麦肯锡三星战略4爱立信--资料

2. Strategy
• Mission • Vision • Corporate strategy • Market position
5. Organization and ownership
• Organization structure • Ownership structure
3. Product/market
structure
4. Value chain strategy
• Focus on
– Marketing, advertising and promotion
– Distribution (channel and sales force)
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2. Strategy
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CONFIDENTIAL
Mobile Handset Competitor Analysis: Ericsson
SAMSUNG ELECTRONICS CHINA (SEC China)
August 20, 2001
This report is solely for the use of client personnel. No part of it may be circulated, quoted, orΒιβλιοθήκη Baidureproduced 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 FRAMEWORK
1. Background information
• Location
• Starting year
• Registered • Number of
capital
employees
• Management • Era analysis
team
• Equity
structure
4. Value chain strategy
Focus on
• Marketing,
advertising and promotion
• Distribution (channel
and sales force)
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6. Financial performance
• Sales • Profit
3
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ERICSSON IS A TECHNOLOGY LEADER IN MOBILE COMMUNICATION AND A MARKET LEADER IN MOBILE INFRASTRUCTURE
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Strategy
Product/market
Value chain strategy
Organization & ownership
• What will be Ericsson’s strategic focus for the next 5 years? • How will Ericsson secure its leading position in mobile
• Key product offerings • Key customers • Value proposition • Geographic focus • Pricing
6. Financial performance
• Sales • Profit
1
KEY ISSUES TO PROBE - ERICSSON
2
BACKGROUND INFORMATION
1. Background information
• Location
• Starting year
• Registered • Number of
capital
employees
• Management • Era analysis
team
• Equity
• Mission • Vision • Corporate strategy • Market position
5. Organization and ownership
• Organization structure • Ownership structure
3. Product/market
• Key product offerings • Key customers • Value proposition • Geographic focus • Pricing
• How does Ericsson secure its leadership in technology? • How does Ericsson improve its local production capability? • How are Ericsson’s mobile handsets distributed?
• How does Ericsson organize its JVs and WOFEs? • What functions does Ericsson China centralize?
Financial performance
• How good is Ericsson’s recent financial performance? • How will Ericsson improve its performance in the future?
infrastructure?
• What products will Ericsson be focusing on? • Which market segment will Ericsson be interested in? • Will Ericsson become a niche market player in mobile handset?