为三星中国做的项目标杆企业研究

1、SEC China010821BJ-IBM,CONFIDENTIAL,PC Competitor Analysis: IBM,1,SEC China010821BJ-IBM,OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK,4. Value chain strategy,5. Organization and ownership,6. Financial performance,Focus on,Marketing,advertising and,promotion,Distribution (channel,and sales force,Organizat

2、ion 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,Management,team,Starting year,Number of,employees,Era analysis,2,SEC China010821BJ-IBM,BACKGRO

3、UND INFORMATION,1. Background information,Location,Management,team,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,and sales force,Organization structure,O

4、wnership structure,Sales,Profit,2. Strategy,3. Product/market,Mission,Vision,Corporate strategy,Market position,Key product offerings,Key customers,Pricing,3,SEC China010821BJ-IBM,IBM HAS GRADUALLY EXPANDED ITS PRESENCE IN CHINA,Location,Beijing,Managing,director,Zhou Weikun,Starting year,1984 (repr

5、esentative 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 covering dozens of,China major cities,Set up Ch

6、ina 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,4,SEC China010821BJ-IBM,BACKGROUND INFORMATION,4. Value chain strategy,5. Organization and ownership,6. Financial performance,Focus on,Mark

7、eting,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,Management,team

8、,Starting year,Number of,employees,Era analysis,5,SEC China010821BJ-IBM,GLOBALLY, IBM HAS DECIDED TO EXIT PC BUSINESS GRADUALLY IN,THE NEXT SEVEN YEARS,Mission,To lead in the creation, development and manufacturing of the industrys,most advanced information technologies, including computer systems,s

9、oftware, networking systems, storage devices and microelectronics,To translate these advanced technologies into value for our customers,through our professional solutions and services businesses worldwide,Vision,To be no. 1 player globally in information products, solution provider and,service provi

10、der,IBMs PC business showed/surprising strength in revenue growth and profitability in the September quarter last year,Literature research,Strategy,Shift product-oriented strategy to industry-oriented development strategy,Define E-commerce as focus of IBM business in China,Position PC as part of EoN

11、 (edge of the net) concept instead of a,standalone product,Gradually exist* PC business in the next seven years globally by selling,it to Dell with Dells promise to purchase IBMs components in return,2001 target,Increase revenue by 20,IBMs PC business showed surprising strength in revenue growth and

12、 profitability in the September quarter last,year, which would lessen the urgency to exit this business in the near term,Source,Literature research,6,SEC China010821BJ-IBM,Source,IDC,Desktop PC market share,Percent of units shipment (m,22.1,29.8,62.9,51.6,9.6,6.1,3.8,5.0,5.1,4.0,Others,IBM,Great Wal

13、l,Founder,Legend,100,4.5,6.6,21.5,15.2,28.9,21.8,17.1,17.5,17.1,23.2,6.7,8.8,7.5,4.3,6.4,4.0,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 share,Pe

14、rcent 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,7,SEC China010821BJ-IBM,PRODUCT/MARKET,4. Value chain strategy,5. Organization and ownership,6. Financial performance,Focus on,Marketing,adve

15、rtising 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,Management,team,Starting

16、 year,Number of,employees,Era analysis,8,SEC China010821BJ-IBM,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 commercial PC,N

17、etVista 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,litera

18、ture research,9,SEC China010821BJ-IBM,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), 2000,15.7,35.4,4.8,8.7,15.3,17.7,22.7,14.9,23.8,14.7,10.9,6.7,4.3,4.2

19、,Small office,Home,100,IBM,Market,average,264,6,564,Small business,Education,Medium business,Government,Large business,36.9,31.4,23.5,23.6,12.3,22.2,18.1,10.9,Small office,Home,100,IBM,Market,average,83,484,Education,Government,Large business,Small business,Medium business,Desktop PC market,Notebook

20、 market,2.3,2.9,3.9,3.5,3.7,4.8,10,SEC China010821BJ-IBM,19.0,19.5,7.2,8.4,9.9,6.9,21.5,66.2,25.6,21.5,IBM IS A DOMINANT HIGH-END PLAYER, GRASPING 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,L

21、egend,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, 1999,43.6,18.4,3.7,2.6,0.4,48.8,22.7,12.1,10.4,11.1,56.5,13.3,24.5,16.1,10.4,17.9,24.2,12.2,13.5,7.1,9.2,3.8,9.8,13.9,6.6,26.6,20.2,Others,Dell,IB,M,Founder,Legend,0.9,Low,0-2k,Medium,2-2.5k,High,2.5-3.5k,100,Noteb

22、ook market, 2000,0.11,0.12,0.17,0.7,3.5,1.4,0.1,Ace,r,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,11,SEC China010821BJ-IBM,VALUE CHAIN STRATEGY,4. Value chain strategy,5. Organization and ownership,6. Fin

23、ancial 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. Background info

24、rmation,Location,Management,team,Starting year,Number of,employees,Era analysis,12,SEC China010821BJ-IBM,IBM HAS SET CHINA AS ONE OF KEY BASES IN ITS GLOBAL R development focus is,currently application software,R&D,U.S. (3,Japan (1,Switzland (1,China (1,Isreal (1,India* (1,under construction,Source,

25、IDC, interview,13,SEC China010821BJ-IBM,IBM WILL NOT FURTHER INVEST IN BUILDING 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 futur

26、e investment to setup more PC,manufacturing JVs in china,Emphasis on OEM approach,Source,Literature research, interview,Source,literature research, interview,14,SEC China010821BJ-IBM,IBM IS PUSHING TOWARD FLATTENED CHANNEL STRUCTURE AND,SECOND AND THIRD TIER CITIES IN GEOGRAPHIC COVERAGE,Sales and d

27、istribution,Guiding principles,Change program,Push for flattened channel structure,Expand to second/third tier geographic areas,Increase sales revenue by 20% in 2001,Blue star plan,Source,Literature research, interview,Distribution,channel,City,coverage,Target,3,000,4,000 dealers,Direct and strong c

28、hannel,management and control,by IBM,Current,Over 2,000 dealers,No direct channel,management by IBM,Over 30 cities,Over 200 cities,Source,literature research, interview,15,SEC China010821BJ-IBM,IBM EMPHASIZES AND FOCUSES ON TOTAL SOLUTION AND SERVICE,PROVISION,Total solution and service,Target,To be

29、 No. 1 globally as a total solution provider and service,provider,Initiatives,Blue V project,Started 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 marketin

30、g, financing, out-sourcing, and potential,partnership opportunities,Hardware + Software + Service,Source,Literature research, interview,Competition in the next three years is based on the,strengths in hardware and software. In the 5 years time,敳癲捩?楷汬戠?湡瑯敨?敫?畳捣獥?慦瑣牯,Zhou Weikun, Managing Director, IB

31、M China,Source,literature research, interview,16,SEC China010821BJ-IBM,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 structu

32、re,Sales,Profit,2. Strategy,3. Product /market,Mission,Vision,Corporate strategy,Market position,Key product offerings,Key customers,Pricing,1. Background information,Location,Management,team,Starting year,Number of,employees,Era analysis,17,SEC China010821BJ-IBM,IBM FOLLOWS CHINA HEADQUARTER HOLDIN

33、G P&L RESPONSIBILITY,AND CUSTOMER-ORIENTATION PRACTICE,Source,Interview, 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 cen

34、ter,IBM embodies customer-orientation in organization structure. The .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,literature research, interview,Desktop,PC,Note,book,18,SEC China010821BJ-IBM,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