《精编》麦肯锡三星战略4（爱立信）(英文)

CONFIDENTIAL MobileHandsetCompetitorAnalysis Ericsson SAMSUNGELECTRONICSCHINA SECChina Thisreportissolelyfortheuseofclientpersonnel Nopartofitmaybecirculated quoted orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinseyitisnotacompleterecordofthediscussion OVERVIEWOFCOMPETITORANALYSISFRAMEWORK 1 Backgroundination LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing KEYISSUESTOPROBE ERICSSON Strategy Product market Valuechainstrategy Organization ownership Financialperance WhatwillbeEricsson sstrategicfocusforthenext5years HowwillEricssonsecureitsleadingpositioninmobileinfrastructure WhatproductswillEricssonbefocusingon WhichmarketsegmentwillEricssonbeinterestedin WillEricssonbecomeanichemarketplayerinmobilehandset HowdoesEricssonsecureitsleadershipintechnology HowdoesEricssonimproveitslocalproductioncapability HowareEricsson smobilehandsetsdistributed HowdoesEricssonorganizeitsJVsandWOFEs WhatfunctionsdoesEricssonChinacentralize HowgoodisEricsson srecentfinancialperance HowwillEricssonimproveitsperanceinthefuture BACKGROUNDINATION 1 Backgroundination LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing ERICSSONISATECHNOLOGYLEADERINMOBILECOMMUNICATIONANDAMARKETLEADERINMOBILEINFRASTRUCTURE STRATEGY 1 Backgroundination LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing ERICSSONAIMSTOSECUREITSLEADERSHIPPOSITIONINNETWORKEQUIPMENTANDMAYBECOMEANICHEPLAYERINMOBILEHANDSET MaintainfootholdinthelowendmobilehandsetmarketthroughJVwithNanjingPandaDevelop3Gtechnology WCDMA obilecommunicationbycollaboratingwithMIIandDoCoMo andapplyleadingtechnologytoproductsSecureitsleadershippositioninnetworkequipmentratherthanbecomingthebest sellingbrandobilehandsets R DlocalizationthroughcollaborationwithChinesegovernmentanduniversitiesFurtherexpandlocalproductioncapacityCentralizemarketingfunctionsunderEricssonChina Distributethough5first tierresellersincludingPTACandPTICBuildsconsumerwebsiteforEricssonhandsetusers Vision Toinnovateinmobilenetworkandinternetconvergenceandtoleadintheeraofmobileinternet Strategy Source Ericssonpressrelease DresdnerKleinwort McKinseyanalysis ERICSSON sMARKETSHAREISDECREASINGOVERTHEPASTFEWYEARS Monthlymarketsharedevelopment Percentofmarketinunitssold 98 99 Jan 00 Dec 00 Nokia Motorola Siemens Ericsson Source RetailAudit Source IDC McKinseyAnalysis ERICSSONISNOWNUMBERFOURINSALESVOLUMEANDNUMBERFIVEINREVENUEINTHEMOBILEHANDSETMARKET Others Siemens Ericsson Motorola 1999 2001 2000 Samsung Nokia BreakdownofsalesbybrandeachyearPercent Source GfK IDC McKinseyanalysis Others Siemens Ericsson Motorola 1999 2001 2000 Samsung Nokia BreakdownofunitssoldbybrandeachyearPercent PRODUCT MARKET 1 Backgroundination LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing Ericssonclaimstobetheonlytotalsolutionproviderinmobilecommunicationwhooffersafullrangeof2Gand3Gstandards Tosecureitsleadershippositioninmobileinfrastructure EricssonmaybecomeanichemarketplayerinmobilehandsetsEricssonisatechnologyleaderinmobilecommunication whichisreflectedinitsearlyreleasesofWAP GPRSandbluetoothhandsetsand3GnetworksEricssongivesupthehigh endmarketinmobilehandsettofocusonlow end Itisrelativelystrongin1sttiercities andtheNorthandEastChina KEYMESSAGES PRODUCT MARKET ERICSSONOFFERSTOTALSOLUTIONSINMOBILECOMMUNICATIONWITHMOREEMPHASISONMOBILEINFRASTRUCTURE Products Nowandfuture Ericssonmobilehandset Ericssonproductofferings Ericssonnetwork FirstWAPhandsetintheworld MC21