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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;it is no

2、t a complete record of the discussion.August 20,2001Mobile Handset Competitor Profile:MotorolaSAMSUNG ELECTRONICS CHINA(SEC China)OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1.Background information Location Registered capital Managementteam Equitystructure Starting year Number of employees Era analysi

3、s4.Value chain strategy5.Organization and ownership6.Financial performanceFocus on Marketing,advertising and promotion Distribution(channel and sales force)Organization structure Ownership structure Sales Profit 2.Strategy 3.Product/market Mission Vision Corporate strategy Market position Key produc

4、t offerings Key customers Value proposition Geographic focus Pricing2010417SHELM038JL_RAJv5iBACKGROUND INFORMATION1.Background information Location Registered capital Managementteam Equitystructure Starting year Number of employees Era analysis4.Value chain strategy5.Organization and ownership6.Fina

5、ncial performance Focus on Marketing,advertising and promotion Distribution(channel and sales force)Organization structure Ownership structure Sales Profit 2.Strategy 3.Product/market Mission Vision Corporate strategy Market position Key product offerings Key customers Value proposition Geographic f

6、ocus Pricing3010417SHELM038JL_RAJv5iMOTOROLA HAS HIGH ASPIRATIONS FOR ITS CHINA BUSINESS Targeting sales of US$10 billion in China by 2002/2003 Focusing production operations in China,as production there is about 15-20%cheaper than in Singapore and 30-40%cheaper than in EuropeSource:Analyst reports4

7、010417SHELM038JL_RAJv5iMOTOROLAS CHINA BUSINESS SPANS SIX PRODUCT CATEGORIESMotorola ChinaMobilehandsetsNetworkequipmentPagersTwo-wayradiosSemi-conductorsAutoelectronics andaccessoriesMobilenetworkequipmentFixed linenetworkequipmentWirelesscommunicationsSource:Motorola website Set up representative

8、office in 1987 Operations include:1 holding company 1 WOFE 8 joint ventures 26 subsidiaries 12,000 employees US$3.4 billion total investment to date5010417SHELM038JL_RAJv5iSTRATEGY1.Background information Location Registered capital Managementteam Equitystructure Starting year Number of employees Er

9、a analysis4.Value chain strategy5.Organization and ownership6.Financial performance Focus on Marketing,advertising and promotion Distribution(channel and sales force)Organization structure Ownership structure Sales Profit 2.Strategy 3.Product/market Mission Vision Corporate strategy Market position

10、Key product offerings Key customers Value proposition Geographic focus Pricing6010417SHELM038JL_RAJv5iMOTOROLAS 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 functio

11、nality Invested heavily in product localization through China-based R&D team Expanded local manufacturing in order to reduce costs and improve time-to-market Closely managed first-tier group of nine resellers in order to minimize price competition and facilitate order tracking Committed handset prom

12、otion Speedy roll-out of new releases Provision of high-quality after-sales services Advanced technologyProduct rangeValue chainCorecompetencies7010417SHELM038JL_RAJv5iPRODUCT/MARKET1.Background information Location Registered capital Managementteam Equitystructure Starting year Number of employees

13、Era analysis4.Value chain strategy5.Organization and ownership 6.Financial performance Focus on Marketing,advertising and promotion Distribution(channel and sales force)Organization structure Ownership structure Sales Profit 2.Strategy 3.Product/market Mission Vision Corporate strategy Market positi

14、on Key product offerings Key customers Value proposition Geographic focus Pricing8010417SHELM038JL_RAJv5i 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-driven Motorola takes more tha

15、n 50%of the share in the high-end and high-mid-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 offerings Motorolas market share is relatively consistent across tier-cities and geographies,taking

16、approximately 30%everywhereKEY MESSAGES-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.

17、9%)LF2000(4%)368C(3.1%)338C(0.6%)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,Mc

18、Kinsey analysis10010417SHELM038JL_RAJv5iMOTOROLA MODELS ARE MORE FUNCTION-DRIVEN THAN NOKIAFashion BusinessBasicFun 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 tone8210 62

19、10 P7689 V998+Fashion ClassicPrice in China(RMB)2652 2878 2369 1800 1452 Equivalent features,Nokia more fun/fashion vs.Motorola more functionsMotorola offers lower price models with similar features,tri-band and WAP*Nov.2000 priceKey differences11010417SHELM038JL_RAJv5i Source:GFK,Sino-MRMOTOROLA HA

20、S HIGHER SHARES IN CHINA IN FASHION AND BUSINESS SEGMENTSNokiaMotorolaModels2000China Taiwan Hong Kong Indonesia SingaporeFlagship 8850 A6188Fashion-High 8210,8250 V8088,V998+Fashion-Low 3310 T360,T2988,T2688Basic 3210,5110 V2088/2188,V2288,StarTac,CD928/938Business-low 6150 L2000 SeriesBusiness-Hig

21、h 6210,7110 P7689Total:12010417SHELM038JL_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:Intervie

22、ws,Sino-MR(Dec 2000-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 2000 Apr

23、il 2001SouthEastSource:Sino-MR,GfKDec 2000-April 200114010417SHELM038JL_RAJv5iVALUE CHAIN STRATEGY1.Background information Location Registered capital Managementteam Equitystructure Starting year Number of employees Era analysis4.Value chain strategy5.Organization and ownership 6.Financial performan

24、ce Focus on Marketing,advertising and promotion Distribution(channel and sales force)Organization structure Ownership structure Sales Profit 2.Strategy 3.Product/market Mission Vision Corporate strategy Market position Key product offerings Key customers Value proposition Geographic focus Pricing150

25、10417SHELM038JL_RAJv5i Motorolas 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 o

26、f 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 China Motorola employs PTAC,CellStart,Heguang,Eastcom,SunYin,Sinya,North Telecom,Hengxin,and Forte as its 9 first-tier resellers.It intends to reduce

27、 the many tiers of resellers that has become a disadvantage to Motorolas channel efficiency Motorolas key strength lies in advanced technology,committed promotion,wide distribution network and quality after-sales serviceKEY MESSAGES-VALUE CHAIN STRATEGY16010417SHELM038JL_RAJv5iMOTOROLAS VALUE CHAIN

28、HAS EVOLVED OVER THE PAST THREE YEARSFrom.(1997)To.(2000/2001)Manufacturing Sales and marketingDistribution Production capacity in Tianjin(1.5 million)and Hangzhou(200,000)Strong brand awareness Market share 34%50%reimport via Hong Kong Strong nationwide tiered dealer network(10-15 tier A dealers)Cl

29、ose relations with PTTs Expanding production capacity at Tianjin to 18 million units,and at Hangzhou to 8 million units Strongest brand awareness in China Developed needs-based customer segmentation Market share 30%50%reimport via Hong Kong Number of dealers limited to 9;shared exclusivity by produc

30、t 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 strengths Recent

31、development Committed handset promotion Speedy roll-out of new releases Strong brand recognition Pays more attention to market needs Continues to promote models with free giftsSales and marketing Has nine first-tier resellers,the largest number among vendors Price competition among resellers is elim

32、inated Can effectively manage the production volume with close tracking of orders from the channels Best vendor on channel support in promotion,advertisement,service centers and funding Altered its strategy in 2000 to employ two authorized reseller from every modelDistribution Provision of quality a

33、fter-sales services Sets up Internet-based consumer club and plans to double service stations in 2001After-sales services Advanced technology Highly 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 2000)

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

35、 model to each reseller Eliminates price competition Enables Motorola to effectively manage production volume with order tracking Recently shift strategy to have 2 authorized resellers for every model in order to improve promotions and access to customers Motorola is the best vendor on channel suppo

36、rt 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 Structure Motorolas well-built distribution network plays an

37、important role in its success in China Too 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 information Loc

38、ation Registered capital Managementteam Equitystructure Starting year Number of employees Era analysis4.Value chain strategy5.Organization and ownership6.Financial performance Focus on Marketing,advertising and promotion Distribution(channel and sales force)Organization structure Ownership structure

39、 Sales Profit 2.Strategy 3.Product/market Mission Vision Corporate strategy Market position Key product offerings Key customers Value proposition Geographic focus Pricing20010417SHELM038JL_RAJv5i Motorola has 8 JVs,1 WOFE and 1 holding company in China,among which Hangzhou Eastcom Cellular Phone(8 m

40、illion units production capacity)and Motorola Tianjin(MCEL,18 million units capacity)are devoted to mobile handsets Motorola 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.Personal Co

41、mmunication 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 AND 1 WOFE

42、 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,Beijing Huamin

43、smart card system manufacturingMotorola Tianjin(MCEL)Established yearProduct offering1995 1995 2000 2000 1999 1998 1992 Semiconductor Pager GSM and CDMA network Mobile handsets Automotive electronics Smart card system and product Mobile handsets Mobile infrastructure Semi-conductors Two-way radios B

44、ase stations Handset 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,HOWE

45、VER ITS WOFE IN TIANJIN HAS BEEN REGORGANIZED TO BE MORE CUSTOMER FOCUSED R&D Hang Zhou/ShanghaiManu-facturingSales ServicesManu-facturingSales ServicesMotorola China Personal communication Commercial,government and industrial solutions Global Tele-communication solutions Integrated Electronics Syst

46、ems Asia tele-communication product manufacturing site(planned)R&DManu-facturingR&DManu-facturingSales R&DManu-facturingSales R&DManu-facturingMobile handset*pager*In 2001,18 million units capacityGSM,CDMA Mobile network and handsets GSM,CDMA Mobile networkMobile handsets*In 2001,5 million units pro

47、duction8 million units capacity Two way radio GSM,CDMA systems,e.g.,base station BatteriesHangzhou Motorola mobile communicationHangzhou Eastcom cellular phone Motorola Tianjin(MCEL)MarketingSource:Motorola press release23010417SHELM038JL_RAJv5iFINANCIAL PERFORMANCE1.Background information Location

48、Registered capital Managementteam Equitystructure Starting year Number of employees Era analysis4.Value chain strategy5.Organization and ownership 6.Financial performance Focus on Marketing,advertising and promotion Distribution(channel and sales force)Organization structure Ownership structure Sale

49、s Profit 2.Strategy 3.Product/market Mission Vision Corporate strategy Market position Key product offerings Key customers Value proposition Geographic focus Pricing24010417SHELM038JL_RAJv5i Motorola has been maintaining its market share of 30%in mobile handset.Due to increasingly intensive competit

50、ions,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%.The low EBIT margin is mainly due to its high cost of goods sold.KEY MESSAGES-FINANCIAL PERFORMANCE25010417SHELM038JL_RAJv