麦肯锡为三星中国做的项目《标杆企业研究》

CONFIDENTIALPCCompetitorAnalysis:IBMSAMSUNGELECTRONICSCHINA(SECChina)Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotapleterecordofthediscussion.Aug,2001SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第1页!OVERVIEWOFCOMPETITORANALYSISFRAMEWORK4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement

teamStartingyearNumberof

employeesEraanalysis1SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第2页!BACKGROUNDINFORMATION1.BackgroundinformationLocationManagement

teamStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing2SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第3页!BACKGROUNDINFORMATION4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement

teamStartingyearNumberof

employeesEraanalysis3SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第4页!

Source: IDCDesktopPCmarketsharePercentofunitsshipment(m)OthersIBMGreatWallFounderLegend100%=4.56.6Growthrate

percent44.820.313.987.6125.494.799009900Growthrate

percent100%=2.94.868.524.9170.6193.5121.6128.565.018.8OthersFounderDellAcerLegendIBMToshibaNotebookmarketsharePercentofunitsshipment(m)IBM’smarketshareIBMKEPTITSMARKETPOSITIONINNOTEBOOK,BUTITSDESKTOPPCBUSINESSFAILEDTOCATCHUPWITHTOTALMARKETGROWTH4SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第5页!IBMISRIGIDLYANDAGGRESSIVELYIMPLEMENTINGTOTALSOLUTIONANDSERVICEPROVIDERSTRATEGYINPRODUCTOFFERINGKeyproductofferingsSource: LiteratureresearchProductcategoryProductcategoryDesktopPCNotebookNetVistamercialPCNetVistaA40NetVistaA10NetVistaA20-6269BSCNetVistaA20-634587C/634586CNetVistaMulti-mediaPCNetVistaX40iNetVistaA60iNetVistaA40iNetVistaA20i-21949DC/219415CNetVistaA20i-219755C/21978DCNetVistaA10iThinkPadAseriesThinkPadTseriesThinkPadXseriesThinkPadiseries

Source: literatureresearch5SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第6页!IBMISADOMINANTHIGH-ENDPLAYER,GRASPINGOVER20%MARKETSHAREOFHIGH-ENDDESKTOPPCANDOVER50%OFPRIMIUMNOTEBOOKMARKETSource: IDC,interviewOthersDellCompaqGreatWallIBMHPFounderLegend5.32.1Low

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

(>1.5k)100%=1.8DesktopPCmarket,199943.60.4OthersDellIBMFounderLegend0.9Low

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

(2.5-3.5k)100%=Notebookmarket,20000.1AcerToshiba0.08Premium(>3.5K)Pricebrand

USD2.25.7IBM’smarketshareSalesbycustomersegmentsPercentofunitsshipment(M)6SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第7页!IBMHASSETCHINAASONEOFKEYBASESINITSGLOBALR&DGlobalresearchbases8globalresearchbasesTotalstaffaround4,000 * UnderconstructionSource: Literatureresearch,interviewChinaR&DbaseEstablishedin1995(IBMisoneofthefirstMNCsthatsetupR&DcenterinChina)Staffedover100peopletoresearchcenterandover200peopletodevelopmentcenterResearchfocusesareChinaspecifictechnologysuchaslanguagerecognition,hand-writinginputandputerizedtranslationtechnologyapplicationinChina-specificenvironmentandindustrysolution;developmentfocusiscurrentlyapplicationsoftwareR&DU.S.(3)Japan(1)Switzland(1)China(1)Isreal(1)India*(1) *underconstructionSource: IDC,interview7SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第8页!IBMISPUSHINGTOWARDFLATTENEDCHANNELSTRUCTUREANDSECONDANDTHIRDTIERCITIESINGEOGRAPHICCOVERAGESalesanddistributionGuidingprinciplesChangeprogramPushforflattenedchannelstructureExpandtosecond/thirdtiergeographicareasIncreasesalesrevenueby20%in2001“Bluestarplan”Source: Literatureresearch,interviewDistributionchannelCitycoverageTarget3,000–4,000dealersDirectandstrongchannelmanagementandcontrol

byIBMCurrentOver2,000dealersNodirectchannelmanagementbyIBMOver30citiesOver200citiesSource: literatureresearch,interview8SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第9页!ORGANIZATIONANDOWNERSHIP4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement

teamStartingyearNumberof

employeesEraanalysis9SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第10页!IBMHOLDSTHEMAJORITYOFITSPCMANUFACTURINGJVINCHINAOwnershipstructureGreatWallComputerGroupIBMGreatWallITProductsShenzhenCo.,Ltd.30%70%Source: LiteratureresearchSource: literatureresearch,interview10SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第11页!IBM’SNOTEBOOKBUSINESSHASBEENGROWINGVERYFAST,BUTDESKTOPPCHASBEENVERYSTAGNANTFORTHEPASTTHREEYEARSSales(RMBbillions)NotebookRevenue19992000199898-00CAGRPercentSource: IDCDesktopPCRevenue19992000199898-00CAGRPercent2.769.011SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第12页!IBMHASGRADUALLYEXPANDEDITSPRESENCEINCHINALocationBeijingManaging

directorZhouWeikunStartingyear1984(representativeoffice)1992(IBMChinaCo.Ltd.)Numberof

employeesOver3000Key

milestonesSetupIBMCustomerAssociationin1984OpenedBeijing,Shanghai,Shenzhen,Chengdu,Guangzhou,Nanjing,Xian,ChongqingofficesEstablishedcustomerservicenetworkcoveringdozensofChinamajorcitiesSetupChinapurchasingcenter*inShenzhenBackgroundinformation *IBM’spurchaseinchinahasincreasedfrom30MUSDin1993to1BUSDin1998 Source: Literatureresearch12SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第13页!GLOBALLY,IBMHASDECIDEDTOEXITPCBUSINESSGRADUALLYINTHENEXTSEVENYEARSMissionToleadinthecreation,developmentandmanufacturingoftheindustry’smostadvancedinformationtechnologies,includingcomputersystems,software,networkingsystems,storagedevicesandmicroelectronicsTotranslatetheseadvancedtechnologiesintovalueforourcustomersthroughourprofessionalsolutionsandservicesbusinessesworldwideVisionTobeno.1playergloballyininformationproducts,solutionproviderandserviceprovider * IBM'sPCbusinessshowed/surprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyearSource: LiteratureresearchStrategyShiftproduct-orientedstrategytoindustry-orienteddevelopmentstrategyDefineE-commerceasfocusofIBMbusinessinChinaPositionPCaspartofEoN(edgeofthenet)conceptinsteadofastandaloneproductGraduallyexist*PCbusinessinthenextsevenyearsgloballybysellingittoDellwithDell'spromisetopurchaseIBM'scomponentsinreturn2001targetIncreaserevenueby20% *IBM’sPCbusinessshowedsurprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyear,whichwouldlessentheurgencytoexitthisbusinessinthenearterm Source: Literatureresearch13SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第14页!PRODUCT/MARKET4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement

teamStartingyearNumberof

employeesEraanalysis14SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第15页!IBMISPARTICULARLYSTRONGINGOVERNMENTANDSMES,BUTWEAKINHOMEANDEDUCATION,THETYPICALLOCALPLAYERS’TERRITORIES

Source: IDCSalesbycustomersegmentsPercentofunitsshipment(000s),2000SmallofficeHome100%=IBMMarket

average2646,564SmallbusinessEducationMediumbusinessGovernmentLargebusinessSmallofficeHome100%=IBMMarket

average83484EducationGovernmentLargebusinessSmallbusinessMediumbusinessDesktopPCmarketNotebookmarket15SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第16页!VALUECHAINSTRATEGY4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement

teamStartingyearNumberof

employeesEraanalysis16SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第17页!IBMWILLNOTFURTHERINVESTINBUILDINGUPPCMANUFACTURINGJVSINCHINAManufacturingManufacturing

baseGreatWallITproductsShenzhenCo.,Ltd.(IBM'ssolePCproductionbaseinChina)OEMeffortsOEMmostlytoTaiwaneseplayers,suchasAcerStrategyNofutureinvestmenttosetupmorePCmanufacturingJVsinchinaEmphasisonOEMapproachSource: Literatureresearch,interviewSource: literatureresearch,interview17SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第18页!IBMEMPHASIZESANDFOCUSESONTOTALSOLUTIONANDSERVICEPROVISIONTotalsolutionandserviceTargetTobeNo.1globallyasatotalsolutionproviderandserviceproviderInitiatives“BlueVproject”StartedglobalimplementationinMarch,2001TargetsatNetGens,paniesthatconductbusinessmainlyontheInternetplatformProvidescustomershardware,software,consulting,training,salesandmarketing,financing,out-sourcing,andpotentialpartnershipopportunities“Hardware+Software+Service”Source: Literatureresearch,interview"Competitioninthenextthreeyearsisbasedonthestrengthsinhardwareandsoftware.Inthe5years’time,servicewillbeanotherkeysuccessfactor"–ZhouWeikun,ManagingDirector,IBMChina

Source: literatureresearch,interview18SECChina010821BJ-IBM麦肯锡为三星中国做的项目《标杆企业研究》共22页，您现在浏览的是第19页!IBMFOLLOWSCHINAHEADQUARTERHOLDINGP&LRESPONSIBILITYANDCUSTOMER-ORIENTATIONPRACTICE

Source: Interview,"VirtualTeam"practicebyfacilitates/coordination???KeytakeawaysIBMChinaheadquarterholdstheP&Lresponsibilityofallthebusinessgroups.TheonlyexceptionisChinaResearchcenterthatreportsdirectlytoR&DglobalcenterIBMembo