麦肯锡三星战略2(nokia)
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Organization structure Ownership structure
Sales Profit
2. Strategy
3. Product/market
Mission Vision Corporate strategy Market position
Key product offerings Key customers Value proposition Geographic focus Pricing
BACKGROUND INFORMATION
1. Background information
Location Registered capital Management team Equity structure
Starting year Number of employees Era analysis
Organization structure Ownership structure
Sales Profit
2. Strategy
3. Product /market
Mission Vision Corporate strategy Market position
Key product offerings Key customers Value proposition Geographic focus Pricing
6. Financial performance
Focus on Marketing, advertising and promotion Distribution (channel and sales force)
Organization structure Ownership structure
Source: Nokia Press Release
STRATEGY
1. Background information
Location Registered capital Management team Equity structure
Starting year Number of employees Era analysis
98
99
Jan ‘iemens
Ericsson
Source: IDC, McKinsey Analysis
UNLIKE ITS COMPETITORS, NOKIA’S MARKET SHARE IS THE SAME AMONGST NEW AND REPURCHASE BUYERS
4. Value chain strategy
5. Organization and ownership
6. Financial performance
Focus on Marketing, advertising and promotion Distribution (channel and sales force)
Source: Nokia press Release
NOKIA HAS CAUGHT UP WITH MOTOROLA AS MARKET LEADERS IN MOBILE HANDSETS SINCE 1999
Monthly market share development (Percent of market in units sold)
KEY ISSUES TO PROBE - NOKIA
Strategy
Product/market
Value chain strategy
Organization & ownership
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?
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
Product
Value delivery system
Strategy
Focuses on mobile communication products and aims to be a total solution provider in mobile communication Regularly introduces consumer-oriented products with emphasis on designs and functions
Sales Profit
2. Strategy
3. Product/market
Mission Vision Corporate strategy Market position
Key product offerings Key customers Value proposition Geographic focus Pricing
Investment
Invested more than USD1.7 billion in China
Business
Two main business units: Nokia network and Nokia mobile
Starting
First office in China in 1985, first JV in China in 1994
Employees
60,000 staff in 130 countries More than 20 offices in China, 7 JVs, 1 WOFE and 1 R&D center with over 5500 staff
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
Location Registered capital Management team Equity structure
Starting year Number of employees Era analysis
4. Value chain strategy
5. Organization and ownership
4. Value chain strategy
5. Organization and ownership
6. Financial performance
Focus on Marketing, advertising and promotion Distribution (channel and sales force)
NOKIA IS RELATIVELY A LATE-COMER TO CHINA; HOWEVER IT HAS GROWN RAPIDLY TO BECOME A MARKET LEADER IN MOBILE COMMUNICATION
Background
Implication
Location
Builds strong local alliance through JVs with Chinese partners and R&D centers with Chinese universities Builds exclusive specialist shops to bring one-step solutions to end users Builds fixed and mobile service stations with wide geographic coverage including rural areas
CONFIDENTIAL
Mobile Handset Competitor Analysis: Nokia
SAMSUNG ELECTRONICS CHINA (SEC China)
August 20, 2001
OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK
1. Background information
NOKIA POSITIONS ITSELF AS A LEADING PRODUCT AND SYSTEM SUPPLIER IN THE FAST GROWING MOBILE COMMUNICATION INDUSTRY
Vision
To lead mobile communication through the integration of mobility with internet and the innovation of new service models
Leader in mobile communication globally and in China Al though a relatively later-comer to China, has invested heavily in its Chinese business Focused product lines with Nokia network offering mobile, broadband and IP network infra-structure, and Nokia mobile offering mobile handsets
Sales Profit
2. Strategy
3. Product/market
Mission Vision Corporate strategy Market position
Key product offerings Key customers Value proposition Geographic focus Pricing
BACKGROUND INFORMATION
1. Background information
Location Registered capital Management team Equity structure
Starting year Number of employees Era analysis
Organization structure Ownership structure
Sales Profit
2. Strategy
3. Product /market
Mission Vision Corporate strategy Market position
Key product offerings Key customers Value proposition Geographic focus Pricing
6. Financial performance
Focus on Marketing, advertising and promotion Distribution (channel and sales force)
Organization structure Ownership structure
Source: Nokia Press Release
STRATEGY
1. Background information
Location Registered capital Management team Equity structure
Starting year Number of employees Era analysis
98
99
Jan ‘iemens
Ericsson
Source: IDC, McKinsey Analysis
UNLIKE ITS COMPETITORS, NOKIA’S MARKET SHARE IS THE SAME AMONGST NEW AND REPURCHASE BUYERS
4. Value chain strategy
5. Organization and ownership
6. Financial performance
Focus on Marketing, advertising and promotion Distribution (channel and sales force)
Source: Nokia press Release
NOKIA HAS CAUGHT UP WITH MOTOROLA AS MARKET LEADERS IN MOBILE HANDSETS SINCE 1999
Monthly market share development (Percent of market in units sold)
KEY ISSUES TO PROBE - NOKIA
Strategy
Product/market
Value chain strategy
Organization & ownership
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?
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
Product
Value delivery system
Strategy
Focuses on mobile communication products and aims to be a total solution provider in mobile communication Regularly introduces consumer-oriented products with emphasis on designs and functions
Sales Profit
2. Strategy
3. Product/market
Mission Vision Corporate strategy Market position
Key product offerings Key customers Value proposition Geographic focus Pricing
Investment
Invested more than USD1.7 billion in China
Business
Two main business units: Nokia network and Nokia mobile
Starting
First office in China in 1985, first JV in China in 1994
Employees
60,000 staff in 130 countries More than 20 offices in China, 7 JVs, 1 WOFE and 1 R&D center with over 5500 staff
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
Location Registered capital Management team Equity structure
Starting year Number of employees Era analysis
4. Value chain strategy
5. Organization and ownership
4. Value chain strategy
5. Organization and ownership
6. Financial performance
Focus on Marketing, advertising and promotion Distribution (channel and sales force)
NOKIA IS RELATIVELY A LATE-COMER TO CHINA; HOWEVER IT HAS GROWN RAPIDLY TO BECOME A MARKET LEADER IN MOBILE COMMUNICATION
Background
Implication
Location
Builds strong local alliance through JVs with Chinese partners and R&D centers with Chinese universities Builds exclusive specialist shops to bring one-step solutions to end users Builds fixed and mobile service stations with wide geographic coverage including rural areas
CONFIDENTIAL
Mobile Handset Competitor Analysis: Nokia
SAMSUNG ELECTRONICS CHINA (SEC China)
August 20, 2001
OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK
1. Background information
NOKIA POSITIONS ITSELF AS A LEADING PRODUCT AND SYSTEM SUPPLIER IN THE FAST GROWING MOBILE COMMUNICATION INDUSTRY
Vision
To lead mobile communication through the integration of mobility with internet and the innovation of new service models
Leader in mobile communication globally and in China Al though a relatively later-comer to China, has invested heavily in its Chinese business Focused product lines with Nokia network offering mobile, broadband and IP network infra-structure, and Nokia mobile offering mobile handsets