某咨询标杆企业分析(PPT).ppt
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1、CONFIDENTIALThis report is solely for the use of client personnel.No part of it may be circulated,quoted,or reproduced for distribution outside the client organization without prior written approval from McKinsey&Company.This material was used by McKinsey&Company during an oral presentation;it is no
2、t a complete record of the discussion.August 20,2001Mobile Handset Competitor Profile:MotorolaSAMSUNG ELECTRONICS CHINA(SEC China)第一页,共二十七页。OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra anal
3、ysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus onMarketing,advertising and promotionDistribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMarket positionKey product off
4、eringsKey customersValue propositionGeographic focusPricing2010417SHELM038JL_RAJv5i第二页,共二十七页。BACKGROUND INFORMATION1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership6.Financial
5、performanceFocus onMarketing,advertising and promotionDistribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing3010417
6、SHELM038JL_RAJv5i第三页,共二十七页。MOTOROLA HAS HIGH ASPIRATIONS FOR ITS CHINA BUSINESSTargeting sales of US$10 billion in China by 2002/2003Focusing production operations in China,as production there is about 15-20%cheaper than in Singapore and 30-40%cheaper than in EuropeSource:Analyst reports4010417SHELM
7、038JL_RAJv5i第四页,共二十七页。MOTOROLAS CHINA BUSINESS SPANS SIX PRODUCT CATEGORIESMotorola ChinaMobilehandsetsNetworkequipmentPagersTwo-wayradiosSemi-conductorsAutoelectronics andaccessoriesMobilenetworkequipmentFixed linenetworkequipmentWirelesscommunicationsSource:Motorola websiteSet up representative of
8、fice in 1987Operations include:1 holding company1 WOFE8 joint ventures26 subsidiaries12,000 employeesUS$3.4 billion total investment to date5010417SHELM038JL_RAJv5i第五页,共二十七页。STRATEGY1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra ana
9、lysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus onMarketing,advertising and promotionDistribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product off
10、eringsKey customersValue propositionGeographic focusPricing6010417SHELM038JL_RAJv5i第六页,共二十七页。MOTOROLAS HANDSET STRATEGY COMBINES AN ATTRACTIVE PRODUCT RANGE WITH SUPERB VALUE CHAIN MANAGEMENTDeveloped a wide product range which covers all key price points and offers a wide range of functionalityInve
11、sted heavily in product localization through China-based R&D teamExpanded local manufacturing in order to reduce costs and improve time-to-marketClosely managed first-tier group of nine resellers in order to minimize price competition and facilitate order trackingCommitted handset promotionSpeedy ro
12、ll-out of new releasesProvision of high-quality after-sales servicesAdvanced technologyProduct rangeValue chainCorecompetencies7010417SHELM038JL_RAJv5i第七页,共二十七页。PRODUCT/MARKET1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.
13、Value chain strategy5.Organization and ownership 6.Financial performanceFocus onMarketing,advertising and promotionDistribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product offerings
14、Key customersValue propositionGeographic focusPricing8010417SHELM038JL_RAJv5i第八页,共二十七页。Motorola has entered the low-end of the mobile handset market since 1999.Its products are more function-driven compared with Nokias products,which are more fashion-drivenMotorola takes more than 50%of the share in
15、 the high-end and high-mid-end of the mobile handset market,and more than 20%of the share in the low-end and mid-low-end.Its low-end handsets represent more then 50%of its product offeringsMotorolas market share is relatively consistent across tier-cities and geographies,taking approximately 30%ever
16、ywhereKEY MESSAGES-PRODUCT/MARKET9010417SHELM038JL_RAJv5i第九页,共二十七页。MOTOROLA HAS RECENTLY FOCUSED ON BUILDING OUT ITS LOW-END PRODUCT PORTFOLIO Product positioning Dec 2000Business/professional PersonalProduct positioning Jun 2000V8088(1.6%)Business/professional PersonalV998(5.6%)LF2000(2.9%)LF2000(4
17、%)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-mediumMedium-low Low High High-mediumMedium-low Low Source:Interviews,McKinsey anal
18、ysis10010417SHELM038JL_RAJv5i第十页,共二十七页。MOTOROLA MODELS ARE MORE FUNCTION-DRIVEN THAN NOKIAFashion BusinessBasicFunChangeable cover Sub-100gVoice-dialRecordingVibrationTri-bandWAPBuilt-in modemIR-portChinese inputLi-Ion batterySMS messagingGamesComposable/downloadable ringer tone82106210P7689V998+Fas
19、hionClassicPrice in China(RMB)26522878236918001452Equivalent features,Nokia more fun/fashion vs.Motorola more functionsMotorola offers lower price models with similar features,tri-band and WAP*Nov.2000 priceKey differences11010417SHELM038JL_RAJv5i第十一页,共二十七页。Source:GFK,Sino-MRMOTOROLA HAS HIGHER SHAR
20、ES IN CHINA IN FASHION AND BUSINESS SEGMENTSNokiaMotorolaModels2000ChinaTaiwanHong KongIndonesiaSingaporeFlagship8850A6188Fashion-High8210,8250V8088,V998+Fashion-Low3310T360,T2988,T2688Basic3210,5110V2088/2188,V2288,StarTac,CD928/938Business-low6150L2000 SeriesBusiness -High6210,7110P7689Total:12010
21、417SHELM038JL_RAJv5i第十二页,共二十七页。MOTOROLA HAS DRIVEN SALES INCREASES PARTICULARLY IN THE LOW-END PRODUCTSMid-low(RMB1500-2500)High-mid(RMB2500-3500)High(RMB 3500)December 2000April 2001Product mixPercent of unitsMarket share by price pointPercentLow(RMB3500)Low(RMB1500)Source:Interviews,Sino-MR(Dec 20
22、00-April 2001),McKinsey analysisMid(RMB2000-2500)13010417SHELM038JL_RAJv5i第十三页,共二十七页。MOTOROLAS MARKET SHARE IS RELATIVELY CONSISTENT ACROSS TIER CITIES AND GEOGRAPHIESMarket share by tier citiesPercentMarket share by geographic areasPercentNorthWestNortheastCentralTier 1 Tier 2 Tier 3 2000April 2001
23、SouthEastSource:Sino-MR,GfKDec 2000-April 200114010417SHELM038JL_RAJv5i第十四页,共二十七页。VALUE CHAIN STRATEGY1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership 6.Financial performanceF
24、ocus onMarketing,advertising and promotionDistribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing15010417SHELM038JL_
25、RAJv5i第十五页,共二十七页。Motorolas value delivery system strategy has evolved since 1997.Product development has been more customer oriented and new releases are catering for needs by different customer segments.Localization of mobile handset manufacturing has been furthered to a production capacity of 18 m
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