麦肯锡--标杆企业分析英文版
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3. Product/market
6. Financial performance
• Key product offerings
• Sales
• Key customers
• Profit
• Value proposition
• Geographic focus
• Pricing
010417SHELM038JL_RAJv5i
• Equity
and sales force)
structure
2. Strategy
• Mission • Vision • Corporate strategy • Market position
5. Organization and ownership
• Organization structure • Ownership structure
OVERVIEW OF COMPETITOR 1. Background information
• Location
• Starting year
4. Value chain strategy Focus on
• Registered • Number of
• Marketing,
ANALYSIS FRAMEWORK capital
• Profit
• Value proposition
• Geographic focus
• Pricing
010417SHELM038JL_RAJv5i
1
BACKGROUND INFORMATION 1. Background information
• Location
• Starting year
4. Value chain strategy
• Focus on
• Registered • Number of
– Marketing,
capital
employees
• Management • Era analysis
advertising and promotion
team
ห้องสมุดไป่ตู้
– Distribution (channel
SPANS SIX PRODUCT MotorolaChina
CATEGORIES
Mobile handsets
Network equipment
Pagers
Two-way radios
Semiconductors
Auto electronics and
accessories
Mobile network equipment
5
MOTOROLA’S HANDSET STRATEGY COMBINES AN • Developed a wide product range which covers all key
3. Product /market
6. Financial performance
• Key product offerings
• Sales
• Key customers
• Profit
• Value proposition
• Geographic focus
• Pricing
010417SHELM038JL_RAJv5i
there is about 15-20% cheaper than in Singapore and 3040% cheaper than in Europe
010417SHELM038JL_RAJv5i
3
Source: Analyst reports
MOTOROLA’S
CHINA
BUSINESS Wireless communications
Source: Motorola website
• Set up representative office in 1987 • Operations include:
Fixed line network equipment
– 1 holding company
– 1 WOFE
– 8 joint ventures
• Equity
and sales force)
structure
2. Strategy
• Mission • Vision • Corporate strategy • Market position
5. Organization and ownership
• Organization structure • Ownership structure
– 26 subsidiaries
• 12,000 employees 010417SHELM0•3U8JSL$_R3A.4Jvb5iillion total investment to date 4
STRATEGY 1. Background information
• Location
• Starting year
employees
• Management • Era analysis
team
advertising and
promotion
• Distribution (channel
• Equity
and sales force)
structure
2. Strategy
• Mission • Vision • Corporate strategy • Market position
5. Organization and ownership
• Organization structure • Ownership structure
3. Product/market
6. Financial performance
• Key product offerings
• Sales
• Key customers
2
MOTOROLA HAS HIGH
ASPIRATIONS FOR ITS CHINA
BUSINESS
• Targeting sales of US$ 10 billion in China by 2002/2003
• Focusing production operations in China, as production
4. Value chain strategy
• Focus on
• Registered • Number of
– Marketing,
capital
employees
• Management • Era analysis
advertising and promotion
team
– Distribution (channel