麥肯錫三星戰(zhàn)略1（motorola）

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)OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra a

3、nalysis4. 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 p

4、roduct offeringsKey customersValue propositionGeographic focusPricing2010417SHELM038JL_RAJv5iBACKGROUND INFORMATION1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financ

5、ial 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 focusPricin

6、g3010417SHELM038JL_RAJv5iMOTOROLA 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 reports4010417SH

7、ELM038JL_RAJv5iMOTOROLAS CHINA BUSINESS SPANS SIX PRODUCT CATEGORIESMotorola ChinaMobilehandsetsNetworkequipmentPagersTwo-wayradiosSemi-conductorsAutoelectronics andaccessoriesMobilenetworkequipmentFixed linenetworkequipmentWirelesscommunicationsSource: Motorola websiteSet up representative office i

8、n 1987Operations include:1 holding company1 WOFE8 joint ventures26 subsidiaries12,000 employeesUS$ 3.4 billion total investment to date5010417SHELM038JL_RAJv5iSTRATEGY1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value

9、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 offerings

10、Key customersValue propositionGeographic focusPricing6010417SHELM038JL_RAJv5iMOTOROLAS 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 functionalityInvested heavily in

11、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 roll-out of new re

12、leasesProvision of high-quality after-sales servicesAdvanced technologyProduct rangeValue chainCorecompetencies7010417SHELM038JL_RAJv5iPRODUCT/MARKET1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. O

13、rganization 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 offeringsKey customersValu

14、e propositionGeographic focusPricing8010417SHELM038JL_RAJv5iMotorola 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 the high-end and high-m

15、id-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% everywhereKEY MESSAGES

16、 - PRODUCT/MARKET9010417SHELM038JL_RAJv5iMOTOROLA 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%)368C (3.1%)338C (0.6

17、%)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 analy

18、sis10010417SHELM038JL_RAJv5iMOTOROLA MODELS ARE MORE FUNCTION-DRIVEN THAN NOKIAFashion BusinessBasicFunChangeable cover Sub-100gVoice-dialRecordingVibrationTri-bandWAPBuilt-in modemIR-portChinese inputLi-Ion batterySMS messagingGamesComposable/ downloadable ringer tone82106210P7689V998+L2000WWWFashi

19、onClassicPrice 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_RAJv5iSource:GFK, Sino-MRMOTOROLA HAS HIGHER SHARES IN C

20、HINA IN FASHION AND BUSINESS SEGMENTSNokiaMotorolaModels2000ChinaTaiwanHong KongIndonesiaSingaporeFlagship8850A6188Fashion-High8210, 8250V8088, V998+Fashion-Low3310T360, T2988, T2688Basic3210, 5110V2088/2188, V2288, StarTac, CD928/938Business-low6150L2000 SeriesBusiness -High6210, 7110P7689Total:120

21、10417SHELM038JL_RAJv5iMOTOROLA 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 2000 -

22、 April 2001), McKinsey analysisMid(RMB2000-2500)13010417SHELM038JL_RAJv5iMOTOROLAS MARKET SHARE IS RELATIVELY CONSISTENT ACROSS TIER CITIES AND GEOGRAPHIESMarket share by tier citiesPercentMarket share by geographic areasPercentNorthWestNortheastCentralTier 1 Tier 2 Tier 3 2000April 2001SouthEastSou

23、rce: Sino-MR, GfKDec 2000-April 200114010417SHELM038JL_RAJv5iVALUE CHAIN STRATEGY1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus onMarketing,

24、 advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing15010417SHELM038JL_RAJv5iMotorol

25、as 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 million units in Tianji

26、n 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, SunYin, Sinya, North Telecom, Hengxin, and Forte as its 9 first-tier resellers. It intends to reduce the many tiers of

27、 resellers that has become a disadvantage to Motorolas channel efficiencyMotorolas key strength lies in advanced technology, committed promotion, wide distribution network and quality after-sales serviceKEY MESSAGES - VALUE CHAIN STRATEGY16010417SHELM038JL_RAJv5iMOTOROLAS VALUE CHAIN HAS EVOLVED OVE

28、R 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%50% reimport via Hong Kong Strong nationwide tiered dealer network (10-15 tier A dealers)Clos

29、e 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 share 30%50% reimport via Hong KongNumber of dealers limited to 9; shared exclusivity by product

30、Kept strong retail support (doubled marketing and sales staff since 97)Source: Interviews, McKinsey analysis17010417SHELM038JL_RAJv5iMOTOROLAS KEY STRENGTHS LIES IN ADVANCED TECHNOLOGY, COMMITTED PROMOTION, WIDE DISTRIBUTION NETWORKS AND QUALITY AFTER-SALES SERVICES Source:IDC 2000Key strengthsRecen

31、t 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 largest number among vendors Price competition among resellers is elimi

32、nated 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 authorized reseller from every modelDistributionProvision of quality aft

33、er-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 13 b. RMB)High rate of new product introduction (9 new products in 200

34、0)Ready for 3GProduct development18010417SHELM038JL_RAJv5iMOTOROLA DISTRIBUTES EXCLUSIVELY THROUGH NINE FIRST-TIER RESELLERSSource: IDCRationalesMotorola employs PTAC, CellStart, Heguang, Eastcom, SunYin, Sinya, North Telecom, Hengxin, and Forte as its 9 first-tier resellers.Historically assigned on

35、e Motorola model to each resellerEliminates price competitionEnables 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 to customersMotorola is the best vendor on channel

36、 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 StructureMotorolas well-built distribution network pl

37、ays 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%19010417SHELM038JL_RAJv5iORGANIZATION AND OWNERSHIP1. Background informa

38、tionLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structu

39、reSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing20010417SHELM038JL_RAJv5iMotorola has 8 JVs, 1 WOFE and 1 holding company in China, among which Hangzhou Eastcom Cellular Phone (8 mill

40、ion 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. Person

41、al 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 OWNERSHIP21010417SHELM038JL_RAJv5iMOTOROLA HAS 8 JVs

42、 AND 1 WOFE IN CHINA, 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

43、,Beijing Huamin smart card system manufacturingMotorola Tianjin (MCEL)Established yearProduct offering1995199520002000199919981992SemiconductorPagerGSM and CDMA networkMobile handsetsAutomotive electronicsSmart card system and productMobile handsetsMobile infrastructureSemi-conductorsTwo-way radiosB

44、ase stationsHandset 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 release22010417SHELM038JL_RAJv5iMOTOROLA IS ORGANIZED ALONG PRODUCT LINES, HO

45、WEVER ITS WOFE IN TIANJIN HAS BEEN REGORGANIZED 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 networ