某咨询为三星中国做的项目ckmf

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1、CONFIDENTIAL保密PC Competitor Analysis:IBMPC 竞争对手分竞争对手分析析:IBMSAMSUNG ELECTRONICS CHINA(SEC China)中国三星电子(SEC中国)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

2、McKinsey&Company.This 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竞争对手分析框架概况竞争对手分析框架概况4.Value chain strategy 价值链策略价值链策略 5.Organization and ownership组织和所有权组织和所有权 6

3、.Financial performance财务状况财务状况 Focus on 重点 Marketing,advertising and promotion 营销、广告及宣传 Distribution(channel and sales force)分销(销售渠道和力度)Organization structure 组织机构Ownership structure 所有权机构Sales 销售Profit 利润2.Strategy 策略策略 3.Product/market 产品产品/市场市场 Mission 任务Vision 展望Corporate strategy企业战略Market posi

4、tion 市场定位Key product offerings 主要产品提供 Key customers 主体顾客Pricing 价格1.Background information 2.背景信息背景信息Location位置Managementteam管理团队Starting year开始年份Number of employees员工人数 Era analysis年代分析 2SEC China010821BJ-IBMBACKGROUND INFORMATION 背景信息背景信息1.Background informationLocationManagementteamStarting yearN

5、umber of employeesEra analysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus on Marketing,advertising and promotion Distribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMa

6、rket positionKey product offeringsKey customersPricing3SEC China010821BJ-IBMIBM HAS GRADUALLY EXPANDED ITS PRESENCE IN CHINA IBM在中国逐步壮大在中国逐步壮大Location位置位置Beijing北京Managing director 总经理总经理 Managing directorZhou WeikunStarting year开始年份开始年份1984(representative office)代表处 1992(IBM China Co.Ltd.)IBM中国有限公司

7、Number of employees员工人数员工人数Over 3000超过3000Key milestones重要里程碑重要里程碑 Set up IBM Customer Association in 1984于1984年成立了IBM客户协会Opened Beijing,Shanghai,Shenzhen,Chengdu,Guangzhou,Nanjing,Xian,Chongqing offices 成立北京、上海、深圳、成都、广州、南京、西安、重庆办事处 Established customer service network covering dozens of China major

8、 cities 建立客户覆盖中国几十个大城市的服务网络Set up China purchasing center*in Shenzhen在中国深圳成立采购中心Background information背景信息 *IBMs purchase in china has increased from 30M USD in 1993 to 1B USD in 1998Source:Literature research4SEC China010821BJ-IBMBACKGROUND INFORMATION 4.Value chain strategy5.Organization and owner

9、ship6.Financial performanceFocus 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 informati

10、onLocationManagementteamStarting yearNumber of employeesEra analysis5SEC China010821BJ-IBMGLOBALLY,IBM HAS DECIDED TO EXIT PC BUSINESS GRADUALLY IN THE NEXT SEVEN YEARS 从全球来看从全球来看,IBM在未来在未来7年内决定逐步退出年内决定逐步退出PC业业务务Mission任务任务To lead in the creation,development and manufacturing of the industrys most a

11、dvanced information technologies,including computer systems,software,networking systems,storage devices and microelectronics领导创建、发展和制造业界最先进的信息技术,包括计算机系统、软件、网络系统、存储装置与微电子 To translate these advanced technologies into value for our customers through our professional solutions and services businesses w

12、orldwide这些先进的技术,将成为我们的顾客价值,通过我们在世界范围的专业服务行业解决Vision 展望展望To be no.1 player globally in information products,solution provider and service provider是否.1供应商为选手在全球提供信息产品、解决方案和服务*IBMs PC business showed/surprising strength in revenue growth and profitability in the September quarter last yearSource:Litera

13、ture research Strategy策略策略Shift product-oriented strategy to industry-oriented development strategy把产品为主的战略发展为工业发展为主的战略 Define E-commerce as focus of IBM business in China确定电子商务作为IBM在华业务重点 Position PC as part of EoN(edge of the net)concept instead of a standalone product定位为个人立场EON(网络优势)的概念,而不是一个孤立的产

14、品 Gradually exist*PC business in the next seven years globally by selling it to Dell with Dells promise to purchase IBMs components in return 在未来7年内,*PC业务通过销售给戴尔反过来购买IBM德组件2001 target2001 目标目标Increase revenue by 20%增加20%的财政收入 *IBMs PC business showed surprising strength in revenue growth and profita

15、bility in the September quarter last year,which would lessen the urgency to exit this business in the near termSource:Literature research6SEC China010821BJ-IBMSource:IDCDesktop PC market share 台式台式PC市市场份额场份额Percent of units shipment(m)运输单位%(M)22.129.862.951.69.66.13.85.05.14.0Others其余IBMGreat Wall F

16、ounderLegend 100%=4.56.621.515.228.921.817.117.517.123.26.78.87.54.36.44.0Growth rate 增长率percent44.820.313.987.6125.494.799009900Growth rate 增长率percent100%=2.94.868.524.9170.6193.5121.6128.565.018.8OthersFounder Dell Acer Legend IBMToshiba Notebook market share笔记本市笔记本市场份额场份额Percent of units shipment

17、(m)运输单位IBMs market share IBM的市场份额IBM KEPT ITS MARKET POSITION IN NOTEBOOK,BUT ITS DESKTOP PC BUSINESS FAILED TO CATCH UP WITH TOTAL MARKET GROWTH IBM笔记本保持其市场地位笔记本保持其市场地位,但其台式但其台式PC业务未能跟上市场整体增长业务未能跟上市场整体增长 7SEC China010821BJ-IBMPRODUCT/MARKET 4.Value chain strategy5.Organization and ownership 6.Finan

18、cial performanceFocus on Marketing,advertising and promotion Distribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1.Background informationLocationMa

19、nagementteamStarting yearNumber of employeesEra analysis8SEC China010821BJ-IBMIBM IS RIGIDLY AND AGGRESSIVELY IMPLEMENTING TOTAL SOLUTION AND SERVICE PROVIDER STRATEGY IN PRODUCT OFFERING IBM狠抓服务商产品提供策略狠抓服务商产品提供策略 Key product offerings提供的主要产品提供的主要产品Source:Literature research Product category产品类别 Pro

20、duct category产品类别Desktop PC台式PCNotebook笔记本NetVista commercial PC 商业售出PC NetVista A40 NetVista A10 NetVista A20-6269BSC NetVista A20-634587C/634586CNetVista Multi-media PC售出多媒体电脑 NetVista X40i NetVista A60i NetVista A40i NetVista A20i-21949DC/219415C NetVista A20i-219755C/21978DC NetVista A10iThinkPa

21、d A seriesThinkPad T seriesThinkPad X seriesThinkPad i seriesSource:literature research9SEC China010821BJ-IBMIBM IS PARTICULARLY STRONG IN GOVERNMENT AND SMES,BUT WEAK IN HOME AND EDUCATION,THE TYPICAL LOCAL PLAYERS TERRITORIESIBM在政府与中小企业强势在政府与中小企业强势,但在家庭和教育薄弱，是典型的本土主义但在家庭和教育薄弱，是典型的本土主义Source:IDCSal

22、es by customer segments销售部门客户销售部门客户 Percent of units shipment(000s),2000运输单位15.735.44.88.715.317.722.714.923.814.710.96.74.34.2Small office 小型办公室Home 家庭100%=IBMMarket average市场平均率2646,564Small business小型商业Education 教育Medium business 媒体商业Government 政府Large business大型商业36.931.423.523.612.322.218.110.9

23、Small office Home 100%=IBM Market average83484Education Government Large businessSmall businessMedium business Desktop PC market 台式台式PC市场市场Notebook market 笔记本市场笔记本市场 2.3 2.9 3.9 3.5 3.7 4.8 10SEC China010821BJ-IBM19.019.57.28.49.96.921.566.225.621.5IBM IS A DOMINANT HIGH-END PLAYER,GRASPING OVER 20%

24、MARKET SHARE OF HIGH-END DESKTOP PC AND OVER 50%OF PRIMIUM NOTEBOOK MARKETIBM主要是高端玩家主要是高端玩家,高端台式高端台式PC市场占有率超过市场占有率超过20%，笔记本市场占有率超过笔记本市场占有率超过50%Source:IDC,interviewOthers DellCompaqGreat WallIBMHPFounderLegend 2.82.82.75.32.1Low(0-1k)Medium(1-1.5k)High(1.5k)100%=1.8Desktop PC market,1999台式台式PC市场市场43.

25、618.43.72.60.448.822.712.110.411.156.513.324.516.110.417.924.212.213.57.19.23.89.813.96.626.620.2Others DellIBMFounderLegend 0.9Low(0-2k)Medium(2-2.5k)High(2.5-3.5k)100%=Notebook market,2000笔记本市场笔记本市场0.110.120.170.73.51.40.1AcerToshiba0.08Premium(3.5K)Price brand USD15.101.51.52.25.7IBMs market shar

26、eSales by customer segments销售部门客户销售部门客户 Percent of units shipment(M)运输单位11SEC 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 structureOwners

27、hip structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1.Background informationLocationManagementteamStarting yearNumber of employeesEra analysis12SEC China010821BJ-IBMIBM HAS SET CHINA AS ONE OF KEY BASES IN ITS G

28、LOBAL R&DIBM提出了中国作为全球提出了中国作为全球R&D一个重要基地一个重要基地Global research bases 全球研究基地全球研究基地8 global research bases Total staff around 4,000*Under construction Source:Literature research,interview China R&D base中国中国R&D基地基地Established in 1995(IBM is one of the first MNCs that set up R&D center in China)成立于1995年(I

29、BM是最早在中国成立R&D的跨国贸易公司)Staffed over 100 people to research center and over 200 people to development center研究中心的工作人员由100多人发展到200多人Research focuses are China specific technology such as language recognition,hand-writing input and computerized translation technology application in China-specific environ

30、ment and industry solution;development focus is currently application software研究重点是中国特殊技术,如文字的识别、手写输入电脑,并把技术应用在中国的特殊环境和产业解决;目前的重点发展是应用软件 R&D U.S.(3)美国 Japan(1)Switzland(1)China(1)Isreal(1)India*(1)*under constructionSource:IDC,interview13SEC China010821BJ-IBMIBM WILL NOT FURTHER INVEST IN BUILDING U

31、P PC MANUFACTURING JVS IN CHINA IBM不会再投资建设依托于中国制造不会再投资建设依托于中国制造PC Manufacturing制造业 Manufacturing base 制造业基地制造业基地Great Wall IT products Shenzhen Co.,Ltd.(IBMs sole PC production base in China)长城IT产品,深圳股份有限公司(IBM 是中国唯一的PC生产基地)OEM effortsOEM努力努力 OEM mostly to Taiwanese players,such as Acer 多数台商代工角色,例如宏

32、基 Strategy 战略战略No future investment to setup more PC manufacturing JVs in china对没有前途的投资体制在中国更加注重依托PC代工制造方法 Emphasis on OEM approach注重OEM方式 Source:Literature research,interview Source:literature research,interview14SEC China010821BJ-IBMIBM IS PUSHING TOWARD FLATTENED CHANNEL STRUCTURE AND SECOND AND

33、THIRD TIER CITIES IN GEOGRAPHIC COVERAGE IBM在区域范围内推向平直的渠道结构以及第二、第三级城市在区域范围内推向平直的渠道结构以及第二、第三级城市Sales and distribution销售及分销 Guiding principles指导原则指导原则 Change program改变计划改变计划Push for flattened channel structure 推向平直的渠道结构Expand to second/third tier geographic areas 向第二/第三纪区域扩展Increase sales revenue by 2

34、0%in 20012001年销售收入增长了20%“Blue star plan”蓝星计划”Source:Literature research,interview Distribution channel 分销渠道City coverage 城市覆盖Target 目标3,000 4,000 dealers30004000经销商Direct and strong channel management and control by IBM 由IBM控制的直接和强有力的管理渠道Current 目前Over 2,000 dealers超过2000经销商No direct channel managem

35、ent by IBMIBM无直接管理渠道Over 30 cities 超过30个城市Over 200 cities 超过200个城市Source:literature research,interview15SEC China010821BJ-IBMIBM EMPHASIZES AND FOCUSES ON TOTAL SOLUTION AND SERVICE PROVISION Total solution and service Target 目标目标To be No.1 globally as a total solution provider and service provider成

36、为全球第一的方案供应商和服务商Initiatives倡议倡议“Blue V project”蓝色V项目“Started global implementation in March,2001 2001年3月开始全面实施Targets at NetGens,companies that conduct business mainly on the Internet platform目标指向Netgens，公司主要是在互联网上进行交易平台 Provides customers hardware,software,consulting,training,sales and marketing,fin

37、ancing,out-sourcing,and potential partnership opportunities给客户提供硬件、软件、咨询、培训、营销、融资、外包、合作的机会和潜力“Hardware+Software+Service”硬件+软件+服务”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 ke

38、y success factor”“在未来三年内竞争实力的基础是硬件和软件.在5年时间,服务将成为另一个成功的关键因素 Source:literature research,interview16SEC China010821BJ-IBMORGANIZATION AND OWNERSHIP4.Value chain strategy5.Organization and ownership6.Financial performanceFocus on Marketing,advertising and promotion Distribution(channel and sales force)

39、Organization structureOwnership structureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1.Background informationLocationManagementteamStarting yearNumber of employeesEra analysis17SEC China010821BJ-IBMIBM FOLLOWS CHINA H

40、EADQUARTER HOLDING P&L RESPONSIBILITY AND CUSTOMER-ORIENTATION PRACTICE IBM中国总部推行中国总部推行P&L职责职责,以客户为导向的做法以客户为导向的做法 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

41、Research center that reports directly to R&D global center IBM中国总部推行P&L所有商业团体的责任.唯一例外的是中国研究中心,直接指向住宅 R&D 全球中心 IBM embodies customer-orientation in organization structure.T and telecom are to provide total solution to target customers IBM体现了IBM以客户为导向的组织结构.Com和电信向目标客户提供全面解决方案“Virtual team”practice fac

42、ilitates coordination among different business groups serving same customers “虚拟团队”实践促进不同企业集团之间的协调与客户服务Organization 组织IBM China Co.,ltdSMB.comTelecom 电信IGSSoftware group 软件组 PCTechno-logy group技术组Server 服务Research center研究中心Source:literature research,interviewDesktop PC台式PCNote-book笔记本18SEC China010

43、821BJ-IBMIBM HOLDS THE MAJORITY OF ITS PC MANUFACTURING JV IN CHINA IBM认为大多数的中国认为大多数的中国PC制造联营制造联营 Ownership structure所有制结构Great Wall Computer GroupIBMGreat Wall IT Products Shenzhen Co.,Ltd.30%70%Source:Literature researchSource:literature research,interview19SEC China010821BJ-IBMFINANCIAL PERFORMAN

44、CE 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/marketMissionVisionCorporate strategyMarket positionKey product of

45、ferings1.Background informationLocationManagementteamStarting yearNumber of employeesEra analysis20SEC China010821BJ-IBMIBMS NOTEBOOK BUSINESS HAS BEEN GROWING VERY FAST,BUT DESKTOP PC HAS BEEN VERY STAGNANT FOR THE PAST THREE YEARS IBM的笔记本业务已经高速增长的笔记本业务已经高速增长,但台式但台式PC一直停滞在过去的三年一直停滞在过去的三年Sales(RMB b

46、illions)Notebook Revenue19992000199898-00 CAGRPercent Source:IDCDesktop PC Revenue19992000199898-00 CAGRPercent 2.12.62.72.769.00.81.22.421SEC China010821BJ-IBMIBM HAS BEEN GROWING IN REVENUE AND IMPROVING IN NET MARGINIBM一直在增加收入、提高保证金净额一直在增加收入、提高保证金净额 Source:Analyst reportProfitability 利润利润PercentNet margin净差额Growth ratePercent Gross margin 毛利1999200019992000Financial performance财务状况87.588.00.6Revenue税收税收USD billions市政总署 亿元 893736Growth ratePercent-2.71999200012.5Source:annual report22SEC China010821BJ-IBM