Mobile Handset Competitor Analysis: Nokia(ppt)
Mobile Handset Competitor Analysis: Nokia
SAMSUNG ELECTRONICS CHINA (SEC China)
OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK
KEY ISSUES TO PROBE - NOKIA
BACKGROUND INFORMATION
NOKIA IS RELATIVELY A LATE-COMER TO CHINA; HOWEVER IT HAS GROWN RAPIDLY TO BECOME A MARKET LEADER IN MOBILE COMMUNICATION
STRATEGY
NOKIA POSITIONS ITSELF AS A LEADING PRODUCT AND SYSTEM SUPPLIER IN THE FAST GROWING MOBILE COMMUNICATION INDUSTRY
NOKIA HAS CAUGHT UP WITH MOTOROLA AS MARKET LEADERS IN MOBILE HANDSETS SINCE 1999
UNLIKE ITS COMPETITORS, NOKIA’S MARKET SHARE IS THE SAME AMONGST NEW AND REPURCHASE BUYERS
AMONG REPURCHASERS, NOKIA’S CHURN RATE IS HIGH, BUT AT PAR WITH MOTOROLA
PRODUCT/MARKET
KEY MESSAGES - PRODUCT/MARKET
MOBILE HANDSET IS NOKIA's BIGGEST PRODUCT OFFERING AND ITS ESSENTIAL PART OF TOTAL SOLUTIONS IN MOBILE COMMUNICATION
NOKIA EMPHASIZES ON CONSUMER-ORIENTED DESIGNS AND FUNCTIONS
WITHIN CHINA, NOKIA's FASHION PHONES PERFORM BETTER IN SOUTH CHINA AND LARGE CITIES
NOKIA IS RELATIVELY WEAK IN THE IMPORTANT 4TH TIER CITY MARKET
AND THIS WEAKNESS IN 4TH TIER CITIES SPANS MOST PROVINCES
VALUE CHAIN STRATEGY
KEY MESSAGES - VALUE CHAIN STRATEGY
NOKIA IS STRONG AT MARKETING, SALES AND SERVICE, BUT WEAK AT TECHNOLOGY
NOKIA HAS REPUTATION GAP AS TECHNOLOGY LEADER, AND TARGET DIFFERENT CUSTOMER SEGMENTS FROM MOTOROLA
NOKIA DISTRIBUTES THROUGH SIX FIRST-TIER RESELLERS AND DEVELOPS EXCLUSIVE SPECIALIST SHOPS
ORGANIZATION AND OWNERSHIP
KEY MESSAGES - ORGANIZATION AND OWNERSHIP
NOKIA HAS 7 JVs AND 1 WOFE IN CHINA, AMONG WHICH 2 JVs ARE DEVOTED TO MOBILE HANDSETS
NOKIA's ORGANIZATION IS MAINLY PRODUCT FOCUSED WITH A NARROW PRODUCT PORTFOLIO AND COORDINATED SALES AND MARKETING
FINANCIAL PERFORMANCE
KEY MESSAGES - FINANCIAL PERFORMANCE
NOKIA SEES 30% GROWTH IN SALES AND OPERATING PROFIT WHERE MOBILE HANDSETS CONTRIBUTE MORE THAN 50%

Mobile Handset Competitor Analysis: Nokia(ppt)