某咨詢?nèi)菓?zhàn)略1motorola(編輯修改稿)
2025-03-06 00:11 本頁面
【文章內(nèi)容簡介】 Tac, CD928/938 Business low ? 6150 ? L2023 Series Business High ? 6210, 7110 ? P7689 Total: 12 010417SHELM038JL_RAJv5i MOTOROLA HAS DRIVEN SALES INCREASES PARTICULARLY IN THE LOWEND PRODUCTS 52251817 2211 846Midlow (RMB15002500) Highmid (RMB25003500) High (RMB 3500) December 2023 April 2023 Product mix Percent of units Market share by price point Percent Low (RMB1500) 723565124Dec 2023April 2023 Midlow (RMB15002023) Highmid (RMB25003500) High (RMB3500) Low (RMB1500) Source: Interviews, SinoMR (Dec 2023 April 2023), McKinsey analysis Mid (RMB20232500) 13 010417SHELM038JL_RAJv5i MOTOROLA’S MARKET SHARE IS RELATIVELY CONSISTENT ACROSS TIER CITIES AND GEOGRAPHIES Market share by tier cities Percent Market share by geographic areas Percent North West Northeast Central 292930303030Tier 1 Tier 2 Tier 3 2023 April 2023 South East Source: SinoMR, GfK 313126363329Dec 2023April 2023 14 010417SHELM038JL_RAJv5i VALUE CHAIN STRATEGY 1. Background information ? 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 15 010417SHELM038JL_RAJv5i ? Motorola’s 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 of 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, East, SunYin, Sinya, North Tele, Hengxin, and Forte as its 9 firsttier resellers. It intends to reduce the many tiers of resellers that has bee a disadvantage to Motorola’s channel efficiency ? Motorola’s key strength lies in advanced technology, mitted promotion, wide distribution work and quality aftersales service KEY MESSAGES VALUE CHAIN STRATEGY 16 010417SHELM038JL_RAJv5i MOTOROLA’S VALUE CHAIN HAS EVOLVED OVER THE PAST THREE YEARS From. . . (1997) To. . . (2023/2023) Manufacturing Sales and marketing Distribution ? Production capacity in Tianjin ( million) and Hangzhou (200,000) ? Strong brand awareness ? Market share 34% ? 50% reimport via Hong Kong ? Strong nationwide tiered dealer work (1015 tier A dealers) ? Close relations with PTT’s ? Expanding production capacity at Tianjin to 18 million units, and at Hangzhou to 8 million units ? Strongest brand awareness in China ? Developed needsbased customer segmentation ? Market share 30% ? 50% reimport via Hong Kong ? Number of dealers limited to 9。 shared exclusivity by product ? Kept strong retail support (doubled marketing and sales staff since ‘97) Source: Interviews, McKinsey analysis 17 010417SHELM038JL_RAJv5i MOTOROLA’S KEY STRENGTHS LIES IN ADVANCED TECHNOLOGY, COMMITTED PROMOTION, WIDE D
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