麦肯锡三星中国项目(英文)(ppt 21页).ppt

SECChina010821BJ-IBM,CONFIDENTIAL,PCCompetitorAnalysis:IBM,SAMSUNGELECTRONICSCHINA(SECChina),Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinseyitisnotacompleterecordofthediscussion.,Aug,2001,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,*IBMspurchaseinchinahasincreasedfrom30MUSDin1993to1BUSDin1998Source: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,*IBMsPCbusinessshowed/surprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyearSource:Literatureresearch,*IBMsPCbusinessshowedsurprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyear,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),IBMsmarketshare,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,THETYPICALLOCALPLAYERSTERRITORIES,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,IBMsmarketshare,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.(IBMssolePCproductionbaseinChina),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,3,0004,000dealersDirectandstrongchannelmanagementandcontrolbyIBM,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.Inthe5yearstime,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,VirtualTeampracticebyfacilitates/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