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CONFIDENTIALThisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.August20,2001MobileHandsetCompetitorProfile:MotorolaSAMSUNGELECTRONICSCHINA(SECChina)OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing2010417SHELM038JL_RAJv5iBACKGROUNDINFORMATION1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing3010417SHELM038JL_RAJv5iMOTOROLAHASHIGHASPIRATIONSFORITSCHINABUSINESSTargetingsalesofUS$10billioninChinaby2002/2003FocusingproductionoperationsinChina,asproductionthereisabout15-20%cheaperthaninSingaporeand30-40%cheaperthaninEuropeSource:Analystreports4010417SHELM038JL_RAJv5iMOTOROLA’SCHINABUSINESSSPANSSIXPRODUCTCATEGORIESMotorolaChinaMobilehandsetsNetworkequipmentPagersTwo-wayradiosSemi-conductorsAutoelectronicsandaccessoriesMobilenetworkequipmentFixedlinenetworkequipmentWirelesscommunicationsSource:MotorolawebsiteSetuprepresentativeofficein1987Operationsinclude:1holdingcompany1WOFE8jointventures26subsidiaries12,000employeesUS$3.4billiontotalinvestmenttodate5010417SHELM038JL_RAJv5iSTRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing6010417SHELM038JL_RAJv5iMOTOROLA’SHANDSETSTRATEGYCOMBINESANATTRACTIVEPRODUCTRANGEWITHSUPERBVALUECHAINMANAGEMENTDevelopedawideproductrangewhichcoversallkeypricepointsandoffersawiderangeoffunctionalityInvestedheavilyinproductlocalizationthroughChina-basedR&DteamExpandedlocalmanufacturinginordertoreducecostsandimprovetime-to-marketCloselymanagedfirst-tiergroupofnineresellersinordertominimizepricecompetitionandfacilitateordertrackingCommittedhandsetpromotionSpeedyroll-outofnewreleasesProvisionofhigh-qualityafter-salesservicesAdvancedtechnologyProductrangeValuechainCorecompetencies7010417SHELM038JL_RAJv5iPRODUCT/MARKET1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing8010417SHELM038JL_RAJv5iMotorolahasenteredthelow-endofthemobilehandsetmarketsince1999.Itsproductsaremorefunction-drivencomparedwithNokia’sproducts,whicharemorefashion-drivenMotorolatakesmorethan50%oftheshareinthehigh-endandhigh-mid-endofthemobilehandsetmarket,andmorethan20%oftheshareinthelow-endandmid-low-end.Itslow-endhandsetsrepresentmorethen50%ofitsproductofferingsMotorola’smarketshareisrelativelyconsistentacrosstier-citiesandgeographies,takingapproximately30%everywhereKEYMESSAGES-PRODUCT/MARKET9010417SHELM038JL_RAJv5iMO呀TO亞RO月LA攝H查AS襲R偶EC纖EN蹈TL爭Y曲FO到CU婆SE諒D狹ON果B站UI雞LD籮IN笛G夫OU趨T意IT特S證LO嚴W-芳EN外D店PR際OD吊UC猶T樂PO援RT再FO辰LI越OPr褲od晝uc協(xié)t功po頸si叨ti消on巾in茂g虹De日c磁20蒼00Bu達si煌ne鎖ss科/p躲ro舅fe坐ss兵io機na么lPe持rs毯on杜alPr丑od然uc詢t存po晨si利ti牛on耐in稀g懂Ju嘆n減20粘00V8輕08邁8湯(1霧.6床%)Bu隆si娛ne筍ss劑/p庸ro嗎fe虧ss以io刊na櫻lPe迫rs治on尺alV9根98禾(銜5.鼠6%幅)LF掠20覺00傲(船2.診9%頭)LF扁20轟00惰(浴4%亡)36飽8C麥(爸3.夸1%刑)33灶8C撈(柱0.滿6%由)T2停68宋8歌(4紅.8剪%)CD遲92時8袋(1謙.1桂%)V2籠18笑8年(3諸.8咳%)V2松08遍8頭(2籃.0末%)A6麗18管8容(1裕.4踐%)V8仗08石8煎(3宇.9抹%)V9附98條++顯(穗7.怎0%讓)P7略68座9童(1虎.8圈%)L2歲00預0腎(2棚.2蓮%)LF惹20狹00逗(黎1.執(zhí)7%量)36悅8C色(搜2.漁3%腳)T2貢68孕8噸(6芒.2托%)V2夜18蓋8攔(1巖.3罵%)V2澇08洽8估(1勇.0弊%)36琴6C突(似0.率5%順)T2炊28樹8坊(0永.3丸%)T3嬸60忠(躲0.治3%罷)Hi舌ghHi訂gh董-絹me簽di征umMe浸di授um討-滅lo枝wLo拍wHi燦ghHi照gh鋤-李me密di約umMe董di過um差-視lo洪wLo哪wSo稻ur擱ce拐:各In優(yōu)te被rv尚ie狐ws虛,扁Mc像Ki杰ns芽ey閃a始na秀ly填si向s1001販04渾17煮SH宜EL辭M0路38董JL五_R恒AJ反v5魯iMO飾TO優(yōu)RO熟LA紀M筍OD兵EL減S皇AR靠E目MO螺RE盯F鄰UN賭CT扔IO菊N-值DR講IV和EN買T晝HA士N紐奉NO栗KI脆AFa設sh搖io途nBu蠻si真ne衰ssBa斤si養(yǎng)cFu階nCh挺an積ge扎ab騎leco沉ve移rSu伸b-替10紙0gVo朵ic浮e-參di碌alRe拾co肅rd轉in策gVi引br杠at朵io塔nTr竊i-愿ba拌ndWA鏟PBu慚il螞t-舌in駛m園od贈emIR釣-p凱or壯tCh陷in騾es州e訊in過pu恨tLi雕-I舞on寶b孤at士te既rySM舒S拿me戒ss我ag擔in撿gGa災me尤sCo乒mp遲os遠ab朵le/起do鉗wn疤lo某ad您ab定leri舉ng袋er絕t饒on挑e82亮1062聞10P7齒68椅9V9界98摔++L2智00筐0W鏈WWFa揮sh警io牙nCl停as卻si配cPr值ic莫e踏in晚C罩hi桃na止(潮RM有B)26益5228池7823閘6918劇0014遺52Eq承ui津va共le辱nt婦f晌ea離tu焦re茫s,No雕ki搞amo首re厲f即un擺/f蹤蝶as周hi臟on啞v訊s.栗M吧ot下or芳ol鐘a展mo寫re衡f探un侍ct盾io賢nsMo慕to爺ro野l(fā)a雪o納ff劇er如s湊lo稍we潤r雄pr汗ic貞e侄mo述de國ls賽w福it寶h物si扁mi弄la滴r拾fe批at烤ur梢es太,圈tr廟i-幟ba網nd號a島nd局W添AP*敗No宋v.漲2核00塑0跪pr時ic地eKe羨y墊di亡ff勁er壯en打ce仗s1101槐04眾17壤SH貼EL坦M0弦38四JL碑_R贏AJ奧v5散iSo攤ur慮ce驗:房誠GF濕K,擇S嘆in禮o-嫩MRMO經TO綢RO輩LA醋H干AS恥H局IG午HE椅R概SH波AR震ES閉I煩N里CH宿IN甘A老IN蹤蝶F亂AS襖HI驕ON處A岸ND映B盜US聲IN盟ES在S愧SE塵GM雙EN慢TSNo允ki飯aMo茶to葛ro能laMo然de侍ls20床00Ch遵in動aTa抖iw過anHo欄ng套K虛on翁gIn護do暴ne蹤蝶si恐aSi魔ng概ap饅or允eFl沃ag鏟sh照ip88激50A6屢18拾8Fa闊sh劑io媽n-言Hi宜gh82透10核,安82瓜50V8簡08街8,懲V9穗98唇+Fa唐sh附io備n-橫Lo辜w33五10T3嗽60窄,心T2圍98慎8,舟T便26雷88Ba廟si鈔c32稻10外,段51皇10V2鬼08棗8/況21丸88狹,理V2曬28橫8,St鏈ar僵Ta市c,袋CD鑰92渠8/姿93化8Bu聽si音ne違ss-l掏ow61吧50L2企00丹0當Se槐ri控esBu仔si捉ne唉ss騾-H樸ig賣h62遭10同,責71包10P7已68聞9To印ta位l:1201名04持17配SH飼EL涼M0斯38仿JL帶_R策AJ趙v5頓iMO卵TO唱RO窩LA仗H導AS保D葡RI棚VE餅N掀SA高LE禮S喊IN廊CR沒EA艘SE耍S佩PA站RT占IC悉UL墨AR雀LY拘I埋N反TH痕E袍LO正W-超EN醋D拴PR擊OD妙UC拘TSMi帥d-揮lo透w(R堆MB鼠15上00尸-2裙50半0)Hi嶼gh矮-m希id(R蹲MB江25燦00鍬-3艦50奮0)Hi率gh(>悄RM怖B視35僚00斃)De籍ce謹mb贊er米2禿00勒0Ap扶ri蜜l補20飼01Pr伙od來uc襖t頌mi糟xPe捷rc暫en叢t冠of籮u價ni微tsMa驚rk疑et寫s傍ha薦re取b帳y勿pr雅ic吵e宮po霸in封tPe租rc艇en棗tLo拼w考(<敗RM痛B1職50執(zhí)0)De朽c悄20膀00狂-A疾pr資il坐2念00魯1Mi負d-父lo烈w(R暈MB罰15擺00流-2禁00暗0)Hi極gh到-m扮id(R務MB牽25殼00寸-3凳50孝0)Hi疾gh(>漠RM炭B3遣50掠0)Lo提w夫(<掌RM溜B1翠50蛇0)So自ur踩ce妨:普In櫻te增rv飛ie害ws棄,則Si貧no量-M嫁R史(D婆ec吳2遙00瞎0攪-誕Ap今ri腔l敏20指01繁),斷M跪cK晴in濟se獨y恩an形al唯ys狹isMi魯d(R焰MB含20番00頌-2桿50葵0)1301良04孫17屢SH洗EL頑M0扶38蒸JL場_R翅AJ羊v5坡iMO希TO鏟RO跪LA似’S回M詞AR悠KE蜓T穿SH濁AR貿E息IS穴R洽EL姐AT炕IV晃EL腐Y屠CO紫NS胸IS養(yǎng)TE燈NT點A區(qū)CR壓OS貨S血TI妻ER捷C胡IT束IE孩S座AN予D斤GE范OG贊RA直PH掀IE理SMa裳rk愧et環(huán)s維ha場re叔b段y圈ti您er載c秋it砌ie絨sPe椒rc完en紙tMa僅rk多et脂s淹ha欣re壁b付y面ge序og雁ra錄ph狐ic稱a扁re幅asPe全rc檢en猴tNo逆rt評hWe徐stNo駱rt倒he周as鞠tCe客nt洋ra伸lTi換er失1Ti捏er煩2Ti農er托320艷00Ap按ri偉l蘿20渣01So盼ut驅hEa朗stSo壁ur異ce繭:撐Si纖no爬-M研R,Gf繳KDe烘c柜20任00蠅-A愁pr惠il奪2誦00繩11401謊04認17支SH繡EL幫M0烘38讓JL輕_R紐奉AJ口v5持iVA矛LU鞭E徑CH尿AI鮮N卻ST蟻RA緒TE繼GY1.Ba搞ck錄gr抵ou優(yōu)nd黃i評nf卻or星ma敵ti搜onLo辮ca膏ti療onRe丈gi蛋st宋er筆ed攜ca弱pi婆ta絹lMa虛na芬ge茶me乳nt機t幼ea竭mEq學ui籍ty悔s氣tr吩uc解tu診reSt闊ar模ti攻ng斧y桂ea碎rNu要mb捉er轉o熊f稿e掏mp診lo祖ye惜esEr泥a腳an喇al聰ys爐is4.Va洽lu器e源ch談ai繡n右st仍ra授te勾gy5.Or軋ga忽ni定za參ti樸on妥a菜nd卵o猴wn慣er趕sh績ip6.Fi障na燙nc趁ia待l臥pe勢rf差or嫌ma明nc疲eFo傳cu悲s肅onMa艘rk載et滑in戶g,跟ad腎ve合rt伏is俊in怨g滔an減d鋸p群ro哨mo濟ti劈燕onDi漠st嫁ri遲bu隊ti逃on帥(積ch升an尾ne標l底a乞nd疤s產al欄es清f中or押ce恥)Or丟ga獨ni姻za翻ti補on沸s暮tr殘uc墊tu貓reOw副ne疊rs融hi憶p皺st幼ru認ct吉ur曬eSa姿le釋sPr翼of噸it2.St漆ra串te消gy3.Pr傾od債uc棟t/御ma鄰rk靠etMi蜻ss芳io騰nVi輩si尊onCo姨rp籃or茄at故e掠st勝ra夢te魚gyMa夏rk騎et帶p酬os仙it貞io咽nKe滑y斯pr墨od程uc侵t浮of擱fe猛ri喜ng嚇sKe摸y魂cu厲st扯om芝er秘sVa己lu稠e隸pr括op度os頑it羊io六nGe等og剝ra渠ph短ic挺f啄oc替usPr盈ic蘋in介g1501久04檔17類SH坐EL共M0憤38耕JL患_R料AJ糠v5守iMo材to批ro疑la番’s歡v草al曲ue嗓d都el慘iv偵er丑y福sy吧st綢em喚s嬸tr脖at牙eg輸y足ha揭s森ev降ol穴ve織d心si織nc助e憤19脫97院.惹Pr周od踏uc妥t鴉de方ve葛lo丸pm悶en醉t燃ha桂s責be隙en郵m抗or厲e序cu堅st議om機er嚷o暢ri歪en艱te食d袋an喜d享ne鏟w病re庸le藝as街es這a度re證c貸at夾er距in增g馬fo逗r窮ne硬ed戲s奶by私d污if渡fe呢re稼nt黨c俯us陜to蔥me少r順se憤gm靠en枝ts乞.Lo磨ca錯li梅za木ti廚on樂o良f澤mo燒bi森le升h抄an刃ds演et猜m件an碗uf果ac涂tu救ri圖ng翅h驚as夢b包ee體n伐fu榜rt雷he票re下d華to梳a盼p則ro餓du狀ct藝io禽n注ca芳pa鮮ci丟ty娃o底f卵18追m桑il哈li候on士u俘ni秀ts說i園nTi棟an漆ji良nan淘d勵8摟mi倚l(wèi)l從io更n妹un蔥it可s跑inHa犯ng增zh貸ou.Wi催th蔥i崇nc獸re北as詞in漠g志in馬ve貝st深me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