麥肯錫為三星中國做的項(xiàng)目

CONFIDENTIAL保密PCCompetitorAnalysis:IBM

PC競爭對(duì)手分析:IBMSAMSUNGELECTRONICSCHINA(SECChina)中國三星電子(SEC中國)Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotapleterecordofthediscussion.Aug,2001SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第1頁!OVERVIEWOFCOMPETITORANALYSISFRAMEWORK

競爭對(duì)手分析框架概況4.Valuechainstrategy

價(jià)值鏈策略

5.Organizationandownership組織和所有權(quán)

6.Financialperformance財(cái)務(wù)狀況

Focuson重點(diǎn)

Marketing,

advertisingand

promotion

營銷、廣告及宣傳

Distribution(channel

andsalesforce)分銷(銷售渠道和力度)

Organizationstructure組織機(jī)構(gòu)Ownershipstructure所有權(quán)機(jī)構(gòu)Sales銷售Profit利潤2.Strategy策略3.Product/market產(chǎn)品/市場

Mission任務(wù)Vision展望Corporatestrategy企業(yè)戰(zhàn)略Marketposition市場定位Keyproductofferings主要產(chǎn)品提供Keycustomers主體顧客Pricing價(jià)格Backgroundinformation背景信息Location位置Management

team管理團(tuán)隊(duì)Startingyear開始年份Numberof

employees員工人數(shù)

Eraanalysis年代分析

1SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第2頁!BACKGROUNDINFORMATION背景信息1.BackgroundinformationLocationManagement

teamStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing2SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第3頁!BACKGROUNDINFORMATION4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement

teamStartingyearNumberof

employeesEraanalysis3SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第4頁!

Source: IDCDesktopPCmarketshare

臺(tái)式PC市場份額Percentofunitsshipment(m)運(yùn)輸單位%(M)Others其余IBMGreatWallFounderLegend100%=4.56.6Growthrate

增長率percent44.820.313.987.6125.494.799009900Growthrate

增長率percent100%=2.94.868.524.9170.6193.5121.6128.565.018.8OthersFounderDellAcerLegendIBMToshibaNotebookmarketshare筆記本市場份額Percentofunitsshipment(m)運(yùn)輸單位IBM’smarketshareIBM的市場份額IBMKEPTITSMARKETPOSITIONINNOTEBOOK,BUTITSDESKTOPPCBUSINESSFAILEDTOCATCHUPWITHTOTALMARKETGROWTH

IBM筆記本保持其市場地位,但其臺(tái)式PC業(yè)務(wù)未能跟上市場整體增長4SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第5頁!IBMISRIGIDLYANDAGGRESSIVELYIMPLEMENTINGTOTALSOLUTIONANDSERVICEPROVIDERSTRATEGYINPRODUCTOFFERING

IBM狠抓服務(wù)商產(chǎn)品提供策略Keyproductofferings提供的主要產(chǎn)品Source: LiteratureresearchProductcategory產(chǎn)品類別Productcategory產(chǎn)品類別DesktopPC臺(tái)式PCNotebook筆記本NetVistamercialPC

商業(yè)售出PC

NetVistaA40NetVistaA10NetVistaA20-6269BSCNetVistaA20-634587C/634586CNetVistaMulti-mediaPC售出多媒體電腦NetVistaX40iNetVistaA60iNetVistaA40iNetVistaA20i-21949DC/219415CNetVistaA20i-219755C/21978DCNetVistaA10iThinkPadAseriesThinkPadTseriesThinkPadXseriesThinkPadiseries

Source: literatureresearch5SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第6頁!IBMISADOMINANTHIGH-ENDPLAYER,GRASPINGOVER20%MARKETSHAREOFHIGH-ENDDESKTOPPCANDOVER50%OFPRIMIUMNOTEBOOKMARKETIBM主要是高端玩家,高端臺(tái)式PC市場占有率超過20%，筆記本市場占有率超過50%Source: IDC,interviewOthersDellCompaqGreatWallIBMHPFounderLegend5.32.1Low

(0-1k)Medium(1-1.5k)High

(>1.5k)100%=1.8DesktopPCmarket,1999臺(tái)式PC市場43.60.4OthersDellIBMFounderLegend0.9Low

(0-2k)Medium(2-2.5k)High

(2.5-3.5k)100%=Notebookmarket,2000筆記本市場0.1AcerToshiba0.08Premium(>3.5K)Pricebrand

USD2.25.7IBM’smarketshareSalesbycustomersegments銷售部門客戶

Percentofunitsshipment(M)運(yùn)輸單位6SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第7頁!IBMHASSETCHINAASONEOFKEYBASESINITSGLOBALR&D

IBM提出了中國作為全球R&D一個(gè)重要基地Globalresearchbases全球研究基地8globalresearchbasesTotalstaffaround4,000 * UnderconstructionSource: Literatureresearch,interviewChinaR&Dbase中國R&D基地Establishedin1995(IBMisoneofthefirstMNCsthatsetupR&DcenterinChina)成立于1995年(IBM是最早在中國成立R&D的跨國貿(mào)易公司)Staffedover100peopletoresearchcenterandover200peopletodevelopmentcenter研究中心的工作人員由100多人發(fā)展到200多人ResearchfocusesareChinaspecifictechnologysuchaslanguagerecognition,hand-writinginputandputerizedtranslationtechnologyapplicationinChina-specificenvironmentandindustrysolution;developmentfocusiscurrentlyapplicationsoftware研究重點(diǎn)是中國特殊技術(shù),如文字的識(shí)別、手寫輸入電腦,并把技術(shù)應(yīng)用在中國的特殊環(huán)境和產(chǎn)業(yè)解決;目前的重點(diǎn)發(fā)展是應(yīng)用軟件R&DU.S.(3)美國Japan(1)Switzland(1)China(1)Isreal(1)India*(1) *underconstructionSource: IDC,interview7SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第8頁!IBMISPUSHINGTOWARDFLATTENEDCHANNELSTRUCTUREANDSECONDANDTHIRDTIERCITIESINGEOGRAPHICCOVERAGE

IBM在區(qū)域范圍內(nèi)推向平直的渠道結(jié)構(gòu)以及第二、第三級(jí)城市Salesanddistribution銷售及分銷

Guidingprinciples指導(dǎo)原則

Changeprogram改變計(jì)劃Pushforflattenedchannelstructure推向平直的渠道結(jié)構(gòu)Expandtosecond/thirdtiergeographicareas向第二/第三紀(jì)區(qū)域擴(kuò)展Increasesalesrevenueby20%in20012001年銷售收入增長了20%“Bluestarplan””藍(lán)星計(jì)劃”Source: Literatureresearch,interviewDistributionchannel

分銷渠道Citycoverage城市覆蓋Target目標(biāo)3,000–4,000dealers3000—4000經(jīng)銷商Directandstrongchannelmanagementandcontrol

byIBM由IBM控制的直接和強(qiáng)有力的管理渠道Current目前Over2,000dealers超過2000經(jīng)銷商N(yùn)odirectchannelmanagementbyIBMIBM無直接管理渠道Over30cities

超過30個(gè)城市Over200cities超過200個(gè)城市Source: literatureresearch,interview8SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第9頁!ORGANIZATIONANDOWNERSHIP4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement

teamStartingyearNumberof

employeesEraanalysis9SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第10頁!IBMHOLDSTHEMAJORITYOFITSPCMANUFACTURINGJVINCHINA

IBM認(rèn)為大多數(shù)的中國PC制造聯(lián)營Ownershipstructure所有制結(jié)構(gòu)GreatWallComputerGroupIBMGreatWallITProductsShenzhenCo.,Ltd.30%70%Source: LiteratureresearchSource: literatureresearch,interview10SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第11頁!IBM’SNOTEBOOKBUSINESSHASBEENGROWINGVERYFAST,BUTDESKTOPPCHASBEENVERYSTAGNANTFORTHEPASTTHREEYEARS

IBM的筆記本業(yè)務(wù)已經(jīng)高速增長,但臺(tái)式PC一直停滯在過去的三年Sales(RMBbillions)NotebookRevenue19992000199898-00CAGRPercentSource: IDCDesktopPCRevenue19992000199898-00CAGRPercent2.769.011SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第12頁!IBMHASGRADUALLYEXPANDEDITSPRESENCEINCHINA

IBM在中國逐步壯大Location位置Beijing北京Managing

director

總經(jīng)理

Managing

directorZhouWeikunStartingyear開始年份1984(representativeoffice)代表處

1992(IBMChinaCo.Ltd.)IBM中國有限公司Numberof

employees員工人數(shù)Over3000超過3000Key

milestones重要里程碑

SetupIBMCustomerAssociationin1984于1984年成立了IBM客戶協(xié)會(huì)OpenedBeijing,Shanghai,Shenzhen,Chengdu,Guangzhou,Nanjing,Xian,Chongqingoffices成立北京、上海、深圳、成都、廣州、南京、西安、重慶辦事處EstablishedcustomerservicenetworkcoveringdozensofChinamajorcities建立客戶覆蓋中國幾十個(gè)大城市的服務(wù)網(wǎng)絡(luò)SetupChinapurchasingcenter*inShenzhen在中國深圳成立采購中心Backgroundinformation背景信息 *IBM’spurchaseinchinahasincreasedfrom30MUSDin1993to1BUSDin1998 Source: Literatureresearch12SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第13頁!GLOBALLY,IBMHASDECIDEDTOEXITPCBUSINESSGRADUALLYINTHENEXTSEVENYEARS從全球來看,IBM在未來7年內(nèi)決定逐步退出PC業(yè)務(wù)Mission任務(wù)Toleadinthecreation,developmentandmanufacturingoftheindustry’smostadvancedinformationtechnologies,includingcomputersystems,software,networkingsystems,storagedevicesandmicroelectronics領(lǐng)導(dǎo)創(chuàng)建、發(fā)展和制造業(yè)界最先進(jìn)的信息技術(shù),包括計(jì)算機(jī)系統(tǒng)、軟件、網(wǎng)絡(luò)系統(tǒng)、存儲(chǔ)裝置與微電子Totranslatetheseadvancedtechnologiesintovalueforourcustomersthroughourprofessionalsolutionsandservicesbusinessesworldwide這些先進(jìn)的技術(shù),將成為我們的顧客價(jià)值,通過我們?cè)谑澜绶秶膶I(yè)服務(wù)行業(yè)解決Vision展望Tobeno.1playergloballyininformationproducts,solutionproviderandserviceprovider是否.1供應(yīng)商為選手在全球提供信息產(chǎn)品、解決方案和服務(wù) * IBM'sPCbusinessshowed/surprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyearSource: LiteratureresearchStrategy策略Shiftproduct-orientedstrategytoindustry-orienteddevelopmentstrategy把產(chǎn)品為主的戰(zhàn)略發(fā)展為工業(yè)發(fā)展為主的戰(zhàn)略DefineE-commerceasfocusofIBMbusinessinChina確定電子商務(wù)作為IBM在華業(yè)務(wù)重點(diǎn)PositionPCaspartofEoN(edgeofthenet)conceptinsteadofastandaloneproduct定位為個(gè)人立場EON(網(wǎng)絡(luò)優(yōu)勢)的概念,而不是一個(gè)孤立的產(chǎn)品Graduallyexist*PCbusinessinthenextsevenyearsgloballybysellingittoDellwithDell‘spromisetopurchaseIBM’scomponentsinreturn在未來7年內(nèi),*PC業(yè)務(wù)通過銷售給戴爾反過來購買IBM德組件2001target2001目標(biāo)Increaserevenueby20%增加20%的財(cái)政收入 *IBM’sPCbusinessshowedsurprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyear,whichwouldlessentheurgencytoexitthisbusinessinthenearterm Source: Literatureresearch13SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第14頁!PRODUCT/MARKET4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement

teamStartingyearNumberof

employeesEraanalysis14SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第15頁!IBMISPARTICULARLYSTRONGINGOVERNMENTANDSMES,BUTWEAKINHOMEANDEDUCATION,THETYPICALLOCALPLAYERS’TERRITORIES

IBM在政府與中小企業(yè)強(qiáng)勢,但在家庭和教育薄弱，是典型的本土主義

Source: IDCSalesbycustomersegments銷售部門客戶

Percentofunitsshipment(000s),2000運(yùn)輸單位Smalloffice小型辦公室Home家庭100%=IBMMarket

average市場平均率2646,564Smallbusiness小型商業(yè)Education教育Mediumbusiness

媒體商業(yè)Government政府Largebusiness大型商業(yè)SmallofficeHome100%=IBMMarket

average83484EducationGovernmentLargebusinessSmallbusinessMediumbusinessDesktopPCmarket臺(tái)式PC市場Notebookmarket筆記本市場15SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第16頁!VALUECHAINSTRATEGY4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement

teamStartingyearNumberof

employeesEraanalysis16SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第17頁!IBMWILLNOTFURTHERINVESTINBUILDINGUPPCMANUFACTURINGJVSINCHINAIBM不會(huì)再投資建設(shè)依托于中國制造PCManufacturing制造業(yè)Manufacturing

base制造業(yè)基地GreatWallITproductsShenzhenCo.,Ltd.(IBM'ssolePCproductionbaseinChina)長城IT產(chǎn)品,深圳股份有限公司(IBM是中國唯一的PC生產(chǎn)基地)OEMeffortsOEM努力OEMmostlytoTaiwaneseplayers,suchasAcer多數(shù)臺(tái)商代工角色,例如宏基

Strategy戰(zhàn)略NofutureinvestmenttosetupmorePCmanufacturingJVsinchina對(duì)沒有前途的投資體制在中國更加注重依托PC代工制造方法

EmphasisonOEMapproach注重OEM方式Source: Literatureresearch,interviewSource: literatureresearch,interview17SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第18頁!IBMEMPHASIZESANDFOCUSESONTOTALSOLUTIONANDSERVICEPROVISIONTotalsolutionandserviceTarget目標(biāo)TobeNo.1globallyasatotalsolutionproviderandserviceprovider成為全球的方案供應(yīng)商和服務(wù)商Initiatives倡議“BlueVproject””藍(lán)色V項(xiàng)目“StartedglobalimplementationinMarch,20012001年3月開始全面實(shí)施TargetsatNetGens,paniesthatconductbusinessmainlyontheInternetplatform目標(biāo)指向Netgens，公司主要是在互聯(lián)網(wǎng)上進(jìn)行交易平臺(tái)Providescustomershardware,software,consulting,training,salesandmarketing,financing,out-sourcing,andpotentialpartnershipopportunities給客戶提供硬件、軟件、咨詢、培訓(xùn)、營銷、融資、外包、合作的機(jī)會(huì)和潛力“Hardware+Software+Service””硬件+軟件+服務(wù)”Source: Literatureresearch,interview“Competitioninthenextthreeyearsisbasedonthestrengthsinhardwareandsoftware.Inthe5years’time,servicewillbeanotherkeysuccessfactor”“在未來三年內(nèi)競爭實(shí)力的基礎(chǔ)是硬件和軟件.在5年時(shí)間,服務(wù)將成為另一個(gè)成功的關(guān)鍵因素"–ZhouWeikun,ManagingDirector,IBMChina

Source: literatureresearch,interview18SECChina010821BJ-IBM麥肯錫為三星中國做的項(xiàng)目共22頁，您現(xiàn)在瀏覽的是第19頁!IBMFOLLOWSCHINAHEADQUARTERHOLDINGP&LRESPONSIBILITYANDCUSTOMER-ORIENTATIONPRACTICE

IBM中國總部推行P&L職責(zé),以客戶為導(dǎo)向的做法

Source: Interview,"VirtualTeam"practicebyfacilitates/coordination???KeytakeawaysIBMChinaheadquarterholdstheP&Lresponsibilityofallthebusinessgroups.TheonlyexceptionisChinaResearchcenterthatreportsdirectlytoR&DglobalcenterIBM中國總部推行P&L所有商業(yè)團(tuán)體的責(zé)任