三星公司的竞争对手分析(英文版).pptxVIP

CONFIDENTIALMobile Handset Competitor Analysis: NokiaSAMSUNG ELECTRONICS CHINA (SEC China)August 20, 2001This 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 discussion. OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing1 KEY ISSUES TO PROBE - NOKIAStrategyProduct/marketValue chainstrategyOrganization ownershipFinancialperformanceHow does Nokia position itself now and in 2005?What are Nokia’s product and value delivery system strategies that differentiate itself from its competitors?How does its current market position help achieve its goal?What is Nokia’s key product offerings and 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 Nokia’s product development meet customer requirement?How do Nokia’s distribution channels differ from its competitors’?Why does Nokia 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 Nokia’s performance and what are the major contributors?What is Nokia’s performance trend?2 BACKGROUND INFORMA