麦肯锡--标杆企业分析(英文版)
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2. Strategy
• Mission • Vision • Corporate strategy • Market position
5. Organization and ownership
• Organization structure • Ownership structure
3. Product/market
capital
employees
• Management • Era analysis
• Marketing,
advertising and promotion
team
• Distribution (channel
• Equity
and sales force)
structure
2. Strategy
Two-way radios
Semiconductors
Auto electronics and
accessories
Mobile Fixed line network network equipment equipment
Source: Motorola website
• Set up representative office in 1987 • Operations include:
– 1 holding company
– 1 WOFE
– 8 joint ventures
– 26 subsidiaries
• 12,000 employees • US$ 3.4 billion total investment to date
1. Background information
4. Value chain strategy
• Focus on
– Marketing,
capital
employees
• Management • Era analysis
advertising and promotion
team
– Distribution (channel
• Equity
and sales force)
structure
• Organization structure • Ownership structure
3. Product /market
• Key product offerings • Key customers • Value proposition • Geographic focus • Pricing
Source: Analyst reports
MOTOROLA’S CHINA Wireless
BUSINESS SPANS SIX communications Motorola China
PRODUCT CATEGORIES
Mobile
Network
handsets equipment
Pagers
BUSINESS
• Targeting sales of US$ 10 billion in China by 2002/2003 • Focusing production operations in China, as production
there is about 15-20% cheaper than in Singapore and 30-40% cheaper than in Europe
麦肯锡--标杆企业分析（英文版）
OVERVIEW OF COMPETITOR 1. Background information
4. Value chain strategy
• Location
• Starting year
Focus on
ANALYSIS FRAMEWORK • Registered • Number of
STRATEGY • Location
• Starting year
• Registered • Number of
• Focus on
– Marketing,
capital
employees
• Management • Era analysis
advertising and promotion
team
6. Financial performance
• Sales • Profit
ATTRACTIVE PRODUCT
RANGE WITH SUPERB
VALUE CHAIN • Developed a wide product range which covers all key
– Distribution (channel
• Equity
and sales force)
structure
2. Strategy
• Mission • Vision • Corporate strategy • Market position
5. Organization and ownership
• Key product offerings • Key customers • Value proposition • Geographic focus • Pricing
6. Financial performance
• Sales • Profit
MOTOROLA HAS HIGH ASPIRATIONS FOR ITS CHINA
6. Financial performance
• Sales • Profit
ห้องสมุดไป่ตู้
1. Background information
4. Value chain strategy
BACKGROUND INFORMATION • Location
• Starting year
• Registered • Number of
• 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