SAMSUNG010605BJ-kickoff2CONFIDENTIALMobileHandsetCompetitorAnalysis:NokiaSAMSUNGELECTRONICSCHINA(SECChina)August20,2001Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.SAMSUNG010605BJ-kickoff22OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.Backgroundinformation•Location•Registeredcapital•Managementteam•Equitystructure•Startingyear•Numberofemployees•Eraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocuson•Marketing,advertisingandpromotion•Distribution(channelandsalesforce)•Organizationstructure•Ownershipstructure•Sales•Profit2.Strategy3.Product/market•Mission•Vision•Corporatestrategy•Marketposition•Keyproductofferings•Keycustomers•Valueproposition•Geographicfocus•PricingSAMSUNG010605BJ-kickoff23KEYISSUESTOPROBE-NOKIAStrategyProduct/marketValuechainstrategyOrganization&ownershipFinancialperformance•HowdoesNokiapositionitselfnowandin2005?•WhatareNokia’sproductandvaluedeliverysystemstrategiesthatdifferentiateitselffromitscompetitors?•Howdoesitscurrentmarketpositionhelpachieveitsgoal?•WhatisNokia’skeyproductofferingsandhowdoesNokiadifferentiateitsproductsfromitscompetitors’?•WhatcustomersegmentsisNokiatargetingat?•InwhichgeographicareasisNokiastrongorweak?•HowdoesNokia’sproductdevelopmentmeetcustomerrequirement?•HowdoNokia’sdistributionchannelsdifferfromitscompetitors’?•WhydoesNokialaunchexclusivespecialistshops?•HowdoesNokiaprovidecustomerservices?•HowmuchdoesNokiainvestinJVsandWOFEsinChina,andwhatarethemaindrivers?•HowdoesNokiaorganizetoenabletheJVsandWOFEstoworktogether?•HowstrongisNokia’sperformanceandwhatarethemajorcontributors?•WhatisNokia’sperformancetrend?SAMSUNG010605BJ-kickoff24BACKGROUNDINFORMATION1.Backgroundinformation•Location•Registeredcapital•Managementteam...
