麦肯锡三星战略4(爱立信)

• Sales • Profit
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ERICSSON IS A TECHNOLOGY LEADER IN MOBILE COMMUNICATION AND A MARKET LEADER IN MOBILE INFRASTRUCTURE
Background
3. Product/market
6. Financial performance
• Key product offerings • Key customers • Value proposition • Geographic focus • Pricing 成功经理人 http://www.cgjlr.com
Location
• Based at Sweden, with 24 offices in China • Since 1998, China has been Ericsson's largest
market in the world
• Invested more than USD 0.6 billion in China
infrastructure?
Product/market
• 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? • 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? • How good is Ericsson’s recent financial performance? • How will Ericsson improve its performance in the future?
History
• • • • • • • • •
infrastructure and claim to be the only total solution provider for a full range of 2G and 3G standards
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• Location • Registered
capital team Equity structure
• Starting year • Number of
employees
• Management • Era analysis •
2. Strategy
5. Organization and ownership
• • • •
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 成功经理人 http://www.cgjlr.com
• Sales • Profit
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ERICSSON AIMS TO SECURE ITS LEADERSHIP POSITION IN NETWORK EQUIPMENT AND MAY BECOME A NICHE PLAYER IN MOBILE HANDSET
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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)
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CONFIDENTIAL
Mobile Handset Competitor Analysis: Ericsson
SAMSUNG ELECTRONICS CHINA (SEC China)
August 20, 2001
成功经理人
This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client http://www.cgjlr.com without prior written approval from McKinsey & Company. organization This material was used by McKinsey & Company during an oral presentation; it is not a complete record of the discussion.
• Location • Registered
capital team Equity structure
• Starting year • Number of
employees
• Focus on
– Marketing, advertising and promotion – Distribution (channel and sales force)
• 100,000 staff in 140 countries • Over 4,000 employees in China • 24 offices, 10 JVs and 4 WOFEs
1985: First Ericsson office in Beijing 1987: First mobile network launched Qinhuang island 1989: Set up offices in Guangzhou and Shanghai 1992: Started JVs in China for mobile infrastructure and handset 1994: Established Ericsson China Limited 1995: China became Ericsson's third largest market in the world 1996: China became Ericsson's s second largest market in the world 1997: Established R&D center in Shanghai and Ericsson China institute 1998: China became Ericsson's largest market in the world, established Chongqing Ericsson technology • 1999: Established Ericsson consulting in Shanghai and mobile multi-media lab in http://www.cgjlr.com Zhonguancun • 2000: First to complete WCDMA test in China
• Management • Era analysis •
2. Strategy
5. Organization and ownership
• • • •
Mission Vision Corporate strategy Market position
• Organization structure • Ownership structure
Investment
Business
• Four main business units: Mobile infrastructure, mobile handset, data network and
circuit switching/packet switching multi-service networks Implication
– Marketing, advertising and promotion – Distribution (channel and sales force)
• Management • Era analysis •
2. Strategy
5. Organization and ownership
• • • •
STRATEGY
1. Background information 4. Value chain strategy
• Location • Registered
capital team Equity structure
• Starting year • Number of
employees
• Focus on
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 成功经理人 http://www.cgjlr.com
Value chain strategy
Organization & ownership
Financial performance
成功经理人 http://www.cgjlr.com
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BACKGROUND INFORMATION
1. Background information 4. Value chain strategy
Strategy
• Maintain foothold in the low end mobile
Product handset market through JV with Nanjing Panda • Develop 3G technology (WCDMA) for mobile communication by collaborating with MII and DoCoMo, and apply leading technology to products • Secure its leadership position in network equipment rather than becoming the bestselling brand for mobile handsets
Starting
• First office in China in 1985, first JV in China in 1992
• Leader in mobile system
technology including GSM, GPRS and 3G
• Emphasize on mobile
Employees
• Sales • Profit
1
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KEY ISSUES TO PROBE - ERICSSON
ຫໍສະໝຸດ Baidu
Strategy
• What will be Ericsson’s strategic focus for the next 5 years? • How will Ericsson secure its leading position in mobile