【文章內(nèi)容簡介】 10 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。s FASHION PHONES PERFORM BETTER IN SOUTH CHINA AND LARGE CITIES North region East region South region China average Beijing Shanghai Shenzhen Guangzhou 45755788Market share Percent, 2000 Source: McKinsey Analysis SAMSUNG010605BJkickoff2 15 31 30 302429 302810 9 911107 772125 243028Tier 1 Tier 2 Tier 3 Tier 4 Nokia Motorola Others NOKIA IS RELATIVELY WEAK IN THE IMPORTANT 4TH TIER CITY MARKET Percent market share, 2000 Ericsson Siemens 18% 19% 23% 40% Tier size as % of total 100%= Million units Source: McKinsey Analysis SAMSUNG010605BJkickoff2 16 0%5%10%15%20%25%30%35%40%Source: Retail Audit, McKinsey analysis AND THIS WEAKNESS IN 4TH TIER CITIES SPANS MOST PROVINCES Percent market share, Nokia Market share Percent Province Tier 1/2/3 city Tier 4 city SAMSUNG010605BJkickoff2 17 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 SAMSUNG010605BJkickoff2 18 ? 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 servi