麦肯锡－三星竞争对手分析东芝.ppt

SECChina010821BJ Toshiba CONFIDENTIAL BrownGoodsandPCCompetitorAnalysis Toshiba SAMSUNGELECTRONICSCHINA SECChina August20 2001 Thisreportissolelyfortheuseofclientpersonnel Nopartofitmaybecirculated quoted orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinseyitisnotacompleterecordofthediscussion SECChina010821BJ Toshiba 1 OVERVIEWOFCOMPETITORANALYSISFRAMEWORK 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategy KeyproductofferingsMarketposition SECChina010821BJ Toshiba 2 BACKGROUNDINFORMATION 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategy KeyproductofferingsMarketposition SECChina010821BJ Toshiba 3 Source Toshibawebsite Litsearch BACKGROUNDINFORMATION TOSHIBA Established 1875byHisashigeTanaka President CEO TadashiOkamura TotalAssets US 51 578million Shareholders Equity US 10 054million Numberofemployees 190 000worldwide AsofSeptember30 2000 DomesticPlants BranchesOfficesAndOtherFacilities Productionfacilities 25Branchoffices 35Salesoffices 23 OverseasPlants BranchesOfficesandOtherFacilities Offices 10Manufacturingcompanies 42Subsidiaries affiliates 72 SECChina010821BJ Toshiba 4 Source Companywebsite Litsearch BACKGROUNDINFORMATION DALIANTOSHIBATELEVISION LTD Location Dalian LiaoningProvince Startingyear 1996 RegisteredCapital US 30million UnitSold colorTV1millionsets 50 export Year2000 JointVenturePartners Type ForeignJuristicPerson sShares ForeignJuristicPerson sShares Toshiba Toshiba China Co DalianDaxian Group Co Ltd Numberofemployees 2 000 Products 21 34 colorTV CRT Projection Flat DomesticJuristicPerson sShares SECChina010821BJ Toshiba 5 Source CompanyReport Litsearch TOSHIBA SCORPORATEMANAGEMENTTEAM President CEOTadashiOkamura Corporateproject Corporatestaff Corporatesupportservices iValueCreationCompanyCEO TsutomuKawada e SolutionsCompanyCEO HirooOkuhara SocialInfrastructureSystemsCompanyCEO TsuyoshiKimura DigitalMediaNetworkCompanyCEO AtsutoshiNishida MobileCommunicationsCompanyCEO TetsuyaMizoguchi PowerSystems ServicesCompanyCEO ToshiyukiOshima SemiconductorCompanyCEO TakeshiNakagawa DisplayDevices ComponentsCompanyCEO EisaburoHamano MedicalSystemsCompanyCEO MasamichiKatsurada HomeAppliancesCompanyCEO MakotoNakagawa SECChina010821BJ Toshiba 6 Source Companywebsite LiteratureSearch HISTORYOFTOSHIBA SECChina010821BJ Toshiba 7 Source LiteratureSearch McKinseyAnalysis TOSHIBA SDEVELOPMENTWENTTHROUGHTHREESTAGES OrganizationstructureCorporatestrategyProductDevelopment Technology 1875 1939 TwoJapaneseelectricalequipmentmanufacturersmergedin1939tocreateToshiba Technologicalinnovationaccountedforthecompanies successes Oneofthefounderswastheso calledEdisonofJapan Mainproductsincludedtransformers electricmotors lightbulbs radioreceivers andcathode raytubes 1978 PRESENT 1939 1978 Thecompanygrewrapidlyandbecameamarketleaderintheelectricalandelectronicindustry However theorganizationbecamemorebureaucratic Thecompanycontinuedtobeinnovativeintheearlyyears producingmanyfirstsintheindustry However Itlostitsinnovatorimageinthe70 s Numerousleadingproductsintheelectricalandelectronicsareas ExamplesincludesJapan sfirstvacuumcleaner firstfluorescentlamp firstradar etc ToshibashifteddirectionbyinvestingheavilyinITsegment Theorganizationbecameincreasinglyglobal employing190 000employeesworld widewithannualsalesover 5trillion ITfocus diversification innovationandglobalizationarefourkeyelementsofToshiba scorporatestrategy ToshibaisintensivelyfocusingonIT relatedbusiness i e telecomandinternet meanwhile leveragingitslegacybusinessestogeneratestableincome BusinessBuilding BecomingIndustryLeader Meetingworldwidecompetition SECChina010821BJ Toshiba 8 Source LiteratureSearch McKinseyAnalysis DEVELOPMENTOFDALIANTOSHIBA STVBUSINESSINCHINA KeyinitiativeKeyresults 1996 1997 Foundedasajointventurein1996 constructionwascompletedin1997 Conductedaccuratemarketforecastandimplementedjustinorderinventorymanagement Inventoryturn overlessthantwodays Madeprofitthenextyear 2001 1998 2000 FocusedonhighprofitmarginPJTVsegment andcompetedontechnology serviceandmanagementratherthanprice StrengthenedcustomerserviceRevenueandprofitgrew50 annually BecametheNo 1marketshareleaderinPJTVsegment ToshibadecidedtorelocateitsdigitalTVproductiontoDalianandinvested 300milliontoexpandcapacityfromonemillionunitsto1 5millionunitsexported800 000unitstoJapan BusinessBuilding EstablishingLeadershipinPJTVMarket BecomingToshiba sKeyGlobalTVProductionBase SECChina010821BJ Toshiba 9 TOSHIBAWILLFURTHERINVESTINITINDUSTRYINCHINA Backgroundinformation Source Literatureresearch interview Source literatureresearch interview SECChina010821BJ Toshiba 10 TOSHIBAISTHELEADINGPLAYERINNOTEBOOKMARKETBOTHINCHINAANDGLOBALLY Time Keymilestones 198519901993199419992000 IntroducedthefirstnotebookintheworldIntroducedSTNnotebookIntroducedcolorTFTnotebookIntroducedPentium empowerednotebookRankednumberoneinChinanotebookmarketfor4yearsRankednumberoneinworldwidenotebookmarketfor7years EraanalysisofToshibainNotebook Source literatureresearch interview SECChina010821BJ Toshiba 11 STRATEGY 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition Keyproductofferings SECChina010821BJ Toshiba 12 TOSHIBA SMISSIONANDVISION Corporatemission We theToshibaGroupcompanies basedonourtotalcommitmenttopeopleandtothefuture aredeterminedtohelpcreateahigherqualityoflifeforallpeople andtodoourparttohelpensurethatprogresscontinueswithintheworldcommunity Corporatevision Togrowwithexcellenceastheleading edge internet readyenterprisegloballybyacceleratinginnovationwithagility andtocreatea21stcenturyofsuccesshandinhandwithourcustomers Source Companywebsite Litsearch SECChina010821BJ Toshiba 13 THREESTRATEGIESPROPELTOSHIBATOBECOMEAGLOBALHI TECHLEADERINTHENEWMELLIMUM Toshibaasaleading edge internet readygloballeaderinhi tech AcceleratethespeedofinnovationManagementInnovation MI2001 isamajorinitiativebeingpromotedthroughoutToshibaGroup Itisaimedatadvancingcreativedestructionandcompetitivesuperiority Championmarket centricmanagementCustomerRelationshipManagementandSupplyChainManagementsystemswillbedeployedtocovercompany wideoperations Beinternet readyDigitalManufacturing anewsystem willbeintroducedthroughouttheToshibaGroupAnITinfrastructureforcollaborativeengineeringwillbeestablished Source Litsearch externalinterviews ToshibaAnnualReport SECChina010821BJ Toshiba 14 ASSESSMENTOFTOSHIBA SCURRENTSTRATEGICPOSITION SWOT Strengths BroadanddiversifiedproductportfolioStrongpresenceinAsiaStrongR Dandmanufacturingcapabilities Weaknesses LesscustomerfocusedWeakbrandnameincutting edgeinformationtechnologiesUnbalancedglobalpresence Opportunities GlobaldigitalconvergenceEmergingtechnologies i e Internet 3GChinajoiningWTOopensdoorstoforeigncompanies Threats BureaucraticmanagementstyleItscoresemiconductorbusinessisacyclicalcommoditybusinessBehindthecurveinkeyITdevelopments SECChina010821BJ Toshiba 15 THEREARETWOSUCCESSFULMODELSINTHECHINACTVMARKET DALIANTOSHIBAFOLLOWSTHESONYMODEL TheKonkaModel Capitalintensive aggressivegrowththrougheconomiesofscaleinmanufacturingandinthesalesforceFrom1993to1998KonkaacquiredTVmanufacturers NortheastDuDanJian SanXi AnSuo ChongQingfactoriestobulkupGrewcapacityby2millionunitsfrom1993to1998ThrougheconomicsofscaleandaggressivepricingKonkawasabletogrowmarketsharefrom3 to11 from1995to2000 TheSonyModel Zeroinonthehighend highprofitsegmentofCRTTVmarketwithastrongbrandabletocommandpricepremiumsNotinastrongpresenceinunitmarketshare butthetopbrandwhenconsumersrespondforthebrandqualityandreliabilityCorporatephilosophyunwillingtosacrificeprofitsforlargermarketshare vastdifferentfromChineseplayers Futuretargetfocusedonhigherend cuttingedgetechnologyTVse g PJTV DigitalTV LCDandPDPwhichhavesignificantlyhigherprofitmargins Source Litsearch McKinseyanalysis SECChina010821BJ Toshiba 16 TOSHIBASHIFTSITSSTRATEGICFOCUSTOAPPLICATIONSOLUTIONANDCUSTOMERSERVICEINCHINANOTEBOOKMARKET Mission TobethemostresponsibleITproductapplicationsolutionandserviceprovider Time Strategicfocus 1996199719981999 ProductitselfChanneldevelopmentApplicationCustomerservice 2000 VIPcertificationfocusingoncorecustomersChanneldevelopmentinto2ndtiergeographiesApplicationsolutionof mobileoffice concept Toshibanotebookstrategy inChina Strategyevolvement ToshibanotebookstrategyinChinaisco developedbyDigitalChina Toshiba sexclusivenotebookchief distributorinChinaSource literatureresearch interview SECChina010821BJ Toshiba 17 PRODUCT MARKET 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategy KeyproductofferingsMarketposition SECChina010821BJ Toshiba 18 TOSHIBA SGLOBALNETSALESBYBUSINESSSEGMENT Source Toshibawebsite LitSearch Yea2000 billion Information Communications IndustrialSystems 1 858 PowerSystems 571 ElectronicDevices Components 1 477 DigitalMedia 1 518 HomeAppliances 660 Others 473 SECChina010821BJ Toshiba 19 DALIANTOSHIBA sKEYTVPRODUCTOFFERINGS ColorTVs inch modelno ProjectionTVSeries 43 61 61D9UXC50D9UXC43D9UXC50D8UXC43D8UXC Source Companywebsite Litsearch CRTTVSeries 21 29 29D2DC29D2XC25D2XC25E3DC321D2NC FlatTVSeries 21 34 34D8UXC34D6DC29D8UXC29D6DC29D3XC25D6XC21AF6C SECChina010821BJ Toshiba 20 DALIANTOSHIBA SMARKETPOSITIONINCHINA SCONVENTIONALCRTTVMARKET NO 5MARKETSHARELEADER Marketsharebysales Source GFK McKinseyAnalysis Externalinterviews Konka Sony Toshiba 1999 2000 Others 100 100 Keytrends Rationale IndustryundergoesfurtherconsolidationForeignplayerslosemarketsharetolocalplayers Topfiveplayersinthemarket Changhong TCl Konka Hisense Skyworth controlled41 6 ofthemarketin1999grewto43 7 in2000Localplayersincreasedmarketsharefrom65 in1999to 67 in2000 1 9 2 0 Rowa LG Panda Jinxing Skyworth RGB Xoceco Philips Haier Panasonic Hisense Toshiba TCL Changhong Konka Sony SECChina010821BJ Toshiba 21 DALIANTOSHIBA SMARKETPOSITIONINCHINA SPJTVMARKET NO 1MARKETSHARELEADER Source GFK internalinterview literaturesearch externalinterviews Sony Panasonic Toshiba Keytrends Rationale EstablishedMNCs Toshiba SonywillcontinuetodominatemarketLocalplayersstartestablishingthemselvesby2005 High endproducerswithsuperiortechnologyinpixelresolutionandbrightnessLocalplayersexpectedtoacquirekeyPJTVtechnologiesasof2003Ascomparison Changhongalonenowcontrols 20 oflargescreenCRTVmarket localplayerslikelytogainsimilarshareinPJTVmarket MarketsharebysalesPercent Local KonkaChanghong etc OtherMNCs Hitachi Panasonic Samsung Sony Toshiba 1999 2000 100 100 SECChina010821BJ Toshiba 22 PJTVPLAYERS STRENGTHSANDWEAKNESSES Company Strengths weaknesses Toshiba StrongbrandnameAggressivesalesandmarketing Sony No 1brandnamePremiummarketwithhighestindustryprofits Samsung StrongqualityinresolutionandbrightnessSolidpositioninthemarketComparabletechnologywithJapanesecounterparts OtherMNCs Panasonic Philips etc Possessthetechnology butyettoestablishthemselvesinmarket Localcompanies TCL Konka Hinsense Haier Changhong LackthekeytechnologiesforPJTVcomponents tubesandscreenLow endbrandhaveresultedinlowsalesvolumeWillfillupthetechnologygapbyabout2003 Source Litsearch McKinseyanalysis SECChina010821BJ Toshiba 23 TOSHIBAHASAFULL LINEPROUCTOFFERINGINNOTEBOOK COVERINGLOW ENDTOPREMIUMSEGMENT Source Literatureresearch Keyproductofferings SatelliteSeries2800 13 3 14 1 15 0 PortegeSeries 7220CT 3480CT 3490CT TecraSeries 8100H 8000J 8200 Satellite1750 13 3 Newsatellite2800 13 3 14 1 15 0 SatellitePro4600 13 3 14 1 15 0 NewSatellitePro4600 14 1 Satellite3000 13 3 Source literatureresearch SECChina010821BJ Toshiba 24 TOSHIBAISSTRONGINEDUCATION LARGEANDMEDIUMBUSINESS BUTPARTICULARLYWEAKINGOVERNMENT Source IDC Smalloffice Home 100 Toshiba Marketaverage 73 484 Education Government Largebusiness Smallbusiness Mediumbusiness 3 8 3 5 3 7 SalesbycustomersegmentsPercentofunitsshipment 000s 2000 SECChina010821BJ Toshiba 25 TOSHIBAISGENERALLYAMEDIUMTOHIGH ENDPLAYER PARTICULARLYSTRONGINUSD2 5 3 5KPRICEBRAND Source IDC 0 9 Low 0 2k Medium 2 2 5k High 2 5 3 5k 100 0 11 0 12 0 17 0 7 3 5 1 4 0 1 0 08 Premium 3 5K 2 2 Toshiba smarketshare 0 1 SalesbycustomersegmentsPercentofunitsshipment M 2000 Others Dell IBM Founder Legend Acer Toshiba SECChina010821BJ Toshiba 26 VALUECHAINSTRATEGY 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategy KeyproductofferingsMarketposition SECChina010821BJ Toshiba 27 Source LiteratureSearch Konkawebsite teamanalysis ToshibaDigitalMediaNetworkCompanyisresponsibleforColorTVR D DalianToshibaisresponsibleforTVproduction 30 partscomefromChina DalianToshibaandits4subsidiariesinDalian Beijing ShanghaiandGuangzhouareresponsibleformarketingandsales DalianToshibaprimarilyusessalesforcesinitsfoursubsidiariestosellTVproductsdirectlytoretailers ItalsousesdistributorsincertainregionssuchasChongqing Toshiba China helpedsetuptheafter salesservicenetwork andDalianToshibaisrunningthenetworkandresponsibleforPNL Digitalmedia DigitalMediaNetworkCo DalianToshibaTVCo TOSHIBACHINATVBUSINESSHASAPRODUCTLINEORIENTEDVALUEDELIVERYSYSTEM SECChina010821BJ Toshiba 28 DALIANTOSHIBA STVDISTRIBUTIONCHANNEL Source McKinseyLiteratureSearch externalinterviews McKinseyanalysis DalianToshibaTVCo ManufacturingPlant DalianSubsidiaryBeijingSubsidiaryShanghaiSubsidiaryGuangzhouSubsidiary Distributors Retailers Hyper super market 10 DesignatedStores 25 Dept Stores 30 SpecialtyStores 35 Consumers SubsidiarySalesForce 70 30 SECChina010821BJ Toshiba 29 TOSHIBAADOPTSTHENATIONALCHIEF DISTRIBUTORPRACTICEINNOTEBOOKBUSNIESSINCHINA ToshibaR D ToshibaSHOEM Renbao aTaiwaneseOEMplayerDigitalChina DigitalChina forToshibanotebookonly Toshiba DigitalChinaCentralizekeyaccountsacrossdifferentproductsCentralizeSIforkeyaccounts banking tax Beinchargeofchanneldevelop mentandmanagement DigitalChinaMajorresponsibilityToshibaSHfactoryParts inventoryAncillaryhotline Toshiba ToshibaSH OEM Toshiba ToshibaSH Dealers DigitalChina Source interview SECChina010821BJ Toshiba 30 TOSHIBAHASPOSITIONEDCHINAASAKEYR DBASE TheothertwoR DcentersareintheUKandtheUSrespectivelySource Literatureresearch Three layerstructureofToshibaR DFirstlayerfocusingontechnologytrendsinthenext3 5yearsSecondlayerfocusingonmulti mediatechnologyandtechnologytrendsinthenext2 3yearsThirdlayerfocusingonproductdevelopmentToshibaR DinChinaEstablished R Ddepartment inBeijing April2001Plantodevelopitinto Toshiba China R Dcenter inOctober2001whichwillbethethirdoverseasR DcenterofToshibaPlantohave250peoplethisyearandexpandto500peopleinR Dcenterin2005 R D SECChina010821BJ Toshiba 31 TOSHIBAHASOUTSOURCEDTHEMAJORPARTOFNOTEBOOKMANU FACTURINGANDITSDISTRIBUTORISCAPABLEOFCUSTOMIZATIONINCONFIGURATION Source Literatureresearch interview Manufacturing Partiesinvolved Responsibilities ToshibaSH AssemblingproductiontocovertotalvolumesoldinChinaAssemblingproductionforexpert OEM Renbao Majorpartofnotebookmanufacturing SECChina010821BJ Toshiba 32 UNDERSTRONGCOSTPRESSURE DIGITALCHINAANDTOSHIBAAREPUSHINGTOWARDSMOREFLATTENEDCHANNELSTRUCTURE Source CCID interview ChannelStructure ChannelCostPercentofretailprice DigitalChina Coredistributors 50 Direct Specialtyshops over100 Industrydistributors Endusers Secondtierdealers hundreds Before1997 1997 1998 1999 2001 Futureexpecta tionofmanu facturers 10 10 8 10 5 8 Paysufficientattentiontofast growingcustomersegments suchaseducationandhome aswellasmajorsegments suchasgovernmentandbusinessExpandinto2nd tiergeographiesandenhancechannel Channelstrategy SECChina010821BJ Toshiba 33 DIGITALCHINAISBUILDINGUPANADVANCEDNATION WIDEDISTRIBUTIONNETWORKTOFURTHERCUTDOWNCOST Source Literatureresearch interview Distribution SECChina010821BJ Toshiba 34 DESPITECONTINUOUSIMPROVEMENT TOSHIBANOTEBOOK SCUSTOMERSERVICESTILLLAGSBEHINDINCERTAINASPECTS VIPcertificateForA classcustomers Toshibanotebookguaranteeincludesresponsewithin10hours andrepairfinishedwithin20hours otherwiseofferingabackupnotebookOn siteserviceOn siteserviceisofferedinBeijing Shanghai andGuangzhouDellandAceroffer4 hourresponsecommitmentDellofferson siteserviceinmajorcitiesinChina Customerservice FootnoteSource Source Majorinitiatives Competitor sofferings Source Literatureresearch interview SECChina010821BJ Toshiba 35 ORGANIZATIONANDOWNERSHIP 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition Keyproductofferings SECChina0108