IBM计算机技术全方位的分析和研究(ppt 21页).PPT

1、SEC China010821BJ-IBM,CONFIDENTIAL,PC Competitor Analysis: IBM,SAMSUNG ELECTRONICS CHINA (SEC China),SEC China010821BJ-IBM,1,OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK,4. Value chain strategy,5. Organization and ownership,6. Financial performance,Focus on Marketing, advertising and promotion Distribu

2、tion (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 Pricing,1. Background information,Location Managementteam Starting year,Number of employees Era a

3、nalysis,SEC China010821BJ-IBM,2,BACKGROUND INFORMATION,1. Background information,Location Managementteam 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 a

4、nd sales force),Organization structure Ownership structure,Sales Profit,2. Strategy,3. Product/market,Mission Vision Corporate strategy Market position,Key product offerings Key customers Pricing,SEC China010821BJ-IBM,3,IBM HAS GRADUALLY EXPANDED ITS PRESENCE IN CHINA,Location,Beijing,Managing direc

5、tor,Zhou Weikun,Starting year,1984 (representative office) 1992 (IBM China Co. Ltd.),Number of employees,Over 3000,Key milestones,Set up IBM Customer Association in 1984 Opened Beijing, Shanghai, Shenzhen, Chengdu, Guangzhou, Nanjing, Xian, Chongqing offices Established customer service network cove

6、ring dozens of China major cities Set up China purchasing center* in Shenzhen,Background information,* IBMs purchase in china has increased from 30M USD in 1993 to 1B USD in 1998 Source:Literature research,SEC China010821BJ-IBM,4,BACKGROUND INFORMATION,4. Value chain strategy,5. Organization and own

7、ership,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 Pricing,1.

8、Background information,Location Managementteam Starting year,Number of employees Era analysis,SEC China010821BJ-IBM,5,GLOBALLY, IBM HAS DECIDED TO EXIT PC BUSINESS GRADUALLY IN THE NEXT SEVEN YEARS,*IBMs PC business showed/surprising strength in revenue growth and profitability in the September quar

9、ter last year Source:Literature research,* IBMs PC business showed surprising strength in revenue growth and profitability in the September quarter last year, which would lessen the urgency to exit this business in the near term Source:Literature research,SEC China010821BJ-IBM,6,Source:IDC,Desktop P

10、C market share Percent of units shipment (m),Others,IBM,Great Wall,Founder,Legend,100%=,4.5,6.6,Growth rate percent,44.8,20.3,13.9,87.6,125.4,94.7,99,00,99,00,Growth rate percent,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,Notebook market sha

11、re Percent of units shipment (m),IBMs market share,IBM KEPT ITS MARKET POSITION IN NOTEBOOK, BUT ITS DESKTOP PC BUSINESS FAILED TO CATCH UP WITH TOTAL MARKET GROWTH,SEC China010821BJ-IBM,7,PRODUCT/MARKET,4. Value chain strategy,5. Organization and ownership,6. Financial performance,Focus on Marketin

12、g, 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 Pricing,1. Background information,Location Managementteam S

13、tarting year,Number of employees Era analysis,SEC China010821BJ-IBM,8,IBM IS RIGIDLY AND AGGRESSIVELY IMPLEMENTING TOTAL SOLUTION AND SERVICE PROVIDER STRATEGY IN PRODUCT OFFERING,Key product offerings,Source:Literature research,Product category,Product category,Desktop PC Notebook,NetVista commerci

14、al PC NetVista A40 NetVista A10 NetVista A20-6269BSC NetVista A20-634587C/634586C NetVista Multi-media PC NetVista X40i NetVista A60i NetVista A40i NetVista A20i-21949DC/219415C NetVista A20i-219755C/21978DC NetVista A10i ThinkPad A series ThinkPad T series ThinkPad X series ThinkPad i series,Source

15、:literature research,SEC China010821BJ-IBM,9,IBM IS PARTICULARLY STRONG IN GOVERNMENT AND SMES, BUT WEAK IN HOME AND EDUCATION, THE TYPICAL LOCAL PLAYERS TERRITORIES,Source:IDC,Sales by customer segments Percent of units shipment (000s), 2000,Small office,Home,100%=,IBM,Market average,264,6,564,Smal

16、l business,Education,Medium business,Government,Large business,Small office,Home,100%=,IBM,Market average,83,484,Education,Government,Large business,Small business,Medium business,Desktop PC market,Notebook market,2.3,2.9,3.9,3.5,3.7,4.8,SEC China010821BJ-IBM,10,IBM IS A DOMINANT HIGH-END PLAYER, GR

17、ASPING OVER 20% MARKET SHARE OF HIGH-END DESKTOP PC AND OVER 50% OF PRIMIUM NOTEBOOK MARKET,Source: IDC, interview,Others,Dell,Compaq,Great Wall,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,Desktop PC market, 1999,43.6,18.4,3.7,2.6,0.4,Others,Dell,IBM,Fo

18、under,Legend,0.9,Low(0-2k),Medium (2-2.5k),High (2.5-3.5k),100% =,Notebook market, 2000,0.11,0.12,0.17,0.7,3.5,1.4,0.1,Acer,Toshiba,0.08,Premium (3.5K),Price brand USD,1,5.1,0,1.5,1.5,2.2,5.7,IBMs market share,Sales by customer segments Percent of units shipment (M),SEC China010821BJ-IBM,11,VALUE CH

19、AIN STRATEGY,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 Mar

20、ket position,Key product offerings Key customers Pricing,1. Background information,Location Managementteam Starting year,Number of employees Era analysis,SEC China010821BJ-IBM,12,IBM HAS SET CHINA AS ONE OF KEY BASES IN ITS GLOBAL R&D,Global research bases,8 global research bases Total staff around

21、4,000,*Under construction Source:Literature research, interview,China R&D base,Established in 1995 (IBM is one of the first MNCs that set up R development focus is currently application software,R&D,* under construction Source: IDC, interview,SEC China010821BJ-IBM,13,IBM WILL NOT FURTHER INVEST IN B

22、UILDING UP PC MANUFACTURING JVS IN CHINA,Manufacturing,Manufacturing base,Great Wall IT products Shenzhen Co., Ltd. (IBMs sole PC production base in China),OEM efforts,OEM mostly to Taiwanese players, such as Acer,Strategy,No future investment to setup more PC manufacturing JVs in china Emphasis on

23、OEM approach,Source:Literature research, interview,Source: literature research, interview,SEC China010821BJ-IBM,14,IBM IS PUSHING TOWARD FLATTENED CHANNEL STRUCTURE AND SECOND AND THIRD TIER CITIES IN GEOGRAPHIC COVERAGE,Sales and distribution,Guiding principles,Change program,Push for flattened cha

24、nnel structure Expand to second/third tier geographic areas Increase sales revenue by 20% in 2001,“Blue star plan”,Source:Literature research, interview,Target,3,000 4,000 dealers Direct and strong channel management and control by IBM,Current,Over 2,000 dealers No direct channel management by IBM,O

25、ver 30 cities,Over 200 cities,Source: literature research, interview,SEC China010821BJ-IBM,15,IBM EMPHASIZES AND FOCUSES ON TOTAL SOLUTION AND SERVICE PROVISION,Total solution and service,Target,To be No. 1 globally as a total solution provider and service provider,Initiatives,“Blue V project” Start

26、ed global implementation in March, 2001 Targets at NetGens, companies that conduct business mainly on the Internet platform Provides customers hardware, software, consulting, training, sales and marketing, financing, out-sourcing, and potential partnership opportunities “Hardware + Software + Servic

27、e”,Source:Literature research, interview,Competition in the next three years is based on the strengths in hardware and software. In the 5 years time, service will be another key success factor, Zhou Weikun, Managing Director, IBM China,Source: literature research, interview,SEC China010821BJ-IBM,16,

28、ORGANIZATION AND OWNERSHIP,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 Corpora

29、te strategy Market position,Key product offerings Key customers Pricing,1. Background information,Location Managementteam Starting year,Number of employees Era analysis,SEC China010821BJ-IBM,17,IBM FOLLOWS CHINA HEADQUARTER HOLDING P&L RESPONSIBILITY AND CUSTOMER-ORIENTATION PRACTICE,Source:Intervie

30、w, Virtual Team practice by facilitates/coordination ?,Key takeaways IBM China headquarter holds the P&L responsibility of all the business groups. The only exception is China Research center that reports directly to R&D global center IBM embodies customer-orientation in organization structure. The

31、.com and telecom are to provide total solution to target customers “Virtual team” practice facilitates coordination among different business groups serving same customers,Organization,IBM China Co., ltd,SMB,.com,Telecom,IGS,Software group,PC,Techno-logy group,Server,Research center,Source: literatur

32、e research, interview,Desktop PC,Note-book,SEC China010821BJ-IBM,18,IBM HOLDS THE MAJORITY OF ITS PC MANUFACTURING JV IN CHINA,Ownership structure,Great Wall Computer Group,IBM,Great Wall IT Products Shenzhen Co., Ltd.,30%,70%,Source:Literature research,Source: literature research, interview,SEC China010821BJ-IBM,19,FI