SAMSUNG010605BJ-kickoff2 CONFIDENTIAL Mobile Handset Competitor Analysis: Ericsson SAMSUNG ELECTRONICS CHINA (SEC China) August 20, 2001 This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from McKinsey & Company. This material was used by McKinsey & Company during an oral presentation; it is not a complete record of the discussion. SAMSUNG010605BJ-kickoff2 1 OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK 1. Background information Location Registered capital Managementteam Equitystructure Starting year Number of employees Era analysis 4. Value chain strategy 5. Organization and ownership 6. Financial performance Focus on Marketing, advertising and promotion Distribution (channel and sales force) Organization structure Ownership structure Sales Profit 2. Strategy 3. Product/market Mission Vision Corporate strategy Market position Key product offerings Key customers Value proposition Geographic focus Pricing SAMSUNG010605BJ-kickoff2 2 KEY ISSUES TO PROBE - ERICSSON Strategy Product/market Value chain strategy Organization & ownership Financial performance What will be Ericsson’s strategic focus for the next 5 years? How will Ericsson secure its leading position in mobile infrastructure? What products will Ericsson be focusing on? Which market segment will Ericsson be interested in? Will Ericsson become a niche market player in mobile handset? How does Ericsson secure its leadership in technology? How does Ericsson improve its local production capability? How are Ericsson’s mobile handsets distributed? How does Ericsson organize its JVs and WOFEs? What functions does Ericsson China centralize? How good is Ericsson’s recent financial performance? How will Ericsson improve its performance in the future? SAMSUNG010605BJ-kickoff2 3 BACKGROUND INFORMATION 1. Background information Location Registered capital Managementteam Equitystructure Starting year Number of employees Era analysis 4. Value chain strategy 5. Organization and ownership 6. Financial performance Focus on Marketing, advertising and promotion Distribution (channel and sales force) Organization structure Ownership structure Sales Profit 2. Strategy 3. Product/market Mission Vision Corporate strategy Market position Key product offerings Key customers Value proposition Geographic focus Pricing