【文章內(nèi)容簡介】 Shanghai, Hong Kong and Taiwan etc.? Aims to be a total solution provider for mobile munication12SAMSUNG010605BJkickoff2NOKIA EMPHASIZES ON CONSUMERORIENTED DESIGNS AND FUNCTIONSFashion BusinessBasicFun? Changeable cover ? Sub100g? Voicedial? Recording? Vibration? Triband? WAP? Builtin modem? IRport? Chinese input? LiIon battery? SMS messaging? Games? Composable/ downloadable ringer tone8210 6210 P7689 L2023V998++Fashion ClassicPrice in China (RMB) 2652 2878 2369 1800 1435* 1452?? ?? ? ? ? ? ?? ? ? ? ?? ? ? ? ? ?? ?? ? ????? ? ? ?? ? ? ? ? ?? ? ? ? ? ?? ? ? ? ?? ? ?? ? ?Equivalent features, Nokia more fun/fashion vs. Motorola more functionsMotorola offers lower price models with similar features, triband and WAP*Nov. 2023 priceKey Differences?13SAMSUNG010605BJkickoff2WITHIN CHINA, NOKIA39。s FASHION PHONES PERFORM BETTER IN SOUTH CHINA AND LARGE CITIESNorth region East region South regionChina averageBeijingShanghaiShenzhenGuangzhouMarket sharePercent, 2023 Source: McKinsey Analysis 14SAMSUNG010605BJkickoff2Tier 1 Tier 2 Tier 3 Tier 4NokiaMotorolaOthersNOKIA IS RELATIVELY WEAK IN THE IMPORTANT 4TH TIER CITY MARKETPercent market share, 2023EricssonSiemens18% 19% 23% 40%Tier size as % of total100%= Million units Source: McKinsey Analysis 15SAMSUNG010605BJkickoff2Source:Retail Audit, McKinsey analysisAND THIS WEAKNESS IN 4TH TIER CITIES SPANS MOST PROVINCES Inner MongoliaHunanYunnan AnhuiGuangdongFujianZhejiangHeijongjiangJilinHenanJiangxiHebeiShanxiLiaoningSichuanShandongJiangsuShanxi HubeiGansuGuizhouPercent market share, NokiaMarket sharePercentProvinceTier 1/2/3 cityTier 4 city16SAMSUNG010605BJkickoff2VALUE CHAIN STRATEGY1. Background information? Location? Registered capital? Managementteam? Equitystructure? Starting year? Number of employees? Era analysis4. Value chain strategy5. 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? Pricing17SAMSUNG010605BJkickoff2? Nokia is not regarded as a technology leader, as pared with Motorola。 however, it spends a great amount of effort in understanding customer requirements and tailors its product to meet these requirements.? Nokia employs PTAC, CellStar, Beijing Telemunication Equipment Factory, Bright Point, Express Fortune, and Tech Glory as the firsttier resellers to distribute handsets through authorized stores and counters. The distribution channels are relatively flat.? While its retail shops are growing rapidly to approximately 900 around the country, Nokia also develops exclusive specialist shops in order to provide “onestep” solutions to end users? Nokia implements a highly efficient customer service system with 250 service stations and mobile service stations for rural areas. It provides good pre and after sales serviceKEY MESSAGES VALUE CHAIN STRATEGY18SAMSUNG010605BJkickoff2NOKIA IS STRONG AT MARKETING, SALES AND SERVICE, BUT WEAK AT TECHNOLOGYManufacturing and supply chainSales and distributionMarketing and branding RDStrengthsLevers for improvement? Established RD 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 ? Goo