咨询公司—电子设备公司竞争对手分析.ppt

咨询公司咨询公司电子设备公电子设备公司竞争对手分析司竞争对手分析OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra 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 product offeringsKey customersValue propositionGeographic focusPricing1AAA010605BJ-kickoff2KEY ISSUES TO PROBE-NNNStrategyProduct/marketValue chainstrategyOrganization&ownershipFinancialperformanceHow does NNN position itself now and in 2005?What are NNNs product and value delivery system strategies that differentiate itself from its competitors?How does its current market position help achieve its goal?What is NNNs key product offerings and how does NNN differentiate its products from its competitors?What customer segments is NNN targeting at?In which geographic areas is NNN strong or weak?How does NNNs product development meet customer requirement?How do NNNs distribution channels differ from its competitors?Why does NNN launch exclusive specialist shops?How does NNN provide customer services?How much does NNN invest in JVs and WOFEs in China,and what are the main drivers?How does NNN organize to enable the JVs and WOFEs to work together?How strong is NNNs performance and what are the major contributors?What is NNNs performance trend?2AAA010605BJ-kickoff2BACKGROUND INFORMATION1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra 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 product offeringsKey customersValue propositionGeographic focusPricing3AAA010605BJ-kickoff2NNN IS RELATIVELY A LATE-COMER TO CHINA;HOWEVERIT HAS GROWN RAPIDLY TO BECOME A MARKET LEADER IN MOBILE COMMUNICATIONBackgroundImplicationLocationBased at Finland,with offices in China,e.g.BeijingChina is NNNs strategic location because it is NNNs second largest market,second only to USInvestmentInvested more than USD1.7 billion in China BusinessTwo main business units:NNN network and NNN mobileStartingFirst office in China in 1985,first JV in China in 1994Employees60,000 staff in 130 countriesMore than 20 offices in China,7 JVs,1 WOFE and 1 R&D center with over 5500 staffHistoryStarted business in China since 1950s1985 saw first office in Beijing,supplying fixed line networksSupplied analog NMT 450 system and terminal in 1986Supplied transmission system,optical cable and electric cables in later 1980sSupplied analog ETACS system and terminals in 1989Supplied GSM system and terminals in 1990sLeader in mobile communication globally and in ChinaAl though a relatively later-comer to China,has invested heavily in its Chinese businessFocused product lines with NNN network offering mobile,broadband and IP network infra-structure,and NNN mobile offering mobile handsetsSource:NNN Press Release4AAA010605BJ-kickoff2STRATEGY1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra 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/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing5AAA010605BJ-kickoff2NNN POSITIONS ITSELF AS A LEADING PRODUCT AND SYSTEM SUPPLIER IN THE FAST GROWING MOBILE COMMUNICATION INDUSTRYVisionTo lead mobile communication through the integration of mobilitywith internet and the innovation of new service modelsProductValue delivery systemStrategyFocuses on mobile communication products and aims to be a total solution provider in mobile communicationRegularly introduces consumer-oriented products with emphasis on designs and functionsBuilds strong local alliance through JVs with Chinese partners and R&D centers with Chinese universitiesBuilds exclusive specialist shops to bring one-step solutions to end usersBuilds fixed and mobile service stations with wide geographic coverage including rural areasSource:NNN press Release6AAA010605BJ-kickoff2NNN HAS CAUGHT UP WITH MOTOROLA AS MARKET LEADERS IN MOBILE HANDSETS SINCE 1999Monthly market share development(Percent of market in units sold)9899Jan 00Dec 00NNNMotorolaSiemens EricssonSource:IDC,BBB Analysis7AAA010605BJ-kickoff2UNLIKE ITS COMPETITORS,NNNS MARKET SHARE IS THE SAME AMONGST NEW AND REPURCHASE BUYERSOthersNNNEricssonSiemensMotorolaRepurchase BuyersNew BuyersTotal marketPercent of units sold,2000 4Q25%75%of Market100%Definition:New buyer:never bought mobile phone beforeRepurchase buyer:bought mobile phone before Source:IDC,BBB analysis8AAA010605BJ-kickoff2AMONG REPURCHASERS,NNNS CHURN RATE IS HIGH,BUT AT PAR WITH MOTOROLA Percent,2000 EricssonNNNAlcatelOthersSiemensBrand bought by previous NNN owners MotorolaAAAMotorolaAlcatelOthersSiemensBrand bought by previous Motorola owners NNNAAAEricssonSource:BBB analysis9AAA010605BJ-kickoff2PRODUCT/MARKET1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.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 offeringsKey customersValue propositionGeographic focusPricing10AAA010605BJ-kickoff2NNN has a narrow product portfolio focusing on mobile communication products,and mobile handset is NNNs key product offeringNNN offers consumer-oriented handsets with emphasis on designs and functions,targeting medium and low end customers.Its main customer segments are the young and fashionableNNNs fashion phones are relatively strong in major cities and the south region;however NNN is relatively weak in the fourth-tier citiesKEY MESSAGES-PRODUCT/MARKET11AAA010605BJ-kickoff2MOBILE HANDSET IS NNNs BIGGEST PRODUCT OFFERING AND ITS ESSENTIAL PART OF TOTAL SOLUTIONS IN MOBILE COMMUNICATIONNNN mobile handsetsNNN product offeringsNNN networkProductsNow and futureNNN 3310 for young peopleNNN 8210 for fashion chaserNNN 6210 WAP for business professionalNNN 7110 WAP with full Chinese interfaceNNN 9210 as personnel communicatorNNN 8310,6310 for GPRS and WAPMobile networkBroadband networkIP networkLargest mobile handset supplier in the world with above average growth in sales and more than 30%global market shareViews mobile handset as a digital convergence point for multimedia servicesSupports blue tooth between mobile handset and PC in NNN 6310 for mobile professionalDevelop WCDMA handsets with DoCoMoDevelops homenet products such as multimedia terminals in NNN ZhongxinProvides multimedia service network solutions for operators and ISP entering the mobile communication fieldsNNN network covers many cities and areas in China including Beijing,Shanghai,Hong Kong and Taiwan etc.Aims to be a total solution provider for mobile communication12AAA010605BJ-kickoff2NNN EMPHASIZES ON CONSUMER-ORIENTED DESIGNS AND FUNCTIONSFashion BusinessBasicFunChangeable cover Sub-100gVoice-dialRecordingVibrationTri-bandWAPBuilt-in modemIR-portChinese inputLi-Ion batterySMS messagingGamesComposable/downloadable ringer tone82106210P7689L2000V998+L2000WWWFashionClassicPrice in China(RMB)26522878236918001435*1452Equivalent features,NNN more fun/fashion vs.Motorola more functionsMotorola offers lower price models with similar features,tri-band and WAP*Nov.2000 priceKey Differences13AAA010605BJ-kickoff2WITHIN CHINA,NNNs FASHION PHONES PERFORM BETTER IN SOUTH CHINA AND LARGE CITIESNorth region East region South regionChina averageBeijingShanghaiShenzhenGuangzhouMarket sharePercent,2000 Source:BBB Analysis14AAA010605BJ-kickoff2Tier 1Tier 2Tier 3Tier 4NNNMotorolaOthersNNN IS RELATIVELY WEAK IN THE IMPORTANT 4TH TIER CITY MARKETPercent market share,2000EricssonSiemens18%19%23%40%Tier size as%of total100%=Million units 6.77.08.514.8Source:BBB Analysis15AAA010605BJ-kickoff2Source:Retail Audit,BBB analysisAND THIS WEAKNESS IN 4TH TIER CITIES SPANS MOST PROVINCES Inner MongoliaHunanYunnanAnhuiGuangdongFujianZhejiangHeijongjiangJilinHenanJiangxiHebeiShanxiLiaoningSichuanShandongJiangsuShanxiHubeiGansuGuizhouPercent market share,NNNMarket sharePercentProvinceTier 1/2/3 cityTier 4 city16AAA010605BJ-kickoff2VALUE CHAIN STRATEGY1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.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/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing17AAA010605BJ-kickoff2NNN is not regarded as a technology leader,as compared with Motorola;however,it spends a great amount of effort in understanding customer requirements and tailors its product to meet these requirements.NNN employs PTAC,CellStar,Beijing Telecommunication Equipment Factory,Bright Point,Express Fortune,and Tech Glory as the first-tier resellers to distribute handsets through authorized stores and counters.The distribution channels are relatively flat.While its retail shops are growing rapidly to approximately 900 around the country,NNN also develops exclusive specialist shops in order to provide“one-step”solutions to end usersNNN implements a highly efficient customer service system with 250 service stations and mobile service stations for rural areas.It provides good pre-and after sales serviceKEY MESSAGES-VALUE CHAIN STRATEGY18AAA010605BJ-kickoff2NNN IS STRONG AT MARKETING,SALES AND SERVICE,BUT WEAK AT TECHNOLOGYManufac-turing and supply chainSales and distributionMarketing and branding R&DStrengthsLevers for improvementEstablished R&D center in 98/99 in Beijing for China market,with 150 research staffStrong in low end developmentGood product quality and designWeaker position in high end segment and high end technologyPosition in low end under attack Scalable local productionOptimized logisticsCountry-wide distribution channels and strong channel management High retailers preferenceLower rating of retail support Retailer preference not translating into higher market shareStrong brand awareness and preferencePromotes“technology based on people”Awareness and preference lower than MotorolaBrand in young market under attack Low technology image ServiceHighly efficient customer service system with 250 service stations and mobile service stations for rural areas Good pre-and after sales service,e.g.“one hour repair”service19AAA010605BJ-kickoff2.on NNNon MotorolaNNN HAS REPUTATION GAP AS TECHNOLOGY LEADER,AND TARGET DIFFERENT CUSTOMER SEGMENTS FROM MOTOROLANNN hasgood productdesignsNNN phonesare for female oryounger peopleNNN is second toupgrade productsMotorola productsare more formalMotorola alwaysintroduces newtechnology to themarket firstLoyal useris white-collarworker.on technology leadership and innovation.on design on typical loyal users20AAA010605BJ-kickoff2NNN DISTRIBUTES THROUGH SIX FIRST-TIER RESELLERS AND DEVELOPS EXCLUSIVE SPECIALIST SHOPSNNN Channel StructureLate entry to the China market with less historic overheadFlat distribution channelsDevelops exclusive specialist shopsProvides after-sale servicesSource:China Computer JournalVendor1st-tier resellersConsumers2nd-tier resellersRetailers/retail chain stores6%3%91%22%33%36%6%33%58%RationalesNNN employs PTAC,CellStar,Beijing Telecommunication Equipment Factory,Bright Point,Express Fortune,and Tech Glory as its 6 first-tier resellersNNN requires resellers to report the promotion plan and product ordering plans a quarter in advance,and since the demand for handsets tends to fluctuate across promotional programs,this inflexible strategy generally limits the potential gain when market demand changes across promotionsClose to 900 retail shops and counters country-wide,with 50%growth from 1999Form exclusive specialist shop to provide one-step solution to end users 21AAA010605BJ-kickoff2ORGANIZATION AND OWNERSHIP1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra 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/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing22AAA010605BJ-kickoff2NNN has 7JV and 1 WOFE in China,among which NNN Beijing and NNN Dongguan are manufacturing mobile handsets.NNN Beijing has annual production capacity of 30 million units in 2001.The main drivers for NNN to setup JVs and WOFEs in China include building local alliances,localizing manufacturing to meet domestic market demand and increase exports,and technology transfer encouraged by the Chinese governmentWith a narrow product portfolio,NNNs organization is product focused with coordinated sales and marketing effort across JVs that manufacture the same productsKEY MESSAGES-ORGANIZATION AND OWNERSHIP23AAA010605BJ-kickoff2NNN HAS 7 JVs AND 1 WOFE IN CHINA,AMONG WHICH 2 JVs ARE DEVOTED TO MOBILE HANDSETSMain driversBuilds successful alliance with Chinese partnersLocalizes manu-facturing for major productsMeets domestic market demandand increases exportsRealizes technology and skill transfer in development,manufacturing and managementHelps Chinese partners improve competitiveness in China and globallyNNN internationalNNN Beijing mobile commu-nicationNNN Dongguan mobile phoneNNN Fujian mobile communication technologyNNN Beijing,Hangxing telecomNNN Dongda telecom technologyNNN Zhongxin digital technologyNNN Suzhou telecomNNN Chongqin telecomEstablished yearProduct offering1995199519971994200019991998GSM system and equipmentMobile handsetsMobile handsetsGSM 900/1800 network servicesMobile switchesWireless applications solutions and servicesDigital multimedia terminalsGSM base stationCellular network transmission products50%with Shouxin70%With Dongguan WanxinWith Fujian mobileWith Beijing HangxingWith DongruanWith Zhongxin and broadcasting science institute100%24AAA010605BJ-kickoff2NNNs ORGANIZATION IS MAINLY PRODUCT FOCUSED WITH A NARROW PRODUCT PORTFOLIO AND COORDINATED