麦肯锡--标杆企业分析(英文版)(ppt 26页)
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Fixed line network equipment
Source: Motorola website
• Set up representative office in 1987 • Operations include:
– 1 holding company – 1 WOFE – 8 joint ventures – 26 subsidiaries
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
employees
• Management • Era analysis
team
• Equity
structure
4. Value chain strategy
• Focus on
– Marketing, advertising and promotion
– Distribution (channel and sales force)
OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK
1. Background information
• Location
• Starting year
• Registered • Number of
capital
employees
• Management • Era analysis
there is about 15-20% cheaper than in Singapore and 30-40% cheaper than in Europe
Source: Analyst reports
3
010417SHELM038JL_RAJv5i
MOTOROLA’S CHINA BUSINESS SPANS SIX PRODUCT CATEGORIES
• Management • Era analysis
team
• Equity
structure
4. Value chain strategy
• Focus on
– Marketing, advertising and promotion
– Distribution (channel and sales force)
3. Product /market
• Key product offerings • Key customers • Value proposition • Geographic focus • Pricing
6. Financial performance
5. Organization and ownership
• Organization structure • Ownership structure
010417SHELM038JL_RAJv5i
3. Product/market
• Key product offerings • Key customers • Value proposition • Geographic focus • Pricing
• 12,000 employees • US$ 3.4 billion total investment to date
4
STRATEGY
1. Background information
• Location
• Starting year
• Registered • Number of
capital
2. Strategy
• Mission • Vision • Corporate strategy • Market position
5. Organization and ownership
• Organization structure • Ownership structure
010417SHELM038JL_RAJv5i
3. Product/market
• Key product offerings • Key customers • Value proposition • Geographic focus • Pricing
6. Financial performance
• Sales • Profit
2
010417SHELM038JL_RAJv5i
Motorola China
Wireless communications
Mobile handsets
Network equipment
Pagers
Two-way radios
Semiconductors
Auto electronics and
accessories
Mobile network equipment
2. Strategy
• Mission • Vision • Corporate strategy • Market position
5. Organization and ownership
• Organization structure • Ownership structure
010417SHELM038JL_RAJv5i
team
• Equity
structure
wenku.baidu.com
4. Value chain strategy
Focus on
• Marketing,
advertising and promotion
• Distribution (channel
and sales force)
2. Strategy
• Mission • Vision • Corporate strategy • Market position
6. Financial performance
• Sales • Profit
1
BACKGROUND INFORMATION
1. Background information
• Location
• Starting year
• Registered • Number of
capital
employees