070麦肯锡_三星竞争对手分析(NOKIA)

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OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK
1. Background information 4. Value chain strategy Focus on • Marketing, advertising and promotion • Distribution (channel and sales force)
Product
Vision To lead mobile communication through the integration of mobility with internet and the innovation of new service models
mobile
• Al though a relatively latercomer to China, has invested heavily in its Chinese business
Business
• Focused product lines with
Nokia network offering mobile, broadband and IP network infrastructure, and Nokia mobile offering mobile handsets
Strategy • Focuses on mobile communication products and aims to be a total solution provider in mobile communication • Regularly introduces consumeroriented products with emphasis on designs and functions
• Based at Finland, with offices in China, e.g. Beijing • China is Nokia's strategic location because it is
Nokia's second largest market, second only to US
3. Product/market
6. Financial performance
• • • • •
Key product offerings Key customers Value proposition Geographic focus Pricing
• Sales • Profit
3
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• Leader in mobile communication
globally and in China
Investment
• Invested more than USD1.7 billion in China • Two main business units: Nokia network and Nokia
employees
• Focus on
– Marketing, advertising and promotion – Distribution (channel and sales force)
• Management • Era analysis • Equity
structure
2. Strategy
Key product offerings Key customers Value proposition Geographic focus Pricing
• Sales • Profit
1
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KEY ISSUES TO PROBE - NOKIA
Strategy
• Location • Registered
capital team
• Starting year • Number of
employees
• Management • Era analysis • Equity
structure
2. Strategy
5. Organization and ownership
• Management • Era analysis • Equity
structure
2. Strategy
5. Organization and ownership
• • • •
Mission Vision Corporate strategy Market position
• Organization structure • Ownership structure
R&D center with over 5500 staff
Employees
History
• Started business in China since 1950s • 1985 saw first office in Beijing, supplying fixed line •
networks Supplied analog NMT 450 system and terminal in 1986 Supplied transmission system, optical cable and electric cables in later 1980s Supplied analog ETACS system and terminals in 1989 Supplied GSM system and terminals in 1990s 4
5. Organization and ownership
• • • •
Mission Vision Corporate strategy Market position
• Organization structure • Ownership structure
3. Product /market
6. Financial performance
• How 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?
• • • •
Mission Vision Corporate strategy Market position
• Organization structure • Ownership structure
3. Product/market
6. Financial performance
• • • • •
• • • • •
Key product offerings Key customers Value proposition Geographic focus Pricing
• Sales • Profit
5
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NOKIA POSITIONS ITSELF AS A LEADING PRODUCT AND SYSTEM SUPPLIER IN THE FAST GROWING MOBILE COMMUNICATION INDUSTRY
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CONFIDENTIAL
Mobile Handset Competitor Analysis: Nokia
SAMSUNG ELECTRONICS CHINA (SEC China)
August 20, 2001
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