1、OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (c

2、hannel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing1SAMSUNG010605BJ-kickoff2第1頁(yè)，共27頁(yè)。KEY ISSUES TO PROBE - NOKIAStrategyProd

3、uct/marketValue chainstrategyOrganization &ownershipFinancialperformanceHow does Nokia position itself now and in 2005?What are Nokias product and value delivery system strategies that differentiate itself from its competitors?How does its current market position help achieve its goal?What is Nokias

4、 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 Nokias product development meet customer requirement?How do Nokias distribution channels differ from its c

5、ompetitors?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 Nokias performance and what are

6、 the major contributors?What is Nokias performance trend?2SAMSUNG010605BJ-kickoff2第2頁(yè)，共27頁(yè)。BACKGROUND INFORMATION1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financia

7、l 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 focusPricing3

8、SAMSUNG010605BJ-kickoff2第3頁(yè)，共27頁(yè)。NOKIA IS RELATIVELY A LATE-COMER TO CHINA; HOWEVERIT HAS GROWN RAPIDLY TO BECOME A MARKET LEADER IN MOBILE COMMUNICATIONBackgroundImplicationLocationBased at Finland, with offices in China, e.g. BeijingChina is Nokias strategic location because it is Nokias second la

9、rgest market, second only to USInvestmentInvested more than USD1.7 billion in China BusinessTwo main business units: Nokia network and Nokia mobileStartingFirst office in China in 1985, first JV in China in 1994Employees60,000 staff in 130 countriesMore than 20 offices in China, 7 JVs, 1 WOFE and 1

10、R&D center with over 5500 staffHistoryStarted business in China since 1950s1985 saw first office in Beijing, supplying fixed line networksSupplied analog NMT 450 system and terminal in 1986Supplied transmission system, optical cable and electric cables in later 1980sSupplied analog ETACS system and

11、terminals in 1989Supplied GSM system and terminals in 1990sLeader in mobile communication globally and in ChinaAl though a relatively later-comer to China, has invested heavily in its Chinese businessFocused product lines with Nokia network offering mobile, broadband and IP network infra-structure,

12、and Nokia mobile offering mobile handsetsSource: Nokia Press Release4SAMSUNG010605BJ-kickoff2第4頁(yè)，共27頁(yè)。STRATEGY1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial p

13、erformanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing5SAM

14、SUNG010605BJ-kickoff2第5頁(yè)，共27頁(yè)。NOKIA POSITIONS ITSELF AS A LEADING PRODUCT AND SYSTEM SUPPLIER IN THE FAST GROWING MOBILE COMMUNICATION INDUSTRYVisionTo lead mobile communication through the integration of mobilitywith internet and the innovation of new service modelsProductValue delivery systemStrat

15、egyFocuses on mobile communication products and aims to be a total solution provider in mobile communicationRegularly introduces consumer-oriented products with emphasis on designs and functionsBuilds strong local alliance through JVs with Chinese partners and R&D centers with Chinese universitiesBu

16、ilds exclusive specialist shops to bring one-step solutions to end usersBuilds fixed and mobile service stations with wide geographic coverage including rural areasSource: Nokia press Release6SAMSUNG010605BJ-kickoff2第6頁(yè)，共27頁(yè)。NOKIA HAS CAUGHT UP WITH MOTOROLA AS MARKET LEADERS IN MOBILE HANDSETS SINC

17、E 1999Monthly market share development (Percent of market in units sold)9899Jan 00Dec 00NokiaMotorolaSiemens EricssonSource: IDC, McKinsey Analysis7SAMSUNG010605BJ-kickoff2第7頁(yè)，共27頁(yè)。UNLIKE ITS COMPETITORS, NOKIAS MARKET SHARE IS THE SAME AMONGST NEW AND REPURCHASE BUYERSOthersNokiaEricssonSiemensMoto

18、rolaRepurchase BuyersNew BuyersTotal marketPercent of units sold, 2000 4Q25%75% of Market100%Definition:New buyer:never bought mobile phone beforeRepurchase buyer: bought mobile phone before Source: IDC, McKinsey analysis8SAMSUNG010605BJ-kickoff2第8頁(yè)，共27頁(yè)。AMONG REPURCHASERS, NOKIAS CHURN RATE IS HIGH

19、, BUT AT PAR WITH MOTOROLA Percent, 2000 EricssonNokiaAlcatelOthersSiemensBrand bought by previous Nokia owners MotorolaSamsungMotorolaAlcatelOthersSiemensBrand bought by previous Motorola owners NokiaSamsungEricssonSource: McKinsey analysis9SAMSUNG010605BJ-kickoff2第9頁(yè)，共27頁(yè)。PRODUCT/MARKET1. Backgrou

20、nd informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwners

21、hip structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing10SAMSUNG010605BJ-kickoff2第10頁(yè)，共27頁(yè)。Nokia has a narrow product portfolio focusing on mobile communication products, and mobi

22、le handset is Nokias key product offeringNokia offers consumer-oriented handsets with emphasis on designs and functions, targeting medium and low end customers. Its main customer segments are the young and fashionableNokias fashion phones are relatively strong in major cities and the south region; h

23、owever Nokia is relatively weak in the fourth-tier citiesKEY MESSAGES - PRODUCT/MARKET11SAMSUNG010605BJ-kickoff2第11頁(yè)，共27頁(yè)。MOBILE HANDSET IS NOKIAs BIGGEST PRODUCT OFFERING AND ITS ESSENTIAL PART OF TOTAL SOLUTIONS IN MOBILE COMMUNICATIONNokia mobile handsetsNokia product offeringsNokia networkProduc

24、tsNow and futureNokia 3310 for young peopleNokia 8210 for fashion chaserNokia 6210 business professionalNokia 7110 full Chinese interfaceNokia 9210 as personnel communicatorNokia 8310, 6310 for GPRS and WAPMobile networkBroadband networkIP networkLargest mobile handset supplier in the world with abo

25、ve average growth in sales and more than 30% global market shareViews mobile handset as a digital convergence point for multimedia servicesSupports blue tooth between mobile handset and PC in Nokia 6310 for mobile professionalDevelop WCDMA handsets with DoCoMoDevelops homenet products such as multim

26、edia terminals in Nokia ZhongxinProvides multimedia service network solutions for operators and ISP entering the mobile communication fieldsNokia network covers many cities and areas in China including Beijing, Shanghai, Hong Kong and Taiwan etc.Aims to be a total solution provider for mobile commun

27、ication12SAMSUNG010605BJ-kickoff2第12頁(yè)，共27頁(yè)。NOKIA EMPHASIZES ON CONSUMER-ORIENTED DESIGNS AND FUNCTIONSFashion BusinessBasicFunChangeable cover Sub-100gVoice-dialRecordingVibrationTri-bandWAPBuilt-in modemIR-portChinese inputLi-Ion batterySMS messagingGamesComposable/ downloadable ringer tone82106210

28、P7689L2000V998+L2000WWWFashionClassicPrice in China (RMB)26522878236918001435*1452Equivalent features, Nokia more fun/fashion vs. Motorola more functionsMotorola offers lower price models with similar features, tri-band and WAP*Nov. 2000 priceKey Differences13SAMSUNG010605BJ-kickoff2第13頁(yè)，共27頁(yè)。WITHIN

29、 CHINA, NOKIAs FASHION PHONES PERFORM BETTER IN SOUTH CHINA AND LARGE CITIESNorth region East region South regionChina averageBeijingShanghaiShenzhenGuangzhouMarket sharePercent, 2000 Source: McKinsey Analysis14SAMSUNG010605BJ-kickoff2第14頁(yè)，共27頁(yè)。Tier 1Tier 2Tier 3Tier 4NokiaMotorolaOthersNOKIA IS REL

30、ATIVELY WEAK IN THE IMPORTANT 4TH TIER CITY MARKETPercent market share, 2000EricssonSiemens18%19%23%40%Tier size as % of total100%=Million units 6.77.08.514.8Source: McKinsey Analysis15SAMSUNG010605BJ-kickoff2第15頁(yè)，共27頁(yè)。Source:Retail Audit, McKinsey analysisAND THIS WEAKNESS IN 4TH TIER CITIES SPANS

31、MOST PROVINCES Inner MongoliaHunanYunnanAnhuiGuangdongFujianZhejiangHeijongjiangJilinHenanJiangxiHebeiShanxiLiaoningSichuanShandongJiangsuShanxiHubeiGansuGuizhouPercent market share, NokiaMarket sharePercentProvinceTier 1/2/3 cityTier 4 city16SAMSUNG010605BJ-kickoff2第16頁(yè)，共27頁(yè)。VALUE CHAIN STRATEGY1.

32、Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structu

33、reOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing17SAMSUNG010605BJ-kickoff2第17頁(yè)，共27頁(yè)。Nokia is not regarded as a technology leader, as compared with Motorola; however

34、, it spends a great amount of effort in understanding customer requirements and tailors its product to meet these requirements.Nokia employs PTAC, CellStar, Beijing Telecommunication Equipment Factory, Bright Point, Express Fortune, and Tech Glory as the first-tier resellers to distribute handsets t

35、hrough authorized stores and counters. The distribution channels are relatively flat.While its retail shops are growing rapidly to approximately 900 around the country, Nokia also develops exclusive specialist shops in order to provide “one-step” solutions to end usersNokia implements a highly effic

36、ient customer service system with 250 service stations and mobile service stations for rural areas. It provides good pre- and after sales serviceKEY MESSAGES - VALUE CHAIN STRATEGY18SAMSUNG010605BJ-kickoff2第18頁(yè)，共27頁(yè)。NOKIA IS STRONG AT MARKETING, SALES AND SERVICE, BUT WEAK AT TECHNOLOGYManufac-turin

37、g and supply chainSales and distributionMarketing and branding R&DStrengthsLevers for improvementEstablished R&D center in 98/99 in Beijing for China market, with 150 research staffStrong in low end developmentGood product quality and designWeaker position in high end segment and high end technology

38、Position in low end under attack Scalable local productionOptimized logisticsCountry-wide distribution channels and strong channel management High retailers preferenceLower rating of retail support Retailer preference not translating into higher market shareStrong brand awareness and preferencePromo

39、tes “technology based on people” Awareness and preference lower than MotorolaBrand in young market under attack Low technology image ServiceHighly efficient customer service system with 250 service stations and mobile service stations for rural areas Good pre- and after sales service, e.g. “one hour

40、 repair” service19SAMSUNG010605BJ-kickoff2第19頁(yè)，共27頁(yè)。.on Nokiaon MotorolaNOKIA HAS REPUTATION GAP AS TECHNOLOGY LEADER, AND TARGET DIFFERENT CUSTOMER SEGMENTS FROM MOTOROLANokia hasgood productdesignsNokia phonesare for female oryounger peopleNokia is second toupgrade productsMotorola productsare mor

41、e formalMotorola alwaysintroduces newtechnology to themarket firstLoyal useris white-collarworker.on technology leadership and innovation.on design on typical loyal users20SAMSUNG010605BJ-kickoff2第20頁(yè)，共27頁(yè)。NOKIA DISTRIBUTES THROUGH SIX FIRST-TIER RESELLERS AND DEVELOPS EXCLUSIVE SPECIALIST SHOPSNoki

42、a Channel StructureLate entry to the China market with less historic overheadFlat distribution channelsDevelops exclusive specialist shopsProvides after-sale servicesSource: China Computer JournalVendor1st-tier resellersConsumers2nd-tier resellersRetailers/retail chain stores6%3%91%22%33%36%6%33%58%

43、RationalesNokia employs PTAC, CellStar, Beijing Telecommunication Equipment Factory, Bright Point, Express Fortune, and Tech Glory as its 6 first-tier resellersNokia requires resellers to report the promotion plan and product ordering plans a quarter in advance, and since the demand for handsets ten

44、ds to fluctuate across promotional programs, this inflexible strategy generally limits the potential gain when market demand changes across promotionsClose to 900 retail shops and counters country-wide, with 50% growth from 1999Form exclusive specialist shop to provide one-step solution to end users

45、 21SAMSUNG010605BJ-kickoff2第21頁(yè)，共27頁(yè)。ORGANIZATION AND OWNERSHIP1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and pr

46、omotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing22SAMSUNG010605BJ-kickoff2第22頁(yè)，共27頁(yè)。Nokia has 7JV a

47、nd 1 WOFE in China, among which Nokia Beijing and Nokia Dongguan are manufacturing mobile handsets. Nokia Beijing has annual production capacity of 30 million units in 2001.The main drivers for Nokia to setup JVs and WOFEs in China include building local alliances, localizing manufacturing to meet d

48、omestic market demand and increase exports, and technology transfer encouraged by the Chinese governmentWith a narrow product portfolio, Nokias organization is product focused with coordinated sales and marketing effort across JVs that manufacture the same productsKEY MESSAGES - ORGANIZATION AND OWN

49、ERSHIP23SAMSUNG010605BJ-kickoff2第23頁(yè)，共27頁(yè)。NOKIA HAS 7 JVs AND 1 WOFE IN CHINA, AMONG WHICH 2 JVs ARE DEVOTED TO MOBILE HANDSETSMain driversBuilds successful alliance with Chinese partnersLocalizes manu-facturing for major productsMeets domestic market demandand increases exportsRealizes technology a

50、nd skill transfer in development, manufacturing and managementHelps Chinese partners improve competitiveness in China and globallyNokia internationalNokia Beijing mobile commu-nicationNokia Dongguan mobile phoneNokia Fujian mobile communication technologyNokia Beijing, Hangxing telecomNokia Dongda t

51、elecom technologyNokia Zhongxin digital technologyNokia Suzhou telecomNokia Chongqin telecomEstablished yearProduct offering1995199519971994200019991998GSM system and equipmentMobile handsetsMobile handsetsGSM 900/1800 network servicesMobile switchesWireless applications solutions and servicesDigita

52、l multimedia terminalsGSM base stationCellular network transmission products50% with Shouxin70%With Dongguan WanxinWith Fujian mobileWith Beijing HangxingWith DongruanWith Zhongxin and broadcasting science institute100%24SAMSUNG010605BJ-kickoff2第24頁(yè)，共27頁(yè)。NOKIAs ORGANIZATION IS MAINLY PRODUCT FOCUSED WITH A NARROW PRODUCT PORTFOLIO AND COORDINATED SALES AND MARKETINGNokia internationalNokia Beijing mobile communi-cationNokia Dongguan mobile phoneNokia Fujian mobile communic-ation technologyNokia Beijing Hangxing telecomNokia Dongda telecom technologyNokia Zhongxi