某咨询三星战略爱立信

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1、单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2021/2/8,,‹#›,CONFIDENTIAL,Mobile Handset Competitor Analysis: Ericsson,SAMSUNG ELECTRONICS CHINA (SEC China),This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client o

2、rganization without prior written approval from McKinsey it is not a complete record of the discussion.,,OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK,,,,,,,,,,,,,,1.,Background information,Location,Registered capital,Managementteam,Equitystructure,Starting year,Number of employees,Era analysis,4.,

3、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,

4、Key product offerings,Key customers,Value proposition,Geographic focus,Pricing,2,,KEY ISSUES TO PROBE - ERICSSON,Strategy,Product/market,Value chain,strategy,Organization &,ownership,Financial,performance,What will be Ericsson’s strategic focus for the next 5 years?,How will Ericsson secure its lead

5、ing position in mobile infrastructure?,,What products will Ericsson be focusing on?,Which market segment will Ericsson be interested in?,Will Ericsson become a niche market player in mobile handset?,,How does Ericsson secure its leadership in technology?,How does Ericsson improve its local productio

6、n capability?,How are Ericsson’s mobile handsets distributed?,,How does Ericsson organize its JVs and WOFEs?,What functions does Ericsson China centralize?,,,How good is Ericsson’s recent financial performance?,How will Ericsson improve its performance in the future?,,3,,BACKGROUND INFORMATION,,,,,,

7、,,,,,,,,1.,Background information,Location,Registered capital,Managementteam,Equitystructure,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 sa

8、les 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,4,,,ERICSSON IS A TECHNOLOGY LEADER IN MOBILE COMMUNICATION AND A MARKET L

9、EADER IN MOBILE INFRASTRUCTURE,,I,mplication,Leader in mobile system technology including GSM, GPRS and 3G,Emphasize on mobile infrastructure and claim to be the only total solution provider for a full range of 2G and 3G standards,,Location,Based at Sweden, with 24 offices in China,Since 1998, Chin

10、a has been Ericsson's largest market in the world,,Investment,Invested more than USD 0.6 billion in China,,Business,Four main business units: Mobile infrastructure, mobile handset, data network and circuit switching/packet switching multi-service networks,,Starting,First office in China in 1985, f

11、irst JV in China in 1992,,Employees,100,000 staff in 140 countries,Over 4,000 employees in China,24 offices, 10 JVs and 4 WOFEs,,History,1985: First Ericsson office in Beijing,1987: First mobile network launched Qinhuang island,1989: Set up offices in Guangzhou and Shanghai,1992: Started JVs in

12、 China for mobile infrastructure and handset,1994: Established Ericsson China Limited,1995: China became Ericsson's third largest market in the world,1996: China became Ericsson's s second largest market in the world,1997: Established R&D center in Shanghai and Ericsson China institute,1998: Ch

13、ina became Ericsson's largest market in the world, established Chongqing Ericsson technology,1999: Established Ericsson consulting in Shanghai and mobile multi-media lab in Zhonguancun,2000: First to complete WCDMA test in China,Background,5,,SAMSUNG010605BJ-kickoff2,STRATEGY,,,,,,,,,,,,,,1.,Back

14、ground information,Location,Registered capital,Managementteam,Equitystructure,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),Orga

15、nization 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,6,,,ERICSSON AIMS TO SECURE ITS LEADERSHIP POSITION IN NETWORK EQUIPMENT AND MAY BECOME

16、A NICHE PLAYER IN MOBILE HANDSET,Product,Maintain foothold in the low end mobile handset market through JV with Nanjing Panda,Develop 3G technology (WCDMA) for mobile communication by collaborating with MII and DoCoMo, and apply leading technology to products,Secure its leadership position in networ

17、k equipment rather than becoming the best-selling brand for mobile handsets,Value delivery system,R&D localization through collaboration with Chinese government and universities,Further expand local production capacity,Centralize marketing functions under Ericsson China,Distribute though 5 first-tie

18、r resellers including PTAC and PTIC,Builds consumer website for Ericsson handset users,,Vision,To innovate in mobile network and internet convergence and to lead in the era of mobile internet,Strategy,Source:,Ericsson press release, Dresdner Kleinwort,,McKinsey analysis,7,,SAMSUNG010605BJ-kickoff2,E

19、RICSSON’s MARKET SHARE IS DECREASING OVER THE PAST FEW YEARS,Monthly market share development,(Percent of market in units sold),98,99,Jan ‘00,Dec ‘00,Nokia,Motorola,Siemens,Ericsson,Source: Retail Audit,Source: IDC, McKinsey Analysis,8,,SAMSUNG010605BJ-kickoff2,ERICSSON IS NOW NUMBER FOUR IN SALES V

20、OLUME AND NUMBER FIVE IN REVENUE IN THE MOBILE HANDSET MARKET,Others,Siemens,Ericsson,Motorola,1999,2001,2000,Samsung,Nokia,Breakdown of sales by brand each year,Percent,Source: GfK, IDC, McKinsey analysis,Others,Siemens,Ericsson,Motorola,1999,2001,2000,Samsung,Nokia,Breakdown of units sold by brand

21、 each year,Percent,9,,SAMSUNG010605BJ-kickoff2,PRODUCT/MARKET,,,,,,,,,,,,,,1.,Background information,Location,Registered capital,Managementteam,Equitystructure,Starting year,Number of employees,Era analysis,4.,Value chain strategy,5.,Organization and ownership,6.,Financial performance,Focus on,M

22、arketing, 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,10,,Er

23、icssonclaimstobetheonlytotalsolutionproviderinmobilecommunicationwhooffersafullrangeof2Gand3Gstandards.Tosecureitsleadershippositioninmobileinfrastructure,Ericssonmaybecomeanichemarketplayerinmobilehandsets,,Ericssonisatechnologyleaderinmobilecommunication,whichisreflectedinitsearlyreleasesofWAP,GPR

24、Sandbluetoothhandsetsand3Gnetworks,,Ericssongivesupthehigh-endmarketinmobilehandsettofocusonlow-end.Itisrelativelystrongin1,st,tiercities,andtheNorthandEastChina,,,KEYMESSAGES-PRODUCT/MARKET,11,,ERICSSONOFFERSTOTALSOLUTIONSINMOBILECOMMUNICATIONWITHMOREEMPHASISONMOBILEINFRASTRUCTURE,Products,Nowandfu

25、ture,Ericssonmobilehandset,Ericssonproductofferings,Ericssonnetwork,FirstWAPhandsetintheworld(MC218),R320scWAPhandsetwithChineseinterface,A2638scforyoungandsuccessful,T29scformobileprofessional,R380scforbusinesselite,T20sc,A2618scforyoungandfashionable,GSMandUMTSmobileinfrastructureincludingGSM,DCS1

26、800,CDMAandWCDMA,Datanetwork,e.g.AXD301ATMswitchAXI540IProuter,andIPphone,FirstGPRShandsetandfirstbluetoothhandset(T36),FirsttoprovideGSM1800/1900networkssimultaneously,LeaderinWAP,LeaderinGPRS,Totalsolutionsin3GbasedonWCDMA,CDMA2000andEDGE,,,Source:,Ericssonpressrelease,12,SAMSUNG010605BJ-kickoff2,

27、ERICSSONMAINTAINSFOOTHOLDINTHELOWENDMARKET,High(>RMB3,500),Source:Sino-MR(Jan2001,–,–Feb2001),CCID,Breakdownofunitsoldbybrandforeachpricepoint,Percent,High-mid(RMB2,500-3,500),Mid(RMB2,000-2,500),Mid-Low(RMB1,500-2,000),Low(

28、oftotal,26%,43%,7,13,SAMSUNG010605BJ-kickoff2,Tier1,Tier2,Tier3,Tier4,Nokia,Motorola,Others,ERICSSONMATCHESSIEMENSINTHE1,st,TIERCITYMARKET,Percentmarketshare,2000,Ericsson,Siemens,18%,19%,23%,40%,Tiersizeas%oftotal,100%=,Millionunits,,6.7,7.0,8.5,14.8,Source:McKinseyAnalysis,14,SAMSUNG010605BJ-kicko

29、ff2,ERICSSONISRELATIVELYSTRONGINNORTHANDEAST,Marketsharebybrandspergeographicarea,2001,Percent,Marketsharebygeographicarea,Percent,East,Siemens,Ericsson,Samsung,Others,Nokia,Motorola,West,North,North-east,South,,30,,13,,15,,13,,11,Central,,18,Source:GfK,McKinseyAnalysis,15,SAMSUNG010605BJ-kickoff2,V

30、ALUECHAINSTRATEGY,,,,,,,,,,,,,,1.,Backgroundinformation,Location,Registeredcapital,Managementteam,Equitystructure,Startingyear,Numberofemployees,Eraanalysis,4.,Valuechainstrategy,5.,Organizationandownership,6.,Financialperformance,Focuson,Marketing,advertisingandpromotion,Distribution(channelandsale

31、sforce),Organizationstructure,Ownershipstructure,Sales,Profit,2.,Strategy,3.,Product/market,Mission,Vision,Corporate strategy,Market position,Keyproductofferings,Keycustomers,Value proposition,Geographic focus,Pricing,16,,Forcoreproducts such as mobileorfixed line infrastructure, Ericssonhascentrali

32、zedthesales forcestoprovide,“,“oneface” to customers;forsmallerproducts such as mobilehandsets, Ericssonsells through JVs and distributors,,Ericssonuses PTAC,PTIC, Stellar, 508,andtheUnited Firstasits5 first-tierresellers.Insufficientsupportprovided byresellers limittheabilityofitsdealer and channel

33、sto provide pre-andafter-salessupportto customers, whichgreatlyafftectEricsson,’,’s positionin the Chinamarket,,,,,KEYMESSAGES- VALUECHAIN STRATEGY,17,,ERICSSONPRESENTS "ONE FACE"TOCUSTOMERS BYCENTRALIZING CORE PRODUCT SALESTHROUGHITSOWNSALES FORCE,R&D,Manufacturing,Marketing,Sales,Service,Network,M

34、obile infra-structure,,ShanghaiR&Dcentre,,NanjingEricsson,,BeijingEricssonTelecomSystem,,EricssonChina,,EricssonChina,,Dalian Ericsson,,Guangdong,Terminal,Mobilehandset,,,BeijingEricssonMobileTelecom,,ShanghaiEricsson,,EricssonChina,,Distributors/dealers,,Rationale,Ericsson's routetomarket is base

35、donproductcharacteristics,Coreproducts are sold through the Ericssonsales force,Smallerproductsare sold through JVs and distributors,Electronic compo-,nents,,Wired-line,,Distributors/dealers,Source:,Ericssonpress release,,interviews,McKinseyanalysis,,Chongqing Ericsson Technology,,NanjiingEricsson M

36、obileTerminal,,Heilongjiang,,BeijingEricsson,18,,ERICSSONISSTRONG AT TECHNOLOGYANDMARKETING,BUTRELATIVELY WEAKAT MANUFACTURINGANDSERVICEINMOBILE HANDSET,Technology leader inGSM,GPRS and 3G,First toreleaseWAP, GPRS,bluetooth handsets,Expandedlocal manufacturingwith 2JVs devoted to mobilehandsets,Cent

37、ralizedpurchasing and supply,R&D,Manufac-turing and supply chain,Marketing and branding,Sales and distribution,Service,Centralizedmarketing functionsto promote strong and consistentbrand image,Goodrelationship with resellerssuch asPTAC and PTIC,Strengths,Lackofbig-hittingnewmodels,Productdevelopment

38、notmeetingmarket demand inChina,Manufacturing with uncompetitivecost structure,Local productioncapacity insufficient comparedwithMotorola, NokiaandSiemens,Insufficientsupportprovided bytheresellers limittheabilityofitsdealersandchannelstoprovidepre-andafter-salessupport,Levels for improve-ment,Sourc

39、e:,Ericssonpress release,,IDC,McKinsey analysis,19,SAMSUNG010605BJ-kickoff2,ERICSSONDISTRIBUTESTHROUGHFIVE FIRST-TIERRESELLERS,Source:IDC,,Rationales,,Ericssonuses PTAC,PTIC, Stellar, 508,andtheUnited Firstasits5 first-tierresellers.,Since thereis ahuge pricegapbetweenofficialandparallel imports, th

40、e unitsales ofEricsson handset inChina through officialchannelswasaffected resultingin downwardpressureonhandsetprices.,Insufficientsupportprovided byresellers limittheabilityofitsdealer and channelsto provide pre-andafter-salessupportto customers, whichgreatlyafftectEricsson,’,’s positionin the Chi

41、namarket,,EricssonChannelStructure,Being amajor mobilenetworkequipment vendor, Ericssonmaintains good relationshipwithgovernmentbodies and distributes through PTAC,PTIC and localtelecomoperators,,Vendor,PTAC, PTIC,etc.,Consumers,Local telecom operators,Retailers/retailchain stores,20,,ORGANIZATIONAN

42、DOWNERSHIP,,,,,,,,,,,,,,1.,Background information,Location,Registeredcapital,Managementteam,Equitystructure,Startingyear,Number of employees,Eraanalysis,4.,Value chainstrategy,5.,Organizationandownership,6.,Financial performance,Focus on,Marketing,advertisingandpromotion,Distribution(channel and

43、 salesforce),Organizationstructure,Ownership structure,Sales,Profit,2.,Strategy,3.,Product/market,Mission,Vision,Corporate strategy,Market position,Keyproductofferings,Keycustomers,Value proposition,Geographic focus,Pricing,21,,Ericssonhas10JVsand4 WOFEsin China, amongwhich Beijing Ericsson Mobile a

44、nd Nanjing Ericsson Mobile Terminal are devoted to mobilehandsets. Ericssonbelievesthat localization is key.,,Ericssonuses jointventurepartnerstoenter the market, and established holding company in1994 tobettermanage localoperations,,Ericssonuses its own salesforce tosell core productsanddeliverscoo

45、rdination tocompetein,“,“solution” sales,,,,,KEYMESSAGES- ORGANIZATIONANDOWNERSHIP,22,,,Service,,ERICSSONCHINA HAS CENTRALIZED MANYCOMMON FUNCTIONSFROM JVs,EricssonChina Ltd.,,Nanjing Ericsson,,Nanjing Ericsson mobile terminal,,Beijing Ericsson mobile,,Guangdong Ericsson,,Chongqing Ericsson technolo

46、gy,,Marketing and branding,,Purchasing and supply,,Manufac-turing,,Sales,,Manufac-turing,,Sales,,R&D,,Manufac-turing,,Sales,,Service,,Marke-ting,,Sales,,Service,,,,,,Mobile infrastructure,Mobile handset,Mobile handset,Mobile basestation,Mobile infrastructure,Mobile infrastructure,Source:,Ericssonpre

47、ss release,23,SAMSUNG010605BJ-kickoff2,ERICSSONHAS10JVsAND4 WOFEsIN CHINA, AMONGWHICH 2JVsAREDEVOTEDTO MOBILE HANDSETS,,Source:Ericsson pressreleases; literaturesearch;interviews,,EricssonChina Ltd.,(HoldingCo.) 1994,Esta-blished year,,Beijing Ericsson,,BeijingEricsson Mobile,,Shang-hai Ericsson,

48、,Helong-jiang Ericsson,,Nanjing Ericsson Mobile Terminal,,Guang-dong Ericsson,,Nanjing Ericsson,,Wuhan Yangtze Ericsson,,Chong-qing Ericsson Telecom,,Chong-qing Ericsson Tech.,,EricssonR&DcenterShanghai,,EricssonConsult-ingShanghai,,Dalian Ericsson,1994,1995,1997,1995,1992,1997,1998,1998,1997,1999,P

49、roductoffering,PBXMD 110,Mobilehandset,Mobilebasestation,Elec-troniccompo-nents,Tele-com equip-ment service,Mobile hand-set,Mobile infra-structure services,GSM900/1800 AXE 10,SDHtrans-mission systems,Digitalmicro-wave,Mobile system market-ingsales and service,Soft-ware applica-tion,Consul-tings

50、erviceforwire-less and fixedlineopera-tors,Tech-nical service,55%with Beijing CableTelecom,49%withPTIC, Beijing Telecom Com-ponents,,BeijingTelecomEquipment, Yun Shing,80%withShanghai Simtek,56%withGDPTAGuang-dongMach-ineryImportand Export,55%withNanjingRadio Factory,HK Yun Shing,47.5% with WRI,L

51、ongxingInvest-mentChang-qingSouth-west Wirelesstelecom,100%,100%,100%,65%withNanjingPanda,24,SAMSUNG010605BJ-kickoff2,ERICSSONUSES JVPARTNERS TOENTER THE MARKET AND ITS OWN SALESFORCE TOSELL CORE PRODUCTS,,,,,Influence,Ericssoncorporate focused on top totoprelations,Joint venture partners helpto gai

52、nlocal customer access,Partnershipstructure &role,,EricssonChina(10joint ventures and 4WFOEs),Holdingcompanyaimstocoordinate all activities inChina,WFOEforsoftware R&D inChina,Limitedtechnology transferto China,–,– heavily import dependent,Servicejoint ventures are costcenters,Route tomarket,,,Erics

53、son,’,’s salesforce (based intheholdingcompany) sellscoreproducts (switchingandtransmission),Joint venture salesforce sellssmall and standaloneproducts,Wirelessproducts sold through distributors,Keymessages,Usesjoint venture partnersto enterthemarket,then established holding company in1994 tobetterm

54、anage localoperations,Useits better-trained ownsalesforcetosell coreproducts; delivers coordinationtocompete in “solution”sales,Believesthat localizationiskey; established speciallymonitoredcareer track forpromisingChinesemanagerstoenhance retention,,25,,FINANCIALPERFORMANCE,,,,,,,,,,,,,,1.,Backgrou

55、nd information,Location,Registeredcapital,Managementteam,Equitystructure,Startingyear,Numberofemployees,Eraanalysis,4.,Valuechainstrategy,5.,Organizationand ownership,6.,Financialperformance,Focuson,Marketing,advertisingandpromotion,Distribution(channelandsalesforce),Organizationstructure,Ownership

56、structure,Sales,Profit,2.,Strategy,3.,Product/market,Mission,Vision,Corporatestrategy,Marketposition,Keyproductofferings,Keycustomers,Valueproposition,Geographic focus,Pricing,26,,AlthoughEricsson’s consumer products,i.e. mobilehandsetsgrew in revenueby28% in 2000, theprofitwas negative at SEK,–,–16

57、billion.The operatingprofitmargin formobilehandsetis,–,–29% globally in 2000,,Ericsson’s networkproductsgrewinrevenue by 29%in2000,andinprofit by 65%.The operatingprofitmargin fornetwork productis17% globally in 2000,,Tomaintainitsleadershippositioninnetwork products,Ericssonmaybecome anichemarket p

58、layerinmobilehandsets,KEYMESSAGES-FINANCIALPERFORMANCE,27,,ERICSSONSAWNEGATIVEPROFIT FORITSMOBILE HANDSETS IN 2000,SEKbillions,Revenuesglobally,1999,2000,Network operatorsservice providers,Consumer*products,Enterprise solutions,Others,1999,2000,Consumer*products,Network operatorsservice providers,Enterprise solutions,Others,20,19,,215,274,,,CAGR=27%,,CAGR=- 5%,Operatingprofit globally,*,Consumerproductsaremainly mobilehandsets,Source:Ericssonpressreleases,28,SAMSUNG010605BJ-kickoff2,