178 麦肯锡—三星竞争对手分析（NOKIA）

MobileHandsetCompetitorAnalysis:NokiaSAMSUNGELECTRONICSCHINA(S
ECChina)OVERVIEWOFCOMPETITORANALYSISFRAMEWORKKEYISSUESTO
PROBE-NOKIABACKGROUNDINFORMATIONNOKIAISRELATIVELYALATE-
COMERTOCHINA;HOWEVERITHASGROWNRAPIDLYTOBECOMEAMARKETL
EADERINMOBILECOMMUNICATIONSTRATEGYNOKIAPOSITIONSITSELFAS
ALEADINGPRODUCTANDSYSTEMSUPPLIERINTHEFASTGROWINGMOBILE
COMMUNICATIONINDUSTRYNOKIAHASCAUGHTUPWITHMOTOROLAASMARK
ETLEADERSINMOBILEHANDSETSSINCE1999UNLIKEITSCOMPETITORS,
NOKIA’SMARKETSHAREISTHESAMEAMONGSTNEWANDREPURCHASEBUYER
SAMONGREPURCHASERS,NOKIA’SCHURNRATEISHIGH,BUTATPARWITH
MOTOROLAPRODUCT/MARKETKEYMESSAGES-PRODUCT/MARKETMOBILEHA
NDSETISNOKIA''sBIGGESTPRODUCTOFFERINGANDITSESSENTIALPART
OFTOTALSOLUTIONSINMOBILECOMMUNICATIONNOKIAEMPHASIZESONCO
NSUMER-ORIENTEDDESIGNSANDFUNCTIONSWITHINCHINA,NOKIA''sFASHI
ONPHONESPERFORMBETTERINSOUTHCHINAANDLARGECITIESNOKIAIS
RELATIVELYWEAKINTHEIMPORTANT4THTIERCITYMARKETANDTHISW
EAKNESSIN4THTIERCITIESSPANSMOSTPROVINCESVALUECHAINSTRA
TEGYKEYMESSAGES-VALUECHAINSTRATEGYNOKIAISSTRONGATMARKE
TING,SALESANDSERVICE,BUTWEAKATTECHNOLOGYNOKIAHASREPUTAT
IONGAPASTECHNOLOGYLEADER,ANDTARGETDIFFERENTCUSTOMERSEGME
NTSFROMMOTOROLANOKIADISTRIBUTESTHROUGHSIXFIRST-TIERRESELL
ERSANDDEVELOPSEXCLUSIVESPECIALISTSHOPSORGANIZATIONANDOWNE
RSHIPKEYMESSAGES-ORGANIZATIONANDOWNERSHIPNOKIAHAS7JVsA
ND1WOFEINCHINA,AMONGWHICH2JVsAREDEVOTEDTOMOBILEHANDS
ETSNOKIA''sORGANIZATIONISMAINLYPRODUCTFOCUSEDWITHANARROW
PRODUCTPORTFOLIOANDCOORDINATEDSALESANDMARKETINGFINANCIALP
ERFORMANCEKEYMESSAGES-FINANCIALPERFORMANCENOKIASEES30%GR
OWTHINSALESANDOPERATINGPROFITWHEREMOBILEHANDSETSCONTRIBU
TEMORETHAN50%SAMSUNG010605BJ-kickoff2Unitofmeasure So
urce: SAMSUNG010605BJ-kickoff2CONFIDENTIALDocumentDateThisr
eportissolelyfortheuseofclientpersonnel.Nopartofitm
aybecirculated,quoted,orreproducedfordistributionoutside
theclientorganizationwithoutpriorwrittenapprovalfromMcKin
sey&Company.ThismaterialwasusedbyMcKinsey&Companydurin
ganoralpresentation;itisnotacompleterecordofthediscus
sion.CONFIDENTIALAugust20,2001Thisreportissolelyforthe
useofclientpersonnel.Nopartofitmaybecirculated,quoted
,orreproducedfordistributionoutsidetheclientorganization
withoutpriorwrittenapprovalfromMcKinsey&Company.Thismate
rialwasusedbyMcKinsey&Companyduringanoralpresentation;
itisnotacompleterecordofthediscussion.1.Backgroundinfo
rmationLocationRegisteredcapitalManagementteamEquitystruc
tureStartingyearNumberofemployeesEraanalysis4.Valuecha
instrategy5.Organizationandownership6.Financialperformanc
eFocusonMarketing,advertisingandpromotionDistribution(c
hannelandsalesforce)OrganizationstructureOwnershipstructu
reSalesProfit2.Strategy3.Product/marketMissionVision
CorporatestrategyMarketpositionKeyproductofferingsKeycust
omersValuepropositionGeographicfocusPricingStrategyProduct
/marketValuechainstrategyOrganization&ownershipFinancialp
erformanceHowdoesNokiapositionitselfnowandin2005?Whata
reNokia’sproductandvaluedeliverysystemstrategiesthatdiff
erentiateitselffromitscompetitors?Howdoesitscurrentmarke
tpositionhelpachieveitsgoal?WhatisNokia’skeyproductoff
eringsandhowdoesNokiadifferentiateitsproductsfromitscom
petitors’?WhatcustomersegmentsisNokiatargetingat?Inwhich
geographicareasisNokiastrongorweak?HowdoesNokia’sprodu
ctdevelopmentmeetcustomerrequirement?HowdoNokia’sdistribu
tionchannelsdifferfromitscompetitors’?WhydoesNokialaunch
exclusivespecialistshops?HowdoesNokiaprovidecustomerse
rvices?HowmuchdoesNokiainvestinJVsandWOFEsinChina,and
whatarethemaindrivers?HowdoesNokiaorganizetoenablethe
JVsandWOFEstoworktogether?HowstrongisNokia’sperformanc
eandwhatarethemajorcontributors?WhatisNokia’sperformanc
etrend?1.BackgroundinformationLocationRegisteredcapitalM
anagementteamEquitystructureStartingyearNumberofemployee
sEraanalysis4.Valuechainstrategy5.Organizationandowners
hip6.FinancialperformanceFocusonMarketing,advertisingand
promotionDistribution(channelandsalesforce)Organization
structureOwnershipstructureSalesProfit2.Strategy3.Prod
uct/marketMissionVisionCorporatestrategyMarketpositionKey
productofferingsKeycustomersValuepropositionGeographicfoc
usPricingBackgroundImplicationLocationBasedatFinland,with
officesinChina,e.g.BeijingChinaisNokia''sstrategiclocati
onbecauseitisNokia''ssecondlargestmarket,secondonlytoUS
InvestmentInvestedmorethanUSD1.7billioninChina Busines
sTwomainbusinessunits:NokianetworkandNokiamobileStarti
ngFirstofficeinChinain1985,firstJVinChinain1994Emplo
yees60,000staffin130countriesMorethan20officesinChina,
7JVs,1WOFEand1R&Dcenterwithover5500staffHistoryStar
tedbusinessinChinasince1950s1985sawfirstofficeinBeijin
g,supplyingfixedlinenetworksSuppliedanalogNMT450systema
ndterminalin1986Suppliedtransmissionsystem,opticalcablea
ndelectriccablesinlater1980sSuppliedanalogETACSsysteman
dterminalsin1989SuppliedGSMsystemandterminalsin1990sLe
aderinmobilecommunicationgloballyandinChinaAlthoughar
elativelylater-comertoChina,hasinvestedheavilyinitsChine
sebusinessFocusedproductlineswithNokianetworkofferingmo
bile,broadbandandIPnetworkinfra-structure,andNokiamobile
offeringmobilehandsetsSource:NokiaPressRelease1.Backgroun
dinformationLocationRegisteredcapitalManagementteamEquity
structureStartingyearNumberofemployeesEraanalysis4.Val
uechainstrategy5.Organizationandownership6.Financialperf
ormanceFocusonMarketing,advertisingandpromotionDistribut
ion(channelandsalesforce)OrganizationstructureOwnerships
tructureSalesProfit2.Strategy3.Product/marketMissionV
isionCorporatestrategyMarketpositionKeyproductofferingsKe
ycustomersValuepropositionGeographicfocusPricingVisionTo
leadmobilecommunicationthroughtheintegrationofmobilitywi
thinternetandtheinnovationofnewservicemodelsProductValu
edeliverysystemStrategyFocusesonmobilecommunicationproduc
tsandaimstobeatotalsolutionproviderinmobilecommunicati
onRegularlyintroducesconsumer-orientedproductswithemphasis
ondesignsandfunctionsBuildsstronglocalalliancethroughJVs
withChinesepartnersandR&DcenterswithChineseuniversities
Buildsexclusivespecialistshopstobringone-stepsolutionsto
endusersBuildsfixedandmobileservicestationswithwidegeog
raphiccoverageincludingruralareasSource:NokiapressRelease
Monthlymarketsharedevelopment(Percentofmarketinunitsso
ld)9899Jan‘00Dec‘00NokiaMotorolaSiemensEricssonSource
:IDC,McKinseyAnalysisOthersNokiaEricssonSiemensMotorolaR
epurchaseBuyersNewBuyersTotalmarketPercentofunitssold,2
0004Q25%75%%ofMarket100%Definition:Newbuyer:neverbough
tmobilephonebeforeRepurchasebuyer:boughtmobilephonebefor
eSource:IDC,McKinseyanalysisPercent,2000EricssonNokiaA
lcatelOthersSiemensBrandboughtbypreviousNokiaownersMoto
rolaSamsungMotorolaAlcatelOthersSiemensBrandboughtbyprev
iousMotorolaownersNokiaSamsungEricssonSource:McKinseyana
lysis1.BackgroundinformationLocationRegisteredcapitalMana
gementteamEquitystructureStartingyearNumberofemployeesE
raanalysis4.Valuechainstrategy5.Organizationandownership
6.FinancialperformanceFocusonMarketing,advertisingand
promotionDistribution(channelandsalesforce)Organizationst
ructureOwnershipstructureSalesProfit2.Strategy3.Produc
t/marketMissionVisionCorporatestrategyMarketpositionKeyp
roductofferingsKeycustomersValuepropositionGeographicfocus
PricingNokiahasanarrowproductportfoliofocusingonmobile
communicationproducts,andmobilehandsetisNokia’skeyproduct
offeringNokiaoffersconsumer-orientedhandsetswithemphasis
ondesignsandfunctions,targetingmediumandlowendcustomers.
ItsmaincustomersegmentsaretheyoungandfashionableNokia’
sfashionphonesarerelativelystronginmajorcitiesandtheso
uthregion;howeverNokiaisrelativelyweakinthefourth-tierc
itiesNokiamobilehandsetsNokiaproductofferingsNokianetwo
rkProductsNowandfutureNokia3310foryoungpeopleNokia8210
forfashionchaserNokia6210WAPforbusinessprofessionalNoki
a7110WAPwithfullChineseinterfaceNokia9210aspersonnelco
mmunicatorNokia8310,6310forGPRSandWAPMobilenetworkBroad
bandnetworkIPnetworkLargestmobilehandsetsupplierinthewo
rldwithaboveaveragegrowthinsalesandmorethan30%globalm
arketshareViewsmobilehandsetasadigitalconvergencepointf
ormultimediaservicesSupportsbluetoothbetweenmobilehandset
andPCinNokia6310formobileprofessionalDevelopWCDMAhands
etswithDoCoMoDevelopshomenetproductssuchasmultimediaterm
inalsinNokiaZhongxinProvidesmultimediaservicenetworksolut
ionsforoperatorsandISPenteringthemobilecommunicationfiel
dsNokianetworkcoversmanycitiesandareasinChinaincluding
Beijing,Shanghai,HongKongandTaiwanetc.Aimstobeatotals
olutionproviderformobilecommunicationFashionBusinessBasic
FunChangeablecoverSub-100gVoice-dialRecordingVibrationT
ri-bandWAPBuilt-inmodemIR-portChineseinputLi-IonbatteryS
MSmessagingGamesComposable/downloadableringertone8210
6210P7689L2000V998++L2000WWWFashionClassicPriceinChina
(RMB)265228782369180014351452??????????????
?????????????????????????????????
????????Equivalentfeatures,Nokiamorefun/fashionvs.
MotorolamorefunctionsMotorolaofferslowerpricemodelswiths
imilarfeatures,tri-bandandWAP Nov.2000priceKeyDiffere
nces?NorthregionEastregionSouthregionChinaaverageBeij
ingShanghaiShenzhenGuangzhouMarketsharePercent,2000Sourc
e:McKinseyAnalysisTier1Tier2Tier3Tier4NokiaMotorolaO
thersPercentmarketshare,2000EricssonSiemens18%19%23%40%
Tiersizeas%oftotal100%=Millionunits6.77.08.514.8S
ource:McKinseyAnalysis Source: RetailAudit,McKinseyanalysis
InnerMongoliaHunanYunnanAnhuiGuangdongFujianZhejiangHeij
ongjiangJilinHenanJiangxiHebeiShanxiLiaoningSichuanShando
ngJiangsuShanxiHubeiGansuGuizhouPercentmarketshare,Nokia
MarketsharePercentProvinceTier1/2/3cityTier4city1.Bac
kgroundinformationLocationRegisteredcapitalManagementteam
EquitystructureStartingyearNumberofemployeesEraanalysis
4.Valuechainstrategy5.Organizationandownership6.Financi
alperformanceFocusonMarketing,advertisingandpromotionDi
stribution(channelandsalesforce)OrganizationstructureOwne
rshipstructureSalesProfit2.Strategy3.Product/marketMi
ssionVisionCorporatestrategyMarketpositionKeyproductoffer
ingsKeycustomersValuepropositionGeographicfocusPricingNok
iaisnotregardedasatechnologyleader,ascomparedwithMotor
ola;however,itspendsagreatamountofeffortinunderstanding
customerrequirementsandtailorsitsproducttomeettheserequ
irements.NokiaemploysPTAC,CellStar,BeijingTelecommunicatio
nEquipmentFactory,BrightPoint,ExpressFortune,andTechGlor
yasthefirst-tierresellerstodistributehandsetsthroughauth
orizedstoresandcounters.Thedistributionchannelsarerelativ
elyflat.Whileitsretailshopsaregrowingrapidlytoapproxim
ately900aroundthecountry,Nokiaalsodevelopsexclusivespeci
alistshopsinordertoprovide“one-step”solutionstoendusers
Nokiaimplementsahighlyefficientcustomerservicesystemwit
h250servicestationsandmobileservicestationsforruralarea
s.Itprovidesgoodpre-andaftersalesserviceManufac-turing
andsupplychainSalesanddistributionMarketingandbrandingR
&DStrengthsLeversforimprovementEstablishedR&D
centerin98/99inBeijingforChinamarket,with150researchs
taffStronginlowenddevelopmentGoodproductqualityanddesig
nWeakerpositioninhighendsegmentandhighendtechnology
PositioninlowendunderattackScalablelocalproductionOpt
imizedlogisticsCountry-widedistributionchannelsand
strongchannelmanagementHighretailerspreferenceLower
ratingofretailsupportRetailerpreferencenottranslatingin
tohighermarketshareStrongbrandawarenessandpreferencePr
omotes“technologybasedonpeople”Awarenessandprefere
ncelowerthanMotorolaBrandinyoungmarketunderattackLowt
echnologyimageServiceHighlyefficientcustomerservicesyste
mwith250servicestationsandmobileservicestationsforrural
areasGoodpre-andaftersalesservice,e.g.“onehourrepair
”service….onNokia……onMotorolaNokiahasgoodproductdesigns
NokiaphonesareforfemaleoryoungerpeopleNokiaissecondto
upgradeproductsMotorolaproductsaremoreformalMotorolaalwa
ysintroducesnewtechnologytothemarketfirstLoyaluseriswh
ite-collarworker….ontechnologyleadershipandinnovation….on
design…ontypicalloyalusersNokiaChannelStructureLateentr
ytotheChinamarketwithlesshistoricoverheadFlatdistributi
onchannelsDevelopsexclusivespecialistshopsProvidesafter-sa
leservices Source:ChinaComputerJournalVendor1st-tierresel
lersConsumers2nd-tierresellersRetailers/retailchainstores6
%3%91%22%33%36%6%33%58%RationalesNokiaemploysPTAC,C
ellStar,BeijingTelecommunicationEquipmentFactory,BrightPoin
t,ExpressFortune,andTechGloryasits6first-tierresellers
Nokiarequiresresellerstoreportthepromotionplanandproduct
orderingplansaquarterinadvance,andsincethedemandforha
ndsetstendstofluctuateacrosspromotionalprograms,thisinfle
xiblestrategygenerallylimitsthepotentialgainwhenmarketde
mandchangesacrosspromotionsCloseto900retailshopsandcoun
terscountry-wide,with50%growthfrom1999Formexclusivespeci
alistshoptoprovideone-stepsolutiontoendusers1.Backgrou
ndinformationLocationRegisteredcapitalManagementteamEquit
ystructureStartingyearNumberofemployeesEraanalysis4.Va
luechainstrategy5.Organizationandownership6.Financialper
formanceFocusonMarketing,advertisingandpromotionDistribu
tion(channelandsalesforce)OrganizationstructureOwnership
structureSalesProfit2.Strategy3.Product/marketMission
VisionCorporatestrategyMarketpositionKeyproductofferingsK
eycustomersValuepropositionGeographicfocusPricingNokiahas
7JVand1WOFEinChina,amongwhichNokiaBeijingandNokiaDon
gguanaremanufacturingmobilehandsets.NokiaBeijinghasannual
productioncapacityof30millionunitsin2001.Themaindrive
rsforNokiatosetupJVsandWOFEsinChinaincludebuildingloc
alalliances,localizingmanufacturingtomeetdomesticmarketde
mandandincreaseexports,andtechnologytransferencouragedby
theChinesegovernmentWithanarrowproductportfolio,Nokia’s
organizationisproductfocusedwithcoordinatedsalesandmarket
ingeffortacrossJVsthatmanufacturethesameproductsMaindri
versBuildssuccessfulalliancewithChinesepartnersLocalizes
manu-facturingformajorproductsMeetsdomesticmarketdemanda
ndincreasesexportsRealizestechnologyandskilltransferinde
velopment,manufacturingandmanagementHelpsChinesepartnersim
provecompetitivenessinChinaandgloballyNokiainternationalN
okiaBeijingmobilecommu-nicationNokiaDongguanmobilephone
NokiaFujianmobilecommunicationtechnologyNokiaBeijing,Hangx
ingtelecomNokiaDongdatelecomtechnologyNokiaZhongxindigita
ltechnologyNokiaSuzhoutelecomNokiaChongqintelecomEstablis
hedyearProductoffering1995199519971994200019991998GSM
systemandequipmentMobilehandsetsMobilehandsetsGSM900/180
0networkservicesMobileswitchesWirelessapplicationssolution
sandservicesDigitalmultimediaterminalsGSMbasestationCell
ularnetworktransmissionproducts50%withShouxin70%WithDon
gguanWanxinWithFujianmobileWithBeijingHangxingWithDongru
anWithZhongxinandbroadcastingscienceinstitute100%Nokiain
ternationalNokiaBeijingmobilecommuni-cationNokiaDongguanmo
bilephoneNokiaFujianmobilecommunic-ationtechnologyNokiaB
eijingHangxingtelecomNokiaDongdatelecomtechnologyNokiaZho
ngxindigitaltechnologyNokiaChongqintelecomMarketingNokia
ChinaofficeNokiaChinaofficeSalesServiceManufa-cturingSal
esandServicesManu-facturingR&DServiceManufa-cturingSales
andServicesR&DImpleme-tationSalesandServicesManufa-ctur
ingSalesandServicesNokiaSuzhoutelecomManufa-cturingSales
andServicesGSMsystemandequipmentMobilehandsetsMobilehan
dsetsGSM900/1800networkservicesMobileswitchesWirelessappl
ications,solutionsandservicesDigitalmultimediaterminalsGSM
basestationCellularnetworktransmissionproducts1.Backgroun
dinformationLocationRegisteredcapitalManagementteamEquity
structureStartingyearNumberofemployeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,advertisingandpromotionDistribution(channelandsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricingNokia’ssalesinChinagrew31%anditsoperatingprofitgrew26%in2000,amongwhich,mobilehandsetscontributedto59%ofthesalesand70%oftheprofit.MobilehandsetplaysanincreasinglyimportantroleinNokia’sproductportfolio,asitrepresents59%ofthesalesin2000from54%in1999.Nokiahassecuredanoperatingmarginof22%inmobilehandsets,thehighestmargininthemobilehandsetindustryinChina,duetohighlyefficientoperationsthatkeepthecostdowntominimum,eventhoughintensivecompetitionhasdriventheoperatingmargindownfrom24%in1999.RevenuesinChinaOperatingprofitinChina2,0522,6972000MobilehandsetsUSDmillions4065121999200031%26%1999Mobilehandsets Source:NokiaPressRelease,IDC,McKinseyAnalysisSAMSUNG010605BJ-kickoff2Unitofmeasure Source: