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SAMSUNG010605BJ-kickoff2CONFIDENTIALMobileHandsetCompetitorAnalysis:SAMSUNGELECTRONICSCHINA(SECChina)August20,2001Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.SAMSUNG010605BJ-kickoff21OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.Backgroundinformation•Location•Registeredcapital•Managementteam•Equitystructure•Startingyear•Numberofemployees•Eraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocuson•Marketing,advertisingandpromotion•Distribution(channelandsalesforce)•Organizationstructure•Ownershipstructure•Sales•Profit2.Strategy3.Product/market•Mission•Vision•Corporatestrategy•Marketposition•Keyproductofferings•Keycustomers•Valueproposition•Geographicfocus•PricingSAMSUNG010605BJ-kickoff22KEYISSUESTOPROBE-StrategyProduct/marketValuechainstrategyOrganization&ownershipFinancialperformance•Howdoespositionitselfnowandin2005?•Whatare’sproductandvaluedeliverysystemstrategiesthatdifferentiateitselffromitscompetitors?•Howdoesitscurrentmarketpositionhelpachieveitsgoal?•Whatis’skeyproductofferingsandhowdoesdifferentiateitsproductsfromitscompetitors’?•Whatcustomersegmentsistargetingat?•Inwhichgeographicareasisstrongorweak?•Howdoes’sproductdevelopmentmeetcustomerrequirement?•Howdo’sdistributionchannelsdifferfromitscompetitors’?•Whydoeslaunchexclusivespecialistshops?•Howdoesprovidecustomerservices?•HowmuchdoesinvestinJVsandWOFEsinChina,andwhatarethemaindrivers?•HowdoesorganizetoenabletheJVsandWOFEstoworktogether?•Howstrongis’sperformanceandwhatarethemajorcontributors?•Whatis’sperformancetrend?SAMSUNG010605BJ-kickoff23BACKGROUNDINFORMATION1.Backgroundinformation•Location•Registeredcapital•Managementteam•Equitystructure•Startingyear•Numberofemployees•Eraanalysis4.Valuechainstrategy5.Organizationandownership6.Financialperformance•Focuson–Marketing,advertisingandpromotion–Distribution(channelandsalesforce)•Organizationstructure•Ownershipstructure•Sales•Profit2.Strategy3.Product/market•Mission•Vision•Corporatestrategy•Marketposition•Keyproductofferings•Keycustomers•Valueproposition•Geographicfocus•PricingSAMSUNG010605BJ-kickoff24ISRELATIVELYALATE-COMERTOCHINA;HOWEVERITHASGROWNRAPIDLYTOBECOMEAMARKETLEADERINMOBILECOMMUNICATIONBackgroundImplicationLocation•BasedatFinland,withofficesinChina,e.g.Beijing•Chinais'sstrategiclocationbecauseitis'ssecondlargestmarket,secondonlytoUSInvestment•InvestedmorethanUSD1.7billioninChinaBusiness•Twomainbusinessunits:networkandmobileStarting•FirstofficeinChinain1985,firstJVinChinain1994Employees•60,000staffin130countries•Morethan20officesinChina,7JVs,1WOFEand1R&Dcenterwithover5500staffHistory•StartedbusinessinChinasince1950s•1985sawfirstofficeinBeijing,supplyingfixedlinenetworks•SuppliedanalogNMT450systemandterminalin1986•Suppliedtransmissionsystem,opticalcableandelectriccablesinlater1980s•SuppliedanalogETACSsystemandterminalsin1989•SuppliedGSMsystemandterminalsin1990s•LeaderinmobilecommunicationgloballyandinChina•Althougharelativelylater-comertoChina,hasinvestedheavilyinitsChinesebusiness•Focusedproductlineswithnetworkofferingmobile,broadbandandIPnetworkinfra-structure,andmobileofferingmobilehandsetsSource:PressReleaseSAMSUNG010605BJ-kickoff25STRATEGY1.Backgroundinformation•Location•Registeredcapital•Managementteam•Equitystructure•Startingyear•Numberofemployees•Eraanalysis4.Valuechainstrategy5.Organizationandownership6.Financialperformance•Focuson–Marketing,advertisingandpromotion–Distribution(channelandsalesforce)•Organizationstructure•Ownershipstructure•Sales•Profit2.Strategy3.Product/market•Mission•Vision•Corporatestrategy•Marketposition•Keyproductofferings•Keycustomers•Valueproposition•Geographicfocus•PricingSAMSUNG010605BJ-kickoff26POSITIONSITSELFASALEADINGPRODUCTANDSYSTEMSUPPLIERINTHEFASTGROWINGMOBILECOMMUNICATIONINDUSTRYVisionToleadmobilecommunicationthroughtheintegrationofmobilitywithinternetandtheinnovationofnewservicemodelsProductValuedeliverysystemStrategy•Focusesonmobilecommunicationproductsandaimstobeatotalsolutionproviderinmobilecommunication•Regularlyintroducesconsumer-orientedproductswithemphasisondesignsandfunctions•BuildsstronglocalalliancethroughJVswithChinesepartnersandR&DcenterswithChineseuniversities•Buildsexclusivespecialistshopstobringone-stepsolutionstoendusers•BuildsfixedandmobileservicestationswithwidegeographiccoverageincludingruralareasSource:pressReleaseSAMSUNG010605BJ-kickoff27HASCAUGHTUPWITHMOTOROLAASMARKETLEADERSINMOBILEHANDSETSSINCE1999Monthlymarketsharedevelopment(Percentofmarketinunitssold)9899Jan‘00Dec‘00010203040MotorolaSiemensEricssonSource:IDC,McKinseyAnalysisSAMSUNG010605BJ-kickoff28UNLIKEITSCOMPETITORS,’SMARKETSHAREISTHESAMEAMONGSTNEWANDREPURCHASEBUYERS313131282929101212877232121OthersEricssonSiemensMotorolaRepurchaseBuyersNewBuyersTotalmarketPercentofunitssold,20004Q25%75%%ofMarket100%Definition:•Newbuye