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1、SEC China010821BJ-IBM,CONFIDENTIAL,PC Competitor Analysis: IBM,SEC China010821BJ-IBM,1,OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK,4. Value chain strategy,5. Organization and ownership,6. Financial performance,Focus on Marketing, advertising and promotion Distribution (channel and sales force),Organiz
2、ation structure Ownership structure,Sales Profit,2. Strategy,3. Product/market,Mission Vision Corporate strategy Market position,Key product offerings Key customers Pricing,1. Background information,Location Managementteam Starting year,Number of employees Era analysis,SEC China010821BJ-IBM,2,BACKGR
3、OUND INFORMATION,1. Background information,Location Managementteam Starting year,Number of employees Era analysis,4. Value chain strategy,5. Organization and ownership,6. Financial performance,Focus on Marketing, advertising and promotion Distribution (channel and sales force),Organization structure
4、 Ownership structure,Sales Profit,2. Strategy,3. Product/market,Mission Vision Corporate strategy Market position,Key product offerings Key customers Pricing,SEC China010821BJ-IBM,3,IBM HAS GRADUALLY EXPANDED ITS PRESENCE IN CHINA,Location,Beijing,Managing director,Zhou Weikun,Starting year,1984 (re
5、presentative office) 1992 (IBM China Co. Ltd.),Number of employees,Over 3000,Key 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 cities Set
6、up China purchasing center* in Shenzhen,Background information,* IBMs purchase in china has increased from 30M USD in 1993 to 1B USD in 1998 Source:Literature research,SEC China010821BJ-IBM,4,BACKGROUND INFORMATION,4. Value chain strategy,5. Organization and ownership,6. Financial performance,Focus
7、on Marketing, advertising and promotion Distribution (channel and sales force),Organization structure Ownership structure,Sales Profit,2. Strategy,3. Product/market,Mission Vision Corporate strategy Market position,Key product offerings Key customers Pricing,1. Background information,Location Manage
8、mentteam Starting year,Number of employees Era analysis,SEC China010821BJ-IBM,5,GLOBALLY, IBM HAS DECIDED TO EXIT PC BUSINESS GRADUALLY IN THE NEXT SEVEN YEARS,*IBMs PC business showed/surprising strength in revenue growth and profitability in the September quarter last year Source:Literature resear
9、ch,* 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 term Source:Literature research,SEC China010821BJ-IBM,6,Source:IDC,Desktop PC market share Percent of units shipme
10、nt (m),Others,IBM,Great Wall,Founder,Legend,100%=,4.5,6.6,Growth rate percent,44.8,20.3,13.9,87.6,125.4,94.7,99,00,99,00,Growth rate percent,100%=,2.9,4.8,68.5,24.9,170.6,193.5,121.6,128.5,65.0,18.8,Others,Founder,Dell,Acer,Legend,IBM,Toshiba,Notebook market share Percent of units shipment (m),IBMs
11、market share,IBM KEPT ITS MARKET POSITION IN NOTEBOOK, BUT ITS DESKTOP PC BUSINESS FAILED TO CATCH UP WITH TOTAL MARKET GROWTH,SEC China010821BJ-IBM,7,PRODUCT/MARKET,4. Value chain strategy,5. Organization and ownership,6. Financial performance,Focus on Marketing, advertising and promotion Distribut
12、ion (channel and sales force),Organization structure Ownership structure,Sales Profit,2. Strategy,3. Product /market,Mission Vision Corporate strategy Market position,Key product offerings Key customers Pricing,1. Background information,Location Managementteam Starting year,Number of employees Era a
13、nalysis,SEC China010821BJ-IBM,8,IBM IS RIGIDLY AND AGGRESSIVELY IMPLEMENTING TOTAL SOLUTION AND SERVICE PROVIDER STRATEGY IN PRODUCT OFFERING,Key product offerings,Source:Literature research,Product category,Product category,Desktop PC Notebook,NetVista commercial PC NetVista A40 NetVista A10 NetVis
14、ta A20-6269BSC NetVista A20-634587C/634586C NetVista Multi-media PC NetVista X40i NetVista A60i NetVista A40i NetVista A20i-21949DC/219415C NetVista A20i-219755C/21978DC NetVista A10i ThinkPad A series ThinkPad T series ThinkPad X series ThinkPad i series,Source:literature research,SEC China010821BJ
15、-IBM,9,IBM IS PARTICULARLY STRONG IN GOVERNMENT AND SMES, BUT WEAK IN HOME AND EDUCATION, THE TYPICAL LOCAL PLAYERS TERRITORIES,Source:IDC,Sales by customer segments Percent of units shipment (000s), 2000,Small office,Home,100%=,IBM,Market average,264,6,564,Small business,Education,Medium business,G
16、overnment,Large business,Small office,Home,100%=,IBM,Market average,83,484,Education,Government,Large business,Small business,Medium business,Desktop PC market,Notebook market,2.3,2.9,3.9,3.5,3.7,4.8,SEC China010821BJ-IBM,10,IBM IS A DOMINANT HIGH-END PLAYER, GRASPING OVER 20% MARKET SHARE OF HIGH-END DESKTOP PC AND OVER 50% OF PRIMIUM NOTEBOOK MARKET,Source: IDC, interview,Others,Dell,Compaq,Great Wall,IBM,HP,Founder,Legend,2.8,2.8,2.7,5.3,2.1,Low(0-1k
