某咨询为三星做标杆企业分析

1、某咨询为三星做标杆企业分析OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDi

2、stribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyKey product offeringsMarket position1SEC China010821BJ-ToshibaBACKGROUND INFORMATION1. Background informationLocationRegistered capitalManagementteam

3、EquitystructureStarting yearNumber of employeesEra 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

4、 MissionVisionCorporate strategyKey product offeringsMarket position2SEC China010821BJ-ToshibaSource: Toshiba website, Lit searchBACKGROUND INFORMATION TOSHIBAEstablished:1875 by Hisashige TanakaPresident & CEO:Tadashi OkamuraTotal Assets:US$51,578 millionShareholders Equity: US$10,054 millionNumber

5、 of employees: 190,000 worldwide(As of September 30, 2000)Domestic Plants, Branches OfficesAnd Other Facilities:Production facilities: 25Branch offices: 35Sales offices: 23Overseas Plants, Branches Officesand Other Facilities:Offices: 10Manufacturing companies: 42Subsidiaries & affiliates: 723SEC Ch

6、ina010821BJ-ToshibaSource: Company website, Lit searchBACKGROUND INFORMATION DALIAN TOSHIBA TELEVISION, LTDLocation:Dalian, Liaoning ProvinceStarting year:1996Registered Capital:US$30 millionUnit Sold: color TV 1 million sets, 50% export (Year 2000)Joint Venture PartnersTypeForeign Juristic Persons

7、SharesForeign Juristic Persons SharesToshibaToshiba (China) Co.Dalian Daxian (Group) Co., Ltd.Number of employees: 2,000Products: 21 34 color TV (CRT, Projection, Flat)Domestic Juristic Persons Shares4SEC China010821BJ-ToshibaSource: Company Report, Lit searchTOSHIBAS CORPORATE MANAGEMENT TEAMPresid

8、ent & CEOTadashi OkamuraCorporate projectCorporate staffCorporate support services iValue Creation Company CEO: Tsutomu Kawada e-Solutions Company CEO: Hiroo Okuhara Social Infrastructure Systems Company CEO: Tsuyoshi Kimura Digital Media Network Company CEO: Atsutoshi Nishida Mobile Communications

9、Company CEO: Tetsuya Mizoguchi Power Systems & Services Company CEO: Toshiyuki Oshima Semiconductor Company CEO: Takeshi Nakagawa Display Devices & Components Company CEO: Eisaburo Hamano Medical Systems Company CEO: Masamichi Katsurada Home Appliances Company CEO: Makoto Nakagawa5SEC China010821BJ-

10、ToshibaSource: Company website, Literature SearchHISTORY OF TOSHIBA6SEC China010821BJ-ToshibaSource: Literature Search; McKinsey AnalysisTOSHIBAS DEVELOPMENT WENT THROUGH THREE STAGESOrganization structureCorporate strategyProduct Development & Technology1875-1939Two Japanese electrical equipment ma

11、nufacturers merged in 1939 to create Toshiba. Technological innovation accounted for the companies successes. One of the founders was the so-called Edison of Japan.Main products included transformers, electric motors, light bulbs, radio receivers, and cathode-ray tubes.1978- PRESENT1939-1978The comp

12、any grew rapidly and became a market leader in the electrical and electronic industry. However, the organization became more bureaucratic.The company continued to be innovative in the early years, producing many firsts in the industry. However, It lost its innovator image in the 70s .Numerous leadin

13、g products in the electrical and electronics areas. Examples includes Japans first vacuum cleaner, first fluorescent lamp, first radar, etc.Toshiba shifted direction by investing heavily in IT segment. The organization became increasingly global, employing 190,000 employees world-wide with annual sa

14、les over 5 trillion.IT focus, diversification, innovation and globalization are four key elements of Toshibas corporate strategy. Toshiba is intensively focusing on IT-related business (i.e. telecom and internet), meanwhile, leveraging its legacy businesses to generate stable incomeBusiness Building

15、 Becoming Industry LeaderMeeting worldwide competition7SEC China010821BJ-ToshibaSource:Literature Search; McKinsey AnalysisDEVELOPMENT OF DALIAN TOSHIBAS TV BUSINESS IN CHINAKey initiativeKey results1996-1997Founded as a joint venture in 1996, construction was completed in 1997. Conducted accurate m

16、arket forecast and implemented just in order inventory management. Inventory turn-over less than two days.Made profit the next year.20011998-2000Focused on high profit margin PJTV segment, and competed on technology, service and management rather than price.Strengthened customer serviceRevenue and p

17、rofit grew 50% annually. Became the No. 1 market share leader in PJTV segment. Toshiba decided to relocate its digital TV production to Dalian and invested 300 million to expand capacity from one million units to 1.5 million unitsexported 800,000 units to Japan. Business Building Establishing Leader

18、ship in PJTV MarketBecoming Toshibas Key Global TV Production Base8SEC China010821BJ-ToshibaTOSHIBA WILL FURTHER INVEST IN IT INDUSTRY IN CHINABackground informationSource: Literature research, interviewTo support Chinas 10th 5-year plan, we will enlarge our investment in IT industry. Toshiba has th

19、e world-leading LCD related and semiconductor technology. The amount of each investment will exceed I billion USD.“Apart from Japan, Toshiba divides global market into four regions, America, Europe, China and the rest of Asia. China is the only region made up of one single countryChief representativ

20、e of Toshiba in ChinaInvested companies in ChinaTotal investmentChief representativeTotal number of employeesImportance of ChinaFuture investment plan23RMB 6 billionPintianxinzheng (pinyin)over 10,000Chief representative of Toshiba in ChinaSource:literature research, interview9SEC China010821BJ-Tosh

21、ibaTOSHIBA IS THE LEADING PLAYER IN NOTEBOOK MARKET BOTH IN CHINA AND GLOBALLYTimeKey milestones198519901993199419992000Introduced the first notebook in the worldIntroduced STN notebookIntroduced color TFT notebookIntroduced Pentium-empowered notebookRanked number one in China notebook market for 4

22、yearsRanked number one in world wide notebook market for 7 yearsEra analysis of Toshiba in NotebookSource:literature research, interview10SEC China010821BJ-ToshibaSTRATEGY1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Va

23、lue chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offer

24、ings11SEC China010821BJ-ToshibaTOSHIBAS MISSION AND VISIONCorporate mission“We, the Toshiba Group companies, based on our total commitment to people and to the future, are determined to help create a higher quality of life for all people, and to do our part to help ensure that progress continues wit

25、hin the world communityCorporate vision“To grow with excellence as the leading-edge, internet-ready enterprise globally by accelerating innovation with agility, and to create a 21st century of success hand in hand with our customersSource: Company website, Lit search.12SEC China010821BJ-ToshibaTHREE

26、 STRATEGIES PROPEL TOSHIBA TO BECOME A GLOBAL HI-TECH LEADER IN THE NEW MELLIMUMToshiba as a leading-edge, internet-ready global leader in hi-techAccelerate the speed of innovationManagement Innovation (MI2001) is a major initiative being promoted throughout Toshiba Group. It is aimed at advancing c

27、reative destruction and competitive superiorityChampion market-centric managementCustomer Relationship Management and Supply Chain Management systems will be deployed to cover company-wide operations.Be internet-readyDigital Manufacturing, a new system, will be introduced throughout the Toshiba Grou

28、pAn IT infrastructure for collaborative engineering will be established Source: Lit search, external interviews: Toshiba Annual Report 13SEC China010821BJ-ToshibaASSESSMENT OF TOSHIBAS CURRENT STRATEGIC POSITION SWOTStrengthsBroad and diversified product portfolioStrong presence in AsiaStrong R&D an

29、d manufacturing capabilitiesWeaknessesLess customer focusedWeak brand name in cutting-edge information technologiesUnbalanced global presenceOpportunitiesGlobal digital convergenceEmerging technologies, i.e., Internet, 3GChina joining WTO opens doors to foreign companiesThreatsBureaucratic managemen

30、t styleIts core semiconductor business is a cyclical commodity businessBehind the curve in key IT developments14SEC China010821BJ-ToshibaTHERE ARE TWO SUCCESSFUL MODELS IN THE CHINA CTV MARKET, DALIAN TOSHIBA FOLLOWS THE SONY MODELThe Konka ModelCapital intensive, aggressive growth through economies

31、 of scale in manufacturing and in the sales forceFrom 1993 to 1998 Konka acquired TV manufacturers: North east Du Dan Jian, San Xi, An Suo, Chong Qing factories to bulk upGrew capacity by 2 million units from 1993 to 1998Through economics of scale and aggressive pricing Konka was able to grow market

32、 share from 3% to 11% from 1995 to 2000The Sony ModelZero in on the high end, high profit segment of CRT TV market with a strong brand able to command price premiumsNot in a strong presence in unit market share, but the top brand when consumers respond for the brand quality and reliabilityCorporate

33、philosophy unwilling to sacrifice profits for larger market share (vast different from Chinese players)Future target focused on higher end, cutting edge technology TVs e.g. PJTV, Digital TV, LCD and PDP which have significantly higher profit margins. Source: Lit search, McKinsey analysis 15SEC China

34、010821BJ-ToshibaTOSHIBA SHIFTS ITS STRATEGIC FOCUS TO APPLICATION SOLUTION AND CUSTOMER SERVICE IN CHINA NOTEBOOK MARKETMissionTo be the most responsible IT product application solution and service providerTimeStrategic focus1996199719981999Product itselfChannel developmentApplicationCustomer servic

35、e2000VIP certification focusing on core customersChannel development into 2nd tier geographiesApplication solution of mobile office conceptToshiba notebook strategy* in ChinaStrategy evolvement * Toshiba notebook strategy in China is co-developed by Digital China, Toshibas exclusive notebook chief-d

36、istributor in ChinaSource:literature research, interview16SEC China010821BJ-ToshibaPRODUCT/MARKET1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership 6. Financial performanceFo

37、cus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyKey product offeringsMarket position17SEC China010821BJ-ToshibaTOSHIBAS GLOBAL NET SALES BY BUSINESS SEGM

38、ENTSource:Toshiba web site, Lit SearchYea 2000 ( billion)Information & Communications & Industrial Systems 1,858Power Systems 571Electronic Devices & Components 1,477Digital Media 1,518Home Appliances 660Others 47318SEC China010821BJ-ToshibaDALIAN TOSHIBAs KEY TV PRODUCT OFFERINGSColor TVs (inch, mo

39、del no.)Projection TV Series: 43 6161D9UXC50D9UXC43D9UXC50D8UXC43D8UXC Source:Company website, Lit searchCRT TV Series: 21 2929D2DC29D2XC25D2XC25E3DC321D2NC Flat TV Series: 21 3434D8UXC34D6DC29D8UXC29D6DC29D3XC25D6XC21AF6C 19SEC China010821BJ-ToshibaDALIAN TOSHIBAS MARKET POSITION IN CHINAS CONVENTI

40、ONAL CRT TV MARKET: NO. 5 MARKET SHARE LEADERMarket share by sales, %Source:GFK, McKinsey Analysis, External interviews: Konka, Sony, Toshiba19992000Others 100%100%Key trends Rationale Industry undergoes further consolidation Foreign players lose market share to local playersTop five players in the

41、market Changhong, TCl, Konka, Hisense, Skyworth,controlled 41.6% of the market in 1999 grew to 43.7% in 2000 Local players increased market share from 65% in 1999 to 67% in 20001.92.0RowaLGPanda Jinxing Skyworth-RGBXoceco Philips Haier Panasonic Hisense Toshiba TCLChanghongKonka Sony 20SEC China0108

42、21BJ-ToshibaDALIAN TOSHIBAS MARKET POSITION IN CHINAS PJTV MARKET: NO. 1 MARKET SHARE LEADERSource:GFK, internal interview, literature search, external interviews: Sony, Panasonic, ToshibaKey trendsRationale Established MNCs, Toshiba, Sony will continue to dominate market Local players start establi

43、shing themselves by 2005High-end producers with superior technology in pixel resolution and brightnessLocal players expected to acquire key PJTV technologies as of 2003As comparison, Changhong alone now controls 20% of large screen CRTV market, local players likely to gain similar share in PJTV mark

44、et Market share by salesPercent Local (KonkaChanghong, etc)Other MNCsHitachi PanasonicSamsungSonyToshiba19992000100%100%21SEC China010821BJ-ToshibaPJTV PLAYERS STRENGTHS AND WEAKNESSESCompanyStrengths/weaknessesToshibaStrong brand nameAggressive sales and marketingSonyNo. 1 brand namePremium market

45、with highest industry profitsSamsungStrong quality in resolution and brightnessSolid position in the marketComparable technology with Japanese counterpartsOther MNCs: Panasonic, Philips, etc.Possess the technology, but yet to establish themselves in marketLocal companies: TCL, Konka, Hinsense, Haier

46、, ChanghongLack the key technologies for PJTV components tubes and screenLow-end brand have resulted in low sales volumeWill fill up the technology gap by about 2003 Source: Lit search, McKinsey analysis22SEC China010821BJ-ToshibaTOSHIBA HAS A FULL-LINE PROUCT OFFERING IN NOTEBOOK, COVERING LOW-END

47、TO PREMIUM SEGMENT Source:Literature researchKey product offeringsSatellite Series 2800 (13.3, 14.1, 15.0)Portege Series (7220CT, 3480CT, 3490CT)Tecra Series (8100H, 8000J, 8200)Satellite 1750 (13.3)New satellite 2800 (13.3, 14.1,15.0)Satellite Pro 4600 (13.3, 14.1, 15.0)New Satellite Pro 4600 (14.1

48、)Satellite 3000 (13.3)Source:literature research23SEC China010821BJ-ToshibaTOSHIBA IS STRONG IN EDUCATION, LARGE AND MEDIUM BUSINESS, BUT PARTICULARLY WEAK IN GOVERNMENTSource: IDCSmall office Home 100% =ToshibaMarket average73484Education Government Large businessSmall businessMedium business 3.83.

49、53.7Sales by customer segmentsPercent of units shipment (000s), 200024SEC China010821BJ-ToshibaTOSHIBA IS GENERALLY A MEDIUM TO HIGH-END PLAYER, PARTICULARLY STRONG IN USD 2.5-3.5K PRICE BRANDSource: IDC0.9Low(0-2k)Medium (2-2.5k)High (2.5-3.5k)100% = 0.110.120.170.73.51.40.10.08Premium (3.5K)2.2Tos

50、hibas market share0.1Sales by customer segmentsPercent of units shipment (M), 2000Others DellIBMFounderLegend AcerToshiba25SEC China010821BJ-ToshibaVALUE CHAIN STRATEGY1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value

51、 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 strategyKey product offeringsMarket positi

52、on26SEC China010821BJ-ToshibaSource: Literature Search, Konka web site, team analysis R&DManufacturingMarketing& SalesDistribution After-Sales ServicesToshiba Digital Media Network Company is responsible for Color TV R&DDalian Toshiba is responsible for TV production. 30% parts come from ChinaDalian

53、 Toshiba and its 4 subsidiaries in Dalian, Beijing, Shanghai and Guangzhou are responsible for marketing and salesDalian Toshiba primarily uses sales forces in its four subsidiaries to sell TV products directly to retailers. It also uses distributors in certain regions such as Chongqing.Toshiba (Chi

54、na) helped set up the after-sales service network, and Dalian Toshiba is running the network and responsible for PNL.Digital mediaDigital MediaNetwork Co.Dalian Toshiba TV Co.TOSHIBA CHINA TV BUSINESS HAS A PRODUCT LINE ORIENTED VALUE DELIVERY SYSTEM27SEC China010821BJ-ToshibaDALIAN TOSHIBAS TV DIST

55、RIBUTION CHANNELSource: McKinsey Literature Search, external interviews, McKinsey analysisDalian Toshiba TV Co.Manufacturing PlantDalian SubsidiaryBeijing SubsidiaryShanghai SubsidiaryGuangzhou SubsidiaryDistributorsRetailers:Hyper/super-market: 10%Designated Stores: 25%Dept. Stores: 30%Specialty St

56、ores: 35%Consumers Subsidiary Sales Force70%30%28SEC China010821BJ-ToshibaTOSHIBA ADOPTS THE NATIONAL CHIEF-DISTRIBUTOR PRACTICE IN NOTEBOOK BUSNIESS IN CHINA R&DManufacturingMarketing and brandingSales and distributionAfter-sales serviceToshiba R&DToshiba SHOEM: Renbao, a Taiwanese OEM playerDigita

57、l ChinaDigital China (for Toshiba notebook only)ToshibaDigital ChinaCentralize key accounts across different productsCentralize SI for key accounts (banking, tax)Be in charge of channel develop-ment and managementDigital ChinaMajor responsibilityToshiba SH factoryParts inventoryAncillary hotlineTosh

58、ibaToshiba SHOEMToshibaToshiba SHDealersDigital ChinaSource: interview29SEC China010821BJ-ToshibaTOSHIBA HAS POSITIONED CHINA AS A KEY R&D BASE *The other two R&D centers are in the UK and the US respectivelySource:Literature researchThree-layer structure of Toshiba R&DFirst layer focusing on techno

59、logy trends in the next 3-5 yearsSecond layer focusing on multi-media technology and technology trends in the next 2-3 yearsThird layer focusing on product developmentToshiba R&D in ChinaEstablished R&D department in Beijing, April 2001Plan to develop it into Toshiba (China) R&D center” in October 2

60、001 which will be the third overseas R&D center of ToshibaPlan to have 250 people this year and expand to 500 people in R&D center in 2005R&D30SEC China010821BJ-ToshibaTOSHIBA HAS OUTSOURCED THE MAJOR PART OF NOTEBOOK MANU-FACTURING AND ITS DISTRIBUTOR IS CAPABLE OF CUSTOMIZATION IN CONFIGURATION So