麥肯錫三星戰(zhàn)略咨詢報告課件

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麥肯錫三星戰(zhàn)略咨詢報告2022/12/22麥肯錫三星戰(zhàn)略咨詢報告麥肯錫三星戰(zhàn)略咨詢報告2022/12/19麥肯錫三星戰(zhàn)略咨詢1OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

marketintheworldInvestmentInvestedmorethanUSD0.6billioninChinaBusinessFourmainbusinessunits:Mobileinfrastructure,mobilehandset,datanetworkandcircuitswitching/packetswitchingmulti-servicenetworksStartingFirstofficeinChinain1985,firstJVinChinain1992Employees100,000staffin140countriesOver4,000employeesinChina24offices,10JVsand4WOFEsHistory1985:FirstEricssonofficeinBeijing1987:FirstmobilenetworklaunchedQinhuangisland1989:SetupofficesinGuangzhouandShanghai1992:StartedJVsinChinaformobileinfrastructureandhandset1994:EstablishedEricssonChinaLimited1995:ChinabecameEricsson'sthirdlargestmarketintheworld1996:ChinabecameEricsson'sssecondlargestmarketintheworld1997:EstablishedR&DcenterinShanghaiandEricssonChinainstitute1998:ChinabecameEricsson'slargestmarketintheworld,establishedChongqingEricssontechnology1999:EstablishedEricssonconsultinginShanghaiandmobilemulti-medialabin

Zhonguancun2000:FirsttocompleteWCDMAtestinChinaBackground麥肯錫三星戰(zhàn)略咨詢報告ERICSSONISATECHNOLOGYLEADE5STRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing麥肯錫三星戰(zhàn)略咨詢報告STRATEGY1.Backgroundinformat6ERICSSONAIMSTOSECUREITSLEADERSHIPPOSITIONINNETWORKEQUIPMENTANDMAYBECOMEANICHEPLAYERINMOBILEHANDSETProductMaintainfootholdinthelowendmobilehandsetmarketthroughJVwithNanjingPandaDevelop3Gtechnology(WCDMA)formobilecommunicationbycollaboratingwithMIIandDoCoMo,andapplyleadingtechnologytoproductsSecureitsleadershippositioninnetworkequipmentratherthanbecomingthebest-sellingbrandformobilehandsetsValuedeliverysystemR&DlocalizationthroughcollaborationwithChinesegovernmentanduniversitiesFurtherexpandlocalproductioncapacityCentralizemarketingfunctionsunderEricssonChinaDistributethough5first-tierresellersincludingPTACandPTICBuildsconsumerwebsiteforEricssonhandsetusersVisionToinnovateinmobilenetworkandinternetconvergenceandtoleadintheeraofmobileinternetStrategySource:Ericssonpressrelease,DresdnerKleinwort,McKinseyanalysis麥肯錫三星戰(zhàn)略咨詢報告ERICSSONAIMSTOSECUREITSLE7ERICSSON’sMARKETSHAREISDECREASINGOVERTHEPASTFEWYEARSMonthlymarketsharedevelopment(Percentofmarketinunitssold)9899Jan‘00Dec‘00NokiaMotorolaSiemensEricssonSource:RetailAuditSource:IDC,McKinseyAnalysis麥肯錫三星戰(zhàn)略咨詢報告ERICSSON’sMARKETSHAREISDEC8ERICSSONISNOWNUMBERFOURINSALESVOLUMEANDNUMBERFIVEINREVENUEINTHEMOBILEHANDSETMARKETOthersSiemensEricssonMotorola199920012000SamsungNokiaBreakdownofsalesbybrandeachyearPercentSource: GfK,IDC,McKinseyanalysisOthersSiemensEricssonMotorola199920012000SamsungNokiaBreakdownofunitssoldbybrandeachyearPercent麥肯錫三星戰(zhàn)略咨詢報告ERICSSONISNOWNUMBERFOURIN9PRODUCT/MARKET1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

mobilehandsetEricsson

product

offeringsEricssonnetworkFirstWAPhandsetintheworld(MC218)R320scWAPhandsetwithChineseinterfaceA2638scforyoungandsuccessfulT29scformobileprofessionalR380scforbusinesseliteT20sc,A2618scforyoungandfashionableGSMandUMTSmobileinfrastructureincluding

GSM,DCS1800,CDMAandWCDMADatanetwork,e.g.AXD301ATMswitchAXI540IProuter,andIPphoneFirstGPRShandsetandfirstbluetoothhandset(T36)FirsttoprovideGSM1800/

1900networkssimultaneouslyLeaderinWAPLeaderinGPRSTotalsolutionsin3GbasedonWCDMA,CDMA2000andEDGESource:Ericssonpressrelease麥肯錫三星戰(zhàn)略咨詢報告ERICSSONOFFERSTOTALSOLUTION12ERICSSONMAINTAINSFOOTHOLDINTHELOWENDMARKETHigh

(>RMB3,500)Source: Sino-MR(Jan2001–Feb2001),CCIDBreakdownofunitsoldbybrandforeachpricepoint

PercentHigh-mid

(RMB2,500-3,500)Mid

(RMB2,000-2,500)Mid-Low

(RMB1,500-2,000)Low(<RMB1,500)OthersSiemensEricssonMotorolaSamsungNokia9%15%7%Unitsas%oftotal26%43%7麥肯錫三星戰(zhàn)略咨詢報告ERICSSONMAINTAINSFOOTHOLDIN13Tier1Tier2Tier3Tier4NokiaMotorolaOthersERICSSONMATCHESSIEMENSINTHE1stTIERCITYMARKETPercentmarketshare,2000EricssonSiemens18%19%23%40%Tiersizeas%oftotal100%=Millionunits

6.77.08.514.8Source:McKinseyAnalysis麥肯錫三星戰(zhàn)略咨詢報告Tier1Tier2Tier3Tier4NokiaM14ERICSSONISRELATIVELYSTRONGINNORTHANDEASTMarketsharebybrandspergeographicarea,2001PercentMarketsharebygeographicareaPercentEastSiemensEricssonSamsungOthersNokiaMotorolaWestNorthNorth-eastSouth3013151311Central18Source:GfK,McKinseyAnalysis麥肯錫三星戰(zhàn)略咨詢報告ERICSSONISRELATIVELYSTRONG15VALUECHAINSTRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

structureShanghaiR&DcentreNanjingEricssonBeijingEricssonTelecomSystemEricssonChinaEricssonChinaDalianEricssonGuangdongTerminalMobile

handsetBeijingEricssonMobileTelecomShanghaiEricssonEricssonChinaDistributors/dealersRationaleEricsson'sroutetomarketisbased

onproductcharacteristicsCoreproductsaresoldthroughtheEricssonsalesforceSmallerproducts

aresoldthroughJVsanddistributorsElectroniccompo-nentsWired-lineDistributors/dealersSource:Ericssonpressrelease,interviews,McKinseyanalysisChongqingEricssonTechnologyNanjiingEricssonMobileTerminalHeilongjiangBeijingEricsson麥肯錫三星戰(zhàn)略咨詢報告ERICSSONPRESENTS"ONEFACE"T18ERICSSONISSTRONGATTECHNOLOGYANDMARKETING,BUTRELATIVELYWEAKATMANUFACTURINGANDSERVICEINMOBILEHANDSETTechnologyleaderinGSM,GPRSand3GFirsttoreleaseWAP,GPRS,bluetoothhandsetsExpandedlocalmanufacturingwith2JVsdevotedtomobilehandsetsCentralizedpurchasingandsupplyR&DManufac-turingandsupplychainMarketingandbrandingSalesanddistributionServiceCentralizedmarketingfunctionstopromotestrongandconsistentbrandimageGoodrelationshipwithresellerssuchasPTACandPTICStrengthsLackofbig-hittingnewmodelsProductdevelopmentnotmeetingmarketdemandinChinaManufacturingwithuncompetitivecoststructureLocalproductioncapacityinsufficientcomparedwithMotorola,NokiaandSiemensInsufficientsupportprovidedbytheresellerslimittheabilityofitsdealersandchannelstoprovidepre-andafter-salessupportLevelsforimprove-mentSource:Ericssonpressrelease,IDC,McKinseyanalysis麥肯錫三星戰(zhàn)略咨詢報告ERICSSONISSTRONGATTECHNOLO19ERICSSONDISTRIBUTESTHROUGHFIVEFIRST-TIERRESELLERS Source:IDCRationalesEricssonusesPTAC,PTIC,Stellar,508,andtheUnitedFirstasits5first-tierresellers.Sincethereisahugepricegapbetweenofficialandparallelimports,theunitsalesofEricssonhandsetinChinathroughofficialchannelswasaffectedresultingindownwardpressureonhandsetprices.Insufficientsupportprovidedbyresellerslimittheabilityofitsdealerandchannelstoprovidepre-andafter-salessupporttocustomers,whichgreatlyafftectEricsson’spositionintheChinamarketEricssonChannelStructureBeingamajormobilenetworkequipmentvendor,EricssonmaintainsgoodrelationshipwithgovernmentbodiesanddistributesthroughPTAC,PTICandlocaltelecomoperatorsVendorPTAC,PTIC,etc.ConsumersLocaltelecomoperatorsRetailers/retailchainstores麥肯錫三星戰(zhàn)略咨詢報告ERICSSONDISTRIBUTESTHROUGHF20ORGANIZATIONANDOWNERSHIP1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing麥肯錫三星戰(zhàn)略咨詢報告ORGANIZATIONANDOWNERSHIP1.B21Ericssonhas10JVsand4WOFEsinChina,amongwhichBeijingEricssonMobileandNanjingEricssonMobileTerminalaredevotedtomobilehandsets.Ericssonbelievesthatlocalizationiskey.Ericssonusesjointventurepartnerstoenterthemarket,andestablishedholdingcompanyin1994tobettermanagelocaloperationsEricssonusesitsownsalesforcetosellcoreproductsanddeliverscoordinationtocompetein“solution”salesKEYMESSAGES-ORGANIZATIONANDOWNERSHIP麥肯錫三星戰(zhàn)略咨詢報告Ericssonhas10JVsand4WOFE22ServiceERICSSONCHINAHASCENTRALIZEDMANYCOMMONFUNCTIONSFROMJVsEricssonChinaLtd.NanjingEricssonNanjingEricssonmobileterminalBeijingEricssonmobileGuangdongEricssonChongqingEricssontechnologyMarketingandbrandingPurchasingandsupplyManufac-turingSalesManufac-turingSalesR&DManufac-turingSalesServiceMarke-tingSalesServiceMobileinfrastructureMobilehandsetMobilehandsetMobilebasestationMobileinfrastructureMobileinfrastructureSource:Ericssonpressrelease麥肯錫三星戰(zhàn)略咨詢報告ServiceERICSSONCHINAHASCENT23ERICSSONHAS10JVsAND4WOFEsINCHINA,AMONGWHICH2JVsAREDEVOTEDTOMOBILEHANDSETS

Source: Ericssonpressreleases;literaturesearch;interviewsEricssonChinaLtd.(HoldingCo.)1994Esta-

blished

yearBeijingEricssonBeijing

EricssonMobileShang-haiEricssonHelong-jiangEricssonNanjingEricssonMobileTerminalGuang-dongEricssonNanjingEricssonWuhanYangtzeEricssonChong-qingEricssonTelecomChong-qingEricssonTech.EricssonR&DcenterShanghaiEricssonConsult-ingShanghaiDalianEricsson1994199519971995199219971998199819971999ProductofferingPBXMD110Mobile

handsetMobile

base

stationElec-

troniccompo-nentsTele-

com

equip-

mentserviceMobilehand-

setMobileinfra-structureservicesGSM

900/

1800

AXE10SDHtrans-missionsystemsDigitalmicro-waveMobilesystemmarket-ingsalesandserviceSoft-wareapplica-tionConsul-tingserviceforwire-lessandfixedlineopera-torsTech-nicalservice55%

withBeijingCableTelecom49%withPTIC,BeijingTelecomCom-ponents,BeijingTelecomEquipment,YunShing80%withShanghaiSimtek56%withGDPTAGuang-

dong

Mach-

inery

Import

and

Export55%withNanjingRadioFactory,HKYunShing47.5%withWRILongxingInvest-mentChang-qingSouth-westWirelesstelecom100%100%100%65%withNanjingPanda麥肯錫三星戰(zhàn)略咨詢報告ERICSSONHAS10JVsAND4WOFE24ERICSSONUSESJVPARTNERSTOENTERTHEMARKETANDITSOWNSALESFORCETOSELLCOREPRODUCTSInfluenceEricssoncorporatefocusedontoptotoprelationsJointventurepartnershelptogainlocalcustomeraccessPartnershipstructure&roleEricssonChina

(10jointventuresand4WFOEs)HoldingcompanyaimstocoordinateallactivitiesinChinaWFOEforsoftwareR&DinChinaLimitedtechnologytransfertoChina–heavilyimportdependentServicejointventuresarecostcentersRoutetomarketEricsson’ssalesforce(basedintheholdingcompany)sellscoreproducts(switchingandtransmission)JointventuresalesforcesellssmallandstandaloneproductsWirelessproductssoldthroughdistributorsKeymessagesUsesjointventurepartnerstoenterthemarket,thenestablishedholdingcompanyin1994tobettermanagelocaloperationsUseitsbetter-trainedownsalesforcetosellcoreproducts;deliverscoordinationtocompetein“solution”salesBelievesthatlocalizationiskey;establishedspeciallymonitoredcareertrackforpromisingChinesemanagerstoenhanceretention麥肯錫三星戰(zhàn)略咨詢報告ERICSSONUSESJVPARTNERSTOE25FINANCIALPERFORMANCE1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing麥肯錫三星戰(zhàn)略咨詢報告FINANCIALPERFORMANCE1.Backgr26AlthoughEricsson’sconsumerproducts,i.e.mobilehandsetsgrewinrevenueby28%in2000,theprofitwasnegativeatSEK–16billion.Theoperatingprofitmarginformobilehandsetis–29%globallyin2000Ericsson’snetworkproductsgrewinrevenueby29%in2000,andinprofitby65%.Theoperatingprofitmarginfornetworkproductis17%globallyin2000Tomaintainitsleadershippositioninnetworkproducts,EricssonmaybecomeanichemarketplayerinmobilehandsetsKEYMESSAGES-FINANCIALPERFORMANCE麥肯錫三星戰(zhàn)略咨詢報告AlthoughEricsson’sconsumerp27演講完畢，謝謝聽講!再見，seeyouagain3rew2022/12/22麥肯錫三星戰(zhàn)略咨詢報告演講完畢，謝謝聽講!再見，seeyouagain3rew28麥肯錫三星戰(zhàn)略咨詢報告2022/12/22麥肯錫三星戰(zhàn)略咨詢報告麥肯錫三星戰(zhàn)略咨詢報告2022/12/19麥肯錫三星戰(zhàn)略咨詢29OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

Zhonguancun2000:FirsttocompleteWCDMAtestinChinaBackground麥肯錫三星戰(zhàn)略咨詢報告ERICSSONISATECHNOLOGYLEADE33STRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing麥肯錫三星戰(zhàn)略咨詢報告STRATEGY1.Backgroundinformat34ERICSSONAIMSTOSECUREITSLEADERSHIPPOSITIONINNETWORKEQUIPMENTANDMAYBECOMEANICHEPLAYERINMOBILEHANDSETProductMaintainfootholdinthelowendmobilehandsetmarketthroughJVwithNanjingPandaDevelop3Gtechnology(WCDMA)formobilecommunicationbycollaboratingwithMIIandDoCoMo,andapplyleadingtechnologytoproductsSecureitsleadershippositioninnetworkequipmentratherthanbecomingthebest-sellingbrandformobilehandsetsValuedeliverysystemR&DlocalizationthroughcollaborationwithChinesegovernmentanduniversitiesFurtherexpandlocalproductioncapacityCentralizemarketingfunctionsunderEricssonChinaDistributethough5first-tierresellersincludingPTACandPTICBuildsconsumerwebsiteforEricssonhandsetusersVisionToinnovateinmobilenetworkandinternetconvergenceandtoleadintheeraofmobileinternetStrategySource:Ericssonpressrelease,DresdnerKleinwort,McKinseyanalysis麥肯錫三星戰(zhàn)略咨詢報告ERICSSONAIMSTOSECUREITSLE35ERICSSON’sMARKETSHAREISDECREASINGOVERTHEPASTFEWYEARSMonthlymarketsharedevelopment(Percentofmarketinunitssold)9899Jan‘00Dec‘00NokiaMotorolaSiemensEricssonSource:RetailAuditSource:IDC,McKinseyAnalysis麥肯錫三星戰(zhàn)略咨詢報告ERICSSON’sMARKETSHAREISDEC36ERICSSONISNOWNUMBERFOURINSALESVOLUMEANDNUMBERFIVEINREVENUEINTHEMOBILEHANDSETMARKETOthersSiemensEricssonMotorola199920012000SamsungNokiaBreakdownofsalesbybrandeachyearPercentSource: GfK,IDC,McKinseyanalysisOthersSiemensEricssonMotorola199920012000SamsungNokiaBreakdownofunitssoldbybrandeachyearPercent麥肯錫三星戰(zhàn)略咨詢報告ERICSSONISNOWNUMBERFOURIN37PRODUCT/MARKET1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

mobilehandsetEricsson

product

GSM,DCS1800,CDMAandWCDMADatanetwork,e.g.AXD301ATMswitchAXI540IProuter,andIPphoneFirstGPRShandsetandfirstbluetoothhandset(T36)FirsttoprovideGSM1800/

(>RMB3,500)Source: Sino-MR(Jan2001–Feb2001),CCIDBreakdownofunitsoldbybrandforeachpricepoint

PercentHigh-mid

(RMB2,500-3,500)Mid

(RMB2,000-2,500)Mid-Low

(RMB1,500-2,000)Low(<RMB1,500)OthersSiemensEricssonMotorolaSamsungNokia9%15%7%Unitsas%oftotal26%43%7麥肯錫三星戰(zhàn)略咨詢報告ERICSSONMAINTAINSFOOTHOLDIN41Tier1Tier2Tier3Tier4NokiaMotorolaOthersERICSSONMATCHESSIEMENSINTHE1stTIERCITYMARKETPercentmarketshare,2000EricssonSiemens18%19%23%40%Tiersizeas%oftotal100%=Millionunits

6.77.08.514.8Source:McKinseyAnalysis麥肯錫三星戰(zhàn)略咨詢報告Tier1Tier2Tier3Tier4Nokia

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