN MANAGEMENT PRODUCT/MARKET KEY MESSAGES - PRODUCT/MARKET MOTOROLA HAS RECENTLY FOCUSED ON BUILDING OUT ITS LOW-END PRODUCT PORTFOLIO MOTOROLA MODELS ARE MORE FUNCTION-DRIVEN THAN NOKIA MOTOROLA HAS HIGHER SHARES IN CHINA IN FASHION AND BUSINESS SEGMENTS MOTOROLA HAS DRIVEN SALES INCREASES PARTICULARLY IN THE LOW-END PRODUCTS MOTOROLA’S MARKET SHARE IS RELATIVELY CONSISTENT ACROSS TIER CITIES AND GEOGRAPHIES VALUE CHAIN STRATEGY KEY MESSAGES - VALUE CHAIN STRATEGY MOTOROLA’S VALUE CHAIN HAS EVOLVED OVER THE PAST THREE YEARS MOTOROLA’S KEY STRENGTHS LIES IN ADVANCED TECHNOLOGY, COMMITTED PROMOTION, WIDE DISTRIBUTION NETWORKS AND QUALITY AFTER-SALES SERVICES MOTOROLA DISTRIBUTES EXCLUSIVELY THROUGH NINE FIRST-TIER RESELLERS Motorola Channel Structure ORGANIZATION AND OWNERSHIP KEY MESSAGES - ORGANIZATION AND OWNERSHIP MOTOROLA HAS 8 JVs AND 1 WOFE IN CHINA, AMONG WHICH 1 JV AND THE WOFE ARE DEVOTED TO MOBILE HANDSETS MOTOROLA IS ORGANIZED ALONG PRODUCT LINES, HOWEVER ITS WOFE IN TIANJIN HAS BEEN REGORGANIZED TO BE MORE CUSTOMER FOCUSED FINANCIAL PERFORMANCE KEY MESSAGES - FINANCIAL PERFORMANCE MOTOROLA HAS GROWN WITH THE MARKET AND MAINTAINED ITS 30% MARKET SHARE IN MOBILE HANDSET 010417SHELM038JL_RAJv5i Unit of measure * Footnote Source: Source 010417SHELM038JL_RAJv5i CONFIDENTIAL Document Date 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 Company. This material was used by McKinsey Company during an oral presentation; it is not a complete record of the discu