《精编》麦肯锡三星战略1（motorola）(英文)

CONFIDENTIAL Thisreportissolelyfortheuseofclientpersonnel Nopartofitmaybecirculated quoted orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinseyitisnotacompleterecordofthediscussion August20 2001 MobileHandsetCompetitorProfile Motorola SAMSUNGELECTRONICSCHINA SECChina OVERVIEWOFCOMPETITORANALYSISFRAMEWORK 1 Backgroundination LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing BACKGROUNDINATION 1 Backgroundination LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing MOTOROLAHASHIGHASPIRATIONSFORITSCHINABUSINESS TargetingsalesofUS 10billioninChinaby2002 2003FocusingproductionoperationsinChina asproductionthereisabout15 20 cheaperthaninSingaporeand30 40 cheaperthaninEurope Source Analystreports MOTOROLA SCHINABUSINESSSPANSSIXPRODUCTCATEGORIES MotorolaChina Mobilehandsets Networkequipment Pagers Two wayradios Semi conductors Autoelectronicsandaccessories Mobilenetworkequipment Fixedlinenetworkequipment Wirelesscommunications Source Motorolawebsite Setuprepresentativeofficein1987Operationsinclude 1holdingcompany1WOFE8jointventures26subsidiaries12 000employeesUS 3 4billiontotalinvestmenttodate STRATEGY 1 Backgroundination LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing MOTOROLA SHANDSETSTRATEGYCOMBINESANATTRACTIVEPRODUCTRANGEWITHSUPERBVALUECHAINMANAGEMENT DevelopedawideproductrangewhichcoversallkeypricepointsandoffersawiderangeoffunctionalityInvestedheavilyinproductlocalizationthroughChina basedR DteamExpandedlocalmanufacturinginordertoreducecostsandimprovetime to marketCloselymanagedfirst tiergroupofnineresellersinordertominimizepricecompetitionandfacilitateordertrackingCommittedhandsetpromotionSpeedyroll outofnewreleasesProvisionofhigh qualityafter salesservicesAdvancedtechnology Productrange Valuechain Corecompetencies PRODUCT MARKET 1 Backgroundination LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing Motorolahasenteredthelow endofthemobilehandsetmarketsince1999 Itsproductsaremorefunction drivencomparedwithNokia sproducts whicharemorefashion drivenMotorolatakesmorethan50 oftheshareinthehigh endandhigh mid endofthemobilehandsetmarket andmorethan20 oftheshareinthelow endandmid low end Itslow endhandsetsrepresentmorethen50 ofitsproductofferingsMotorola smarketshareisrelativelyconsistentacrosstier citiesandgeographies takingapproximately30 everywhere KEYMESSAGES PRODUCT MARKET MOTOROLAHASRECENTLYFOCUSEDONBUILDINGOUTITSLOW ENDPRODUCTPORTFOLIO ProductpositioningDec2000 Business professional Personal ProductpositioningJun2000 V8088 1 6 Business professional Personal V998 5 6 LF2000 2 9 LF2000 4 368C 3 1 338C 0 6 T2688 4 8 CD928 1 1 V2188 3 8 V2088 2 0 A6188 1 4 V8088 3 9 V998 7 0 P7689 1 8 L2000 2 2 LF2000 1 7 368C 2 3 T2688 6 2 V2188 1 3 V2088 1 0 366C 0 5 T2288 0 3 T360 0 3 High High medium Medium low Low High High medium Medium low Low Source Interviews McKinseyanalysis MOTOROLAMODELSAREMOREFUNCTION DRIVENTHANNOKIA Fashion Business Basic Fun Changeablecover Sub 100g Voice dial Recording Vibration Tri band WAP Built inmodem IR port Chinese Li Ionbattery SMSmessaging Games Composable downloadableringertone 8210 6210 P7689 V998 Fashion Classic PriceinChina RMB 2652 2878 2369 1800 1452 Equivalentfeatures Nokiamorefun fashionvs Motorolamorefunctions Motorolaofferslowerpricemodelswithsimilarfeatures tri bandandWAP Nov 2000price Keydifferences Source GFK Sino MR MOTOROLAHASHIGHERSHARESINCHINAINFASHIONANDBUSINESSSEGMENTS NokiaMotorola Models 200