麦肯锡：三星战略咨询报告

SAMSUNG010605BJ-kickoff2CONFIDENTIALMobileHandsetCompetitorAnalysis:EricssonSAMSUNGELECTRONICSCHINA(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-ERICSSONStrategyProduct/marketValuechainstrategyOrganization&ownershipFinancialperformance•WhatwillbeEricsson’sstrategicfocusforthenext5years?•HowwillEricssonsecureitsleadingpositioninmobileinfrastructure?•WhatproductswillEricssonbefocusingon?•WhichmarketsegmentwillEricssonbeinterestedin?•WillEricssonbecomeanichemarketplayerinmobilehandset?•HowdoesEricssonsecureitsleadershipintechnology?•HowdoesEricssonimproveitslocalproductioncapability?•HowareEricsson’smobilehandsetsdistributed?•HowdoesEricssonorganizeitsJVsandWOFEs?•WhatfunctionsdoesEricssonChinacentralize?•HowgoodisEricsson’srecentfinancialperformance?•HowwillEricssonimproveitsperformanceinthefuture?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-kickoff24ERICSSONISATECHNOLOGYLEADERINMOBILECOMMUNICATIONANDAMARKETLEADERINMOBILEINFRASTRUCTUREImplication•LeaderinmobilesystemtechnologyincludingGSM,GPRSand3G•Emphasizeonmobileinfrastructureandclaimtobetheonlytotalsolutionproviderforafullrangeof2Gand3GstandardsLocation•BasedatSweden,with24officesinChina•Since1998,ChinahasbeenEricsson'slargestmarketintheworldInvestment•InvestedmorethanUSD0.6billioninChinaBusiness•Fourmainbusinessunits:Mobileinfrastructure,mobilehandset,datanetworkandcircuitswitching/packetswitchingmulti-servicenetworksStarting•FirstofficeinChinain1985,firstJVinChinain1992Employees•100,000staffin140countries•Over4,000employeesinChina•24offices,10JVsand4WOFEsHistory•1985:FirstEricssonofficeinBeijing•1987:FirstmobilenetworklaunchedQinhuangisland•1989:SetupofficesinGuangzhouandShanghai•1992:StartedJVsinChinaformobileinfrastructureandhandset•1994:EstablishedEricssonChinaLimited•1995:ChinabecameEricsson'sthirdlargestmarketintheworld•1996:ChinabecameEricsson'sssecondlargestmarketintheworld•1997:EstablishedR&DcenterinShanghaiandEricssonChinainstitute•1998:ChinabecameEricsson'slargestmarketintheworld,establishedChongqingEricssontechnology•1999:EstablishedEricssonconsultinginShanghaiandmobilemulti-medialabinZhonguancun•2000:FirsttocompleteWCDMAtestinChinaBackgroundSAMSUNG010605BJ-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-kickoff26ERICSSONAIMSTOSECUREITSLEADERSHIPPOSITIONINNETWORKEQUIPMENTANDMAYBECOMEANICHEPLAYERINMOBILEHANDSETProduct•MaintainfootholdinthelowendmobilehandsetmarketthroughJVwithNanjingPanda•Develop3Gtechnology(WCDMA)formobilecommunicationbycollaboratingwithMIIandDoCoMo,andapplyleadingtechnologytoproducts•Secureitsleadershippositioninnetworkequipmentratherthanbecomingthebest-sellingbrandformobilehandsetsValuedeliverysystem•R&DlocalizationthroughcollaborationwithChinesegovernmentanduniversities•Furtherexpandlocalproductioncapacity•CentralizemarketingfunctionsunderEricssonChina•Distributethough5first-tierresellersincludingPTACandPTIC•BuildsconsumerwebsiteforEricssonhandsetusersVisionToinnovateinmobilenetworkandinternetconvergenceandtoleadintheeraofmobileinternetStrategySource:Ericssonpressrelease,DresdnerKleinwort,McKinseyanalysisSAMSUNG010605BJ-kickoff27ERICSSON’sMARKETSHAREISDECREASINGOVERTHEPASTFEWYEARSMonthlymarketsharedevelopment(Percentofmarketinunitssold)9899Jan‘00Dec‘00010203040NokiaMotorolaSiemensE