麦肯锡为IBM做的项目：《标杆企业研究》(ppt 21页)(英文).ppt

SECChina010821BJ IBM CONFIDENTIAL PCCompetitorAnalysis IBM SECChina010821BJ IBM 1 OVERVIEWOFCOMPETITORANALYSISFRAMEWORK 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersPricing 1 Backgroundinformation LocationManagementteamStartingyear NumberofemployeesEraanalysis SECChina010821BJ IBM 2 BACKGROUNDINFORMATION 1 Backgroundinformation LocationManagementteamStartingyear NumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersPricing SECChina010821BJ IBM 3 IBMHASGRADUALLYEXPANDEDITSPRESENCEINCHINA Location Beijing Managingdirector ZhouWeikun Startingyear 1984 representativeoffice 1992 IBMChinaCo Ltd Numberofemployees Over3000 Keymilestones SetupIBMCustomerAssociationin1984OpenedBeijing Shanghai Shenzhen Chengdu Guangzhou Nanjing Xian ChongqingofficesEstablishedcustomerservicenetworkcoveringdozensofChinamajorcitiesSetupChinapurchasingcenter inShenzhen Backgroundinformation IBM spurchaseinchinahasincreasedfrom30MUSDin1993to1BUSDin1998Source Literatureresearch SECChina010821BJ IBM 4 BACKGROUNDINFORMATION 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersPricing 1 Backgroundinformation LocationManagementteamStartingyear NumberofemployeesEraanalysis SECChina010821BJ IBM 5 GLOBALLY IBMHASDECIDEDTOEXITPCBUSINESSGRADUALLYINTHENEXTSEVENYEARS IBM sPCbusinessshowed surprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyearSource Literatureresearch IBM sPCbusinessshowedsurprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyear whichwouldlessentheurgencytoexitthisbusinessintheneartermSource Literatureresearch SECChina010821BJ IBM 6 Source IDC DesktopPCmarketsharePercentofunitsshipment m Others IBM GreatWall Founder Legend 100 4 5 6 6 Growthratepercent 44 8 20 3 13 9 87 6 125 4 94 7 99 00 99 00 Growthratepercent 100 2 9 4 8 68 5 24 9 170 6 193 5 121 6 128 5 65 0 18 8 Others Founder Dell Acer Legend IBM Toshiba NotebookmarketsharePercentofunitsshipment m IBM smarketshare IBMKEPTITSMARKETPOSITIONINNOTEBOOK BUTITSDESKTOPPCBUSINESSFAILEDTOCATCHUPWITHTOTALMARKETGROWTH SECChina010821BJ IBM 7 PRODUCT MARKET 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersPricing 1 Backgroundinformation LocationManagementteamStartingyear NumberofemployeesEraanalysis SECChina010821BJ IBM 8 IBMISRIGIDLYANDAGGRESSIVELYIMPLEMENTINGTOTALSOLUTIONANDSERVICEPROVIDERSTRATEGYINPRODUCTOFFERING Keyproductofferings Source Literatureresearch Productcategory Productcategory DesktopPCNotebook NetVistacommercialPCNetVistaA40NetVistaA10NetVistaA20 6269BSCNetVistaA20 634587C 634586CNetVistaMulti mediaPCNetVistaX40iNetVistaA60iNetVistaA40iNetVistaA20i 21949DC 219415CNetVistaA20i 219755C 21978DCNetVistaA10iThinkPadAseriesThinkPadTseriesThinkPadXseriesThinkPadiseries Source literatureresearch SECChina010821BJ IBM 9 IBMISPARTICULARLYSTRONGINGOVERNMENTANDSMES BUTWEAKINHOMEANDEDUCATION THETYPICALLOCALPLAYERS TERRITORIES Source IDC SalesbycustomersegmentsPercentofunitsshipment 000s 2000 Smalloffice Home 100 IBM Marketaverage 264 6 564 Smallbusiness Education Mediumbusiness Government Largebusiness Smalloffice Home 100 IBM Marketaverage 83 484 Education Government Largebusiness Smallbusiness Mediumbusiness DesktopPCmarket Notebookmarket 2 3 2 9 3 9 3 5 3 7 4 8 SECChina010821BJ IBM 10 IBMISADOMINANTHIGH ENDPLAYER GRASPINGOVER20 MARKETSHAREOFHIGH ENDDESKTOPPCANDOVER50 OFPRIMIUMNOTEBOOKMARKET Source IDC interview Others Dell Compaq GreatWall IBM HP Founder Legend 2 8 2 8 2 7 5 3 2 1 Low 0 1k Medium 1 1 5k High 1 5k 100 1 8 DesktopPCmarket 1999 43 6 18 4 3 7 2 6 0 4 Others Dell IBM Founder Legend 0 9 Low 0 2k Medium 2 2 5k High 2 5 3 5k 100 Notebookmarket 2000 0 11 0 12 0 17 0 7 3 5 1 4 0 1 Acer Toshiba 0 08 Premium 3 5K PricebrandUSD 1 5 1 0 1 5 1 5 2 2 5 7 IBM smarketshare SalesbycustomersegmentsPercentofunitsshipment M SECChina010821BJ IBM 11 VALUECHAINSTRATEGY 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersPricing 1 Backgroundinformation LocationManagementteamStartingyear NumberofemployeesEraanalysis SECChina010821BJ IBM 12 IBMHASSETCHINAASONEOFKEYBASESINITSGLOBALR D Globalresearchbases 8globalresearchbasesTotalstaffaround4 000 UnderconstructionSource Literatureresearch interview ChinaR Dbase Establishedin1995 IBMisoneofthefirstMNCsthatsetupRdevelopmentfocusiscurrentlyapplicationsoftware R D underconstructionSource IDC interview SECChina010821BJ IBM 13 IBMWILLNOTFURTHERINVESTINBUILDINGUPPCMANUFACTURINGJVSINCHINA Manufacturing Manufacturingbase GreatWallITproductsShenzhenCo Ltd IBM ssolePCproductionbaseinChina OEMefforts OEMmostlytoTaiwaneseplayers suchasAcer Strategy NofutureinvestmenttosetupmorePCmanufacturingJVsinchinaEmphasisonOEMapproach Source Literatureresearch interview Source literatureresearch interview SECChina010821BJ IBM 14 IBMISPUSHINGTOWARDFLATTENEDCHANNELSTRUCTUREANDSECONDANDTHIRDTIERCITIESINGEOGRAPHICCOVERAGE Salesanddistribution Guidingprinciples Changeprogram PushforflattenedchannelstructureExpandtosecond thirdtiergeographicareasIncreasesalesrevenueby20 in2001 Bluestarplan Source Literatureresearch interview Target 3 000 4 000dealersDirectandstrongchannelmanagementandcontrolbyIBM Current Over2 000dealersNodirectchannelmanagementbyIBM Over30cities Over200cities Source literatureresearch interview SECChina010821BJ IBM 15 IBMEMPHASIZESANDFOCUSESONTOTALSOLUTIONANDSERVICEPROVISION Totalsolutionandservice Target TobeNo 1globallyasatotalsolutionproviderandserviceprovider Initiatives BlueVproject StartedglobalimplementationinMarch 2001TargetsatNetGens companiesthatconductbusinessmainlyontheInternetplatformProvidescustomershardware software consulting training salesandmarketing financing out sourcing andpotentialpartnershipopportunities Hardware Software Service Source Literatureresearch interview Competitioninthenextthreeyearsisbasedonthestrengthsinhardwareandsoftware Inthe5years time servicewillbeanotherkeysuccessfactor ZhouWeikun ManagingDirector IBMChina Source literatureresearch interview SECChina010821BJ IBM 16 ORGANIZATIONANDOWNERSHIP 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersPricing 1 Backgroundinformation LocationManagementteamStartingyear NumberofemployeesEraanalysis SECChina010821BJ IBM 17 IBMFOLLOWSCHINAHEADQUARTERHOLDINGP LRESPONSIBILITYANDCUSTOMER ORIENTATIONPRACTICE Source Interview VirtualTeam practicebyfacilitates coordination KeytakeawaysIBMChinaheadquarterholdstheP Lresponsibilityofallthebusinessgroups TheonlyexceptionisChinaResearchcenterthatreportsdirectlytoR DglobalcenterIBMembodiescustomer orientationinorganizationstructure Tandtelecomaretoprovidetotalsolutiontotargetcustomers Virtualteam practicefacilitatescoordinationamongdifferentbusinessgroupsservingsamecustomers Organization IBMChinaCo ltd SMB com Telecom IGS Softwaregroup PC Techno logygroup Server Researchcenter Source literatureresearch interview DesktopPC Note book SECChina010821BJ IBM 18 IBMHOLDSTHEMAJORITYOFITSPCMANUFACTURINGJVINCHINA Ownershipstructure GreatWallComputerGroup IBM GreatWallITProductsShenzhenCo Ltd 30 70 Source Literatureresearch Source literatureresearch interview SECChina010821BJ IBM 19 FINANCIALPERFORMANCE 4 V