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(channel
2、 and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing1SAMSUNG010605BJ-kickoff2第1页，共27页。KEY ISSUES TO PROBE-NOKIAStrategyProduct/market
3、Value 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 key produc
4、t 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 competitors?
5、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 the major co
6、ntributors?What is Nokias performance trend?2SAMSUNG010605BJ-kickoff2第2页，共27页。BACKGROUND INFORMATION1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocu
7、s onMarketing,advertising and promotion Distribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing3SAMSUNG010605BJ-kick
8、off2第3页，共27页。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 largest market,second only
9、 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 R&D center with over 5500 sta
10、ffHistoryStarted 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 terminals in 1989Supplied GSM s
11、ystem 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,and Nokia mobile offering mobile h
12、andsetsSource:Nokia Press Release4SAMSUNG010605BJ-kickoff2第4页，共27页。STRATEGY1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus on Marketing,advertisin
13、g and promotionDistribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing5SAMSUNG010605BJ-kickoff2第5页，共27页。NOKIA POSITIO
14、NS 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 systemStrategyFocuses on mobile communication products
15、 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 universitiesBuilds exclusive specialist shops to bring on
16、e-step solutions to end usersBuilds fixed and mobile service stations with wide geographic coverage including rural areasSource:Nokia press Release6SAMSUNG010605BJ-kickoff2第6页，共27页。NOKIA HAS CAUGHT UP WITH MOTOROLA AS MARKET LEADERS IN MOBILE HANDSETS SINCE 1999Monthly market share development(Perce
17、nt of market in units sold)9899Jan 00Dec 00010203040NokiaMotorolaSiemens EricssonSource:IDC,McKinsey Analysis7SAMSUNG010605BJ-kickoff2第7页，共27页。UNLIKE ITS COMPETITORS,NOKIAS MARKET SHARE IS THE SAME AMONGST NEW AND REPURCHASE BUYERS313131282929101212877232121OthersNokiaEricssonSiemensMotorolaRepurcha
18、se 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页，共27页。AMONG REPURCHASERS,NOKIAS CHURN RATE IS HIGH,BUT AT PAR WITH M
19、OTOROLA Percent,2000 10633241566EricssonNokiaAlcatelOthersSiemensBrand bought by previous Nokia owners MotorolaSamsung11326326319MotorolaAlcatelOthersSiemensBrand bought by previous Motorola owners NokiaSamsungEricssonSource:McKinsey analysis9SAMSUNG010605BJ-kickoff2第9页，共27页。PRODUCT/MARKET1.Backgrou
20、nd informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership 6.Financial performanceFocus on Marketing,advertising and promotion Distribution(channel and sales force)Organization structureOwnership
21、 structureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing10SAMSUNG010605BJ-kickoff2第10页，共27页。Nokia has a narrow product portfolio focusing on mobile communication products,and mobile hand
22、set 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;however Nok
23、ia is relatively weak in the fourth-tier citiesKEY MESSAGES-PRODUCT/MARKET11SAMSUNG010605BJ-kickoff2第11页，共27页。MOBILE HANDSET IS NOKIAs BIGGEST PRODUCT OFFERING AND ITS ESSENTIAL PART OF TOTAL SOLUTIONS IN MOBILE COMMUNICATIONNokia mobile handsetsNokia product offeringsNokia networkProductsNow and fu
24、tureNokia 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 above average gr
25、owth 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 multimedia terminals
26、 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 communication12SAMSUNG
27、010605BJ-kickoff2第12页，共27页。NOKIA EMPHASIZES ON CONSUMER-ORIENTED DESIGNS AND FUNCTIONSFashion BusinessBasicFunChangeable cover Sub-100gVoice-dialRecordingVibrationTri-bandWAPBuilt-in modemIR-portChinese inputLi-Ion batterySMS messagingGamesComposable/downloadable ringer tone82106210P7689L2000V998+L2
28、000WWWFashionClassicPrice 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页，共27页。WITHIN CHINA,NOKIAs FASHION
29、PHONES PERFORM BETTER IN SOUTH CHINA AND LARGE CITIESNorth region East region South regionChina averageBeijingShanghaiShenzhenGuangzhou45755788Market sharePercent,2000 Source:McKinsey Analysis14SAMSUNG010605BJ-kickoff2第14页，共27页。31303024293028109911107772125243028Tier 1Tier 2Tier 3Tier 4NokiaMotorola
30、OthersNOKIA IS RELATIVELY 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页，共27页。0%5%10%15%20%25%30%35%40%Source:Retail Audit,McKinsey analysisAND T
31、HIS WEAKNESS IN 4TH TIER CITIES SPANS MOST PROVINCES Inner MongoliaHunanYunnanAnhuiGuangdongFujianZhejiangHeijongjiangJilinHenanJiangxiHebeiShanxiLiaoningSichuanShandongJiangsuShanxiHubeiGansuGuizhouPercent market share,NokiaMarket sharePercentProvinceTier 1/2/3 cityTier 4 city16SAMSUNG010605BJ-kick
32、off2第16页，共27页。VALUE CHAIN STRATEGY1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership 6.Financial performanceFocus on Marketing,advertising and promotion Distribution(channel and
33、 sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing17SAMSUNG010605BJ-kickoff2第17页，共27页。Nokia is not regarded as a technology leader,as c
34、ompared with Motorola;however,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 t
35、o distribute handsets through 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 implem
36、ents a highly efficient 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页，共27页。NOKIA IS STRONG AT MARKETING,SALES AND SERVICE,BUT WEAK AT TECHNOLOGY
37、Manufac-turing 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 en
38、d technologyPosition 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 pre
39、ferencePromotes“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.“o
40、ne hour repair”service19SAMSUNG010605BJ-kickoff2第19页，共27页。.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 productsar
41、e more formalMotorola alwaysintroduces newtechnology to themarket firstLoyal useris white-collarworker.on technology leadership and innovation.on design on typical loyal users20SAMSUNG010605BJ-kickoff2第20页，共27页。NOKIA DISTRIBUTES THROUGH SIX FIRST-TIER RESELLERS AND DEVELOPS EXCLUSIVE SPECIALIST SHOP
42、SNokia 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
43、%58%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 tends
44、 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 21SA
45、MSUNG010605BJ-kickoff2第21页，共27页。ORGANIZATION AND OWNERSHIP1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus on Marketing,advertising and promotionDi
46、stribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing22SAMSUNG010605BJ-kickoff2第22页，共27页。Nokia has 7JV and 1 WOFE in
47、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 domestic market d
48、emand 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 OWNERSHIP23SAMSUNG01060
49、5BJ-kickoff2第23页，共27页。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 and skill transfer in
50、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 telecom technologyNokia
