標(biāo)桿企業(yè)分析(motorola,siemens,haier)PPT課件

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;

2、 it is not a complete record of the discussion.August 20, 2001Mobile Handset Competitor Profile: MotorolaSAMSUNG ELECTRONICS CHINA (SEC China)2OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra

3、analysis4. 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

4、product offeringsKey customersValue propositionGeographic focusPricing3BACKGROUND INFORMATION1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus o

5、n Marketing, advertising and promotion Distribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing4MOTOROLA HAS HIGH

6、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 reports5MOTOROLAS CHINA BUSINESS SPANS SIX PRODUCT CATEGORI

7、ESMotorola ChinaMobilehandsetsNetworkequipmentPagersTwo-wayradiosSemi-conductorsAutoelectronics andaccessoriesMobilenetworkequipmentFixed linenetworkequipmentWirelesscommunicationsSource: Motorola websiteSet up representative office in 1987Operations include:1 holding company1 WOFE8 joint ventures26

8、 subsidiaries12,000 employeesUS$ 3.4 billion total investment to date6STRATEGY1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus on Marketing, ad

9、vertising and promotion Distribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing7MOTOROLAS HANDSET STRATEGY COMBIN

10、ES 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 functionalityInvested heavily in product localization through China-based R&D teamExpanded local manufacturing in order to reduce costs and imp

11、rove time-to-marketClosely managed first-tier group of nine resellers in order to minimize price competition and facilitate order trackingCommitted handset promotionSpeedy roll-out of new releasesProvision of high-quality after-sales servicesAdvanced technologyProduct rangeValue chainCorecompetencie

12、s8PRODUCT/MARKET1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus on Marketing, advertising and promotion Distribution (channel and sales force

13、)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing9Motorola has entered the low-end of the mobile handset market since 1999. Its products are mor

14、e function-driven compared with Nokias products, which are more fashion-drivenMotorola takes more than 50% of the share in 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 pr

15、oduct offeringsMotorolas market share is relatively consistent across tier-cities and geographies, taking approximately 30% everywhereKEY MESSAGES - PRODUCT/MARKET10MOTOROLA HAS RECENTLY FOCUSED ON BUILDING OUT ITS LOW-END PRODUCT PORTFOLIO Product positioning Dec 2000Business/professional PersonalP

16、roduct positioning Jun 2000V8088 (1.6%)Business/professional PersonalV998 (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 (

17、0.5%)T2288 (0.3%)T360 (0.3%)High High-mediumMedium-low Low High High-mediumMedium-low Low Source: Interviews, McKinsey analysis11MOTOROLA MODELS ARE MORE FUNCTION-DRIVEN THAN NOKIAFashion BusinessBasicFunChangeable cover Sub-100gVoice-dialRecordingVibrationTri-bandWAPBuilt-in modemIR-portChinese inp

18、utLi-Ion batterySMS messagingGamesComposable/ downloadable ringer tone82106210P7689V998+L2000WWWFashionClassicPrice 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

19、. 2000 priceKey differences12Source:GFK, Sino-MRMOTOROLA HAS HIGHER SHARES IN CHINA IN FASHION AND BUSINESS SEGMENTSNokiaMotorolaModels2000241122131184071030ChinaTaiwanHong KongIndonesia2621512280113189326173128370156120241721126380520029Singapore514302184218202316Flagship8850A6188Fashion-High8210,

20、8250V8088, V998+Fashion-Low3310T360, T2988, T2688Basic3210, 5110V2088/2188, V2288, StarTac, CD928/938Business-low6150L2000 SeriesBusiness -High6210, 7110P7689Total:13MOTOROLA HAS DRIVEN SALES INCREASES PARTICULARLY IN THE LOW-END PRODUCTS522518172211846Mid-low(RMB1500-2500)High-mid(RMB2500-3500)High

21、(RMB 3500)December 2000April 2001Product mixPercent of unitsMarket share by price pointPercentLow (RMB3500)Low (RMB1500)Source: Interviews, Sino-MR (Dec 2000 - April 2001), McKinsey analysisMid(RMB2000-2500)14MOTOROLAS MARKET SHARE IS RELATIVELY CONSISTENT ACROSS TIER CITIES AND GEOGRAPHIESMarket sh

22、are by tier citiesPercentMarket share by geographic areasPercentNorthWestNortheastCentral292930303030Tier 1 Tier 2 Tier 3 2000April 2001SouthEastSource: Sino-MR, GfK313126363329Dec 2000-April 200115VALUE CHAIN STRATEGY1. Background informationLocationRegistered capitalManagementteamEquitystructureSt

23、arting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus on Marketing, advertising and promotion Distribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVision

24、Corporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing16Motorolas 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. Lo

25、calization of mobile handset manufacturing has been furthered to a production capacity of 18 million units in Tianjin and 8 million units in Hangzhou. With increasing investment in sales and marketing, Motorola is now the strongest brand in ChinaMotorola employs PTAC, CellStart, Heguang, Eastcom, Su

26、nYin, Sinya, North Telecom, Hengxin, and Forte as its 9 first-tier resellers. It intends to reduce the many tiers of resellers that has become a disadvantage to Motorolas channel efficiencyMotorolas key strength lies in advanced technology, committed promotion, wide distribution network and quality

27、after-sales serviceKEY MESSAGES - VALUE CHAIN STRATEGY17MOTOROLAS VALUE CHAIN HAS EVOLVED OVER THE PAST THREE YEARSFrom. . . (1997)To. . . (2000/2001)Manufacturing Sales and marketingDistributionProduction capacity in Tianjin (1.5 million) and Hangzhou (200,000)Strong brand awarenessMarket share 34%

28、50% reimport via Hong Kong Strong nationwide tiered dealer network (10-15 tier A dealers)Close relations with PTTs Expanding production capacity at Tianjin to 18 million units, and at Hangzhou to 8 million unitsStrongest brand awareness in ChinaDeveloped needs-based customer segmentation Market shar

29、e 30%50% reimport via Hong KongNumber of dealers limited to 9; shared exclusivity by product Kept strong retail support (doubled marketing and sales staff since 97)Source: Interviews, McKinsey analysis18MOTOROLAS KEY STRENGTHS LIES IN ADVANCED TECHNOLOGY, COMMITTED PROMOTION, WIDE DISTRIBUTION NETWO

30、RKS AND QUALITY AFTER-SALES SERVICES Source: IDC 2000Key strengthsRecent development Committed handset promotionSpeedy roll-out of new releasesStrong brand recognitionPays more attention to market needs Continues to promote models with free giftsSales and marketingHas nine first-tier resellers, the

31、largest number among vendors Price competition among resellers is eliminated Can effectively manage the production volume with close tracking of orders from the channelsBest vendor on channel support in promotion, advertisement, service centers and fundingAltered its strategy in 2000 to employ two a

32、uthorized reseller from every modelDistributionProvision of quality after-sales servicesSets up Internet-based consumer club and plans to double service stations in 2001After-sales servicesAdvanced technologyHighly localized products - strong local R&D (800 engineers, 18 research centers, investment

33、 13 b. RMB)High rate of new product introduction (9 new products in 2000)Ready for 3GProduct development19MOTOROLA DISTRIBUTES EXCLUSIVELY THROUGH NINE FIRST-TIER RESELLERSSource: IDCRationalesMotorola employs PTAC, CellStart, Heguang, Eastcom, SunYin, Sinya, North Telecom, Hengxin, and Forte as its

34、 9 first-tier resellers.Historically assigned one Motorola model to each reseller Eliminates price competition Enables Motorola to effectively manage production volume with order trackingRecently shift strategy to have 2 authorized resellers for every model in order to improve promotions and access

35、to customersMotorola is the best vendor on channel support as promotion and advertisement is provided. It also helps resellers to set up service centers to handle repair and maintenance services.As the leading vendor in China, Motorolas channel strategy is of continued importanceMotorola Channel Str

36、uctureMotorolas well-built distribution network plays an important role in its success in ChinaToo many tiers of resellers become a disadvantage to Motorolas channel efficiencyVendor1st-tier resellers2nd -tier resellersRetailers/retail chain storesConsumers100%21%64%3%85%12%76%20ORGANIZATION AND OWN

37、ERSHIP1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus on Marketing, advertising and promotion Distribution (channel and sales force)Organizati

38、on structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing21Motorola has 8 JVs, 1 WOFE and 1 holding company in China, among which Hangzhou Eastcom Cellular Phone (

39、8 million units production capacity) and Motorola Tianjin (MCEL, 18 million units capacity) are devoted to mobile handsetsMotorola is mainly organized along product lines, however, its WOFE in Tianjin has been reorganized to be more customer focused. Motorola Tianjin is divided into 4 sectors, i.e.

40、Personal Communication for consumers, Commercial, Government and Industrial Solutions for corporate and government, Global Telecommunication Solutions for telecom operators, and Integrated Electronic Systems for assemblersKEY MESSAGES - ORGANIZATION AND OWNERSHIP22MOTOROLA HAS 8 JVs AND 1 WOFE IN CH

41、INA, AMONG WHICH 1 JV AND THE WOFE ARE DEVOTED TO MOBILE HANDSETSMotorola (China) investmentLeshan - Phoenix semi-conductorShanghai Motorola paging productsHangzhou Motorola Mobile communi-cationHangzhou Eastcom cellular phoneShanghai zhongmei automotive electronicsHuamin Smart card,Beijing Huamin s

42、mart card system manufacturingMotorola Tianjin (MCEL)Established yearProduct offering1995199520002000199919981992SemiconductorPagerGSM and CDMA networkMobile handsetsAutomotive electronicsSmart card system and productMobile handsetsMobile infrastructureSemi-conductorsTwo-way radiosBase stationsHands

43、et accessoriesWith Ansenmei and Leshan RadioWith Shanghai Radio (SRCEM)With Eastcom and Putian42%With Eastcom and PutianWith Shanghai GEWith Sino-overseas construction information100%Source: Motorola press release23MOTOROLA IS ORGANIZED ALONG PRODUCT LINES, HOWEVER ITS WOFE IN TIANJIN HAS BEEN REGOR

44、GANIZED TO BE MORE CUSTOMER FOCUSED R&D Hang Zhou/ShanghaiManu-facturingSalesServicesManu-facturingSalesServicesMotorola China Personal communication Commercial, government and industrial solutions Global Tele-communication solutions Integrated Electronics Systems Asia tele-communication product manufacturing site (planned)R&DManu-facturingR&DManu-facturingSalesR&DManu-facturingSalesR&DManu-facturingMobile handset* pager*In 2001, 18 million units capacityGSM, CDMA Mobile network and handsets GSM, CDMA Mobi