咨询公司-电子公司竞争战略.ppt

《咨询公司-电子公司竞争战略.ppt》由会员分享，可在线阅读，更多相关《咨询公司-电子公司竞争战略.ppt（29页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、咨询公司咨询公司-电子公司竞电子公司竞争战略争战略KEY ISSUES TO PROBE-CCCStrategyProduct/marketValue chainstrategyOrganization&ownershipFinancialperformanceWhat does CCC aim to be in 2005 in mobile communication?How are CCCs product and value delivery system strategies different from its competitors?What will be CCCs future

2、 products and which segments of the market will it target at?In which segment of the market is CCC strong or weak?What is the key success factors for CCC to pick up market share quickly since 1999?How does CCCs distribution channel differ from its competitors?How capable is CCC in R&D,manufacturing,

3、sales and marketing?With a broad product portfolio,how does CCC organize or reorganize itself?How does CCC perform and is its performance expected to improve further?1AAA010605BJ-kickoff2BACKGROUND INFORMATION1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yea

4、rNumber 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 strategyMa

5、rket positionKey product offeringsKey customersValue propositionGeographic focusPricing2AAA010605BJ-kickoff2CHINA HAS DEVELOPED INTO A MAJOR PILLAR FOR CCC BUSINESS IN ASIA PACIFICLocationBased at Germany50+JVs,28 offices in China Shanghai is the largest CCC location outside GermanyInvestmentInveste

6、d USD 0.44 billion in ChinaBusinessAll business sectors of CCC including information and communication,automation and control,power,transportation and household appliance,etc.StartingEntered Chinas telecommunication in 1985Information and communication business started 1991Employees 30,000 staff in

7、information and communication mobile globally25,000 employees for all business sectors in china History1982 CCC Beijing office opened1985 entered Chinas telecommunication market1990 established JV Beijing International Switching System1994 CCC China founded in Beijing1998 formed business segment-Inf

8、ormation and Communication2000 joined forces with CATT and Huavei for next generation mobile technology.Founded TD-SCDMA international forum with Datang,CATT,Huawei,Motorola,Nortel,China mobile,and UnicomImplicationAn early entrant to Chinas telecommunication marketBroad product portfolio representi

9、ng all business sectors of CCC worldwideSource:CCC press release3AAA010605BJ-kickoff2STRATEGY1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus onMar

10、keting,advertising and promotionDistribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing4AAA010605BJ-kickoff2CCC AIMS

11、TO BE NUMBER 2 IN MOBILE COMMUNICATION MARKET IN CHINA Product Focus on stylish new models with suitable pricing targeting mid to low end of the market Invest in future products,e.g.,TD-SCDMA handsets and wireless home network devices,etc.Strategy Value delivery system Establish R&D centers for mobi

12、le communication in Beijing and Shanghai Mobile handset production capacity being raised to 14 million in Shanghai,a growth of 40%since 2000Intensive marketing on new products with most competitive pricing Carefully select exclusive channel partner PTAC to maintain uniform price level nationwide to

13、ensure healthy sales Helps resellers set up service centers to handle repair and maintenanceVisionTo be number 2 in the Asian mobile communication market(without Japan and Korea)5AAA010605BJ-kickoff2CCC IS RISING STEADILY IN MOBILE HANDSETS SINCE 1999Monthly market share development(Percent of marke

14、t in units sold)9899Jan 00Dec 00NokiaMotorolaCCC EricssonSource:Retail AuditSource:IDC,BBB Analysis6AAA010605BJ-kickoff2CCC HAS OVERTAKEN ERICSSON TO BE NO.3 IN MOBILE HANDSET BY BOTH REVENUE AND SALES VOLUMEOthers CCCEricssonMotorola199920012000AAA NokiaBreakdown of sales by brand each yearPercentS

15、ource:GfK,IDC,BBB analysisOthers CCCEricssonMotorola199920012000AAA NokiaBreakdown of units sold by brand each yearPercent7AAA010605BJ-kickoff2PRODUCT/MARKET1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strate

16、gy5.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

17、 propositionGeographic focusPricing8AAA010605BJ-kickoff2CCC offers a compete range of mobile communication solutions including devices,infrastructure and applications.CCCs mobile handsets come with good quality and competitive pricingCCC targets the mid to low end of the mobile handset market.Most o

18、f its models are in the price range from below RMB 1000 to RMB 2200CCC has devoted great attention to the important 4th-tier cities and west China,hence its market share in these developing areas are relatively higher than its share in the more developed areas.KEY MESSAGES-PRODUCT/MARKET9AAA010605BJ

19、-kickoff2CCC OFFERS A COMPLETE RANGE OF MOBILE SOLUTIONS INCLUDING DEVICES,INFRASTRUCTURE AND APPLICATIONSProductsNow and futureInformation and communication mobileCCC product offeringsInformation and communication networksMobile networkWireless home network&office networkMobile handsetC2588(small,l

20、ight smart)S2588(brain truster)3508(small,light,sexy)3518i(tough enough)3568i(smart thinking)Broadband networkIP networkFixed-line networkTransmission networkOffice networkCable networkTake TD-SCDMA mobile handsets to serial production level by 2003Offer the complete range of mobile solutions includ

21、ing mobile devices,infrastructure and applications,e.g.,wireless home network,Complete range of GSM,GPRS and UMTS mobile networks,unified messaging and mobile payment Overall strategy of a universe of one,pursuingIP driven voice and data communication and customer-oriented end-to-end solution and se

22、rvices Source:CCC press release10AAA010605BJ-kickoff2CCC MODELS HAVE THE MOST COMPETITIVE PRICINGSource:BBB Analysis Product positioning Dec 2000A6188(1.4%)8850(1.8%)V8088*(3.9%)S800C(1.2%)A100(0.8%)T28(3.6%)8210(4.6%)7.8%21.9%18.2%52.2%Business/professional Personal*WAP phoneProduct positioning Jun

23、e 20009110S800C(1.8%)V8088(1.6%)8850(1.7%)V998(5.6%)3568*(0.5%)S600C(3.8%)7110*(0.9%)T28(3.3%)8210(3.7%)LF2000*(2.9%)6150(1.8%)L2000*(4%)S2588(1.8%)CD928(1.1%)T18(6.1%)T10(1.2%)C2588(3.2%)2188(3.8%)L2088(2.5%)3210(2.2%)5110(9.6%)368C(3.1%)3508(1.6%)338C(0.6%)T2688(4.8%)11.4%17.4%25.3%45.9%High High-

24、mediumMedium-low Low Business/professional Personal*WAP phoneV998+(6.9%)7689i(1.8%)LF2000i*(1.7%)3568*(1.7%)7110*(0.3%)6150(0.9%)600C(2.3%)3310(6.8%)3518i(1.8%)T18(3.3%)CD928(0.1%)S2588(0.2%)C2588(0.1%)T10(0.7%)T2688(6.2%)3508(3.9%)V2088(1.0%)3210(9.6%)5110(5.9%)Retail price High High-mediumMedium-l

25、ow Low Retail price RMB 3,500RMB 2,200RMB 1,600368C(2.3%)V2188(1.3%)RMB 3,500RMB 2,200RMB 1,600Red Red-Nokia-NokiaWhite-MotorolaWhite-MotorolaBlue Blue-Ericsson-EricssonBrownBrown-CCC-CCCGreenGreen-AAA-AAA8250(0.0%)6210(0.6%)11AAA010605BJ-kickoff2CCC TARGETS MID TO LOW END OF THE MARKETHigh(RMB 3,50

26、0)Source:Sino-MR(Jan 2001 Feb 2001),CCIDBreakdown of unit sold by brand for each price pointPercentHigh-mid(RMB 2,500-3,500)Mid(RMB2,000-2,500)Mid-Low(RMB1,500-2,000)Low(RMB1,500)Others CCCEricssonMotorolaAAA Nokia9%15%7%Units as%of total26%43%712AAA010605BJ-kickoff2Tier 1Tier 2Tier 3Tier 4NokiaMoto

27、rolaOthersCCC ALSO ADDRESSES THE IMPORTANT 4TH TIER CITY MARKETPercent market share,2000EricssonCCC18%19%23%40%Tier size as%of total100%=Million units 6.77.08.514.8Source:BBB Analysis13AAA010605BJ-kickoff2CCC IS RELATIVELY STRONG IN CENTRAL,EAST AND WESTMarket share by brands per geographic area,200

28、1PercentMarket share by geographic areaPercentEastCCCEricssonAAAOthersNokiaMotorolaWestNorthNorth-eastSouth3013151311Central18Source:GfK,BBB Analysis14AAA010605BJ-kickoff2VALUE CHAIN STRATEGY1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employe

29、esEra 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

30、product offeringsKey customersValue propositionGeographic focusPricing15AAA010605BJ-kickoff2CCCs value delivery system strategy has evolved since 1999.It has invested$1.5 billion in the Asian Pacific area as its Asian offensive campaignCCC has spent a great effort in localizing R&D and manufacturing

31、.It has built R&D centers in Beijing and Shanghai and has raised the mobile handset production capacity in Shanghai to 14 million units in 2001.It is a leader in TD-SCDMA 3G technology in China CCC has achieved a market share of 12%in sales volume,after intensive marketing of new models with competi

32、tive pricing,and aims to increase its market share to 15%CCC distributes through exclusive 1st-tier national reseller PTAC and 2nd-tier provincial resellers.A uniform price level in the market is maintained nationwide to ensure healthy sales.KEY MESSAGES-VALUE CHAIN STRATEGY16AAA010605BJ-kickoff2CCC

33、 VALUE DELIVERY SYSTEM HAS EVOLVED OVER THE YEARS From.(1997)To.(2000)No R&D facility in ChinaNo product localizationProduction capacity in Shanghai Pudong(150,000)60%of products for Chinese market produced in Hong KongBrightpoint handling over 90%of distributionMarket share less than 5%ProductProdu

34、ction DistributionMarketing High commitment to TD-SCDMA tests across China in 2001Asian offensive campaign with US 1.5 billion investment in R&D and marketing until 2003Production capacity in Shanghai has been raised to 14 million units from 10 million units in 2000 Uses different distributor(PTAC),

35、but still only one nationwideMarket share 12%as a result of intensive marketing of new models with competitive pricingAims to increase market share to 15%Source:Interviews,BBB analysis17AAA010605BJ-kickoff2CCC INVESTS TREMENDOUS EFFORT IN EVERY PART OF THE VALUE CHAIN R&D Manufacturing and supply ch

36、ainMarketing and branding Sales and distribution Service StrengthsR&D centers for mobile communication in Beijing and Shanghai with more than 500 engineers planned Lead international forum in TD-SCDMA Frequent introduction of new models Continuously increase local production capacity and capability

37、Intensive marketing on new models with competitive pricing Healthy sales through exclusive channel partner PTACCapable after-sales service with 100 service stations nationwideLevers for improvement Lacks capability in W-CDMA and CDMA 2000Fully dependent on single national distributor Source:World co

38、mputer journal,BBB analysis18AAA010605BJ-kickoff2CCC VALUE DELIVERY SYSTEM IS ORGANIZED AROUND PRODUCT LINES WITH MULTIPLE CUSTOMER INTERFACESValue delivery systemCustomer interfacesIC Mobile and IC Network communicate with the same telecom operators separately,with“multiple faces”Source:BBB analysi

39、s19AAA010605BJ-kickoff2CCC DISTRIBUTES THROUGH EXCLUSIVE NATIONAL RESELLER PTACSource:IDCRationalesCCC partners with PTAC,taking advantage of their streamlined and efficient distribution channels.PTAC is selected as the exclusive national distributor due to resources and image.A uniform price level

40、in the market is maintained nationwide to ensure healthy salesCCC Channel StructureRely on both 1st-tier national reseller PTAC and 2nd-tier provincial resellersDevote much attention to low-tier city marketVendor1st-tier resellersConsumers2nd-tier resellersRetailers/retail chain stores12%9%79%67%12%

41、67%12%21%20AAA010605BJ-kickoff2ORGANIZATION AND OWNERSHIP1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus onMarketing,advertising and promotionDist

42、ribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing21AAA010605BJ-kickoff2With a large product portfolio covering info

43、rmation and communication and home appliances etc.CCCs organization is product focused with clear lines of P&L responsibilitiesCCC has over 50 JVs and WOFEs in China with large commitments in telecommunication.CCC Shanghai is devoted to mobile communication including mobile handsetsCCCs joint ventur

44、es are managed under their own global BU,and CCC China,the holding company,coordinates and provides shared services for the global BU activities in ChinaCCC is starting to centralize sales and marketing to better handle solution sales,and the goal is to consolidate all marketing and sales functions

45、under CCC directlyKEY MESSAGES-ORGANIZATION AND OWNERSHIP22AAA010605BJ-kickoff2WITH A LARGE PRODUCT PORTFOLIO,CCC TENDS TO BE MORE PRODUCT FOCUSED WITH CLEAR LINES OF P&L RESPONSIBILITYOrganization structureP&L responsibility ICM manager for information and communication mobile ICN manager for infor

46、mation and communication networkDriving factorsIn order to meet the trend of technological merging in Information and Communication field,the new CCC business group-Information and Communication mobile(ICM)started its operation in April 1,2000.ICM handles the entire mobile telephone business,with re

47、gard to both communications terminals(mobile and wired phones,mobile organizers and digital products)and mobile phone networks(products and services for mobile communication and intelligent networks).Source:CCC press release,BBB analysis23AAA010605BJ-kickoff2CCC HAS OVER 50 JVs OR WOFEs IN CHINA,AMO

48、NG WHICH CCC SHANGHAI IS DEVOTED TO MOBILE HANDSETSCCC ChinaBeijing international switching systems BISCCCC transmission systems Guangzhou(STSG)Xin De telecom international ventures(TIV)CCC ShanghaiMobile communicating(SSMC)Shanghai CCC business communication system(SBCS)Main driversTo be close to c

49、ustomersTo be in line with government policiesTo become Chinese company for Chinese people40%With Guangzhou Nanfang photoelectrical telecommunication60%Beijing wire communication.Beijing telephone authoritiesBeijing comprehensive investmentShanghai Aijian,Shanghai XinguangWith Shanghai video and Aud

50、io Electronics,ShanghaiPost and telecommunication 51%Establishyear Product offering1990EWSDswitching1993-1994Transmission systems(PDH,SDH,DWDM)1994Finance leasingand consultingHicom 300 switching systemGSM mobile networks and mobile handsetsMPTs First Research Institute19931993Not ExhaustiveSource:C