IBM分析报告英文版

1、CONFIDENTIALPC Competitor Analysis: IBMSAMSUNG ELECTRONICS CHINA (SEC China)This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from McKinsey & Company. This

2、material was used by McKinsey & Company during an oral presentation; it is not a complete record of the discussion.Aug, 2001SEC China010821BJ-IBMOVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK 4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising an

3、d promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of employeesE

4、ra analysis1SEC China010821BJ-IBMBACKGROUND INFORMATION 1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus on Marketing, advertising and promotion Distribution (channel and sales

5、 force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing2SEC China010821BJ-IBMIBM HAS GRADUALLY EXPANDED ITS PRESENCE IN CHINA LocationBeijing Managing directorZhou WeikunStartin

6、g year1984 (representative office)1992 (IBM China Co. Ltd.)Number of employeesOver 3000Key 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 c

7、ities Set up China purchasing center* in ShenzhenBackground information * IBMs purchase in china has increased from 30M USD in 1993 to 1B USD in 1998Source: Literature research3SEC China010821BJ-IBMBACKGROUND INFORMATION 4. Value chain strategy5. Organization and ownership6. Financial performanceFoc

8、us on Marketing, advertising and promotion Distribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamS

9、tarting yearNumber of employeesEra analysis4SEC China010821BJ-IBMGLOBALLY, IBM HAS DECIDED TO EXIT PC BUSINESS GRADUALLY IN THE NEXT SEVEN YEARS MissionTo lead in the creation, development and manufacturing of the industrys most advanced information technologies, including computer systems, software

10、, networking systems, storage devices and microelectronicsTo translate these advanced technologies into value for our customers through our professional solutions and services businesses worldwideVision To be no. 1 player globally in information products, solution provider and service provider * IBM

11、s 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 development strategy Define E-commerce as focus of IBM business in China Position PC as part of EoN

12、 (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

13、and profitability in the September quarter last year, which would lessen the urgency to exit this business in the near termSource: Literature research5SEC China010821BJ-IBMSource: IDCDesktop PC market sharePercent of units shipment (m)22.129.862.93.85.05.14.0OthersIBMGreat Wall FounderLege

14、nd 100%=4.56.621.515.228.921.817.117.56.44.0Growth 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 Notebook market sharePercent of units shipment (m)IBMs market shareIBM KEPT

15、ITS MARKET POSITION IN NOTEBOOK, BUT ITS DESKTOP PC BUSINESS FAILED TO CATCH UP WITH TOTAL MARKET GROWTH 6SEC China010821BJ-IBMPRODUCT/MARKET 4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus on Marketing, advertising and promotion Distribution (channel and sales for

16、ce)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysis7SEC China010821BJ-IBMIBM IS RIGIDL

17、Y AND AGGRESSIVELY IMPLEMENTING TOTAL SOLUTION AND SERVICE PROVIDER STRATEGY IN PRODUCT OFFERING Key product offeringsSource: Literature research Product categoryProduct categoryDesktop PCNotebookNetVista commercial PC NetVista A40 NetVista A10 NetVista A20-6269BSC NetVista A20-634587C/634586CNetVis

18、ta Multi-media PC NetVista X40i NetVista A60i NetVista A40i NetVista A20i-21949DC/219415C NetVista A20i-219755C/21978DC NetVista A10iThinkPad A seriesThinkPad T seriesThinkPad X seriesThinkPad i seriesSource: literature research8SEC China010821BJ-IBMIBM IS PARTICULARLY STRONG IN GOVERNMENT AND SMES,

19、 BUT WEAK IN HOME AND EDUCATION, THE TYPICAL LOCAL PLAYERS TERRITORIESSource: IDCSales by customer segmentsPercent of units shipment (000s), 200015.715.317.722.714.923.814.74.2Small office Home 100%=IBMMarket average2646,564Small businessEducation Medium business Government Large

20、 business36.931.423.523.612.3Small 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 9SEC China010821BJ-IBM19.09.96.921.566.225.621.5IBM IS A DOMINANT HIGH-END PLAYE

21、R, GRASPING OVER 20% MARKET SHARE OF HIGH-END DESKTOP PC AND OVER 50% OF PRIMIUM NOTEBOOK MARKETSource: IDC, interviewOthers DellCompaqGreat WallIBMHPFounderLegend 5.32.1Low(0-1k)Medium (1-1.5k)High (1.5k)100% = 1.8Desktop PC market, 199943.60.448.822.712.110.411.156.513.324.516.1

22、10.417.99.813.96.626.620.2Others DellIBMFounderLegend 0.9Low(0-2k)Medium (2-2.5k)High (2.5-3.5k)100% = Notebook market, 20000.1AcerToshiba0.08Premium (3.5K)Price brand USD2.25.7IBMs market shareSales by customer segmentsPercent of units shipment (

23、M)10SEC China010821BJ-IBMVALUE CHAIN STRATEGY 4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus on Marketing, advertising and promotion Distribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVi

24、sionCorporate strategyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysis11SEC China010821BJ-IBMIBM HAS SET CHINA AS ONE OF KEY BASES IN ITS GLOBAL R&DGlobal research bases 8 global research bases Tot

25、al staff around 4,000* Under construction Source: Literature research, interview China R&D baseEstablished in 1995 (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 spe

26、cific technology such as language recognition, hand-writing input and computerized 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) * un

27、der constructionSource: IDC, interview12SEC China010821BJ-IBMIBM 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 a

28、s AcerStrategy No future investment to setup more PC manufacturing JVs in china Emphasis on OEM approach Source: Literature research, interview Source: literature research, interview13SEC China010821BJ-IBMIBM IS PUSHING TOWARD FLATTENED CHANNEL STRUCTURE AND SECOND AND THIRD TIER CITIES IN GEOGRAPHI

29、C COVERAGE Sales and distributionGuiding 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 deale

30、rsDirect and strong channel management and control by IBM Current Over 2,000 dealersNo direct channel management by IBMOver 30 cities Over 200 cities Source: literature research, interview14SEC China010821BJ-IBMIBM EMPHASIZES AND FOCUSES ON TOTAL SOLUTION AND SERVICE PROVISION Total solution and ser

31、vice Target To be 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 platformProvides customers hardware, software, consulting, training,

32、sales and marketing, 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, service will be another key success

33、 factor Zhou Weikun, Managing Director, IBM China Source: literature research, interview15SEC China010821BJ-IBMORGANIZATION AND OWNERSHIP4. Value chain strategy5. Organization and ownership6. Financial performanceFocus on Marketing, advertising and promotion Distribution (channel and sales force)Org

34、anization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysis16SEC China010821BJ-IBMIBM FOLLOWS CHINA

35、HEADQUARTER HOLDING P&L RESPONSIBILITY AND CUSTOMER-ORIENTATION PRACTICE Source: Interview, Virtual Team practice by facilitates/coordination ?Key takeawaysIBM China headquarter holds the P&L responsibility of all the business groups. The only exception is China Research center that reports

36、directly to R&D global centerIBM 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 customersOrganizationIBM China Co., ltdSMB .comTelecom IGSSoftware group PCTechno-logy groupServer Research centerSource: literature research, interviewDesktop PCNote-book17SEC China010821BJ-IBMIBM HOLDS THE MAJORITY OF ITS PC MANUFACTURING JV