《某咨詢公司三星競(jìng)爭(zhēng)對(duì)手分析報(bào)告》-全文預(yù)覽
【正文】 nformation ? Location ? Registered capital ? Management team ? Equity structure ? Starting year ? Number of employees ? Era analysis 4. Value chain strategy 5. 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 position ? Key product offerings ? Key customers ? Value proposition ? Geographic focus ? Pricing SAMSUNG010605BJkickoff2 2 KEY ISSUES TO PROBE NOKIA Strategy Product/market Value chain strategy Organization amp。s second largest market, second only to US Investment ? Invested more than billion in China Business ? Two main business units: Nokia work and Nokia mobile Starting ? First office in China in 1985, first JV in China in 1994 Employees ? 60,000 staff in 130 countries ? More than 20 offices in China, 7 JVs, 1 WOFE and 1 Ramp。s BIGGEST PRODUCT OFFERING AND ITS ESSENTIAL PART OF TOTAL SOLUTIONS IN MOBILE COMMUNICATION Nokia mobile handsets Nokia product offerings Nokia work Products Now and future ? Nokia 3310 for young people ? Nokia 8210 for fashion chaser ? Nokia 6210 WAP for business professional ? Nokia 7110 WAP with full Chinese interface ? Nokia 9210 as personnel municator ? Nokia 8310, 6310 for GPRS and WAP ? Mobile work ? Broadband work ? IP work ? Largest mobile handset supplier in the world with above average growth in sales and more than 30% global market share ? Views mobile handset as a digital convergence point for multimedia services ? Supports blue tooth between mobile handset and PC in Nokia 6310 for mobile professional ? Develop WCDMA handsets with DoCoMo ? Develops home products such as multimedia terminals in Nokia Zhongxin ? Provides multimedia service work solutions for operators and ISP entering the mobile munication fields ? Nokia work covers many cities and areas in China including Beijing, Shanghai, Hong Kong and Taiwan etc. ? Aims to be a total solution provider for mobile munication SAMSUNG010605BJkickoff2 13 NOKIA EMPHASIZES ON CONSUMERORIENTED DESIGNS AND FUNCTIONS Fashion Business Basic Fun ? Changeable cover ? Sub100g ? Voicedial ? Recording ? Vibration ? Triband ? WAP ? Builtin modem ? IRport ? Chinese input ? LiIon battery ? SMS messaging ? Games ? Composable/ downloadable ringer tone 8210 6210 P7689 L2000 V998++ L2000WWW Fashion Classic Price in China (RMB) 2652 2878 2369 1800 1435* 1452 ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Equivalent features, Nokia more fun/fashion vs. Motorola more functions Motorola offers lower price models with similar features, triband and WAP * Nov. 2000 price Key Differences ? SAMSUNG010605BJkickoff2 14 WITHIN CHINA, NOKIA39。D center in 98/99 in Beijing for China market, with 150 research staff ? Strong in low end development ? Good product quality and design ? Weaker position in high end segment and high end technology ? Position in low end under attack ? Scalable local production ? Optimized logistics ? Countrywide distribution channels and strong channel management ? High retailers preference ? Lower rating of retail support ? Retailer preference not translating into higher market share ? Strong brand awareness and preference ? Promotes “technology based on people” ? Awareness and preference lower than Motorola ? Brand in young market under attack ? Low technology image Service ? Highly efficient customer service system with 250 service stations and mobile service stations for rural areas ? Good pre and after sales service, . “one hour repair” service SAMSUNG010605BJkickoff2 20 ….on Nokia ……on Motorola NOKIA HAS REPUTATION GAP AS TECHNOLOGY LEADER, AN
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號(hào)-1