麦肯锡为三星中国做的项目：标杆企业研究-ppt课件

1、CONFIDENTIALPC Competitor Analysis: IBMOVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK 4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Stra

2、tegy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysisBACKGROUND INFORMATION 1. Background informationLocationManagementteamStarting yearNumber of employ

3、eesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket posit

4、ionKey product offeringsKey customersPricingIBM HAS GRADUALLY EXPANDED ITS PRESENCE IN CHINA LocationBeijing Managing directorZhou WeikunStarting year1984 (representative office)1992 (IBM China Co. Ltd.)Number of employeesOver 3000Key milestones Set up IBM Customer Association in 1984 Opened Beijing

5、, Shanghai, Shenzhen, Chengdu, Guangzhou, Nanjing, Xian, Chongqing offices Established customer service network covering dozens of China major cities Set up China purchasing center* in ShenzhenBackground information * IBMs purchase in china has increased from 30M USD in 1993 to 1B USD in 2019Source:

6、 Literature researchBACKGROUND INFORMATION 4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCo

7、rporate strategyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysisGLOBALLY, IBM HAS DECIDED TO EXIT PC BUSINESS GRADUALLY IN THE NEXT SEVEN YEARS MissionTo lead in the creation, development and manufactu

8、ring of the industrys most advanced information technologies, including computer systems, software, networking systems, storage devices and microelectronicsTo translate these advanced technologies into value for our customers through our professional solutions and services businesses worldwideVision

9、 To be no. 1 player globally in information products, solution provider and service provider * IBMs PC business showed/surprising strength in revenue growth and profitability in the September quarter last yearSource: Literature research Strategy Shift product-oriented strategy to industry-oriented d

10、evelopment strategy Define E-commerce as focus of IBM business in China Position PC as part of EoN (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 20

11、19 target Increase revenue by 20% * 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 termSource: Literature researchSource: IDCDesktop PC market sharePercent of units s

12、hipment (m)22.129.862.951.69.66.13.85.05.14.0OthersIBMGreat Wall FounderLegend 100%=4.56.621.515.228.921.817.117.517.123.26.78.87.54.36.44.0Growth rate percent44.820.313.987.6125.494.799009900Growth rate percent100%=2.94.868.524.9170.6193.5121.6128.565.018.8OthersFounder Dell Acer Legend IBMToshiba

13、Notebook market sharePercent of units shipment (m)IBMs market shareIBM KEPT ITS MARKET POSITION IN NOTEBOOK, BUT ITS DESKTOP PC BUSINESS FAILED TO CATCH UP WITH TOTAL MARKET GROWTH PRODUCT/MARKET 4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus onMarketing, advertis

14、ing and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of empl

15、oyeesEra analysisIBM IS RIGIDLY AND AGGRESSIVELY IMPLEMENTING TOTAL SOLUTION AND SERVICE PROVIDER STRATEGY IN PRODUCT OFFERING Key product offeringsSource: Literature research Product categoryProduct categoryDesktop PCNotebookNetVista commercial PCNetVista A40NetVista A10NetVista A20-6269BSCNetVista

16、 A20-634587C/634586CNetVista Multi-media PCNetVista X40iNetVista A60iNetVista A40iNetVista A20i-21949DC/219415CNetVista A20i-219755C/21978DCNetVista A10iThinkPad A seriesThinkPad T seriesThinkPad X seriesThinkPad i seriesSource: literature researchIBM IS PARTICULARLY STRONG IN GOVERNMENT AND SMES, B

17、UT WEAK IN HOME AND EDUCATION, THE TYPICAL LOCAL PLAYERS TERRITORIESSource: IDCSales by customer segmentsPercent of units shipment (000s), 200015.735.44.88.715.317.722.714.923.814.710.96.74.34.2Small office Home 100%=IBMMarket average2646,564Small businessEducation Medium business Government Large b

18、usiness36.931.423.523.612.322.218.110.9Small office Home 100%=IBM Market average83484Education Government Large businessSmall businessMedium business Desktop PC market Notebook market 2.3 2.9 3.9 3.5 3.7 4.8 19.019.57.28.49.96.921.566.225.621.5IBM IS A DOMINANT HIGH-END PLAYER, GRASPING OVER 20% MAR

19、KET SHARE OF HIGH-END DESKTOP PC AND OVER 50% OF PRIMIUM NOTEBOOK MARKETSource: IDC, interviewOthers DellCompaqGreat WallIBMHPFounderLegend 2.82.82.75.32.1Low(0-1k)Medium (1-1.5k)High (1.5k)100% = 1.8Desktop PC market, 201943.618.43.72.60.448.822.712.110.411.156.513.324.516.110.417.924.212.213.57.19

20、.23.89.813.96.626.620.2Others DellIBMFounderLegend 0.9Low(0-2k)Medium (2-2.5k)High (2.5-3.5k)100% = Notebook market, 20000.110.120.170.73.51.40.1AcerToshiba0.08Premium (3.5K)Price brand USD15.101.51.52.25.7IBMs market shareSales by customer segmentsPercent of units shipment (M)VALUE CHAIN STRATEGY 4

21、. Value chain strategy5. Organization and ownership 6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product

22、offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysisIBM HAS SET CHINA AS ONE OF KEY BASES IN ITS GLOBAL R&DGlobal research bases 8 global research bases Total staff around 4,000* Under construction Source: Literature research, i

23、nterview China R&D baseEstablished in 2019 (IBM is one of the first MNCs that set up R&D center in China)Staffed over 100 people to research center and over 200 people to development center Research focuses are China specific technology such as language recognition, hand-writing input and co

24、mputerized translation technology application in China-specific environment and industry solution; development focus is currently application software R&D U.S. (3) Japan (1) Switzland (1) China (1) Isreal (1) India* (1) * under constructionSource: IDC, interviewIBM WILL NOT FURTHER INVEST IN BUI

25、LDING 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 AcerStrategy No future investment to setup more PC manufacturing JVs in china Emphasis on OEM

26、 approach Source: Literature research, interview Source: literature research, interviewIBM IS PUSHING TOWARD FLATTENED CHANNEL STRUCTURE AND SECOND AND THIRD TIER CITIES IN GEOGRAPHIC COVERAGE Sales and distributionGuiding principles Change program Push for flattened channel structure Expand to seco

27、nd/third tier geographic areas Increase sales revenue by 20% in 2019“Blue star planSource: Literature research, interview Distribution channel City coverage Target 3,000 4,000 dealersDirect and strong channel management and control by IBM Current Over 2,000 dealersNo direct channel management by IBM

28、Over 30 cities Over 200 cities Source: literature research, interviewIBM 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 projectStarted global implementation in

29、 March, 2019 Targets at NetGens, companies that conduct business mainly on the Internet platformProvides customers hardware, software, consulting, training, sales and marketing, financing, out-sourcing, and potential partnership opportunities “Hardware + Software + ServiceSource: Literature research

30、, 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, interviewORGANIZATION AND OWNERSHIP4. Value chain strategy5. Orga

31、nization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1

32、. Background informationLocationManagementteamStarting yearNumber of employeesEra analysisIBM FOLLOWS CHINA HEADQUARTER HOLDING P&L RESPONSIBILITY AND CUSTOMER-ORIENTATION PRACTICE Source: Interview, Virtual Team practice by facilitates/coordination ?Key takeawaysIBM China headquarter holds the

33、P&L responsibility of all the business groups. The only exception is China Research center that reports directly to R&D global centerIBM embodies customer-orientation in organization structure. The and telecom are to provide total solution to target customers“Virtual team practice facilitates coordination among different business groups serving same customersOrganizationIBM China Co., ltdSMB Telecom IGSSoftware group PCTechno-logy groupServer Research centerSource: literature research, interviewDesktop PCNote-bookIBM HOLDS THE MAJORITY OF ITS PC MANUFACTURING