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1、010417SHELM038JL_RAJv5i,CONFIDENTIAL,This 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 it is not a complete record of the discussion.,August 20,2001,
2、Mobile Handset Competitor Profile:Motorola,SAMSUNG ELECTRONICS CHINA(SEC China),010417SHELM038JL_RAJv5i,2,OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK,1.Background information,LocationRegistered capitalManagementteamEquitystructure,Starting yearNumber of employeesEra analysis,4.Value chain strategy,5.O
3、rganization and ownership,6.Financial performance,Focus onMarketing,advertising and promotionDistribution(channel and sales force),Organization structureOwnership structure,Sales Profit,2.Strategy,3.Product/market,MissionVisionCorporate strategyMarket position,Key product offeringsKey customersValue
4、 propositionGeographic focusPricing,010417SHELM038JL_RAJv5i,3,BACKGROUND INFORMATION,1.Background information,LocationRegistered capitalManagementteamEquitystructure,Starting yearNumber of employeesEra analysis,4.Value chain strategy,5.Organization and ownership,6.Financial performance,Focus onMarke
5、ting,advertising and promotionDistribution(channel and sales force),Organization structureOwnership structure,Sales Profit,2.Strategy,3.Product/market,MissionVisionCorporate strategyMarket position,Key product offeringsKey customersValue propositionGeographic focusPricing,010417SHELM038JL_RAJv5i,4,M
6、OTOROLA HAS HIGH ASPIRATIONS FOR ITS CHINA BUSINESS,Targeting 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 Europe,Source:Analyst reports,010417SHELM038JL_RAJv5i,5,MOTOROLAS C
7、HINA BUSINESS SPANS SIX PRODUCT CATEGORIES,Motorola China,Mobilehandsets,Networkequipment,Pagers,Two-wayradios,Semi-conductors,Autoelectronics andaccessories,Mobilenetworkequipment,Fixed linenetworkequipment,Wirelesscommunications,Source:Motorola website,Set up representative office in 1987Operation
8、s include:1 holding company1 WOFE8 joint ventures26 subsidiaries12,000 employeesUS$3.4 billion total investment to date,010417SHELM038JL_RAJv5i,6,STRATEGY,1.Background information,LocationRegistered capitalManagementteamEquitystructure,Starting yearNumber of employeesEra analysis,4.Value chain strat
9、egy,5.Organization and ownership,6.Financial performance,Focus onMarketing,advertising and promotionDistribution(channel and sales force),Organization structureOwnership structure,Sales Profit,2.Strategy,3.Product/market,MissionVisionCorporate strategyMarket position,Key product offeringsKey custome
10、rsValue propositionGeographic focusPricing,010417SHELM038JL_RAJv5i,7,MOTOROLAS HANDSET STRATEGY COMBINES AN ATTRACTIVE PRODUCT RANGE WITH SUPERB VALUE CHAIN MANAGEMENT,Developed a wide product range which covers all key price points and offers a wide range of functionalityInvested heavily in product
11、 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 releasesP
12、rovision of high-quality after-sales servicesAdvanced technology,Product range,Value chain,Corecompetencies,010417SHELM038JL_RAJv5i,8,PRODUCT/MARKET,1.Background information,LocationRegistered capitalManagementteamEquitystructure,Starting yearNumber of employeesEra analysis,4.Value chain strategy,5.
13、Organization and ownership,6.Financial performance,Focus onMarketing,advertising and promotionDistribution(channel and sales force),Organization structureOwnership structure,Sales Profit,2.Strategy,3.Product/market,MissionVisionCorporate strategyMarket position,Key product offeringsKey customersValu
14、e propositionGeographic focusPricing,010417SHELM038JL_RAJv5i,9,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 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%everywhere,KEY MESSAGES-PROD
16、UCT/MARKET,010417SHELM038JL_RAJv5i,10,MOTOROLA HAS RECENTLY FOCUSED ON BUILDING OUT ITS LOW-END PRODUCT PORTFOLIO,Product positioning Dec 2000,Business/professional,Personal,Product positioning Jun 2000,V8088(1.6%),Business/professional,Personal,V998(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-medium,Medium-low,Low,High,High-medium,Medium-low,Low,Source:Interviews,McKinsey anal
18、ysis,010417SHELM038JL_RAJv5i,11,MOTOROLA MODELS ARE MORE FUNCTION-DRIVEN THAN NOKIA,Fashion,Business,Basic,Fun,Changeable cover,Sub-100g,Voice-dial,Recording,Vibration,Tri-band,WAP,Built-in modem,IR-port,Chinese input,Li-Ion battery,SMS messaging,Games,Composable/downloadable ringer tone,8210,6210,P
19、7689,V998+,L2000WWW,Fashion,Classic,Price in China(RMB),2652,2878,2369,1800,1452,Equivalent features,Nokia more fun/fashion vs.Motorola more functions,Motorola offers lower price models with similar features,tri-band and WAP,*Nov.2000 price,Key differences,010417SHELM038JL_RAJv5i,12,Source:GFK,Sino-
20、MR,MOTOROLA HAS HIGHER SHARES IN CHINA IN FASHION AND BUSINESS SEGMENTS,NokiaMotorola,Models,2000,China,Taiwan,Hong Kong,Indonesia,Singapore,Flagship,8850A6188,Fashion-High,8210,8250V8088,V998+,Fashion-Low,3310T360,T2988,T2688,Basic,3210,5110V2088/2188,V2288,StarTac,CD928/938,Business-low,6150L2000
21、Series,Business-High,6210,7110P7689,Total:,010417SHELM038JL_RAJv5i,13,MOTOROLA HAS DRIVEN SALES INCREASES PARTICULARLY IN THE LOW-END PRODUCTS,Mid-low(RMB1500-2500),High-mid(RMB2500-3500),High(RMB 3500),December 2000,April 2001,Product mixPercent of units,Market share by price pointPercent,Low(RMB15
22、00),Dec 2000-April 2001,Mid-low(RMB1500-2000),High-mid(RMB2500-3500),High(RMB3500),Low(RMB1500),Source:Interviews,Sino-MR(Dec 2000-April 2001),McKinsey analysis,Mid(RMB2000-2500),010417SHELM038JL_RAJv5i,14,MOTOROLAS MARKET SHARE IS RELATIVELY CONSISTENT ACROSS TIER CITIES AND GEOGRAPHIES,Market shar
23、e by tier citiesPercent,Market share by geographic areasPercent,North,West,Northeast,Central,Tier 1,Tier 2,Tier 3,2000,April 2001,South,East,Source:Sino-MR,GfK,Dec 2000-April 2001,010417SHELM038JL_RAJv5i,15,VALUE CHAIN STRATEGY,1.Background information,LocationRegistered capitalManagementteamEquitys
24、tructure,Starting yearNumber of employeesEra analysis,4.Value chain strategy,5.Organization and ownership,6.Financial performance,Focus onMarketing,advertising and promotionDistribution(channel and sales force),Organization structureOwnership structure,Sales Profit,2.Strategy,3.Product/market,Missio
25、nVisionCorporate strategyMarket position,Key product offeringsKey customersValue propositionGeographic focusPricing,010417SHELM038JL_RAJv5i,16,Motorolas value delivery system strategy has evolved since 1997.Product development has been more customer oriented and new releases are catering for needs b
26、y different customer segments.Localization 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,Ce
27、llStart,Heguang,Eastcom,SunYin,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 n
28、etwork and quality after-sales service,KEY MESSAGES-VALUE CHAIN STRATEGY,010417SHELM038JL_RAJv5i,17,MOTOROLAS VALUE CHAIN HAS EVOLVED OVER THE PAST THREE YEARS,From.(1997),To.(2000/2001),Manufacturing Sales and marketingDistribution,Production capacity in Tianjin(1.5 million)and Hangzhou(200,000)Str
29、ong brand awarenessMarket share 34%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 c
30、ustomer segmentation Market share 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 analysis,010417SHELM038JL_RAJv5i,18,MOTOROLAS KEY STRENGTHS LIES IN ADVANCED TE
31、CHNOLOGY,COMMITTED PROMOTION,WIDE DISTRIBUTION NETWORKS AND QUALITY AFTER-SALES SERVICES,Source:IDC 2000,Key strengths,Recent development,010417SHELM038JL_RAJv5i,19,MOTOROLA DISTRIBUTES EXCLUSIVELY THROUGH NINE FIRST-TIER RESELLERS,Source:IDC,RationalesMotorola employs PTAC,CellStart,Heguang,Eastcom
32、,SunYin,Sinya,North Telecom,Hengxin,and Forte as its 9 first-tier resellers.Historically assigned one Motorola model to each resellerEliminates price competitionEnables Motorola to effectively manage production volume with order trackingRecently shift strategy to have 2 authorized resellers for ever
33、y model in order to improve promotions and access 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 strateg
34、y is of continued importance,Motorola Channel Structure,Motorolas well-built distribution network plays an important role in its success in ChinaToo many tiers of resellers become a disadvantage to Motorolas channel efficiency,Vendor,1st-tier resellers,2nd-tier resellers,Retailers/retail chain store
35、s,Consumers,100%,21%,64%,3%,85%,12%,76%,010417SHELM038JL_RAJv5i,20,ORGANIZATION AND OWNERSHIP,1.Background information,LocationRegistered capitalManagementteamEquitystructure,Starting yearNumber of employeesEra analysis,4.Value chain strategy,5.Organization and ownership,6.Financial performance,Focu
36、s onMarketing,advertising and promotionDistribution(channel and sales force),Organization structureOwnership structure,Sales Profit,2.Strategy,3.Product/market,MissionVisionCorporate strategyMarket position,Key product offeringsKey customersValue propositionGeographic focusPricing,010417SHELM038JL_R
37、AJv5i,21,Motorola has 8 JVs,1 WOFE and 1 holding company in China,among which Hangzhou Eastcom Cellular Phone(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 Tia
38、njin has been reorganized to be more customer focused.Motorola Tianjin is divided into 4 sectors,i.e.Personal Communication for consumers,Commercial,Government and Industrial Solutions for corporate and government,Global Telecommunication Solutions for telecom operators,and Integrated Electronic Sys
39、tems for assemblers,KEY MESSAGES-ORGANIZATION AND OWNERSHIP,010417SHELM038JL_RAJv5i,22,MOTOROLA HAS 8 JVs AND 1 WOFE IN CHINA,AMONG WHICH 1 JV AND THE WOFE ARE DEVOTED TO MOBILE HANDSETS,Motorola(China)investment,Leshan-Phoenix semi-conductor,Shanghai Motorola paging products,Hangzhou Motorola Mobil
40、e communi-cation,Hangzhou Eastcom cellular phone,Shanghai zhongmei automotive electronics,Huamin Smart card,Beijing Huamin smart card system manufacturing,Motorola Tianjin(MCEL),Established year,Product offering,1995,1995,2000,2000,1999,1998,1992,Semiconductor,Pager,GSM and CDMA network,Mobile hands
41、ets,Automotive electronics,Smart card system and product,Mobile handsetsMobile infrastructureSemi-conductorsTwo-way radiosBase stationsHandset accessories,With Ansenmei and Leshan Radio,With Shanghai Radio(SRCEM),With Eastcom and Putian,42%With Eastcom and Putian,With Shanghai GE,With Sino-overseas
42、construction information,100%,Source:Motorola press release,010417SHELM038JL_RAJv5i,23,MOTOROLA IS ORGANIZED ALONG PRODUCT LINES,HOWEVER ITS WOFE IN TIANJIN HAS BEEN REGORGANIZED TO BE MORE CUSTOMER FOCUSED,R&D Hang Zhou/Shanghai,Manu-facturing,Sales,Services,Manu-facturing,Sales,Services,Personal c
43、ommunication,Commercial,government and industrial solutions,Global Tele-communication solutions,Integrated Electronics Systems,Asia tele-communication product manufacturing site(planned),R&D,Manu-facturing,R&D,Manu-facturing,Sales,R&D,Manu-facturing,Sales,R&D,Manu-facturing,Mobile handset*pager*In 2
44、001,18 million units capacity,GSM,CDMA Mobile network and handsets,GSM,CDMA Mobile network,Mobile handsets*In 2001,5 million units production8 million units capacity,Two way radio,GSM,CDMA systems,e.g.,base station,Batteries,Hangzhou Motorola mobile communication,Hangzhou Eastcom cellular phone,Moto
45、rola Tianjin(MCEL),Source:Motorola press release,010417SHELM038JL_RAJv5i,24,FINANCIAL PERFORMANCE,1.Background information,LocationRegistered capitalManagementteamEquitystructure,Starting yearNumber of employeesEra analysis,4.Value chain strategy,5.Organization and ownership,6.Financial performance,
46、Focus onMarketing,advertising and promotionDistribution(channel and sales force),Organization structureOwnership structure,Sales Profit,2.Strategy,3.Product/market,MissionVisionCorporate strategyMarket position,Key product offeringsKey customersValue propositionGeographic focusPricing,010417SHELM038
47、JL_RAJv5i,25,Motorola has been maintaining its market share of 30%in mobile handset.Due to increasingly intensive competitions,its market share is expected to drop to 20%in 2005.Motorolas EBIT margin for mobile handset is 5%,which is very low compared with Samsungs EBIT at 15%and Nokias EBIT at 20%.
48、The low EBIT margin is mainly due to its high cost of goods sold.,KEY MESSAGES-FINANCIAL PERFORMANCE,010417SHELM038JL_RAJv5i,26,MOTOROLA HAS GROWN WITH THE MARKET AND MAINTAINED ITS 30%MARKET SHARE IN MOBILE HANDSET,Total revenuesUSD billions,Number of unitsMillions,Average priceUSD,Source:IDC,Dresdner Kleinwort,Samsung,McKinsey analysis,
