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某咨詢標桿企業分析（英文版）OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.BackgroundinformationLocationRegistered
capitalManagement
teamEquity
structureStartingyearNumberof
employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing2BACKGROUNDINFORMATION1.BackgroundinformationLocationRegistered
capitalManagement
teamEquity
structureStartingyearNumberof
employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing3MOTOROLAHASHIGHASPIRATIONSFORITSCHINABUSINESSTargetingsalesofUS$10billioninChinaby2002/2003FocusingproductionoperationsinChina,asproductionthereisabout15-20%cheaperthaninSingaporeand30-40%cheaperthaninEuropeSource:Analystreports4MOTOROLA’SCHINABUSINESSSPANSSIXPRODUCTCATEGORIESMotorolaChinaMobilehandsetsNetworkequipmentPagersTwo-wayradiosSemi-conductorsAutoelectronicsandaccessoriesMobilenetworkequipmentFixedlinenetworkequipmentWirelesscommunicationsSource:MotorolawebsiteSetuprepresentativeofficein1987Operationsinclude:1holdingcompany1WOFE8jointventures26subsidiaries12,000employeesUS$3.4billiontotalinvestmenttodate5STRATEGY1.BackgroundinformationLocationRegistered
capitalManagement
teamEquity
structureStartingyearNumberof
employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing6PRODUCT/MARKET1.BackgroundinformationLocationRegistered
capitalManagement
teamEquity
structureStartingyearNumberof
employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing7Motorolahasenteredthelow-endofthemobilehandsetmarketsince1999.Itsproductsaremorefunction-drivencomparedwithNokia’sproducts,whicharemorefashion-drivenMotorolatakesmorethan50%oftheshareinthehigh-endandhigh-mid-endofthemobilehandsetmarket,andmorethan20%oftheshareinthelow-endandmid-low-end.Itslow-endhandsetsrepresentmorethen50%ofitsproductofferingsMotorola’smarketshareisrelativelyconsistentacrosstier-citiesandgeographies,takingapproximately30%everywhereKEYMESSAGES-PRODUCT/MARKET8MOTOROLAHASRECENTLYFOCUSEDONBUILDINGOUTITSLOW-ENDPRODUCTPORTFOLIOProductpositioningDec2000Business/professionalPersonalProductpositioningJun2000V8088(1.6%)Business/professionalPersonalV998(5.6%)LF2000(2.9%)LF2000(4%)368C(3.1%)338C(0.6%)T2688(4.8%)CD928(1.1%)V2188(3.8%)V2088(2.0%)A6188(1.4%)V8088(3.9%)V998++(7.0%)P7689(1.8%)L2000(2.2%)LF2000(1.7%)368C(2.3%)T2688(6.2%)V2188(1.3%)V2088(1.0%)366C(0.5%)T2288(0.3%)T360(0.3%)HighHigh-
mediumMedium-
lowLowHighHigh-
mediumMedium-
lowLowSource:Interviews,McKinseyanalysis9
Source: GFK,Sino-MRMOTOROLAHASHIGHERSHARESINCHINAINFASHIONANDBUSINESSSEGMENTSNokiaMotorolaModels2000ChinaTaiwanHongKongIndonesiaSingaporeFlagship8850A6188Fashion-High8210,8250V8088,V998+Fashion-Low3310T360,T2988,T2688Basic3210,5110V2088/2188,V2288,StarTac,CD928/938Business-low6150L2000SeriesBusiness-High6210,7110P7689Total:10MOTOROLAHASDRIVENSALESINCREASESPARTICULARLYINTHELOW-ENDPRODUCTSMid-low(RMB1500-2500)High-mid(RMB2500-3500)High(>RMB3500)December2000April2001ProductmixPercentofunitsMarketsharebypricepointPercentLow(<RMB1500)Dec2000-April2001Mid-low(RMB1500-2000)High-mid(RMB2500-3500)High(>RMB3500)Low(<RMB1500)Source:Interviews,Sino-MR(Dec2000-April2001),McKinseyanalysisMid(RMB2000-2500)11MOTOROLA’SMARKETSHAREISRELATIVELYCONSISTENTACROSSTIERCITIESANDGEOGRAPHIESMarketsharebytiercitiesPercentMarketsharebygeographicareasPercentNorthWestNortheastCentralTier1Tier2Tier32000April2001SouthEastSource:Sino-MR,GfKDec2000-April200112VALUECHAINSTRATEGY1.BackgroundinformationLocationRegistered
capitalManagement
teamEquity
structureStartingyearNumberof
employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing13MOTOROLA’SVALUECHAINHASEVOLVEDOVERTHEPASTTHREEYEARSFrom...(1997)To...(2000/2001)ManufacturingSalesandmarketingDistributionProductioncapacityinTianjin(1.5million)andHangzhou(200,000)StrongbrandawarenessMarketshare34%50%reimportviaHongKongStrongnationwidetiereddealernetwork(10-15tierAdealers)CloserelationswithPTT’sExpandingproductioncapacityatTianjinto18millionunits,andatHangzhouto8millionunitsStrongestbrandawarenessinChinaDevelopedneeds-basedcustomersegmentationMarketshare30%50%reimportviaHongKongNumberofdealerslimitedto9;sharedexclusivitybyproductKeptstrongretailsupport(doubledmarketingandsalesstaffsince‘97)Source:Interviews,McKinseyanalysis14MOTOROLA’SKEYSTRENGTHSLIESINADVANCEDTECHNOLOGY,COMMITTEDPROMOTION,WIDEDISTRIBUTIONNETWORKSANDQUALITYAFTER-SALESSERVICES
Source: IDC2000KeystrengthsRecentdevelopmentCommittedhandsetpromotionSpeedyroll-outofnewreleasesStrongbrandrecognitionPaysmoreattentiontomarketneedsContinuestopromotemodelswithfreegiftsSalesandmarketingHasninefirst-tierresellers,thelargestnumberamongvendorsPricecompetitionamongresellersiseliminatedCaneffectivelymanagetheproductionvolumewithclosetrackingofordersfromthechannelsBestvendoronchannelsupportinpromotion,advertisement,servicecentersandfundingAltereditsstrategyin2000toemploytwoauthorizedresellerfromeverymodelDistributionProvisionofqualityafter-salesservicesSetsupInternet-basedconsumerclubandplanstodoubleservicestationsin2001After-salesservicesAdvancedtechnologyHighlylocalizedproducts-stronglocalR&D(800engineers,18researchcenters,investment13b.RMB)Highrateofnewproductintroduction(9newproductsin2000)Readyfor3GProductdevelopment15MOTOROLADISTRIBUTESEXCLUSIVELYTHROUGHNINEFIRST-TIERRESELLERSSource:IDCRationalesMotorolaemploysPTAC,CellStart,Heguang,Eastcom,SunYin,Sinya,NorthTelecom,Hengxin,andForteasits9first-tierresellers.HistoricallyassignedoneMotorolamodeltoeachresellerEliminatespricecompetitionEnablesMotorolatoeffectivelymanageproductionvolumewithordertrackingRecentlyshiftstrategytohave2authorizedresellersforeverymodelinordertoimprovepromotionsandaccesstocustomersMotorolaisthebestvendoronchannelsupportaspromotionandadvertisementisprovided.Italsohelpsresellerstosetupservicecenterstohandlerepairandmaintenanceservices.AstheleadingvendorinChina,Motorola’schannelstrategyisofcontinuedimportanceMotorolaChannelStructureMotorola’swell-builtdistributionnetworkplaysanimportantroleinitssuccessinChinaToomanytiersofresellersbecomeadisadvantagetoMotorola’schannelefficiencyVendor1st-tierresellers2nd-tierresellersRetailers/retailchainstoresConsumers100%21%64%3%85%12%76%16ORGANIZATIONANDOWNERSHIP1.BackgroundinformationLocationRegistered
capitalManagement
teamEquity
structureStartingyearNumberof
employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing17Motorolahas8JVs,1WOFEand1holdingcompanyinChina,amongwhichHangzhouEastcomCellularPhone(8millionunitsproductioncapacity)andMotorolaTianjin(MCEL,18millionunitscapacity)aredevotedtomobilehandsetsMotorolaismainlyorganizedalongproductlines,however,itsWOFEinTianjinhasbeenreorganizedtobemorecustomerfocused.MotorolaTianjinisdividedinto4sectors,i.e.PersonalCommunicationforconsumers,Commercial,GovernmentandIndustrialSolutionsforcorporateandgovernment,GlobalTelecommunicationSolutionsfortelecomoperators,andIntegratedElectronicSystemsforassemblersKEYMESSAGES-ORGANIZATIONANDOWNERSHIP18MOTOROLAISORGANIZEDALONGPRODUCTLINES,HOWEVERITSWOFEINTIANJINHASBEENREGORGANIZEDTOBEMORECUSTOMERFOCUSEDR&D
Hang
Zhou/ShanghaiManu-
facturingSalesServicesManu-
facturingSalesServicesMotorola
ChinaPersonalcommunicationCommercial,government
andindustrialsolutionsGlobalTele-communicationsolutionsIntegratedElectronicsSystemsAsiatele-communicationproductmanufacturingsite(planned)R&DManu-facturingR&DManu-facturingSalesR&DManu-facturingSalesR&DManu-facturingMobilehandset*pager*In2001,18millionunitscapacityGSM,CDMAMobilenetworkandhandsetsGSM,CDMAMobilenetworkMobilehandsets**In2001,
5millionunitsproduction8mi
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