某咨询标杆企业分析.pptx

CONFIDENTIAL;OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK;BACKGROUND INFORMATION;MOTOROLA HAS HIGH ASPIRATIONS FOR ITS CHINA BUSINESS;MOTOROLA’S CHINA BUSINESS SPANS SIX PRODUCT CATEGORIES;STRATEGY;MOTOROLA’S HANDSET STRATEGY COMBINES AN ATTRACTIVE PRODUCT RANGE WITH SUPERB VALUE CHAIN MANAGEMENT;PRODUCT/MARKET;Motorola has entered the low-end of the mobile handset market since 1999. Its products are more function-driven compared with Nokia’s products, which are more fashion-driven Motorola takes more than 50% of the share in the high-end and high-mid-end of the mobile handset market, and more than 20% of the share in the low-end and mid-low-end. Its low-end handsets represent more then 50% of its product offerings Motorola’s market share is relatively consistent across tier-cities and geographies, taking approximately 30% everywhere ;MOTOROLA HAS RECENTLY FOCUSED ON BUILDING OUT ITS LOW-END PRODUCT PORTFOLIO ;MOTOROLA MODELS ARE MORE FUNCTION-DRIVEN THAN NOKIA; Source: GFK, Sino-MR;MOTOROLA HAS DRIVEN SALES INCREASES PARTICULARLY IN THE LOW-END PRODUCTS;MOTOROLA’S MARKET SHARE IS RELATIVELY CONSISTENT ACROSS TIER CITIES AND GEOGRAPHIES;VALUE CHAIN STRATEGY;Motorola’s value delivery system strategy has evolved since 1997. Product development has been more customer oriented and new releases are catering for needs by different customer segments. Localization of mobile handset manufacturing has been furthered to a production capacity of 18 million units in Tianjin and 8 million units in Hangzhou. With increasing investment in sales and marketing, Motorola is now the strongest brand in China Motorola employs PTAC, CellStart, Heguang, Eastcom, SunYin, Sinya, North Telecom, Hengxin, and Forte as its 9 first-tier resellers. It intends to reduce the many tiers of resellers that has become a disadvantage to Motorola’s channel efficiency Motorola’s key strength lies in advanced technology, committed promotion, wide distribution network and quality after-sales service;;MOTORO