【文章內(nèi)容簡介】 g and successful ? T29sc for mobile professional ? R380sc for business elite ? T20sc, A2618sc for young and fashionable ? GSM and UMTS mobile infrastructure including GSM, DCS1800, CDMA and WCDMA ? Data work, . AXD301 ATM switch AXI540 IP router, and IP phone ? First GPRS handset and first bluetooth handset (T36) ? First to provide GSM 1800/ 1900 works simultaneously ? Leader in WAP ? Leader in GPRS ? Total solutions in 3G based on WCDMA, CDMA 2023 and EDGE Source: Ericsson press release 12 SAMSUNG010605BJkickoff2 ERICSSON MAINTAINS FOOTHOLD IN THE LOW END MARKET High ( RMB 3,500) Source: SinoMR (Jan 2023 – Feb 2023), CCID Breakdown of unit sold by brand for each price point Percent Highmid (RMB 2,5003,500) Mid (RMB2,0002,500) MidLow (RMB1,5002,000) Low (RMB1,500) 565123 241629323400121013141615433 01055017 1800 020Others Siemens Ericsson Motorola Samsung Nokia 9% 15% 7% Units as % of total 26% 43% 7 13 SAMSUNG010605BJkickoff2 31 30 302429 302810 9 911107772125 243028Tier 1 Tier 2 Tier 3 Tier 4 Nokia Motorola Others ERICSSON MATCHES SIEMENS IN THE 1st TIER CITY MARKET Percent market share, 2023 Ericsson Siemens 18% 19% 23% 40% Tier size as % of total 100%= Million units Source: McKinsey Analysis 14 SAMSUNG010605BJkickoff2 ERICSSON IS RELATIVELY STRONG IN NORTH AND EAST Market share by brands per geographic area, 2023 Percent Market share by geographic area Percent 29 31 29 31 28 2830 25 29 2629261416 13 13 11 1798 75813 15 12 15 13 1464105 71311East Siemens Ericsson Samsung Others Nokia Motorola West North Northeast South 30 13 15 13 11 Central 18 Source: GfK, McKinsey Analysis 15 SAMSUNG010605BJkickoff2 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 16 ? For core products such as mobile or fixed line infrastructure, Ericsson has centralized the sales forces to provide “one face” to customers。 for smaller products such as mobile handsets, Ericsson sells through JVs and distributors ? Ericsson uses PTAC, PTIC, Stellar, 508, and the United First as its 5 firsttier resellers. Insufficient support provided by resellers limit the ability of its dealer and channels to provide pre and aftersales support to customers, which greatly afftect Ericsson?s position in the China market KEY MESSAGES VALUE CHAIN STRATEGY 17 ERICSSON PRESENTS ONE FACE TO CUSTOMERS BY CENTRALIZING CORE PRODUCT SALES THROUGH ITS OWN SALES FORCE RD Manufacturing Marketing Sales Service Network ? Mobile infra structure ShanghaiRD centre Nanjing Ericsson Beijing Ericsson Tele System Ericsson China Ericsson China Dalian Ericsson Guangdong Terminal ? Mobile handset Beijing Ericsson Mobile Tele Shanghai Ericsson Ericsson China Distributors/dealers Rationale Ericsson39。s route to market is based on product characteristics ? Core products are sold through the Ericsson sales force ? Smaller products are sold through JVs and distributors ? Electronic po nents ? Wiredline Distributors/dealers Source: Ericsson press release, interviews, McKinsey analysis Chongqing Ericsson Technology Nanjiing Ericsson Mobile Terminal Heilongjiang Beijing Ericsson 18 ERICSSON IS STRONG AT TECHNOLOGY AND MARKETING, BUT RELATIVELY WEAK AT MANUFACTURING AND SERVIC